Universal Cheerleaders Association

Coach Katie’s PersonaCreated by Liza Herth

January, 2015Approved by Lisa Buyer on January 27, 2015

Company HistoryFor over 40 Years, UCA has been the industry’s

leader in providing cheerleaders around the country and even internationally the most prestigious cheer and dance experiences. By combining traditional sideline cheerleading with high energy athletic entertainment, UCA has been the driving force of creating cheerleading into both a safe and innovative activity for athletes.

Continued Company History From summer camps,

providing apparel, hosting National Championships, giving back to the community, and everything in between; Varsity Spirit lead by UCA has truly developed cheerleading into what it is today.

Meet “Coach Katie from KHS”BACKGROUND:• Newly hired US History teacher at King High School• The old Varsity coach just left because she was having

a baby so Katie is taking over as a young coach• Katie was a cheerleader in both high school and

throughout college at UCF• She is very knowledgeable about cheerleading but

new to having the responsibilities of being a head coach

DEMOGRAPHICS:• Female• 22-28• Often a teacher’s and coaches salary combined

~$40,000• Cheerleading is a very expensive sport so we will be

in a fairly suburban area targeting upper middle class families

IDENTIFIERS:• Summer camp, Varsity Spirit, cheerleading,

competitions, apparel• Friendly, outgoing, positive

More about Coach KatieGOALS:• To take her Varsity squad to summer camp • Register her girls to compete at Regionals to hopefully win a bid to go compete

at UCA Nationals at Disney World in Orlando, FL

CHALLENGES:• Taking the cheerleaders to Nationals will be expensive and a lot of work, Katie

wants to focus on having a successful time at camp before she focuses on her goal of training her team for Nationals.

• Katie just recently graduated from college therefore working with parents that could be up to double her age could be intimidating.

• It is important for Katie to demonstrate her position of power both to the team and to the parents while still always being friendly and positive.

HOW WE HELP:• UCA provides incredible camps around the country that KHS can register for,

we even offer camps at UCF, Katie alma mater.• At summer camp, we have meetings with our coaches and help them prepare

for working with challenging parents, one of Katie’s main concerns. We also help them discover fundraising opportunities and safety tips for Nationals.

• UCA High School Nationals is the largest and most prestigious cheerleading competition for High Schools, by attending one of our camps and our Regionals, they will have a chance to receive a bid to Nationals.

Coach KatieREAL QUOTES:• “With so many different options for

summer camps, UCA truly is the best option for me because of price and the option to select a camp that works perfectly for my squad.”

• “With options such as Overnight, Resort, STUNT, Home, and more, the choices for camp are endless!”

• “By attending a summer camp with UCA, I am getting my squad working with top instructors and allowing them to have a chance to get a bid to Nationals later in the year.”

COMMON OBJECTIONS:• Prices for summer camp,

competitions, and apparel are high so cost will be the top objection.

Coach KatieSocial media is everywhere

and UCA is definitely right in the middle of it.

With an active Website, Facebook, Twitter, Instagram, Vine, Snapchat and more- UCA can reach out to Katie or any other participant, parent, or coach on a plethora of platforms.

UCA even uses official hashtags for all of their major events!

Coach KatieAlthough I think that Katie would use many social media

platforms, as a Coach, Twitter would definitely be the best network for her.

With Twitter she could get the latest information in cheerleading and dance news, post about how awesome her squad is doing, and relay information to her team with her “newly created” @KHSCheer account.

Coach KatiePersonal Examples:Twitter: “I just can’t wait

to get to #UCAatUCF camp next week!”

Facebook: “Wow! So proud of my girls from King High School, way to work it out in the Xtreme routine dance!”

Instagram:

“My beautiful ladies from KHS nailing their elite stunt. #SummerCamp #UCAatUCF “

Coach KatieMARKETING MESSAGING:• Sign up for a summer camp

at UCF, it will be at Katie’s alma mater so she will feel just at home.

ELEVATOR PITCH:• Selecting a UCA camp at

UCF will provide you with an unforgettable experience where you can learn new elite skills from the state’s top staff, bond with your team on the beautiful campus, learn safety tips, and new coaches tricks.

Sources"2015 Varsity Spirit Summer Camps." Http://varsity.com/event/1822/2015-varsity-spirit- summer-camps. Varsity Spirit, 12 Jan. 2015. Web. 27 Jan. 2015.

"Summer Camp- Search and Register Here." UCA- A Varsity Spirit Brand. UCA, 1 Jan. 2015. Web. 27 Jan. 2015. <http://uca.varsity.com/Camps/Camps>.

All other information and photographs were personal from my experience with the company.