Illinois Center for Autism Marketing Plan

Organizational Mission

    The Illinois Center for Autism is a 501(c)3 not-for-profit agency originally designed as a special day school program for children and adults ages 3-21 who are diagnosed with autism and other developmental disabilities.  The center was founded in 1977 and operated out of the basement of a church in Fairview Heights, Illinois.  The first year enrollment was just seven students. Since that time, the center has grown and has evolved into much more than its founders ever imagined.  Today, the Illinois Center for Autism serves 135 students at two campuses. The elementary school is located in Belleville, Illinois and the adolescent center or high school is located in Fairview Heights.  The center also offers supported employment for adults with autism at its own restaurant called Pasta Fare in Fairview Heights and day training services in Belleville in a building adjacent to the elementary school.  

     It is the mission of the Illinois Center for Autism “To educate and serve children and adults with autism to help them achieve their highest level of independence in their home, school and community.  The Illinois Center for Autism believes that each individual is unique and defined by possibilities and not limitations. Individuals have the right to education, training and/or services specifically designed to meet his/her needs in the least restrictive environment through the use of:

• Innovative, research-based methods and practices
• An interactive and engaging atmosphere
• Advocacy and choice to promote self-sufficiency and lifelong independence
• A positive approach to maladaptive behaviors
• Customized support services and training offered to individuals, families, and the community
• Services provided by qualified staff who receive ongoing, specialized training” (www.illinoiscenterforautism.org)

     For this event, the 32nd Tee Off for Autism Golf Tournament, the golf committee would like to produce community exposure for the Illinois Center for Autism and to raise awareness to our organizational mission while also raising awareness for autism and autism research.

Current Marketing Situation

     The target markets for the 32nd Tee Off for Autism Golf Tournament include:

1. Local competitive golfers in the Illinois counties of St. Clair, Madison, Clinton, Randolph, and Washington. These golfers are an ideal target due to their presence at golf courses throughout the area.  
2. Past participants of the tournament. Golfers who played in this tournament in previous years are likely to return if they had a positive experience.  They also must be made aware of the positive impact they had on the agency and their ability to do so again this year.
3. New and past sponsors. Sponsors are vital to the revenue earned by the tournament.  Repeat sponsors are an important piece to make this tournament successful each and every year.  New sponsors can be enticed to participate by making them aware of the positive impact they will have on the agency and the additional exposure they will receive in the community as a result of sponsoring a part of our tournament.
4. Past and present vendors of services rendered to the Illinois Center for Autism.  Vendors who provide maintenance services, construction, food delivery, etc. are all important targets to gain participants and sponsorships for the tournament.  

     The 32nd Annual Tee Off for Autism Golf Tournament is open to mixed teams of four (combination of men and women) or men and women exclusive teams of four.  One factor that will draw participants to our tournament is the intrinsic reward that they are helping to make a difference in the lives of our students, adult clients, and community.  Another draw for participants is the guarantee that each participant will get his/her money’s worth from this event.  For the $100 entry fee, each participant will receive 18 holes of golf, including a golf cart, at one of the premiere golf clubs in the St. Louis area, catered buffet breakfast and lunch, unlimited refreshments and snacks on the course, an exclusive gift bag, entry into on-course competitions, a 50/50 raffle ticket, and an attendance prize raffle ticket.

     On June 26, there is another tournament taking place approximately 3 miles away at Stonewolf Golf Club.  This tournament is a benefit for a charity that provides money to low income families who need assistance with their electric bills.  This tournament may draw some golfers away from our tournament depending on each individual’s preference for giving to charity.  However, the fee for this tournament is $125, $25 higher than our entry fee.  The fee includes lunch and dinner with a 1:00 PM start.   Another form of competition that could limit the attendance at our tournament is work conflicts, as our tournament is on a Friday morning.  It may not be possible for interested parties to take off of work to attend the event.  In this case, we will make them aware of the option to make a tax deductible donation to the Illinois Center for Autism as a “virtual golfer” if they would still like to help our students and clients at our day school and adult services program.

     The Tee Off for Autism golf tournament is a traveling event.  Each year the tournament is held at a different golf course in either St. Clair or Madison County in Illinois, as these counties are the most centrally located in our service area.  This year, the event will be held at the Far Oaks Golf Club in Caseyville, Illinois.  The Far Oaks Golf Club is said to be the premiere golf club in the St. Louis area for golf outings and tournaments.  It is also consistently rated as one of the best public courses in the St. Louis area.  The Far Oaks Golf Club is a beautiful setting with some fairways lined with million-dollar homes.

     To register for this event, participants can complete the printed registration form and mail it with their entry fee to the Illinois Center for Autism or they can go online to www.illinoiscenterforautism.org and click on the golf tournament section under the “What’s Happening” tab to be guided to the online registration form.  Online registrations are handled by Eventbrite.com.

SWOT Analysis

Strengths

1. Golfers get a chance to play one of the top rated golf courses in the St. Louis area according to golfadvisor.com.  The Far Oaks Golf Club is currently rated number six on Golf Advisor’s rating system.  The ratings are based on reviews from golfers themselves.
2. Golfers may be attracted to play in this tournament because all of the proceeds benefit the Illinois Center for Autism.  The center provides educational and life skills programs for children and adults living with autism.
3. The Illinois Center for Autism has a strong volunteer base to help host the event.
4. The Illinois Center for Autism has database of nearly 750 people, organizations, and businesses that have made donations, sponsored events, or rendered services to the agency.  We expect to contact and to draw most of our participants, donors, and sponsors from this list for this year’s event.
5. This is the 32nd annual tournament, firmly rooting this event in the community.  The first tournament was held in 1983, just six years after the center first opened its doors to individuals with autism.  Having an event with thirty-two years of history is reassuring to sponsors and participants that this is a successful event that they want to be involved with.

Weaknesses

1. The $100 entry fee may be too much for some who wish to play despite the benefits of playing and the included raffle chances, two catered meals, and exclusive gift bags.
2. This event is Illinois Center for Autism’s third large fundraiser in 2015.  Despite successful relationships with donors and sponsors, dependence on repeat sponsorships could lead to complacency and a false sense of security when seeking donations or sponsorships for the event.
3. The $100 entry fee may limit participation in the silent auction, the putting competition, and the barrel of booze raffle.
4. The Community Relations and Fundraising department at ICA is limited to just two people, which may create a staffing issue. The department is completely reliant on volunteers to be a part of the planning committee and to help the event run smoothly.

Opportunities

1. A well run tournament will provide positive exposure and recognition of the Illinois Center for Autism.  This may foster success in future fundraising events including the 5K for ICA, the Bike at Dawn, and the Spring Fling Dinner Auction.
2. The tournament provides an opportunity for our adult clients to interact with members of the community outside of the Illinois Center for Autism, Pasta Fare, and other supported employment placements. Our clients work in food service on a daily basis and will provide the catered breakfast and lunch, as well as the on-course refreshments and snacks for the golfers.
3. A positive experience for golfers and sponsors can turn into repeat donors to the Illinois Center for Autism and lead to increased participation or sponsorships in future tournaments or other Illinois Center for Autism fundraising events.
4. The availability of online registration makes the process more convenient for potential participants and can potentially drive additional foot-traffic and views to the center’s website.  Using the agency Facebook site, as well as posting pictures of the golfers and then sharing the photos, is a means of free advertising and exposure for the tournament.

Threats

1. The tournament is scheduled for June 26, 2015. The weather at this time of the year can be hot and humid and with the humidity, comes the chance of rain or severe weather.  If play is delayed, tournament organizers plan to wait out any inclement weather for as long as possible. Tournament play will resume when the Far Oaks Golf Club staff determines it is safe to return to the course.
2. There is another benefit golf tournament scheduled for the same day at a golf course approximately three miles away from the Far Oaks Golf Club.  This tournament benefits several charities related to helping those in need pay their electric bills. Potential participants may decide to support that cause instead of supporting the Illinois Center for Autism.
3. The tournament is scheduled for a Friday morning start, which may make it difficult for potential players to get time off from work to participate.
4. The use of online registration is an opportunity as well as a threat.  Technical issues could limit the availability of online registrations.  Also, the online registration fee is $6.49.  For the first time, this cost is being passed on to the customer.  In the past, these fees were covered by the Illinois Center for Autism.  This may deter online registrations.

Goals and Issues

     To measure the success of this year’s Tee Off for Autism tournament, the golf committee has established the following goals:

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