BX2082 - Integrated Marketing Communication Plan for 3D Fitness

This assignment presents an integrated marketing communication (IMC) plan for 3D Fitness, a fitness center that combines gym, café, and spa facilities. The plan aims to create brand awareness and achieve specific objectives, such as acquiring 20,000 customers within twelve months and attaining profit margins of 15% from cafes and 30% from spas. The plan outlines a creative message strategy based on a unique selling proposition and brand image, targeting individuals aged 20-60 years in Sydney. It reviews various IMC options, including advertising, public relations, internet marketing, and sales promotions, and recommends specific actions for the next fifteen months, including budget allocation and monitoring and evaluation strategies. The IMC plan is designed to effectively communicate the unique attributes of 3D Fitness and achieve its promotional goals, contributing to the organization's overall objectives of expansion and market leadership. The plan emphasizes the importance of interlinked communication tools working in harmony to build a strong brand image.

Integrated Marketing Communication Plan for 3D Fitness i
Title: Integrated Marketing Communication Plan for 3D Fitness
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Integrated Marketing Communication Plan for 3D Fitness ii
Contents
Introduction......................................................................................................................................1
Creative Approach/Message Strategy..............................................................................................2
Primary Messages........................................................................................................................4
Secondary Messages....................................................................................................................5
Review of Integrated Marketing Communication Options.............................................................6
Advertising..................................................................................................................................6
Public Relations...........................................................................................................................8
Internet Marketing.......................................................................................................................8
Sales Promotions.........................................................................................................................9
Recommendations for Integrated Marketing Communication for One Year..................................9
Advertising, Public Relations & Internet Marketing...................................................................9
Sales Promotions.......................................................................................................................13
Monitoring & Evaluation of Campaign Initiatives........................................................................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................17
Image References.......................................................................................................................17

Integrated Marketing Communication Plan for 3D Fitness iii
Executive Summary
Integrated Marketing Communication is the integration and the coordination of different
marketing tools that are implicated in generating maximum impact on the customer by building a
brand awareness of a product, service or an organization. It is a concept that is crafted to
formulate the working of various integrated marketing communication processes like
advertising, public relations, sales promotions, direct marketing, social media marketing and
personal selling. But the integrated marketing communication has also emerged in the recent
years with event participation and sponsorship is also an integral part of the integrated marketing
communication. All the various processes of marketing communication work in collaboration
like a unified force in harmony to fulfill the objectives of an organization. It is an aggressive
approach that is scheduled for a time period in which the set targets of the organization in
creating brand awareness amongst the targeted audience has to be achieved. The integrated
marketing communication helps in conveying the messages that are set by an organization,
highlighting the various attributes about their product and service. This is an interlinked
relationship between the communication tools and the messages. The messages can be altered
depending on the type of tool being utilized. In this assignment, the integrated marketing
communication plan is being formulated so the organization can have an effective launch and
can achieve its set targets for the next 12 months. The 3D Fitness is a unique fitness center that is
a combination of a gym, café and spa. The integrated marketing communication will focus on the
uniqueness of the organization and will create a message that will be conveyed through the
various communication tools that are appropriate for the organization in creating a brand image.
All this has to be conducted in a set budget and the correct allocation of the budget on the
various communication tool has to be done effectively. The regular monitoring of the various
communication tools has to be done to make changes that are needed. The changes can be in the
process of conveying the message or in the message itself. The integrated marketing
communication will help the 3D Fitness achieve its promotional goals that will further help in
attaining the organizational goals.

Integrated Marketing Communication Plan for 3D Fitness 1
Introduction
The 3D Fitness center is scheduled to open within three months and is based on the plan
of being positioned as a brand that is providing its customers with three dimensional facilities
which are fitness center, café, and a beauty and salon spa. The slogan of the organization is
“Determination, Dedication & Desire in Life”. The organization is going to open five centers
in Sydney with one being opened at Sydney CBD and the rest four being opened in the suburban
area of the city in north, south, east and west direction. The organization is passionate about
these centers as both the owners of this organization are athletic people and it is their passion,
which they want to share with the people of Sydney. The fitness centers are built with the
objective of providing a wide range of facilities to the customers, thus the gym area has been
divided into five categories that include cardio area, strength area, stretching area, free weight
area, and aerobics area. The aerobics area is divided into two rooms, one for aerobic and the
other one for spinning classes. The café that is the second dimension of this center is created with
the key motive of providing the customers with a social space that helps them to build a strong
bond with their gym mates along with healthy food and beverages. The café also facilitates the
customers with protein shakes and other gym merchandise that are easily available for the
customers. The beauty and salon spa is the third dimension and this space has been created so
that the customers can pamper themselves with various beauty treatments and also can enjoy a
relaxing spa after a tough and sweaty workout. The integrated marketing communication plan
will help in fulfilling the objectives of the organization that have been set for the next one year,
that is a total of 15 months including the three months before the opening time. The main
objectives of the organization are to gain 20,000 customers in the next twelve months with the
city based center acquiring 6.000 customers and the suburban centers attaining around 3,500
customers each. The other objective of the organization is to attain a 15% profit margin from the
cafes and attain a 30% profit margin from each beauty and salon spa. On the basis of these
objectives, the organization will be able to accomplish its bigger objectives of opening new
fitness centers in Sydney, Melbourne, and Brisbane. The integrated marketing communication
plan will help the organization in building a strong image of the organization as it will ensure
that all the communication tools are interlinked and will work in harmony. In this assignment,
the plan is built in a systematic manner that creates a message strategy, examines the available

Integrated Marketing Communication Plan for 3D Fitness 2
options of the integrated marketing communication, suggests the appropriate actions that should
be implicated in the plan for the next fifteen months with regular monitoring and evaluation
being conducted on each campaign initiative. The integrated marketing plan is built on a
specified budget of 2.2 million that will be utilized effectively to highlight the uniqueness of the
3D fitness center through various mediums.
Image source: (www.genoaparkdistrict.com)
Creative Approach/Message Strategy
The main focus of the message strategy in the integrated marketing communication plan
is to make brand awareness, strengthen the attitude of the customers about that product or
service, should be encouraging the customer to create an enthusiasm amongst the customers for
the product and should build a connection with the customers that further helps in building a
strong bond. All this has to be delivered by the organization’s message strategy for building a
brand value for an organization (Aesthetika & Febriana, 2018). The message strategy also has

Integrated Marketing Communication Plan for 3D Fitness 3
used creativity and innovation for better positioning. A creative message brief is first initiated to
understand and jot down the different guidelines that our message should be fulfilling. The name
3D Fitness have dual meanings, firstly it can be elaborated as determination, dedication and
desire, which are the three key principles of the owners when they were athletes. The second
meaning is the three dimensional services that the organization is providing its customers. For
the organization 3D Fitness, the message will be created on the basis of two message strategies
that is a unique selling proposition and the brand image. Also, the message is targeted to people
who belong to the age group of 20-60 years and the message is targeted to people belonging to
different demographic backgrounds and are living in Sydney.
Image source: (thumb1.shutterstock.com)
The following key messages have to be highlighted in the integrated communication
plan. The messages have been created on the basis of unique value proposition and brand image.
The message approach will highlight the following attributes of the organization-

Integrated Marketing Communication Plan for 3D Fitness 4
Primary Messages
 3D Fitness is more than just a gym. It is a center that focuses on health, beauty and
entertainment.
 3D Fitness provides a wide range of exercising facilities that are not just restrained to
cardio equipment and weight training.
 3D Fitness focuses on the customers in an overall aspect by providing them facilities with
protein shakes that will help in better body building and shaping. Also, the relaxing spa
treatments will help in calming the muscles for a better workout the next day
(Caemmerer, 2009).
 3D Fitness inspires passion by helping the people who are passionate about health and
fitness and keeps it as their biggest priority.
 3D Fitness provides its customers with various membership plans that are divided
between weekly, monthly, yearly and casual visits which are starting from the minimum
range of $20.
 The city fitness center is located in the Sydney Central Business District which is just a
three minutes’ walk from the Museum station. Also, the other centers are all just ten
minutes away from major metro stations.
 The suburban centers that will be at Bondi Junction that is the east location, Chatswood
that is the north location, Parramatta that is the west location and Hurstville that is the
south location. All these centers will also have a crèche with a trained care taker. This
service is very helpful for parents and none of the competitors of the organization is
providing this service.

Integrated Marketing Communication Plan for 3D Fitness 5
Image source: (upload.wikimedia.org)
Secondary Messages
 The fitness center offers the customers with a 24 hours access. Also, the various classes
like aerobics, zumba, yoga, tai chi, pilates, body pump, body combat, body attack, body
step, body balance, sh’bam, RPM and spinning are available for multiple times
throughout the day.
 3D Fitness center encourages community bonding in a comfortable environment along
with healthy eateries, with the main motive of bringing the communities more close in
this busy working world.
 The beauty and salon spa provides facilities like body bronzing, therapeutic massages,
tinting, waxing, exfoliation, body treatments, manicure & pedicure and many other
beauty treatments. The fitness center members will be given a discount of 10% every
time.

Integrated Marketing Communication Plan for 3D Fitness 6
Image source: (www.americangirlinchelsea.com)
Review of Integrated Marketing Communication Options
The integrated marketing communication plan also involves the examination of the
various tools that will be appropriate for a certain organization or a product. For the 3D Fitness,
the selection of the correct tool is crucial as the tools should convey all the messages clearly to
the customers. Every marketing communication tool has their strengths and weakness that should
be examined in details before utilizing it for the plan. Also, the examination of tools helps in
formulating better strategies for the promotion of the organization. The various available
integrated communication options that the organization 3D Fitness have are-
Advertising
Advertising is the most effective tools of integrated marketing communication. The
different traits of advertising include persuasiveness, non-personal and dissemination. The
advertising is an effective tool for increasing awareness about the brand and changing the
perception of the people (Cowley, 2016). The pros and cons of advertising are-
Pros-

Integrated Marketing Communication Plan for 3D Fitness 7
 Advertising helps in controlling the message and also help in tracking the impact on the
customers. For a startup, it will be beneficial for 3D Fitness.
 It is one of the most cost effective methods to convey the message to a large number of
audience.
 It is also the best method to great a powerful image of the brand in the mind of the
people.
 It is also a good initiative to build a responsive relationship with the targeted customers.
Cons-
 It has a trait of being non-personal. Due to this attribute, it lacks the capabilities to tailor
the messages that are associated with the sale. Hence, it does not contribute to creating
sales (Gabrielli & Balboni, 2010).
 It is a very costly method. The various mediums that are utilized demand high price of
execution. The 3D Fitness have a tight budget that is allocated between the launch and
the after launch.
 The advertisements have very low credibility, so a major amount of people does not take
them seriously.

Integrated Marketing Communication Plan for 3D Fitness 8
Image source: (sethlui.com)
Public Relations
Public relations is a process of achieving public acceptance by understanding the attitudes of the
public and then implementing plans that have the public interest as the priority.
Pros-
 The various activities that are connected under the public relations are a part of one-way
communication that help the organization as it informs about the corporate social
responsibility activities that the organization conducts from time to time.
 It helps in building a positive image of the organization and is very effective in
transforming the potential customers into brand ambassadors of the organization.
Cons-
 The process of public relations is very delicate. A message sent forward with a good
initiative can offend many, especially the political feelings that may cause massive harm
to the brand image.
Internet Marketing
The internet marketing is a tool that has expanded the range that can be accessed by the
marketers for promoting products and services.
Pros-
 The various messages of the fitness center can be altered according to the needs and
demands of the customers.
 This is a tool that can be utilized for providing an ample amount of information to the
targeted audience.
 Due to the high involvement of people on the internet it is very effective (Eberechukwu
& Chukwuma, 2016).
Cons-
 The customers pay very less attention to the internet promotions. Also, there is a high
standard of clutter.

Integrated Marketing Communication Plan for 3D Fitness 9
 The targeted market for the fitness center is huge and all of them might not have the
facility of the internet.
Sales Promotions
The sales promotion is an effective way to enhance the movement of the products. Sales
promotion in the case of 3D Fitness will only be directed to the consumers in the form of
coupons, premiums, sampling, price packs, low-cost financing deals and in many different ways.
Pros-
 It is a face to face communication tool so it can be altered according to the customers and
also there is a clarity between the organization and the customer.
 It is the best way to create good mouth advertising (Finne & Grönroos, 2017).
Cons-
 It has bigger negative impacts on customers, it only requires one customer to destroy an
image of an organization. One bad experience delivered to a customer results in too much
bad mouthing.
Recommendations for Integrated Marketing Communication for One Year
The integrated marketing communication campaign for the 3D Fitness is for fifteen
months and has been divided into two categories, that is, grand launch and after the launch. It is
important to differentiate between both the campaigns, as the initial efforts of promotions have
the main goal of driving the maximum customers to come at the launch of the fitness centers.
Also, the initial investment for the promotions will be more that too at a lesser time when
compared with the annual promotional budget.
Advertising, Public Relations & Internet Marketing
The 3D Fitness will use various mediums of advertising for gaining customers for the launch
of the centers and then the target of 20,000 customers for the next 12 months.
 Direct Mail campaign will be initiated as a teaser campaign that will aim at generating
the interest of the customers in the fitness center by informing about the key facilities that
the center is providing and mainly those attributes will be highlighted that are not being
offered by the competitors. The direct mail will be directed to 100,000 people with an
average of 8,350 mails will be sent per week before the opening of the center. After the
launch this direct mail will be reduced to 4,000 mails per week. These mails will also

Integrated Marketing Communication Plan for 3D Fitness 10
serve as an invitation to the opening event. The mails will not be formal mails, but will be
more like an exquisite invitation which will be very attractive as a wedding invitation.
 The next advertising method will be conducted through a radio campaign on 2GB, KIIS
106.5, Smooth 95.3 and on 2CH. A 60 second advertisement will be composed with the
help of experts with the main aim of increasing the footfall for the opening event. The
radio advertisement will be utilized only for the launch of the fitness center. The radio
stations will air the advertisement five times a day.
 The social media advertising campaign will be conducted by creating a page under the
name 3D Fitness center. This will be created on Facebook, Twitter and Instagram. This
will also serve as an information platform about the interiors of the gym, café and the spa.
With attractive posts, that will force the customers to like the page and ultimately getting
more customers to the center. The social media platform will aggressively work
throughout the fifteen months, telling about all the important events and new
developments in the center. The posts that are shared on the social media should also
cover attractive pictures of healthy food from the café and the different merchandise that
the center is offering (Basil & E. Bassey, 2015).

Integrated Marketing Communication Plan for 3D Fitness 11
Image source: (webdesigntips.blog)
 Newspaper advertisements will be utilized only for one month that is before the opening
of the centers. It is a very costly medium, so the size of the advertisement in the
newspaper will be medium. The newspapers that will be utilized for this promotion tactic
is The Sydney Morning Herald and The Daily Telegraph. The advertisement will focus
on all the three aspects of the center gym, café, and the spa.
 Flyers and pamphlets will be distributed in the radius of five miles, near each location of
the center. For the initial three months that is before the launch, there will be 100,000
flyers and pamphlets that will be utilized for promotion. For the next twelve months,
50,000 will be used (Elías Zambrano, 2018).
 There will be billboards that will be placed at the top twenty locations of Sydney, in
which five will be placed at the location of the center. The billboards will be placed in the
radius of 10 miles from the fitness center location. The billboards will inform about the
discounts and will highlight the three dimensional services that the organization is
offering. The billboards will be up, only for one month before the launch.

Integrated Marketing Communication Plan for 3D Fitness 12
 For practicing the public relations activities, it will be important to publish some press
releases that will inform about the key attributes of the organization and the special
benefits that can be received before the launch of the fitness center.
Image source: (encrypted-tbn0.gstatic.com)
 An official website of the organization will be launched along with a mobile application.
The mobile application will also help the customers to gain discounts, as the more people
will download the application through their forwarded links the more discount will be
received by the customer who initiated it. The mobile application will also help the
customers to keep a record of their workouts. Basic diet plans will be provided to the
customers and for the premium ones, there will be additional charges.
 The budget for the promotional activities is 2.045 million.
Advertising Activity Opening (3 months) After Opening (12
months)

Integrated Marketing Communication Plan for 3D Fitness 13
Direct Mail $50,000 $100,000
Radio $400,000 -
Social Media $100,000 $500,000
Newspapers $250,000 -
Flyers $30,000 $20,000
Billboards $295,000 -
Website & Mobile
Application
$100,000 $200,000
Sales Promotions
Sales promotions will be conducted by the organization to lure the customers in attractive
deals that will help in getting more customers for the opening day and for the rest of the year.
 The customers will get a massive discount of 20%-25% on booking that will be done
prior to the launch of the centers.
 On the opening day, the customers will get a discount of 15%, on purchasing the annual
membership pack. This will entice customers to purchase the annual pack which will be
beneficial for the center.
 On special occasions like Christmas and Thanksgiving, the customers will be given a
discount of 10% on the annual and the half-yearly packages. This will force the
customers to make a quick decision and will get more customers in the center.
 For the entire one year, there will be a special discount of 5% on all packages once a
month.
 The customers can also get a discount of 10%, if they purchase a gift pack of 10 visit
passes of the fitness center.
Monitoring & Evaluation of Campaign Initiatives
The effectiveness of the integrated marketing communication campaign has to be regularly
monitored and tracked to know about the impact each activity is having on the customers and
finally will be evaluated. The evaluation will be compared with the objectives of the organization
that were set for the entire one year.

Integrated Marketing Communication Plan for 3D Fitness 14
 The advertising practices have been targeted towards 100,000 customers and the
expectation for the opening day, according to the promotional activities is 10,000
customers visiting the gym. With 6.000 customers registering for the center. The direct
mail response has to be around 20,000 customers for the launch, so as to expect 10,000
people for the opening. The direct mail has to achieve this mark and if the organization is
lagging in it, thus it is important to increase the response rate by persuading the
customers with more mails.
 The website and mobile application analytics will be utilized to know the response of the
people on both the platforms. The website analytics will inform about the daily and the
monthly visits of people to the website. The effectiveness of the application will be
measured by the number of downloads that will take place daily and on a weekly basis.
Also, the analytics will provide with the information about the number of people those
have uninstalled the application. The comments from the users of the application will also
provide with various feedbacks that should be implemented throughout the year.
 The effectiveness of the social media platform will be monitored regularly by evaluating
the percentage of likes on Facebook, Twitter and Instagram. Also, the dislikes have to be
examined and the reason behind it will be searched. The reaction of the people on the
different posts has to be keenly monitored for the entire year. Also, there should be a rise
of 10,000 people every month on each platform of social media (Einwiller & Boenigk,
2012).
 The newspaper advertisement will provide the customers with a contact number. There
should be atleast 200 calls for queries every day, which the organization should receive.
The calls should be handled positively so as to turn 50 potential clients into confirmed
customers.
 The reaction of the customers on the sales promotion tactics has to be regularly
monitored. The organization has to know this response as it will inform about the sales
that are being attained by the center. The organization if receiving an average response on
the discounts offered then it should try to increase the discount by 5%, but this should be
applied only for the initial six months.
 The organization has to regularly evaluate on a monthly basis, the increase in the
customers, the sales of the café and the profits of the beauty and salon spa. The cafes

Integrated Marketing Communication Plan for 3D Fitness 15
have to bring a profit margin of 15%, the expenditures on the café should be regularly
recorded and the feedback of the customers has to be gained regularly to implement the
suggestion that are made by the customers. The spa facilities have to be monitored too,
by examining the ratio between the members who are visiting the spa with the people
who are not the members of the center. The spa has to attract both the members and the
non-members. This information will help in building strategies that are according to both
the groups.
 The return on investment has to be calculated over twelve months. The return on
investment has to be above 2.2 million, according to the integrated marketing
communication approaches. The return on investment also requires a monthly record of
expenses and profits, to know the monthly incomes of each month and the variations
between them. This will also provide an evaluation of the different promotional activities
and the reaction to them during different months.
 The final evaluation that is most important for the organization and the integrated
marketing communication plan is to evaluate the brand awareness in the entire Sydney.
This will be evaluated with a survey. If the response of the survey is positive by 70%,
then the objectives of the organization are achieved in the context of creating a good
brand image in the opinion of people. Also, if 50% of the people provide the center and
its services with five stars then the 3D Fitness will be reputed as one of the best centers in
Sydney (Barker, 2013).
Conclusion
The integrated marketing communication plan that has been suggested has a lot of
potentials that will help in fulfilling the organization objective of gaining 20,000 customers in
the initial 12 months. Also, the organization will excel this mark and will form a strong
foundation in Sydney that will help in the organization in opening more centers in Sydney and
expanding their fitness chain to Melbourne and Brisbane. This is due to the reason that our
messages that will be conveyed are highlighting the unique selling points of the organization.
Also, the utilization of all the communication tools in an aggressive manner will help in making
an impact on the people. Moreover, the different tactics that are being applied are integrated and
all are interconnected, due to the strong message strategy. The customers will be enticed to try

Integrated Marketing Communication Plan for 3D Fitness 16
atleast one of the service that the center is providing. The 3D Fitness have to fulfill the
requirements of every customer to initiate a good mouth marketing that is the most effective
tactic of promoting a brand.

Integrated Marketing Communication Plan for 3D Fitness 17
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