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Marketing plan swot christopher dailey Marketing plan swot christopher dailey Document Transcript

  • A Comprehensive Marketing Plan presented to: The Christopher Dailey Foundation presented by: PHANTOM POWER PRODUCTIONS Jennifer L. Pricci 646.246.5176 jen@phantompowerproductions.com www.phantompowerproductions.comA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 1
  • Table of Contents1.0 Executive Summary . . . . . Page 32.0 Situation Analysis . . . . . Page 4 2.1 Market Needs . . . . . Page 4 2.2 The Market . . . . . Page 4 2.3 The Company . . . . . Page 8 2.4 Competition . . . . . Page 83.0 Marketing Strategy . . . . . Page 13 3.1 Value Proposition . . . . . Page 13 3.2 Critical Issues . . . . . Page 13 3.3 Financial Objectives . . . . . Page 14 3.4 Marketing Objectives . . . . . Page 14 3.5 Target Market Strategy . . . . . Page 14 3.6 Messaging . . . . . Page 15 3.7 Strategy Pyramids . . . . . Page 164.0 Marketing Mix . . . . . Page 17 4.1 Pricing . . . . . Page 17 4.2 Promotion . . . . . Page 17 4.3 Online . . . . . Page 18 4.4 Implementation . . . . . Page 21 4.5 Funding Plan . . . . . Page 225.0 Financials . . . . . Page 23 5.1 Expense Forecast . . . . . Page 23 5.2 Contribution Margin . . . . . Page 246.0 Controls . . . . . Page 25 6.1 Implementation . . . . . Page 25 6.2 Keys to Success . . . . . Page 26 6.3 Contingency Planning . . . . . Page 26 6.4 Market Research . . . . . Page 26 6.5 CRM Plans . . . . . Page 26 6.6 Marketing Organization . . . . . Page 27A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 2
  • 1.0 Executive SummaryThe Christopher Dailey Foundation is a tax-exempt not-for-profit organization thatprovides the community with a complete youth sports program. The ChristopherDailey Foundation offers participants from kindergarten to high school positivelearning and team experiences along with the opportunity to create life-longmemories.Christopher Dailey was an active and spirited 8 year old “boy next door,” a thirdgrade student at Dorothy Nolan Elementary School, and the beloved son of Mark andMaria Dailey of Wilton, NY. On November 23, 2001, the day after Thanksgiving,Christopher died suddenly in the hospital. His sudden and tragic departure left adevastating void not only in his family, but also with his playmates, friends,neighbors and fellow students.Within weeks after Chris passing, members of Chris’ family and some close friendsreflected on how to make something positive out of such a heartbreaking turn ofevents. A foundation was established with a goal to build a lasting and living memoryof Christopher through the construction of a youth recreational facility in the GreaterSaratoga Area. The stipulations were simple: To enrich the children of thecommunity with a place to play, learn and enhance their lives through team andindividual sports activities in a facility that bears his name.The Christopher Dailey Foundation has become a premier provider of youth sportsexperiences, and seeks to make this experience affordable and available for allinterested participants. This is done through a series of successful fundraisingactivities, the role of the fundraising Foundation, and a solid financial approach tomanaging these resources. The Christopher Dailey Foundation now serves more than24,000 participants in seven sports throughout Saratoga County with additionalyouth participating on an out-of-district basis. Ongoing efforts are in place tocontinue to improve the quality and integrity of the program. The success of theseefforts has been documented through studies that confirm the positive perception ofthe program within the Saratoga County area.Major challenges face The Christopher Dailey Foundation for the future. Theseinclude the uncertainties brought on by property tax changes, facility and capitalrequirements, the impact of alternative programs, and volunteer training andeducational needs, to name a few. The Board of Directors, staff, and volunteerscontinue to work toward providing a quality experience in the most effective andefficient manner possible with optimism for the future of this exceptionalorganization.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 3
  • 2.0 Situation AnalysisThe need for youth sports programs is validated and magnified by information thatattributes long-term value to participants in these programs. Numerous studiesdocument the direct value of youth participation in sports. These studies indicate adirect correlation demonstrating that involvement in sports results in reducing thepotential to become involved in drugs, sex, crime, and gang-related behaviors.Research indicates the economic, social and personal value of "investing" in the livesof children in a positive and constructive manner avoids the social and penal systemcosts that may later result. To meet this need, The Christopher Dailey Foundationoffers an experience that serves as a personal "sports reference" for participantsthroughout their lives. These important benefits continue to validate The Foundationconcept.2.1 Market NeedsSchool-sponsored sports programs are severely limited in terms of age and range ofevents. Based on a recent study, 59% of the people in the Saratoga County areasurveyed believe the public school system fails to meet their sports experienceexpectations. Driven by economics, most notably with the passage of statelegislation limiting school funding, many sports programs have not survivedincreasing economic pressures on the public school system. Property taxmodifications may further impede the public school systems ability to offer any morethan the most basic classroom experiences.The Christopher Dailey Foundation seeks to serve all interested children fromkindergarten through high school regardless of what the school they attend offers.There are absolutely no expectations regarding skill or experience, only the desire toparticipate. The Christopher Dailey Foundation program is orchestrated to make thisexperience as accessible and affordable as possible to this audience.2.2 The MarketThe Christopher Dailey Foundation provides valuable team and social experiences forthe increasing population of public, private, and home-schooled youth. TheChristopher Dailey Foundation offers young people the opportunity to participate in avariety of team sports throughout the calendar year. Beginning in kindergarten,these experiences provide a source of recreation and simultaneously improve athleticskills, health and fitness as they offer experiences in teamwork, sportsmanship, fairplay, cooperation and leadership. Increased self confidence is just one of the manyintangible benefits this program offers.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 4
  • Market Analysis2.2.1 Market DemographicsMarket Geographics - The Christopher Dailey Foundation serves the SaratogaCounty area with a total population in excess of 200,000 people. With a majority ofparticipants from Saratoga Springs, the program also has participation fromsurrounding communities, including Wilton, Ballston Spa, Schuylerville, Clifton Parkand Glens Falls.Market Demographics - An estimated 35% of households in this area containchildren under the age of 18. Each of these households averages 2.1 children.Therefore, an estimated 140,000 children under the age of 18 are potentialChristopher Dailey Foundation participants. This number is determined annually fromgrade school enrollment within the areas served. Past data indicates that the highestlevel of participation occurs after Grade 2. Participation begins to drop in the middleschool years, with a significant reduction in participation at Grade 9. A total of 59%of the participants are male and 41% female. Boys dominate football and girlsdominate volleyball. These percentages constantly change due to trends in choice ofsports, other alternatives offered in the market place, and other factors impactingparticipation and availability of these experiences.Market Psychographics - One of the most typical profiles of families interested inthis type of program can be described by the following:• The parent/guardian works full-time in a traditional "8 to 5" schedule.• They have more than one child living at home.• They are relatively active in their childs life, but feel they have limited time.• They value the physical and social experience their child receives more than actual sports and skill-development aspects of the experience.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 5
  • Market Behaviors - The Christopher Dailey Foundation continues to enjoy apositive perception within the community. Studies report solid support of the conceptand purpose of the organization and an awareness of the problems inherent in aprogram that involves thousands of volunteers. Based on recently conductedresearch, more than 76% of the population in Saratoga County area has someawareness of The Christopher Dailey Foundation. Most people report they arefamiliar with The Foundation through knowing a young person who has participatedin the program. Individual awareness levels are highest among adults in the 25-54age range, and business owners and managers have a 93% awareness level. Morethan 82% of this group considers the program to have a positive influence on youthand a potential deterrent to violence and other anti-social behavior. This is one of theprimary reasons people continue to support this program.Market Demographics Everyone Dominant Lead Multi- Out-of-Market Segments gets to Gender Sport Programs Area play! Be part of thePublic School Students Male 51% Soccer 0.12 0.05 competition! Join thePrivate School Students Male 54% Basketball 0.28 0.08 team! FemaleHome School Students Grade 1-12 Soccer 0.54 0.14 52%2.2.2 Market TrendsA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 6
  • • Diminishing financial support at all grade levels form public schools to facilitate sports activities for students.• Increasing demands from children and their families to offer sports experiences at early ages, beginning at kindergarten.• Heightened awareness of the positive correlation with involvement in sports and reduced potential for involvement in violent activities.• Increasing interest from corporations to sponsor and support these types of community activities when they receive attribution for this involvement.• Market Analysis (Trends)2.2.3 Market GrowthThe program has experienced an average annual participation growth rate of 6% forthe past five years. This is indicative of the growing needs of the markets served.Based on school attendance projections, we expect to experience increasedparticipation growth between 9% and 11% annually over the next three years. Themost dramatic growth is expected in the soccer programs, which have an equal mixof boys and girls, with relatively static participation expected in most other sports.These trends are monitored, and to the degree possible, used to help predict futureprogram demands.Market AnalysisA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 7
  • 2.3 The CompanyThe Christopher Dailey Foundation is a tax-exempt, not-for-profit organizationdedicated to presenting sports opportunities that are an integral part of eachparticipants learning experience. This is done with the belief that every child shouldbe 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 environmentwhere everyone has a chance to play and learn, regardless of skill. The ChristopherDailey Foundation’s long-term goal is to give its participants positive life-longmemories of their youth sports experience.2.3.1 MissionThe Christopher Dailey Foundation is dedicated to providing all youth with thehighest quality education and team experience through sports participation.Participants are treated with respect through the opportunity to experience growth inthe areas of interacting with others, teamwork, sportsmanship, fair play, and skilldevelopment. 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 OfferingThe "The Christopher Dailey Foundation experience" is designed to offer the followingto 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 sense 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 tooffer their children a positive, well-supervised experience as they learn the skillsdescribed above that does not necessarily require their time.2.3.3 PositioningThe Christopher Dailey Foundation offers a unique experience for children that wantto have an enjoyable sports experience. All youth between the ages of 5 and 18 canparticipate in one or more sports throughout the year. Their participation is notdependent upon their previous experience, skill level, or athletic ability. Everyonecan play. The breadth, depth and overall quality of the sports experience we offercannot be matched within the market. We work with parents and guardians to add totheir childs sports experiences. The Christopher Dailey Foundation exists to create acherished childhood memory for each participant.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 8
  • 2.3.4 SWOT SummaryThe following outlines the most significant strengths and weaknesses internal to TheChristopher Dailey Foundation, and the opportunities and threats that exist in theenvironment. The objective is to leverage the strengths to take advantage of theopportunities the market presents, develop those areas that are weaknesses, anddevise contingency plans to address threats if those should become a reality.2.3.4.1 StrengthsThe following outlines key strengths of the organization:Program Reputation - The Christopher Dailey Foundation is considered to be thepremier choice for youth sports related experiences. There is now a generation ofparticipants that send their children to participate in the program.Donor Base - We have developed a stable and loyal donor base from both privateand corporate organizations.Facilities Relationships - We depend on access to athletic facilities including gyms,soccer fields, football fields, and softball and baseball fields. Close relationships andreciprocal maintenance agreements with public and private schools and churchfacilities are an invaluable asset to the organization.The Internet - The website, www.christopherdaileyfoundation.com, promises to bea significant technological solution for The Christopher Dailey Foundation in the areaof registration, communication, and information delivery. The website hasdemonstrated the ability to provide more extensive and current information atreduced costs. We can reduce the need for printed materials, voice mailcommunication equipment, and staff payroll time. It has also allowed us to reallocatevolunteer hours to better serve the program.2.3.4.2 WeaknessesCapital Requirements - The Christopher Dailey Foundation continues to makeimpressive improvements in the management of financial resources. Additional fundsare needed to maintain the quality of the experiences offered and meet futureprogram demands. The Fundraising Foundation’s strategy is to provide significantfinancial resources for The Foundation. The future depends on these resources inaddition to revenues from participants and traditional fundraising events.Facilities - The need for facilities is growing beyond what is now available. This isone of the most urgent challenges facing The Christopher Dailey Foundation. Thisessential component is threatened from several aspects. Increasing program needs,combined with recent restrictions and fees for the use of public school facilities, is anissue. Indoor facilities are virtually at capacity for basketball and volleyball gamesand tournaments. They are insufficient to support flexible and convenient practiceschedules. Outdoor facilities are adequate, but the increasing demand of soccerA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 9
  • presents concerns in this area as well. New and innovative alternatives must beexplored and implemented to provide additional facilities to support the demands ofthe program. One alternative is to form "alliances" with public facilities to take on themanagement and maintenance of these facilities in exchange for scheduled use.Other potential options may include establishing relationships with private schools,churches and other institutions with available gym space. For example, successfulexperiences have occurred where The Foundation has taken the lead in thedevelopment and maintenance of outdoor fields on property owned by other not-for-profit organizations.Training and Education for Coaches and Officials - Individuals often have theirfirst coaching experience with The Christopher Dailey Foundation. This presents theneed to adequately train these individuals to enable them to better understand TheFoundation’s philosophy, their responsibilities, potential liability issues, andappropriate behavior with participants. A more positive experience for participants,coaches and officials with an increased awareness of responsibilities are some of thegoals. The resource demands of this training effort are tremendous.Staff Challenges and Attrition - The Christopher Dailey Foundation’s staffexperiences tremendous pressure due to workloads, dealing with parents, andaddressing the issues of the program. These factors, combined with concernsregarding compensation, have resulted in undesirable turnover in importantpositions.2.3.4.3 OpportunitiesDonor Competition - The Christopher Dailey Foundation competes for resources ina community with a high number of not-for-profit organizations per capita.Numerous organizations target personal and corporate dollars to augment otherrevenue streams. Based on this challenge, The Foundation must continue todemonstrate that it successfully offers a meaningful experience to participants, withshort and long-term benefits, in a manner that effectively meets community needs.The following summarizes potential opportunities:Geographic Serving Area Issues - The Christopher Dailey Foundation continues tobe a precedent-setting organization that attracts attention from surroundingcommunities. Decisions regarding the serving area will impact financial requirementsand potentially open new revenue opportunities. This growth strategy must bemanaged and orchestrated in a manner that will add strength to the program.Soccer Interest - Soccer is the single fastest growing sport in terms ofparticipation. With some participation trade-offs with boys football, this increasinginterest in soccer is the most predominant reason for program growth and has addeda more even balance to gender participation. There is an increasing demand forindoor soccer programs.Program Expansion - Program expansion also requires consideration andevaluation. This may include adding sports to the current venue or looking at offeringthese sports to older age groups, potentially including adult sports programs.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 10
  • Community Education - The Christopher Dailey Foundation must continue to tell itsstory to the community it serves. This message is one that reinforces the philosophyand the purpose for its existence. A well-informed community may effectively ensurepublic facilities are available for use based on reasonable expectations placed on TheFoundation.2.3.4.4 ThreatsThe major challenges The Christopher Dailey Foundation currently face include thefollowing:.Property Tax Changes - The impact of property tax modifications on the publicschool systems, their support of sports programs, and their willingness to providetheir facilities for use by The Christopher Dailey Foundation has not beendetermined. The precise ramifications of this measure may not be known for months,but all potential outcomes must be considered as plans are made for the comingyear.Alternative Programs - The increasing impact from other programs, ranging fromorganization-sponsored to club sports, poses a threat to a segment of TheChristopher Dailey Foundation’s market. These organizations target the highly skilledand committed players and coaches and are eroding the depth and breadth of TheFoundation’s participant and coach resources.Legal and Liability Issues - The Christopher Dailey Foundation continues to beexposed to liability issues in many aspects of the experience it provides. Thepotential concerns range from health and safety issues to various forms of verbal orphysical abuse. In an increasingly litigious society, there is always potential for legalaction.The "Elite/Advanced" Sports Dilemma - Providing competitive environments forathletes with higher skill levels who seek to be in an intentionally competitive arenais in question. The threat of not offering this option is that these athletes may bedrawn away from The Christopher Dailey Foundation by alternative programs. Someof the most highly trained and experienced coaches can also be attracted to theseother programs. This issue challenges some of The Christopher Dailey Foundation’smost basic philosophies.2.4 CompetitionA number of other programs offer youth sports experiences. None of these programsoffers the extensive range of experiences or infrastructure of The Christopher DaileyFoundation. Some programs do, however, offer specific attributes some participantsand parents find attractive. This is particularly true for those who seek a higher levelof competition and competitive screening of participants.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 11
  • 2.4.1 Direct CompetitionDirect competitors to The Christopher Dailey Foundation include:• Babe Ruth Baseball/American Legion Baseball• Rogue Valley Athletic Club Volleyball• AAU Basketball• YMCA Basketball• ASA Softball• AYSO Soccer• National Gymnastics AcademyOther programs are also available through schools and other organizations. Althoughsome variables are now in place, there are questions regarding the future of indoorsoccer organizations.The Christopher Dailey Foundation possesses a commanding percentage of the totalmarket share. This is based on the estimated number of participants compared toparticipation levels in other programs, both public and private. This share percentagedrops in high school due to increased competition from other organizations as well asin-school programs offered through the public school system.Growth and ShareCompetitor Price Growth Rate Market ShareThe Christopher Dailey $85 7% 75%FoundationBabe Ruth Baseball $120 3% 2%AAU Basketball $90 4% 5%ASA Softball $95 2% 5%AYSO Soccer $105 22% 5%2.4.2 Indirect CompetitionIn a broad sense, The Christopher Dailey Foundation competes with all other after-school and extracurricular programs that do not involve sports. School theaterprograms and local arts programs compete for attendance to their programs andfunding from parents and other organizations.While The Christopher Dailey Foundation does not predict a change in popularity ofsports and the percentage of students who participate in sports programs incomparison to arts programs, it is a possibility in the future that trends could favorthese alternative programs. The Christopher Dailey Foundation continues to competewith these programs by offering a fun and fulfilling sports experience for everyoneinvolved.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 12
  • 3.0 Marketing StrategyThe Christopher Dailey Foundation strives to be the premier provider of sportsexperiences for children in the areas served. Programs are in place to simultaneouslyserve the needs of out-of-district participants in a manner that is positive for theseparticipants and enhances revenue streams for The Christopher Dailey Foundationwith minimal additional costs.The marketing strategy attempts to successfully communicate the unique value theprogram offers participants. This strategy redirects the focus from the "cost" issue tothe benefits that participants and their guardians experience from involvement in theprogram. The marketing strategy will continue to identify the needs of the marketand communicate with this audience in the most effective and positive mannerpossible.Ongoing efforts continually attempt to understand how The Christopher DaileyFoundation can maintain the quality and integrity of the program within the finitefinancial resources of participants and the community of donors and supporters. Thischallenge is increasing. As costs continue to increase in a number of areas, thedemands and expectations of the participants and their parents do as well. TheChristopher Dailey Foundation is constantly working to improve the program throughimprovements and changes in its structure and implementation. Quality andefficiency are just two goals of these changes.The growth strategy is based on continued attention to the quality of the experiencein conjunction with identifying opportunities to expand the participation of theprograms where possible. Recent changes in key areas, such as the facilities used forevents, present ominous challenges for all aspects of the program.3.1 Value PropositionThe Christopher Dailey Foundation does much more than simply provides access tosports for children, it provides the significant benefits that are associated withchildrens involvement in sports programs. These benefits include reducing thelikelihood of children becoming involved in drugs, crime and other illicit behavior.Research indicates the economic, social and personal value of "investing" in the livesof children in a positive and constructive manner avoids the social and penal systemcosts that may later result. To meet this need, The Foundation offers an experiencethat serves as a personal "sports reference" for participants throughout their lives.These important benefits continue to validate The Foundation concept.3.2 Critical IssuesThe strengths are impressive. The weaknesses are identified and have potentialsolutions. The Christopher Dailey Foundation could be described as in a "speculative"situation. We are presented with numerous opportunities and also have threats thatpresent a level of risk. However, we have a chance to experience large returns onthe efforts if we can continue to capture the largest market share and are notnegatively impacted by the alternative programs in the market. We are wellA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 13
  • positioned in the market. We have the ability to continue to offer the greatest valueand we take advantage of the economies of scale.The critical issues include the following:• Continuing to offer programs that are perceived to be positive, enriching, and affordable compared to the alternatives in the area.• Attract participants on a return basis throughout their kindergarten through their high-school years.• Be perceived by public, private, and home schooling providers as a valuable resource that complements the academic experiences they offer.3.3 Financial Objectives1. Raise a minimum of $575,000 through non-participation fees from sources including donations, contributions, special events, gifts-in-kind, and grants.2. Increase corporate donations and contributions to exceed 12% of the total revenues.3. Accomplish the program goals within the allocated budget of $1,510,000.3.4 Marketing ObjectivesThe objective is to provide this valuable experience to as many children as possiblein a positive and supportive manner. A positive, constructive and meaningfulexperience is the sought-after result of The Christopher Dailey Foundationexperience. This experience may assist individuals to better understand thenecessary skills that life demands and empower them to realize the choices andoptions available to them.1. Provide a positive experience to 27,500 youth through the current academic year and enable their parent/guardian to appreciate the value of this experience for their child.2. Accomplish the program goals within the allocated budget of $1,510,000.3. Expand the program to two new schools within the serving area by August, prior to the next academic year.3.5 Target Market StrategyThe target market for The Christopher Dailey Foundation continues to be youthbetween the ages of 5 and 18 who have some interest in participating in competitivesports. This may be their first organized sports experience, and The Foundationstrives to make it the most positive and successful experience possible. Another areaof the target market focuses on addressing the growing interest and demands foroutdoor and indoor soccer.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 14
  • 3.6 MessagingThe core message of The Christopher Dailey Foundation is one of value: TheChristopher Dailey Foundation teaches children and families the value of physicalfitness, sportsmanship, practice, and teamwork through sports and activities. TheChristopher Dailey Foundation fine-tunes its message depending on the targetmarket while keeping the core message intact.3.6.1 BrandingThe Christopher Dailey Foundation brand communicates the complete commitmentto sports and to the children and families that are served by the organization. Thebrand embodies the values that we believe sports participation instills in children andalso communicates to sponsors supporting those values in the community.The Christopher Dailey Foundation brand is included on banners at all of the sportingevents and on uniforms. This branding is used to remind parents and others atsporting events that the events are funded by The Christopher Dailey Foundation andthat The Christopher Dailey Foundation is the predominant source for youth sports inthe region.Target Market MessagingMarket Segments MessagingPublic School Students More options, more possibilities, more resourcesPrivate School Students Get out and play!Home School Students New friends, new opportunities3.7 Strategy PyramidsThe Christopher Dailey Foundation focuses on achieving success in these basic areaswith the resources available to the 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.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 15
  • STRATEGY #1 Program ExpansionTactic #1-A School expansion• Program 1-A New school campaign• Program 1-B Saratoga campaignTactic #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 programSTRATEGY #2 FundraisingTactic #2-A Corporate donor base• Program 1-A "Taking Care of Donors" Committee• Program 1-B Corporate contact programTactic #2-B Special Events• Program 2-A Taste of Saratoga to add Spring event• Program 2-B Grant application program focusA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 16
  • 4.0 Marketing MixWhile The Christopher Dailey Foundation is a non-profit organization, we mustcontinue to devote a portion of the budget to promotion to continue to ensure broadparticipation in the sporting programs that we offer. Strong participation ensuresthat The Foundation can create leagues in every sport so that good and variedcompetition can be offered. Strong participation also means that The Foundation canoffer sporting programs to all skill levels across a broad spectrum of programs,ensuring that anyone who wants to participate can participate.The Christopher Dailey Foundation marketing mix consists of a pricing strategy thatfosters participation while adequately funding operations and a promotion strategythat ensures continued participation in the programs.4.1 PricingThe Christopher Dailey Foundation strives to minimize costs for all participants toensure that everyone who wants to participate in sporting programs has anopportunity to do so.4.2 PromotionThe Christopher Dailey Foundation’s promotion strategy is a three-pronged approachof advertising, public relations and direct marketing.Because The Christopher Dailey Foundation has a limited marketing budget, TheChristopher Dailey Foundation will take a more grass-routes approach and leveragePR and volunteers to assist with marketing to the target audiences.4.2.1 AdvertisingThe Christopher Dailey Foundation does not have a large advertising budget and willnot be advertising in the TV or radio media. Instead, The Foundation will focus onmore highly-targeted campaigns to reach students and parents where they are most:school.The Christopher Dailey Foundation will print flyers and brochures to be left at all areaschools and will also provide them to school Physical Education instructors so thatthe brochures can be passed on to students.In addition, The Christopher Dailey Foundation will schedule demonstrations at areaschools in cooperation with PE teachers to expose students to sports that they mightnot have seen before, such as lacrosse.Additional brand awareness and advertising will come in the form of banners at TheChristopher Dailey Foundation’s sporting events and logos on the team uniforms.This will ensure that any parents or students watching the events will know where togo to participate.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 17
  • Finally, The Christopher Dailey Foundation will run limited newspaper campaignsduring sign-up periods at the beginning of each sporting season to attract newparticipants.Advertising MilestonesAdvertising Start End Budget Manager DepartmentBrochure Design 1/4/2006 1/15/2006 $200 Mark DesignNewspaper Ad Design 1/15/2006 1/30/2006 $200 Mark DesignPrinting 9/5/2006 12/1/2006 $2,500 Mark DesignNewspaper Ad - Spring 3/1/2006 3/30/2006 $800 Marie StaffNewspaper Ad - Summer 5/1/2006 5/30/2006 $800 Marie StaffNewspaper Ad - Fall 8/1/2006 8/30/2006 $800 Marie StaffOther 12/1/2006 12/1/2006 $0 N/A N/ATotal Ad Budget $5,3004.2.2 Public RelationsLeveraging local public relations resources is key to The Christopher DaileyFoundation’s promotion strategy. The Christopher Dailey Foundation will alert localTV networks and newspapers to championship games and all-star athletes in theprograms in the hopes of generating local coverage and student profiles.In addition, press releases will be issued announcing new programs and exceptionalachievements by local athletes involved in The Christopher Dailey Foundationprograms.PR MilestonesPR Start Date Budget Manager DepartmentNew Programs Press 3/15/2006 1/15/2006 $80 Dewey MarketingReleaseWinter Season Highlights 3/1/2006 3/30/2006 $0 Dewey MarketingPitchOther 1/1/2006 1/15/2006 $0 TBD DepartmentTotal PR Budget $80A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 18
  • 4.2.3 Direct MarketingAs new families move to the area, it is important that The Christopher DaileyFoundation establish contact so that parents and students are aware of the offeringsavailable. To reach these families, The Foundation will use a direct marketingstrategy of leaving leaflets and flyers in mailboxes and recruit volunteers to callfamilies to describe the programs offered.Direct Marketing MilestonesDirect Marketing Start End Budget DepartmentNew Family Contact Program 1/1/2006 9/30/2006 $800 MarketingOther 1/1/2006 1/15/2006 $2,500 MarketingTotal Budget $3,3004.3 OnlineThe Christopher Dailey Foundation website will be an information hub and reduce thelogistics required to sign-up students for programs during each season.While the investment to get the site up and running will be significant from a timeperspective, it will pay off by reducing the number of phone calls to The ChristopherDailey Foundation administrative office and it will reduce overall administrative costsby automating portions of the sign-up process.4.3.1 Website GoalsThe Christopher Dailey Foundation website has two goals:1. To serve as an information hub for participants in the various programs. The site will be used to communicate practice times, game times and locations, and scores and other highlights from games. In addition, site users will be able to sign up for The Christopher Dailey Foundation email newsletter to receive weekly updates of scores, program updates and general The Christopher Dailey Foundation announcements.2. To reduce administrative costs by automating portions of the program sign-up process. The Christopher Dailey Foundation website will allow students and parents to sign-up for various programs. By collecting this information electronically, The Foundation will reduce the amount of double-data-entry and facilitate the process of managing a large number of applications.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 19
  • 4.3.2 Website Marketing StrategyThe Christopher Dailey Foundation will communicate the existence of the website inall printed material and on the automated phone system at The Foundation office.4.3.3 Development RequirementsThe Christopher Dailey Foundation website will be custom designed and developed tomanage the unique needs of the organization. Some development time will bedonated from a local website design and development company in exchange forsome marketing on the website itself.Web development will be in two phases that correspond with the website goals:1. Basic communication platform. This phase of web development will build the informational portion of the website that will allow for easy posting of team schedules and game results.2. Application submission platform. This second phase will develop the database and submission process that will allow participants to join sporting programs online and allow for the program coordinators to access those applications and process them.Website MilestonesWeb Development Start End Budget DepartmentSite Specifications 4/1/2006 6/2/2006 $1,000 MarketingPhase 1 Development 6/15/2006 8/15/2006 $3,000 MarketingPhase 2 Development 8/15/2006 11/1/2006 $3,000 MarketingOther 1/1/2006 1/15/2006 $0 MarketingTotal Web Development Budget $7,000A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 20
  • 4.4 Implementation ScheduleThe following chart and table identify the key marketing programs. Dates andbudgets are specified, and the "Chairpeople" are informed of the programs. Plan-vs-actual results for each of these programs will be tracked and evaluated quarterly. Ifnecessary, the programs will be revised if they are not accomplishing the intendedgoal.MilestonesAdvertising Start End Budget DepartmentBrochure Design 1/4/2006 1/15/2006 $200 DesignNewspaper Ad Design 1/15/2006 1/30/2006 $200 DesignPrinting 9/5/2006 12/1/2006 $2,500 DesignNewspaper Ad - Spring 3/1/2006 3/30/2006 $800 StaffNewspaper Ad - Summer 5/1/2006 5/30/2006 $800 StaffNewspaper Ad - Fall 8/1/2006 8/30/2006 $800 StaffOther 12/1/2006 12/1/2006 $0 N/ATotal Advertising Budget $5,300PR Start End Budget DepartmentNew Programs Press Release 3/15/2006 1/15/2006 $80 MarketingWinter Season Highlights Pitch 3/1/2006 3/30/2006 $0 MarketingOther 1/1/2006 1/15/2006 $0 MarketingTotal PR Budget $80Direct Marketing Start End Budget DepartmentNew Family Contact Program 1/1/2006 9/30/2006 $800 MarketingOther 1/1/2006 1/15/2006 $2,5000 MarketingTotal Direct Marketing Budget $3,300Web Development Start Date End Date Budget DepartmentSite Specifications 4/1/2006 6/2/2006 $1,000 MarketingPhase 1 Development 6/15/2006 8/15/2006 $3,000 MarketingPhase 2 Development 8/15/2006 11/1/2006 $3,000 MarketingOther 1/1/2006 1/15/2006 $0 MarketingTotal Web Development Budget $7,000Totals $12,380A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 21
  • 4.5 Funding PlanOutside funding is critical to The Christopher Dailey Foundation’s future success. TheChristopher Dailey Foundation will focus on corporate sponsors, local fundraising withparents, and government grants.The Christopher Dailey Foundation aims to raise 30% of funding from corporatesponsors, 30% from grants, and 40% from individuals in the community.4.5.1 Funding StrategyCorporate fundraising and grant writing will be handled by The Christopher DaileyFoundation staff internally. The Foundation will target corporate sponsors and offerthem individual sport sponsorship that could involve anything from purchasinguniforms and equipment to cash sponsorship for more general use within TheFoundation organization.Fundraising from individuals will be coordinated by internal stuff, but will rely heavilyon volunteers to run fundraising events. Fundraising events will include standardssuch as bake sales and car washes. The Christopher Dailey Foundation will alsodirectly solicit additional donations from parents in addition to basic membershipfees.4.5.2 Funding ProcessCorporate funding and grant writing meetings will occur once a month to reviewstatus, possible funding in the pipeline, and status of grant applications.Potential funding sources will be identified using the local chamber of commercedirectory. We will contact them directly to seek sponsorship and will present to themthe branding opportunities as well as the benefits that The Christopher DaileyFoundation provides to the community. Follow up calls will be scheduled 1 week andagain 1 month after the initial meetings.Internally, we will schedule regular fund raising events for the community. These willusually occur at the beginning of each sports season and special events will be heldto raise money for individual trips and events.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 22
  • 5.0 FinancialsThe Christopher Dailey Foundation is committed to balancing its operating budgetand operating on a solid financial foundation. These efforts are based on a mixture offundraising, charitable gifting, tournaments, and fees. Just as revenues are tracked,internal expenses are closely monitored. The goal of The Christopher DaileyFoundation is to continue to provide a quality youth sports experience at anaffordable cost. This is a tremendous challenge, due to the size of the program,unpredictable costs in areas such as facilities, and uncertainties in participantrevenues.The Christopher Dailey Foundation is intentionally emphasizing the need to reducereliance on fee-based revenues and look toward contributions from other sources,particularly businesses, to support the program. This approach will enable theprogram to realize the objective of keeping fees affordable while continuing to offer aquality program for all participants.The following information is based on the prior two Independent Annual AuditorsReports and following summarizes key facts regarding the financial status of TheChristopher Dailey Foundation and its results from last year:• Revenues last year totaled $1,732,658. A total of 65% of those revenues are from Participation Fees, Donations and Contributions, Special Events, and Gifts-in-Kind. Supervision Grants account for a combined 34%.• Expenses for last year were $366 over revenues. "People-related" expenditures represent 47% of expenditures. Non-program operations account for 9% of the total expenditures.5.1 Expense ForecastThe expense budget is based on maximizing the return from the marketing andpromotion efforts. Monitoring ROI to determine what events are generating the mostrevenue based on the actual dollar investment is imperative. Another resource toconsider is the number of volunteer hours required, based on a "ceiling" of hoursthat we have access to each year from the volunteer base.Marketing Expense Budget 2006 2007 2008 2009 2010Special Events $9,300 $14,800 $15,500 $17,500 $18,800Private Donations & $5,900 $6,200 $7,400 $8,000 $8,500ContributionsCorporate Campaign $8,810 $12,000 $12,500 $13,000 $14,000Other $3,600 $4,000 $4,300 $4,500 $4,800Total Funding and $27,610 $37,000 $39,700 $43,000 $46,100Marketing ExpensesA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 23
  • 5.2 Contribution MarginBased on past performance, fundraising efforts are realistic. Fundraising yield a$20,000 surplus last. The challenges will be to develop greater revenue streams fromcorporate sponsors and to become proportionately less dependent on participationfees. This is expected to offer a more stable source of revenue for the future andreduce the efforts to secure these funds. We expect the special-event fundraisingactivities and individual contributions to remain relatively constant as a percent oftotal revenues. The involvement of the Board of Directors and the formation of thefoundation committee will be critical to the success in this area.Contribution Margin 2006 2007 2008 2009 2010Funding $1,510,000 $1,651,500 $1,712,000 $1,812,000 $1,877,000Direct Cost $73,950 $81,600 $90,700 $101,250 $111,700Other Costs of $0 $0 $0 $0 $0Funding ------------ ------------ ------------ ------------ ------------Total Direct Cost $73,950 $81,600 $90,700 $101,250 $111,700Gross Surplus $1,436,050 $1,569,900 $1,621,300 $1,710,750 $1,765,300Gross Surplus % 95.10% 95.06% 94.70% 94.41% 94.05%Marketing Expense 2006 2007 2008 2009 2010BudgetSpecial Events $9,300 $14,800 $15,500 $17,500 $18,800Private Donations & $5,900 $6,200 $7,400 $8,000 $8,500ContributionsCorporate Campaign $8,810 $12,000 $12,500 $13,000 $14,000Other $3,600 $4,000 $4,300 $4,500 $4,800 ------------ ------------ ------------ ------------ ------------Total Funding and $27,610 $37,000 $39,700 $43,000 $46,100Marketing ExpensesPercent of Funding 1.83% 2.24% 2.32% 2.37% 2.46%Contribution Margin $1,408,440 $1,532,900 $1,581,600 $1,667,750 $1,719,200Contribution Margin / 93.27% 92.82% 92.38% 92.04% 91.59%FundingA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 24
  • 6.0 ControlsThe purpose of The Christopher Dailey Foundation marketing plan is to serve as aguide to the staff, the Board of Directors, and the volunteers to continue to improvethe organization and its ability to serve the youth of Saratoga County. We must takeaction to accomplish the goals. Failing to implement even one of the programs couldbe devastating to the success.6.1 ImplementationI recommend The Christopher Dailey Foundation will have weekly MilestonesMeetings to review current milestone status, funding status, and status of the actualprograms.For The Christopher Dailey Foundation, its critical that there is a consistent focus onimplementation in order to maintain strong programs and relationships with fundingsources. The following Funding Source Lifetime Value table shows the long-termvalue of the average corporate funding sources which is testament to the need forfocus on implementation of both funding milestones and program quality.Funding Source Lifetime ValueFunding Source Forecast:Average Funding Source Lifetime (years): 7Average number of donations or grants per year: 1Average donation or grant value: $3,000.00Average Gross Surplus %: 90%Gross Surplus per donation/grant $2,700.00Total Funding Source Contributions $18,900.00Funding Source Acquisition Costs:Cost of marketing to a potential funding source: $200.00Average conversion rate: 75%Subtotal Cost of attracting funding source: $266.67Other one-off costs for first-time funding source: $0.00Total Funding Source Acquisition Costs: $266.67A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 25
  • 6.2 Keys to Success• Expand into new areas within Saratoga County that desire access to The Christopher Dailey Foundation 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 PlanningThe following lists, in order of probability beginning with the highest potential forchange that will impact this marketing plan, the future of The Christopher DaileyFoundation:• 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 the market share and the ability to operate one or more of the programs.• Legal action due to injury or negligence that causes severe financial damage to the organization.• Current economic climate effecting familial recreational spend6.4 Market ResearchThe Christopher Dailey Foundation will continue to monitor public school funding andprivate school attendance to determine how to refocus promotion activities ifnecessary.From a funding perspective, The Christopher Dailey Foundation will monitorgovernment grant availability and apply for new grants as they become available.6.5 CRM PlansIn the case of The Christopher Dailey Foundation, there are two primary customers:program participants and funding sources. It is important to have a good CRMsystem in place to track these two groups.The Foundation will use the CRM system to track continued participation in programsand to contact students whose participation changes.For funding sources, the CRM system will be used to track the stages of donors in thefunding process and ensure that donors are contacted on a regular basis and keptup-to-date with The Foundation programs.A Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 26
  • 6.6 Marketing OrganizationThis marketing plan is presented by Jennifer L. Pricci, Marketing, Publicity andPromotions consultant and sole proprietor PHANTOM POWER PRODUCTIONS.Jennifer Pricci is an integrated marketing professional with hands-on experiencedirecting and executing marketing campaigns on both agency and brand sides. Abroadbased 7-year professional background encompasses excellence in mergingefforts across marketing and sales, needs analysis and solution-based selling.Program development leverages market research, consumer behavior analysis andthe current 360o media landscape, connecting with media-meshing target segmentsacross vertical markets. PHANTOM POWER PRODUCTIONS Jennifer L. Pricci 646.246.5176 jen@phantompowerproductions.comA Comprehensive Marketing Planpresented by PHANTOM POWER PRODUCTIONS 27