Driving Engagement into the Downtown UCF Recreation and Wellness Center
This case study highlights a successful marketing campaign aimed at introducing and increasing usage of the Downtown UCF Recreation and Wellness Center among students, faculty, and staff. The goal was to achieve a daily attendance of 500 to 800 individuals, overcoming challenges such as the location of the center and limited operating hours.
Challenges
The Downtown UCF Recreation and Wellness Center faced several challenges in attracting students. Its location on the second floor, away from main campus buildings, made it difficult for students to discover and access the facility.
Additionally, the center's operating hours did not align with the schedules of students who commuted between campuses or had evening classes. Lack of storage space for gym clothes and limited awareness among faculty and staff further hindered usage of the center.
Research
I conducted extensive research to understand the target audience and gather relevant data. This included consultations with the shuttle department to determine the number of students using the bus shuttles, interactions with admission directors and the student government association (SGA) president to assess the needs of Graduate Students and faculty. I developed focus group discussions with faculty and staff to identify their usage patterns and preferences.
Solutions
I divided my marketing solutions into three segments.
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A comprehensive rebranding was implemented. I removed simple clip art and used high-definition fitness photographs. The downtown campus is occupied by Valencia State College and UCF. Typical college colors could not be used to avoid division amongst the two schools. I selected vibrant secondary colors, and bold 3D typography to eliminate negative space and create a visually appealing and engaging design.
A slide show was created to showcase the facility's offerings, reducing printing costs and enabling students to sign up for activities via QR codes.
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1.Rebranding
2.Media Campaign
Weekly Spotlight Campaign
A spotlight was placed on a different fitness class each week to increase attendance and brand awareness. Radio ads, printed materials, and digital monitor ads were used to promote these classes. Social media stories and ads were shared through the Downtown UCF campus platform.
3.Campus Involvement
Coordinated Table Events
Wellness and resource events were organized, bringing together various physical, mental, and overall wellness resources on campus. Booth setups, small activities, and social media advertisements were employed to engage students. Fitness challenges were conducted, encouraging students to bring a friend for a tour of the facility, with raffle incentives such as gift cards.
Be a Friend & Bring a Friend
A campaign was designed to promote facility tours where students could learn about the available mental health services, clinic for wellness, and gym facilities. By attending the tour with a friend, students had a chance to enter a raffle for Universal Tickets and receive branded merchandise giveaways.
The Results
Within three months of implementing the marketing strategies, gym attendance steadily increased by an average of 30% per week. The average daily attendance reached approximately 200 to 225 individuals, but further efforts were required to reach the target of 500 to 800 individuals. Continued efforts in the second semester, including extending evening hours and installing lockers, resulted in a 25% increase in attendance. Diversifying the wellness program with cultural dance classes and partnering with professionals in the local community attracted a wider demographic and enhanced engagement. Through a combination of targeted marketing campaigns, rebranding efforts, extended operating hours, and diversification of wellness activities, the Downtown UCF Recreation and Wellness Center successfully increased its daily attendance to an average of 650 individuals. The implementation of cultural dance classes and cycling sessions further propelled growth and positioned the center as a hub for physical fitness and well-being.
