Task

Design a strategic marketing plan based on a brand assigned to you by your workshop facilitator.$$

Description

Formulate marketing strategies to create a sustainable competitive advantage and articulate strategic marketing solutions for specific business issues.

Case Study

Introduction

Elevate Fitness was established in $2010$ and is a well$-$known gym and personal training studio in Australia. The gym helps clients achieve their health and fitness goals with confidence. Elevate Fitness prides itself on excellent customer service and has a strong understanding of the local fitness community.

Services Offered

Elevate Fitness specialises in personalised fitness programs. The trainers work closely with clients to create custom workout and nutrition plans that align with their individual goals. Each client receives one$-$on$-$one support, tailored programs, and access to the latest gym equipment and classes.

Target Audience

Elevate Fitness targets professionals who want to lose weight or build muscle through structured programs, allowing them to maintain a healthy work$-$life balance and improve their fitness. Additionally, older adults interested in maintaining mobility and overall health can be a key demographic. Elevate Fitness knows it is not possible to focus on all these groups at once, so they will need to consider market segmentation and target market focusing to decide on how to allocate their marketing efforts.

Marketing Strategies

Elevate Fitness currently uses social media platforms such as Instagram, Facebook, and YouTube to showcase client success stories and highlight their trainers. They also use Google Ads to attract clients searching for gyms and personal training services in their area. Additionally, Elevate Fitness sponsors local charity fun runs and fitness expos to enhance brand visibility in the community.

Instructions

Formulate a $2000-$word strategic marketing plan marketing strategy to develop a sustainable competitive advantage for the company in the case study.

The plan should consist of the following:

A brief introduction to the brand, including how it is a service $($not a product$).$

A brief target audience analysis using segmentation variables.

A brief analysis of competitors in the form of positioning map, culminating in a suggested Unique Selling Proposition $($USP$)$ for the brand.$$

A suggested marketing plan, including:

A suggested brand strategy

Three integrated marketing communications mix examples with a mock$-$up portfolio of:$$

$1$x print advertisement

$1$x social media post

$1$x sponsorship suggestion

Incorporation of a strategic marketing trend relevant to the industry.

Budget, timeframe and metrics incorporated in the following format

Activity: E$.$g$.,$ Half Page print advertisement in a Saturday paper

IMC Mix: Advertising

Budget: $$20,000$

Timeframe: Three months$$

Metrics: # Impressions $($readership$/$circulation of the magazine$)$

$$# voucher redemptions$$