Formative Research Strategy Tactics Evaluation Methods

2. Formative Research • Strategy • Tactics • Evaluation Methods

3. Decrease in youth 8 and under house league registration 5 years = - 908 players

5. Time • Money • People • Infrastructure

6. Goodwill • Cohesion • Strategic Intelligence • Stories

7. Federal Government tax credits • Provincial Government support • Municipal voucher program

8. EI claims have risen 7.9% from July 2011 to July 2012 • RIM stocks are down 90% from their two year max

9. 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

10. Sedentary habits are replacing outdoor sports for many children • 48% of Facebook users are between the ages of 25-44

11. 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

12. Kitchener Soccer Club invests between 30,000 to 40,000 in marketing annually • Minimal online registration fee

13. 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

15. Strengths • Reputation; Volunteers; Highest Participation; New Brand; Sponsors • Weaknesses • Marketing (social media and online presence, brochure, newsletter)

16. Opportunities • Schools; Multicultural Community; Alliance With Other Sports; Website • Threats • Demographics, Competition

17. Goals • Increase registration of U8 and under • Raise awareness of the club • Publics • Children Under 8 & Parents

18. ECONOMICS • Affordable • Tax Credit • Current and Potential Sponsors

19. HEALTH, FITNESS, AND FUN • Cardiovascular sport • Kids interacting with one another • Reducing obesity

20. AFFORDABLE, FUN, HEALTHY • Lets create awareness by: • Promoting an economical sport • Showing kids that soccer is fun • Benefit children’s health • Reaching out to ethnic communities • AWARENESS = GROWTH

22. Educate parents on the club • How affordable soccer is • Healthy, fun sport • Connection to the club

23. 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

24. 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

27. Mommy Blogs • Posts and testimonials from moms about the club • This can take time • Budget = $0

28. 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

29. 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

30. More colour • Logo • Picture • Basic information

31. Revise the homepage with: • Less text • More visuals • Pop up button • Gallery • Financial Assistance link • Budget = TBD

34. 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

35. World Cup Theme • Booth at Event – Victoria Park for Kitchener-Waterloo • Tax credits and assistance heavily emphasized • Interactive activities • Budget = $350

37. 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

38. 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

39. 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

40. 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

41. 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

42. 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

43. Thank You