• 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