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Response to Marketing Proposal


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									Response           marketing proposal

In partnership with Jarrod Lupson | Coconut.

                                               +44 (0)207 340 8702   +44 (0)1306 712500

Within this presentation we will....

•	 Tell	you	about	us	and	what	we	can	do
•	 Demonstrate	we	are	the	right	choice
•	 Identify	an	effective	marketing	strategy	to	build	from
•	 Tell	you	how	we	can	make	a	real	difference
•	 Show	you	we	are	pro-active
•	 Demonstrate	we	deliver	reliably
•	 Help	you	drive	your	business	forward...

                                                            +44 (0)207 340 8702   +44 (0)1306 712500

                     Introducing Progression
                     We’re	a	refreshing,	well	established	design	and	marketing	                                             Design
                     consultancy,	based	both	in	London	Victoria	and	the	Surrey	hills.

                     We	pride	ourselves	on	our	compelling	creativity,	always	ensuring	                   Promotion                       Advertising
                     we	have	your	objectives	in	mind.	Our	strength	lies	in	our	ability	
                     to	perfectly	integrate	design	&	marketing	skills,	apply	them	to	a	
                     broad	range	of	key	services	and	provide	you	with	clear,	cohesive	
                     marketing	communications	at	every	level.	We	place	a	high	                                          PROGRESSION
                     emphasis	on	the	client/designer	relationship.	Securing	through	
                     close	liaison,	that	every	project	is	an	intelligent,	considered	piece	     Marketing                                         Production
                     of tailored marketing.
                                                                                                                         Fulfilment             (both print and

Southside	Branding

                                                                                              +44 (0)207 340 8702   +44 (0)1306 712500

Our Services
Design and Artwork

Progression’s	roots	lie	firmly	within	the	
belief	that	good	design	comes	from	good	
communication. It is with this understanding
that	every	new	project	is	treated	with	the	
same, professional approach.

Whether	you	require	the	development	
of	a	brand	identity,	a	piece	of	marketing	
literature	or	display,	or	a	website	we	ensure	
we	understand	your	aspirations,	and	
thus	deliver	strong,	targeted	design	and	
marketing strategies.

                                                                                                       WaterAid	-	Promotional	Pack

                                                 +44 (0)207 340 8702   +44 (0)1306 712500

Our Services

We	understand	in	a	fast	moving,	rapidly	
developing	marketplace	the	use	for	clever,	
tailored marketing to help stand out from
the	crowd	is	hugely	important.

With	our	wealth	of	industry	expeience,	
Progression	always	ensure	any	marketing	
is	targeted;	offering	the	best	opportunity	
for	return	on	investment.	Whether	this	is	
a	simple	leaflet	drop	or	takes	the	form	of	
a	multi-layered	promotion	our	goals	are	
always	the	same	-	to	give	you	the	best	value	
for	money.

                                                                                                                 Farmade	-	Product	brochure

                                                +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                         Print and Production

Our Services
Print and Production

Progression	boast	it’s	own	printing	
division	with	computer	to	plate,	5	colour	
B2	Heidelberg	press	and	accompanying	
finishing	equipment.

Through	both	our	in-house	capabilities	
and	extensive	printing	knowledge	we	are	
able	to	manage	your	project	from	design	
approval	through	fulfilment	to	delivery.	
Making	sure	every	job	is	of	high	quality,	
on	time	and	on	budget.

                                                                                                                 Our	print	facility

                                             +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                            Display	and	Signage

Our Services
Display and Signage

More and more the importance of strong
display	and	signage	graphics	is	becoming	
evident.	Through	our	unrivalled	knowledge	
and	a	passion	for	all	things	display,	we	can	
bring	any	piece	of	signage	to	life.

Having	both	in-house	facilities,	along	with	
a	wealth	of	specialist	suppliers	we	oversee	
every	project	through	to	completion.	Every	
aspect is considered; materials used through
to	fitting	restrictions.	Only	once	a	job	is	
either	installed	or	delivered	do	we	regard	a	
project	complete.
                                                                                                                    Our	print	facility

                                                +44 (0)207 340 8702   +44 (0)1306 712500
How	we	do	it
                                                                                                                                                                      What we do

What we do...                                                                                                                                                                                                                                                   TM

                                                                                                                                                         16 - 18 APRIL 2010

•	 We	offer	a	truly	complete	solution	       Everyone in the pool for the world’s biggest swim
    from the seed of an idea to the
                                                                                                                                                                       Let’s all swim together for

	   delivery	of	the	finished	item	-	A	one Charity reg no. 1060679
                                                                                                     Enter at                                       Marie Curie Cancer Care Charity reg no. 207994 (England & Wales), SCO38731 (Scotland)

	   stop	shop	for	all	your	existing	and	
	   future	requirements.

                                                                                                           Discover your local
•	 From	strategy	to	design	and	print	                                                                      Community Fitness Centre.
                                                                                                           Jubilee Sports Centre
	   to	delivery,	we	have	it	covered,	                                                                      Try us for free at our open day
                                                                                                           Thursday 11th March, 5-9pm.
    and all in one place.

•	 We	can	deliver	on	time,	every	time	
	   because	we	do	everything	in-house,	
    so are in complete control...

                                                                                +44 (0)207 340 8702         +44 (0)1306 712500
                                                                                                                          Our	expertise

Our expertise...

•	 We	are	an	established	provider	to	the	
	   leisure,	health	and	fitness	sectors.

•	 Our	client	list	includes	Swimming	Nature,	
	   Nuffield	Fitness	&	Wellbeing,	Swimathon	
	   and	FitSpace.

•	 With	our	wealth	of	experience	we	can	
	   offer	a	sounding	board	service	and	                                                                            A5	prices	and	times	booklet	

		 challenge	the	status	quo	if	applicable.

•	 We	are	an	‘integrated’	supplier	offering	
	   all	the	services	you	need	in-house	from	
	   strategy	to	delivery...

                                                +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                                              Our	proposal

Our proposal...

•	 We	will	work	to	increase	membership	   •	 We	will	work	within	your	budgets.
    and sales.
                                          •	 We	will	review	effectiveness.
•	 We	will	listen	locally	to	staff	and	
	   members	to	constantly	help	improve	   •		 We	will	use	your	data	to	deliver	ROI.
	   the	brand.
                                          •	 We	will	build	brand	awareness.
•	 We	will	deliver	on-time.
•	 We	will	exceed	your	expectations.

•		 We	will	plan	an	annual	strategy.

                                                    +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                                      Our	proposition

Our proposition...

•	 We	have	fitness	market	expertise.        With	our	existing	insight	into	
•	 We	have	a	proven	record	of	multi-site	   your	market,	our	experience	
	   delivery	&	local	installation.          of	delivering	complex,	tailored	
•	 We	deliver	proven	solutions	             solutions	and	our	ability	to	meet	
	   (and	some	innovative	ones	too...).
                                            all	your	needs	in-house,	make	
•	 Developing	the	existing	brand.           our	proposition	unique.

•	 Introduce	new	routes	to	market.

•	 We	want	your	business!

                                                   +44 (0)207 340 8702   +44 (0)1306 712500


•	 Work	on	an	annual	plan	that	we	all	   The	marketing	plan	is	central	
	   agree	in	advance.
                                         to	planning,	executing	
•	 Work	within	an	agreed	budget.         and	delivering	effective,	
•	 Look	to	plan	3-6	month	ahead.         budgeted	and	comprehensive	
•	 Look	to	develop	a	pre	opening	plan	
	   for	new	venues.

•	 Forward	panning	=	discounts.

•	 Look	to	have	regular	reviews.

                                                +44 (0)207 340 8702   +44 (0)1306 712500


•	 Constantly	consider	and	review	
   new ideas.

•	 Look	to	appeal	and	grow	the	
   target audience.

•	 Develop	local	initiatives.

•	 Evolution,	not	revolution.

•	 Include	success	in	future	planning.

•	 Tie-in	with	promotions	and	events.

                                                          Examples	of	some	recent	activity	undertaken	by	FitSpace

                                         +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                                                                                                Return	on	investment

                                                                                     SALES CALCULATOR
                                              CLUB                                                                  MONTH

                                                                                               Cost       Cost £
                                                      ACTIVITY              TARGET   SALES      £       Per Enquiry           MONTH END ANALYSIS
                                     OUTREACH / AWARENESS                                                                               Enquiry Source Analysis

                                        Total Enquiries                        0      0.0      £0.00      #DIV/0!           AA Sign                                  0
                                                                                                                            BillBoard                                0
                                     PROMOTIONAL STANDS                                                                     Bus Advert                               0
                                                                                                                            Competition                              0
                                        Total New Leads                        0      0.0      £0.00      #DIV/0!           Corporate Outreach                       0
                                                                                                                            Comit to Get Fit                         0
                                     LEAD BOXES                                                                             Data Import                              0

                                                                                                                            Door Drop                                0
                                        Total New Leads                        0      0.0      £0.00      #DIV/0!           Drive By                                 0
                                                                                                                            Editorial                                0
                                     NON JOINERS                                                                            Function Guest                           0
                                                                                                                            Guest of a Member                        0
                                        Total Calls                            0      0.0      £0.00      #DIV/0!           Leaflet                                  0
                                                                                                                            Lead Box                                 0
                                     REFERRALS                                                                              Magazine Advert                          0
                                                                                                                            Mailshot                                 0
                                        Total Point of Sale                    0      0.0      £0.00      #DIV/0!           Miscellaneous                            0
                                        Total Exisitng                         0      0.0      £0.00      #DIV/0!           Newspaper Advert                         0
                                                                                                                            Newspaper Insert                         0

•	 We	will	regularly	analyse	data.
                                     EXISTING CORPORATES                                                                    NGC Transfer                             0
                                                                                                                            NGC Website                              0
                                        Total New Leads                        0      0.0      £0.00      #DIV/0!           Other                                    0
                                                                                                                            Radio Advert                             0
                                     NEW CORPORATES                                                                         Referral                                 0
                                                                                                                            Thomson Directory                        0
                                        Total Leads                            0      0.0      £0.00      #DIV/0!           TV Advert                                0
                                                                                                                            Website (Other)                          0
                                     CROSS MARKETING                                                                        Word of Mouth                            0
                                                                                                                            Yellow Pages                             0
                                        Total Enquiries                        0      0.0      £0.00      #DIV/0!           Total                                    0

•	 We	will	ensure	effectiveness.     MEDIA

                                        Total Enquiries                        0      0.0      £0.00      #DIV/0!
                                                                                                                                    End of Month Prospect Analysis

                                                                                                                            Hot Prospects                            0
                                                                                                                            Warm Prospects                           0
                                        TOTAL ENQUIRIES                        0                 TOTAL SPEND                Prospects                                0
                                                                                                    £0.00                   Leads                                    0
                                        TOTAL SALES                                    0           BUDGET                   Total                                    0

•	 We	will	track	promo	codes	
                                     WALK INS                                  0       0            £0.00

                                     GUESTS                                    0      0.0

                                     TOTALS                                    0      0      SALES TARGET                     0

  and awareness.                                          LAST MONTHS SALES RATIOS
                                                                                             VARIANCE                         0

                                                                                                                             MONTH END FIGURES
                                        Incoming Call - Appointment                   0.0%
                                                                                                                            ACTUAL SALES                             0
                                        New Outgoing Call - Appointment               0.0%
                                                                                                                            SALES TARGET                             0

•	 Regularly	get	member	feedback.
                                        Appointment Show                              0.0%
                                                                                                                            VARIANCE                                 0
                                        Expected Presentation - Sale                  0.0%

                                        Walk-In Presentation - Sale                   0.0%

•	 Look	to	build	memberships	to	
  suggested targets.
                                        Ensuring	your	feedback	is	
                                        effective	is	the	only	way	to	know	
                                        if a campaign is working and
                                        worth	investing	in	for	the	future...

                                                                       +44 (0)207 340 8702                  +44 (0)1306 712500                          

Suggestions. Online...

•	 Look	to	work	with	your	web	designers	to	
	   integrate	campaigns	both	on	and	offline.

•	 Work	together	to	suggest	ways	of	raising	
	   the	online	visibility.

•	 Develop	local	initiatives	where	national	
	   advertising	is	neither	appropriate	of	

•	 Design	and	send	quarterly	e-newsletters.

•	 Offering	an	online	ordering	system;	
    where staff, depending upon their status
	   are	allowed	to	order	(and	pay)	for	
	   materials	directly.

                                               +44 (0)207 340 8702   +44 (0)1306 712500

                                                                               Suggestions. Incentives...

                                                                               •	 New	members	have	a	cost.

                                                                               •	 Target	leaving/lapsed	members.

                                                                               •	 Look	to	develop	a	incentive	
                                                                               	   retention	programme	(see	opposite),	
                                                                               	   offers	can	include	hoildays,	books,	
                          aN I ta l Ia N                                       	   days	out	etc.
              loVE aFFaIr
                                                                               •	 Propose	added	value	propositions.
                                                                                                                          Use	your	core	members	as	
                              l oya
                                    lty c

                                                                               •	 Suggest	a	loyalty	programme.            ambassadors,	encourage	them	
             awa r d e d ‘b e s t c o f f e e q u a l i t y’
                     8 years running*                                          •	 Target	3-6	month	lapse	period.
                                                                                                                          to	tell	their	friends,	incentives	
                         h av e

                                                                                                                          will	become	self-financing...
                    *allegra Strategies’ independent surveys
                                            10 h
                      of more a b s 20,000 UK tconsumersf e
                               than o l u            cof
                   Head off                t e ly            e
                            ice: 3 Ne              free
                 al Street, London
                                    m Telep            ,
                                              hone: 02 WC2H 9P U

                                                                               •	 Introduce	fitness	reviews.	
                                NoT f                 0 7520
                                        or reS               5150
LoyaltyCardAW.indd 2                                      01/02/2010 17:19

                dd 1
       Caffè	nero	Loyalty	Card
                                                                    10 17:19

                                                                                                                                 +44 (0)207 340 8702   +44 (0)1306 712500


         •	 Creation	or	purchase	of	an	App              •	 Look	to	use	one	of	your	sites	as	a	
         	   for	mobile	(possibly	a	sponsored	              sample site:
         	   game	or	fitness	programme?).
                                                        	   •	 Local	targeting	of	relevant	shops	-
         •	 Online	member-only	rewards	                 	   	   health	food,	bike,	sports	etc...	Possibly	
             programme.                                 	   	   with	an	option	of	branded	water	or	free	
                                                        	   	   fruit	with	a	tag/label	attached	offering	
         •	 Tailored	toolkits	for	specific	markets              free trial.
         	   Libraries,	Surgeries,	community	
             centres, etc...                            	   •	 Local	advertising/advertorial/newspaper	
         •	 Lapsed	member	database	-	look	
             to add a retention management              	   •	 Clothing,	badges,	music	CDs	all	branded	
         	   system	on.                                 	   	   and	available	as	giveaways	or	to	
         •	 Proximity	marketing	-	either	by	way	of	a	
iphone   	   roadshow	or	within	the	clubs.

                                                                    +44 (0)207 340 8702   +44 (0)1306 712500

                 Branded	CD	collections

Suggestions...                                                                       Branded	MP3	players

                                          +44 (0)207 340 8702   +44 (0)1306 712500

                                                                         Branded	merchandise


                 +44 (0)207 340 8702   +44 (0)1306 712500

Suggestions...                    Incentives	website	-	for	staff	and	customers

                 +44 (0)207 340 8702   +44 (0)1306 712500

                 Suggestions. (Roadshow)...

                 •	 Face-to-face	promotion.

                 •	 Reaches	the	local	community	
                 	   (or	specific	audiences	ie.	Students	
                 	   on	Campus).

                 •	 Helps	raise	awareness.

                 •	 Direct	member	drive.


                                                            +44 (0)207 340 8702   +44 (0)1306 712500
And	finally...
                                                                                                                Experience	the	product

Experience the product...

•	 Quarterly	visits	to	the	sites	and	             To	effectively	advise	you,	
    surrounding areas.
                                                  we	need	to	experience	your	
•	 Able	to	offer	onsite	training/workshops,       product, talk to staff, listen
    either for staff or managers.
                                                  to	members,	look	to	local	
•	 Supply	with	every	promotion	a	
                                                  opportunities	and	be	aware	
	   ‘how	to	use’	document,	detailing	the	
    promotion, together with suggestions          of local issues...
	   on	how	to	use	the	materials	effectively.

•	 Build	relationships	with	staff	to	
	   improve	local	knowledge.

•	 Look	to	develop	local	opportunities/
	   partnerships,	(this	could	involve	the	
	   opportunity	of	partnering	a	local	charity).

                                                         +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                                          Why	choose	us

Why choose us...

•	 We	are	an	established	provider	to	          We	are	skilled	in	all	the	key	
	   the	leisure,	health	and	fitness	sectors.
                                               services,	providing	them	
•	 Our	client	list	includes	Swimming           in-house	to	a	selection	of	
	   Nature,	Nuffield	Health	&	Wellbeing,	
	   Swimathon	and	Caffè	Nero.                  multi-sited	clients	throughout	
                                               the UK...
•	 We	offer	all	the	services	you	need	
	   in-house	from	strategy	to	delivery...

                                                      +44 (0)207 340 8702   +44 (0)1306 712500
Key	Personnel	
Allen Betchley:	Managing	&	Creative	Director                           Jarrod Lupson: Consultant
Role:	Overall	responsibility	for	graphic	and	creative	output.          Role:	Provide	working	knowledge	of	the	health	and	fitness	industry.	
Skills and Experience:	Allen	is	a	founder	member	of	                   Skills and Experience: Jarrod is the founder and owner of Coconut,
Progression.	Since	its	inception	in	1996,	Allen	has	been	directly	     who	provide	commercial	solutions	to	the	health,	fitness	and	leisure	
involved	in	every	aspect	of	the	business.	Clients	include	Caffè	       industry.	Previously	he	has	worked	for	Next	Generation	Clubs,	Leisure	
Nero	(handling	all	promotional	and	general	graphics	for	the	           Connection	and	Nuffield	Health	and	Wellbeing.	He	is	a	Fellow	if	the	
350+	stores	in	the	UK),	Swimathon	(design,	print	and	fulfilment	       Institute	of	Sales	and	Marketing	Management	and	previous	winner	of	
for	the	largest	nationwide	charity	swimming	event)	and	Nike	           the	prestigious	ISPAL	Manager	of	the	Year	award.		
(responsible	for	branding	materials	for	Nike	Joga	3).
Allen	will	take	overall	responsibility	for	design	and	artwork.

Gary Edwards: Chairman
Role:	Overall	financial	and	operational	responsibility.
Skills and Experience:	Gary	is	a	founder	member	of	
Progression.	Since	its	inception	in	1996,	Gary	has	overseen	the	
growth	of	Progression,	including	the	incorporation	2	years	ago	of	
Progression	Print	to	allow	the	company	to	control	the	complete	
design,	marketing,	display	and	print	cycle	in-house,	a	unique	
proposition	that	allows	Progression	to	offer	exceptional	levels	of	
quality	and	service.
Gary	will	take	overall	responsibility	for	estimating	and	fulfilment.
Case	Studies
                                                                                                                       Case		study

Case Study: Caffè Nero

•	 Leading	retail	chain.

•	 ‘Integrated’	solution.

•	 Design,	print	and	fulfilment.

•	 Banners,	promos,	print	and	advertising.

•	 Distribution	to	430+	stores	in	the	UK.

                                             +44 (0)207 340 8702   +44 (0)1306 712500
                                                                                                                                                                                                                                                                                    Case		study

Case Study: Swimathon                                                                                                                                                                                    TM

                                                                                                    16 - 18 APRIL 2010
•	 Largest	swim	event	in	the	world.

•	 Working	in	partnership.

                                                                                                                                                                                                                                                                16 - 18 APRIL 2010

                                                                                                                                                                                                                                                                Everyone in the pool
•	 Design,	print	and	fulfilment.                                                                                                                                                                                                                           for the world’s biggest swim

                                                  Everyone in the pool                                                                                                                                                                                                   Enter at
                                             for the world’s biggest swim                                                                                                                                                                                        Let’s all swim together for

•	 Banners,	promos,	print	and	advertising.
                                                                               Let’s all swim together for

•	 Distribution	to	500+	pools	in	the	UK	
	   (over	1m	pieces	of	collateral).
                                                                                             Marie Curie Cancer Care Charity reg no. 207994 (England & Wales), SCO38731 (Scotland)

                                             Take part at a pool near you. Enter at
                                                     or call                                                          0845 36 700 36                                        Charity reg no. 1060679

                                             70% of funds raised by participants in the 2010 national swimathon will be used by marie curie cancer care and the remaining 30% will be used by the swimathon foundation

                                                                                                                                                                                                                                                                16 - 18 APRIL 2010

                                                                  Everyone in the pool for the world’s biggest swim
                                                                                                                                                                                                                                                                                        Let’s all swim together for

                                                                         Charity reg no. 1060679
                                                                                                                                                    Enter at                                                                                                  Marie Curie Cancer Care Charity reg no. 207994 (England & Wales), SCO38731 (Scotland)

                                                                                      +44 (0)207 340 8702                                                               +44 (0)1306 712500                                         
                                                                                                                                                                                                                                                                   Case		study

                                                 Case Study: FitSpace                                                                       GYMONM£



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                                                 The first ‘budget’ gym chain, FitSpace offer                                                 GYM MEMBERSHIP

                                                                                                                                                                10                                                                                            10

                                                 well equipped fitness gyms across the UK.                                                     ONLY
                                                                                                                                                    £                                                                                               ONLY
                                                 Background                                                                                GYM M          www.f
                                                                                                                                                                                                 pr                k
                              New solutions,

                 including mirror clings were                                                                                                 ONLY MONTH*
              used to promote key messaging      Following a successful launch in the UK,                                                         £                                                                                                               MONTH*
                      throughout all the clubs
                                                 FitSpace needed new impetus as their sales

                                                                                                     ha in
                                                                                                     ur F

                                                                                                         L ing
                                                                                                              Pr F
                                                 had stagnated. Progression were able to

                                                                                                                ch E !
                                                                                                                                                                MONT                small price...BIG results

                                                                                                                  ic EE
                                                                                                                                                 JOIN B
                                                                                                                                                 AND GE ORE 31st
                                                 provide an integrated solution including                                                               T YOU      JAN
                                                                                                                                                              R FIRS UARY
                                                                                                                                                 FREE!              T MON

                                                 strategy, media advice and buying, design,
                                                 print and production from in-house services.                                                                             small pr
                                                                                                 A simple USP for marketing material                                      www.f ice...BIG result
                                                                                                                                                                                 itspac          s
                                                                                                 which is developed month on month to keep the material fresh
                                                 Progression was bought on board just a
                                                 few weeks prior to the critical January sales
                                                 period. We were able to breath new life                                                                                                       POS and club marketing materials
                                                                                                                                                                                             carried consistent messages and are
                                                 into the design of all marketing materials,                                                                                           replace monthly to keep member interest

                                                 implement an outdoor media strategy and
                                                 promote specific clubs to local audiences                                                 A range of outdoor media is bought
                                                                                                                                           strategically to promote clubs locally
                                                 with local campaigns. The result was an                                                   along with outreach and solus drops

                                                 immediate 7% lift in new memberships and                                                                                                                                                                           small price...BIG results

                                                 continued growth to date.
                                                                                                                                                                                                                                                                   *TERMS & CONDITIONS APPLY. SEE WEBSITE FOR DETAILS

                                                                                                                                                                +44 (0)207 340 8702               +44 (0)1306 712500     
                                 Contact us

Concept	House                 3rd	Floor
The	Street,	Capel             111	Buckingham	Palace	Road
Surrey		RH5	5EN               Victoria,	London		SW1W	0SR
Tel: 01306 712500             Tel: 0207 340 8702
Fax:	 01306	712502                                                                                                     

A	Division	of	Progression	Design	&	Print	Consultants	Ltd.	Registered	Address:	1	High	Street,	Guildford,	Surrey		GU2	5HP.	Registered	in	England	and	Wales	No.	3295817

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