RCC Marketing PlanBy: Bryan Griffith and Dylan Griffith

1

Mission

Statement The Rockland Community College

Summer Sports Academy is an

instructional sports camp for girls and

boys from grades 2-9. Its goal is to

improve individual skills so that young

people may successfully meet the

growing competition in all phases of

athletics.

2

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

3

Internal Strengths

BRAND EQUITY!!!!

After care/ early drop

off

Allow mix weeks

6 weeksLarge

campusEquipment

& fields

2 camps Professional

visitsCost

effective

Indoor facilities

Campus Public Safety

CIT Program

4

Internal

Weaknesses

No WebsiteNo active

social mediaNo online presence

No Posters/Brand

Awareness

Cafeteria status?

Lack of kids in SA

5

External

Opportunities

Website!Healthier

alternativeAds/Posters/social

media

Reference discounts

Employee surveys Private lessons

Mobile Application

Camp Competitions

Online registration

6

External Threats

Other camps

Economic environment

Summer vacations

Decrease demand for

sports

7

Competitive

AnalysisCamp Price Weeks Location Include

Food

Transport

ation

Trips Diff

camps

RCC $1650 6 10901 No No No Yes

Champion $5,795 8 10956 Yes No Yes Yes

Scuffy $1,500 6 10982 No No Yes No

Deerkill Varies

>$3,000

8 10901 Yes Yes Yes No

Ramaquois $9,550 8 10970 Yes Yes Yes No

Bluerill $ 8 10952 Yes Yes Yes No

8

Objectives

To increase the number of children in Sports

Academy by 5% by next year and maintain the

same amount for Kids College in the same period

of time.

To create new promotional campaigns and

reach over 50% of target audience within the

year.

To create an online presence that is visually

appealing and useful to prospects.

9

Marketing Strategy!

Target

Market

Marketing

Mix

Marketing

Strategy

10

Target Market

Strategy

Demographics

Psychographics

Geographic

11

Demographics

This data will show the differences between the total camp, Sports Academy and Kids College

between 2009-2012.

Demographics include total population, gender,

ages based on grades, whether they had

siblings, and where they live.

Data will be used to create promotional plan

and help with implementation strategy.

12

Camp

Population

0

100

200

300

400

500

600

700

800

900

1000

2009 2010 2011 2012

Kids College

Sports Academy

Total

13

Sports Academy

vs. Kids College

49.6

44.5

5.9

2012 Population

Sports

Academy

Kids

College

Both54.5

38.6

6.9

Average Population

Sports

Academy

Kids

College

Both

*Average is based on last four years

14

Population

Inferences In 2012 the amount of kids in both camps was

about even but the average shows there is a

slightly higher population in Sports Academy and

kids that do both.

This data does not reflect the individual camp

populations but both the camp as a whole.

Overall I think that the demand for the camps as

a whole are evenly split.

It should be noted that Kids College has a limit on

the amount of kids in each sub camp, while

sports academy does not.

15

Both Camp

Gender

49.3

50.7

2012 Gender

Male

Female 54.9

45.1

Avg Gender

Male

Female

*Average is based on last four years

16

Sports Academy

Gender

68.7

31.3

2012 Gender

Male

Female

74.2

25.8

Avg Gender

Male

Female

*Average is based on last four years

Gender for 2012

shows that there is

5.3% more females

then then the

average

17

Kids College

Gender

28.3

71.7

2012 Gender

Male

Female

30

70

Avg Gender

Male

Female

*Average is based on last four years

18

Gender

Inferences Overall RCC summer camps have a near even split in

males vs. females. This shows that overall there is an equal

representation of gender in the camp.

Sports Academy has a substantially higher populations of

males by about 48.4% on average. But the data shows that females are increasing in size!

Kids College is the opposite and is dominated primarily by

females. It should be noted that there are more males in

Awesome Science and there is a close mix in Computer

Camp.

19

Both Camps

By Grade

15.1

14.9

16.816.2

16.2

12.2

6.97

1.45 Ave Grades

2nd-3rd

4th

5th

6th

7th

8th

9th-10th

CIT

12.9

14.2

18.8

14.8

13.9

16.9

6.2

2.4 2012 Grades

2nd-3rd

4th

5th

6th

7th

8th

9th-10th

CIT

*Average is based on last four years

20

Differences between

2012 and average

Increase

5th

8th

CIT

Decrease

2nd-3rd

6th

7th

Little Change

4th

9th-10th

21

Sports Academy

By Grade

8.6

11.9

17.3

13.517.8

21.1

7.03 2.7

2012 Grades

2nd-3rd

4th

5th

6th

7th

8th

9th-10th

CIT

12.6

10.9

16.3

15.9

18.3

12.8

8.65

1.75Avg Grades

2nd-3rd

4th

5th

6th

7th

8th

9th-10th

CIT

*Average is based on last four years

22

Differences between

2012 and average

Increase

4th

5th

8th*

Decrease

2nd-3rd

6th

9th-10th

Little Change

7th

CIT

*8th grades represent a

substantial increase of over 8%

23

Kids College By

Grade

15.7

16.9

18.715.7

10.2

14.5

6

2.42012 Grades

2nd-3rd

4th

5th

6th

7th

8th

9th-10th

CIT

16.4

16.8

1616.1

14.2

12.8

5.7

1.3 Avg Grades

2nd-3rd

4th

5th

6th

7th

8th

9th-10th

CIT

*Average is based on last four years

24

Differences between

2012 and average

Increase

5th

8th

CIT

Decrease

2nd-3rd

6th

7th

Little Change

4th

9th-10th

25

Relatives: Yes/No

2012 Relative

Yes

No

Avg Relative

Yes

No

26

Demographic

Conclusions

•Almost 50/50 for gender

•Kids from grades 2-10

RCC camp

•Mostly males but increase in female

•Kids from grades 2-10

Sports Academy

•Mostly female except awesome science and CC

•Kids from grades 2-10

Kids College

27

Psychographics

Sports Academy

•These kids are competitive and active

•Like being outside

•Eager to learn sports

Kids College

•Love to learn and express themselves creatively

•Like puzzles and hands-on activities

28

Geographic:

Where are they?Suffern • Montebello, Suffern, Airmont

New City

• New City

Nanuet • Bardonia, Nanuet

Spring Valley

• Chestnut Ridge, Spring Valley

Pomona •Pomona

Top locations in

Rockland Country.

Numbers are based

on the total camp

for the last four years

29

2012 Camper

Locations

0

20

40

60

80

100

120

Total Camp Sports Academy Kids Colege

Suffern

New City

Nanuet

Spring Valley

Pomona

30

2012 Campers

Locations cont..

27.7

23.6

7.4

6.33.9

Avg Location %

Suffern

New City

Nanuet

Spring Valley

Pomona

*Monsey

represented 4.6% in

2012 representing

the largest increase

in any town from

previous years!

31