Hershey Italian Lodge Marketing Plan

In: Business and Management

Submitted By leesimon
Words 6707
Pages 27
A private club, with a rich community history, faces the challenge of membership declines and shrinking profits. Like many private clubs, the Hershey Italian Lodge’s declines are driven by economic downturns, aging membership, and increased competition. This document explores the hardships facing the club as well as some alternative action steps the lodge can take to meet those adversities head on.

Marketing Plan
The Hershey Italian Lodge

Stamey 1

Company Overview
The Hershey Italian Lodge (HIL) is in its 94th year of operation. Located in the heart of Hershey, PA, HIL was established by a small group of Italian men in 1920. The name Nuova Societa Italiana Indipendente Di Mutuo Soccorso Per Uomini was, and still is, the true name of the lodge. It means, Men’s New Independent Italian Mutual Benefit Society. HIL is a private men’s social club that includes a bar &restaurant serving a traditional style Italian menu, a banquet, and other activities and amenities. As a staple of the Hershey community for many years, the HIL is well known and respected throughout the area. The primary goal of the lodge is to preserve their heritage and build a strong, close community. The mission statement is, “…to provide a comfortable, friendly, affordable, family atmosphere for our members and guests.” The saying “Ieri, Oggi, Domain, Sempre Fratelli” is the motto of the organization and is printed at the bottom of each quarterly newsletter. Translated, this means, “Yesterday, Today, Tomorrow, Always Brothers”. There are currently approximately 3,000 total members; although a large population of the membership has relocated to areas outside of Hershey. The primary membership is the “Active” membership. The requirement to join as an “Active” member is that an individual be a male 21 years or older and of Italian decent. The club also offers a “Ladies Auxiliary” membership,…...

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