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This sample marketing plan was created with Marketing Plan Pro software.

All4Sports strives to be the premier provider of sports experiences for children in the areas served. Programs are in place to simultaneously serve the needs of out-of-district participants in a manner that is positive for these participants and enhances revenue streams for All4Sports with minimal additional costs.

The marketing strategy attempts to successfully communicate the unique value the program offers participants. This strategy redirects the focus from the "cost" issue to the benefits that participants and their guardians experience from involvement in the program. The marketing strategy will continue to identify the needs of the market and communicate with this audience in the most effective and positive manner possible.

Ongoing efforts continually attempt to understand how All4Sports can maintain the quality and integrity of the program within the finite financial resources of participants and the community of donors and supporters. This challenge is increasing. As costs continue to increase in a number of areas, the demands and expectations of the participants and their parents do as well. All4Sports is constantly working to improve the program through improvements and changes in its structure and implementation. Quality and efficiency are just two goals of these changes.

The growth strategy is based on continued attention to the quality of the experience in conjunction with identifying opportunities to expand the participation of the programs where possible. Recent changes in key areas, such as the facilities used for events, present ominous challenges for all aspects of the program.

Mission

All4Sports is dedicated to providing all youth with the highest quality education and team experience through sports participation. Participants are treated with respect through the opportunity to experience growth in the areas of interacting with others, teamwork, sportsmanship, fair play, and skill development. The goal is to create a positive environment that fosters improved self-confidence and self-esteem through experiences in sports activities.

Marketing Objectives

The objective is to provide this valuable experience to as many children as possible in a positive and supportive manner. A positive, constructive and meaningful experience is the sought-after result of the All4Sports experience. This experience may assist individuals to better understand the necessary skills that life demands and empower them to realize the choices and options available to them.

  1. Provide a positive experience to 27,500 youth through the academic year 1999-2000 and enable their parent/guardian to appreciate the value of this experience for their child.
  2. Accomplish our program goals within the allocated budget of $1,510,000.
  3. Expand the program to two new schools within our serving area by August, prior to the 2000-2001 academic year.

Financial Objectives

  1. 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 our program goals within the allocated 1999-2000 budget of $1,510,000.

Target Markets

The target market for All4Sports continues to be youth between the ages of 5 and 18 who have some interest in participating in competitive sports. This may be their first organized sports experience, and All4Sports strives to make it the most positive and successful experience possible. Another area of the target market focuses on addressing the growing interest and demands for outdoor and indoor soccer.

Positioning

All4Sports offers a unique experience for children that want to to have an enjoyable sports experience. All youth between the ages of 5 and 18 can participate in one or more sports throughout the year. Their participation is not dependent upon their previous experience, skill level, or athletic ability. Everyone can play. The breadth, depth and overall quality of the sports experience we offer cannot be matched within our market. We work with parents and guardians to add to their child's sports experiences. All4Sports exists to create a cherished childhood memory for each participant.

Strategy Pyramid

All4Sports focuses on achieving success in these four basic areas with the resources available to our 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.

STRATEGY #1 Program Expansion

Tactic #1-A School expansion

  • Program 1-A New school campaign
  • Program 1-B Jacksonville campaign

Tactic #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 program

STRATEGY #2 Fund-raising

Tactic #2-A Corporate donor base

  • Program 1-A "Taking Care of Donors" Committee
  • Program 1-B Corporate contact program

Tactic #2-B Special Events

  • Program 2-A Taste of Medford to add Spring event
  • Program 2-B Grant application program focus

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