CitiCenter Athletic Club
The CitiCenter Athletic Club, located within the CitiCenter Building, is owned by the City of Akron and operated by the Akron Area YMCA. Since taking over the athletic club in 1996, the city had spent over $2 million keeping it afloat, amongst shrinking clientele. As taxpayer subsidies continued to grow, so did the public’s demand for change. With no relief for dwindling memberships in sight, the City of Akron and the Akron Area YMCA sought out a marketing communications firm capable of reviving membership and increasing public support for the athletic club.
Free one-day passes and invitations
to open houses were included as
payroll stuffers to all city employees.
A 12 foot banner in the city skyway promoted
member appreciation month.
Increasing membership levels for the city-funded athletic club, while favorably changing public perceptions.
Working in unison with Athletic Club Director, Tim Goebel, Caler&Company developed new marketing communications tools that targeted downtown and private sector employees within the vicinity. Caler&Company restored the CitiCenter Athletic Club’s logo, developed signage, brochures, collateral, payroll stuffers, counter cards and provided public relations support.
A new welcome banner in
the lobby helped freshen
it up for visitors.
New signage in the foyer
had a call to action and
helped visitors know hours
as well as membership
features and benefits.
Display of the phone and
Web site helped it contrast
sharply to the tired signage
depicted in the corner of
The stairwell display shown in the lower right
corner was underutilized. The reinvigorated
display thanked members, encouraged them
to bring friends, informed on a drawing for
free membership, promoted the free
continental breakfasts and cross-sold
Caler&Company also assisted in the coordination and execution of “Activate Your April,” a month-long Open House presented in conjunction with the Akron Area YMCA branches. These new marketing initiatives led to a 25% rise in membership, which is expected to continue its growth.
A feature article in the Akron
Beacon Journal showcased
the club, addressed the
renewed interest and the
increase in new
memberships by 25%.
The renewed attention to the CitiCenter Athletic Club received coverage in the Akron Beacon Journal and also factored into the City of Akron’s new Employee Wellness Initiative, aimed at improving the health of all city employees.