CCSD Summerdale Swim and Tennis Club Sales Case Discussion
FOURTH FORMAL LETTER ASSIGNMENT:
As a member of the management team of the Summerdale Swim and Tennis Club, you have just attended a strategizing session in which the team generated ideas for increasing memberships. Your boss presented data about current memberships broken down by demographic categories. One group that stood out for its low number of memberships was older adults. “We’re doing well attracting young adults with kids,” your boss says, “but we’re not attracting enough senior citizens. In fact, our data show that many members let their membership’s lapse once their kids reach their teenage years.” The team decides that one strategy to remedy this problem will be to send a letter to those aged 50 and over who have let their club membership lapse. You have been assigned the task of creating this mailing.
This problem can give you excellent practice turning product features into reader benefits.
The first step is to visit swim and tennis club websites (just a few) and thoroughly study all their features. Here’s a partial list:
· Exclusive access to high-quality facilities
· Equipment provided
· Year-round access
· Free parking
· Towels and lockers and changing rooms provided
· Group and individual exercise and sports instruction classes available
· Social activities and clubs (such as card games, hobbies, etc.)
· Members-only access to event rooms
· Convenient hours
· Ability to reserve facilities for private events
· Restricted access and regulations keep club atmosphere clean and courteous
Then, turn these features into benefits that would appeal to the target audience. You should come up with those like the following:
· Can invest in your health and wellness
· Can enjoy the company of peers
· Can escape the routine and learn new activities
· Can find a time that works for you
· Can enjoy the club benefits year-round
· Can have easy access to party facilities
· Can support a well-run and positive community organization
· Can easily entertain children and grandchildren
The first paragraph should build on a central selling point, such as the high-quality and private facilities provided to members: “Looking for an oasis of wellness in your busy week?” or “Want to stay active without fighting the crowds?” (Open with words that gain attention and setup the strategy.)
Paragraphs in the body of the message, should continue to build on the activities and benefits offered by the club by using the list created above. By the time the actual drive for the sale comes, readers should be convinced that the club is not just for those with young children. (Now, develop the strategy using persuasive language and the you-viewpoint.)
The closing paragraph could, for example, what new facility or equipment just been updated? Or is a special social event just around the corner? (Make the request clearly and without negatives– either at the end of the message or followed by words that continue the persuasive appeal.)
Of course, the message should end with a reminder of the benefits and perhaps include a fetching P.S. (post-script)
Studying the websites of a few swim and tennis clubs and using realistic facts as well as your imagination, write the letter that will persuade these former members to rejoin. Consider carefully how to turn features of the club into benefits for your readers.
Why Work with Us
Top Quality and Well-Researched Papers
We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.
Professional and Experienced Academic Writers
We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.
Free Unlimited Revisions
If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.
Prompt Delivery and 100% Money-Back-Guarantee
All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.
Original & Confidential
We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.
24/7 Customer Support
Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.
Try it now!
How it works?
Follow these simple steps to get your paper done
Place your order
Fill in the order form and provide all details of your assignment.
Proceed with the payment
Choose the payment system that suits you most.
Receive the final file
Once your paper is ready, we will email it to you.
No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.
No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.
Admission Essays & Business Writing Help
An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.
Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.
If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.