1. Digital Portfolio - WordPress.com...2016/06/01 · Jordan Lim: N9138307 – AMB330 Digital...
Transcript of 1. Digital Portfolio - WordPress.com...2016/06/01 · Jordan Lim: N9138307 – AMB330 Digital...
AMB330–DigitalPortfolio
DigitalAuditandPlanningPortfolio
ActiveLifeFitnessEvertonHills
JordanLim–n9138307
Tutor:AlexBuckby
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MODULE1: Introduction–Active Life Fitness (formerly known as Healthworks) Everton Hills is a health and
well-being club that operates in the north side of Brisbane. The family owned
businessprovidestheirconsumerswithauniqueopportunitycomparedtoanumber
of theirdirectcompetitors.Throughout thisaudit, theirentiredigitalpresencewill
be analysed followedwith a number of recommendations for improvement. Their
selected target audience will be overviewed along with their needs and desires.
Followed by a number of consumer insights and overall justification of the
recommendationsprovidedthroughout.
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MODULE2: DigitalAudit–AnalysingActive Life’s entiredigital presencewas conducted through theuseof a
DigitalAudittable.Itintroducescriteriaandthenobservationsweremadeparticular
toActiveLife’sperformanceandratedonascalefrom1to10.
Client: ActiveLifeFitnessEvertonHills Date:2.4.16
Criteria Examplesorobservations Rating1to10
Broadvisionofhowdigitalmediacantransformthecompany
The Digital media that Active Life utilizes aids in developing their brandawareness with the ever-increasing population using the internet or socialmediatosearchforaproductorservice(Teo,T.S.2001).Aleadingpositioningstrategyistodevelopasenseofcommunityandbelongingnesswithinthegymwith the other members and staff. By being able to connect with othermembers through social media channels it encourages the sense ofcommunity.Theuseofdigitalmedia,particularly,socialmediaallowsforthemembers toconnect,engage,encourageand inspireeachother into livingahealthier lifestyle througha friendlier andnon-confrontational environment.However,increasingtheirbrandawarenessthroughotherdigitalchannelswillhelpinreachingfurtherintotheselectedtargetmarketsofboththe‘MummyMarket’andYoungadults.
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Integrationofmarketing,IMCanddigitalstrategy
ActiveLifeFitness isnot consistentwith their structuredmarketingand IMCobjectives. The company currently employs more traditional channels likeletterbox dropswithin a 5km radius of the gym, aswell as snippets in localschool newsletters. These methods are currently reaching a portion of theselected market as parents; commonly the mothers will read the schoolnewsletters. However, a broader range can be reached through differentdigital channels. A well maintained blog, which can encourage a ‘healthierlifestyle’bysharinghealthy recipes,quickworkouts,etc.The introductionofanInstagramaccountwhichbothwillsuccessfullyreachthetargetaudienceasboththeyoungadultsand‘MummyMarket’areusingsocialmediamoreandmore.
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Digitalstrategy
Active Life’s current digital strategy is to create a sense of community andbelongingnesswithinthegym,withmembersbeingabletoconnectandsharetheir progress and success. Their current Facebook serves as a means ofcommunicationwiththeircurrentmembers,alsoasasenseofwhatthegymisabout to the newmembers. The Digital strategy currently used shows thatthey’repositioningtheirmessagestowardstheprimarytargetaudienceoftheMummy Market. Well positioned, however, lacking a large reach of themarketshownbytheFacebookData.Themostpopularpostswereidentifiedasrelevantvideos,sharedvideos,linksandrelatablephotos.Thisinformationwillbeconsideredwhenfurtherdevelopingdigitalstrategiesinordertoreachparticularbusinessobjectives.
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Strategicallyconsistent,company-createdbrandmessages
Active Life has a fairly strong consistencywithin their digital presence, theirFacebookpoststargettowardsthegym’sidentifiedtargetaudience.Thepostson the page range from inspirational quotes, members progress, andreminders for sessions. Which correlates to the company’s objective ofcreatingafriendlycommunitywithinthegym.Wherethecontentprovidedonthe website is more information based with gym opening hours, servicesoffered and contact details. The information structured for the websiteprovides an overview of the gym for new consumers looking at comparingwith the competition based on the range of services and prices offered.Wherethesocialmediaismoretargetedtowardscurrentmemberswhowishto keepup todatewith the gym’s special offersor time changes.However,withthemessagesprovided,theylackconsistencywiththestyleguideofthewebsitetotheFacebookpage.
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Degreeofcompanyinvolvementindigitalandsocialmedia
There is a medium level of involvement from the Active Life team on thedigital channels. The company is seen to responding to consumers on theirFacebook page through the reviews and answering any queries asked quitequicklythroughthemessages.Whiletheystillplaceresources intothemoretraditionalmarketingchannels through letterboxdropsandnewsletterads–more attention couldbe focusedon their digital channels.Withposts beingmadeonaverageevery2-3days,somemoreposts,whichofferan incentiveformemberstoengageandparticipateindiscussionwouldbemoreeffective.
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Digitaltoolsandsocialusedbythecompany
- Facebook- Website
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Frequencyofuseofdigitalandsocialmediatools
ActiveLife is currentlyupdating theirSocialMediaaccountsquite irregularlywith posts being made every 2-3 days ranging from healthy recipes,motivationalquotes,membersprogressandupdatesfromthetrainers.Asthisis the only channel that allows for consumer engagement, it posts quiteirregularly and doesn’t strongly encourage member participation ordiscussion.
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Examplesofcontentshared
Active Life currently uses their social media channels as a means ofcommunicating with their current members and posting content that istargeted towards their primary target market. Their website is positionedtowardsreachingnewmembersconsideringtojointhegymwithinformationandservicesallhighlighted.
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Strategicuserengagement
Thedigital activity is quitewell targeted towards the ‘MummyMarket’whoareinterestedininvolvinginasenseofcommunitywiththeothermembersatthegym.Thismethodreachespeopleinanon-confrontationalmanner,whichcanalso interactwithothermembers in thesub targetaudienceofyoungeradultswhospendalargemajorityoffreetimeonsocialmedia.
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Measurementofdigitalperformance
Facebook provides data that can be assessed and evaluated based on thepostsandreachofparticularposts.ThisallowsforActiveLifetoevaluatewhattimeofdaymighthaveahigherreachwiththetargetaudience,whattopicstheyaremoreinterestedinandwhichtopicstheyaremorevocalabout.
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*Where0indicatesalackofachievementand10representsoptimumachievement.
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MODULE3: TargetAudienceAnalysisandProductandCompetitionOverview–Active Life currently has selected the ‘Mummy Market’ as their primary target
market specifically mothers aged 25-40 with young children. Their secondary
audience has been identified as young adults aged 17-25 looking to stay fit and
healthy(OliviaBrusasco,personalcommunication,March3rd,2016).
ThePrimarytargetaudience (Pickton,D.,&Broderick,A.2001)hasbeen identified
and the services offered as Active Life Everton Hills compliments their particular
needsanddesires.Fromfurtheranalysing thetargetaudiencetheycanbe filtered
into further market segmentations. Particularly separated into demographic,
geographic,psychographic andbehavioural variables (Frank,R. E.,Massy,W. F.,&
Wind,Y.1972).
The audience has been further researched with Roy Morgan data and particular
characteristicshavebeenidentifiedintotheirleadingpurchaseintentions.Thedata
outlinedthatwomenaged25-34are26.3timesmorelikely(RoyMorganData,2016)
tothinkofthenumberofcaloriesinthefoodtheyeatandwomenaged35-49are27
timesmore likely.Thisshowsthat thewomen interviewed in thedemographicare
quite health conscious to the meals they’re eating, which suggests that they’re
interestedinbeinghealthy.AnotherfactorshowedthatWomenaged25-34are63
timesmore likely todoanyathleticactivitiesandwomenaged35-49are60times
more likely (RoyMorganData, 2016).With such a highnumber of thepopulation
showsthatamajorityofthepopulationarehealthconsciousandalreadyparticipate
in athletic activities. These factors show that the population interviewed is
interestedinlivingahealthylifestyleifnotalreadylivingone.
However,over65%oftheaudienceagreedthatthey’dliketobeabletoloseweight
(RoyMorganData, 2016) and a similar portion agreed that thereweren’t enough
hours in the day. Where Active Life offer 55+ classes a week and offer 24-hour
services–appealingtothetargetmarket’scurrentrequirements.
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FurtheranalysisoftheRoyMorgandata,itisshownthatthemothersinterviewed,in
theagegroupof25-34theywere41timesmorelikelytohavechildrenagedunder5
yearsold.Whereinthesamedataset,theolderthedemographicandtheyounger
werelesslikely.Thisshowsthatofthetargetedaudiencethereisahighpercentage
with younger children who would benefit from the $1 per visit crèche (Olivia
Brusasco,personalcommunication,March3rd,2016).
From looking at the census data for Everton Hills it was evident that 48% of the
populationareacouplewithchildren(AustralianBureauofStatistics,2011).Aswell
as 48%of thepopulationalsoowns theirhomewithamortgagewith89%having
their repayments less than 30% of their household income (Australian Bureau of
Statistics, 2011). This data allows for assumption that the ‘Mummy Market’ in
EvertonHillshasquiteahighlevelofdisposableincomeallowingforthepossibility
to spendmoneyongymmemberships.Withquiteahigh socio-economic standing
(Alder,N. E.,&Ostrove, J.M. 1999), this allows for the currentpopulation to live
comfortablyandspendsomemoneyontheirhealthandwellbeing.
Further analysing the health and wellbeing centres in the local area, Active Life’s
directandindirectcompetitorswerecomparedtothecompaniesofferingofproduct
andservices(Billing,J.1980).
The direct competition of the gymwas identified as four similar businesses, Club
Coops located in Carseldine, Albany Creek leisure centre, mum and bubba
bootiecampandTheGaphealth&racquet.Thisclubswereidentifiedastheyoffer
similarservicestotheirmembersandareall locatedwithina10kradiusofEverton
Hills. This is appealing to the consumers and therefore they need to develop a
uniqueoffering to their customers to remaincompetitive (Farrell,A.M.,&Lee,N.
2015).
As these locations offer a similar service with a wide range of facilities and
particularly childminding serviceswhich is appealing to the samedemographic of
the ‘MummyMarket’. This iswhyActive Life Fitnesshas introduceda competitive
rate for their crèche offerings of $1 per visit per child (Olivia Brusasco, personal
communication,March3rd,2016).
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Theindirectcompetitionhasbeenidentifiedasanygymslocatedina10kmradiusto
Active Life. They’ve been identified as Club Arana Health & Fitness, Snap Fitness,
JettsGymandGritCulture.Theselocationsdon’tposeasmuchthreatasthedirect
competitorsbecausetheydon’tofferallthesameservices.However,theselocations
arestillathreatmoretothesecondarytargetaudienceastheyoungerdemographic
willprimarilycomparelocationsbasedonprice(Jones,M.J.,&Zufryden,F.S.1982).
MODULE4: ConsumerInsights–
1. Mothers find it hard tomotivate themselves to get to the gymwithout an
encouraging factor. Friends are goodmotivators, as you don’t want to let
themdownbynotshowingup.
This consumer insight was developed through the selected target audience’s
psychographic values and behaviours and what they deem to be important.
Aforementioned, the audience find that there isn’t enough time in the day for
exercise.ThisiswhyActiveLifeoffersservices,whichwouldappealdirectly,suchas,
24-hour studios and cheap rates for childminding services. Also relating toActive
Life’spositioningstrategyofafriendlyenvironment.
2. Motherswithabusylifewilloftenstruggletofindthetimeandresourcesto
gettoagymandwillputotherspersonaldesiresaheadoftheirown.
This second consumer insightwas developed again through analysis of the target
audience.WhereActiveLiferespondstronglytothiswheretheyofferanumberof
differentactivities foranumberofdifferentpeople.Beingawellnesscentre there
wouldbearangeofactivitiesthatcouldbeenjoyedbythewholefamily.
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MODULE5: JustificationofRecommendations–
From analysing Active Life Fitness’ current digital presence there are some areas
noted for potential improvement. By increasing their digital presence and
consistencyitwillaidinimprovingtheirbrandawarenesswithbothtargetmarkets.
AssocialmediaandInternetuseisthehighestithaseverbeen(Lenhart,A.,Zickuhr,
K., Smith, A., & Purcell, K. 2010). This is the easiest and most effective way in
reaching the target demographic. With the introduction of other social media
accounts such as a dedicated Instagram account will be another method of
communicatingwiththecurrentmembersandintroducenewmemberstothegym.
Having an Instagram account that offers special deals or competitions, which the
followerscanparticipatein(e.g.TagafriendforyourchancetowinafreePTsession
together,Tagafriendforyourchancetowina1-monthfreetrialofthegym.Special
deals for current members introducing newmembers to the gym, etc.). This will
increase brand awareness through word-of-mouth by incentives (Fisk, G. 1986).
Doingthiswillalsohelpstrengthenthecurrentpositioningofcreatingacommunity
asthepeoplethatintroducethemtothegymwillmostlikelytraintogether.
Another improvement would be to create a dedicated blog formembers to read
during their free time. Posting on a consistent and a regular basis (i.e. New post
everyThursday)abouthealthyrecipes,workoutspeoplecanasktheirtrainersmore
about,etc.Ifawell-writtenandstructuredblogissetup,consistentwiththecurrent
styleguideusedonthewebsite. Itmayencouragememberstosharecertainposts
thattheycanrelatetoorareinterestedin.AstheFacebookinsightsshowthatLinks
and Shared videos have some of the highest reach and engagement. There is
potentialfortheblogtobeusedamarketingtool.
AnintroductionofaFitnessAppspecifictothegymwouldhelpincreatingasenseof
community.Beingabletoaddandcomparewithyourfriends,earningtrophiesand
credits. E.g. Credits earned for number of times ‘checked-in’ to the gym on
Facebook,whichcanbespentatthecaféforexample.Thiswillallowformembersto
spreadawarenessthroughtheirpersonalFacebook.Alsoallowingtocompetewith
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otherfriendswhohavetheappwithchallengeslikei.e.Numberofvisits,weightlost,
km’swalked, etc. This will create a friendly competition between othermembers
andgenerateastrongerword-of-mouthbranding.
Lastly, Active Life Fitness shouldmaintain consistency through all digital channels
withthesamestyleguide.Thiswillallowforeasybrandrecognition(Porter,S.S.,&
Claycomb,C.1997)withinthetargetmarket.Havingarecognisablebrandimagewill
makeforeasierandefficientconsumerretention(Rust,R.T.,&Zahorik,A.J.1993).
If these recommendations are followed it will aid in helping increase Active Life’s
currentbrandawarenesswithinthetarget‘MummyMarket’asademographic,over
48%agreethatInternetisthemostusefulmediaforHealth,WellbeingandFitness
(RoyMorganData, 2016). Itwill beworthwhile for the company to increase their
resourceexpenditureintoimprovingtheirdigitalpresenceandchannelefficiency,as
itisameasureableformofadvertising.Ifthesefactorsaretakenintoconsideration
theywillalsohelpandcorrelatewiththecurrentconsumerinsightsaboutthetarget
audience.
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