9 Simple Ideas to Grow Your Region

9 Simple Ideas to Grow Your Region

What This Workshop Is About • NEW registration for next season • Helping every kid have the AYSO experience • A Targeted Marketing Plan 2

Marketing Can Help Get New Players… …An excellent experience keeps them! 3

NEW AYSO Players Are Young • Nearly 90% of NEW AYSO players are U-5 to U-10. • The largest single age group is U-6. 4

Focusing Your Efforts • Focus your efforts on these age groups for success • Work smarter not harder! 5

Who Are We Targeting? • Young Moms • 25 -40 years old 6

Why Are We Targeting? • Limited time and money • The biggest bang for your buck. 7

How Does a Mom Choose? • Moms want to know that their child is going to play. • AYSO must stand apart from all the other activities in the mom’s mind. 8

9 Ideas To Grow Your Region 1. 2. 3. 4. 5. 6. 7. 8. 9. Always Honor Brand AYSO Your Web site is the Face of Your Region Have a Call to Action Make Registration an Event Get to Know Your Parents It’s Critical to Advertise Reach Out to the Local Media Use the AYSO Parent Video Take Advantage of Sponsors 9

Handy Tips For Success • Most effective when used together • Timing is KEY! • Get your registration information in front of the moms 10

Tools • You can download everything you need at AYSO. org/Marketing. Toolkit. üTemplates üPhotos üTV spots, video üPresentation materials 11

Idea 1: Always Honor Brand AYSO is the mental image picture parents have when they think about AYSO. 12

13

Idea 1: Always Honor Brand AYSO is the mental image picture parents have when they think about AYSO. We want Brand AYSO to Thinkfair, What Do You be fun, a affordable, well-organized, safe and soccer experience that is a Is? of an Brand AYSO part active and healthy lifestyle. 14

How can you make AYSO visually stand out from other youth activities? • Traditional AYSO Logo • AYSO color palette • Templates 15

Which one of the six philosophies most resonates with young parents? 16

Idea 2: Your Web Site Is The Face Of Your Region • Young moms are online. • Simple, clean and easy to navigate. • Use your website address 17

• Take advantage of Brand AYSO ü Include the Traditional Logo/“Everyone Plays” prominently on every page. • • Have Registration Locations, Dates and Times on the homepage 18

• • • Remind Parents that they can pre-register through e. AYSO. Embed the Parent Video on your homepage. Have an e-mail address on the homepage where parents/ volunteers can contact you. 19

Idea 3: Have A Call To Action • “Register Now” … “Sign Up Here” • If they can’t act immediately, they may not remember later. 20

Idea 4: Make Registration An Event Make Registration a visible, fun event that parents and families want to come out to. Ask yourself… WHERE ARE THE MOMS? 21

Supermarkets PTA meetings Target/Wal-Mart Pre-schools Parks/Zoos/Aquariums Malls Faith Based Organizations Pediatricians Dentists Women-Only Gyms Chuck E. Cheese Hair/Nail Salons Partner Up with a Company Here’s an example: *Have a Saturday registration at a local supermarket. Lots of moms will be coming to you! 22

We Challenge You… Find one new location for spring Registration where there will be plenty of moms - along with your traditional Registration location. 23

Idea 5: Get To Know Your Parents • Your parents are a great resource to get the word out about your Registration event. • Use them! • Bonus for a buddy • Go viral! 24

Professions to keep an eye out for: • • • Marketing/PR Pediatricians/OB GYNs/Family Doctors Store Managers Principals/Teachers/Child-Care Providers Ad/Marketing/PR Professionals 25

How Would You Make This Ad Pop? 26

Idea 6: It’s Critical To Advertise The goal is to have each of the following on your advertising materials: 1) Traditional Logo 2) Who? What? When? Where? Why? 3) Location address 4) Contact information 5) Web site address 6) Call to action 7) Kids playing soccer and a soccer ball 27

28

Idea 7: Reach Out To The Local Media • Reach out to community news and/or parenting publications • Don’t sweat the big Dailies. • Think about radio 29

• Parenting media, • Publications & websites that target moms • Use PLAYSOCCER stories as a hook. 30

Get On TV! • AYSO has : 30 second Registration TV commercials featuring former U. S. Women’s National Team star Julie Foudy 31

Why Cable TV? • • It’s cheap. It’s very targeted. Saves time and energy Timing is Key 32

How Much Does It Cost? • Only $500 to $1200 for a two week campaign! 33

How To Find The Money? • Go in together as an Area or Section. • Get a partner! Find a local company that also wants to target our market, Moms 25 – 40 years old, with young children. WHAT ARE SOME COMPANIES YOU CAN WORK WITH? 34

Herbalife Distributor Supermarkets Hair/Nail Salons Women’s/Kids’s Gyms Doctors/Dentists Offices Parks/Zoos/Aquariums Local Restaurants 35

You Can Do It Yourself… • Work with a local business that already advertises on that cable provider. • Ask and expect “buy one, get one free. ” • Never buy ad time in a specific show. • Tell the cable provider that you want spots to target Moms, aged 25 – 40. • It takes two weeks to make an impression. 36

8. Use The AYSO Parent Video • Embed the video on your Web site. • Have the video playing at your Registration event. • Add the link to the video to your e-mail signature and e-newsletters. 37

9. Take Advantage of National & Local Sponsors • • Invite sponsors to be at your reg events Use their facility as a reg location Hold a special registration for employees Ask to include reg info in their mailings 38

Tips To Remember For Returning Families • Lock them in early • Don’t forget to contact last season’s families • Thank families for participating • Use early rewards, not late penalties 39

What do you do? What works for your Region? 40

Thank you for attending! The NSTC Marketing Department is here to support you as you go through you Spring Registration, so please call or e-mail us with any questions 41