Page 32 - covid19comms

Group
Active Ageing
Group Fitness Female
Male Gym Goers
Description
· Senior Market, over 60yrs old, take part in regular exercise
· Females, aged 25-55yrs, enjoy group exercise, regular attendees
· Males, 25-55yrs, focused more on weights, body shaping, some cardio
What was their concerns since coronavirus/ lockdown/ closures
· Senior Market, over 60yrs old, take part in regular exercise
· Not had access to classes, tried home workouts, found fitness Apps
· Missed the gym, not had home workouts, found fitness Apps
Specific messaging
· Comeback for your health
· Comeback to your favourite
instructor
· Comeback to your happy place
Specific messaging
· Comeback to your friends
· Comeback with Energy
· Comeback fitter and stronger
Specific messaging
· Comeback to your friends
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Make The Comeback
Target Groups
As with any campaign, it is important to get the right message to the right audience. The table below shows examples of the concerns facing each of the different target groups and the specific messaging that we have used to target these groups. (Information provided by research conducted by CIMSPA)
KA Leisure COVID-19 Communication Framework