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Digital Audit and Planning Portfolio AMB330: Digital Portfolio Jessica Ferguson; n9190368

Tutor:  Alex  Buckby    

Word  Count:  1628  

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1. Introduction Healthworks Everton Hills is a family owned and run gym located on the Northside of Brisbane (Brusasco, 2016). They are rebranding to ‘Active Life Fitness’ and adding new facilities. The business has a very limited digital presence, only using Facebook and their website to communicate with their target public of the ‘Mummy Market’ and young adults. Healthworks Everton Hills is in a very competitive environment with many leisure fitness centres with vast facilities and 24-hour access gyms in the area. The main competitors include: Albany Creek Leisure Centre and Aquatic Centre, Club Coops and Goodlife Health Clubs Carseldine.

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2. Digital Audit and Recommendations

The following table is a digital audit on Healthworks Everton Hills. The digital audit will provide a greater understanding of how the brand is positioned in the digital world, will highlight opportunities for growth both online and offline and will provide recommendations in order to rectify past or current issues of the brands digital presence.

Client: Healthworks Everton Hills

Date: 24/3/2016 Table 1: Digital Audit of Healthworks Everton Hills Criteria Examples or observations Rating

1 to 10 Broad vision of how digital media can transform the Healthworks Everton Hills

A company’s involvement in digital media, especially social network sites, can result in a wider range of strategic and operational benefits (Palmer & Koenig-Lewis, 2009, p. 167). Digital media assists the Healthworks Everton Hills gym in achieving its broader business objectives and corporate vision. The gym’s current vision is to provide a sense of community for their members and guests and to support their members in achieving their health and wellbeing goals (Active Life Fitness Everton Hills, 2016). Digital media helps achieve this vision by allowing consumers to be engaged, connected and inspired though their digital platforms of Facebook and their website. Community engagement generally, and digital engagement specifically, can address the need within the community to allow community members to be part of the brand and co-create value for both parties involved (Butteriss, 2015). Digital media has the potential to transform Healthworks Everton Hills, however, greater efforts have to be put into place in order for digital to have its fullest impact.

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Integration of marketing, IMC and digital strategy

Healthworks Everton Hills’ digital strategy is consistent with their marketing and IMC objectives. Communications by the clubs digital media platforms aid in creating conversations and engagement with their consumers (members and potential members). There could be a greater integration by increasing the amount of digital platforms Healthworks updates regularly.

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Offering multiple channels for communication enables enterprises to engage with visitors using the channel most appropriate for the issue at hand (LivePerson, 2012). Therefore, more integration could be achieved and as a result, more engagement with consumers, if there was greater active digital channels. A large portion of Healthworks marketing communication is conducted in the digital area and supports the messages and vision of the gym through consistent engagement online, generating brand awareness and positive brand attitude. Traditional marketing collateral is also distributed at the gym. The gym uses in house referral campaigns and flyer drops to letterboxes within a 5km radius of the gym (Brusasco, 2016). The gym also advertises in the local school newsletters and the local newspaper (Brusasco, 2016). Marketing material, online and offline can produce word of mouth (WOM). WOM is considered the most effective form in the IMC mix, with 92% of people relying on recommendations from their peers (Bennett, 2012). Although, offline marketing can be effective, online marketing is considered more effective in achieving engagement and is more cost-effective. Therefore, social media in the marketing mix can be considered WOM in the fast lane, and should be executed successfully to reach as many consumers as possible (Bennett, 2012). Healthworks Everton Hills needs to build on their digital presence in order to reach more potential customers.

Digital strategy (please articulate)

Based upon its execution, the digital strategy of Healthworks Everton Hills is to attract more active existing members and attract new members, which would feel a sense of belonging being part of the gym community. Healthworks Everton Hills ultimately wants to engage members of the community, specifically mothers with young children and young adults. They successfully achieve this by discussing health, lifestyle and offering support through their digital tools, rather than focusing on the product itself. By creating engagement with customers it encourages sharing and greater awareness of the brand. According to Peverini, P. (2014), the audience is expected to help in sharing the

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message, thereby intensifying the symbolic value of the campaign.

Strategically consistent, company-created brand messages

Healthworks Everton Hills communicates its brand identity consistently across Facebook and its website. Its brand messages are consistently ‘on brand’ and looking to engage consumers through posts like timetable updates, inspirational quotes and healthy recipes. All executions have the same brand message, which aligns to the vision of creating a health-focused, supportive community online and at the gym. The Facebook site and website of Healthworks Everton Hills do communicate slightly different aspects of the brand message due to the platform in use. Facebook is used to create interaction between consumers and the community and the gym itself (Palmer & Koenig-Lewis, 2009, p. 166). Whereas, the website is used to provide information necessary to use the product (in this case, the gym) effectively.

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Degree of company involvement in digital and social media

There is a high degree of involvement in digital and social media from the Healthworks Everton Hills team. As the gym is family owned and operated, the team appears to produce all digital and social media updates. Emphasis is placed highly on communicating and engaging with consumers, as the Facebook page is updated regularly with posts requiring interaction. It appears the gym has a higher level of priority on producing traditional marketing mediums, which are not as interactive and are less cost-effective. There is potential for greater involvement in digital by the gym, as evidence shows younger people and a growing number of adults use different social networking sites to connect with people (Palmer & Koenig-Lewis, 2009, p. 166).

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Digital tools and social used by the company

Facebook A website for the gym is also used as a digital tool. http://www.healthworksfitness.com.au/contact-everton-hills/

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New website after rebranding: http://www.activelifefitness.com.au/ The brand could definitely extend these digital tools to include Instagram, Twitter, Pinterest, Tumblr, a blog and Youtube. This would extend the reachability of the brand to its target markets.

Frequency of use of digital and social media tools

Currently, the Facebook site for the Healthworks Everton Hills has already converted to the Active Life Fitness page. This may create confusion for potential or current customers. On the Active Life Fitness page, content has been regularly updated since early 2015. Roughly every few days there is a new post on the Facebook page. There is not a favoured platform as Facebook is the only social media tool used. There is consistent content posted including: inspirational quotes and photos, group timetable updates and healthy recipes. The website is mobile-friendly and has relevant information about facilities (such as the creche and the different areas to work out), class timetables and location. It does lack information about membership pricing, personal training and 10Wk Challenge packages.

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Examples of content shared

Given the only Facebook page for the gym is Active Life Fitness, the examples of content shared will be from that Facebook page. Examples of content shared include messages and engagement that promote the essence of the gym: community, fitness and a healthy lifestyle. The scope of these relevant topics relating to the core vision of the gym make it ideal for content creation in regards to: recipes, health and nutrition, inspirational quotes, information about the gym’s classes and timetable and articles relating to the fitness and health industry. By interacting with consumers, the gym can involve members of the community in the co-creation of value through the generation of ideas, ultimately creating positive brand attitude (Palmer & Koenig-Lewis, 2009, p. 167). Ultimately, the regular posts will engage the Facebook community and likely bring in current or future members to the gym. Specific examples of content are as follows: Image 1: Image 1 consists of a healthy recipe targeted at mothers to create for their young children. The

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ideal action of the post was to engage mothers in living a healthy life, as well as teaching their children healthy habits.

Image 2: Image 2 is of an inspirational quote targeted at members of the gym to keep on track with their fitness journey. The ideal action of this post is to motivate members to attend the gym that day or later in the week.

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Image 3: Image 3 is an update post on the open day timetable at the gym, targeted at current members. The ideal action of this post is for members to visit the gym on the open day and for potential members to sign up.

Strategic user engagement

The brand has developed content targeted to the particular groups of current members (whether they are active or not active), specifically mothers in the Brisbane area. The brand has shaped its digital presence to appeal to this audience by posting gym updates like timetables, as well as posting recipes for mothers with young children and photos of member coffee dates after a workout. Referring to the Facebook Insights of People Engaged, it is clear women in the Brisbane community; specifically in the Arana Hills and Albany Creak areas are the most engaged consumer group. The brand does engage well with its audience by replying to comments on posts and typically replying within a day when messaged on Facebook.

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Measurement of digital performance

Healthworks Everton Hills does appear to be able to capture data. Through likes and ratings on Facebook, Healthworks Everton Hills can collect

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data on their current and potential customers. People can contact the club through the website, however, there is not an option to join a mailing list. The gym can measure how well campaigns are going through comments and likes on Facebook and joining the conversation with members. Facebook Ads could be utilised, making it easier to capture data about the consumers engaging in Facebook posts. There would be greater opportunities to do this if there was a diverse digital presence through different digital tools.

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3. Target Audience analysis and product and competitor overview

3.1 Target audience analysis The target audiences identified by Healthworks Everton Hills are the ‘Mummy Market’ which includes mothers aged 25-40 with young children with a middle-to-upper socio-economic standing and young adults aged 17-25, both male and female, looking to stay fit and healthy. The ‘Mummy Market’ fits loosely with the generation X and Y bracket born between 1966 and 1986 (aged 30-49 in 2016) (Australian Bureau of Statistics, 2015). Generation X and Y mainly dwell in capital cities with a high concentration of young families found in the suburbs (Australian Bureau of Statistics, 2015; Jericho, 2015). When selecting a gym, the ‘Mummy Market’ would be inclined to choose a gym close to home due to having young children. From the Roy Morgan Single Source Australia data, collected between October 2014 and September 2015, 51.6% of the women surveyed aged 25-34, were mothers of children aged 0-5years old. This group is the direct target market. Furthermore, 68.7% of the women surveyed aged 25-34 were first-time mothers to be. It would still be useful to target this group; therefore it is an indirect target market. In relation media consumption by time, women aged 25-34 used the Internet at lunchtime Monday to Friday the most out of any other media option. This may be the case for busy working mothers wanting to gain information quickly on their smartphone or computer at work. The ‘Mummy Market’ would typically be part of the Conventional Family Segment outlined by Roy Morgan Research. This segments values are focused on significant events in their personal and family lives and seeking value for money (Roy Morgan Research, 2016). According to Roy Morgan data (2015), women aged 25-49 indicated they would like to lose weight and believe there are not enough hours in the day, demonstrating a busy lifestyle. It can be said this age group wishes to be able to uphold an active, nutritious lifestyle in order to maintain a healthy weight, however, feel they cannot find time to visit the gym. This group disagreed (low percentage score) with the statement ‘I’m feeling well and in good health’ (Roy Morgan, 2015). Therefore, there is a market willing to start living an active lifestyle, but may require inspiration, motivation and a sense of support. Young mothers in order to work out at a gym would require a creche. If gyms do not offer this service, mothers may go to competitors or use it as an excuse to not visit the gym.

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Mothers may benefit more from a community-focused gym, as they will feel a sense of belonging. They may be influenced to purchase a gym membership by friends, family or society as a whole. By purchasing a gym membership, mothers may want to increase their perceptions of their body or to start or uphold a healthy lifestyle. Mothers of young children may not purchase a gym membership if they believe their lifestyle is too busy for exercise, they cannot find adequate childcare or feel overwhelmed in visiting a gym. Another target market identified by Healthworks Everton Hills was young adults aged 17-25, both male and female, looking to stay fit and healthy. The young adult target market fits loosely with the iGeneration (people born between 1986 and 2006). The iGeneration rely heavily on the Internet and social media and a large proportion are students attending secondary school, university or TAFE (Australian Bureau of Statistics, 2015). In 2014, the highest proportions of iGens could be found in the inner and central parts of Australian capital cities, and in areas associated with tertiary institutions (St Lucia in Brisbane, for example) (Australian Bureau of Statistics, 2015). When selecting a gym, young adults would be influenced to choose a gym their friends attend (social interaction) or that is closer to their house or University (convenience). According to Roy Morgan data, young adults follow the Young Optimism psychographic. The Young Optimism Segment is into image and style and typically want to experience all life has to offer (Roy Morgan Research, 2016). Young adults may be seeking a gym membership in order to stay fit and healthy and look physically attractive. In relation to media consumption by time, young adults generally used the Internet (14.4% men, 14.7% women) and read magazines (10.5% men, 12% women) (Roy Morgan, 2015). Roy Morgan data (2015) found men and women aged 14-24 agreed with the statements ‘there are not enough hours in the day’ and ‘I love to do as many sports as possible.’ 9% of people who agreed with the statement ‘I would like to be able to lose weight’ were men aged 14-24 (Roy Morgan, 2015). 9.4% of people who agreed with the statement ‘I’m feeling well and in good health’ were women aged 14-24. This data indicates young adults are highly influenced by the internet and are generally concerned with their health and body image, whether they are actively doing something about it or not.

3.2 Product and Competitor overview Healthworks Everton Hills is a gym facility used by people wanting to exercise. This product is typically high-involvement, as it requires consumers who have purchased the product (paying for membership), to attend the gym on a regular basis. However, consumers who have purchased but do not

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attend the gym can be described as inactive members, therefore the gym is a low-involvement product. Depending on the gym, consumers may be buying into a community and may feel a sense of belonging attending the gym. The target group of the ‘Mummy Market’ may benefit more from a community-focused gym than the young adult target group. Mothers may require greater motivation, support and assistance when using the gym facilities than a younger person. A recent study has shown that all age brackets identified the gym as an important urban space for socialising (Laverty & Wright, 2010). The act of ‘going to the gym’ recently, is as much of a social occasion as it is for the purpose of exercise. Therefore, a gym culture is paramount in achieving high attending members. Healthworks Everton Hills operates in a highly competitive market. At a time of increasing hype about the health consequences of obesity, it is unsurprising that ‘going to the gym’ has become increasingly popular amongst most age groups (Laverty & Wright, 2010). Given this, many gym businesses are in operation in the CBD and suburban areas across Australia. Healthworks Everton Hills direct competitors are Albany Creek Leisure Centre (ACLC), Club Coops at Carseldine, and Goodlife Health Clubs Carseldine. All competitor gyms are located within 7km of Healthworks Everton Hills, with Club Coops being closest, located 4.2km away. All gyms have similar facilities including a weights area, cardio area, group classes (LesMills) a creche and a pool. Goodlife Carseldine and Healthworks Everton Hills have 24-hour access studios, giving them competitive advantage. Club Coops and Goodlife Health Clubs have a vast digital presence with active Twitter, Facebook and Instagram accounts. Goodlife Health Clubs also has a fitness app used by members, targeted as ‘your ultimate workout partner.’ Goodlife Health Clubs is recognised as one of the most successful franchise gyms in Australia, with 77 clubs located across the country. Consumers have the appeal when signing up of being able to access all Goodlife gyms. Consumers can therefore, access a Goodlife gym close to their house, work or when they are on holiday. Healthworks Everton Hills, ACLC and Club Coops only have one location, decreasing consumer appeal if they desire different gym locations.

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4. Consumer insight The ‘Mummy Market’ would benefit from a strong community-focused gym that responds to questions and feedback, both online (through social media platforms) and offline (through seminars, and question and answer sessions at the gym). The young adult target market would respond well to a marketing strategy focusing on consistent engagement on social media and the social aspects of attending a gym, given the gym culture evident around Australia.

5. Recommendations and Justification Firstly, it is recommended to Healthworks Everton Hills to expand its digital platforms in order to reach a greater audience, build on the brand objectives and expand its corporate vision. By offering multiple digital platforms of communication, Healthworks can engage more consumers on their preferred digital channel (LivePerson, 2012). Engaging consumers online would generate brand awareness and positive brand attitude (Palmer & Koenig-Lewis, 2009). Healthworks could extend their digital platforms to include Instagram, Twitter, Pinterest, Tumblr, a blog and/or Youtube, allowing greater reach to potential consumers. Secondly, it is recommended to Healthworks to hire a skilled and experienced social media officer in order to maintain and update the various digital/social media platforms. Healthworks Everton Hills could use social media ‘listening’ tools like Icerocket, TweetDeck, Topsy or Facebook Ads, to understand their consumers better (Craig, 2014). Consistent and ‘on-brand’ communication with consumers is essential in creating brand recognition, a sense of community and inspiring customer loyalty (Green, 2013). Thirdly, it is recommended to Healthworks to market the change in brand name greater than what they have already. There is current brand confusion online as there was no official announcement communicated to current or potential consumers. In reversing brand dilution, a clear differentiating idea attached to the brand needs to be communicated in order to avoid profit loss (Clancy & Trout, 2002). Fourthly, it is recommended to Healthworks to update their website to include information on membership pricing, personal training (PT) and 10Wk Challenge packages (Brusasco, 2016). Consumers may go to competitors if there is not adequate information about facilities on the website. Freshness, accuracy and comprehensiveness on a website reflects highly on a brand, and Healthworks is currently not achieving this (Stec, 2015). Furthermore, there is no option for consumers to join a mailing list. Having a mailing list

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would create consistent brand awareness if there were a weekly newsletter organised.

References:

Active Life Fitness Everton Hills. (2016, April 1). Active Life Fitness Everton Hills: About. Retrieved April, 5, 2016, from http://www.activelifefitness.com.au/evertonhills/about Australian Bureau of Statistics. (2011). 2011 Census QuickStats - Everton Hills. Retrieved April, 2016, from http://www.censusdata.abs.gov.au/census_services/getproduct/census/2011/quickstat/SSC30593?opendocument&navpos=220 Australian Bureau of Statistics. (2013, April 10). Australian Social Trends, April 2013. Retrieved April, 2016, from http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features40April+2013 Australian Bureau of Statistics. (2015, August 18). TALKIN' 'BOUT OUR GENERATIONS: Where are Australia's Baby Boomers, Generation X & Y and iGeneration? Retrieved April, 2016, from http://www.abs.gov.au/ausstats/abs@.nsf/products/630A9E938550C1C8CA257EA4001C1D1C?OpenDocument Bennett, S. (2012, July 13). Marketing 101 – Social Media vs Traditional Media. Retrieved April, 2016, from http://www.adweek.com/socialtimes/social-vs-traditional-media-marketing/466873 Brusasco. O. (2016). AMB330 Digital Portfolio: Client Brief [Assessment material]. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-6174864-dt-content-rid-5767295_1/xid-5767295_1 Butteriss, C. (2015, September 22). The Business Case For Digital Community Engagement. Retrieved April, 2016, from http://bangthetable.com/2015/09/22/business-case-for-digital-community-engagement/ Clancy, K., & Trout, J. (2002, March). Brand Confusion. Retrieved April, 2016, from https://hbr.org/2002/03/brand-confusion

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Craig, M. (2014, November 25). Five tips for online brand consistency. Retrieved April, 2016, from http://digitalbusiness.gov.au/2014/11/25/five-tips-for-online-brand-consistency/ Green, K. (2013, June 25). 7 Highly-Effective Ways to Maximize Your Online Brand Presence. Retrieved April, 2016, from http://www.huffingtonpost.com/r-kay-green/online-brand-presence_b_3140951.html Jericho, G. (2015, August 20). Boomers on the coast, Gen X in the suburbs. This is where Australians live. Retrieved April, 2016, from http://www.theguardian.com/business/grogonomics/2015/aug/20/boomers-on-the-coast-gen-x-in-the-suburbs-this-is-where-australians-live Laverty, J., & Wright, J. (2010). Going to the gym: the new urban ‘it’ space, in J. Wright, J. & D. Macdonald (eds). Young people, physical activity and the everyday, 42-55. Retrieved from http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1211&context=edupapers LivePerson. (2012). Intelligent Online Engagement for Sales. Retrieved April, 2016, from http://ww2.frost.com/files/1314/2366/2142/Engagement-Sales.pdf Palmer, A., & Koenig-Lewis, N. (2009). An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal, 3 (3), 162-176. Retrieved from http://www.emeraldinsight.com/doi/pdfplus/10.1108/17505930910985116 Peverini, P. (2014). Social guerrilla. Roma: Luiss University Press.  Roy Morgan Research. (2016). Value Segments. Retrieved April, 2016, from http://www.roymorgan.com/products/values-segments Roy Morgan. (2015, September). Roy Morgan Single Source Australia: Oct 2010-Sep 2015. Retrieved April 2016, from http://www.roymorgan.com/findings?to=f4c6fe6df0a146f4b0507d1797cb2745 Stec, C. (2015, August 11). Introduction to Brand Strategy: 7 Essentials for a Strong Company Brand. Retrieved April, 2016, from http://blog.hubspot.com/blog/tabid/6307/bid/31739/7-Components-That-Comprise-a-Comprehensive-Brand-Strategy.aspx