Sports and Fitness Club Marketing Plan

Jamestown Sports and Fitness

Marketing Vision

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.

1.1 Goals

Personal Goals (Marketing Director):

• Devote 20 hours per month to monthly marketing theme
• Speak at 20 events in FY 2013

Business Goals:

• Achieve total revenue over $4 million in fiscal year 2013
• Register over 8,900 new customers in FY 2013
• Receive over 19,000 lead referrals in FY 2013

Tactical Goals:

• Reduce customer attrition rate to 20% by FY 2013
• Increase attendance rate of group sports activities to 75% of customers in FY 2013
• Sign up 60% of customers to Facebook application by end of FY 2013

Strategic Goals:

• Achieve market share of 60% of Jamestown fitness and gym industry based on Jamestown Business Times annual industry reports
• Open a fourth location in FY 2013
• Achieve customer satisfaction level of 95% in FY 2013

1.2 Purpose

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.

1.3 Picture

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".

1.4 Gap Dashboard

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.