Formative Research Assignment

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    Waterloo Minor Girls Softball Association

    Formative Research

    Adam Billet, Samantha Clark, Andreas Diogenous, Holly Featherstone, Brittany Robins,

    and Alex Rodgers

    ABSTRACT

    This research looks at the Waterloo Minor Girls Softball Association detailing theirbackground, public relations goals, key audiences, resources and the external

    environment in which they operate.

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    1

    Table of Contents

    Introduction ............................................................................................................................... 2

    Orientation Information ........................................................................................................ 2

    Who .......................................................................................................................................................... 2What ........................................................................................................................................................ 3

    Where ...................................................................................................................................................... 3

    When ....................................................................................................................................................... 4

    Why .......................................................................................................................................................... 4

    How .......................................................................................................................................................... 6

    Goals .............................................................................................................................................. 6Social Networks ................................................................................................................................... 7

    Publics .......................................................................................................................................... 8Customers .............................................................................................................................................. 8

    Producers .............................................................................................................................................. 9

    Enablers ................................................................................................................................................. 9Limiters ............................................................................................................................................... 10

    Analysis of Key Publics ........................................................................................................ 11Non-public .......................................................................................................................................... 11

    Latent Public ...................................................................................................................................... 11

    Apathetic Public ............................................................................................................................... 11

    Aware Public ..................................................................................................................................... 12

    Active Public ...................................................................................................................................... 12

    Hard Resources ...................................................................................................................... 12Time ...................................................................................................................................................... 13

    Money ................................................................................................................................................... 13

    People .................................................................................................................................................. 15

    Infrastructure ................................................................................................................................... 15

    Soft Resources ......................................................................................................................... 16Goodwill .............................................................................................................................................. 16

    Cohesion .............................................................................................................................................. 16

    Strategic Intelligence ...................................................................................................................... 17

    Stories .................................................................................................................................................. 17

    External Environment .......................................................................................................... 18Political ............................................................................................................................................... 18

    Economy .............................................................................................................................................. 19

    Society and Culture ......................................................................................................................... 20Technology ......................................................................................................................................... 20

    Demographics ................................................................................................................................... 22

    Competition ....................................................................................................................................... 23

    Media .................................................................................................................................................... 24

    Conclusion ................................................................................................................................ 25

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    Introduction

    The Waterloo Minor Girls Softball Association is an organization solely based on the

    work and commitment of volunteers. The organization is based out of Waterloo, Ontario and

    provides an enjoyable environment for young girls to learn the skills of softball. The following

    report will outline the organizations background information, main goals, key publics, resources,

    and environment. The stage of formative research allows for the details of the organization to be

    understood and what the next steps would entail.

    Orientation Information

    This section acts as an introduction to the organization to set the stage for digging deeper

    into their goals, publics, resources, and external environment.

    Who

    The following table lists the board of directors by name and title:

    Title Name

    President Paul Black

    Treasure Tim Sothern

    Vice President(Representative Division)

    DArcy Terpstra

    Vice President

    (House League Division)

    Michelle Strassburger

    Director, Marketing and

    Public Relations

    Brian Huber

    Director, Coach andPlayer Development

    Kevin Panchaud

    Director, Equipment Steve Ciupa

    Executive Director Cathy Fletcher

    Board of Directors list found at:http://www.wmgsa.com/association.html

    http://www.wmgsa.com/association.htmlhttp://www.wmgsa.com/association.htmlhttp://www.wmgsa.com/association.htmlhttp://www.wmgsa.com/association.html
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    The clients/customers of this organization are the girls that register to play softball with

    the Waterloo Minor Girls Softball Organization. The beginning stages of this sport starts from

    age five to seven; these young girls are at the T-ball level and learn the basic skills and rules of

    the game. After that, from ages eight to eighteen, girls can play at either the House League level

    or try out for one of the competitive Rep (representative) teams.

    A large part of the organization is sponsorship, which helps fund programs and cover

    expenses that are acquired throughout the season. The board of directors is in charge of finding

    sponsors for the House League teams for all age groups. However, the Rep level teams are to

    secure their own sponsorships in order to help cover tournament and travel costs. The following

    table lists the sponsors that supported the 2012 House League teams:

    Westvale Optimists Dj Vu Sportzone Eastbridge DentalCare

    McDonalds Toyota Scotia Bank ManwinEnterprises

    Waterloo Printing Picture Yourself Eleven Consulting SOS Physiotherapy

    Hybrid Hair &Detox Spa

    Alliance Roofingand Sheet Metal

    Kind of Magic Heartys Hooligans

    All sponsors found athttp://www.wmgsa.com/sponsors.html

    What

    The purpose of this organization is to teach girls the skills and rules of softball. It is

    important to start all new players off with the basic knowledge of the game and build on their

    skills as