If you need to make a big impact in promoting and growing your aquatic facility, then you need Aquatic Center Marketing. Written by an industry veteran whose novel approach to marketing has garnered numerous national and international awards, this book delivers practical, affordable, and innovative marketing ideas for any new or existing aquatic facility, of any type and size.
Whether you work for a municipal pool or a commercial property, the tried-and-tested techniques in Aquatic Center Marketing can help your facility flourish:
- Increase membership
- Reenergize attendance to keep guests coming back for more
- Establish your facility’s image in the community
- Reinforce the value of aquatics as an enjoyable lifelong activity
You’ll find chapters on topics such as brand management, market development, guest communications, and how to be effective with limited funding. Learn how the design and signage in your facility can work to excite guests and keep them coming back throughout the season. Understand how to get the most out of your electronic and social media efforts and how to use fun events and themes to attract specific audiences. Then see real-life examples in case studies and stories that demonstrate the practical solutions in action.
Create memorable experiences for your guests and make your aquatic facility a success. Aquatic Center Marketing is full of realistic, practical ideas that anyone managing an aquatic facility can quickly put to good use to grow the facility and increase the bottom line.
Managers and marketing personnel of aquatic centers and facilities, water parks, and aquatic clubs, as well as lakefront operators and park district superintendents.
TABLE OF CONTENTS
Part I. Brand Management
Chapter 1. Develop a Brand Identity
Chapter 2. Create Brand Visibility
Part II. Market Development
Chapter 3. Build Community Consensus
Chapter 4. Design to Excite Guests
Chapter 5. Appeal to Specific Populations
Chapter 6. Price Smartly
Part III. Guest Communications
Chapter 7. Get the Most Out of Media
Chapter 8. Maximize Electronic Communication
Chapter 9. Turn Lifeguards and Staff Into Ambassadors
Part IV. Marketing Without Millions
Chapter 10. Use Special Events as Promotions
Chapter 11. Enhance the Bottom Line With Corporate Sponsorships
ABOUT THE AUTHOR
Judith Leblein Josephs has more than 40 years of experience working in a variety of roles related to aquatic facility management. She is a featured speaker at state, national, and international aquatics conferences and training seminars and has a knack for making learning a memorable and enjoyable event.
After 20 years in the public sector, Josephs was with Water Technology Inc. for 12 years as their marketing and operations consultant. She has served as an operations coach for dozens of facilities of all sizes, both municipal and privately owned properties, and in 2006, she formed her own consulting business, Judith Leblein Josephs Enterprises LLC. She has clients across the country, including the City of Providence, Rhode Island, and all of the aquatic venues for the Salvation Army Eastern Territory.
Josephs knew that she would someday return to the public sector, and in 2007 she was recruited by the City of Summit, New Jersey, to serve as their director of community programs. She had a role on the design team that renovated the community pool, now known as the Summit Family Aquatic Center. Recognized with Aquatics International’s 2014 Best of Marketing Award, the Summit Family Aquatic Center’s mascot, Shark Diddy, graced the cover of the magazine.
Josephs’ specialty in marketing, promotions, and television and radio production has proven quite valuable to all of her employers and clients. She has an unprecedented 12-time record of winning the Speaker of the Year distinction from the World Waterpark Association (WWA), and she was inducted into the WWA Hall of Fame in 2003. In addition to numerous WWA Splash Marketing Awards and Industry Innovation Awards, she received the WWA Board of Director’s Award in 2011.
She has also helped launch hundreds of new aquatic venues as the instructor of WWA’s Ready, Set, Go! A Guide to Getting Started program. Her how-to lists and articles published in major industry publications are used by aquatic operators worldwide.
“Aquatic Center Marketing is loaded with creative and proven ideas to keep the buzz going about your pool or waterpark and build your brand. A must-have resource, whether you are new to aquatics or a seasoned veteran!”
—Jill White, Cofounder of Starfish Aquatics Institute and StarGuard ELITE