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Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
Strategy Blue
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Strategy Blue

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  • 1. Schedule
    • 18-month schedule highlights
    • Timing
      • Isolate timing dependencies critical to success
    Donna Lipari Oulematou Diane Princesse Nabintu Prepared by: Lila Bethmann Respectfully submitted by: Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Task 2 Task 3 Task 4 Task 1 Milestone
  • 2. Y-Family Adventures
  • 3. [Product Name] Marketing Plan [Name] Lila Bethmann
  • 4. Situation Analysis
    • Strengths
    • One-on-one Participation of parent/adult family member and child
    • Planned events
    • Past Success and Program Association with the YMCA
    • Program Curriculum
    • Weaknesses
    • Lack of Name Recognition
    • Effectiveness of Current Promotional efforts
    • Participation – Aged out with few new participants joining the program
    • Minimal Web Presence
  • 5. Situation Analysis
    • Opportunity
    • New Overall Image
    • Create Awareness of new Brand
    • Joint Promotional Program brand awareness on launch of the New YMCA logo
    • Increase Program Participation
    • Threats
    • Competitive Programs from other Organizations
    • Cluttered Lifestyle of Target Audience (Adult and children)
    • Image of program in today’s Political environment
  • 6. Benchmark Data
    • Competitive Landscape
      • RMSC Public programs
      • RMSC Magnet School
      • 4H Club
      • Ganondagan
      • Most of the youth programs we
      • benchmarked against did not
      • concentrate on joint parent
      • child participation
      • One Exception - 4H Club with
      • parent/child/family interaction while
      • concentrating with Community,
      • Citizenship and a Focused Interest for
      • each group,
    • YMCA
      • The National Site has a very detailed
      • description of the Adventure Guide
      • Program
      • Branch locations varied with great
      • inconsistency
      • Some included the program logo
      • while others did not
      • Not all local program had landing
      • Pages
      • Gender combinations and program
      • curriculum varied greatly from
      • Program to program
  • 7. Qualitative Research Adventure Guide Program
    • Former Participants
    • Current Participants
    • Potential Participants
    • The benefit & message of the program –
    • Encourages bonding between Parent & Child
    • Future program activities should concentrate on
    • the gender of the child not the adult participating
    • with the child
  • 8. Problem to be solved
    • The Rochester community does not recognize the
    • name of the program or realize the mission of
    • the program is to strengthen the bond between
    • family adult members and their children.
    • Therefore, through a new branding initiative and
    • promo…
  • 9. Primary Target
      • Educated
      • Children in the family
      • Family Oriented
      • Active Social Life
      • Enjoy Community Activities
    • Rationale
      • Mothers tend to notice,
      • encourage and take the
      • initiative for family
      • members to participate in
      • programs such as the
      • YMCA, Community recreation
      • programs, Rochester Museum
      • & Sci. Center and other
      • Cultural programs
    • Mothers/Adult Females
  • 10.
    • Secondary Target
    • Same Rationale
  • 11. Secondary Target
    • C h i l d r e n
  • 12.
    • Positioning Statement
    • The program that builds and
    • strengthens the adult family
    • member/child relationship through
    • one-on-one interaction, offering a
    • variety of planned programs that
    • foster family values, community
    • outreach and appreciation of nature
    • Benefits Desired
    • Strengthen family bonds between
    • parent/adult family member and
    • child.
    • Take advantage of planned activities
    • offered through the program
    • Foster positive citizenship
    • Create a positive experience for both
    • adult and child by “living” the
    • program’s core values of caring,
    • honesty, respect and responsibility
  • 13. Marketing Promotions
      • Direct Mail Campaign for geodemographic market
      • Third-party marketing
      • Word of mouth
      • Broadcast-TV
      • Our Team:
      • Website
      • PR Event
      • Radio
      • News Release
      • Billboard
  • 14.
    • Soft Sell - The emotional approach
    • conveys the benefits of the
    • program
    • Visuals - connects the program
    • with the community
    • Keeping the site relevant and Current
    • Real Families; real experiences; in real
    • time while reflecting the most current
    • Events & outings
    The Big Idea
  • 15. www.rochesterymca.org/yfamilyadventures 20 Arrowhead Rd. Pittsford, NY 14534 585-3834590
  • 16. Advertising Objective
    • YMCA Adventure Guides Marketing Campaign
    Increase Awareness 50% Increase participation 25% Goals for 2010
  • 17. SPECIAL EVENT Family Adventure Day
    • Open House at Camp Arrowhead on a Sunday
    • afternoon
    • Name of Event
    • Maintains consistency with Y- Family Adventure program
    • Objective; promote awareness of the program to give community the opportunity to participate in actual program activities
    • Create a buzz
    • This event will help to reach the target audience and match the brand with the lifestyle
  • 18. Free Family Adventure Day
        • Clown
        • Crafts
        • Food available
        • Family Swim
        • Face painting
        • Outdoor Activities
        • Live Music
        • Buttons to promote program
        • T-Shirts for joining members
  • 19.
    • YMCA of Greater Rochester
    • Camp Arrowhead
    • 20 Arrowhead Road
    • Pittsford, N.Y. 14534
    • www.rochesterymca.org
    • 585-383-4590
    • FOR IMMEDIATE RELEASE
    • YMCA OF GREATER ROCHESTER HOSTSFAMILY ADVENTURE DAY AT CAMP ARROWHEAD
    •  
    • PITTSORD, N.Y., August 1 – The YMCA is hosting its first Family Adventure Day at Camp
    • Arrowhead on Sunday, August 1. The event is to promote the Y-Family Adventure Program, a
    • parent-child initiative designed to strengthen the relationship between parent and child.
    • Family Adventure Day will be held Sunday afternoon from noon to 5:00 p.m. This free event is for
    • all family members to enjoy, and will include outdoor activities such as swimming, nature walks,
    • archery and other field games. Indoor activities will include arts and crafts and interactive musical
    • entertainment. Food concessions will be available for purchase.
    • The Y-Family Adventure Program is specifically designed to have 1:1 interaction between parent
    • and child by offering planned activities scheduled throughout the year. For more information on
    • Family Adventure Day and the Y-Family Adventure Program, please visit: www.rochesterymca.org/camparrowhead
    • -XXX-
    • Contact:
    • Mike Drees
    • Coordinator, Camp Arrowhead
    • 585-383-4590
    • [email_address]
    News Release
  • 20. Broadcast Radio commercial
    • Spot radio commercial to be aired on
    • local radio stations based
    • on listener segments. Ad to run
    • during the month before the
    • Family Adventure Day event .
    • ANNOUNCER: The YMCA is hosting
    • A free Family Adventure Day
    • at Camp Arrowhead on Sunday
    • August 1 st . Come out and enjoy
    • family swim, nature walks, face
    • painting, music and more.
    • CHILD: Mommy and Daddy, can we
    • go to the Y-Family Adventure Day?
    • A lot of my friends are going.
    • MOM: Sure, honey, I think it sounds like a
    • fun way to spend an afternoon.
    • DAD: Let’s all go!
    • CHILD: Great; I’ll tell Susie we’re going.
    • And Lisa, and Alison and Jenny and… (voice
    • fades out here) oh also Billy and Jim and….
    • ANNOUNCER: (Announcer starts speaking
    • as child is mentioning friends) Enjoy the many
    • family activities on August 1 st at Camp
    • Arrowhead and learn more about the Y
    • Family Adventure Program. Call Camp
    • Arrowhead located at YMCA of Greater
    • 20 Arrowhead Road
    • Pittsford, N.Y. For more
    • information: call 383-4590, that’s 383-4590
  • 21. rochesterymca.org Create a bond for a lifetime
  • 22. Evaluation
    • Measure the number of clicks the website receives
    • Number of people who attend a specific event
    • Surveys at events and analyze the results
      • How did you hear about this event etc. etc. etc.
    • How many phone calls are received as a result of the piece and newspaper article
    • New members who join each month = of new memberships for any given year
    • Buzz about the program on Facebook & Twitter
  • 23. Launch Strategies
      • Program will be launched simultaneously with the new YMCA
      • logo.
    May June July Aug Sept Oct Nov Dec Bill Board Radio - PR Event Word of Mouth Website
  • 24. Current Agenda - Added Suggestions
    • August – Open House
    • September – Campfire dinner & Storytelling
    • October – Camp Weona Weekend
    • November – Overnight/ Movie night
    • at the S.E. YMCA
    • December – Holiday Party at Camp Arrowhead
    • January – Camp Gorham Weekend/Ski Trip
    • February – Sweetheart Dance at the Oak Hill C.C.
    • Winter Festival at: Ganondagan in Victor NY
    • March – Genesee Country Museum
    • WI at the Y Night bring a friend/S.E. YMCA
    • April Paintball Extravaganza
    • May - YMCA Camp Arrowhead Carnival - Distribute
    • Savor the summer to current members
    • June – YMCA Camp Cory - Campfire dinner & Storytelling
    http://www.ganondagan.org/WinterGames.html 6-8,28
  • 25. Ganondagan’s Native American Winter Games & Sports Schedule of Activities - February 6, 2010 VISITOR CENTER Videos & site information On-going Lost and Found & Bathroom TURTLE MOUND AREA Snowsnake Demonstration On-going Snowshoe Run Pro-Run* 10am – 12 Noon (Registration closes 15 minutes prior to race end time) Snowshoe Run Fun-Run* 12 Noon – 2pm (Registration closes 15 minutes prior to race end time) LOWER PARKING LOT AREA Snowshoe Rental* On-going Maple Syrup Demonstration On-going Dog Sledding Demonstration On-going (With breaks for dogs as needed) Food Sales* 10am – 3pm Gift Shop* All Day BARK LONGHOUSE Storytelling (Tonia Loran) 11:30am Storytelling (Ronnie Reitter) 2pm
  • 26. Y-Family Adventures

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