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Slide 2 G YRO M ARKETING P LAN Slide 3 M AJOR I SSUES Gyro has an aging and declining membership base Friendship as a concept is difficult to sell Gyro hasnt embraced social media Gyros branding lacks consistency Slide 4 How can Gyro adapt to appeal to the next generation of retirees baby boomers? Slide 5 Opportunities Baby boomers are retiring Recession means men need to network for business Diversity Green movement (Gyro Parks) Threats Competition for leisure time High degree of rivalry Rising cost of living Membership numbers for civic organizations of most varieties are down E XTERNAL A NALYSIS Slide 6 T ARGET M ARKET : B ABY B OOMERS Born between 1946 and 1965 The next generation of retirees Represent 29.6% of District IVs membership Slide 7 Strengths History Established membership base Fun Friendship Weaknesses Declining membership base Online presence Friendship as a selling proposition Branding consistency I NTERNAL A NALYSIS Slide 8 G YRO B RANDING A Fraternity of Friendship. Gyro has 17+ slogans, two mission statements, and two logos. Slide 9 G YRO O NLINE P RESENCE Gyro.ws has room for improvement in terms of aesthetics and breadth of features. Many individual clubs have their own websites, but few are kept up-to-date. Gyro International recently formed a Social Media Committee. Currently on Facebook, Gyro International has a modest 32 likes and District IVs group has 66 members. Slide 10 D ISTRICT IV A GE D ISTRIBUTION The average District IV member is 69 years old: Slide 11 M EMBERSHIP S URVEY When asked about their level of satisfaction with club events, District IV members returned a rating of 4.51: Slide 12 M EMBERSHIP S URVEY 77.1% of members have invited two-or-fewer people to Gyro in the past two years: Slide 13 M EMBERSHIP S URVEY 28.0% of respondents currently use social media: Slide 14 R ED H AT S OCIETY (RHS) The Red Hat Society is a Womens social organization with a similar purpose to Gyro. RHS strives for fun, friendship, freedom, fulfillment, and fitness for members. RHS had two chapters in 1997; over 47,000 chapters today. Compared to Gyros 99 clubs. Slide 15 RHS has grown by word-of-mouth, facilitated by their easily identifiable red hats. They have a visually appealing website, rich with information and features. 11,000+ likes on Facebook 2,400+ followers on Twitter Slide 16 M ARKETING S TRATEGY Align all Gyros activities towards fun Target baby boomers by increasing Gyros online presence and offering fun club events Slide 17 If you put a group of men together under the pretence of friendship, they might not necessarily have fun. But if you provide fun for a group of men, they will likely become friends by sharing mutually positive experiences. Slide 18 N ANAIMO C LUB Founded in 1922. Currently has 85 members: Slide 19 V ANCOUVER, WA C LUB Founded in 1930. Currently has 66 members: Slide 20 V ERNON C LUB Founded in 1953. Currently has 25 members: Slide 21 FUN! Branding Member Benefits Social Media Social Gatherings WebsiteCulture Community and Charity Gyroscope Friendship Slide 22 B RANDING Promote fun. Adopt a new slogan: Committed to Fun. Select a single mission statement. Slide 23 M EMBER B ENEFITS Gyro has the opportunity to leverage its large membership base to offer discounts: Travel Insurance Tourist attractions More Turn-key solutions are available through organizations like CARP/AARP. Alternatively, Gyro could also develop its own affiliate card program to offer benefits. Slide 24 S OCIAL M EDIA Promote Gyros Facebook page at the International Convention. Educate members on social media in the Gyroscope. Plan to launch Twitter and LinkedIn accounts at the next International Interim. Slide 25 S OCIAL G ATHERINGS Conventions: Offer the opportunity to attend conventions to those who might not be able to afford to-do-so by running contests or having fundraisers. Club Events: Offer events which appeal to baby boomers and older generations alike: sports, drinking, mixed dances, gambling, travel, etc. Slide 26 W EBSITE Launch new version of Gyro Internationals website at Gyro.org. Optimize Gyros website for search engine results. Include more interactive features: Blog from Executive Members only forum Buttons linking to Gyros social media accounts Slide 27 C ULTURE Improve club diversity under the mandate of fun. Adopt the term Gyro Ladies in lieu of Gyrettes. Adopt an easily identifiable wearable symbol: Slide 28 C OMMUNITY AND C HARITY Gyro should partner with an international charity promoting fun and friendship. Promote friendly fundraising competition amongst clubs. Encourage clubs wishing to help in their community to take on tasks to create fun. Slide 29 G YROSCOPE Infuse the Gyroscope with fun, including puzzles, contests, and NHL/NFL pools. Run contests for best costume, joke, or poem. Highlight community and charitable efforts. Slide 30 I MPLEMENTATION P LAN Slide 31 M ONDAY M ORNING Introduce the Committed to fun message to your clubs. Begin getting member feedback to take to the International Convention. Form action plan committees to oversee the implementation of the plan. Slide 32 How can Gyro adapt to appeal to the next generation of retirees baby boomers? Slide 33 M AJOR I SSUES Gyro has an aging and declining membership base Friendship as a concept is difficult to sell Gyro hasnt embraced social media Gyros branding lacks consistency Slide 34 R ESOLUTION Slide 35 T HANK Y OU ! Q UESTIONS ? To ease navigating the marketing plan, please see: Table of Contents, Page 2 Table of Figures, Page 6 Summary of Recommendations, Page 44 Slide 36