Illinois Center for Autism Marketing Plan

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- Since 2012, the number of participants for the Tee Off for Autism golf tournament has grown steadily. In 2012, the tournament attracted 72 participants, 2013 saw 83, and in 2014, that number rose to 92. For the 2015 tournament, our goal is to have 100 golfers participate (Guthrie). Issues: The most critical issue is repeat participants. We cannot build on last year’s attendance numbers without having a core group of satisfied participants who come back to the tournament year after year. We also face direct competition with another tournament in the area which may limit the number of golfers in our tournament. We need to ensure participant satisfaction to keep growing our attendance and eliminate the need for concern about other tournaments. The tournament is also held on a Friday, which may prevent some interested parties from participating due to work commitments.

- Through the use of mail-in and online registration, we are aiming to have 50 golfers registered by June 1, 2015. Issues: The online registration fee is $6.49 per registrant. This may deter some from registering online. Interested parties may still mail their registration and fee but it may not arrive to the Illinois Center for Autism by the June 1 target date. Another issue would be any unforeseen technical problems with the online registration service.

- Revenue from last year’s tournament was $12,025 and we would like to increase revenues for 2015 to $15000 (Guthrie). Issues: Revenue is dependent largely on the number of registrations received and the number of sponsorships sold. Sponsorship packages are available at various levels and prices. All committee members must be willing to solicit for sponsors and participants to ensure the event objectives are met. Discounts for registering as a foursome rather than as an individual are not available for this event. Individuals are encouraged to register. Those individuals can note on their registration that they would like to be placed on a team.

- Participants will be asked to complete an online satisfaction survey after the event. Our goal is to have 70% of the participants complete the survey and obtain an 80% satisfaction rating. Issues: Participants will receive a reminder and directions to the online survey in their gift bag. Some will not read it and/or forget to complete the survey.

Marketing Strategy

The Illinois Center for Autism strives to provide educational, vocational and life skills services to children and adults with autism. The annual Tee Off for Autism Golf Tournament is just one of our fundraising events held throughout the year to make the programs provided by Illinois Center for Autism possible.

Product:

The Illinois Center for Autism hosts the annual Tee Off for Autism Golf Tournament every summer in the month of June. This year marks the tournament’s 32nd year. The tournament is a 4-person scramble style event being held at Far Oaks Golf Club in Caseyville, Illinois. The tournament consists of 18 holes of golf with a cart, catered buffet breakfast and lunch, unlimited refreshments and snacks, exclusive gift bags, and on-course games like longest drive, longest putt, and closest to the pin. There will also be a silent auction of donated items. These include a full-blooded yellow Labrador puppy, wine baskets, miscellaneous gift baskets, a ride-along with the Fairview Heights Police Department, autographed sports memorabilia, and game tickets from the St. Louis Cardinals, St. Louis Blues, St. Louis Rams, and an all-inclusive game package from the Gateway Grizzlies.

Price:

The fee for this tournament is $100 per golfer. The price is determined by calculating the greens fee set by the Far Oaks Golf Club and the cost of gifts for each golfer. The Far Oaks Golf Club management is charging $55 per golfer. Each golfer is getting a buffet breakfast and lunch of hot dogs and hamburgers and a gift from the Illinois Center for Autism with a total value of $15. This will allow the center to profit $30 from each registered golfer.

The Illinois Center for Autism will also be selling sponsorship opportunities. Sponsorships start at $100 to be a tee sponsor. This will buy the sponsor one 2x3 sign to be placed at any of the tee boxes. Golf cart sponsorship is also available for $100. This sponsorship will buy advertising space on two carts used during the tournament. A beverage sponsorship is available for $300. A company wishing to provide soda, water, sports drinks, or beer for the event will receive signage on the beverage carts and signs near the refreshments area by the clubhouse. A golf ball sponsorship is available for $500. Each golfer will receive a sleeve of three golf balls with the sponsor’s logo on them and a sign will be placed near the registration area. Any company wishing to sponsor the lunch can do so for $750. This sponsor will receive event signage near the dining area. Gold-level sponsorships can be purchased for $1500 and includes golf for four people, event signage near the registration area, and a tee sign. Finally, platinum-level sponsorships can be purchased for $2000. Platinum sponsors will have their name and logo present on all event advertising. They will also receive entry for four golfers and two tee signs.

Place:

The Tee Off for Autism Golf Tournament is a traveling event and this year’s event is being hosted at Far Oaks Golf Club in Caseyville, Illinois. Far Oaks is one of the best courses in the entire St. Louis area. It is currently ranked sixth according to golfadvidsor.com. The course features low rough and zoysia fairways for players of all levels to have a positive experience. The front nine is a links style layout decorated with native prairie grasses. The back nine features fairways lined with large oak trees. Far Oaks is also known for its large, gently rolling hills and smooth greens. The course was designed by 1968 Masters Champion Bob Goalby.

Promotion:

To promote the Tee Off for Autism Golf Tournament, the Illinois Center for Autism Community Relations Department has established a committee to organize the golf tournament. Committee members are expected to solicit participants and sponsors. By using the database of previous participants and sponsors of Illinois Center for Autism events, the committee called and mailed flyers to 750 potential donors, participants, and sponsors. Follow up phone calls and emails will be made to reach out to potential sponsors who have not replied to the original mailing. The committee will also utilize the agency’s Facebook page and website by posting digital copies of the tournament flyers and linking