Creating A New Program: Active Ageing In Queensland

After reading the case and thinking back to the 'Marketing Myopia' article by Levitt last week, do you think this case study suggests another possible industry that sport could position itself within?

The 1999 case study titled 'Creating a New Program: Active Ageing in Queensland' reaffirms the main contention established in Levitt's article, 'Marketing Myopia'. The sport industry must expand and broaden its definition in order to capitalise on a greater offering of growth opportunities. If not, the sport industry will not be able to take advantage of such moments. In this case study, the authors discussed the importance of developing strategies to ensure mature aged Queenslanders put into practice and maintain an active lifestyle. With this in mind, activities involving sport should align itself with fitness and recreation to become an all-encompassing 'sport, fitness and recreation industry'. In doing so, the opportunities that arise from health and fitness; leisure activities, community recreation; and sporting activities can be sufficiently accommodated for.

The case gives us a general situation analysis, what are your first impressions of who the target markets might be? Why?

The case study targets three main groups of people. Firstly, the mature aged Queenslanders who are already physically active form one segment of the target market. This is so, as the article reveals that some older persons, particularly retirees, take part in structured physical activity "but their participation typically declined over time". Therefore It is important to retain current mature aged individuals who engage in sport and exercise activities. Secondly, the article targets mature aged Queenslanders who do not currently maintain an active lifestyle. This specific group of people are generally not engaging in physical activities as their needs and wants have not been adequately met in existing programs. Lastly, staff and service providers who offer recreational services but do not have programs that meet the needs of mature aged Queenslanders are targeted.  

We have already been given some objectives, what are your first impressions of the strategies that can be used to meet these objectives?

The article proffers three main objectives to promote 'active ageing': 1) To increase the proportion of physically active mature aged Queenslanders; 2) To improve the existing recreation services and opportunities for active mature aged Queenslanders; and 3) To advocate that all Queenslanders maintain an active lifestyle throughout their lives.

There are different strategies that can be implemented to achieve such objectives. For example, advertising material in the form of promotional brochures and television advertisements could contain images of mature aged individuals rather than images of highly visible exercise spaces. This will help reduce the feeling of self-conciousness for "older persons who were frequently uncomfortable about public display of their bodies." Additionally, a notable and fit mature aged Australian (such as Dawn Fraser) could promote the need for physical activity. By having a recognisable person who advocates an active lifestyle, mature aged Queenslanders can better identify with the importance of maintaining a level of health and fitness. 

Another marketing avenue could be found by visiting retirement villages as well as providing promotional material in local hospitals and medical clinics. This will aid in creating a "formal linkage with doctors or physiotherapists who might refer holder patients to exercise programs." 

Furthermore, it is necessary for staff intending to provide services for mature aged individuals to have the appropriate training and skills. Therefore, strategies need to be administered in order to incentivise why service providers should accommodate "exercise preferences and attitudes of older persons". As mature aged Australians "generally prefer to exercise in groups" and "participate with close friends", programs will also need to be designed to target these wants. It is recommended that such programs be run where "most fitness centres have substantial spare capacity during normal work hours". As a result, fitness centres will capitalise on this growth opportunity as value can be found by running programs for mature aged persons during these time periods. 

Importantly, the price of such programs aimed at older persons will need to reflect value for money. Therefore special concessions should be factored into pricing these services. For example, different groups of mature aged Australians (such as pension and DVA card holders) could pay a reduce fee for participating in fitness programs.

Renowned geriatrician, Professor Maria Fiatarone Singh, advocates for a truly interdisciplinary approach to creating programs for mature aged individuals: "I think that the optimal-care model for an older adult really has to be a complete integration of their medical needs, their physical needs, their exercise and nutritional needs, and their psychological and social needs. The only way we can deliver on this is with a truly multi-disciplinary kind of care." However, this can only be made possible once the appropriate amount of resources are allocated to establishing and marketing specific programs for mature aged Queenslanders.