Home > Our Portfolio > Valley Fitness Centre
Valley Fitness Centre is the Columbia Valley’s full-service fitness facility. It is operated by a non-profit society, and in addition to its regular services, it has an operating mandate to promote health and wellness within the community.
Harrison McKay worked with Valley Fitness Centre to increase its profile within the community, and its membership levels. Our services for VFC are ongoing, and include:
Development and maintenance of a content-rich website, including content ideas and development. Visit the website!
- Custom photography.
- Branding and integrated marketing consulting.
- Advertising design and campaign development
- Publicity.
- Signage and poster design.
- Interior space planning and retail merchandising.
Harrison McKay developed a content-rich web site for VFC, incorporating the following functions and features:
- Mainly for members: current class schedules and class descriptions, hours, updates on “what's happening” within the Centre, member profiles (to promote a sense of community and provide inspiration), and staff profiles (to reinforce the Centre’s approachability).
- Mainly for prospective members: photographic tour of the facilities, rates and specials, special programs, and promotional ads for upcoming events and programs.
- For everyone: an exhaustive, regularly-updated resources section, the “VFC Community Health & Wellness Guide”, a newsletter with in-house updates and the latest developments in health and fitness, community events listings, a history of VFC, and employment listings.
The website as part of an overall strategy
Harrison McKay also developed a strategic business plan for the Centre, including membership retention and business development strategies. All advertising and in-house signage was aligned to the new corporate identity. New revenue streams, such as retail sales, are in development. We have successfully introduced gift certificates. Valued Member (discounts at participating businesses) and Member Rewards programs are planned for later rollout.
Integrated Marketing
Shapeupinvermere.com is being marketed to the public at large with print advertising and posters promoting the site’s community events listings and health/wellness resources.
The site is promoted internally with the same posters used externally, and a companion bookmark (“bookmark us!”) identifying member benefits. All internal member events bulletins refer to the site for event/program details, and a dedicated terminal has been set up in the Centre exclusively for member use.
The site is the focal point for promotional activities, and the Centre will spend significantly less on printed promotional materials as a result.
Shapeupinvermere.com has been very well-received by members, and many site visitors have signed up for the newsletter.
The Centre has been painted with the same colours used in the website and in all advertising and marketing materials. Staff uniforms have been introduced, and even the voicemail message has been changed to reflect the organization’s branding and central message.
Advertising
Harrison McKay designs all advertising for VFC. We run print campaigns for the Centre in the Columbia Valley Pioneer.
Here is our most recent campaign: “There are so many ways to shape up at VFC” (click to enlarge):
Our advertising incorporates custom, high-energy photography by Harrison McKay of real Valley Fitness Centre members.
Publicity
Harrison McKay coordinates publicity for Valley Fitness Centre. On February 17, 2006, The Columbia Valley Pioneer printed an eight-page pullout section entitled “Living Well”, with partial proceeds from advertising generously donated to Valley Fitness Centre. The feature included supportive editorial and testimonials from VFC members.
Poster Design
Valley Fitness Centre uses posters throughout the Centre and the community to promote special events and special offers. Here are some samples of posters created by Harrison McKay (click to enlarge):
Our poster design incorporates custom photography by Harrison McKay.
