Membership Business Development Plan 2015/2016

Transcription

1 Contents 1. Management Summary 2. Current Situation 3. SWOT analysis - 4. Business Development Plan: Aims and Action Plan 5. Business Development Plan: Expenditure Marketing Plan Page 1

2 1) Management Summary Purbeck District Council s corporate strategy contains 5 corporate priorities, priority 4 is Enhancing local communities and involvement and to address this corporate priority the Council is committed to increasing the number of adults participating in sport and active recreation by 5%, and to encourage youth involvement in sport and culture. Purbeck Sports Centre Mission statement is to provide a wide range of safe and affordable sport, recreation and leisure opportunities for all sections of the local community, in recognition of the health and social benefits of an active life, demonstrating that value for money (Economy, Efficiency and Effectiveness) is embedded as part of our culture. The identifies marketing and business development strategies based on the direct recommendations in the Report. This plan further draws from the data and research conducted in the Report to detail proposed campaigns and strategies for the retention of existing customers and recruitment of new members in 2015/ ) Current Situation branding and marketing The corporate branding of the Sports Centre was starting to look dated and promotional material (posters, leaflets, display boards etc.) and advertising was at times inconsistent. This resulted in a weakened identity and diluted the customer messages from the Sports Centre. It was identified that the corporate branding, primarily the logo design, required a re-design to ensure that we had a strong, consistent image to be used in all the internal and external promotional material. This would enable us to implement the start of a mini re-launch of the Centre over 2014/2015, in preparation of targeted market segment campaigns in 2015/2016. Whilst it is not financially feasible to change all the signage around the Centre, it is highly recommended that the uniform at the Sports Centre is replaced in 2015/2016 and that it reflects the new corporate branding. It s also a recommendation to have the gym team in full uniform to ensure consistency in appearance, enhancing customer service. Marketing Plan Page 2

3 Note: Due to financial considerations, it was not viable to do a large scale rebranding exercise. However, this will have to be considered in the next few years and budget will be needed to facilitate rebranding. Marketing and business developments in 2014/2015: - The branding of the Centre has been reviewed and redesigned. As a result, the logo is brighter and fresher but is also a flat design, to ensure ease when loading website etc. on smartphones and tablets. - Internal branding updated on all the promotional boards around the Centre - Leaflets consolidated and updated with new branding and clearer messages - External advertising, editorial and PR have all adapted the branding and clearer message to engage to relevant markets. - Website branding style on the DCC website - Facebook branding updated and actively promoted to engage with new customers In addition to the general marketing and branding of the Sports Centre, we have started to target specific areas, e.g Gold Card, to lay the foundation for 2015/2016 campaigns and business development initiatives. - Gold Welcome Pack for all new members (which includes vouchers to make the new member feel welcome) - Competitive personal training packages and free sessions offered to existing members, as part of the start of retention strategy. - Special annual membership offer to entice members to commit to a full year upfront and they in turn receive free month and personal training sessions. - Special incentives to become a member at particular events and save on gym induction fee. - Gym team actively booking in programme reviews with customers improved customer service and part of the retention strategy - Booking in tours with new customers and talking through the benefits of membership - Increased advertising and promoting of the membership in external local papers and About Purbeck Marketing Plan Page 3

4 3) SWOT Analysis STRENGTHS Gym cover 7 days a week Qualified and trained gym team Good range of cardio equipment Good range of free weights Varied exercise programme Personal training packages Creche Wellness system and database ALL STARS Sports Bar & Café No contract tie in Programme reviews Staff tours and sales Swimming pool 25 metres Swim School Good customer service across the Centre Continual programme of return and modernisation Excellent range of facilities for all areas - courts, astro, playzone, squash, table tennis etc. Children s holiday activities and clubs OPPORTUNITIES Flexible membership options Improved branding Target 45yr+ market Exercise referral scheme Duty manager & BDO development programme Updated website Further development of social media for the Centre - facebook & twitter & blog Online booking via website Sport England market segmentation New housing developments Development of mobile booking app. WEAKNESSES Male gym team (women sometimes feel more comfortable with a female trainer) Gym team not in full PSC uniform and uniform looks dated on all staff. Gym customer service & interaction Weight area is very male orientated No functional training/stretch area No alternative membership schemes or flexible pricing, e.g: - Family membership - Off peak membership - Student membership Limited daytime swimming and exercise classes (due to school usage) Staff shortages skeleton staffing levels Can be slow in jumping on national trends e.g kettlebells Internal staff communications & knowledge Restrictions within local authority culture lack of autonomy (slow decision process in a commercial environment) Public perception of local authority sports centre Website restricted by DCC framework not a customer friendly site for us/commercially poor No online booking facilities THREATS Other local facilities Joes gym/bay View Caravan Park, Springfield, Fitness First, Puregym Inflexible membership and pricing - other gyms offer more options to suit different National sporting trends cycling, running, coasteering, hiking (all activities that take them away from gym etc.) Lack of daytime usage due to school re-structure Weather Pressure on sports centre budget redundancies etc. Lack of public transport Marketing Plan Page 4

5 4) Business Development Plan - Aims & Action Plan Aim To create and implement business development and marketing strategies for 2015/2016 to actively engage a target increase of 50 new members per month and to retain existing members at Purbeck Sports Centre. New Customers Campaign and Marketing Strategies Create strong membership products, as per the recommendation in the Report and target them at the relevant market segments. Focus on the largest demographic, retired & ageing population, and target marketing at this group Information out to local groups Enhance/rebrand the Fab 50 s, programme new classes & gym work Work with ALLSTARS to develop coffee mornings or offers to entice groups/friends to meet Outreach work at local events Support and work with the Level 4 instructor to develop the high risk referral programme (in conjunction with the existing referral scheme). Develop products and supporting information to left with suitable local health practitioners & Sports Centre Physio Posters/Adverts in local NHS, GP Surgeries Outreach work at local groups e.g MS, Parkinsons, Cancer, Stroke and Cardiac rehab etc. Retention of Existing Customers Develop fitness/well being initiatives to engage with existing members during the year and start to create a membership community at the Centre. Jan March week fitness challenge for male/female members. Nutritional advice and fitness programme to help encourage members to channel the new year fitness resolutions. Prize could be PT sessions/free month May June 2015 Summer bikini/speedo get ready for the beach Active autumn Combat the Christmas excess challenge Create training programmes for local and national sporting events Running programmes 5k, 10k, ½ marathon and Marathon. Advise what complimentary training would help with running etc. Cycling programmes - combine spinning/watt bikes etc to build strength and endurance Swimming programmes tri Purbeck Tough mudder training programmes Marketing Plan Page 5

6 Further develop the low to medium risk exercise referral scheme. Physio - price reduction for Members Target new build developments Create a welcome pack for new build properties and offer incentives to entice new members to join For example, offer free month membership Summer membership offer The leisure industry typically experiences cancellations/lower membership take ups in the Summer months. Special offer in June to entice new members - 99 for 4 months - Promote locally through traditional marketing outlets and social websites Gym Buddy scheme Explore the opportunity to create a gym buddy scheme at the Centre not just limited to the gym but other sports squash, badminton etc Refer a friend incentive scheme Set up an incentive scheme for existing members to refer a friend - get a friend to sign for Gold Card and get 1 month free/3 PT sessions etc. (or some other incentive as agreed by the team) Annual offer Offer an annual membership as standard. Upfront payment of the membership entitles member to 11 months for the price of 12 and 12 free PT sessions. - Promote this a standard throughout the entire year, as part of the general marketing. This locks the customer in for 12 months, securing the revenue for the Sports Centre - Target the offer at the wealthier, retired demographic market Parents with children under 5 yrs campaign - Target families through local Surestart Centres, Pre-schools and Toddler Groups Gold Card Loyalty programme Create a loyalty programme for members and take them on a journey over their membership with the Sports Centre. Offer incentives to stay with us as Gold Card Members. For example: - 3 months = 1 x free Personal Training - 6 months = 1 free family swim - 9 months = 1 x free court booking - 1 year = Happy anniversary/birthday of joining as a member free cake and hot drink in ALLSTARS. - Price for Life offer Development of mini-workouts/ classes in the gym/express workouts - Small mini-classes to run weekly in the gym Marketing Plan Page 6

7 - Promote playzone, crèche, daytime classes, swim school, baby swimming sessions, toddler sessions - Promote in external publications, e.g Primary times - Contact local Army camps JOINT STRATEGY - NEW CUSTOMERS & RETENTION Functional Training Area - E.g 15 minute workouts to engage with customers on the gym floor. A functional training area is now considered an essential in gyms/leisure centres. This would suit all fitness levels, for use by women (weight areas are often perceived to be male orientated), for use in the exercise referral programme and much more. This is seen as a joint business development strategy, as it would entice new customers but also help the Centre to retain its existing customer base. This forms part of a general membership marketing plan JOINT STRATEGY - NEW CUSTOMERS & RETENTION Website & Online booking Develop the website and offer the online booking facilities. This will engage with both new and existing customers Offer ability to book online, anytime of the day Import videos of the Centre and image carousels for the different areas Vibrant images and commercial text on the site 5. Business Development Plan: Expenditure Most of the actions detailed in the will be implemented within existing budget and staffing provisions. The estimate cost for the creation of a functional training area is 10,500. This would cover the cost of the building alterations and equipment required. This cost could be met from the 2015/2016 repair and maintenance budget. Marketing Plan Page 7

8 An upgrade to the exiting booking system, or replacement booking system, will be required to provide for online booking facilities. The Councils unapproved capital programme includes a provision of 10,000 for an upgrade to the existing system. If a replacement system is considered to be more appropriate this may cost more than 10,000. Marketing Plan Page 8