March 2014

MARCH 2014

OUR TASKJordan Kent Skill Camps are week long sports camps for boys and girls ages 6-12

that provides:

Sport instruction in football, basketball, baseball, soccer and golf, nutrition

education, and life skills

$89 per week$7500 in scholarships

Mentoring opportunities for teens 321 campers through 4 camps in 2012.

Over 100% growth in 2013680 campers in 9 camps.

WHO // WHAT

OUR TASKDevelop awareness about JKSC

Increase registration for spring and summer camps

Develop a campaign to reach parents and children directly through multiple

channels with measurable results.

Strengthen the brand identity

Maintain relationships with current families.

WEAKNESSESNot as much awareness about JKSC as is

desiredCompeting camps in the area/during the

same time

STRENGTHSCompetitive pricing

VarietyInclusivity

Opportunity for skill development

Name recognition in the Pacific Northwest.

OPPORTUNITIES Highlight:

Price Fun

Skill development

THREATS Competition

Busy schedules

AUDIENCEMoms ages 30-44 specifically

How we plan to reach them:Social mediaIn-person/outreach eventsFliers at: grocery stores, yoga studios, crossfit boxes In-person/ outreach events

INSIGHTS

Opportunities for skill developmentPrice

Location Energetic coaches

EducationNutrition

REGISTRATION & PURCHASING HABITS Most parents indicated that they plan their family’s

summer activities 1-3 months in advance. However, a decent portion do wait until the week be-

fore to register for camps.

PARENT VALUES

DISCOVERY AND AWARENESSDirect or tangible content has proved to be the most ef-fective for this audience.word-of-mouthfliersnewspaper/magazine advertisements

SOCIAL MEDIAParents don’t discover new camps on social media, but they see shares from their friends as a form of word-of-mouth and are more receptive to organic advertising on Facebook, specifically.

Use it as a way of mainting relationships with previous families.

INSIGHTS

PRINT MEDIA

EUGENE Register GuardStrong demographic Has an option for an online/print duo to maximize reach of both older and younger audiencesHost a special “Camps for Kids” edition that highlights the best camps in the area for kids to attend.

TUALATINTualatin Life MagazineThis publication has had strong results for JKSC in past years, and pursuing an option to place an ad here is of importance.

JKSC is hosted in four cities spread out across Oregon. These include Eugene, Bend Salem, and Tualatin:

PRINT MEDIA

BENDParks and Recreation GuideA comprehensive guidebook to every event happening in the Bend and Sisters area.Is distributed to nearly every home to maximize readership/reach.Bend Source

SALEMSalem WeeklyHas a readership of over 60,000. Demographic consists of men and women 30-45.This publication was a great option as it’s distributed into Salem and the 700 surrounding businesses to maximize our reach.

DESIGN DELIVERABLES-PRINT FLIERS-

MOST

Did you know?

FORM OF

THE

common

WALKINGISEXERCISE

DESIGN DELIVERABLES-BOOKMARKS-

DESIGN DELIVERABLES-SOCIAL MEDIA-

DESIGN DELIVERABLES-LOGO-

JORDAN KENT

SOCIAL MEDIADevelop a strong, authentic brand identity. Facebook is currently targeting our demographic of women between the ages of 35-44 more than any other group on the site. Actively track the effectiveness of our posts with our audience specifically by looking at likes, comments, and shares.

SOCIAL MEDIAWe also see Facebook as a tool to stimulate conversation among our audience. By posting about nutrition, healthy lifestyle tips, events in the Oregon community, pictures, etc. we are able to put more of a hu-man face on the JKSC brand and serve as a thought leader and re-

source for parents who follow the page.

As we near the start of camp, posts about registration and reminders to sign up will be incorporated into the schedule. However, so as not to annoy our audience, we will still try to keep JKSC specific remind-

ers to a minimum, when possible.

Increased engagement since Bri took over: SM (Feb 17-Mar 9):

Likes: 569 - 603 Reach: 175 - 201 (average, organic)

NEXT

EVENTS // NOT FINALIZEDAssemblies:

Hosting assemblies to get kids excited about the camp, and introducing them to nutrition

and fun ways to stay active.Goal is to host an assembly or field day in at

least one elementary school per city.Bend: Mini Pole Pedal Paddle

Most likely doing a tent at the eventU of O Spring Football Game:

Looking into holding a tailgating party or booth at the stadium

More casual setting for advertising, mostly about connecting with the community.

NEXT

EVENTS // FINALIZEDArchie Glen Elementary Carnival

Jordan will have a booth and be present to give out prizes and such

Can lead to a possible elementary location to hold an assembly

Salem: Country Kids RelayEvent will be held on May 4th.

Will have tabling and be able to give out prizes/inform kids of nutrition and the camp.

Other Opportunities:Sponsoring a local sports team to get our name

into the community more.Making/requesting an App be made for the

camp.

THANK YOU.

ALLEN HALLADVERTISING