Victory Junction Gang Camp Strategic Marketing Plan Enlisting HEROES for today and the future

Ken Nash PADM 7040 Victory Junction Gang Camp Mission “The Victory Junction Gang Camp (VJGC) enriches the lives of children with chronic or life-threatening illnesses by creating camping experiences that are memorable, exciting, fun, empowering, physically safe and medically sound. These experiences are provided free of charge to children and their families.”

Ken Nash PADM 7040 Victory Junction Gang Camp Objectives  BONDING “Victory Junction is one place where chronically ill children, who many times look and act differently than their peers, can come and be just like everyone else and not treated differently.”  HOPE “Children gain life-changing experiences to sustain them in times of great stress and need.” “Children gain the empowerment to do more for themselves - be away from home for the first time, or try something new without being afraid of failing.”  RESULTS Measured at Victory Junction by the many smiles seen on camper faces.

Ken Nash PADM 7040 Victory Junction Gang Camp Goals Serve up to 1,200 children for third summer with 60 summer staff. Sustain support for $3.5 to 4 million of annual operating costs – all camp programs are free to children and families. Apply donations to: 1. Keep camp open year-round as a retreat center for families and children. 2. Set up an endowment that will ensure the camp continues to operate year to year.

Ken Nash PADM 7040 Victory Junction Gang Camp Organizational Culture Definitively mission-focused Passionately customer-centered Reflective of original founder’s vision Uniquely blended with both corporate and social service ideals – A product of its parent association, the Hole in the Wall Camp Association

Ken Nash PADM 7040 Victory Junction Gang Camp Publics to be Served Input Publics – Corporate, Foundation & Individual donors and volunteers Internal Publics – Management, Board of Trustees, Staff & Volunteers Partner Publics – Medical Hospitals, Physicians and Health Organizations Consuming Publics – Children & their families

Ken Nash PADM 7040 Victory Junction Gang Camp Competition & Environment Direct – A research study determined that 230,000 chronically ill children live within a five-hour radius of VJGC and no similar facility exists in that area. Direct – all summer camps within a 5 hour radius of VJGC Indirect – Various “feel good” charities to children with disabilities and life- threatening diseases (e.g. Make a Wish Foundation)

Ken Nash PADM 7040 Victory Junction Gang Camp Strengths & Weaknesses Successful startup capital fundraising campaign Strong startup support from corporations, individuals and foundations Strong medical partnership base with reputable regional university hospitals and physicians Strong volunteer base Strong first 2 years of camp No membership program Need to establish perpetual giving base Need to strengthen staff development Need to further position branding image

Ken Nash PADM 7040 Victory Junction Gang Camp Threats & Opportunities Many Corporations and Individuals who contributed to the Capital Campaign are likely one-time donors Significant donors from NASCAR, a large source of funds support, are now increasingly being upon to contribute to other worthy charitable causes Positioning and branding is essential for future support and success Approaching third year of operations – enhance opportunities to refine programs

Ken Nash PADM 7040 Victory Junction Gang Camp Core Marketing Strategy Specific Target Market #1 Objective Behavior-Specific: 1. NASCAR Fan Base (User Status & Loyalty Status) 2. Consumers of NASCAR corporate sponsors (User Status, Usage Rate & Loyalty Status) 3. Past donors to VJGC (Occasion & Loyalty Status)

Ken Nash PADM 7040 Victory Junction Gang Camp Core Marketing Strategy Specific Target Market #2 Objective General PRIZM Cluster Category – Towns and Gowns: Students in Colleges & Universities throughout the Carolinas & Virginia

Ken Nash PADM 7040 Victory Junction Gang Camp Core Marketing Strategy Competitive Market Position 1. Precontemplation – broaden outreach and create interest in VJGC as a highly reputable, medically professional and charitable nonprofit accomplishing a good, rewarding and exciting work. Methods: Capitalize on Paul Newman partnership Capitalize on corporate partnerships Outreach campaign toward students with social service and charitable work interests

Ken Nash PADM 7040 Victory Junction Gang Camp Core Marketing Strategy Competitive Market Position (cont’d) 2. Contemplation – build upon exposure from Paul Newman & NASCAR and further reveal accomplishments and skilled staff and medical professionalism, demonstrating the benefits and rewards of providing “feel good” experiences. Methods: Capitalize on partnership with highly reputable medical professionals Further convey the uniquely thrilling and rewarding work of VJGC

Ken Nash PADM 7040 Victory Junction Gang Camp Core Marketing Strategy Competitive Market Position (cont’d) 3. Maintenance – establish ongoing long-term relationship with the myriad of initial and current donors and volunteers Methods: Ongoing personal communication with all previous and current donors and volunteers Recognition given for all support Membership offering with benefits and privileges

Ken Nash PADM 7040 Victory Junction Gang Camp Core Marketing Strategy Marketing Mix (responding to customer needs and wants): Benefits and Costs (offer and pricing) Membership privileges for donors and volunteers Communications (promotion) Personal correspondence & quarterly member newsletter Availability (distribution) Offered through media adds, person-to- person outreach efforts

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program Giving H ope, E mpowerment & R eassurance to O ne more child Membership Program (Offer Modification) Volunteer Development Training (Offer Innovation) Two Tiered: 1) Donors & 2) Volunteers Emphasizes mission rewarding those who are enriching the lives of children

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #1 Shares Objectives of Bonding, Hope and Results (smiles) from children to donors and volunteers “Feel Your Heart Race” is a slogan keyed toward the child, but will be translated to the HERO who shares funds or personal time The Results Measure – Smiles Per Hour – will be shared by camper and HERO alike

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #2 DONORS: Enlist as a HERO by financially supporting a child to attend camp – adoption type program Give annual or monthly support for that child Receive correspondence about “adopted” child and her/his background and experience at VJGC

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #3 DONORS: Financial support levels for each child provides for actual service cost per child. Administrative Overhead and indirect costs to be supported outside of HERO program HERO program gives donors a direct connection to campers and gives VJGC a recurrent base of support.

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #4 VOLUNTEERS: Enlist as a HERO by committing to give a full summer or “off-season” as a camp counselor Give time toward VJGC basic training programs and camp volunteer time Receive correspondence from VJGC concerning prior volunteer/HERO experiences & opportunities at VJGC

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #5 Further Benefits HERO is recognized in Annual Report and given commemorative plaque HERO quarterly newsletter updates concerning VJGC events, human interest stories and accomplishments. HERO is given educational and enriching information concerning “adopted” child and disease-specific conditions & treatments

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #6 Method For Pre-contemplation and contemplation – current TV adds will be updated and will offer information concerning HERO program. Call toll-free for information or go to VJGC website For Maintenance, HERO program information will be sent via personal correspondence to all current and prior volunteers and donors encouraging enrollment For student recruitment, outreach (exhibits. etc.) will be designated at regional colleges during student fairs and sporting events. Student HEROES will be utilized to staff these outreach initiatives as part of their HERO commitment

Ken Nash PADM 7040 Victory Junction Gang Camp Campaign Description HERO Campaign Program (cont’d) #6 Purpose & Results Establish long-term mutually rewarding relationships with Input and Internal Publics Encourage Consuming publics – children and their families gain greater benefits Further ensure financial support toward the annual $3.5-4 Million needed to operate year-round Aid and assist endowment Develop strong training & development program for volunteers to staff program year-round Share the thrill and joy – Bonding, Hope and Perpetual Smiles!

Ken Nash PADM 7040 Victory Junction Gang Camp Conclusion Victory Junction has a feasibly strong, distinctive and motivating mission that can be built upon by a strategic marketing plan The HERO program will serve to better accomplish and extend that mission to all customers Sharing the true joy and thrill of giving Hope, Empowerment and Reassurance will become the impetus that will self- proliferate the HERO program