EasyGym - No Contract Fitness Chain In The UK

Hired as an Advertising Agency consultant, you have been asked by your client, easyGym to prepare an advertising agency creative brief. EasyGym wants people aged 16-25 years to regularly use its gyms and make it an experience they want to share. You should develop a creative brief that encourages 16-25 year olds to use EasyGym and help to make the experience much more rewarding for them. An initial budget of 1.4m has been agreed for the total campaign.
 

Target Audience of EasyGym

EasyGym is a chain of gyms which was launched by the EasyGroup in 2011. The first few branches of the gym were opened in Wood Green and Slough. The Gym now has 16 outlets throughout the United Kingdom which is inclusive of their flagship one in Oxford Street in London. The gym does not charge any contract fees and is present for the sole purpose of satisfaction of the customers (easyGym. 2018). It aims to provide a unique experience to its customers.

The campaign aims for the following:

• It aims to attract the target audience of youngsters aged 16-25.
• It aims to increase the revenues of the firm.
• It aims to make the gym more popular (Heath and Heath 2008).
• It aims to attract the customers by offering a unique experience.

Target Audience of EasyGym

A target audience can be described as the given consumers for the satisfaction of whom the advertising campaign is formed.

The target audience of the gym is as follows:

• Youngsters aged between sixteen to twenty five
• Youngsters with  an income of above £5000
• Educational level high school or graduation (Smith and Zook 2016).
• The profession of the youngsters should be athletic or modeling specifically.
• Preferably located near the urban areas for easy transportation facilities
• Health and fitness conscious people who want to experience the unique offering made by the gym along with the fitness aspects.
• All genders.

The given knowledge about the target audience might come in useful:

• The target audience is extremely fickle minded and very often the youngsters have a tendency to join the gym for a few months and leave it later on. This is the reason do not want to pay an annual fees to a gym (Wijaya 2012).  Knowing this EasyGym has come up with a policy of no contract whereby the customers would not be bonded into a relationship with the gym (Rodgers and Thorson 2012).
• The EasyGym also knows that consumers between the ages of 16-25 generally tend to get attracted towards the realm of fitness due to a variety of reasons like goals, peer pressure, popular and sometimes health.

The brand EasyGym is perceived as a no frills gym located in various parts of the United Kingdom which aims to offer a unique experience to the customers by offering them a wide variety of services (Vakratsas and Ambler 1999).

Through the given positioning of the firm, EasyGym aims to build a lasting impression in the eyes of the customers.

The benefits of the gym services for the larger audience have been given as follows:

• Better health due to a regular workout
• An enhanced lifestyle and social interaction
• A fit body which often portrays the personality of an individual (Ogilvy 2007).
• A unique experience in terms of services provided at the gym.
• The service will also be providing a social status to the given individual as people generally consider health conscious and fitness aspects as a good indicator of the social class an individual belongs to.

The single most critical message which EasyGym wants the target market to take from the campaign is as follows:

EasyGym provides no contract and a unique experience to various gym members and help them build their ultimate body they desire.

The target audience should believe what is being said because the firm is a reputed brand in various parts in the United Kingdom and known for its good name.

The EasyGym Company has been under the EasyGroup Company since a long time and has been successful in providing quality services in the last few years.

Response sought

The response received is generally defined as the feedback or the reaction of the given consumer when they are exposed for a particular campaign.

Easy gym aims to generate the following:

• It was to instigate a response from the candidates who can either mail or call the firm to inquire about any program.   
• The gym expects that excessive inquiry about the products and packages.
• It aims to convert almost 80% of these inquires into the sales and subscription (Jobber and Ellis-Chadwick 2016).
• The gym also expects people to maintain the fitness regime after viewing the campaign in order to avoid flues and diseases.

The tone of the message can be a mixed one whereby the organization wants to converse with the target audience. The tone of any message used should friendly and welcoming. The tone should be professional thus aiming at successful goal completion. 

The given media tools would be considered accurate for the marketing of company:

• Social Media Marketing- Various social networking and marketing styles like Facebook, Instagram Linkedin, twitter and other mediums are present in order to attract the potential target market (Fill, Hughes, and De Francesco 2013).
• University and schools- As a majority of the targeted audience is between the age of sixteen to 25, marketing with flyers and brochures would be a good idea for the firm to increase its popularity.
• Mobile messages- As the mobile scheme has become extremely popular, firms can not invest in mobile marketing to reach the desired market.
• Website distribution- They can also use their website to reach out to the customers.

CAMPAIGN TYPE	QTY	PROJECTED COST PER UNIT	PROJECTED SUBTOTAL
National Marketing			SUBTOTAL	£  10,500.00
Banner Ads	15	£                700.00	£                  10,500.00
			£                               -
			£                               -
Local Marketing			SUBTOTAL	£  33,300.00
Newspaper	15	£                800.00	£                  12,000.00
In-Store Marketing	15	£                700.00	£                  10,500.00
POP	12	£                900.00	£                  10,800.00
			£                               -
Public Relations			SUBTOTAL	£  10,000.00
Public Events			£                               -
Sponsorships			£                               -
Press Releases	20	£                500.00	£                  10,000.00
Webinars			£                               -
Conferences			£                               -
Client Events			£                               -
			£                               -
Content Marketing			SUBTOTAL	£  37,500.00
Sponsored Content			£                               -
Landing Page	15	£             2,500.00	£                  37,500.00
White Papers / eBooks			£                               -
			£                               -
Social Media			SUBTOTAL	£239,400.00
Twitter	200	£                200.00	£                  40,000.00
Facebook	300	£                200.00	£                  60,000.00
Pinterest	300	£                200.00	£                  60,000.00
Instagram	300	£                200.00	£                  60,000.00
Google+	67	£                200.00	£                  13,400.00
LinkedIn	30	£                200.00	£                    6,000.00
Online			SUBTOTAL	£  42,000.00
Blog	15	£             1,800.00	£                  27,000.00
Website	4	£             2,500.00	£                  10,000.00
Mobile App			£                               -
Mobile Alerts	20	£                250.00	£                    5,000.00
Email Newsletter			£                               -
			£                               -
Advertising			SUBTOTAL	£743,500.00
Online	25	£           25,000.00	£                625,000.00
Print	30	£             1,000.00	£                  30,000.00
Outdoor	23	£             2,000.00	£                  46,000.00
Radio	25	£                500.00	£                  12,500.00
Television	10	£             3,000.00	£                  30,000.00
			£                               -
			£                               -
Web			SUBTOTAL	£  75,600.00
Development	5	£             8,000.00	£                  40,000.00
Pay-Per-Click Marketing	4	£             8,900.00	£                  35,600.00
SEO			£                               -
			£                               -
			£                               -
Market Research			SUBTOTAL	£  35,200.00
Surveys	16	£             1,300.00	£                  20,800.00
Impact Studies	12	£             1,200.00	£                  14,400.00
			£                               -
Sales Campaigns			SUBTOTAL	£115,000.00
Campaign A	6	£           10,000.00	£                  60,000.00
Campaign B	5	£           11,000.00	£                  55,000.00
Campaign C			£                               -
Campaign D			£                               -
Campaign E			£                               -
			£                               -
Other			SUBTOTAL	£  58,000.00
Premiums	31	£             1,000.00	£                  31,000.00
Corporate Branding			£                               -
Business Cards	180	£                150.00	£                  27,000.00
Signage			£                               -
			£                               -
Total			£             1,400,000.00

Timing

Activity	Content	Duration
1	Market research	3 weeks
2	Press Release	2 weeks
3	Newspaper, radio, banner and social media advertisements	4 weeks
4	Newspaper, radio, banner and social media advertisements, blogs, websites, surveys	4 weeks
5	Post marketing campaigns	continuous

References

easyGym. ,2018. easyGym.  [online] Available at: https://www.easygym.co.uk/contact [Accessed 21 Apr. 2018].

Fill, C., Hughes, G. and De Francesco, S. ,2013. Advertising Strategy, Creativity and Media. Harlow: Pearson

Heath, C. and Heath, D. ,2008. Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck. London: Random House.

Jobber, D. and Ellis-Chadwick, F. ,2016. Principles and Practice of Marketing.8th Edition. Maidenhead: McGraw-Hill.

Ogilvy, D. ,2007. Ogilvy on Advertising. Prion: London.
Rodgers, S. and Thorson, E. ,2012. Advertising Theory. Oxon: Routledge

Smith, P.R. and Zook, Z. ,2016 Marketing Communications: Offline and Online Integration, Engagement and Analytics. 6th Edition. London: Kogan Page.

Vakratsas, D. and Ambler, T. ,1999. How advertising works: what do we really know?.The Journal of Marketing, pp.26-43.

Wijaya, B.S. ,2012. The Development of Hierarchy of Effects Model in Advertising, International research Journal of Business Studies 5(1), pp. 73-85.