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Aquatic Centre Marketing Plan |
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Lacombe Weather:
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I.
OVERVIEW The
Lacombe Kinsmen Aquatic Center is in its third year of operation and is
continuously taking on new challenges.
To help in the adaptation of new challenges and experiences a
plan is needed. The
following report is an outline of future actions needed, by examining
the past and identifying future needs. II.
PURPOSE AND GOALS Purpose The
Lacombe Kinsmen Aquatic Center is dedicated to the enhancement of the
quality of life for Lacombe citizens through the provision of water
orientated recreational opportunities. Goals -
provide safe, enjoyable aquatic experiences. -
provide educational opportunities for users. -
ensure accessibility to all Lacombe citizens. -
involve Lacombe citizens in the Aquatic Center program
development and implementation. -
identify the needs of user groups and potential users. -
provide a clean, well maintained environment for users. -
ensure the promotion of all programs. -
provide various programs and opportunities for the Aquatic Center
users. III.
SITUATIONAL ANALYSIS A.
Historical
Background The
Kinsmen Aquatic Center started construction in 1995 and consists of
three pools. (Main, Teach
and Whirl pools) The grand opening was held on April 22, 1996 and since
that day many changes have taken place and will continue, because of the
change of user needs and operating costs.
The
major change this year was the hiring of the present Aquatic Supervisor
in July 1997. The
first month of this event was very hard on the aquatic staff, recreation
staff and the aquatic supervisor. As
we all know change is difficult, yet the entire department has adapted
quite well. Another
change that the Aquatic Center is presently going through is the
development of this marketing plan.
This is a positive change that will indirectly effect the Aquatic
Center and Recreation staff. Through
the development of this plan, improvements relating to programming,
facility appearance and public customer service will be made.
Things
that must be taken into consideration that affect the running of an
indoor pool compared to an outdoor pool are: 1.
Programs 1)
Program opportunities and attendance increase because the weather
factor is eliminated 2)
The
competition between programming and prices of the facility becomes an
increased factor compared
to other indoor facilities. 3)
Program
planning, implementation, evaluation, follow up and structure become the
means to the success of programs. 2.
Staffing 1)
Staff
costs increase because: -
operation season is longer -
staff are no longer seasonal -
attendance increase calls for more staff hours 2)
Staff
market is increased from high school students to include the working
person. 3)
Number of
staff required increases because of longer operation season. 4)
The
supervisory staff hours and number increase to keep the efficiency of
pool administration, allow
for program structure, and increase promotion of the facility. 3.
Operating 1)
Season
length of an indoor pool can be year round compared to three or four
months of an outdoor pool. 2)
Operating
expenses increase when the season is extended. 3)
Chemical
expenses increase because the sun can no longer be used as a chlorine
stabilizer and the season of operation is longer. 4)
The users
dollar is distributed throughout the year rather than a few months.
Some
challenges include: 1.
Programs 1)
Offering a variety of new programs each year to keep the public
interested. 2.
Staff 1)
Keeping
the staff turn over to a minimum. 2)
Getting
people to work without the guarantee of hours when they are not in
school yet able to work daytime during the school months. 3.
Operating 1)
Having
consistency in the pool schedule throughout the year. 2)
Keep
costs of programs, rentals and lessons competitive with those of other
surrounding facilities. B.
Consumer
Analysis The
Aquatic Center presently works with the following market groups,
offering the listed programs: 1)
Preschoolers (
0 - 5 years) -
Aquatot Red Cross Program (Level 1 - 3) -
Parent & Preschool Swim (6& under) -
Preschool Lessons (afternoons) -
Pool Kids (4-8 years) -
Birthday parties (leisure swim) 2)
Children (6 -
12 years) -
Aquaquest Red Cross Program (Level 1 - 12) -
Junior Lifeguard Club (8-15 years) -
Pool Kids (4-8 years) -
Synchronize Swimming -
Dolphin Swim Club -
Birthday Parties (leisure swim) 3)
Teens ( 13 - 17
years) -
Lifesaving Courses (Bronze Medallion & Cross, Senior Resuscitation,
Lifesaving 1,2,3) -
Stroke Improvement -
Scuba Certification Clinic -
Junior Lifeguard Club (8-15 years) -
Volunteer Lifeguard Program -
Volunteer Instructor Program 4)
Adults ( 18 - 64 years) -
Aqua Adult Red Cross Program (Level 1 - 3) -
Lane Swim -
Fitness Classes (Aquacise, Aquajog, Aquacircut, Arthritis) 5)
Seniors ( 65 +
years) -
Fitness Classes (Aquacise, Aquajog, Aquacircut, Arthritis) 6)
Families -
Family Swim Reasons
for Aquatic Activity -
socialize, meet people, be with friends and family -
relax -
lose weight -
education -
get active and stay fit -
future employment in aquatics -
unorganized activity -
forced to by parents C.
Competitive Analysis The
Aquatic Center is one of many places for the leisure market to go.
The Aquatic Center competes with minor hockey, figure skating,
gymnastics, bowling, school sports, television, computer use, movie
theatres and other personal interest areas for time and money.
In addition, the Lacombe Kinsmen Aquatic Center competes with
Canadian University College pool, three Red Deer pools and Ponoka pool
in relation to the availability of the facility, programs and cost. IV.
MARKETING OBJECTIVES A.
Consumer
Objectives 1)
To promote
safe, enjoyable aquatics. 2)
To increase
positive awareness of the Aquatic Center and the programs. 3)
To develop our
programs with great effectiveness. 4)
To establish
the Aquatic Center as the public=s
lifestyle choice. B.
Sales
Objectives
The
above 1998 projected numbers have been based on the fact that the
Kinsmen Aquatic Center will be opened one month earlier than in 1997. Other
things that may or may not affect the numbers in 1998 are as follows: Red
Cross Lessons -
offer daytime lesson sessions during the spring and fall for
preschoolers -
offer family lessons where all children are able to have a lesson within
one hour -
offer a crash lesson session in June prior to the end of school Lifesaving
Lessons -
offer lessons and/or programs on weekends or evenings -
expend on the program variety offered Lane
Swim -
set up a monthly challenge between Lacombe businesses (Employee fitness
program) Businesses compete with other businesses as to who is in better
shape Fitness
Classes -
provide a fitness pass option which would allow participants to attend
as many fitness classes throughout the season as they would like V.
MARKETING STRATEGIES A
Public
Awareness The
Lacombe Kinsmen Aquatic Center is presently using the following ways to
advertise and make the public aware of its facility and programs. 1)
Lacombe
Globe a)
Weekly Community
Events ad sponsored by b)
Our Town Ad c)
Monthly two page
spread 2)
Brochures a)
Pool brochure b)
Individual program
brochure c)
Don=t
Hibernate brochure These
brochures are all located at the pool. 3)
Community
Sign Event
date, times and place are displayed as they come up. 4)
Newsletter a)
Town: Every two
months a write up is located with Lacombe residents water bills. b)
School: A write up is
included in the school newsletter informing the public of various
programs. 5)
Posters Posters
are made up as events come up and distributed at random around Lacombe
to businesses. It
has been an observation that the advertising methods used lack some
effectiveness due to the following reasons: -
Information overload -
Lack of availability -
Not getting people=s
attention -
No direct targeting -
Only written material being used (seen and forgotten) My
hope is to increase awareness through increasing effectiveness.
The following considerations are being made to each method to
make this a reality. 1)
Lacombe Globe The
community events weekly ad will highlight a maximum of four events or
programs per week. Information
contained will be limited to date, time, program, cost.
Explanations will be omitted and those who are interested can
request this information by calling the Aquatic Center. The
Our Town Ad will be limited to new or special event happenings.
(clinics, courses) The ad is a paid advertisement therefore the layout
and information must catch the readers attention. (include a graphic) The
two page spread is a very expensive once a month method.
As a reader you are overwhelmed by all the information contained
in two pages. This method
could either be omitted completely, using the expense through more
repetition advertising (radio/ television), or only contain limited
information. 2)
Brochures The
pool brochure and Don=t
Hibernate brochures contain the same information, different format, and
are available at the same locations. (pool, Town Office)
Various individual program brochures are located at the pool and
specify information relating to the program present.
For future it would benefit the facility by continuing with the
pool and program brochures, eliminating the Don=t
Hibernate. The expense of
the Don=t
Hibernate brochure could again be allocated to radio or television
advertising. The brochure
distribution could be increased by having the pool brochure available at
the pool, offices where people have to wait (doctors), and sending to
surrounding communities. The
program brochures could be available at the facility and put in target
areas. (arthritis at senior complexes, preschool at day care) 3)
Newsletter Each
newsletter will be continued although the information must be targeted
to different audiences. a)
The Town
newsletter will contain programs for seniors and adults. b)
The
school newsletter will contain age appropriate programs. 4)
Posters The
two most important qualities of any poster is location and uniqueness.
Due to the low cost of posters many organizations use this method
of advertising. For our
posters to be unique we will always use 11x17 inch paper and have the
town=s
logo on the top. The
location of distribution will be determined by the target group. (water
sports for teens at subway, arcade) Along
with improving our present advertising methods we will be adding variety
and expanding our methods to radio, television, repetition and direct
the following ways: 1)
Radio Set
up an agreement with the radio stations that would entitle the Aquatic
Center to a number of free weekly advertising broadcasts and in turn we
will play their radio station at a designated swim(s) throughout the
week, which would be advertised as that stations swim. (Z99 Monday Night
Swim, CKGY Early Bird Swim)
CKGY and the
Recreation Department have an agreement regarding the arena board
advertising. CKGY has an
advertising board displayed in the arena for a year and in turn the
recreation department gets ten thirty second commercials broadcasted a
year. 2)
Community Channel Shaw
and Videotron cable have community channels (RDTV, ITV, CFRN) where
weekly, monthly or yearly programs and events can be displayed. 3)
Public Speaking Tours Set
up safety education presentations on boating and ice safety, first aid
and pool behaviour. Throughout
the operation season have staff present this information at school
assemblies or to individual classrooms.
Not only does this increase the awareness of the Aquatic Center,
it increases the staff=s
image and educates the public. 4)
Displays/
Demonstrations Throughout
the year staff will demonstrate first aid skills within the town.(malls,
mass registration) Displays would accompany the staff promoting programs
and events at the Aquatic Center. 5)
Flyers This
is written advertising although the advertising will find the people
rather than the opposite. One
or two days prior to a major event or a new program, flyers will be
distributed around town. For
those individuals who did not find or ignored other advertisements, this
may be first time awareness. 6)
Internet Maintain
up to date information on schedules, programs, and information on the
Town of Lacombe Internet Web Site. B)
New Programs
The
Lacombe Kinsmen Aquatic Center offers many programs as seen on page
three. The following programs are being considered to increase the
program availability: -
National Lifeguard Service -
Aquatic Emergency Care -
Senior Swim -
Aqua Leaders -
Water Volleyball In
1998 the focus of the Aquatic Center
will be to increase participation of programs and to increase the
revenue through usage. 1)
Participation The
goal of the Aquatic Center is to increase participation of programs by
bringing in new faces through programming such as: a)
Two for One Swim b)
Free Trial Classes c)
Bring a Grandparent, Friend etc. d)
Loonie Swim e)
Free Swim These
types of swims will need to be subsidized by the Aquatic Center
initially. The long term,
unguaranteed return is hoped be continuous participation of individual(s).
Continuous
participation will only be returned if the participants have a positive
experience during their visit. This
can be accomplished by: a)
Facility Cleanliness b)
Water Quality (temperature, clarity) c)
Knowledgeable Staff d)
Positive Customer Service 2)
Revenue The
following strategies are being considered to increase the revenues of
the Aquatic Center. a)
Sponsorship -
Contact various Lacombe businesses offering free advertising at the
Aquatic Center for a sum of money. (Sponsor list located on wall,
individual banners or signs on the pool walls) -
Offer businesses free advertising for a monetary sum which would be used
by the Aquatic Center to have a free swim sponsored by that business(es). -
Have businesses donate a service or item for a swim, receiving
advertising through the swim. (Ex. Coffee available at morning swims
donated by Dutchie=s
Restaurant) b)
Community Group Rates Contact
all community groups prior to the start of the season offering them the
opportunity to book the pool for parties.
Have a set package available that would include rental fee for
the pool, guards, upper pool lobby.
There could be a discount price available for early bookings.
If a sponsor could be found, this could include a lunch. c)
Birthday Parties Contract
out the catering of birthday parties to a business or individual.
The business or individual would be responsible for supplying the
cake, hotdogs, juice and decorations.
The Aquatic Center would provide the pool, guard(s) and room for
party. The
cost would include that of the caterer and Aquatic Center costs. At
the beginning of the 1997 season this was being done by Lori Autet as an
extra service of the concession. This
proved to be a successful service.
There were twenty one catered parties until July 30 TH
of the thirty six group/ party total bookings. d)
School Swimming Rentals 1)
Surrounding Communities Contact
all the surrounding community schools prior to the start of the season.
Offer them a lesson or leisure swim rental package available for
their use. 2)
Lacombe Schools A
review of the Joint Use Agreement with respect to use of the aquatic
center should be undertaken during 1998. C.
Targets
YEAR
D.
Improvement
Time Lines
November
>97 -
set spring, summer, and fall tentative schedules; one senior swim per
week, one leisure swim for a water sport -
purchase pressure washer -
contact Pepsi regarding umbrellas -
acidize deck December
>97 -
set Lifesaving program course schedule for >98 -
structure Pool Kids program -
research cost, type and placement of shallow end slide -
set >98
pay scale -
move Aquatic Supervisor to front office -
review operating cost from >97
and adjust >98
cost accordingly :
Dolphin club rental :
Public rental :
School rental -
revise community/ school agreement January
>98 -
Registration January 15, 1998 -
Equipment rearranged for public access (shoe racks, pool equipment) -
policy and procedure manual updated (job descriptions, staff and patron
discipline policies) -
develop a water treatment and mechanical equipment schedule (input from
Calvin) -
set up packages for sponsors to buy (advertising or swims) -
set up community and school rental packages -
hire a full time Head Guard February
>98 -
set special events schedule -
develop the Pool Kids instructor program outline and report card -
set in service schedule for >98 -
update maintenance/ janitorial journal sheets (input from Calvin) -
develop pool rule brochure -
set janitorial tasks standards -
hire staff -
purchase plants -
contact volunteer society for volunteers March
>98 -
open March 1, 1998 -
set up theme swims to accompany leisure swims April
>98 -
begin training process for a NLS/ AEC instructor from the staff E.
Pricing
and Budget 1.
Establish
a yearly fitness season pass. -
a pass may encourage participation through commitment -
regular participants will receive a savings 2.
Lesson
refund/ cancellation policy revised. Present:
For aquatic program refund, contact the Pool Office before the second
class. Otherwise, refunds
are not permitted, except with a medical certificated or at the
discretion of Recreation Services. A
$5.00 administration fee will be charge on all refunds.
As well, refunds will be pro-rated on the number of classes that
have already been held. Full
refunds are given if the program is cancelled due to insufficient
registration or program changes. In
cases of low registration, some classes may need to be combined. The
below change will allow time for instructor scheduling, class combining
and cancellations due to low registration. Change:
The
Lacombe Kinsmen Aquatic Center must be notified five days prior to the
start of the lesson session &/ program for a refund. Exception:
medical reason (certificate submitted) A $5.00 administration fee will
be charged on all refunds. Full
refunds will be given if canceled due to low registration or program
changes. Low
registration may warrant combining classes. 3.
Dolphin
Club rental fees adjusted in comparison to the 1997 actual operating
cost. -
include an equipment usage fee 4.
Red Cross
swimming lessons and Lifesaving Courses will run based on the break-even
point of the instructor and material cost. 5)
Leisure, Family, Lane, and Fitness programs are drop in programs
offered for the users convenience.
There is no way to determine the numbers prior to the program
therefore staff cost and operating expenses are incurred with no
guarantee of cost recovery. 6)
Special programs and events will be run on a break even expense
budget. 7)
Public Rentals:
Non-prime time $40.00/
hour OR $25.00/ 2
hour
Prime
time -
$60.00/ hour
OR $35.00/ 2
hour
Dolphin Club Rental:
$36.00/ hour The
above rates are based on the outdoor pool operating cost and include the
wage of one lifeguard. These
rates need to be reviewed based on the operating cost for 1997 and
adjusted accordingly. |
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