Swim Utah Marketing Research Plan

2015 Marketing Plan
Swim Utah
PRT 3211-002
Sydney Bull, Kyle Harris, Carley Hawkins and Jamie Wilner
April 24, 2015
Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Swim Utah Group

Table of Contents
Executive summary ---------------------------------------------------------------------- pg. (3-4)
Situation Assessment ------------------------------------------------------------------- pg. (5-26)
SWOT Analysis ------------------------------------------------------------------------- pg. (27-31)
Strategic Analysis ---------------------------------------------------------------------- pg. (32-36)
Marketing Tactics and Recommendations ---------------------------------- pg. (37-43)
Evaluation Plan ------------------------------------------------------------------------- pg. (44-45)
Sources ----------------------------------------------------------------------------------------- pg. (46)
Page 2

Swim Utah Group

Executive Summary:
Page 3

Swim Utah Group

Swim Utah is a Non-Profit Parent owned Organization registered with the State of Utah
and maintains charitable contribution status (501c3). It relies upon the members
(parents/guardians of swimmers) to volunteer for the Board of Trustees to ensure the viability
and smooth operation of the club. Susan Winter is the Swim Utah Board President and
communicates between the USA Swimming Association, Utah Swimming Incorporation (USI),
committee members and club members concerning bylaws and club structure.
Swim Utah offers year round professional coaching and technique instruction for all ages
and abilities under 18. The clubs coaches strive to provide the highest quality instruction so that
swimmers may reach their full individual potential. Swim Utah is a great club for those looking
for an environment to learn, improve and thrive.
As part of the USA Swimming Association, Swim Utah provides its swimmers with a
large amount of swim meet options. Swimmers can either choose to compete locally or
regionally. Swim Utah members can try to qualify for regional and national level meets
anywhere, as long as the meet their attending is a USA Swimming sanctioned event. When Swim
Utah swims against other teams around the country, it generates a progressive exposure
internally and externally. National experiences give Swim Utah an idea of where to improve
compared to other teams and what qualifications are necessary to increase its USA Swimming
Recognition and Excellence levels.
All of the Swim Utahs coaches are members of the American Swim Coaches
Association (ASCA) and have access to the most comprehensive training and certification
programs in the U.S. Swim Utah has one of the best coaches in the state, Head Coach Mark
Gray. Ranked as the only Level 4 ASCA coach in the state, he gives Swim Utah an advantage
against other swim clubs in the area that are potentially high level threat competitors.
The organizations main marketing objectives are to; create a better awareness of the
club, host a Swim-A-Thon fundraiser to raise money for operating costs and host a free
informational swim clinic in hopes of increasing the team population by 25%. Swim Utah has
been under the radar for many years, and the modest swim club looks to improve their image by
designing persuasive advertisements that invite individuals to join this team. The Swim-A-Thon
has proven itself over and over again as a successful method of raising funds for Swim Utah.
However, the interaction between the swimmers and the community is even more valuable.
Because participants have to search throughout the community for donations, it gives Swim Utah
members an opportunity to engage with the general public and talk about what they do as a
swimmer for this club. Based off the data from last years Swim-A-Thon, Swim Utah is hoping
to raise more than $20,000 this year and with the extra money, will conduct a free try-out clinic
for Salt Lake City families who are interested in joining Swim Utah, but need guidance and
instruction on how to register as a USA Swimming and Swim Utah member. Even though this
clinic is geared more towards parents, during the two-hour seminar, children will be attending
the swim assessment session. Essentially this provides the incoming swimmer an opportunity to
try-out and get evaluated by professionals to see what group he/she would land in. This is a great
way to bring in new customers, because if a swimmer is evaluated and does not seem ready to
train at a beginner level, he/she can still join as a developmental swimmer and receive swim
lessons as a member of the club. All efforts of marketing are in the best interest of the team and
will most likely direct Swim Utahs program to a greater level.
Page 4

Swim Utah Group

The Situation
Assessment:
Page 5

Swim Utah Group

COMPANY ANALYSIS
History of Swim Utah (1990-Current):
Swim Utah in its current form has been around for about two years, it was formally known as
Steiner Youth Aquatic Club (SYAC). In 1990 Steiner Tsunami Aquatic Team (STAT) was the
first competitive team at the Steiner East facility. The current team changed their named in 1995
and still continued to use the Steiner East facility. In 1999 SYAC was created as the new
competitive team at Steiner East. Once the club acquired a new head coach, Mr. Mark Gray, he
changed the club to SYAC and still continues to coach for Swim Utah even after the transition.
In 2012 Steiner Youth Aquatics Club changed its name to Swim Utah because they began
associating themselves with the University of Utah.
Swim Utah Philosophy:

Purpose Statement: Swim Utah is designed to meet the needs of all ages and levels of
competitive swimmers. In addition to individualized and group training, Swim Utah offers
challenges, competitive opportunities, healthy lifestyle and encouragement for every swimmer in
the program. We want to give each swimmer the background, confidence, and stroke technique
necessary for success and teach the value of hard work and dedication. Swim Utah is committed
to excellence in competition, both individually and as a team at local, state, sectional, and
national levels; however, all swimmers are welcome whether they wish to compete or not.
Vision Statement: To INSPIRE and ENABLE our members to achieve EXCELLENCE in the
sport of SWIMMING and LIFE!!!
Values: Swim Utah values their customers happiness, satisfaction and performance. Meaning if
our swimmers are not having fun while learning and improving, then the coaches and staff
members are not doing their job correctly.
Page 6

Swim Utah Group

Swim Utah Operational Criterion:

Facility Locations:
Ute Natatorium-HPER
University of Utah Campus
270 South 1850 East
Salt Lake City, UT 84112
Steiner
Salt Lake City Sports Complex
645 Guardsman Way,
Swimmer Level and Prices: Swimmers are placed in the appropriate swim group of their ability
and age. The cost of the program is commensurate with the level they are in. As they improve
the head coach will move them up as required. This typically will require more practice time and
therefore an increase in cost.
Swim Group
High school Season
Bronze (1 hr. 3 X W)
Silver (1.5 hr. 5 X W)
Gold (2 h 6 X W)
Platinum (2h 6 X W)
High School (3 Month
Summer)
High School (4 Month
Summer)
1st Swimmer
$65/Month
$80/Month
$100/Month
$120/Month
$120/Month
$385 Season
2nd Swimmer
$65/Month
$64/Month
$80/Month
$96/Month
$96/Month
$385 Season
3rd Swimmer
$65/Month
$56/Month
$70/Month
$84/Month
$84/Month
$385 Season
$495 Season
$495 Season
$495 Season
The multi-swimmer discount: 20% off second swimmer and 30% off the third swimmer
and over (deductions are made to the lowest cost swim group)
U.S.A. SWIMMING REGISTRATION $65.00/year
Swimmers must register with U.S.A. Swimming through Swim Utah within the first 30 days of
joining the team. Registering as USA Swimming member through Swim Utah is a mandatory
requirement because it is guarantees insurance coverage to its members and member clubs to
include General Liability and Excess Accident Medical coverage.
Page 7

Swim Utah Group

Organizational Chart & Job Descriptions:

The Board of Trustees is comprised of the following Officers:
President-voting
Susan Andrews-Winter
Vice President- voting
Cindy Nordstrom
Secretary -voting
Carrie Mayne
Treasurer
Amy Barefield
Activity Coordinator
Christina Ross/ Maggie Tesch
Fundraising/Meets -voting
David Gontrum
Communications
Mike Dalebout
New Members
Susan Andrews-Winter
Team Gear
-voting
Katherine Ragle
Head Coach-voting
Mark Gray
College Head Coach -voting
Joe Dykstra
CLUB STRUCTURE, ROLES AND RESPONSIBILITIES
Swim Utah is a Non-Profit Parent owned Organization registered with the State of Utah and
maintains charitable contribution status (501c3). We rely upon the Members (parents/guardians
of swimmers) to volunteer for the Board of Trustees, Committees and teams to ensure the
viability and smooth operation of the club
Stakeholders:
A stakeholder is an individual or group which has an interest that the non-profit fulfills its
mission. Anyone who is interested or affected by the nonprofit organization and its services is a
stakeholder. Stakeholders in Swim Utahs non-profit sector include the following:
BENEFICIARIES The swimmers who acquire the coaches instruction, practice at the
facilities, purchase Swim Utah team gear and compete as a Swim Utah team member at USA
swimming sanctioned meets.
DONORS AND FUNDING SOURCES Swim-A-Thon is a fundraiser sanctioned by USA
Swimming in which participants earn money for Swim Utah by swimming lengths of the pool
and securing donations from sponsors. Swimmers have a two-hour period to swim a maximum
of 200 lengths. Participants receive and secure pledges from businesses, family, neighbors, etc.

Page 8

Swim Utah Group

prior to swimming. Some choose to get pledges and money prior to swimming while others get
pledges per length and collect the money following the Swim-A-Thon. With over 500 SwimA-Thon conducted each year within USA Swimming, this program has proven itself over and
over again as a successful method of raising funds for Swim Utah and other teams throughout the
country.
Top Donations to Swim Utah for Swim-A-Thon fundraiser as of 4/21/15:

Ranking
Amount
Location
$3,398.39
Fast & Furious
$3,350.33
Good Old Fashioned Swimmers
$3,057.84
the Dory Squad
$70.00
Steiner
Ranking
Amount
Participant
$550.00
Anna Foulks
$500.00
Rhys Milton
$490.00
Zane DeJulis
$450.00
Isabella White
$395.05
Kathleen Moore
$389.50
Eve Erskine
$335.00
Olivia Brenneman
$325.00
Carys Winter
$325.00
Aeddan Winter
10
$300.00
Sloane Inskeep
COMMUNITY The surrounding community might be people (fans) who admire the young
kids success and accomplishments. The swimming community is very tightly knit and so if
someone is familiar with the sport, it can build a steady base for potential investment in the club.
Getting involved with the community is a great way to create relationships with people who
would be interested in donating.

Page 9

Swim Utah Group

EMPLOYEES & VOLUNTEERS Employees and Volunteers provide vital services to keep
the nonprofit running and are important stakeholders for nonprofit organizations. Swim Utahs
coaches are highly qualified and provide friendly, intensive, and constructive instruction because
it is their true passion to help their swimmers achieve their goals.
*FEDERAL, STATE AND COUNTY ADMINISTRATION Government at all levels is an
important stakeholder for nonprofit organizations. It requires the organization to furnish
periodical reports of various kinds and in return it provides the organization with benefits like tax
exemptions. Tax deduction, government grants and several other benefits
Historical and Current Marketing Efforts:

According to Board President, Susan Winter, Swim Utah hasnt had a great marketing strategy in
the past few years mainly because the team has not had the availability of lane and pool space to
bring in a tremendous amount of new swimmers. Moving forward, the team is looking to build
its base from 100 to about 150+. Some parents reach out to the public at expos and triathlons and
hand out Swim Utah brochures and flyers. But due to the limited space the team had in the past
lead to the lack of effort to market Swim Utah.
Image:
Swim Utah is a non-profit 501 (c) (3) USA Swimming club offering year round professional
coaching and technique instruction for all youth ages and abilities. The organization prefers to
maintain their small size for the sole purpose of pleasing the current customers. Having a wellbalanced coach to swimmer ratio is what Swim Utah favors the most, because they want to cater
to every swimmers needs. All of the coaches are members of the American Swim Coaches
Association (ASCA) and have access to the most comprehensive training and certification
programs in the U.S., not to mention Swim Utah is unique because they are the only club in the
state of Utah with an ASCA Level 4 coach, Mark Gray. Mark is best known for his excellent
ability to coach technique and assist athletes to reach their full potential. Mark participates in
coaching all groups, but currently focuses on the Gold and Platinum groups.
Page 10

Swim Utah Group

CLIMATE ANALYSIS
Global
Political
The Swim Utah board of trustees helps manage the club and communicates bylaws
and USA Swimming regulations with parents and the LSC of the state of Utah. When
USA Swimming changes something all clubs have to abide. For instance during the
2008 Olympics, politics between countries about the technical body racing suits
became an issue and were banned because of added buoyancy and technological
advances. This relates to political components because now all clubs have to change
what they educate their swimmers on because of an issue that happened at the
Olympics. This can apply to many other things too such as all countries collaborating
on new laws and regulations regarding strokes, starts, turns, events and relays.
Economic
Swimming can be pricy as more elite swimmers need more pool time, and more pool
time correlates to more money. Better clubs cost more for many reasons, primarily
resources. After the 2008 Olympics, Michael Phelps influenced many children to join
swim programs because he became famous for his 8 medal wins at the Olympics,
which is the most won in history. Since then, there was a giant spike in the interest of
the sport of swimming, which meant more money went toward the sport and clubs in
the United States. USA Swimming reaped the rewards for this economic shift in
spending on the sport of swimming so as a club positioning oneself to benefit as well
is critical. (Figure 1.A. displays the trend of interest in new swimmers within the last
5 years)
Page 11

Swim Utah Group

*Figure 1.A.
Social/Cultural
Holidays weigh pretty heavily on swimmers, because that is when their training is
most intense. Christmas break training is conveniently in the middle of the short
course season and it gives swimmers the opportunity to train extra hard with little to
no interruptions or conflicting school schedules. If there is a holiday, most recreation
centers are closed. It is important to understand that training over holiday breaks is a
universal action, not just limited to one swim club. However, not understanding the
peaks of a season in this sport can hurt ones ability to market their club effectively.
Technological
There is a science behind improving speed in swimming that is studied on a regular
basis, mainly in stroke efficiency and racing suit technology. Speedo releases
performance-enhancing technical suits annually. However the biggest technological

Page 12

Swim Utah Group

advancement for Swim Utah is not only do they have access to these suits, they have
access to the best technique coach in the state of Utah. The technology behind
studying strokes can vary between actual underwater cameras to just using iPhone
apps that display side by side comparison. Swim Utahs coaches use their cameras
and phones as a means of technology that helps them not only study a swimmers
stroke technique but also allows them to replay and let the swimmer learn.
Environmental
Pools take up a lot of space, whether its an Olympic sized Long course meters pool
or a short course yards pool with only 8 useable lanes; it takes a lot of water,
chemicals and engineering to successfully maintain a good quality pool. Understand
local environmental laws are important if a club is prosperous enough to be able to be
involved in designing a pool. Even more so for summer teams and how
environmental factors apply during training and how poor weather conditions can
affect training programs and schedules and whether or not the team has a back-up
plan. Luckily Swim Utah has access to three different types of pools and has many
back up plans to make sure that the weather never limits their time in the water.
Having two indoor 8 lane pools ensures that this team, no doubt will always have
practice.
Legal
Swim Utah has faced moments where legal issues have affected their ability to bring
in more swimmers. In spring of 2013, Greg Winslow, the former head coach of Utah
Swimming was fired for sexual mid-conduct. This hurt Swim Utahs reputation
because of the clubs association with the Us swim program. In the summer Winslow
would coach the college swimmers who stayed in town to swim for Swim Utah.
Because he was involved with the club, newcomers became hesitant to join and
created a dead period for Swim Utah while they rebuilt.

Page 13

Swim Utah Group

Industry
Trends, Products and Program Development
Coaching qualifications are possibly the biggest industry trend in swimming. Clubs
are known for the coaching staffs depth in the sport in regards to experience,
knowledge and investment. It also applies to their level of ACSA, and teaching
methods with their swimmers. Advice on this is ever changing and simply put, if a
coach is not actively learning for even a month, he/she will fall behind.
Others include swim equipment. Yes, some teams may agree that too much
equipment is a waste of money but to the public, resources are a huge deal. Being up
to date and constantly adding to the teals a company has is very appealing to other
swim clubs and new members.
Lastly, understanding where other clubs are going and how coaches are developing
their program. Each club competes against each other at some point, but USA
Swimming thankfully is very forthcoming with information on program development
and sharing information amongst all coaches. This may go back to education but it is
believed to be more organizational. Clubs are constantly upgrading how they organize
and run their programs in order to keep up or stay ahead of the competition.
Understanding what has and has not worked allows clubs to evaluate their mistakes,
come up with new ideas and make worthwhile changes that cater to the consumers
needs.
Page 14

Swim Utah Group

COMPETITIVE ANALYSIS
Listed below are several competitors that are important for Swim Utah to be aware of. It
is important to learn what aspects of these clubs can challenge the ability of Swim Utah to reach
its target market of parents who want their kids to join a swim team. One thing that is common
among all of these clubs before they are investigated is that they are mainly focused on children
ages 6-18. This means that practice times will almost always be after school approximately
between 3:30-6:00 p.m. and in some circumstances early mornings from 5:00-7:00 a.m. So
whom these clubs serve and when they open does not affect the competition because these are
universal practices.
Some things listed that were measured important are as followed: How much pool space
was available? How many locations did the club team have? How resourceful was the
information on their website, was this information constant? Did the club have good foundational
organization (i.e. handbooks, missions, visions, administrative information)? What was the clubs
level of team excellence and recognition in the USA Swimming world? (Figure 1.B.)
All of these components are vastly important for Swim Utah to comprehend if they want
to stay active in the swimming world and remain competitive in the market. Highlighted
segments are based on level of threat the competing clubs could pose to Swim Utah. Red is a
high level of threat; meaning they are most likely beating Swim Utah in a vital category, Yellow
is a moderate level of threat; the competition is comfortably neck and neck in comparison to
Swim Utah, and lastly, Green is a low level threat; depending on the resources, this competitor is
missing something crucial that is causing them fall behind Swim Utah and will have to work
extra hard to catch up.
Some clubs are still listed because they still need to be accounted for in the race for
excellence. It should also be noted that although some areas may be better on the competitors
side, that does not mean Swim Utah should immediately change in that area. For example, lower
prices could pose a threat to Swim Utah, but these prices can be defended by resources and
reputation. Furthermore, some parents may feel as though a higher fee may result in higher level
of training and better facilities.
Page 15

Swim Utah Group

*Figure 1.B.
Club Recognition Level: Club Recognition Status (Level I, II, III,

IV) denotes a clubs efforts to achieve certain business, operational, and
administrative benchmarks recognized as best practices for swim teams
outside of the pool.
Club Excellence Level: Club Excellence ratings (gold, silver,

bronze) recognize a clubs competitive success in the pool. Clubs are
rated based on the achievements of 18 & under athletes that achieve elite
level time standards. One should note that to achieve even level bronze
is a momentous achievement. It is not just based on the clubs
performance but its performance AGAINST other clubs, which is why it
is such a prestigious achievement.
ASCA Coaching Level: Coaching Levels are massively competitive

between clubs because it represents the coachs experience and
knowledge for the sport. Levels 1 and 2 can be easily obtained but for
level three one must put in roughly 10 years and for level 4 one must
produce nationally ranked swimmers and a few other requirements, even
tougher is level 5, in which one must be recommended by previous level
5 coaches. Roughly less than 5% are level five and less than 10% are
level 4 in the nation.

Page 16

Swim Utah Group

Direct Competitors
Valley Competition (Utah Valley Area 11-30 Miles)
The biggest marketing threat to Swim Utah is the two teams located in this area, Wasatch
Front Fish Market and Cottonwood Heights Aquatic Team. The main reason these teams are so
threatening is because of their reputations as a club team and the fact that they are the closest
clubs to Swim Utah. WFFM and CHAT impose a threat on Swim Utah mainly because of how
easily a swimmer could transfer from one club to the next without worrying about convenience.
Not to mention based on the USA Swimming levels, these teams guarantee their customers
success in the pool.
If at any moment, Swim Utah messes up, they would most likely lose their swimmers to
these two clubs. Although WFFM and CHAT do not have the quality coaching staff that Swim
Utah has, these clubs have access to bigger pools, which allow more space and more swimmers
to fill it. While on the other hand Swim Utah is limited on space because HPER Natatorium
prioritizes the needs of the University before them, so finding time slots and lane space that is
convenient for their entire team is very difficult.
Based on the history of Swim Utah, this club has technically been around since 2012
meaning they are still in the building process of their business and improvement of their
swimmers, which is why their lack of an excellence level should not be discredited.
Swim Utah, Wasatch Front Fish Market and Cottonwood Heights Aquatics Team are
very similar based on the products they use and how they run their programs. The main reason
they are considered direct competitors is mainly because they strictly cater to club swimmers and
not any other type of team, athlete or organization and work hard to improve their members
performance.
The other clubs listed at the end are simply noted to help gain an understanding on the
amount of competing clubs throughout Utah. They were not investigated in further detail because
they do not have a reputational threat but rather only a location threat. Furthermore as each club
was investigated the basic findings became more and more similar excluding cost, training group
structure, and coaching staff reputation.
Page 17

Swim Utah Group

USA Swimming Recognition Level: 2

USA Club Excellence Level: None-but a work in progress
ASCA Coaching level: 4
Locations:
Ute Natatorium-HPER
University of Utah Campus
270 South 1850 East
Steiner Salt Lake City Sports Complex
645 Guardsman Way,
Information availability grade (1-5 on a 5 point scale): 4.5
https://www.teamunify.com/Home.jsp?team=ussyac
Amount of Information
The amount of information provided on Swim Utahs website was very thorough yet was
specific in regards to certain dynamics of the club.
Organization of Information
The website is also very interactive and easy to navigate. If an individual is interested in joining
and wants to look for more information about Swim Utah, they could easily find whatever they
are looking for with the help of clearly marked and neatly categorized drop tabs.
Handbook Available
There isnt a specific handbook on this website; however the clubs bylaws and fee structure are
available amongst other important info.
Information Consistency
I think the accuracy of the information provided on Swim Utahs website is good enough to
cover the basic information and also allow customers to access their accounts and other software.
However, some information about the coaching staff could be updated.
Conclusion
Swim Utah has put a lot of work into designing their website because it used to be their only
conscious effort of marketing
Page 18

Swim Utah Group


USA Club Excellence Level: Bronze Excellence Level: Bronze
ASCA Coaching level: 2Fitness
Locations:
Fairmont Aquatic Center
1044 E. Sugarmont Dr. (2225 South)
Pool Resources: 25 yards (8 lanes)
Gene Fullmer Fitness and Recreation
8015 S. 200 W.
West Jordan, UT 84088
Pool Resources: Indoor-25 yards (8 lanes), Outdoor- 50 Meters (8 lanes)
Cottonwood High School
5717 S. 1300 East (Murray, Cottonwood Heights)
Pool Resources: 25 Yards (6 lanes) Indoor
Treehouse Athletic Club
1101 Draper Parkway
Draper, UT 84020
Pool Resources: 25 yards (8 lanes) Indoor
Information Availability Grade: 2 out of 5 points
Website: http://www.wasatchfrontfishmarket.org
The site was very limited in the information that was available. No practices times were given,
training group descriptions were minor in comparison to other club websites.
The site was already limited in information but the information it did have was difficult to find.
For example, the philosophy was found in their newsletter that has not been updated since July
29, 2013.
Handbook Available
This component is important as it gives information for interested customers in an organized
layout. Fish Market did not have one listed.

Page 19

Swim Utah Group

As listed earlier, Fish Market has four locations but only three are listed on their website.
Conclusion/Things to Note
Although Fish Market is a highly competitive team and ranked high on the USA Swimming
scale; the team needs to reach its market better with more accurate information on their website
so that their target market can have faith in the club as a business not just as a good reputation.
Fish Market has also been known to recruit swimmers from other clubs, which should
encourage Swim Utah to strengthen its customer commitment and loyalty.

USA Swimming Excellence Level: Bronze
ASCA Coaching Level: 3
Location:
Cottonwood Heights Recreational Center
2700 East, 7500 South
Cottonwood Heights, UT 84121
Pool Resources: Indoor- 25 yards (6 lanes) Outdoor- 50 meters (8 lanes)
Information Availability Grade (1-5): 3.5 just missing fee information and handbook Website:
http://www.chatswimming.com/Home.jsp?team=utcha
The amount of information provided on this website is exactly what a parent or swimmer would
need, except for the fee structure. It rivals Race Swami on its information in terms of having
different things such as IMX challenge and a better organization, but it is just under Swim Utah
because CHAT does not have as much as them on their website.
Better than most, just not as much information as others
Handbook Available
Not available
Nothing confusing or contradicting

Page 20

Swim Utah Group

Conclusions/Things to Note
CHAT is the only club to have a level 3 recognition level, and to add onto it they have an
excellence level of Bronze. This is already extremely hard. CHAT also has about the same
facility space and from their website does not have to pay for any lane space in the pools.
Meaning that, although fees are not listed, they are probably much less than that of Swim Utah.
Indirect Competitors
Many of these clubs did not have much that differentiated them from Swim Utah other
than reputation and coaching staff. It seems as if the challenge is Swim Utahs ability to stand
out from the other clubs. One obvious way of doing that was to have the best team of swimmers
and have them travel to more meets outside of the Utah area. Not only would this help spread
their name to other clubs, but potentially get them a medal in the USA Swimming Level of
Excellence because the swimmers are competing against faster swimmers and will most likely
swim faster and achieve those time standards.
Swim Utah can fight this challenge by developing its reputation through performance,
community connection, and an excellent and credible coaching staff. In addition the brand
awareness needs to be an important component of Swim Utahs business plan. Above all else,
Swim Utah must discover ways in which they can detach itself from the standard USA Swim
Club persona.
USA Swimming and Utah Swimming Inc. consist of pretty specific goals and objectives
they want for their club members. So finding an indirect competitor for Swim Utah was rather
difficult, yet impossible, because all swim teams constantly work to help improve their programs
and their swimmers. In todays modern society, the swimming community is so singular that
coaches can communicate back and forth with confidence about and their practices and season
plans and are willing to share their tactics. Because, after all, if the competition improves, most
likely Swim Utah will too, because all USA Swim Clubs aim for that excellence.
The following clubs are not necessarily listed as indirect competitors, but separated
because they have no threat against Swim Utah and are way beyond the boundaries of a
threatening location.
Page 21

Swim Utah Group

USA Swimming Recognition Level: None

USA Swimming Excellence Level: None
ASCA Coaching Level: ASAC 4 educated and ASCA 3 certified
Locations:
Olympus High School
4055 S. 2300 E.
Pool Resources: 25 yards (6 lanes) indoor
Granite High School
3305 S. 500 E.
Pool Resources: 25 yards (6 Lane) Indoor
Information Availability Grade (1-5): 3 yellow because of all the Aquatic teams on their site.
Website: http://www.olympusaquatics.com
The information on the swim team was very limited as it was not just a swim club website, but a
masters, water polo, swim lessons, etc. They were all encompassing on this website. Their breath
of products is great but the information lacked because of that.
Everything is adequately organized for viewers to find what they need but not all the information
is there that is needed.
Handbook Available
Yes handbook is available
The website list two pools on USA swimming but only one on their website
Olympus has adequate information and the handbook helps them out a lot in missing some
information on the website itself. There is not sense of team on the website like many other sites
have though. Having, a multitude of swimming sport options though gives Olympus a huge
advantage in Aquatic Sport awareness, swim Utah could think of gathering more teams than just
a swim team if they want to have crossovers that can help or sustain numbers.
Page 22

Swim Utah Group


ASCA Coaching Level: None
Locations:
Northwest Recreational Center
855 West California Avenue (1300 S)
Pool Resources: 25 Yards (8 Lanes) Indoor
Steiner West Aquatic Center
2751 South 2700 East
Pool Resources: 25 Yards (6 lanes) Indoor
Information Availability Grade (1-5): 4
Website: http://www.raceswami.org
Race Swami is the biggest competitor in regards to availability of information. Getting the
information to the public is crucial in generating customers. If one were to look at Race Swamis
website they would discover community connection and commitment, recognition of swimmers,
and anything Race Swami.
Race Swamis information is organized and structured in away that visitors can find what they
are looking for.
Handbook Available
Race Swami does not have a handbook structured or organizational information other than
practices. Again we feel it is important for clubs to have handbooks so that the parents, who are
most likely the ones paying the money, have all the information they need. Parents without info
are likely to be hesitant to join a club they know little about.
Information is consistent across the board, no confusion.
Race Swamis website is adequate in that it meets its needs. It lacks a handbook but still provides
quite a bit of information. In terms of reputation, Swim Utah can say that theirs, in terms of USA

Page 23

Swim Utah Group

Swimming, is better based off of swimmer results. Race Swami has a good community
connection though. They are involved in the business aspect of the community and active in
fundraising. Families love a sense of team and community connection. Swim Utah could learn
from this component.

ACSA Coaching Level: None
Location:
Skyline High School
3251 E. 3760 S.
Pool Resources: 25 yards (6 lanes) L Shaped
Information Availability Grade (1-5): 3
Website: http://www.eagleaquaticteam.org
Same amount as the other clubs investigated, not better than Swim Utah or Race Swami, but
better than Wasatch Front Fish Market or Murray Aquatic Club
Necessary Information could be found, simple and easily navigated layout
Handbook Available
None available
No confusing or contradictory information
The Eagle Aquatic Team is listed as standard competition but not so standard that they can be
forgotten about as their prices could challenge some families to choose this club over our own.
Page 24

Swim Utah Group

Map View of Regional Competition Within
25-30 Miles (Investigated)
Map View of Remaining Competition Within 80-100

Miles (Not Investigated)
South Davis
Aquatics
Pirate Swim Team
Park City
Swimming
Club
DRAT
*Additional Numbers Are The Result of Multiple Locations Per Swim Club*
Page 25

Swim Utah Group

CONSUMER ANALYSIS
The current consumers of the Swim Utah club are swimmers who wish to make it to an
elite level. Swimmers of all ages come to join Swim Utah in hopes of becoming a better
swimmer and a better athlete. Participants of this program are dedicated, hardworking
individuals who stop at nothing to achieve their dreams and improve their skills. Athletes who
participate in this program come in all shapes and sizes, Swimmers join Swim Utah to get the
chance to work with top of the line coaches, meet other dedicated swimmers like themselves, and
to have the opportunity to practice and compete all year around.
Swim Utah offers the chance for swimmers of the same competition and interest level to
bond and form connections. These participants can form friendships with fellow athletes while
getting top of the line coaching and a great workout. They also get the chance to race in meets
together, learn better stroke habits, and build working relationships within the organization.
Swimmers in the Swim Utah program are satisfied with the instruction they receive. They get the
chance to swim all year around even with certain school teams; theyre still allowed to train inseason. Swimming all year round, in an addition to seeing the same dedicated group of friends,
allows the swimmers of Swim Utah to have a memorable experience while swimming
competitively. As long as the swimmer is satisfied then the parent paying the bill is satisfied too.
Page 26

Swim Utah Group

SWOT Analysis:
Page 27

Swim Utah Group

STRENGTHS
The main strengths of Swim Utah are definitely its brand, reputation, association, facility
and coaching staff. Swim Utah obtained its brand by being in partnership with the University of
Utahs swimming program. Their name Swim Utah closely affiliates the club to the college.
This is a marketing strength because Swim Utah has closer ties with the college coach who
manages the entire recruiting and prospective student athlete cluster.
Reputation is seen as a huge strength because only individuals involved in the swimming
world would learn of the reputation. Swim Utahs reputation is seen as having a very qualified
coaching staff and a consistent record of producing above average swimmers, all while
maintaining a passion for the sport. Diving more deeply into the brand and association with the
University of Utah, Swim Utah can put themselves off as a feeding ground for the Universitys
team. Many swimmers involved in the competitive world will know it takes a lot of hard work,
but to a parent who first enrolls their child, and has high expectations, may feel that a club
associated with a college will put their child in the right spot to excel. Then to the parent, they
believe their child will have a better chance of transferring into the collegiate level.
Having a wide variety of resources is very important when a club begins to hit its
participation limits. A team can branch out to other facilities, like Swim Utah has done, or they
can find ways to split the groups up more so that they can train on their own with larger separate
groups vs. one giant group at a time. At the University of Utah the new natatorium does not have
heavy patron participants that are not associated with training like the Utes Swimming and
Diving team are. This frees up more time for Swim Utah because they have more access. The
facility is new, allowing for more up to date resources, such as having spin bikes specifically on
deck for the team and more money invested in training equipment such as power racks,
parachutes and resistance stretch cords. Even better the club does not pay for the equipment
because with their association, the collegiate team and coaches allow the club to use whatever
they need, therefore the coach be a good negotiator/communicator.
Lastly, Swim Utah is a very competitive team in the region. Seen in the top few for
producing talented swimmers. This tied with the association to the college, creating a
powerhouse. To parents this is a huge deciding factor as it has been in research about why
parents decided on certain clubs. The answer more often than not, was reputation.

Page 28

Swim Utah Group

WEAKNESSES
Swim Utah faces a few weaknesses that need to be looked at and further evaluated. Some
of these can be parking, location (again), and safety. These main weaknesses focus on the
University of Utah location as their other facility location is at Steiner is equipped with adequate
parking and better area for surveillance. One big overall weakness can be marketing efforts and
their lack of producing advertisements and what not. A lot of the organizational structure is not a
weakness, as they provide the information they need to provide on their website.
To start, their parking availability can be difficult on such a large campus. Many parents
may want to watch their kids practice but finding a parking spot and the availability is drastically
limited with a campus that educates roughly 33,000 students.
Going off of a campus size of 33,000 students, safety is a huge weakness such as:
robberies, kidnappings, sexual assault, etc. There may be procedures in place but they can always
be strengthened even further. Specific routes to the facility that participants must take can help so
that the club knows where everyone is or might be at all times. Having a lifeguard on deck
however has been a great addition to the certainty of someone always having an eye on the entire
pool.
Other weaknesses relate to parents dropping their children off as young as 10 years old
and have them find their way to a facility, after they have been use to the parents going in with
them of course. The biggest fear here is complacency and the parents feeling too comfortable and
at ease about the high risk the university can hold for the children. Yes there is constant security
but the campus is still a largely public campus for the community. Again, there are some
procedures in place but they must be strengthened.
Lastly for the campus site is location, again the University of Utah campus is huge.
Finding a small building needs more information than is currently provided. Whats even more is
that for new members wanting to find a club they have no idea that the University of Utah is a
site for the club. They can be informed on where it is at the main facility but even then the
campus can be complicated to navigate. This is an easy fix as long as adequate information is
given, but the information should be listed so that different information at different times is not
hear and misunderstood that could confuse the parents and or swimmers.
Page 29

Swim Utah Group

The biggest issue for all clubs, not just Swim Utah, is marketing efforts. Many
individuals commonly feel marketing efforts are important, but these same individuals do not
feel or cannot justify funds to be directed towards marketing. This can also be because the
swimming community sees the marketing as word of mouth, which from inception to today is
true. However, this can change. It may be a challenge, it may be seen as weird or not needed, but
Swim Utah can be the first. These marketing and advertising efforts need to be put out there, just
like recreational facilities advertise. The club can start small, but this is just as big of a weakness
as anyone else in the USA Swimming organization. There just simply are not enough marketing
efforts.
OPPORTUNITIES
Many available opportunities that any organization has is the possibility of expansion into
more club locations or a bigger facility, however; this is a difficult opportunity to act on because
then Swim Utahs biggest strength of being closely associated with the college could diminish
because they are not specifically training at the University. However expansion is always an
opportunity and should be evaluated. Other opportunities could be getting involved with the
campus during campus wide activities. Other available opportunities involve marketing efforts
to the public. Swimming is indeed seen as a small sport because it is not very open with its
marketing efforts except around the time of the Olympics. This is a hard area for USA Swim
clubs alike because many of the clubs around have the same organizational structure and
available opportunities to set a business apart is not as prominent.
Other opportunities may involve getting the club in at bigger meets that the typical clubs
in the area do not participate in, but again this is extremely hard as well. There are a multitude of
things for the club to do but again nothing to set them apart, except for marketing efforts. Swim
clubs do not really do much advertising and this could be the one thing that sets Swim Utah
apart.
Page 30

Swim Utah Group

THREATS
Swim Utah is a very well respected club in the area and that is true through word of
mouth, and reputation. Threats typically are going to be from local competition for this club and
very few of them pose a threat because of the teams reputation and stability. The few teams that
are mention involve Cottonwood Heights and Wasatch Front Fish Market because their teams
excellence in swimmer performance is at a higher caliber than Swim Utahs. Cottonwood
Heights recognition is at a higher level than Swim Utahs as well. Wasatch Front Fish Market
has more club branches that swim at different facilities, and these are just the reputation
challenges. Kearns Youth Aquatic Team has a 50metter by 25yard pool at their disposal allowing
them to bring in more and more participants. However, these are not direct threats which are
difficult to come by because of the nature of the industry.
Overall the club is at a good position but they need to be aware of their competition
because the only thing that sets this industrys competition apart is a combination of location,
reputation, price, and resources.
Page 31

Swim Utah Group

Strategic Analysis:
Page 32

Swim Utah Group

SEGMENTING
The market that Swim Utah should focus on in general should be athletic adolescents and
elementary aged kids\that are interested in joining a swim club. Swim Utah can take this specific
market and divide into smaller segments and are based on their ages and the different schools in
the area.
For example, the segments can be divided by where the youth are at in school. Segment
could be determined by geographic location, or the surrounding area that would be interested in
attending Swim Utah based on the convenient location. The segments can then be divided based
on grade level at schools. The different grade levels can be broken up into high school, junior
high, and elementary school.
High School
Creating a segment for high schools in the area would benefit Swim Utah because they
could encourage students to join a sport that does not limit those who may not be built
for other sports. Swim Utah can market to high schoolers that our canidates for inproved
eclub is welcoming of all potential athletes of all different shapes, sizes and skill levels.
Middle School
The middle school age level still offers a comfortable cushion for those who want to
become serious in the sport but start a little later than most competitive swimmers. Many
middle school aged members have peaked at this age and because of that, Swim Utah
would gain not only new members but potential candidates to improved the clubs
excellence level.
Elementary School
Marketing to elementary school level is important because they are at a point in their life
where they are trying out many different sports. If they have the opportunity to try Swim
Utah they will see how it is engaging and how the swimming dynamic is constantly
moving. They will be able to stay more engaged because the sport is very active and there
is not a lot of bench time. This is appealing to elementary school children because they

Page 33

Swim Utah Group

are active any have a high desire to participate in sports. Marketing to elementary student
will benefit Swim Utah in two ways. When a swimmer starts at a club at a young age
they are more like to continue in this particular club in the future. This can help Swim
Utah because if we start marketing to young swimmer and they become loyal to our club
then we can bring in more revenue.
Parents of Elementary School Youth
After reviewing the elementary school segment, it is best to focus on reaching out to this
segment. The way to reach out to this age group is by way of their parents. At this age
kids are not actively looking for sports clubs to join and ways to get involved. This is
why we need to target elementary kids parents. The parents are the ones that are going to
register their kids and get their kids involved with Swim Utah. In addition to focusing on
the parents of this age group, we will also focus on demographics and how accessible our
club is for the parents. This will help parents be more willing to join our club instead of
our competition. For these reasons we have chosen the parents of elementary aged kids.
Page 34

Swim Utah Group

TARGETING
Now that we have chosen our target market it is important to understand how best to
target and market to them. It is important that when working with this segment that we
understand the needs of the parents and the needs of the the children. Children are going to want
an experience that is fun and more enjoy spending time with their friends while learning to swim.
The parents are going to want a safe environment that is educational and convenient.
Parents are the most important to target for our marketing strategy. Yes, children need to
be interested in swimming, but the parents are paying for it and are the ones that need to see the
importance of the life skills that a child will learn during sports like swimming. If they are
unhappy with the service they are receiving, they will take their business elsewhere. It is
important to please the parent and make sure they are always happy. We wont forget about the
kids. Without the swimmers, there would be no program.
Targeting people who are interested in a high standard is important. Like we have
previously stated, Swim Utah has a high level of coaching ability and we want to make sure that
parents are aware of that. There is a possibility that parents could switch clubs because they are
unhappy with the coaching staff at their current club. We want to make sure to give all options
and explain the importance of a great coaching staff. Not only will it affect the swimmers
ability, it could potentially form life skills that the child will need in future situations.
We will want to market in the Greater Salt Lake City area. Targeting local facilities, swim clubs,
and schools will help to build the program and inform swimmers and parents in the surrounding
area of their options and how conveniently located they are.
Page 35

Swim Utah Group

POSITIONING
Attribute #1: ASCA Certification Level

Attribute #2: US Swimming Recognition and Excellence Level
The two attributes we have chosen will allow us to compare ourselves to our competitors.
One attribute is the ASCA Certification level is a nationwide system that rates coaching quality
and difficulty level based on their swimmer performance. As seen in the chart above, Swim Utah
has a high certification level of coaching and is the closest to the target market in regards to what
the parents want out of the coaches. Since we have high rated coaches we will have an easier
time improving our excellence and recognition level. Excellence and recognition level is directly
correlated to the level of coaching because it stems from how the swimmers preform. Some of
our competition may have a higher excellence and recognition level but they do not have the
coaching level to back it up. Within a few more years will we be able to improve our excellence
and recognition score because of our highly qualified coaching staff. Once we do this we will be
even closer to our target market and beat out our competition entirely.
Page 36

Swim Utah Group

Marketing Tactics and

Recommendations:
Page 37

Swim Utah Group

MARKETING OBJECTIVES
Sustain our membership by having no more than 5% of members leaving

o
This excludes members who leave for college
Implement a Learn to Swim Program, a developmental style group and have it provide
25%of our member enrollment after first year or two
o
This plan feeds our larger club competitive swimming program
Increase revenue by 25%-35% provided by the implementation of the Learn to Swim

Program
Justification for having 25% of Learn to Swim people joining is because of their needs or
do not want to be on a swim team but just want to learn how to swim
Have an active marketing campaign that total cost is 5% of revenue
Increase awareness of Swim Utahs association with the U
Get 5 acts of marketing implementing the association with colleges and media outlets
Get a minimum of 50 customers to enroll in the Welcome Clinic
Have five ads running by spring season that highlight the benefits of competitive
swimming and the positive influence swimming has on athletes
Create a better awareness of the club
Raise at least $20,000 at the Swim-A-Thon fundraiser

o
Helps raise money for operating costs of the club
Host free informational swim clinic in hopes of increasing the team population by 25%.
Increase team population by 25% every year
Page 38

Swim Utah Group

PRODUCT
The new product we are implementing for Swim Utah will be a free introductory clinic
for new swimmers and their parents. This clinic should attract new customers because joining a
swim club can be quite intimidating and here Swim Utah is offering parents an opportunity to
learn about USA Swimming and Swim Utah while starting their registration on site with all the
necessary paper work provided to get started.
The clinic will be split into two sections; a two-hour swim skills assessment, and a parent
welcome course while their parents sit through a series of presentations that will guide them
through the paper work and basic information regarding Swim Utahs structure.
Volunteers will evaluate swimmers (prospective customers) to see how many strokes and
skills they can execute, this will help determine which group the child should be placed in:
Developmental (swim lessons), Bronze, Silver, Gold or Platinum. It is an excellent way for
individuals to interact with the other swimmers and instructors to get a little taste of what a full
swim practice would consist of.
Our Welcome Clinic is an introductory seminar that is offered to parents who would
like guidance and step-by-step instruction on how to register their child in the USA Swimming
club, of Swim Utah. Also, this is a great chance for the clubs coaches to introduce themselves
and answer any questions and concerns new members might have. This seminar should outline
the benefits of swimming and how their children can improve physically and emotionally by
joining Swim Utah. Staff will explain the rules and bylaws of the club and all the rules,
regulations and requirements of being a member of USA Swimming and how to sign up for
meets and events. This clinic will help potential customers understand the importance of Swim
Utah and motivate them to join the club. The presentations will consist of the following: 1)
Coach Gray will introduce his staff and talk about the lifestyle habits and benefits children
acquire from the sport, 2) Susan Winter, Board president will go over the clubs structure and the
teams competitive dynamic and 3) Swim Utah staff will go through registration papers together
step by step
Page 39

Swim Utah Group

PRICE
The price of the class will be free for the parents and young athletes when they register.
Making the clinic free allows us to market the clinic better and appeal to a larger audience.
However, Swim Utah needs to find a way to pay for the pool rental and cost of tools. Luckily,
the University of Utah swimmers volunteered to instruct the clinic, which gives the coaches
more time to focus on the new customers. Swim Utah received donations by hosting the SwimA-Thon fundraiser, and will be able to use part of those proceeds to put towards making the
Welcome Clinic and covering all the operating costs. Because the class is free, the price benefit
will be in registering for USA Swimming and participating in other courses. During the
introductory clinic, parents will receive a promo code that gives them a 15% discount on their
first year of USA Swim membership. It normally costs $65.00 every year. This is an incentive
for students to join USA Swimming and further their swimming career. After completing the
clinic, students will also have the opportunity to participate in a free two-week trial with Swim
Utah to see if it is a good fit. This also gives Swim Utah an advantage, because instead of
customers stereotyping all the different clubs in the area and hesitantly deciding which one to
choose the free clinic and two week trial forces members to migrate more towards Swim Utah
since they are given a chance to try out.
PLACE
The Swim Utah team alternates practices between the University of Utah HPER
Natatorium and Steiner Complex. We are hoping to bring in a large group of participants so
having more lane space and access to lecture halls are crucial, or this reason we chose to host the
clinic in the HPER Natatorium because of its accessibility to pool space and classrooms for the
seminar. This location is recognizable and is easy to get to. The HPER Natatorium also is home
to the University of Utah Swim and Dive team, so the young athletes will have the opportunity to
make social connections with the actual college swimmers. Swim Utah will carefully work
around the schedule of the athletic department and plan a time to host the clinic when the facility
is not in use, most likely a Saturday afternoon.
Page 40

Swim Utah Group

PROMOTIONAL PLAN
1. Sales Promotion: 15% discount for those who participate in the Welcome Clinic and
register with USA Swimming at the event, parents will be given a promo code to enter on
USA Swimmings website that is already correlated and associated with the Swim Utah
Welcome Clinic. Also, after the completion of the clinic; if parents and children are
interested in joining Swim Utah, they are given an automatic free two-week-trial to see if
the club is a right fit for them.
2. Advertising: We created a flyer to market Swim Utahs Welcome Clinic. Since Swim
Utah is hosting this event, not only will the flyer promote and inform the public about the
free clinic but will also attract new customers to join Swim Utah instead of other clubs in
the area. (Flyer located on page 42)
3. Public Relations: Sydney Bull is a reporter for the multimedia news-medium Voices of
Utah and conducted many interviews with Swim Utah coaches, swimmers and parents
and further researched the club as a non-profit organization. In result, she published an
article about the clubs challenges, achievements and future financial plans.
https://voicesofutah.wordpress.com/2015/04/14/swim-utah-offers-athletes-opportunitiesto-train-and-master-elite-skills/
4. Direct Marketing: Not only is this strategy for new members, but it also designed for
current members too. We decided that at the beginning of the clinic when new members
register, they provide us with an email address where they automatically become
subscribed to team newsletters and weekly or daily updates. This is a good way to market
our club because people receive emails about important dates, practice schedules and
team events.
Page 41

Swim Utah Group

5. Sponsorship/ Promotional Event: The USA Swimming association provides the SwimA-Thon fundraiser to clubs all around the nation as an opportunity to accept sponsorships
and donations from their local community. Swim Utah participates in this fundraiser
every year and hopes to raise $20,000 to assist in covering the clubs operating costs.
Also, this fundraiser will contribute money toward the operational costs that are required
to run Swim Utahs free Welcome Clinic. Since the clinic is free to the public, we have
asked the University of Utah swimmers to volunteer as instructors during the swimming
evaluation and instruction session, while parents sit in a seminar to learn the basics about
the USA Swimming Association and the Swim Utah and how to get started and what to
expect. For more information about the Swim-A-Thon please visit this website
https://www.teamunify.com/TUMoney.jsp?team=ussyac
6. Be a part of the growing developmental group, Swim Utah is now offering developmental
swimming lessons taught by trained and experienced swimmers either from the U of U or
Salt Lake area. This developmental group is for those who need to learn the basics of all
four strokes and gain confidence in the water before joining a swim team and completing
full practices. Swim lessons are for anyone who wants to get involved with Swim Utah.
Swim lessons are taught 3 days a week for four weeks and then a new session begins. By
this time the consumer will know what level he or she is at and if theyre for club
practices. Bronze, Silver, Gold and Platinum are the performance and training groups for
Swim Utah, if a newcomer gets evaluated and does not get a Bronze level or higher must
start in the developmental group learn and practice the basics. This gives coaches and
swimmers the confidence that swimmers joining the club are legitimately experienced
enough to execute all four stokes during practice.
Page 42

Swim Utah Group

Page 43

Swim Utah Group

Evaluation Plan:
Page 44

Swim Utah Group

Return of investments concerning Swim Utahs efforts will put the amount of money
spent on each campaign and the amount of sales into perspective. Mainly all of Swim Utahs
funds for marketing came from the Swim-A-Thon fundraiser, but the results of each promotional
plan will give us an idea of what works and what doesnt.
Reading the numbers can be the fastest and most basic way to determine whether Swim
Utahs plan is working. The overall sales for last year from the beginning of the season in August
to the end of the season in July can be totaled on top of the total sales for this year. Since Swim
Utah is a non-profit organization, it is a good idea to compare outside revenue to how much
income comes in solely on members expenses. We can deduce that our current marketing plan is
having some sort of positive effect based on the result of increase in population, therefore
increase in revenue.
Customer response in all its varied forms can help Swim Utah determine what type of
reactions our marketing creates. Interestingly enough, a conducted interview with the media is a
great way to share personal ideas and opinions about the club. Such as in the Voices of Utah
article, the feature story covered many aspects of the club. In the article, coaches, parents,
swimmers and board members share their opinions and satisfaction with the reporter. The
reporter directly quotes members who have agreed that they are satisfied with Swim Utah and all
its products and programs.
Swim Utah isnt looking to expand; however, they are in search of pool space that is
consistent and reliable. So potentially moving to a different location could happen if it offers
cheaper lane rental fees and gives the club more space to spread out.
Competitors, of Swim Utah are not hesitant to share ideas, program structures and
coaching strategies. Having the USA Swim club community available allows for an exchange of
successes and fails. It is essential for Swim Utah to see how their organization compares to
others and they can also learn about other clubs successes and failures and then share their own
and why some things did or did not work out.
Page 45

Swim Utah Group

Sources:
https://www.teamunify.com/Home.jsp?_tabid_=0&team=ussyac
:
http://www.usaswimming.org/DesktopDefault.aspx?TabId=1577&Alias=Rainbow&Lang=en
http://www.wasatchfrontfishmarket.org/Contact.jsp?team=utwffm
http://www.chatswimming.com/Home.jsp?team=utcha
http://www.olympusaquatics.com/Home.jsp?team=utoa
http://www.raceswami.org/Home.jsp?_tabid_=0&team=utrace
http://www.usaswimming.org/DesktopDefault.aspx?TabId=1615&Alias=Rainbow&Lang=en
http://www.usaswimming.org/_Rainbow/Documents/3524e61a-3da2-4be4-86d9ceaf4a2353f6/2015%20CE%20Info%20%20Requirements%20(2).pdf
http://www.usaswimming.org/DesktopDefault.aspx?TabId=1577
Page 46

Swim Utah Marketing Research Plan

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Swim Utah Marketing Research Plan

Uploaded by

Copyright:

Available Formats

2015 Marketing Plan

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Situation Assessment ------------------------------------------------------------------- pg. (5-26)

SWOT Analysis ------------------------------------------------------------------------- pg. (27-31)

Strategic Analysis ---------------------------------------------------------------------- pg. (32-36)

Marketing Tactics and Recommendations ---------------------------------- pg. (37-43)

Evaluation Plan ------------------------------------------------------------------------- pg. (44-45)

Sources ----------------------------------------------------------------------------------------- pg. (46)

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Swim Utah Philosophy:

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Swim Utah Operational Criterion:

U.S.A. SWIMMING REGISTRATION $65.00/year

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Organizational Chart & Job Descriptions:

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Top Donations to Swim Utah for Swim-A-Thon fundraiser as of 4/21/15:

Fast & Furious

Good Old Fashioned Swimmers

the Dory Squad

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Historical and Current Marketing Efforts:

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Club Recognition Level: Club Recognition Status (Level I, II, III,

Club Excellence Level: Club Excellence ratings (gold, silver,

ASCA Coaching Level: Coaching Levels are massively competitive

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

USA Swimming Recognition Level: 2

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

USA Swimming Recognition Level: 2

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

USA Swimming Recognition Level: 3

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

USA Swimming Recognition Level: None

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

USA Swimming Recognition Level: None

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

USA Swimming Recognition Level: None

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Map View of Remaining Competition Within 80-100

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Sydney Bull, Kyle Harris, Carley Hawkins & Jamie Wilner

Attribute #1: ASCA Certification Level