Analyzing Goodlife Health Club's Communication Strategy: A Report

This report provides a comprehensive analysis of the communication strategy employed by the Goodlife Health Club, a prominent health club chain in Australia. The report begins by defining communication strategy and its importance in modern business, particularly for organizations with complex processes. It examines the Goodlife Health Club's communication strategy, which encompasses goal analysis, target segmentation (including the use of sports personalities and health professionals), documented communication plans, and diverse communication channels. The analysis includes a SWOT analysis, identifying strengths such as a detailed goal analysis and positive work culture, weaknesses such as procedural oversights, opportunities related to brand ambassadors, and threats associated with maintaining transparency. Recommendations are made for enhancing transparency, refining approaches to brand ambassadors, integrating sports entities into communication management, and focusing on in-house communication. The report also includes a description of the Goodlife Health Club's style guide, covering its physical layout and service offerings, and suggests improvements to the company's logo to enhance its marketing and communication effectiveness. The references used in the report are also included.

Running head: COMMUNICATION STRATEGY
COMMUNICATION STRATEGY
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Author Note:

1COMMUNICATION STRATEGY
Communication strategy refers to the implementation of a scheme within an
organizational set up that can guide the flow of information within the organization, and will
help in understanding the pieces of information that are helpful in order to conduct the
organizational processes in a smoother way (Petersen, & Walton, 2018). The implementation
of a communication pattern and system is necessary, especially in the modern business
organizations, the need is more realised as the organizational processes are becoming more
complex.
The Goal of the Goodlife Health Club is to improve their services. The primary goal
is to understand the behaviour and the requirements of the customers and develop the
communication pattern. Therefore, in the following essay, the communicational strategies
involved within the Goodlife Health Club, will be analysed and discussed and the strengths
and weaknesses of the communication strategy that is involved within the organization will
also be analysed. Further, recommendations will be made upon the ways the organization can
better its communication strategies and systems. Also, the style guide that is involved within
the organization, will also be provided and discussed.
The Goodlife Health Club, is one of the most popular health clubs in Australia, being
available in more than 85 locations within and across the country, supporting approximately,
270,000 members of the country. The organization not only includes a tailor made Gym
service but also it includes all sorts of health assistances. The organization provides a health
services has a plan to include all sorts of individuals, needing health planning and assistance
to live a healthy life, and the pricing structure that the organisation includes, is also very
lucrative and market effective. The organization also includes membership structures.
Therefore, according to the business analysts, it is found that one of the prime reason for the
company to have gained is, the effective communication strategy that it involves.

2COMMUNICATION STRATEGY
The organization includes a detailed communication strategy that includes four basic
aspects of the communication management. Firstly, the organization involves a detailed goal
analysis structure that helps in the organization in understanding, and managing the future
goals of the organization (Katz, 1992). The organization involves a detailed goal analysis
plan involving the measures that are to be included in order to succeed in the future.
Secondly, the organization clearly involves a target segmentation into the
organizational process. The organization is including the sports personalities and health
professionals in order to gain the attention of the public and to appeal to a certain sector of
audience (McNely, Spinuzzi, & Teston, 2015). Involving and including the famous sports
personalities and the health professionals, is also seen to be their effective marketing strategy.
Thirdly, the organization involves a detailed documentation of the communication
plan. It is very important as per the organization, to include a documented structure of the
communication plan. This communication plan involves a detailed analysis of the segmented
goal structure, the roles and responsibilities of the manager and the employees of the
organization and also a schedule of the goal planning is made (Yergeau et al., 2013).
Lastly, the organization involves a detailed plan of the communication channels,
which involves communicating, through the online platform, through both the print and
visual media channels, communication through events and promotional activities and the
indoor and outdoor communication system (Jones, Moore, & Walton, 2016). Further the
organization includes a detailed documentation of this communication planning so that the
measures and the goals can be achieved in a proper and structured manner.

3COMMUNICATION STRATEGY
An Analysis of the Communication Strategy:
The organization has an effective communication strategy, still there are certain areas
where the company can include more strategic planning. Therefore, a SWOT analysis of the
communication strategy is analysed in the following.
Strengths: The organization includes a detailed analysis of the goal and the
communication management plan and the goal analysis includes a detailed approach.
Also, the organization includes a very positive work culture.
Weaknesses: The organization involves too much procedural oversights. The
organization is more involved into the analysis of the goal structure, therefore, it is
often seen that it becomes difficult for the organization to manage the goals and the
daily works of the organization (McNely, Spinuzzi, & Teston, 2015).
Opportunities: The organization has involves famous sports personalities and
renowned health professionals within the business conducts, and a detailed planning
of they would be communicating with the audience, which is likely to increase the
profit of the organization (McNely, Spinuzzi, & Teston, 2015).
Threats: Including the famous and popular personalities will be needing the
organization, to involve a different communicational approach and strategy, with
them. This may affect the transparency in the communication system of the
organization.
The organization however, includes a transparent approach a detailed analysis of the
communication management plan which helps the organization to manage its communication
strategy effectively.
However, the organization can be benefitted if it can include the following areas as well,
 Transparency in the communication plan and management.

4COMMUNICATION STRATEGY
 Different approaches while dealing with the brand ambassadors.
 Involving the sports entities into communication management and communication
channel.
 Focusing more onto the in house communication strategies while dealing with the
audience (Miller, 1984).
Style Guide:
The Goodlife Health Club, has almost 85 chains, and all of the chains are styled in the
similar pattern. All the chains include similar areas, and similar housing style, and the size of
the area for each chins are almost similar. The chains are almost 5400 square foot in size, and
when one enters, any of the chain, they will find a map which will guide them to the specific
rooms. The health club also includes all kinds of trends and patterns into the chains that are
currently available in the industry, for example, they have four segments, Spinning, Pilates,
Yoga, Kickboxing, Aerobics, and each of the centres are distribute separately. For example,
there are different rooms for cross training, free weights, health and fitness suite, group
exercise bikes, and the like. The organization also includes general areas likes, cafeteria,
changing rooms for male and female, sales and marketing areas, and the like.
The organization also includes varieties in the services, for example, it includes, elite
services, personal trainers, vibration training, youth zones, mobile zones, and also children
areas.
However, the logo of the company could be different. The logo of company is very
important as it serves both the purposes of marketing and communication strategy. The
organization has a very normal textual logo, which must be changed into a catchy and
attractive logo, including vibrant and positive colours highlighting the importance of keeping

5COMMUNICATION STRATEGY
healthy, and the logo must include pictures of individuals practicing. This picture must have a
diversified approach, which will help the organization to maintain its diversified approach.
References:
Jones, N. N., Moore, K. R., & Walton, R. (2016). Disrupting the past to disrupt the future: An
antenarrative of technical communication. Technical Communication
Quarterly, 25(4), 211-229.
Katz, S. B. (1992). The ethic of expediency: Classical rhetoric, technology, and the
Holocaust. College English, 54(3), 255-275.
McNely, B., Spinuzzi, C., & Teston, C. (2015). Contemporary research methodologies in
technical communication. Technical Communication Quarterly, 24(1), 1-13.
Miller, C. R. (1984). Genre as social action. Quarterly journal of speech, 70(2), 151-167.
Petersen, E. J., & Walton, R. (2018). Bridging analysis and action: How feminist scholarship
can inform the social justice turn. Journal of Business and Technical
Communication, 32(4), 416-446.
Yergeau, M., Brewer, E., Kerschbaum, S. L., Oswal, S., Price, M., Salvo, M. J., ... & Howes,
F. (2013). Multimodality in motion: Disability and kairotic spaces. Kairos: A Journal
of Rhetoric, Technology, and Pedagogy, 18 (1).

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