This position reports to the Associate Director for Facilities and Membership and works directly with the Assistant Directors for Mpls. and St. Paul Facilities regarding member services in University Recreation and Wellness (URW). The Membership and Outreach Director is responsible for achieving or exceeding revenue goals by pre-planning the month with strategic outreach. This position serves as the department liaison for point of sale training and software set-up for programs and services and directs the protocol for front line staff communication.
This position must display, have knowledge of and participate in department services and programs. In addition, the Membership and Outreach Director must be knowledgeable of key competitors, current promotions and fitness trends. Above all, this position must have the ability to build rapport and lasting relationships with prospective and current members in order to build a strong referral base and retain members.
This position supervises the Membership Coordinator, and has general oversight of an additional 40 student employees who provide direct membership services to a diverse University campus community serving over 25,000 members including affiliates, alumni and guests. This position is also responsible for overseeing the facility access system tracking five to seven thousand members per day, coordinating point of sale and customer service training for the department program and service areas, financial reporting, membership recruitment and retention that results in over $2 million in annual sales.
The starting salary for this position is $60,000.
Recruitment and Outreach - 55%
Develop a strategic 1-3 year membership/marketing plan for Minneapolis and St. Paul facilities, in coordination with the Director of Marketing and Communications and in alignment with the Department’s marketing strategy and brand.
Establish key target audiences across both campuses, develop and implement monthly initiatives and engagement opportunities.
Develop a data tracking and analytics system to understand levels of success for each initiative.
Achieve or exceed revenue goals, generated by membership and ancillary service sales and renewals, through strategic outreach while securing member referrals.
Implement membership strategies that promote recruitment and cultivation of new members and retention of existing members. Provide direction and training to staff to support membership development and retention goals. Examine and resolve complex problems to ensure member satisfaction.
Develop effective working relationships with OSA departments, alumni association, and other key university departments. Promote membership through presentations to target audiences and project a positive image of URW to the campus community.
Promote program and membership enrollment in interactions with existing and potential members. Coordinate marketing efforts to maximize enrollments, and provide support to Program Directors specific to their programs.
Plan, coordinate and administer engagement fairs, presentations and tours for University departments and units that align with target audience strategies.
Analyze sales data and provide recommendations for adding, changing or eliminating membership types, packages and pricing structures for memberships.
Administrative – 25%
Analyze, review and approve sales data on a daily, weekly, monthly and annual basis in accordance with regulatory guidelines set by the University
Oversee the development and review of membership eligibility, policies and procedures in conjunction with other Membership/Facilities staff.
Analyze and create monthly reports of all membership sales to review and track retention of members and develop processes for holistic revenue generation per member.
Oversee the Member Management (Fusion) software.
Review and approve member eligibility for outstanding situations.
Develop, manage and control membership budget. Exercise necessary controls to ensure operations are carried out and a balanced fiscal operation exists.
Assist the Associate Director in developing budget and financial projections, and monitor monthly financial statements for membership services.
Initiate cost-containment measures and revenue generation strategies to ensure that program meets or exceeds financial expectations.
Oversee all point of sale and PCI compliance training for DRS full-time, part-time and student employees.
Develop strategies to motivate staff, achieve goals and create an environment of member service excellence.
Develop communication response system for customer service team.
Actively seek member and non-member feedback to evaluate membership practices. Implements survey collection procedures.
Retention – 10%
Establish a timeline and collaborate with department Marketing and Information Technology staff to implement member appreciation messages and multipart communication email messages that highlight upcoming events, program opportunities and other pertinent department issues.
Evaluates membership recruitment, retention and facility usage, and recommend change as appropriate to the Associate Director. Ensure that all potential and existing members are identified appropriately and are reported accurately in the membership program for tracking purposes.
Supervision – 10%
Supervise the Membership Coordinator, who is responsible for:
direct supervision of approximately 30-40 student employees
Resolving routine member service issues and member/customer complaints
Ensuring that front desk and program staff are informed and able to communicate information to members and guests effectively
Overseeing incentives/rewards for member service staff who demonstrate excellent member service
Developing ongoing training (multi-cultural, international, diversity, customer service, safety/security, PCI)
Providing prompt responses to the department email account, phone calls, and weekly new and renewing membership/locker/fit pass notices
Coordinating member appreciation annual events by the Membership Coordinator
Implementing the member response program
BA/BS and at least five (5) years of experience or a combination of related education and work experience to equal nine (9) years
Demonstrates integrity, credibility and a commitment to the University and departmental goal of creating a positive and inclusive campus climate for all by advancing equity and diversity
Demonstrated ability to provide quality customer service and to lead and balance work with a variety of internal and external stakeholders
Demonstrated experience with managing, facilitating and presenting to committees, trainings and groups
Experience in the development and implementation of a marketing and communications plan
Proven experience in sales
Highly organized, detail-oriented, flexible, and collaborative with an ability to prioritize and manage multiple tasks simultaneously
Excellent written and oral communication skills
The University recognizes and values the importance of diversity and inclusion in enriching the employment experience of its employees and in supporting the academic mission. The University is committed to attracting and retaining employees with varying identities and backgrounds.
The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression. To learn more about diversity at the U: http://diversity.umn.edu.
About University Recreation & Wellness, University of Minnesota
The University of Minnesota-Twin Cities is a classic Big Ten campus located in the heart of the Minneapolis-St.Paul metropolitan area. The University of Minnesota is one of the most comprehensive public universities in the United States and ranks among the most prestigious. It is both the state land-grant university, with a strong tradition of education and public service, and the state's primary research university, with faculty of national and international reputation.