Alicia clark assessment2

Active Ageing in Active Ageing in Queensland:Queensland:

Strategic Marketing PlanStrategic Marketing Plan

Alicia ClarkAlicia Clarks0106895s0106895BHMScBHMSc

Central Queensland UniversityCentral Queensland University

The Marketing Opportunities:The Marketing Opportunities:The Mission Statement and The Mission Statement and

The ObjectivesThe Objectives

Mission Statement:Mission Statement:To advocate that all mature-aged Queenslanders To advocate that all mature-aged Queenslanders

develop and maintain an active lifestyle for develop and maintain an active lifestyle for healthy body and healthy mind.healthy body and healthy mind.

Objectives:Objectives: To increase the proportion of physically active To increase the proportion of physically active

mature-aged Queenslandersmature-aged Queenslanders To improve the existing recreation services and To improve the existing recreation services and

opportunities for active mature-aged opportunities for active mature-aged QueenslandersQueenslanders

The Marketing Opportunities:The Marketing Opportunities:SWOT AnalysisSWOT Analysis

Organisations in the Working GroupOrganisations in the Working Group Fitness QueenslandFitness Queensland Queensland Outdoor Recreation Queensland Outdoor Recreation

Federation (QORF)Federation (QORF) Local Government Authority of Local Government Authority of

Queensland (LGAQ)Queensland (LGAQ) Sports Federation of Queensland (SFQ)Sports Federation of Queensland (SFQ) Community RecreationCommunity Recreation


Strengths:Strengths: A large variety of facilities and services available to the A large variety of facilities and services available to the

publicpublic Opportunity to receive government funding for the projectsOpportunity to receive government funding for the projects Facilities and services have well qualified personnelFacilities and services have well qualified personnelWeaknesses:Weaknesses: Facility and service’s lack of focus on older adultsFacility and service’s lack of focus on older adults Lack of understanding of exercise preferences of older Lack of understanding of exercise preferences of older

adultsadults The limited amount of organisational resources availableThe limited amount of organisational resources available


Opportunities:Opportunities: The Working Group sharing ideas and resources, and The Working Group sharing ideas and resources, and

forming alliances for new programs and promotional forming alliances for new programs and promotional campaignscampaigns

Accountability for what is being done and for what is Accountability for what is being done and for what is effectiveeffective

For most part, service and facility personnel highly For most part, service and facility personnel highly committed to the goals of Active Ageing in Queenslandcommitted to the goals of Active Ageing in Queensland

Threats:Threats: Staff and funds of services and facilities committed to Staff and funds of services and facilities committed to

other projectsother projects Current promotions and advertising do not depict older Current promotions and advertising do not depict older

adultsadults

The Marketing Opportunities:The Marketing Opportunities:Market Research and Market Research and

Market SegmentsMarket SegmentsMarket ResearchMarket Research Who?Who? Why?Why? When?When? Where?Where? How?How?Market SegmentsMarket Segments DemographicDemographic BehaviouralBehavioural

The Marketing Opportunities:The Marketing Opportunities:The External EnvironmentThe External Environment

StereotypesStereotypes The ‘physical state’ of the individualThe ‘physical state’ of the individual Personal interestsPersonal interests

The Marketing Opportunities:The Marketing Opportunities:Marketing Mission and ObjectivesMarketing Mission and Objectives

Mission:Mission:To promote the services and facilities provided by To promote the services and facilities provided by

Active Ageing in Queensland to increase the level of Active Ageing in Queensland to increase the level of physical activity amongst matured-aged physical activity amongst matured-aged QueenslandersQueenslanders

Objectives:Objectives: To increase the number of mature-aged To increase the number of mature-aged

Queenslanders regularly (2 times a week) using Queenslanders regularly (2 times a week) using facilities and services provided by the Working Group facilities and services provided by the Working Group by 25% by December 1, 2003by 25% by December 1, 2003

To advertise and promote a wide variety of services To advertise and promote a wide variety of services and facilities of the Working Group within six monthsand facilities of the Working Group within six months

Marketing Strategy:Marketing Strategy:Core Marketing StrategiesCore Marketing Strategies

StrengthsStrengthsIdeal:Ideal: Having a greater number of mature-aged adults accessing the Having a greater number of mature-aged adults accessing the

facilities and service provided by the Working Group.facilities and service provided by the Working Group.Process:Process: Promote to a wider variety of people through different Promote to a wider variety of people through different

mediums.mediums.

Ideal:Ideal: Having enough resources and funds to make the program a Having enough resources and funds to make the program a success.success.

Process:Process: Apply for government funding through all appropriate Apply for government funding through all appropriate channels.channels.

Ideal:Ideal: Every facility and service with 1 in every 5 personnel with Every facility and service with 1 in every 5 personnel with advanced expertise on exercise and health for mature-aged advanced expertise on exercise and health for mature-aged adults.adults.

Process:Process: Have regular training for staff, with incentives. Have regular training for staff, with incentives.


WeaknessesWeaknessesIdeal:Ideal: Heavy focus on mature-aged adults exercising and health Heavy focus on mature-aged adults exercising and health

needsneedsProcess:Process: Educate staff and service providers on the importance of Educate staff and service providers on the importance of

exercise and health for mature-aged adults via regular training exercise and health for mature-aged adults via regular training and offer facility incentivesand offer facility incentives

Ideal:Ideal: Great understanding of exercise preferences of older adults Great understanding of exercise preferences of older adultsProcess:Process: Undergo greater market research to determine exercise Undergo greater market research to determine exercise

preferencepreference

Ideal:Ideal: Great organisational resources Great organisational resourcesProcess:Process: Apply for government funding and appoint staff to focus Apply for government funding and appoint staff to focus

primarily on organising the Active Ageing in Queensland projectsprimarily on organising the Active Ageing in Queensland projects


OpportunitiesOpportunitiesIdeal:Ideal: The Working Group is unified to reach goals of Active Ageing in The Working Group is unified to reach goals of Active Ageing in

QueenslandQueenslandProcess:Process: Have a core group of staff from different organisations that Have a core group of staff from different organisations that

meet regularlymeet regularly

Ideal:Ideal: The core members of the Working Group are aware of what The core members of the Working Group are aware of what actions are being taken by all of the Working Group bodyactions are being taken by all of the Working Group body

Process:Process: Have promotions and advertisements approved by the core Have promotions and advertisements approved by the core group at regular meetings, with minutes notes distributed to all Working group at regular meetings, with minutes notes distributed to all Working Group bodiesGroup bodies

Ideal:Ideal: Personnel providing excellent service to reach Active Ageing in Personnel providing excellent service to reach Active Ageing in Queensland goalsQueensland goals

Process:Process: Give each working group clear direction and goals to achieve Give each working group clear direction and goals to achieve within a set time framewithin a set time frame


ThreatsThreatsIdeal:Ideal: The main priority of Working Group’s personnel and The main priority of Working Group’s personnel and

funds is their part in the Active Ageing in Queensland funds is their part in the Active Ageing in Queensland projectproject

Process:Process: Provide incentives for Working Group centres, Provide incentives for Working Group centres, and evenly distribute funds and government grantsand evenly distribute funds and government grants

Ideal:Ideal: Working Group service and facility promotions Working Group service and facility promotions feature mature-aged adults fully participating in physical feature mature-aged adults fully participating in physical activityactivity

Process:Process: Design advertisements that feature mature-aged Design advertisements that feature mature-aged adults performing physical activity that is preferential adults performing physical activity that is preferential

Marketing Strategy:Marketing Strategy:Marketing MixMarketing Mix

Product:Product: The services and facilities The services and facilities provided by the Working Group for Active provided by the Working Group for Active Ageing in Queensland to mature-aged Ageing in Queensland to mature-aged adultsadults

Price:Price: Varied prices, depending on services, Varied prices, depending on services, but that reflect mature-aged adults budgetbut that reflect mature-aged adults budget

Marketing Strategy:Marketing Strategy:Service VariablesService Variables

Place:Place: Services and facilities available at a wide Services and facilities available at a wide variety of venues to ensure easy accessvariety of venues to ensure easy access

Physical Evidence:Physical Evidence: Have facilities and services Have facilities and services that are mature-age ‘friendly’that are mature-age ‘friendly’

Process:Process: Ensure that once people commence Ensure that once people commence using services and facilities, that they get what using services and facilities, that they get what they paid for and were promisedthey paid for and were promised

People:People: Have a wide range of service providers Have a wide range of service providers and knowledgeable staffand knowledgeable staff

Marketing Strategy:Marketing Strategy:Promotion MixPromotion Mix

Advertising: Advertising: Television, radio, newspapers, magazines, mail-outs etcTelevision, radio, newspapers, magazines, mail-outs etcPublic Relations: Public Relations: Have mature-aged Australians promote physical activityHave mature-aged Australians promote physical activitySales Promotion:Sales Promotion: The possibilities are endless!!!The possibilities are endless!!!Personal Selling:Personal Selling: Visit Retirement Villages/Homes, have stands at Visit Retirement Villages/Homes, have stands at

shopping centre’s etcshopping centre’s etcPromotional Licensing and Sponsorship:Promotional Licensing and Sponsorship: Have sponsorship from, and licensed trademark use Have sponsorship from, and licensed trademark use

from a highly reputable Australian brand, that is from a highly reputable Australian brand, that is associated with health and vitalityassociated with health and vitality

Marketing Strategy:Marketing Strategy:Tactics and BenchmarksTactics and Benchmarks

Priority 1 – Have funds and resources to make Active Priority 1 – Have funds and resources to make Active Ageing in Queensland a success.Ageing in Queensland a success.

To realise that priority:To realise that priority: Appoint staff to coordinate organisational resources and Appoint staff to coordinate organisational resources and

fund applications. Completion: Today 10 August.fund applications. Completion: Today 10 August. Research all possible grants that are available. This may Research all possible grants that are available. This may

be through the internet, phoning government chambers, be through the internet, phoning government chambers, or meeting with government members. Completion: or meeting with government members. Completion: Thursday 14 August.Thursday 14 August.

Apply for all relative grants in medium that is indicated. Apply for all relative grants in medium that is indicated. Ensure that all of the information is correct and relevant. Ensure that all of the information is correct and relevant. Completion: Tuesday 19 August.Completion: Tuesday 19 August.


Priority 2: Design advertisements and promotions that will Priority 2: Design advertisements and promotions that will appeal to mature-aged adults and induce them to be appeal to mature-aged adults and induce them to be

physically active.physically active.To realise that priority:To realise that priority: Undertake further market research on the exercise preferences Undertake further market research on the exercise preferences

of older adults. Consult with market research experts on the of older adults. Consult with market research experts on the best way to undertake this. Completion: Friday 15 August.best way to undertake this. Completion: Friday 15 August.

Design 5 promotions that are cost-effective for mature-aged Design 5 promotions that are cost-effective for mature-aged adults that can be used by a variety of services and facilities. adults that can be used by a variety of services and facilities. Completion: Friday 15 August.Completion: Friday 15 August.

Design a television promotion that focuses on the benefits of Design a television promotion that focuses on the benefits of being physically active in older age, that surmounts the costs of being physically active in older age, that surmounts the costs of being physically active. Completion: Friday 15 August.being physically active. Completion: Friday 15 August.

Priority 3 – Increase service and facility personnel Priority 3 – Increase service and facility personnel knowledge on exercise for mature-aged adultsknowledge on exercise for mature-aged adults

To realise that priority:To realise that priority: Delegate the role of training coordinator. Completion: Delegate the role of training coordinator. Completion:

Today 10 August.Today 10 August. Have training days for staff, with a variety of topics on Have training days for staff, with a variety of topics on

exercise for mature-aged adults. Contact centres to exercise for mature-aged adults. Contact centres to gage interest and to organise training days. gage interest and to organise training days. Completion: Thursday 21 August.Completion: Thursday 21 August.

Design incentives for staff and service providers that Design incentives for staff and service providers that undergo changes to accommodate greater knowledge undergo changes to accommodate greater knowledge of exercise for mature-aged adults. Completion: of exercise for mature-aged adults. Completion: Wednesday 13 August. Wednesday 13 August.


ReferencesReferences

Chalip, L., Bray, C., & Logan, C. (1999). Creating a Chalip, L., Bray, C., & Logan, C. (1999). Creating a new program: active ageing in Queensland. new program: active ageing in Queensland. Sport Management Review, 2Sport Management Review, 2(2), 198-207.(2), 198-207.

Shilbury, D., Quick, S., & Westerbeek, H. (2003). Shilbury, D., Quick, S., & Westerbeek, H. (2003). Strategic sport marketing (2nd edn.). Strategic sport marketing (2nd edn.). Crows Crows Nest, N.S.W.: Allen & Unwin.Nest, N.S.W.: Allen & Unwin.

Smith, A., & Stewart, B. (1999). Smith, A., & Stewart, B. (1999). Sports Sports management : A guide to professional practicemanagement : A guide to professional practice . . St Leonards, N.S.W.: Allen & Unwin.St Leonards, N.S.W.: Allen & Unwin.

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Alicia clark assessment2