Bounce Fitness: Creative Brief and Media Plan for Advertising Campaign

This assignment presents a comprehensive creative brief and media plan developed for Bounce Fitness, a company focusing on corporate wellness programs. The brief outlines the organization's business objectives, marketing strategies, and campaign objectives, which aim to promote Bounce Fitness' services to corporate clients in major cities. It includes a detailed analysis of the target audience (corporate employees), campaign message development, and the selection of appropriate media options. The assignment also covers the development of a stakeholder task analysis, an implementation schedule with a contingency plan, and considerations for ethical and legal compliance. Furthermore, it addresses the evaluation of media provider performance and the application of service level agreements. The goal is to create an advertising campaign that effectively communicates Bounce Fitness' value proposition and encourages the target demographic to embrace a healthier lifestyle, ultimately benefiting both employees and corporations.

Module 2
Term and Year Term 3 2019
Qualification : BSB60215 Advanced Diploma of Business
Unit Code: BSBADV604
Unit Title: Execute an advertising campaign
Assessment
Task 1 Demonstration/ observation of creative brief discussion
Task 2 Short questions
Student Name:
Student ID No:
Assessor’s Name Svetlana Arutyunyan/ Andrey Loburets
Student Declaration: I declare that this work has been completed by me honestly and with integrity. I understand that the Elite
Education Vocation Institute’s Student Assessment, Reassessment and Repeating Units of Competency Guidelines apply to
these assessment tasks.
Student Name:
Student Signature: Date:
Assessment submission (new) requirements
Please save this file as PDF format (include your name to the filename) before uploading onto Moodle.
Assessment deadlines penalty
It is expected that unless a simple extension, special consideration or disability services adjustment has been granted, candidates
will submit all assessments for a unit of study on the specified due date. If the assessment is completed or submitted within the
period of extension, no academic penalty will be applied to that piece of assessment.
If an extension is either not sought, not granted or is granted but work is submitted after the extended due date, the late
submission of assessment will result in a late penalty fee. For further information, please refer to the Assessment Policy.
Assessment/evidence gathering conditions
Each assessment component is recorded as either Satisfactory (S) or Not Yet Satisfactory (NYS). A student can only achieve
competence when all assessment components listed under procedures and specifications of the assessment section are
Satisfactory. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYS is
eligible for re-assessment. Should the student fail to submit the assessment, a result outcome of Did Not Submit (DNS) will be
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recorded.
Principles of Assessment
Based on Clauses 1.8 – 1.12 from the Australian Standards Quality Assurance’s (ASQA) Standards for Registered Training
Organizations (RTO) 2015, the learner would be assessed based on the following principles:
Fairness - (1) the individual learner’s needs are considered in the assessment process, (2) where appropriate, reasonable
adjustments are applied by the RTO to take into account the individual leaner’s needs and, (3) the RTO informs the
leaner about the assessment process, and provides the learner with the opportunity to challenge the result of the
assessment and be reassessed if necessary.
Flexibility – assessment is flexible to the individual learner by; (1) reflecting the learner’s needs, (2) assessing competencies held
by the learner no matter how or where they have been acquired and, (3) the unit of competency and associated
assessment requirements, and the individual.
Validity – (1) requires that assessment against the unit/s of competency and the associated assessment requirements covers
the broad range of skills and knowledge, (2) assessment of knowledge and skills is integrated with their practical
application, (3) assessment to be based on evidence that demonstrates that a leaner could demonstrate these skills
and knowledge in other similar situations and, (4) judgement of competence is based on evidence of learner
performance that is aligned to the unit/s of competency and associated assessment requirements.
Reliability – evidence presented for assessment is consistently interpreted and assessment results are comparable irrespective of
the assessor conducting the assessment
Rules of Evidence
Validity – the assessor is assured that the learner has the skills, knowledge and attributes, as described in the module of unit
of competency and associated assessment requirements.
Sufficiency – the assessor is assured that the quality, quantity and relevance of the assessment evidence enables a judgement to
be made of a learner’s competency.
Authenticity – the assessor is assured that the evidence presented for assessment is the learner’s own work. This would mean
that any form of plagiarism or copying of other’s work may not be permitted and would be deemed strictly as a ‘Not
Yet Competent’ grading.
Currency – the assessor is assured that the assessment evidence demonstrates current competency. This requires the
assessment evidence to be from the present or the very recent past.
Resources required for this Assessment
 All documents must be created using Microsoft Office suites i.e., MS Word, Excel, PowerPoint
 Upon completion, ensure that you have completed your coversheet details, i.e. your name, student ID and signature. If these
details are not present, the assessment would need to be resubmitted again.
 The document is then required to be converted to PDF and uploaded to the student learning management system for
assessment.
 Refer the notes on eLearning to answer the tasks or any additional material will be provided by Trainer.
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Instructions for Students
Please read the following instructions carefully
 This assessment is to be completed according to the instructions given by your assessor.
 Students are allowed to take this assessment home.
 Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided
with feedback on your work within 2 weeks of the assessment due date.
 Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You
will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of
competency.
 If you are not sure about any aspect of this assessment, please ask for clarification from your assessor.
 Please refer to the College re-assessment and re-enrolment policy for more information.
Procedures and Specifications of the Assessment
You will be required to demonstrate skills and knowledge required to define campaign objectives via a discussion session;
prepare a creative brief and media plan detailing client information, project scope, brand/ campaign analysis, creative/ design
elements, target audience, campaign message, competitive analysis, image requirements, budget and, stakeholder task analysis.
In addition, you would also need to provide supporting information for Bounce Fitness on the following:
 Provide a brief assessment to Bounce Fitness on its choice of media options to be considered that meets its advertising
objectives in terms of budget and choice.
 Negotiate advertisement price with each media type provider (2 quotations per media type) in accordance with Bounce
Fitness’ requirements
 Propose a timeline for the advertising campaign to be implemented and include milestones.
 Discuss relevant legislation on the impact of each to Bounce Fitness’ advertising campaign.
 Provide relevant ethical consideration to Bounce Fitness’ advertising campaign
 Discuss relevant ethical consideration to Bounce Fitness’ advertising campaign in relations to The Communications
Council
 Seek approval for the creative brief proposal from senior management (your trainer would undertake this role).
 Provide discussions on what are the considerations when evaluating a media provider’s performance
 Discuss how the organization can apply for service level agreements (provisions of media guarantees) with their media
contractors when implementing their advertising plan.
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Case study
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become
more productive, while lowering their overall costs with innovative wellness programs and strategies.
Bounce Fitness is based on two simple facts:
 Healthy employees are more productive than chronically ill employees
 It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured,
and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health
promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We
believe that traditional approaches to the current health care crisis are misdirected.
Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the
health care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and
turnover, reduced worker’s compensation claims and a healthier, more motivated staff.
Current economic and demographic changes will make health care issues worse. The environmental factors and the local
competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its
services through an effective advertising campaign with the following objectives
 Each of its centres will serve the community with quality, comprehensive, unique and distinctive health programs
and services.
 Staff will expand the preventive services offered while improving the quality of life among participants through
health and fitness services using state of the art equipment and practices
 Reflecting the needs of its members through value and outcome effectiveness.
Sample of current advertisement campaign:
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Task 1
1. You are required to develop a creative brief based on the organization’s business objectives for the advertising
campaign by:
 Briefly discuss what the overview of organization’s business performance is.
 Select an appropriate media plan that considers the organization’s budgetary and marketing objectives
 Develop a stakeholders task analysis to identify role responsibilities
 Provide an implementation schedule to ensure that meets the required timeline and include a contingency plan to
evaluate risks by assessing their probability of occurring and mitigating strategies.
Demonstration/ observation checklist
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Candidate’s name
Assessor’s name Svetlana Arutyunyan/ Andrey Loburets
Work activity Creative brief and media plan proposal
Date
Creative brief analysis and media plan
1.1 Client
Client’s name Bounce Fitness
Campaign’s name
(based on your choice) Stay Fit
Description of the
advertising
campaign
A wellness strategy is a long-term effort, combining both health-promotion and exercise-
related activities designed to facilitate positive lifestyle changes in members of a
company’s work force.
Prepared by
(student’s name)
1.2 Project
Marketing
objectives
(Please refer to Creative
Brief)
A goal of marketing objective for Bounce Fitness would be to raise
awareness about why it is needed and what void it seeks to fill in the
market.
The marketing would be targeted to corporate management and the
corporate workforce mostly located in the cities.
Management needs to be persuaded to see the benefit of availing the
services of Bounce Fitness and the workforce should be made aware of
the how a small lifestyle change can have long term benefits.
Objective of the
campaign
(Please refer to Creative
Brief)
Objective of the campaign is to ensure that the target demographic
becomes aware of services provided by Bounce Fitness and how it can
positively impact the corporate ecosystem.
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1.3 Current campaign analysis
Positive aspects
(Refer to M1 under
performance metrics)
As healthcare is in a bad condition, the campaign is bound to move
people, as an alternative path to healthy work life balance can be
achieved. Corporate management has seen a drain of resource over
health insurance cost of employees and can find through this
organization a new way of doing sustainable business.
Negative aspects
(Refer to M1 under
performance metrics)
It could be seen by the corporate workforce negatively because of
chances by the corporate management to cut their funding for healthcare
facilities for its employees.
1.4 Creative/ design
elements What are the
fundamental
creative/ design
components of the
project?
The main design of this marketing campaign is to create an awareness in
people living hectic lives in cities to rethink and choose an alternative
efficient but healthier lifestyles. This is incentivized further in the
campaign by showing the reduced cost incurred by both the employers
and employees by not spending so much in the countries expensive
healthcare system.
1.5 Target audience
Primary
demographic
(Refer to Creative
Brief)
Primary demographic for this media campaign is people working in
cities in corporate who do not have the time to fit in a fitness schedule in
their hectic lifestyle.
Secondary
demographic
(Refer to Creative
Brief)
Secondary demographic concerns people that fall under a small sub set
that do not fall under the targeted demographic but may avail the
services of the company. Small companies that run in cities and its
members fall under this category.
Desired reaction
(what actions do you
which your market to
take?)
This campaign hopes to gain a positive reaction from the corporate
workforce, the major working force in any city. They need to understand
that it is different from regular fitness gyms and how they can integrate
the company services as a new way of life that is beneficial for both the
company and employees.
1.6 Campaign message Project tone/ keys
to success
(Please refer to
Creative Brief)
The right message needs to be communicated to the target audience
through the market campaign .Mainly that using the company services
can lead to a better lifestyle for people who adopt their methods. The
company provides the latest services in the fitness industry and the
clients can rest assure that they are in reliable hands. Each client is taken
care of by having their outcome evaluated and having a customised
fitness plan designed for them.
Tag line
(Based on your
advertisement created
in M1)
Stay Fit
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1.8 Develop a budget and media plan for implementation
1.10 Confirmation of media type (refer to Creative Brief)
Media type Implementation
tasks
Budget
allocated
Identify 2 media providers
(must be existing Australian
companies)
Quotation
obtained
Price
(AUD$)
Select
best
option

Media plan for the year XX
(Please shade boxes accordingly)
1 2 3 4 5 6 7 8 9 10 11 12
Sales brochure/
promotions
10,000 full
colour
pamphlets to
be delivered
by Australia
Post
$6,000
Australian Printing &
Flyer Distribution 4500 
     
Print4less Flyer Printing
Sydney & Flyer
Distribution
5200 
Magazine
advertisement
Develop and
implement
advertisement
in magazine
$8,000
Peppermint 6000 
           
Sydney Observer
Magazine 7500 
Web
development/
social marketing
YouTube
video
development
$9,200
Mind info services 9150 
   
DockYard, Inc 10,100 
Management approval (Trainer please  over boxes)
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Approved Not approved
Management
(trainer):
Svetlana Arutyunyan/
Andrey Loburets Management Initial: Date
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2 Establish media contracts that meet legal and ethical requirements, and requirements of the advertising campaign
brief and schedule including a contingency considerations when dealing with omissions and errors
(Please refer to the supplementary case study material, i.e. Australian Association of National Advertisers AANA for this section)
Master Media Planning & Buying Services Agreement (please note that this is a simplified version and do ensure that answers
do not include ‘Schedule 6’)
2.1 Definitions & interpretations
Accredited
Vendor
An accredited vendor is a client in the supply chain who offer services but
also fulfill some criteria that meet ethical and legal standards as specified in
AANA
Advertiser Codes
of Conduct
There are certain ethical considerations that need to be ensured or else there
might deception of the public and other misdemeanors.
The ACL has two main rules of advertising which are :
1. You must not engage in conduct that is likely to mislead or deceive•
2. You must not make false or misleading claims or statements.
Advertiser Data
The data is collected taking into account the guidelines laid down by AANA.
We see how not having any rules regarding data collection from people, lead
big companies like Facebook and Cambridge Analytica to get into trouble.
Agency Codes of
Conduct
The agency code of conduct is there in the framework of laws for doing
ethical media campaigning.
Agency Data
Agency Data should be accumulated by taking into account all the privacy
rules and should be used by the guidelines set by the concerned regulatory
body.
Agency
Information
Agency information should be kept transparent to the consumers or clients
who want to enquire about the authenticity of product.
Agreement or
Master Media
Planning &
Buying Services
Agreement
AANA require advertisers to follow certain guidelines to obtain greater
transparency over the return and effectiveness of their media investment.
Businesses can create stronger bands by following the AANA Master Media
Planning & Buying Services Agreement.
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2.1 Definitions & interpretations (cont.)
Annual Scope of
Work
Annual Scope Of Work is the targets set by the company to achieve in a
year and the approximate costs that might be incurred to carry out the
task.
Applicable Laws The media campaign must be done by taking into account the guidelines
laid down by AANA to do ethical business.
Conflicts of
Interest
Conflict of interest can arise between concerning parties when the
agreement over a certain thing is breached because of interests that clash
or prioritized differently by different companies.
Confidential
Information
There are a lot of privacy breaches done by companies who are only out
to get a profit in the business. Guidelines should be followed to protect
confidential information of the concerned parties.
Corporations Act
The Corporations Act is an Act of the Commonwealth of Australia
which laid down the laws concerning business entities in Australia at
federal and interstate level.
Deliverables
At the end of the campaign, the required research needs to analyze the
impact of the marketing on the target demographic, the amount of
money spent and the net money lost or gained in the process.
Dispute
All the process in marketing need to be done strictly in accordance to the
guidelines laid down by AANA and disputes will be resolved by
following its clauses.
Force Majeure
Force Majeure is the unavoidable circumstance like natural disaster, war
or economic collapse that may overturn all the plans made by the
company for a successful campaign execution. Funds and a contingency
plan must be there to deal with situations like that.
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2.1 Definitions & interpretations (cont.)
Media Plan
We choose a lifestyle magazine, in our case The Sydney Observer,
that is read by a wide number of Australian people with quality
writing. This can ensure that our target demographic can come across
our advertisements when they are reading the magazine in their
leisure.
Media Placement (for magazine advertisement) Positioning/
placement of
advertisement
(refer to 6.5)
The advertise is best placed in the middle of the magazine as this has
been shown by studies to be the most effective. However placing the
add towards the end costs less money.
Cost/ pricing
(refer to 16.1)
Around 8000$ has been allocated for this purpose and it has been
estimated that the task can be done in around 7500$
Timing
(refer to 16.3)
Sydney Observer is a bimonthly magazine and the adds can be place
12 months a year according to the companies convenience.
Intellectual Property
Rights
Intellectual rights are legal rights that protect creations and/or
inventions from being stolen in the scientific, industrial or artistic
fields and violation of them can lead to lawsuits.
Spam Act
Spam Act is an act passed by the Australian government to regulate
incessant commercial e-mail or any other commercial messages
online.
2.2 Appointment &
Scope of Work
The campaign provides appointment in the print media business,
printing and brochure distributing business, and can work can be
improvised depending on the way the marketing is impacting the
target demographic.
2.3 Term of contract
Term Of Contract is a written agreement laying out in detail all the
agreements between the concerned parties the period of time in which
the term will be valid. The signing parties are required to honor the
terms once signed and breaching the laws could lead to litigation.
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