Develop and Implement a Campaign Evaluation Strategy for Bounce Fitness Corporate Marketing Plan

Project: Develop and Implement a Campaign Evaluation Strategy for Bounce Fitness Corporate
Marketing Plan
Name
Course
University
Date
Word Count (1100)

Task 1
For a long time now, Bounce Fitness has pride itself as a revolution that inspires its
members to forget the serious matters for a while by immersing themselves in an atmosphere of
adventure and fun. The company is passionate about customer service. As of now, its main
mission it to inspire movement, human connections as well as creative expressions among all its
members and customers1. In turn, this paper seeks to develop and implement a campaign
evaluation strategy for the company.
It is imperative to note that the development and evaluation of the campaign strategy
is guided by various critical questions. These comprise of;
Standards and measures that will be used
It is important that the campaign seeks to achieve certain standards and measures. Firstly,
the campaign should include a clear market research and its target market. By and large, a well-
designed target market helps the company to identify the most likely clients and, hence, fashion
the campaign to attract them to the business. Additionally, the campaign should include a
positioning, competitive analysis, budget and metrics when developing the marketing campaign.
When evaluating the success of the marketing campaign for Bounce Fitness, metrics such as
activity and tactic measures, outcome measures and impact measures2.
Performance standards
1 Bounce Fitness, Bounce Fitness (18 June 2018 ) < https://www.bounceinc.com.au/about-bounce#/>.
2 Types of campaign evaluation, UN Women < http://www.endvawnow.org/en/articles/1332-types-of-campaign-
evaluation.html>

The main performance standards for this marketing campaign would be to ensure that company
achieves a lower cost per unit of service delivery, maintain a steady sales margin and reduce
customer acquisition costs after the campaign.
Legal and ethical issues
As a whole, fitness organizations such as Bounce fitness are subject to legal and ethical
requirements. Mainly, these comprise of privacy law and anti-discrimination legislations.
Specifically, the anti-discrimination requirement relates to the fact that the company is expected
to act in a manner that promotes equal opportunity for all its clients by protecting each customer
from unfair discrimination while at the facility. On the other hand, the legislation on privacy
requires that the advertisement campaign should never ask the members to reveal their personal
information such as home address, email or phone number. By ensuring that these factors have
been fulfilled, Bounce fitness would have met the legal and ethical requirements.
Ensuring campaign objectives are met
In order to ensure that the objectives of the campaign are met, the firm will test various
elements in its advertising and communications campaign. Predominantly, the main objective of
the campaign is to ensure that Bounce Fitness realizes a 10 percent growth in its sales volume. It
also aims at increasing the market penetration of the company and improve its image as the most
preferred fitness company in Australia. Thus, to ensure that these objectives can be met, the
company will test for the feasibility of the objectives given the available budget, time constraints,
and market and product factors.