Victory Junction
Gang Camp
Strategic Marketing Plan
Enlisting HEROES
for today and the future
Mission
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Ken Nash
PADM 7040
“The Victory Junction Gang Camp
(VJGC) enriches the lives of children
with chronic or life-threatening illnesses
by creating camping experiences that
are memorable, exciting, fun,
empowering, physically safe and
medically sound. These experiences are
provided free of charge to children and
their families.”
Victory Junction Gang Camp
Objectives
 BONDING
“Victory Junction is one place where chronically
ill children, who many times look and act
differently than their peers, can come and be just
like everyone else and not treated differently.”
 HOPE
“Children gain life-changing experiences to
sustain them in times of great stress and need.”
“Children gain the empowerment to do more for
themselves - be away from home for the first
time, or try something new without being afraid of
failing.”
 RESULTS
Measured at Victory Junction by the many smiles
seen on camper faces.
Ken Nash
PADM 7040
Victory Junction Gang Camp
Goals
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Ken Nash
PADM 7040
Serve up to 1,200 children for third
summer with 60 summer staff.
Sustain support for $3.5 to 4 million of
annual operating costs – all camp
programs are free to children and
families.
Apply donations to:
1. Keep camp open year-round as a
retreat center for families and children.
2. Set up an endowment that will ensure
the camp continues to operate year to
year.
Victory Junction Gang Camp
Organizational Culture
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Ken Nash
PADM 7040
Definitively mission-focused
Passionately customer-centered
Reflective of original founder’s vision
Uniquely blended with both corporate
and social service ideals – A product of
its parent association, the Hole in the
Wall Camp Association
Victory Junction Gang Camp
Publics to be Served
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Ken Nash
PADM 7040
Input Publics – Corporate, Foundation &
Individual donors and volunteers
Internal Publics – Management, Board of
Trustees, Staff & Volunteers
Partner Publics – Medical Hospitals,
Physicians and Health Organizations
Consuming Publics – Children & their
families
Victory Junction Gang Camp
Competition &
Environment
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Ken Nash
PADM 7040
Direct – A research study determined
that 230,000 chronically ill children live
within a five-hour radius of VJGC and no
similar facility exists in that area.
Direct – all summer camps within a 5
hour radius of VJGC
Indirect – Various “feel good” charities to
children with disabilities and lifethreatening diseases (e.g. Make a Wish
Foundation)
Victory Junction Gang Camp
Strengths &
Weaknesses
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Ken Nash
PADM 7040
Successful startup capital fundraising
campaign
Strong startup support from corporations,
individuals and foundations
Strong medical partnership base with
reputable regional university hospitals and
physicians
Strong volunteer base
Strong first 2 years of camp
No membership program
Need to establish perpetual giving base
Need to strengthen staff development
Need to further position branding image
Victory Junction Gang Camp
Threats & Opportunities
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Ken Nash
PADM 7040
Many Corporations and Individuals who
contributed to the Capital Campaign are
likely one-time donors
Significant donors from NASCAR, a
large source of funds support, are now
increasingly being upon to contribute to
other worthy charitable causes
Positioning and branding is essential for
future support and success
Approaching third year of operations –
enhance opportunities to refine programs
Victory Junction Gang Camp
Core Marketing Strategy
Specific Target Market #1
 Objective Behavior-Specific:
1. NASCAR Fan Base (User Status &
Loyalty Status)
2. Consumers of NASCAR corporate
sponsors (User Status, Usage Rate &
Loyalty Status)
3. Past donors to VJGC (Occasion &
Loyalty Status)
Ken Nash
PADM 7040
Victory Junction Gang Camp
Core Marketing Strategy
Specific Target Market #2
 Objective General
PRIZM Cluster Category – Towns and
Gowns:
Students in Colleges &
Universities throughout the
Carolinas & Virginia
Ken Nash
PADM 7040
Victory Junction Gang Camp
Core Marketing Strategy
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Competitive Market Position
1. Precontemplation – broaden outreach
and create interest in VJGC as a highly
reputable, medically professional and
charitable nonprofit accomplishing a
good, rewarding and exciting work.
Methods:
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Ken Nash
PADM 7040
Capitalize on Paul Newman partnership
Capitalize on corporate partnerships
Outreach campaign toward students with
social service and charitable work interests
Victory Junction Gang Camp
Core Marketing Strategy
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Competitive Market Position (cont’d)
2. Contemplation – build upon exposure
from Paul Newman & NASCAR and
further reveal accomplishments and
skilled staff and medical professionalism,
demonstrating the benefits and rewards
of providing “feel good” experiences.
Methods:
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Ken Nash
PADM 7040
Capitalize on partnership with highly
reputable medical professionals
Further convey the uniquely thrilling and
rewarding work of VJGC
Victory Junction Gang Camp
Core Marketing Strategy
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Competitive Market Position (cont’d)
3. Maintenance – establish ongoing
long-term relationship with the myriad of
initial and current donors and volunteers
Methods:
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Ken Nash
PADM 7040
Ongoing personal communication with all
previous and current donors and volunteers
Recognition given for all support
Membership offering with benefits and
privileges
Victory Junction Gang Camp
Core Marketing Strategy
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Marketing Mix (responding to customer
needs and wants):
• Benefits and Costs (offer and pricing)
Membership privileges for donors and
volunteers
•
Communications (promotion)
Personal correspondence & quarterly
member newsletter
•
Availability (distribution)
Offered through media adds, person-toperson outreach efforts
Ken Nash
PADM 7040
Victory Junction Gang Camp
Campaign Description
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HERO Campaign Program
Giving Hope, Empowerment &
Reassurance to One more child
• Membership Program (Offer
Modification)
•
Volunteer Development Training (Offer
Innovation)
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Ken Nash
PADM 7040
Two Tiered: 1) Donors & 2)
Volunteers
Emphasizes mission rewarding those
who are enriching the lives of children
Victory Junction Gang Camp
Campaign Description
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HERO Campaign Program (cont’d) #1
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Ken Nash
PADM 7040
Shares Objectives of Bonding, Hope
and Results (smiles) from children to
donors and volunteers
“Feel Your Heart Race” is a slogan
keyed toward the child, but will be
translated to the HERO who shares
funds or personal time
The Results Measure – Smiles Per
Hour – will be shared by camper and
HERO alike
Victory Junction Gang Camp
Campaign Description
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HERO Campaign Program (cont’d) #2
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Ken Nash
PADM 7040
DONORS:
Enlist as a HERO by financially
supporting a child to attend camp –
adoption type program
Give annual or monthly support for
that child
Receive correspondence about
“adopted” child and her/his
background and experience at VJGC
Victory Junction Gang Camp
Campaign Description

HERO Campaign Program (cont’d) #3
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Ken Nash
PADM 7040
DONORS:
Financial support levels for each child
provides for actual service cost per
child. Administrative Overhead and
indirect costs to be supported outside
of HERO program
HERO program gives donors a direct
connection to campers and gives
VJGC a recurrent base of support.
Victory Junction Gang Camp
Campaign Description
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HERO Campaign Program (cont’d) #4
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Ken Nash
PADM 7040
VOLUNTEERS:
Enlist as a HERO by committing to
give a full summer or “off-season” as
a camp counselor
Give time toward VJGC basic training
programs and camp volunteer time
Receive correspondence from VJGC
concerning prior volunteer/HERO
experiences & opportunities at VJGC
Victory Junction Gang Camp
Campaign Description

HERO Campaign Program (cont’d) #5
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Ken Nash
PADM 7040
Further Benefits
HERO is recognized in Annual Report
and given commemorative plaque
HERO quarterly newsletter updates
concerning VJGC events, human
interest stories and accomplishments.
HERO is given educational and
enriching information concerning
“adopted” child and disease-specific
conditions & treatments
Victory Junction Gang Camp
Campaign Description
HERO Campaign Program (cont’d) #6
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Method
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Ken Nash
PADM 7040
For Pre-contemplation and contemplation – current
TV adds will be updated and will offer information
concerning HERO program. Call toll-free for
information or go to VJGC website
For Maintenance, HERO program information will
be sent via personal correspondence to all current
and prior volunteers and donors encouraging
enrollment
For student recruitment, outreach (exhibits. etc.)
will be designated at regional colleges during
student fairs and sporting events. Student
HEROES will be utilized to staff these outreach
initiatives as part of their HERO commitment
Victory Junction Gang Camp
Campaign Description
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Ken Nash
PADM 7040
HERO Campaign Program (cont’d) #6
Purpose & Results
Establish long-term mutually rewarding
relationships with Input and Internal Publics
Encourage Consuming publics – children and their
families gain greater benefits
Further ensure financial support toward the annual
$3.5-4 Million needed to operate year-round
Aid and assist endowment
Develop strong training & development program
for volunteers to staff program year-round
Share the thrill and joy – Bonding, Hope and
Perpetual Smiles!
Victory Junction Gang Camp
Conclusion
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Ken Nash
PADM 7040
Victory Junction has a feasibly strong,
distinctive and motivating mission that
can be built upon by a strategic
marketing plan
The HERO program will serve to better
accomplish and extend that mission to all
customers
Sharing the true joy and thrill of giving
Hope, Empowerment and Reassurance
will become the impetus that will selfproliferate the HERO program
Victory Junction Gang Camp