The aim of the current report is to prepare a communication plan for Pure Gym, using the strategies of promotional mix theory and fixing a particular target. The key channel of communication is also decided along with the marketing theories that are used to communicate with the customers. Finally the entire communication plan is being represented in the storyboard flow chart diagram.
Promotional Mix Theory
The promotional mix theory includes few of the key elements including pricing and promotional strategies and also detailed description of the product or service that are being offered by Pure Gym. The organisation can communicate with the target customer groups using detailed description of the gym service that are provided. It is also important to provide detailed about the pricing of each service.
The target audience for this communication plan will include all the health awareness people and also sports personnel who are involved in daily gym activities. As in the present days there are several people who are interested in gym service in order to recover from chronic diseases, the target audience of the business communication plan can include a wide range of customers.
Chosen Channel and Key Message of Communication
The pure gym can use the channel of online media and social media marketing in order to communicate with the target group of customers. The Key message of the communication plan will include the importance of gym activities and also its health benefits. The organisational objectives will also be one of the key components of communication plan.
This is one of the important tools of business communication that helps to seek the attention interest and Desire of the target customer group by using proper mode of action in the advertisement.
Attention: In this type the customer becomes aware of the category of service that is being provided by the gym and also the branding techniques.
Interest: in a subsequent step the customers grow their interest on the particulars type of service that is being provided by the gym in order to enhance their lifestyle.
Desire: In this step the customer grow their Desire towards the particular brand of gym service.
Action: In the final step the customer begin their action in order to avail the gym service and choose the type of service according to their budget.
This is also one of the important tools of business communication that help an organisation to differentiate and reinforce the product or service that are being offered. The Pure Gym needs to inform its target customer and also persuade them to avail this service in order to maximize their profit.