Effective Branding The Ultimate Breakaway! · the pe pper group, ltd. 4 Elements of Positioning • Target Audience -the attitudinal and demographic description of the core prospect

the pepper group, ltd.

Effective Branding

The Ultimate Breakaway!

Vision.

Mission.

Values.


Youth Soccer Rules!


Youth Soccer Rules!

• 18 million + male and female youth soccer

participants

• 54 million fans throughout the country

• 365 days a year

• #1 organized sport in US

• Largest number of registered players in the U.S.


Youth Soccer Rules!

• Soccer is the most popular recreational

sport for both boys and girls ---has been

for 30 + years.

• Youth Soccer is part of the world game

– Leverage the association with the global

football community

– Drive a deeper interest in and loyalty for the

sport itself


Dial Up Your Offensive Branding Strategy

• An enterprise approach:

– Impacts acquisition, retention, loyalty

– Building relationships is a process, not a series of

unconnected events/transactions

– Beyond the scope of traditional marketing



Awareness Usage Loyalty AdvocacyTrial

Advertising

Public Relations

Merchandising

Events

Seminars

Strengthen

Member

Relationships

Via Education

& Value Equation

Provide incentives

& tools to promote

advocacy

Member Relationship Mgt.



• Core Essence

• Vision & Mission

• Target Audiences

• Positioning

• Messaging

• Communications Mix

• Touches

• Scorecard

• Strategic Game Plan

Walk away with information and tools to develop a winning branding plan.


Determine Essence

Core Values

Brand Essence

How we make members

feel

What our team/club says

about members

Rational / Emotional Benefits

Personality

Training

&

TechniquesIcons


Clear Vision & Mission

• Vision : Aim High

– A statement presenting a picture of the desirable future

• its size

• its basic structure

• its sphere of influence

• Mission: Keep it Simple• What do we do?

• For whom do we do it?

• How do we go about it?


VISIONVISION


Vision Statements: Examples

• Club X is recognized as the nation’s premiere

soccer club where every player can expect an

optimal learning environment with consistently

superior coaching, training facilities, equipment

and kit.

• …to be recognized by the Local, State, Regional

and National soccer communities as a well

respected competitive youth soccer club.


MISSIONMISSION


Mission Statements: Examples

• US Youth Soccer is non-profit and educational

organization whose mission is to foster the

physical, mental and emotional growth and

development of America's youth through the

sport of soccer at all levels of age and

competition.


Mission Statements: Examples

• …to educate, provide administrative service, promote and stimulate interest in the game of soccer.

• …committed to serve and educate its membership through the development, promotion, and administration of youth soccer

• …to encourage children to be a part of the largest youth sport in the world; – provide youth with organized competition in a safe environment;

– bring youth closer together through common interest in sportsmanship and competition;

– instill the values of education; and emphasize the importance of balancing scholastic and athletic endeavors.


TARGET

AUDIENCES

TARGET

AUDIENCES



Target AudiencesP

are

nts

& F

am

ily

• Inform

• Engage

• Recognize

• Support

• LISTEN

Kid

s (P

laye

rs &

In

flu

en

cers

)• Educate

• Involve

• Motivate

• Celebrate

• LISTEN

Sp

on

sors

/Ad

vert

ise

rs • Segment

• Relate

• Excite

• Partner

• LISTEN

Co

ach

es/

Ad

mis

tra

tors • Model

• Analyze

• Unite

• Access

• LISTEN

Me

dia • Coordinate

• Update

• Mix

• Timeliness

• LISTEN


POSITIONINGPOSITIONING


Focus with the Core in Mind

Players

&

Potential Players

Media

Sponsors &

Advertisers

Coaches &

Admin.

Parents & Family


4 Elements of Positioning

• Target Audience - the attitudinal and demographic

description of the core prospect

• Frame of Reference- the category in which the brand

competes

• Benefit/Point of Difference- the most compelling and

motivating benefit that the organization can own in the

hearts and minds of its target audience relative to the

competition.

• Reason to Believe - the most convincing proof that the

organization delivers what it promises.


Positioning Template

• For (target audience), (brand name) is the

(frame of reference) that delivers

(benefit/point of difference) because only

(brand name) is reason to believe).


Positioning Litmus Test


MESSAGINGMESSAGING


Messaging

• Create a message

platform to build upon

over time and be

consistent.


Messaging• Bring your positioning to life with visuals and

words that inspire, inform and evoke action.


COMMUNICATION

MIX

COMMUNICATION

MIX


Determine Communications Mix

Right Message

Right Audience

Right Time


Determine Communications Mix

Public

RelationsCollateral

OtherDirect

Response

Out-Of-Home

Educational

Programs

Events/Sponsorships Web site

Social Media

Newsletters


BRAND

TOUCHES

BRAND

TOUCHES

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Effective Branding The Ultimate Breakaway! · the pe pper group, ltd. 4 Elements of Positioning • Target Audience -the attitudinal and demographic description of the core prospect