Marketing plan swot christopher dailey

A Comprehensive Marketing Plan

presented to:
The Christopher Dailey Foundation

presented by:
PHANTOM POWER PRODUCTIONS
Jennifer L. Pricci
646.246.5176
jen@phantompowerproductions.com
www.phantompowerproductions.com

presented by PHANTOM POWER PRODUCTIONS 1

Table of Contents

1.0 Executive Summary . . . . . Page 3

2.0 Situation Analysis . . . . . Page 4

2.1 Market Needs . . . . . Page 4
2.2 The Market . . . . . Page 4
2.3 The Company . . . . . Page 8
2.4 Competition . . . . . Page 8

3.0 Marketing Strategy . . . . . Page 13

3.1 Value Proposition . . . . . Page 13
3.2 Critical Issues . . . . . Page 13
3.3 Financial Objectives . . . . . Page 14
3.4 Marketing Objectives . . . . . Page 14
3.5 Target Market Strategy . . . . . Page 14
3.6 Messaging . . . . . Page 15
3.7 Strategy Pyramids . . . . . Page 16

4.0 Marketing Mix . . . . . Page 17

4.1 Pricing . . . . . Page 17
4.2 Promotion . . . . . Page 17
4.3 Online . . . . . Page 18
4.4 Implementation . . . . . Page 21
4.5 Funding Plan . . . . . Page 22

5.0 Financials . . . . . Page 23

5.1 Expense Forecast . . . . . Page 23
5.2 Contribution Margin . . . . . Page 24

6.0 Controls . . . . . Page 25

6.1 Implementation . . . . . Page 25
6.2 Keys to Success . . . . . Page 26
6.3 Contingency Planning . . . . . Page 26
6.4 Market Research . . . . . Page 26
6.5 CRM Plans . . . . . Page 26
6.6 Marketing Organization . . . . . Page 27


1.0 Executive Summary

The Christopher Dailey Foundation is a tax-exempt not-for-profit organization that
provides the community with a complete youth sports program. The Christopher
Dailey Foundation offers participants from kindergarten to high school positive
learning and team experiences along with the opportunity to create life-long
memories.

Christopher Dailey was an active and spirited 8 year old “boy next door,” a third
grade student at Dorothy Nolan Elementary School, and the beloved son of Mark and
Maria Dailey of Wilton, NY. On November 23, 2001, the day after Thanksgiving,
Christopher died suddenly in the hospital. His sudden and tragic departure left a
devastating void not only in his family, but also with his playmates, friends,
neighbors and fellow students.

Within weeks after Chris' passing, members of Chris’ family and some close friends
reflected on how to make something positive out of such a heartbreaking turn of
events. A foundation was established with a goal to build a lasting and living memory
of Christopher through the construction of a youth recreational facility in the Greater
Saratoga Area. The stipulations were simple: To enrich the children of the
community with a place to play, learn and enhance their lives through team and
individual sports activities in a facility that bears his name.

The Christopher Dailey Foundation has become a premier provider of youth sports
experiences, and seeks to make this experience affordable and available for all
interested participants. This is done through a series of successful fundraising
activities, the role of the fundraising Foundation, and a solid financial approach to
managing these resources. The Christopher Dailey Foundation now serves more than
24,000 participants in seven sports throughout Saratoga County with additional
youth participating on an out-of-district basis. Ongoing efforts are in place to
continue to improve the quality and integrity of the program. The success of these
efforts has been documented through studies that confirm the positive perception of
the program within the Saratoga County area.

Major challenges face The Christopher Dailey Foundation for the future. These
include the uncertainties brought on by property tax changes, facility and capital
requirements, the impact of alternative programs, and volunteer training and
educational needs, to name a few. The Board of Directors, staff, and volunteers
continue to work toward providing a quality experience in the most effective and
efficient manner possible with optimism for the future of this exceptional
organization.


2.0 Situation Analysis

The need for youth sports programs is validated and magnified by information that
attributes long-term value to participants in these programs. Numerous studies
document the direct value of youth participation in sports. These studies indicate a
direct correlation demonstrating that involvement in sports results in reducing the
potential to become involved in drugs, sex, crime, and gang-related behaviors.
Research indicates the economic, social and personal value of "investing" in the lives
of children in a positive and constructive manner avoids the social and penal system
costs that may later result. To meet this need, The Christopher Dailey Foundation
offers an experience that serves as a personal "sports reference" for participants
throughout their lives. These important benefits continue to validate The Foundation
concept.

2.1 Market Needs

School-sponsored sports programs are severely limited in terms of age and range of
events. Based on a recent study, 59% of the people in the Saratoga County area
surveyed believe the public school system fails to meet their sports experience
expectations. Driven by economics, most notably with the passage of state
legislation limiting school funding, many sports programs have not survived
increasing economic pressures on the public school system. Property tax
modifications may further impede the public school system's ability to offer any more
than the most basic classroom experiences.

The Christopher Dailey Foundation seeks to serve all interested children from
kindergarten through high school regardless of what the school they attend offers.
There are absolutely no expectations regarding skill or experience, only the desire to
participate. The Christopher Dailey Foundation program is orchestrated to make this
experience as accessible and affordable as possible to this audience.

2.2 The Market

The Christopher Dailey Foundation provides valuable team and social experiences for
the increasing population of public, private, and home-schooled youth. The
Christopher Dailey Foundation offers young people the opportunity to participate in a
variety of team sports throughout the calendar year. Beginning in kindergarten,
these experiences provide a source of recreation and simultaneously improve athletic
skills, health and fitness as they offer experiences in teamwork, sportsmanship, fair
play, cooperation and leadership. Increased self confidence is just one of the many
intangible benefits this program offers.


Market Analysis

2.2.1 Market Demographics

Market Geographics - The Christopher Dailey Foundation serves the Saratoga
County area with a total population in excess of 200,000 people. With a majority of
participants from Saratoga Springs, the program also has participation from
surrounding communities, including Wilton, Ballston Spa, Schuylerville, Clifton Park
and Glens Falls.

Market Demographics - An estimated 35% of households in this area contain
children under the age of 18. Each of these households averages 2.1 children.
Therefore, an estimated 140,000 children under the age of 18 are potential
Christopher Dailey Foundation participants. This number is determined annually from
grade school enrollment within the areas served. Past data indicates that the highest
level of participation occurs after Grade 2. Participation begins to drop in the middle
school years, with a significant reduction in participation at Grade 9. A total of 59%
of the participants are male and 41% female. Boys dominate football and girls
dominate volleyball. These percentages constantly change due to trends in choice of
sports, other alternatives offered in the market place, and other factors impacting
participation and availability of these experiences.

Market Psychographics - One of the most typical profiles of families interested in
this type of program can be described by the following:

• The parent/guardian works full-time in a traditional "8 to 5" schedule.
• They have more than one child living at home.
• They are relatively active in their child's life, but feel they have limited time.
• They value the physical and social experience their child receives more than
actual sports and skill-development aspects of the experience.


Market Behaviors - The Christopher Dailey Foundation continues to enjoy a
positive perception within the community. Studies report solid support of the concept
and purpose of the organization and an awareness of the problems inherent in a
program that involves thousands of volunteers. Based on recently conducted
research, more than 76% of the population in Saratoga County area has some
awareness of The Christopher Dailey Foundation. Most people report they are
familiar with The Foundation through knowing a young person who has participated
in the program. Individual awareness levels are highest among adults in the 25-54
age range, and business owners and managers have a 93% awareness level. More
than 82% of this group considers the program to have a positive influence on youth
and a potential deterrent to violence and other anti-social behavior. This is one of the
primary reasons people continue to support this program.

Market Demographics

Everyone
Dominant Lead Multi- Out-of-
Market Segments gets to
Gender Sport Programs Area
play!

Be part of the
Public School Students Male 51% Soccer 0.12 0.05
competition!

Join the
Private School Students Male 54% Basketball 0.28 0.08
team!

Female
Home School Students Grade 1-12 Soccer 0.54 0.14
52%

2.2.2 Market Trends


• Diminishing financial support at all grade levels form public schools to facilitate
sports activities for students.
• Increasing demands from children and their families to offer sports experiences
at early ages, beginning at kindergarten.
• Heightened awareness of the positive correlation with involvement in sports and
reduced potential for involvement in violent activities.
• Increasing interest from corporations to sponsor and support these types of
community activities when they receive attribution for this involvement.
• Market Analysis (Trends)

2.2.3 Market Growth

The program has experienced an average annual participation growth rate of 6% for
the past five years. This is indicative of the growing needs of the markets served.
Based on school attendance projections, we expect to experience increased
participation growth between 9% and 11% annually over the next three years. The
most dramatic growth is expected in the soccer programs, which have an equal mix
of boys and girls, with relatively static participation expected in most other sports.
These trends are monitored, and to the degree possible, used to help predict future
program demands.

Market Analysis


2.3 The Company

The Christopher Dailey Foundation is a tax-exempt, not-for-profit organization
dedicated to presenting sports opportunities that are an integral part of each
participant's learning experience. This is done with the belief that every child should
be able to participate in the program of his or her choice regardless of race, religion,
creed, gender, ability, or financial status. This spirit is fostered in an environment
where everyone has a chance to play and learn, regardless of skill. The Christopher
Dailey Foundation’s long-term goal is to give its participants positive life-long
memories of their youth sports experience.

2.3.1 Mission

The Christopher Dailey Foundation is dedicated to providing all youth with the
highest quality education and team experience through sports participation.
Participants are treated with respect through the opportunity to experience growth in
the areas of interacting with others, teamwork, sportsmanship, fair play, and skill
development. The goal is to create a positive environment that fosters improved self-
confidence and self-esteem through experiences in sports activities.

2.3.2 Service Offering

The "The Christopher Dailey Foundation experience" is designed to offer the following
to each participant:.

• Recreation through participation in organized team sports.
• The opportunity to learn and experience a variety of sports.
• A means to improve athletic skills.
• A means to learn teamwork, sportsmanship, and fair play.
• A sense of fun and enjoyment to enrich their lives.
• An opportunity to enhance their health and fitness.

The parents and guardians of the participants also realize benefits. They are able to
offer their children a positive, well-supervised experience as they learn the skills
described above that does not necessarily require their time.

2.3.3 Positioning

The Christopher Dailey Foundation offers a unique experience for children that want
to have an enjoyable sports experience. All youth between the ages of 5 and 18 can
participate in one or more sports throughout the year. Their participation is not
dependent upon their previous experience, skill level, or athletic ability. Everyone
can play. The breadth, depth and overall quality of the sports experience we offer
cannot be matched within the market. We work with parents and guardians to add to
their child's sports experiences. The Christopher Dailey Foundation exists to create a
cherished childhood memory for each participant.


2.3.4 SWOT Summary

The following outlines the most significant strengths and weaknesses internal to The
Christopher Dailey Foundation, and the opportunities and threats that exist in the
environment. The objective is to leverage the strengths to take advantage of the
opportunities the market presents, develop those areas that are weaknesses, and
devise contingency plans to address threats if those should become a reality.

2.3.4.1 Strengths

The following outlines key strengths of the organization:

Program Reputation - The Christopher Dailey Foundation is considered to be the
premier choice for youth sports related experiences. There is now a generation of
participants that send their children to participate in the program.

Donor Base - We have developed a stable and loyal donor base from both private
and corporate organizations.

Facilities Relationships - We depend on access to athletic facilities including gyms,
soccer fields, football fields, and softball and baseball fields. Close relationships and
reciprocal maintenance agreements with public and private schools and church
facilities are an invaluable asset to the organization.

The Internet - The website, www.christopherdaileyfoundation.com, promises to be
a significant technological solution for The Christopher Dailey Foundation in the area
of registration, communication, and information delivery. The website has
demonstrated the ability to provide more extensive and current information at
reduced costs. We can reduce the need for printed materials, voice mail
communication equipment, and staff payroll time. It has also allowed us to reallocate
volunteer hours to better serve the program.

2.3.4.2 Weaknesses

Capital Requirements - The Christopher Dailey Foundation continues to make
impressive improvements in the management of financial resources. Additional funds
are needed to maintain the quality of the experiences offered and meet future
program demands. The Fundraising Foundation’s strategy is to provide significant
financial resources for The Foundation. The future depends on these resources in
addition to revenues from participants and traditional fundraising events.

Facilities - The need for facilities is growing beyond what is now available. This is
one of the most urgent challenges facing The Christopher Dailey Foundation. This
essential component is threatened from several aspects. Increasing program needs,
combined with recent restrictions and fees for the use of public school facilities, is an
issue. Indoor facilities are virtually at capacity for basketball and volleyball games
and tournaments. They are insufficient to support flexible and convenient practice
schedules. Outdoor facilities are adequate, but the increasing demand of soccer


presents concerns in this area as well. New and innovative alternatives must be
explored and implemented to provide additional facilities to support the demands of
the program. One alternative is to form "alliances" with public facilities to take on the
management and maintenance of these facilities in exchange for scheduled use.
Other potential options may include establishing relationships with private schools,
churches and other institutions with available gym space. For example, successful
experiences have occurred where The Foundation has taken the lead in the
development and maintenance of outdoor fields on property owned by other not-for-
profit organizations.

Training and Education for Coaches and Officials - Individuals often have their
first coaching experience with The Christopher Dailey Foundation. This presents the
need to adequately train these individuals to enable them to better understand The
Foundation’s philosophy, their responsibilities, potential liability issues, and
appropriate behavior with participants. A more positive experience for participants,
coaches and officials with an increased awareness of responsibilities are some of the
goals. The resource demands of this training effort are tremendous.

Staff Challenges and Attrition - The Christopher Dailey Foundation’s staff
experiences tremendous pressure due to workloads, dealing with parents, and
addressing the issues of the program. These factors, combined with concerns
regarding compensation, have resulted in undesirable turnover in important
positions.

2.3.4.3 Opportunities

Donor Competition - The Christopher Dailey Foundation competes for resources in
a community with a high number of not-for-profit organizations per capita.
Numerous organizations target personal and corporate dollars to augment other
revenue streams. Based on this challenge, The Foundation must continue to
demonstrate that it successfully offers a meaningful experience to participants, with
short and long-term benefits, in a manner that effectively meets community needs.
The following summarizes potential opportunities:

Geographic Serving Area Issues - The Christopher Dailey Foundation continues to
be a precedent-setting organization that attracts attention from surrounding
communities. Decisions regarding the serving area will impact financial requirements
and potentially open new revenue opportunities. This growth strategy must be
managed and orchestrated in a manner that will add strength to the program.

Soccer Interest - Soccer is the single fastest growing sport in terms of
participation. With some participation trade-offs with boy's football, this increasing
interest in soccer is the most predominant reason for program growth and has added
a more even balance to gender participation. There is an increasing demand for
indoor soccer programs.

Program Expansion - Program expansion also requires consideration and
evaluation. This may include adding sports to the current venue or looking at offering
these sports to older age groups, potentially including adult sports programs.


Community Education - The Christopher Dailey Foundation must continue to tell its
story to the community it serves. This message is one that reinforces the philosophy
and the purpose for its existence. A well-informed community may effectively ensure
public facilities are available for use based on reasonable expectations placed on The
Foundation.

2.3.4.4 Threats

The major challenges The Christopher Dailey Foundation currently face include the
following:.

Property Tax Changes - The impact of property tax modifications on the public
school systems, their support of sports programs, and their willingness to provide
their facilities for use by The Christopher Dailey Foundation has not been
determined. The precise ramifications of this measure may not be known for months,
but all potential outcomes must be considered as plans are made for the coming
year.

Alternative Programs - The increasing impact from other programs, ranging from
organization-sponsored to club sports, poses a threat to a segment of The
Christopher Dailey Foundation’s market. These organizations target the highly skilled
and committed players and coaches and are eroding the depth and breadth of The
Foundation’s participant and coach resources.

Legal and Liability Issues - The Christopher Dailey Foundation continues to be
exposed to liability issues in many aspects of the experience it provides. The
potential concerns range from health and safety issues to various forms of verbal or
physical abuse. In an increasingly litigious society, there is always potential for legal
action.

The "Elite/Advanced" Sports Dilemma - Providing competitive environments for
athletes with higher skill levels who seek to be in an intentionally competitive arena
is in question. The threat of not offering this option is that these athletes may be
drawn away from The Christopher Dailey Foundation by alternative programs. Some
of the most highly trained and experienced coaches can also be attracted to these
other programs. This issue challenges some of The Christopher Dailey Foundation’s
most basic philosophies.

2.4 Competition

A number of other programs offer youth sports experiences. None of these programs
offers the extensive range of experiences or infrastructure of The Christopher Dailey
Foundation. Some programs do, however, offer specific attributes some participants
and parents find attractive. This is particularly true for those who seek a higher level
of competition and competitive screening of participants.


2.4.1 Direct Competition

Direct competitors to The Christopher Dailey Foundation include:

• Babe Ruth Baseball/American Legion Baseball
• Rogue Valley Athletic Club Volleyball
• AAU Basketball
• YMCA Basketball
• ASA Softball
• AYSO Soccer
• National Gymnastics Academy

Other programs are also available through schools and other organizations. Although
some variables are now in place, there are questions regarding the future of indoor
soccer organizations.

The Christopher Dailey Foundation possesses a commanding percentage of the total
market share. This is based on the estimated number of participants compared to
participation levels in other programs, both public and private. This share percentage
drops in high school due to increased competition from other organizations as well as
in-school programs offered through the public school system.

Growth and Share

Competitor Price Growth Rate Market Share
The Christopher Dailey
$85 7% 75%
Foundation
Babe Ruth Baseball $120 3% 2%
AAU Basketball $90 4% 5%
ASA Softball $95 2% 5%
AYSO Soccer $105 22% 5%

2.4.2 Indirect Competition

In a broad sense, The Christopher Dailey Foundation competes with all other after-
school and extracurricular programs that do not involve sports. School theater
programs and local arts programs compete for attendance to their programs and
funding from parents and other organizations.

While The Christopher Dailey Foundation does not predict a change in popularity of
sports and the percentage of students who participate in sports programs in
comparison to arts programs, it is a possibility in the future that trends could favor
these alternative programs. The Christopher Dailey Foundation continues to compete
with these programs by offering a fun and fulfilling sports experience for everyone
involved.


3.0 Marketing Strategy

The Christopher Dailey Foundation strives to be the premier provider of sports
experiences for children in the areas served. Programs are in place to simultaneously
serve the needs of out-of-district participants in a manner that is positive for these
participants and enhances revenue streams for The Christopher Dailey Foundation
with minimal additional costs.

The marketing strategy attempts to successfully communicate the unique value the
program offers participants. This strategy redirects the focus from the "cost" issue to
the benefits that participants and their guardians experience from involvement in the
program. The marketing strategy will continue to identify the needs of the market
and communicate with this audience in the most effective and positive manner
possible.

Ongoing efforts continually attempt to understand how The Christopher Dailey
Foundation can maintain the quality and integrity of the program within the finite
financial resources of participants and the community of donors and supporters. This
challenge is increasing. As costs continue to increase in a number of areas, the
demands and expectations of the participants and their parents do as well. The
Christopher Dailey Foundation is constantly working to improve the program through
improvements and changes in its structure and implementation. Quality and
efficiency are just two goals of these changes.

The growth strategy is based on continued attention to the quality of the experience
in conjunction with identifying opportunities to expand the participation of the
programs where possible. Recent changes in key areas, such as the facilities used for
events, present ominous challenges for all aspects of the program.

3.1 Value Proposition

The Christopher Dailey Foundation does much more than simply provides access to
sports for children, it provides the significant benefits that are associated with
children's involvement in sports programs. These benefits include reducing the
likelihood of children becoming involved in drugs, crime and other illicit behavior.
Research indicates the economic, social and personal value of "investing" in the lives
of children in a positive and constructive manner avoids the social and penal system
costs that may later result. To meet this need, The Foundation offers an experience
that serves as a personal "sports reference" for participants throughout their lives.
These important benefits continue to validate The Foundation concept.

3.2 Critical Issues

The strengths are impressive. The weaknesses are identified and have potential
solutions. The Christopher Dailey Foundation could be described as in a "speculative"
situation. We are presented with numerous opportunities and also have threats that
present a level of risk. However, we have a chance to experience large returns on
the efforts if we can continue to capture the largest market share and are not
negatively impacted by the alternative programs in the market. We are well


positioned in the market. We have the ability to continue to offer the greatest value
and we take advantage of the economies of scale.

The critical issues include the following:

• Continuing to offer programs that are perceived to be positive, enriching, and
affordable compared to the alternatives in the area.
• Attract participants on a return basis throughout their kindergarten through their
high-school years.
• Be perceived by public, private, and home schooling providers as a valuable
resource that complements the academic experiences they offer.

3.3 Financial Objectives

1. Raise a minimum of $575,000 through non-participation fees from sources
including donations, contributions, special events, gifts-in-kind, and grants.
2. Increase corporate donations and contributions to exceed 12% of the total
revenues.
3. Accomplish the program goals within the allocated budget of $1,510,000.

3.4 Marketing Objectives

The objective is to provide this valuable experience to as many children as possible
in a positive and supportive manner. A positive, constructive and meaningful
experience is the sought-after result of The Christopher Dailey Foundation
experience. This experience may assist individuals to better understand the
necessary skills that life demands and empower them to realize the choices and
options available to them.

1. Provide a positive experience to 27,500 youth through the current academic year
and enable their parent/guardian to appreciate the value of this experience for
their child.
2. Accomplish the program goals within the allocated budget of $1,510,000.
3. Expand the program to two new schools within the serving area by August, prior
to the next academic year.

3.5 Target Market Strategy

The target market for The Christopher Dailey Foundation continues to be youth
between the ages of 5 and 18 who have some interest in participating in competitive
sports. This may be their first organized sports experience, and The Foundation
strives to make it the most positive and successful experience possible. Another area
of the target market focuses on addressing the growing interest and demands for
outdoor and indoor soccer.


3.6 Messaging

The core message of The Christopher Dailey Foundation is one of value: The
Christopher Dailey Foundation teaches children and families the value of physical
fitness, sportsmanship, practice, and teamwork through sports and activities. The
Christopher Dailey Foundation fine-tunes its message depending on the target
market while keeping the core message intact.

3.6.1 Branding

The Christopher Dailey Foundation brand communicates the complete commitment
to sports and to the children and families that are served by the organization. The
brand embodies the values that we believe sports participation instills in children and
also communicates to sponsors supporting those values in the community.

The Christopher Dailey Foundation brand is included on banners at all of the sporting
events and on uniforms. This branding is used to remind parents and others at
sporting events that the events are funded by The Christopher Dailey Foundation and
that The Christopher Dailey Foundation is the predominant source for youth sports in
the region.

Target Market Messaging

Market Segments Messaging

Public School Students More options, more possibilities, more resources

Private School Students Get out and play!

Home School Students New friends, new opportunities

3.7 Strategy Pyramids

The Christopher Dailey Foundation focuses on achieving success in these basic areas
with the resources available to the program:

• Equal opportunity to participate, regardless of skill level.
• A wholesome, positive, safe, and value-oriented atmosphere in which participants
learn teamwork, sportsmanship and interactive skills.
• An acceptable outlet for youthful energy.
• A broad variety of sports experiences to further develop self-esteem and personal
confidence.


STRATEGY #1 Program Expansion

Tactic #1-A School expansion

• Program 1-A New school campaign
• Program 1-B Saratoga campaign

Tactic #1-B "All4Soccer"

• Program 2-A School presentations
• Program 2-B Free soccer clinics
• Program 2-C Participation in high school regional soccer play-offs
• Program 2-D Special needs scholarship program

STRATEGY #2 Fundraising

Tactic #2-A Corporate donor base

• Program 1-A "Taking Care of Donors" Committee
• Program 1-B Corporate contact program

Tactic #2-B Special Events

• Program 2-A Taste of Saratoga to add Spring event
• Program 2-B Grant application program focus


4.0 Marketing Mix

While The Christopher Dailey Foundation is a non-profit organization, we must
continue to devote a portion of the budget to promotion to continue to ensure broad
participation in the sporting programs that we offer. Strong participation ensures
that The Foundation can create leagues in every sport so that good and varied
competition can be offered. Strong participation also means that The Foundation can
offer sporting programs to all skill levels across a broad spectrum of programs,
ensuring that anyone who wants to participate can participate.

The Christopher Dailey Foundation marketing mix consists of a pricing strategy that
fosters participation while adequately funding operations and a promotion strategy
that ensures continued participation in the programs.

4.1 Pricing

The Christopher Dailey Foundation strives to minimize costs for all participants to
ensure that everyone who wants to participate in sporting programs has an
opportunity to do so.

4.2 Promotion

The Christopher Dailey Foundation’s promotion strategy is a three-pronged approach
of advertising, public relations and direct marketing.

Because The Christopher Dailey Foundation has a limited marketing budget, The
Christopher Dailey Foundation will take a more grass-routes approach and leverage
PR and volunteers to assist with marketing to the target audiences.

4.2.1 Advertising

The Christopher Dailey Foundation does not have a large advertising budget and will
not be advertising in the TV or radio media. Instead, The Foundation will focus on
more highly-targeted campaigns to reach students and parents where they are most:
school.

The Christopher Dailey Foundation will print flyers and brochures to be left at all area
schools and will also provide them to school Physical Education instructors so that
the brochures can be passed on to students.

In addition, The Christopher Dailey Foundation will schedule demonstrations at area
schools in cooperation with PE teachers to expose students to sports that they might
not have seen before, such as lacrosse.

Additional brand awareness and advertising will come in the form of banners at The
Christopher Dailey Foundation’s sporting events and logos on the team uniforms.
This will ensure that any parents or students watching the events will know where to
go to participate.


Finally, The Christopher Dailey Foundation will run limited newspaper campaigns
during sign-up periods at the beginning of each sporting season to attract new
participants.

Advertising Milestones

Advertising Start End Budget Manager Department
Brochure Design 1/4/2006 1/15/2006 $200 Mark Design
Newspaper Ad Design 1/15/2006 1/30/2006 $200 Mark Design
Printing 9/5/2006 12/1/2006 $2,500 Mark Design
Newspaper Ad - Spring 3/1/2006 3/30/2006 $800 Marie Staff
Newspaper Ad - Summer 5/1/2006 5/30/2006 $800 Marie Staff
Newspaper Ad - Fall 8/1/2006 8/30/2006 $800 Marie Staff
Other 12/1/2006 12/1/2006 $0 N/A N/A
Total Ad Budget $5,300

4.2.2 Public Relations

Leveraging local public relations resources is key to The Christopher Dailey
Foundation’s promotion strategy. The Christopher Dailey Foundation will alert local
TV networks and newspapers to championship games and all-star athletes in the
programs in the hopes of generating local coverage and student profiles.

In addition, press releases will be issued announcing new programs and exceptional
achievements by local athletes involved in The Christopher Dailey Foundation
programs.

PR Milestones

PR Start Date Budget Manager Department
New Programs Press
3/15/2006 1/15/2006 $80 Dewey Marketing
Release
Winter Season Highlights
3/1/2006 3/30/2006 $0 Dewey Marketing
Pitch
Other 1/1/2006 1/15/2006 $0 TBD Department
Total PR Budget $80


4.2.3 Direct Marketing

As new families move to the area, it is important that The Christopher Dailey
Foundation establish contact so that parents and students are aware of the offerings
available. To reach these families, The Foundation will use a direct marketing
strategy of leaving leaflets and flyers in mailboxes and recruit volunteers to call
families to describe the programs offered.

Direct Marketing Milestones

Direct Marketing Start End Budget Department
New Family Contact Program 1/1/2006 9/30/2006 $800 Marketing
Other 1/1/2006 1/15/2006 $2,500 Marketing
Total Budget $3,300

4.3 Online

The Christopher Dailey Foundation website will be an information hub and reduce the
logistics required to sign-up students for programs during each season.

While the investment to get the site up and running will be significant from a time
perspective, it will pay off by reducing the number of phone calls to The Christopher
Dailey Foundation administrative office and it will reduce overall administrative costs
by automating portions of the sign-up process.

4.3.1 Website Goals

The Christopher Dailey Foundation website has two goals:

1. To serve as an information hub for participants in the various programs. The site
will be used to communicate practice times, game times and locations, and
scores and other highlights from games. In addition, site users will be able to
sign up for The Christopher Dailey Foundation email newsletter to receive weekly
updates of scores, program updates and general The Christopher Dailey
Foundation announcements.
2. To reduce administrative costs by automating portions of the program sign-up
process. The Christopher Dailey Foundation website will allow students and
parents to sign-up for various programs. By collecting this information
electronically, The Foundation will reduce the amount of double-data-entry and
facilitate the process of managing a large number of applications.


4.3.2 Website Marketing Strategy

The Christopher Dailey Foundation will communicate the existence of the website in
all printed material and on the automated phone system at The Foundation office.

4.3.3 Development Requirements

The Christopher Dailey Foundation website will be custom designed and developed to
manage the unique needs of the organization. Some development time will be
donated from a local website design and development company in exchange for
some marketing on the website itself.

Web development will be in two phases that correspond with the website goals:

1. Basic communication platform. This phase of web development will build the
informational portion of the website that will allow for easy posting of team
schedules and game results.
2. Application submission platform. This second phase will develop the database and
submission process that will allow participants to join sporting programs online
and allow for the program coordinators to access those applications and process
them.

Website Milestones

Web Development Start End Budget Department
Site Specifications 4/1/2006 6/2/2006 $1,000 Marketing
Phase 1 Development 6/15/2006 8/15/2006 $3,000 Marketing
Other 1/1/2006 1/15/2006 $0 Marketing
Total Web Development Budget $7,000


4.4 Implementation Schedule

The following chart and table identify the key marketing programs. Dates and
budgets are specified, and the "Chairpeople" are informed of the programs. Plan-vs-
actual results for each of these programs will be tracked and evaluated quarterly. If
necessary, the programs will be revised if they are not accomplishing the intended
goal.

Milestones

Advertising Start End Budget Department
Brochure Design 1/4/2006 1/15/2006 $200 Design
Newspaper Ad Design 1/15/2006 1/30/2006 $200 Design
Printing 9/5/2006 12/1/2006 $2,500 Design
Newspaper Ad - Spring 3/1/2006 3/30/2006 $800 Staff
Newspaper Ad - Summer 5/1/2006 5/30/2006 $800 Staff
Newspaper Ad - Fall 8/1/2006 8/30/2006 $800 Staff
Other 12/1/2006 12/1/2006 $0 N/A
Total Advertising Budget $5,300
PR Start End Budget Department
New Programs Press Release 3/15/2006 1/15/2006 $80 Marketing
Winter Season Highlights Pitch 3/1/2006 3/30/2006 $0 Marketing
Other 1/1/2006 1/15/2006 $0 Marketing
Total PR Budget $80
Direct Marketing Start End Budget Department
New Family Contact Program 1/1/2006 9/30/2006 $800 Marketing
Other 1/1/2006 1/15/2006 $2,5000 Marketing
Total Direct Marketing Budget $3,300
Web Development Start Date End Date Budget Department
Site Specifications 4/1/2006 6/2/2006 $1,000 Marketing
Other 1/1/2006 1/15/2006 $0 Marketing
Total Web Development Budget $7,000
Totals $12,380


4.5 Funding Plan

Outside funding is critical to The Christopher Dailey Foundation’s future success. The
Christopher Dailey Foundation will focus on corporate sponsors, local fundraising with
parents, and government grants.

The Christopher Dailey Foundation aims to raise 30% of funding from corporate
sponsors, 30% from grants, and 40% from individuals in the community.

4.5.1 Funding Strategy

Corporate fundraising and grant writing will be handled by The Christopher Dailey
Foundation staff internally. The Foundation will target corporate sponsors and offer
them individual sport sponsorship that could involve anything from purchasing
uniforms and equipment to cash sponsorship for more general use within The
Foundation organization.

Fundraising from individuals will be coordinated by internal stuff, but will rely heavily
on volunteers to run fundraising events. Fundraising events will include standards
such as bake sales and car washes. The Christopher Dailey Foundation will also
directly solicit additional donations from parents in addition to basic membership
fees.

4.5.2 Funding Process

Corporate funding and grant writing meetings will occur once a month to review
status, possible funding in the pipeline, and status of grant applications.

Potential funding sources will be identified using the local chamber of commerce
directory. We will contact them directly to seek sponsorship and will present to them
the branding opportunities as well as the benefits that The Christopher Dailey
Foundation provides to the community. Follow up calls will be scheduled 1 week and
again 1 month after the initial meetings.

Internally, we will schedule regular fund raising events for the community. These will
usually occur at the beginning of each sports season and special events will be held
to raise money for individual trips and events.


5.0 Financials

The Christopher Dailey Foundation is committed to balancing its operating budget
and operating on a solid financial foundation. These efforts are based on a mixture of
fundraising, charitable gifting, tournaments, and fees. Just as revenues are tracked,
internal expenses are closely monitored. The goal of The Christopher Dailey
Foundation is to continue to provide a quality youth sports experience at an
affordable cost. This is a tremendous challenge, due to the size of the program,
unpredictable costs in areas such as facilities, and uncertainties in participant
revenues.

The Christopher Dailey Foundation is intentionally emphasizing the need to reduce
reliance on fee-based revenues and look toward contributions from other sources,
particularly businesses, to support the program. This approach will enable the
program to realize the objective of keeping fees affordable while continuing to offer a
quality program for all participants.

The following information is based on the prior two Independent Annual Auditor's
Reports and following summarizes key facts regarding the financial status of The
Christopher Dailey Foundation and its results from last year:

• Revenues last year totaled $1,732,658.
A total of 65% of those revenues are from Participation Fees, Donations and
Contributions, Special Events, and Gifts-in-Kind.
Supervision Grants account for a combined 34%.
• Expenses for last year were $366 over revenues.
"People-related" expenditures represent 47% of expenditures.
Non-program operations account for 9% of the total expenditures.

5.1 Expense Forecast

The expense budget is based on maximizing the return from the marketing and
promotion efforts. Monitoring ROI to determine what events are generating the most
revenue based on the actual dollar investment is imperative. Another resource to
consider is the number of volunteer hours required, based on a "ceiling" of hours
that we have access to each year from the volunteer base.

Marketing Expense Budget
2006 2007 2008 2009 2010
Special Events $9,300 $14,800 $15,500 $17,500 $18,800
Private Donations &
$5,900 $6,200 $7,400 $8,000 $8,500
Contributions
Corporate Campaign $8,810 $12,000 $12,500 $13,000 $14,000
Other $3,600 $4,000 $4,300 $4,500 $4,800
Total Funding and
$27,610 $37,000 $39,700 $43,000 $46,100
Marketing Expenses


5.2 Contribution Margin

Based on past performance, fundraising efforts are realistic. Fundraising yield a
$20,000 surplus last. The challenges will be to develop greater revenue streams from
corporate sponsors and to become proportionately less dependent on participation
fees. This is expected to offer a more stable source of revenue for the future and
reduce the efforts to secure these funds. We expect the special-event fundraising
activities and individual contributions to remain relatively constant as a percent of
total revenues. The involvement of the Board of Directors and the formation of the
foundation committee will be critical to the success in this area.

Contribution Margin
2006 2007 2008 2009 2010
Funding $1,510,000 $1,651,500 $1,712,000 $1,812,000 $1,877,000
Direct Cost $73,950 $81,600 $90,700 $101,250 $111,700
Other Costs of
$0 $0 $0 $0 $0
Funding
------------ ------------ ------------ ------------ ------------
Total Direct Cost $73,950 $81,600 $90,700 $101,250 $111,700

Gross Surplus $1,436,050 $1,569,900 $1,621,300 $1,710,750 $1,765,300
Gross Surplus % 95.10% 95.06% 94.70% 94.41% 94.05%

Marketing Expense
2006 2007 2008 2009 2010
Budget
Special Events $9,300 $14,800 $15,500 $17,500 $18,800
Private Donations &
$5,900 $6,200 $7,400 $8,000 $8,500
Contributions
Corporate Campaign $8,810 $12,000 $12,500 $13,000 $14,000
Other $3,600 $4,000 $4,300 $4,500 $4,800
------------ ------------ ------------ ------------ ------------
Total Funding and
$27,610 $37,000 $39,700 $43,000 $46,100
Marketing Expenses
Percent of Funding 1.83% 2.24% 2.32% 2.37% 2.46%

Contribution Margin $1,408,440 $1,532,900 $1,581,600 $1,667,750 $1,719,200
Contribution Margin /
93.27% 92.82% 92.38% 92.04% 91.59%
Funding


6.0 Controls

The purpose of The Christopher Dailey Foundation marketing plan is to serve as a
guide to the staff, the Board of Directors, and the volunteers to continue to improve
the organization and its ability to serve the youth of Saratoga County. We must take
action to accomplish the goals. Failing to implement even one of the programs could
be devastating to the success.

6.1 Implementation

I recommend The Christopher Dailey Foundation will have weekly Milestones
Meetings to review current milestone status, funding status, and status of the actual
programs.

For The Christopher Dailey Foundation, it's critical that there is a consistent focus on
implementation in order to maintain strong programs and relationships with funding
sources. The following Funding Source Lifetime Value table shows the long-term
value of the average corporate funding sources which is testament to the need for
focus on implementation of both funding milestones and program quality.

Funding Source Lifetime Value

Funding Source Forecast:
Average Funding Source Lifetime (years): 7
Average number of donations or grants per year: 1
Average donation or grant value: $3,000.00
Average Gross Surplus %: 90%
Gross Surplus per donation/grant $2,700.00

Total Funding Source Contributions $18,900.00

Funding Source Acquisition Costs:
Cost of marketing to a potential funding source: $200.00
Average conversion rate: 75%
Subtotal Cost of attracting funding source: $266.67
Other one-off costs for first-time funding source: $0.00

Total Funding Source Acquisition Costs: $266.67


6.2 Keys to Success

• Expand into new areas within Saratoga County that desire access to The
Christopher Dailey Foundation activities.
• Leverage the growth offered by the increasing interest in soccer in the Fall and
Spring programs.
• Identify additional facilities to support future growth and offer greater flexibility in
scheduling.
• Continue to develop the donor base and corporate contributions that add to the
financial resources of the participant fees.

6.3 Contingency Planning

The following lists, in order of probability beginning with the highest potential for
change that will impact this marketing plan, the future of The Christopher Dailey
Foundation:

• Major philosophy shift regarding the use of public and/or private school facilities.
• The rapid growth of one of the alternative programs that significantly reduces the
market share and the ability to operate one or more of the programs.
• Legal action due to injury or negligence that causes severe financial damage to
the organization.
• Current economic climate effecting familial recreational spend

6.4 Market Research

The Christopher Dailey Foundation will continue to monitor public school funding and
private school attendance to determine how to refocus promotion activities if
necessary.

From a funding perspective, The Christopher Dailey Foundation will monitor
government grant availability and apply for new grants as they become available.

6.5 CRM Plans

In the case of The Christopher Dailey Foundation, there are two primary customers:
program participants and funding sources. It is important to have a good CRM
system in place to track these two groups.

The Foundation will use the CRM system to track continued participation in programs
and to contact students whose participation changes.

For funding sources, the CRM system will be used to track the stages of donors in the
funding process and ensure that donors are contacted on a regular basis and kept
up-to-date with The Foundation programs.


6.6 Marketing Organization

This marketing plan is presented by Jennifer L. Pricci, Marketing, Publicity and
Promotions consultant and sole proprietor PHANTOM POWER PRODUCTIONS.

Jennifer Pricci is an integrated marketing professional with hands-on experience
directing and executing marketing campaigns on both agency and brand sides. A
broadbased 7-year professional background encompasses excellence in merging
efforts across marketing and sales, needs analysis and solution-based selling.
Program development leverages market research, consumer behavior analysis and
the current 360o media landscape, connecting with media-meshing target segments
across vertical markets.

PHANTOM POWER PRODUCTIONS
Jennifer L. Pricci
646.246.5176
jen@phantompowerproductions.com


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