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Tool kit for leisure operators to implement the Big Splash / swimmingoffers.org programme

Tool kit for leisure operators to implement the Big Splash / swimmingoffers.org programme

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Gll big splash swim offers slideshare Gll big splash swim offers slideshare Presentation Transcript

  • Big Splash Swimming Offers Campaign Front of house Tool Kit
  • What is the
    • The Big Splash is a national campaign being run by the BBC,
    • British Swimming and pool operators to raise the profile of
    • swimming which will culminate in the highest profile and largest
    • mass participation swimming challenge in the world.
    • BBC programme content will intentionally feature swimming
    • over the next 10 Months from Children's TV to documentary's to
    • Saturday night enterrtainment
    • It will run from 15th May 2011 and will culminate in a mass
    • participation event on 24th March 2012.
    • The objectives of the campaign are:
    • • To significantly increase throughput and revenue for pools.
    • • To generate significant publicity for aquatics and its partners.
    • • To have more people participate in a swimming challenge than ever before.
    • • To raise £1m+ for charity.
    • Big Splash Branding will be used on all future pool campaigns
    • and will be seen at pools in the form of banners etc
  • What is the Big Splash Swimming Offers Campaign?
    • It is the first phase of Big Splash and is a targeted marketing campaign to
    • encourage more people to swim more often. We are targeting specific groups
    • of people with deals that are appealing to them. The campaign comes in two
    • forms, household mail or online marketing depending on the target groups
    • preferred method of communication.
    • The campaign runs from May 3rd 2011-July 17 th 2011
    • And applies to all pools in London Borough’s except LF lido.
  • What are the offers? Offer Quantity of vouchers Session type Voucher 1 Voucher 2 Voucher 3 Voucher 4 Bring a Friend 2 Any Public Swimming or Swimfit session 2 for 1 2 for 1 x x Bring your Family 4 Any Public Swimming (family) or Tots water world session 1 session free Entry for £1 Entry for £1 Entry for £1 Workout in the water 4 Any Swimfit or Swimfit + Session 1 session free Entry for £1 Entry for £1 Entry for £1 Restrictions Adults only T&C's apply Each voucher entitles 1 Adult and upto 2 Children under 5, T&C's apply Adults only T&C's apply
  • Voucher redemption flow Initially a member of the London Swimming Team will be visiting to collect on a weekly basis, this will then be replaced by providing envelopes to post back vouchers
  • Examples of household flyer- front Bring a friend, 2 for the price of 1 Bring a friend, 2 for the price of 1 Bring a friend, 2 for the price of 1 Bring the family for free
  • Examples of the household flyer back These are examples only. Please ensure you have scissors behind reception for anyone who needs to separate vouchers 2 vouchers 4 vouchers
  • What the online offer looks like 3 stage website screenshot Voucher that is emailed to the customer to be redeemed in centre
  • How to retain the customers bought in by Swimming Offers Campaign
    • Strategy will be put in place to retain customers but the following basic steps
    • should be implemented
    • Advise customers of other offers currently running in your centre
    • Signpost customers to adult swimming lessons, Swimfit and other Aqua Classes running in your centre and inform them of the opportunity to become a member
    • Make sales teams aware of customers who could potentially take up membership
    • Use the opportunity to sell swimming related products (goggles, hats etc.)