Aquamoves Team Member James Harrison's work on our centre's 2016 Celebration Day Campaign has been nominated in the 'Marketing & Communications Award' category for outstanding achievement.
Aquatics Recreation Victoria (ARV) hold annual awards for outstanding achievement in the aquatic and fitness industry. You may remember our very own Bec Parris won the Group Exercise Instructor award last year!
Aquamoves' Celebration Day Campaign was developed to raise awareness of the completion of redevelopment works carried out at the centre during mid 2015 to early 2016. It was crucial for us to reconnect with and thank existing members and users that may have been inconvenienced during the works.
To thank existing members and users, a Celebration Day was held on Saturday 27 February 2016. The event offered give-aways, prizes, members only rewards, group fitness demonstrations, a free BBQ, live music and added entertainment such as a giant inflatable for the outdoor pool. Families and adults were able to engage with the staff and enjoy the facilities in a fun, atmospheric setting.
An extensive promotional and advertising campaign was run with special offers for new members and the campaign was promoted via traditional media including Television, Press/Print and Radio, as weak as via Social Media and display advertising utilising billboards and Variable Message Signs (VMS).
The campaign focused on the key strengths and unique selling points of the centre including the full range of facilities available, the customer service strengths of the Aquamoves Team and our ability to individually tailor products and programs to suit the needs of our members.
The campaign was so successful that:
- membership goals were exceeded by 50%
- income for Aquamoves increased by 200%.
Additionally the campaign strengthened the reputation and credibility of our centre, with attendance at the Celebration event up by 29% from the previous year’s sameday attendance figures. We were rewarded through strong financial profits and an increased awareness of our facilities and service, building further on our excellent reputation within the Greater Shepparton community.
The awards night will be held at the Peninsula Docklands in Melbourne on Friday 16 June and we wish James best of luck with his nomination!