2. Formative Research Strategy Tactics Evaluation Methods

3. Decrease in youth 8 and under house league registration 5 years = - 908 players

5. Time Money People Infrastructure

6. Goodwill Cohesion Strategic Intelligence Stories

7. Federal Government tax credits Provincial Government support Municipal voucher program

8. EI claims have risen 7.9% from July 2011 to July 2012 RIM stocks are down 90% from their two year max

9. OMA, in their latest release, have stated obesity is the number one health concerns for Canadians India, China, and the Phillipines are the fastest growing immigrant groups

10. Sedentary habits are replacing outdoor sports for many children 48% of Facebook users are between the ages of 25-44

11. Waterloo’s population increased 1.3% from 2006-2011 and Kitchener increased 7.1% Average growth in Ontario was 5.7% for families Children under 4 decreased in Waterloo by 421 people

12. Kitchener Soccer Club invests between 30,000 to 40,000 in marketing annually Minimal online registration fee

13. Rep league parents were frustrated with the website New residents of Waterloo were not aware of WMSC House league parents felt a lack of communication with the club

15. Strengths Reputation; Volunteers; Highest Participation; New Brand; Sponsors Weaknesses Marketing (social media and online presence, brochure, newsletter)

16. Opportunities Schools; Multicultural Community; Alliance With Other Sports; Website Threats Demographics, Competition

17. Goals Increase registration of U8 and under Raise awareness of the club Publics Children Under 8 & Parents

18. ECONOMICS Affordable Tax Credit Current and Potential Sponsors

19. HEALTH, FITNESS, AND FUN Cardiovascular sport Kids interacting with one another Reducing obesity

20. AFFORDABLE, FUN, HEALTHY Lets create awareness by: Promoting an economical sport Showing kids that soccer is fun Benefit children’s health Reaching out to ethnic communities AWARENESS = GROWTH

22. Educate parents on the club How affordable soccer is Healthy, fun sport Connection to the club

23. Target: Parents in the community and current members Goal: Help build cohesion; Create awareness Content: Club events, club news, promote strategy Guidelines: Min. one post a day Budget = 0

24. Target: Parents in the community and current members Goal: Help build cohesion; Create awareness Content: Quick updates, retweet mentions, hashtags Guidelines: Min. two posts a day Budget = $0

27. Mommy Blogs Posts and testimonials from moms about the club This can take time Budget = $0

28. Target: Current members and sponsors Goal: Establish communication and deeper connection Content: Three sections (deals, events, article) Guidelines: Monthly basis; Email addresses from registration forms Budget = Current cost

29. Eye catching and colourful Promote that soccer is fun, healthy and affordable Visual appeal Distribute to schools, community centres, libraries, current WMSC sponsors, etc. Utilize volunteers and high-school students to hand out brochures Budget = $1200.00

30. More colour Logo Picture Basic information

31. Revise the homepage with: Less text More visuals Pop up button Gallery Financial Assistance link Budget = TBD

34. Waterloo minor sports teams Specific area for each booth Advertise through social media, E-newsletter, website, and other involved sports resources Interactive soccer games Brochures, registration information, as well as associated fees and tax credit material available WMSC representative Budget = $0

35. World Cup Theme Booth at Event – Victoria Park for Kitchener-Waterloo Tax credits and assistance heavily emphasized Interactive activities Budget = $350

37. Evaluate results of implemented tactics Social media, events, participant/parent experience, registration numbers Both indoor and outdoor soccer Confirm community awareness and increased profitability of WMSC

38. Social Media dashboard to manage and measure presence Timing: Monthly How to Monitor: reports to gather statistics of social media presence Consider: are your followers increasing; are you reaching your target audience Budget = $0

39. Surveys given to parents of registered children Timing: At registration (online or paper) How to Gather Data: Compile surveys and take note of common responses Key Responses: How registrants found out about WMSC; Who is registering the player; Preferred method of registration; If costs are a factor when choosing to register Budget = $TBD

40. Timing: End of season How to Gather Data: Compile surveys and take note of common responses; Tabulate any concerns and address them Key Responses: Satisfied with communication, best method of communication, sport benefits health, returning next season? Budget = $TBD

41. How to Monitor: Calculate total number of registrants online, in person and late Questions to Consider: Have number increased in children U8? Which registration days were the most successful? Budget = $0

42. Timing: Directly following events Who Will Monitor: Volunteers & WMSC How to Monitor: Track the amount of people coming to the booth Questions to Consider: How many brochures were distributed? How many signed up for newsletter? Budget = $0

43. Thank You