BRAND BOOK Developed by The Healthy Brand Company © FitnessU and Australian Fitness Network 2014

VISION & VALUES

Vision To be the first choice for credible online fitness qualifications with the largest network of mentors Values THE COMPASSIONATE MAVERICK Motivated to protect freedom and willing to employ disruptive (not destructive!) tactics to effect change, and make a visible difference to others: •  An independent thinker •  Defined by a ‘don’t fence me in’

mentality •  Smart, creative, unconventional and

full of youthful energy •  Courage, moxie and nerve •  Brings people along for the ride

Independence

Freedom

Youthful energy

Challenge the status quo

Compassionate

BRAND PLATFORM Who are we talking to: People who want a career in fitness because it reflects and enables them to live their values of youthful energy, freedom, independence, sense of self and desire to make a visible difference

Insight/Tension: I value my independence and freedom to do what I want to do and be who I want to be. Being fit and healthy and having a keen sense of self gives me the energy and courage to challenge the status quo so I can make a visible difference. A

career in fitness would enable me to do all of this. But I can’t see a way to fit study within my current lifestyle and need to succeed in study, career and life.

Purpose: Activating agents of change through fitness education

Brand Belief: We believe that cultivating students’ independence and freedom empowers you to make a difference to people’s lives through fitness Brand Proposition: Flexibility, choices & support that suit your lifestyle & need to succeed Brand Behaviour: A protagonist with heart ‘Your challenging coach’

Brand idea:

Insight/Tension I value my independence and freedom to do what I want to do and be who I want to be. Being fit and healthy and having a keen sense of self gives me the energy and courage to challenge the status quo so I can make a visible difference. A career in fitness would enable me to do all of this. But I can’t see a way to fit study within my current lifestyle and need to succeed in study, career and life. Proposition FitnessU is the only place that cultivates your independence and freedom whilst studying fitness because of its flexibility, choices and support that suit your lifestyle and need to succeed. So you can make a visible difference. Positioning. Learn, Train, Transform in your career. FitnessU. GO FOT IT! Reasons to believe/Proof points •  Flexibility & choice. With learning online, mentors around the country and a range of payment options, you can

complete your Cert III and IV qualifications anywhere, anytime, at your own pace. With the shift into small group training, our PT courses now include GX, and you can bundle specific interests e.g. boxing or yogafit to come out with the qualifications you want. So you can do what you want to do and be who you want to be.

•  Experienced trainers supporting your success. Our Cert III and IV qualifications are designed specifically for online learning, with unparalleled one-on-one support from online trainers and mentoring with on-the-ground Pro-trainers to help you succeed in study and your career.

•  Credibility & quality. Created by Australian Fitness Network, the industry’s membership organisation that has been supporting the careers of fitness professionals for over 25 years. Network recognised the need for a change to give more people the opportunity to access our network of industry-leading professionals who currently deliver a breadth and depth of up-to-date, quality content and mentoring for our qualifications, continued education courses, educational events and information sources

•  Start living it. We give you complimentary Network membership and insurance so you can experience what its like being a member and part of the industry during your studies

PROPOSITION, POSITIONING & PROOF

BRAND MANIFESTO & MOOD BOARD

A PROTAGONIST WITH HEART ‘YOUR CHALLENGING COACH’ Like a personal trainer who educates their client by involving and inspiring – not just telling – encouraging them to push their boundaries, so they master something they thought wasn’t possible, not just in the gym but in their career and life We have to do it, not just say it We need to GO FOR IT ourselves Challenging conventions To make a visible difference And bringing people along for the ride We find and activate latent agents of change – people who love fitness and influence other people with their passion We uncover how they do or want to GO FOR IT Encourage them to GO FOR IT with our total brand experience Enable them to share how they GO FOR IT to inspire others

BRAND BEHAVIOUR

‘INSPIRING ENERGY’ Charismatic, charming and compelling Future-focused, with eyes on the prize Playful and provocative Active energy and passionate about fitness Straight-forward and credible

BRAND PERSONALITY & TONE OF VOICE

BRAND VISUAL IDENTITY

BRAND VISUAL IDENTITY : RATIONALE

BRAND NAME: FITNESSU Fitness industry Education U reflects university U = you at the centre BRAND SYMBOL The gold swirl and U stamp make up the symbol Gold represents winning, happiness, energy, warmth, inclusive Swirl represents the sun as a moving ball of light, inspiring energy (our personality), optimism, creativity, playful, active, reflecting your fitness world as a whole – your study, career and lifestyle http://videohive.net/item/sunrise-time-lapse/58688?WT.ac=category_thumb&WT.seg_1=category_thumb&WT.z_author=Stefoto U at the centre, put you at the centre of the Fitness U and the font symbolises authenticity and credibility BRAND COLLAGE The symbol has been designed to be brought life, demonstrating your world of fitness with you in the centre. FONTS AND TYPEFACE fitness with i dotted – i connects with U as individual, stands for information and digital, yellow dot becomes the swirl Choice of font for fitness is solid, smooth lines, flexible = trusted brand, fit body, fits your life Go for it! font reflects active and direction Blackboard font for use in headings has been designed to reflect study and the ‘challenge yourself and others’ aspect of sports vs glamourised fitness

BRAND IMAGERY: STYLE & RATIONALE

‘INTENSE ENERGY’ Active energy Dynamic & Expressive Challenging Strong and bold Commitment & Accomplishment Precision & Depth Independent & Motivating others

SMELLS Deodorant like after a shower

MUSIC Eye of the Tiger

Roar

SOUNDS Outdoor, Fitness

Big waves

TOUCH & FEEL Gortex/fabric that’s

enduring and flexibility

TOUCH & DO Interaction with ways to

go for it

BRAND SENSORY IDENTITY

GO FOR IT!

Our culture Activating agents of change

Pathways to achieving potential

Our people Confident in having their own point of view

Driven and inspiring Customer-focused Solutions-oriented Take responsibility

Deliver against their promises Punch above their weight

OUR PEOPLE & CULTURE

WHY With rising obesity, mental health and stress issues crippling the nation on the one hand and more people aspiring to health and fitness on the other, we have seen an increasing number of people who are passionate about fitness, poised to motivate people, turn the issues around and make a visible difference via fitness. But many who might consider a career in fitness aren’t pursuing it, as they can’t see a way to fit study or career in fitness around their lives. Network recognised the need to give more people the opportunity to access our established network of industry-leading professionals – who currently deliver a breadth and depth of up-to-date, quality content and mentoring for qualifications, continued education courses, education events and information sources predominantly for members – and break down the barriers associated with studying to be a fitness professional. We’d recently received data that 50% drop out rate of fitness professionals after 2 years because of isolation and lack of support. Fitness U is committed to supporting its students beyond studying, into their career. A member survey indicated that people weren’t as fulfilled in their career as they’d like to be. So we’re providing mentoring opportunities to enhance that. It is for this reason we created our newest venture, FitnessU to be about YOU pursuing a successful and enjoyable fitness education and career as part of your lifestyle – and developed the qualifications to fit YOU. FitnessU powered by Network is training the next generation of fitness professionals to GO FOR IT! WHO WE ARE AND WHAT WE DO Studying fitness at FitnessU gives you the tools, training and team support so you can go for it in your fitness career Our flexibility gives you freedom to integrate FitnessU into your go for it life, so you can do what you want to do and make a visible difference Learn. Train. Transform. FitnessU GO FOR IT

KEY MESSAGES: WHAT, WHO & WHAT

Flexibility & choice. With learning online, mentors around the country and a range of payment options, you can complete your Cert III and IV qualifications anywhere, anytime, at your own pace. With the shift into small group training, our PT courses now include GX, and you can bundle specific interests e.g. boxing or yogafit to come out with the qualifications you want. So you can do what you want to do and be who you want to be. •  Affordable PT Qualifications with FitnessU flexible fee options

• Low up front payment • No penalty dropout • Reducing the barriers to getting started

•  Flexibility of online and offline, so you can study anywhere, anytime at your own pace, around your current lifestyle and commitments • Multi-platform learning (process image with text, imagery, video, assessment, online trainers, practical tasks with pro-trainers)

•  Tell us what you want to be (ie boxing instructor, yoga) and we’ll connect you with the right Network CEC or reputable learning partner to smoothly add onto your Cert II and Cert IV • Yogafit partner (logo and description) • Boxing partner (logo and description)

Experienced trainers supporting your success. Our Cert III and IV qualifications are designed specifically for online learning, with unparalleled one-on-one support from online trainers and mentoring with on-the-ground Pro-trainers to help you succeed in study and your career •  Online trainers & Offline trainers support you in theory and practice •  Teach you skills to get qualified and be able to succeed as a fitness professional, including running your own business •  “Current student quote” Credibility & quality. Created and powered by Australian Fitness Network, the industry’s membership organisation that has been supporting the careers of fitness professionals for over 25 years to be the best they can be. Network recognised the need for a change to give more people the opportunity to access our network of industry-leading professionals who currently deliver a breadth and depth of up-to-date, quality content and mentoring for our qualifications, continued education courses, educational events and information sources. Training the next generation of fitness professionals. •  Trusted RTO •  Supporting careers of fitness professionals for over 25 years •  Proven track record in the development and delivery of quality courses Start living it. We give you complimentary Network membership and insurance so you can experience what its like being a member and part of the industry during your studies. And we give you all the tools, training and team support so that you can hit the ground running, go for it and succeed as a fitness professional •  Survive or Thrive Kit: Starter kit with training, study, marketing, business and professional development resources (show starter kits/

image) •  Membership (link to member benefits) •  Insurance (link to description of insurance)

KEY MESSAGES: PROOF

CUSTOMER SEGMENTS LIFESTAGE YOUTH/1ST JOBBERS

Just out of school, singles, first step to responsibility

2ND JOBBERS Beginning of financial/family

responsibilities

LIFE CHANGERS Young family, Older family, Empty

nesters

Demo Socio Psycho

18-24 Gen Y (younger) Creating their identity/Self-expression

25-34 Gen Y (older) Honing their identity/Experience

35-54 Gen X & Baby Boomers Consolidate their identity/Expansion

Why fitness career? Lifestyle Be your own boss Be healthy & fit Hang with like-minded others Sexy, energetic image Meeting hot chicks/men Good at & enjoy sport/fitness Less sure what want to do Semi-gap year Didn’t /don’t want to get into uni Alternative to bar work

Following a passion they’ve always had Dissatisfied with what they’re doing Stuck in a rut Want to be own boss Burn out Wounded healer Downsizing of mining/manufacturing Fly-in/Fly-out

Redundancy Burn out Bored Following a passion Back to workforce post kids Empowerment Wounded healer Hobby: semi-retired Fresh challenges Doing something for themselves Time for me

Values

Fit & healthy = young & energetic Freedom to create own identity Independence – be own boss/autonomy Self-focus – as part of a community All about me

Fit & healthy = positive & young Freedom to be myself Independence – be own boss/driven Make a difference – help others Recalibrate me

Fit & healthy = staying young Freedom to do something for me Independence- be own boss/income Make a difference – help others Return to me

Functional needs Location – online & mentors Time – anytime, at your own pace Money – low cost/commitment

Location – online & mentors Time – anytime, at your own pace Money – low cost startup

Location – online & mentors Time – anytime, at your own pace Money – low cost startup

Social needs What friends have done – image What social media says – image Kudos/cache with friends – image

Credibility – mentoring Success – great career opportunities

‘Back to school’ fear of failure & intimidation – online/supported Credibility – mentoring

Emotional needs Instant gratification - ‘now’ purchase Digital native comfort – online Pay their own way & time for social/relationships family/friends– flexibility

Value experience from & their experience is valued Security of creating a second career while working – flexibility

Value experience from mentors & their experience is valued Security – start with GX Works @ lives – flexibility

1st JOBBERS: JO, 18 Pen portrait: Female, 18 years old, finished school last year, working part-time since, applied for uni, didn’t get into Ex. Science, wants to get into something she likes and all she knows is she loves sport & helping people to be more sporty – because she’s done this with her own mates. Thinking PT is a good idea whilst doing bridging course to re-apply for uni maybe next year. Parents have told her she needs to do a course this year to do something and suggested TAFE. Is looking at ACU, TAFE and other sports providers to figure out the best course so she earn money whilst she learns a trade which will be useful in her uni application. Plays netball & hockey, loved PDHPE at high school, competes in netball at competition/national level, is working part-time at the local golf club, hangs out with her friends, goes to the beach. Positive attitude with can-do approach to picking herself back up to try again. Reads the odd fitness magazine and does classes at the gym, a bootcamp twice/week with friends, and can see herself running outdoor group training sessions if she was a PT. Uses Facebook to see what her friends are up to, follows fitness motivation on instagram and Facebook, watches funny YouTube videos and has an iphone with whatever apps her friends have recommended. Online study fits in really well with her lifestyle as doesn’t have a car yet and really likes the idea of a mentor to help her feel confident and job-ready when she finishes. Proposition: With its flexibility, choices and support, only FitnessU gives her the opportunity to study around her current lifestyle and succeed. Giving her all the tools, training and team support to hit the ground running and really GO FOR IT!

1st JOBBERS: ALEX, 21 Pen portrait: Male, 21 years old, finished a Human Movt degree last year and not sure what to do as he is very sporty, loves training, getting stuck into anything physical but not clear on what to do next as doesn’t want to be stuck inside. Working in a sport company or doing further company sounded good at the time but wants to earn money now and not do more boring time when he could be outdoors. Trains 5 x week, into the Paleo diet and Crossfit, gets a lot of information from peers for training and nutrition. Gets on well with most people, gift of the gab, trains hard-parties hard. All his friends ask him what to do and he likes the kudos associated with that and with helping them make visible change. Wants to PT in a gym – like Fitness First Zone, CrossFit, starting his own business sometime. Very hands on but after struggling through his uni degree, he’s not the best at focussing on lots of study when he just wants to get out and be active. Whilst online learning is not his first choice he’s already a self-professed fitness freak, and sees it as a quicker way to power through stuff he already knows from uni and will just ask mates if he needs help. Loves sharing training videos on Facebook, takes selfies at the gym, downloads apps and music all the time, will tweet public figures he admires and uses internet for research if he wants to know about new exercise fads. Proposition: With its flexibility, choices and support, only FitnessU gives him the opportunity to study around her current lifestyle and succeed. Giving him all the tools, training and team support to hit the ground running and really GO FOR IT!

2nd JOBBERS: DAVE, 32 Pen portrait: Dave has been working in IT since he left school, enjoyed doing website design for a funky company and has done well from it but finding himself drawn into more social sporting & fitness events after doing Tough Mudder and enjoying having a goal to train for. Since then he’s done the half marathon, doing Spartan race and wants to head overseas to climb Mt Kilimanjaro. Reads mens health, subscribes to various health & fitness forums, trains with his mates at the gym several times/week, healthy lifestyle but drinks on the weekend for social occasions. Working in IT caused him to gain weight and the past couple of years has seen a big turnaround in his approach to life and he’s had work colleagues ask him for training advice. He’s started doing some lunchtime group sessions with a few people from work at the gym and has been really enjoying coaching and getting encouraging feedback. Meticulous and careful to give researched information to the right people, he has been thinking about becoming a PT and doing some outdoor sessions in the mornings before work or at lunch time. Online is a natural option for him as he can combine his work and study online and has easy access to a gym. Proposition: With its flexibility, choices and support, only FitnessU gives him the opportunity to study around his work and current lifestyle and succeed. Giving him all the tools, training and team support to hit the ground running and really GO FOR IT!

LIFE CHANGERS: JANE, 38 Pen portrait: Jane is 38, a mum of twins who have just gone to school. She now has time to herself and wants to get busy again. Having suffered post-natal depression from inadequate nutrition, exercise and time out, Jane turned everything around, she glows and her kids are the ones that every mum wishes was theirs - happy, active, good at school, and respectful of people and the environment. She loves fitness and constantly soaks up more information. She’s the inspiration in her circle of friends and the other mothers in the schoolyard, constantly swapping information when mums want to know how to get their kids away from the TV or eating their vegetables. In fact, every Sunday, she now organises a group of mums, dads and their kids down to the park for Sunday fun. Its now getting so popular, that Jane really wants to make it formal - and start helping families everywhere. But having 2 young kids and a husband who works full-time is quite demanding schedule, she hasn’t studied for 20 years and can’t afford to fail, in terms of study, her confidence, or as a career. Proposition: With its flexibility, choices and support, only FitnessU gives her the opportunity to study around her current lifestyle and succeed. Giving her all the tools, training and team support to hit the ground running and really GO FOR IT!

COMMUNICATIONS OBJECTIVE To communicate that at FitnessU you can learn, train, transform with an education that fits your lifestyle so you can GO FOR IT in all aspects of your life and make a visible difference. KEY COMMUNICATIONS MESSAGES Note this is not copy. These are the 4 key perceptions/images that we need to build in consumers’ minds – we focus on one or dial up/down depending on touch-points and timing. Brand imagery – next generation fitness education that fits into your lifestyle so you can GO FOR IT, with credibility of fitness industry’s membership organisation User imagery – for compassionate mavericks who have the energy and courage to challenge the status quo and GO FOR IT, making a visible difference in every aspect of their own and others’ lives Experience imagery – flexibility and choices that fit your lifestyle, giving you the freedom to GO FOR IT and succeed Product imagery – quality tools, training and team support, including membership and insurance, so you are ready to hit the ground running and GO FOR IT Underpinned by relevant pricing and payment strategy

COMMUNICATIONS STRATEGY

Developed by The Healthy Brand Company © FitnessU and Australian Fitness Network 2014