Company's Mission and Goal

Company's mission and goal

The mission of the company is the main overall objective of GoodLife Fitness. A clear understanding of the mission will help the company to stand out from the competitors and gain more customers. GoodLife Fitness is a well-functioning center that proved its positive customer engagement by providing services focused on body shaping without strenuous exercise. The mission of GoodLife Fitness is to inform and remind about itself, thereby attract and retain new customers. Organization's goals are the short and long-term results to be achieved. Thus, center's main goal is to increase sales. This main goal will become accessible in case of the right implementation of the basic advertising purposes - branding, social, and economic. These goals are directly related to the company's positioning in the market, striving to achieve customer's loyalty, and desire to get at least the planned profit.

The concept of service

The concept of GoodLife Fitness center is relaxation of the general condition of the body together with the correction of the body. This combination is a unique feature of center's simulators, which deal with problem areas do not require additional heavy load. Instead, a customer spends a minimum of weight training, relieves the stress of the body, and, along with that, corrects the figure and improves health. Such services' characteristics are a powerful competitive advantage and the main backbone that attract consumers. GoodLife Fitness services meet the basic needs of clients in body shaping exceeding their expectations. The unique set of simulators' parameters increases the value of services offered.

Target audiences

To reach the targeted groups by advertising and arise their interest and appropriate response it is important to create social and psychological portrait of the consumer, his life aspirations, behavioral dominance, ethical values. Understanding of basic motives of consumer behavior and mindset of potential customers will help to determine the direction of advertising - both in terms of its substantive nature, and in terms of communication channels through which advertising reaches consumers.

The target audience of the fitness center is the market segment in which the needs of the client is to reduce excess weight and body shaping. The image of the main targeted client was created based on the following criteria:

- gender - female;

- age - mostly over 30 years old;

- job - office staff, works with low physical activity;

- marital status - married or single;

- level of income - average or above average;

- education - secondary or higher;

- wants to achieve the desired results with minimal effort.

The other target audiences of our campaign are the following:

- youth groups - students and young professionals aged from 18 to 35 whose field of interest spans around prestige and fashion, as well as career development. This focus of developmental psychology is explained by the fact that the values of leadership, growth, social status dominate over the values of saving health;

- senior and middle-aged groups - 35 to 50, 50 and older. For them, "rave" motives, fashion and the desire to stand out go by the wayside. This consumer group value of health prevails over all others;

- kids aged from 14 to 18, primarily the ones who are not meeting the minimum requirement of physical activity per day. Special offer of free exercising will be provided for this group. GoodLife Fitness strives to inspire parents, role models, mentors, leaders and individuals to deliver the message to kids, that being active is not only good for their body and mind but also a lot of fun;

- groups of overweight and obese people of all ages. GoodLife Fitness called its simulators "for the lazy" in the truest sense of the word, as the client does not expend a lot of energy and effort to get the desired result. Also, these simulators are designed for people with disabilities and for those who have contraindications to power loads;

- professional athletes who are willing to become members of the new fitness center location.

A potential customer may prefer to keep active way of life - visiting exhibitions, fairs, festivals and other cultural events, making new friends and keeping up-to-date with newspapers and popular magazines, via Internet, at least through the TV, and being aware of upcoming events. Pays attention to advertising - monitors innovations in the field of beauty, fashion or film industries, follows new businesses - cafes, beauty shops or online shopping; reads catalogs, brochures and pamphlets.

Key message

Since 1979 GoodLife Fitness has been educating, motivating and helping Canadians reach their fitness goals. Company takes care of what's most important to its customers.

At GoodLife friendly, qualified associates support members in achieving their goals such as gaining strength, boosting confidence, managing weight and enjoy life to the fullest!

At GoodLife, people share their values - the love of health, fitness and an energetic life. Everyone from members to associates knows that a positive attitude contributes to success in life.

A large part of that success is the commitment of GoodLife's people to a corporate culture based on company's seven core values :

* Caring

* Trust

* Integrity

* Happiness

* Peak