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Sports and Fitness Club Marketing Plan
Jamestown Sports and Fitness
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Marketing Calendar
On a daily basis, the Marketing Director will receive a report on customer complaints, reviews, and suggestions to remain aware of unusual items.
On a weekly basis, the Marketing Director will examine a dashboard of marketing and sales results from the preceding week.
On a monthly basis, after the rebranding initiative is complete in a few months, the Marketing Director will focus at lease twenty hours per month to the marketing "theme" of the month so that there is continued improvement to all programs. The Gap Dashboard will also be examined at the end of each month to look at progress towards goals.
On an annual basis, the Marketing Director will undergo an annual review to examine the success and failings in meeting goals, understand the reasons behind these success and failings, and create a plan and goals for the next year.
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11.1 Monthly
| Months | Marketing Theme |
| 1 | Promotion planning |
| 2 | Lead conversion/Sales methods examination |
| 3 | Website |
| 4 | Staff orientation and training revision |
| 5 | Online advertising |
| 6 | Loyalty programs |
| 7 | Facebook application |
| 8 | Print advertising |
| 9 | WOW Process |
| 10 | Customer referral program |
| 11 | TV and radio advertising |
| 12 | Annual review and goal setting |
Milestones
| Milestones | |||||
| Advertising | Start Date | End Date | Budget | Implemented By | Department |
| Photo sessions | 8/1/2010 | 8/31/2010 | $2,000 | Photographer | Marketing |
| Create new print ads | 9/1/2010 | 9/30/2010 | $1,000 | Ad firm | Marketing |
| Create new radio spots | 9/1/2010 | 9/30/2010 | $1,000 | Ad firm | Marketing |
| Create new vide ads | 9/1/2010 | 9/30/2010 | $5,000 | Ad firm | Marketing |
| Launch ad campaign (6 months of ads) | 9/30/2010 | 3/31/2011 | $25,000 | Ad firm | Marketing |
| Total Advertising Budget | $34,000 | ||||
| PR | Start Date | End Date | Budget | Implemented By | Department |
| Create press release focused on the new initiative | 9/1/2010 | 9/15/2010 | $500 | PR agent | Marketing |
| Send press release | 9/15/2010 | 9/20/2010 | $250 | PR agent | Marketing |
| Follow up calls on press release | 9/20/2010 | 10/15/2010 | $500 | PR agent | Marketing |
| Total PR Budget | $1,250 | ||||
| Direct Marketing | Start Date | End Date | Budget | Implemented By | Department |
| Create email blast about new referral program | 9/1/2010 | 9/30/2010 | $0 | Marketing Assistant | Marketing |
| Send email blast | 9/30/2010 | 10/15/2010 | $0 | Marketing Assistant | Marketing |
| Create corporate offering mailing & target list | 10/1/2010 | 10/30/2010 | $0 | Marketing Director | Marketing |
| Send corporate offering mailing | 11/1/2010 | 11/30/2010 | $1,000 | Marketing Assistant | Marketing |
| Total Direct Marketing Budget | $1,000 | ||||
| Web Development | Start Date | End Date | Budget | Implemented By | Department |
| Revise website | 9/1/2010 | 10/15/2010 | $5,000 | Web Firm | Marketing |
| Create new Facebook application | 10/1/2010 | 10/30/2010 | $5,000 | Web Firm | Marketing |
| Launch Facebook application | 11/1/2010 | 11/15/2010 | $0 | Web Firm | Marketing |
| Total Web Development Budget | $10,000 | ||||
| Loyalty and Referral Programs | Start Date | End Date | Budget | Implemented By | Department |
| Create new referral forms | 8/15/2010 | 9/1/2010 | $0 | Marketing Assistant | Marketing |
| Staff training on loyalty and referral programs | 9/1/2010 | 9/30/2010 | $0 | Operations Manager | Operations |
| Launch the new programs | 10/1/2010 | 10/15/2010 | $0 | Marketing Director | Marketing |
| Total Loyalty and Referral Programs Budget | $0 | ||||
| Totals | $46,250 | ||||
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