Sandi Kline and the Farmington
Hills marketing and public re-
lations firm Marx Layne.
Several aspects of the plan al-
ready have been launched, in-
cluding attempts to provide better
customer service, overhauls in
spending and renovations in
worn-out areas of the building.
Other soon-to-be-implement-
ed areas of the plan include sell-
ing the JCC as "a place to belong."
With its new slogan "I belong,"
the Center hopes to get across
the message that it offers a place
for Jewish education and iden-
tification.
"We will communicate the suc-
cessful history between the JCC
and its members, the kind of re-
lationship that understands and
caters to unique Jewish needs,"
Mrs. Kline said. "People need a
place to belong. A place with Jew-
ish identity and culture. That's
who we are. We justhappen to
have a health club and fitness fa-
cilities."
Beginning next month, instead
of running several newspaper ad-
vertisements each week, the Cen-
ter will run Center Fold, a weekly
full-page advertisement in The
N
Answers lie in
implementing ideas
from a 28-page
marketing plan.
Detroit Jewish News. It will be
used as a way to raise awareness
about the Center and publicize
the benefits of belonging to the
JCC.
"Things like this don't cost us
extra," Mrs. Kline said. "We're
spending the same amount of
money on advertising and mar-
keting, we're just spending it dif-
ferently."
If the plan is successful, the
Center expects to see an increase
in membership. Officials would
like to see health-club member-
ship increase by almost 1,000 to
2,500 over the next three years.
The JCC hopes to attract new
and younger members by slight-
ly changing its membership fees.
Figures were not disclosed. It also
plans to keep and attract those
over 55, an already large portion
of the current membership, by
providing additional programs
and classes targeted toward that
age bracket.
Mrs. Kline acknowledges some
aspects of the plan will not be im-
plemented because they cost
money the Center cannot afford
to spend. The Center also is wait-
ing to see if the Jewish Federa-
tion of Metropolitan Detroit gives
it a green light to hold a capital
campaign. If Federation allows
the JCC to raise money on its
own for building improvements,
efforts will be focused on the lobby
and health club. ❑
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