Transcript GYRO MARKETING PLAN MAJOR ISSUES • Gyro has an aging and declining membership base • Friendship as a concept is difficult to sell • Gyro.

GYRO MARKETING PLAN
MAJOR ISSUES
• Gyro has an aging and declining membership
base
• Friendship as a concept is difficult to sell
• Gyro hasn’t embraced social media
• Gyro’s branding lacks consistency
How can Gyro adapt to appeal
to the next generation of
retirees – baby boomers?
EXTERNAL ANALYSIS
Opportunities
• Baby boomers are retiring
Threats
• Competition for leisure time
• Recession means men need
to network for business
• High degree of rivalry
• Rising cost of living
• Diversity
• Green movement (Gyro
Parks)
• Membership numbers for
civic organizations of most
varieties are down
TARGET MARKET: BABY BOOMERS
• Born between 1946 and
1965
• The next generation of
retirees
• Represent 29.6% of
District IV’s
membership
INTERNAL ANALYSIS
Strengths
• History
Weaknesses
• Declining membership base
• Established membership
base
• Online presence
• Fun
• Friendship as a selling
proposition
• Friendship
• Branding consistency
GYRO BRANDING
• A Fraternity of Friendship.
• Gyro has 17+ slogans, two mission statements,
and two logos.
GYRO ONLINE PRESENCE
• Gyro.ws has room for improvement in terms of aesthetics
and breadth of features.
• Many individual clubs have their own websites, but few are
kept up-to-date.
• Gyro International recently formed a Social Media
Committee.
• Currently on Facebook, Gyro International has a modest 32
‘likes’ and District IV’s group has 66 ‘members’.
DISTRICT IV AGE DISTRIBUTION
• The average District IV member is 69 years old:
MEMBERSHIP SURVEY
• When asked about their level of satisfaction
with club events, District IV members returned
a rating of 4.51:
To what extent are you satisfied with the following?
Answer Options
Gyro club events
The Gyroscope
Gyro International website
District IV website
Value from international
dues
Value from district dues
Dissatisfied
Somewhat
dissatisfied
Neutral
Somewhat
satisfied
Satisfied
N/A
Rating
Average
3
16
13
4
13
25
24
17
14
87
115
94
51
37
33
42
182
86
54
89
3
15
27
20
4.51
3.61
3.38
3.79
66
58
66
30
30
16
2.60
22
46
67
57
68
6
3.40
MEMBERSHIP SURVEY
• 77.1% of members have invited two-or-fewer
people to Gyro in the past two years:
How many people have you invited to
Gyro in the past two years?
Answer Options
0
1
2
3
4
5+
Response
Percent
29.8%
16.7%
30.6%
10.1%
7.0%
5.8%
MEMBERSHIP SURVEY
• 28.0% of respondents currently use social
media:
RED HAT SOCIETY (RHS)
• The Red Hat Society is a Women’s social
organization with a similar purpose to Gyro.
• RHS strives for fun, friendship, freedom,
fulfillment, and fitness for members.
• RHS had two chapters in 1997;
over 47,000 chapters today.
– Compared to Gyro’s 99 clubs.
• RHS has grown by word-of-mouth, facilitated
by their easily identifiable red hats.
• They have a visually appealing website, rich
with information and features.
• 11,000+ ‘likes’ on Facebook
• 2,400+ ‘followers’ on Twitter
MARKETING STRATEGY
• Align all Gyro’s activities towards fun
• Target baby boomers by increasing Gyro’s
online presence and offering fun club events
If you put a group of men together under the pretence of
friendship, they might not necessarily have fun.
But if you provide fun for a group of men,
they will likely become friends by sharing
mutually positive experiences.
NANAIMO CLUB
• Founded in 1922.
• Currently has 85 members:
VANCOUVER, WA CLUB
• Founded in 1930.
• Currently has 66 members:
VERNON CLUB
• Founded in 1953.
• Currently has 25 members:
Social
Gatherings
Website
Social
Media
Culture
Member
Benefits
Community
and Charity
FUN!
Branding
Gyroscope
Friendship
BRANDING
• Promote fun.
• Adopt a new slogan: “Committed to Fun.”
• Select a single mission statement.
MEMBER BENEFITS
• Gyro has the opportunity to leverage its large
membership base to offer discounts:
–
–
–
–
Travel
Insurance
Tourist attractions
More
• Turn-key solutions are available through organizations
like CARP/AARP.
• Alternatively, Gyro could also develop its own affiliate
card program to offer benefits.
SOCIAL MEDIA
• Promote Gyro’s Facebook page at the
International Convention.
• Educate members on social media in the
Gyroscope.
• Plan to launch Twitter and LinkedIn accounts
at the next International Interim.
SOCIAL GATHERINGS
• Conventions:
– Offer the opportunity to attend conventions to
those who might not be able to afford to-do-so by
running contests or having fundraisers.
• Club Events:
– Offer events which appeal to baby boomers and
older generations alike: sports, drinking, mixed
dances, gambling, travel, etc.
WEBSITE
• Launch new version of Gyro International’s
website at Gyro.org.
• Optimize Gyro’s website for search engine
results.
• Include more interactive features:
– Blog from Executive
– Members only forum
– Buttons linking to Gyro’s social media accounts
CULTURE
• Improve club diversity under the mandate of fun.
• Adopt the term Gyro Ladies in lieu of Gyrettes.
• Adopt an easily identifiable wearable symbol:
COMMUNITY AND CHARITY
• Gyro should partner with an international
charity promoting fun and friendship.
• Promote friendly fundraising competition
amongst clubs.
• Encourage clubs wishing to help in their
community to take on tasks to create fun.
GYROSCOPE
• Infuse the Gyroscope with fun, including
puzzles, contests, and NHL/NFL pools.
• Run contests for best costume, joke, or poem.
• Highlight community and charitable efforts.
IMPLEMENTATION PLAN
100 Year
Convention
'12/'13
June
July
August September October November December January
February
March
April
Present Marketing Plan
Facebook Open House
Form Marketing Plan Committee
Consult about mission and slogan
Plan
Organize membership benefits
Consult with Red Hat Society
Develop social media privacy policy
Educate members on social media and marketing plan implementation
Implement
Hire web developer for Gyro.org
Gyro Football (NFL) Pool
Gyro Hockey Pool
Progress report
Unveil logo, slogan, mission, Twitter, LinkedIn, and Gyro.org
May
“MONDAY MORNING”
• Introduce the “Committed to fun” message to
your clubs.
• Begin getting member feedback to take to the
International Convention.
• Form action plan committees to oversee the
implementation of the plan.
How can Gyro adapt to appeal
to the next generation of
retirees – baby boomers?
MAJOR ISSUES
• Gyro has an aging and declining membership
base
• Friendship as a concept is difficult to sell
• Gyro hasn’t embraced social media
• Gyro’s branding lacks consistency
RESOLUTION
THANK YOU! QUESTIONS?
To ease navigating the marketing plan, please see:
Table of Contents, Page 2
Table of Figures, Page 6
Summary of Recommendations, Page 44