Marketing Strategy & Implementation Plan

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Overview

Role: 
Project Lead
Estimated Time: 
Less than ten hours
Start Date: 
As soon as possible
Collaboration style: 
Work closely with professional staff and lay leadership. Set own schedule.
JCC Maccabi Sports Camp
www.maccabisportscamp.org

Scope & Deliverables

In our first two years of operation, JCC Maccabi Sports Camp (based in Atherton with year round offices in San Francisco) has achieved moderate success in making families in the Jewish community aware of a new and exciting specialty camp option in the Jewish overnight camp landscape. Serving under 100 campers in our first summer, camp more than doubled enrollment in 2015, serving more than 200 campers in our second summer. Camp currently draws 85% of its campers from the SF Bay Area and the other 15% come in small numbers from nine other states (Arizona, Nevada, New Mexico, Oregon, Washington, Texas, Oklahoma, Nebraska and Alaska).

Camp has an excellent reputation amongst families who have experienced our camp program (67% retention rate) and there is a general reception of excitement when new families learn of our existence. Further, we have developed a fairly extensive yet simple marketing strategy in terms of "where" (target cities/communities) and "who" (synagogue/day school/youth group).

Our biggest need, as we embark on a critical third summer, is developing a more significant "how."

Further, JCC Maccabi Sports Camp was a unique model on the west coast in our first two years. With a new competitor opening in Los Angeles, sure to take a share of the market, we would benefit from discussing ways we differentiate and how to articulate the benefits of that differentiation.

As a new organization with a small year-round staff, we seek assistance from a marketing professional to help us identify more creative ways to continue to make families and communities aware of our camp.

Deliverables

Marketing strategy development and implementation plan via traditional, digital and contemporary methods (including advice on materials, tracking, effectiveness, etc.).

Ideally, the consultant would also help us develop a more significant and meaningful social media engagement plan. However, this work could be part of a subsequent pro bono engagement, if preferred.

Project Results

Lead generation. The number one goal at this point in our organization's infancy is to continue to make families aware of our camp and generate interest in enrolling for the upcoming summer. Success of this project will be measured in the quantity and quality of leads generated that turn into authentic conversations about registering for camp.

Organization Description

JCC Maccabi Sports Camp is a Jewish overnight sports camp in the San Francisco Bay Area offering programs in soccer, basketball, baseball, and tennis for boys and girls entering grades 4-11. Community, culture and character are at the heart of a unique Jewish camp experience that combines high-level specialized sports instruction with the fun, friendship, and community of a Jewish overnight camp.

Required Skills/Experience

  • Marketing strategy development and implementation (including advice on materials, tracking, effectiveness, etc.).
  • Understanding of traditional and progressive marketing strategies and tools.
  • Experience expanding brand awareness.
  • Appreciation for the value of youth sports and Jewish overnight camp.