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Marketing Plan

In: Business and Management

Submitted By temmad
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Marketing Plan
MEMBERSHIP DRIVEN
A WINNER’S ATTITUDUE!

Date: October 17, 2012 1.0 Executive Summary
New York Sport Club is own and operated by Town Sports International (TSI) health club company, and is the largest in the Northeastern United States. Since 1974, the company has grown to include over 150 health and fitness facilities in four major metropolitan areas - New York, Boston, Washington, D.C. and Philadelphia with nearly half a million members. There are also three locations in Switzerland, Basel, and Zurich. All sport clubs have a multitude of options for everyone, and a wide range of group exercises and fitness programs. Select facilities also offer racquet sports, pools, basketball courts and other recreational activities.
The company’s successful growth over the years is a result of many things, including its innovative fitness programs, well-trained staff, dedication to quality and service and continual facility improvement. But foremost, the New York Sports Club success has been earned by placing members satisfaction above all else. So when you have satisfied members, they get results from their fitness program, which becomes a win-win situation for all participants. 2.0 Situation Analysis

Membership Driven, which consists of four project management consultants, were hired by New York Sports Club (NYSC) located in New York City on 23rd Street and Park Avenue in the Gramercy area to increase their club membership. The main goal is to establish and increase club membership from three target markets located in the Gramercy area: Gramercy residents, corporations in the Gramercy area (a one mile radius), and continuing education participants. This action will facilitate with the enrollment of mature audiences in which New York Sports Club is targeting and the goal is to reach approximately 1000 new members or a 3 to 5 percent increase within a 3 month time period and a budget of $150,000.
Compare to our competitors: Bally’s Total Fitness, Equinox, David Barton Gym, 24/7 Fitness, New York Health & Racquet Club, Crunch Fitness and YMCA, Membership Driven will be focusing providing services to the Continuing Education participants in which they will increase their club membership at New York Sports Club program known as “University Fitness Management” program at their health facilities. The program has partnership with colleges and universities and will offer: * Consulting on facility design, programming, equipment selection and marketing * Development of a financial performance model and start-up implementation plan * Management of all operations including budgets, systems, and facilities and staffing
In addition, colleges and universities choose the “University Management Program” because it focuses exclusively on the special needs of the academic community, and is led by health veterans that have more than 20 years’ experience. Current prestigious universities that are participating in this program are as follow: * Harvard Business School * Harvard Law School * Harvard University * Georgetown Law
The clubs are also fully equipped with a great deal of strength training equipment, cardiovascular machines, and other exercise equipment. Additional services such as personal training, massage, steam rooms, and sauna are available. What makes this sport club unique is that it offers Sports Club for kids which most clubs do not offer. NYSC is also the official training site for the NY Jets flight crew cheerleaders.
2.1 Market Summary

The fitness club is a fast growing industry that drives revenue growth and profitability. NYSC is one of the leading fitness clubs that include many features over the competitive market. The demands for sports clubs have been increasing and there are many factors that influence the demands. People are tending towards healthy life style and physical fitness
Even in the midst of the economic downturn the industry has maintained steady growth, with membership rates growing consistently and profit remaining solid. Demand for gyms and health and fitness clubs is continuing, as the general public becomes health conscious and the aging population places a greater empathies on staying fit. In general, growing population positively affects business as it leads to expand the industry with larger facilities and creates open opportunities for employment.

2.2 SWOT Analysis

The following SWOT Analysis captures the key strengths and weaknesses (challenges) within New York Sports Club (NYSC) and describes the external opportunities and threats potentially the company faced. Internal Factors | Strengths | Weaknesses(Challenges) | * The year-round month-to month membership is available for active students ages 14-17. * Qualified and trained staff * Health programs are well developed to meet target market needs. * Leadership Convention * 38 years of service * Cost Effective * Group Exercise Classes * Sports Club for kids * Great Location * Easy to trains * Starbucks next door * Personal Trainers * NYSC Network watch videos * Towels * Spacious walk-in showers | * Difficulty of developing brand awareness as a start-up company * Waiting for bench * The Men’s locker room * Slightly grungy * No incentives to treat the customer especially well * Customer Complaints * Disruptive Technologies | External Factors | Opportunities | Threats | * Growing industry * Run an annual marketing awards program * Offers fitness for Children: ages 7-12 years swimming, dancing class, and stretching exercise. | * Club has less trainers and may hinder services offer to the three target markets * Due to a reduction in staff, club members may seek other gyms. * Recession and economic turbulences |

2.3 Competition

All fitness clubs are fully equipped, and offer variety of fitness programs such as to lose weight, maintain healthy weight, nutrition, or just to get fit.
Most of these fitness clubs offer similar rates. What makes this sports club different is that it offers Sports Club for children which most clubs do not offer.

2.4 Product (Service) Offering

New York Sports Club has developed a new method of delivering fitness wellness to the younger generation, sports club designed for kids; while the parents are working out. Running, walking and dancing will be offered in order to keep kids entertained and have fun at the same time.

2.5 Keys to Success

The Keys to Success is Measure, focus, Plan, and having the best techniques and client education. New York Sports Club must ensure total customer satisfaction. Love and passion will show practice from marketing, networking and brochures. There are as follows * By a phone call, handshake, smile, stretch, meditate, walk, exercise, breathe, eat right and sleep. * Focusing on the right tactics with the right resources through a marketing audit. Research and analyze your market to understand its changing dynamics. * Building relationships with people to generate referrals. There are three locations in Switzerland, Basel and Zurich. * Reputation and visibility helps sales. * Allowing instant incentives of 40% contribution to improving your health and programs. * Maximize opportunities, increase retention and develop new services.
We want membership enrollment to the Gramercy Area audience to change their behavior towards a quality and healthy lifestyle. New York Sports Club will be profitable, sustainable company with their R Factor Score and define target Market.

2.6 Critical Issues
Major challenges fitness industry is facing are competition and the knowledge of competing with equipment, pricing, the hours of operations, professional trainers and customer experience. They need to identify what they are good at and have the knowledge of market needs and resources. One of the focuses should be on recruiting and developing quality staff. It also needs to drive sales without resources by prioritizing with smart choices. 3.0 Marketing Strategy
The marketing strategy of the Membership Driven – A Winner’s attitude is to increase membership from New Sport Club Membership for the three target markets located in the Gramercy area: Gramercy Residents, Corporations within a 1 mile radius and Continuing Education Participants by 3 to 5 percent within three month period. The demographic includes: teenagers, college kids, singles in 20-30’s, older adults whose behavior would change towards a better quality and healthy lifestyle. Our marketing team will utilize the following marketing tools: Internet, social media (LinkedIn, Twitter, Blogger, MySpace, Facebook, Posters, and Health Expo) to attract our target audience. New York Sports Club will be offering the following programs: group exercises - ages 20- 30’s, babysitting- ages 1 – 5 yrs. old , yoga, weight lifting, aerobics and flexible hours, sports for kids, palettes and qualified trainers to meet customers’ expectations.
3.1 Mission
The primary mission of Membership Driven is to establish and increase club membership at New York Sports Club (NYSC) from three target markets: Gramercy Residents, Corporations in the Gramercy Area – (1 mile radius), and Baruch College Continuing Education Participants. This action will facilitate New York Sports Club (NYSC) to deliver this message to major audiences who would need to refocus their attitudes and behavior towards a quality and healthy lifestyle.
3.2 Marketing Objectives * The goal of Membership Driven- A Winner’s Attitude! is to increase three target segments: Gramercy Residents, Corporations in the Gramercy Area – 1 mile radius, and Continuing Education Participants – Baruch College Continuing Professional Studies club membership by 3 to 5 percent within a three month period. * Only newly club members who maintain a membership at New York Sports Club (NYSC) for more than three months will be counted for this membership campaign.

3.3 Financial Objectives * Increase the profit by gaining customer satisfaction and loyalty. * Maintain high level of service to double or triple the customers. * The club membership will be affordable to the newly enrollment participants.
3.4 Target Markets
New York Sport Club membership enrollment campaign will be delivering a health conscious awareness to those particular audiences to change their behavior towards a better quality and healthy lifestyle. This campaign will be focusing on the three target market located in the Gramercy area: Gramercy Residents, Corporations with a 1 mile radius and Continuing Educational Participants. In addition, the marketing team will seek public and corporate contributions or funds to assist participants in order to improve on the quality of life for individuals in career transition. Thus, only newly gym members who maintain a membership at New York Sports Club (NYSC) for more than three months will be counted towards this membership campaign.

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