Sample marketing plan assignment

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. 2. 2 The Market

All4Sports is a tax-exempt, not-for-profit organization dedicated to presenting sports opportunities that are an integral part of each participant’s learning experience. This is done with the belief that every child should be able to participate in the program of his or her choice regardless of race, religion, creed, gender, ability, or financial status. This spirit is fostered in an environment where everyone has a chance to play and learn, regardless of skill. All4Sports’ long-term goal is to give its participants positive life-long memories of their youth sports experience. . 3. 1 Mission All4Sports is dedicated to providing all youth with the highest quality education and team experience through sports participation. Participants are treated with respect through the opportunity to experience growth in the areas of interacting with others, teamwork, sportsmanship, fair play, and skill development. The goal is to create a positive environment that fosters improved self-confidence and self-esteem through experiences in sports activities. 2. 3. 2 Service Offering The “ All4Sports experience” is designed to offer the following to each participant:. Recreation through participation in organized team sports. * The opportunity to learn and experience a variety of sports. * A means to improve athletic skills. * A means to learn teamwork, sportsmanship, and fair play. * A source of fun and enjoyment to enrich their lives. * An opportunity to enhance their health and fitness. The parents and guardians of the participants also realize benefits. They are able to offer their children a positive, well-supervised experience as they learn the skills described above that does not necessarily require their time. 2. 3. 3 Positioning

All4Sports offers a unique experience for children that want to to have an enjoyable sports experience. All youth between the ages of 5 and 18 can participate in one or more sports throughout the year. Their participation is not dependent upon their previous experience, skill level, or athletic ability. Everyone can play. The breadth, depth and overall quality of the sports experience we offer cannot be matched within our market. We work with parents and guardians to add to their child’s sports experiences. All4Sports exists to create a cherished childhood memory for each participant. . 3. 4 SWOT Summary The following outlines the most significant strengths and weaknesses internal to All4Sports, and the opportunities and threats that exist in our environment. Our objective is to leverage our strengths to take advantage of the opportunities our market presents, develop those areas that are weaknesses, and devise contingency plans to address threats if those should become a reality. 2. 3. 4. 1 Strengths The following outlines key strengths of the organization: Program Reputation – All4Sports is considered to be the premier choice for youth sports related experiences.

This presents the need to adequately train these individuals to enable them to better understand All4Sports’ philosophy, their responsibilities, potential liability issues, and appropriate behavior with participants. A more positive experience for participants, coaches and officials with an increased awareness of responsibilities are some of the goals. The resource demands of this training effort are tremendous. Staff Challenges and Attrition – The All4Sports’ staff experiences tremendous pressure due to workloads, dealing with parents, and addressing the issues of the program.

These factors, combined with concerns regarding compensation, have resulted in undesirable turnover in important positions. 2. 3. 4. 3 Opportunities All4Sports competes for resources in a community with a high number of not-for-profit organizations per capita. Numerous organizations target personal and corporate dollars to augment other revenue sources. Based on this challenge, All4Sports must continue to demonstrate that it successfully offers a meaningful experience to participants, with short and long-term benefits, in a manner that effectively meets community needs.

The potential concerns range from health and safety issues to various forms of verbal or physical abuse. In an increasingly litigious society, there is always potential for legal action. The “ Elite/Advanced” Sports Dilemma – Providing competitive environments for athletes with higher skill levels who seek to be in an intentionally competitive arena is in question. The threat of not offering this option is that these athletes may be drawn away from All4Sports by alternative programs. Some of the most highly trained and experienced coaches can also be attracted to these other programs.

This issue challenges some of All4Sports’ most basic philosophies. 2. 4 Competition A number of other programs offer youth sports experiences. None of these programs offers the extensive range of experiences or infrastructure of All4Sports. Some programs do, however, offer specific attributes some participants and parents find attractive. This is particularly true for those who seek a higher level of competition and competitive screening of participants. 2. 4. 1 Direct Competition Direct competitors to All4Sports include: * Babe Ruth Baseball/American Legion Baseball Southern Oregon Volleyball * Rogue Valley Athletic Club Volleyball * AAU Basketball * YMCA Basketball * ASA Softball * Oregon Youth Soccer * AYSO Soccer * National Gymnastics Academy Other programs are also available through schools and other organizations. Although some variables are now in place, there are questions regarding the future of indoor soccer organizations. All4Sports possesses a commanding percentage of the total market share. This is based on the estimated number of participants compared to participation levels in other programs, both public and private.

Programs are in place to simultaneously serve the needs of out-of-district participants in a manner that is positive for these participants and enhances revenue streams for All4Sports with minimal additional costs. The marketing strategy attempts to successfully communicate the unique value the program offers participants. This strategy redirects the focus from the “ cost” issue to the benefits that participants and their guardians experience from involvement in the program. The marketing strategy will continue to identify the needs of the market and communicate with this audience in the most effective and positive manner possible.

Ongoing efforts continually attempt to understand how All4Sports can maintain the quality and integrity of the program within the finite financial resources of participants and the community of donors and supporters. This challenge is increasing. As costs continue to increase in a number of areas, the demands and expectations of the participants and their parents do as well. All4Sports is constantly working to improve the program through improvements and changes in its structure and implementation. Quality and efficiency are just two goals of these changes.

All4Sports focuses on achieving success in these four basic areas with the resources available to our program: * Equal opportunity to participate, regardless of skill level. * A wholesome, positive, safe, and value-oriented atmosphere in which participants learn teamwork, sportsmanship and interactive skills. * An acceptable outlet for youthful energy. * A broad variety of sports experiences to further develop self-esteem and personal confidence. STRATEGY #1 Program Expansion Tactic #1-A School expansion * Program 1-A New school campaign * Program 1-B Jacksonville campaign Tactic #1-B “ All4Soccer” * Program 2-A School presentations Program 2-B Free soccer clinics * Program 2-C Participation in high school regional soccer play-offs * Program 2-D Special needs scholarship program STRATEGY #2 Fundraising Tactic #2-A Corporate donor base * Program 1-A “ Taking Care of Donors” Committee * Program 1-B Corporate contact program Tactic #2-B Special Events * Program 2-A Taste of Medford to add Spring event * Program 2-B Grant application program focus Marketing Mix 4. 0 Marketing Mix While All4Sports is a non-profit organization, we must continue to devote a portion of our budget to promotion to continue to ensure broad participation in the sporting programs that we offer.

Strong participation ensures that All4Sports can create leagues in every sport so that good and varied competition can be offered. Strong participation also means that All4Sports can offer sporting programs to all skill levels across a broad spectrum of programs, ensuring that anyone who wants to participate can participate. The All4Sports marketing mix consists of a pricing strategy that fosters participation while adequately funding operations and a promotion strategy that ensures continued participation in our programs. 4. 1 Pricing

In addition, press releases will be issued announcing new programs and exceptional achievements by local athletes involved in All4Sports programs. PR Milestones Milestones| | | | | | | PR| Start Date| End Date| Budget| Manager| Department| New Programs Press Release| 3/15/2006| 1/15/2006| $80| Jan| Marketing| Winter Season Highlights Pitch| 3/1/2006| 3/30/2006| $0| Jan| Marketing| Other| 1/1/2006| 1/15/2006| $0| ABC| Department| Total PR Budget| | | $80| | | 4. 2. 3 Direct Marketing As new families move to the area, it is important that All4Sports establish contact so that parents and students are aware of the offerings available.

All4Sports will focus on corporate sponsors, local fundraising with parents, and government grants. All4Sports aims to raise 30% of funding from corporate sponsors, 30% from grants, and 40% from individuals in the community. 4. 5. 1 Funding Strategy Corporate fundraising and grant writing will be handled by All4Sports staff internally. All4Sports will target corporate sponsors and offer them individual sport sponsorship that could involve anything from purchasing uniforms and equipment to cash sponsorship for more general use within the All4Sports organization.

Fundraising from individuals will be coordinated by internal stuff, but will rely heavily on volunteers to run fundraising events. Fundraising events will include standards such as bake sales and car washes. All4Sports will also directly solicit additional donations from parents in addition to basic membership fees. 4. 5. 2 Funding Process Corporate funding and grant writing meetings will occur once a month to review status, possible funding in the pipeline, and status of grant applications. Potential funding sources will be identified using the local chamber of commerce directory.

This includes leveraging the resources of corporate sponsors and initiating an Adopt-A-School Scholarship Fund Sponsors program where businesses are partnered with specific schools. Sponsors and Donors are recognized in numerous ways for the valuable role they play in the organization. A Taste of Medford – All4Sports has created a culinary tradition with the fundraising event “ A Taste of Medford. ” Restaurants from throughout the area come together to offer a taste of their menu, and businesses and individuals pay admission to sample their cuisine throughout the evening.

Since its inception, this highly publicized event has become an annual highlight and a financial success for more than a decade. This is due to continued public appeal, corporate sponsorships, and experienced volunteer leadership. Value Checks – Since 1993, All4Sports T-ball, baseball, and softball participants have sold these sought-after coupon books. The relationship with and support of numerous businesses throughout the area also provide an effective promotional medium for marketing efforts. Grants – All4Sports continues to identify grants on a national and local basis that complement the goals and efforts of the program.

We expect our special-event fundraising activities and individual contributions to remain relatively constant as a percent of total revenues. The involvement of the Board of Directors and the formation of the foundation committee will be critical to our success in this area. Controls 6. 0 Controls The purpose of the All4Sports marketing plan is to serve as a guide to the staff, the Board of Directors, and the volunteers to continue to improve the organization and its ability to serve the youth of Jackson County. We must take action to accomplish our goals. Failing to implement even one of the programs could be devastating to our success. . 1 Implementation All4Sports will have weekly Milestones Meetings to review current milestone status, funding status, and status of the actual programs. For All4Sports, it’s critical that there is a consistent focus on implementation in order to not only maintain strong programs, but to maintain strong relationships with funding sources. The following Funding Source Lifetime Value table shows the long-term value of our average corporate funding sources which is testament to the need for focus on implementation of both funding milestones and program quality. . 2 Keys to Success * Expand into new areas within Jackson County that desire access to All4Sports activities. * Leverage the growth offered by the increasing interest in soccer in the Fall and Spring programs. * Identify additional facilities to support future growth and offer greater flexibility in scheduling. * Continue to develop the donor base and corporate contributions that add to the financial resources of the participant fees. 6. 3 Contingency Planning

The following lists, in order of probability beginning with the highest potential for change that will impact this marketing plan, the future of All4Sports: * Major philosophy shift regarding the use of public and/or private school facilities. * The rapid growth of one of the alternative programs that significantly reduces our market share and our ability to operate one or more of our programs. * Legal action due to injury or negligence that causes severe financial damage to the organization. 6. 4 Market Research All4Sports will continue to monitor public school funding and private school ttendance to determine how to refocus promotion activities if necessary. From a funding perspective, All4Sports will monitor government grant availability and apply for new grants as they become available. 6. 5 CRM Plans In the case of All4Sports, there are two primary customers: program participants and funding sources. It is important to have a good CRM system in place to track these two groups. All4Sports will use the CRM system to track continued participation in programs and to contact students whose participation changes.