PR Campaign

This PR campaign I created for St. Cloud Snap Fitness (Click on Snap Fitness to view project in separate document or scroll down to view entire project.)

Introduction

During my process of choosing an organization for this project I looked for an organization I am involved with, had clear competitors, an organization where I am involved with both competitors, and an organization where both competitors would be willing to work with me. After discussing possible topics with with Professor Peter Przytula, Ph.D. we decided that the St. Cloud Snap Fitness was an excellent choice.

Many students on campus work out on a regular basis. In St. Cloud there are numerous workout facilities available. Because of cost, location, and popularity, Campus Recreation and Snap Fitness are two of the most popular workout facilities among St. Cloud State students. Many students are unsure of which gym offers the best deal. Personal preference, cost, and popularity of where other students go seems to be the deciding factors for many SCSU students today. Many complains I have heard of both facilities are: for Campus Recreation, “There are way to many “Guido’s” working out in the gym, the space is too small for how many people attend the gym, and it does not offer 24-7 access.” The common complains I hear about Snap Fitness: “The cost is too much, there isn’t one directly on Campus, there isn’t enough offered in one place (no pool, field house, courts).

I believe that there are negative viewpoints on both of these organizations but more towards Campus Recreation. With that said, I hear more negative viewpoints towards Campus Recreation but I do not hear a ton of people then deciding to go to Snap Fitness. Many people put up with what they do not like and do not know what each gym offers in their fee and which one satisfies their needs and wants. Without knowing what each gym truly has to offer for students, students will believe what they hear and see instead of finding out what the best option really is for them. I believe that it needs to be more known to students what Snap Fitness has to offer, just like when students get a full understanding of Campus Recreation upon enrolling to St. Cloud State.

This organization interested me for this project because Snap Fitness is one of the most known world-wide gym facilities, yet it is not used as it should be, especially so near a college campus. I picked this organization because I personally use Snap Fitness as my workout facility and I work for the Marketing Team of Campus Recreation. Doing this project I feel will help me understand the positive and negatives of each facility while helping Snap Fitness reach out to students as well. I predict that I can show students what Snap Fitness has to offer in St. Cloud as well as at home to show them what a great deal this organization really is.

Problem Statement

The PR problem of the St. Cloud 5th Ave Snap Fitness is although they are a widely known nation-wide fitness center, they have a hard time competing with the campus fitness center for student memberships.

SWOT Analysis

         Strengths (Internal)

  • Part of a huge world-wide known company
  • One of the only 24-7 access gym facilities
  • Multiple locations throughout the whole United States

Weaknesses (Internal)

  • Lack of strong 2-way communication with students
  • Poor relationships with on-campus and local media

Opportunities (External)

  • Social Media
  • News releases
  • Promotion of the company to students

Threats (External)

  • A cheaper on-campus alternative, Campus Recreation
  • A lack of knowledge on what is offered
  • Lack of cost for students
  • Perceived as expensive by students

 Research

Informal Research – Primary

Personal Contacts

Key Findings

  • If a Snap Fitness comes around the campus area and students are paying a fee for the Campus Gym, membership declines
  • St. Bens/St. Johns have never charged their students an additional fitness center fee
    • Membership did decline when Snap Fitness moved in
    • Fitness center hours are not 24-7, but are open late
    • Biggest complaint is number of available machines at peak hours
    • Group Fitness classes are free
    • Peak times are only offered to students
    •  Bemidji State recently added the fitness center fees into tuition
      • When Snap Fitness came into the area, membership declined
      • Since they have switched it, membership has increased again
      • Bemidji’s Recreation center is much smaller then SCSU’s, they don’t have as much offered

Additional Findings

  • Because they aren’t promoting to buy passes as much as SCSU, their websites are not as influential
  • Main competitor at these campuses are Snap Fitness

Internet Search/Website Comparison

The websites of Snap Fitness, St. Cloud State Campus Recreation were compared to one another to see what information was offered through each. These were then also compared with St. Bens/St. Johns University and Bemidji State’s Recreation sites as well to see how St. Cloud State’s compares.

 Snap Fitness

http://www.snapfitness.com/stcloud

User Critique

Key Findings

  • Appealing to the eye
  • Easy to read
  • Easy to navigate to different sub-pages from home page
  • 7 tabs along the top of the page there are more tabs in the middle depending on what you click on
  • Good pictures on pages which makes site more appealing
  • Includes relevant information customers would be searching for
  • Easy to search

Additional Findings

  • Inspirational Stories are found on the age when you look into joining
  • Highly motivational
  • Tabs on “how to” do everything clearly advertised
  • Easily navigate where to login and sign up
  • Each area has its own area once you click on a tab it leads to more tabs
  • Videos on the homepage show tours and overviews
  • Very clean and appealing

Information on website

  • Home page
    • Information linking to:
      • Current promotional event (Biggest Loser Challenge)
      • Owners welcome
      • Why Join -24-7 access, no contracts, rates, equipment
      • Staffed hours-when staff will be available in the facility
      • Club News- upcoming events, what is happening in the club
      • Faster Results- personal Trainers, training sessions, online workout and meal plan, rewards program
      • Easy fit- daily fitness monitor
  • Our Club
    • Tour our Club- photos displaying the facility
    • Meet our staff- explains the staff and staff owner
    • Meet our members- this section is currently empty
    • Member discounts- you receive discounts around the area when you present your key card:
      • Cowboy Jack’s-10% off
      • Complete Nutrition
      • Endurance Shop
      • North Campus Apartments
      • Valleyfair
      • Sealife
      • PDO
      • eDiets
      • QualSight
      • Naturally Slim
      • The BIG Test
      • Vitamin World
      • Heart Monitors
      • Global Golf
      • Dunham’s Sports
      • Costco
      • Memberships
        • Pricing
          • Single
          • Joint
          • Family
  • Commitment
    • Month to month
    • 12 month
    • 12 month pre-paid
  • Current Specials
    • Free 7 day pass for new members
    • Personal Training
      • Why
        • What it can do for you
        • Roadmap
        • Where to start
  • Meet our Trainers
    • None listed
  • PT Programs
    • None listed
    • Group Fitness
      • Video showing what on the screen classes are like
      • Calendar that displays month to month information
      • Contact Us
        • Gives you a page where you include your name, phone number, and personal message that you have
        • Universal Snap Fitness Page
          • From the St. Cloud Snap Fitness page you can use one click to get to the universal page
          • How this page is different
            • Bar going across the top with links to more information
              • Find a Snap Fitness
              • Franchise opportunities
              • Corporate wellness
  • Has inspirational stories from personal experience
  • How to find your snap (Listed in two different spots on their website)
  • Videos
  • Find us on Facebook and Twitter links

 Campus Recreation 

http://www.stcloudstate.edu/campusrec/

User Critique

Key Findings

  • Appealing to the eye
  • Easy to read
  • Contains lots of bold words which make it easy to navigate
  • 10 tabs along the top of the page that link to specific information
  • Good animation of banners on homepage that link to stories
  • Story titles and teasers to lead you to a story
  • Calendar on the side with upcoming events
  • All social media sites on left side
  • Most frequent questions are all in categories on the left side

Additional Findings

  • In-depth stories are found when you click on the story headings
  • Photos are included in these stories to keep it more entertaining
  • Important information is highlighted in red
  • Easy to navigate from section to section
  • Good quality photos and banners

Information on website

  • Home page
    • Navigation bar on top that links to different pages
    • Each of these pages included navigation bars as well as descriptions, pictures, and stories to highlight the programs
      • Memberships
        • Free- Fieldhouse, dome, pool
        • $35/semester for students
        • $15/semester Group Fitness Classes
        • $55/semester fitness center & unlimited Group Fitness Classes
        • Programs & Events
          • Motto
          • Side bar containing the following information
            • Sport Camps
            • Community Leagues
            • Martial Arts Classes
            • Rec Kids
            • Husky Spirit 5K
            • Scheels Earth Day Half Marathon
            • Contact Us
            • Sports Facilities
              • Side bar containing the following information
                • Sports Facilities Details
                • Facility Request Form
                • Sport Facility Scheduling
                • Building Hours
                • Membership
                • Free for SCSU Students
                • Running/Walking/Trails
                • Staff
                • Fitness & Wellness
                  • Side bar containing the following information
                    • Fitness Center
                    • Incentive Program- SCSU on The Move & 21 Days of Fitness
                    • Group Fitness
                    • Personal Training
                    • Nutrition
                    • Fitness Testing
                    • Running & Walking Trails
                    • Fitness Staff
                    • Massage Center
                • Massage
                  • Side bar containing the following information
                    • Message Center Hours
                    • Policies and Procedures
                    • Scheduling & Pricing
                    • Massage Therapists
  • Aquatics
    • Side bar containing the following information
      • Pool Hours
      • Certifications/Trainings
      • Child Swim Lessons
      • Adult Swim Lessons
      • Master’s Swim
      • Intramurals
        • Side bar containing the following information
          • Getting Started
          • Leagues
          • League Scores/Standings
          • Captain’s Handbook
          • Official Clinics
          • Official’s Club
          • Intramurals Staff
          • Sport Clubs
            • Side bar containing the following information
              • Sport Club Forms
              • Sports Clubs at SCSU
              • Challenge Course
                • Side bar containing the following information
                  • General Information
                  • Challenge by Choice
                  • Prices/Reservations
                  • Facilitator Training
                  • Required Forms
                  • Helpful Tips
                  • Contact Information
                • Outdoor Endeavors
                  • Side bar containing the following information
                    • Husky Adventures
                    • Rental Resource Center
                    • Climbing Wall
                    • Canoeing/Kayaking
                    • Lake George Boathouse
                    • Bike Shop
                    • Husky Re-Cycle
                    • Regional Outdoor Recreation
                    • Custom Trips & Outfitting
                    • OE Staff
  • Digital Banner in center of page
    • Banners are made to highlight events
    • The banners serve as links that lead you to a story
  • Stories
    • There are 5 highlighted stories at all times
    • These stories are all visible and easy to access with one click
    • They contain more links and photos as well
  • Event Calendar
    • Shows a month to month calendar image that you can click on to view a daily schedule
    • You can look ahead and behind to find events, times, and locations
    • Every Page
      • Contains the follow us toolbar on the left side that links to each specific page
        • Facebook
        • WordPress
        • Pinterest
        • You Tube
        • Twitter
        • RSS Feeds
        • Contact Information
          • At the bottom of every page there is a navigation bar containing Campus Recreations address, phone number, and directions

 Bemidji State University Campus Recreation

http://www.bemidjistate.edu/students/recreation/

User Critique

Key Findings

  • Very simple
    • Little color on the page
    • Navigation bar is sharp
      • Easy to read black and white
      • Recreation Home, Gillet Fitness Center, Intramurals, and OPC tabs
      • Contains just enough information to get the point across
        • The information is not crammed and is spaced out
        • Does not show many stories on events and their facility
        • Hard to see upcoming news when you first visit the page

Additional Findings

  • Does not contain stories, brief information the visitor would be looking for
  • Lots of links connecting each other, makes each page more simple
  • Photos are included in these stories to keep it more entertaining
  • Important information is highlighted in blue
  • Easy to navigate from section to section
  • Good quality photos

Information on website

  • Bottom of page contains all the notices
    • Schedules
    • Registration
    • Information
    • Memberships
    • Reservations
      • These are all very small and hard to read
      • If you are looking for certain information it is difficult to find
      • News and Events
        • Located in the middle/bottom of the page
        • Looks like it is floating a bit and in an awkward position of the page
        • The calendar is listed in order, not an image of calendar
        • Side bar along right side
          • Mission statement
          • Calendar
          • Forms
          • Staff
          •  Photo Gallery
          • Student Jobs
          • Contact Info
            • Address
            • Phone number

College of Saint Benedict Campus Recreation

http://www.csbsju.edu/csb-campus-recreation.htm

User Critique

Key Findings

  • Hours are the first thing you see on the homepage
  • Easy to navigate to different subject about the organization
  • Lots of words on the homepage versus many photos
  • Homepage contains a photo banner which is appealing
  • Easy to navigate tabs on the side of the homepage
  • Contact information is not clearly displayed on all pages
  • Important information is highlighted in red

Additional Findings

  • Each tab contains basic information
    • More photos then information are shown in most cases
    • All links and emails are highlighted in red
    • Photos are small on pages making them hard to see detail
    • Pages are not very appealing
    • Each page has the same style and set up to it
    • Has a “commonly asked questions link” on membership page
    • Tables and charts for more complicated information
    • The same photos are displayed on multiple pages

Information on Website

  • Homepage
    • Hours
      • Academic, long weekends, and holiday hours
      • Aerobics
        • Photo and description of the aerobics team
        • Aerobics schedule displayed in a chart
        • Form on the bottom for suggestions
        • Class description link on very bottom
        • Contains links to smaller pages
          • Workout DVD list
          • Meet the instructors
          • Class descriptions
          • Tips to make an aerobics class great
          • Policies and procedures
          • List of equipment available for check out
  • Club Sports
    • Description of what club sports are and multiple photos
    • Side contains links under this page to smaller pages
      • Forms, policies, and information
      • Purchase, travel, orders
      • CSB Dance Team
      • CSB Figure Skating
      • CSB Lacrosse
      • CSB Rugby
      • CSB Ultimate Frisbee
      • CSB Volleyball
      • CSB/SJU Crew
      • CSB/SJU Nordic Skiing
  • CPR/First Aid Classes
    • Information on who to contact
    • How long the license is good for
    • When the classes are
    • Payment information
    • Additional questions contact information
  • Yoga Classes
    • Description of the class
    • Cost for the class
    • Photo of what it looks like
    • Dates and times indicating when it is taking place
    • Contact information
    • Outside links
      • Meet your instructor
      • Yoga participant evaluation form
      • Yoga class registration
  • Pool
    • Hours of the pool being open
    • Rules for using the pool
  • Intramural Sports Leagues
    • Questions
    • How to join a team
    • Creating a team
    • A picture of a winning Intramural team is displayed on this page
  • Athletic and Recreational Facilities
    • What you can use and what they cost
    • Photos of all the facilities they offer
    • List of their workout machines
    • Outside links
      • Scheduling policy
      • Policies and procedures
  • Membership Information
    • Rules
    • Different levels
      • Prices and what is included in each level
      • Outside links
      • Commonly asked questions
  • Equipment Check Out
  • Department Mission
    • Mission statement
  • Campus Recreation Staff
    •  Photos and descriptions of 3 employees
  • Staff Only
    • Tab that brings you to a login page where staff can sign in

Media Review

Multiple on campus and local media outlets were evaluated for the presence of Snap Fitness and Campus Recreation mentioned or discussed over the past five years.

Snap Fitness:

St. Cloud Times

  • 1 article included Snap Fitness in the St. Cloud Times
    • This article included the basic information on the opening of Snap Fitness
    • What would be offered
    • What Snap Fitness was like
    • Who could use it
    • 24-7 access
    • Multiple-location access

University Chronicle

2 articles talked about Snap Fitness total

  • 1 article discussed the opening of Snap Fitness
    • The hours
    • Prices
    • Benefits for students
    • Compared Snap Fitness a little bit with Campus Recreation (gave what was included in both and prices for each)
    • Included quotes from owner of Snap Fitness and director of Campus Recreation
    • 1 article talked about training for a 5k
      • This article referenced training tips from a Snap Fitness trainer but did not discuss Snap Fitness in any way

UTVS

UTVS was contacted to see if Snap Fitness was mentioned in any broadcasts in the past five years.  A lead of the department affirmed that Snap Fitness has not been mentioned in the broadcasts.

KVSC

The only mention of Snap Fitness through KVSC was in the profile or a DJ. He said he enjoyed to workout at Snap Fitness. There were no articles on Snap Fitness.

Campus Recreation:

St. Cloud Times

  • January 2011- Campus Rec was mentioned in 11 Steps to Wellness in the St. Cloud area.
  • April 2012- Campus Recreation’s event “Women that Rock” was covered
  • July 2012- Campus Rec was mentioned for their new Paddleboard Yoga.
  • July 2012- Campus Rec was mentioned to get out and get moving.
  • September 2012- Spirit Run, Campus Recreation was apart in the planning of the event.

University Chronicle

  • August 2010- Intramural registration information.
  • September 2010- Campus Rec promoting healthy lifestyles information.
  • September 2010- Outdoor Endeavors including information on students “outs.”
  • January 2011- The Spring RecFest event was covered.
  • January 2011- Group Fitness free week information.
  • January 2011- Intramural information about what is all covered.
  • February 2011- Highlight of a Group Fitness class called Cycle N’ Sculpt.
  • February 2011- Information on the success of the event SCSU on The Move.
  • March 2011- Coverage on how Campus Rec Gets Involved with RecKids.
  • Sept 2011- Fall RecFest coverage.
  • September 2011- Group Fitness new class Zumba.
  • September 2011- Group Fitness classes offered for the fall.
  • October 2011- 21 Days of Fitness information.
  • October 2011- Highlight of Group Fitness class Yogalaities.
  • January 2012- Spring RecFest covered.
  • February 2012- SCSU on the move coverage.
  • February 2012- Lake George Boathouse opening for the season once again.
  • March 2012- Earth Day Run story.
  • March 2012- Trek Desk story
  • April 2012- Winter league intramural champions.
  • September 2012- Coverage on Fall RecFest.
  • September 2012- Information about Fall Intramurals.
  • September 2012- Coverage on the Husky Spirit 5K.
  • March 2013- Lake George article being a “hot spot.”

UTVS

UTVS was contacted to see if Campus Recreation was mentioned in any broadcasts in the past five years.  It has been affirmed that Campus Recreation has not been mentioned in the broadcasts.

KVSC

KVSC was contacted to see if Campus Recreation was mentioned within the past 5 years. Due to a technical crash, there were no stories related to Campus Recreation.

Social Media Review

Snap Fitness:

The social networking site that Snap Fitness uses is Facebook. I have found 3 different Snap Fitness pages for the St. Cloud Location, but only 1 contains much information and is kept up to date.

Key Findings

  • The website is used to inform people what they have going on
  • They promote their programs on here
  • Health tips and tricks are often posted
  • There are inspirational postings as well on this page
  • The timeline photo is of the outside of their facility
  • The profile image is blurry and hard to see
  • The photos they have are all inspirational quotes, there are no photos of the facility or of people using the facility

Socialmention.com

There were no relevant publications of the Snap Fitness on socialmention.com.

Campus Recreation:

Campus Recreation is very active with their social media. They have a Facebook page, Twitter account, Pinterest, Foursquare, and YouTube.

Facebook

  • Facebook page is updated almost daily during the week
  • They post upcoming events, inspirational photos and quotes, funny photos, and videos as well
  • The profile photo is the standard SCSU logo with an updated timeline photo that is updated often
  • Website, email, contact information, and hours of facility are all included in about me section

Twitter

  • When Facebook status is updated, it automatically links to the Twitter account
  • Inspirational quotes are tweeted every so often
  • Rarely does Campus Recreation retweet and follow posts

YouTube

  • Used to promote promotional videos made my Campus Recreation
    • Harlem Shake
    • Slam Jam Contest
    • Trick Shot Video
    • Promotional Videos on prices
    • SCSU on The Move

Foursquare

  • Used to monitor check-ins and what people have to say about the facility
  • Campus Recreation does not include promotions on Foursquare for checking-in

Socialmention.com

When searching for Campus Recreation 3 videos were found. One captured Intramural dodge ball, one on rock climbing, and one interview of an employee. These were all done by bystanders and were short, unedited, videos that contained no information or feedback on Campus Recreation.

In-Depth Interview with Rustin Deters

Owner of Snap Fitness St. Cloud-5th Ave

This in-depth interview was conducted on February 6, 2013 at the 5th Avenue Snap Fitness location located right outside campus.

Key Findings:

  • There has never been this type of study done between Snap Fitness and Campus Recreation before
  • Rustin & Kevin run the club majority of the time
  • As of now this is the only club in St. Cloud with 24-7 access and free parking
  • In the club there are emergency buttons, AED’s, and all staff are CPR certified
  • The only media for Snap Fitness is the website itself and Facebook. There are no other accounts
  • There is one Facebook page for both St. Cloud Snap Fitness Clubs
  • The Facebook page is updated every 24-36 hours with tips, specials, and promotions
  • They do weekly giveaways to users
  • They offer fitness classes on a screen that are available whenever not in use
  • Student membership is $24.95 a month
    • Family memberships are cheaper
    • Health insurance covers most of a monthly fee as well
    • There are different membership levels: basic, standard, and premier
    • Students get multi-club memberships
      • Meaning they can go to other Snap Fitness besides only one location
      • Basic- $24.99/month: You can workout at only the one location
      • Standard-$29.99/month: You are able to workout at any Snap Fitness Club
        • 20% off supplies
        • Access to fitness web page
        • Fitness Orientation
        • Premier-$39.95/month: You are able to workout at any Snap Fitness Club
          • 20% off supplies
          • Free tanning
          • 20% off lotion
          • Access to the fitness web page
          • Fitness Orientation
          • What is available:
            • Screen fitness classes
            • Tanning
            • Supplements- vitamins, protein, breakfast bars
            • Keeping track sheets
            • Personal Training
            • Online Fitness Page
            • Bootcamp every Sunday morning for $15
            • Online Fitness Page- journaling, personal account, tracks your workout, billing information, can transfer clubs online
            • Have had 650 students enroll in a student account (does not include family memberships that many students use)
            • Get most students from Coborn Plaza
              • Has a ¼ of students from there
              • 25% students with memberships come from Coborn Plaza
              • Lots of membership from downtown businesses
              • Have many different promotions
                • February 2013- Enter to win $500 for Spring Break with Snap Corporate
                • Snap Corporate does a $20,000 Biggest Loser Contest
                • Hardest thing in the summer to do is to retain people
                  • Many students go home and use those clubs which transfer to them the more they go there

In-Depth Interview with Brian Johnsonn

Coordinator of Business Operations Marketing for St. Cloud State University Campus Recreation

This in-depth interview was conducted Wednesday February 20th in the office of Brian Johnson in Halenbeck Hall on SCSU campus.

Key Findings

  • There was a huge decrease in participation at Campus Recreation once Snap Fitness gained a new location close to campus
  • Reasons for this loss
    • Parking
    • Hours –no 24-7 access at Campus Recreation
    • Availability of equipment
    • Hard to share a membership with another person at Campus Recreation
    • Campus Recreation is not in the heart of campus
    • Benefits of Campus Recreation
      • Larger area
      • More organized group fitness options
      • Cheaper
      • Part of the campus community
      • Is funded by students
      • Has more equipment
      • Have up to 6 employees working at one time
      • Can get a personalized orientation
      • Lots of social media/web upkeep
        • You know what is going on when
        • What can be done to help this
          • The fee will eventually be included in student tuition
          • This will attract more students on a regular basis
          • Will have to expand the gym
          • Night time 5-8 pm are the busiest times
            • Students often have to wait for a machine to open
            • 24-7 access will not happen, do not want to promote unhealthiness
            • Is open on most holidays, excluding the large ones
            • Finding the right equipment
              • Chris Haukos, Fitness and Special Events Coordinator
              • Attends conferences on the latest equipment
              • Keeps up to date on current vendors
              • Gets the best for students
              • Summer business
                • Very slow
                • Have discussed opening fitness center to community, alumni, and St. Cloud Tech students

Focus Group (Internal) Snap Fitness Users

Key Findings

  • Most students who work out at Snap are Coborn Plaza residents
  • In many cases, parents are paying for students Snap Fitness memberships
  • Motivation to get a membership is spread from word of mouth
  • If heath insurance does not cover majority of monthly fee, students see Snap as too expensive
  • Most students do not use a personal trainer at Snap Fitness
  • Students love the screen fitness classes that can be accessed 24-7
  • Busy college students see 24-7 access as a savior
  • There isn’t a huge variety of workout machines
  • Snap Fitness is often used by students at home and summer locations as well
  • Most users like their Facebook page
  • Many people who use Snap Fitness
    • Read St. Cloud Times  & watch UTVS
    • Students like the ability to drive to Snap and be able to park
    • Snap is in a convenient location to most students

Additional Findings

  • Membership to only one club defeats the purpose of participating at any Snap
  • The gym gets busy but it’s tolerable, never have to wait for machines
  • More free weights is a large complaint among students
  • Students often do not use nutrition guidance due to budget
  • Students feel safe while traveling to Snap, the location is in a safe place

Focus Group (External) Campus Recreation Students  

Key Findings

  • Many Campus Recreation users read the Chronicle & watch UTVS
  • Many students use Campus Recreation because it is cheap and on campus
  • Campus Recreation is strongly promoted during advising days
  • Having a huge facility with so much to do is a huge attraction
  • Many students walk to Campus Recreation
  • Campus Recreation is the cheapest gym in town
  • Having Campus Recreation open 24-7 wouldn’t attract students a lot more most say
  • Everything needed for a fitness pass is included
  • Biggest complaint is too little space, machines, and too many people
  • Parking not being available until night time is a huge complaint
  • Campus Recreation gets way too busy during peak hours
    • Students have to wait in line and use sign-up sheets

Additional Findings

  • Additional services (tanning, personal trainers, group fitness) are very cheap
  • Students enjoy the motivational programs offered (SCSU on The Move, 21 Days of Fitness)
  • Students enjoy having locker rooms and lockers that lock for belongings
  • Many like the idea of a fitness pass being included in tuition

Personal Contacts

Kierstin Hoven

Director of Campus Recreation

Bemidji State University

khoven@bemidjistate.edu

218. 755. 4109

Marcia Mahlum

Campus Recreation Director

College of Saint Benedict

mmahlum@csbsju.edu

320. 363. 5992

Judy Behrend

Office Manager of Campus Recreation

St. Cloud State University

jabehrend@stcloudstate.edu

320. 308. 3325

Brandon Hiemenz

Personal Training of SCSU Campus Recreation

St, Cloud State University

hibr1101@stcloudstate.edu

Formal Research

Secondary Research

In- Depth Interview

Snap Fitness:

  • 652 students have been enrolled at Snap Fitness since it opened
  • 1,750 students are currently enrolled at Snap Fitness (11% of SCSU students)
  • 575 students workout at Snap Fitness on the average day
  • 31% of Coborn Plaza residents workout at Snap Fitness
  • 17% of those who workout at Snap Fitness are Freshman
  • Employees work during daytime hours
  • Snap Fitness gets about 20 family memberships (3+ people)
  • Snap Fitness gets about 30 couple memberships
  • Corporate sponsors $20,000 Biggest Loser Contest
  • 2 managers run Snap Fitness
  • There are 12 Personal Trainers
  • Had 120 memberships within the first month
  • Personal Trainers work with your schedule
  • Gym is available 24/hrs a day, 7 days/week
  • Spread = 18- 26 years old on average
  • 12 trainers- they all charge what they would like
  • Have around 20 family (3+ members) and 30 couple memberships
  • When students sign up their rate stays that much for as long as they keep it up no matter how old they get

In- Depth Interview

Campus Recreation:

  •  5,600 students (35%) chose Campus Recreation to workout at in 2013.
  •  Memberships have declined since Snap Fitness has moved in to a location close to campus
  • Numbers of memberships in the past 4 years:
    • 2009: 3,549
    • 2010: 3,764 (6.1%)
    • 2011: 3,378 (10.3%)
    • 2012: 2,293 (32.1%)
    • Campus Recreation revenue in the past 4 years:
      • 2009: $249,753
      • 2010: $265,802
      • 2011: $271,767 (increased fee to $35)
      • 2012: $183,550
      • Biggest complaints found by Campus Recreation study:
        • Limited parking
        • Broken equipment and machines
        • Space looks and feels busy all the time
        • Organization of machines
        • Too expensive
        •  Not enough cardio machines

SCSU Website

  • There are about 15, 879 undergraduate students attending St. Cloud State University
  • SCSU gives about 180 guided tours each semester
    • This would include a tour of Campus Recreation

Surveys

The first survey conducted was with SCSU active students working out at Snap Fitness or Campus Recreation (150).

Key Findings

  • 1/10 of all SCSU students workout at Snap Fitness.
  • Most students who workout at Snap Fitness are between the ages of 19 and 22.
  • Of the surveys conducted, 20% worked out at Snap Fitness
  • 3/5 of these students workout from 1 to 4 times a week.
  • Students confirmed that they enjoy working out at Snap Fitness for the following prime reasons: 24-7 access, free parking, cleanliness, special activity, and it is a prime location for Coborn Plaza students.
    • Campus Recreation:
  • 7/20 (35/100) of all SCSU students workout at Campus Recreation.
  • 55% of surveys conducted worked out at Campus Recreation.
  • Students also confirmed that they enjoy working out at Campus Recreation for the following reasons: On campus, close, many friends also workout here.
  • The biggest complaints to Snap Fitness: Not on campus, many people drop weights.
  • The biggest complaints to Campus Recreation: Overcrowded, hours, not secure weight area for females, location.
    • Both 
  • Everyone who conducted a survey used Facebook as a social media tool. A little over half used Twitter, and 1/5 used blogging.
  • UTVS is the most used media source among the students surveyed, followed by the Chronicle, and then KVSC.
  • Majority of students (7/10) who conducted the surveys resided off-campus.
  • About half and half drive and do not drive to workout.
  • More then half claimed they started working out at the facility they did due to friends of theirs, followed by parents, flyers, and advising days.
  • The most common used service on top of a regular fitness plan is Group Fitness classes used by over half, followed by personal training, nutrition counseling, and the pool.
  • Over half of total students are satisfied with their workout facility.
  • 7/10 of students agree that they are comfortable asking workers for help or more information. 

The second survey was conducted with non-active fitness members (50).

Key findings:     

  • About ½ who took this survey were between the ages of 19 and 20.
  • There was a 6 to 4 ratio of the men who took the survey compared to how many women took the survey.
  • Almost ½ were in their second year of school. 1/5 were first year students, 1/5 were third year, 1/5 fourth year, and none were over fourth year students.
  • Only 1/5 of the students who took this survey lived on campus.
  • Almost half of students surveyed used UTVS as a news source.
  • All students who took the survey used Facebook, over ½ used Twitter, and a small amount used blogging.
  • Biggest reason for not working out is time, followed by money.
  • Majority have never taken the time to learn about what Snap Fitness has to offer for students.

Direct Observation

During this research I did two things.  First, I attended a meeting with Snap Fitness to see what their tactics are with marketing Snap Fitness and how they get new members as their number continues to increase. Second, I attended a meeting with Campus Recreation to see how they are dealing with declining memberships and what they are doing to gain and keep more memberships from their competitor.

Key Findings

Snap Fitness

  • Snap Fitness follows a lot of initiation from corporate
    • They have more they can give away on a big budget/big prizes
    • Males workers dominate the fitness center, I did not see any females
    • They come up with easy yet rewarding prizes to customers
    • Snap Fitness has professionals available at all times their desk is open, they all know how it runs
    • They treat everyone with respect, they want their business
    • They push towards students and the community which Campus Recreation does not

Additional Findings

  • Entrance is clean and lockers are available for use
  • All machines are in working condition
  • The machines and floor are very clean
  • They are available all day for questions and help
  • Upon new memberships, each are given tours
  • Try to help consumers in any way possible
  • Supplements are available for purchase

Key Findings

Campus Recreation 

  • The workers all meet on a regular basis and compare their numbers
  • They brainstorm ideas to increase these numbers and what they can do to get more business
  • Surveys are done to see what students want more and less of
  • One employee attends workshops and makes sure Campus Recreation has the best equipment they can have
  • Based on complaints they decide what they can do
    • The concern for price will eventually drop as it will be included in tuition
    • Workers all work well together and try to gain more success as a team, not individuals
    •  The gym opens early and closes late, making sure students are not out in the middle of the night  
    • Student employees work the front desk, assisting customers and making sure only customers are allowed in
    • They plan on expanding their fitness center area soon
    • They have rearranged the gym to make females more comfortable lifting in a certain section
    • They discuss how they relate to Snap Fitness
      • How Snap users “cheat” the system

Additional Findings

  • Entrance is clean and lockers that lock are available in the fitness center
  • Machines are spread out as much as possible in the allowed space
  • Some machines are not in working condition
  • Wipes are available to clean equipment after use

Research Gant Chart

Research Method W1 W2 W3 W4 W5 W6 W7 W8 W9 W10
Problem Statement                    
SWOT Analysis                    
Media Review                    
Internet Search                    
In-Depth Interview 1                    
In-Depth Interview 2                    
Focus Group 1                    
Focus Group 2                    
Personal Contact 1                    
Personal Contact 2                    
Formal Research                    
Direct Observation                    
Survey                    
Reformulated SWOT                    
Reformulated Problem Statement                    

  

Evaluation of Research

It was very hard to conduct research with Snap Fitness because they are a small part of a huge corporation. They gave me all the help that they could but they do not have the exact numbers due to students using passes from other locations and family memberships versus single memberships.

What Worked

  • Focus Groups
  • Surveys
  • Research of the organization
  • In-depth Interviews

What did not Work

  • Obtaining useful information from key contacts
  • Difficult to calculate exact numbers at Snap Fitness

Reformulated Problem Statement

The PR problem of Snap Fitness is because they are an organization outside of St. Cloud State University, they have a hard time being able to reach out to students about the opportunities for them.

Reformulated SWOT

Strengths (Internal)

  • Very strong staff (workers and personal trainers)
  • Safe family and student environment
  • Always working for new ideas
  • Constantly clean and introducing new fitness ideas

Weaknesses (Internal)

  • Tough communicating with so many staff members
  • Viewed as too expensive
  • Hard to reach out to students not through the University
  • Not located on campus

Opportunities (External)

  • Ability to become a huge success opportunity
  • Huge campaigns available through corporation
  • Social media
  • Big prizes that students will love

Threats (External)

  • Not enough communication among students
  • Lack of willingness to try the change
  • Campus Recreation being included in tuition

  

 

Planning

Division of Publics

Description of Publics

Internal -Snap Fitness members

  • Active -Those who pay for a membership and utilize it by working out
  • Passive -Those who pay for a membership and do not utilize it

External-Non-Snap Fitness members

  • Proponents -Those who are not against Snap Fitness but do not use it
    • Primary- SCSU Freshmen students
      • Primary- Coborn Plaza Freshmen residents
        • Latent- Any Freshmen Coborn Plaza resident student unaware
        • Aware- Coborn Plaza Freshmen students who are aware but do not use the facility
        • Secondary- Other off or on-campus freshmen students outside of Coborn Plaza
          • Latent- Any Freshmen resident outside of Coborn Plaza who are unaware of Snap Fitness
          • Aware- Aware Freshmen students outside of Coborn Plaza who are aware but do not participate in Snap Fitness
  • Secondary- All other SCSU students
    • Latent- SCSU students who are not aware of Snap Fitness
    • Aware- SCSU students who are aware of Snap Fitness but do not use it
  • Marginal- The community members who are not students
    • Latent- Community members who are unaware of Snap Fitness
    • Aware- Community members who are aware of Snap Fitness but do not participate in Snap Fitness
  • Opponents- Those who are against Snap Fitness
    • Primary- The students who choose to workout at Campus Recreation
      • Latent- SCSU students who workout at Campus Recreation because they are unaware of Snap Fitness
      • Aware- The students who are aware of Snap Fitness and choose ot workout at Campus Recreation
  • Secondary- The students who choose to workout somewhere else
    • Latent- SCSU students who choose to workout at a place other than Campus Recreation, being unaware of Snap Fitness
    • Aware- SCSU students who choose to workout at a place other than Snap Fitness and Campus Recreation even when they know about Snap Fitness
  • Marginal- The students who choose to not workout at all
    • Latent- SCSU students who choose to not workout anywhere, not knowing about Snap Fitness
    • Aware- SCSU students who choose not to workout anywhere, knowing about Snap Fitness

Internal Aware and Active (members)

Attitude

Goal: To inform members of Snap Fitness the importance of recruiting new members to maintain a healthy lifestyle.

Goal 2: To inform members of Snap Fitness the safety the facility holds for its members.

Objective 1: To increase the number of students who promote Snap Fitness to other SCSU students from X% to Y% by July 2013.

Objective 2:To increase the number of Snap Fitness members who actively recruit their own friends to Snap Fitness from X% to Y% by August 2013.

Objective 3:To increase the number of members who actively bring their friends along as a guest to gain their memberships from 5% to 8% by September 2013.

Strategy 1:  To promote the idea that recruitment encourages students to live a healthier lifestyle in a safe place, while also benefiting the recruiter with monthly discounts in the process.

Strategy 2: To encourage Freshmen to get a membership right away so they stick with Snap Fitness throughout their college career.

Tactics: 

  •  Create a group of members that will promote Snap Fitness in the community where SCSU students are exposed to.
  • Have members expose their friends to the interactive website where they can track their fitness results.
  • Have members get their friends to like and follow Snap Fitness via social media sites.

Behavioral

Goal:  To encourage Snap Fitness employees to constantly seek feedback from SCSU students about their facility.

Objective 1:  To increase the number of Snap Fitness members to actively be visiting the website for more information from 28% to 32% by December 2013.

Objective 2:  To increase the number of Snap Fitness members who actively try new programs and additional fitness programs through Snap Fitness besides a basic membership from 60% to 65% by January 2014.  

Objective 3:To increase the number of Snap Fitness members who actively promote their own friends to join Snap Fitness from X% to Y% by February 2014.

Strategy 1:  To promote the idea to the staff that seeking out students concerns will help benefit their fitness center.

Strategy 2:  To promote the idea that actively checking the website for upcoming information and new programs will only benefit students health.

Tactics:

  • Encouraging students to fill out surveys as they arrive at Snap Fitness to get an idea of where they are at, with the ambition of a prize drawing if they fill it out.
  • To communicate with the staff the importance to value students feedback.
  • To promote the idea of a feedback box where students can write down their concerns at any time and place them into a box.
  • To promote prizes for joining new programs.
  • Offering special deals for a members first additional program through Snap Fitness.

Maintained Behavioral

Goal:  To have the members of Snap Fitness actively recruiting new members.

Objective 1:  To have each Snap Fitness member promote and recruit Snap Fitness to at least 2 people per semester by September 2014.

Objective 2:  To promote Snap Fitness via Facebook through Snap Fitness page posts at least once a month by October 2014.

Strategy 1:  To have Snap Fitness staff members actively recruiting Snap Fitness via social media and face-to-face interactions.

Strategy 2: To have members and staff actively promoting Snap Fitness at Coborn Plaza.

Tactics:

  • Have Snap Fitness members linking posts from Snap Fitness Facebook page to their own pages.
  • Having staff members and current members actively promoting Snap Fitness inside Coborn Plaza.
  • Handing out brochures through Coborn Plaza and dorms.
  • Hanging posters around the entire downtown area to relate to all students.
  • Making sure to like and comment on Snap Fitness posts, encouraging friends of theirs to do the same.
  • Using a reward system through Snap Fitness for those Snap Fitness members who recruit new membership.

Internal Aware and Passive (members)

Attitude

Goal: To inform current members of the importance of actively utilizing their membership to stay healthy.

Objective 1:  To increase the percentage of members who actively attend Snap Fitness at least once a week from 70% to 75% by July 2013.

Objective 2: To increase the percentage of members who actively encourage other students on campus the benefits of Snap Fitness by 5% by August 2013.

Objective 3: To increase the percentage of members who actively recruit their own friends from X% to Y% by September 2013.

Strategy:  To promote the idea that recruitment will help promote a healthy lifestyle as well as help you receive monthly discounts in your membership as well.

Tactics: 

  • Encouraging members to share posts and programs Snap Fitness is hosting through their own social media sites.
  • To remind members that membership is cheaper if they attend the facility more often with posters and on website.
  • To really push towards Coborn Plaza students how close Snap Fitness really is.
  • To share students first-hand experiences through social media which links to all social media accounts students use.
  • Creating a group on Facebook with employees and users of Snap Fitness where people can discuss events, plans, and invite new members to join.

Behavioral

Goal:  To increase the number of members who attend Snap Fitness on a regular basis.

Objective 1:  To increase the amount of members who actively visit social media websites of Snap Fitness to find out the latest information from 4% to 6% by October 2013.

Objective 2: To increase the number of members who attend Snap Fitness weekly by 5% by October 2013.   

Objective 3:To increase the number of members who attend Snap Fitness with friends for more encouragement from 5% to 10% by November 2013.

Strategy 1:  To encourage student members to utilize their memberships.

Strategy 2: To encourage student members to actively promote Snap Fitness.

Tactics:

  • Have staff really pushing the benefits members can reach if they actively recruit and hold memberships.
  • To encourage student members to bring their friends as guests to see what Snap Fitness is all about first-hand.
  • Encourage members to share the website and Facebook page with friends to increase activity and win prizes.

Maintained Behavioral 

Goal:  To have members of Snap Fitness actively participating at Snap Fitness while encouraging other students to join as well.

Objective 1:  Have each member recruit Snap Fitness to 2 of their friends each semester by March 2014.

Objective 2: Have members actively attending Snap Fitness on a regular basis from 20% to 25% by April 2014.

Strategy 1 :  To use incentives for members for every recruitment they make.

Strategy 2: To let students see how important their input to other students is for the company

Strategy 3: To remind students how important it is to actively attend Snap Fitness to benefit their health.

Tactics:

  • Have students visit the facility and discuss the organization with a Snap Fitness staff member.
  • Have members share and repost Facebook and Twitter posts made by Snap Fitness to get the word and activity moving among SCSU students.
  • Connect staff members with SCSU students on the actual campus along with current members so they see how students like Snap Fitness.

Internal, Active (Snap Fitness employees)  

Attitude

Goal:  To insure employees know the importance of being fun and inspirational towards students.

Objective 1:  To increase the number of Snap Fitness employees who find Snap Fitness as fun and inspiring from X% to Y% by July 2013.

Objective 2: To increase the number of Snap Fitness employees who recruit that Snap Fitness is fun and inspiring from X% to Y% by August 2013.

Strategy 1:  To promote the idea that Snap Fitness is a convenient, fun, and inspiring facility to workout in.

Strategy 2: To hook those Coborn Plaza residents right away and to maintain their memberships.

Tactics:

  • Stress through the staff that the facility needs to feel welcoming to guests at all times.
  • Encourage students to join Snap Fitness right away before they even hear about Campus Recreation with mailings, posters, flyers.
  • Encourage staff to converse with members as they enter the gym and or leave to make see if they have any questions or comments on their experiences at the facility.
  • Post inspirational posters, photos, and stories in social media and news media around the community for SCSU students to see. (UTVS, Chronicle, St. Cloud Times)

Behavioral

Goal:  To increase social media traffic via the popular social media websites that students are using.

Objective 1:  To increase the number of likes on the Snap Fitness Facebook page from 115 like to 200 likes by October 2013.

Objective 2:  To create more social media websites that will reach from 0 to 10% more students by November 2013.

Objective 3: To increase the number of students who actively follow Snap Fitness social media and get them into the facility from 2% to 5% by December 2013.

Strategy:  To assign one manager the duty to keep up with all social media for SCSU students.

Tactics:

  • Create more social media websites for Snap Fitness to be apart of that the student population is currently using.
  • Take advantage of the promoted posts options on Facebook, which will create Snap Fitness posts to be seen by friends-of-friends and followers. This can more then double your audience.
  • Once your social media websites have been created, “follow” and “like” other SCSU students pages and organizations to gain that interaction back from them.

Maintained Behavioral

Goal:  Have Snap Fitness employees actively recruiting new members.

Objective 1:Have each employee recruit at least 15 people per semester by January 2014.

Objective 2: Require each employee to market Snap Fitness once per month on campus by February 2014.

Objective 3: To encourage employees to constantly promote and encourage students about all the benefits of Snap Fitness by 10% by March 2014.

Strategy 1:  To have Snap Fitness employees recruiting SCSU students by face-to-face interactions.

Tactics:

  • Have staff hold a Snap Fitness booth outside of Snap Fitness on 5th Avenue when it is warm outside to promote Snap with healthy foods and vitamins for sale.
  • Holding special booths at advising days to encourage new students to SCSU to get involved with Snap Fitness right away.

External Proponent, Primary, Primary Latent  

Awareness

Goal:  To increase awareness among SCSU Coborn Plaza freshmen students of the opportunities available at Snap Fitness.

Objective 1:  To increase percentage of SCSU Coborn Plaza freshmen students who are aware of Snap Fitness from X% to Y% by the beginning of May 2013.

Objective 2:  To increase the percentage of Coborn Plaza freshmen students who are aware of the programs Snap Fitness has to offer from X% to Y% by the end of May 2013.

Strategy:  To disseminate the awareness of Snap Fitness as a whole new revolution to the fitness world.

Tactics:

  •  Posters-all around campus with all the basic information on Snap Fitness (what it is, what’s included, where to go for more information).
  • Photos on social media and in Coborn Plaza residential areas of Snap Fitness of all the machines and programs they offer so Coborn Plaza SCSU Freshmen students can see photos first-hand.
  • Big flags and posters displayed outside of Snap Fitness on the Coborn Plaza side so students who are coming to orientation with their parents see all of this when they are moving in and checking out the place.
  • Advertising in the Link (the SCSU academic planner), putting some information and an add in the Link where many students, especially first-year students look for more information.

Attitude

Goal:  To encourage Cobron Plaza freshmen residents to understand that anyone can workout at Snap Fitness.

Objective 1:  To increase the number of students who see Snap Fitness as an opportunity to keep off the freshman 15 from X% to Y% by August 2013.

Objective 2: To increase the number of Coborn Plaza freshmen students who see Snap Fitness as a safe environment right across the street from 75% to 85% by September 2013.

Strategy 1:  To show students real stories and experiences that SCSU students have experienced at Snap Fitness.

Strategy 2: To encourage first-year Coborn Plaza students that Snap Fitness is a great place to get started if you want to watch the “Freshmen 15.”

Tactics

  • Including real life-stories from SCSU students who have had their lives changed due to the programs offered through Snap Fitness. This would also include photos as well as some extra ambition.
  • Send out information to the mailboxes of Coborn Plaza residents on the current crime rates happening at Snap Fitness, let the public know Snap Fitness is a safe facility and is located in a safe place.

Behavior

Goal:  To increase the number of Coborn Plaza freshmen students who become involved with Snap Fitness based on it’s benefits and location.

Objective 1:  To increase the number of SCSU Coborn Plaza freshmen students who visit the Snap Fitness social media websites for more information from 2% to 5% by October 2013.

Objective 2:  To increase the number of non-members who visit the facility as guests of other Snap Fitness members from 5% to 8% by November 2013.

Objective 3: To increase the percentage of SCSU Coborn Plaza freshmen students who join Snap Fitness as a member after visiting from X% to Y% by January 2014.

Strategy:  To promote the idea of a 24-7 fitness center as a healthy way to get fit that is right next door.

Tactics:

  • To encourage guests to attend Snap Fitness with a buddy for a free workout with flyers and social media promoted posts.
  • To encourage Coborn Plaza freshmen students that Snap Fitness is their best option with opportunities and how close it is to them. 
  • To advertise towards members to get guests into the gym with them to win prizes through the website, flyers, social media, and word-of-the-mouth in the fitness center.
  • To talk with students at the Coborn Plaza location to get residents interested in Snap Fitness and ask questions.

Maintained Behavioral

Goal:  To increase the number of active Coborn Plaza freshmen students who join Snap Fitness.

Objective 1:  To increase the number of guests who become members from 20% to 25% by January 2014.

Objective 2:To increase the number of students who begin Snap Fitness memberships as freshmen from 17% to 20% by May 2014.

Strategy 1:  To show what Snap Fitness offers for it’s members versus what other gym facilities offer their members. 

Tactics:

  • Give out useful items that promote Snap Fitness at advising days and at certain events where different organizations can include goodies in bags.
  • Post on social media on a daily basis, only promoting Snap Fitness 10% of the time, the other time should be to help students with tips and to get them talking on your site.
  • Encouraging first-year Coborn Plaza students to follow Snap Fitness on Facebook during their advising days so they see promotional posts during the summer and the beginning of their first year.
  • Display lots of promotions and colorful designs right outside of Snap Fitness so that freshmen Coborn Plaza students see all of this when they come visiting and become more interested.

External Proponents, Primary, Primary Aware  

Attitude

Goal:  To change Coborn Plaza freshmen students perceptions that Snap Fitness is not expensive compared to other fitness facilities.

Objective 1:  To increase the number of Coborn Plaza freshmen students who see first-hand how little a student can pay for a membership per month from X% to Y% by July 2013.

Objective 2:  To increase the awareness to SCSU Coborn Plaza freshmen students that health insurance can decrease a students membership fee from X% to Y% by August 2013.

Strategy 1:  To promote a positive image of Snap Fitness prices compared to other fitness facilities.

Strategy 2: To promote the idea to Coborn Plaza students that this is a very good deal for them as well as in a very good location.

Tactics

  • Show Coborn Plaza freshmen students a mapping of how far each gym is compared to them
  • Research other gym facilities in your area to see what other gyms are offering their students compared to you
  • Make it your main goal to market that you are the best deal out there
  • Provide a guide comparing your cost of membership compared to the cost of membership for other workout facilities.
  • Create posters with this information, digital signage online, flyers that are placed into dorm mailboxes, flyers for off-campus homes.

Behavioral

Goal:  To increase the number of Coborn Plaza freshmen students who use Snap Fitness and participate in their activities.

Objective 1:  To increase the amount of Coborn Plaza freshmen students who actively visit Snap Fitness each month for more information from 3% to 5% by October 2013.

Objective 2:  To increase the number of Coborn Plaza freshmen students who purchase more then a one month membership to Snap Fitness from 17% to 20% by November 2013.

Objective 3: To increase the number of Coborn Plaza freshmen students who hold a Snap Fitness membership for over a year from X% to Y% by December 2013.

Strategy:  To promote the benefits of Snap Fitness to SCSU Coborn Plaza freshmen students

Tactics:

  • Have brochures ready to be handed out during Coborn Plaza kick-off events and in the Coborn Plaza area during regular school days as well. 
  • To really express the fact that students can work out during the summer at home with success stories from other students.
  • To promote the use of 24-7 group fitness classes that are available for you or a group to SCSU students via social media, posters, flyers.
  • Provide workouts and healthy recipes via social media to get people visiting the site and talking amongst each other about Snap Fitness.

Maintained Behavioral

Goal:  To increase the number of physically active Cobron Plaza freshmen students who are aware of Snap Fitness and decide to join.

Objective 1:  To increase the number of new Coborn Plaza freshmen members at Snap Fitness each month from X% to Y% by March 2014.

Objective 2:  To increase the number of Coborn Plaza freshmen students following Snap Fitness on online media from 1% to 3% by April 2014.

Strategy:  To promote students to retain their memberships by showing the physical benefits of joining Snap Fitness.

Tactics:

  • Talk with incoming freshmen on the opportunities that Snap Fitness provides for them right away so they get excited about it from day one.
  • To encourage Coborn Plaza freshmen members to actively check-in at Snap Fitness.
  • Promote posts on Facebook to get people listening to what Snap Fitness has to say that day.
  • Actively update the appearance of the Facebook page so members stay entertained.
  • Promote Snap Fitness with fit individuals so Snap appears to be the best to make you look the best.
  • To include various photos on social media to keep members wanting to reach that point, to stay motivated.

External Proponent, Primary, Secondary, Latent  

Awareness

Goal:  To increase awareness among SCSU freshmen students of Snap Fitness.

Objective 1:  To increase the awareness of SCSU freshmen students about the programs that Snap Fitness as a whole offers compared to the on-campus facility for students from 15% to 20% by May 2013.

Objective 2:  To increase the awareness among SCSU freshmen students of how Snap Fitness programs can change your lifestyle right across the street from X% to Y% by May 2013.

Strategy 1:  To distribute information about how Snap Fitness can be the freshmen 15 life-saver.

Strategy 2: To make SCSU freshmen students see and hear success stories from other freshmen students and want that to be them.

Tactics

  • To include a brochure for SCSU freshmen students with all the information they can access from Snap Fitness with a total makeover along with photos for outside of Snap Fitness, their mailboxes in the dorms, and on-campus for kick-off events.
    • Handing out these brochures on advising days will really persuade students and parents to get them involved
    • Providing a “no freshmen 15” would be a great way to persuade students.
  • To include a detailed description of everything Snap Fitness has to offer for freshmen students.

Attitude

Goal:  To increase the idea among SCSU freshmen students that Snap Fitness is the perfect fit for freshmen.

Objective 1:  To increase the amount of freshmen students who believe they can utilize all programs Snap Fitness has to offer from X% to Y% by July 2013.

Objective 2:  To increase the amount of freshmen students who see Snap Fitness as a welcoming environment from 60% to 70% by August 2013.

Strategy 1:  To distribute information about each program offered and when students can use them.

Strategy 2:  Distribute personal views of current members and what programs they use that Snap Fitness has to offer which would be a perfect fit for other freshmen students as well.

Tactics

  • Send out a brochure that has all the programs and reviews of these programs by real SCSU students to new freshmen households. Include a prize where the first 15 who bring that brochure in get their first month free or some ambition to get them to the facility, that is the main goal.
  • Get students who workout at the facility to write reviews on social media and on the website. This way people who are considering joining will see them and be more prone to try it out.
  • Promote Facebook posts to ensure that many of these incoming freshmen can see these posts even if they do not like Snap Fitness on Facebook.
  • Encourage a free week for the fitness center offered at first during the dead weeks (Spring Break, Christmas Break, and summer) to get more freshmen students experiencing Snap Fitness versus Campus Recreation without overcrowding it.

Behavioral

Goal:  To increase more participation at Snap Fitness from freshmen students.

Objective 1: To increase the number of SCSU freshmen students who know they can attend Snap Fitness as a buddy to try out the facility for free from 5% to 10% by October 2013.

Objective 2: To get the number of SCSU freshmen students who hear good reviews and attend free week to join as a member from X% to Y% by November 2013.

Objective 3:  To increase the number of students who try out at least a one-month membership with Snap Fitness from 3% to 6% by December 2013.

Strategy:  To promote the benefits of being a member at Snap Fitness in the long-term.

Tactics:

  • Update the social media websites constantly, students visit social media sites a lot more then any other site. Promoting these posts to hit those freshmen students who do not like Snap Fitness.
  • Making members want to pull in their friends to benefit themselves, reducing their monthly rate.
  • Updating social media ad the website with entertaining ideas for students which will keep them more interested in the site such as recipes, workouts, and funny workout photos.
  • Provide customers with the opportunity to provide their feedback on the social media and website. On the social media pages, making it so you can respond back to questions and other people can see this as well.
  • Link the pages together so they are easy to navigate and so you can expand your story into a more detailed story on the main website for example from a social media site.

Maintaining Behavioral

Goal:  To increase the number of SCSU freshmen students who become active members from visitors with a positive view on Snap Fitness.

Objective 1:  To increase the number of freshmen students who buy Snap Fitness passes at the beginning of the school year 5% each semester by August 2014.

Objective 2:To increase the number of freshmen followers on social media by 15% by April 2014.

Objective 3: To increase positive interactions among social media about Snap Fitness with SCSU freshmen students from 1% to 3% by May 2014.

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
  • Post at least 1 time a day, only 10% of the time promoting people to join Snap Fitness in some way.
  • Create a blog that has workout tips, inspirational quotes, recipes, and more for the more entertaining end of Snap Fitness students.
  • Post these links and sites in the Link, during advising days, on Snap’s website, and through flyers that go to incoming freshmen’s homes.
  • Focus the staff more on what students want to see by listening to feedback via online, emails, and comments. Staff must seek this information from customers.

External Proponents, Primary, Secondary, Aware   

Attitude

Goal:  To increase positive perceptions about Snap Fitness to SCSU freshmen.

Objective 1:  To increase the amount of freshmen students who believe that Snap Fitness is the perfect all-inclusive workout facility to keep off their freshmen 15 from 10% to 15% by July 2013.

Objective 2:  To increase the amount of freshmen students who are aware that health insurance can decrease your monthly fee from 3% to 5% by August 2013.

Strategy 1:  To distribute information on what it really costs for SCSU freshmen  students.

Strategy 2: To help students view Snap Fitness as a dream workout facility for the freshmen college student who wants to stay in shape.

Tactics

  • Make a brochure that lays out the prices for SCSU students and what students usually pay per month.
  • To promote the use of personal trainers and how they can help freshmen keep off that freshmen 15 through brochures, flyers, and letters to mailboxes.
  • Hand out and post flyers and posters comparing the prices of Snap Fitness with other local workout facilities.

Behavior

Goal:  To increase the number of SCSU freshmen students who are aware of Snap Fitness to join Snap Fitness.

Objective 1:  To gain 3 new freshmen members by the end of each semester by October 2013.

Objective 2:To increase the amount of freshmen students who come as guests with other Snap Fitness members from 5% to 10% by November 2013.

Strategy 1:  To promote valuable information about Snap Fitness to future freshmen members.

Strategy 2: To promote past freshmen students experiences to focus on more recruitment through SCSU freshmen students.

Tactics:

  • To keep all designs fresh and new while constantly promoting them to freshmen students in new ways: flyers, brochures, door hangers, videos.
  • To keep prizes and promotions constantly going on throughout the semester for freshmen students to get themselves in the door and experiencing Snap.
  • Promoting heavily in garvey with table inserts due to garvey being a main freshmen food facility.
  • Promote heavily with booths in the entrances of each dorm with past members and personal trainers to get freshmen interested. Photo boards and videos would be the number one hit.

Maintaining Behavioral

Goal:  To increase the number of active freshmen students who join Snap Fitness to continue being a member for all 4 years of their college careers.

Objective 1:  To increase Snap Fitness 4-year memberships among SCSU freshmen students by 5% by March 2014.

Objective 2: To increase the number of students who maintain memberships throughout the summer months by 5% by April 2014.

Strategy:  To increase awareness of the opportunities at Snap Fitness year-round which encourages students to join and become members.

Tactics:

  • Place promotional flyers in all mailboxes in the dorms
  • Create a questions/comment box on Facebook where staff members can communicate back and fourth with members or students that have questions about becoming a member.
  • Place student question boxes on campus and in dorm entrances for freshmen students to place their questions for Snap Fitness employees to answer to.
  • Promote special new member prizes and rewards through the mail and garvey with inserts and flyers for freshmen students.  

External, Proponents, Secondary, Latent

Awareness

Goal:  To increase awareness among SCSU students of Snap Fitness.

Objective 1: To increase the awareness among students of how many students are working out at Snap Fitness from 10% to 15% by June 2013.

Objective 2: To increase the awareness among students of how many students have had successful experiences at Snap Fitness from 15% to 20% by June 2013.

Strategy 1:  To distribute information about a Snap Fitness total makeover

Strategy 2: To make SCSU students see and hear success stories and want it to be them.

Tactics

  • To include a brochure for students with all the information they can access from Snap Fitness with a total makeover along with photos for booths, halls, mailboxes, and members.
    • Handing out brochures on the corners of major traffic areas will encourage many students to get the information without totally avoiding it.
    • Hosting booths in the middle of campus on a nice regular day during busy traffic times and during special events as well.
  • To include a detailed description of everything Snap Fitness has to offer for students and the community on their website and social media sites and on brochures that will be available for pass-outs and at booths.
  • To link websites related to Snap Fitness together so people can find the information they are looking for. 

Attitude

Goal:  To increase the idea among SCSU students that Snap Fitness is perfect for all students.

Objective 1:  To increase the amount of students who believe they can utilize all programs Snap Fitness has to offer from 4% to 6% by July 2013.

Objective 2:  To increase the amount of students who see Snap Fitness as a welcoming environment from 60% to 70% by August 2013.

Strategy 1:  To distribute information about each program offered and when they can use them.

Strategy 2:  Distribute personal views of current members and what programs they use that Snap Fitness has to offer.

Tactics

  • Get students who workout at the facility to write reviews on social media and on the website. This way people who are considering joining will see them and be more prone to try it out.
  • Create videos with past members experiences and workouts they do at Snap Fitness and share them on campus and through social media with other SCSU students.
  • Create flyers, brochures, and booths set up outside of Snap Fitness and on campus to encourage SCSU students to find more out about Snap Fitness.
  • Place articles about Snap Fitness (the benefits, what is available, past experiences) all into the Chronicle and have UTVS do stories about it as well to get it out there in the SCSU media.
  • Also have the St. Cloud Times do an update since their original opening article on what is available, prices, and what students think about it.
  • To advertise in the Link and other events to get students familiar to seeing the name and want to know more about Snap Fitness.
  • Encourage a free week for the fitness center offered at first during the dead weeks (Spring Break, Christmas Break, and summer) to get more students experiencing Snap Fitness without overcrowding it.

Behavioral

Goal:  To increase more participation at Snap Fitness

Objective 1: To increase the number of students who know they can attend Snap Fitness as a buddy to try out the facility for free from 5% to 10% by October 2013.

Objective 2: To get the number of students who hear good reviews and attend free week to join as a member from 10% to 15% by November 2013.

Objective 3:  To increase the number of students who try out at least a one-month membership with Snap Fitness from 3% to 6% by December 2013.

Strategy:  To promote the benefits of being a member at Snap Fitness in the long-term.

Tactics:

  • Update the social media websites constantly, students visit social media sites a lot more then any other site.
  • Making members want to pull in their friends to benefit themselves, reducing their own monthly rates.
  • Updating social media ad the website with entertaining ideas for students which will keep them more interested in the site such as recipes, workouts, and funny workout photos.
  • Provide customers with the opportunity to provide their feedback on the social media and website. On the social media pages, making it so you can respond back to questions and other people can see this as well.
  • Link the pages together so students can easily visit each site that is available to them.

 Maintaining Behavioral

Goal:  To increase the number of students who become active members from visitors with a positive view on Snap Fitness.

Objective 1:  To increase the number of students who buy Snap Fitness passes by 5% each semester by March 2014.

Objective 2:To increase the number of followers on social media by 25% by April 2014.

Objective 3: To increase positive interactions among social media about Snap Fitness from 1% to 3% by May 2014.

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
  • Post at least 1 time a day, only 10% of the time promoting people to join Snap Fitness in some way.
  • Create a blog that has workout tips, inspirational quotes, recipes, and more for the more entertaining end of Snap Fitness students.
  • Focus the staff more on what students want to see by listening to feedback via online, emails, and comments. Staff must seek this information from customers.

External, Proponents, Secondary, Aware

Attitude

Goal:  To increase positive perceptions about Snap Fitness around the SCSU campus.

Objective 1:  To increase the amount of students who believe that Snap Fitness is a great all-in-one workout facility from 20% to 25% by July 2013.

Objective 2:  To decrease the amount of students who view Snap Fitness prices as too high from 15% to 10% by August 2013.

Strategy 1:  To distribute information on what it really costs for SCSU students.

Strategy 2: To help students view Snap Fitness as a dream workout facility for the college student.

 Tactics

  • Make a brochure that lays out the prices for SCSU students and what students usually pay per month
  • Hand out and post flyers and posters comparing the prices of Snap Fitness with other local workout facilities
  • Promote Snap Fitness through giveaways outside of Snap Fitness when it is warm out and through booths on campus for all SCSU students to be able to participate in.
  • Providing students with free orientations of Snap Fitness by placing flags outside of it, promoting this on social media, flyers, and word-of-the-mouth by current members.
  • Have articles about prices written in the Chronicle, a story on Snap Fitness prices through UTVS, and an article in the St. Cloud Times.
  • Promote why Snap Fitness is so great through social media and flyers from other SCSU students who are currently using that facility.

Behavior

Goal:  To increase the number of SCSU students who are aware of Snap Fitness to join Snap Fitness.

Objective 1:  To gain 5 new members by the end of each semester by October 2013.

Objective 2:To increase the amount of students who come as guests with other Snap Fitness members from 5% to 10% by November 2013.

Strategy 1:  To promote valuable information about Snap Fitness to future members.

Strategy 2: To promote students experiences to focus on more recruitment through SCSU students.

Tactics:

  • To keep all designs fresh and new so they catch they eyes of SCSU students more frequently.
  • To have articles in the Chronicle, St. Cloud Times, and stories on UTVS on the current promotions and why students should join.
  • To keep prizes and promotions constantly going on throughout the semester to encourage people to belong to a fitness center with prizes by letting them know this through flyers, social media, brochures, small giveaways at booths.
  • Advertising all around the town of St. Cloud, mainly around the campus area where students go, making sure to push hard in the winter with digital signage and posters while it seems very convenient.

Maintaining Behavioral

Goal:  To increase the number of active students who join Snap Fitness to continue being a member for more then one year.

Objective 1:  To increase Snap Fitness full-year memberships among students by 15% by March 2014.

Objective 2: To increase the number of students who maintain memberships throughout the summer months by 5% by April 2014.

Strategy:  To increase awareness of the opportunities at Snap Fitness which encourages students to join and become members.

Tactics:

  • Place promotional flyers in all mailboxes in the dorms.
  • Create a questions/comment box on Facebook where staff members can communicate back and fourth with members or students that have questions about becoming a member.
  • Promote special new member prizes and rewards throughout the town of St. Cloud. On social media, in restaurants, bulletin boards, in media outlets, and posters throughout campus.
  • Set up booths throughout the town to get people interested and talking about Snap Fitness and taking that step further to communicate with staff members to get a better understanding.

External, Proponents, Marginal, Latent

Awareness

Goal:  To increase awareness among the community of Snap Fitness.

Objective 1: To increase the awareness of Snap Fitness to the community by 15% by May 2013.

Objective 2: To increase the awareness among the community of how many community members have had successful Snap Fitness success stories from 10% to 15% by June 2013.

Strategy 1:  To distribute information about a Snap Fitness being a total makeover center for the community.

Strategy 2: To make the community see the success stories from community members and want that to be them.

Tactics

  • To create a brochure explaining all the benefits that Snap Fitness can provide for community members to get them into shape.
    • Handing out brochures to local St. Cloud businesses and asking them to display these brochures for customers.
  • To make a specific flyer for all St. Cloud residents to be mailed out promoting the life-changing events Snap Fitness includes
    • Also including the idea that Snap Fitness is a 24-7 facility where you can workout at whichever Snap
    • Including family membership plans- getting your whole family interested for a cheap price.
  • To promote Snap Fitness through St. Cloud advertising.
  • To include news stories in the St. Cloud Times for residents to see.

Attitude

Goal:  To increase the idea through the community that Snap Fitness is the best place for community members and the whole family to get fit at.

Objective 1:  To increase the amount of families who believe Snap Fitness is the best place for their family workout needs from 10% to 15% by July 2013.

Objective 2:  To increase the amount of families who see Snap Fitness as a welcoming and safe environment by 15% by August 2013.

Strategy 1:  To distribute information to families about all the programs they offer and how each member can use them.

Strategy 2:  Distribute personal views of current members and what programs they use that Snap Fitness has to offer.

Tactics

  • Get community members to express their feelings about their experiences at Snap Fitness and place them in the St. Cloud Times, on the website, and through flyers.
  • Create commercials that can be shown through local St. Cloud television and to the local community.
  • Provide free family days where parents can stop by and visit with the staff and trainers while learning about the programs they have to offer. Here they would also have healthy foods and prizes for children so they children would become interested. During these days they could also have workout challenges among children and the community to earn prizes and increase popularity. .
  • Sending out brochures to homes in the area expressing communities positive views on Snap Fitness and why they should consider Snap Fitness their families workout facility.
  • Encourage a free week for the fitness center with families to come try out the place when SCSU students are on a break so they get more private time to learn about the place and try it out. 

Behavioral

Goal:  To increase more community participation at Snap Fitness

Objective 1: To increase the number of families who come into the facility to learn more about it from X% to Y% by October 2013.

Objective 2: To get the number of community members to seek at least a one-month membership after their orientation from 30% to 35% by November 2013.

Objective 3:  To increase the number of students who try out at least a one-month membership with Snap Fitness from 3% to 6% by December 2013.

Strategy:  To promote the benefits of having membership at Snap Fitness in the long-term.

Tactics:

  • Placing articles in the St. Cloud Times of current family and community members who have seen positive effects from working out at Snap Fitness and how they got involved.
  • To promote through face-to-face, flyers, and media outlets that Snap Fitness is the home to the community throughout the entire summer.
  • Promoting Snap Fitness through local St. Cloud restaurants people attend frequently who might see these advertisements.
  • Informing families through face-to-face interaction, flyers, and brochures that Snap Fitness also provides promotions and benefits for promoting Snap Fitness to other community members as well.
  • Informing members that Snap Fitness social media will keep them informed of upcoming events and promotions to keep them in the loop and help them win prizes.
  • Provide customers with the opportunity to provide their feedback on the social media and website. On the social media pages, making it so you can respond back to questions and other people can see this as well.
  • Link the pages together so students can easily visit each site that is available to them.

Maintaining Behavioral

Goal:  To increase the number of community members who become active members for long-term with a positive view on Snap Fitness.

Objective 1:  To increase the number of community memberships a semester by 3% by March 2014.

Objective 2:To increase the number of community followers on social media by 15% by April 2014.

Objective 3: To increase positive interactions among social media about Snap Fitness from 1% to 3% by May 2014.

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
  • Post at least 1 time a day, only 10% of the time promoting people to join Snap Fitness in some way.
  • Provide tips on the website, social media, and through the facility of health tips to keep the community and their children on a healthy plan.
  • Create a blog that has workout tips, inspirational quotes, recipes, and more for the more entertaining end of Snap Fitness community members.

External, Proponents, Marginal, Aware

Attitude

Goal:  To increase positive perceptions about Snap Fitness around the St. Cloud community.

Objective 1:  To increase the amount of the community who believes that Snap Fitness is a great all-in-one workout facility from 30% to 35% by July 2013.

Objective 2:  To decrease the amount of community members who see Snap Fitness prices as too high by 10% by August 2013.

Strategy 1:  To distribute information on what it really costs for community members.

Strategy 2: For the community to see Snap Fitness as a convenient and great place to workout at.

Tactics

  • Make a brochure that will lay out what kind of prices the community could be paying at Snap Fitness.
  • Hand out and post flyers and posters comparing the prices of Snap Fitness with other local workout facilities through the mail and local St. Cloud businesses.
  • Promote Snap Fitness through giveaways outside of Snap Fitness when it is warm out and through booths around the St. Cloud area.
  • Providing community members with free orientations and prize giveaways by informing them through St. Cloud Times, flyers, brochures, door hangers, and advertisements.
  • Promote why Snap Fitness is so great through social media outlets where community members who do not “like” Snap Fitness on Facebook will still be able to see these posts.

Behavior

Goal:  To increase the number of St. Cloud community members who are aware of Snap Fitness to join Snap Fitness.

Objective 1:  To gain 5 new members by the end of each semester by October 2013.

Objective 2:To increase the amount of community members who come as guests with other Snap Fitness members from 5% to 10% by November 2013.

Strategy 1:  To promote valuable information about Snap Fitness to future members.

Strategy 2: To promote students experiences to focus on more recruitment through current community members.

Tactics:

  • To keep all designs fresh and new so they catch they eyes of community members more frequently.
  • To have articles in the St. Cloud Times more frequently about all the opportunities for community members and their families.
  • To keep prizes and promotions constantly going on throughout the year to encourage people that belonging to Snap Fitness and hitting fitness goals can lead to big prizes and success through social media, the website, media outlets, and flyers.
  • Advertising all around the town of St. Cloud, mainly around the big business centers where digital media and posters can be places for the community to see.

Maintaining Behavioral

Goal:  To increase the number of active community members who join Snap Fitness to continue being a member for more then one year.

Objective 1:  To increase Snap Fitness full-year memberships among community members by 15% by March 2014.

Objective 2: To increase the number of community members who maintain weekly access to the fitness center from 20% to 30% by April 2014.

Strategy:  To increase awareness of the opportunities at Snap Fitness which encourages community members to become part of and maintain.

Tactics:

  • Place promotional flyers through the mail and through local businesses. 
  • Create a questions/comment box on Facebook where staff members can communicate back and fourth with members or students that have questions about becoming a member.
  • Promote special new member prizes and rewards throughout the town of St. Cloud. On social media, in restaurants, bulletin boards, in media outlets, and posters throughout St. Cloud.
  • Set up booths throughout the town to get people interested and talking about Snap Fitness and taking that step further to communicate with staff members to get a better understanding.

External, Opponents, Primary, Latent

Awareness

Goal:  To increase awareness among current Camus Recreation members of the workout facility Snap Fitness.

Objective 1: To increase the awareness of Snap Fitness to Campus Recreation fitness users by 20% by May 2013.

Objective 2: To increase the awareness among Campus Recreation fitness members of how many members have had successful Snap Fitness success stories at Snap Fitness from 0% to 10% by June 2013.

Strategy 1:  To distribute information about a Snap Fitness being the perfect all-in-one workout facility that is open 24-7.

Strategy 2: To have current Campus Recreation fitness members see success stories from Snap Fitness users and want to learn more.

Tactics

  • To create a brochure explaining all the benefits that Snap Fitness can provide for current Campus Recreation members.
    • Handing out brochures to local St. Cloud businesses and asking them to display these brochures for customers.
    • Handing out brochures to housing complexes right around the Campus Recreation area and off-campus areas.
  • To make a specific flyer for all St. Cloud residents to be mailed out promoting the life-changing events Snap Fitness includes.
    • Also including the idea that Snap Fitness is a 24-7 facility where you can workout at whichever Snap
    • Including that Snap Fitness is the perfect college workout plan, it can be used at school and at home
  • To promote Snap Fitness through St. Cloud advertising.
  • To write articles through all media outlets: St. Cloud Times, The Chronicle, and display stories through UTVS to get those students who workout at Campus Recreation interested in Snap Fitness.

Attitude

Goal:  To increase the idea that Snap Fitness provides more fitness benefits then Campus Recreation does.

Objective 1:  To increase the amount of Campus Recreation members to find out more information about Snap Fitness from 0% to 4% by July 2013.

Objective 2:  To increase the amount of Campus Recreation members who come into Snap Fitness to learn more about it by 5% by August 2013.

Strategy 1:  To encourage Campus Recreation members to want to know more about Snap Fitness.

Strategy 2:  Distribute personal views of current members and what programs they use that Snap Fitness has to offer that Camus Recreation does not.

Tactics

  • Tease Campus Recreation members with short descriptions of what they offer and pieces of recommendations on flyers and through the media so they want to find out more.
  • Send out free prizes that have Snap Fitness logos on them and little information guides.
    • Use these to introduce a free drawing so people get encouraged to participate.
  • Distribute information through the Chronicle, UTVS, and St. Cloud Times to get as many Campus Recreation members to see the information as possible.
  • Set up booths outside of Snap and around the St. Cloud community so current Campus Recreation members will be encouraged to stop after seeing videos, photos, and flags displayed by the booth

Behavioral

Goal:  To increase more participation from Campus Recreation to Snap Fitness.

Objective 1: To increase the number of Campus Recreation members who seek information about Snap Fitness by 5% by October 2013.

Objective 2: To get the number of Campus Recreation fitness members who come to Snap Fitness to hear about their programs by 3% by November 2013.

Objective 3:  To increase the number of Campus Recreation members who decide to receive a free orientation by 2% by December 2013.

Strategy:  To promote the benefits of having membership at Snap Fitness compared to Campus Recreation.

Tactics:

  • Placing articles in the St. Cloud Times, Chronicle, and stories in UTVS about students who have gone from Campus Recreation to Snap Fitness and how they like it better. 
  • To promote through face-to-face and flyers that Snap Fitness is the perfect place for their fitness needs year-round.
    • This includes going home for the summer and having somewhere to workout at. 
  • Promoting Snap Fitness through local St. Cloud restaurants people attend frequently who might see these advertisements who are Campus Recreation members.
  • Informing students of these benefits as they are young through advising days and brochures so they do not get hooked on Campus Recreation.
  • Informing members that Snap Fitness social media will keep them informed of upcoming events and promotions to keep them in the loop and help them win prizes.
  • Provide customers with the opportunity to provide their feedback on the social media and website. On the social media pages, making it so you can respond back to questions and other people can see this as well.
  • Link the pages together so students can easily visit each site that is available to them.

Maintaining Behavioral

Goal:  To increase the number of Campus Recreation members who commit to trying out Snap Fitness.

Objective 1:  To increase the number of past Campus Recreation members to try out at least a one-month membership by 3% a semester by March 2014.

Objective 2: To increase the number of members from Campus Recreation to try-out a long-term membership with Snap Fitness by 5% by May 2014.

Objective 3:To increase the number of past Campus Recreation members to become followers of Snap Fitness on social media by 15% by April 2014.

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Strongly use face-to-face interactions to get people more interested in learning what Snap Fitness is all about.
  • Actively send out flyers and brochures that explain what Snap Fitness is and how they can come learn more about it.
  • Using booths and promotional advertisements, this can get students in larger numbers interested in Snap Fitness faster.
  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
    • Use promoted posts so then Campus Recreation members can see these posts from Snap Fitness.

External, Opponents, Primary, Aware

Attitude

Goal:  To increase the idea through all the Campus Recreation users that Snap Fitness is the best workout option for them.

Objective 1:  To increase the amount of Campus Recreation members that Snap Fitness holds a better opportunity for them by 12% by July 2013.

Objective 2:  To increase the amount of Campus Recreation members that Snap Fitness is a much more welcoming and safe environment then Snap Fitness from X% to Y% by August 2013.

Strategy 1:  To distribute information all over the Camus Recreation residential areas to persuade current Campus Recreation members.

Strategy 2:  Distribute personal views of current members and what programs they use that Snap Fitness has to offer that Camus Recreation does not.

Tactics

  • Get current Snap Fitness members to voice their opinions about how they enjoy Snap Fitness more then Campus Recreation and why in the St. Cloud Times, on the website, and through flyers.
  • Provide free promotional days when the whole community is welcomed to Snap Fitness to see, hear, and experience Snap Fitness first-hand.
    • This can include food, shirts, flyers, prizes, and challenges that the community can participate in to get a better understanding of what Snap Fitness is all about. 
  • Sending out brochures to homes in the area expressing all the positive things Snap Fitness has compared to Campus Recreation.
    • 24-7 access
    • Trained professionals
    • Room to train
    • Supplements
    • Free parking
    • Free group fitness classes 24-7
  • Encourage a free week for the fitness center for Campus Recreation members to come check out Snap Fitness. 

Behavioral

Goal:  To increase more participation from Campus Recreation to Snap Fitness.

Objective 1: To increase the number of students who come from Campus Recreation to Snap Fitness by 3% by October 2013.

Objective 2: To get the number of Campus Recreation fitness members who come to Snap Fitness to try out at least a one-month membership by 2% by November 2013.

Objective 3:  To increase the number of Campus Recreation members who come full-time to Snap Fitness by 2% by December of 2013.  

Strategy:  To promote the benefits of having membership at Snap Fitness compared to Campus Recreation in the long-term.

Tactics:

  • Placing articles in the St. Cloud Times, Chronicle, and stories in UTVS about students who have gone from Campus Recreation to Snap Fitness and how they like it better. 
  • To promote through face-to-face and flyers that Snap Fitness is the perfect place for their fitness needs year-round.
    • This includes going home for the summer and having somewhere to workout at. 
  • Promoting Snap Fitness through local St. Cloud restaurants people attend frequently who might see these advertisements who are Campus Recreation members.
  • Informing students of these benefits as they are young through advising days and brochures so they do not get hooked on Campus Recreation.
  • Informing members that Snap Fitness social media will keep them informed of upcoming events and promotions to keep them in the loop and help them win prizes.
  • Provide customers with the opportunity to provide their feedback on the social media and website. On the social media pages, making it so you can respond back to questions and other people can see this as well.
  • Link the pages together so students can easily visit each site that is available to them.

Maintaining Behavioral

Goal:  To increase the number of Campus Recreation members who become active members of Snap Fitness for long-term with a positive view on Snap Fitness.

Objective 1:  To increase the number of past Campus Recreation members to current Snap Fitness members by 3% a semester by March 2014.

Objective 2:To increase the number of past Campus Recreation members to become followers of Snap Fitness on social media by 15% by April 2014.

Objective 3: To increase positive interactions among social media about Snap Fitness to 3% by May 2014.

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
    • Use promoted posts so then Campus Recreation members can see these posts from Snap Fitness. 
  • Post at least 1 time a day, only 10% of the time promoting people to join Snap Fitness in some way.
    • This way students will become interested without feeling obligated that they need to become a member.
  • Provide information that informs students that having a Snap Fitness family membership can include your whole family and can be used at school and at home through mailings, flyers, and news stories. 
  • Create a blog that has workout tips, inspirational quotes, recipes, and more for the more entertaining end of Snap Fitness to all fitness seekers.

External, Opponents, Secondary, Latent

Awareness

Goal:  To increase awareness among current fitness center members of Snap Fitness.

Objective 1: To increase the awareness of Snap Fitness to other fitness center users besides Snap Fitness and Campus Recreation by 5% by May 2013.

Objective 2: To increase the awareness among other fitness members of how many members have had successful Snap Fitness success stories at Snap Fitness from 0% to 5% by June 2013.

Strategy 1:  To distribute information about a Snap Fitness being the perfect all-in-one workout facility that is open 24-7.

Strategy 2: To have current fitness members see success stories from Snap Fitness users and want to learn more.

Tactics

  • To create a brochure explaining all the benefits that Snap Fitness can provide for current fitness members.
    • Placing these brochures in local St. Cloud businesses will encourage fitness members to see them and see if they are getting all they can get.
    • Mail these brochures and flyers out to St. Cloud residents so they can be seen by students and adults who do not know about Snap Fitness. .
    • including the idea that Snap Fitness is a 24-7 facility where you can workout at whichever Snap
    • Including that Snap Fitness is the perfect workout facility for anyone with any goal.
  • To promote Snap Fitness through St. Cloud advertising.
  • To write articles through all media outlets: St. Cloud Times, The Chronicle, and display stories through UTVS to get those students who workout at Campus Recreation interested in Snap Fitness.

Attitude

Goal:  To create a way for fitness members to understand the opportunities that Snap Fitness offers.

Objective 1:  To increase the amount of fitness center users who see Snap Fitness as a way for positive change from X% to Y% by July 2013.

Objective 2:  To increase the amount of fitness center users who see Snap Fitness as an all-in one fitness facility from X% to Y% by August 2013.

Strategy 1:  To show fitness center members the benefits of becoming involved with Snap Fitness.

Strategy 2:  To encourage fitness members that Snap Fitness is perfect for first-timers to the very experienced.

Tactics

  • Including real life-stories from SCSU students who have had their lives changed due to the programs offered through Snap Fitness in flyers, news stories, and posters. This would also include photos as well as some extra ambition.
  • Send out information on the current crime rates happening at Snap Fitness, let the public know Snap Fitness is a safe facility and is located in a safe place.
    • These could be on door hangers, sent in the mail, and passed out in high-traffic areas.

Behavioral

Goal:  To increase more participation from other fitness facilities to Snap Fitness.

Objective 1: To increase the number of Campus Recreation members who seek information about Snap Fitness by 5% by October 2013.

Objective 2: To get the number of other fitness center members into Snap Fitness to hear more about their programs from X% to Y % by November 2013.

Objective 3:  To increase the number of fitness members who decide to receive a free orientation by 3% by December 2013.

Strategy:  To promote the benefits of having membership at Snap Fitness compared to any other fitness facility.

Tactics:

  • Placing articles in the St. Cloud Times, Chronicle, and stories in UTVS about the benefits of Snap Fitness compared to any other fitness facility. 
  • To promote through face-to-face and flyers that Snap Fitness is the perfect place for their fitness needs year-round.
    • This includes going home for the summer and having somewhere to workout at. 
  • To encourage guests to attend Snap Fitness with a buddy for a free workout with flyers and social media promoted posts.
  • To advertise towards members to get guests into the gym with them to win prizes through the website, flyers, social media, and word-of-the-mouth in the fitness center.
  • To talk with students on campus to come in for a workout with a buddy to check it out without paying any fees.

Maintaining Behavioral

Goal:  To increase the number active fitness members who decide to commit to Snap Fitness.

Objective 1:  To increase the number of active fitness members who decide to try out a one-month pass by 5% by April 2014.

Objective 2: To increase the number of active fitness members who bring along other active fitness members from X% to Y% by May 2014.

Objective 3:To increase the number of active fitness members who decide to commit to a full-year Snap Fitness membership by 3% by May 2014.  

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Strongly use face-to-face interactions to get people more interested in learning what Snap Fitness is all about.
  • Promoting Snap Fitness through booths where staff encourages fitness members to see what Snap Fitness has to offer.
  • By advertising in the community (with the mall, through restaurants, billboards.)
  • Actively send out flyers and brochures that explain what Snap Fitness is and how they can come learn more about it.
  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
    • Use promoted posts so then Campus Recreation members can see these posts from Snap Fitness.

External, Opponents, Seconadry, Aware

Attitude

Goal:  To increase the idea to fitness members who are aware of Snap Fitness that Snap Fitness is the best place for them.

Objective 1:  To increase the amount of fitness members that Snap Fitness holds a better opportunity for them by 10% by July 2013.

Objective 2:  To increase the amount of fitness users who agree that Snap Fitness is a welcoming environment for them by 15% by August 2013.

Strategy 1:  To distribute information all over the town of St. Cloud all about Snap Fitness and how it is a better option for them.

Strategy 2:  Distribute personal views of Snap Fitness and why the users of Snap Fitness are happy with their facility. 

Tactics

  • Get current Snap Fitness members to voice their opinions about how they enjoy Snap Fitness more then another fitness option and why in the St. Cloud Times, on the website, and through flyers.
  • Provide free promotional days when the whole community is welcomed to Snap Fitness to see, hear, and experience Snap Fitness first-hand.
    • This can include food, shirts, flyers, prizes, and challenges that the community can participate in to get a better understanding of what Snap Fitness is all about. 
    • This can change opinions by letting those who think Snap Fitness doesn’t provide something can see that it does.
  • Sending out brochures to homes in the area expressing all the positive things Snap Fitness has compared to their current fitness facilities.
    • 24-7 access
    • Trained professionals
    • Room to train
    • Supplements
    • Free parking
    • Free group fitness classes 24-7
  • Encourage members to come for free week and to bring a buddy through flyers, social media promoted posts, and news stories.

Behavioral

Goal:  To increase more participation from other fitness facilities to Snap Fitness.

Objective 1: To increase the number of other fitness members to come into Snap Fitness by 3% by October 2013.

Objective 2: To get the number of fitness members who commit to a free orientation with Snap Fitness by 5% by November 2013.

Objective 3:  To increase the number of fitness members who commit to at least a one-month membership with Snap Fitness by 10% by December of 2013.  

Strategy:  To promote the benefits of having membership at Snap Fitness compared to any other fitness facility in the long-run.

Tactics:

  • Placing articles in the St. Cloud Times, Chronicle, and stories in UTVS about students who have gone to any other fitness center to Snap Fitness and how they like it better. 
  • To promote through face-to-face and flyers that Snap Fitness is the most admired fitness center in the area and what everyone loves about it. 
  • Getting current members to help promote and bring other members into the facility to earn towards free memberships.
  • Informing members that Snap Fitness social media will keep them informed of upcoming events and promotions to keep them in the loop and help them win prizes.
  • Linking social media together so it is easily accessible for visitors. 

Maintaining Behavioral

Goal:  To increase the number of fitness members who become active members of Snap Fitness for long-term with a positive view on Snap Fitness.

Objective 1:  To increase the number of fitness members to current Snap Fitness members by 5% a semester by March 2014.

Objective 2:To increase the number of fitness members to become followers of Snap Fitness on social media by 15% by April 2014.

Objective 3: To increase positive interactions among social media about Snap Fitness to 5% by May 2014.

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
    • Use promoted posts so then Campus Recreation members can see these posts from Snap Fitness.
  • Provide information that informs students that having a Snap Fitness family membership can include your whole family and can be used at school and at home through mailings, flyers, and news stories. 
  • Each Snap Fitness member actively promoting new members to the idea of Snap Fitness.
  • Displaying Snap Fitness advertisements around St. Cloud (at the mall, restaurants, campus, and digital signs).
  • Create a blog that has workout tips, inspirational quotes, recipes, and more for the more entertaining end of Snap Fitness to all fitness seekers.

External, Opponents, Marginal, Latent

Awareness

Goal:  To increase awareness among non-fitness center users that Snap Fitness is essential to their health and well-being.

Objective 1: To increase the awareness that Snap Fitness is essential to staying healthy by 5% by May 2013.

Objective 2: To increase the awareness through other fitness members of how Snap Fitness has saved their lives from X% to Y% by June 2013.

Strategy 1:  To distribute information about the health benefits of Snap Fitness.

Strategy 2: To help let the public see how Snap Fitness can transform people’s lives for the good.

Tactics

  • To create a brochure explaining all the health benefits that Snap Fitness can provide for current fitness members.
    • Placing these brochures in local St. Cloud businesses with real peoples experiences with Snap Fitness.
    • Mail these brochures and flyers out to St. Cloud residents so they can see what risks they are in and what they can do to help.
    • including the idea that Snap Fitness is a 24-7 facility where you can workout at whichever Snap
    • Including that Snap Fitness is the perfect workout facility for anyone with any goal.
  • To promote Snap Fitness through St. Cloud advertising.
  • Promoting through flyers, on the website, and through advertising that Snap Fitness helps with nutrition counseling and helps you achieve the goals you want to achieve.
  • To write articles through all media outlets: St. Cloud Times, The Chronicle, and display stories through UTVS to get those who do not know the benefits of working out to come try Snap Fitness.

Attitude

Goal:  To create a way for fitness members to understand the health opportunities that Snap Fitness offers.

Objective 1:  To increase the amount of residents who see Snap Fitness as a way to stay healthy from 60% to 65% by July 2013.

Objective 2:  To increase the amount of residents who see Snap Fitness as a life-changing opportunity by 15% by August 2013.

Strategy 1:  To show residents what is all included in Snap Fitness for those to achieve their goals.

Strategy 2:  To encourage residents that Snap Fitness is the perfect all-in-one health and self-confidence program.

Tactics

  • Including real life-stories from people who were unhealthy and came to Snap Fitness and experienced these changes through flyers, commercials, posters, news stories.
  • Send out information on the current programs that are available at Snap Fitness and how they can be to your benefit.
  • Door hangers and flyers to be placed on doors and sent in the mail with everything Snap Fitness can do for you.
  • Booths held at health fairs and around the community to stop those who might be interested in learning more.
  • Have a whole health section with personal stories on the website for visitors to seek out.

Behavioral

Goal:  To increase more participation from non-fitness members to join Snap Fitness.

Objective 1: To increase the number of non-fitness members to seek out information on the Snap Fitness health program from 20% to 30% by October 2013.

Objective 2: To get the number of non-fitness members to come in Snap Fitness and learn about their specific programs with an orientation from X% to Y% by November 2013.

Objective 3:  To increase the number of non-fitness members who decide to become involved with Snap Fitness by 3% by December 2013.

Strategy:  To promote the benefits of having membership at Snap Fitness compared to not working out at all.

Tactics:

  • Placing articles in the St. Cloud Times, Chronicle, and stories in UTVS about the benefits of Snap Fitness compared to doing anything else on your own.
  • To promote highly through face-to-face interactions on the benefits of health and why a gym membership and nutrition counseling can be crucial for the people. 
  • To encourage those who decide to get involved with Snap Fitness to bring their friends and families in as well. 
  • To advertise towards non-fitness members to get guests into the gym with them to win prizes through the website, flyers, social media, and word-of-the-mouth in the fitness center.

Maintaining Behavioral

Goal:  To increase the number of non-active, non-fitness member holders to join Snap Fitness.

Objective 1:  To increase the number of non-active members who decide to try out a one-month pass from 0% to 5% by April 2014.

Objective 2: To increase the number of non-active fitness members who bring along other non-active members from 0% to 10% by May 2014.

Objective 3:To increase the number of non-active fitness members who decide to commit to a full-year Snap Fitness membership from 0% to 10% by May 2014.  

Strategy:  To increase advertising and promotion on the staff’s end.

Tactics:

  • Strongly use face-to-face interactions to get people more interested in learning what Snap Fitness is all about.
  • Encouraging members to get their friends and families involved as well to maintain a healthy lifestyle.
    • Promoting Snap Fitness through booths where staff encourages non-active people to become interested in maintaining a healthy lifetyle.
    • By advertising in the community (with the mall, through restaurants, billboards.)
    • Actively send out flyers and brochures that explain what Snap Fitness is and how it has changed many non-active people’s lives.
  • Update the social media websites constantly, making sure they are up to date where visitors can constantly seek information.
    • Use promoted posts so your audience can be expanded by many more Facebook members.

External, Opponents, Marginal, Aware

Attitude

Goal:  To increase the idea to non-fitness members who are aware of Snap Fitness that Snap Fitness is crucial to their well-being.

Objective 1:  To increase the amount of non-active people who see that Snap Fitness can make a difference in their life from 70% to 80% by July 2013.

Objective 2:  To increase the amount of non-active people who see that Snap Fitness can boost their self-confidence by 50% by August 2013.

Strategy 1:  To distribute information all over the town of St. Cloud all about Snap Fitness and how it is a life-changing experience for them.

Strategy 2:  Distribute personal views of Snap Fitness and how their experiences have benefited them.

Tactics

  • Get current Snap Fitness members to voice their opinions about how Snap Fitness has changed their lives St. Cloud Times, on the website, and through flyers.
  • Provide free promotional days when the whole community is welcomed to Snap Fitness to see, hear, and experience Snap Fitness first-hand.
    • This can include food, shirts, flyers, prizes, and challenges that the community can participate in to get a better understanding of how Snap Fitness can be beneficial for their health.  
  • Sending out brochures to homes in the area expressing all the positive things besides being healthy can provide for people
    • 24-7 access
    • Trained professionals
    • Room to train
    • Supplements
    • Free parking
    • Free group fitness classes 24-7

Behavioral

Goal:  To increase participation to Snap Fitness.

Objective 1: To increase the number of non-active members who seek information on how they can benefit with a membership by 10% by October 2013.

Objective 2: To get the number of non-active people who decide to receive an orientation of the fitness center by 5% by November 2013.

Objective 3:  To increase the number of fitness members who commit to at least a one-month membership with Snap Fitness by 10% by December of 2013.  

Strategy:  To promote the benefits of having membership at Snap Fitness compared to any other health program.

Tactics:

  • Placing articles in the St. Cloud Times, Chronicle, and stories in UTVS about how beneficial Snap Fitness has been for the community and students.
  • To promote through face-to-face and flyers that Snap Fitness is the most admired fitness center in the area and what everyone loves about it through booths around Snap Fitness and the St. Cloud area.
  • Getting current members to help promote and bring other members into the facility to earn towards free memberships.
  • Informing members that Snap Fitness social media will keep them informed of upcoming events and promotions to keep them in the loop and help them win prizes by becoming healthy.
  • Linking social media together so it is easily accessible for visitors.

 

Maintaining Behavioral

Goal:  To increase the number of non-active people who decide to become involved with Snap Fitness in the long-term.

Objective 1:  To increase the number of non-fitness members who decide to buy a fitness pass for at least one month by 10% a semester by March 2014.

Objective 2:To increase the number of fitness members to become followers of Snap Fitness on social media by 15% by April 2014.

Objective 3: To increase positive interactions among social media about Snap Fitness to 5% by May 2014.

Strategy 1:  To increase advertising and promotion on the staff’s end.

Strategy 2: To increase the positive energy from current members who are starting to see a huge change.

Tactics:

  • Update the social media websites constantly, making sure they are up to date and students are able to seek information.
    • Use promoted posts so then Campus Recreation members can see these posts from Snap Fitness.
  • Provide public with personal stories so far of those who are recent new members through website, Chronicle, UTVS, and St. Cloud Times to encourage others to join the same way that they did.
    • This will encourage those members to also get free and reduced memberships as well
  • Displaying Snap Fitness advertisements around St. Cloud (at the mall, restaurants, campus, and digital signs).
  • Creating before and after shots and promotions for brochures and videos for all those who have not become involved with Snap Fitness yet.

Budget

Research
Item Amount and Cost Total Cost
Surveys 200 @ .04 $8
Communication
Items Amount and Cost Total Cost
Giveaways (Smaller items, free personal trainings, ect.) Approx. 5 at $75 $375
Fact sheets for students in dorms 3500 @ $.04 $140
Inserts for students advising days 2000 at $.04 $80
Brochures about Snap Fitness 6000 @$.14 $840
11” x 17” Posters in dorms 10 at$16 $160
24” x 32” Posters for campus buildings 13 at $16 $208
Poster for Snap Fitness window 1 at $16 $16
Suggestion box posters for campus buildings 11@$4 $44
Promoted Facebook posts 1 at $15 $15
Facebook Updates daily 1 a day at $0 $0
Linking webpages together $0 $0
Trainers and workers to check-in with students $0 $0
Information tables on campus and outside of Snap $0 $0
Evaluation
Surveys 200 @ .04 $8
Focus Groups 2 @ $0 $0
 

Total Cost of Campaign

$1,894.00 

Communication

Slogan:  “If your mind can dream it, your body can do it.”

Internal Active

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the ideal place for a total health and body transformation.”
  • “Expressing to friends how great Snap Fitness is and that they can come with as a guest to experience the place.”

Behavior:

  • Motivating those active members that “Recruiting others to Snap Fitness is key to our business as well as it will help lower your monthly fee.” 
  • “Bring your friends along as a guest to try out the facility and great atmosphere Snap Fitness has to offer.”

Maintained Behavior:

  • “To remind members that Snap Fitness is always hosting new promotions so watch out for great deals for you and your friends.”
  • “Recommend your friends follow Snap Fitness on Facebook as well as checking in with the website to keep up to date on great deals and fitness tips.”

Delivery:

         These will be done targeting members of Snap Fitness to help reach them with current information as well as target them to promote this information to other students as well.

  • A poster will be hung in the entry of Snap Fitness each month to keep members up to date with the current promotions and what they should look out for.       
    • Additional information and promotions will be simple sheets of paper hung around the gym if something comes up.
  • Showcasing that getting your friends involved gets you deals
    • Long-term posters for the facility, these being updated with design each semester.
    • This information always being accessible from the website and Facebook page (This is a big incentive)
    • Facebook posts on this every few months to remind members to get their friends involved and to save money.

The posters with current information will be re-done each and every month. These posters will be hung in the entries as well as main traffic areas in Snap Fitness and will not stop unless there becomes a problem with activity or cost of the posters. Additional information smaller posters will be updated twice a month (or more if activities change). The posters will start on the first day of September 2013 and run through May of 2014. Long-term posters that will include information that does not change often will be updated twice a semester with design so they do not become overlooked. These will be put in place by the first of August 2013 and will continue through May 2014. Website design will be updated at least twice a semester to guarantee uniqueness. Events that are temporary and come and go will be made for that event and that event only by at least one month prior to the event that will be taking place.

Internal Passive

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is can only help you as much as you choose to help yourself.”
  • “Expressing that bringing friends with you can really boost your motivation.”

Behavior:

  • Motivating the passive members that “Using the pass just a few times a week can make a huge difference.”  
  • “Reminding students that the more you use Snap Fitness, the cheaper your membership can be.”

Maintained Behavior:

  • “To workout weekly is to do your body a life-time favor that you won’t regret in the long-run.”
  • “Save yourself some money and stay healthy by attending Snap Fitness on a regular basis.”

Delivery:

         These will be done to reach out to passive members of Snap Fitness who need to be informed outside of Snap Fitness due to not attending.  

  • Social media posts.           
    • Many times people will still follow social media even if they are not active members.
  • Booths
    • Booths can attract all people as well as members if they see something that looks interesting and can make them want to know more about it.
  • Flyers
    • Sending out flyers to current members as a “newsletter aspect” can help those who have not been active or those who have not seen the posters and other information know about current promotions and what is happening at Snap Fitness.

Social media posts will be done daily but social media posts really pushing to get students involved will only be happening twice a week. By only doing this twice a week it will encourage students to want to follow Snap Fitness without becoming annoyed and will seek interesting information other then promotions from Snap Fitness which will get them interested. These posts will start the first of August 2013 and continue throughout the entire year, breaks included. Booths will be set up once a month both semesters and will be held inside campus areas when the weather is too cold to be outside. These booths will be done once a month starting the first day of September until December and then again from January 2014, through April 2014. Flyers will be sent out to students twice a semester. The first one will be sent out the first of July 2013 and the first of January 2014. These flyers will be sent out in the beginning of the semester and towards the end to make sure to cover as much information as possible. They will include information that will stay pretty much the same as well as specific events and dates as well. A website link will also be on these so students can access updated information if that information would change.

External Proponents, Primary, Primary, Latent

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the best and closet place to keep off that Freshman 15.”
  • “Expressing that Snap Fitness holds many programs that can create that dream body you never had in high school.”

Behavior:

  • Motivating the freshman to come in and hear all about the newest and hottest workout facility for college students.
  • “Encouraging freshmen Coborn Plaza students to purchase at least a one-month membership to see how much they love it.”

Maintained Behavior:

  • “To encourage these residents to bring in their friends to receive even better deals.”
  • “ To become a year member to receive extra deals and see a image change.”

Delivery:

         These will be targeting freshman Coborn Plaza Residents who are unaware of Snap Fitness.

  • A poster will be hung in the entries of Coborn Plaza to spark an interest in Snap Fitness with unaware freshman.  
    • Additional posters will be hung in other high trafficked areas as well.
  • Promoted Facebook posts
    • Promoted Facebook posts will be sure to reach that audience who does not currently see Snap Fitness posts because they don’t “like” Snap Fitness on Facebook. Promoting posts will expand this audience and will be shown to many more freshman Coborn Plaza students and other SCSU students as well.
  • Door hangers
    • Door hangers provide extra information for Coborn Plaza residnets, mainly freshman that will be hard to miss  when it is right in front of them.

The posters with current information will be re-done each and every month for the entries of Coborn Plaza as well as other high-traffic areas such as elevators and in main hallways. These posters will be hung by the first of June 2013 and continue through the first of April 2014. Promoted Facebook posts will be conducted twice a semester. These posts will be containing valuable Snap Fitness information that is also interesting with creative designs. These will begin on the first day of September and also on the 1st day of December 2013. Promoted posts will also be conducted for the second semester on the 1st day of January 2014 and the first day back from Spring Break 2014. Door hangers will be hung twice a semester. These door hangers will be hung towards the beginning of the semester (August 1st 2013) and also after break. (January 1st 2014). They will also be hung after spring break (March 2014) and May 1st 2014. This way students will see the information right away and be reminded again after break about all the great programs happening at Snap Fitness.

External Proponents, Primary, Primary, Aware

Messages:

Attitude: 

  • Promoting the idea that “Coborn Plaza residents are spoiled with Snap Fitness just steps out their door.”
  • “Expressing that Snap Fitness is the most loved workout facility by Coborn Plaza residents.”

Behavior:

  • Encouraging those active members from Coborn Plaza who workout at Snap Fitness to encourage aware residents to come with them to Snap Fitness.  
  • “Becoming a member with Snap Fitness will make the Coborn Plaza area residents mini city where they have it all.”

Maintained Behavior:

  • “To join Snap Fitness as a freshman will keep those freshman 15 off.”
  • “By working out you are doing your mind and body both a huge favor.”  

Delivery:

         These will be done targeting freshman Coborn Plaza residents who are aware of Snap Fitness but do not have a membership there.

  • A poster will be hung in the entry of Snap Fitness to strongly promote what Snap Fitness has compared to other gym facilities around the area.
    • Promoting all the things Snap Fitness has will get those students who are aware more interested in becoming experts on what Snap Fitness is all about.
  • Social media posts
    • Funny social media posts from Snap Fitness that are promoted posts and can reach a much larger audience can attract students who may not be interested in Snap Fitness but the photo caught their eyes and now they are.
  • Flyers
    • Slipping flyers under doors in Coborn Plaza for freshman residents will encourage these freshmen students to pick up these flyers and see the first few words and become hooked on what they have to say. These will be aimed on the prices of Snap Fitness compared to other gym facilities. (What most college students with Snap Fitness memberships actually end up paying.
  • The posters with current information will be re-done each and every month to be able to be caught by the aware freshman students’ eyes. These posters will be hung in the entries as well as main traffic areas in Coborn Plaza on the first day of August 2013 until the end of May 2014. Social media posts will be conducted each and every day besides promoted posts which will be conducted 4 times a semester starting August 1st 2013 and continuing through the end of May 2014. Promoted posts will be conducted 4 times a year because they cost money, and you don’t want to overload students with too much information or they will get used to it and learn to ignore it. Flyers will be handed under freshman Coborn Plaza residents’ doors twice a semester on the 20th day of August and also on the 1st day of October 2013. For spring semester they will be handed out the 1st day of January 2014 and on the 1st day of April 2014. It will be only twice a semester to encourage interest but not be annoyed while getting the relevant information that needs to go out, out.

External Proponents, Primary, Secondary, Latent

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness can help you eliminate the thought of the freshman 15.”
  • “Expressing to friends that Snap Fitness is the perfect college workout place where you can get fit and healthy your first year at school. 

Behavior:

  • Motivating these latent members to read and seek information about Snap Fitness.  
  • “Encouraging freshman students to bring your freshman friends along to try out Snap Fitness as well.”

Maintained Behavior:

  • “To promote the idea to freshman that maintaining a yearly membership will help you stay focused on school and your health.”
  • “Recommend that they follow Snap Fitness on Facebook and be sure to keep up with new fit ideas constantly.”  

Delivery:

         These will be done targeting freshman students who are unaware of Snap Fitness.

  • A poster will be hung outside of Snap Fitness and around campus as well to capture freshman’s attention.
  • Fact Sheets in the dorms to tell students (mainly freshman the benefits of Snap Fitness compared to any other workout facility).
  • Advising day slips to be handed out in bags and to freshman students on advising day to encourage students and parents to take action right away and get a membership at Snap Fitness. 

The posters with current general information will be re-done twice a semester, the 1st day of August 2013, the first day of October 2013, the 1st day of January 2014, and the 1st day of March 2014. The posters will be hung in the campus buildings where students seek information and in high traffic areas as well. Fact sheets will be placed in mailboxes of all the incoming freshman right away in the beginning of the school year on August 20th 2013 as well as after Christmas break on January 1st 2014 before the beginning of second semester. This way students do not get sick of all the information and it will be targeted to them at prime times. Advising day slips will be handed out to students inside bags and in person if possible on all advising days in the summer of May 2014. This will be used to get students and parents excited about Snap Fitness and to take action sooner by registering to Snap Fitness before becoming a student.

External Proponents, Primary, Secondary, Aware

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the place to break into a healthy lifestyle your first year of college.”
  • “Expressing that Snap Fitness is the best workout facility to break the old freshman 15 legend.”

Behavior:

  • Motivating these freshman students to come see what Snap Fitness is all about.” 
  • “Bring your friends along to see what Snap Fitness can really do for you all.”

Maintained Behavior:

  • “To remind students that Snap Fitness isn’t going anywhere and they can workout whenever they want for however long they feel like.”
  • “Recommend you give Snap Fitness a go for your four years of college to really experience a change.”  

Delivery:

         These will be done targeting SCSU freshman students who are aware of Snap Fitness but do not choose to workout at Snap Fitness.

  • A poster will be hung around campus and other St. Cloud areas as well.
  • Flyers in mailboxes will get freshman students to see Snap Fitnes and grab their attention to read more into it.
  • Booths will encourage those who may not be interested in Snap Fitness to see something they like and want to learn more about Snap Fitness.

The posters with current information will be re-done each and every month starting on the 1st day of August 2013 and ending on the 1st day of May 2014.These posters will be hung around campus buildings and in main traffic areas as well as around the town of St. Cloud to gain attention from the freshman. Flyers will be placed into mailboxes at the beginning of the year on the 20th day of August 2013 as well as after Christmas break on the 1st day of January 2014 to capture freshman’s attention when they are deciding about where and when to get their next gym membership. Booths will be held every month outside of Snap Fitness when it is warm and will rotate from locations on campus starting the 20th of August 2013 and continuing through April 2014. These booths will be helping to encourage students to talk with the staff and learn more about Snap Fitness.

External Proponents, Secondary, Latent

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the best place for students to stay healthy.”
  • “Expressing that Snap Fitness is the best option for them at school and at home.”

Behavior:

  • Motivating those active members that “Recruiting others who are unaware of Snap Fitness is key to our business as well as it will help lower your monthly fee.” 
  • “Bring your friends along as a guest to try out the facility and great atmosphere Snap Fitness has to offer.”

Maintained Behavior:

  • “To maintain memberships from new clients by constantly checking-in with them.”
  • “Recommend your friends follow Snap Fitness on Facebook as well as checking in with the website to keep up to date on great deals and fitness tips.”  

Delivery:

         These will be done targeting SCSU students who are not aware of Snap Fitness and what it is all about.

  • Brochures will provide students who are unaware of Snap Fitness to be able to see what Snap Fitness is all about in a nutshell
  • Facebook promoted posts will be able to attract a large audience on social media that will guaranteed to be seen more then students walking around and stopping to read a poster.
  • Flyers being sent to homes around campus will help residents see the information and relate it with roommates which can help get them all involved in Snap Fitness.       

The brochures will be sent out to homes around the St. Cloud campus in the beginning of the year on August 20th 2013. These brochures will contain information students want to know about Snap Fitness and how they can become involved with it more. Facebook promoted posts will be done more often, at least twice a semester by September 1st 2013 and October 1st 2013. During spring semester they will be happening on the 1st day of January 2014 and also on the 1st day of March 2014. Promoted posts are a great option because it is so cheap compared to print and will still reach a large audience. Flyers will be sent out starting the 1st day of August 2013 as well as right after Christmas Break on the 1st day of January 2014 and after Spring Break on the 1st day of April 2014 to get students more excited about working out and interested in hearing more about it.

External Proponents, Secondary, Aware

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the closest and best option for students compared to any other deal in St. Cloud.”
  • “Expressing that Snap Fitness can help you change your life at any time of the day.”

Behavior:

  • Motivating the aware students that Snap Fitness offers a great workout facility with a ton of great programs on top of that membership.  
  • “Bring your friends along as a guest to try out the facility and great atmosphere Snap Fitness has to offer.”

Maintained Behavior:

  • “To maintain memberships from new clients by constantly providing incentives for them.”
  • “Recommend that students attend Snap Fitness a few times a week to see a change in their bodies and in there stress levels.”  

Delivery:

         These will be done targeting SCSU students who are aware of Snap Fitness but chose not to workout at Snap Fitness.  

  • Brochures will provide students who workout at different facilities what Snap Fitness provides compared to other gyms that they workout at and how they should consider Snap Fitness.  
  • Facebook promoted posts will be able to attract a large audience on social media that will guaranteed to be seen by many more students who do not follow Snap Fitness.
  • Booths will encourage students who pass-by to become interested in hearing what the Snap Fitness staff has to say. Students who take the time to stop usually listen to whatever they have to say.          

The brochures will be sent out to homes around the St. Cloud campus in the beginning of the year on the 1st day of August 2013 and after Christmas Break on the 1st day of January 2014. These brochures will contain information students want to know concerning what is so much better about Snap Fitness then other gym facilities that are out there for students. Facebook promoted posts will be done the 1st day of October 2013 and the 1st day of February 2014 to show SCSU students the great programs that Snap Fitness has to offer compared to the programs they attend. Booths will be held every other month starting on the 1st of September 2013 and continuing through the 1st of April 2014. The booths will be staffed by different staff members to make sure students know Snap Fitness really wants them and they are able to ask them questions without going into Snap Fitness.

External Proponents, Marginal, Latent

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is a wonderful place for individuals and families to maintain and reach their fitness goals.”
  • “Expressing that Snap Fitness is so convenient for all families no matter where you live, there are so many locations throughout the U.S.”

Behavior:

  • Motivating community members that you will never know how much you will love it until you commit to try it.” 
  • “The more you workout, the cheaper your monthly fee will be.” 

Maintained Behavior:

  • “To constantly let community members know what programs are available to them so they do not become bored.”
  • “Recommend your friends to come with you to Snap Fitness and see what all the fuss is about.”  

Delivery:

         These will be done targeting community members who are not aware of what Snap Fitness is all about.

  • Brochures will provide community members who are unaware of Snap Fitness to be able to see what Snap Fitness is all about in a nutshell
  • Door hangers being hung on surrounding homes around the community will encourage residents to checkout what Snap Fitness has to say.  
  • Promotions around the city of St. Cloud will encourage community members to participate and win prizes with Snap Fitness which can also get them interested as well.

The brochures will be sent out to homes around the St. Cloud area on the 1st day of September 2013 and before summer hits by the 1st of May 2014. These brochures will contain information for community members that will show them what opportunities Snap Fitness has compared to other fitness centers around St. Cloud and how convenient it is. Door hangers will be hung on doors around the community at the beginning of the fall on the 1st day of September 2013 and in the spring on the 1st day of January 2014. These door hangers will be creative designs that will capture community members eyes and will contain minimal information but just enough to get residents interested in learning more. Promotions around the city will encourage community members to win prizes while also self-consciously be seeking more information about Snap Fitness. Promotions will take place at the end of the month from the 20th of August 2013 through April 20th 2014.

External Proponents, Marginal, Aware  

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness has a wonderful 24-7 atmosphere that is always open to help the community make changes.”
  • “Expressing that Snap Fitness is the perfect workout facility for all ages.”

Behavior:

  • Motivating active members to get their friends in the gym to motivate them and lower your rates.” 
  • “Encouraging your whole family to workout can be the biggest family bond.”

Maintained Behavior:

  • “To maintain memberships from new clients by constantly checking-in with them and making sure their families are happy with the facility.”
  • “Recommend they attend the gym on a regular basis and make sure to try out the additional programs Snap Fitness offers as well.”  

Delivery:

         These will be done targeting community members around the St. Cloud area that are aware of Snap Fitness but choose not to workout there.

  • Brochures will provide community members with a full description of the opportunities for them at Snap Fitness. These brochures will be creative and attractive to adults and to children so children can play with them and have their parents seek more attention to them.
  • Flyers will be an easy and effective way to promote Snap Fitness to each family through the mail. Having this flyer laying around the counter can seek attention at a later time.  

The brochures will be sent out to homes around the St. Cloud campus on the 1st day of May 2014 and the 1st day of September 2013 to encourage residents to get going on a gym membership at the peak times. Flyers will be sent out to homes on the 1st day of September 2013 and on the 1st day of December 2013 to coordinate with the times the brochures are sent to get residents interested in Snap Fitness and eager to learn more about it.

External Opponents Primary, Latent

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness holds better opportunities for students then Camus Recreation does.”
  • “Expressing that Snap Fitness is so convenient for all students and is located in many convenient locations.” 

Behavior:

  • Motivating Campus Recreation members that you can try out Snap Fitness with other members for free.”
  • “Snap Fitness holds all the fitness opportunities you need to remain healthy whenever it is convenient for you.”

Maintained Behavior:

  • “To constantly let students know what is happening at Snap Fitness and encourage them to participate and stay active.”
  • “Recommend your friends to come with you to Snap Fitness and see what all the fuss is about.”  

Delivery:

         These will be done targeting Campus Recreation members who are not aware of what Snap Fitness is all about.

  • Brochures will provide all the information students need to see what Snap Fitness is all about compared to Campus Recreation.
  • Booths will encourage unaware Campus Recreation members to see that Snap Fitness does exist and will provide information to them that they want to know. 
  • Promotions around the city of St. Cloud will encourage students to hear the Snap Fitness name and begin to make them curious about what Snap Fitness is all about.

The brochures will be sent to students on the 20th day of August 2013 and on the January 20th 2014 to encourage students to see the benefits of Snap Fitness compared to their normal workout facility Campus Recreation. These brochures will contain information that compares Snap Fitness to Campus Recreation and informs students what they have been missing out on and how to get involved with Snap Fitness. Booths will be placed outside of Snap Fitness and on campus once a month by on the 1st day of each month starting in August and remaining through April 2014. These booths will encourage passers to stop and pick up information and also hear what the staff has to say. Promotions will happen once a month on the 15th of each month starting in August 2013 and extending through May 2014. These promotions in the St. Cloud area are to encourage Campus Recreation members to see Snap Fitness promotions and to seek more information from them.

External Opponents Primary, Aware  

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the place to reach and maintain your fitness goals.”
  • “Expressing that Snap Fitness is the most convenient fitness center that holds the best options for students.” 

Behavior:

  • Motivating Campus Recreation members that Snap Fitness is the place to be.” 
  • “Encouraging Campus Recreation members to come try Snap Fitness and see how they fit in.”

Maintained Behavior:

  • “To encourage past Campus Recreation members to tryout the membership for a few months to see the complete difference.”
  • “Recommend your friends who still workout at Campus Recreation to come with you to Snap Fitness and see what all the fuss is about.”  

Delivery:

         These will be done targeting Campus Recreation members who are aware of Snap Fitness but choose to workout at Campus Recreation.

  • Brochures will provide current Campus Recreation members with a comparison of Campus Recreation and Snap Fitness and why they should choose Snap Fitness.
  • Posters around campus will encourage current Campus Recreation members to see what else is out there without seeking this information themselves.  
  • Booths outside of Snap Fitness when it is warm and on campus will encourage students to see these booths and to see what Snap Fitness ia about compared to their normal Campus Recreation fitness center.

 

The brochures will be sent out to homes around the St. Cloud area at the end of the summer (May 2013) start of the fall (August 2013) and towards the end of first semester (December 2013) to encourage students who workout at Campus Recreation to seek more information about Snap Fitness. These brochures will contain information for Campus Recreation members showing them how they compare to the other gyms so they are persuaded towards Snap Fitness. Posters will be posted all around the campus in the main buildings and in high traffic areas as well to help reach students with updated information and designs every month to show students who workout at Campus Recreation what Snap Fitness has going on. Posters will be hung on the 1st day of August 2013 and will continue through May 2014. Booths will be held each month on the 20th day of each month starting in September 2013 and continuing through May 2014. These booth will be stocked with different flyers and promotional items to encourage students to be attracted to these booths even when they are interested in sticking with Campus Recreation.

External Opponents, Secondary, Latent  

Messages:

Attitude: 

  • Promoting that Snap Fitness is the best option for fitness facilities in the St. Cloud area.”
  • “Expressing that Snap Fitness is the most convenient yet an all-in-one fitness facility where you can reach your goals.”

Behavior:

  • Motivating members of other fitness facilities that they can come in to Snap Fitness and see what opportunities are here for them.” 
  • “Try our fitness center, we can guarantee you will not regret it.”

Maintained Behavior:

  • “To constantly promote what our members do to others who don’t.”
  • “Reach those goals by committing to be here with us, and Snap Fitness will commit to you.”  

Delivery:

         These will be done targeting members of other fitness centers who are not aware of Snap Fitness.

  • Flyers will provide members of other fitness centers what opportunities Snap Fitness brings in for them.  
  • Posters around the St. Cloud area will be a good way to reach those members of other fitness facilities who are unaware of Snap Fitness.
  • Promotions around the city of St. Cloud will help promote Snap Fitness to other fitness members and will become aware instead of unaware.

 

The flyers will be sent out to homes around the St. Cloud area at the beginning of fall (August 2013) and when spring settles in (April 2014). These flyers will help current fitness members see what Snap Fitness can do for them that their fitness center cannot. Posters will be placed around local businesses in St. Cloud, exchanged once a month starting on the 1st of August 2013 and continuing through the 1st of May 2014. These poster will be to keep the public informed of important information and to seek new information instead of seeing the same old thing. Promotions will happen once every two months on the 20th day of the month starting in September 2013 and continuing through April 2014. These promotions will be done in order to encourage other fitness members to hear the Snap Fitness name and hopefully seek more information.

External Opponents, Secondary, Aware

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the right place for you to achieve your fitness goals.”
  • “Expressing that Snap Fitness does not compare to any other fitness facility.”

 

Behavior:

  • Motivating residents that Snap Fitness can make you feel at home if you just give it one try.” 
  • “The more you workout at Snap Fitness, the more confident you will become.”

 

Maintained Behavior:

  • “To inform members that Snap Fitness can be your lifetime fitness facility, staying at the same price you started with.”
  • “Recommend your friends to come with you to Snap Fitness to keep you on track.”  

Delivery:

         These will be done targeting members of other fitness centers who are aware of Snap Fitness.

  • Flyers will provide short information guide about Snap Fitness that will include the benefits of being a member and an incentive to checkout the Snap Fitness website and Facebook page.  
  • Promotions around the city of St. Cloud will encourage current members of other fitness centers to want to seek more information on Snap Fitness.
  • Advertisements will help members of other fitness facilities to see that there are other places out there that they would really enjoy.  

 

The flyers will be sent out to homes around the St. Cloud area during the fall (August 1st 2013) and before spring hits (April 1st 2014). These flyers will give other fitness members an inside scoop about Snap Fitness and what they are missing. This will encourage them to seek more information about Snap and to hopefully get them in the door. Promotions will be held once every other month starting on the 1st of September 2013 and continuing through the 1st of April 2014. These promotions will help current fitness members to see that Snap Fitness is really out there and that there are incentives to being a member at Snap Fitness. Advertisements will be switched up twice a school year by May 2014 with local St. Cloud businesses to encourage fitness members to see these advertisements when they are up and about and to remember them, and at a later time seek information based on the advertisements they saw.

External Opponents, Marginal, Latent

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is a place for people to set fitness and health goals and obtain them.”
  • “Expressing that Snap Fitness is the best way to stay healthy and to boost your confidence.”

Behavior:

  • Motivating residents that in order to achieve it, you mist first try it.” 
  • “Gaining a membership with Snap Fitness can mean gaining years onto your life.”

 

Maintained Behavior:

  • “To remind residents that they must never give up to keep themselves on top.”
  • “Recommending your friends to Snap Fitness can get all of you healthy and happy together.”  

Delivery:

         These will be done targeting residents who do not workout and are not aware of Snap Fitness.

  • Brochures will provide residents who are unaware of Snap Fitness to be able to see what Snap Fitness is all about in a nutshell and how it can be a benefit to them.
  • Advertisements around the city of St. Cloud in local businesses can encourage those who are out in public to see these advertisements and want to read what they are all about.
  • Promotions around the city of St. Cloud will encourage residents to be able to win prizes through Snap Fitness, which will encourage them to learn more about them and why they exist.  

 

The brochures will be sent out to homes around the St. Cloud area at the beginning of the fall (August 1st 2013) and before summer hits (May 1st 2014). These brochures will contain information for residents to see why Snap Fitness exists and how Snap Fitness can be a benefit to them. Advertisements will be done two to three times a year on the 1st of July 2013 and the 1st of February 2014. These will be in local St. Cloud businesses to encourage residents who are around town to be able to see that Snap Fitness exists and how they can use it. Promotions will be done each and every month starting on the 1st of August 2013 and continuing through the 1st of May 2014. The promotions will be done around St. Cloud to make Snap Fitness be known throughout the town and make people encouraged to join after winning some great prizes.

External Opponents, Marginal, Aware

Messages:

Attitude: 

  • Promoting the idea that “Snap Fitness is the place where people can reach their fitness and health goals.”
  • “Expressing that Snap Fitness is so convenient for everyone no matter what your schedule is.”

 

Behavior:

  • Motivating residents to come see what a healthy lifestyle really is.” 
  • “To encourage residents that being healthy means feeling healthy.”

 

Maintained Behavior:

  • “To let members know that what they are doing is something they will never regret.”
  • “Recommend your friends to see the life changes you have learned.”  

Delivery:

         These will be done targeting residents who do not workout but are aware of Snap Fitness.

  • Flyers will provide those aware residents with inspirational content to get them interested in turning their lives around. 
  • Booths around the St. Cloud area will encourage people to check out the booth and learn more when they see posters and boards encouraging good health and fitness stories. 
  • Promotions around the city of St. Cloud will encourage residents to participate in a chance of winning prizes while also hearing more about Snap Fitness in the process.

 

The flyers will be sent out to homes around the St. Cloud area at the beginning of the fall (August 1st 2013) and before summer hits (May 1st 2014) by each supporting the perfect times for a fresh start. Booths will be held every other month starting the 1st day of September 2013 and continuing through the 1st of May 2014. These booths will be held around the St. Cloud area to encourage residents to seek information from the staff and content. Promotions will be held each and every month starting on the 1st day of September 2013 and continuing through the 1st of April 2014. Promotions will be used to make sure that Snap Fitness is getting out in the public and people are happy with what they are able to win not even being a current member.

Evaluation of Implementation

Activity

Number of Messages Sent

Number of People Exposed to the Message (Potential)

Posters in Atwood 4 15,000 plus
Facebook posts 52 1,654
Twitter posts 52 259
Tables in Dorms 12 2,441
Kiosks in Atwood 12 *15,000
Digital Signage 12 2,441
Posters 4 **15,000+
Flyers 200 **15,000+
Office/class visits 6 860
Events 2 ***15,000
Pamphlets 2 125

 

  • According to the Atwood information desk, over 15,000 students walk through Atwood daily. This means that these posters and flyers can reach potentially over 15,000 students in one single day. Events outside of Snap Fitness cannot be monitored around how many students pass by, but Snap Fitness concluded that it was over a thousand they would guess.

Evaluation of Impact for Snap Fitness Users

Awareness

For the evaluation of the effectiveness of awareness, there will be multiple surveys conducted. These surveys will help get an understanding about how much the PR campaign really helped with students who already are members of Snap Fitness. The surveys will be conducted in the dorms, on campus in main traffic areas along with other surveys for those who are not Snap Fitness members as well. These surveys will help tell us how much our own Snap Fitness members have learned even after being a member. 100 surveys in dorms and on campus will be conducted with students. 100 surveys will also be available in Snap Fitness for users to fill out as well towards prizes. The surveys will conducted during the last few weeks of classes, before finals start during the end of April 2014.

Attitude

To be able to see if the attitude of students about Snap Fitness has changed throughout this PR campaign, there will be a focus group conducted with current Snap Fitness members. These focus groups will be held in the Miller Center or in Snap Fitness during the second to last week of classes. The attitudes of the students during this group will be compared to see what they liked, didn’t like, and what they still do not like.

Behavior and Maintained Behavior

To see the impact that this PR campaign had on students at SCSU who are members of Snap Fitness, there will be several different pieces measured. The first piece will be to see if the social media has increased. In order to calculate this, the number of likes on the Facebook page, followers on Twitter, and hits on the website will all be calculated from the timeframe of the campaign on the current members of Snap Fitness. The number of members who also came to speak with workers about programs they have heard will also be calculated as well. This will all be done at the very end of the campaign in May 2014. The best way to actually keep track however would be to conduct monitoring throughout the campaign to see what Snap Fitness should add, delete, or fix with the campaign.

Evaluation of Impact for Campus Recreation Users

Awareness

For the evaluation of the effectiveness of awareness, there will be multiple surveys conducted. These surveys will help get an understanding about how much the PR campaign really helped those students who already have committed to Campus Recreation. The surveys will be conducted in the dorms, on campus in main traffic areas. These surveys will target a large amount of freshmen in the dorms because they are a large public, and will also target everyone else on campus as well. The survey will determine how much students have learned about Snap Fitness and how effective this campaign was for them by getting them interested in Snap Fitness instead. 100 surveys in dorms and on campus will be conducted with students. The surveys will conducted during the last few weeks of classes, before finals start during the end of April 2014.

Attitude

To be able to see if the attitude of students about Snap Fitness has changed throughout this PR campaign, there will be 2 focus groups conducted. The focus group will be held with students who workout at Campus Recreation. This focus groups will be held in the Miller Center or Snap Fitness during the second to last week of classes. The attitudes of the students in both groups will be compared to see what they liked, didn’t like, and what they still do not like.

 

Behavior and Maintained Behavior

To see the impact that this PR campaign had on students at SCSU who workout at Campus Recreation, there will be several different pieces measured. In order to measure this, calculations will be done throughout the campaign (monitoring) to see how many are joining Snap Fitness and how many who are joining have come from Campus Recreation. This will all be concluded at the very end of the campaign in May 2014.

Evaluation of Impact for non-fitness center Users

Awareness

For the evaluation of the effectiveness of awareness, there will be multiple surveys conducted. These surveys will help get an understanding about how much the PR campaign really helped those students who do not workout at any fitness facility. The surveys will be conducted in the dorms, on campus in main traffic areas. These surveys will target a large amount of freshmen in the dorms because they are a large public, and will also target everyone else on campus as well. The survey will determine how much students have learned about Snap Fitness and how effective this campaign was for them by getting them interested in becoming involved with a gym, especially Snap Fitness. 100 surveys in dorms and on campus will be conducted with students. The surveys will conducted during the last few weeks of classes, before finals start during the end of April 2014.

Attitude

To be able to see if the attitude of students about Snap Fitness has changed throughout this PR campaign, (if they have become interested in becoming fit) there will be a combination of surveys and communication happening at booths. These booths will be placed on campus and in main traffic areas and ready to address those who approach Snap Fitness because they have heard about it though the campaign and their attitude has changed. Surveys will be available and communication with staff members as well. This will take place during April of 2014.

Behavior and Maintained Behavior

To see the impact that this PR campaign had on students at SCSU who do not currently workout, there will be several different pieces measured. In order to measure this, calculations will be done throughout the campaign (monitoring) to see how many are joining Snap Fitness and how many who are joining have decided to join by hearing about Snap Fitness through the campaign. This will all be concluded at the very end of the campaign in May 2014.

Appendix

 

In-Depth Interview- Rusty Deter

Snap Fitness Owner

  1. Has anyone done a study between you and the other St. Cloud gyms before?
  2. How do you use Social Media for your consumers?
  3. Do you do promotions for them? What are some prizes?
  4. Are there student rates? Do these prices differ then other Snap Fitness?
  5. How does this Snap Fitness differ from other Snap Fitness?
  6. What is included in a regular membership?
  7. What more is offered on top of a regular membership?
  8. How many students do you have attending Snap Fitness?
  9. What is the difference between you and the other St. Cloud location?

10. Why is Snap Fitness better then Campus Recreation?

11. How many more students came to Snap Fitness when this location opened?

12. Who uses this location the most?

13. Do you offer anything extra for students?

14. How often do you offer promotions?

15. How many people run this Snap Fitness location?

16. How many personal trainers do you have?

17. How many people use these trainers?

18. Is there nutrition help as well?

19. Once you are not a student anymore how do your prices change?

20. What machines are offered at this Snap Fitness?

21. Are these different then the other Snap Fitness?

22. Does it get super busy in the gym? What times?

23. How is business here in the summer?

24. Do you sponsor any runs or giveaways?

25. Can other people recommend others?

26. What do they get if they recommend others?

27. How often is a manager at the location?

28. What are the safety precautions?

29. What do you not have that people want?

30. What is the biggest complaint you receive from customers?

31. Who is your biggest competitor?

32. Are you connected with all the other Snap Fitness?

33. Do you have the “perfect 40” program available?

34. What is available online to customers?

35. What vitamins and weight loss foods do you have available?

36. Do you have sheets customers can keep track of their fitness with?

37. Do you offer group fitness classes?

38. How often can people use these? Extra cost?

39. How is it decided what machines and programs each Snap Fitness offers?

In-Depth Interview- Brian Johnson

Coordinator of Business Operations Marketing- St. Cloud State University Campus Recreation

 

  1. Did you see a large decrease in participation when Snap Fitness opened a new location on 5th Ave?
  2. Why would students choose Snap Fitness over Campus Recreation in your opinion?
  3. What is better about Campus Recreation then Snap Fitness?
  4. How many students each year buy a fitness pass? Each semester?
  5. What is offered for free?
  6. What are additional costs available for students?
  7. How many people use personal trainers?
  8. What is the biggest complaint you hear?
  9. How do you intend to fix these problems?

10. What are the busiest times in the fitness center?

11. What determines what machines are placed in the fitness center?

12. Do you do promotions and have giveaways?

13. What types of social media and web promotion do you use?

14. Is the fitness center usually closed on holidays?

15. How is business in the summer?

16. How many people usually work at the fitness center at one time?

17. Is there nutrition counseling?

18. Can students get an orientation of the fitness center?

19. Is it true that the tuition will eventually include an automatic membership fee?

Focus Group- Internal (Snap Fitness Users)

  1. What grade are you currently in?
  2. Do you read/watch: the chronicle   St. Cloud Times   watch UTVS    (circle all that you read/write)
  3. Why do you work out at Snap Fitness versus Campus Recreation?
  4. How did you get started working out at Snap Fitness? (Family, friends, promotions):
  5. Who pays for your membership? (yourself, parents, other)
  6. Is the price of Snap Fitness fair in your opinion:
  7. Do you get a health insurance discount?
  8. How many hours a week do you use Snap Fitness?
  9. How many days a week?

10. Have you used a personal trainer here?

11. Do you use other services here as well? (Tanning, trainers, fitness classes) If so what ones

12. Are you happy with the 24-7 hours?

13. Do you use Snap Fitness outside of regular gym hours (6 am-5 pm)?

14. Are you happy with what is included in a Snap Fitness pass? Why/why not?

15. What else do you wish they offered?

16. Is the facility clean?

17. Does the Fitness Center get too busy when you are there? Does this affect your workout?

18. What is your biggest complaint?

19. What do you like the most?

20. Are the prices fair for what you get?

21. Do you use Snap Fitness in other locations as well (Home, Summer location, Vacations)?

22. Do you cancel your membership in the Summer?

23. Do you participate in extra programs offered through Snap Fitness?(Personal trainers, nutrition guidance)

24. If no, why?

25. Do you follow Snap Fitness on Facebook and or visit the website frequntly?

26. Do you drive to the gym?

27. Do you feel safe when traveling to and working out at the gym?

28. Do you go to the gym alone?

29. Is Snap Fitness in a convenient location? (There are multiple in St. Cloud)

 

Focus Group- External (Fitness Center Users)

30. What grade are you currently in?

31. Why do you use Campus Recreation versus Snap Fitness?

32. Do you read/watch: the chronicle   St. Cloud Times   watch UTVS    (circle all that you read/write)

33. How did you get started working out at Campus Recreation? (Advising Days, friends, email, posters):

34. Is the price of Campus Recreations fitness center fair in your opinion:

35. How many hours a week do you use the Fitness Center?

36. How many days a week?

37. Have you used a personal trainer here?

38. Do you attend Group Fitness classes?

39. Are you happy with the open hours?

40. Would you use the Fitness Center more then you already do if there was 24/7 access?

41. Are you happy with what is included in a Fitness pass? Why/why not?

42. What else do you wish they offered?

43. Is the facility clean?

44. Does the Fitness Center get too busy when you are there? Does this affect your workout?

45. What is your biggest complaint?

46. What do you like the most?

47. Are the prices fair for programs on top of the regular fitness pass (Group fitness, personal trainers, special programs)?

48. Do you participate in extra programs offered through Campus Rec? (SCSU on The Move, Earth Day Run, Lake George Boathouse, etc.)

49. Do you follow Campus Rec on Facebook, Twitter, visit the website, WordPress?

50. Do you use the Fieldhouse as well as the Fitness Center?

51. Do you drive to the gym?

52. Do you feel safe when traveling to and working out at the gym?

53. Do you go to the gym alone?

54. Do you use the lockers provided for your belongings?

55. Is Campus Recreation’s Fitness Center convenient?

56. Do you use the free facilities of Campus Recreation? (Pool, sauna, Fieldhouse)

57. Would you like a gym membership to be included in your SCSU tuition?

Personal Contact

  1. Is your campus safety a student ran organization?
  2. About how many students do you have working on staff?
  3. About how many hours a week does each student work?
  4. How do you feel the students perceive the campus safety organization?
  5. Do you feel that the students and staff are aware of the positive things that

Campus safety contributes to campus?

  1. Do you feel that there is strong communication between the students and campus safety?
  2. Does your organization have any way of promoting the positive things that your

Officers do for the campus?

Survey for SCSU students who actively workout at Snap Fitness or Camus Recreation. 150 surveys were conducted in this category because Snap Fitness and Campus Recreation were my main focus. 50 surveys were conducted with non-fitness center members.

Age: 18-19= 9.52% 19-20= 47.62% 21-22= 28.57% 22-23=9.52% 23-24=4.76%

Sex:   Male=40%    Female=60%

Year in School:   1st year=10%      2nd year=50%     3rd year=20%      4th year=20%

5th year +=0%

Where do you live?

On-campus (dorms)= 28%          2Off-campus=70%

I commute to SCSU for classes=2%

Do you attend either Snap Fitness or Campus Recreation to workout?

Snap Fitness=35%

Campus Recreation=65%

How often do you attend one of these facilities?

1-2 times a week=38%    3-4 times a week=33%   5-6 times a week=9.52%

7+ times a week=4.76%

What on-campus media outlet(s) do you use?

KVSC (radio)=20%      UTVS (TV)=35%      University Chronicle (Newspaper)=25%

None= 20%

Do you use social media? (Circle all that apply)

No I do not=0%      Facebook=100%      Twitter=66%     Blogging=23%      

Do you visit your fitness center’s website to view additional information and look for announcements? Yes=28.57% No=71.43%

Why do you chose to workout at the specific fitness center that you do?

Snap Fitness= Parents pay for membership, can drive to it, clean, many options, less crowded, close to Coborn Plaza residents.

Campus Recreation=Cheap for students, close to campus, many other students workout here, has other facilities you can use there as well.

What are your biggest complaints of your workout facility:

Snap Fitness: Not on campus, people drop a lot of weights, open to more community members.

Campus Recreation= Crowded, not as clean, not 24-7 access, located at the far end of campus.

How did you get started at your workout facility? friends=69.23% parents=15.38% flyers=30.77% advising days=8%

What services do you use besides the fitness center? (Circle all that apply)

Group Fitness classes=60%          Personal Trainers=11%                             Nutrition Counseling=11%  Pool=11%

Do you drive to this facility?

Yes=46.15%   No=53.85%

If you have questions are there people there to assist you?

Yes=69.23%  No=30.77%

 

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