AMB330 Digital Portfolio - anaclarke
AMB330 Digital PortfolioAssignment 1: Digital Audit and Planning PortfolioAnastacia Clarke N9112561Assignment Information:Name: Anastacia ClarkeStudent Number: N9112561Assignment: 1. Digital Audit and Planning Portfolio Due Date: Friday 8th of April Word Count: 1636Tutor: Dr Louise Kelly Group: Group ATable of Contents TOC \o "1-3" \h \z \u 1.Introduction PAGEREF _Toc321736296 \h 32.Digital Audit and Recommendations PAGEREF _Toc321736297 \h 53.Target Audience Analysis PAGEREF _Toc321736298 \h 133.1 Product Overview PAGEREF _Toc321736299 \h 143.2Competitor Overview PAGEREF _Toc321736300 \h 144.Consumer Insights PAGEREF _Toc321736301 \h 175.Justification of Recommendations: PAGEREF _Toc321736302 \h 18IntroductionThe organisation discussed in this digital audit is the family owned business Active Life Fitness (ALF) previously known as Healthworks Everton Hills. The organisation was established over twenty years ago providing a range of different fitness services to the community. Over the last year the current ownership has made considerable investments in attempt to improve the club facilities to bring a new influx of clients. In the past the club made use of their website and were moderately active on Facebook however overall they had a limited digital presence in comparison to their competitors. Although social media marketing is a relatively new phenomenon it is rapidly turning into one of the key aspects in the modern marketing mix. Active Life Fitness (ALF) is hoping to draw traffic to their webpage and bring clients through the door however with a limited digital presence this will prove difficult. ALF has two main target audiences. First the “Mummy Market” - mother’s aged 25-40 and young Adults aged 17-25 male or female looking to stay fit and healthy (Digital Portfolio Brief, 2016). Of these two audiences one will be selected to analyze.Everton Hills is a popular area in Brisbane with numerous gyms in close proximity of ALF. The three main competitors are Club Coop, The Gap Health Racquet and the Albany Creek Leisure Centre. Although these are the three main competitors, there are still numerous other gyms in the area. All clubs are in prime locations with advantages and disadvantages in comparison to ALF Healthworks. This report will provide a thorough investigation into ALF through a digital audit, a target audience analysis, a product and competitor overview, consumer insights and finally three recommendations. Digital Audit and Recommendations In order to understand the product and the digital presence a Digital Media Audit has been undertaken in Module 1.Module 1: Digital Media AuditClient: todays Date: 01/04/2016CriteriaExamples or observations:Rating 1 to 10*Broad vision of how digital media can transform the companyALF’s use of digital media is to a certain extent successful in achieving their objective of increasing awareness in the chosen target audience through their Facebook page. This is achieved through numerous posts congratulating women who belong to the target audience of the ‘Mummy Market’ for their achievements and positive efforts. This helps potential clients from this demographic to feel comfortable and possible enquire about the gym. However, their website page presents models and not representative images of their clients, nor blogs or testimonials and unfortunately this tends to decrease the perception of a comfortable environment in a relaxed atmosphere. Although a visual appealing and modern design has been chosen in the web-site design there is no special characteristics that differentiate them from their competitors. It would be beneficial to have testimonials and illustrate with examples of before and after pictures. This would give the consumer a more personable look on the website rather than just displaying pictures of professional models which could appeal to some but more than likely to have the opposite effect and turn a large part of the target market away. They have an Instagram page without pictures which limits Active Life’s vision being communicated to the consumer. There is no App in the App Store or a Twitter account is not available which constrains opportunities that could be utilized to interact with current or new consumers. This use of digital media is not being used to the full potential therefore, demonstrates a lack of the company’s understanding on how to reach a new client base.3Integration of marketing, IMC and digital strategyALF uses both traditional and digital mediums to advertise. Traditional mediums include flyer drops within a 5km of the club, local school newsletters and local newspaper advertisements. In terms of their digital strategy they currently only have a Facebook page and website. There is a huge area to expand on other social media platforms such as Instagram, Twitter, an apple/android App and Google or Facebook Advertisements. Currently, the message is not consistent across the two marketing platforms. The traditional advertising key approach was more focused on discounts with a swing towards encouraging people to come and try the club. Whereas, digital advertising consisted more of drawing the two target markets to trail the services and join the gym. It is important to have a consistent strong message across all marketing platforms in order to minimize confusion from potential clients. Everton Hills is popular area with several gyms in the area, with a simply Google search of “Gyms in Everton Hills” over fifteen over businesses pop up in the surrounding area but ALF is not one of them. This is a huge area of concern as new clientele who are trying to find a new gym will be drawn to other businesses before even thinking about ALF. 2Digital strategyALF’s digital strategy is to increase awareness of the brand and the products on offer by communicating in a way to the consumers that attracts them to trail promotions and ultimately join the gym. This is currently executed through their Facebook page and website by creating a sense of community with members being congratulated for their efforts inturn bringing awareness to those particular clients friends. If a friend sees there friends being congratulated and looking happy they will be enticed to try the product. They also share motivational quotes and healthy recipes to which friends are tagging each other in to increase awareness. Active Life Finesses digital strategy could be furthered conveyed through an Instagram or Twitter account and App in order to further increase further awareness. It would also be beneficial to invest in Facebook and Google advertisements to draw consumers to trail their gym. 3Strategically consistent, company-created brand messagesALF’s brand identity is consistent throughout all platforms either online or offline. The trendy blue and white theme is showcased throughout their Facebook page and website, to the staff uniform, gym equipment and finally down to the walls of the inside and outside of the gym. The logo and name is consistent throughout all mediums. Overall, the brand identify of ALF’s is easily recognised allowing the brand to be easy established by current and clients.ALF’s brand messages are not consistent across all platforms. Their Facebook page creates a sense of community and desire to the best you by delivering messages of inspiration and affirmations to achieve goals. This is evident through motivational and positive quotes, congratulating members on their success and healthy recipes to keep clients motivated. However, the website is more space for information such as their services, memberships and the timetable. There is a link on their website labelled blog which could potentially draw consumers however the link is broken. Again, it would be beneficial to be consistent and furthermore, use other media platforms. 5Degree of company involvement in digital and social mediaThe company thus far has shown a sound capability in the digital area. They show knowledge through their Facebook page on how to effectively communicate to members and make them feel they fit in with their values. They also have created a modern website that is very easy to navigate and visually appealing. Both the website and the Facebook page allow for consumers to instant message or send an email enquiry allowing customer and company interaction. It is now important for the company to branch out to other social media platforms and continue growing. Currently, the brand is giving both digital and traditional marketing the same priority however, for future it appears they are moving more towards digital. This is a beneficial move as most companies have also moved to mostly digital marketing. 4Digital tools and social media used by the companyALF currently uses a Facebook page, website and an Instagram (that was difficult to locate and inactive), see images below: 3423285514352. Website: . Website: . Facebook Page: . Facebook Page: . Instragram: is important to note the difficulty of locating this page however the ease of locating Active Life Norman Park’s Instagram page.003. Instragram: is important to note the difficulty of locating this page however the ease of locating Active Life Norman Park’s Instagram page.They have also used clever tools on their website and Facebook that ease accessibility of current or potential clients talking to a representative. See below for examples: They have also created a way for clients to keep connected: 3Examples of content sharedBelow are three pieces of content from the ALF Everton Hills website: Piece One: Above is an image and a powerful message for International Women’s Day. All women and men across Brisbane celebrated this day early March and it is warming to know ALF also celebrated this day. Although both genders celebrated this day, this post would mostly appeal to women, particularly belonging to the “Mummy Market’. The action of this piece is to drive women to feel strong and to enter the world with confidence whilst also supporting women around them. Sometimes, mothers who have left the workforce to raise their children lose confidence and may become shy so this message would be targeted at those women to allow them to feel their confidence again and draw them to trail out the gym with confidence. Piece Two: The second piece is a humourous post on how indivduals lost their gym membership. The target audience would predominately be for young adults (male or female) who are looking for a funny post whilst on Facebook. The ideal action of this piece is to make clients laugh and entice them to tag their friends and have a laugh at the ludicrous activities people have done to revoke their memberhip. This would draw potential customers to enquire and suss out the gym. Piece Three: The final piece from the Facebook is a picture of a toned body pump trainer. This piece would appeal to all target audiences but particular males of any ages who are wanting to tone. The ideal action is to make men feel comfortable coming to the classes, as sometimes classes can be predominately filled with women. Men will see that a man is taking the class and want to try it out. 6Strategic user engagementIt appears through their Facebook page the brand is currently targeting more towards the “Mummy Market” with many posts featuring women and their children and inspirations quotes targeted more towards females. It has a nice balance of targeting current clients but also reaching out towards potential clients to find motivation to come in and trail the gym. However, there are still some posts that are targeted to other target markets such as males and younger adults. It is important to create more posts to make men and younger adults feel they are being spoken to. The brand engages well with its audience with the Facebook pages stating that reply typically in less than an hour. ALF conducts a positive and professional manner when replying to comments on their photos or wall posts. Although there are not a lot of comments on the photos, any questions that are asked are answered within an hour. Overall, ALF has shown a sound use of their strategic user engagement. It is not important to extend this to an Instagram and Twitter account. Measurement of digital performance It appears the company read comments frequently on their Facebook and it is likely they would take any action from these. Any negative comments would be addressed in a timely matter. It is hard to know whether that are tracking web traffic on their Facebook and website page but this would be an important aspect to consider if not. This audit has been useful in gaining an undertstanding of ALFes product and digital presence. It is evident there is a tremendous opportunity for improvement. Target Audience Analysis ALF identified two-target audiences in their brief – The ‘Mummy Market’ and Young Adults. Due to the gym facilities and the booming market the chosen audience for this report is the “Mummy Market’.Table 1.0 Segmentation AnalysisSegmentation Analysis Description & Potential ImpactGeneral Overview:The main target audience for ALF is mothers aged 25-40 with young children and middle to upper socio-economic standing. Geographic SegmentationCurrently, ALF is not a strict franchise model rather a family owned and operated business. For this reason the target audience will be women who reside in Everton Hills or surrounding areas. Research suggests people will travel five kilometres to the city for a gym but not out of the city CITATION Bru16 \l 1033 (Brusasco, 2016). Other research suggests people who live in city apartment are more likely to walk to a business rather than drive CITATION Moo13 \l 1033 (Moorhead, 2013) . With this in mind, marketing campaigns will targeted to women living in a five-kilometre radius to the gym avoiding any inner-city suburbs. Demographic Segmentation The main demographic segmentation will be women with a middle to upper socio-economic standing, particular women with small children who still enjoy staying social. Psychographic SegmentationConventional Family Life and Look At Me. Behavioural SegmentationThe majority of the target audience will belong to the category in Roy Morgan’s segments: ‘Conventional Family Life’ CITATION Mor97 \l 1033 (Morgan, 1997). These women are busy consumers with a family who pursue quality priced products. They tend to be more loyal than others once they have achieved satisfaction with a product, they will only start to seek variety when they have become unsatisfied. CITATION Mor97 \l 1033 (Morgan, 1997). Some of the target audience will belong second audience will belong to the category ‘Look At Me’ Roy Morgan Segment. These mothers are looking fun and freedom away from the family and in a social situation. Recent research assets there are six types of motivational factors for an individual when joining a gym: achievement, growth, power, social, fear and incentive CITATION Jam16 \l 1033 (Eason, 2016). Roy Morgan’s data will be utilized to understand what factors are important to the ‘Mummy Market. A trend occurs as a woman ages she tend to become more agreeable to statements such as ‘I would like to be able to lose weight,’ ‘a low fat diet is a way of life for me’ and ‘I always think of the number of calories in the food I’m eating’ CITATION Roy15 \t \l 1033 (Morgan, 2015). This indicates as women age they become more health conscious and losing weight is more important to them. Another important trend occurs that 34.7% of younger women (14-27) agree ‘I love to do as many sports as possible’ CITATION Roy15 \t \l 1033 (Morgan, 2015) Whereas older women tend to agree less with this statement with women aged 25- 34 agreeing only 24% and a further downfall to 19.7% for women aged 35-49 CITATION Roy15 \t \l 1033 (Morgan, 2015). Although a similar trend appears for males, data also shows men agree with the above statement significantly more than females. This reveals younger adults particularly men would prefer to play sport rather then exercise at a gym, suggesting older women may tend to prefer other fitness activities such as the gym. Research predominantly suggests people join a gym for a healthy-life style and to strengthen community ties CITATION She \l 1033 (Bull, 2016). An ALF representative, Olivia Brusasco, stated women particularly enjoy coming to gym to have there time out for the day and grab a coffee afterwards with other women CITATION Bru16 \l 1033 (Brusasco, 2016). Brusasco also suggested women will feel more comfortable coming to the gym with a friend as a previous campaign ‘ Bring a Mate’ was successful CITATION Bru16 \l 1033 (Brusasco, 2016). This information reveals the importance of women having time out from their children and bonding with other members in order to feel comfortable.In conclusion it appears a healthy lifestyle and losing weight is important for women, particularly as they age. Data also suggests men and younger women prefer participating in team sports and women whom belong to the ‘Mummy Market’ would tend to favour the gym over sport. The last important aspect for mothers is having some time out during the day and building connections with other women. The above information provides an insight on what is important to women and how as marketers to fulfill there needs with this gym. 3.1 Product OverviewAs discussed in the above sections Active Lift Fitness is a medium size gym facility located on the north-side of Brisbane running over 55+ classes per week and other specialized services. This product distinguishes itself from other gyms as they provide an inexpensive daycare program. This reasonable childcare facility is important in breaking down the wall mothers have built in order to join the gym by having someone to mind their children. With a fiercely competitive market it is important for ALF to set themselves out from the crowd and this is what they are petitor OverviewThere are numerous competitors in the area surrounding ALF all providing high quality gym facilities and service. The three main competitors have been analyzed below: Table 2.0 Competitor AnalysisCompetitorPotential impact – immediate or long term?Competitor 1: Club CoopsClub Coops is premium gym established in 1979 with 12 tennis courts, 7 squash courts & 25m-heated swimming pool. Their Facebook page is relatively active with a large following of over 11,000 members however no Instagram page, Twitter or App. They offer a competitive price ranging from $14.50 to $21 depending on the type of gym membership wanted. The gym appears to appeal to individuals who want to participate in team sports whilst still having exercise equipment. The only classes they offer are in relation to tennis. This gives ALF a significant advantage. It is unlikely Club Coop will be advertising to the “Mummy Market” allowing ALF to have a competitive edge. Competitor 2: The Gap Health Racquet The Gap Health Racquet is a privately owned multi-purpose facility accommodating 2200 members by offering a comprehensive array of services. Similarly to the Club Coops they primarily focus on tennis however they also has a large timetable offering classes similar to ALF. Although a smaller cult following than Club Coops they offer a range of services that would be very appealing to families in the area. They offer a competitive price from as little as $11.90 a week and for a full access membership costing $15.90 per week. They have a somewhat active Facebook page posting once to twice a week with little response from members. Although a strong competitor it does not appear The Gap Health Racquet would appeal to the ‘Mummy Market’ as they do not have any information on their page about child facilities. Once again, this places ALF at an advantage once again in relation to this particular audience. Competitor 3: Albany Creek Leisure CentreOne of the largest Gym and Aquatic Centres on Brisbane North side is the Albany Creek Leisure Centre. There webpage has out-dated graphics and is hard to understand and has a very busy design. It would not be appealing for potential consumers to look at. Their Facebook page is significantly better with higher quality posts with a sound response from followers. There posts are quite frequent and tend to market to an array of target markets. They offer childcare facilities but only until 12.30pm in the day. This gives ALF a competitive edge for mothers who are looking for more flexibility. They also conduct various child programs such as ‘Learn to Swim’ that would be very appealing to mothers as they could drop their kids off and then head to the gym. The price of the memberships is not on their website, instead customers have to fill an enquiry form. This may lead consumers to not bother and look for another gym. Albany Creek Leisure Centre is a strong competitor for ALF. Unfortunately, the above competitors are only a few of the gym in the area; there are several others such as Jetts, Goodlife and Go. With this tough market it highlights the importance of ALF to significantly improve their digital presence. Consumer InsightsThe ‘Mummy Market’ wants to live a healthy life style but tend to have a wall up because they do not believe they have the time or resources for child minding. ALF should position their gym as a time for mothers to exercise and someone else worry about being the mum. This recognizes mothers always put their children first and themselves second. By ALF acknowledging this trait they can break down the walls of these mum’s and make them feel comfortable to trail the gym and put their needs first. ALF should also position their gym as a place to be selfish and enjoy time out by exercising with friends. It is important to recognize the importance of exercising with friends whilst still socializing and being a part of a community in order to make mothers feel comfortable. It shows ALF is a community building women up. Justification of Recommendations: Three recommendations are provided in this section for ALF to establish itself as one of the leading gyms in this local area. The first recommendation is to implement a strong marketing campaign through enhancements and improvements to their digital presence, secondly to create a specific marketing campaign targeting the ‘Mummy Market’ and thirdly the implementation of strategies to ensure customer loyalty.In this ever-changing world of technology it is vital for a success businesses to have an impressive digital presence. Our analysis has provided evidence during the audit ALF has a very low impact in the marketplace in relation to their digital presence. Therefore, it is important for ALF to implement a strong marketing campaign on all media platforms to boost brand awareness and entice consumers to trail the products and services. This is important as numerous researchers suggest consumers will only accept a product is quality after receiving brand awareness through various marketing channels (Aaker, 1996);?(Buil, Chernatony, & Martínez, 2013);(Keller & Lehmann, 2003);?(Sasmita & Suki, 2015). Further research suggests it is more efficient for a business to invest in digital media advertisements rather than traditional methods CITATION Ric15 \l 1033 (Whittington, 2015) signifying the importance on an impressive digital presence. Currently, ALF is not involved in an affective marketing campaign with minimal and inconsistent Facebook posts, inactive blog and no Instagram, YouTube, Twitter or Apple App. It is crucial for ALF to invest into a strong consistent marketing campaign across all media platforms to increase brand awareness and entice consumers to their webpage. It is evident throughout the report the prosperous opportunity presented with the ‘Mummy Market’. Studies found consumers are most likely to switch brands if a competing brand is offering a substantial discount CITATION Cha95 \l 1033 (Chandon, 1995) CITATION Run01 \l 1033 (Rundle-Thiele & Bennett, 2001). Brusasco, ALF representative, identified competitors are increasing childcare costs allowing a window for ALF to appeal to these members CITATION Bru16 \l 1033 (Brusasco, 2016). It is recommended ALF utilize Facebook to create advertisements to specifically market mothers who are members of another club or have been looking for a child-friendly gym. Although Facebook is a clever tool, they should also consider Google Advertisements. If women in the area are unsatisfied with prices increasing at their gym they will tend to use Google to search for a new gym. It is paramount ALF is the first option they see, which is not currently the case. A strong consistent marketing campaign is vital to reach the ‘Mummy Market.’The stronghold of ALF digital presence will be focused on acquiring new customers however it is essential to also place a strong emphasis on creating loyal members. According to data collected from Neilson Global Survey 92% of consumers believe recommendations from friends and family over all forms of advertising CITATION Mar12 \l 1033 (Grimes, 2012 ). This highlights the importance of ‘word of mouth’ from current members of the gym. ALF should investigate the opportunities to implement a reward system for members such as twelve week challenges with the winner receiving a free family trip to the Sunshine Coast. These winners would then be posted on ALF social media accounts to further promote brand awareness whilst also promoting to all target audiences specifically mothers, as it is a family trip away. Members could also be rewarded with a free protein shake if they reach a certain amount of visits in a week. Through the use of technology it will be easy for ALF to make there current members feel special whilst still appealing to new members with posts popping up in their feed. Through the implementation of the above three recommendations ALF will not only be able to reach the ‘Mummy Market’ but to entice them to trail the gym and the services provided. Bibliography BIBLIOGRAPHY Anytime Fitness (b). (2015, March 8). Support. Retrieved from Anytime Fitness: , M. (2006). Marketing to Women: How to Increase Your Share of the World's Largest Market. Chicago, United States of America: Dearborn Trade Publishing .Brusasco, O. (2016, March). QUT Client Brief. QUT Lecture Recoring - AMB330 . Brisbane, Queensland, Australia.Bull, S. (2016, January 21). The Real Reasons Why People Join a Gym. Retrieved from Idea FIT: , P. (1995). Consumer research on sales promotions: a state-of-the-art literature review. Journal of Marketing Management, , 11.Eason, J. (2016, January 22). Gym Psychology: The 6 Types Of Motivation. Retrieved from Body Building: , S. (2013). Women in American Politics in the Twentieth Century. Retrieved from The Journal of Gilder Lehrman Institute: , M. (2012 , October 4). Global Consumers' Trust in Earned Advertising Grows in Importance. Retrieved from Nielsen: , J. (2013, March 17). If you live in a city, you don't need a car. Retrieved from The Guardian : , R. (1997). Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. Morgan, R. (2015). Roy Morgan Single Source Australia: Oct 2010 - Sep 2015.Rundle-Thiele, S., & Bennett, R. (2001). A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets. The Journal of Product and Brand Management , 10 (1), 25-37.Whittington, R. (2015). Online Results Blog. Retrieved from Traditional Advertising Versus Digital Advertising: Where Is Your Money Going? - See more at: : ................
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