Goal: Increase public awareness of and membership in Jaguar Clubs of North America, an international organization with 5,000 members in 49 local affiliate clubs in the United States, Canada and Mexico.

Objectives:

• Increase overall awareness of JCNA programs, participation in cultural and charitable events
• Highlight JCNA website and its features that are available to members. Encourage participation in and feedback about the site
• Increase membership through a new-member campaign that extends to all JCNA affiliates.
• Reinforce JCNA’s mission and vision statements as adopted by the board of directors in March 1994.

Target:

• Owners of new, classic and antique Jaguars
• Jaguar dealerships
• Auto enthusiast publications, such as Hemmings, Car & Driver, Motor Trend, etc.
• Past club members who have become inactive.

Strategy:

• The main strategy of this plan focuses on member communications and direct mail to enhance membership.
• For increasing public awareness of JCNA, paid advertising and use of the news media through distribution of press kits and press releases are essential tools. Also, JCNA needs to become more visual through sponsorship of informational booths at regional vintage grand prix events, British Car Day events and other car-related activities as determined by JCNA affiliates.
• Continue sponsorship of the “Passport to Service” program with Jaguar Cars. Provide dealerships with copies of JCNA press kit (containing local club’s information) to give to new-car buyers.
• Strengthen the organization’s bi-monthly publication, Jaguar Journal, by providing technical information, club news, classified ads and features to its editorial staff.
• Create public awareness of JCNA-sanctioned events, including Concours d’Elegance, Slalom competitions and Rallies in cities in which they are held to encourage attendance and support.

Adapt this communications plan to meet other specific needs.

Posted 3/28/2002