Schedule <ul><li>18-month schedule highlights </li></ul><ul><li>Timing </li></ul><ul><ul><li>Isolate timing dependencies c...
Y-Family Adventures
[Product Name] Marketing Plan [Name] Lila Bethmann
Situation Analysis <ul><li>Strengths </li></ul><ul><li>One-on-one  Participation of parent/adult family member and child  ...
Situation Analysis <ul><li>Opportunity </li></ul><ul><li>New  Overall Image </li></ul><ul><li>Create  Awareness of new Bra...
Benchmark Data <ul><li>Competitive Landscape </li></ul><ul><ul><li>RMSC Public programs </li></ul></ul><ul><ul><li>RMSC Ma...
Qualitative Research Adventure Guide Program <ul><li>Former Participants </li></ul><ul><li>Current Participants </li></ul>...
Problem to be solved <ul><li>The Rochester community does not recognize the </li></ul><ul><li>name of the program or reali...
Primary Target <ul><ul><li>Educated </li></ul></ul><ul><ul><li>Children in the family </li></ul></ul><ul><ul><li>Family Or...
<ul><li>Secondary Target </li></ul><ul><li>Same Rationale  </li></ul>
Secondary Target <ul><li>C h i l d r e n </li></ul>
<ul><li>Positioning Statement </li></ul><ul><li>The program that builds and  </li></ul><ul><li>strengthens the adult famil...
Marketing Promotions <ul><ul><li>Direct Mail Campaign for geodemographic market </li></ul></ul><ul><ul><li>Third-party mar...
<ul><li>Soft Sell  -  The emotional approach </li></ul><ul><li>conveys the benefits of the  </li></ul><ul><li>program </li...
www.rochesterymca.org/yfamilyadventures 20 Arrowhead Rd. Pittsford, NY  14534 585-3834590
Advertising Objective  <ul><li>YMCA Adventure Guides Marketing Campaign   </li></ul>Increase Awareness 50% Increase partic...
SPECIAL EVENT  Family Adventure Day <ul><li>Open House at Camp Arrowhead on a Sunday  </li></ul><ul><li>afternoon  </li></...
  Free Family Adventure Day  <ul><ul><ul><li>Clown </li></ul></ul></ul><ul><ul><ul><li>Crafts </li></ul></ul></ul><ul><ul>...
<ul><li>YMCA of Greater Rochester </li></ul><ul><li>Camp Arrowhead </li></ul><ul><li>20 Arrowhead Road </li></ul><ul><li>P...
Broadcast Radio commercial <ul><li>Spot radio commercial to be aired on </li></ul><ul><li>local radio stations based  </li...
rochesterymca.org Create a bond for a lifetime
Evaluation <ul><li>Measure the number of clicks the website receives </li></ul><ul><li>Number of people who attend a speci...
Launch Strategies <ul><ul><li>Program will be launched  simultaneously  with   the new YMCA  </li></ul></ul><ul><ul><li>lo...
Current Agenda - Added Suggestions <ul><li>August – Open House  </li></ul><ul><li>September – Campfire dinner &  Storytell...
Ganondagan’s Native American Winter Games & Sports  Schedule of Activities - February 6, 2010  VISITOR CENTER  Videos & si...
Y-Family Adventures
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Strategy Blue

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Strategy Blue

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

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