Strategy Blue

Schedule

• 18-month schedule highlights• Timing

– Isolate timing dependencies critical to success

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Task 2Task 2

Task 3Task 3

Task 4Task 4

Task 1Task 1

Milestone

Donna Lipari

Oulematou Diane

Princesse Nabintu

Prepared by: Lila Bethmann

Respectfully submitted by:

Y-Family Adventures

[Product Name]Marketing Plan

[Name]

Lila Bethmann

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

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

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 parentchild 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 ProgramBranch locations varied with great inconsistencySome included the program logo while others did notNot all local program had landing Pages Gender combinations and program curriculum varied greatly from Program to program

Qualitative ResearchAdventure Guide Program

• Former Participants• Current Participants• Potential Participants

The benefit & message of the program –Encourages bonding between Parent & ChildFuture program activities should concentrate on the gender of the child not the adult participating with the child

Problem to be solved

The Rochester community does not recognize thename of the program or realize the mission ofthe program is to strengthen the bond between family adult members and their children. Therefore, through a new branding initiative andpromo…

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

Secondary TargetSame Rationale

Secondary Target

Children

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

activitiesoffered through the program Foster positive citizenship Create a positive experience for

bothadult and child by “living” theprogram’s core values of caring,honesty, respect and responsibility

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

Soft Sell - The emotional approachconveys the benefits of the program

Visuals - connects the program with the community Keeping the site relevant and

CurrentReal Families; real experiences; in

real time while reflecting the most

current Events & outings

The Big Idea

www.rochesterymca.org/yfamilyadventures

20 Arrowhead Rd. Pittsford, NY 14534 585-3834590

Advertising Objective

YMCA Adventure Guides Marketing Campaign

Increase Awareness 50%Increase participation 25%

Goals for 2010

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

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

YMCA of Greater RochesterCamp Arrowhead20 Arrowhead RoadPittsford, N.Y. 14534www.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 CampArrowhead on Sunday, August 1. The event is to promote the Y-Family Adventure Program, aparent-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 forall 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 musicalentertainment. Food concessions will be available for purchase.The Y-Family Adventure Program is specifically designed to have 1:1 interaction between parentand child by offering planned activities scheduled throughout the year. For more information onFamily Adventure Day and the Y-Family Adventure Program, please visit: www.rochesterymca.org/camparrowhead

-XXX-Contact:Mike DreesCoordinator, Camp [email protected]

News Release

Broadcast Radio commercial

Spot radio commercial to be aired onlocal radio stations based on listener segments. Ad to runduring the month before the Family Adventure Day event.

ANNOUNCER: The YMCA is hostingA free Family Adventure Day at Camp Arrowhead on SundayAugust 1st. Come out and enjoy family swim, nature walks, facepainting, music and more.CHILD: Mommy and Daddy, can wego 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 1st 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

rochesterymca.org

Create a bond for a lifetime

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

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

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

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

Y-Family Adventures