Professional Documents
Culture Documents
Last Year'S Numbers:: Total Members: 869
Last Year'S Numbers:: Total Members: 869
STRENGTHS:
Record Numbers: Membership continues to grow each year meaning people are
interested in the idea (As the club continues to grow, so will knowledge of its existence)
Retention: Members are continuing to renew their memberships and spreading
information about it through WOM
Exclusive Opportunities: Perks of being a member keeps families interested
WEAKNESSES:
Membership Dues: Some families aren’t willing to pay $25 for a kids club
Member Attendance: A very small percentage of members are checking into events and
redeeming prizes
Communication: Engaging members and their families has proven to be difficult,
confusion about JWC events
OPPORTUNITIES:
Community Interaction: Expand JWC’s communication platform and brand awareness
through community outreach, social media and consistency
JWC Perks: Members only events, make JWC games more appealing, membership
benefits
THREATS:
Time: School nights, other clubs/teams/organizations members are involved with
Money: Families may be paying for their child to be involved in something else; parents
don’t see the cost worth the benefit
MISSION STATEMENT: Through awesome membership benefits and events, the Junior
Wildcat Club strives to connect young members of the Big Blue Nation to the UK Athletics
family in hopes of building future fans for life.
TARGET MARKETS:
YOUNG FAMILIES: Families with children in elementary school are our primary
target. They will be most willing to attend events, keep their kids involved, refer other
parents and engage with our communication platforms.
GRANDPARENTS: Most likely to gift memberships
YOUTH TEAMS: Interested in similar sports already, members meet target age, willing
to attend events, parents willing to spend money on athletics
TACTICS:
Reach a Total of 1,000 Members
Retention: Consistently communicate with members from the previous year about how
to sign up and when registration opens, offer a discount/prize to those who sign up before
August
Referrals: Offer prizes or discounts to members who refer others
Communication: Countdown to when registration opens on all social media platforms,
make it known on the website, email blasts
Gift Memberships: Give a membership to popular mommy blog(s) in the Lexington area
to review, LexFun4Kids offered an advertisement package for us
o 50,000 website clicks per month, 13,000 likes on FB
Outreach: Send information to local youth teams, media connectors, schools, churches,
etc.
In-Game PAs: PA and information slide at various events
MEMBERSHIP INCLUDES:
Birthday postcard from Scratch
FREE admission for members & a complimentary guest to a select football game
(September 30th vs. Eastern Michigan)
2 FREE tickets to the Men's Basketball Blue/White game
Members grades 4th-6th will be entered into the JWC Ball Kid Lottery for a chance to be a
ball kid at a Men's or Women's Basketball
FREE admission to all home Olympic Sporting Events (Men's & Women's Soccer,
Volleyball, Women's Basketball, Gymnastics, Baseball & Softball)
Complementary tailgate parties at select home sporting events (Games selected by UK
staff)
Official Club T-Shirt
Choice between a JWC Bib or Chill Towel
Official Club Event Pass
Opportunities to meet UK student-athletes, coaches, and staff of various sports
Special promotions and giveaways available ONLY to club members at games (while
supplies last)
JWC exclusive events & more!
Membership Fee: $25 for first member, $20 per additional member
10% discount will be offered to those who renew/register before August 1st
TIMELINE:
June 28th: Creative starts on designs
July 5th: Begin emailing about registration, post registration date on all social media, update
website
July 17th: Registration goes live, creative’s designs due to me
July 21st: Have all swag/stationary ordered
First Week of August: Welcome Packets sent
August: Push membership, referral prize, start flyering at schools, reaching out to youth teams,
gift memberships to mommy blogs, contact media connectors
September 30th: JWC football game
September-December: Encourage attendance, social media engagement, events, contests, etc.
January: Survey to see what members want improved, make necessary adjustments
February-May: Encourage attendance, social media engagement, events, contests, etc.
Budget:
Shirts:
- Adult: 400 x $4.20 = $1,680
- Youth: 600 x $2.86 = $1,716
Chill Towel: 600 x $3.33 = $1,998
Bib: 600 x $3.00 = $1,800
Birthday Postcard: 1000 x $0.42 = $420
Envelopes: 1000 x $0.54 = $540
Certificates: 1000 x $0.44 = $440
Lanyards: 1000 x $0.70 = $700
Event Passes: 1000 x $0.87 (includes price of lamination) = $870
Welcome Packet Total = $10,164
Ads:
LexKids4Fun: $100 per month for homepage banner ad; weekly event sponsor ads $20
Willing to work with us to make an advertising package
Facebook Post Boost: $3 per boost