Robert Wood Johnson Hamilton Center for Health and Wellness

Proposal and Feasibility Study For Implementation of Social Networking Component To The Current Business Structure

Lawrence DECA Chapter Business Services Operations Research Event Gold Division April 29, 2011 Lawrence High School 2525 Princeton Pike Lawrenceville, NJ 08648

Sreya Basuroy Caitlyn McBride

Robert Wood Johnson Hamilton Center for Health and Wellness I. EXECUTIVE SUMMARY Robert Wood Johnson Hamilton Center for Health and Wellness (RWJ), located in Hamilton, NJ, is the regions only medically-based fitness center with about 8,500 members. Through a partnership with the Robert Wood Johnson University Hospital, it offers full-scale amenities, state-of-the-art equipment, professional instructors, and special education programs to the Central Jersey population. As an organization that promotes health and safety throughout the community, it is vital for the organization to maintain contact with all its members, employees, and partners. Problem: As social media usage increases, it is becoming more and more imperative for businesses to capitalize on these tools. Currently, the RWJ marketing department dedicates little over an hour a week to maintaining its social media sites and thus garnered the following of a mere 5.3% of its 8400 members on Facebook. Although the RWJ management has been a little slow to employ these tools, General Manager Lindsay Adams stressed the importance of maintaining organized and user-friendly social networking sites to keep RWJs members and employees up to date. Research Methods: Several interviews, surveys, and outside research were conducted to define RWJs needs and target market. We first researched the prevalence of social media usage around the country and evaluated its potential impact on RWJ. Then, we interviewed RWJs General Manager, Fitness Manager, and Marketing Director to gain their insight on how social media should be used to further the organizations goals and serve their clients needs. 176 gym members were also surveyed over a period of three days to gain a better understanding of their needs and current social media usage. Findings and Conclusions: Various studies by sociologists and professors have shown that organizations with better communication strategies and use of social networking have outperformed those that do not by 24% percent. Our interviews and surveys indicated that 52% of RWJ members who would be interested in liking it on Facebook were unaware of the existence of a RWJ Facebook page. At the same time, those who do like it on Facebook felt it was not user-friendly because RWJ did not update it often and/or did not offer any useful resources/tools. Proposed Social Media Plan: In order to expand and improve its services to its members and employees, RWJ will need to redesign the responsibilities and goals of the Marketing Department to maximize its usage of social networking. In order to implement the program properly, various new features will be added to RWJs Facebook and Twitter, while tools like video channels and podcasts will be created. Features like fitness class schedules, special event updates, emergency center information, weekly training podcasts/videos, and questions/comments for staff will provide a wealth of information for the fitness centers clientele for future affairs. The improvement of these social media tools will not require any extra financing apart from the addition of a Social Media Coordinator to the RWJ staff. His/her $36,400 salary is minimal and can be easily recovered by gathering about fifty new memberships a year. Therefore, new and improved social networking tools will help expand and improve RWJs services and membership in the long-term. -1-

Robert Wood Johnson Hamilton Center for Health and Wellness II. INTRODUCTION A. Description of the business or organization Robert Wood Johnson Hamilton Center for Health and Wellness (RWJ) is a health and wellness club with a mission to promote, preserve, and protect the health and well being of [the] community by providing access to the latest health information. Founded in 2005, it operates through a partnership with Robert Wood Johnson University Hospital, allowing the center to operate as the only medically based fitness centers in the Mercer County area. It earns this title because this fitness center is supported by a Medical Advisory Panel of the regions best physicians in their respective fields. This panel provides support to RWJs numerous wellness and community

outreaches. In fact, at any given day, it is very common to see a physician of the panel planning, teaching, or even participating in one of RWJs numerous programs. The Hamilton Center is one of six centers in the state of this kind and strives to be a leader among them by offering the best services to its members. As a fitness facility, Robert Wood Johnson Center for Health and Wellness offers state of the art equipment. All of the exercise machines available are on the cutting edge of technology, manufactured by the best in the business; the center constantly works towards adding to this vast array of machines. On staff, RWJ has 31 personal trainers dedicated to personalizing and optimizing every members workout experience. Every trainer has professional certification, giving them the knowledge to impart fitness and

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Robert Wood Johnson Hamilton Center for Health and Wellness wellness advice properly. In addition to the staff and machines, RWJ offers over 170 group fitness classes a week, ranging from the simple to the most strenuous workouts. Childcare and fitness programs are also available to serve the needs of RWJs clientele and keep a family image. A pool and spa are among other fitness amenities available to RWJs 8,400 members. RWJs most unique feature is its commitment to the community. Part of the facility is devoted to programs and lectures, some available to nonmembers, for the betterment of both community and individual wellness. RWJ serves as the host for nutritional seminars, diet-cooking demonstrations, and other health lectures. They

collaborate with the American Red Cross to offer members CPR (Cardiopulmonary Resuscitation) and AED (Automated External Defibrillator) programs along with lifeguard certification courses. Its facilities are used for everything from high school sports banquets to disease management courses. The Conference Center plays host to various lectures and programs, but also has specialized rooms for certain programs like cooking demonstrations. It also organizes local health fairs and other events in order to reach out to the local community and spread important health related information. With the hospital also located in Hamilton, the ties to the community are even stronger because it serves as not only a place for fitness and wellness, but also for rehabilitation. B. Description of the community (economic, geographic, demographic, and socioeconomic factors) RWJs membership base extends over the Mercer County area in New Jersey. Mercer County is home to approximately 366,000 people (US Census Bureau 2009 estimate) and about 126,000 households (US Census Bureau 2000). On average, per capita incomes are slightly higher than the New Jersey average of $70,347 as reported by -3-

Robert Wood Johnson Hamilton Center for Health and Wellness the US Census Bureau in 2008. 14.9% of the NJ population is 35-44 years old, the highest distribution of people at RWJ as well. The age bracket, 45-54 years, is almost exactly the average age of RWJs members. As the graph below shows, the population density (persons per square mile) of Mercer County is higher than the state average, which is already substantially greater than the national average. The map of New Jersey to the right

illustrates that Mercer County is the center of population distribution for Central Jersey.
Figure 1: NJ Population Distribution Map (above)

Persons per Square Mile

US

New Jersey

Mercer County 0 200 400 600 800 1000 1200 1400 1600 1800

Figure 2: Population Distribution Chart (above)

The RWJ center is located in Hamilton, New Jersey. Hamilton was recently named the tenth largest city in the state and can be considered an up and coming hub of the state. It is located close to the state capital, Trenton, and is a suburb for the

Philadelphia metro area. Also attracting people is the large train station, providing direct access to New York City and making Hamilton a suburb for it as well. All of these factors attract a large amount of middle and upper class to both the town and the county -4-

Robert Wood Johnson Hamilton Center for Health and Wellness itself. As a result, RWJ has access to a large member base without having to expand its market much farther than Hamiltons city limits. The geography of the area also plays into the easily accessible market available for RWJ. Hamilton is located at the crossroads of several major highways and interstates. These include the NJ Turnpike, I-95, I-195, and I-295 among others. RWJs facility itself is located only one or two minutes from an interstate exit while still being located near the center of the town. It is also only minutes from Route 1, which is a major road for many locals and is a pivotal part of many commuters routes. III. RESEARCH METHODS USED IN THE STUDY A. Rationale and description of research methodologies selected to conduct research study In order to understand the operations of and analyze the impact of social networking on the Robert Wood Johnson Hamilton Center for Health and Wellness , various research studies were undertaken. This process was a three-pronged approach. The first step involved evaluating the utilization, benefits, and disadvantages of social networking to Robert Wood Johnson Hamilton Center for Health and Wellness in particular. We researched the services provided by the fitness organization. In order to fully understand RWJs services and needs, we explored the organization's publications and social media pages. Moreover, we conducted competitive analysis between the operations of RWJ Hamilton Center for Health and Wellness and other similar facilities in the area, including Golds Gym and Can Do Fitness Center. This provided a backdrop for the organiza tions operations and structure. From the previously mentioned resources, it was found that only 445 people out of the 8,400 gym members, which is only 5.3%, like the organization on Facebook. A mere thirty-three -5-

Robert Wood Johnson Hamilton Center for Health and Wellness follow it on Twitter. Consequently, we reached the conclusion that there was room for improvement on the 5.3% membership on Facebook and 0.4% membership on Twitter. A wealth of information could have been communicated to members, benefiting both the gym and its members. However, these social networking tools were not being used efficiently, especially because their existence was unknown to the members. Thus, there was a great need to enhance the tools currently used by RWJ, design new and improved features for the benefit of the members and staff, and encourage the community to use these tools to its advantage. Furthermore, we interviewed Lindsay Adams, the General Manager, Robert Pietrucha, the Fitness Manager, and Sheri Firstenberg, the Marketing Director at RWJ Hamilton Center for Health and Wellness. Each person was unique in their position and perception of social medias role in his/her workplace. Ms. Adams offered insight into the organizations services and goals, both short-term and long-term. She believed that social networking [would] provide the outlet for increasing the promotion and sales of the fitness club around the community while increasing customer satisfaction among the current members. Mr. Pietrucha shared with us his views and expectations of social medias effect on his clients. He voiced the concerns of many of the trainers and staff at Robert Wood Johnson Hamilton Center for Health and Wellness. To him, the direct access between the clients and personal trainers through question/answer features online would help in personalizing the experience. Sherri Firstenb erg supplied us with many statistics on the current usage of social media at Robert Wood Johnson Hamilton Center for Health and Wellness. She expressed her feeling that social media like the clubs Facebook has not been used to its full potential; but, the results, however minimal, have

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Robert Wood Johnson Hamilton Center for Health and Wellness indicated the potential for growth and success. Adams, Pietrucha, and Firstenberg provided us with invaluable counsel and information in regards to the fitness centers goals and their own visions of its success. We also surveyed the clientele to whom RWJ Hamilton Center for Health and Wellness caters. This was the most personal approach that would allow us to get an insight into different perspectives while gaining data for further analysis. This direct approach allowed us to directly contact and understand the mentality of the members, who were going to be the primary gainers in this process. In total, 176 fitness club members and ten employees (including trainers and general staff) completed short surveys assessing their needs, requests, and current use of social networking. These research methods helped in determining the goals and needs of RWJ. In addition, they showed how social networking could open new avenues of promotion while enhancing existing objectives. B. Process of conducting the selected research methods The research of Robert Wood Johnson Hamilton Center for Health and Wellness operations and services was mostly fulfilled through its website, monthly publications, and employee and management team interviews. These interviews occurred over the phone, via email, and in person. We sat down with Lindsay Adams, the General Manager, Robert Pietrucha, the Fitness Manager, and Sheri Firstenberg, the Marketing Director. After our initial meetings, we followed up with a series of emails outlining specific questions as our research process continued.

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Robert Wood Johnson Hamilton Center for Health and Wellness

Interview Questions for General Manager and Marketing Director: 1. Describe your current promotional activities. 2. Describe your current usage of social media. a. Which services do you utilize? b. How do they benefit your current promotional plan/services offered? 3. How would you describe the daily traffic and activities on your social media outlets? 4. Explain your target market. What are a member's average age, sex, and other demographics? 5. What are the responsibilities and goals of the Marketing Department for the social networking aspect of your promotional mix? Interview Questions for Employees 1. Which aspects of RWJs social media usage are you aware of? 2. In what ways could social media improve your experience as an employee? 3. How do you envision social networking enhanci ng a members experience here at RWJ? 4. To what types of members would social networking be most appealing? Lastly, a short survey was offered to the fitness center members. The survey took place at the peak times of operation for the fitness center, between Monday and Wednesday from 4 P.M. to 6:30 P.M. Strategically positioned between the check-in desk and the exercise floor, we were able to survey a large number of people in the gym at the time either as they were walking in or walking out. 176 members spent two minutes on

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Robert Wood Johnson Hamilton Center for Health and Wellness average to complete the written survey. We followed up by asking for elaboration concerning their personal usages of social media and how they picture social media improving their experiences at Robert Wood Johnson Hamilton Center for Health and Wellness. The survey is shown below.

Anonymous RWJ Center for Health and Wellness Customer Survey

Are you aware that RWJ Center for Health & Wellness has a Facebook? Twitter? Do you use social networking on a regular basis? YES If yes, which ones? (Check all that apply) Facebook Twitter YouTube Blogs Podcasts Other __________________________________________________________________ _____________________________________________________________________________ What social media features would most enrich your experience at RWJ?(Check all that apply) Group Fitness Classes Upcoming Events Community Education Events Workout Podcasts/Videos Health-Related News Articles Questions/Comments for Staff Emergency Center Information Progress/Goals Meter Contests and Giveaways Other (please specify) _____________________ ___________________________________________________________________________ Do you currently subscribe to the RWJ online weekly newsletter? YES NO NO 55+ NO YES YES NO NO

Are you interested in following and/or liking RWJ on Twitter and Facebook? YES What is your current age? (Check one) 17 or under 18-25 26-35 36-45 46-54

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Robert Wood Johnson Hamilton Center for Health and Wellness

IV. FINDINGS AND CONCLUSIONS OF THE STUDY A. Description of the business target market From our interviews, survey results, and analysis, we found that the members of Robert Wood Johnson Hamilton Center for Health and Wellness usually fall between the ages of twenty-six and thirty-five years old and forty-six and fifty-four years old.

Interest in Following RWJ on Facebook/Twitter

26-35 20%
36-45 4%

Not Interested 36%

Interested 64% 18-25 10% <17 2% 55+ 12%

46-54 16%

Graph 1: Interest in Following RWJ (left)

This follows in accordance with the data collected in our surveys. As per the graphs above, the majority of the people interested in following RWJ on social media like Facebook and Twitter fall in the target market range. Thus, creating and enhancing the social media features for Robert Wood Johnson Hamilton Center for Health and Wellness would most benefit the members who truly want and need them. Moreover, the ratio of female to male members is 7 to 3. A large portion of the membership includes families with young children, so regular updates on special events or family classes would cater to their needs.

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Robert Wood Johnson Hamilton Center for Health and Wellness

B. Description of the current promotional activities Currently, Robert Wood Johnson Hamilton Center for Health and Wellness publicizes and advertises itself and its offered services in numerous ways. Their promotional mix includes sending promotional postcards to Mercer County residences five times a year on average. These postcards advertise RWJs Hamilton Center for Health and Wellness operations. In fact, free trial memberships for a period of time (such as two weeks are offered) to prospective clients. Moreover, a publication of the Robert Wood Johnson University Hospital and Foundation is mailed out, on a bi-monthly basis, to Mercer County residents, which updates on health-related news, advances, and includes special upcoming events in the area. The Fitness and Wellness Professionals Inc., which partners with Robert Wood Johnson hospitals and fitness clubs to spread healthy lifestyle news and tips, publish this magazine. The magazine is also showcased directly at the facility itself for anyone who wants to pick up a copy there. Separate weekly newsletters are also emailed out to Robert Wood Johnson Hamilton Center for Health and Wellness members who sign up to receive the online newsletter . Signing up for the newsletter is strongly encouraged by the staff because it provides health-related information and fitness club-specific operational updates. This newsletter goes out every Wednesday of the week. Along with that, a separate email is sent out to all club members as a reminder to check out the newly released newsletter. This newsletter is also attached to Robert Wood Johnson Hamilton Center for Health and Wellness website as a link for anyone and everyone who wants to access it. These fitness and wellness weekly articles provide a plethora of ideas for a healthy and nutritious lifestyle; they include

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Robert Wood Johnson Hamilton Center for Health and Wellness healthy recipes, exercises, and advances in the scientific community. A grassroots approach is also in place. Approximately 800 drop-boxes are spread around the county to help people sign up for free two-week trial periods at the fitness center. These boxes are usually placed strategically in places of high traffic to attract new members. They include but are not limited to grocery chain stores, supermarkets, restaurants, pharmacies etc. Special events are also held occasionally to promote the fitness center and its activities. For instance, the Heart Fest, Chili Cook-off, 5K Runs, and the Health Fair are sponsored by the Robert Wood Johnson Hamilton Center for Health and Wellness . These events take place around the region and help spread the word about the organization. The Health Fair highlights all the different opportunities afforded by Robert Wood Johnson Hamilton Center for Health and Wellness to live a happy, healthy, and safe lifestyle. It is a free, fun-filled family day, where families come together to enjoy a day of exercise, games, and entertaining shows. Small promotions are also conducted around local towns to encourage the community to take part in improving their health. At least, three publicity events are held at local public locations such as the public library or local business offices to spread the word to the community. At times, special

advertisements are run in local newspapers such as The Trenton Times, The Trentonian, and the Lawrence Gazette to publicize these events. On top of that, special events are sometimes held at local corporations and business offices, big and small, to promote themselves on a larger scale. By reaching out to the businesses in the area, Robert Wood Johnson Hamilton Center for Health and Wellness gets to advertise itself to bigger corporations instead of individuals. This allows them to reach a larger group of people at a time. Meanwhile, the corporations are capable of spreading the word on to their

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Robert Wood Johnson Hamilton Center for Health and Wellness acquaintances and fellow friends and family members to join Robert Wood Johnson Hamilton Center for Health and Wellness. Apart from these regular promotional activities, Robert Wood Johnson Hamilton Center for Health and Wellness has attempted to create social media websites for its members and employees. However, the attempts though important, have proved futile. Very few people have actually been able to find and follow the proper Facebook and/or Twitter pages. Most others have not even been aware of the organizations actions and going-ons. QUESTIONS Are you aware that RWJ Center for Health & Wellness has a Facebook? RESPONSES 48% are aware of its Facebook page. Most of them expressed afterward that the page is not very user-friendly and does not offer any special tools, features, or applications. Most people complained that they were unable to write on the wall. Only 14% are aware of its Twitter page. Many explained that it was difficult to find RWJs Twitter page because the name was not very obvious. 72% of the members use social networking regularly. Among those who do use social networking, the most widely used are Facebook, YouTube, and Twitter respectively. 54% use Facebook, 22% use YouTube, and 18% used Twitter. Some other suggestions were Groupon, Foursquare, and podcasts. The most requested features were group fitness schedules at 84%, upcoming events at 68%, and contests at 48%. 47% subscribe to and actively read the RWJ newsletter. 64% were interested in following. Out of this percentage, the age bracket of 26-35 years and 46-54 years were most interested. This also reflects the age brackets with the highest RWJ members.

Are you aware that RWJ Center for Health & Wellness has a Twitter?

Do you use social networking on a regular basis? Which social networking sites do you most use?

What social media features would most enrich your experience at RWJ? Do you currently subscribe to the RWJ online weekly newsletter? Are you interested in following and/or liking RWJ on Twitter and Facebook?

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Robert Wood Johnson Hamilton Center for Health and Wellness C. Effectiveness of the current promotional activities Robert Wood Johnson Hamilton Center for Health and Wellness has been rather successful in promoting itself via newsletters, magazines, and special community events. However, it has been less so in regards to online activities. Up until two years ago, only 25 40% of the members emails were known to the organizat ion. Because

members were not required to provide their email address upon signing up, RWJ Hamilton Center for Health and Wellness could not reach out to all of its members via email if it wanted to. Only recently has it become mandatory for emails to be provided. Nevertheless, the email addresses of those who signed up years ago are still to be acquired. This gives little opportunity for effective communication between Robert Wood Johnson Hamilton Center for Health and Wellness and its current members in case of an emergency. Although Robert Wood Johnson

Hamilton Center for Health and Wellness has attempted to promote itself through social media networking, it has not been too successful in its efforts. The organization established its Facebook and Twitter pages almost one and half years ago. Yet, the results have been quite unimpressive. In relation to the 8,400 members at the Hamilton branch alone, only 455 people like the center on Facebook.
RWJs Facebook Page (above)

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Robert Wood Johnson Hamilton Center for Health and Wellness

Graph 2: RWJ Current Social Media Usage Only thirty-three follow it on Twitter. This is a sorry showing for such a well-established and prominent organization around town. In fact, 52% of RWJs members confessed to not being aware of the existence of the fitness centers Facebook. More shocking was 86% of the members surprise at the existence of a Twitter account.

One root cause of the problem is that many people who might want to follow the fitness club are inhibited by the dearth of information about its social media features. For instance, it is very difficult to find RWJs Twitter page because the name bears little resemblance to the organizations real name. This problem might have been alleviated - 15 -

RWJs Twitter Page (above)

Robert Wood Johnson Hamilton Center for Health and Wellness with the attachment of the link on RWJs website. However, no link has been attached yet. Moreover, the existence and use of social networking has not been effectively promoted by RWJ to its members; in fact, it has been rather ineffective and useless for its clients up to this point. The number of staff members who follow the organization is also minimal. According to Sherri Firstenberg, the main goal of RWJs social media sites is to provide a forum through which members can communicate easily with e ach other and the staff. For instance, it is a place for people to find workout buddies or ask questions to their trainers. If such few people were aware of the presence of such websites, how else would you expect social networking sites to function? Moreover, the 48% that was aware of a Facebook page for Robert Wood Johnson Hamilton Center for Health and Wellness voiced many concerns and/or requests for better management of the page. This is understandable given that the page was created merely one and a half years ago. Nevertheless, the progress of our world, nation, and community toward a more transparent community has led to the great rise in demand for Facebook usage. More and more companies and organizations are utilizing these to promote and publicize themselves, gain more customers, and retain the ones that they currently do have. What is unusually surprising about the management of the social networking sites for Robert Wood Johnson Hamilton Center for Health and Wellness is its unusually low number of staff members in the Marketing Department. There are merely two people in the entire Marketing Department. Moreover, they handle the duties for the six branches in New Jersey. This Herculean feat is unusually indomitable. Such a responsibility cannot possibly be executed professionally and with care with just two people. Furthermore, the data from the companys Facebook weekly reports suggest that the number of people

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Robert Wood Johnson Hamilton Center for Health and Wellness who regularly sign in and roam the page is very low. On average, it is six to ten people. The percent change from week to week is not much alterable either. D. Conclusion based on findings It is therefore imperative to manage the RWJ Marketing Department in a more efficient manner. By allocating certain jobs and responsibilities to specific people, more work can get accomplished in a shorter period of time. Even though the Robert Wood Johnson Hamilton Center for Health and Wellness management has not used social networking very openly, effectively, and often, it has still realized the great potential for its success in increasing its member satisfaction and membership rate.

Current Member Social Media Usage

Facebook Twitter Youtube Blogs Podcasts

Graph 3: Current Member Social Media Usage

As the figures above indicate, 72% of RWJs target market utilizes social networking on a regular basis. The primary media used are Facebook, YouTube, and Twitter respectively. By using social media, updates from Facebook, Twitter, and other sites can be immediately sent to the members cell phone as a text message. This will improve the communication time even more. Thus, creating and enhancing these tools

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Robert Wood Johnson Hamilton Center for Health and Wellness would greatly benefit the members in helping them keep up-to-date on the centers activities and events. Furthermore, the need to contact the members of the fitness center has been ever increasing. In the case of weather delays, emergency information, class schedule and appointments, necessary information can be dispatched to various members of the community by viewing it on a webpage. Even contact by email has been decreasing as very few people find it comfortable to hand over their email address. In fact, some RWJ branches hold only 25% of its members' phone numbers and/or emails. One way to solve this is to create mandatory emailing lists with monthly updates to check if the member is receiving the necessary information on time and perfectly. Social media through sites like Facebook, Twitter, YouTube, Foursquare, and Groupon would successfully help RWJ promote its services and expand its membership around the region. However, these services need to be publicized within its current membership as well. By posting regular updates, providing special offers as incentives, and offering more useful features and tools, RWJ will be able to compete with other gyms in the area and increase its member satisfaction. V. PROPOSED STRATEGIC PLAN A. Goals/objectives and rationale Social networking provides a strong tool to keep in touch with ones acquaintances and business associates. In the case of Robert Wood Johnson Hamilton Center for Health and Wellness, it would be able to maintain communication with its members, employees, and partners. It would also be useful in attracting new members to join by promoting the unique services offered by the facility.

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Robert Wood Johnson Hamilton Center for Health and Wellness First, the management of Robert Wood Johnson Hamilton Center for Health and Wellness social networking sites needs to be ove rseen more carefully. Two people in the Marketing Department for six branches is simply too hectic. A more reasonable proposal would be to delegate at least one person per branch to manage the social networking aspect of the branchs operation. This way, more care and time would be devoted to updating the pages regularly instead of sporadically. In addition, this would allow for a more personalized approach in line with the organizations mission. Each branch would be able to update its own pages and post information on events for its branch only. RWJ needs to make itself more prominent around the community through a process known as search engine optimization. Other than the usual social media sites, it needs to be easily accessible through search engines. For example, a keyword search of Hamilton gym on Google does not render RWJ as one of the top 10 websites to come up. By changing the RWJ websites HTML title tag and/or coding and using simple and relevant URLs, the visibility of the website on search engines can be increased. The earlier and more frequently it appears on the search results list, the more visitors it will receive. In addition to RWJs Facebook and Twitter pages, Foursquare, Groupon, and YouTube should also be utilized. Foursquare would enable members to check-in to RWJ whenever they are there, indirectly promoting the gym to the members followers on the site. In addition, special incentives such as a discount or free class should be provided to the mayor of RWJs Foursquare to encourage members to use the tool. Similarly, creating an account on Groupon would allow the fitness center to promote

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Robert Wood Johnson Hamilton Center for Health and Wellness itself to those living in the Central Jersey region. Special discounts and membership deals could be circulated through this website for current and new members. The

integrated use of all these social media sites will widen the breadth of RWJs promotional activities throughout the community. Although RWJ already has a Facebook and Twitter page, some improvements and changes would greatly make the pages more user-friendly and beneficial to the members. First, the links and logos to the organizations Facebook and Twitter pages should be posted on the main website to provide easy access without any searching. At the same time, other approaches should be taken to promote the use of social networking among RWJs members. Emails should be sent out to all those who are on the mailing list. Large posters and notices should be displayed around the gym to encourage people to follow it on the said websites. Also, it would be most advantageous for RWJ to link its Facebook and Twitter pages together. Thus, the Marketing Department will not have to waste time by updating each page separately. It will be able to upload all pertinent information at once in a time of need. Once this feature is selected, whatever is posted on one will automatically be posted on the other. From our survey, the majority of the members indicated that the features that would be most helpful to them are uploading class schedule information and upcoming events. The proposed promotional plan is designed to improve and optimize the current activities of RWJ while incorporating new ones. The plan includes the aspects listed on the next page.

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Robert Wood Johnson Hamilton Center for Health and Wellness

Group Fitness Classes An interactive schedule in its entirety would be uploaded on to

Facebook for the members conveniences, providing the ease of knowing anytime and anywhere what classes are available. Also, it would provide an easy tool to RSVP ahead of time and create personalized calendars for members for members indicating when they are free or not.

Community Education Events Special events like lectures by doctors, exercise

sessions, and health-related activities are occasionally held for the community at large at the Conference Center. Invitations, reminders, and RSVPs could all be accessed through Facebook. This would allow people to see all their commitments ahead of time and RSVP early.

Health-Related News Articles Related nutritional and healthy lifestyle articles should
be uploaded on the social network to update members on the latest news and advancements in the world. Members have expressed their interest in articles on maintaining a healthy diet, nutritious recipes, and exercises for leading a healthy lifestyle.

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Robert Wood Johnson Hamilton Center for Health and Wellness

Emergency Center Information In times of emergency closings, delays, and

unexpected hour changes, these pages will be the first one to be updated. This will be most helpful in cases of heavy snow, power outages, and other unexpected occurrences. Therefore, the RWJ phones and hotline will not be overloaded with the number of people calling to find out about the status of the center.

Contests and Giveaways Special contests, raffles, and lotteries will be conducted by
Robert Wood Johnson Hamilton Center for Health and Wellness to get its members excited about specific events. In some cases, prizes may be free events,

classes, membership, etc.

Ratings and Reviews This application, created either by RWJ or a third-party organization like PowerReviews and Bazaarvoice, can be used by members to voice their opinions on specific classes. Members can rate and write reviews about fitness classes and trainers for the benefit of other members who want to know what classes to take.

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Robert Wood Johnson Hamilton Center for Health and Wellness

Weekly Podcasts/Videos - These podcasts/videos posted on each trainers blogs or

YouTube channels would allow members to workout from home and be as motivated as they would be at the gym with their instructor. In fact, one could workout from the comfort of their home in poor weather conditions without giving up the chance to workout that day. By watching a video or listening to a trainers instructions, one can still exercise on any day.

Questions/Comments for Staff Members could post questions or comments for their
trainers, instructors, management staff etc. on social networking sites. This would give them a forum to discuss common topics. Also, one could gain workout buddies or partners from this experience.

Progress Goals Meter This tool would allow members to take quizzes on themselves
to measure progress and goals achieved at the fitness center. This would be a great motivator and tool to measure success.

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Robert Wood Johnson Hamilton Center for Health and Wellness

The graph below depicts the features and tools that would most benefit RWJ members.

Member Interest in Programs

Graph 4: Member Interest in Programs

Some people also expressed their own ideas for improvement of the social media websites during the survey. A common idea was to allow people to actually write on the organizations wall. This way, members would be able to communicate with the trainers and other members directly. Similarly, a message board for workout partners was also suggested. Crowd-sourcing could also be utilized by members to request and/or design the creation of a new class or activity at the gym. This would make RWJ appear more friendly and open-minded to its members, thereby increasing member satisfaction. All in all, the use of social networking and improvement of the current features would greatly enhance Robert Wood Johnson Hamilton Center for Health and Wellness relations with its staff and clients. - 24 -

Robert Wood Johnson Hamilton Center for Health and Wellness

B. Proposed Activities and Timeline The timeline below shows the projected time to fully update the social media sites and features recommended above.

Figure 3: Timeline

Upon acceptance of this proposal, the recruitment of a knowledgeable Social Media Coordinator to handle the activities for RWJ will begin. After these four weeks, the entire RWJ management team will sit down together and discuss what specific social media tools and features will be used. With the aid of member input from the surveys and competitive analysis of other local gyms, a comprehensive plan of what tools to launch will be finalized over a period of two weeks. The creation and updating of these social media sites and features will take around two weeks. Concurrently, the Marketing Department will begin to publicize its social networking sites and inform/educate its members on how to navigate these tools. This will allow members to fully and properly benefit from these tools. After that, the social media sites will continue to be revised and updated based on member feedback. Furthermore, surveys on the usage and improved - 25 -

Robert Wood Johnson Hamilton Center for Health and Wellness benefit of the features will continue to be executed every three months to monitor progress. C. Proposed Budget Expanding the social networking services of RWJ would not have much impact on its finances. There is no additional cost to creating a Facebook, Twitter, blog, or YouTube. Most of the projected plan relies on utilizing free tools. The social media outlets provide an unprecedented amount of free press to RWJ. Introducing an increased usage of these social media requires the addition of an employee. This is the main cost of the proposed plan. In order to maintain the Twitter, Facebook, and other media pages the devoted time of a person is required. This employee, a Social Media Coordinator, will be responsible for all the upkeep and correspondence having to do with the media pages. The new employee would be part time, as little as four hours a week will be required. On an hourly wage around $25.00, this staff member would cost the company about $36,400 a year in wages and benefits. This cost is minimal and can be made up by just a few additional memberships. Calculating the break-even point, we found that at least fortyseven new memberships at $780 a year are needed to generate a profit from this business even with the addition of the Social Media Coordinator. It will be rather easy to gather forty-seven new memberships a year, especially as promotion increases through social networking. In regards to the job, it could be attractive to someone who perhaps has the web design experience requires and is looking for a supplemental income. The flexible schedule will be a great incentive. Therefore, the only cost of the proposed plan is

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Robert Wood Johnson Hamilton Center for Health and Wellness $36,240 a year. Considering the amount of money spent on other forms of promotion, this is a minimal amount of added cost to RWJ. D. Proposed metrics to measure ROI, sales, customers, and traffic In order to measure the effect of social media on prospective customers, it would be best to simply modify a preexisting tool: the interview questionnaire. RWJ gives all prospective clients a questionnaire to fill out during the interview process, it is possible to add a "social media" option to the "How did you hear about us?" section of the questionnaire. It could even ask a second question, a bit more specific, asking the customer specifically which media outlet they learned about RWJ through. However, since the fitness center has two goals in promotion some other metrics are required. It is also beneficial for RWJ to promote itself even further to existing customers. By making them happier, not only do the members spread the word to perspective members, but they also become more loyal to RWJ. A satisfied member develops loyalty, which is important in an incredibly competitive market like RWJ finds itself in. In order to monitor traffic on its pages, Facebook offers several free tools called "Insights" which give the administration countless statistics on daily, monthly, and even yearly usage. Apart from the raw numbers, percent increases and/or decreases in the usage from previous weeks and months are also recorded. This has the ability to measure long-term success by showing RWJ just how many people actively use the pages features and do not just "like" it. Part of our existing plan itself can be used to monitor ROI and other metrics without making any changes. In our plan, we stress the fact that RWJ has to seem more open to its members and offer more opportunities to communicate questions and concerns to the staff. To monitor success, RWJ can simply ask its social media users

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Robert Wood Johnson Hamilton Center for Health and Wellness about their satisfaction. In addition, surveys can be distributed through either email or inperson at the facility. The best way to monitor this plan's success is to ask the members and be open to their suggestions at all times. Using all of the data gathered through the above resources and strategies, the effects and efficiency of social media can be evaluated by measuring ROI. The figure below can also be used to understand the short-term and long-term benefits. Financial - Has revenue or profit increased or decreased? Digital Has the company enhanced its digital assets? Brand Have consumer attitudes about the brand improved? Risk Management Is the organization
Figure 4: ROI Metric

better prepared to respond to problems affecting reputation, promotion, and sales? With the technology always changing, RWJ must be willing to take initiative to stay competitive in the market and serve its members needs.

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Robert Wood Johnson Hamilton Center for Health and Wellness VI. BIBLIOGRAPHY Internet Resources Calderon, Sara Ines. Gym Chains Use Facebook to Capitalize on New Years Resolutions. Inside Facebook. Inside Network, Inc., 2011. 21 January 2011. <http://www.insideFacebook.com>. "Hamilton CHW." Twitter. Web. Dec.-Jan. 2010-11. <http://Twitter.com/HamiltonCHW>. Linn, Allison. "It's the Super Bowl Let's Get Social!" Msnbc.com. 31 Jan. 2011. Web. 31 Jan. 2011. <http://www.msnbc.msn.com/id/41261760/ns/businessbusiness_of_super_bowl_xlv/>. "New Jersey Population Distribution." Map. LawrenceYerkes.com. RE/MAX. Web. Jan. 2011. <http://www.lawrenceyerkes.com/html/rmx-NJ-New-Jersey-fast-facts.htm>. New Jersey QuickFacts. US Census Bureau, 4 November 2010. 17 January 2011. <http://quickfacts.census.gov/qfd/states/34000.html>. Rider, Jessy. "Facebook - Powerful Business Promotion Tool for Merchants and Companies." Ezine Articles. 15 Sept. 2010. Web. Dec. 2010. <http://ezinearticles. com/?Facebook---Powerful-Business-Promotion-Tool-for-Merchants-andCompanies&id=5037501>. Robert Wood Johnson Hamilton Center for Health and Wellness. Facebook, 2011. 27 November 2010. <http://www.Facebook.com/pages/RWJ-Hamilton-Center-forHealth-Wellness/137445501398>. Robert Wood Johnson University Hospital Hamilton. Robert Wood Johnson, 2010. 5 December 2010. <http://www.RWJhamilton.org>. RWJ Hamilton Center for Health and Wellness. Robert Wood Johson Hamilton Center for Health and Wellness, 2011. 29 November 2010. <http://www.RWJhamiltonwellness.com>. Salary Wizard. Salary.com, 2010. 13 January 2011. <http://www1.salary.com/MarketingAssistant-I-salary.html>. Swearingen, Jake. "Social Networking for Business." BNET. CBS, 5 Sept. 2008. Web. 20 Dec. 2010. <http://www.bnet.com/article/social-networking-forbusiness/219914>. "The Facebook Marketing Toolbox: 100 Tools and Tips to Tap the Facebook Customer Base." Inside CRM. Tippit Inc., 2008. Web. Jan. 2011. <http://www.insidecrm.co m/features/Facebook-marketing-toolbox-012308/>. Personal Interviews Adams, Lindsay December 19, January 4, January 10, January 18 Firstenberg, Sheri January 14, January 23 Pietrucha, Robert January 18 Surveys Robert Wood Johnson Center for Health and Wellness December 28, January 6, January 17 - 29 -