Integrated Marketing Communications · 2018. 10. 17. · Integrated Marketing Communications Candice Korecki Amanda Nadon-Langlois February 9 – 2015 !!!!! 2 KORECKI / NADON-LANGLOIS

Canadore College Jennifer Rouse-Barbeau

Integrated Marketing Communications

Candice Korecki

Amanda Nadon-Langlois

February 9 – 2015

2 KORECKI / NADON-LANGLOIS

CONTENTS

Overview Situational Analysis

Company Customer Competition Target Audience Marketing Mix External Environment

Campaign and Creative Elements Campaign Objectives Campaign Strategy Messaging Product Benefits Brand Image Positioning Creative Theme Creative Objectives

Recommendations Brand Logo Design Web Presence Print Materials

Finances Metrics Future Considerations

Fitness Facility Brand Expansion

Appendix

3 3

6

9

11 12 13

15

ENTRAINEMENT INTELLIGENT TRAINING 3

OVERVIEW As a new company, Intelligent Training is faced with brand awareness challenges, credibility issues and few brand loyal consumers. Although possessing a creative brand name and professional brand photography, owner Joanie Morin has not yet separated her business brand from her personal brand. Establishing brand awareness and recall is a key element for successful business sustainability and long-term growth in the marketplace.

SITUATIONAL ANALYSIS Company Resident of Témiscaming, Québec, Joanie Morin decided to test her passion by attending fitness workshops in 2004 at Sporthèque de Gatineau, a fitness and recreation facility. Her interest and passion for healthy lifestyles drove her to enrol at Institut de Formation Professionnelle, where she completed online courses in nutrition, health sciences and physical health. With her accreditation, the Témiscaming Town Hall employed Morin as a fitness instructor in 2007, where she was given the opportunity to train Les Titans de Témiscaming Junior “A” hockey team. With a desire to work independently, Morin obtained three certificates as a Pilates Instructor, and continues to maintain her training by attending health fitness workshops every three to six months. Last year, Morin began her own business operation, Intelligent Training, as a personal fitness trainer in Témiscaming, Québec. Customer Residents of Témiscaming are the main customer bases for the services offered from Intelligent Training. According to the 2011 Canadian Census study, Témiscaming is home to approximately 2,385 people1. Of this segment, 220 individuals fall into the 45 to 49-age category, whereas the 15 to 19 age group consisted of 170 people. This study also showed that females hold the largest portion of the population with 51 percent2. As a Québec town situated on the Ontario border, Témiscaming is quite bilingual. In the area, French is the predominantly spoken language for locals, as this town is situated on the Ontario–Québec border. Témiscaming locals and visitors have access to rural areas and can enjoy the beautiful outdoors in common activities, including: trail hiking, boating, fishing, hunting, snowmobiling, ice fishing, skating, and outdoor sports. Competition In terms of direct competition, Intelligent Training competes for clients with fitness classes offered through other trainers in the Témiscaming area. These personal trainers offer classes in Judo, Zumba and active dance classes, which provide clients with the benefits of leisure activities, competition and talent-building experiences. Still new to the marketplace, Intelligent Training operates at a disadvantage to its competition: many of the local trainers have been in operation for years and possess regular studio space. Intelligent Training also competes with local, organized sports organizations for participants in classes or sporting activities. As a form of physical activity, local organizations and leagues use sports as a way for people to become healthy and active by playing competitive or recreational sports. Specifically, volleyball and badminton games are offered at the École Gilbert-Théberge for locals of Témiscaming area.

1 Wikipedia, Témiscaming, http://en.wikipedia.org/wiki/Témiscaming#Demographics 2 Statistics Canada, Témiscaming, http://www12.statcan.gc.ca/census-recensement/2011/dp-pd/prof/details/page.cfm?Lang=E&Geo1=CSD&Code1=2485005&Geo2=PR&Code2=24&Data=Count&SearchText=Temiscaming&SearchType=Begins&SearchPR=01&B1=All&Custom


Intelligent Training competes with two main sources of indirect competition: the Témiscaming Town Hall and local, unorganized outdoor hockey rinks. Both facilities are self-directed, and require individuals to organize and motivate themselves to participate. The Témiscaming Town Hall offers squash courts, fitness and weight equipment, as well as training space for fitness classes. In the local area, there is an outdoor hockey rink for leisurely participation in hockey games and family skating, but these activities are unsupervised by a professional. Target Audience A questionnaire was distributed during fitness classes offered through Intelligent Training to determine the target audience, including the consumer demographics and psychographics. From the research, Intelligent Training determined that their brand reached four diverse age groups, with the largest segment of the audience representing the oldest age category:

§ 15 to 19 year olds § 20 to 29 year olds § 30 to 39 year olds § 40 years old and older

Intelligent Training gathered that individuals in the “40 years old older” age group, are employed full-time and typically have a family structure with two dependents. Also, a majority of this age category can only allocate two hours a week for exercise, as available time in their lives is limited. The primary goal for this segment is to lose weight by exercising. The “young adults” age category, which consists of individuals between the ages of 20 and 29, are the next largest segment of the target audience. The people of this category have small families with few to no dependents, and are starting their professional careers. Considering their smaller family structure and employment status, a majority of this segment stated that they allocate up to five hours a week on exercise, with varying fitness goals. Despite the similarities, Intelligent Training must meet the needs of each segment and market their brand in a relevant and strategic manner. Offering classes with respect to different experience levels and physical limitations is one approach to ensuring overall satisfaction with the brand. Intelligent Training should continue to monitor their target audience’s expectations through surveys and one-on-one communication. Marketing Mix Product Intelligent Training offers personal training sessions and fitness classes to locals of the Témiscaming area. Fitness classes in Pilates, Cross-fit and yoga are offered to clients, as well as personal training sessions in strength conditioning, cardiovascular endurance, and weight training. The services offered through Intelligent Training are personalized to each individual client, to achieve their personal weight, fitness and overall health goals. As an experienced trainer, Joanie Morin helps clients identify their goals as well as plan a strategy to meet these goals in a timely, cost-effective manner. Place Intelligent Training offers personal training sessions at-home, which are convenient to the client, or at central locations, such as the gymnasium at the Témiscaming Town Hall. Fitness classes are also offered at other available venues, including: Union Hall, Judo Club Studio, and local school gymnasiums.


Price The services offered through Intelligent Training consider the financial impact of a luxury item, such as personal training, on an individual’s disposable income. Segments of the target audience may not necessarily have high levels of disposable income to spend on fitness classes, as these groups tend to have other necessary expenses (i.e. childcare or daycare services, student loans, mortgages, etc.). The cost structure of Intelligent Training’s fitness classes provides assistance to clients without impacting the integrity of the business. The drop-in classes cost participants ten (10) dollars per class, or clients can pay six dollars per class by paying a registration fee at the beginning of each season. Offering different payment options can help current and potential clients manage the cost of classes by determining their level of involvement with Intelligent Training, and this can also help alleviate the pressure to pay large sums of money for a service they may use occasionally. For the personal training services, Intelligent Training offers one-on-one instructional sessions for twenty (20) dollars each. Incentives are also offered to current clients for discounted rates per class: bringing a friend to a class costs fifteen (15) dollars, and bringing two or more only costs ten (10) dollars. Promotion Currently, Intelligent Training focuses on the use of online and social media to promote the business and product benefits. A personal Facebook page has been established on the social platform to increase the number of likes, share content and videos with followers, and generate overall brand promotions. Intelligent Training also uses word-of-mouth with local entrepreneurs and the connections of current clients to promote the brand and generate awareness. Although an effective tactic, this approach does not provide the brand with a tangible measurement of consumer reach or any insight into the decision making process of her current or prospective clients. External Environment For Intelligent Training, a number of factors – political, economic, social, and technological – contribute to the overall operations and business activities that can be conducted in the market. Political In Canada, there are no legal requirements for personal trainers operating as entrepreneurs, and often the certifications and accreditations of these professional are up to their discretion. There have been a number of cases in the United States and Canada surrounding liability issues for personal trainers, and this has caused a growing concern on the regulation of personal trainers in North America3. Economic Intelligent Training offers a luxury service, and as such, fluctuations in the economy can positively or negatively impact business success. In the North America market, unemployment rates have continued to increase as the level of disposable incomes adversely decreases. This causes consumers to search for less expensive or self-educated exercise methods that may not be the most optimal choices for consumers’ long-term health4. Social Consumers are becoming more conscious in terms of their eating habits, fitness and lifestyles for life-long health. Indirect markets, such as grocery stores and restaurants, are seeing a shift to offer organic, vegan or locally grown

3 CBC News, Canada, http://www.cbc.ca/news/canada/no-regulation-of-personal-trainers-1.319454 4 Insight, Fitness Industry, blog.gyminsight.com/859-most-current-fitness-industry-statistics/


produce. Another social trend that is impacting the market is the importance of childhood obesity and the active lifestyles of adolescents. Education and government sectors are establishing efforts across the country to prevent obesity concerns and address the importance of topics such as healthy weight, infant nutrition, and physical activity5. Technological Online media is one of the fastest, and most widely used forms of communication, as it helps eliminate geographic barriers to sharing information and knowledge. Companies are using these avenues to expand their brand reach and influence to consumers from different cultural backgrounds, languages and religions beliefs. The use of online media has also reduced the costs associated with traditional media and advertising for companies.

CAMPAIGN AND CREATIVE ELEMENTS Campaign Objectives As a local small business, Intelligent Training needs to establish its brand with the targeted audience in a creative and engaging manner. Currently, Intelligent Training maintains twenty (20) registered clients with their services, but must consider the following objectives of this campaign plan, which are:

1. To create and maintain a high level of brand awareness, including recall and recognition, with the target audience by August 2015 (six months).

2. To retain 50% of the loyal, consistent clients with the brand by May 2015 (three months). 3. To increase the number of registered client with Intelligent Training by 40% or 8 new clients by August

2015 (next six months). Campaign Strategy To create brand awareness, Intelligent Training must communicate on relevant and effective platforms that are appropriate to the intended target audience. An engaging and cost-effective tactic for Intelligent Training to use to communicate with their target audience are social media platforms, such as Facebook. This platform is capable of reaching a large segment of the target audience while exposing the brand to new potential target audiences. Along with social media, Intelligent Training must also establish a brand website to maintain an informative and up-to-date online presence. Although social media platforms like Facebook are effective in generating interest with the target audience, a website has the opportunity to provide current and prospective clients with additional, detailed information about the organization, services offered and contact details. This opportunity is vital to the success of Intelligent Training as online services are a resource for consumers when searching for products, conducting product research, or gathering information from individuals about a brand. Beyond social media and an online presence, Intelligent Training can expose their brand to their audience with traditional print advertisements, such as posters, business cards, and digest cards. These forms of print advertisement can enhance the image of the brand with they target audience, reach a larger segment of the audience, and also has the potential to expose the brand to consumers outside of the target segment. These advertisements, in both print and digital format, can be placed strategically to create repetitive and retentive content, to increase overall brand awareness.

5 Healthy Canadians, http://healthycanadians.gc.ca/healthy-living-vie-saine/obesity-obesite/government-role-gouvernement-eng.php


Messaging For the campaign, a creative slogan was developed to address the messages used in the brand campaign for Intelligent Training:

English French “ Together, Mind + Body ” “ Ensemble, Esprit + Corps ”

Used as the basis for the campaign messaging, this slogan helps communicate the concept of partnership and working together to overcome the challenges, anxiety and the perceptions of an individual’s mental and physical state, in order to achieve their ideal self and personal goals.

Product Benefit Personable and Safe Fitness Support Intelligent Training provides consistent feedback to clients without making them feel inadequate, and provides support so individuals can better themselves and achieve their health goals. Helping clients see their potential and its translation into successes, big or small, is a prominent element for Intelligent Training through individual accountability and motivation. People can also be easily injured when using weights and fitness equipment, particularly if they are not properly trained. Intelligent Training ensures that clients are educated about personal safety, proper techniques and form, and healthy habits to help achieve their fitness goals more quickly and effectively.

Brand Image Intelligent Training currently has little to no brand image, and as a personal training service, is often perceived as intimidating and costly. In developing a creative and strategic campaign, Intelligent Training wants consumers to feel excited and concerned about their health, and the benefits a healthy lifestyle can provide to individuals. Overcoming the perceptions toward fitness is a continued struggle, but Intelligent Training wants to promote health fitness and wellness in a safe and comfortable environment is the perception through fun, engaging activities. Positioning In developing the overall brand for Intelligent Training, using a lifestyle or image positioning strategy will help move consumers from tangible characteristics of the services provided to rather intangible benefits. A competitive marketplace such as personal health and fitness, Intelligent Training needs to differentiate the services it offers to consumers by promoting the intangible benefits consumers can obtain by taking the fitness classes or sessions. Currently, Intelligent Training is unclear on its brand image and the approach it uses to engage with its target audience. Using this positioning strategy can speak volumes to the youthful audience Intelligent Training is targeting. This audience is searching for more than just a product – This segment wants a service that will help meet their goals with physical and mental results through a plan that motivates, supports and inspires passion.

Positioning Statement “We are a personal life coach that offers strength training and fitness classes to individuals in the Témiscaming area. By building strong connections together, we can help people overcome mental and physical obstacles to reach their personal health goals.”


Creative Theme A collection of key words or phrases stem from the four main areas of the organization, which provide understanding and meaning to the overall vision and mission of Intelligent Training.

From this mind-map diagram, the campaign devised the brand slogan to encompass the key concepts and elements of the organization: together / mind + body

The concept of together unifies the efforts of the individual and the Intelligent Training brand to work in collaboration as a team to achieve their health goals. The mind and body elements of the theme represent the challenges that an individual faces in regards to perceptions, societal values and beliefs in physical appearance.

As an overall theme, together / mind + body helps the consumer understand that by working with Intelligent Training, an individual can overcome the mental challenges and physical struggles to be happy with their bodies and their health.

Creative Objectives For the tactics and engagement efforts used in the campaign, Intelligent Training will focus on creating relevant visuals and emotions toward the target audience that help consumers perceive the brand differently than competitors in the market. The creative tactics of the campaign will strive to:

1. Create engaging visual advertisements that communicate the Intelligent Training brand and messaging of healthy, active lifestyles to consumers.

2. Induce high levels of brand retention, recall and recognition with eye-catching, appealing visuals relevant to chosen messaging.

3. Improve overall brand awareness in the marketplace of Intelligent Training.


RECOMMENDATIONS Brand Logo Design Developing an effective brand is one of the main recommendations for Intelligent Training to improve its overall brand awareness in the marketplace. The proposed logo design focuses on the simplicity of words to resonate with the audience. The brand name itself is used as the logo, instead of associating an abstract or realistic image to the brand. This simple approach will ensure that the brand is not focusing its services to any one particular audience, segment or cultural group. The colour choice for the logo uses a saturated blue and smoke grey tone for unisex purposes. The Intelligent Training brand does not focus its services to either male or female audiences, and the brand logo must reflect this ideal. The logo also encompasses the French and English translations of the brand, as the organization has strong French-Canadian roots. The logo uses two font variations, which help to draw attention to the presentation and visual appeal of the image. The use of bordering lines also helps draw attention to the key word of the logo, Intelligent, and are used as a visual representation of balance. The creative theme and slogan of the campaign also uses the same colour, font type and general appearance as the proposed brand logo, which aims to illicit brand recall. Web Presence Increasing online exposure of an organization can help contribute to credibility, reach targeted audiences and increase overall brand awareness. Intelligent Training must take advantage of earned media through online channels, specifically Facebook and an organizational website. With a focus on offering an educational and personable services, social media offers Intelligent Training a number of beneficial features in generating awareness through online content, including:

§ Direct response, § Two-way communications, and § Personalized communication

Intelligent Training must remain engaged in social conversations to determine if clients are satisfied with services, as well as to address issues clients may have regarding the brand. Social media can also be useful when conducting primary qualitative research on an audience. For example, when a company wants to know the opinions or attitudes of their audience, they can post a question to their profile. Large publics will willingly like or comment their personal opinion without realizing their input is helping with market research. This ultimately makes satisfying a target audience easier and quicker through engagement with accurate, relevant information. Although an asset to businesses operating in today’s marketplace, social media and online content can be uncontrolled and hard to engage, as audiences are easily distracted with the “buzz” of messages being pushed by competitors. While Morin, the entrepreneur for Intelligent Training uses her personal Facebook page to advertise and communicate the business, creating a separate brand page for Intelligent Training will help audiences distinguish the company from the owner.


The Facebook brand page created for Intelligent Training should include:

§ The brand logo § Digital versions of print advertisements with key messages and appeals § A list of offered classes, including schedules and location § Personal training session and fitness class prices § Interactive communication § Contact information

To ensure continued engagement and brand growth through the Facebook brand page, Intelligent Training must ensure communication efforts are scheduled to interact with target audiences on this platform. One tool used to safeguard engagement efforts is the use of a social media calendar*, which helps organizations plan and integrate their online content and web presence with their overall organizational strategy. For Intelligent Training, the proposed social media calendar helps the business effectively engage online with its target audience while also providing information and suggestions relevant to the industry and an individual’s personal health. The social media calendar provides the business with a platform to promote the brand and achieve brand awareness through a variety of tactics. Motivational quotes, links to fitness videos and health blogs, as well as interactive conversations to generate engaging discussions are the focus of the proposed tactics.

Following, Likes and Brand Exposure Facebook is a simple yet innovative way to maintain relationships and conduct research of business, consumers and competitors in your market. Liking a Facebook page provides companies and consumers with notifications of status updates, posted content and other relevant information that can help drive traffic to a brand page or the brand website. For Intelligent Training, liking the Facebook pages of other local entrepreneurs, brands or influential individuals can provide the brand with an additional option for brand exposure and awareness. Some examples of Facebook pages that Intelligent Training could connect with include:

§ Judo Steve § Zumba Témiscaming Gold § Zumba Témiscaming Basics § GoodLife Fitness

§ Le Centre Témiscaming § Nutrition & Fitness Motivation Group § GoodLife Fitness North Bay Downtown § YMCA North Bay

The use of social platforms, like Facebook, require brands to monitor conversations to address problem areas and to help alleviate tension, malcontent, or complaints consumers can have toward the brand. This platform also poses as an opportunity for brands to help create solutions to problems through engagement with unhappy customers, resulting in improved relations and brand awareness. Consumers are more likely to tell others about a bad experience associated with a brand than a good one, and Intelligent Training could use this concept to ensure their followers are involved in the decision making process of the brand. Print Materials The print advertisements designed for the Intelligent Training brand focus on the visual appeal of everyday people and their healthy lifestyles. These images would be used in local newspapers, flyers and can be posted online through Facebook to generate brand awareness with the stunning visuals placed in the ads.


The advertisements use black-and-white tones to create an elegant appeal, but focus on the use of single colour tones in blue to stand out from the images. This is to help resonate the brand logo design with the advertisements in similar colouring and appearance.

FINANCES Brand Logo Design The development of the brand logo design can be created through a professional graphic designers or creative team. This can cost an organization a large amount of money depending on the time and requirements of the design, as well as the industry knowledge and experience of the professional. For Intelligent Training, a brand design has been developed to meet the brand awareness objectives of the campaign and is free of cost for the brand. However, if Intelligent Training had contracted a graphic designer to develop their brand image and traditional media, this expense would have cost the company approximately $828. This amount is based on industry salary rates6 for a graphic designer, over the course of this campaign.

Web Presence The second recommendation focuses on owned media platforms, like a Facebook page and organizational website. Creating and maintaining a Facebook account is free, quick and easy. In most cases, designing content and visuals for the page are the only costs associated. Intelligent Training currently has access to free designs that were developed as mock advertisements for the campaign. The website for Intelligent Training was developed through Weebly, an on online website creator and resource tool. Currently, the domain for Intelligent Training is free of charge, as the web address includes the developing company’s redirection feature. Should Intelligent Training decide to purchase its own domain name, a monthly fee is required.

Weebly provides users with the opportunity to upgrade their website for added features and their own domain name in three different price packages, however the Starter package is the most strategic and cost-effective for the brand:

§ Starter ($3.29/month) § Pro ($6.63/month) § Business ($19.54/month)

Brand domain names are necessary for a number of reasons, as they: § Help manage a company’s online visibility § Make it easier for others to remember a company’s website § Can help set a company apart in a search engine § Help drive traffic to a company’s website § Help promote a company website more effectively

Print Materials For the print advertisements, the cost associated to researching and designing these tactics can be costly to an organization if the work is contracted out to a marketing firm. Also, the cost to printing these advertisements can be costly to an organization. The development of the print advertisements has been included in the campaign for Intelligent Training, however the industry costs associated with this tactic would be derived from the development of the brand logo. If a professional team developed these print advertisements, the cost would be approximately $2517 to the organization, based on industry rates and figures.

6 PayScale, Canada, http://www.payscale.com/research/CA/Job=Graphic_Designer/Salary


Printing the digest cards or advertisements as posters can also cost Intelligent Training a considerable amount of money, should this be an option for the organization. Local businesses like Imprint, the print shop at Canadore College, can provide the required printing services at the lowest cost in the North Bay area. For the required printing, Intelligent Training would incur $117 in total for 30 poster advertisements, 100 business cards, and 50 digest cards, with all items in English and French. (A cost breakdown is provided in the Appendix, on page #).

METRICS Brand Logo Design To determine the success of the brand design, Intelligent Training can conduct surveys, in person or online, to gather responses from consumers in regards to brand recognition and recall. These surveys can help identify if Intelligent Training is successful in its efforts to promote the brand, perceptions of the brand image, and whether or not the brand is resonating with its intended audience. Web Presence In order to determine the web presence success of Intelligent Training, strategic evaluations for brand awareness must be performed. Evaluation throughout the campaign is vital in understanding what elements works effectively, need improvements or pose as potential problems for the future. The web presence evaluation can be done using a variety of tools:

Social Mention Social mention is a free measurement tool that gives specific measures on sentiment, reach, strength, and passion. Using specific keywords (i.e. entrainement intelligent), the company can determine how their brand is being recognized through online efforts. Facebook Insights Once reaching 30 followers, Facebook accounts can track the number of likes their brand page receives per day or week. This can identify areas of the brand page that are receiving the most traffic, most comments, or even most shares on Facebook. Monitoring on Facebook is effective when done on a daily basis. Google Analytics Google Analytics is a free tool that monitors and tracks audience behaviour on a company’s website. Features include audience demographics, popular pages, among other great metrics available to measure Intelligent Training’s web presence. Weebly Stats Similar to Google Analytics, the free version of Weebly Stats tracks and measures the number of people visiting your website. When companies pay for a domain name, Weebly Stats automatically updates to provide information on which page was visited, the geographic location of users visiting the website, the search terms used to direct the user to the website, as well as user experience (UX) metrics that can help with the appearance and functionality of the website.

Print Materials Surveys are another metrics that can be used to determine the success and impact of advertisements of the Intelligent Training brand. Conducting surveys in fitness classes, personal training sessions or online with their website or Facebook brand page can help generate valuable knowledge about the brand and its marketing efforts.


FUTURE CONSIDERATIONS Branded Fitness Facility As the brand develops, Intelligent Training should consider renting or purchasing a fitness facility in Témiscaming. A key consideration for the brand once the campaign objectives are met, a fitness facility can provide a branded, central location for current and prospective clients to engage with the brand. Having a consistent training space will improve brand image and credibility for Intelligent Training, and instill reassurance with their clients. Fitness facilities7 in Témiscaming are limited in the number of feasible options. As a financial constraint, Intelligent Training can consider a strategic and continual partnership with an existing facility such as the Judo Club Studio or the Témiscaming Town Hall. Once established, the studio space should have architectural signage, an office space, change rooms and bathrooms that incorporate the brand’s colour choice and theme. Architectural signage, such as outdoor dimensional signage8, strengthens the first impressions and enhances brand recognition. While the exterior looks appealing and welcoming, the interior must portray the same atmosphere. The main studio colour should be an extension of the brand, using tones in blue and grey. The blue tones9 represent trust, responsibility and perseverance, and this color seeks peace and tranquility, promoting both physical and mental relaxation. The use of an accent brick wall would also provoke endurance and fortitude with consumers. Full-length mirrors, wooden furniture and motivational wall decals, such as the brand’s creative slogan, are further suggestions for décor elements10 of the proposed Intelligent Training fitness facility.

Brand Expansion The available market in North Bay and the surrounding area can provide Intelligent Training with a new target audience to reach and influence. Significantly larger than Témiscaming, North Bay is home to more than 53,000 people and a vast majority of this population are part- and full-time post-secondary students. Most of this segment fits into the target demographics of the organization. North Bay has nearly 70% of their total population in the 15 to 64 year age group, which is strategic for Intelligent Training and their services. As well, just over nine thousand residents of North Bay account for French speaking households, which is roughly 15% of the total population11. This means that there is a substantial French community in the North Bay area. Expanding the Intelligent Training brand into North Bay is a key consideration for the future of the brand, but not until it has been successful established in Témiscaming. Expanding the brand before having a strong base can result in poor brand equity in a larger market and no fail-safe plan if the brand is unsuccessful in the new, larger market.

7 Remax Québec Inc., http://www.remax-quebec.com/en/commercial-for-sale/310-314-ch-kipawa-temiscaming-7946776.rmx?fromsearch=agentListings_17839 8 Signs By Tomorrow, http://www.signsbytomorrow.com/signproducts/outdoor-dimensional-lettering--signs 9 Empower-Yourself-with-Color-Psychology.com, http://www.empower-yourself-with-color-psychology.com/color-blue.html 10 Pinterest, Fitness Facility REco, https://www.pinterest.com/xoamandanl/fitness-facility-reco/ 11 Statistics Canada, North Bay, http://www12.statcan.gc.ca/census-recensement/2011/as-sa/fogs-spg/Facts-cma-eng.cfm?LANG=Eng&GK=CMA&GC=575


APPENDIX


SWOT ANALYSIS

Strengths § Knowledge of personal fitness and healthy lifestyles § Expertise in Pilates, Cross-fit and yoga § Competitive price

Weaknesses § Little to no reputation or credibility § Geographic limitations § Fragile brand image

Opportunities § Fitness market is growing industry

§ Advances in technology create new distribution channels and mediums of communication

Threats § Economic downturns can negatively impact disposable income of consumers

§ Low barrier for entry into the market

BRAND LOGO DESIGN

BRAND SLOGAN DESIGNS


SOCIAL MEDIA BRAND PAGE

Facebook


WEBSITE SCREENSHOTS


SAMPLE SOCIAL MEDIA CALENDAR

entrainement INTELLIGENT training Facebook Page

entrainement INTELLIGENT training website

Sunday Monday Tuesday Wednesday Thursday Friday Sat.

• Update class schedule

• Reply to questions, comments and emails

As needed • Update class

schedule


Monday Special • Motivational

Fitness Quote


schedule


Tuesday Special • Share fitness

video of your choice


schedule


Wed. Special • Engage

followers in a health and fitness conversation


schedule


Thursday Special • Share print

advertisement


schedule


Friday Special • Share class

schedule


INTELLIGENT TRAINING CLASS SCHEDULE

Mornings:

Time Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Noon -

12:45 pm

MIDIFIT/ LUNCHFIT Salle Desjardins

MIDIFIT/LUNCHIFT Salle Desjardins

Evenings:

Time Sunday Monday Tuesday Wednesday Thursday Friday Saturday

5:30 pm -

6:30 pm

PILATES FITNSS Judo Club

PILATES BASIC Kipawa Dome

PILATES FITNESS Judo Club

PILATES BASICS Kipawa Dome

6:30 pm -

7:30 pm

PILATES BASICS Judo Club

PILATES BASICS Judo Club


PAYSCALE INDUSTRY RATES

Brand Logo Design

Graphic Designer

Rate $29.84

Project Hours 27.75

Subtotal $828.06

TOTAL $828.06

Creative Advertisements

Graphic Designer

Rate $29.84

Project Hours 45.25

Subtotal $1,350.26

Marketing Specialist

Rate $30.30

Project Hours 38.50

Subtotal $1,166.55

TOTAL $2,516.81


PRINT ADVERTISEMENTS – COSTING

Size Paper

Print Advertisements

11x17 80lb CS

Subtotal HST Total

Critic Ad

English 5 $0.80 $0.11 $0.91 $4.55 $0.59 $5.14

French 5 $0.80 $0.11 $0.91 $4.55 $0.59 $5.14

Scientific Ad

English 5 $0.80 $0.11 $0.91 $4.55 $0.59 $5.14

French 5 $0.80 $0.11 $0.91 $4.55 $0.59 $5.14

Imagery Ad

English 5 $0.80 $0.11 $0.91 $4.55 $0.59 $5.14

French 5 $0.80 $0.11 $0.91 $4.55 $0.59 $5.14

QTY 30

$30.85

Business Cards

8.5x11 80lb CS

Subtotal HST Total

English 50 $0.40 $0.11 $0.51 $25.50 $3.32 $28.82

French 50 $0.40 $0.11 $0.51 $25.50 $3.32 $28.82

QTY 100

$57.63

Digest Cards

English 25 $0.40 $0.11 $0.51 $12.75 $1.66 $14.41

French 25 $0.40 $0.11 $0.51 $12.75 $1.66 $14.41

50

$28.82

GRAND TOTAL $117.29 Rates based on Imprint pricing structure.


RESEARCH – QUESTIONNAIRE

Jan - 2015 2015

ENTRAINEMENT INTELLIGENT QUESTIONS

1. What age group do you belong in? Quel âge avez-vous?

a. 15-19 b. 20-29 c. 30-39 d. 40-44 e. Other/Autre: ___

2. Do your future plans include moving from Témiscaming?

Est-ce que vos plans future inclue un déménagement? a. No/Non b. Yes, in _____ years /Oui, dans _____ années

3. Do you have kids?

Avez-vous des enfants? a. Yes, I have _____ children/Oui, j’ai ______ enfants b. No/Non

4. Do you have regular income?

Avez-vous un salaire régulier? a. Yes, Full time/Oui, a temps plein b. Yes, part-time/Oui, à temps partial c. No/Non

5. What benefits do you want from these fitness classes?

Quels sont les bénéfices que vous voulez de ces classes? a. Weight Loss/ La perte de poids b. Maintain my weight/ Maintenir mon poids c. Gain Muscle/ Gain musculaire d. Others/Autres: ______________________

6. In a week, how many hours can or do you set aside for exercise (not necessarily with Joanie)?

Dans une semaine, combiens d’heure pouvez-vous allouer au exercices (pas nécessairement avec Joanie)? a. 0-2 b. 3-5 c. 6-8 d. Other/Autres: ______

Integrated Marketing Communications · 2018. 10. 17. · Integrated Marketing Communications Candice Korecki Amanda Nadon-Langlois February 9 – 2015 !!!!! 2 KORECKI / NADON-LANGLOIS

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