This course goes beyond introducing basic marketing concepts to help you develop specific marketing messages to attract older adults to your program and to keep them coming back. You will explore ways you can individualize your message and look at the benefits of various types of marketing media to best target this growing market.
Adults over the age of 65 are one of the fastest-growing populations today. If you’re looking to attract members of this group to your club, Managing Physical Activity Programs for Older Adults: Marketing offers all of the information you need to get the word out about your programs in a way that will capture their attention. In this course you will gain a better understanding of what older adults want and develop marketing messages that will communicate effectively with them.
The course first introduces basic concepts, terms, and definitions to give you a better understanding of marketing, specifically explaining the importance of marketing to older adults. You will then explore the wants, needs, and demands of the older adult population and learn how to apply that information to both your marketing plans and your programming. Next you’ll learn various ways you can individualize your message to speak to different target markets. Then you’ll use the information you’ve accumulated to formulate your first marketing plan. Finally, you will look at the various types of marketing media, such as newsletters, brochures, flyers, Web sites, e-mails, and press releases. You will learn the benefits of each type and decide when to use each type of media. You will also get tips for creating your own marketing pieces and suggestions for marketing on a budget.
Throughout the course, Michelle Streif shares tips and innovative approaches that she’s used in her own facility, a fitness center specializing in programs for older adults. Interactive learning activities will enhance your understanding of the concepts and help you test your knowledge as you work through the course, and video and audio segments will make learning more enjoyable. You’ll also receive downloadable resources, including an internal marketing analysis survey and a sample flyer, which you’ll be able to use in developing your own marketing materials. You’ll be able to download slide handouts and audio transcripts for all four units so you can refer back to them after you’ve completed the course.