By thinking outside your comfort zone you can find ways to tap even more business from your community in novel ways -- schools and moms can yield productive results.
In today’s rich wellness-themed environment, a wellness/health business' bottom-line can be dramatically enhanced through effective external programs related to wellness lifestyle management programming.
The traditional concept of programs related to in-facility offerings are still important, but now is the tine to think and reach outside the comfort zone. The more contemporary external program application refers to creative offerings that attract individuals who may not be interested in a traditional membership but will respond to a particular program based in contemporary news reporting.
Furthermore, the promotional venue for these types of programs is much less costly than traditional programming but does require motivated performance.
There are scores of target markets that can have programs created and creative marketing promotional campaigns implemented that can create a dramatic positive impact to bottom-line performance. Here are just a few programs and ideas that have worked very well.
1. School System Relationship Development
Far too often wellness/health businesses use traditional tunnel vision and only see a “corporate membership” opportunity in school systems. The time is perfect to expand the scope of thinking and look at all of the potential partnering opportunities that school systems offer. A comprehensive program that targets:
- faculty,
- employees
- parents
- administrators
- and students
is the best approach. Below are some tools for bringing such a partnering relationship to fruition.
The program involves the creation of an initial lifestyle symposium that is preferably held at the club/business. In order to increase participation and school involvement and program support, involve local educators as speakers. Ideally, other high profile community wellness leaders (especially media individuals) and speakers from organizations such as:
- the local Diabetes Foundation
- the local American Heart Association
- the local Arthritis Foundation (arthritis is NOT only a disease of the aging)
- other groups that support community health education and awareness.
Make the program powerful and entertaining. Use press releases to further enhance market penetration and increase credibility. Provide refreshments at the symposium and have your most outstanding employees that possess exceptional people skills involved in promotion and execution of the program.
Step One - The Fax
The fax to the school administrators at each individual school and the school system district office begins the promotional and awareness components of this type of campaign. For both the fax and the subsequent letter and phone calls, be certain to use the Mr., Dr., Mrs. or Ms. that educators prefer to be referred as. They will inform you if they wish for you to simply use their first name. Do not make that assumption independently.
*** The Fax - Example ***
The XYZ Wellness Center
IMPORTANT FAX INFORMATION
To: Mr. Tom Rodrigo
From: Geoff Hampton
Re: Education - Lifestyle Modification Program
Fax Date: 07-29-02
Dear Mr. Rodrigo,
I would like to invite your school to join with us in a community based wellness initiative. As you may well know, the health of our community is a serious contemporary issue. We at The XYZ Wellness Center intend to make a positive difference for our community.
Many schools are seeking information on the state of childhood obesity and the implications of this National issue for our children. I am enclosing a Press Release from Rockefeller University Hospital about the subject. Additionally, I am enclosing three important website links for your school to review;
1. The Centers for Disease Control and Prevention - www.cdc.gov
2. The U. S. Surgeon Generals Office - www.surgeongeneral.gov
3. The National Institute of Diabetes & Digestive & Kidney Disease - www.nidkk.nih.gov
We are also in the process of coordinating a lifestyle symposium for area schools. I would really appreciate your input and if possible, your direct involvement. Please call me at (619) 333-7777. This project can have significant positive impact on our community.
Please give this information your most serious consideration. The issues of lifestyle modification are serious and pressing. You almost certainly know friends, business associates and even students that have been victims of preventable disease and premature death. Let’s work together intelligently and with diligence to address this issue.
Thank you very much for your consideration and I look forward to hearing from you at you earliest convenience.
Yours in Health,
Geoff Hampton
Executive Director
Step Two - The Letter & RSVP
The letter is designed to further awareness. Please note that the letter is mailed two weeks after the fax. There will be some additional response from the letter, but don’t expect your telephone to ring off the hook. Be certain that your front desk team is professionally prepared to give their most outstanding effort for important programs such as this. A poor attitude or unprofessional display by one of these staff team members can be disastrous and you may never even know that the disaster happened!
*** Letter Example ***
The XYZ Wellness Center
Mr. Sebastian Perez
Rancho del Rey Middle School
1174 East J Street
Chula Vista, CA 91950
08/12/02
Dear Mr. Perez,
As you probably know, most Americans currently live a sedentary lifestyle. As a result, we are in what the U. S. Surgeon General has called, “A National crisis”. Additionally, the CDC (Centers for Disease Control and Prevention - www.cdc.gov) is also actively engaged in sounding the alarm about the conditions that most Americans face (Catastrophic Illness/Premature Death) as a result of their inactive lifestyle. As a matter of fact, a CDC funded study, which is outlined in the October 2001 issue of the American Journal of Preventive Medicine literally scolds American Doctors for their weak efforts in directing their patients to proper nutrition and exercise as a prescriptive intervention.
For most people these horrible conditions can be prevented through effective lifestyle education and motivation.
I’m sure that you know educators, parents and sadly, even students (the CDC reports that obesity in American children is growing at an alarming rate) who have been victims of catastrophic illness and premature death. Everyone laments their misfortune when tragedy strikes, but the sad truth is that someone should have taken action on their behalf before the condition occurred. Today, scores of educators remain sedentary. Their brains know what awaits them, but they are making a grievous miscalculation and aren’t yet motivated enough to take action.
I urge you to join us in our mission to make a difference in these individual’s lives. I further urge you to not only limit the scope of this initiative to educators, but join us in reaching to the students and parents as well. WE CAN MAKE A DIFFERENCE!
This issue is far too serious to ignore. Together we can have a profoundly positive impact on literally thousands of San Diegans. Please call me as soon as is practical at 333-7777.
Thank you very much for your consideration.
Geoff Hampton
Executive Director
*** RSVP Example ***
To be included with letter and SASE (Self Addressed Stamped Envelope)
The XYZ Wellness Center
Education System Lifestyle Symposium
Thank you for your proactive involvement in the educational lifestyle initiative that we at The XYZ Wellness Center have created. We look forward to partnering with your school in improving the quality and length of the lives of the faculty, students and parents.
We look forward to your participation in our initial Symposium. The program agenda will include several local renowned wellness authorities from the community including your fellow educators. Please complete the RSVP at the bottom of this page and return it via the SASE. Thank you very much.
Sincerely,
Geoff Hampton
Executive Director
RSVP
School Name:
________________________________________________
Attendees:
1. Name: _________________________
Title: __________________
2. Name: _________________________
Title: __________________
3. Name: _________________________
Title: __________________
The XYZ Wellness Center * Club Address * San Diego, CA * (619) 333-7777
Step 3 - Internet Review
Almost every major school system has a website or a collection of websites (webring) for their schools. Through the websites, a significant amount of important information can be ascertained:
- Principals' names,
- Assistant Principals' names,
- Board of Education Executives' names
- Teachers and curriculum specialty
- e-mail addresses
This and more information is available at most education websites. It is easy to identify key contact names via the Internet. The next step in the program progression is to send a short but personal e-mail to key contact people. E-mails are easy to respond to and most administrators will respond if the e-mail is short and specific.
Keep an e-mail mailing list of all e-mail addresses gleaned during your research. Do not send attachments or they will probably not be opened. Do not send pictures either. This is also a “red flag” for Internet virus fears. Just send a simple unencumbered e-mail.
Step 4 - Personal Telephone Call
The e-mail and the personal telephone call are where the real response begins to materialize. If the targeted person will not take your telephone call, ask for the name of someone on staff who would also be appropriate for such a program. Be certain to establish a great rapport with whomever you finally are able to speak to on the phone. Seek their input for enhancing the program and impact. Most are happy to help.
Materials for the Symposium
The day of the symposium the club/business needs to be completely prepared. Have a greeter and a sign-in sheet. Have professionally prepared materials for hand-outs by your speakers/presenters. Be certain that the refreshments are in ahead of time and setup is completed long before anyone arrives. This day’s impression will go a long way in advancing your cause and in creating great relationships in the educational community.
Conclusions
Have an executive level team meeting after the symposium to discuss the positives and the areas that need to be amended. Seek input from the educators themselves as well. From this you can complete your business plan for creating a strong long-term relationship with your local school system!
Relationship Development
For school systems, programs will work much better than membership solicitation. Below is an example of a payroll/teachers mailbox type of form for their involvement through creative programming.
Program Offerings
The program offerings listed below for the school system are universal and may be used in all strategic partnership development. It includes three levels of entry with the potential for level one and level two to “graduate” to the next highest level of programming as they complete each cycle of the program.
Example:
Attention: All City of San Diego City School Employees
Introducing: New Employee Wellness Programs
Where: The XYZ Wellness Center
Participation Deadline: Friday, September 27, 2002
Level I Wellness Program - Never Been Involved In A Formal Exercise Program
- Lifestyle Assessment/Health Risk Appraisal
- Individual Exercise Prescriptive Program
- Individual Nutritional Prescriptive Program
- Weekly Educational/Motivational/Progress Update Support Meeting
Duration: 90 days
Cost: $99 (Spouse May Enroll Also)
Level II Wellness Program - Been Involved In Formal Exercise Program But Need Some Assistance
- Lifestyle Assessment/Health Risk Appraisal
- Individual Exercise Prescriptive Program
- Individual Nutritional Prescriptive Program
- May Participate In Weekly Meeting If Interested
Duration 90 days
Cost: $99 (Spouse May Enroll Also)
Level III Wellness Program - Experienced Exerciser
- Lifestyle Assessment/Health Risk Appraisal
- Individual Exercise Prescriptive Program
- Individual Nutritional Prescriptive Program
Duration: 90 days
Cost: $99 (Spouse May Enroll Also)
The XYZ Wellness Center is an award winning facility that caters to individuals who are new to exercise programs. Our highly trained, certified wellness professionals will make everyone feel comfortable and welcome. Additionally, our specialized equipment is designed for all levels of wellness, including beginners. Get healthier and have fun!
Call Geoff Hampton: Our personal wellness representative today at (619) 333-7777 to get started!
2. Area Mom’s Program
Moms are a wonderful target market. In most communities there are support groups for mom’s, mom’s go to their children’s area sports activities, many use area day-care facilities, Pediatricians support mom’s and children’s health initiatives. The resource pool is significant for area moms! Many are looking for activities of a positive nature. Most have friends who are also moms. If you prepare a strong strategic business plan your business can capture a significant number of area moms through creative programs…not memberships.
Sample Mom’s Program
Mom Day is a wonderful program that can be used in many different ways. The purpose is to create a free time when moms can come to the club and enjoy a non-threatening time with other moms (no high-pressure sales trash). It is designed to offer free regular exercise offerings and some unique wellness options just for them. Free childcare is also positive. It is important to offer the program in a morning setting for non-working moms and an evening setting for working moms. Promotion is simple…GO WHERE THE MOMS GO AND TALK TO THEM AND GIVE THEM INFO ABOUT THE PROGRAM!
Again, press releases are a valuable tool. You may also find cooperative doctors who will refer their patients (provide a “Referral Form” and let the doctor know that his/her patients will receive a special discount if they enroll in an ongoing program designed to enhance their lifestyle). Send enthusiastic reliable staff out to all area events that moms will be attending as well as high traffic stores, local daycare centers and all other logical resources. Use the Internet as well. Look for a local coffee shop/bagel bar to offer to sponsor refreshments and coffee.
*** Sample MOM Program Flyer ***
The XYZ Wellness Center
Attention San Diego Mom’s!
Plan to attend our next MOM Day (Mothers on Mondays) & bring your friends!
Our new Mothers on Monday Program is being offered from 9am-12noon every other Monday and from 7pm -9pm the third Thursday of each month for working Moms!
- Free refreshments *
- Free childcare
- Free group exercise programs
- Free workout
- Free blood pressure screening
- Free session with a personal trainer
Call us today at 333-7777 to reserve a spot for you and your friends at our next MOM Day!
* Refreshments: Courtesy of Starbucks!
*** Sample Small Flyer ***
The XYZ Wellness Center
Attention San Diego Mom’s!
Bring a friend to join us for Mom Day!
Our new Mothers On Monday Program starts on
Monday, September 30th from 9am-11am
#####
These are a few examples of Maximum Management Principles. Maximum Management requires planning, execution and total team commitment. Think outside the comfort zone and always look for ways to create new and exciting programs.
Home
>
Columns
>
Hampton
/
1
/
|