Random Sports Fact of the Day!

A bowling pin only needs to tilt 7.5 degrees to fall down.

The Marketing Plan Each event/sport, should have a

marketing plan, an outline of what will happen for the event/season.

Format Title Page Table of contents Schedule of events

Summary of previous season, results Ticket Sales, hi, low, comparisons with other

schools.

Overview of upcoming season

6 Steps of a Marketing Plan

1. Executive Summary 2. Situation (SWOT) Analysis3. Marketing Goals & Objectives4. Marketing Strategies5. Implementation6. Evaluation

Marketing Plan 1. Executive Summary (Overview)

Atmosphere you will create, ticket sales, positive observations as well as challenges

2. SWOT Analysis 3. Marketing goals and Objectives

Actual #’s rather than percentages 4. Marketing Strategies

Identify primary and secondary target markets

Marketing Plan

5. Implementation Specifics on how you will accomplish goals. Methods of selling, how you will get coach and

team involved. Student Sales teams, other clubs to increase

attendance. Promotions-Pre-game, in-game, single

game, season long, theme nights, and premium items

Advertising Plan-What media will you use, when will ads be placed, Cross-Promote with other teams, Flyers, signs, press-releases, publicity, etc.

Marketing plan cont.

Evaluation How will you Measure Success List factors and expectations

SWOT Analysis A study of

Strengths Weaknesses Opportunities Threats

Helps align a business and its employees to organize the factors that influence its success

Provides focus for the many steps in your sponsorship plan

Each element has internal and external aspects

Internal Factors Strengths (S)

Qualities that give a business a competitive advantage. In the past as well as present

Talented, well-trained employees

Quality workmanship

Excellent service record

Weaknesses (W) Qualities that

give a business a competitive disadvantage. Past or present status. Perception is key (what is factual/fictional)

Poor service record

Inexperienced workers

Poor-quality goods

External Factors

Opportunities (O) Features or events

that could benefit the business. Can be accomplished now, or in the short-term future.

Unfulfilled customer needs

New technologies

Threats (T) Features or

events that could damage the business

Shift in consumer tastes

Emergence of substitute products/services

Increased barriers

Successful SWOT Analysis Be realistic It should distinguish between where you are today,

and where you want to be in the future. Should be specific. Avoid grey areas. Comparative…(better or worse than your competition) Avoid complexity and over analysis (K.I.S.S)

SWOT Analysis Chart Starbucks Kingston Leisure Center Mallards

Kingston Leisure Center SWOT Analysis

Strengths 1, 2, 10, 13, 14

Weaknesses 2, 4, 11

Opportunities 3, 5, 8, 9, 10, 12

Threats 6, 7

Madison Overture Center

Goals and Pricing

Setting goals for ticket sales and attendance, but also for increases for categories of tickets

A chart showing last season’s purchases at each ticket level as well as the goals for the upcoming season.

Pricing for HS is general admission but at college and professional, they all have levels.

Goals and pricing

Develop a chart as followsSingle Game Prices Adult Student YouthUpper Bowl $4 $3 $2Red Zone $6 $5 $4Black Zone $8 $7 $6VIP Section $10 $9 $8Season TicketsUpper Bowl $65 $49 $33Red Zone $98 $81 $65Black Zone $130 $114 $97VIP $162 $146 $130

Ticket Sales Strategy

Goal: Sell out all games Fan Support Visiting Team-(Brewers/Cubs) (Bucks-Heat) Choosing Day of the Game Time of Season – NBA on TV?

#1 way, season tickets

Season Tickets

Mini-Plans Ten pack plus Adding great games to a mini-package

Group Sales Increasing attendance at HS

Booster Club calls Send out package to: letter from coach,

season brochure, special promotion outline, activities and a postage-paid mail-back envelope.

Increasing attendance

Having the coaches and players make personal calls

Door-to-Door by the team Select-A-Seat Sales Teams

10 tickets sold – key chain 11-20 -T-Shirt 21-30 -Sweatshirt Etc.

Promotions

Trivia Questions Sports, school, community, music, etc.

Dirtiest Car in the parking lot Winner of a free car wash

T-Shirt Toss For every three, or every spike or ace.

Promotions

Theme Nights V-Day

Box of chocolates if make a Free-Throw. Three Legged race, blindfold basketball

(couples events) Play sappy love songs Contest for best “Broken Heart” story

Premium items

Event-by-Event Summary

Date of Event: Start time: Opponent: Sponsor: Theme for night: Pre-game activities: National Anthem performer:

Game Ball Delivery:

Honorary Captain:

Ball boy/girl Band: Groups in

attendance: Game Break

activities: Halftime

activities: Post game

Activities: