Whitecaps FC Communications Plan
Objective:
Increase participation in the Whitecaps FC First Goals program. First Goals provides free soccer training to underserved youth while showing the club’s commitment to community inclusion and growth.
1. Key Messages:
- Whitecaps FC is dedicated to providing underserved communities with access to soccer.
- First Goals offers free soccer training to youth who lack access to organized programs.
- The Indigenous Soccer Programs promote diversity and inclusion by partnering with Indigenous communities.
- Whitecaps FC believes in using sports to enhance unity and personal growth.
2. Target Audience:
- Youth and families – those in underserved or Indigenous communities.
- Community organizations – Schools, youth centers, and Indigenous groups.
- Soccer fans – Engaging existing Whitecaps supporters to amplify the initiative.
- Media and influencers – Sports journalists and local influencers to increase coverage.
3. Channels and Tactics:
Social Media:
- Series of Instagram and TikTok videos featuring players coaching at the clinics.
- Stories and reels showcasing youth participation and success stories.
Email Marketing:
- Newsletter updates showing clinic schedules and testimonials from past and present participants.
Press Release:
- Announce new clinic dates and partnerships with Indigenous communities.
Community Engagement:
- Player meet-and-greets at local schools and youth centers.
- Open training sessions where youth can engage with Whitecaps players.
Website and Blog:
- Create a dedicated section on the Whitecaps FC website highlighting the clinics’ impact.
- Feature participant success stories and quotes from coaches and players.
4. Proposed Evaluation Methods:
- Social Media Engagement: Monitor likes, comments, shares, and hashtag use.
- Participation Rates: Monitor registration and attendance numbers for clinics.
- Media Coverage: Measure the number of press mentions and reach of media coverage.
- Community Feedback: Collect surveys from participants and community partners.