Racquet Up Detroit - Marketing & Communications Plan
Account Services Art Director Public Relations Social Media Creative Tech. Creative Director Planner Broadcast Producer Traditional Media Copywriter
Alison Jeanne Patrick Kelly Becky Eaton Gillian Hall Rachel Schoen Terry Sieting Amy Muskovitz Corey Ian Dan Herman Dino Fallone
Racquet Up - Mission Statement To support and empower Detroit’s youth so they can achieve their full potential through a long-term, demanding, and inspiring mentoring program of squash, academics, and community service.
Building on the established Urban Squash and Education model, Racquet Up Detroit aims to promote participants: Physical fitness Literacy levels Self-esteem and strength of character Educational attainment – high school and college graduation.
*RacquetUp.org
CAMPAIGN MISSION Our mission is to educate the Detroit community about Racquet Up’s organization and goals in order to bring in monetary donations while simultaneously reinforcing the importance of educating our youth to ensure a successful future.
Case Study Objective With a focus on connecting with four distinct target audiences our objective is to strive to effectively generate donations and awareness through a marketing campaign and detailed web strategy in order to strengthen Racquet Up Detroit.
strengths Retention of student membership Long-term relationships Networking Strong associated business model from similar national organizations Pairing of academic and athletic lifestyles Providing emotional support and encouragement Ethical and morally strong foundation
S.W.O.T. weaknesses Web strategy Limited social media outreach Low awareness Slow turn over rate Detroit’s economy Small squash community Lack of volunteers/ staff
opportunties Partnerships with national and regional organizations Niche market Growth and expansion through programming More publicity and events Associations with profitable organizations Sponsorships Partner with schools outside of Detroit to increase awareness
Analysis threats Other organizations with similar business models Niche market Monetary instability Transportation Possibility of current location falling through Small profit Lack of strong donors
target m Tiered Based Donating Champion All-star Pro Tours Volunteering opportunities
Promotional events, competitions at DACw Print Poster campaign Local gym involvement
markets Radio Print Poster campaigns Direct mail PR initiatives Online-local news websites Promotional RU sweat bands
Direct mail Postcard Post-it marketing Print Crain’s LinkedIn Informational pamphlet
Strategy
Individual donors will be targeted to pull the majority of Racquet Up’s daily financial necessities. Emotional appeals of the organization will bring in donations and personal involvement. Corporate donors will be targeted through contacting major corporations in the Detroit area for larger investments, sponsorships, involvement and expansion opportunities, increasing total revenue, and gaining PR. Professional squash players will be targeted, including: Keith Pritchard, Wade Johnstone, and Aurangzeb Mehmund who reside locally for support through monetary donations, volunteer time, squash tutorials, and spokes person opportunities. Local squash players will also be targeted for squash practice assistance. Board Members will be targeted to encourage additional involvement within the organization. By building relationships between the programs participants and the board, we hope to increase donations of both time and money.
COMMITTED
To influence action we will ask the Detroit community: RU COMMITED? RU Committed to Detroit’s youth and positive growth? This question will separate the willing from the non, help us discover new personal and corporate outlets for monetary and volunteer involvement within the organization.
Events: Benefit Dinner This dinner will host the Board of Directors for an informational session. Squash Match This will be an exhibition event, where the children will participate in a squash match to highlight their talents. The event will be for each of the four target audiences of donors to come and see first hand what the organization is all about. Read-a-thon In efforts to promote literacy amongst youth, Racquet Up can host a “Read-a-Thon� at a local library.
COMMITTED April 2, 2012 Detroit Free Press 615 W. Lafayette Detroit, MI 48226 313-222-6400 Dear (Insert Name): All his life, Jerreon Smith, an 11-year-old at Detroit Middle School, has dreamt of becoming a college graduate. He never thought he would be able to due to the conditions in which he had been raised. Thanks to Racquet Up Detroit, Jerreon as well as 39 other students have been given the opportunity to reach all of their dreams. Racquet Up Detroit will allow these children to receive academic assistance, learn how to live a healthy lifestyle, the basics to squash play, all while they build self-esteem and character. The Detroit Free Press should do a story on Racquet Up Detroit’s efforts to impact the lives of Detroit’s youth. Racquet Up has been helping the Detroit youth for almost two years. Derek Aguirre, Executive Director, is a native of Michigan with seven years of experience as a youth development professional. Aguirre moved to Boston where he worked for Squash Busters, after returning to Michigan he wanted to bring a similar program back with him. That is where Racquet Up was born in the spring of 2010. We are offering this compelling story exclusively to the Detroit Free Press. A response by Month Date, 2012 would be appreciated. I can guarantee that Derek Aguirre, Patrick Morris (Academic Coordinator and Business Manager), Connie Loh (Program Coordinator), and the other members of Racquet Up Detroit will all cooperate with any writers or photographers you would assign. We also could help you arrange interviews exclusively with Derek Aguirre. Please let me know if you have any questions. My direct line is 517-426-9015. I will call Day of The Week, (Month Date) to see if I might be any help on a possible story. Thank you for your time and consideration. Sincerely,
Rebecca Eaton
donor letter
COMMITTED FOR IMMEDIATE RELEASE Month Date, 2012
CONTACT: Rebecca Eaton 517-123-4567 eatonreb@msu.edu
Racquet Up Detroit Helps Detroit Youth Implementing the fitness elements of squash to help build character and self-esteem DETROIT ––Racquet Up Detroit, an out-of-school youth development program, is partnering up with Birmingham Athletic Club (BAC) to host a squash competition that will highlight the achievements of the participating students. This event will be open to people who are eager to learn more about Racquet Up and get involved through volunteering or donations.
The Birmingham Athletic Club provides a perfect location for Racquet Up Detroit to host a
squash tournament for potential donors. Donors will be able to see for themselves the student participants in action, and hear their personal testimonials about the impact of Racquet Up. The BAC also lends a space where the donors will be treated to a dinner that evening and able to learn more about the program.
This is the first time that the BAC has hosted Racquet Up Detroit for a benefit event. The event
will take place on (insert date here).
Playing squash has been a passion throughout Derek Aguirre’s life. Aguirre is the Executive
Director of Racquet Up Detroit. As a Michigan native, Aguirre wanted to bring back a similar program he was a part of in Boston to Detroit. Racquet Up Detroit was established in spring of 2010.
“Racquet Up Detroit’s mission is to support and empower Detroit youth so they can achieve their
full potential through a long-term, demanding, and inspiring mentoring program of squash, academics, and community service,” said Aguirre.
“I am excited to be able to show my friends and family all I have learned about squash. The com-
petition will be a fun way to play squash and show my talent.” said Derreon Jones
For more information please visit http://www.racquetup.org or call 517-123-4567. ###
press release
Radio: We will be placing our radio ads on the top five AM and FM radio stations as well as the most relevant XM stations. This medium will allow us
FM: 1. 96.3 WDVD Adult Contemporary 2. 99.5 WYCD Country 3. 97.9 WJLB Urban Contemporary 4. 95.5 WKQI Top 40 5. 104.3 WOMC Classic hits
to connect with commuters in the metro Detroit area. An emotional connection can be made during these radio spots that will create a bond between the listener and the organization.
AM: 1. WJR news/talk/sports 2. WWJ news radio 3. WCHB news/talk 4. WDFN Detroit sports radio 5. WXYT talk radio XM: ESPN radio
Radio Spot 1 (Individual donors)
Tone: Fun, optimistic and exciting. Upbeat background music. (The sound of squash being played and everyone finishing up for the day) Mentor: “Great job today, Tyler. Way to keep that right elbow up.” Kid: “Thanks, Pat. I’ve been working on it.” Mentor: “Awesome. How was that math quiz yesterday?” Kid: “It went great, I aced it.” Announcer (Derek): “Squash and academics. An unlikely combination, but here at Racquet Up Detroit we’re helping to make a difference in the lives of the Detroit youth. With our great mentoring staff, Racquet Up Detroit provides a good balance of work and play that helps our kids to succeed academically, as well as learn the great game of squash.” Mentor (Background): “Alright guys, that’s it for today. Great job everyone. See you all tomorrow.” Announcer: “To find out more about Racquet Up Detroit or to make a donation, visit us at racquetup.org. Racquet Up Detroit, are you committed?”
Radio Spot 2 (Individual Donors)
Tone: Serious, gripping, sophisticated, slow, yet positive and hopeful sounding background music Kid 1: “I went from a C to an A.” Kid 2: “I feel great because I know that I’m in a safe environment” Kid 3: “I like the squash and the academics really help me in school” Announcer “These are all kids involved in the Racquet Up Detroit after school program. Racquet up is a youth development program, which uses the sport of squash, in combination with fitness development, academic tutoring, and community service to make a difference in the lives of Detroit youth. Mentor 1: “Racquet Up is aimed at helping students achieve their full potential. It’s demanding, engaging, and inspiring.” Mentor 2: “It’s about long term, very deep, personal, meaningful relationships with kids and families.” Mentor 3: “We are building a community of students who help each other, who are focused on academics as well as squash” Announcer: “To find out more about Racquet Up Detroit, visit us at racquetup.org. Racquet Up Detroit, are you committed?
Poster Campaign- We will place posters in local athletic clubs and sporting facilities to drive local squash enthusiasts to volunteer their talents at Racquet Up Detroit. By placing these
Focusing on the game
posters in relevant areas we will continue to
Building new friendships
get the Racquet Up name in to the public eye, continuing to create a powerful brand.
Creating a future Committed to Detroit COMMITTED www.racquetup.org
Poster #1
Providing the challenge The love of a family
Offering the support Inspiring the determination
The strength of a community The commitment to a city
Fine tuning success
The sound of change
Committed to Detroit
Committed to Detroit COMMITTED www.racquetup.org
Poster #2
COMMITTED www.racquetup.org
Poster #3
Linkedin professionals to follow: Detroit Young Professionals (DYP) Detroit Young Professionals (DYP) is a 501(c)4 nonprofit organization that provides professional development, social networking and civic engagement opportunities. We are dedicated to making Metro Detroit a better place and developing our region’s next generation of leaders. Squash Players/Enthusiasts- join group to network By flooding the Detroit community with buzz about Racquet Up, we will be able to invite a high number of Facebook users to the Racquet Up Page. The Facebook page will be the meeting ground for supporters of Racquet Up. It will allow them to communicate with one another, as well as reach out to their social circles that were not yet aware of Racquet Up. The primary function of our Facebook page will be awareness, which will be strengthened through supporter interactivity. The features will include video interviews with youth of Racquet Up. These videos will be inspirational while conveying a message of a sincere need for donations and investments in their futures. We hope by creating awareness, this will drive traffic to our campaign landing-page. With people associated with the program, whether it is tutors, academic teachers, parents, or elderly that receive community service from the squash students to show how the program is changing the scene in Detroit for the better will be displayed.
twitterplan for
detroitsquash Our key objective for Twitter is to interact with the Detroit community online. We will do this by re-tweeting and following community shakers and movers of the Detroit area. Twitter is the best social media medium to evoke interaction with our target audience because of the ability to configure short messages that are aimed at completing specific goals.
@naosquash @positivedetroit
@detroitcreative
@mosaicDetroit
@insidesouthwest
@detroitjournal
@detroitnation
@decidedetroit
@student_mentors @313detroitblog
Postcards Our Direct Mail strategy will be aimed at the suburbs surrounding the Detroit area
(Bloomfield Hills,
Birmingham, Grosse Pointe, Franklin, Royal Oak). This will be done with a call to action phrase and bright colors, which are consistent with the brand image ensuring when people receive postcards they are interested, grabbing donors attention.
make way for the future of detroit Terry Sieting
Racquetdetroit Up
1708 University VLG Rm. 301C Birmingham MI 48012-6049
front
At Racquet Up Detroit we build strong, lasting relationships with the students, while teaching them the essentials of squash as well as providing excellent academic tutoring. Contact: Derek Aguirre email: derek@racquetup.org phone: 313-600-9593
The time for change
is now
back
Guerilla Marketing: Post- it Note Advertising The post-it stickers will be placed on the front page of the Detroit Free Press. These will feature Racquet Up’s information in order to drive traffic to our social media and informational sites. A three-color tab for 500 units with the Detroit Free Press costs $278 to run once.
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Locker Stickers Additionally, we will be going to local gyms and athletic facilities that support squash and the principles that Racquet Up stands for. These stickers will be placed on the backside of gym locks in order to create brand visibility. This method of guerilla marketing also has the potential to reach new volunteers and tutors for the organization. 100 small round custom stickers (1.5� diameter) from www.zazzle.com will cost $23.50.
www.WEB STRATEGY.org The increase in advertising and buzz about Racquet Up will draw attention towards the website, it is imperative that we focus on usability and simplicity to give our target audience the information they are looking for. This will be consistent with our strategy of education equals donations. By updating and improving the current website’s coding, layout, and search keywords (SEO), we will transform the website into being as informational and efficient as possible. We also will update the basic architecture of the website, as well as the site map that can be found through search engines results.
About
Appreciate
Volunteer
Racquet Up is an out- of-school youth development program which uses the sport of squash, in combination with tness, academic tutoring, community services, college exposure, summer opporunities, and mentoring to make a dierence in the lives of Detroit Youth. Find out more...
In The News
Testimonials
Contact Us
Donate
Landing Page
A landing page implements the same theme and information used in our RU Committed campaign initiatives will allow a clear and consistent message to inform the public on the new and traditional efforts that the organization tries to convey.
RU Committed - Racquet Up Detroit
www.rucommitted.org
DONATE
MAKE WAY for the future of detroit
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Flight Plan Donor Letters Radio Direct Mail Poster Campaign Post-It Note Locker Sticker Social Media Web Strategy Landing Page January
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Measur ment e
It is crucial to measure the new tactics that Racquet Up will be presenting to the public in order to make sure they are successful and worth the monetary upkeep. Using free tools is the most efficient way to track this data by using tools such as Google alerts and analytics.
Thank you so much for your time and consideration of the new Racquet Up campaign possibility. Please feel free to contact our group with any follow up questions for follow through.