AMB330: Digital Portfolio Assessment 1 … · Web view08/04/16. Group A: Elizabeth Buchanan....

Group A: Elizabeth Buchanan

AMB330: Digital Portfolio Assessment 1Anneliese Baker n8585164Digital Audit and Planning Portfolio on Healthworks Everton Hills.

08/04/16

AMB330 Digital Audit and Planning Portfolio n8585164

Table of Contents

1.0 Introduction..............................................................................................32.0 Digital Audit and Recommendations......................................................4

2.1 Digital Audit......................................................................................................42.2 Recommendations...........................................................................................9

3.0 Target Audience Analysis.....................................................................103.1 The ‘Mummy Market’......................................................................................10

4.0 Consumer Insights.................................................................................115.0 Justifications..........................................................................................116.0 Works Cited............................................................................................13Appendix.......................................................................................................14

Appendix A: Target Audience on Facebook Advert.........................................14

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1.0 Introduction

With the ease of access to the Internet digital marketing is becoming one of the most popular platforms for advertising this decade and a strategic digital marketing profile is now very important to an organisation’s success (Best, Manktelow, & Taylor, 2014). Preceding this came the growth of social media platforms and the ease to promote organisations through this medium (Sensis, 2015). Social media tools allows organisations to reach a large audience in a cost effective and less time consuming way than other advertising platforms (Grewal, Levy, Mathews, Harrigan, & Bucic, 2015). It also gives consumers the ability to search, evaluate, review and choose businesses with ease (Chanthinck, Ussahawanitichakit, & Jhundia-indra, 2015). Additionally it allows consumers to connect with businesses and gives them a voice about an organisation (Hensel & Deis, 2010).

Developing an effective digital presence is not easy, but when done well can play a huge role in enhancing an organisation’s marketing strategies (Hensel & Deis, 2010). This audit will focus on the client Healthworks Everton Hills and their current digital presence. With the increase in demand for consumers leading healthy lifestyles in Australia, came the very large growth of fitness chains around the country (Close, 2013). This created a highly competitive environment for Healthworks in Brisbane’s North, placing more importance on advancing their digital presence to compete with the biggest clubs in Brisbane like Jetts Australia or Goodlife Health Club.

At first glance, the digital presence of Healthworks Everton Hills seems to be confusing for consumers. Their website is labeled as Healthworks while their Facebook page is labeled as Active Life. This is due to the rebranding of their business, however this confusion has a negative affect on their digital presence. Further evaluation of their digital profile is contained in the section below, where the company’s vision, marketing strategies, digital involvement and user engagement is to be assessed.

Additionally, this audit will look at the two target markets for this company, the ‘Mummy Market’ and ‘Young Adults’ and how this company attracts to these audiences, particularly the ‘Mummy Market’. Following this will be recommendations and consumer insights for enhancement of their digital presence.

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2.0 Digital Audit and Recommendations

2.1 Digital Audit

Client: Healthworks Everton Hills Date: 27/03/16Criteria Examples or observations Rating

1 to 10Broad vision of how digital media can transform the company

The Healthworks chain aims to create an unmatched atmosphere that adds enjoyment of every member. Furthermore they express the importance of health being a person’s most valuable asset and it is their (Healthworks) responsibility to help clients obtain good health. The Everton Hills Healthworks’ vision is to be known as the premier fitness centre on Brisbane’s Northside.

Digital marketing aims to connect, announce and educate consumers on the offerings of a business (Chanthinck, Ussahawanitichakit, & Jhundia-indra, 2015). If done effectively, businesses can increase customer and brand awareness in a cost effective manner and for a large audience (Trusov, Bucklin, & Pauwels, 2009). Additionally, digital marketing can enhance the relationship between customer and business, striving towards goal achievement and high brand awareness (Best, Manktelow, & Taylor, 2014), which Healthworks are looking to accomplish.

Healthworks Everton Hills are unsuccessful in utilising digital media to obtain their business goals of educating and achieving good health. Their Facebook page shows confusion and lack of popularity, with just over 600 likes for their rebranding page of Activelife Everton Hills. Research shows that effective digital marketing can create a strong profile for businesses to promote from (Hensel & Deis, 2010), especially during launching or rebranding stages of a business. This lack of digital media advertising from Healthworks Everton Hill does not effectively provide the audience with engagement that it should be seeking and it fails to increase brand awareness and profile for rebranding to Activelife.

Integration of marketing, IMC and digital strategy

Healthworks Everton Hills are consistently promoting their brand message of the importance of health and the strong knit community of clients and trainers at their gym.Apart from the Healthworks website, the advertising of actual facilities of the gym is limited. This in turn has a negative affect on encouraging clients to visit or current members to use additional services at the gym, both of

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which are digital marketing objectives for this business.

By only promoting the facilities of the gym through the website and not consistently on their Facebook page, this business is limiting their ability to create their own brand image and integration of their tailored marketing ideas. They could use the ideas of points of parity and points of difference between the Healthworks chain and the Everton Hills gym to create strong brand recognition for their business (Keller, 2013). They could further repeat this process with other gyms in the area to create their own brand image.

The engagement on their Facebook page is quite low and it is important when using social media marketing to focus on interaction with the consumer instead of focusing on the business (Hensel & Deis, 2010; Grewal, Levy, Mathews, Harrigan, & Bucic, 2015). Some of the most popular posts on their Facebook highlighted client’s achievements, which encourages consumer engagement while promoting their business objectives of health. These posts are successful and therefore need to be updated more frequently.

Digital strategy (please articulate)

Healthworks Everton Hills stipulated their objectives for digital marketing as to encourage prospective clients to visit the club by giving them a taste of what is on offer (mainly through the website) and to encourage current members to use additional services the club has to offer, through Facebook.

At present Healthworks Everton Hills have a low Facebook audience and are not engaging their clients through their posts, therefore are not successfully aligning a digital strategy to accomplish the above objectives. By utilising more engaging digital media platforms, they can effectively target prospective and current clients to interact on their Facebook site and successfully educate them on the offerings of the gym.

Strategically consistent, company-created brand messages

Through both the website and Facebook site, Healthworks Everton Hills are consistently conveying messages of the importance of health, which was the overarching objective of the gym chain Healthworks.

The objective of promoting their facilities to prospective clients through the website is successful as well. It is easy to find on the website any information about the Everton Hills gym and the facilities/services they provide. Websites are a form of digital marketing which is great for educating consumers on the service at offer (Grewal,

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Levy, Mathews, Harrigan, & Bucic, 2015). This is done successfully by this business.

Social media marketing is different to websites in a way where they need to be more engaging, exciting and promote an experience instead of being just informative (Grewal, Levy, Mathews, Harrigan, & Bucic, 2015). Healthworks Everton Hills’ objective to endorse current clients on additional gym services on Facebook however is not as successful. This type of social media post needs to be updated more regularly in a way that is interactive with their target market.

Degree of company involvement in digital and social media

Healthworks Everton Hills displays little involvement in their Facebook page. Although they post a moderate amount (3-4 times weekly), their posts do not gain much attention or interaction by consumers (with 10-20 likes per post), which fails to utilise the strategic importance social media marketing like Facebook has on brand awareness, recognition and relationship between consumer and business (Best, Manktelow, & Taylor, 2014). Facebook also has the ability to mass communicate a message and by effectively using a platform like this can gain attention from the target audience to promote the objectives the Healthworks (Hensel & Deis, 2010). At current their Facebook page does not have a large enough audience to attract this attention.

Digital tools and social used by the company

This business uses both Facebook and a website as forms of digital media. Their website page is well developed with information about their gym and objectives of achieving health. As aforementioned, their Facebook page needs to be more engaging for consumers and place more focus on consumer interaction.

There is however big confusion between the website and Facebook page as a result of the rebranding to Activelife. Google search and the website label the gym as Healthworks Everton Hills while there is only a Facebook site for Activelife Everton Hills. New clients do not know that Activelife is a rebrand of Healthworks and therefore are unaware to look for Activelife Everton Hills on Facebook for consumer reviews and evaluation. Customer feedback is important for consumers looking for service alternatives as it can decrease the perceived risks using a service (Wirtz, Chew, & Lovelock, 2012; Grewal, Levy, Mathews, Harrigan, & Bucic, 2015). This could therefore lead potential clients to a gym which has a specified website and Facebook for client feedback.

Furthermore, having a website and Facebook page

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labeled different things decreases brand awareness and recognition for consumers, having a negative impact on Healthworks Everton Hills (Hensel & Deis, 2010).

Frequency of use of digital and social media tools

Facebook is their most frequently updated digital media platform, with updates on health professional quotes, pictures, gym timetables and client videos. This platform is moderately active as they post between 3-5 times a week, sometimes more. Although they are posting frequently, these posts are not engaging or attracting attention, therefore failing to increase audience awareness. Furthermore, they are failing to build a solid consumer/business relationship on this platform by infrequent interactive posts (Best, Manktelow, & Taylor, 2014).

Examples of content shared

Their shared content on Facebook successfully promotes their brand vision of embracing a healthy lifestyle. An example of these posts can be seen below. Additionally, their posts consistently contain their brand colours and logo, which embraces brand recognition (Keller, 2013).

Photo one: Company colours, promoting rebrand to Activelife Everton Hill. This post also displays the company logo for brand recognition. One of the most highly reached posts, which has the potential of consumer engagement with ‘Activelife Community’ background featured.

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Photo Two: Aligns with the objective to accomplishing a healthy and active life. Does not promote consumer engagement and reached a small audience.

Photo Three: Targeting one of the ideal audiences of ‘Mummy Market’. This post is also one of the most popular ones and includes consumer interaction. It promotes the idea of business and consumer relationship by focusing on the client instead of the business.

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Strategic user engagement

Target audience that Healthworks has outlined is:a) The ‘Mummy Market’; mothers aged 25-40 with young children and a middle to upper socio-economic standingb) Young Adults; 17-25, both male and female looking to stay fit and healthy.

The selection of Facebook as their main digital media platform has the ability to target both audiences, however they seem to be focusing on just the ‘Mummy Market’. Their most successful and frequent posts target this audience and promote the community of women in this market being social and healthy (example is photo three above), which is very appealing to this audience. These posts have the highest engagement and consumer interaction on this social platform.

Some of their Facebook posts do target the young adult market, but they do not have the audience large enough from this market to create awareness. There is therefore limited consumer interaction or engagement from this market. Once a large audience has been achieved fro this market, future digital platforms could be researched and implemented into Healthwork’s digital marketing plan.

Measurement of digital performance

Facebook provides the ability for a business to measure their engagement on a weekly basis. It is more than likely that Healthworks Everton Park is collecting data to determine their digital performance. It seems however that the low engagement has been consistent and they have not thought about planning their digital marketing strategies. This in turn limits the success of a strong digital profile.

2.2 Recommendations

Through the digital audit it can be seen that there is a pattern in notions that have lead to little engagement and attention of their digital profile. Firstly, their Facebook page shows lack of popularity meaning posts are only reaching a small audience. Additionally it was established that these posts are not focusing on consumer engagement or interaction, which is found to be one of the most effective social media marketing strategies (Hensel & Deis, 2010). It is recommended to implement strategies to highlight consumers and the importance of them to Healthworks (refer to photo one and three above for an example). This helps build a relationship between consumer and business for brand loyalty and customer involvement (Best, Manktelow, & Taylor, 2014; Chanthinck, Ussahawanitichakit, & Jhundia-indra, 2015). Furthermore by

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increasing engagement and audience on Facebook Healthworks is increasing its brand awareness and recognition (Keller, 2013).

Additionally, Healthworks should look at exciting viewers with their content, instead of just informing. Whether that is including fitness videos, trending videos on Youtube, blog posts through their website and Facebook or client achievements. Any of these alternatives will excite consumers and attract more traffic to both digital platforms, therefore increasing brand awareness, brand personality and brand image (Grewal, Levy, Mathews, Harrigan, & Bucic, 2015).

The confusion between Healthworks and Activelife is another problem that this company has with their digital profile. Social media tools allow consumers to research, choose and review businesses based on other consumer evaluations (Chanthinck, Ussahawanitichakit, & Jhundia-indra, 2015). With new consumers not knowing that Healthworks Everton Hills rebranded themselves to Activelife, which therefore means they no longer have the ability to research this company properly, increasing the perceived risks of using a new service (Wirtz, Chew, & Lovelock, 2012). It is recommended that this company clearly states the rebrand of their company on both the website and Facebook page, to limit this confusion for consumers.

3.0 Target Audience Analysis

The two markets identified by Healthworks Everton Hills as audiences to target were the ‘Mummy Market’ and ‘Young Adults’. After evaluation of this company’s digital presence, it was found that the most frequent engager and main following demographic on their social media site was from the audience of the ‘Mummy Market’. This audit will therefore highlight the demographics and psychographic profile of this audience.

Furthermore, it was found that consumers are likely to only travel up to 6km when going to a gym or fitness centre (McCormack, Giles-Corti, Bulsara, & Pikora, 2006). Therefore, the target market of women aged 25-40 who lives within 6km of Healthworks Everton Hills will be explored.

3.1 The ‘Mummy Market’This market represents mothers aged 25-40 with young children and a middle to upper socio-economic standing. Conducting an audience search through Facebook advert, this market could possibly be sized as 19,000 people (refer to Appendix for graph and considerations), within a highly competitive market of health chains in this area (up to 10 within 6km of Healthworks).

According to Roy Morgan data, 69.3% of women aged 25-34 and 75.8% of women aged 35-49 want to lose weight (Roy Morgan Research, 2015). Furthermore, ABS identified that participants thought of physical activity as a

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way to improve health and an opportunity for social interaction (ABS, 2011). This social interaction has also been found to be a motivator of exercise for this demographic (Koivula, 1999; ABS, 2011). A way to combat social anxiety about exercising in public is to create a community that is non-judgmental and supportive. It can be seen that a lot of successful Healthworks’ Facebook posts are promoting the idea of a non-judgment and strong knit community of women from this market (photo three in the digital audit).

Additionally, Roy Morgan data revealed that 69.4% of women aged 25-34 and 71.0% of women aged 35-49 identified as living a full and busy life (Roy Morgan Research, 2015). Journal articles focusing on barriers to physical activity have also identified ‘time constraints’ and ‘busy lifestyles’ as restraints to leading an active life (Netz & Raviv, 2004; McCarthy, 2006), despite this audience knowing the health benefits of decreasing stress levels with exercise(Maltby & Day, 2001).

This demographic also utilise social media to network on a daily basis, Facebook being the most popular form. According to Sensis Social Media Report, 93% of people surveyed are on Facebook, 49% of the sample using social networking sites everyday (Sensis, 2015). From this report, 95% of the respondents from the 18-29 year old group and 93% from the 30-39 year old market used social media to connect with friends and family. Additionally 35% from the first market (18-29 year olds) and 23% from the older market (30-39 year olds) used social media to follow brands, either for discounts, product information or tips and advice (Sensis, 2015). This displays the possible reach from this demographic that a Facebook post can get.

4.0 Consumer Insights

BABY MAMMA’S BATTLE OF THE BUSIESWith many young mothers leading very busy and stressful lives, Healthworks Everton Hills have identified an insight to combat stress levels by creating a space, with a community atmosphere that people can come together for a social and healthy activity.

5.0 Justifications

Focusing on the increase of consumer interaction, which was recommended above due to the importance of building a relationship between business and consumer (Best, Manktelow, & Taylor, 2014). Highlighting this interaction can help promote the community atmosphere this business should be seeking. Furthermore, it creates an opportunity for not only social interaction between members but a platform for consumers to express their opinion, which has found to be a successful marketing tactic (Hensel & Deis, 2010).

Support can come from other peers and the trainer, which can be easily endorsed on frequent Facebook posts. An example of this could be

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implementing an ‘Achiever of the Week’ award, which focuses on consumer interaction and building a community between members.

Additionally, tactics like creating a referral award program can help increase this audience into a more strong knit community, with more members. This recommendation could be developed in a way that requires friends to ‘check in’ together on Facebook, which widens the reach on this social media platform. Alternatively creating a way to sign up together on the website to a class filled with your friends. Creating this friendly atmosphere will increase consumers in feeling more comfortable in an area that many people feel uncomfortable (Driscoll, 2015). Both these tactics bring audiences towards either the Facebook site or website with the potential to increase brand awareness.

The second component of the consumer insight was decreasing the stress levels of clients through exercising at Healthworks. The positive correlation between physical activity and stress levels is supported through research and a widely renowned fact (Maltby & Day, 2001; Koivula, 1999). Promoting this alongside the third consumer insight element of busy lifestyles will add appeal of this service to the target audience. This can be achieved by highlighting:

The high number of classes already available, which can fit into any timetable;

The very cheap day care at Healthworks to combine the busy lives with children involved;

Having early sign on classes available online, with possible discounts for earlier sign on. This is a way for members to plan ahead their daily schedules with exercise and bring traffic online;

Having the ability to discontinue membership when life does get too busy. This also decreases the risk of purchasing a new service by having a flexible exit if needed (Wirtz, Chew, & Lovelock, 2012; Newstex, 2014);

Having blog posts that explain the decrease in stress levels from exercise or the simple daily stretches that can be done when you cannot get to the gym

You’re not alone campaigns to send out the message that ‘Healthworks understands the busy lives of its clients, but you are not alone.’ This can further build the community feeling bringing other busy mothers together. This can be done on any digital platform particularly in a form of a video which would engage, educate and excite consumers (Grewal, Levy, Mathews, Harrigan, & Bucic, 2015);

Overall Healtwork’s digital presence is average, it has the right ideas in using a website and Facebook to reach their target audience of ‘The Mummy Market’. Unfortunately both of their digital platforms fail to reach a large audience with consumer engagement. Furthermore, the confusion between the rebrand of Healthwork’s and Activelife limits consumer’s ability to research into the business profile. In order to enhance the digital presence of Healthwork’s this company should look at implementing more exciting and interactive posts of their Facebook site. Once this is established, Healthwork’s

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could look at adding an Instagram account to their digital profile for further reach for this target market, thus increasing their brand awareness.

6.0 Works CitedAustralia Burea of Statistics (2011). 4102.0 Australian Social Trends Jun

2011. [Data file]. Retrieved from http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30Jun+2011

Best, P., Manktelow, R., & Taylor, B. (2014). Online Communication, Social Media & Adolescent Wellbeing: A Systematic Review. Children and Youth Services Review , 27-36.

Chanthinck, K., Ussahawanitichakit, P., & Jhundia-indra, P. (2015). Social media marketing strategy and marketing outcomes: A conceptual framework. Academy of Marketing Studies , 20 (2), 35-52.

Close, L. (2013, Nov 22). Australia's fitness sector sees growth in the billions. Australia Business Review .

Driscoll, B. (2015, May). How Women Fell In Love With Working Out and Fitness (finally) Became Fashionable. The Huffington Post UK .

Grewal, D., Levy, M., Mathews, S., Harrigan, P., & Bucic, T. (2015). Marketing. North Ryde, NSW: McGraw Hill Education.

Hensel, K., & Deis, M. (2010). Using Social Media to Increase Advertising and Improve Marketing. Entrepreneurial Executive , 87-97.

Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4th ed.). Harlow, England: Pearson.

Koivula, N. (1999, September). Sport participation: differences in motivation and actual participation due to gender typing. Journal of Sport Behaviour , 360-373.

Maltby, J., & Day, L. (2001, November). The relationship between exercise motives and psychological well-being. The Journal of Psychology , 651-660.

McCarthy, J. (2006, June). Why Don't More People Join?- National poll explores barriers to exercise at a health cub. PR Newswire .

McCormack, G. R., Giles-Corti, B., Bulsara, M., & Pikora, T. (2006). Correlates of distances traveled to use recreational facilities for physical activity behaviours. International Journal of Behavioural Nutrition and Physical Activity .

Netz, Y., & Raviv, S. (2004, Jan). Age differences in motivational orientation toward physical activity: an application of social-cognitive theory. The Journal of Psychology , 35-48.

Newstex. (2014, Dec 10). Australia Gyms and Fitness Centres Market: Growth of 24-hour gyms is pushing the industry towards market saturation: Gyms and Fitness Centres in Australia- Industry Market Research Report. Newstex Trade & Industry Blogs .

Roy Morgan Research (2015). Roy Morgan Single Source Australia. [Data file]. Retrieved from Roy Morgan Data, https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_123272_1&content_id=_6158975_1

Sensis. (2015, May). Sensis Social Media Report. Retrieved April 1, 2016, from

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https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_123272_1&content_id=_6158975_1

https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_123272_1&content_id=_6158975_1

http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30Jun+2011

http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features30Jun+2011


https://www.sensis.com.au/assets/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. 90-102.

Wirtz, J., Chew, P., & Lovelock, C. (2012). Essentials of Services Marketing. Singapore: Pearson.

Appendix

Appendix A: Target Audience on Facebook Advert

Note: Consider other competitors in area, consumers who travel less than 6km, exercise preference, wider demographic, factor of ‘people who match’. This figure is therefore not an accurate representation of the audience to target, but a guide for digital marketing strategies.

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