Marketing Report: Communication Plan for Pure Gym's Youth Gyms

This assignment presents a communication plan developed for Pure Gym, specifically focusing on the launch of their youth gyms. The report outlines the application of the promotional mix, including advertising, public relations, personal selling, and sales promotion, to effectively reach the target audience of youths in the United Kingdom. It details the selection of advertising channels, such as popular TV channels, newspapers, and social media platforms like YouTube, Facebook, and Twitter, along with sales promotion strategies like discount coupons, member loyalty cards, and online promotions. The report also identifies the target audience's needs, such as specialized equipment and tailored workout plans, and describes the key communication messages, including free training days and contests. Furthermore, it explains the AIDA model (Attention, Interest, Desire, Action) to attract and convert potential members, and discusses feedback collection methods. In conclusion, the report emphasizes the comprehensive approach Pure Gym employed in formulating its communication plan to successfully target the younger generation.

Running head: COMMUNICATION PLAN OF PURE GYM
Communication Plan of Pure Gym
Name of the Student:
Name of the University:
Author’s Note:

1COMMUNICATION PLAN OF PURE GYM
Table of Contents
Introduction......................................................................................................................................3
Communication Plan of Pure Gym..................................................................................................3
Conclusion.......................................................................................................................................5
Reference.........................................................................................................................................6

2COMMUNICATION PLAN OF PURE GYM
Introduction
The assignment focuses on the creation of a communication plan for Pure Gym to help then take
future decision effectively.
Description of Communication plan of Pure Gym
Communication plan discusses about the promotional and targeting activities of the company
such as advertising and sales promotion efforts. It also take up activities to target the youth of the
nation.
Conclusion
Discussion concludes that Pure Gym has effectively carried out communication plan

3COMMUNICATION PLAN OF PURE GYM
Introduction
In this assignment, for communicating the launch of Pure Gym’s youth gyms, there is the
requirement for creating a communication plan that will be discussing in what way the
promotional mix theory will be getting used for deciding on selection. Then a description
relating to the target audience as well as an explanation regarding the key messages of the
communications needs to be provided.
Communication Plan of Pure Gym
1) The promotional mix contains activities like advertising, public relation, personal selling and
sales promotion.
Pure gym promotes itself using BTL activities like various promotional events within the
gyms. The gym provides discount coupons, vouchers, member loyalty cards and tailor made
work out experience to promote itself in the market.
Advertising –The Pure Gym can advertise itself for communicating the opening of gym
for youths in Popular TV channel like BBC and ITV. Newspaper advertisements and
advertisements in hoardings should be used near schools, colleges, universities and popular
streets.
Sales Promotion- Gyms for youth can be promoted online using social media platforms
like Youtube, Facebook, Twitter .Youths can be given vouchers using voucher.com, Groupon
etc. Special member loyalty cards can be issued for the youths. Youths should be eligible to
accumulate redeemable points in these cards and discount coupons, promotional codes for
membership should be given to youths (Armstrong et al. 2015).

4COMMUNICATION PLAN OF PURE GYM
Public Relation and personal selling- Pure Gym can attract youths by providing them
personal trainers at gym. These trainers will offer free classes to youths and guide them in their
fitness journey. In store promotional events like modeling contests, games etc can be provided to
youths.
2) The target audience is the youths of the United Kingdom. The response sought is to attract
youths in the Pure Gym. The youth gyms should be well equipped with equipments tailor made
to suit the body types of youths. The age group of 13-19 years goes through puberty and
experience major physical changes. So a specialized diet chart, light weight equipments and
more cardio will help kids to grow in height and weight.
3) The chosen channel for promoting Youths Gym will be digital platform using the gym’s
website, an app for youth gym members which will have tailor-made fitness videos to motivate
youths. Pure gym can promote itself in Facebook , Twitter, Instagram, Pinterest, gaming
channels(Cassola et al. 2014).
4) Communications key messages will be a Free Training day for Youths of the United Kingdom
where a landing page will be created on website of Pure Gym. Non-members of youth
community can sign in using their Facebook, Twitter or email account to receive one-to-one free
session with trainer. Communication message will also be contest like “The fittest youth of the
month” and pictures of the fittest youth will be shared along with his trainer in social media.
5) Attention- Attention of youths can be draws using attractive ads in Facebook Page about the
gym like Advertisements with catchy headlines like “The fittest youth of the month” or “Free
one-to-one training session for youths,”

5COMMUNICATION PLAN OF PURE GYM
Interest- Once the attention of youth is grabbed; they will click the ads which will land them to
website of the pure gym where interests of youths can be achieved by attractive contents and
blogs about achieving fit body and the personalized free session (Rawal 2013).
Desire-The desire to achieve the fittest body of the month will be instilled among the youths
using one-to-one session concept and students discount concept (Wijaya 2015).
Action- The youths of the gym will be take action to enroll in the gym to avail discounts and free
session
7) Feedback will be collected in-house in the gym. Feedback forms will be available online in
gyms website, apps, Facebook page, Twitter account etc.
Conclusion
For the launch of the youth gyms that will be targeting the younger generation, Pure Gym
did the formulation of a communication plan that included the promotional mix comprising of
activities such as advertising, public relation, personal selling as well as sales promotion. The
target audience is the youths of the United Kingdom. The selected channel for promoting gyms
for youth will be a digital platform using the website of the gym, an app for youth gym members
that will be having tailor-made fitness videos towards the motivation of the youths.

6COMMUNICATION PLAN OF PURE GYM
Reference
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Cassola, F., Paredes, H., Fonseca, B., Martins, P., Ala, S., Cardoso, F., de Carvalho, F. and
Morgado, L., 2014, September. Online-Gym: multiuser virtual gymnasium using RINIONS and
multiple Kinect devices. In Games and Virtual Worlds for Serious Applications (VS-GAMES),
2014 6th International Conference on (pp. 1-4). IEEE.
Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in
the minds of the consumers through a linear progression of steps. International Journal of
Multidisciplinary Research in Social & Management Sciences, 1(1), pp.37-44.
Wijaya, B.S., 2015. The development of hierarchy of effects model in advertising. International
Research Journal of Business Studies, 5(1).