PR plan
Summary Problem Statement Te Gym of the Rockies is a unique facility in the Fort Collins health club market. Recently, $1.2 million of renovations were completed featuring an unprecedented climbing area, extensive variety of cardio and weight equipment, an indoor track, and several basketball and volleyball courts. An internal marketing team has outlined specific goals related to the renovations in order to draw in new members as well as keep current members satisfied. An effective way to achieve these goals would be to stage a “grand opening” event to showcase the new renovations. Prior to the event itself, an aggressive “get the word out” campaign would be initiated with supplemental print media to boost awareness to potential members within the target market. In order to involve these current members of the Gym, special incentives or giveaways should be included, since established clientele are at the front lines of a word of mouth effort. It is clear that there is ample opportunity to increase new memberships at the Gym of the Rockies as well as boost current member satisfaction. An event such as a grand opening to showcase the new renovations and improvements is essential to reap the benefits of such investments in the club.