Professional Documents
Culture Documents
Table of Contents
Executive Summary
Which cover the main points below:
Sales
Public Relations
Facility/Internal Image Restoration
Expansion
Historical Perspective
Present Perspective
Current Mission Statement
Trends Affecting Hogan
Where We Want Hogan to Be
Demographic Analysis
Strength
Weaknesses
Opportunities
Threats
Sales
Public Relations
Facility/Internal Image Restoration
Expansion
Marketing Strategies
In-Game Promotion
Product/Service Strategy
Pricing Strategy
Place/Location Strategy
Promotional Strategy
Positioning Strategy
Merchandise
Revenue Goals
Loyalty Points
More Extensive Research/Analysis
2. Hogan Website
Appearance
Promotional Video
Students
Implementation
3. Newsletters/Emails/Social Media
Non-Students
Students
Implement
5. Partners Development
Facility/Internal Restoration Strategy
Intramural Wall of Champions
Expansion
Sales
Public Relations
All Strategies
Budget
Justification For Potential Sales
Facility/Image Restoration
All Strategies
Budget
Justification For Potential
Expansion
Grass Area by Mercer
Budget
Justification For Potential Sales
Executive Summary
This proposal consists of three main components that have been selected as the most
critical aspects of the Hogan Sport Center that need attention immediately. These three main
areas are: Sales, Public Relations, and Facility/Internal Image Restoration. Another
component has been included for more future consideration, but it is not immediate because it
involves a lot more investments, however the inclusion of this component is just as critical as
Hogan has reached full capacity and for any possible gains in revenue to be achieved this
component must be taken seriously. This area has been titled the Expansion component.
Sales- The focus of this aspect of the proposal is how Hogan can increase its revenue through
merchandising and better pricing strategies.
Public Relations- For this component, we propose ways to increase Hogans public
awareness, or at least how to get current customers more involved.
Facility/Internal Image Restoration- Ways to revamp the image of Hogan when one
walks into the facility is the pitch of this component.
Expansion- Discussing the important need to expand Hogan in order to generate more
revenue, provide more safety, and meet the main need of our consumers is developed through
this aspect of the proposal.
Present Perspective
Today, the Hogan Center seems to be the facility of choice in the local area with a variety
of offerings and a strong product breadth. The Hogan Center sets itself apart from its
competition. With improvements made since the Hogan Center was installed, it provides
consumers with the necessary tools to enjoy a day at the gym. Additionally, the Hogan Center
has drastically improved their relationship with the community. When it was installed in the
early 90s, the primary goal of the Hogan Center was to cater to the needs of the student body at
Colby-Sawyer.
Now in present day, there seems to be a healthy balance of community members and
students using the facility, which means that the facility is being, used the way it should be.
Sadly Hogan has reached its full capacity and must make some advancement in order to stay
with the trends of society.
Demographic Analysis
Target Market
Community
Male to Female: 45%-55%
How Old: 70% is 51+ and 25% is 30+ the remaining 5% is below 30
Location: Mainly New London, 10-15% from surrounding towns
Students
Male To Female: 40%-60%
How Old: 18-23
Location: New London
Customer Needs
Community Surveys Reveal Common Needs As Listed:
More Space
Update Equipment
Earlier Facility Hours
More Class Variation
More Class Space
Cleaner Locker Rooms
Updated Locker Rooms
More Parking
Warming locker rooms in winter and cooler in summer
TV entertainment during workouts
Locker room amenities
Towels
Campus Surveys Reveal That Common Needs Are:
More Space
Updated Equipment
More Locker Room Space
Locker room amenities
Market Trends
Social Media- Students attention is mainly on social media
Technology- Keeping up to date with POS systems and new equipment
Workout Fads- Equipment to please new styles of workouts i.e. trx and crossfit
Overall Evaluation
Many of these needs are not being met and the customers are perceived to be lacking
quality attention that is most effective in getting them more active with the Hogan Sport Center.
Personal however, is not an issue as surveys reveal that communication is praised, but services
lack in some areas.
Weaknesses
From analyzing customers surveys of the Hogan Center, students and community
members are not having many of their needs met, which is the biggest weakness facing Hogan.
Main needs mentioned in surveys involved cleanliness, updating equipment, operating hours,
parking and facility space, and a few other simple needs.
Community members primarily complained about the need for locker rooms to be
cleaner, and that there is a lack of space. The lockers themselves have been quite beat up
throughout the years and could use some repairing. The lack of quality locker room appearance
is a huge weakness of the facility.
Other appearance weaknesses involve quick and speedy repairs for mirrors, facility
lights, and other maintenance things that staff should be constantly aware of so members are not
the first to discover these concerns. Appearance equals comfort in many opinions and without
comfort Hogan can expect to lose its positive public image.
Another thing with the public locker rooms mentioned, were the lack of warmness
during the winter and coolness during the warm and hot weather. Facility heating and cooling
needs to be investigated and adjusted to further meet customer needs. Doing so could possibly
even be more cost effective as some of the causes could be lack of insulation, which allows
excess amounts of energy to be lost, which cost money.
Space is yet another weakness that many involved with Hogan are not oblivious to.
Members urge Hogan to increase the size of the yoga and fitness rooms. Hogan has experienced
many staff members who are very experience, but are not able to optimize their skills because of
the lack of space that limits the amount of classes that can be taught.
Of all of Hogans weaknesses, the biggest is its lack in ability to keep updated. Although
it cost to update and maintain a facility, falling behind makes a facility unsafe and unsavory to
customers. Customers want to see Hogan offering the same things other facilities are offering to
their customers. Things like equipment, needs to be updated, technology resources need to
utilized (such as TVs during fitness activity), and public awareness needs to be developed
because many locals do not know the extensive opportunities Hogan does have to offer in spite
of these weaknesses.
With 1,400 students and about 500 community members, Hogan cannot sustain them all.
Hogan needs to become strictly for the students or expand for the community, unless the facility
expects to dig itself into a deeper hole. Hogan loses $35,000 annually but is covered by the
school. This is still a weakness for Hogan because it cannot pay for itself. So if involving the
community continues to be a focus then they are an important source of new revenue. Hogan
currently lacks the ability to reach out to all of these potential new customers that could make a
huge impact for future successes.
Opportunities
The Hogan Sport Center has the opportunity to expand to the grass area next to mercer as
well as the faculty parking spot behind the ATR. This expansion could meet the needs of 2000
students and 1000 community members as plenty of yoga, office, free-weight, and cardio space
gets added to Hogan.
Few renovations have gone on inside the Hogan center, which makes the facility outdated
and begging for upgrades. Hogan has the opportunity to attract more students and community
members in the New London area that has a high quality of living standard.
With so many qualified staff members with a diversity of skills to offer there are many
opportunities in terms of classes that can be utilized with this ideal expansion for Hogan. Some
opportunities that are being acted on that could be better focused are some of the camps the
facility is hosting. Contacting individual teams and coaches to gather together to share their
knowledge with a multitude of athletes is something that could bring the fitness center to the
forefront of the competition.
Reaching out has not been an opportunity utilized by the facility. Not to grab more
members but to solidify its prestigious qualities. Opportunities of increased sales lay within reach
of Hogan. The facility has already been seen to offer a lot. Simply better developing a package of
what the fitness center offers plus a few extra perks can be presented to the public of its one of a
kind product. After the image is revamped prices can rise along with other sales all totaling up to
a money generating facility.
Threats
Newport Fitness - Newport NH
8,000 square feet of gym space
Two floors offering heavy lifting down stairs and cardio upstairs
Tanning and aqua massage offered at facility for cheap prices 7.00$ on session 10 spa
treatment 50.00$ and 1 month unlimited 65.00$
4 different classes and trainings
Kinesis Studio, Personal Training, Wellness Programs, Specialized Group Training
Sessions
New high tech cardio machines with 17 personal entertainment screens built in
Some of the areas that Newport Fitness has the Hogan Fitness beat is they have a big gym
space with a two floor system having big weights on the first floor and the second floor
dedicated to the cardio system. They also offer a lot of different therapies and massages at their
facility that the Hogan center cannot offer to their members. Although we have a great location
and have a solid group of members the Newport fitness is only about twenty minutes away and
offers some awesome perks that Hogan does not offer and I feel that we could lose some
members if we are not careful and Hogan should look into adding some of these perks to the
facility.
Mountain side Racquet and Fitness Center - New London NH
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This facility has Hogan beat on a few different levels and can offer some sweet perks of being a
member. Two places they have the Hogan center beat is they have indoor tennis facilities that
can be used when you purchase a full membership. This facility is our biggest competition in the
local area. They are only twelve minutes away and if you have kids they offer a supervised
playroom so you can bring your kids to the gym when you workout and they can have some fun
too. Also we need to look into lowering our current full year membership because this facility
offers a lot for twenty dollars cheaper than ours at this point in time.
Henniker Fitness center Henniker NH
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gym that offers anytime workouts for its members. Also it is a trusted facility due to the fact it
has been open for ten years with no problems and clearly is a trusted gym by its consistent
members. Its a threat but at the same time not the biggest threat is that its over thirty minutes
away from New London so one would not be to concerned with them taking our members.
Public Relations
A weakness has been seen in Hogans ability to relate with the public through the many
alternative opportunities that are available. Currently the facility is lacks information on its
demographics. A lot more could be done to gather more valuable Intel on the customers.
In addition, the Hogans ability to reach and inform certain publics could be intensified
tenfold. Many social media venues can open many opportunities for the facility if they simply
get in touch with the outside world.
Relationships are the last main aspect of the Public Relations component for the fitness
center that could be dramatically developed. Making sure all customer segments relates well with
each other, as well as the facility itself with the town New London and local businesses, is a
valuable asset to ensure future security as a firm.
Facility/Internal Restoration
When looking at the Hogan facility it is a beautiful brick building with many mountain
views surrounding it. As you step inside the facility it becomes somewhat outdated and lacks
excitement. Certain areas such as the athletic hallway leading down towards our Athletic
Training room need to be spiced up with some new faces and some new color. It has the same
pictures and plain white paint for some time now and its time to change things up internally.
Inside of the Hogan Center we have plenty of space and ideas to make the entrance and
the hallways more inviting and appealing to current students and interested future students on
tour. Better viewing opportunities need to become more available. One athlete, Mike Dias,
scored 1,000 points in three years of basketball at CSC. Increasing the viewing opportunities for
such athletes keeps Hogan appealing for future students and the community because they can
relate with these achievements. The facility has lost its, pop to new and interested publics and
the ascetic value is an important focus that needs to be assessed.
Expansion
Talk about the expansion overview
The Hogan fitness room is currently at full capacity throughout the day. We have grown
by over 1,000 students since this facility was built. At this rate we are accepting more and more
students every spring to come in and attend in the fall. This leads to less workout space and the
issue is not getting any better. This expansion will help the fitness center get better airflow with a
larger space and more natural sunlight while including more windows in the building addition.
Also the key to this addition being a success is that we will have a two-story fitness center to
separate the two main workouts. The weight lifting aspect to working out will remain on the
lower floors of this new fitness building and the cardio aspect of working out will be on the
second floor to create a nice separation. Having this addition to the building will increase the
space we have for the yoga classes and zumba classes. After the move to the front of Hogan, the
old fitness room will now be used as a spinning room/yoga room/boot camp room, and a Zumba
room while smaller classes can still be held in the old yoga room.
Pricing Strategies
Mens Basketball- 12-15 home games potentially. 3 dollars per ticket
Womens Basketball- 13-16 home games potentially. 3 dollars per ticket
Long Sleeve T-shirts (all colors) 20$-Visuals attached
Short Sleeve T-shirts (all colors) 15$- Visuals attached
Shorts 20$-Visuals attached
Sweatshirts 25$-Visuals attached
Pants 20$-Visuals attached
Bags 15$-Visuals attached
Seat Cushions $10-Visuals attached
Vouchers at local businesses (1$ off ticket)
Membership fees (increase or decrease)
General Membership: $44 1 month, $100 3 months, $185 6 months, $344 12
months
Full Membership: $61 1 month, $155 3 months, $292 6 months, $548 12 months
Child Membership Age 6-13: $22 1 month, $49 3 months, $92 6 months, $172
12 months
Fitness Class fees (increase price for size of class and facility space)
Summer Camps Cost is $140/week or $35/day. Program hours are 8:30am - 4:30
pm. early drop-off and late pick-up is available for an extra $10/week. Early is
before 8am. Late is after 5pm.
Facility Rental
Pool Party: 5$ per person
Open Gym Party: $5 per person
Indoor Climbing Wall: $85; use of Mercer additional $20
Bouncy House Party: $125
Marketing Strategies
1. In-Game Promotion
Not only is it important for fans to attend the games, it is important for them to enjoy
themselves while they are there as well. In that, the Hogan Center staff could work in
conjunction with the game management crew to try and implement new in-game promotions.
Already, game management provides the same promotion every game. Giving the consumer
variety will definitely attract more members of the community. For example, during the
basketball games, Colby-Sawyer could dedicate a night to the Kearsarge basketball team,
inviting their entire team and the parents of the players for a night at the basketball game. The
families would be allowed access at discount prices, discounted food, and the players can play a
5-minute scrimmage at halftime. This is just an example to get the community involved and
reach out to a local school. Ideally, the Hogan Center and game management should work on
reaching out to the public more as that is where we get the ticket revenue.
Another promotional activity, this time targeted towards student fans, should be
something that sparks their interest. Being a college student, it is apparent that college students
like free things. Therefore, we can move away from the traditional free t-shirts and try to
organize something different. For example, the Mens or Womens basketball team can go to
local businesses and try and get gift cards to their business to give to the fans. In terms of getting
the business card to the fan, this is where game management can get creative. They could have
everyone write down their ID number on the way into the game if they want to qualify for the
prizes. Then, at halftime, they will announce the winning ID number and grant the winner with
the gift card to the local business.
The are surely more examples than the ones provided above. However, it is important
that the Hogan Center reach out to the community primarily for revenue purposes and to build a
stronger relationship with the community. Also, it is imperative to try and cater to the needs of
the students, as they are the primary group that attends the games. If the community members see
that more and more students are going to the sporting events, it will surely spark more interest in
the community. New London is a small town and the word will spread quickly.
2. Product/Service Strategy
Based on the survey results, it appears as though consumers want more fitness classes
with more space as well. Newport Fitness offers four different levels of membership, which
allows members to have access to the fitness classes, assigned to that level. Another competitor,
Mountainside Racquet and Fitness Center offers in their Group Fitness Studio Body Pump
(Les Mills), INSANITY, Zumba, Dance Aerobics, and Pickelball lessons all-inclusive with
membership. In comparison to Colby-Sawyers fitness class offerings, we definitely have more
options (15 classes). This is probably why the Hogan Center has a lot of members. However, the
consumers are still asking for more. Therefore, perhaps there can be designated events once or
twice a month in the Hogan main gym to accommodate all consumers. For example, a large
Zumba event can be held once or twice a month.
3. Pricing Strategy
The Hogan Center does not really have an issue with selling the fitness classes to the
consumer. However, the prices that are explained in bullet form previously are modified after
current prices that the Hogan Center offers. For example, the merchandise prices are generally
the same, just a slight increase. Based on the surveys we handed out to the community, only one
or two members commented saying that the prices are too high. Therefore, perhaps a slight
increase in membership price could occur. To see how it would affect membership numbers, the
Hogan Center should increase prices for about 2 months just to see if any differences occur, if
any. However, the membership prices cannot be raised too high because out of the competitors
listed in the previous paragraph, the Hogan Center has the lowest yearly rates.
4. Place/Location Strategy
The one thing I think Hogan should focus on more is the selling of their merchandise
(shirts, shorts, pants, sweatshirts, bags). The way in which they sell it now is very informal. The
products that are hanging on the wall is not where a lot of consumers look and dont really jump
out at the consumers. They should either purchase a glass case in which they can display the
merchandise items in them and it will stand out to the consumer. In terms of location, I think the
glass case can be placed in between the two sets of doors at the Hogan entrance. Also, more
merchandise can be placed in the office windows in the fitness center upstairs. A lot of people
use the fitness center and have to walk by the office window to enter and exit the weight room.
Its all about catching the consumers eye, which in this case, I think will succeed. An example
of a glass case we can use is displayed below:
5. Promotional Strategy
Vouchers in local businesses
Email blasts (newsletters)
Discounts
Flyers
Merchandise
1. Short Sleeve Shirt: Also comes in white with black writing and blue with white
writing. According to Custom Ink, 100 shirts of this design can be purchased for $11.94
each.
2. Long Sleeve Shirt: Also comes in black with white writing and blue with white
writing. According to Custom Ink, 100 shirts of this design can be purchased for $12.43 per
shirt.
3. Shorts: Also comes in white with black writing and blue with white writing. According
to Custom Ink, 100 of this product will cost $16.33.
4. Sweatshirts: Also comes in white with black writing and blue with white writing.
According to Custom Ink, 100 of this product can be ordered for $17.50 apiece.
5. Sweatpants: Also comes in gray with black writing. According to Custom Ink, 100 of the
same product will cost $23.31 apiece.
6. Bags: Also comes in black with white writing and white logo. According to Custom Ink,
100 of the same product will cost $6.02 per bag.
7. Seat Cushions: One color cushion. According to 4Imprint, 100 cushions can be
purchased for $400 with an additional $50 for a specialized Charger logo.
Revenue Goals:
Based on the average of 20 community members at each varsity basketball game (mens and
womens), we can predict a profit of about $1,860. We hope to double the amount of community
members at games in 3-5 years
The goal for merchandise is to rise $5,000 in 3-5 years
Make over $500,000 in membership per year (currently $448,000)
Increase awareness of Hogan Center by 55%
The purpose of these goals is to measure to success or lack thereof within the Hogan Center. The
goals that are selected are small steps, but progress nonetheless.
This marketing plan has a detailed analysis of Hogans customer demographics but more
information can always be collected. Getting all customers demographics information compiled
into simple categories such as, location, favorite thing about Hogan, and biggest concern about
Hogan, can be put in an excel documents and analyzed to get a new look on the target market.
Doing this enables Hogan to make up better market segments and find things that are of
common interest in some market segments that could possibly generate even more revenue to
Hogan if that interest is met.
Having the Electronic Card System can have customers profile pop up on the facility
computer and have important aspect highlighted that could be done by staff to encourage a better
visiting experience. Staff members could even write comments about the customer that could aid
future staff members in providing a better experience in the future for that customer.
Hogan only has 500 members, if the customers feel the increase in quality an increase in
price will still raise eyebrows but if consumers see the efforts the concern can be managed. After
all Hogan only have 500 members. A better customer focus can be developed a very easily and
effectively with a lot of time invested at first but very little upkeep to create a continual flow of
demographic information.
2. Hogan Website
Appearance
The appearance of the Hogan Sports Center should be simple. Tabs across the top that
list; Home, Join Now, About, Merchandise, Classes, Facilities, and Contact Us. This will allow
visitors to easily navigate to the broadest aspect of the Hogan Sports Center.
The main page should include advertisements of CSC games, special deals for parties,
some promotional videos, and maybe even some workout tips and tricks sponsored by the
athletes at CSC or Trainers. The main goal is to give Hogan a separate identity from the college
athletic where non-athletes can get Hogan only info but are directed to the athletic site should
they be interested. Another goal is to simply put out more information about Hogan such as
classes, school/community related activities, etc.
A marketing/communications staff can be developed to develop the Hogan Website.
These staff members should have CSS, HTML, and other desktop publishing experience. If done
effectively and efficiently the site could be up by the end of the summer.
Promotional Video
In conjunction with the website a promotional video will be introduced to Provide
community members with a short and sweet image of what Hogan is all about and what it has to
offer. This will bring chills to viewers and encourage them to sign up right away!
3. Newsletters/Emails/Social Media
Nonstudent
The current outside consumers of the Hogan Sports Center are ages 50+ and it can be
assumed that many of them do not interact online as much as younger generations do. So
newsletters that focus on what Hogan is offering to its customers, as well as promotions, and
activities that Hogan is involved in can help keep customers active.
The newsletter can be informative about ones health and even promote what will be
discussed later in the, Community and Student Relations section A Fit New London. Emails
of the same newsletter will also be mailed out to the community members that have listed their
email on their membership accounts with the Hogan center.
Students
Students on campus get annoyed with emails, and paper newsletters our less than ideal.
This strategy encourages a student-focused newsletter listing things that would be important to
the student so they know what awesome Colby-Sawyers fitness facility has to offer.
Notice the difference in terminology. For outside consumers it is what the Hogan Sports
Center has to offer, whereas for the students on campus, it is what Colby-Sawyers fitness
facility has to offer, thus focusing on increasing the student bodys positive association with
Colby-Sawyer.
As mentioned before, however, students tend to not care about emails. They want instant
info that pertains to them in as few words as possible, which is why Hogan is encouraged to get
into the Social Media aspects of Facebook, Twitter, Instagram, etc. In using this social media
venue Hogan can promote cool classes or events going on in the facility, and communicate with
students on what they would love to see from the Hogan center.
Implementation
The marketing/communications staff mentioned above can be utilized to write up
newsletters and manage the online social media. This could be done in as simple as two weeks
after staff have been assigned the position and had a week to get use to it, so a total of three
weeks. Twitter, Facebook, Instagrams, and monthly newsletters should me managed continually.
4. Student and Community Involvement
Fit New London
Program such as 5ks, mile swims, and any other event that both students and the
community can do together will help strengthen the bond of the Hogan Center/CSC with the
town of New London.
The marketing/communications staff will head this component as well. Once venue of
help that could be utilized are the students on campus. Just like this marketing plan is being used
to give ideas to the Hogan Center other classes can be used to help the plans listed in this
document to a further extent.
5. Partnership Developments
Looking to local business to subsidize future possible investments by associating
businesses names with the Hogan Sports Center could be a potential direction. The facility
already does it by naming things after alumni.
Those involved with drawing up renovation plans, contracts, and evaluations of figures
should all come together and put together into a portfolio that a communications staff member
can present it to local businesses.
some blue paint and add some color to the walls maybe change them to blue with white pin
stripes down the side or write Colby sawyer athletics down the side. We should also take some
new picture of our next generations chargers and frame big pictures of them and add to the
hallways of athletic pictures. I feel when people come into our facility it is kind of plain and we
can add a little excitement and color to the walls. This could be a project that students could sign
up to volunteer and help work on painting and same goes for staff at the Hogan center.
3. Merchandise Stand
This school has no apparel to support any sports teams on this campus. We do not sell a
single shirt that says Colby sawyer baseball or volleyball or even soccer and many more. I feel
that we should invest in some of the apparel that will support our sports teams and college and
community member can rock our favorite sports names. I think we could invest in a simple glass
case to put up against the back wall where the hall of fame accolades are and set up a little store
idea that is open a few hours a day and during sporting events for the community the kids and the
parents can buy and the revenue can be split between the teams and the Hogan center. The
merchandise stand could be a work-study job for one to two students that can run the stand
during varsity games held in the Hogan center like basketball and volleyball. If someone wants
to buy something during non-game hours someone at the Hogan desk can help.
Expansion
1. Grass Area By Mercer
The Hogan Fitness Center is a great facility built in 1990. Since the original build of this
facility there has yet to be any expansion added while the number of students attending this
school goes up by the hundreds each year while we also invite community member into the
facility. The Hogan facility was originally built for a student population of 400 undergraduates
while now we have 1,500 undergraduates crammed in a fitness center built for less than half that
number. Since Colby-Sawyer College is a private school it makes it very difficult to get our
hands on money quickly unless it is a donation by alum. Private schools are not allowed to apply
for public school grants because of their status of being a private facility. However, the town can
subsidize some future expansion, as Hogan could be an exception because Hogan is offered to
the community as well. Other efficient way of gaining large sums of money for this school is
donations and fundraising for the cause at hand.
The grass space between Hogan and Mercer is currently 45 ft. by 65 ft. and offers a
perfect spot to add a new fitness/lifting gym. The best part about that area is it offers great views
and plenty of open space to acquire natural sunlight into the new fitness room. We would like to
make this addition to the Hogan facility a two story building because we want to make the first
floor strictly for lifting and make the upstairs a cardio room with treadmills stationary bikes and
elliptical. This way the two-floor system separates the different workout routines of members
and helps prevent space issues and adds more room for more equipment with less waiting time to
use certain equipment. This expansion is not yet set on a year we would like to see it done by but
it is definitely a future project for the school to look into and invest in.
We contacted a local construction company from Connors hometown to get some
numbers on expansion. After talking about the space we had and the brick material it built with
he said that an addition with an unfinished inside would be 500,000.00 dollars. If we wanted the
inside finished with residential features and fully furnished with lifting equipment it would cost
around 1,500,000.00 dollars. These prices where given to us by AP Construction Corporation
located in Mashpee Ma. The owner Mr. Peterson said that the price would vary every year
depending on the price of materials whether they went up or went down in price.
If this expansion is completed the old weight room walls can be knocked down. The floor
could be ripped up and hardwood could be laid down. The entire areas could be a fitness room or
a couple of fitness rooms separated by curtains. The current stretching area in the fitness room
could also become a lounge area to create a better-relaxed atmosphere for customers that want to
feel calm before yoga classes. This space could be used for parties, dinners, etc. if the appearance
is developed well through floor plans.
2. Parking
Hogan cannot be expected to expand without the space to house the customers however.
One thing the proposal group looked at is the current parking. The commuter parking lot was
also looked at. We noticed that some of the grass area next the commuter parking lot could be
utilized to provide one more row of parking. When this is done the other rows that only allow a
row of cars can be changed to a row of cars facing each other doubling the space of parking.
In addition combining the Hogan parking lot with the commuter parking lot by paving
over the tiny grass strip buffering the commuter lot can free up more space. The road between
Campus Safety and Reinhold will just become part of the parking lot with the stop sign moved
further back by Reinhold cautioning drivers to be careful going through the parking lot.
The last suggestion is the entry road to the Ivey parking lot has parallel parking on both
sides. This seems very congested at times and we propose that the parallel parking row closest to
the commuter lot should be curbed off and instead of the cars parking the way they are now they
can be turned 90 degrees and facing the new curbed off area creating double the amount of
parking space. With this done at least 20-25 new parking spots can be made.
The weakness is that commuters will lose their parking. CSC has just created P lot,
which should be strictly a freshmen parking lot area. This frees up more space for upperclassmen
to park in K lot or other spots that do not include the Ivey parking. Commuters can then be
allowed to park in the Ivey space without feeling they have been limited with the loss of their
commuter parking.
3. Faculty Parking Lot
If the parking adjustments can be made and found successful then the faculty parking lot
can be pushed into Ivey freeing up the entire faculty parking lot for Hogan expansion. This
creates more space for offices so employees can have more departments to discuss even more
marketing ideas. It also creates more square footage for the racquetball and squash courts, and
more yoga or fitness class space. This strategy is included for future consideration after the
immediate need of weight room expansion.
Public Relations
All Strategies
Budget
After speaking with Jerry Volpe, his assumption on the cost for developing software
based off of the Smart Card system Colby-Sawyer already has is a start up cost of $8,000 all
inclusive. The maintenance cost will be labor hours and $10 a card. This is just a rough estimate
however but it seems logical in that all of the work can be done internally.
The upkeep of an extensive website can be as cheap as $20 a month to as expensive as
$400 a month, but with Colby-Sawyers website templates it can be done in house for much
cheaper. The main idea is that this marketing idea can be done cheaply and quickly. This can
increase awareness of all opportunities available at Hogan, encouraging members to take the
classes thus spending more money.
This is speculation but with more access to all this info people will schedule around
classes better so they can attend at least one or two more a week, generating more memberships
and simply two, one year memberships could pay off a years worth of putting up the new Hogan
Website. Other areas are not worthy of including in the budger because they are relatively
inexpensive.
Justification for Potential Sales
The sales forecast will be shown once more demographic information has been gathered.
By finding better market segments Hogan can market specific products to specific customers and
those sales will be the result of the implementation of the software.
The results can better be evaluated as well by keeping records of how customers have
heard about us and how Hogans media usages makes the lives of customers more interactive
and easy.
Facility/Image Restoration
All Strategies
Budget
Intramural Wall of Champions - 20.00$ for disposable camera and years of film
4 Buckets of blue paint for hallways - $60.00
Merchandise Stand Glass Showcases - $350.00 for 2
Womens Locker room perks - 75.00$ for 3 hair dryers
Justification for Potential Sales
The only strategy from above that will help make the Hogan center money is the
merchandise that will be located in the glass cases. They will help make money because it will be
all apparel that supports our charger teams. For example some shirts will say Colby-Sawyer
Expansion
Grass Area By Mercer
Budget
$500,000.00$ - $1,500,000.00 depending on cost of material at the time of building and
how we want the inside finished.
Justification for Potential Sales:
On average Hogan expends $483,000/yr., which includes professional and student
staffing. However the annual income budget is about $448,000, which is a lost of about $35,000
yearly. The school provides the Hogan center but the facility cannot even pay for itself. An
expansion will help free up more space and allow opportunities to advertise to the town.
At the current membership price the expected increase in revenue can be 1,000 new
members times $548 a year equals $548,000 in extra revenue. Minus the $35,000 Hogan is
losing yearly equals $513,000 a year in extra revenue after the facility is built.
Obviously membership will not reach 15,000 right after the expansion but these figures
are reachable. With these figures a beautiful new facility can be paid of in as little as 10 years.
Current equipment can be utilized and new equipment can be bought slowly. This could set
Hogan in a position to at least pay for itself and generate some revenue. Then future investments
need not be as large as this expansion.