Jamestown Sports and Fitness
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This marketing plan is a means for Jamestown Sports and Fitness to refocus its identity as differentiated from competitors in its market. This will involve rebranding, refocusing activities, and redeveloping many marketing materials in the coming six months. Follow up and careful examination of results over the next three years will determine whether this marketing direction is having the desired effect.
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Personal Goals (Marketing Director):
We want people to have fun getting the exercise they need. Jamestown Sports and Fitness will refocus its activities on the belief that exercise is more sustainable and enjoyable when undertaken with others. At the same time, the social aspect of fitness should drive membership to Jamestown Sports and Fitness in even greater numbers as the business creates more opportunities for customers to exercise with their friends.
The Jamestown Sports and Fitness member will bring friends and family to work out with, but soon discover a wealth of team sports options to participate in fun league play. The member will become even more motivated to work out, although exercise will no longer feel like work. Surrounded by old friends and new friends, it will feel like play and the member will develop an attachment for the Jamestown Sports and Fitness brand. In time, this individual will encourage more and more friends and acquaintances to join JSF so that they, too, can experience how exercise can become "play" rather than "work".
The gap dashboard will be examined on a monthly basis, except for items which are only measured on an annual basis such as market share. The dashboard is a direct quantitative representation of the personal, business, tactical, and strategic goals established. The Marketing Director will create actionable steps to rectify negative gaps wherever they exist unless they are not leading to an overall reduction in customer satisfaction and revenues. In those cases, the Marketing Director may adjust the goals going forward based on the current information available.
|Year 1||Year 2||Year 3|
|Personal (Marketing Director)|
|Hours devoted to marketing theme||240||240||240|
|New customer registrations||3,979||5,969||8,953|
|Customer attrition rate||24%||22%||20%|
|% of Customers attending group sports||45%||60%||75%|
|% of Customer on Facebook application||30%||40%||60%|
|Market share of Jamestown fitness industry||42%||50%||60%|
|New locations added||0||0||1|
|Customer satisfaction level||90%||92%||95%|
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