Page 75 - OSEP Management Module 5_Neat

Approach to advertising

The aim of all promotional activities undertaken by the Hervey Bay Health, Fitness
and Testing Centre is to create attention, maintain interest and initiate desire.
The centre has a specific marketing and promotional plan that is reviewed and
updated yearly. From the marketing mix analysis outlined in the marketing plan,
the following promotional strategies have been developed:

Target market 1: Athletes
• Promotional material distributed to local sporting clubs, associations, training
and competition venues.
• Advertisements in sporting club/association newsletters and other publications.
• Posters to be displayed at similar venues, including sports shop (Sportspower
being the major sponsor of the centre).
• Feature story in sports section of local newspapers.
• Radio interviews.
• Word of mouth — the staff of the department have many contacts in a variety
of sporting clubs and associations in the area.
• Local TV sports news feature.

Target market 2: MATES
• Visits to retirement villages to educate.
• Promotional material to these villages.

These are the only strategies to be used at this stage, as it is felt that this will give
the results required.

Target market 3: Circuits, aerobics and sports testing
These services will be marketed through very similar means to those mentioned
for the athlete target market but targeting their specific markets.

Target market 4: Training seminars
• Visits to school physical education departments.
• Visits to quality coaches and sporting associations.
• Visits to local physiotherapists, personal trainers and chiropractors, all of whom
are aware of the programs offered by the centre, and most of whom refer
clients to it.

OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE