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1. Materials used for the three products
Video: me and two others friends went to the Fitness Club to record clips and see what the club had
to offer. We managed to capture quite a bit of footage, below is a screenshot of all the videos and
clips that we managed to capture (I am viewing all the footage on my SD card so in the screenshot
there’ll be other clips/pieces of work I’ve done over the college year)
Social media account: Instagram
While doing my ‘research’ for the campaign I wondered how I could target the younger
demographic, using research I realised that the majority of young people use Instagram, I read that
there’s 1 billion monthly users on Instagram and that 64% of 18-29 year olds use it (Source:
https://sproutsocial.com/insights/instagram-stats/). However, I still needed to target the even
younger demographic (Under-18's) and I researched it further and found that 72 percent of under-
18's use Instagram (Source: https://www.pewinternet.org/2018/05/31/teens-social-media-
technology-2018/). So, I decided to make a Instagram account, and to attract a large audience I
decided to make the account public which means that anyone in the world can view the account.
Below is a screenshot of the account:
Article
Two of my products were marketed to a younger audience, and despite them being the majority of
my audience I decided to market to as many consumers as possible, this means targeting the older

2. demographic. While younger audiences have a preference of using social media to gather news, the
older audiences still stay true to the original way of viewing content, print. I researched the statistics
so I could justify having one product that is ‘print’ based product, I found out that there were 10
million visits to newspaper websites in 2017 which makes doing a web based product more
beneficial, as it shows that there was still audience members who are dedicated to sites/blogs
(Source: https://www.journalism.org/fact-sheet/newspapers/). Over the course of around an hour I
wrote a short piece on why people should visit the fitness club, I wrote quite ‘aggressively’ trying to
reel people in to the club.
What was the strategy?
Ultimately, the main strategy of my campaign was to increase the audience for the fitness club and
to increase the amount of people who visit the club, also this campaign we aim to build a
‘community’ of people who want to get fit. The way I attempted to appeal to new consumers is that
in each ‘product’ I wrote/mentioned the key details that consumers will want to know, for example:
when someone hears about the club, what will they want to know? They’ll want to know what the
club is like, what equipment is available? I used a variety of clips but I sped them up so I could give
the audience a lot of information in a short amount of time, I did this because advertisements are
meant to be short but also informative, as if you drag it out then the audience will begin to lose
interest and ultimately you’ll lose a potential new customer/consumer. Secondly, I also included a
clip at the end where me and my friend go through our experiences of the club on the day that we
went, we both discussed how we found our day at the club, we both had positive experiences. The
reason I included this is that many people will be intrigued at the facilities the club offers, but they’ll
want to have a first-hand ‘review’ of the club itself, they’ll want to know what someone's experience
was like, and in the video me and my friend discussed our positive experience at the club which will
encourage people to visit the club as in this advertisement they’ve heard nothing but positive
comments on the club, so it certainly will make it more likely for people to visit. Regarding the
community aspect, I believe that the club would benefit from advertising that puts an emphasis on
community, many companies have ‘loyal customer bases’ and I believe the club should attempt to
have their own. The club would prefer to have a high number of customers but in my opinion a loyal
base that keeps coming back would be more viable, as numbers could fluctuate, one week there
could be 300 people at the club, but then the next it could drop, whereas a loyal customer base is

3. more viable as you know how many people attend, however both would be beneficial for the club as
word of mouth is a useful tool also.