The Jersey City Soccer Association (JCSA).
A nonprofit with a wonderful community and role model coaches who keep the association alive with all their motivation and engagement. Nevertheless, there is room for improvement in their multimedia communication scope.
Having a closer look at their audiences, different generations should be addressed. From Baby Boomers, Millennials, Generation Z to Generation Alpha – all have preferable information channels.
Currently, all audiences are being reached by the association’s homepage and a newsletter is sent out sporadically. JCSA has set up a Facebook Group, with over 380 members. More involved benefits could be retained from this platform by sharing videos, photos or information about all division and league events.
In order to reassure the stakeholders of the JCSA mission, the five Ps as a classical marketing theory tool will be transferred to the marketing media plan. This marketing mix will be implied to analyze their product, price, place, promotion and policy to augment the aim of their mission.
The product, in this case, is the increase of membership such as the camp and program enhancement. In order to reach soccer interested children and parents the message of the JCSA mission has to be spread. For example: in schools, daycares, children friendly restaurants etc. per print, email or on social media platforms per Instagram, Twitter, Facebook.
Time, engagement, motivation and the will to communicate is the price the community of the JCSA would have to invest. The place differs, depending on the situation. Stakeholders need the willingness and motivation to share the word about a team sport to develop growth for the organization.
The promotion should be done through various channels, depending on which audience and in which situation, either face-to-face by social media or print. All audiences from volunteers, members, donors to board members have to get involved to change behavior.
Following ideas could support the growth of the association:
Video interviews with different target audiences and influencers of star soccer trainers, former soccer players or famous soccer players photos/videos could be placed on their website, Facebook, Twitter and Instagram channel. Show messaging consistency by placing all live Facebook and Twitter posts on a small section of the homepage.
Also, could soccer players with higher skill levels from other divisions or other soccer organizations be invited to play soccer with the children, to show them team spirit, leadership or strategical decisions.
They could find a partner to learn from. For example a soccer association that has more experience with the support of refugees. Learn from others in the sector how they approach their stakeholders, about their programs, their outcomes and impacts.
To enhance the organization’s purpose “Storytelling” can be used to support the community’s social cohesion. Adjusted video interviews for different audiences (coaches, kids, parents, sponsors or board members) could facilitate the emotional connection to the association.
All of the above-mentioned recommendations surround the idea of embedding a nonprofit brand in a social media world to achieve collective impact.
Culture Shock 