Tailoring Recruitment and Delivery Strategies Chapter Two

Introduction  Senior population is greatest market  Awareness allows positioning of yourself  Client profile is changing  Strategic targeting  Population patterns  Demographic groups  Program adoption and adherence

Targeting Services  Your clientele  Tailor your program to a specific audience  Social marketing  Is product customized to their needs  Affordability  Accessibility  Scheduling

Segmentation  Demography  Income  Education  Geography  proximity  Psychography  Attitudes

Population Patterns  Physically active adults 10% % 1990  Inactivity is more prevalent in:  Women, non-whites, older adults, low education and low income  Largest expenditure is for equipment then user fees  Home exercise has increased 80% over last decade  Fitness centers have increased 50% also

Population cont…  Fitness clubs are #1 followed by YMCA and corporate centers  Trends are:  Move from single to multipurpose  Personal training  Monthly fees rather than annual  Wellness programs  Walking, swimming, cardio, weights and cycling

Population cont…  Typical fitness person is:  18 – 34 years, college degree, $75,000 salary  Typical YMCA member is:  years, $50,000 salary  Seniors make up only 12% but use most often  Persons over 55 increased 70% participation  Baby boomers make up large segment

Population cont…  By age will decline while 55 and over will grow significantly  By million Americans (1 in 5) will be over 65

Segmentation  Broad age categories are young, middle and aged  Unhealthy and unfit or neither  Gender, ethnicity, disabled and chronic illness  Demographics of your CATCHMENT AREA (geography)  What is your market? How large is your market?  What is the potential of your market

Program Adoption  Recruitment strategies  Facility and features  Consumer expectations  Must be aware of you  Must be interested in you  You must provide the product

Recruitment Strategies  Advertising is important but expensive  Mass media and mass mailings  Ads should include results  Captive audiences such as schools and centers  Word of mouth is critical  70% of fitness sells come from word of mouth  Psychography-where people spend leisure time

Recruitment cont…  2/3 of people think exercise is important and want to be active  Fence sitter strategy  Evaluate promotions  How many calls or new members?

Facility and Features  Encouragement:  Low pressure  Trial memberships  Reasonable prices  Cleanliness  Age and skill level classes  Similarity of instructors

Facility cont…  Discouragement  Fear of injury  Difficult equipment  Outsiders  High pressure  Self consciousness  Risky exercise

Consumer Expectations  Clients are already motivated  Make sure they stay that way  Clients want to:  Feel better mentally and physically  Look better  Improve health  Build muscle mass (men)  Trim shape (women)

Expectations cont…  Relaxation  Older adults want health  Meet people  Sleep disorders  Athletes want competition and expertise

Expectations cont…  Constraints  Other priorities  Transportation  Cost  Motivation  Need a companion  No social support