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Formative Research Strategy Tactics Evaluation Methods. D ecrease in youth 8 and under house league registration. 5 years = - 908 players. Time Money People Infrastructure. Goodwill Cohesion Strategic Intelligence Stories. Federal Government tax credits - PowerPoint PPT Presentation
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• Formative Research• Strategy• Tactics• Evaluation Methods
• Decrease in youth 8 and under house league registration
5 years =
- 908 players
• Time• Money• People• Infrastructure
• Goodwill• Cohesion• Strategic Intelligence• Stories
• Federal Government tax credits• Provincial Government support• Municipal voucher program
• EI claims have risen 7.9% from July 2011 to July 2012
• RIM stocks are down 90% from their two year max
• OMA, in their latest release, have stated obesity is the number one health concerns for Canadians
• India, China, and the Phillipines are the fastest growing immigrant groups
• Sedentary habits are replacing outdoor sports for many children
• 48% of Facebook users are between the ages of 25-44
• Waterloo’s population increased 1.3% from 2006-2011 and Kitchener increased 7.1%
• Average growth in Ontario was 5.7% for families
• Children under 4 decreased in Waterloo by 421 people
• Kitchener Soccer Club invests between 30,000 to 40,000 in marketing annually
• Minimal online registration fee
• Rep league parents were frustrated with the website
• New residents of Waterloo were not aware of WMSC
• House league parents felt a lack of communication with the club
Strengths• Reputation; Volunteers; Highest
Participation; New Brand; SponsorsWeaknesses• Marketing (social media and online
presence, brochure, newsletter)
Opportunities• Schools; Multicultural Community;
Alliance With Other Sports; Website Threats• Demographics, Competition
Goals• Increase registration of U8 and under• Raise awareness of the clubPublics• Children Under 8 & Parents
ECONOMICS• Affordable• Tax Credit• Current and Potential
Sponsors
HEALTH, FITNESS, AND FUN• Cardiovascular sport• Kids interacting with one
another• Reducing obesity
AFFORDABLE, FUN, HEALTHYLets create awareness by:
• Promoting an economical sport
• Showing kids that soccer is fun
• Benefit children’s health
• Reaching out to ethnic communities
AWARENESS = GROWTH
• Educate parents on the club• How affordable soccer is• Healthy, fun sport• Connection to the club
Target: Parents in the community and current members
Goal: Help build cohesion; Create awareness
Content: Club events, club news, promote strategy
Guidelines: Min. one post a day
Budget = 0
Target: Parents in the community and current members
Goal: Help build cohesion; Create awareness
Content: Quick updates, retweet mentions, hashtags
Guidelines: Min. two posts a day
Budget = $0
• Mommy Blogs• Posts and testimonials from
moms about the club• This can take time
Budget = $0
Target: Current members and sponsors
Goal: Establish communication and deeper connection
Content: Three sections (deals, events, article)
Guidelines: Monthly basis; Email addresses from registration forms
Budget = Current cost
• Eye catching and colourful • Promote that soccer is fun, healthy and affordable • Visual appeal• Distribute to schools, community centres,
libraries, current WMSC sponsors, etc. • Utilize volunteers and high-school students to
hand out brochures
Budget = $1200.00
• More colour
• Logo
• Picture
• Basic information
Revise the homepage with:• Less text • More visuals• Pop up button • Gallery • Financial Assistance link
Budget = TBD
• Waterloo minor sports teams • Specific area for each booth• Advertise through social media, E-newsletter,
website, and other involved sports resources• Interactive soccer games• Brochures, registration information, as well as
associated fees and tax credit material available• WMSC representative
Budget = $0
• World Cup Theme• Booth at Event – Victoria Park for
Kitchener-Waterloo• Tax credits and assistance heavily
emphasized• Interactive activities
Budget = $350
• Evaluate results of implemented tactics
• Social media, events, participant/parent
experience, registration numbers
• Both indoor and outdoor soccer
• Confirm community awareness and increased
profitability of WMSC
• Social Media dashboard to manage and measure presence
• Timing: Monthly• How to Monitor: reports to gather statistics of
social media presence• Consider: are your followers increasing; are
you reaching your target audience
Budget = $0
• Surveys given to parents of registered children• Timing: At registration (online or paper)• How to Gather Data: Compile surveys and take
note of common responses• Key Responses: How registrants found out
about WMSC; Who is registering the player; Preferred method of registration; If costs are a factor when choosing to register
Budget = $TBD
• Timing: End of season• How to Gather Data: Compile surveys and take
note of common responses; Tabulate any concerns and address them
• Key Responses: Satisfied with communication, best method of communication, sport benefits health, returning next season?
Budget = $TBD
• How to Monitor: Calculate total number of
registrants online, in person and late
• Questions to Consider: Have number increased
in children U8? Which registration days were
the most successful? Budget = $0
• Timing: Directly following events• Who Will Monitor: Volunteers & WMSC• How to Monitor: Track the amount of people
coming to the booth• Questions to Consider: How many brochures
were distributed? How many signed up for newsletter?
Budget = $0
Thank You