9 Simple Ideas to Grow Your Region

What This Workshop Is About

• NEW registration for next season• Helping every kid have the AYSO

experience• A Targeted Marketing Plan

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Marketing Can Help Get New Players…

…An excellent experience keeps them!

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NEW AYSO Players Are Young

• Nearly 90% of NEW AYSO players are U-5 to U-10.

• The largest single age group is U-6.

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Focusing Your Efforts

• Focus your efforts on these age groups for success

• Work smarter not harder!

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Who Are We Targeting?

• Young Moms• 25-40 years old

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Why Are We Targeting?

• Limited time and money • The biggest bang for your buck.

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How Does a Mom Choose?

• Moms want to know that their child is going to play.

• AYSO must stand apart from all the other activities in the mom’s mind.

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9 Ideas To Grow Your Region1. Always Honor Brand AYSO2. Your Web site is the Face of Your Region3. Have a Call to Action4. Make Registration an Event5. Get to Know Your Parents6. It’s Critical to Advertise7. Reach Out to the Local Media8. Use the AYSO Parent Video9. Take Advantage of Sponsors 9

Handy Tips For Success

• Most effective when used together• Timing is KEY!• Get your registration information in front

of the moms

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Tools

• You can download everything you need at AYSO.org/MarketingToolkit.TemplatesPhotosTV spots, videoPresentation materials

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Idea1: Always Honor Brand AYSO

Brand AYSO is the mental image picture parents have when they think about AYSO.

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Idea 1: Always Honor Brand AYSO

Brand AYSO is the mental image picture parents have when they think about AYSO.

What Do You Think Brand AYSO Is?

We want Brand AYSO to be fun, fair, affordable, well-organized, safe and a soccer experience that is a part of an active and healthy lifestyle.

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How can you make AYSO visually stand out from other youth activities?

• Traditional AYSO Logo• AYSO color palette• Templates

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Which one of the six philosophies

most resonates with young parents?

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Idea 2: Your Web Site Is The Face Of Your Region

• Young moms are online. • Simple, clean and easy to navigate.• Use your website address

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• Take advantage of Brand AYSO Include the Traditional Logo/“Everyone Plays”

prominently on every page.

• Have Registration Locations, Dates and Times on the homepage

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• Remind Parents that they can pre-register through eAYSO.

• Embed the Parent Video on your homepage.

• Have an e-mail address on the homepage where parents/volunteers can contact you.

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Idea 3: Have A Call To Action

• “Register Now” … “Sign Up Here”

• If they can’t act immediately, they may not remember later.

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Idea 4: Make Registration An Event

Make Registration a visible, fun event that parents and families want to come out to. Ask yourself…

WHERE ARE THE MOMS?

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SupermarketsPTA meetingsTarget/Wal-MartPre-schoolsParks/Zoos/

AquariumsMallsFaith Based

OrganizationsPediatricians

DentistsWomen-Only GymsChuck E. CheeseHair/Nail SalonsPartner Up with a

CompanyHere’s an example: *Have a Saturday

registration at a local supermarket. Lots of moms will be coming to you!

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We Challenge You…

Find one new location for spring Registration where there will be plenty of moms - along with your traditional Registration location.

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Idea 5: Get To Know Your Parents

• Your parents are a great resource to get the word out about your Registration event.

• Use them!• Bonus for a buddy• Go viral!

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Professions to keep an eye out for:

• Marketing/PR • Pediatricians/OB GYNs/Family Doctors• Store Managers• Principals/Teachers/Child-Care Providers• Ad/Marketing/PR Professionals

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How Would You Make This Ad Pop?

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Idea 6: It’s Critical To Advertise

The goal is to have each of the following on your advertising materials:

1) Traditional Logo2) Who? What? When? Where? Why?3) Location address 4) Contact information5) Web site address6) Call to action7) Kids playing soccer and a soccer ball

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Idea 7: Reach Out To The Local Media

• Reach out to community news and/or parenting publications

• Don’t sweat the big Dailies. • Think about radio

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• Parenting media,• Publications & websites that target

moms• Use PLAYSOCCER stories as a hook.

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Get On TV!

• AYSO has :30 second Registration TV commercials featuring former U.S. Women’s National Team star Julie Foudy

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Why Cable TV?• It’s cheap. • It’s very targeted.• Saves time and energy• Timing is Key

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How Much Does It Cost?

• Only $500 to $1200 for a two week campaign!

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How To Find The Money?

• Go in together as an Area or Section. • Get a partner! Find a local company

that also wants to target our market, Moms 25 – 40 years old, with young children.

WHAT ARE SOME COMPANIES YOU CAN WORK WITH?

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Herbalife DistributorSupermarkets

Hair/Nail SalonsWomen’s/Kids’s Gyms

Doctors/Dentists OfficesParks/Zoos/Aquariums

Local Restaurants

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You Can Do It Yourself…

• Work with a local business that already advertises on that cable provider.

• Ask and expect “buy one, get one free.”• Never buy ad time in a specific show.• Tell the cable provider that you want

spots to target Moms, aged 25 – 40.• It takes two weeks to make an

impression.36

8. Use The AYSO Parent Video

• Embed the video on your Web site.• Have the video playing at your

Registration event.• Add the link to the video to your e-

mail signature and e-newsletters.

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9. Take Advantage of National & Local Sponsors

• Invite sponsors to be at your reg events

• Use their facility as a reg location• Hold a special registration for

employees• Ask to include reg info in their

mailings38

Tips To Remember For Returning Families

• Lock them in early• Don’t forget to contact last

season’s families• Thank families for participating• Use early rewards, not late

penalties

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What do you do? What works for your

Region?

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The NSTC Marketing Department is here to support you as you go

through you Spring Registration, so please call or e-mail us with any

questions

Thank you for attending!

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