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graph Marketing Ex. # 4 Styles Graded Exercise IMC Campaign: Conestoga Fitness Centre The Conestoga Fitness Centre ("CFC") has developed a new exercise product for students. The goal is to increase the number of CFC fitness memberships by attracting: 1) students who are new to exercise, and 2) students who are new to Canada and western-style fitness centres. The CFC hopes that helping these potential buyers become confident users of its facilities will increase the chances of full memberships being purchased. The program is the first of its kind on campus. Product & Benefits/Features Program Name: Step It Up! Tagline: Don't be afraid to sweat! 12-week program Fees of $10/week can be paid in cash or by credit card. Features Include: . Daily 90-minute workout sessions in the main gym, restricted to program members, only. "Trainer buddy" teams will allow interaction with a professional trainer and a small number of program members. At least three professional trainers and/or member relationship assistants will be at each session to help with exercise etiquette, offer fitness tips, and answer questions. Two staff will offer multilingual capabilities. A pre-scheduled, guided tour prior to the first session. 60-minute fitness consultation, including creation of an individualized workout 30-minute post-program fitness consultation. . . . . Free Conestoga College water bottle. Participants will also receive 25% off a full membership if they sign up during or un to two weeks after the end of the Sten It Unl Program 20 a 9 W 24"C O