ADVANTAGES OF MANAGEMENT BY A CHARITABLE TRUST – EMOTIONAL “ It's a relief to find an escape and while a lot of people may see Edinburgh Leisure as just a fitness centre, there are “I think with the focus of a many others who use it charitable trust being to help as a safe haven away from rough situ ations” hard to reach groups access Safe Haven the facilities, it would mean more affordable use of the facilities” Inclusive “I've never joined a private gym as I think I'd feel more self-conscious. At a community facility you meet people at various levels of fitness and with different expectations . I may have a skewed view of private gyms but I feel if people are willing to pay private membership they are No “Elitism” probably serious fitness fans and I wouldn't fit in”
ADVANTAGES OF MANAGEMENT BY A CHARITABLE TRUST – OTHER “ Local benefits such as employment … “facilities are a General fitness and reasonable rate so wellbeing of local that many people community can be pushed can afford them - to the forefront ,targeting even on low sections of public that incomes ” would not normally use a Employing Local leisure centre” Low Cost People Membership “I feel like I'm supporting the local community “The facilities were also when I use them and modifiable to allow therefore feel more connected to the people of all backgrounds and community. It's also something that can benefit abilities to use them . everyone so it becomes a The pool had a special lift, which was regularly shared thing that we all care about” Community used, for wheel chair users. ” Focussed Wide Range of Facilities
BR BRAND ND PROPOSITION POSITION
GATORADE BRAND PROPOSITION Business Objectives: Sales and Profit Marketing Objective: Increase trial and usage frequency
GATORADE BRAND PROPOSITION TARGET AUDIENCE: ACTIVE ATHLETES OF ALL AGES AND PERFORMANCE LEVELS WHO LOVE TO COMPETE AND WHO PERCEIVE THEMSELVES AS ‘WINNERS’ LIKE THEIR ATHLETE HEROES COMPETITIVE FRAMEWORK: GATORADE IS THE ULTIMATE LIQUID ATHLETIC EQUIPMENT COMPETING MAINLY WITH OTHER SPORTS BEVERAGES, WATER, JUICES AND EVEN SOFT DRINKS CUSTOMER BENEFIT: RESTORES YOUR ENERGY PROVIDING THE COMPETITIVE EDGE OF YOUR FAVOURITE SPORTS HEROES TO MAKE YOU FEEL LIKE A WINNER REASONS TO BELIEVE: 1. PROVIDES UNSURPASSED REPLENISHMENT OF ESSENTIAL FLUIDS AND MINERALS LOST THROUGH COMPETITION 2. CLINICALLY PROVEN 3. OFFICIAL BEVERAGE OF MAJOR SPORTS LEAGUES E.G. NBA BRAND CHARACTER: FIERCELY COMPETITIVE TEAMMATE WHO SERVES AS A ROLE MODEL AND PROVIDES ALL THE KNOW HOW, ENCOURAGEMENT, MOTIVATION AND ASSISTANCE YOU NEED TO BRING OUT THE WINNER IN YOU
Recommended Proposition for Sporta Trusts Local Trusts Brand Proposition: Users of facilities/services Target Audience:: For local people of all ages, means and abilities who are seeking to find a balanced, healthy lifestyle and who want to fit in with people just like them Competitive Framework:: Community Leisure Trusts are independent charitable trusts which offer services to improve physical and mental health, competing primarily with private operators Customer Benefit : The fun way to look after yourself, feel included and support your community Reasons to Believe:: 1. Offers a breadth of convenient facilities/services tailored to meet the specific needs of everyone across the community 2. Serves your community not shareholders - Surpluses invested to deliver better value for money - Funds ring fenced for leisure locally, including every pound spent locally - Employ local, knowledgeable and caring staff Brand Character: : A professional local coach offering the know how, encouragement, care and support t o help you become the best you can be
“ This makes you feel that you are part of a “ Sometimes going in to thriving community “ It gives the impression these places can be that cares for people. that the centres would daunting and people The fact that local staff be a pleasant need reassurance till are employed is also an welcoming environment they feel comfortable ... attractive point .” where learning something Everyone using the new would be fun rather facilities should feel than hard work .” included and take a sense of ownership .” “ I do find the 'every pound' sentence in particular appealing and would certainly encourage me more to “ It talks about inclusivity, use local leisure “ having fun, and it facilities … and yes mentions mental and well Words like ”include" nothing would make as physical wellbeing people more proud of appeal to me because which is a big thing for their local town if you as someone who often me ! ” see the development of feels self conscious local centres and this is a really big factor facilities improve. ” in making me like these places ”
BRING THE PROPOSITION TO LIFE
VISITS AND REVENUE
De Demand nd Based Seg ed Segmen entat tatio ion - Al Allocate cate re resource rces s to gro roups ps of p f people le that at will ll pro roduce uce the highe ghest st re returns rns fo for yo r your bu r busine iness ss - Mar arke ket the Pro roposit itio ion n to s segments ents diff fferently rently
1. RE RETAI AIN 20 20% OF PE PEOPLE PLE DELIVERI LIVERING NG 80% OF REVENUE NUE 2. FRE REQUENCY NCY INCREASE VISITS FROM EXISTING CUSTOMERS - PEOPLE WHO USE YOU INFREQUENTLY E.G. ALSO USE NON TRUST FACILITIES 3. TR TRIAL AL 1. CUSTOMERS OF NON TRUST FACILITIES (2. CUSTOMERS WHO CURRENTLY DO NOT USE LEISURE FACILITIES)
Coca-Cola enhances good times with family and friends Mums Teens
Aspen: pen: fun un and d adventur dventurous ous skiing ing
PRODUCT
CLEANLINESS AND WELL MAINTAINED FACILITIES ARE IMPORTANT ‘PRICE OF ENTRY’ FACTO CTORS RS “the hygiene condition for place like swimming pool should be well maintained” “Maintaining the upkeep of the faculties is paramount in maintaining their high standards .” “The swimming baths are starting to look a bit shabby . The pool isn't kept up to a high maintenance, especially with “My top priority in choosing its cleaning schedule. facilities is cleanliness . I like to Sometimes its dirty and has a get changed in clean fresh facilities musty dirty smell.” which I know are maintained properly and efficiently”
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