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Make an outline of the communication campaign

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Reference no: EM133527364

Case: According to the data provided by the city council, in 2019 the number of people subscribing to Bilbao Kirolak was 81,372 (data from the month of December), thus reaching 23.44% of the population of Bilbao. However, the authorities estimate that this number is still very insufficient and for this reason they are embarking on a marketing plan to promote the use of these facilities.
In order to find out what reasons lead a person to sign up and regularly attend a municipal sports center, a small survey is carried out on some 50 people in which they are asked if they are signed up for one of these facilities, some basic demographic and It is decided to assess a series of characteristics that allow us to know what qualities the respondents are looking for to decide whether to sign up or not.
Obviously the great rivals of these sports centers are the private gyms, and the special characteristics that they have in terms of facilities and facilities, but the council, above all, intends to promote sports activity among citizens and have a sufficient number of subscribers to allow justify the cost of these facilities for the public coffers, as well as retain the subscribers it currently has.

With the data from the survey, the website, and any additional information that you can obtain, make a marketing plan that contains at least the following sections:


1. Analytical analysis of the market from the survey data.

2. Carrying out a SWOT analysis

3. Setting Marketing Objectives

4. Segmentation strategy

5. Targeting Strategy

6. Positioning strategy

7. Customer loyalty strategy

8. Make an outline of the communication campaign: media where we will advertise, campaign slogan, main points of the campaign, realization of creatives.

9. Campaign budgeting (make an estimate of advertising costs)

Reference no: EM133527364

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