Professional Documents
Culture Documents
SPM 330
York College of Pennsylvania
441 Country Club Rd
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
Students in school
Students in school
Students in school
of Central Maryland
(Elementary School)
(Middle School)
(High School)
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
some sort of
hobby/activity
Will discuss with
hobby/activity
Will discuss with
and friends
friends parents.
Social media, commercials,
Social media,
Social media,
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
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.
INTERNAL
Flyers
Computer
Screensavers
Radio Ad
EXTERNAL
entrance)
Social Media
Have different photos of
Emails
Billboards
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
Spirit Wear Catalog for the YCM Blue Crabs Swim Team
Page 1
Page 2
Page 3
10
Page 4
11
12
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
Different locations
Parent involvement
Opportunities
Spokesperson
Weaknesses
Lack of transportation
Costs
13
and gyms
Poor word-of-mouth marketing from
Evaluation
14
References:
15