A medium-sized regional gym, Elite Gyms, is trying to increase the repeat business generated from its database of past clients. The company has been in business for 10 years and has built a reputation of providing a high-level of personalized customer service. It has 20 local gyms staffed with commissioned salespeople and it is struggling with stiff competition.
By comparison to competing gyms Elite Gyms are somewhat dated, its website was designed by the daughter of a friend of the owner and the marketing department has collected 360,000 email addresses. The email list is has not been ‘cleaned’ or ‘scrubbed’ since 2009.
Elite Gyms is feeling pressure from other local gym operations, which offer a wide range of similar fitness services. Some of these gyms have newer equipment and offer personal trainers (at extra costs). The other gyms are also are heavily marketed via direct mail, TV and a variety of electronic media.
the assignment is about making plan for improving the Elite gym following the question below
Social Media - What do you want to achieve/communicate (brand awareness, online sales etc)? What social media tools do your customers use (e.g. Blogs, Twitter, Facebook etc)? What strategies can you use to network and communicate effectively with these customers? Who will upkeep your social media presence – do you have the internal staff or would you need to engage an external organization. How does this relate to your target segments.

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This case is about an Elite Gym who is planning to increase the customer bases from the databases of past clients The gym is constantly facing a stiff competition from other local gyms located in the ... View the full answer