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Orem Fitness Center RebootDecember 16, 2014
Preston BrownMindy BurtonAllison Hadley
Simon LiuJoe Moxon
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Executive Summary
Problem and PurposeCurrent 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 toprovide constructive recommendations to decrease the number of people failing to renewtheir membership and increase engagement with past and current members.
ConclusionsAnalysis of Orem Fitness Centers publics and the issue at hand has led us to thefollowing conclusions:
1. From our research, we were unable to directly correlate declining membershipwith the opening of the Provo Recreation Center. All we can safely say is thatmembership has steadily declined over the last five years, before the Provos newcenter was built.
2.
We feel the best way to counteract this is to create two-way dialogue with ourcurrent and past members.
RecommendationsAfter researching the issue thoroughly surrounding the Orem Fitness Center and thedeclining membership, weve decided on five recommendations to help encouragerenewal 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 theirmembership 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.
BudgetThe total cost of our suggested campaign is $25,830. However, with key donations wefeel confident can be obtained from local businesses, this campaign could only cost theFitness Center $4,930. We offer this campaign and budget as a possible solution to themembership problems the Fitness Center are facing.
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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 ofAmericans 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
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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 Orems 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 aswell; making a difference in peoples 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).
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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 8:00p.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.
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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 monthof 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).
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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 dont
feel they fit in. So the Orem Fitness Centers real competition is not other gyms; it is the
external environment and personal issuesincluding 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 Orems decrease in members
over the last few years (which began before Provos 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 Golds 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
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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 respectiveschools under faculty supervision. These interns may not even require wages.
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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 localuniversities 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 toexercise 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 personprobably 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.
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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 groups 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 workexperience 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.
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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 bachelors 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.
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Orem Fitness Center Employees
Fitness Center employees range in demographic, but working for the city, they all
dont 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: Theyll 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. Theyve 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 centers 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.
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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 isnt 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 theyve 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.
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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
havent 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.
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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. Theyve 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.
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Primary Message II: Dont 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 youd 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 Centers latest
upgrades, promotions, etc.
Quarterly emails to members, which illustrate the Fitness Centers latest upgrades,
promotions, etc. Facebook posts illustrating the Fitness Centers 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 fitnesstips and tricks.
Strategy: To create a fun and engaging environment through interactions at the fitnesscenter, email and Facebook.Tactics:
Monthly product or service giveaway for member and friend entered:
o Front desk
o Facebooko 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 Fridays twice a month - Bring a friend to workout for free (classes,
gym, etc.) Weekly health and fitness tips on Facebook.
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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 newmaterial. 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 OremRecreation Center, but have not renewed their memberships. There are several reasonsthey may have not renewed their memberships: financial strain, relocation, death, achange in attitude or even just forgetfulness. Their self-interests vary based ondemographic, 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 notrenewing their memberships isnt indicative of a poor relationship with the FitnessCenter, 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 apositive conversation with lost members and hopefully get them to consider coming back.
Primary Message I:Weve missed you!Secondary Messages:
Youre 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 justbuying 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 canactually do).
Strategy:To engage with previous members by having two-way interactions throughphone calls, emails, and posted mailers.Tactics:
Quarterly posted mailers to previous members, which illustrate the Fitness
Centers latest upgrades, promotions, etc. Quarterly emails to previous members, which illustrate the Fitness Centers 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 InternsPotential 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
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school and other job/intern sites. We understand that this campaign will require a lot ofman-hours and there are many ways this problem could be addressed. We feel from ourresearch that interns, even though they will take time to hire, train and supervise, will bethe best possible solution to help carry out this campaign.
This public can indirectly fulfill objectives two and four by producing the man hoursnecessary to complete the tactics that will fulfill those objectives.
Primary Message I: You can gain real-world experience and strengthen your resumeby 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 throughemails 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
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Calendar and Budgeting
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EvaluationObjectives
1. To retain 100 percent of its current membership through 2015.Criteria: One hundred percent of current members chose to renew their membershipthrough 2015.
Tools: Current data will give the Fitness Center an idea of how many members hadpasses at the end of 2014 and that will be the membership goal for 2015. At the end of2015, 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 whohavent renewed their memberships by May 1, 2015.Criteria: The Fitness Center engaged in conversation with 85 percent of previousmembers from the last year by May 1, 2015.Tools: Current company data will show who has not renewed their memberships in thelast year. The Fitness Center will utilize interns (or other solutions) to engage in thatconversation 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 notrenew their membership will be reviewed on May 1, 2015 to see if 85 percent werecontacted.
3. To increase membership by 20 percent through 2020.Criteria: Fitness Center memberships rose 20 percent by 2020Tools: Annual company data will track membership records each year to gauge ifmembership increased by 20 percent by 2020.
4. To engage with 85 percent of current membership every year beginning in 2015through 2020.
Criteria: The Fitness Center engaged in conversation with 85 percent of current membersevery year until 2020.Tools: Annual company data will show whom the members of the center are and internsor 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 everyyear with the list of current members to estimate if 85 percent was contacted.
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Communication Confirmation Table
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References
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Britt, Darice. The Shape of the Fitness Industry. South Source. Retrieved December 15,2014, from http://source.southuniversity.edu/the-shape-of-the-fitness-industry-85375.aspx
Bureau of Labor Statistics. American Time Use Survey. Retrieved December 15, 2014,from http://www.bls.gov/tus/charts/chart6.pdf
City of Orem. Retrieved December 15, 2014, fromhttp://oremrecreation.com/index.php/fitness-center/fitness-center-fees
Columbia Parks and Recreation. (2014, April 1). Retrieved December 15, 2014, fromhttps://www.gocolumbiamo.com/ParksandRec/About_Us/benefits.php
Hollingshead, T. (2014, December 1). Orem Fitness Center Reboot Case Brief.
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Orem Recreation Facebook. Retrieved December 15, 2014, fromhttps://www.facebook.com/oremrecreation
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Percent of Americans Who Exercise Regularly. (2014, January 1). Retrieved December16, 2014, from http://www.statisticbrain.com/percent-of-americans-who-exercise-regularly/
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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 DepartmentStrategic Plan. Retrieved December 15, 2014, fromhttp://www.orem.org/pdf/rec/Rec_Strategic_Plan.pdf
Rothman, L. (2013, November 20). FYI, Parents: Your Kids Watch A Full-Time Job'sWorth of TV Each Week. Retrieved December 15, 2014, fromhttp://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