Transcript Slide 1

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
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Marketing Can Help Get
New Players…
…An excellent experience keeps them!
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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.
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Focusing Your Efforts
• Focus your efforts on
these age groups for success
• Work smarter not harder!
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Who Are We Targeting?
• Young Moms
• 25-40 years old
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Why Are We Targeting?
• Limited time and money
• The biggest bang for your buck.
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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.
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9 Ideas To Grow Your Region
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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
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Handy Tips For Success
• Most effective when used together
• Timing is KEY!
• Get your registration information in front
of the moms
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Tools
• You can download everything you need
at AYSO.org/MarketingToolkit.
Templates
Photos
TV spots, video
Presentation materials
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Idea1: Always Honor
Brand AYSO
Brand AYSO is the mental image picture
parents have when they think about AYSO.
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Idea 1: Always Honor
Brand AYSO
Brand AYSO is the mental image picture
parents have when they think about AYSO.
We want
BrandDo
AYSO
to Think
be fun, fair,
What
You
affordable, well-organized, safe and a
soccer experience
that is aIs?
part of an
Brand AYSO
active and healthy lifestyle.
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How can you make AYSO visually stand out
from other youth activities?
• Traditional AYSO Logo
• AYSO color palette
• Templates
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Which one of the six philosophies most
resonates with young parents?
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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
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Take advantage of Brand AYSO
 Include the Traditional Logo/“Everyone Plays”
prominently on every page.
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Have Registration Locations, Dates and Times
on the homepage
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Remind Parents that they can pre-register
through eAYSO.
Embed the Parent Video on your homepage.
Have an e-mail address on the
homepage where parents/
volunteers can contact you.
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Idea 3: Have A Call To Action
• “Register Now” … “Sign Up Here”
• If they can’t act immediately,
they may not remember later.
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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?
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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!
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We Challenge You…
Find one new location for spring Registration where
there will be plenty of moms - along with your
traditional Registration location.
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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!
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Professions to keep an eye out for:
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Marketing/PR
Pediatricians/OB GYNs/Family Doctors
Store Managers
Principals/Teachers/Child-Care Providers
Ad/Marketing/PR Professionals
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How Would You Make This Ad Pop?
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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
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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
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• Parenting media,
• Publications & websites that target moms
• Use PLAYSOCCER stories as a hook.
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Get On TV!
• AYSO has :30 second Registration TV
commercials featuring former U.S. Women’s
National Team star Julie Foudy
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Why Cable TV?
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It’s cheap.
It’s very targeted.
Saves time and energy
Timing is Key
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How Much Does It Cost?
• Only $500 to $1200 for a two week
campaign!
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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?
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Herbalife Distributor
Supermarkets
Hair/Nail Salons
Women’s/Kids’s Gyms
Doctors/Dentists Offices
Parks/Zoos/Aquariums
Local Restaurants
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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.
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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.
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9. Take Advantage of
National & Local Sponsors
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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
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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
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What do you do?
What works for your Region?
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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
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