2012 Marketing Plan - Ch.11 Marketing Plan - Growth Strategy

Sep 12, 2026

2012年KINGS MARCHING BAND市场营销计划围绕现状评估、环境分析与战略制定展开。内容覆盖趋势与市场份额、顾客满意度与留存能力，以及竞争格局与内部优劣势。营销策略以使命与年度/长期目标为核心，强调提升成员规模与在高中阶段的覆盖比例，并通过“Find Your Place”进行定位。战术部分从产品、价格、推广、人员组织与流程到行动时间表，细化注册宣传、线上海报渠道、社交媒体与招募活动，并列出后续志愿者与团队建设步骤。

LanguageEnglish

CategoryPresentations

FormatPDF

Pages4

Reading Time2 min

AccessFree to download

CURRENT SITUATION

Trends & Market Share

Customer Satisfaction

Retention Capabilities

ENVIRONMENT

Competition

Strengths

Weaknesses

Opportunities

Threats

MARKETING STRATEGY

Mission Statement

Objectives

Strategy and Positioning for Growth

Key Target Groups

TACTICS

Product

Price

Promotion

People

Process

ACTION PLAN

Create Sign Up/Registration Promotion

Tactics & Timeline

NEXT STEPS

KINGS MARCHING BAND 2012 MARKETING PLAN CURRENT SITUATION • Trends & Market Share • Customer Satisfaction • Retention Capabilities ENVIRONMENT • Competition o Many choices at Kings; Sports, Clubs, other music opportunities o Taking an [elective vs. band](elective vs. band) class • Strengths o Our family atmosphere for the kids. o Everyone is a starter o A structured, well managed environment o Experienced leadership o The quality and strong character of our current membership. • Weaknesses o Image of band members…”nerds” not “cool” o Perceived big commitment o We stay in our own world • Opportunities o All kids love music. o We offer what many are looking for; social acceptance, friends, fun o New Band Director o Big number of students not involved in extra-curricular activity • Threats o Band programs becoming out of favor with school administrations o Cost of operating a marching band o New Band Director. o Less resources from school. o Band program less relevant. MARKETING STRATEGY • Mission Statement • Objectives o Maintain our current membership and grow 15% each year over the next three years. ! 2012: 80! 2013: 92! 2014: 105 o Long term: reach 10% of student enrollment at high school (120) • Strategy and Positioning for Growth o Find Your Place • Key Target Groups o Current 8th Graders o Current high school music students, not in Marching Band ! Target list created by current band members o Students interested in music, but not in the band program o Current 7th graders TACTICS • Product o This does not change. o Relax “Volunteer Requirement” • Price o In order to attract more members, we should lower the price. o Early Registration Fee of $395 o Based upon 80 total members, fees would be reduced by $6,900 o Make an investment into our growth and future. o Create scholarship fund for those who have economic challenges ! Ask for donations during registration process ! Ask alumni for donations • Promotion o Develop Registration Promotion, based upon our key strengths ! Find Your Place ! Structured, registration process, deadlines. ! Target prior to final class decisions ! Create extensive Q & A on Marching Band • People o Involve school administrators, counselors and teachers. ! Present new Marching Band Plan to principals (HS & Jr High), and Counselors o Current Band Membership ! Present plan to students • Develop target list, assign recruiters to each individual. ! Publish plan to KMA parents • Special webpage for Registration ! Create Senior Leadership Team (CSLT) • Students that will play key role in promotion and retention through the season. o Present to jr high students o Host recruiting events o Act as mentors during band season ! Create Parent Recruiting Team • Make contact to parents of band prospects • Host recruiting events • Act as mentors to new band parents • Process ACTION PLAN • Create Sign Up/Registration Promotion • Tactics & Timeline o Group Presentations ! Present to key groups • 8th Graders • Current Jr High Band Members • Current HS band members (not in Marching Band) • 8th grade and high school parents o Advertising ! Posters, Flyers ! Website • Comprehensive location for all information about Marching Band • Online Registration (no payment) • Registration Forms, etc. ! Kings Newsletter ! Email Blasts to target groups ! School Newspaper ! Direct Mail ! Social Media Facebook o Jam Sessions o Signing Day/Party NEXT STEPS • Ask for volunteers of Senior Leadership Team • Ask for volunteers for Parent Recruiting Team (4-6)

FAQs

计划的总体使命与目标是什么？

使命用于维持并增长当前成员规模；目标要求未来三年每年增长15%，并在长期达到高中生入学人数的10%覆盖。

现状与环境分析包含哪些关键维度？

现状部分包括趋势与市场份额、顾客满意度与留存能力。环境部分从竞争、优势、劣势、机会与威胁五方面评估当前外部与内部条件。

招募与推广的主要战术如何设计？

战术从产品不变、通过降低价格吸引成员、并建设注册推广体系展开。推广强调注册宣传材料、问答内容、人员分工与针对性活动，同时给出广告渠道与时间安排。

行动计划的关键下一步是什么？

下一步包括为Senior Leadership Team与Parent Recruiting Team招募志愿者（4-6人），并推进面向关键群体的宣讲与招募执行。

Sep 12, 2026

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