2013 Marketing Plan YMCA of Goldsboro, NC

Transcription

1 2013 Marketing Plan YMCA of Goldsboro, NC PRT 507 1

2 Table of Contents Page I. Executive Summary 3 II. Introduction 4 A. Mission Statement 4 B. Background 5-6 III. Situational Analysis 7 A. Organizational Chart 7 B. Internal Analysis 8 C. External Environmental Analysis 8 D. Competitive Analysis 9 E. Customer Analysis 9-10 IV. Marketing Goals 11 A. Organization Goals 11 B. Marketing and Project Goals 11 C. Product Portfolio and Positioning 12 D. Unique Value Proposition 12 V. Marketing Strategy 12 VI. Marketing Tactics VII. Implementation and Control 14 A. Action Plan 14 B. Budget 14 C. Evaluation 15 2

3 I. Executive Summary This marketing plan focuses on the YMCA of Goldsboro in Wayne County, North Carolina. With the rise in obesity among children and adults resulting in the rise of diabetes and high blood pressure, there is an increased need for community health and wellness programs. These are programs that the Goldsboro YMCA is offering. Their mission is to build the body, mind, and spirit of all. In order to reach more people of the community the YMCA s memberships will have to increase. The YMCA of Goldsboro has been in business since They have grown and expanded throughout the past 29 years increasing their membership to over 10,000. Even though there are other fitness facilities within the vicinity of the Goldsboro YMCA they set themselves apart in facility and programming. They are the only fitness center in Goldsboro that offers financial assistance to persons who cannot afford the membership. In addition they are focused on improving the surrounding community and not just their members. The goals associated with this marketing plan include, 1) Increase the memberships by 2%, and 2) Form a partnership with Wayne Community College to offer special rates or discounts for students who are at risk for obesity and other health related conditions. In order to meet these goals the Goldsboro YMCA will use a variety of advertising tactics. Tactics will include campus s, mass texting, social media, flyers and posters, newspaper advertising, and radio broadcast. Our target population will be persons who value health and wellness, persons who are interested in childcare and family activities, children and teens that participate in sports and recreation, and persons who want to participate in aquatics and special programs. The YMCA of Goldsboro has a long history of success and meeting set goals. In combination with the advertising tactics and word of mouth by current members we believe our marketing goals will be reached. 3

4 II. Introduction A. Mission Statement The Family YMCA of Goldsboro is a nonprofit organization committed to the practice of putting Judeo-Christian principles into practice through programs that build spirit, mind and body for all. We seek to encourage in our membership s sensitivity to all the needs of others and are committed to enhancing the quality of life and the potential of all persons regardless of age, sex, race, religious affiliation or economic status. The YMCA strives to turn no one away due to financial hardship or the inability to pay appointed fees, provided there is registration space available in a given program or schedule. 4

5 B. Background The first planning meeting of the YMCA was held on September 15, Programs were offered at various program sites in the community for the next 4 years. In August 1984 this facility was opened. The initial cost of the building was $7,023, The YMCA was left with a debt of around $2,000, Over the next 6 years several campaigns were conducted to retire debt. In 1995 the triple gym, weight room, aerobic room, and afterschool rooms were added at a cost of $1,250, In 1998 the wellness center and front desk area were expanded at a cost of $115, In 1999 the soccer fields were built at a cost of $85, In 2000 the warm water pool was built at a cost of $500, During these expansions the YMCA continued to pay down the debt. In 2004 the YMCA paid off the last of the original loan payment. In 1995 the YMCA was given a promissory note for 44 acres of land on Harding Drive. When Sandra Glascow passed away in 2003 the land became the YMCA's property. For the past 6 summers we have run Peacock and Mina Weil pools which are city owned public pools that their Recreation and Parks department were going to shut down for budget cuts. In 2008 the YMCA bought Wayne Montessorri School located on Harding Drive. The membership of the YMCA has grown to over 10,000. The budget size has increased from $563,604 in 1984 to $3,000,000 in Over the years the YMCA has offered many different programs. Programs offered are preschool, afterschool, summer day camp, swim lessons, lifeguarding classes, swim team, diving team, pool and other parties, youth & Adult sports, water and land fitness classes, childhood obesity program and a mentoring program. We also run 7 major events each year: Heart & Sole 1/2 5

6 Marathon and 5K (Feb), Father/Daughter Dance (Feb), Healthy Kids Day (April), BG Darden Golf Tournament (May), Triathlon (August), Halloween Carnival (October) and a Thanksgiving Day Turkey Trot. The YMCA also host regional & state competitive swim meets as well as racquetball tournaments. Other members services not already mentioned include racquetball, badminton, volleyball, pool inflatables on family fun nights, and flick & float movie nights. Each year the YMCA gives away over $125, in financial assistance to people who cannot afford to pay the full program or membership rate. No one has been turned away for their inability to afford a YMCA membership or program. 6

7 III. Situational Analysis A. Organizational Chart 7

8 B. Internal Analysis Strengths YMCA employees a total of 180 people with 90 part-time and 90 fulltime. During the 2010 year the YMCA had a total of 13,931 members. This being a 13.5% increase from According to John Richardson, CEO of the Goldsboro YMCA, our members are our greatest ambassadors. The YMCA operated with a $3 million budget in 2012, which is a huge increase from the $563,604 budget they started with in Other strengths include smoothie bar and lounge area, location of the facility and newly renovated facilities, and onsite daycare. Weakness Accessibility of the YMCA of Goldsboro s website for the aging population. Lack of strategic marketing. Hours of operation. Limited athletic programs for teens and adults. C. External Environment Analysis Opportunities: The YMCA is open to creating partnerships with various groups within the community. Current partnerships include the CHANGE, which is in conjunction with Goldsboro Pediatrics where a 12-week program is set up to help children with childhood obesity. The WATCH Program was created as a result of an $85,000 grant received from the CDC to improve community programs. Partners for the WATCH Program include the Goldsboro Boys and Girls Club, Goldsboro Parks and Recreation, Wayne 8

9 Community College, The City of Goldsboro, Wayne County Health Department, and the Domestic Women s Shelter. Threats: One of the threats for the YMCA is that it s not open to the public and only available for those who are members of the YMCA. Another threat for the YMCA is the joining fee and monthly membership fees compared to other local gyms and fitness centers. D. Competitive Analysis 1. Gold s Gym a. At Gold s Gym, their facility is open 24 hours and also includes tanning. The target market for Gold s Gym is the younger adults, singles and body building athletes. They also offer various specials and promotions on their memberships to attract new members. 2. For Women Only a. For Women Only is a fitness center targeted at women only. Their target market is the middle age, married female who can take time to work out before work, on their lunch break or after work. For Women Only offers cardio fitness, tanning, sauna, nursery, dressing rooms, 30 weekly aerobic classes, fitness consultations and equipment orientations. They also offer a large selection of supplements including vitamins, minerals, fat burners, protein shakes and powders. 3. CrossFit a. CrossFit is a strength and conditioning program with constantly varied movements executed at high intensity. They focus on cardio endurance, stamina, strength, flexibility, power, coordination, agility, speed, balance and accuracy. CrossFit targets endurance runners, athletes and agility competitors. The hours of operation for CrossFit are very limited compared to other fitness facilities in Goldsboro. E. Customer Analysis 9

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11 Demographics: Families Youth Senior Citizens Health Seekers Persons with health conditions Target Market: A. Geography: The focus is on Wayne County with a population of 123,697 people. The more specific geographic target market is people in Goldsboro who desire the use of a recreation and wellness facility. B. Demographics: The target market for the YMCA of Goldsboro is men and women ages These people are family orientated and usually married with children. This age group uses the YMCA for its programs, fitness room, pool, and children s programs. C. Psychographics: Persons who value health and wellness Persons who are interested in childcare and family activities Children and Teens who participate in sports and recreation Persons who want to participate in aquatics and special programs IV. Marketing Goals A. Organizational Goals: The goal of the Goldsboro YMCA is to focus on youth development, healthy living, and social responsibility among its members. To meet this goal, the YMCA offers several health and wellness programs, fitness facilities, aquatic center, partnerships and youth sport leagues. B. Marketing and Project Goals: Our main marketing goal is to increase the membership at the YMCA of Goldsboro by 2%from March 1, 2013 to March 1, 2014 and create a partnership with Wayne Community College to offer special rates or discounts for students who are at risk for obesity and other health related conditions. 11

12 C. Product Portfolio and Positioning The YMCA of Goldsboro offers a wide variety of programs that focus on youth development, healthy living, and social responsibility. There are programs for all ages and skill levels. Active Older Adults is a program designed to maintain health and functional ability for the aging population. Some of the individualized programs are AOA Yoga, Chair Zumba, Silver Sneakers, Stretch & Flex, Tai Chi, Track Walk, and Zumba Gold. There are also various aquatic programs offered. These programs consist of swimming lessons, recreational, competitive, and specialty aquatics for all ages and abilities. Specific programs include parent-child classes, water exercise and therapy, water safety and rescue, and water sports. Another program the YMCA of Goldsboro offers in conjunction with Goldsboro Pediatrics is CHANGE for Children. This is a 10 week physical activity and nutrition program for overweight children ages It is offered one hour Monday thru Thursday for all participants. The YMCA of Goldsboro also offers a mentoring program called WARM Hearts. This program is available for young people of Wayne County ages Adult mentors work with them for 2 hours once a week. They are involved in various activities as well as community service.youth sports are also offered at the YMCA and include the following; Fall Soccer, Spring Soccer, Basketball, Flag Football, Tee Ball, Coach Pitch, and Pee Wee Sports. Each sport has varying ages with the youngest being 3 years old and the oldest being 15 years old. In addition to all these health, wellness, and sports programs the YMCA of Goldsboro offers the following special activities throughout the year; Indoor Triathlon, AAA Regional Swim Meet, Heart & Sole ½ Marathon, Father/Daughter Dance, Walk to the Beach, Healthy Kids Day, GOLD Long Course Open, Spring Triathlon, GOLD Masters Long Course, Racquetball Tournament, Halloween Carnival, Help the Hungry, Turkey Trot, and Y s Men. D. Unique Value Proposition Our unique value proposition is that the YMCA offers health and wellness programs and services to a wide variety of people. The YMCA is a family oriented organization that has facilities nationwide. The USP for the YMCA is We build strong kids, strong families, and strong communities. 12

13 V. Marketing Strategy 1. Increase the memberships by 2%. By increasing membership by 2%, the YMCA will have offered health and wellness benefits to more citizens within the community. 2. Form a partnership with Wayne Community College to offer special rates or discounts for students who are at risk for obesity and other health related conditions. VI. Marketing Tactics A. Promotion To inform the student and staff of the partnership between the YMCA and Wayne Community College, campus wide s will be sent out, flyers and posters will be posted around campus, text notifications will be sent, information will be posted on the college website and official Wayne Community College Facebook page. To increase the membership for the YMCA, radio advertisements will be used, advertising in the Goldsboro News Argus, information about the YMCA will be available through the Wayne County Chamber of Commerce and word of mouth by current YMCA employees and members. B. Place Information of the partnership will be placed on information boards around Wayne Community College. Information about the YMCA will be made available at local doctor s offices, Wayne County Public Schools, and Wayne County Health Department. C. Price Visitor passes will be offered to Wayne Community College students for opportunities to participate in health and wellness programs. These passes will be made available through Wayne Community College s Student Activities. YMCA will also waive the initiation fee for new members as a price promotion. 13

14 D. Product YMCA will participate in Wayne Community College s Health and Wellness fair that is open to the public. YMCA will participate in Wayne Memorial Hospital s Health and Wellness fair that is open to the public. E. Public Relations YMCA will write a quarterly news letter to distribute to local doctor s offices, Wayne Community College, Wayne County Health Department, and Wayne Memorial Hospital that would detail current programs, activities, and services being offered. VII. Implementation and Control A. Action Plan Task: Increase Membership and Promotion Date(s) Cost Promote Partnership Campus E- mails March, February, 2014 $0 Flyers/Poster Distribution March, February, 2014 $3,000 Text Notification March, 2013; May, 2013; July, $1, ; September, 2013; November, 2013; January, 2014; March, 2014 Facebook Postings April, 2013; June, 2013; August, $0 2013; October, 2013; December, 2013; February, 2014; April, 2014 Website Postings March, 2013; May, 2013; July, $0 2013; September, 2013; November, 2013; January, 2014; March, 2014 Radio Advertisement March, February, 2014 $3,500 News- Argus Advertisement March, February, 2014 $5,000 14

15 B. Budget The budget for this marketing plan is based on current costs to print posters and flyers, air time for radio advertisements and the cost to print monthly in the local news paper. Task Cost Flyers/Poster Distribution $3,000 Text Notification $1,500 Radio Advertisement $3,500 News-Argus Advertisement $5,000 Total Budget $13,000 C. Evaluation Once the marketing plan has been in place for 1 year the YMCA will run a constituency report for 2014 and compare its data to The goal is to have a 2% increase in memberships from 2013 to The evaluation of the partnership with Wayne Community College will be done through student surveys and documentation on the number of visitor passes distributed to students and redeemed at the YMCA. 15

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