Post on 04-Jul-2015
RCC Marketing PlanBy: Bryan Griffith and Dylan Griffith
1
Mission
Statement The Rockland Community College
Summer Sports Academy is an
instructional sports camp for girls and
boys from grades 2-9. Its goal is to
improve individual skills so that young
people may successfully meet the
growing competition in all phases of
athletics.
2
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
3
Internal Strengths
BRAND EQUITY!!!!
After care/ early drop
off
Allow mix weeks
6 weeksLarge
campusEquipment
& fields
2 camps Professional
visitsCost
effective
Indoor facilities
Campus Public Safety
CIT Program
4
Internal
Weaknesses
No WebsiteNo active
social mediaNo online presence
No Posters/Brand
Awareness
Cafeteria status?
Lack of kids in SA
5
External
Opportunities
Website!Healthier
alternativeAds/Posters/social
media
Reference discounts
Employee surveys Private lessons
Mobile Application
Camp Competitions
Online registration
6
External Threats
Other camps
Economic environment
Summer vacations
Decrease demand for
sports
7
Competitive
AnalysisCamp Price Weeks Location Include
Food
Transport
ation
Trips Diff
camps
RCC $1650 6 10901 No No No Yes
Champion $5,795 8 10956 Yes No Yes Yes
Scuffy $1,500 6 10982 No No Yes No
Deerkill Varies
>$3,000
8 10901 Yes Yes Yes No
Ramaquois $9,550 8 10970 Yes Yes Yes No
Bluerill $ 8 10952 Yes Yes Yes No
8
Objectives
To increase the number of children in Sports
Academy by 5% by next year and maintain the
same amount for Kids College in the same period
of time.
To create new promotional campaigns and
reach over 50% of target audience within the
year.
To create an online presence that is visually
appealing and useful to prospects.
9
Marketing Strategy!
Target
Market
Marketing
Mix
Marketing
Strategy
10
Target Market
Strategy
Demographics
Psychographics
Geographic
11
Demographics
This data will show the differences between the total camp, Sports Academy and Kids College
between 2009-2012.
Demographics include total population, gender,
ages based on grades, whether they had
siblings, and where they live.
Data will be used to create promotional plan
and help with implementation strategy.
12
Camp
Population
0
100
200
300
400
500
600
700
800
900
1000
2009 2010 2011 2012
Kids College
Sports Academy
Total
13
Sports Academy
vs. Kids College
49.6
44.5
5.9
2012 Population
Sports
Academy
Kids
College
Both54.5
38.6
6.9
Average Population
Sports
Academy
Kids
College
Both
*Average is based on last four years
14
Population
Inferences In 2012 the amount of kids in both camps was
about even but the average shows there is a
slightly higher population in Sports Academy and
kids that do both.
This data does not reflect the individual camp
populations but both the camp as a whole.
Overall I think that the demand for the camps as
a whole are evenly split.
It should be noted that Kids College has a limit on
the amount of kids in each sub camp, while
sports academy does not.
15
Both Camp
Gender
49.3
50.7
2012 Gender
Male
Female 54.9
45.1
Avg Gender
Male
Female
*Average is based on last four years
16
Sports Academy
Gender
68.7
31.3
2012 Gender
Male
Female
74.2
25.8
Avg Gender
Male
Female
*Average is based on last four years
Gender for 2012
shows that there is
5.3% more females
then then the
average
17
Kids College
Gender
28.3
71.7
2012 Gender
Male
Female
30
70
Avg Gender
Male
Female
*Average is based on last four years
18
Gender
Inferences Overall RCC summer camps have a near even split in
males vs. females. This shows that overall there is an equal
representation of gender in the camp.
Sports Academy has a substantially higher populations of
males by about 48.4% on average. But the data shows that females are increasing in size!
Kids College is the opposite and is dominated primarily by
females. It should be noted that there are more males in
Awesome Science and there is a close mix in Computer
Camp.
19
Both Camps
By Grade
15.1
14.9
16.816.2
16.2
12.2
6.97
1.45 Ave Grades
2nd-3rd
4th
5th
6th
7th
8th
9th-10th
CIT
12.9
14.2
18.8
14.8
13.9
16.9
6.2
2.4 2012 Grades
2nd-3rd
4th
5th
6th
7th
8th
9th-10th
CIT
*Average is based on last four years
20
Differences between
2012 and average
Increase
5th
8th
CIT
Decrease
2nd-3rd
6th
7th
Little Change
4th
9th-10th
21
Sports Academy
By Grade
8.6
11.9
17.3
13.517.8
21.1
7.03 2.7
2012 Grades
2nd-3rd
4th
5th
6th
7th
8th
9th-10th
CIT
12.6
10.9
16.3
15.9
18.3
12.8
8.65
1.75Avg Grades
2nd-3rd
4th
5th
6th
7th
8th
9th-10th
CIT
*Average is based on last four years
22
Differences between
2012 and average
Increase
4th
5th
8th*
Decrease
2nd-3rd
6th
9th-10th
Little Change
7th
CIT
*8th grades represent a
substantial increase of over 8%
23
Kids College By
Grade
15.7
16.9
18.715.7
10.2
14.5
6
2.42012 Grades
2nd-3rd
4th
5th
6th
7th
8th
9th-10th
CIT
16.4
16.8
1616.1
14.2
12.8
5.7
1.3 Avg Grades
2nd-3rd
4th
5th
6th
7th
8th
9th-10th
CIT
*Average is based on last four years
24
Differences between
2012 and average
Increase
5th
8th
CIT
Decrease
2nd-3rd
6th
7th
Little Change
4th
9th-10th
25
Relatives: Yes/No
2012 Relative
Yes
No
Avg Relative
Yes
No
26
Demographic
Conclusions
•Almost 50/50 for gender
•Kids from grades 2-10
RCC camp
•Mostly males but increase in female
•Kids from grades 2-10
Sports Academy
•Mostly female except awesome science and CC
•Kids from grades 2-10
Kids College
27
Psychographics
Sports Academy
•These kids are competitive and active
•Like being outside
•Eager to learn sports
Kids College
•Love to learn and express themselves creatively
•Like puzzles and hands-on activities
28
Geographic:
Where are they?Suffern • Montebello, Suffern, Airmont
New City
• New City
Nanuet • Bardonia, Nanuet
Spring Valley
• Chestnut Ridge, Spring Valley
Pomona •Pomona
Top locations in
Rockland Country.
Numbers are based
on the total camp
for the last four years
29
2012 Camper
Locations
0
20
40
60
80
100
120
Total Camp Sports Academy Kids Colege
Suffern
New City
Nanuet
Spring Valley
Pomona
30
2012 Campers
Locations cont..
27.7
23.6
7.4
6.33.9
Avg Location %
Suffern
New City
Nanuet
Spring Valley
Pomona
*Monsey
represented 4.6% in
2012 representing
the largest increase
in any town from
previous years!
31