How do you convince people to buy a membership to your club before it’s even finished? The Winter Park Health Foundation Center for Health & Wellness relied on an extensive promotional campaign to attract more than 800 members prior to its opening. Using the theme, “More than a health club,” the promotion highlighted the center’s extensive programming (lifestyle education, weight control programs, children’s wellness) and unique features (degreed staff, no contract requirements) to attract members usually wary of joining health clubs.
Advertisements featured real members from the center’s sister facility in nearby Winter Park. Representing target audiences, these members provided testimonials that highlighted the many services at the Center for Health and Wellness. Four ads were rotated in newspapers, direct mailings and newspaper inserts that offered a 50 percent discount on membership fees if purchased before the center’s opening.
Along with printed advertisements, group presentations, previews and an open house emphasized the facility’s programs, staff and no-pressure memberships to appeal to people of all types and fitness levels.
The primary goal for pre-opening membership sales was exceeded, with 855 members enrolled between August 1996 and February 1997. The campaign also came under its $80,000 budget.