Tw fitness center

Audrey Hix Mike Hannah Caroline

MACH IV PRDecember 8, 2010

MACH IV Public Relations

Why the TW Fitness Center?

What is the TW Fitness Center?

Welcome

1. Welcome 2. Perceived Problems 3. Actual Problems4. Goal5. Audience6. Strategies7. Q&A

Agenda

Perceived Problems

Yes74%

No26%

Do you know where the TW Fitness Center is located?

(pg. 9)

Yes85%

No15%

Have you ever heard of the TW Fitness Center?

Image problem, not awareness problem◦ Professionalism◦ Convenience

“The TW Fitness Center is a convenient fitness center available to all students seeking a healthy lifestyle at a low price.”

Actual Problems

Byproduct of image problem is low retention rate

Triple the number of returning students, defined as those who continue membership between spring and fall semesters, at the TW Fitness Center within two years.

Goal

(pg. 25)

Internal External

Audience

(Pg. 18)

Current members Staff Management Intramural management Sponsors

Audience: Internal

Residents outside Towers Ex-members TW Freshman Transfer Students Commuters TCNJ Media

Audience: External

1. Better communicate to upperclassmen the availability of the TW Fitness Center to change perceptions that it is only for freshmen.

2. Create incentives for membership.3. Create a more flexible schedule. 4. Improve communication to all members.5. Educate TCNJ community about TW using

cross-platform media campaign.6. Evaluate the success.

Strategies

Better communicate to upperclassmen the availability of the TW Fitness Center to change perceptions that it is only for freshmen.◦ Poster campaign◦ Special end-of-year event◦ Open forum for potential

fitness instructors

Strategy 1

Create incentives for membership.◦ Gift bags for returning

students◦ Free membership for

returning members who recruit five new members

◦ Monthly newsletter◦ “Members-only” events

Strategy 2

Create a more flexible schedule.◦ Offer more Friday

classes◦ Offer more night classes◦ Offer special events on

weekends

Strategy 3

Improve communication to all members.◦ Set up and manage e-mail

account◦ Design a website◦ Set up a new Facebook group◦ Post schedules and advertise

in the Signal◦ Invite WTSR and LTV to

special events◦ Hire a student worker to act

as Communications Liaison

Strategy 4

Educate TCNJ community about TW Fitness Center using cross-platform media campaign.◦ Post schedules and advertise in

the Signal◦ Contact LTV and WTSR

Strategy 5

Evaluate the results◦ A simple change in the membership form◦ Post-plan survey

Strategy 6

Any questions?