Orem Fitness Center Reboot

Comms 336 Case Study

16 December 2014

Executive Summary
Problem and Purpose
In 2013 the city of Provo opened a brand new recreation center. As a result, the Orem Fitness
Center continues to experience a decline in not only class attendance, but in overall membership
purchases as well. The purpose of this report is to evaluate the current issue and to implement
recommendations that will increase both class attendance and number of memberships
purchased.
Conclusions
Analysis of Orem Fitness Centers publics and the current circumstances of the membership
statistics at the gym have led us to the following conclusions that the center must address:
1. The amount of memberships purchased and overall class attendance are decreasing.
2. The Orem Fitness Center has a large number of competitors that promote themselves
heavily, taking away current and potential customers.
3. Orem residents are most likely unaware of everything the Fitness Center has to offer.
Recommendations
Upon completion of a thorough analysis surrounding the issue at hand, three specific
recommendations are provided to:
1. Increase awareness of the Orem Fitness Centers unique amenities and most recent
renovations.
2. Encourage Orem residents to support their local gym, increasing day passes purchased
and memberships purchased.
3. Inspire potential customers to consider the Fitness Center as an option for exercise
through a strong social media presence.
Budget
Although the Orem Fitness Center has a limited budget, some minimal funding is necessary if
the gym expects the campaign to work and for the number of purchased memberships to
increase. We have done our best to limit the amount of money needed, bringing the campaign
cost to a total of $196.50. This is the most inexpensive plan that will result in a successful
attempt at encouraging Orem residents to utilize and enjoy the Fitness Center.

Background Research
External Environment
Orem, UT is located in Utah County, about 40 miles south of Salt Lake City. According
to the citys website, Orem is now the commercial and technological center for Central Utah
and is one of the fastest-growing metropolitan areas in the United States (Orem.org, 2014).
Currently, the city is home to approximately 93,000 residents making it the fifth largest city in
Utah (Orem.org, 2014). However, it does have some stiff competition in its neighboring city.
Orem shares borders with another popular area, Provo. As of 2012, Provo was the
second-fastest growing city in Utah (Provo.org, 2014). In recent years, Provo has won multiple
awards for its outstanding standard of living - in September of this year it was named the second
greatest place to live in America by Outside magazine. The publication highlighted the active
community and emphasized the many opportunities for outdoor recreation (Provo.org, 2014).
Coincidentally, the bordering cities are both home to universities - Utah Valley
University in Orem and Brigham Young University in Provo. Because of this, both areas have an
extremely high concentration of students and young families compared to the other cities in Utah
County. Furthermore, both cities are actively expanding and improving. For example, Orem
recently launched a development plan that will eventually remodel the citys current mall into
University Place - adding office space, a park, and several new retail stores and restaurants
(Orem.org, 2014). Meanwhile, Provo has placed their focus on revamping their downtown area,
also adding multiple new restaurants and businesses (Provo.org, 2014).
It is important to note that the client is surrounded by other local gyms.
Competition
Within the Provo/Orem area, there is a great deal of competition facing the Orem Fitness
center including (but not limited to); VASA Fitness, 24 Hour Fitness, Put It Up CrossFit, Planet
Fitness, Provo Recreation Center and EXL Fitness, not to mention that both major educational
institutions in Provo and Orem Brigham Young University and Utah Valley University
have their own gyms which, if you are a full-time student, are free to use.
Having just rebranded their gyms, all 17 Golds Gym locations in Utah became VASA
Fitness on November 20. This rebranding was an attempt to leave behind many negative
perceptions that people had about the Golds Gym brand. Some of the main areas of focus for
VASA include making their gyms a more family-friendly environment one of the major
strengths of Orem Fitness Center. To achieve this they have initiated a program in which current
members can invite family members to come and work out for free at VASA locations on
Fridays, Saturdays and Sundays until the end of the year (Provo Buzz, 2014).
Data shows that the Provo Rec Center is Orems greatest competitor as it is newly opened
(May 13, 2013). The gym includes all-new resistance machines and free weights and a wide
array of classes. The Provo Rec Center offers three-month, six-month and twelve-month

memberships in comparison to Orems annual and semi-annual pass options. While Provo also
offers a more extensive list of membership categories (e.g. adult couple and senior couples),
Orems membership prices are considerably lower in all categories (e.g. annual adult passes at
Provo cost $285, whereas at Orem they are only $207. Senior memberships at Provo cost $157 ,
whereas Orems yearly rate is just $77).
The Provo Rec Center also rivals Orem in their child care, offering services from
Monday to Saturday 8:00 a.m. to 1:00 p.m., and Monday to Friday, 4:00 p.m. to 9:00 p.m. The
cost of the service is $2 per hour for the first child and $1 for each additional child.
Orem offers child care from Monday to Friday from 8:00 a.m. to 12:00 p.m., and Monday
to Thursday from 5:00 p.m. until 8:00 p.m. The cost of the service is $2 per hour, per child
regardless of how many children there are, meaning that, at the present time, Provo offers longer,
more cost effective child care in a newer facility.
Industry
One third of the population of the United States are considered clinically obese (Weber).
Because obesity is an increasingly prevalent problem in the United States, fitness and weight loss
have also become increasingly prevalent. The fitness center industry became popular in the
1970s and 1980s, but it surged in the 2000s. From 2009 to 2014, fitness club memberships have
grown at an estimated annualized rate of 6.1% to 54.1 million individuals (IBISWorld Industry
Report).
Due to New Years resolutions to be healthier or lose weight, the demand for
memberships typically is strongest in the first three months of the year. An estimated 30% of all
new members sign up for fitness clubs at the beginning of the year (IBISWorld Industry Report).
Fitness center membership used to mainly include people between the ages of 18 and 34.
This is still the most prevalent age group, but the demographics are changing and fitness centers
have become popular for people of all ages. Particularly, memberships have increased in
Americans over 50, as well as in children and teenagers (Weber).
Client: Orem Fitness Center
About:
Mission Statement: Recreation Department promotes healthy, active lifestyles by
providing recreational opportunities.
Operating Philosophy: We believe in serving our patrons and our community, enhancing
personal growth, change and improvement, exemplifying friendliness, honesty, integrity,
credibility and trust, promoting teamwork, being committed to the benefits of recreation, and
making a difference in peoples lives
The Orem fitness center recently had their 35th birthday. The Orem fitness center opened
in 1979. They opened up a new pool area last year including a lazy river and new slide, and are
continuing to try and update their facilities (Pugmire, 2013).

Memberships:
Orem Fitness Center data has shown a fairly steady decline in gym membership over the
past few years. Gym memberships have dropped from 17,502 in 2010 to 15,779 in 2013.
Mirrored by this decline, revenues have also seen a sharp drop from $705,343 to $676,769.
Promotion
Orem Fitness Center:
They offer annual, semi-annual and monthly pass rates and give a membership sale for
the holidays. For the entire month of December, they offer 20% off an annual membership and a
10% off a semi-annual membership. The offer runs through December and January. They
different rates and discounts for families, individuals, students and seniors for both residents and
nonresidents. They offer group admission discounts during regular operational hours depending
on the number of the group. They also allow people to rent various areas of their facility at an
hourly rate (Orem.org, 2014).
Provo Rec Center:
Provo Rec does not offer any discount or deal for new customers during holidays or any
other time during the year. If you renew and purchase any paid-in-full annual membership
between December 15 and January 31 and have it valid until January 31 2016. They do give a
corporate membership discount for resident and non-resident businesses (Provo.org, 2014).
Vasa:
Vasa emphasizes their try free before you buy policy so you can visit their gym three
times before signing up. They offer a basic package to one gym location or a fitness package to
all gym locations that includes unlimited classes, basketball and swimming. They also offer
special deals for businesses through their Corporate Wellness program.
Vasa offers a Black Friday promotion that is $150 for the year paid in full (equals out to
be $12.50 per month) for all access everything. Other than their Black Friday promotion, they
are not currently offering any other promotions throughout the year (Vasafitness.com, 2014).
24 Hour Fitness:
24 allows all club loyalty member to get a reduction in their monthly dues after the first
year if they pay an initiation fee plus the first and last months dues instead of paying month to
month. They offer a one time pass to experience their gym and see if you would like to sign up
there. They send out frequent e-newsletters with information about healthier living, their gym
and other special offers and promotions that are not currently shown on their website
(24hourfitness.com, 2014).

CrossFit UV:
CrossFit occasionally offers a free week where friends and family of current members
or anyone who hears about it can attend their gym for a whole week free of charge. They usually
pick a specific week for this so they can advertise for it instead of having it as an all the time
promotion. They host contests where you can enter to win a free bag of Progenex, or a $50 gift
card. They hold all sorts of events and competitions to keep clients involved as well as things
like summer pool parties and BBQs (Crossfituv.com, 2014).
Viking CrossFit:
Viking offers various packages for their memberships as well as kids, couples and family
passes/classes. They do not offer any promotions or holiday deals on their website or over the
phone (Vikingcrossfit.com, 2014).
Planet Fitness:
Planet Fitness emphasizes that they dont want customers to feel gymtimidation with
an offer of a gym membership for only $10 a month. Their various packages include low startup
fees and low monthly rates. The current deals on their website expire December 31st. No
promotional deals are offered on the website or when asked over the phone (Planetfitness.com,
2014).
Resources
Programs:
Orem Fitness Center provides a large variety of activities for both adults and youth.
Activities that the Orem Fitness Center has that they Provo Rec Center doesnt have include a
gun range, concealed carry permit classes, hunter safety classes, and firearm handling
instruction, karate, disk golf, softball, and their new pool area that they opened last July that
includes a lazy river and a new slide.
Amenities:
Amenities that the Orem Fitness Center should focus on to draw in customers include
their child day care, their pool, their firearm range, and their pro shop.
Social Media:
They do have a facebook page: https://www.facebook.com/oremrecreation. Content on
the page is good and informative, but they dont reach very many people. Most posts get about
10 or 15 likes, if any at all. However, there are no negative responses so it is safe to assume that
they have a good relationship with their customers.
The Orem Fitness center does not have a Twitter account or an Instagram account.

Possible Intervening Publics and Influentials

Potential intervening publics in the Orem area include local medical professionals and
family practitioners, due to the fact that they can easily contact people who would benefit
through exercise, as well as young mothers who visit pediatricians regularly. Family doctors
want their patients to be healthy and will be useful in the campaign by helping to attract their
patients to the fitness center. We also could use the City of Orems government leaders and local
media to influence residents. Other potential influentials include coaches, who we could use to
persuade parents and families to attend the Center, and Utah bloggers, who we could use to
attract young mothers.
SWOT Analysis

Strengths
Lots of unique amenities and programs
Early classes

Weaknesses
Hours of operation end earlier than
surrounding gyms

Child care

Older equipment and facility

Less expensive annual memberships

No budget

Located in area where health is a

Poor social media presence

priority among residents

Difficult to find

Pro shop
Opportunities
Gun range
Fitness centers are a thriving industry

Threats
Brand new facilities in Orem and
Provo

School district participation

Opportunities for outdoor recreation

New Years resolutions

University gyms

Social media expansion

Situation Analysis
The Orem Fitness Center has contributed to the Orem/Provo community for more than 30 years.
However, the Center has recently noticed a significant decline in memberships and attendance in
classes since the opening of the Provo Recreation Center in 2013. The Center is funded by the
City of Orem using taxpayer funds. Because of this, there is very little money and time to make
significant changes. The main challenge lies in increasing and maintaining Orem Fitness
memberships and class attendance.
Our main difficulty is going to be not having a budget. With extremely limited funds, we are
constrained in our efforts to reach and attract publics. Another potential roadblock is the high
level of competition locally. With so many other gyms and options, it is difficult to compete.
Core Problem
If we do not increase memberships and attendance at the Orem Fitness Center, participation in
classes and memberships will continue to decline, resulting in loss of revenue.
Goal
Maintain and increase memberships and attendance at Orem Fitness Center.
Objectives
1. Double the amount of Facebook likes within four months of the campaign.
2. Inform 70 percent of current Orem Fitness Center members of all amenities and programs
within eight months of the campaign.
3. Increase membership by 20 percent within eight months of the start of the campaign, 10
percent of which coming from brand new members and the the other 10 percent coming
from former members.
4. Retain 80 percent of current Orem Fitness Center memberships within eight months from
the campaigns initiation.
5. Increase the amount of day passes purchased monthly by 30 percent within eight months.
6. Increase attendance at Orem Fitness Center classes by 20 percent within eight months.

Current Orem Fitness Center Members

Key Public Profile
This key public consists of all customers with a current membership at Orem Fitness
Center. There is not a specific demographic for this key public. It is made up of all ages,
ethnicities and genders; however, the fitness center is very popular for people in their 20s to 30s.
There are also a lot of families that attend the center together. They enjoy activities they can do
as a family as well as the child care provided. Members of the Orem Fitness Center are most
likely residents of Orem and Provo. Members attend the fitness center because of their desire to
lead a healthy lifestyle by exercising, attending classes, playing sports, swimming, etc. Most of
them are there to work on their physical health so they can look good and feel great. Many of
them go for the social aspect. They have friends that attend the gym that they meet up with to
exercise with or play sports with. Opinion leaders and influential publics for this group include
family members, friends, other members of the fitness center, doctors and fitness trainers. As
Orem Fitness Center targets key publics to help expand their clientele, they dont want the
current members to feel slighted due to an emphasis on new customers. Customer retention is
very important to the fitness center as they build and maintain a positive relationship with them.
Current members are most easily reached through digital media and print materials. This public
helps accomplish and is targeted in objectives one, two, four and six. They could also help with
three if they were to tell their friends to join the gym and five by involving friends and family in
fitness visits.
Primary and Secondary Messages
1.

2.

3.

Burn calories, not cash when you renew your fitness membership.
1.1. Current members who renew their membership within a month of their expiration
date will receive 10 percent off full membership price.
1.2. Save up to $100 by renewing with us rather than signing with another gym.
Give the gift of health and purchase a friend a day pass to help their New Years
Resolution.
2.1. Day passes are $4 each. Easy to purchase at the fitness center front desk.
2.2. Day passes offer full access to all amenities.
2.3. Dont want to work out alone? Bring a friend or family member for only $4.
Get fit with fitness classes.
3.1. Scheduled classes start as early as 5 a.m. and end as late as 9 p.m.
3.2. From anonymous interviews, Orem Fitness Center members said they loved the
center and it was a great place to go with their families.

Strategy One: Motivate current members to renew memberships through promotions and
personal contact.

Tactics
1. 10 percent discount for all current members who renew annual passes.
2. Send monthly e-mails to current members reminding them of discounts and informing
them of upgrades and programs.
Strategy Two: Motivate current members to encourage non-members to attend the gym through
social media.
Tactics
1. Offer a one-time $1 off a day pass with proof of Facebook like.
2. Host a contest through which the member that brings in the most friends using a day pass
receives a prize.
3. Host a back to school event with a weight lifting contest, sports tournaments and afterparty at the pool. Offer a free six-month membership for the winner of the weight lifting
contest.
Strategy Three: Increase class attendance through digital media and print advertisements.
Tactics
1. Fliers around the gym describing fitness classes and course schedule.
2. Keep the calendar and class schedule up to date on the website.
3. Facebook blasts of classes happening that week.
4. Whoever attends the most classes during a month-long period receives Orem Fitness
Center swag (t-shirt, frisbee, water bottle, towel, etc).
5. Facebook posts inviting members to add comments and suggestions for classes they
would like to have at the fitness center.
6. Did you know? feature on various social media outlets highlighting a certain class.

Former Orem Fitness Center Members

Key Public Profile
This key public consists of all residents that used to attend the Orem Fitness Center but
chose not to renew their memberships. There are not any real specific demographics for this
group. As stated in our research, fitness centers are used by all age groups. Although they remain
very popular among people in their 20s and 30s, health clubs have seen significant growth in
children and senior memberships in the last few years. They are also used by both men and
women. Former members of the fitness center are most likely residents of either Provo or Orem.

When people in this key public were attending the Orem Fitness Center, they were motivated by
the idea of a healthier lifestyle. They wanted to look good and feel good. There are a variety of
possible reasons behind a members decision to leave a gym, including cost, equipment, facility,
other gym members and instructors. Members of this public may have chosen to attend another
gym in town or they might have given up fitness centers altogether. In general, this publics
relationship with the client will probably be more negative than positive because some part of
their experience at the Orem Fitness Center motivated them to stop coming. Opinion leaders and
influentials for this group include family, friends, doctors and trainers or instructors. A good
channel for us to reach them is through personal contact, as we should still have their contact
information, such as their phone number, e-mail address and mailing address, in our system from
when they previously signed up for a membership. Reaching out to this key public can help us
accomplish objectives one, three and five.
Primary and Secondary Messages
1.

2.

Come check out our upgraded facility.

1.1. We opened up a new pool area last year including a lazy river and new slide, and
are continuing to try and update our facilities.
1.2. One free day pass for previous members.
We want you back and were willing to listen.
2.1. Those that choose to re-sign with the gym will receive a 10 percent off coupon to
the pro-shop.
2.2. Staff will meet regularly to discuss customer feedback and how to improve your
experience at our center.

Strategy One: Motivate former members to return and purchase memberships through personal
contact and social media.
Tactics
1. Personalized mass emails to all former members informing them about upgrades, pricing,
promotions and offering them a printable free day pass.
2. Facebook posts inviting former members to re-sign.
3. Offer a one-time $1 off a day pass with proof of Facebook like.
Strategy Two: Invite former members to engage in gym feedback through surveys and meetings.
Tactics
1. Send surveys via e-mail regarding customer satisfaction and improvements staff could
make.
2. Hold monthly staff meetings to discuss member feedback.
3. Customer Satisfaction cards at front desk for gym attendees to fill out.

Young Orem Mothers

Key Public Profile
As women constitute over 50 percent of Orems general population, they become a viable
public to focus on. Due to the size of the LDS community in Orem, as well as the two major
academic institutions within just a few miles of each other, there is a high concentration of
young, married mothers in the immediate vicinity. These mothers tend to be fairly healthconscious, active members of society. By informing young Orem mothers of the amenities
including child care services, as well as the cost-effective day pass options, the Orem Fitness
Center will become top-of-mind choice for physical activity. As this public is generally caring
for their children during the day, either at home or on the go, local daytime media channels such
as television and radio are effective lines of communications. Examples of other effective
channels include mommy blogs and Facebook. This key public will be essential in reaching
objectives two and five.
Primary and Secondary Messages
1.

2.
3.

4.

Well handle your kids, you handle the StairMaster.

1.1. Orem Fitness Center offers affordable child care, costing $2 per hour per child.
1.2. Child care services operate Monday through Friday from 8 a.m. to 12 p.m. and
Monday through Thursday from 5 p.m. until 8 p.m.
Working out for the whole family doesnt have to cost a fortune.
2.1. Each Monday after 6 p.m., families can purchase a $15 pass
The Orem Fitness Center can accommodate your demanding schedule and last-minute
gym decisions.
3.1. We offer 14 different types of aerobic classes from 5 a.m. to 9 p.m.
3.2. To make the most of your time, we require no paperwork when you purchase a
day pass.
3.3. Day passes provide full access to all classes and amenities.
Friends who run together have fun together.
4.1
If you bring a friend in the month of January, well give them a 50 percent day
pass discount.
4.2
Track your fitness and compare with your friends through our app.

Strategy One: Motivate young mothers to purchase day passes at the fitness center through
digital media and current members.
Tactics
1. E-mail members Bring a Buddy coupons for 50 percent off day passes when
accompanied by a current member in January (limit of three per admittance).

2. Create Orem Fitness Center app that includes a fitness-tracking capability.

3. Facebook posts encouraging members to bring friends.
4. Offer a one-time $1 off a day pass with proof of Facebook like.
Strategy Two: Motivate young mothers to purchase memberships with Orem Fitness Center
through events and personal contact.
Tactics
1. Open house event providing opportunities to meet instructors, tour the facility and sign
up for a membership.
2. Email personalized message to all prospective members comparing annual pass family
rate to individual rate.
Strategy Three: Motivate young mothers to attend aerobic classes through social and digital
media.
Tactics
1. Create app that provides convenient viewing access of all fitness classes.
2. Facebook posts encouraging class attendance.
3. Facebook posts of what specific problem areas of the body certain classes are targeting.

Gun Owners
Key Public Profile
About 44 percent of Utahs population are gun owners which makes Utah number 14 in
the nation with the highest percent of its population with guns (White, 2012). This key public is
made up of mostly men. Sixty-one percent of gun owners are white adult males. Forty-eight
percent of gun owners say they have a gun for protection. Eighty percent of women gun owners
say owning a gun makes them feel safer, while 79 percent of men say the same thing (Pew
Research Center, 2013). Gun owners generally like to feel safe and know by doing so they need
to be educated and informed on gun laws and practices. Gun owners also like to practice
shooting so they favor gun ranges where they can do so. Self interests include the safety of
themselves and their families. Many gun owners are also very interested in hunting and knowing
how to do so safely. Information sources include hunting forums, stores that sell guns, social
media, and friends and family that also own guns. This public helps to accomplish objectives one
and five.

Primary and Secondary Messages

1.

We have the best value gun range in Utah County.

1.1
We have five stations in our 50 foot gun range.
1.2
Open from M-F 6 p.m. to 9 p.m., and Saturdays from 10 a.m. to 2 p.m.
1.3
Reservations can only be made one day in advance.
1.4
Ages 10 and up.
1.5
It only costs $4.

2.

You cant keep your family safe if you dont know how to shoot your gun.
2.1. Sign up for a concealed carry permit class.
2.2. Classes are held from 6 p.m. to 10 p.m. on Wednesday evenings once a month. It
is a $41 fee per person for ages 21 and up.
2.3. Register online for a class.
2.4. Call the Orem Fitness Center to set a time with an instructor for a private firearm
handling instruction class for $20/hour.
2.5. Guns are available for rent at the gun range.

Strategy One: Motivate non-members to purchase day passes to attend the gun range through
digital media and print advertising.

Tactics
1. Hang fliers in local gun stores in Orem, Provo, and Springville
(Gunnies Sporting Goods-Western, King's Knight Inc, Bargain Pawn and
Gun, Bilco Safe & Lock Inc, Weapon Blender, Fort KNOX Security,
Miller Sporting Arms, AAA Trading & Pawn, Hawkins Arms LLC,
Range Masters Of Utah) advertising the gun range and classes.

2. Offer $1 off a day pass for the gun range with proof of Facebook like.
3. Host a biannual shooting contest. Winner receives recognition in the gun range.
4. Create Orem Fitness Center app that includes firing range reservation capabilities.

Evaluation Criteria & Tools

Objective 1
Criteria: Double the amount of Facebook likes within four months of the campaign
Tools: Compare number of Facebook likes from campaigns initiation and from four months
after.
Objective 2
Criteria: Inform 70 percent of current Orem Fitness Center members of all amenities and
programs within eight months of the campaign.
Tools: Issue e-mail surveys to members at the beginning of the campaign and at the end of eight
months.
Objective 3
Criteria: Increase membership by 20 percent within eight months of the start of the campaign,
10 percent of which coming from brand new members and the the other 10 percent coming from
former members.
Tools: Records kept of new memberships purchased.
Objective 4
Criteria: Retain 80 percent of current Orem Fitness Center memberships within eight months
from the campaigns initiation.
Tools: Records kept of current memberships.
Objective 5
Criteria: Increase the amount of day passes purchased monthly by 30 percent within eight
months.
Tools: Records kept each month of day passes purchased.
Objective 6
Criteria: Increase attendance at Orem Fitness Center classes by 20 percent within eight months.
Tools: Designated Orem Fitness Center employees will count the number of individuals in each
class during the campaign.

Works Cited
About the Department. (2009, December 1). Retrieved December 8, 2014, from
http://www.oremrecreation.com/index.php.
Ambriz, A. (2014, November 19). Utah will say goodbye to the Golds Gym brand tonight.
Retrieved December 8, 2014, from provobuzz.com.
Crossfituv.com. (2014). Retrieved December 8, 2014, from www.crossfituv.com.
IBISWorld Industry Report. (2014, September 1). Gym, Health & Fitness Clubs in the US.
Retrieved December 8, 2014, from ibisworld.com.
Orem.org. (2014). Retrieved December 7, 2014, from www.orem.org.
Pew Research Center. (2013, March 12). Section 2: Opinions of Gun Owners, Non-Gun Owners.
Retrieved December 9, 2014, from http://www.people-press.org/2013/03/12/section-2-opinionsof-gun-owners-non-gun-owners/.
Planetfitness.com. (2014). Retrieved December 8, 2014, from www.planetfitness.com.
Provo.org. (2014). Retrieved December 7, 2014, from www.provo.org.
Pugmire, G. (2013, October 4). Orem reveals plans for rec center upgrade. Retrieved December 11, 2014,
from http://www.heraldextra.com/news/local/central/orem/orem-reveals-plans-for-rec-centerupgrade/article_ba7dcd2f-9dfb-582d-a2c1-1b4a407fb6e1.html.
Vasafitness.com. (2014). Retrieved December 8, 2014, from www.vasafitness.com.
Vikingcrossfit.com. (2014). Retrieved December 8, 2014, from www.vikingcrossfit.com.
Weber, A. (2014, January 1). Fitness Industry Analysis 2014 - Cost & Trends. Retrieved
December 8, 2014, from franchisehelp.com.
White, D. (2012, January 1). Percentage of the Population That Owns Guns State-By-State. Retrieved
December 12, 2014, from http://uslibera.
24hourfitness.com (2014). Retrieved December 8, 2014, from www.24hourfitness.com.

Orem Fitness Center Calendar

December
Key Public Current Members
Strategy
Tactics

Renew memberships through

promotions
10% off renewal of membership

Wk 1

Wk 2

Wk 3

January
Wk 4

Tactics

Encourage non-members through

social media
$1 off day pass for a Facebook
like
Contest for most day passes

Wk 2

Wk 3

Wk 4

Monthly Emails

Strategy

Wk 1

February
Wk 1

Wk 2

Wk 3

March
Wk 4

Wk 1

Wk 2

Wk 3

April
Wk 4

Wk 1

Wk 2

Wk 3

May
Wk 4

Wk 1

Wk 2

Wk 3

June
Wk 4

Wk 1

Wk 2

Wk 3

July
Wk 4

Wk 1

Wk 2

Wk 3

August
Wk 4

Increase Class Attendance

Tactics

Flyers around the gym

Keep calendar updated

Facebook blasts about classes

X
X

X
X

Swag given to frequent attendees

Facebook posts inviting criticism

Did you know feature on social

media

X
X

Wk 2

Wk 3

X
X

Back to School Event

Strategy

Wk 1

Key Public Former Members

Strategy
Tactics

Get them to return and buy

memberships

Personal emails with updates

Invite them on Facebook

$1 offday pass for a Facebook like

Strategy

Engage in gym feedback

Tactics

Surveys via email

X
X

Monthly staff meetings

Customer satisfaction cards

Key Public Young Orem Mothers

Strategy

Purchase day passes

Tactics

Email members bring-a-buddy

coupons
Create App

Strategy
Tactics

Bring friends through Facebook

posts
$1 off day pass for a Facebook
like
Purchase memberships

X
X

Open House event

Attend aerobic classes

Tactics

Create App
Facebook posts encouraging
attendance
Facebook posts about classes

Email comparing family rates

Strategy

X
X

Key Public Gun Owners

Strategy

Purchase day passes

Tactics

Flyers in local gun stores

$1 off day pass for a Facebook
like
Biannual shooting contest
Create App

X
X