Professional Documents
Culture Documents
INTRODUCTION
Obesity: An Epidemic
Fitness Trends
FIELD RESEARCH
This league is way more organized than the last league I played in.
Flag Football Player, Piedmont Park
Some of the sponsored bars are too crowded, we would pay extra for priority
seating rather than a discount. Flag Football Player, Piedmont Park
I dont go out and tell people about ASSC Leagues, but people approach me often
and I then direct them to the website. - League Manager, Piedmont Park
I have never spoken with anyone about ASSC while on the job. League Manger,
Peachtree Hill Park
TARGET MARKET
Health & Fitness:
Weight control
Stress relief
Regular exercise
Competitive: Achievement
Enjoys competition
Need for accomplishment
Build Relationships
(Personal & Professional):
Belongingness
New friendships
Networking
Demographics:
56% Male |44% Female
86% Single
Median Age: 26
Sports minded:
THE SITUATION
Reclamation
Attraction
Retention
Age
Lifestyle
Location
Listening Habits
SPOTIFY
Advertising Opportunities
Audio Ads
Display Ads
Billboard Ads
Branded Playlists
Younger Audiences
User must be engaged
with Spotify for
advertisement to play
ATTRACTION
SOCIAL ENGAGEMENT
-DailyBeast.com
Atlanta has been ranked the best city in America to find a date in 2012
-Pew Research Center
1 in 5 adults ages 25-34 years old have used online
dating
ATTRACTION
Celebrity Endorsements
ATTRACTION
Benefits to ASSC
Income
THE SITUATION
Reclamation
Attraction
Retention
MEMBERSHIP PLAN
Benefit Partnerships
Special in-store discounts for members
Katie M. Reed
N 00001
5/4/2016
RETENTION
Point Reward
Start Program
with points based upon membership
level
Accumulate points for each ASSC Event
attended based on membership status
Redeem points for ASSC merchandising items
LEAGUE MANAGERS
Company liaison to customer
Additional incentives for gaining new members
Measured by league growth
Potential for full-time employment, sales force
Quantify method of reimbursement
Scalable, easy to implement and understand
ATLANTA SPORT
AND SOCIAL
CLUB
RETENTION
LEAGUE
MANAGER
PLAYER/TEAM
RETENTION
MITOO APP
Group initialization
Relatively low cost
App is free to the customer
RETENTION
SOCIAL
Targeted Events:
EVENTS
- Increase cross-sport participation
Sponsored 5K Walk/Run
THE SITUATION
Reclamation
Attraction
Retention
RECLAMATION
Promotional Correspondence
Newsletters
NEXT STEPS
Expansion
Hosted, single-day event for all leagues
League
Champion
Inter-league
Champion
City
Championship
KEY
Immediate Next Year
TAKEAWAYS
Membership Plan
Host events
Dating sites
Online Stream Advertisements
Unique sports
Near-Future 3 Year
Celebrity endorsements
Work-Life Programs
League Manager incentive structure
Far Future 5 Year
Expansion
QUESTIONS