The Athens Community Center

1
The Athens Community Center

• Cindi Stewart
• Kevin Kwast
• David Swenson
• Kellie Listermann

2
Agenda

• Target Market
• Objectives
• Financial
• Non Financial
• Strategies
• Marketing Program
• Project Limitations

3
Target Market

• Parents between the ages of 21-45 years old
• Dual income family
• At least one child under the age of 10
• Resident of City of Athens Athens County
• Adults with a current interest in exercising or
  interest to begin

4
Objectives

• Financial
• Increase Membership sales
• Make a break-even profit

• Non-Financial
• Raise awareness of facility and programs
• Hold a membership retention rate
• Customer Satisfaction of services, equipment, and
  facility

5
Strategies
6
New Offering Development Strategy

• Introducing a new product/service into an
  existing market
• After 1 year of operation switch to market
  penetration strategy

7
Marketing Program

• Price
• Product
• Distribution
• Promotion

8
Price Recommendations

• Package Bundling
• Include aerobic classes, equipment training, and
  2-hour babysitting free with paid membership
• Based on our target market we feel all extra fees
  for additional programs are reasonable
• Offer a 3-month pass in addition to the
  semi-annual and annual pass

9
Product Recommendations

• Regulate programs by season
• End of the quarter program evaluations by
  participants
• Extend hours of Back to School Bash
• Hold a charity event to get community involved

10
Distribution

• Based upon our target market and interviews, we
  feel distribution issues are not a problem with
  our marketing program

11
PromotionPrior to Opening

• Press Release Contest
• Grand Opening advertisements in local papers
• Posters in local businesses
• Radio announcements on Power 105 101.5 The
  River

12
PromotionOpening Day

• Grand Opening
• on first day of operation
• Power 105 remote broadcast
• hourly tours
• raffles and free prizes
• refreshments provided by sponsors
• Invite local reporters to cover event

13
PromotionAfter Grand Opening

• Send brochures about upcoming events to those who
  entered the raffle
• Print advertisement in both The Athens News and
  The Athens Messenger weekly or bi-weekly
• Run a radio advertisement 3 times a week during
  prime drive times on Power 105 101.5 The River

14
Limitations

• Limited resources for target market
• Lack of community involvement
• Time restraints
• Involved in multiple industries
• Many target markets

15
Conclusion

• Bundle prices for members
• End of quarter program evaluations
• Develop a 3-month membership

16
Questions