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News Story11-12
Advertisement...15
Press Release.16
Competitive Analysis:
Club Fitness
Strengths:
-
Weaknesses:
-
Campus Center
Strengths:
-
Located on campus
Paid for already with tuition
Versatile exercise equipment
Has different types of recreation (Game room, intramural fields, rock wall)
Has a track, basketball court and tennis court
Has different group fitness classes
Fairly new
Has large locker room space
Weaknesses:
-
Club Fitness caters to the college crowd by creating an environment that is hip and up to
date. The staff there makes fees low so that the average college student can afford it. Club
Fitness requires a one or two year contract which means that they hook the student in for that
long. Club Fitness knows that a students schedule is insane between classes, work, and
internships, so they made sure to have staff working all day so that they can be open 24/7. A
student may be going all day and the only time he/she has to work out is at 11 oclock at
night. Club Fitness caters to the young crowd because many like to work out at late hours of
the night.
Club fitness also caters to males who are heavy lifters. They provide extensive weight
lifting equipment to assist in muscle gaining. Football players, gym enthusiasts, and any
other male who lives an active lifestyle tend to prefer muscle gain over cardio, so Club
Fitness tends to be the choice for them. Club Fitness has noticed this trend over the years and
has established more and more equipment that meets the needs for muscle gain.
Current Financial Info:
The University of West Georgias students are largely from in-state. The average in-state
cost to attend is a little over $7,000. In comparison to other schools in Georgia, such as the
University of Georgia, Georgia Tech, and Georgia State, the University of West Georgia has a
reputation of being affordable. UWGs finances appeal to middle income families who are
looking for a nice, reasonable priced college. UWGs pricing is seen as reasonable, which has
resulted in increased enrollment every year.
Carrollton, GA, the city in which UWG is located, is known as being a college town.
Businesses have sprung up within the city because of that reason. In the mile radius around
UWG, you can find countless restaurants, bars, boutiques, gyms, shopping strips, etc. The
surrounding environment on UWG makes it a more compelling choice when choosing to
attend West Georgia.
Chief Decision Makers:
Dr. Kyle Marrero
President
(678)839-6442
kmarrero@westga.edu
Jami Bower
Associate Vice President for Communications and Marketing
(678)839-6640
jbower@westga.edu
Taylor Bryant
Assistant Director of Communications
(678)839-6643
taylorb@westga.edu
Xiaojuan Christian
Visual Services Specialist Senior
(678)839-6295
xiaojuan@westga.edu
Amelia Garcia
Visual Services Specialist
(678)839-5217
agarcia@westga.edu
Current Market Activity:
The University of West Georgia is using all forms of mediums to market to students.
Their main source of communication is through email and social media. With it being the
digital age, students are glued to their phones. Whenever an important announcement about
the University needs to be told, administration will email out the information to each student
email account. If classes are cancelled due to inclement weather or unforeseen circumstances,
a text message is sent to the students.
The campus center currently has its own webpage where you can view the different
amenities that it provides. The webpage gets a good amount of traffic by student, staff, and
faculty. However, the campus centers other forms of social media need some work. An
Instagram account exists for UREC but it is not used frequently. In order to increase
awareness of the Olympic-sized swimming pool coming to the campus center, different
social media accounts would need to be updated or created.
SWOT Analysis:
Campus Center
Strengths:
- Located on campus
- Paid for already with tuition
- Versatile exercise equipment
- Has different types of recreation (Game
room, intramural fields, rock wall)
- Has a track, basketball court and tennis
court
- Has different group fitness classes
- Fairly new
- Has large locker room space
Weaknesses:
- Not open 24/7. Hours vary day to day.
- Can sometimes be over crowded
- Weight training equipment is average
Opportunities:
- Can increase enrollment percentage by
adding a swimming pool
- Create competitive swim teams
Threats:
- Competition from other gyms
- No elaborate weight training machines
- Competition may offer exclusive deals
and coupons
Club Fitness
Strengths:
- Located near campus
- Has group fitness and personal training
- Open 24/7
- Free child care (with membership)
- Free tanning (with membership)
- Free pool/hot tub (with membership)
- Free sauna (With membership)
Weaknesses:
- Have to drive to get to
- Cost $28-35 monthly, including a $20
initial fee
- No form of athletic courts
- No running track
- Pool is not Olympic-sized
Opportunities:
- Can stress weight equipment and
fitness classes
- Can offer special discounts for UWG
students
Threats:
- West Georgia will be equal with the
amount of amenities provided
- Swimming at Club Fitness is not
competitive
Current students
The current students will be targeted mainly through campus. They will see the expansion
being built and will want to know more about it. There will be tabling on campus to inform
the current students of the expansion, along with the features the pool has. Current students
are into things that are quick and easy. We will stress about how easy and accessible the pool
will be for them.
Faculty
Faculty will also be targeted through on campus efforts. With them being able to see the
construction going on, they will want to know more about it. Faculty like to be informed of
changes happening before students are aware so we will make sure to send an email out to
them to explain the expansion process.
Potential Students
For potential students, we will reach out to them through advertisements and by word of
mouth conferences. We will visit surrounding schools and inform them of the new pool being
built. Scouting for potential competitive swimmers will also be done at surrounding schools
swim matches. When the potential students are touring West Georgia, our tour guides will show
them the Olympic-sized pool in an effort to win them over.
Positioning:
The opening of the UWG Olympic sized swimming pool will be centered around
informing students and faculty of the changes, mainly through activities on UWGs campus.
The promotion will be positioned to inform the audience of the positive qualities of the pool,
such as recreation use, competitive use, fitness classes, and special events for different
organizations. We will promote these qualities by providing information sessions to local
high schools, tabling in the grassy triangle, creating social media websites, and hosting a
huge grand opening event.
Promotional Strategies and Tactics:
Strategy 1: Table in the grassy triangle on UWGs campus for two weeks prior to the
opening, informing students and faculty of the grand opening of the pool.
Tactic 1: Invite students to come out to the grand opening of the pool
Tactic 2: Hand out raffle tickets at tabling for prize baskets that will be awarded at the
grand opening
Strategy 2: Host a grand opening inside the campus center for the new Olympic sized
swimming pool
Tactic 1: Have coverage of the event by inviting UWG radio, local newspapers, and local
media to the opening
Tactic 2: Give out prize baskets containing swim related items such as swimwear, swim
accessories, and gift cards to local athletic stores
Tactic 3: Host a swim race where winner holds the honor of receiving a plague
Tactic 4: Have the grand opening be a Hawaiian theme complete with cuisine, games, a
DJ, and free giveaways
Strategy 3: Starting one month prior to opening, utilize media by creating social networks for
the UWG swimming pool such as Facebook, Twitter, Instagram, and Snapchat, along with
updating their current website.
Tactic 1: Update each social network informing target markets of the grand opening, as
well as the start of a UWG swim team.
Tactic 2: Update URECs website to make it more up to date, as well as create a website
for the UWG Swim team.
Tactic 3: Create advertisements that can be played over radio stations or displayed on
billboards.
Strategy 4: Host assemblies at local high schools to recruit potential students for the swim
team, as well as to increase enrollment rates.
Tactic 1: Make assemblies fun by having giveaways such as UWG t-shirts
Tactic 2: Make a sign-up sheet for students who would be interested in receiving more
information about West Georgia and its swim team
Tactic 3: Have current students come talk to the potential students to share their
experiences with West Georgia and why theyre excited about the swimming pool addition to
the campus
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Twitter and Instagram: An account will be created informing students of the expansion, along
with activities going on to promote the new pool.
Snapchat: This will be a live version of showing students the process of building the pool.
We will keep them updated of the expansion process by showing them changes in the
construction time frame. We will also provide live coverage of promotion activities through
Snapchat.
News Release
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UREC- 2 / 2
The University of West Georgia has invited several local news media to the grand
opening as well as UWG media sources, including UWG radio, WUTV, and The West Georgian.
Students and faculty can stay updated on the event through UREC and West Georgias social
media pages.
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The University of Recreation Department was founded in 2006 to maintain activities that go on
within UWGs campus center. The UREC department is over several facilities such as the game
room, intramural fields, tennis courts, basketball courts, the fitness floor, locker rooms, and
group fitness studios.
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Ashley Derden
30 Sec Radio Spot/Audio News Story
A brand new Olympic-sized swimming pool will be unveiled at West Georgias campus
center in January. Stretching 50 meters, the pool will be the biggest expansion to West Georgias
campus since the building of the campus center in 2006.
The Director of University Recreation, Billy Bob, announced the news of the expansion
this morning at a press conference. West Georgias University Recreation Department hopes that
the expansion will help to bring in prospective students who may be interested in competitive
swimming. Students and faculty will be able to experience amenities such as fitness classes in
the pool, swim meets, and experiencing the thrill of two diving boards.
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