Overview Of assignment: Riverwell Park is a luxury health club based in a residential area in the South Coast of England. In line with Government guidelines, the club closed its doors on the 20 March 2020 due to the Coronavirus pandemic. The club currently allows members a flexible contract where they can cancel their membership at any time with 30 days’ notice. Subsequently, whilst some members retained their membership (and engaged in online class delivery), 37% of members cancelled their contracts. Riverwell is planning a phased physical re-opening commencing July 2020 which will see social distancing measures in place.
They also plan to continue to focus on the delivery of online content, which had excellent feedback from members. The club will face huge financial problems if it is unable to retain its retained members and grow its membership base. You are the club manager of Riverwell, and the owner has tasked you with developing a short report on how you will grow your membership based through marketing to the retained members. This strategy has been adopted because academic research has suggested that this is an excellent way to grow the number of high-retention/ life-time value members. The owner would like you to develop a digital poster within the report that can be used in direct marketing (mail, email etc) to retained members.
The report should contain: A 700-word executive summary- This should: Provide an academic justification (with citations) for the proposed strategy of a) engaging retained customers in exercise and, b) using retained members to grow your membership base c) re-engaging retained customers using a lifestyle assessment journey. This should draw upon the literature on retention, adherence, and lifetime value. An A4 digital poster- This should: Draw upon public health policy to encourage members to utilise their online and offline facilities (and encourage others to join them) to help promote their health and wellbeing at a time where this may be compromised. Citations should be limited to public health literature (e.g. Sport England, Department of Health) as the poster will be delivered to consumers. Propose a form of lifestyle assessment journey to help support the members after the time away from the club Outline incentives for engagement e.g. free guest passes Encourage retained members to refer other potential members.
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