Pre Opening

 

Prospecting Plan

 

List current prospects:

  • Utilize any contacts you have already made
  • Focus on Human Resource directors in corporations you know

 

  1. Corporate
  • direct area and surrounding buildings
  • leads from walk ins, routing services, area-use directory

 

  1. Go to all retailers in the area
  • introduce yourself
  • drop off business cards and package
  • invite to presales center
  • this should be done by territories, ie. Street-use maps

 

  1. Meet with commercial real estate agents in area
  • network with them for contacts
  • present to them and their employees

 

  1. Use real estate newspapers in area
  • network with agents
  • perhaps host a wine and cheese for all real estate agents in area to visit and preview center

 

  1. Find out the Chamber of Commerce in are or other professional associations…you should be members of network.
  • ideally get insert in something they publish

 

  1. Meet with local business owners/managers to brainstorm on joint marketing.

 

  1. Community newspapers
  • Meet with the editor
  • Get a press release in the paper re: benefits of exercise, new club, call to action with an offer.
  • Ask about inserts
  • Present to their employees

 

  1. Joint marketing ventures with sports stores in close proximity.

 

  1. Invite equipment distributors to preview the club
  • make contacts through them

 

 

  1. Hotel and restaurants in area
  • contact/introduce
  • drop off package

 

  1. Movie theatres in area
  • drop off package
  • co-op marketing, etc.

 

  1. High schools and public schools in area
  • sponsor events, teams
  • present to teachers, etc.

 

  1. Golf courses in the area
  • network with GM – get mailing list if possible
  • post information in locker room about club – offer members discount
  • get to know the pros

 

  1. Doctors, Chiropractors, optometrists, etc in area
  • network
  • host wine and cheese introducing club
  • offer them and their employees and clients a good offer
  • leave business cards on their reception areas

 

  1. Also market to:
  • hospitals
  • seniors groups, church groups
  • tennis clubs
  • nursery schools
  • new movers/welcome wagon
  • couriers
  • travel agencies
  • rotary club

 

  1. Press releases
  • send PR package to all radio, magazines, newspapers, etc.

 

  1. Put flyers on cars in local parking lot
  • make sure you have permission from property manager first

 

  1. If urban locale, hire rollerbladers to hand out free passes

 

  1. Research broadcast fax marketing

 

  1. Make presence at special events depending upon time of year
  • Christmas events
  • Winter – rinks, ski areas, etc.
  • Charity events

 

  1. Food court distribution in local malls

 

  1. Free fitness assessments advertised on posters
  • blood pressure
  • body fat testing, etc.

 

  1. Corporate open houses and hard hat tours

 

  1. Posters in companies

 

  1. Big opening party

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The following is a checklist of what specifics should be planned for.  We recommend that you assign a person to each task to ensure each of the deadlines is met for the operational opening of presales at your club.

 

Budget

 

___  Presale budget worked out

 

Marketing

 

___  Name approval

___  Opening theme/creative/logo

___  Creative production of flyers

___  Posters

___  Presales office display

___  Banners

___  Equipment examples for presales office (treadmills, stairmasters, etc)

___  Yellow pages listing

___  Insert/teaser in newsletter

___  Transportation posters/ads

___  Referral gifts

___  Referral certificates (point of sale)

___  Brochure

___  Blue prints/plans of club for display

___  Hours of operation

___  Membership cards

___  Rate sheets

___  Letters to members to inform them of opening date:

  • aerobic schedule
  • fitness planner
  • orientation checklist
  • hours of operation
  • childcare information
  • guest fee $$
  • parking information, etc.

 

Sales and Sales Management

 

___  Trust fund

___  Agreement – new trust fund

___  Acrylic holders for desks

___  Computer system

___  Compensation for sales

___  Set pre sales goals

___  new member packages

___  IHRSA brochures

___  Videos

___TV/VCR

___  Aerobics schedules

___  Club brochures

___  Signage for office

___  What’s happening desk

___  Prospecting plan

___  Newspaper subscriptions

___  Business Cards

 

Operational Items

 

___  telephones/voice mail

___  fax

___  copier

___  chairs

___  Table

___  desks/desk lamps

___  safe

___  Cash register

___  credit card machine

___  laminator

___  courier service 1/week

___  courier bags

___  big envelopes

___  printer

___  typewriter

___  filing cabinets

___  art work

___  coffee machine/mugs

___  coatrack

___  garbage pails

___  bar refrigerator

___  letter head/envelopes

 

Supplies for Desks

 

___  file folders/tabs/avery labels

___  inertest profile sheets

___  clip boards

___ staplers/staples

___  post it notes

___  pens/pencils/highlighters/markers

___  binders

___  calculators

___  name tags

___  tabs a – z, 1 –31, blank

___  paper/fax paper

___  paper clips

___  easel/easel paper

___  business card holders

___  hole puncher

___  scissors

___  rulers

___  hangers

___  wall clock

___  Kleenex

___  toilet paper/cleaning supplies

 

Set Presales Sales Goals

 

 

Checklist:  Operational Materials in Club

 

 

Front Desk

 

___  items for sale in pro shop

___  t-shirts

___  locks

___  power bars

___  socks

 

Massage

 

___  tables

___  filing cabinet and files

___  heating pads

___  stools

___  sheets

___  blankets

___  pillows

 

Fitness

 

___  filing cabinets

___  reading racks

___  tape measure

___  blood pressure cuff

___  stethoscope

___  mats

___  hooks

___  place for sign up sheets

 

Studio

 

___  steps

___  hand weights

___  racks for hand weights

___  mats

___  stereo with headsets

 

Daycare

 

___  small table and chairs

___  change table

___  swing

___  seats

___  crib

 

Locker Rooms

 

___  vanity stools

___  tables for lounges

___  shelves for towels

___  amenities

___ scales

___  locking toilet paper dispensers

___  kleenex box holders

___  hooks

___  stalls for showers

___  shoe shiner

___  locks for permanent lockers

 

Miscellaneous

 

___  time clock and cards

___  garbage cans

___  desks and chairs for fitness offices and maintenance office

___  screecher alarms for the extra doors

___  folding chairs

 

 

 

 

 

 

 

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