Review this brief and state any potential questions that could be asked to the client that is
Question:
Review this brief and state any potential questions that could be asked to the client that is missing in the brief that could make a proper strategic marketing communications plan. Also develop a "Marketing and Communications Audit" - of the Strategic Plan Template.
Look at social media, brand exposure, PR presence etc., obvious or possible competitors, etc.
See the brief below
2. Brand Orientation Play Forever is primarily a business-to-consumer brand, targeting youth in high school and post-secondary to promote our programs and services. We also have a business-to-business orientation, as we collaborate with other businesses to promote programs and services on our social media.
3. Brand's characteristics and personality Community Engagement: We are involved in youth and senior recreation, education, and health programs and services. Partnerships: We collaborate with different partners to create community opportunities. Youth Empowerment: We emphasize empowering youth through various programs.
4. Products and Services We offer a wide range of programs and services, including youth basketball leagues, summer camps, homework clubs, park revitalization, health & wellness workshops, arts & crafts, book clubs, senior tech & health workshops, senior trips, tutoring, back-to-school haircuts, baseball programs, soccer programs, toy & clothing drives, and more.
5. Brand's value proposition Community Engagement: We are actively involved in community programs. Youth Empowerment: We empower youth through initiatives like the Rising Youth Program. Partnerships: We collaborate with key partners to make a positive impact on the community. Play Forever is a fun brand that kids, parents, families, and organizations want to be a part of.
6. Organization's mission, vision, and values Vision: Our vision is a future where all youth in Toronto have access to inclusive, safe recreational, educational, and mental health services, regardless of their background or socioeconomic status. Mission: Our mission is to supportive environment where youth can build confidence, develop new skills, and foster positive relationships with peers and mentors. Through our programs, we aim to empower youth to overcome barriers and become active members of their community. Values: - Inclusivity: We ensure that all youth have access to essential services regardless of their background or socioeconomic status. - Empowerment: We focus on building confidence, developing skills, and fostering positive relationships among youth. - Community Engagement: We work actively within the community by partnering with other organizations and involving volunteers to achieve common goals. - Well-being and Health: We promote healthy lifestyle choices, mental health support, and overall well-being through various programs and workshops.
7. Target market (ideal customer) B2C: Youth, families, seniors, and community members in diverse and underserved communities in the GTA. B2B: Real estate companies (to use their locations for camps and programs), firms with ESG or CSR budgets that can be allocated to Play Forever for programs and services on their behalf, and food and beverage companies to sponsor our programs and services for youth consumption.
8. Competitors Our main competitors are large, well-known non-profit organizations and charities that participants and businesses may prefer to work with. This makes it crucial for us to establish a strong brand for Play Forever.
9. Strategic partners, We have several strategic partners that we collaborate with and receive funding from, including: - Canadian Tire - Municipal/Provincial/Federal Governments - School Boards (YRDSB, YCDSB, PDSB, TDSB) - MLSE (Blue Jays, Raptors) - Farmacy For Life - Employment agencies (YMCA, yes.to, Canada Summer Jobs, VPI Working Solutions, Riipen) - Toronto Community Housing - Dream Unlimited
10. Key problems and opportunities Opportunities: Community Engagement: Our success in engaging with diverse communities in Toronto offers opportunities for expansion and collaboration. Youth Empowerment: Our initiatives that empower youth align with broader societal goals and can attract support and partnerships. Health and Wellness Focus: Our programs promoting healthy lifestyles and mental well-being resonate with current societal trends and can be leveraged for growth. Alignment with Corporate ESG & CSR: Partnering with corporations that prioritize Environmental, Social, and Governance (ESG) or Corporate Social Responsibility (CSR) aligns well with Play Forever's mission. This can lead to meaningful collaborations, additional funding, brand enhancement, and a focus on sustainability. Challenges: Accessibility: Ensuring that our programs are accessible to all youth may present challenges that require innovative solutions. Resource Allocation: Strategic planning is needed to balance resources between various programs and initiatives. Alignment of Goals with Corporate Partners: Careful negotiation and planning are required to align Play Forever's goals with those of potential corporate partners. Managing Expectations with Corporate Partners: Clear communication and agreements are essential to balance the expectations of corporate partners with community needs.
11. Ideal marketing and communication budget As a non-profit organization, our ideal marketing and communication budget would be one that allows us to effectively reach our target audience while remaining within our financial constraints. This could involve a combination of traditional marketing methods as well as leveraging social media and other digital channels to maximize our reach.
12. Key challenges for strategic marketing plan As a non-profit organization, some key challenges for our strategic marketing plan could include: - Effectively communicating our value proposition to potential donors, sponsors, and partners. - Building brand awareness and recognition among our target audience. - Developing effective partnerships with other organizations to expand our reach and impact.
13. Any other relevant information: Play Forever is actively exploring opportunities to partner with corporations to fulfill their ESG and CSR initiatives. Through these collaborations, we aim to leverage corporate funding and support to enhance and expand our community programs, youth development initiatives, and environmental stewardship efforts. These partnerships not only provide vital resources for Play Forever's mission but also offer corporations a meaningful way to demonstrate their commitment to social responsibility, community well-being, and sustainable practices. The mutual promotion, strategic alignment, and shared values between Play Forever and corporate partners synergistic relationship that benefits both parties and the broader community.