Bsbadv 602 Advertising Campaign PDF

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BSBADV602 DEVELOP AN ADVERTISING CAMPAIGN

NAME: MOHAMMED SIDDIQ ALI KHAN ID: 202004029

Project Assessment Task 1 Define campaign objectives Define the purposes and objectives from the marketing plan. Use measurable terms for the objectives for the advertising campaign. Purpose ●

A detailed plan of the various marketing activities such as an excellence in service and expertise to establish itself as a premier provider of fitness and wellness in Australia, a retail section selling fitness shoes, clothes and other related fitness items.

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Provides a situational analysis of the business environment which Blue Sky Outdoor Living operates in state-of-the-art fitness that will fit people with different interest. For example, Blue sky has developed choreographed cycling fitness videos with accompanying music which is geared to the varying interests, needs and goals of the member group. In Addition, all centers are carpeted in areas used for stationary activities, spacious, well-ventilated and air-conditioned to make the environment as safe and comfortable as possible. According to these environments, the company receives more attractive from customers because their offering can fit with various kind of people.

Achieves the proposed marketing strategies based on the company’s marketing goal -

The company wants to be the leader of fitness business in Australia, so they set their strategies and company’s marketing goal by presenting - their and trainers are claimed to be a professional in fitness and wellness also upgrade their facilities and classes to reach the satisfied level.

Budget planning for advertising

Advertising

Start date

End date

Budget

Manager

Department

Campaign 1

Marc h 2016

July 2016

6,000

GM manager

Marketing

Campaign 2

July 2016

Septemb er 2016

GM manager

Marketing

4,000

Monitoring and controls -

-

Create plan to review date: the company will review the plans and feedback from the advertise and set up the meeting in every week in order to track the results of new management. For instance, the team will report on the feedback from customers on the Circuit classes. How do customers think about the class and is the class reach the customer’s satisfaction. Develop a tracking system:develop a tracking system to assess where the company stand regularly. For example, the retail plan calls for earning at least 20% per month, track revenue on weekly budget to monitor and control the process. Objectives ●

Customers: The target market is people with age between 25-45 years old and need a professional level fitness and wellness.

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Market reach: Campaign will be presented on social media also print media such as newspaper and flying.

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Branding: The company presents that all facilities and employees are excellence in service and expertise in fitness and wellness center. Measurable terms for marketing objectives in terms of advertising campaign ◆

Market size: The company needs to consider market trend also market movements such as the number of people are going to the fitness and wellness during the past 5 years so that the company could indicate the trends that affect market size.

◆

Market share: 40% of customers who go to fitness and wellness center.

◆

Market penetration: focusing on selling of existing products and services into the existing markets to gain a higher market share. For instance, the company will increase market share by promoting that if customers come to the Blue Sky fitness, they do not have to go to other shopping mall to get their fitness equipment because at Blue Sky fitness we have retail shop that provides our customers of fitness items. ●

Brand awareness: The qualities of facilities and staffs should reach professional level

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Customer satisfaction: The company will collect the feedback from customer who already join the new changes.

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Advertising awareness: the company needs to make sure that the advertising campaign clearly identify the company target market.

How do you make sure that your campaign objectives will be feasible? ◆

When establishing the objective of an advertising campaign, one of the key components in the preparation and planning of each campaign. More than often, when setting campaign objectives, we should consider the SMART model as it is the major procedure that the company would follow.

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Similarly, developing relevant and realistic objectives helps the company understand the goals toward that endeavor the company’s direction.

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The table below illustrates Blue Sky Fitness’ SMART model on how its advertising campaign objectives be ensured of its feasibility:

Blue Sky Fitness Advertising Campaign based on SMART model

SMART model

Blue Sky Fitness’s marketing objectives

●

Specific – ensure your objectives are clear and outline what you are hoping to achieve.

The increasing at least 10% of new customers in each month

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Measurable - are your objectives able to be measured? Measurable objectives help to determine the success of the campaign, and communicate the observable results to be obtained. Agencies should determine and document how they intend to measure the success of the advertising activities Achievable - are the campaign objectives achievable for everyone involved? Realistic – do you have the resources and knowledge available to achieve the campaign objectives?

The company can measure the objective by collecting the number of newcomers.

●

●

●

Timing – map out a clear, achievable timeframe in which the objectives should be achieved.

Criteria considerations The number of new customers who register with the Blue Sky Living Collecting the information from the new customers for example, how do they know about the campaign.

Employees understand and follow the objectives

feedback and ideas from staffs

Report on customer’s satisfaction.

Collecting customer’s information such as ages, gender to analyse target market. collecting number of newcomers every day.

3 months for running campaign

Discuss any factors which may affect the consumer responses to the campaign including relevant legislation (such as anti-discrimination legislation, consumer protection laws, privacy laws, Trades Practices Act and copyright) and the impact of each.

Governing areas in: (use the words in green as search words)

Implication to Blue Sky Fitness

● Antidiscrimin at ion

Human rights

Consumers have the right not to release privacy information and be protected their information.

● Consum er protectio n laws

(Australian Competition & Consumer Commission – Advertising and Selling Guide)

Consumers have a right to accurate and truthful information from businesses about their purchases

● Privac y laws

(Office of the Australian Information Commissioner)

Consumer’s information will not be released to public.

● Trade practice s act

(Federal Register of Legislation)

fair service as well as providing protection for consumers.

● Copyrig ht act

(Attorney-General’s Department)

Company licenses

Legislation

Discuss the legal and ethical considerations relating to this brief and how you will manage these Advertisin g regulator s

Governing areas in:

How Blue Sky Fitness would manage

● Advertising Standard Bureau

Manages the complaint resolution process of the advertising self-regulation system in Australia

Blue Sky should check all information such as their classes before advertise.

● Advertising

The peak body

Material that Blue Sky publish has a reasonable degree of

Federation of Australia

● Australian Communicati ons and Media Authority

● Australian

representing companies in advertising and marketing communications The ACMA is tasked with ensuring media and communications works for all Australians. It does this through various legislation, regulations, standards and codes of practice.

control.

All media campaigns of Blue Sky fitness would follow the regulation of the ACMA.

To protect consumer rights, business rights and obligations, perform industry regulation and price monitoring and prevent illegal anticompetitive behaviour.

The campaign will not

● Commerci al Radio Australia

The national industry body representing Australia's commercial radio broadcasters.

Advertise the campaign with the radio Australia.

● Free TV Australi a

Australia's commercial free-toair television licensees.

The company will not advertise the campaign on TV media.

Competition and Consumer Commission

discriminate and judge on consumers.

In addition, Blue Sky Fitness would also need to consider other factors as seen in the table below: Other ethical

Governing areas in:

How Blue Sky Outdoor would manage

consideratio ns ● Cultural expectation s and influences

Gender and ages play important role on the exercise.

The company focuses on specific which is 25-45 years old.

● Social

Single persons tend to join

Blue Sky targets on single people because he/she tends to join the gym.

responsibility i,e: (Protection of children, environmental issues, etc.)

the gym more than people who have children.

Task 2 Prepare an advertising budget What research resource requirements will you need for this campaign? ●

In order to facilitate adequate research resources to support Blue Sky advertising campaign planning, it is imperative that the company sets the criteria to be analysis

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The table below address the various research methodology to be considered. Campaign research types

Criteria considerations

Marketing research

Target market of Blue Sky fitness such as people with age between 25-45 years old.

Attitude surveys

Secondary research

Group interviews

Focus on to maintain or improve sales, and measuring the market effect of new announcements Makes use of information previously researched for other purposes and publicly available. For instance, The factor as education that will not be considered by the company. To collect data from sample group to refer to the population.

Observation

The company will collect attitudes and feedbacks from people who join the gym.

Mystery shoppers

Evaluates customer service and quality control of new campaign.

Retail audits

Gather information on a sales volume, sales trends,effectiveness of in-store display and promotion efforts

Discuss the range of media options to be considered, stating what could be used, which you chose to use and why you made those choices.

●

Based on the following table, there is a range of media choices that Blue Sky Fitness will advertise on

Media options ● Aerial advertising ● Billboards

● Cable and satellite television ● Direct mail

● Direct response

● Exhibitions and trade fairs ● Podcast ● Radio

● Sales brochure ● Sales promotion

Justification (explain in briefly on its effectiveness in relation to Blue Sky Fitness)

Costing (estimate in AUD$)

No wastages, cut through, targeting, recall, non-static, social media, cost

$600

Cut through, cost , easy to capture

$500p er advent

U

No wastages, high amount of people who can see this advertise

$2,000

F

No wastages, people are likely to ignore

$300

U

No wastages, people are likely not to interest

$500

U

Cost, Targeting

$2,500

F

No wastages, recall, cost

$2,000

U

No wastages, recall, large amount of people who receive the advertis.

$1,000

U

cost, waste, people may ignore.

$800

U

targeting, easily reach people with the same interest.

$500

F

Feasibilit y (F or U) U

per advert

How would you budget to use the media options that you chose? Why do you believe that the budget allocated is sufficient to meet the objectives? ●

One of the more important decisions in the development of media strategy is cost estimating. The value of any strategy can be determined by how well it delivers the message to the audience with the lowest cost and the least waste. Blue Sky Fitness have in the past explored a number of factors, such as reach, frequency, and availability that affect this decision and as such, the marketing team must arrive at the optimal delivery by balancing cost with each of these as illustrated by the table below:

Blue Sky Fitness Quarterly Marketing Budget for Year 2 Media type

TVC/ YouTube

Total cost ($) 4,000

Q1 ($)

1,000

Q2 ($)

1,000

Q3 ($)

1,000

Q4 ($)

1,000

Brochures/ flyers

3,200

800

800

800

800

Radio

4,000

1,000

1,000

1,000

1,000

Website

1,600

400

400

400

400

Incentives

1,200

300

300

300

300

14,000

3,500

3,500

3,500

3,500

Total Sales Marketing Expenses

&

How will you ensure that you do not run over budget? ◆

◆

The advertising budgeting decision can be divided into two major components: (1)how much should be spent on advertising and promotion, and (2) how the total advertising and promotion money marked for different media, different products/services, geographic areas or target markets should be spent. The promotion budget is generally a major financial expenditure and will be closely scrutinized by top management. It is crucial therefore that such a decision be made with a careful and thorough consideration of potential effects, along with its constraints and limitations. There are several methods of determining an advertising budget and they are as follows:

Budget methodolo gy type

How does it work?

Constraint and limitation consideratio ns

Selection criteria

●

Percenta g e-ofsales

Cost of expense on the promotion increase significantly revenue.

If the promotion cannot help to increase the new customers to register for fitness, the company will stop on that.

Cost Targetin g

●

Competi ti veparity

allocating a budget for promotional activities that depends on what competitors are spending for similar activities.

Survey on the competitive budgeting on advertise.

Cost

●

Payou t plan

Monthly payout

The company budget Method to payout

●

Budgetin g based on competit io n

involves finding out exactly what competitors receive and

The competitor’s budget

Cost Budge t

spend in producing or providing their products or services,

Develop a schedule for proposed advertising activities By using SMART framework to achieve the company’s goal

SMART

Blue Sky Fitness Marketing Objectives

Specific

Example: Achieve 10% ($54,000/-) increase in sales for Year 2; to be realised in accordance as follows:

(objectives)

Quarterly

Measurab le (observable results based on 100% to be obtained)

Achievabl e

Q4($)

3,500

3,500

3,500

Sales ($)

69,400

14,850

14,850

14,850

14,,850

Centres

Budget Percentag e Allocation

Cair 25%

875

875

875

875

25%

875

875

875

875

● Syd 25% ney

875

875

875

875

● Me lbour ne

875

875

875

875

(out of 100% )

● Br isban e

(achievabl e timefram e)

Q3($)

3,500

● ns

Timeline

Q2($)

14,000

locations)

(resources and knowledge available)

Q1 ($)

Marketin g ($)

(by centre

Realistic

Budget forecast( $)

25%

Discuss what are the various documentation to support this plan of action. -Customer survey and feedback will let the company knows that the promotion fits with consumer’s need. Discuss what are the milestones which the company has to achieve and should there be any deviation, what are the contingencies in terms of timeline buffer provisions. The company should consider risk management that may occur in long term.

Discuss your choice of service provider and why you made this choice. Include discussion on the different quotes you received, expertise, cost and availability to justify your decision Based on Blue Sky Fitness’ budget, we will consider TV as a media to promote the new management Table 1 - Evaluation of TV station provider Media type

Television

Selection of media provider

Channel 7

Duration of TVC

Channel 9

SBS

Based on 15 second TVC $1740 6AM – 9AM

$900

Morning

Evaluation of estimates/ quotations

6AM – 9AM

Determining choice estimate/ quotation

peak time

Addressing any legal and ethical concerns

● Discuss the appropriate legislation and ethical issues cultur e gende r age These factors will not be presented in the ad.

peak time

$30

cost consideration

In addition, Blue Sky Fitness can also consider other media choice such as radio and Facebook ads. Evaluation of Media Choices Media type

Newspa per

Magazi ne

Radio

Cable TV

Google AdWor ds

Linked In Ads

Facebo ok Ads

Cost to reach 1000 people

$32

$20

$8

$7

$2.75

$0.75