FOR IMMEDIATE RELEASE
Media Contact: Taylor Zeinert
Phone: (262) 473-0101
Email: tzeinert@whitewater-wi.gov
WAFC Marketing Plan
Whitewater, Wis. July 3, 2023 – The City of Whitewater and the Whitewater Aquatic & Fitness Center Unveils Comprehensive Marketing Strategy to Increase Membership and Engagement
The Whitewater Aquatic & Fitness Center (WAFC) is proud to announce its strategic marketing plan aimed at increasing brand awareness, generating leads, and boosting membership and revenue. The multifaceted approach encompasses various objectives and targets diverse audiences to foster community involvement and promote wellness in Whitewater and beyond.
The marketing efforts will focus on the following six key objectives:
1) Increase Brand Awareness: WAFC aims to raise awareness of its facilities and amenities that cater to both aquatic and fitness enthusiasts.
2) Build Following & Generate Interest: By leveraging traditional and digital marketing channels, WAFC aims to build a strong online following and generate interest in its facility among the community.
3) Generate Leads: The center will capture membership inquiries through its website and Rec Desk software, streamlining the process for potential members.
4) Increase Membership & Revenue: WAFC has set ambitious goals for membership growth, aiming for a 5% increase in membership each year from 2024 to 2026. Additionally, the center plans to boost program registrations, day pass rates, rentals, membership fees, and concession and pro shop sales to drive revenue.
5) Increase Member Involvement: WAFC seeks to enhance member involvement by increasing registrations for various programs and classes, including CPR, lifeguard training, cycling, and yoga.
6) Build Loyalty: Encouraging positive word-of-mouth, inviting guests, and promoting membership upgrades are key strategies to build loyalty among existing members.
Furthermore, WAFC is committed to recruiting more applicants and employees to enhance its team. The center aims to hire 10 additional lifeguards through a friends' group initiative and collaborate with Whitewater Unified School District (WUSD) and the University of Wisconsin-Whitewater (UWW) to attract more applicants and staff.
WAFC's marketing efforts will target several key audiences, including families, individuals, high school students, seniors, faculty and staff, and commuters. By understanding the unique demographics, behaviors, goals, needs, motivations, and frustrations of these target audiences, WAFC will tailor its messaging and outreach strategies to effectively engage and attract each group.
To differentiate itself from the competition, WAFC will highlight its flexible membership options, including aquatic, fitness, and combo memberships for students, households, and seniors. The center will emphasize the ease of trying out classes and programs through guest passes and daily passes. Unique offerings, such as swim lessons and on-site fitness training services, will also be promoted.
WAFC's mission is to provide a clean, safe, inclusive, and accessible recreational fitness and aquatic center for its members. With a focus on wellness, accommodation, fun, and community, WAFC is dedicated to guiding individuals along their fitness journeys and enabling wellness in Whitewater.
The center's social media strategy will encompass owned and partner content distribution. Through engaging and shareable content, including facility photos, class schedules, testimonials, member success stories, and authentic in-action photos, WAFC aims to keep its followers informed and motivated.
WAFC encourages community members to take advantage of its current job openings, including positions for lifeguards and other staff roles. The center is committed to providing excellent customer service and fostering a supportive and inclusive environment for its members.
For more information about the Whitewater Aquatic & Fitness Center and its marketing initiatives, please visit www.whitewaterafc.com.
About Whitewater Aquatic & Fitness Center
The Whitewater Aquatic & Fitness Center is a leading recreational fitness and aquatic facility in Whitewater, dedicated to promoting health, wellness, and community engagement. With a wide range of amenities, programs, and services, WAFC offers a welcoming environment.
The City of Whitewater provides efficient and high quality services which support living, learning, playing and working in an exceptional community. Visit www.whitewater-wi.gov for community information and updates.
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