YEAR 2 1 year communication plan Year 2 will consist of the one year communication plan, which is comprised of four phases:
PHASE 1: A captivating and creative video which follows the story of founder Ben Francis and how he has evolved into a hugely successful entrepreneur
PHASE 2: An interactive Instagram competition where followers will get the chance
to win a year long gym membership.
PHASE 3: Five new Gymshark athletes will be introduced all of which featured
on Gymshark’s most recent campaign, ‘Weight of the world’ and all of them challenge the stereotypical conventions of their current Gymshark athletes. Within the primary research it was identified that consumers do not perceive Gymshark as a diverse and inclusive brand, further more the majority of respondents believe this to be an important factor when choosing to shop from a brand. Phase 3 will intend to shift that perception.
PHASE 4: The final phase of the communication plan consists of an experiential
marketing ploy, whereby an outdoor temporary gym will appear, unannounced, in four cities over four consecutive weekends. The purpose is to shock the consumer, create a buzz, encourage user generated content and grow awareness. The overall purpose of the communication plan is to achieve the smart objective of increasing overall engagement rate on Gymshark’s social channels. It was identified within the brand health that the average number of followers actively engaging is considerably low. A financial plan was developed which forecasted that the communication plan will have the ability to produce a profit of £1613341.
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