Communication is the most obvious benefit of a newsletter. It allows you to inform your members of new classes, new hires, new programs, schedule changes and much more. Says Kove, “Our newsletter … allows us to be in constant communication with [our members]. In addition, for those members who may not use our center as much as they should, [the newsletter] becomes an ongoing reminder of their membership, and the importance of addressing their health and wellness goals.” So, newsletters can also help with retention, to remind those members who haven’t been to your facility recently what you offer and how you can help them reach their goals.
Another benefit of a newsletter is community exposure. Says Kove, “Our newsletter is sent to various local and national publications, local radio and TV stations, as well as health and fitness columnists, public organizations such as chamber groups, and schools. Radio and TV [stations], and newspapers will pick up information regarding events at our center, and run it within their mediums. The schools will include relevant information within their school newsletter.” She continues, “The newsletter also is a synopsis for reporters to see the events and activities within our center, and, on countless occasions, [they have called] me to get additional information to run a story or teaser. This exposure is invaluable to us.” What a simple way to get the word out, and take advantage of some free advertising for your facility.
Another benefit is possible sponsors for programs or events. Highland Park offers cross promotions with local retailers, and runs information on its cross promotions in its newsletter. Says Kove, “These are promoted [in our newsletter], along with the retailer’s logo, which is loved by the particular cross promoter.”