tw fitness center
TRANSCRIPT
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)
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