-The Fundamental Entity that I'm going to be working with is the Ann Arbor Velo Club (AAVC), which is an umbrella brand for the 6 racing teams that we have in development. A number of these teams have their own sponsors and donors which means they are essentially branded differently even though they are still technically a part of the AAVC.
-My Goal for creating an effective marketing plan for the AAVC is to increase donations and sponsorships to the club by 20% for 2011 over what we received for the 2010 season. The timeframe for this goal will be January 2011 because we will need to order the team uniforms which operate as our primary means of advertising for donors and sponsors in the upcoming year.
-Category definition: The AAVC is in the business of training and supporting new bike racers.
-Customer definition: Any person or business in the Ann Arbor area that is interested in supporting the sport of bicycle racing.
-Marketing objective: To acquire new donors and sponsors to the organization.
-Strategic assets: Coaches, existing knowledge, branded events, skill at event management and promotion, existing donor base.
-Source of Volume: Acquisition/Stimulate Demand will be the primary strategy employed. Since the goal is to increase donations, we will begin by trying to attract new donors to the organization.
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I think you have done a good job identifying the fundamental entity and setting a concrete goal for the campaign. It is interesting that AAVC has 6 different teams that operate independently (more or less). This might be beneficial in that it allows each team to have autonomy when finding donors. What are the AAVC's core competencies? It looks like "skill at event management and promotion" is the main one you have identified.
ReplyDeleteMy main concern about this ogranization is "Why people should donate" to this organization? What's in it for them? Or are you targeting a certain type of audience who could potentially be racing themselves? It would be great to learn more about their target audience and emphasize what is in it for these people to be donating to this organization.
ReplyDeleteIn addition, I would like to clarify your idea of a "customer". When you say "customer" you mean people who are racing, but these people may not necessarily be your donors. So I don't think your customers are racers if you are looking for donors. Your customers are donors who would be willing to donate to your organization. I don't know who those people would be, maybe some of them really are racers.
ReplyDeleteI'm sorry I'm commenting on this so late... I've been searching for you for weeks and I JUST found your blog.
ReplyDeleteI understand your customer definition is an individual donor or a business. But I have the same question that Pinar had: what benefit does the donor get?
I'm sure you'll get to it later in your blog.