Believing and developing ISO’s mission

As our campaign progresses, so too does our lengthy campaign book.  However, I couldn’t be happier that it is.  And neither could the Istrouma Sports Organization.  We finally have a plan that will allow for successful implementation of our campaign.  Targeting our audience was not only my job, but also one of the most important tasks we faced this year.

Dr. Moore sent out a link to a Hallmark campaign that clearly defined its audience and backed up their target audience through research outlined in the report.  This was extremely helpful as we defined our audience.  What we defined as our audience before had logical backing, but our report didn’t outline why we were specifically targeting them.  Now, we have the statistics to back it up.

I blogged about the target audience previously, so I won’t touch much on it.  But check out Champion Sports PR’s new Target Audience report.

It is already mid-March and the campaign is proving to be comprehensive.  Our research never stops, and that proved to be a great thing this week.  I was surfing the internet doing secondary research on our target audience, and I came across a national non-profit group that specifically trains coaches of non-competitive leagues.  Positive Coaching Alliance, or PCA, is widely known and receives endorsements from major league coaches and players, urging coaches to teach fundamentals and life-lessons rather than coaching competition.  I immediately reached out to them and told them about ISO.  One of their regional associates responded and was thrilled to help us out.

This week I will contact ML and talk to him about the opportunity of professionally training the coaches to teach life-lessons, and increasing the retention rate in organized sports.  According to PCA’s website, 70% of children in youth sports drop out by the age of 13.  Why?  They are burned out from the constant stress and competition.  Studies show that children should not compete in sports until they are at least 10-years-old.  Until that age, they do not fully understand competition or effort (Positive Coaching Alliance).

Using PCA and training our coaches will further cement ISO’s belief in “Doing sports a different way.”  Ideally, more parents will also understand why enrolling their children in ISO will be beneficial in the long run.  Professionally trained coaches will teach kids invaluable lessons and encourage children to continue playing organized sports.

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