BX2082: Integrated Marketing Communication Plan for Fitness Centers

This report details an integrated marketing communication (IMC) plan designed for the launch of three new fitness centers in Singapore. It begins with an executive summary highlighting the thriving fitness industry in Singapore and the need for a strategic marketing approach. The report establishes marketing objectives, including acquiring 15,000 members in the first year, and communication objectives focused on brand awareness through social media platforms like Facebook, Twitter, and Instagram. It defines the target market as individuals aged 16-45, emphasizing their interest in fitness and appearance. The plan employs S.M.A.R.T. goals and outlines a message strategy focused on positioning and execution techniques to attract customers. It selects marketing communication tools based on budget, timing, and audience, emphasizing digital marketing and public relations. The report concludes with recommendations for campaign execution and measurement, stressing the importance of consistent effort and monitoring results for refinement. The report highlights the importance of integrated marketing communication in the fitness industry to attract customers.

Running Head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
Name of the Student
Name of the University
Author Note

1INTEGRATED MARKETING COMMUNICATION
Executive Summary
The fitness industry in Singapore is a thriving one just as it is in many other parts of the
world. Almost every second person living in Singapore is eager to do all that is necessary to
look good and feel good. More and more working professionals in Singapore are hitting the
gym after office to keep themselves in shape. This report creates a marketing plan using
integrated marketing communication objectives that can be used for the marketing of three
fitness centers in Singapore which are to be newly opened. The report concludes with
recommendations on how the marketing campaign can be effectively implemented.

2INTEGRATED MARKETING COMMUNICATION
Table of Contents
1. Introduction.........................................................................................................................3
2. Determination of IMC Objectives and Message Strategy..................................................3
2.1. Determination of the Target Market............................................................................3
2.2. Determining the Purpose and Objectives of the IMC Campaign................................4
2.2.1. Setting S.M.A.R.T Goals.........................................................................................4
2.3. Defining the Message..................................................................................................5
2.3.1. Positioning Message................................................................................................6
2.4. Selection of Marketing Communication Tools and Methods......................................7
2.5. Determining the Promotional Mix...............................................................................7
2.6. Executing the Campaign..............................................................................................8
2.7. Measuring Results and Refining Approach as Required.............................................8
References..................................................................................................................................9

3INTEGRATED MARKETING COMMUNICATION
1. Introduction
The annual revenue that is generated by the fitness industry in Singapore is estimated
to be as much as twenty eight million dollars as of the year 2018. More and more people
in Singapore are becoming increasingly conscious of their physical appearance and are
taking to the use of fitness centers and gymnasiums in order to keep themselves in shape
(Powch et al., 2016). This report makes use of integrated marketing communication
(IMC) objectives and strategies to create a marketing plan that can be used for the
successful promotion of three fitness centers in Singapore. The report concludes by
recommending how the marketing campaign can be executed and also attempts to identify
a number of ways by which the results or the success of the marketing campaign can be
determined.
2. Determination of IMC Objectives and Message Strategy
2.1. Determination of the Target Market
The target market for the three fitness centers to be opened in Singapore will comprise
of people who are aged between sixteen years and forty five years. These are people who
have the wherewithalls to go ahead and invest in a fitness center and also belong to the age
group that makes them conscious about how they look or appear before others. People, both
men and women, between sixteen and forty five years of age will be certain to sign up for a
membership at a fitness center as they will want to look good when attending school, college,
university and office (Schneider et al., 2016). Those who belong to this age group are known
to actively take part in dating activities, get married and attend social events as often as
possible so looking good is sure to be topmost on their personal agenda.

4INTEGRATED MARKETING COMMUNICATION
2.2. Determining the Purpose and Objectives of the IMC Campaign
Integrated marketing communication objectives and strategies are those that place a lot
of emphasis on the use of proper communication channels to get messages across (Luxton et
al., 2015).
2.2.1. Marketing Objectives
Since the three new fitness centers are going to be entering the market in Singapore for
the very first time, its marketing objectives comprises of projected goals that are to be
achieved in an initial business period of 12 months.
 The overall goal that has been set by owners of the three new fitness centers is to
acquire at least 15,000 members in the first year of operation.
 The three fitness centers will target a membership base of 5000 members each
 It is expected that all three fitness centers will return 10 % of the profit margin in the
first year.
2.2.2. Communication Objectives
The primary objective regarding communications for the three new fitness centers is to
spread brand awareness as much as possible. The campaign to market the three fitness centers
in Singapore will therefore involve the large scale use of communication channels like social
media platforms which are widely used by people all over Singapore and which are certain to
draw attention to the opening of the fitness centers as soon as the promotional activities are
initiated (Belch et al., 2014). Examples of social media platforms that can be best put to use
to advertise the launch of the three fitness centers are Facebook, Twitter and Instagram. This
is a marketing move that will be especially effective since the target market is comprised
mostly of the youth in Singapore, who are most likely to be using such social media

5INTEGRATED MARKETING COMMUNICATION
platforms for their personal and official communication on a regular basis (Andrews &
Shimp, 2017).
 Brand awareness will be built in a way to attract the attention of at least 30% of the
target market in Singapore
 Brand awareness campaigning will aim to achieve 75% at least if not more of the
Singapore target market using digital and print mediums.
 An average of two hundred visits to the fitness center’s Facebook page is hoped for,
every single month in the first year, thus amounting to 2400 Facebook likes and fans
by the year end.
 Brand awareness campaigning will aim to sponsor and also conduct one community
event during the first one year of business operations
Media Objectives
Month Reach Frequency Weight Continuity Recency Cost
January
2019
High High High High Low High
February
2019
High High High High Low High
March 2019 High High High High Low High
April 2019 High High High High Low High

6INTEGRATED MARKETING COMMUNICATION
May 2019 Low Low Low Low High Low
June 2019 Low Low Low Low High Low
July 2019 High High High High High High
August High High High Low High High
September High High High Low High High
October High High High High High High
November Low Low Low Low High Low
December Low Low Low High High Low
2.2.3. Setting S.M.A.R.T Goals
The marketing campaign will be carried out for the three fitness centers to be opened in
Singapore using S.M.A.R.T criteria (Bhupathi, 2016). These are as follows
Specific – The marketing campaign will focus on specific areas of improvement, such as
the opening of fitness centers in strategic locations of the city that are easy to access. The
fitness centers will be setup in parts of Singapore that can be easy to reach using cars,
buses and other forms of local transportation. The equipment for the three fitness centers
will be bought from reliable suppliers and distributors and will be high quality products
that are internationally in vogue.

7INTEGRATED MARKETING COMMUNICATION
Measurable – One of the best ways by which the marketing campaign for the fitness
centers can be measured is through the use of social media platforms like Facebook and
Twitter where the use of analytics can reveal how many people are viewing the
marketing and promotional messages on a daily basis, who all are likely the posts that
contain promotional content and how many are professing their eagerness to start using
such services.
Assigning – The marketing campaign will be executed by advertising experts with
sufficient experience and knowledge in the area.
Realistic – Realistically speaking, what can be achieved at the most in the initial stages
of the marketing and advertising campaign is that people will be made aware of the three
new fitness centers being launched. People in Singapore may not start using the fitness
centers immediately but at least they will know at the outset of the marketing campaign
that they are going to have three new options to choose from now.
Time related – It will take at least three to six months before people actually start using
the fitness centers. The first three months will be spent in getting to make people aware
of the existence of such fitness centers followed by another three months of people
actually visiting the fitness centers to see how these function, what the rates of using
such fitness centers amount to and how easily they can navigate from the fitness centers
to where they reside in Singapore.
2.3. Message Strategy
2.3.1. Positioning
Execution Techniques

8INTEGRATED MARKETING COMMUNICATION
 People will be made aware of the three fitness centers through the creation of
promotional pages on social media platforms and other means of online marketing,
with special emphasis being placed on the benefits and advantages they can
experience when using the fitness centers.
 Efforts will be made to get the target population interested in the fitness centers by
offering deals and discounts on services.
 A lot of emphasis will be placed on getting prospective customers to understand how
using the fitness centers can end up making customers look far more beautiful and
appealing than they are at the moment. The purpose will be to create a desire in
prospective clientele to want to use such fitness centers at the earliest (Place et al.,
2016).
 The marketing campaign will be put into implementation with messages being
generated widely on social media and using other forums about the opening of the
fitness centers.
2.4. Selection of Marketing Communication Tools and Methods
Marketing communication tools and methods will be chosen based on the following –
 Budget – The budget for the marketing campaign is set at not more than $ 20,000 as
the campaign will mainly involve using paid social media platforms and services for
getting the marketing message across.
 Timing – The marketing campaign will be carried out over a period of three to six
months for best results.
 Audience – The audience of the marketing campaigns will be all those who use social
media on a regular basis and who are passionate about staying in shape, especially
people who are in the age group of sixteen to forty five years (Finne et al., 2017).

9INTEGRATED MARKETING COMMUNICATION
 Organizational strengths and existing assets – Efforts will be made to highlight the
pros of using the three fitness centers by comparing how the services provided are
new or different from those made available by other fitness centers in Singapore
(Valos et al., 2016).
 Advantages of different types of marketing communication methods – Digital
marketing tools and public relations services will be made use of extensively to get
the marketing messages across (Seric et al., 2014).
2.5. Determining the Promotional Mix
Digital marketing tools make it possible to reach out to a wide range of people about
the opening of the three fitness centers, in a short period of time. Good public relations
services can help in getting people to gain a positive and eager outlook towards the opening
of the new fitness centers (Lusch & Vargo, 2014).
2.6. Executing the Campaign
 In order to execute the campaign in the best possible way, the marketing plan
should be coordinated alongside advertising activities for best results
 Consistent and dedicated efforts should be made to achieve marketing goals. It
would be unrealistic to expect the campaign to succeed overnight.
 A clear idea should be arrived at as to how the fitness centers to be opened
will benefit the customers, for the marketing campaign to be effectively
executed (Gabrielli & Baghi, 2016).
2.7. Measuring Results and Refining Approach as Required
The marketing campaign must be tracked and monitored for progress. Based on initial
results, further strategies for marketing and advertising can be developed down the road.

10INTEGRATED MARKETING COMMUNICATION

11INTEGRATED MARKETING COMMUNICATION
References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Bhupathi, M. M. (2016). Integrated Marketing Communications. In Strategic Marketing
Management in Asia: Case Studies and Lessons across Industries (pp. 425-445).
Emerald Group Publishing Limited.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463.
Gabrielli, V., & Baghi, I. (2016). Online brand community within the integrated marketing
communication system: When chocolate becomes seductive like a person. Journal of
Marketing Communications, 22(4), 385-402.
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog,
debate, and directions. Routledge.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.
Powch, M. A., Black, S. J., Hope, T., & Dibenedetto, C. (2016). U.S. Patent No. 9,392,941.
Washington, DC: U.S. Patent and Trademark Office