WCP digital strategy
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New Media Driver's License class final project. Full digital strategy for WCP.
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WCP digital strategy
- 1. Full Digital Strategy 2013
- 2. •Increase brand awareness •Increased number of athletes •Increase social media interaction •Increase website views
- 3. •Athletes unhappy with current team •Parents of potential athletes •Athletes (ages 2 to 19) •Athletes looking for a new gym
- 5. •They pay the bills •They bring the athlete •They ask the questions •The kids will love any gym they go to •The parents need a reason to stay
- 6. •On the Web •In the Gym
- 7. •Google Adwords •Facebook •Youtube •Website •Online Registration
- 8. •Parent Team •Parent Classes •Parent Gym •Parent Involvement •Sibling Room •Dad/Brother Sports
- 9. 5 hours planning (Est. $250/hr.=$1,250) 3 hours 1x/month/6months (= $750/mo. = $4,500) AdWords Campaign ($300/mo. Max= $1,800) (Total for 1st 6 months= $7,550) •Following first 6 months…
Notes de l'éditeur
- Do you have what it takes to be a Wildcat? We think so! The following digital strategy for 2013 demonstrates the tools we will use to let everyone hear this message and find out what it really means to be a Wildcat and join the pride.
- The goals of this campaign are to bring more awareness of our company and continue attaining more athletes. We will continue using our registration form question of how did you hear about us to learn the best angle to try to find new people. My thought is that most people hear about allstar cheerleading in the area and look online at the options they have. We will need to keep track of our website views and number of new athletes will help us decide our success. In addition I would like to add on our registration form if and where the new athlete has cheered before. Through this we can find if we are attaining more "school cheerleaders", "allstar gym hoppers", or "brand new to cheer" athletes.
- Our target audience is a little different than most businesses. We are more concerned with those who know cheerleading already or could have already been a part of a team or know others that have been, especially in the area. The target audience is split into two: parents of potential athletes, and the athletes themselves (male and female age 2 to 19). Our target may be looking for a team or gym and are deciding where to go. They have a few options in our area and if they are willing to travel there are many options in Michigan. Our target may have heard of us or our competitors and are looking into their options. We may also be dealing with people simply looking for other activities to join as a hobby.
- Attract the Real Customer: The PARENT!
- Through this campaign we need to continue pushing the idea that we are better than our competitors- both school cheer and other allstar gyms in the state. In our business, very few people are going to randomly search for all star cheerleading online. They will most likely hear about a gym from a friend and want to see what it is all about. We need to find that consumer and let them know quickly and easily why WE are the best choice. Our goal: Attract the parent. They pay the bills and bring the kids in. The kids will love it when they join, but we have to get them there first. Parents like safety, knowledge, discipline, life lessons, and fun to be taught to their kids. We need to play up that angle. Keeping our gym known as the "family- oriented" gym is beneficial as well.
- Multiple tools will be utilized in this campaign. I want to incorporate an Adwords campaign, more Facebook use, youtube videos, Website update with SEO and more interaction, easier registration online, as well as more opportunities to get people to the gym. I will split these into two categories called “On the Web” campaigns and “In the Gym” campaigns. Both will help us reach our goals but in different ways.
- The Google AdWords Campaign:Through research I found that none of our competitors are yet advertising through Google AdWords. When possible consumers search for cheerleading teams in Michigan (as well as multiple other versions of such a search) we are just another business on the list. Adding an advertisement on the side of a Google search will not only boost our credibility but also make us look more established than our competitors. Our target audience includes young athletes or parents searching Google for cheerleading teams in Michigan, especially competitive and allstar teams. Although the budget is open for discussion, I suggest a $10 a day budget to start. This means at most we could be charged $300 a month for this ad campaign. Costs are only generated when our ad is clicked on. Once clicked, consumers will be taken straight to our company home page where our location, general information, and contact information are found. This ad campaign will require two ads that can be tracked and compared to further our benefits. Increased Use of Facebook for Marketing:Through our Facebook page we can utilize more marketing opportunities by posting videos, pictures, and information about our gym. In addition, using the questions app on Facebook we can have our parents and athletes interact with us to answer questions about things we can improve on and their favorite parts of the program. We can ask people to share our information with their friends and family as well as advertise for upcoming events. I would like to hold contests supported by our Facebook page for parents and athletes to be involved in and win prizes. Youtube videos:Sharing youtube videos through an account set up with our name will help our website SEO. We can link our name and website to our videos and as people search for stunting, tumbling, tips and tricks for cheer, etc. we can gain more views of our website as well as increase our SEO. This is also a great way for parents to share videos of their children with us and others looking into our program. Website Update:Probably the biggest part of the campaign is updating our website. Right now it is pretty boring. We need someone to come in and really up the ante on our SEO and accessibility. I would like to improve our calendar and make our website more exciting to view. Pictures and videos really capture what we do as a program and can draw people in. The website needs to incorporate JackRabbit as well so our billing, registration, and contact with parents and athletes is more centrally located. The best part about this- our website server is free we just need to do some research and learn to use it more effectively.Online Registration will also be an important part of our website and our ability to make the lives of our customers easier. Instead of the hassle it takes to come in and register we will offer all of our forms and submission areas right on our website that will link to Jackrabbit and be set up in our system immediately. This will insure that parents will receive email updates, practice schedules, etc. right when they sign up as to refrain from any delay in the process of beginning their experience as a Wildcat.
- In the gym we will offer multiple ammenities and opportunities for our parents. Like I stated before this is how we build life long customers- through the parents that pay and bring their child back every week. We want to make their experience just as great as their childs. We will continue to offer our parent team for our wild and crazy parents who want to relive their glory days. We will offer parent classes so they can get fit and help their child succeed in this sport. We will offer a parent gym where they can use the time they wait for their child to practice as valuable workout time. Parent involvement is key so we will offer mutliple volunteer positions in which the parents can help plan, organize, and execute a multitude of events, fundraisers, competitions, etc. We will broadcast our family friendly gym with attention to our sibling room where siblings can spend time playing games, watching tv, or doing homework while their sibling practices. Finally, getting the dads and brothers involved in competitive sports within the gym will help them build a bond to the brand and continue sharing their experiences with friends.
- The budget is as listed. We will take the first 5 hours to plan, strategize, and decide our route for the implementation of this plan. We will follow up every month for 6 months at 3 hours at a time to ensure we are on track and our goals are being met. Following the first 6 months of work with our brand specialist we can discuss me taking over the efforts.
- Through all of the tools and tactics we can market more opportunities to get people through the door. We know that our family- oriented and friendly atmosphere can get people to stay, but getting them there is half the battle. Through more sharing, posting, and a little strategy we can build up our brand and prove we are better than the rest. We will rise above the competition.