City Council Study Session Agenda and Packet 2004 09 13

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Long -Term Action Plan (It should be noted that many short-term actions items would be incorporated as part of the long -term action plan.) • Establish a marketing committee within the Recreation/Senior Services professional staff. • Assign marketing responsibilities to one current full -time staff member. • Conduct market research reviewing external/internal environments. Identify strengths /weaknesses and opportunities /threats. • Use focus groups to determine and verify why individuals use our facilities and programs along with why they might go elsewhere. Conduct a formalized survey with statistical information. • Identify the human element aspect of marketing; who we are serving and missing. • Formalize our identification of our product /service and how we are tied together (memberships, programs, special events). • Create goals, tactics and action plans with timelines to accomplish. • Prepare a public relations campaign in addition to a marketing plan. • Increase community goodwill and become consistently visible (subconsciously) to our patrons. Ideas to Incorporate into Long -Term Action Plan • Revisit the "sales" thought process on annual memberships, etc. • Consider guest days for annual members, incentives, and benefits of new membership. • Evaluate family days to be conducted at the Center. • Consider the Center becoming "home base" for more sports clubs (biking, triathlon, running, badminton, tennis, etc.). • Evaluate transportation methods to bring children to the Center after school. • Evaluate pro -shop methodology and implementation • Review registration process for annual members, whether residents or non - residents, along with size of family. • Explore partnerships and opportunities local schools. • Evaluate the feasibility of conducting after - school programs. • Formalize an ongoing customer service training of all employees. In addition, implement an ongoing recognition program with the concept of creating a positive work force that will assist in generating users of the Center. • Evaluate benefits of the annual memberships, non -cost fitness days, testing, etc. • Capitalize on showcase events for promotion. • Establish a new appearance for all staff to create the image that reflects positive ly on the City. • Review special promotions such as birthday parties, receptions, group rates, etc. • Evaluate and make recommendations through the Human Resources of the City of Louisville to conduct a formal employee wellness program. Although a cost may be associated with it, the benefit for the City will be offset through a healthy workforce.