Because of relative low cost of implementation, the managers of the Demmer Center are certainly capable of implementing and monitoring a marketing plan. We recommend implementing our proposed strategy in Fall 2011, when activity in East Lansing is at its annual peak. We expect that a complete sequence of tasks will take no more than three months, if a timetable is diligently followed. The results of our new marketing strategy should be measured with the following: new customer/trial rates, facility traffic, social networking traffic, and overall bottom line-- profit.
Month 1 surrounds the creation of digital connection to consumers. Because reaching and educating people is crucial to gaining new customers and achieving their objectives, the Demmer Center’s first action should be to “clean up” their website: condense information into fewer tabs, update the calendar regularly, and make group rates and package deals clearer. In an effort to further connect digitally to consumers, the Center should also immerse itself in social media, including regular Facebook status updates, an e-mail subscriber list, and Twitter account for the purpose of notifying followers of special rates, events and promotions. It is important that these be updated frequently and regularly. The next focus in Month 2 lies in creating buzz on campus and in the community. Campus and community events geared toward The Demmer Center’s respective target markets will be scheduled, social media updates will continue, and advertisements targeting the 20-29 year old female will be rolled out.
Finally, the focus in Month 3 is on collaborating with MSU’s Kinesiology department in order to create a KIN course revolving around shooting sports for MSU students. Beyond these three months, effort to retain customer loyalty is vital.
