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Azia Evans, Katie Kranefeld

SPM 330
York College of Pennsylvania
441 Country Club Rd

The Y in Central Maryland


Final Marketing Plan

Prepared for: December 11th, 2015

Table of Contents
Marketing Plan 3
The Business 3
Markets . 4
Marketing Strategy . 5
Internal and External Strategies ... 6
Social Media Strategy .. 7
Blue Crab Logo .. 8
Spirit Wear Catalog . 9
Promotional Item ..13
S.W.O.T. Analysis . 14
Evaluation 15
References ..16

Marketing Plan
The Business
Business name: The Y in Central Maryland
Business structure: Non-Profit
Business location: 303 Chesapeake Ave. Towson, MD 21204
Executive Operating Team: John K. Hoey, Christine Ader-Soto, Michelle Becote-Jackson, and Jill
Black
Products/Services: Swim lessons, swim classes, lifeguard training classes, swim instructor classes,
pool operator on location, aqua aerobics instructor classes and swim teams.

The Future
Vision statement:
Impacting over 350,000 Central Marylanders, the Y will provide bold leadership in advancing a holistic
approach to well being that strengthens the communitys commitment to healthy living, youth
development, and social responsibility. We will actively engage the community to measurably improve
well-being and the value of the Yin the lives of families, individuals, and communities throughout
Central Maryland.

Goals/Objectives:
The short-term goals are to gain new participants for all classes, teams, and lessons. The long-term
goals are to gain new members at the Y in Central Maryland each quarter.

The Business
Business overview

The products/services that the business provides are swim lessons, swim classes, lifeguard
training classes, swim instructor classes, pool operator on location, aqua aerobics instructor

classes and swim teams.


These products/services are located at any of the swim locations.

The Market for the YCM Blue Crabs Swim Team


[4 target markets]

Parents in the area

Students in school

Students in school

Students in school

of Central Maryland

(Elementary School)

(Middle School)

(High School)

Have children under the

4/5 years old 10/11 years

11/12 years old 13/14

14/15 years old 17/18

age of 18

old

years old

years old

old)
Interested in having

Interested in getting

Interested in getting

Interested in getting

children involved
Were previously involved in

involved
Are already involved in

involved
Are already involved in

involved
Are already involved in

some sort of hobby/activity

some sort of hobby/activity

some sort of

some sort of

Will discuss with friends,

Will discuss with classmates

hobby/activity
Will discuss with

hobby/activity
Will discuss with

coworkers and childrens

and friends

classmates and friends

classmates and friends

friends parents.
Social media, commercials,

Commercials, radio ads,

Social media,

Social media,

radio ads, billboards, flyers,

billboards, flyers, school

commercials, radio ads,

commercials, radio ads,

billboards, flyers, school

billboards, flyers, emails,

(30 years old 60 years

through children, emails,


newspaper

newspaper, school

Marketing strategy:

The intention with the first market is to target the parents in the Central Maryland area, who
have children under the age of 18 years old. The focuses on those parents are who are
interested in getting their children involved in swimming. There is also a focus on those
parents who have previously been involved in swimming or any other type of activity. There is
hope that these parents will also be conversing with their friends who also have children, so
that their children could have someone to do it with, their coworkers to find out if they know
of any children participating and their childrens friends parents to get both their child and
their childrens friends to do it together.

The intention with the second market is to target the students in the elementary schools
within the Central Maryland area. The focuses on those students are the ones who are
interested in getting involved in swimming. There is also a focus on those students who are
already involved in any other type of activity. This target is important because this is the
earliest time you could join a swim team and also the swimmer has plenty of time to work on
their skills before competition becomes more intense. There is hope that these students will
also be conversing with their classmates and friends for more students to bring the idea back

to their parents at home.


The intention of the third market is to target the students in the middle schools within the
Central Maryland area. The focuses on those students are the ones who are interested in
getting involved in swimming. There is also a focus on those students who are already
involved in any other type of activity. This is important because at this age the swimmer have
time to improve their skills before moving on to high school where they will swim very
competitively. There is hope that these students will also be conversing with their classmates
and friends for more students to bring the idea back to their parents at home.

The intention of the fourth market is to target the students in the high schools within the
Central Maryland area. The focuses on those students are the ones who are interested in
getting involved in swimming. There is also a focus on those students who are already
involved in any other type of activity. This is important because at this age the swimmer will
be able to gain more experience swimming competitively. There is hope that these students
will also be conversing with their classmates and friends for more students to bring the idea
back to their parents at home or also at this age make the decision themselves to want to do
it.

Marketing Strategy for the YCM Blue Crabs Swim Team


The overall strategy is to use internal and external channels to promote the benefits and opportunities
that the Blue Crab Swim Team offers.

INTERNAL

Every week have flyers posted in highly


Post 3-5 different flyers around
Flyers
populated areas about meets coming up. (Bus
the facility of practices and
stops, shopping centers, schools, offices)
meets coming up. (Locker
Post 1 lengthy announcement about practices,

Flyers

Computer
Screensavers

Radio Ad

EXTERNAL

rooms, pool deck, gym,

meets and those who are getting rewarded

entrance)
Social Media
Have different photos of

everyday. Post 2 videos of the swim team

everyday. Post summary of each meet no more


swimmers throughout the day.
Twice an hour the 30 second
than 30 minutes after the meet has ended.
Play the 30 second radio ad and 60 second radio
radio ad play in the facility. Once
ad once during the average morning commute to
an hour have the 60 second
Radio Ad
work, once during the average work lunch time
radio ad play in the facility
and once during the afternoon commute to
work.
Play commercial every hour for 2 hours in the
Commercial

morning and 4 hours in the afternoon.


Send 2 emails per week about practices, meets

Emails

and those who are getting rewarded.


Have a billboard up for the preseason of the

Billboards

swim team about how to sign up to join the


team.
Have information about meets the day before

Newspaper

and day of and day after in the sports section of


the local newspaper.

Social Media Strategy for the YCM Blue Crabs Swim Team
The overall strategy is to have new followers, likes, shares, comments and retweets.
Post 1 lengthy announcement per week about
meets coming up that week. Goal is 50 likes, 25
shares and 15 comments. Post 2 videos per
week about swimmers and meets. Goal is 30

Facebook

likes, 20 shares and 10 comments. Post a


picture and comment for each swimmers
birthday. Post summary of meets no more than
30 minutes after event has ended. Goal is 50
likes, 25 shares and 15 comments.
Tweet once per week with link posted with
information about how to join the team. Goal is

Twitter

15 likes and 10 retweets. Tweet 2 hours before


every meet. Goal is 10 likes and 10 retweets.
Tweet 30 minutes before and 30 minutes after
every meet. Goal is 20 likes and 15 retweets.
Post once per week with announcements about
what is coming up that week. Goal is 50 likes
and 10 comments. Post once every two weeks
with information about how to join. Goal is 30

Instagram

likes and 15 comments. Post pictures of


swimmers once a week. Goal is 30 likes and 5
comments. Post 30 minutes before and 30
minutes after each meet. Goal is 20 likes and 5
comments.

Logo for the YCM Blue Crabs Swim Team


The thought behind the new logo is that even though it can come across as more of a scary crab, this
is a swim team and the swimmers are swimming competitively so when an opponent sees the logo
they dont want them to say, Aw, cute they want them to be intimidated. There is feeling that the
competitive parts of the swimmers will increase with having this as their logo.

Spirit Wear Catalog for the YCM Blue Crabs Swim Team
Page 1

Page 2

Page 3

10

Page 4

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Promotional Item for the YCM Blue Crabs Swim Team


The promotional item is a hand clapper. It is multicolored, and has THE Y IN CENTRAL MARYLAND
located in the center. With this promotional item you can clap it to cheer on the swimmers, it is loud
enough that even while they are swimming they will be able to hear it. You can fan yourself with it; it
gets very warm on a pool deck. It can promote the blue crabs, swim program, and the Y in Central
Maryland all at the same time, depending on where you use it. It would be an item that each member
gets when they sign up. The member would get 3 total, one for themselves, one for a parent, and one
for any other person they wish.

(Picture: To be added once arrived)

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S.W.O.T. Analysis
This S.W.O.T. analysis is based on the Swim Program as a whole at the Y in Central Maryland.

Strengths

A variety of swim lessons

State of the art facilities

Different locations

Financial assistance for those who need it

Parent involvement
Opportunities

More certified staff

Spokesperson

Better hours to accommodate to those

Weaknesses

Lack of transportation

Costs

Inconvenient locations that could be


unsafe
Threats

Competition from local sport associations

who work the regular 9-5


Lower costs

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and gyms
Poor word-of-mouth marketing from

members with bad experiences


Competition offering better programs

Evaluation

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References:

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