CALISTHENICS VICTORIA INC

GOAL 2.
EFFECTIVE
COMMUNICATION
ACTION
LONG TERM TARGET.
Steady annual growth with greater public appreciation and excellence in
member communication.
Develop and implement strategy.
ACTION
To achieve this Calisthenics Victoria will work towards the following actions and outcomes.
STRATEGY 2.1 DEVELOP AND IMPLEMENT A MARKETING AND COMMUNICATION STRATEGY.
OUTCOME
Excellence in social media, digital, advertising and public
relations.
KPI - A 10% ANNUAL INCREASE IN TOTAL SOCIAL MEDIA REACH, 5% INCREASE IN WEBSITE UNIQUE USERS AND 5%
INCREASE IN ADVERTISING VALUE EQUIVALENT BY DECEMBER 2018.
STRATEGY 2.2 CREATE A FRESH, ENERGETIC NEW BRAND FOR CALISTHENICS VICTORIA.
OUTCOME
Develop and implement a new brand.
Definitive brand map and refreshed visual corporate and
consumer identity.
KPI - 3% GROWTH IN TOTAL MEMBERSHIP BY DECEMBER 2018.
STRATEGY 2.3 EXPAND OPPORTUNITIES FOR EXPOSURE AND CELEBRATION.
ACTION
Promote the Elite Performance Program and State Team.
Host a ‘Celebrating Calisthenics’ event.
Develop the Ambassador Program.
OUTCOME
Reward and recognition for participants and volunteers.
Recognition for member contribution.
Greater exposure for member achievement.
KPI - INCREASE CUSTOMER SATISFACTION RATING BY 10% AND 5% FOR ADVERTISING VALUE EQUIVALENT BY DEC 2018.
STRATEGY 2.4 IMPLEMENT A NEW WEBSITE AND CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM.
ACTION
OUTCOME
Research, develop and implement a new website with
enhanced member functionality.
Fresh, easy to use website with dedicated member
functionality.
KPI - A 5% ANNUAL INCREASE IN UNIQUE WEB USERS AND 5% INCREASE IN TIME SPENT ON SITE BY DECEMBER 2018.
STRATEGY 2.5 GROW MEMBERSHIP AND IMPROVE RETENTION.
ACTION
Develop and implement a new member attraction
campaign.
Develop and relaunch Member Benefits Program.
OUTCOME
Additional members.
Member satisfaction, loyalty and retention.
KPI - 3% GROWTH IN TOTAL MEMBERSHIP AND 2% IMPROVED TOTAL RETENTION RATE BY DECEMBER 2018.
10
11