Orem Fitness Center Reboot word doc · The Orem Fitness Center is funded by the city and...

Orem Fitness Center Reboot December 16, 2014

Preston Brown Mindy Burton Allison Hadley

Simon Liu Joe Moxon

Orem%Fitness%Center%Reboot% 2%

Executive Summary

Problem and Purpose Current and past members of the Orem Fitness Center are failing to renew their

memberships, causing the center to see a steady decline in members and revenue over the last few years. The purpose of this report is to analyze the problem at hand, and to provide constructive recommendations to decrease the number of people failing to renew their membership and increase engagement with past and current members.

Conclusions Analysis of Orem Fitness Center’s publics and the issue at hand has led us to the following conclusions:

1. From our research, we were unable to directly correlate declining membership with the opening of the Provo Recreation Center. All we can safely say is that membership has steadily declined over the last five years, before the Provo’s new center was built.

2. We feel the best way to counteract this is to create two-way dialogue with our current and past members.

Recommendations

After researching the issue thoroughly surrounding the Orem Fitness Center and the declining membership, we’ve decided on five recommendations to help encourage renewal of passes and to raise public awareness of all that the center has to offer.

1. Engage current members by having two-way interactions through phone calls, emails, Facebook and in-person at the center.

2. Retain membership of current members by reminding them to renew their membership through personal contact, emails and social media.

3. Create a fun and engaging environment through interactions at the fitness center, email and Facebook.

4. Engage with previous members by having two-way interactions through phone calls, emails and posted mailers.

5. Utilize interns from recreation management programs at BYU and UVU to accomplish tasks for the campaign.

Budget

The total cost of our suggested campaign is $25,830. However, with key donations we feel confident can be obtained from local businesses, this campaign could only cost the Fitness Center $4,930. We offer this campaign and budget as a possible solution to the membership problems the Fitness Center are facing.


Background

External Environment

Fitness clubs have been on a steady rise in the United States and more than 50

million Americans have memberships. There has been high demand for more niche-

centered fitness clubs in recent years, but many people feel intimidated and out of place

in those types of establishments (Ablondi, 2014). Fitness clubs like the Orem Fitness

Center are geared more toward a community and are popular with families and senior

citizens. Unfortunately, many families and senior citizens were hit hard with the

economic downturn a few years ago and have steadily stopped buying/renewing their

passes to the center. Combined with the development of the new Provo Recreation

Center, and the resultant loss of Provo residents to their own center, membership has

been on the decline (Hollingshead, 2014).

The Orem Fitness Center is funded by the city and improvements usually come

about through the CARE tax (Pugmire, 2013). Also the median income for Orem

households is $5,000 less than the Utah state average (“Orem, Utah”, 2013). This results

in limited resources for the center. The time of year the campaign hopes to launch is

when the majority of Americans look to join or renew their gym/fitness club

memberships. The Utah County obesity rate is 24.5 percent and only about 49 percent of

Americans exercise regularly (“Percentage of Americans who Exercise Regularly”,

2014).

Industry

The fitness industry has almost constantly grown in the past several decades. In

2011, the industry earned over $20 billion in revenue, an increase from 2010 by 5 percent

(Britt, 2014). The industry is expected to continue to grow for the next five years, driven

largely by the growing elderly population becoming increasingly active (IBISWorld,

2014).

Revenue is generated primarily by memberships, which are typically sold on a per

year basis. Growing membership allows centers to invest in new equipment and

programs, and to hire more trainers. Common elements of a fitness center include a


weight room, cardiovascular equipment, sport-specific courts and fields, and swimming

pools.

The fitness industry is fiercely competitive, due to the homogeneous nature of the

service and low regulation. Gyms and clubs compete for high memberships through

price, customer service, branding and types of services offered (IBISWorld, 2014). Poor

economic conditions have also caused a growing preference for easily accessible, smaller

gyms over all-inclusive clubs (IBISWorld, 2014).

The local fitness industry has a combination of small, boutique gyms, such as the

CrossFit gyms, and larger, all-inclusive centers, such as 24-Hour Fitness and the

rebranded VASA Fitness. Pricing ranges from $10 to $100 per month, depending on

length of membership and variety of services offered.

Client

The Orem fitness center has been around for more than 30 years. The fitness

center managed by the City of Orem’s Recreational Department, whose mission

statement is to promote healthy, active lifestyles by providing recreational opportunities.

Their vision is focused on providing recreational opportunities to meet the needs of the

ever-changing community. The first value they list in a number of values is their belief in

serving their patrons and community. Their other values center around the community as

well; making a difference in people’s lives; promoting teamwork; exemplifying

friendliness, honesty, integrity, credibility and trust.

In 2012 the City of Orem Recreation Department created and released a ‘Strategic

Plan’, this is accessible to the public from their website. It includes their values, mission

statement as well as stating issues and sharing their plan of actions. Some of the issues

regarding the fitness center specifically were; to help senior citizens become aware of

services offered; pay increases for flexible recreation department staff; aging fitness

center in need of repairs and capital improvements; fitness center indoor pool design

upgrades, increasing requests for classes and programs; fitness center needs to reach

critical teenage demographic (Recreation Department, 2012).


Strengths

The fitness center has a pretty good location. Their facility is easily accessible,

located right off the Orem Center Street exit, behind Mountain View High School. There

is ample parking for patrons.

The facility is quite large and includes the following standard amenities; cardio

equipment, a competition swimming pool, a leisure pool and water slide, indoor track,

weight room, basketball courts, a racquetball courts, aerobics/dance studio. One of the

amenities that might make them stand out is the shooting range. They also have a family

change room, which patrons have mentioned as very convenient.

They also have a 50-meter pool, which is the only one in central Utah County.

The size of their pool allows them to run several different programs at the same time, say

high school swim practice with plenty of space for leisure or open lap swimming. In

contrast, patrons who have visited the Provo pool have mentioned space as an issue. One

woman who answered a short questionnaire about rec centers in general mentioned that

the club swim team at the Provo fitness center take up a lot of space during prime time,

and while there are three open lanes, one is purely set aside for handicapped, and it

influenced her decision to continue an annual membership.

Childcare is offered at the fitness center from Monday through Friday from 8:00

a.m. until 12:00 p.m. and then on Monday through Thursday from 5:00 p.m. through 8:00

p.m. Childcare is 2 dollars per child per hour, and the center has toys, play sets, and

computers to help children learn (City of Orem, 2014).

Their prices for membership are competitive, offering different annual rates for

families, individuals, students and seniors, which are covered in the promotions section

of this research.

Weaknesses

The fitness center does have information online, but it is on the large website,

oremrecreation.com. Not all of the links work, and it can be confusing to navigate.

However, at least the information is there and people can find out when classes are held

and rates. There is an Orem Fitness Center Facebook page that gets updated periodically,

but only to announce events or promotions.


Product, Service or Issue

Issue

The issue that exists is that the membership of the Orem Fitness Center has been

in decline the last few years. Provo opened a new fitness center in May 2013 that has

newer equipment and facilities. The Orem Fitness Center has seen a decline in the

aerobics class sizes and attendance as well, but that may be coincidental and not based

upon or connected to the opening of the Provo Rec Center (Hollingshead, 2014). Until

further research on the part of the Orem Fitness Center, the only thing that is certain is

that memberships overall are in decline.

Promotions

Vasa fitness offers a free ‘3-visit’ pass to their facilities and gym memberships

starting out at $9.95 per month, and a free introductory training session. They also offer a

corporate wellness program for participating businesses, offering discounts to employees

of those companies that have signed up for participation in the program (Vasa Fitness,

2014).

24-hour fitness offers a loyalty program in which patrons will receive a reduction

of 5 percent in their monthly dues after one year of participation and payments at the

gym. Prospective gym-users can also receive a free one-day pass that allows access to

any 24-hour fitness center and any classes being offered on the day of the visit (24 Hour

Fitness, 2014).

The Orem Fitness Center has a Family Night. An entire family can use the center

on Mondays from 6-10 P.M. for $15 per family. They also offer a group admission

discount. Parties from 25-74 people will receive a 10 percent discount per person, 75-124

people will receive a 15 percent discount, and over 124 people will receive a 20 percent

discount. The Fitness Center is currently having a holiday pass sale. Through the month

of January, annual memberships will be discounted 20 percent, and semi-annual

memberships will have a discount of 10 percent (City of Orem, 2014).

Mountainstar Timpanogos Regional Hospital sponsored a free day of swimming

at the Scera park pools on August 14, 2014 (Orem Recreation Facebook, 2014).


The center offers punch passes to the Scera park pools, and they were discounted

20 percent in April and 10 percent in May. On the day the indoor pool was opened,

Mountain America Credit Union sponsored a free lunch for the first 1,000 in attendance

(Pugmire, 2014).

Market Share

There is a lot of money in the fitness industry, totaling a revenue for 2014 around

$24.3 billion (Ablondi, 2014). Like stated before, more Americans have been steadily

buying gym memberships. Also, specialty gyms have increased in popularity. The Orem

Fitness Center had an annual revenue of $676,796 in 2013, which was down almost

$30,000 from 2011 (Hollingshead, 2014).

Competition

The Orem fitness center has a unique market: Orem residents who want to stay

healthy and fit, but are not attracted to specialized or social gym chains, where they don’t

feel they fit in. So the Orem Fitness Center’s real competition is not other gyms; it is the

external environment and personal issues—including financial issues, forgetfulness and

other distractions that face past and current members. The following possible competitors

were considered, but deemed rather irrelevant:

1. The Provo Recreation Center: The Provo Recreation Center does not compete

for the same clientele as the Orem Fitness Center, and its new premises,

equipment and resultant growth are not related to Orem’s decrease in members

over the last few years (which began before Provo’s new recreation center was

built). Though both centers’ clientele have similar characteristics, they are

typically citizens of their respective communities. In the rare case that an Orem

resident has become a member of the Provo Recreation Center, they have done so

in spite of much higher non-resident rates for what they deem a good reason and

will not likely be convinced otherwise.

2. Fitness clubs: Clubs like 24-Hour Fitness, VASA Fitness (formerly Gold’s gym)

and specialized gyms for CrossFit, yoga, etc. tend to appeal to different markets

than public fitness centers. In general, body builders, “CrossFitters” and “gym


rats,” have never been the type to be members of public fitness centers as opposed

to their more specialized or social fitness clubs. They have already made the

choice to become members of their gyms instead of the public fitness center, and

would be unlikely to reverse that choice.

Resources

The Orem Fitness Center has many non-financial resources at its disposal.

Community leaders can be very influential to their constituents, and the Fitness Center is

already an organization that those leaders support. If the Fitness Center has any

promotional events, etc., the city has many facilities that could be made available for use:

city parks, the Fitness Center itself, etc. Fitness Center employees, especially

receptionists or clerks, may be able to use quiet hours to aid in outreach efforts. For that

matter, there may be a certain amount of budget that could be allocated to reach previous,

current and potential members.

Some of the greatest resources that the Fitness Center could access are students at

local universities. Both BYU and UVU students studying recreation management,

business, advertising and public relations need internship opportunities that the Fitness

Center could offer. Interns could include on-site personnel, who could be involved in any

number of operations, or even on-campus interns, who would work from their respective

schools under faculty supervision. These interns may not even require wages.


SWOT Analysis

Strengths: • Existing facility • Large membership • Easy access to government land and permits • Large variety of programs and services • Competitive pricing • Existing relationships with community

Weaknesses: • Aging facility and equipment • Declining membership • Limited financial resources • Lack of online presence

Opportunities: • Positive industry outlook • Growing public concern for health and fitness • Aging population • Social media • Upgrading facilities • Recovering global economy • Strong community • Recreation management majors at local

universities need internships

Threats: • New and upgraded gyms and

fitness centers • New fitness trends • Low-cost alternatives • Declining membership • Funds from the city • Low barrier to entry

Public Profiles

Orem Senior Citizen

Senior citizens are Orem residents over the age of 65. They are mostly white,

middle-class and retirees with strong religious values. Many of them feel the need to

exercise in order to be healthier, or are could be instructed by a doctor to incorporate

exercise in their lives. Senior citizens are not typically connected to social media or the

Internet regularly, if at all. They are better reached by telephone, television (not cable),

newspapers, post or in person—probably at their homes.

Current relationship: They are likely to have a good relationship with the

center, as it is large enough with many activities they are able to participate in.

Influentials: Families, particularly their spouses (if married), children, friends,

neighbors and community leaders (whom they elected).

Self Interests: Maintaining a quality lifestyle by incorporating fitness into their

regular activities.


Orem Teenagers

These are young people with ages ranging from 12-18 that live in the city of

Orem. They most likely know about the Orem Fitness Center based on past experiences

with schools, friends or family members who may have memberships to the center.

Current relationship: The Fitness Center currently has a good relationship with

Orem teenagers. Some of the teens participate in activities at the center through

schools or other sponsored activities.

Influentials: Potential influentials include popular teenagers that are active on

social media and in the community.

Self-Interests: This group’s motivating self-interests include going to a place

where their friends are, participating in activities after school and on the

weekends, meeting new friends and playing sports.

Potential Interns

The Fitness Center is very close to both Utah Valley University and Brigham

Young University. The students range from ages 18 to 26. Students spend roughly 3.3

hours on educational activities and 2.5 hours working on an average weekday (Bureau of

Labor Statistics, 2014).

Due to the competitive job market, many university students are looking for work

experience related to their studies. Most students are required to have at least one

internship before graduating. With proper supervision and management, students can gain

real experience while helping the Fitness Center achieve its goals.

Current relationship: They do not necessarily have an opinion on the Orem

Fitness Center specifically. However, many are actively searching for internship

opportunities.

Influentials: Parents, professors, celebrities, peers and education advisers.

Self-Interests: Students are primarily interested in their education, job prospects,

social lives, and hobbies.


Adults 35-55

Adults in this range are likely to be settled in a career path. A good number of

adults in Orem are well educated. The population of residents with a bachelor’s degree or

higher is 38 percent. The estimated median household income in 2012 for Orem was

$52,747 (“Orem, Utah”, 2014). Adults in these ages will be interested in their health.

This is a time period where they move out of their ‘prime’. They may be interested in

maintaining their fitness for healthy reason or, for single adults, maintaining their

physical appearance. While some adults may be drawn to the other local gyms available,

not all will be interested in the culture surrounding those gyms. The fitness center may

offer a nice welcoming environment.

Current relationship: Some may already be current members of the fitness

center, some may visit it periodically, but most likely they know about the center

if they have lived in Orem for more than a year. There is a general positive review

about the fitness center.

Influentials: Adults this age listen to their coworkers, bosses, ward members,

religious figures and community leaders.

Self-Interests: They are interested in making a living and obtaining a good life

for themselves and their dependents.

Local Schools

These are schools with students with ages ranging from 4-18. The schools

participate in activities and use the Orem Fitness Center for various programs such as

after-school programs, youth sports leagues and school-wide activities.

Current relationship: Local schools already have a relationship with the center.

Some nearby schools like Mountain View and other junior high and elementary

schools use the facility for sports programs, after-school activities and parties.

Influentials: Influentials could include administrators, teachers, PTA members

and school board members.

Self-Interests: The self-interests of this group include having a place for

programs that is affordable and keeping parents, students and faculty happy.


Orem Fitness Center Employees

Fitness Center employees range in demographic, but working for the city, they all

don’t make very much. The Fitness Center is low on resources so some may feel they

work too hard for what they earn. Many, if not all, are from Orem and live in the area.

Current relationship: They see all the benefits and drawbacks of the facilities.

Hopefully their relationship runs from ambivalent to really enjoying working

there. They want the center to do well so they can remain working at a steady job.

Influentials: They’ll listen to co-workers, supervisors and their families.

Self-Interests: They want a good, secure job.

Current Members

There is a wide range of demographics in this category, top three being families,

senior citizens and individual members. They’ve decided that the Fitness Center holds

some value for them and have utilized it by purchasing memberships.

Senior citizens are able to take advantage of the large facility. They are able to

access the building easily, and probably enjoy the large pool, hot tub and sauna. They are

going to be living off retirement or social security income, and it is easiest to manage

their money when they have predictable expenses. So they are likely to keep maintaining

an annual or monthly pass.

In a national research study some of the family benefits identified by users were

(in order of importance), personal social, facility/activity, environmental and economic.

Families with smaller children are able to use the fitness center’s day-care services

(Columbia Parks and Recreation). Families with older children are able to take advantage

of the many different activities the center has available. It can be harder and harder to get

kids to be physically active. In research done by Nickelodeon, they estimated that

children spend 35 hours a week watching television. However, in this same research they

found that children wanted to spend more time with parents (Rothman, 2013).

Current relationship: As paying members of the center they have a stake in the

future of the center and will probably be very supportive of campaigns reaching

out and working to improve their experience.


Influentials: Their peers, community leaders, fitness center employees and

family will influence current members.

Self-Interests: These people want to get the most out of the center for the money

they are paying to use its facilities. They may also seek personal, family and

social benefits from using the fitness center.

Previous Members

These are Orem residents of all ages who used to be members of the Orem

Recreation Center, but have not renewed their memberships. There are several reasons

they may have not renewed their memberships: financial strain, relocation, death, a

change in attitude or even just forgetfulness. Their self-interests vary based on

demographic, which are described in more detail above, but what they all have in

common is that at some point the Fitness Center met those needs. Hopefully, they are not

renewing their memberships isn’t indicative of a poor relationship with the Fitness

Center, but it is possible that this may be the case for some.

Current relationship: At one point in time they used the Fitness Center, but for

whatever reason they’ve stopped. They either do not like the center or are

ambivalent to it because its too expensive, an older facility, they simply forgot to

renew or they had an experience of poor customer service.

Influentials: It could be very easy or impossible to change their mind about the

center. Friends/neighbors, co-workers and their families probably will influence

them.

Self-Interests: These could range to simply wanting to fit in at a fitness center or

wanting cheaper fitness opportunities.


Situation Analysis

For the past several years, the Orem Fitness Center has had declining

membership. For one reason or another, Fitness Center patrons are failing to renew their

memberships from year to year. The Fitness Center cannot and does not need to compete

with other fitness organizations, but instead needs to address the issues that are

preventing membership renewal.

There are several obstacles that could hinder the effectiveness of the

communications plan, including limited resources, incomplete data regarding current

members and a lack of public awareness of the facilities.

Core Problem/Opportunity

If the Orem Fitness Center does not address its declining membership, then it will

be unable to fulfill its mission statement “to promote a healthy lifestyle” to Orem

residents and continue to suffer financially.

Goal

In order to “promote a healthy lifestyle” to Orem residents and grow financially,

the Orem Fitness Center must retain and expand its current membership.

Objectives

1. To retain 100 percent of its current membership through 2015.

2. To proactively engage 85 percent of previous members from last year who

haven’t renewed their memberships by May 1, 2015.

3. To increase membership by 20 percent through 2020.

4. To engage with 85 percent of current membership every year beginning in 2015

through 2020.


Key Publics, Messages, Strategies and Tactics

Current Members

There is a wide range of demographics in this category, top three being families,

senior citizens and individual members. They’ve decided that the Fitness Center holds

some value for them and have utilized it by purchasing memberships. As paying

members of the center, they have a stake in the future of the center and will probably be

very supportive of campaigns reaching out and working to improve their experience.

Their peers, community leaders, fitness center employees and families will influence

these people. They will want to get the most out of the center for the money they are

paying to use its facilities.

This public can help fill objectives one, three and four by retaining current members,

interacting with them and potentially opening the door for new membership by word of

mouth.

Primary Message I: “In order for us to decide which improvements can make, we need

an idea of how many members will be using them. Will you renew your membership next

year when the time comes?”

Secondary Messages:

• We want to continue improvements on our facilities, how do you use them?

• What can we do to improve your experience at our center?

• Have you visited our new Facebook page with updated events, classes, prizes and

more?

Strategy: To engage current members by having two-way interactions through phone

calls, emails and Facebook.

Tactics:

• Telephone calls from interns that engage current members in a positive way that

include a “soft-commitment” to renew memberships.

• Online survey link posted on Facebook and sent through email.


Primary Message II: Don’t forget to renew your membership!

Secondary Messages:

• “We already have (15,000) memberships for next year. If we reach (17, 000) then

the Fitness Center will be able to replace its treadmills (or whatever they can

actually do).

• We can take care of that right now over the phone if you’d like.

• (If not), you can also renew your membership on our website or by walking in.

Strategy: To retain membership of current members by reminding them to renew their

membership through personal contact, emails and social media.

Tactics:

• Second phone call to actually renew membership on the spot.

• Employees at front desk letting member know its time to renew.

• Quarterly posted mailers to members, which illustrate the Fitness Center’s latest

upgrades, promotions, etc.

• Quarterly emails to members, which illustrate the Fitness Center’s latest upgrades, promotions, etc.

• Facebook posts illustrating the Fitness Center’s latest upgrades, promotions, giveaways.

• Hand written “Thank You” notes to members when they renew their memberships.

Primary Message III: Stay fit and active all year round. Secondary Messages:

• Working out alone? Bring your friends and family! • Stay on track with your fitness goals by attending our free classes. • Make sure to follow our Facebook page for contests, prizes and health and fitness

tips and tricks. Strategy: To create a fun and engaging environment through interactions at the fitness center, email and Facebook. Tactics:

• Monthly product or service giveaway for member and friend entered: o Front desk o Facebook o Online link through email

• Cardboard cutout of well-known Orem person (like mayor) with motivational phrases and encouragement to bring friends and family when working out.

• Free Friend Friday’s twice a month - Bring a friend to workout for free (classes, gym, etc.)

• Weekly health and fitness tips on Facebook.


• Monthly newsletter sent through email, includes health and fitness tips, upcoming promotions etc.

• Quarterly printed newsletter that is handed out at the fitness center - this is primarily for those who might not use Internet as frequently.

• Wall Posters - Educational and motivational information posted throughout the fitness center, rotates every month or two so members stay engaged in new material.

• Promotional Flyers posted around fitness center. • Word of mouth promotion from front desk employees.

Previous Members

These are Orem residents of all ages who used to be members of the Orem Recreation Center, but have not renewed their memberships. There are several reasons they may have not renewed their memberships: financial strain, relocation, death, a change in attitude or even just forgetfulness. Their self-interests vary based on demographic, which are described in more detail above, but what they all have in common is that at some point the Fitness Center met those needs. Hopefully, they are not renewing their memberships isn’t indicative of a poor relationship with the Fitness Center, but it is possible that this may be the case for some. This public can help achieve objectives two, four and eventually three by starting a positive conversation with lost members and hopefully get them to consider coming back. Primary Message I: We’ve missed you! Secondary Messages:

• You’re welcome to come in any time and enjoy our latest upgrades, promotions, etc.

• Renewing your membership can save you a lot of money as opposed to just buying day passes.

• “We already have (15,000) memberships for next year. If we reach (17, 000) then the Fitness Center will be able to replace its treadmills (or whatever they can actually do).

Strategy: To engage with previous members by having two-way interactions through phone calls, emails, and posted mailers. Tactics:

• Quarterly posted mailers to previous members, which illustrate the Fitness Center’s latest upgrades, promotions, etc.

• Quarterly emails to previous members, which illustrate the Fitness Center’s latest upgrades, promotions, etc.

• Telephone calls from interns that engage previous members in a positive way. • Hand written “Thank You” notes to previous members when they renew their

memberships. Potential Interns

Potential interns will be from BYU and UVU and preferably junior or seniors in their major. Some intervening publics would be the career and internships office at each


school and other job/intern sites. We understand that this campaign will require a lot of man-hours and there are many ways this problem could be addressed. We feel from our research that interns, even though they will take time to hire, train and supervise, will be the best possible solution to help carry out this campaign.

This public can indirectly fulfill objectives two and four by producing the man hours necessary to complete the tactics that will fulfill those objectives. Primary Message I: “You can gain real-world experience and strengthen your resume by working with us.” Secondary Messages:

• We will give you real responsibilities that will impact the organization • You can gain experience in marketing, communication, public relations, and

recreation management Strategy: To encourage college students to seek internships at the Fitness Center through emails and in-person communication Tactics:

• Meet with internship advisers for marketing, communications and recreation management majors at BYU and UVU.

• Speak at the PRSSA chapters of BYU and UVU detailing the work that the Fitness Center does.

• Post internship opportunities on internship and job boards at BYU and UVU


Calendar and Budgeting



Evaluation Objectives

1. To retain 100 percent of its current membership through 2015. Criteria: One hundred percent of current members chose to renew their membership through 2015. Tools: Current data will give the Fitness Center an idea of how many members had passes at the end of 2014 and that will be the membership goal for 2015. At the end of 2015, numbers will be compared to see if 100 percent of memberships were retained. 2. To proactively engage 85 percent of previous members from last year who haven’t renewed their memberships by May 1, 2015. Criteria: The Fitness Center engaged in conversation with 85 percent of previous members from the last year by May 1, 2015. Tools: Current company data will show who has not renewed their memberships in the last year. The Fitness Center will utilize interns (or other solutions) to engage in that conversation through phone calls. The interns or other employees will keep track of who have been contacted and when. This new data compared with the list of who did not renew their membership will be reviewed on May 1, 2015 to see if 85 percent were contacted. 3. To increase membership by 20 percent through 2020. Criteria: Fitness Center memberships rose 20 percent by 2020 Tools: Annual company data will track membership records each year to gauge if membership increased by 20 percent by 2020. 4. To engage with 85 percent of current membership every year beginning in 2015 through 2020. Criteria: The Fitness Center engaged in conversation with 85 percent of current members every year until 2020. Tools: Annual company data will show whom the members of the center are and interns or employees will be in charge of initiating that contact through phone calls and mailers. They will keep lists of who was contacted and when and compare it at the end of every year with the list of current members to estimate if 85 percent was contacted.


Communication Confirmation Table


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Pugmire, G. (2014, July 10). Orem rec center opening new pool area after renovation. Daily Herald. Retrieved December 15, 2014, from http://www.heraldextra.com/news/local/central/orem/orem-rec-center-opening- new-pool-area-after-renovation/article_72fdad80-7643-59fc-a680- 3575a7177cc7.html Recreation Department. (2012, October 23). City of Orem Recreation Department

Strategic Plan. Retrieved December 15, 2014, from http://www.orem.org/pdf/rec/Rec_Strategic_Plan.pdf

Rothman, L. (2013, November 20). FYI, Parents: Your Kids Watch A Full-Time Job's

Worth of TV Each Week. Retrieved December 15, 2014, from http://entertainment.time.com/2013/11/20/fyi-parents-your-kids-watch-a-full-time-jobs-worth-of-tv-each-week/

Vasa Fitness. Retrieved December 15, 2014, from vasafitness.com

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