How would we make an action plan for our marketing plan? Meaning how to put it in a action plan chart.

My group and I are making a Marketing plan for a Nonprofit; we're still working on it, but what other things are we missing? We want to make sure were hitting every key point we need.

Here is our Marketing Plan:

Hill Country Shooting Sports Center

Non-Profit Integrated Marketing Plan

Table of Contents

Organization Overview...............................................................................................................1

Goals and Objectives...................................................................................................................1

Executive Summary......................................................................................................................

Target Audience...........................................................................................................................2

Budget...........................................................................................................................................

Swot Analysis................................................................................................................................

Services and Pricing...................................................................................................................

Competition.................................................................................................................................

Marketing Plan and Strategy....................................................................................................

Organization Overview

The Hill Country Shooting Sports Association (HCSS) is a nonprofit organization based in Kerrville, Texas. The organization was founded in August of 2000 and is dedicated to promoting gun safety and education and providing a venue for competitive shooting sports in the Hill Country region. HCSS offers a variety of membership options, as well as a calendar of events and activities for its members. The organization also operates with a 4-H shooting sports center.

Mission Statement

Provide state of the art facilities and a safe environment forthe practice of sport shooting with a special emphasis on 4-H,Olympic & Para Olympic involvement.

Goals and Objectives

The non-profit organization identifies these as their goals and objectives:

Expand air rifle range

Bring in more customers

Update equipment as necessary

Maintain facilities and grounds

Increase marketing efforts

Keep grounds well-kept

Increase shooter turnout at monthly events

The breakeven point on sporting clays tournaments is around 30-35 competitors, to maximize revenue HCSSC should seek to have 65 shooters minimum for their monthly matches. Because sporting clays is the fastest growing discipline in shotgun sports, HCSSC should look to market to sporting shooters as they are quickly becoming the largest pool of customers to pull from. Monthly tournaments can be an excellent tool for the range to increase revenue and attract new potential customers or members.

Executive Summary

Hill Country Shooting Sports Center is in an excellent location where there is essentially no competition. The marketing side of the business needs some attention to maximize the potential of the range. Monthly tournaments are an excellent way to increase revenue for the range, which can then help keep equipment updated, and help grow the range. We have supplied some helpful strategies to increase the exposure of the range and allow for more growth which will then lead to growth ofshooting sports. The range is lucky enough to have an extremely useful tool built into their business and that's the waiver. By having every customer fill one out as a legal requirement the range can then farm data from the waiver such as demographics of the customers and contact information which can then be used to promote events, specials or deals. HCSSC is already doing this to an extent; however, there are some more options available than what is currently being used. This information will help to better market towards their target audience which will result in more customers and increased revenue. Creating a budget will help with the overall organization of the business as well as allow for improvements to be made when it is time for them to be made. We have also supplied a SWOT analysis to identify some of the strengths and weaknesses of the organization. The website and social media need to be updated to reflect current pricing options and membership availability. Overall, there is several simple steps that can be taken to increase the success of the range and help grow the shooting sports industry.

Target Audience

HCSSC finds that their target audience as all shooting enthusiasts interested in learning how to safely use their firearms for their own enjoyment, protection, or competitively.

Due to the nature of the business, waivers must be filled out to take part in the activities available on the property. This can be an excellent tool for data farming. Hill Country Shooting Centers already farms email addresses to send out monthly newsletters that include all the planned events for that week. Something else to consider farming would be age of the customers, by analyzing the age of customers Hill Country Shooting Centers can better market to individuals based on age. For instance, if the average age of shooters is under 30, Hill Country may consider marketing to an older demographic to help round out there.

According to the Texas demographics website, as of March 2022, the median age of people in Kerrville, Tx is 42.2.

Budget

HCSSC does not have a set budget in place in terms of when they need to purchase items for their organization. They buyas they need to, not on a specific schedule. Going forward, HCSSC should consider creating a budget and using it to update equipment on the range. After taking the time to read several google reviews, updating machines to newer models and keeping the sporting clays range and 5-stand range open are common requests from customers.

SWOT Analysis

Strengths-The wide variety of different shooting options and disciplines.

Weaknesses-Outdated social media, outdated websites, a minimum form of marketing, and no outside advertising.

Opportunity-An opportunity HCSSC can improve its marketing by working with the local chamber of commerce and tourism board to promote the club as a destination for shooting sports enthusiasts. By partnering with these organizations, HCSSC can reach a wider audience and attract new members.

Threats-HCSSC doesn't have any threats because of its location.

Services and Pricing

Hill Country Shooting Center offers many services such as

Skeet and International Skeet Fields

Trap and International Trap Fields

5 Stand Fields

Sporting Clays Course

Pistol Bay

Rifle Bay to 100 yards

Long Range Rifle Ranges Out to 500 yards

Federal Firearms License Transfers

Concealed Handgun License Permits Classes

Pricing

The pricing breakdown is available on the website and is well done and very thorough.

The pricing breakdown shows the different costs per on skeet, trap or sporting, rifle range use and pistol range use. It also includes membership rates, non-membership rates and life member rates and the costs associated with having each membership.

Competition

In their area of Kerrville, HCSSC does not have any direct competitors. They do, however, have competitors in Bandera, Boerne, and San Antonio.

Marketing Plan and Strategy

HCSSC has been running smoothly for 22 years but with the frequent change of their target market and how they find out about places they would like to go; it is important to keep up with these changes. These are a list of plans that will positively affect their organization

Volunteer Opportunities

Social Media

Update Website

Promotional materials

Sign at front of range

Corporate Membership Promotion tools

Update the look of the facility

Way for people to send in photos they took at the range

Ladies Afternoon

How they will be able to make these changes:

Due to the expense of maintenance of the range, it would be a beneficial opportunity to market a volunteer option to high school or college students for community service hours. Through this, these volunteers can help with lawn care, picking up shells, or anything else needed.

Social media is a free form of marketing always available to businesses. They are easy to set up and can easily be updated on a regular basis. People can also have the choice to send photos they took at the range that could possibly be used as content.

The website is outdated and does not get updated often. With some work to the look, navigation, photos, calendar, and color schemes, it would be a great tool for customers to use when looking for upcoming events or information.

The promotional materials that are already being sold are great for business. It could be beneficial though to create someinnovative designs for the hats and shirts. Bumper stickers and gun stickers are also popular now in the world of shooting so that could bring more attention to the range wherever the people sporting them go.

Upon conducting researchon the reviews of HCSSC on google, it was a concern that there is no sign at the front gate entrance. By putting a sign out front, people could easily find the range as well as passersby's will see thereis one there. Another concern was that the facility needs to be updated and kept on a frequent basis. This can be achieved through the volunteerprogram as well.

Corporate Membership Promotional tools could be an effective way to collaborate with big companies. In this there would be a membership optionwhere corporations or companies can buy this package for their employees and in return their logo could be put on one ofthe fields. In this scenario, both parties' benefit.

Upon conducting research of other shooting ranges in Texas, it was clear that targeted events are great for business. One event that seemed to be successful was a ladies night. This would be a good marketing tactic to get ladies to come out instead of just their husbands and make friends. They could be offered a special price for clays at that time and their word of mouth...