Lesikar's Business Communication: Connecting in a Digital World 13th Edition by Kathryn Rentz,Paula Lentz

Exercise 23

As a member of the management team of the Summerdale Swim and Tennis Club, you've just attended a strategizing session in which the team generated ideas for increasing memberships. Your boss presented data about current memberships broken down by demographic categories. One group that stood out for its low number of memberships was older adults. "We're doing well attracting young adults with kids," your boss says, "but we're not attracting enough senior citizens. In fact, our data show that many members let their memberships lapse once their kids reach their teenage years."
The team decides that one strategy to remedy this problem will be to send a letter to those aged 50 and over who have let their club membership lapse. You've been assigned the task of creating this mailing. Studying the websites of several swim and tennis clubs and using realistic facts as well as your imagination, write the letter that will persuade these former members to rejoin. Consider carefully how to turn features of the club into benefits for your readers. (Your instructor may require you to create certain additional pieces for this mailing, or may change the organization.) Alternative assignment: Write the letter for prospects aged 50 and over who have never been members of the club. Assume that you're using a list of AARP (American Association of Retired Persons) members in your area to identify these prospects.