Nonprofit Sports Marketing Plan

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Nonprofit Sports Marketing Plan Powered By Docstoc
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                                                  Table of Contents

1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       1
       2.1   Market Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        1
       2.2   The Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      2
             2.2.1 Market Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                 2
             2.2.2 Market Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             3
             2.2.3 Market Growth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             4
       2.3   The Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         5
             2.3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         5
             2.3.2 Service Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            5
             2.3.3 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         5
             2.3.4 SWOT Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                6
                   2.3.4.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             6
                   2.3.4.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                6
                   2.3.4.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               7
                   2.3.4.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           8
       2.4   Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       8
             2.4.1 Direct Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              8
             2.4.2 Indirect Competition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              10

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         10
       3.1  Value Proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        11
       3.2  Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      11
       3.3  Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         12
       3.4  Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           12
       3.5  Target Market Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             12
       3.6  Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      12
            3.6.1 Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           12
       3.7  Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          13

4.0   Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      15
       4.1  Pricing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .    15
       4.2  Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .      15
            4.2.1 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          15
            4.2.2 Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             16
            4.2.3 Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             16
       4.3  Web Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       17
            4.3.1 Website Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              17
            4.3.2 Website Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                   17
            4.3.3 Development Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                     17
       4.4  Implementation Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              18
       4.5  Funding Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .       19
            4.5.1 Funding Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               19
            4.5.2 Funding Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .              19

5.0   Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .   20
       5.1   Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         21
       5.2   Funding Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        22
             5.2.1 Funding by Participant Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                 23
             5.2.2 Funding by Fundraising Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                   24
             5.2.3 Funding by Donations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                25
       5.3   Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        26
             5.3.1 Expense by Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                27
             5.3.2 Expense by Administrative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                 28
             5.3.3 Expense by Fundraising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .                29
       5.4   Contribution Margin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .         30
                                                    Table of Contents

6.0    Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .   31
        6.1  Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .           31
        6.2  Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .          32
        6.3  Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .             32
        6.4  Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .            33
        6.5  CRM Plans . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .        33
        6.6  Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .               33

Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .    34
                                  All4Sports Marketing Plan

1.0 Executive Summary

      All4Sports is a tax-exempt not-for-profit organization that provides the community with a
      complete youth sports program. All4Sports offers participants from kindergarten to high school
      positive learning and team experiences along with the opportunity to create life-long
      memories.

      All4Sports continues to be the premier provider of youth sports experiences, and seeks to
      make this experience affordable and available for all interested participants. This is done
      through a series of successful fundraising activities, the role of the fundraising Foundation, and
      a solid financial approach to managing these resources. All4Sports now serves more than
      24,000 participants in seven sports throughout the Jackson County area with additional youth
      participating on an out-of-district basis. Ongoing efforts are in place to continue to improve the
      quality and integrity of the program. The success of these efforts has been documented
      through studies that confirm the positive perception of the program within the Jackson County
      area.

      Major challenges face All4Sports for the future. These include the uncertainties brought on by
      property tax changes, facility and capital requirements, the impact of alternative programs,
      and volunteer training and educational needs, to name a few. The Board of Directors, staff,
      and volunteers continue to work toward providing a quality experience in the most effective
      and efficient manner possible with optimism for the future of this exceptional organization.



2.0 Situation Analysis

      The need for youth sports programs is validated and magnified by information that attributes
      long-term value to participants in these programs. Numerous studies document the direct
      value of youth participation in sports. These studies indicate a direct correlation demonstrating
      that involvement in sports results in reducing the potential to become involved in drugs, sex,
      crime, and gang-related behaviors. Research indicates the economic, social and personal value
      of "investing" in the lives of children in a positive and constructive manner avoids the social
      and penal system costs that may later result. To meet this need, All4Sports offers an
      experience that serves as a personal "sports reference" for participants throughout their lives.
      These important benefits continue to validate the All4Sports concept.



2.1 Market Needs

      The initial reasons for All4Sports remain constant. School-sponsored sports programs are
      severely limited in terms of age and range of events. Based on a recent study, 59% of the
      people in the Jackson County area surveyed believe the public school system fails to meet
      their sports experience expectations. Driven by economics, most notably with the passage of
      state legislation limiting school funding, many sports programs have not survived increasing
      economic pressures on the public school system. Property tax modifications may further
      impede the public school system's ability to offer any more than the most basic classroom
      experiences.

      All4Sports seeks to serve all interested children from kindergarten through high school
      regardless of what the school they attend offers. There are absolutely no expectations
      regarding skill or experience, only the desire to participate. The All4Sports program is
      orchestrated to make this experience as accessible and affordable as possible to this audience.



                                                                                                  Page 1
                                  All4Sports Marketing Plan

2.2 The Market

      All4Sports provides valuable team and social experiences for the increasing population of
      public, private, and home-schooled youth. All4Sports offers young people the opportunity to
      participate in a variety of team sports throughout the calendar year. Beginning in
      kindergarten, these experiences provide a source of recreation and simultaneously improve
      athletic skills, health and fitness as they offer experiences in teamwork, sportsmanship, fair
      play, cooperation and leadership. Increased self confidence is just one of the many intangible
      benefits this program offers.


      Table: Market Analysis

      Market Analysis
                                            2006       2007       2008       2009        2010
      Potential Customers       Growth                                                                 CAGR
      Public School Students        6%     1,947      2,064      2,188      2,319        2,458         6.00%
      Private School Students       9%       388        423        461        502          547         8.97%
      Home School Students         17%       107        125        146        171          200        16.93%
      Total                      7.03%     2,442      2,612      2,795      2,992        3,205         7.03%


                                         Market Analysis (Pie)




                                                                            Public School Students
                                                                            Private School Students
                                                                            Home School Students




2.2.1 Market Demographics

      Market Geographics - All4Sports serves the Jackson County area with a total population in
      excess of 170,000 people. With a majority of participants from Medford, the program also has
      participation from surrounding communities, including Central Point, Jacksonville, White City,
      and Ashland.

      Market Demographics - An estimated 45% of households in this area contain children under
      the age of 18. Each of these households averages 2.1 children. Therefore, an estimated
      39,000 children under the age of 18 are potential All4Sports participants. This number is
      determined annually from grade school enrollment within the areas served. Past data indicates
      that the highest level of participation occurs after Grade 2. Pa
				
DOCUMENT INFO
Description: This marketing plan is for All4Sports, a tax-exempt not-for-profit organization that provides a complete youth sports program.
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