Reference no: EM132575201
BSBADV602 Develop an advertising campaign - Elite Education Vocational Institute
Case study advertising plan
Case study
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies.
Bounce Fitness is based on two simple facts:
• Healthy employees are more productive than chronically ill employees
• It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected.
Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the health care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and turnover, reduced worker's compensation claims and a healthier, more motivated staff.
Current economic and demographic changes will make health care issues worse. The environmental factors and the local competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its services through an effective advertising campaign with the following objectives
• Each of its centres will serve the community with quality, comprehensive, unique and distinctive health programs and services.
• Staff will expand the preventive services offered while improving the quality of life among participants through health and fitness services using state of the art equipment and practices
• Reflecting the needs of its members through value and outcome effectiveness.
Task 1
1. You are required to determine key objectives and to develop an advertising campaign to optimize product or service marketing performance in response to an advertising plan. Prepare a report to encapsulate the required information and knowledge to complete this task.Define campaign objectives:
• Clarify Bounce Fitness' advertising purpose and objectives from Bounce Fitness' marketing plan. Use measurable terms for the objectives for the advertising campaign.
• How do you make sure that your campaign objectives will be feasible?
• Discuss relevant legislation and the impact of each to Bounce Fitness' advertising campaign.
• Discuss the legal and ethical considerations relating to this brief and how Bounce Fitness will manage these areas of concern.
1. Clarify Bounce Fitness' advertising purpose and objectives from Bounce Fitness' marketing plan. Use measurable terms for the objectives for the advertising campaign.
1.1 Purpose and business objectives(please refer to Creative Brief for the Introduction of Corporate Fitness Programs file)
1.1.1 Business' vision statement
1.1.2 Target market of the business Geographic
Demographic
Behavioral
1.1.3 The business' unique selling propositions
(provide a summary)
1.1.4 Marketing objectives
1.1.5 Advertising brief review
(based on the company's marketing mix)
1.1.6 Proposed new creative requirements
1.1.7 Illustrate your own creative artwork for an advertisement poster for Bounce Fitness that would focus on one of its advertising campaign objective to ensure positive consumer responses.
2. Performance metrics of Bounce Fitness advertising campaign
3. How does Bounce Fitness ensure that its campaign objectives will be feasible?
Task 2
1. Prepare an advertising budget based on the following"
• What research resource requirements will Bounce Fitness need for this campaign?
• Discuss the range of media options that Bounce Fitness can consider and provide justifications to the choices selected.
• Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement objectives?
• How would Bounce Fitness ensure that the overall budget meets the requirement of the advertising brief?
Types of market research Briefly discuss the various market research options
Marketing research
Attitude surveys
Secondary research
Focus group interviews
Observation
Mystery shoppers
Site audits
2. Identify and negotiatewith external supplier(your trainer would undertake this role)on the range of media options that Bounce Fitness can consider. (You may use supplementary case materials found in the Moodle to assist you on this question)
3. Seek approval on the choice of media options for Bounce Fitness by providing a discussion and ensure that the budget and availability allocated is sufficient to meet the advertisement objectives?(Please refer to the Creative Brief for the Introduction of Corporate Fitness Programs)
4. Produce a timeline chart for Bounce Fitness to meet creative, media and production requirements for a YouTube advertisement to supplement its social marketing activity in order to achieve advertising objectives.
5. milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness for various media types
BSBADV604 - Execute an advertising campaign
Case study
Bounce Fitness will serve the corporations in the city centres of Brisbane, Sydney and Melbourne, helping them to become more productive, while lowering their overall costs with innovative wellness programs and strategies.
Bounce Fitness is based on two simple facts:
• Healthy employees are more productive than chronically ill employees
• It costs less to prevent injuries or illnesses than to treat them after they occur.
Traditional endeavours to corporate health care are quite reactive. Corporations wait until after staff have been ill or injured, and then pay for the necessary treatments. The Bounce Fitness approach, emphasises prevention and good health promotion, and is much more proactive. At Bounce Fitness, we tie worker productivity directly to the health care issue. We believe that traditional approaches to the current health care crisis are misdirected.
Bounce Fitness contends that by helping employees change their behaviour patterns and choose healthier lifestyles, the health care costs to corporations will be considerably reduce through increased staff productivity, reduce absenteeism and turnover, reduced worker's compensation claims and a healthier, more motivated staff.
Current economic and demographic changes will make health care issues worse. The environmental factors and the local competitive situation is a clear message to Bounce Fitness. The time is right for a Bounce Fitness initiative to promote its services through an effective advertising campaign with the following objectives
• Each of its centres will serve the community with quality, comprehensive, unique and distinctive health programs and services.
• Staff will expand the preventive services offered while improving the quality of life among participants through health and fitness services using state of the art equipment and practices
• Reflecting the needs of its members through value and outcome effectiveness.
Task 1
1. You are required to develop a creative brief based on the organization's business objectives for the advertising campaign by:
• Briefly discuss what the overview of organization's business performance is.
• Select an appropriate media plan that considers the organization's budgetary and marketing objectives
• Develop a stakeholders task analysis to identify role responsibilities
• Provide an implementation schedule to ensure that meets the required timeline and include a contingency plan to evaluate risks by assessing their probability of occurring and mitigating strategies.
2 Establish media contracts that meet legal and ethical requirements, and requirements of the advertising campaign brief and scheduleincluding a contingency considerations when dealing with omissions and errors
Task 2
1. What are the key considerations when evaluating marketing and media performance? Discuss the following:
2. Discuss how the organization can apply for service level agreements with their media contractors when implementing their advertising plan.
3. Discuss relevant legal and ethical consideration to Bounce Fitness' advertising campaign in relations to The Communications Council.
Attachment:- Case study advertising plan.zip