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Published byVernon Casey Modified over 9 years ago
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Formative Research Strategy Tactics Evaluation Methods
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Decrease in youth 8 and under house league registration 5 years = - 908 players
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Time Money People Infrastructure
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Goodwill Cohesion Strategic Intelligence Stories
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Federal Government tax credits Provincial Government support Municipal voucher program
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EI claims have risen 7.9% from July 2011 to July 2012 RIM stocks are down 90% from their two year max
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OMA, in their latest release, have stated obesity is the number one health concerns for Canadians India, China, and the Phillipines are the fastest growing immigrant groups
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Sedentary habits are replacing outdoor sports for many children 48% of Facebook users are between the ages of 25-44
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Waterloo’s population increased 1.3% from 2006-2011 and Kitchener increased 7.1% Average growth in Ontario was 5.7% for families Children under 4 decreased in Waterloo by 421 people
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Kitchener Soccer Club invests between 30,000 to 40,000 in marketing annually Minimal online registration fee
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Rep league parents were frustrated with the website New residents of Waterloo were not aware of WMSC House league parents felt a lack of communication with the club
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Strengths Reputation; Volunteers; Highest Participation; New Brand; Sponsors Weaknesses Marketing (social media and online presence, brochure, newsletter)
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Opportunities Schools; Multicultural Community; Alliance With Other Sports; Website Threats Demographics, Competition
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Goals Increase registration of U8 and under Raise awareness of the club Publics Children Under 8 & Parents
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ECONOMICS Affordable Tax Credit Current and Potential Sponsors
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HEALTH, FITNESS, AND FUN Cardiovascular sport Kids interacting with one another Reducing obesity
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AFFORDABLE, FUN, HEALTHY Lets create awareness by: Promoting an economical sport Showing kids that soccer is fun Benefit children’s health Reaching out to ethnic communities AWARENESS = GROWTH
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Educate parents on the club How affordable soccer is Healthy, fun sport Connection to the club
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Target: Parents in the community and current members Goal: Help build cohesion; Create awareness Content: Club events, club news, promote strategy Guidelines: Min. one post a day Budget = 0
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Target: Parents in the community and current members Goal: Help build cohesion; Create awareness Content: Quick updates, retweet mentions, hashtags Guidelines: Min. two posts a day Budget = $0
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Mommy Blogs Posts and testimonials from moms about the club This can take time Budget = $0
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Target: Current members and sponsors Goal: Establish communication and deeper connection Content: Three sections (deals, events, article) Guidelines: Monthly basis; Email addresses from registration forms Budget = Current cost
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Eye catching and colourful Promote that soccer is fun, healthy and affordable Visual appeal Distribute to schools, community centres, libraries, current WMSC sponsors, etc. Utilize volunteers and high-school students to hand out brochures Budget = $1200.00
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More colour Logo Picture Basic information
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Revise the homepage with: Less text More visuals Pop up button Gallery Financial Assistance link Budget = TBD
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Waterloo minor sports teams Specific area for each booth Advertise through social media, E-newsletter, website, and other involved sports resources Interactive soccer games Brochures, registration information, as well as associated fees and tax credit material available WMSC representative Budget = $0
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World Cup Theme Booth at Event – Victoria Park for Kitchener-Waterloo Tax credits and assistance heavily emphasized Interactive activities Budget = $350
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Evaluate results of implemented tactics Social media, events, participant/parent experience, registration numbers Both indoor and outdoor soccer Confirm community awareness and increased profitability of WMSC
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Social Media dashboard to manage and measure presence Timing: Monthly How to Monitor: reports to gather statistics of social media presence Consider: are your followers increasing; are you reaching your target audience Budget = $0
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Surveys given to parents of registered children Timing: At registration (online or paper) How to Gather Data: Compile surveys and take note of common responses Key Responses: How registrants found out about WMSC; Who is registering the player; Preferred method of registration; If costs are a factor when choosing to register Budget = $TBD
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Timing: End of season How to Gather Data: Compile surveys and take note of common responses; Tabulate any concerns and address them Key Responses: Satisfied with communication, best method of communication, sport benefits health, returning next season? Budget = $TBD
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How to Monitor: Calculate total number of registrants online, in person and late Questions to Consider: Have number increased in children U8? Which registration days were the most successful? Budget = $0
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Timing: Directly following events Who Will Monitor: Volunteers & WMSC How to Monitor: Track the amount of people coming to the booth Questions to Consider: How many brochures were distributed? How many signed up for newsletter? Budget = $0
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Thank You
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