Severn Valley Tennis & Fitness – Gambrills, MD
The client was challenged by an identity crisis. As the tennis industry was in a decline, the client needed to increase income from their fitness business line. Their fitness sales closing rate was extremely low compared in comparison to industry standards. Altitude Agency was brought on board to provide a marketing plan, design and sales strategy to increase membership sales.
After providing secret shopper services and market analysis, it was determined that the club design features had too much emphasis on tennis, which confused prospective fitness members. We provided an in-depth plan to make the club more fitness-friendly with short-term and long-term environmental design changes. We adjusted the pricing structure to better reflect the facility's fitness services. To improve the closing rate, we oversaw the hiring and training of a new membership sales manager and created a new sales training program. We also provided integrated public relations, advertising, direct marketing and POS design services.
Project Scope: Branding, POS Design, Strategic Market Planning, Market Research, Sales Training Program Development, Direct Marketing, Environmental Design, Secret Shopper, Ad Design and Buying, Gym Membership Retention and Acquisition Programs, Public Relations
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