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Samantha Argento Samantha Bachman Brian Kelly Robert Meacham Agenda —  Situation Analysis (target market review) —  SWOT analysis —  Research —  Competition —  Short term and Long term goals —  Budget —  Advertising Ideas —  Sources —  Question and Answer session YMCA of Greater Rochester —  Anchored throughout our community for nearly 160 years, the YMCA of Greater Rochester is the area’s leading non-­‐profit. —  The Y is strengthening our community through youth development, healthy living and social responsibility. Silver&Fit —  Silver&Fit is a fitness and healthy aging program designed to help you achieve better health through regular exercise. —  The Silver&Fit Programs include membership at a local participating fitness facility, Web site resources and support from Silver&Fit’s toll-­‐free member services hotline and Web site. Additional features may also be included based on your Silver&Fit membership. SWOT Analysis —  Strengths-­‐ Family orientated, comfortable environment, numerous program options, zumba, water aerobics, arts and crafts etc. —  Offers financial assistance to families who cannot afford membership. —  Weaknesses-­‐ The size can be overwhelming. —  Opportunities-­‐Increase the number of existing members visiting the Y once a month through the use of our advertising. —  Threats-­‐Competition, Penfield Fitness and Racquet Club and Midtown Athletic Club Research —  Members already have a membership at the Y but they are not using the YMCA enough as they should be. —  Age group 62 + need to be taking advantage of the Silver and Fit program. —  This age group loves the pool and the classes the Y offers. They enjoy sitting at the tables, drinking coffee and socializing. —  Participate in classes such as yoga and water aerobics. —  They come early around 7 am. —  Members only have to pay $25 for the whole year to go to the Y because of the Silver and Fit program. Our trip to the Eastside YMCA • 
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Talked with members Took a tour Talked with front desk employees about the YMCA . Spoke with Bill working at the front desk who is a silver and fit member. gave us information regarding silver Bill and fit and about that age group (what they use at the y the most etc.) Took pictures and collected flyers and brochures were available near the café. Experienced the “morning rush” What are members doing now? —  Members are currently not using the Y as much as they should be. As of right now there are not enough active older adults in the age group of 62+ visiting the Y. —  Active older adults who are involved in the Silver & Fit fitness program should be taking advantage of their local Y and using it at least once a month. What do we want members to do? —  Go to the Y at least once a month. 60% of the members at the Y are 62+ and we would like to see all 60% use the Y monthly. —  Whether its going to work out on the machines, use the pool, go to the classes offered, or drink coffee and socialize we want them to come in and swipe their card at least once a month. CompeEEon —  For the Eastside Family Branch in Penfield the main competition is Penfield Fitness and Racquet Club and Midtown Athletic Club. Short Term/Long Term Goals —  Short Term: Increase the participation rate of existing members from 60% to 80% to attend at least once a month. —  Long Term: Maintain the percent of existing members using the Y at least once a month (80% or higher) —  Continue to increase the number of Sliver & Fit members. Budget —  Our budget is $3,500 —  $ 1,000-­‐ Radio —  $ 500-­‐ Print —  $2,000-­‐ Billboard 29% 57% 14% Billboard Print Radio The Survey 1.  How long have you been a member of the Y? 2.  Are you involved with any programs through your 3. 
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insurance provider? If so what? How often do you come to they Y? What is our favorite activity? Would you recommend the Y to others? On a scale of 1 to 5 how much do you enjoy the Y? (1 being the least, 5 being the most) Besides the Eastside Branch do you use any others? AdverEsing RecommenaEons How do we adver*se to this age group? —  Flyers through DIRECT MAIL!! Reminders to come visit the Y! —  Phone call follow ups on the direct mail sent. —  Billboard —  Radio —  Advertise in the mall (mall walkers) —  Advertise in Wegmans (Penfield, Pittsford, Baytown) —  Our advertisements will make it clear that they are only paying a small amount to use such a nice gym; They need to take advantage of it! Radio Commercial Billboard Flyer Events to Plan —  Taste testing of new coffee —  Social hour-­‐ conversing with friends and neighbors, finding a workout buddy —  Technology hour-­‐ using computers —  Pickle ball competition with prizes such as gym bags, t-­‐shirts, sweatshirts etc. —  New Pool activities, games, etc. —  Bingo, cards (game day) —  Fit Linx rewards —  Healthy foods fair Sources —  http://www.silverandfit.com/About/
SilverAndFitProgram.aspx —  Eastside YMCA —  http://rochesterymca.org/locations/eastside QUESTIONS?