Campaign Evaluation Strategy Development for Bounce Fitness Plan

This project outlines the development and implementation of a campaign evaluation strategy for Bounce Fitness, a company focused on inspiring movement and human connection. The strategy addresses key questions regarding standards, measures, legal and ethical considerations, and objective attainment. It emphasizes market research, target market identification, competitive analysis, budgeting, and relevant metrics such as activity, outcome, and impact measures. Pre-testing and post-testing methods, including surveys and recall tests, are discussed to ensure campaign effectiveness. The project also evaluates the overall effectiveness of Bounce Fitness's corporate marketing plan, highlighting its objectives, systematic schedule, target market, and budget. Furthermore, it assesses the media programs and creative strategies employed, such as television advertising, print publications, and internet advertising, alongside persuasive and emotional messaging. The interactive influence of these elements is deemed crucial for achieving the campaign's goals. The project also considers the impact of potential budget reductions on the 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.

Pre-testing and post-testing of marketing campaign
It is imperative for the firm to conduct a pre-testing before the launch of the campaign as
it will help the company to avoid failures in the market. In the same way, a post-test is important
as it helps in determining the overall effectiveness of the advertising campaign. The main tools
for pre-testing include telephone and online surveys to establish media recalls, mobility research
to determine in-store advertising and street intercepts to determine billboard recalls3. Other pre-
testing methods include consumer jury test, mock magazine test, portfolio test, perpetual
meaning studies, trailer tests, live telecast test, and theatre tests, among others.
On the other hand, post-testing techniques include penetration tests and progress tests.
Penetration tests comprise of the Gallup-Robinson impact test, Triple-Association test and Day-
After-Recall. Contrariwise, progress tests that may be used in this case include the intend-to-buy
test, sales result test, the Netapps method, Attitude tests, and enquiry tests.
Effectiveness of the Bounce Fitness Corporate Marketing Plan Review
Overall, it may be argued that the corporate marketing plan for Bounce Fitness is
effective. As a result, it is expected that the plan will go a long way in improving the
performance of the firm and achieving its goals. Mainly, this is because the plan has clearly set
out the objectives of the marketing campaign that are to be achieved by the end of the campaign.
It has also established a systematic schedule for achieving these goals. In addition, the plan has
identified a specific target market that it aims to attract, hence making the plan for achievable.
What’s more, the plan has a definite budget, thereby ensuring that all elements of the campaign
are accomplished within the available funds of the company. Overall, the well refined marketing
3 Pre and Post Advertising Testing,
SIS International Research. <
https://www.sisinternational.com/publications/pre-and-post-advertising-testing/>

plan makes it effective and therefore increases the likelihood of achieving the goals and
objectives of the company.
Reduction in budget
In the event that the budget is reduced by $500, slight changes will be made in the
marketing plan. Mainly, the company will reduce the payments for online adverts by narrowing
down the target audience to something more specific. In turn, this will ensure that more potential
clients are reached by the campaign even though the budget is reduced.
Task 2
Overall, the Bounce Fitness ‘Fitness in Maturity’ Advertising Brief is effective in
communicating the objectives and plans of the marketing campaign4.
Media programs used
The main media programs used in the campaign include television advertising, print
publication advertising, and internet advertising. By and large, these methods are effective in
reaching the target audience of the fitness company, and hence are successful in attracting the
right audience to the business.
Creative strategies used
The campaign has also used various creative strategies in the marketing campaign.
Generally, the creative strategy explains how the advertising campaign will meet the objectives
of the marketing plan for the business5. The strategies comprise of persuasion, touching emotions
4 Bounce Fitness,
Fitness in Maturity <https://bouncefitnesschantellebuttery.weebly.com/fitness-in-maturity.html>
5 The Marketing Network, Creative Strategy, < http://themarketingnetwork.com.au/services/strategy/creative-
strategy>.

and drive cognition. Specifically, the message is design to appeal and convince the target market
of the importance of physical fitness, and that the firm is the best fitness partner in the region6.
Interactive influence of all elements
All in all, all factors taken into consideration, the interactive influence of all elements of
the marketing campaign and advertising has played a major role in enhancing the effectiveness
of the campaign. In turn, this has allowed the advertising campaign to achieve the set objectives
of the marketing campaign.
Bibliography
6 Entreprenuer,
7 Creative Strategies for Marketing Your Startup on a Tight Budget (16 June 2016) <
https://www.entrepreneur.com/article/277343>

Bounce Fitness, Bounce Fitness (18 June 2018) < http://bounce.precisiongroup.com.au/>.
Bounce Fitness, Fitness in Maturity <https://bouncefitnesschantellebuttery.weebly.com/fitness-
in-maturity.html>
Entrepreneur, 7 Creative Strategies for Marketing Your Startup on a Tight Budget (16 June
2016) < https://www.entrepreneur.com/article/277343>
Pre and Post Advertising Testing, SIS International Research.
<https://www.sisinternational.com/publications/pre-and-post-advertising-testing/>
The Marketing Network, Creative Strategy,
<http://themarketingnetwork.com.au/services/strategy/creative-strategy>
Types of campaign evaluation, UN Women < http://www.endvawnow.org/en/articles/1332-types-
of-campaign-evaluation.html>