Victory Junction Gang Camp

1
Victory Junction Gang Camp

• Strategic Marketing Plan
• Enlisting HEROES
• for today and the future

2
Mission

• The Victory Junction Gang Camp (VJGC) enriches
  the lives of children with chronic or
  life-threatening illnesses by creating camping
  experiences that are memorable, exciting, fun,
  empowering, physically safe and medically sound.
  These experiences are provided free of charge to
  children and their families.

3
Objectives

• BONDING
• Victory Junction is one place where
  chronically ill children, who many times look and
  act differently than their peers, can come and be
  just like everyone else and not treated
  differently.
• HOPE
• Children gain life-changing experiences to
  sustain them in times of great stress and need.
• Children gain the empowerment to do more for
  themselves - be away from home for the first
  time, or try something new without being afraid
  of failing.
• RESULTS
• Measured at Victory Junction by the many smiles
  seen on camper faces.

4
Goals

• Serve up to 1,200 children for third summer with
  60 summer staff.
• Sustain support for 3.5 to 4 million of annual
  operating costs all camp programs are free to
  children and families.
• Apply donations to
• 1. Keep camp open year-round as a retreat
  center for families and children.
• 2. Set up an endowment that will ensure the
  camp continues to operate year to year.

5
Organizational Culture

• Definitively mission-focused
• Passionately customer-centered
• Reflective of original founders vision
• Uniquely blended with both corporate and social
  service ideals A product of its parent
  association, the Hole in the Wall Camp Association

6
Publics to be Served

• Input Publics Corporate, Foundation
  Individual donors and volunteers
• Internal Publics Management, Board of Trustees,
  Staff Volunteers
• Partner Publics Medical Hospitals, Physicians
  and Health Organizations
• Consuming Publics Children their families

7
Competition Environment

• Direct A research study determined that 230,000
  chronically ill children live within a five-hour
  radius of VJGC and no similar facility exists in
  that area.
• Direct all summer camps within a 5 hour radius
  of VJGC
• Indirect Various feel good charities to
  children with disabilities and life-threatening
  diseases (e.g. Make a Wish Foundation)

8
Strengths Weaknesses

• Successful startup capital fundraising campaign
• Strong startup support from corporations,
  individuals and foundations
• Strong medical partnership base with reputable
  regional university hospitals and physicians
• Strong volunteer base
• Strong first 2 years of camp
• No membership program
• Need to establish perpetual giving base
• Need to strengthen staff development
• Need to further position branding image

9
Threats Opportunities

• Many Corporations and Individuals who contributed
  to the Capital Campaign are likely one-time
  donors
• Significant donors from NASCAR, a large source of
  funds support, are now increasingly being upon to
  contribute to other worthy charitable causes
• Positioning and branding is essential for future
  support and success
• Approaching third year of operations enhance
  opportunities to refine programs

10
Core Marketing Strategy

• Specific Target Market 1
• Objective Behavior-Specific
• 1. NASCAR Fan Base (User Status Loyalty
  Status)
• 2. Consumers of NASCAR corporate sponsors (User
  Status, Usage Rate Loyalty Status)
• 3. Past donors to VJGC (Occasion Loyalty
  Status)

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Core Marketing Strategy

• Specific Target Market 2
• Objective General
• PRIZM Cluster Category Towns and Gowns
• Students in Colleges Universities
  throughout the Carolinas Virginia

12
Core Marketing Strategy

• Competitive Market Position
• 1. Precontemplation broaden outreach and
  create interest in VJGC as a highly reputable,
  medically professional and charitable nonprofit
  accomplishing a good, rewarding and exciting
  work.
• Methods
• Capitalize on Paul Newman partnership
• Capitalize on corporate partnerships
• Outreach campaign toward students with social
  service and charitable work interests

13
Core Marketing Strategy

• Competitive Market Position (contd)
• 2. Contemplation build upon exposure from
  Paul Newman NASCAR and further reveal
  accomplishments and skilled staff and medical
  professionalism, demonstrating the benefits and
  rewards of providing feel good experiences.
• Methods
• Capitalize on partnership with highly reputable
  medical professionals
• Further convey the uniquely thrilling and
  rewarding work of VJGC

14
Core Marketing Strategy

• Competitive Market Position (contd)
• 3. Maintenance establish ongoing long-term
  relationship with the myriad of initial and
  current donors and volunteers
• Methods
• Ongoing personal communication with all previous
  and current donors and volunteers
• Recognition given for all support
• Membership offering with benefits and privileges

15
Core Marketing Strategy

• Marketing Mix (responding to customer needs and
  wants)
• Benefits and Costs (offer and pricing)
• Membership privileges for donors and volunteers
• Communications (promotion)
• Personal correspondence quarterly member
  newsletter
• Availability (distribution)
• Offered through media adds, person-to-person
  outreach efforts

16
Campaign Description

• HERO Campaign Program
• Giving Hope, Empowerment Reassurance to One
  more child
• Membership Program (Offer Modification)
• Volunteer Development Training (Offer Innovation)
• Two Tiered 1) Donors 2) Volunteers
• Emphasizes mission rewarding those who are
  enriching the lives of children

17
Campaign Description

• HERO Campaign Program (contd) 1
• Shares Objectives of Bonding, Hope and Results
  (smiles) from children to donors and volunteers
• Feel Your Heart Race is a slogan keyed toward
  the child, but will be translated to the HERO who
  shares funds or personal time
• The Results Measure Smiles Per Hour will be
  shared by camper and HERO alike

18
Campaign Description

• HERO Campaign Program (contd) 2
• DONORS
• Enlist as a HERO by financially supporting a
  child to attend camp adoption type program
• Give annual or monthly support for that child
• Receive correspondence about adopted child and
  her/his background and experience at VJGC

19
Campaign Description

• HERO Campaign Program (contd) 3
• DONORS
• Financial support levels for each child provides
  for actual service cost per child.
  Administrative Overhead and indirect costs to be
  supported outside of HERO program
• HERO program gives donors a direct connection to
  campers and gives VJGC a recurrent base of
  support.

20
Campaign Description

• HERO Campaign Program (contd) 4
• VOLUNTEERS
• Enlist as a HERO by committing to give a full
  summer or off-season as a camp counselor
• Give time toward VJGC basic training programs and
  camp volunteer time
• Receive correspondence from VJGC concerning
  prior volunteer/HERO experiences opportunities
  at VJGC

21
Campaign Description

• HERO Campaign Program (contd) 5
• Further Benefits
• HERO is recognized in Annual Report and given
  commemorative plaque
• HERO quarterly newsletter updates concerning VJGC
  events, human interest stories and
  accomplishments.
• HERO is given educational and enriching
  information concerning adopted child and
  disease-specific conditions treatments

22
Campaign Description

• HERO Campaign Program (contd) 6
• Method
• For Pre-contemplation and contemplation current
  TV adds will be updated and will offer
  information concerning HERO program. Call
  toll-free for information or go to VJGC website
• For Maintenance, HERO program information will be
  sent via personal correspondence to all current
  and prior volunteers and donors encouraging
  enrollment
• For student recruitment, outreach (exhibits.
  etc.) will be designated at regional colleges
  during student fairs and sporting events.
  Student HEROES will be utilized to staff these
  outreach initiatives as part of their HERO
  commitment

23
Campaign Description

• HERO Campaign Program (contd) 6
• Purpose Results
• Establish long-term mutually rewarding
  relationships with Input and Internal Publics
• Encourage Consuming publics children and their
  families gain greater benefits
• Further ensure financial support toward the
  annual 3.5-4 Million needed to operate
  year-round
• Aid and assist endowment
• Develop strong training development program for
  volunteers to staff program year-round
• Share the thrill and joy Bonding, Hope and
  Perpetual Smiles!

24
Conclusion

• Victory Junction has a feasibly strong,
  distinctive and motivating mission that can be
  built upon by a strategic marketing plan
• The HERO program will serve to better accomplish
  and extend that mission to all customers
• Sharing the true joy and thrill of giving Hope,
  Empowerment and Reassurance will become the
  impetus that will self-proliferate the HERO
  program