LAST YEAR’S NUMBERS:

Total Members: 869

Female: 113 (13%)
Male: 162 (19%)
Unknown: 594 (68%)
Grade:
Pre-K: 172 (20%) 4th Grade: 94 (11%)
K: 98 (11%) 5th Grade: 91 (10%)
1st Grade: 108 (12%) 6th Grade: 56 (6%)
2nd Grade: 81 (9%) 7th Grade: 39 (4%)
3rd Grade: 88 (10%) 8th Grade: 42 (5%)

STRENGTHS:
 Record Numbers: Membership continues to grow each year meaning people are
interested in the idea (As the club continues to grow, so will knowledge of its existence)
 Retention: Members are continuing to renew their memberships and spreading
information about it through WOM
 Exclusive Opportunities: Perks of being a member keeps families interested

WEAKNESSES:
 Membership Dues: Some families aren’t willing to pay $25 for a kids club
 Member Attendance: A very small percentage of members are checking into events and
redeeming prizes
 Communication: Engaging members and their families has proven to be difficult,
confusion about JWC events
OPPORTUNITIES:
 Community Interaction: Expand JWC’s communication platform and brand awareness
through community outreach, social media and consistency
 JWC Perks: Members only events, make JWC games more appealing, membership
benefits

THREATS:
 Time: School nights, other clubs/teams/organizations members are involved with
 Money: Families may be paying for their child to be involved in something else; parents
don’t see the cost worth the benefit

GOALS & OBJECTIVES:

1. Reach a total of 1,000 members
2. Strengthen Communication with Members
3. Increase JWC Member Game Attendance
4. Increase Sponsor Involvement to Enhance Club Experience
5. Improve JWC Member Experience

MISSION STATEMENT: Through awesome membership benefits and events, the Junior
Wildcat Club strives to connect young members of the Big Blue Nation to the UK Athletics
family in hopes of building future fans for life.

TARGET MARKETS:
 YOUNG FAMILIES: Families with children in elementary school are our primary
target. They will be most willing to attend events, keep their kids involved, refer other
parents and engage with our communication platforms.
 GRANDPARENTS: Most likely to gift memberships
 YOUTH TEAMS: Interested in similar sports already, members meet target age, willing
to attend events, parents willing to spend money on athletics
TACTICS:
Reach a Total of 1,000 Members
 Retention: Consistently communicate with members from the previous year about how
to sign up and when registration opens, offer a discount/prize to those who sign up before
August
 Referrals: Offer prizes or discounts to members who refer others
 Communication: Countdown to when registration opens on all social media platforms,
make it known on the website, email blasts
 Gift Memberships: Give a membership to popular mommy blog(s) in the Lexington area
to review, LexFun4Kids offered an advertisement package for us
o 50,000 website clicks per month, 13,000 likes on FB
 Outreach: Send information to local youth teams, media connectors, schools, churches,
etc.
 In-Game PAs: PA and information slide at various events

Strengthen Communication with Members

 Facebook: Create a JWC Facebook page to relay information about upcoming games,
events, contests etc. (More popular social media platform for target market than Twitter)
 Email Blasts: Weekly event updates, monthly newsletter, multiple email reminders for
JWC games
 Twitter: Engage members through hashtags (#JuniorWildcat, #SundaysWithScratch,
etc.), retweet pictures families send in from games, relay event information

Increase JWC Member Game Attendance:

 Social Media: Be more consistent with updates, post the events for the week every
Monday, and engage members at the event through hashtags
 Email: Start emailing two weeks in advance for JWC events, send the events for the
week every Monday, reminder emails
 Check-In: Be more consistent with check-ins (make sure prizes and hole-punch are at
every event, make an information sheet for interns), post a picture on social media so fans
know where to look for the check-in spot, include check-in FAQs in Welcome Packet
 JWC Games: Have an exclusive JWC area at every JWC game that includes food &
drinks, JWC viewing area during warm-ups
Increase Sponsor Involvement to Enhance Club Experience:
 Flyers: Provide informational hand-outs to sponsors to put in customer’s bags
 Giveaways: Work with JMI to have coupons or swag at JWC games or to have as prizes
throughout the year (WGM interested in tabling at our JWC games and supplying prizes
for our VIP Rewards)

Improve JWC Member Experience

 Events: Host more JWC exclusive events (tailgates, movie nights, autograph days,
holiday parties, etc.)
 JWC Games: Have food & beverage table for JWC members & guest at each JWC
game, encourage members to arrive early for on field/court picture (Olympic Sports),
allow members & guest to watch warm-ups from an exclusive area (Olympic Sports)
 Communication: Thorough communication will make members feel valued and in the
loop

MEMBERSHIP INCLUDES:
 Birthday postcard from Scratch
 FREE admission for members & a complimentary guest to a select football game
(September 30th vs. Eastern Michigan)
 2 FREE tickets to the Men's Basketball Blue/White game
 Members grades 4th-6th will be entered into the JWC Ball Kid Lottery for a chance to be a
ball kid at a Men's or Women's Basketball
 FREE admission to all home Olympic Sporting Events (Men's & Women's Soccer,
Volleyball, Women's Basketball, Gymnastics, Baseball & Softball)
 Complementary tailgate parties at select home sporting events (Games selected by UK
staff)
 Official Club T-Shirt
 Choice between a JWC Bib or Chill Towel
 Official Club Event Pass
 Opportunities to meet UK student-athletes, coaches, and staff of various sports
 Special promotions and giveaways available ONLY to club members at games (while
supplies last)
 JWC exclusive events & more!
Membership Fee: $25 for first member, $20 per additional member
10% discount will be offered to those who renew/register before August 1st

TIMELINE:
June 28th: Creative starts on designs
July 5th: Begin emailing about registration, post registration date on all social media, update
website
July 17th: Registration goes live, creative’s designs due to me
July 21st: Have all swag/stationary ordered
First Week of August: Welcome Packets sent
August: Push membership, referral prize, start flyering at schools, reaching out to youth teams,
gift memberships to mommy blogs, contact media connectors
September 30th: JWC football game
September-December: Encourage attendance, social media engagement, events, contests, etc.
January: Survey to see what members want improved, make necessary adjustments
February-May: Encourage attendance, social media engagement, events, contests, etc.
Budget:
Shirts:
- Adult: 400 x $4.20 = $1,680
- Youth: 600 x $2.86 = $1,716
Chill Towel: 600 x $3.33 = $1,998
Bib: 600 x $3.00 = $1,800
Birthday Postcard: 1000 x $0.42 = $420
Envelopes: 1000 x $0.54 = $540
Certificates: 1000 x $0.44 = $440
Lanyards: 1000 x $0.70 = $700
Event Passes: 1000 x $0.87 (includes price of lamination) = $870
Welcome Packet Total = $10,164

Ads:
LexKids4Fun: $100 per month for homepage banner ad; weekly event sponsor ads $20
 Willing to work with us to make an advertising package
Facebook Post Boost: $3 per boost