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In Print Marketing & Sales The Essentials

Developing an Effective Community Partner Program

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community partner program

If you haven’t thought of it before, then consider it now: your membership base is an asset that can drive revenue straight to your bottom line. No matter the number of members, you can monetize access to your membership base. The only caveat is you must protect your members from feeling they have been “sold out” to other service providers.

To properly brand the offering, give it a name that implies service — such as Community Partner Program — implying a win-win for all parties involved, including the service provider, club and member.  

Currently we offer this 11-point program you may customize to fit your club: 

Lobby promotion time — four weeks annually. 

Plasma TV Screen ads — on 40-inch plasma screens throughout the club.

Presence on the website — with backlinks to improve the partner’s SEO rankings.

Digital and social media inclusion on the company blog with more backlinking.

Inclusion on the website events calendar — up to four times annually.

Email marketing — managed closely by the marketing department for effectiveness and efficiency.

Banner placement in the sports center — 6- by 3-foot partner banner on display in the main gymnasium.

Conference room usage once a year — for an event or presentation to club members.

Business flyer display case in lobby — hard copy information on display. 

Special event publicity/priority sponsorship opportunities.

Premium offer for club members from partner — of a special gift, discount or customized offer.

When presenting, include club demographics and clearly stated fees. In our case, this program is sold and serviced by one individual whose sole job is to manage and maintain these accounts. Our members enjoy the access to local services with premium offers and the partners are thrilled to be aligned with our brand and are willing to cross promote with us.

Never underestimate the value of your relationships with the community and your members to position your club as a community asset.

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Linda Mitchell

Linda Mitchell is the director of public relations and community partners for Newtown Athletic Club. She can be reached at linda@newtownathletic.com.

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