STRATEGY & MARKETING PROPOSAL
Soccer Tournament in Las Vegas
BUSINESS PROPOSAL
…. Route to a successful event: Page
1. Jonathan Donado 3
2. Tournament Overview & Objective 5
2. Value Proposition 7
3. Scope of Work 42
4. Fees 43
5. Contact Info 44
Property of Jonathan Donado - All Rights Reserved 2
15
Jonathan Donado Bilingual senior general management &
business development executive with expertise in B2C and B2B services business.
MBA – IESE; Senior Executive Fellow – Harvard University
Business Expertise: • Business Strategy • Consultancy • Project & Event Management • Digital Marketing • Client Management • Communications • Customer Experience • Insight Analysis • Market Awareness • Pricing Services • ROI
3
OVERVIEW: The Soccer Tournament
Tournament: - National Amateur Soccer Event
- 21-40 year old male / female - 8-player teams - Revenue sources: player fees, sponsorship, other
- Location : Las Vegas - Dates: November 2016 - Organized by Sportivo
Property of Jonathan Donado - All Rights Reserved 5
OBJECTIVE: My Business Proposal
End Goal: To make the soccer tournament a success in terms of Revenue Generation, Branding, and Player Participation/Spectators
6 Property of Jonathan Donado - All Rights Reserved
MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
7 Property of Jonathan Donado - All Rights Reserved
MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
8 Property of Jonathan Donado - All Rights Reserved
STRATEGY:
A strategy will tailor Sportivo’s messages and put the right mix of marketing approaches in place so that we bring our sales and marketing activities together effectively in an effective marketing plan.
1
9 Property of Jonathan Donado - All Rights Reserved
STRATEGY:
The key for a successful promotion of the soccer event is a combination of 3 drivers: 1. Target market: Create a “Buyer Persona” for a
1. Soccer Player 2. Spectator 3. Local Sponsor
2. Identify Target Market: Geography / Affiliations/ Age 3. Segment Market to define “ACTION PLAN” 4. Revenue/Business Model Creation & Measurement Results
1
10 Property of Jonathan Donado - All Rights Reserved
STRATEGY: Set a path for success
The key for a successful promotion of the soccer event is a combination of 3 drivers:
1
Unaware Aware
Informed Interested
Desire to Play Intend to Play
Signs to Play A PLAYER
11 Property of Jonathan Donado - All Rights Reserved
MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
12 Property of Jonathan Donado - All Rights Reserved
PLANNING:
• PLAYER OUTREACH • SOCCER EVENT: - Promotion - Advertising / Direct Marketing - Public Relations • SPONSORSHIP: - Local - National
2
13 Property of Jonathan Donado - All Rights Reserved
PLAYER OUTREACH:
PLAYER PERSONA: - 300 miles outreach to - Southern California - Target Hispanic & White / < 40 year old players - Promote “tournament + a Las Vegas experience”
2
14 Property of Jonathan Donado - All Rights Reserved
Soccer Event Promotion:
The key for a successful promotion of the soccer event is a combination of 3 drivers: 1. Digital Communication: Create a tightly knit social soccer fan & event community and engage with them - Social media campaign - Web & Content Management 2. Public Relations: - Engage local PR firm in Las Vegas during September & October 3. Creative Segment: - “Do something extraordinary and make it ordinary”: Out-of-the
box initiative
2
15 Property of Jonathan Donado - All Rights Reserved
Event Promotion:
Create a tightly knit social soccer event community and engage with influencers in Social Media
2
16 Property of Jonathan Donado - All Rights Reserved Source: Neil Patel
Event Promotion:
Social Media & targeted advertising are top initiatives for a successful campaign
2
17 Property of Jonathan Donado - All Rights Reserved Source: Neil Patel
Event Promotion: 2
18 Property of Jonathan Donado - All Rights Reserved Source: wrightsprintingandmarketing.com
Event Promotion: 2
19 Property of Jonathan Donado - All Rights Reserved Source: wrightsprintingandmarketing.com
Event Promotion: 2
20 Property of Jonathan Donado - All Rights Reserved
Source: http://marketing.codes/
Event Promotion:
1. Digital Communication - Social media campaigns - 1. FACEBOOK:
- Create fan page - Engagement + postings
- 2. TWITTER: - Create event page - Broadcast Tweets
2
21 Property of Jonathan Donado - All Rights Reserved
Event Promotion:
1. Digital Communication - Social media campaign - 3. YOUTUBE:
- Create a channel for Promotional videos - Invite soccer teams to post own videos to create views and
content sharing
- 4. Instagram: - Have teams share pictures and game pictures
2
22 Property of Jonathan Donado - All Rights Reserved
Event Promotion: 1. Digital Communication - Social media campaign - 3. BLOGS
- Provide editorial content to Soccer magazines and websites like SoccerWire.com, etc 4. Website for Soccer Event: - Generate content / event details and redirect social media content from platforms
2
23 Property of Jonathan Donado - All Rights Reserved
ADVERTISING:
Concentrate all Advertising through Facebook as it is highly targeted and successful
2
24 Property of Jonathan Donado - All Rights Reserved Source: Neil Patel
Facebook has the best ROI
2
25 Property of Jonathan Donado - All Rights Reserved Source: Neil Patel
ADVERTISING:
HOW ? WHAT ARE THE SOURCES
OF REVENUE?
EXECUTION: Let’s make $$$ 2
26 Property of Jonathan Donado - All Rights Reserved
REVENUE SOURCES for Sportivo: 2
Players Fees
• Team & Player Registrations
On-site Sales
• Merchandise
• Betting
• Supermarket
• Silent Auction
• Vendors
Sponsors
• Digital
• On-site: banners/
• Branding clothing
27 Property of Jonathan Donado - All Rights Reserved
REVENUE SOURCES: 2
Sponsors
Players Fees
Overall Costs / Overhead
Vendors / On-Site Sales
$
Time 28 Property of Jonathan Donado - All Rights Reserved
REVENUE SOURCES:
1. Players Fees: Should cover overall operative expenses 2. Additional revenues shall be the Profit for the event
1. On-site Vendors: rent table/ stall/ booths / branding 2. Sponsors: insurance, contractors, local vendors, etc
Create Silver + Gold + Platinum Packages based on space/ visibility and content
2
29 Property of Jonathan Donado - All Rights Reserved
REVENUE SOURCES:
3. Miscellaneous Sources of Revenue: Players & Spectators - Silent Auction - Raffle - VIP Lounge for Premium Players - Sportivo’s Supermarket:
- Exclusive items: Christmas items - Merchandising / Soccer wear - Souvenirs
Property of Jonathan Donado - All Rights Reseved
2
30
MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
31 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
A Combination of soccer + fun + entertainment
HOW?
3
32 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience” 1. SOCCER TOURNAMENT OPERATIONS: Key Factors for a well
organized event
3
• Access/ Logistics
• Timing of events Organization
• Field/ Installations
• Support equipment Venue
33 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
1. SOCCER TOURNAMENT LOGISTICS: - Hotel Partnerships - Limousine / Bus Transportation
3
34 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
1. SOCCER TOURNAMENT OPERATIONS: Also, to minimize resources and cost, sign up Volunteers
3
35 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
2. SOME IDEAS to make it FUN + ENTERTAINING:
Guinness World Record Create a new record in terms of kicks, players It is a great selling tool to make it “special” and it makes it memorable
3
36 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Casino-yes tournament: Betting for $$ - Winning team / Lead Score Player - Another source of Revenues for Sportivo
3
37 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Poker-Night for Players
3
38 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Players Games
3
39 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Kids Soccer Clinic (to attract families)
3
40 Property of Jonathan Donado - All Rights Reserved
EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Hostesses + Cheerleaders/Models
3
41 Property of Jonathan Donado - All Rights Reserved
SCOPE OF WORK:
42 Property of Jonathan Donado - All Rights Reserved
• Create “Buyer Persona”
• Identify Target Market
• Revenue Model
STRATEGY
• Digital Marketing Plan/Social Media
• Coordinate Sponsor Outreach & Create Sponsorship Packages
• Coordinate PR efforts
PLANNING • Define & Create Ideas to
make a “memorable” event
• Logistics / Organization
• Third Parties and Vendor outreach
EXECUTION
FEES:
43 Property of Jonathan Donado - All Rights Reserved
Fee $1,500 $1,500 $1,500 Duration: 9 weeks
Budget: $11,550
$1,250 $1,250 $1,250
$1,100 $1,100 $1,100
$1,000
Week 1 2 3 4 5 6 7 8 9 ~ X
15
- Thank you -
Linkedin.com/in/jonathandonado
www.branded.me/jonathandonado
twitter.com/donadosays
Jonathan Donado