Fitness by Design Corporate Vision Communication Plan. Amy Miller. MBA 610 Communications

Size: px

Start display at page:

Download "Fitness by Design Corporate Vision Communication Plan. Amy Miller. MBA 610 Communications"

Benjamin Hudson
6 years ago
Views:

1 1 Vision Communication Plan Fitness by Design Corporate Vision Communication Plan Amy Miller MBA 610 Communications

2 2 Fitness by Design s Vision Communication Plan Executive Summary Fitness by Design (FBD) is in the development process of executing a vision based communication plan. The plan is being developed to focus the employees of FBD on one common vision of achieving greatness as a fitness industry leader. To initiate our plan, we have established our target audience, choice of medium, an effective means of delivering our plan, and have noted a favorable cost-benefit analysis for this project. Audience & Communications Medium To reach greatness, we are working at the core of FBD. By reaching our employees, we can remind them our vision is To become an industry leader in health and fitness all across America by providing qualified services that meet all our clients needs. This task will require brochures, posters, and guest speakers such as our CEO, Richard Briesbois. By utilizing our resources we can educate our employees, while continuously reminding them our company goals with signs and posters in our gyms. We re achieving greatness from the inside out and its implementation will be seen by our customers. Cost Analysis To further warrant FBD s communication plan, a cost-benefit analysis strengthens our proposal by illustrating potential profits. First, only a few costs should be incorporated into our plan, which include the guest speaker s salary and printing supplies. The benefits of our communications plan are as follows: increased employee awareness increase in sales/revenue The plan incorporates a company overview, plan purpose, an audience analysis, the recommended mediums, rankings of priorities, cost and ROI, estimated timelines and metrics of success. All critical points have been discussed and acknowledged throughout the plan.

3 3 Vision Statement Communication Plan Overview Fitness by Design (FBD) is a multi-purpose fitness organization that tackles its client s fitness goals through an ongoing diet, weight training and aerobic exercise program. It strives to meet its client s needs through continuous service and clean facilities. FBD opened its doors first in Atlanta, GA in January of Fitness by Design added seven other locations across the eastern side of the United States: Miami and Jacksonville, FL, New York, NY, Boston, MA, Washington, D.C., Dallas, TX and Chicago, IL. FBD s future plan is to cover the entire country within the next 10 to 15 years. The company is comprised of 440 dedicated individuals whose tasks range from management, front desk, customer service, sales, food and beverage, aerobic instruction, personal training, message therapy, accounting and finance, marketing, and research and development. They are here to guide the clients into making healthier decisions through teaching the clients better eating habits and proper workouts for their bodies. Customers choose FBD over the competition because the fitness plans offered respect the clients needs. The programs offer three phases geared to reach the customers optimal health and provide results unlike most fad diets. The success stories keep coming in. Vision Fitness by Design s vision is, To become an industry leader in health and fitness all across America by providing qualified services that meet all its clients needs. Purpose The purpose of this communication plan is to communicate the corporate vision to the employees of FBD in such a way that every employee lives, breathes and preaches the vision. FBD wants its clients to walk into its gyms and see that it is number one because of its customer service from

4 4 the staff, variety of diet programs and support, weight training and motivated personal trainers, and equipment and energetic aerobic instructors. The company motto is to never settle for less and it is immediately apparent. Audience The audience of this communication plan is FBD s internal customers, the employees. This includes, but is not limited to, the gym and corporate staff. The audience demographics widely range in age, education, income, and gender. Even though everyone works for the same FBD, the audience s occupations range as well (managers, front desk, fitness instructors and personal trainers, accountants, marketers, sales, etc ). There is not a commonality that will allow the presenter to reach the audience with the above diverse demographics. However, knowledge about FBD along with a positive attitude toward the subject is the commonality of the message intended for the target audience. It is important that the content of the presentation does not bore the audience with information they already know but instead, excites them with the direction the company is taking. Medium A rich medium is one that (1) can convey a message using more than one type of cue (visual and verbal and vocal), (2) can facilitate feedback, and (3) can establish personal focus (Communication Model, pg.2). Taking this into consideration, the mediums proposed to reach the target audience are employee store and corporate meetings, the company s feedback blog, an newsletter, and vision brochure. To kick off the vision statement campaign, the CEO of Fitness by Design, Richard Briesbois, is recommended to conduct all of the employee meetings both onsite in the facilities and at the corporate location. The explicit communication of the message is that FBD is America s number one fitness industry leader. Fitness by Design is the best and is willing to flaunt its vision statement throughout every aspect of the company. A verbal medium is recommended because

5 5 the message is coming from a credible source and everyone will hear the message simultaneously. Taking into consideration that everyone learns differently, a power point presentation and handout brochures of the corporate vision will be used during the presentation. The preliminary brochure has been created. It includes the corporate vision, history of the company, a column of how the employees can help and column on where to find more information. Attached is a sample brochure. In order for FBD to reinforce the vision statement to the employees, it plans to tell them once, tell them twice and then tell them again. Fitness by Design s company web page will have a link to the vision statement. The corporate recap of the month will list the vision statement and the top achievers of that month. Every day the stores will have a huddle session to discuss key issues. The managers are required to discuss the vision statement at least twice a week. It is important to reiterate the vision statement for the company to reach its goals. Ranking of Priorities First and foremost, the medium material must be approved by Richard Briesbois, President and CEO. IT has set up the company Weblog and created a distribution list of all the employee E- mail addresses. The meetings must be scheduled by the CEO s assistant and coordinated with the general managers of each facility. The communication plan material will be sent to each facility where the meetings will be conducted. After the communication plan is rolled out, the next priority is to manage the rate of adoption and measure the success of the plan. Cost and ROI The costs associated with implementing the communication plan are far less than the return on investment. Fixed costs during this time period will remain constant and categorized as sunk costs. Examples of the fixed costs used in the communication plan are the time taken for the all employee meetings, i.e. salaries, the cost of the facilities, the corporate network and the company feedback blog site. These associated costs should not be included. Instead, the travel

6 6 expenditures of the CEO and the addition of materials for marketing purposes should only be included. The return on this investment will yield a positive return for the company, which should be seen in the near future. It is estimated that a 10% rise in sales will be achieved within the next year. Explicit and Implicit Communication Previously discussed above, the explicit communication of the vision statement will be verbal, visual and written. Through graphic arts and slogans throughout the facilities, implicit communications will show that FBD is the best to its internal and external customers. Timeline The timeline to roll out the entire vision communication is anticipated to be three to six months. Most of the medium needed is in house. The reason for the long timeline is for the rate of adoption. Once all employees are on board, the goal has been achieved. Metrics of Success FBD can measure the success of the vision communication plan through sales and customer feedback. The focused vision, being the best, will give the employees direction and a goal to

7 7 work towards. Happier employees make happier clients and better sales because people feed off of each others energies. Conclusion Fitness by Design has a structured communication plan to communicate the corporate vision. It is important that every aspect of this plan be fulfilled for the plan to achieve its full potential. With the proposed mediums of meetings, visual aid presentations, newsletters, Weblog and vision brochure, the company is sure to gain the interest of its employees and their cooperation. Fitness by Design will become America s number one fitness industry leader.

8 8 Work Cited Communications Process Model: How does it work theortically.(2007)

Strategic Communication, Marketing, and Training Capabilities

Strategic Communication, Marketing, and Training Capabilities The Team Who we are. ARA s Strategic Communication and Training Group comprises professional marketing, business communication, cognitive science,