Know-How Exchange : Advertising/PR

You're at a disadvantage for a couple of reasons: 1) small, 2) older neighborhood, 3) hidden from view. So you'll need to work that much harder to get the word out. It's also late in the season for a pool push, so this year, you may have to combine publicity with a "Trial Membership" approach with an eye toward gaining more next year.

That said, have you reached out to summer camp/day care programs that are in your immediate area? Most of these groups love to take the kids swimming, but have no pool available. Paying less than $200 for July-Aug swimming is a good deal for an organization--it would have to cover the whole group, although you could put limits on when the group could swim. (Be aware that the more limits you place, the less attractive the offer becomes. But it's not unreasonable to say that groups may swim between 10 a.m. and 1 p.m. on weekdays only or something similar.)

The nice thing about reaching out to the groups is that you also get the chance to promo family club memberships to the families of all the little swimmers. You could do this by creating a nice certificate (you can get the certificate forms inexpensively at an office supply store like Office Max) and giving enough to each participating group at the end of the summer. The certificate would be a discount coupon on a family membership for 2009, offering a full summer in 2009 at the $185 rate--but it has to be paid by Sept. 30. You lock in members for next year, and they get a great deal. Plus you get up-front cash.

Now....how can you add extra value since you probably don't have the latest and greatest waterslides? Are your lifeguards extra attentive to moms with very small children? Could you get volunteers to offer a morning craft program with inexpensive materials for kids accompanied by parents several mornings per week? Can you do a swim, story and snack time one morning a week? How about a weekly water game afternoon for elementary school kids? By late summer, moms are crawling the walls to deal with antsy kids. You could promote the programs with emails or mailbox fliers.

If it's an older neighborhood, are most residents older? How about offering a deep "senior discount" and providing a senior-friendly water aerobics class several mornings?

You can also offer week-long memberships to the people in the immediate neighborhood to provide a trial--and give them an early-bird discount for taking a 2009 membership by 9/30.

In other words, your pool needs to be the friendliest, the most fun, the best value, the place where moms and kids belong in order to compete. You'll also want to make sure that restrooms are spotless, pool areas are kept very clean and that the pool surroundings look loved--it's amazing what a coat of paint and some bedding plants can do.

Signs are also important. See if you can work out a discount on bigger signs with a local sign shop--perhaps offer a free membership to the owner in exchange for the signs. You don't say why the web site won't be updated, but that seems like a waste of a free resource.

Unless your town is very small, people will only come to a pool that's pretty close to their home--perhaps 10 miles tops if there are other places to choose from. So only concentrate on the neighborhoods, day cares and afterschool programs within a 10 mile radius. Consider mailbox fliers--you can print them inexpensively and either have volunteers stuff the newspaper box (not the actual postal box) or hire someone to do it at a very low cost (there are services that specialize in this).

It's going to take effort, especially since you need to do it without much cash. Deep discounts may be what it takes to get cash this season since it's late in the game, but these ideas can set you up to be in a better position in 2009.

How about a flyer campaign to each household coupled with some small events.

Gail's given you a lot of good advice.

Your 1/3, 2/3 off discounts aren't remarkable enough to get people to switch their pool of choice. Offers might include: a chance to win a year's membership for all new summer members, free (or only $5/family) swim nights for families (open to all), a free picnic for members (cheapest solution: a potluck by existing members for new members to enjoy), co-marketing with a local gym (for 3 months gym membership), even accepting other pool's passes on certain days to give a free trial, etc.

As for your $2000 pool heater, here's a chance to find a local contractor to trade their services for publicity. A public thank you/advertisement on your website, newsletter, and near the poolside.

How about hosting a free pool party? Free swim, and perhaps some free popsicles or snacks if you can afford it, along with music and games (like board games etc.) out by the pool. You could post flyers for free at local stores, Starbucks, summer camp, at schools, etc. You could post online at sites like Craigslist and Pennysaver, and place an event listing in city publications and local newspapers. Usually the online listings are free. And of course, heavily market membership at the party. Maybe give a discount coupon if they sign up within a week of the party.

You could also perhaps offer the pool for rental -- for people and groups to hold events. You could look up other party venues in your area to see what the rental costs go for (in my experience, upwards of $1500). Plus you can charge for equipment rentals, lifeguards, and you can charge a fee for contracting other services like DJ, catering, etc. This might provide some extra revenue for you. If you do this, advertise through your city's Convention & Visitors Bureau -- that's where most event planners start looking for venues. Best of luck!

I agree with the flyer idea. Pools are somewhat localized unless it is super fancy, most people will not drive a long way to go swimming. This means that the most receptive audience is within a couple of miles of the pool. I would hire some kids to do door hangers. I would probably include an offer for a week of swimming to get people to give the pool a serious look.

Another idea is to contact any kids swimming instructors. In my experience, kids are the ones that will get the families to come to the pool. You could offer a free week membership to families with a student that just finished lessons.

Hope this helps,
Mike