“Product” Launch to Improve Program Numbers
Challenge: Regional non-profit in youth sports had been dealing with a 7-year decline in the number of children served in its various programs that were added to by the COVID-19 lockdowns and changes in behavior.
Action: The leadership team built a “product” launch schedule for tryouts for the travel program which is the hub for all the other programs the organization offers.
The launch focused on the 60 days leading up to the start of the tryout season and included a multi-touch, multi-platform marketing campaign inspired by the launch of blockbuster movies and products.
Results: Leading indicators were an increase in “buzz”, social media followers, signups, and social media engagement.
There was also positive feedback to coaches, board members, and other parents in the community.
The tryouts’ participation grew by over 20% from the previous year, stopping the 7-year decline in participation.