Marketing Committee Charter

Creating a successful marketing campaign for Randonneurs USA involves several key elements that ensure clarity, engagement, and effectiveness. 

Here’s a detailed breakdown of the required elements:

1. Clear Objectives

Definition: Establish specific, measurable goals that align with Randonneurs USA mission.

  • Example: Increase membership by 10% within 9 months or recruit 100 new members.
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2. Target Audience Identification

Definition: Understand who your audience is to tailor your messaging effectively, both within and outside of Randonneurs USA

  • Key Demographics: Age, location, interests, and values.
  • Example: Identify 1-2 local community organizations interested in cycling via regions/RBA and/or members
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3. Compelling Messaging

Definition: Create a clear and emotionally resonant message that communicates your mission and impact.

  • Components:
    • Value Proposition: What makes Randonneurs USA unique?
    • Emotional Appeal: Use stories or testimonials that highlight the real impact of your organization
  • Example: Use a story of a randonneuring to showcase the success of your organization and inspire new members to join.

4. Multi-Channel Strategy

Definition: Utilize various platforms to reach your audience where they are most active.

  • Channels to Consider:
    • Social Media: Facebook, Instagram, YouTube for engagement and updates.
    • Email Marketing: Between Controls
    • Events: Visibility at community cycling events to engage directly.
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  • Example: Run a social media campaign that shares daily stories from randonneuring at least 3x/week consistently

5. Engaging Visuals

Definition: Use high-quality images, videos, and graphics to enhance our message and draw attention to Randonneurs USA

  • Tips:
    • Use before-and-after photos to show the impact of organization.
    • Create infographics to illustrate statistics about your cause.
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  • Example: A short video showcasing Randonneurs USA work can be powerful for social media and increasing engagement.

6. Call to Action (CTA)

Definition: Include clear and compelling calls to action throughout your campaign.

  • Examples of CTAs:
    • "Join Now"
    • "Volunteer Today"
    • "Sign Up for Our Newsletter"
    • “Bring along a Friend”
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  • Placement: Ensure CTAs are visible and repeated in various formats (website, social media posts, emails).

7. Budgeting and Resource Allocation

Definition: Plan

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Creating a marketing plan for Randonneurs USA involves a structured approach that outlines goals, strategies, and tactics to engage with current and potential members, promote events, and raise awareness about randonneuring. Here’s a comprehensive marketing plan outline tailored for Randonneurs USA:

Marketing Plan Outline for Randonneurs USA

1. Executive Summary

  • Brief Overview: Summarize the purpose of the marketing plan, key goals, and the overall strategy.
  • Mission Statement: Highlight the mission of Randonneurs USA and its commitment to promoting long-distance cycling.

2. Situation Analysis

  • SWOT Analysis:
    • Strengths: Established community, unique cycling events, experienced volunteers.
    • Weaknesses: Limited national visibility, reliance on volunteer efforts.
    • Opportunities: Growing interest in cycling, potential partnerships with bike shops and local clubs.
    • Threats: Competing cycling organizations, changing regulations affecting events.
  • Market Analysis:
    • Target Audience:
      • Demographics: Age (30-60), primarily male but increasing female participation, cycling enthusiasts.
      • Psychographics: Passion for cycling, outdoor lifestyle, interest in community events.
    • Competitor Analysis: Analyze competing cycling organizations or clubs and their marketing strategies.

3. Goals and Objectives

  • SMART Goals:
    • Increase Membership: Grow membership by 10% over the next year.
    • Event Participation: Achieve a 20% increase in participation in both calendared rides and permanents within 12 months.
    • Awareness: Boost social media engagement by 50% over nine months.

4. Target Audience Segmentation

  • Segments:
    • Current Members: Engage and retain existing members through events and communication.
    • Potential Members: Target new cyclists looking for community and structured rides.
    • Cycling Enthusiasts: Reach out to individuals interested in endurance sports.

5. Key Messages

  • Value Proposition:
    • "Join a community of passionate cyclists and experience the thrill of long-distance rides."
  • Emotional Appeal:
    • Share stories of personal journeys and achievements through randonneuring.

6. Marketing Strategies

  • Content Marketing:
    • Blog Posts: Regular articles on cycling tips, member stories, and event highlights.
    • Between Controls: internal
    • Instagram, Facebook, YouTube, SnapChat, Strava, Twitter, etc…