The Toronto Ultimate Club

Marketing Plan

Executive Summary
1. Profitable Relationship 2. Membership Incentives 3. Customer Loyalty Initiatives 4. Add a Second League 5. Extensive Promotion

PECT
Prudent Effective Core Values Timely

The TUC Advantage

Highest Game Quality World Class Players Third Largest in Canada Ultimate Frisbee Focus Best Value

Background Information
Growth in Ultimate Frisbee Market Heightened Competition Membership at 3,000 Considered Highest Quality Runs Leagues Every Season Highly dependant upon Volunteers Fragile Economy

Strengths
Quality Product Established for 28 Years Elite Volunteers Affordable Play by Regulation Rules Distinct Focus

Weaknesses
Small Budget Few employees Must bid on Facilities

Opportunities
Ultimate Frisbee Market is Growing Expand Marketing Initiatives Reach Western Toronto

Threats
Indirect
Other Sports Health and Fitness Clubs Television

Direct
West Side Sports Everyman Sports Recreational Sporting Club

Mortgage Crisis of 2008 - Implications of the economic downturn on the Canadian Economy

Consumers
Visible Minorities Young Professionals Post-Secondary Students Secondary School Students

Marketing Opportunities
102.1 The Edge The Toronto Star CBS Outdoor Canada Facebook

Target Market
Competitive League Young Professionals

Initiatives
Profitable Relationship Building Customer Loyalty Program Membership Incentive Programs Addition of a Second League

Promotional Mediums
Subway Advertisements Canada Post Direct Mail Facebook Page Sporting Life 10k run Independent TUC Event

Budget
$20,000 in Subway Interior Ads
400 ads for 8 weeks

$10,000 Canada Post Mail

86,206 People at 11.6 cents per mailing

$20,000 for Sporting Life Booth & 1 day event