Sports Marketing Campaign

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    2. ExecutiveSummary

    OverviewPresentedinthisdocumentisthestrategicmarketingplanfortheRapidCityMustangsMinorLeagueBaseballTeam.Thisdocumentisdesignedtoinformthemarketingteam,graphicsteamandpromotionsteamonhowthisMinor-LeagueBaseballfranchisewillfulfillitsgoals,allwhilelivinguptothefranchisesmission.Section3&4Inthisdocument,youwilllearnabouttheRapidCityMustangsMinorLeagueBaseballorganizationandyouwillgainanin-depthunderstandingofthefranchisesmissionandvision.Withintheorganization,youwilllookateachdepartmentthatisthebreadandbutteroftheRapidCityMustangs.Youwillgetaglimpseinthestrengthsandweaknessesoforganization.Thenwewillbetakingalookintotheopportunitiesandthreatsthatarepresentedtothefranchise.Section5&6Theplanningprocesswillcoversecondarymarketresearch,willlookatthehistoryofbaseballasapopularsportinAmerica,andwilllookattheothercompetitionwithintheRapidCity,SouthDakotamarket.TheRapidCityMustangstargetaudienceislaidoutinclearterms,illustratedbyanalyzingtheaudiencebybreakingtheaudienceintoMosaicgroups.Section7TheRapidCityMustangsMinorLeagueBaseballteamisaproductwithinalargerindustry.Theproductisbrokendownintofeaturesandbenefitsthattheteamandtheorganizationcanbringtotheirtargetaudience.Lookingathowthecompanywillpositiontheproducttotheirtargetmarket,theperceptionoftheproductthatthetargetaudiencehasoftheRapidCityMustangsandexamplesofthecompanyssloganandtagline.Thissectionwillillustratehowthefranchisewillbrandtheteam/productandpresentyouwithvisualsoftheteamsbrandmark.AlsoinSection7wewillbreakdowntheticketpricingforgames;breakingintoseasontickets,one-gamepricing,etc.Asidefromtheticketprices,thesectionwillalsodisplaythetypesofmerchandisethatwillbesoldatbaseballgames,in-storesandonline.Thedistributionstrategyisdescribedingreaterdetailtoallthereadertounderstandhowtheorganizationwillgettheircustomerstheproduct.Anin-depthdescriptionoftheballpark,theballparkfeaturesandbenefits,thetypesofmediathatwillbeusedtobroadcastandpromotetheRapidCityMustangs.Awaygamepromotionswillbecoveredduringthissection.

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    Thedocumentwillcoverthepromotionalstrategy,advertisingstrategyandsalespromotionalstrategiesfortheRapidCityMustangs.Thesesectionswillcoverdifferentformsofmarketingthatthefranchiseutilizestomarkettheircompanyandsponsorshipinformation.TheendofSection7coversthewaysinwhichpublicrelationswillbeutilized,directmarketing,directsellingandvariousInternetactivitiesthatwillbeusedtopublicizetheRapidCityMustangs.Section8ClearmarketingobjectivesarespeltoutinSection8.Revenueinflowsandoutflowswillbeaddressedintherestofthissection.

    3. YourOrganization3.1. MissionStatement

    TheRapidCityMustangsarededicatedtoprovidingthespiritofAmericaspastimewithintegrity,family-orientatedfun,andauniqueexperienceforallcommunitymembersandfansaroundthesportofbaseball.

    3.2. VisionStatementTheRapidCityMustangsaspiretokeepthegenuinespiritofAmericaspastimealivewhilebecomingatop-tierMinorLeagueBaseballorganizationinthenation.Indoingso,wehopetocreateamemorablebaseballexperienceeverytimeafanentersourballpark.

    3.3. BreakdownofMarketingDepartmentTasks3.3.1. AdvertisingSales

    Advertisementforthestadium Signage Brochures Tickets Clubsuites Giveaways Vendors

    Controlswhomwewantadvertisedatthestadium Workdirectlywithclientsandpotentialadvertisers Calculatepotentialpricesforclientsandadvertisingneeds Negotiatepotentialpartnerships

    3.3.2. Promotions/PublicRelationsDept.

    Responsibleforbuildingrelationshipsbetweenthepublicandourorganization

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    Relayapositiveimageandmessageofourteamtothecommunityandsurroundingarea

    Createdifferentpromotionstobeimplementedwithinourballpark

    Createengagingandmemorableexperiencesforfansandcommunitymembers

    3.3.3. TicketsSales

    PrimaryTask:Sellseasontickets,singlegameticketsandgrouptickets

    Spendamajorityoftimeonthephonesellingticketstocustomers

    Manageticketsalesappointments,todiscussticketpackageandavailability

    Hostarenatourstoensurethesaleofticketpackages Membersoftheticketsalesteamwillcontinuetoselltickets

    duringtheoffseason Theticketsalesteamwillparticipatesinallpromotionalsales

    eventsthroughouttheentireyear

    3.3.4. Merchandise Createteammerchandise;logosandproductdesigns Calculatethemarkupandprofitforthemerchandise Conductindustryandcustomerresearchusingdemographic

    searchtool(Simmons,DemographicsNow)tofullyunderstandourtargetaudience

    Determinemarketingmixformerchandise Workwithmanufacturerstoproduceourmerchandise Monitorthetrendsofmerchandisesales

    3.3.5. Branding

    BrandingDepartmentissolelyinchargeofmakingsurethatallmarketinginitiativesalignwithourparticularbrand

    Continuouslymonitorthetrendswithinthemarketplace;ensurethattheRapidCityMustangsbrandresonateswithinthetargetmarket

    Conductresearchofbusinesstrendsandmarketcompetition Organizefocusgroupstounveilconsumerinsightsofourproduct MarketresearchgatheredispresentedtotheMarketing

    Department;affectingadvertising,pricinginitiatives,logodesign,packaging,etc.

    CollaboratewiththeMarketingDepartmenttocreatestrategicmarketingplanstofurtherexcelmarketingefforts

    ROI(returnoninvestment)isreportedbythisteamtoimproveallfuturemarketingcampaigns

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    Monitorallconsumerrelationstoguaranteeourcustomersperceiveourbrandasoneofthehighestperformersinourindustry

    4. SWOTAnalysis

    4.1. SWOT

    Strengths

    OurentityhastheabilitytodrawacrowdtoaMinorLeaguebaseballgame

    TheonlyMinorLeagueBaseballteamintheGreaterRapidCity,SouthDakotaarea

    Ourbrandingisaestheticallypleasingandengaging Ourentityactivelyengageswiththecommunitythroughvolunteer

    opportunities,merchandisesigningevents,andcharitablemonetarydonations

    SecondlargestcityinSouthDakota.67,956people,28,586households,and16,957familiesresidinginthecity

    o 29.9%ofthehouseholdshavechildrenundertheageof18 Post22AmericanLegionbaseballisthemostsuccessfulofSouth

    Dakotassportsprograms BringcommunitypridetoRapidCity Bringingbackthegameofbaseballtothecommunity/truehometown

    prideandhonor Ticketstothegameareincomparablepricerangeofmonumentsin

    area Largetouristtown

    Weaknesses

    ThelocationofSouthDakotamakesitdifficultforout-of-stateteamstocompeteagainstourteam.

    Thelackofdiscretionaryincome,withinthepresentAmericanhouseholds,hasfallen.Familieshavealimitedamountofmoneytospendonleisurelyactivities.

    SinceSouthDakotaisinaremotelocationitmaybechallengingtokeepaconsistenceinticketsales

    Opportunities

    Engagefansandcommunitymembersthroughappealingmarketinginitiatives

    Becometheleadingcharitableentityinthecommunity

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    TheamountoftouristtrafficinthecityofRapidCity,SouthDakotahasthepotentialtoconverttravelerstoloyalMustangfans

    Theareaisaverygenuineandpatrioticlocation.Verygoodopportunityforspecialgamenights.

    Manygreatlocationstoplacethepark Opportunityforgiveawayswithticketstomonumentsinthearea

    Threats

    MinorLeagueBaseball,asawholeintheUnitedStates,hastocompeteagainstgrowingsports.SportsthataregrowingintheUnitedStatesaresoccerandbasketball.

    Therearemanytouristattractionswithintheareaforpeopletopickwhendecidingiftheywanttomaketimeforourgame.

    Anotherminorleagueteaminthearea(Hockey) Touristsmaynotcaretowatchaminorleagueteamfromastatethey

    dontlivein Touristsmaynotleaveenoughtimetovisitaminorleaguegame TouristsmaynotevenactuallycometoRapidCityduringtheretime

    visitingnationalmonuments Oncetouristseasonendsmaynothaveasmanyvisitors

    4.2. IDtheMainIssuesFacingYourEntity

    Themainissuesfacingourentityarethelocationofourcityordinates.RapidCity,SouthDakotaisahightraffictouristdestination,whichmakesitchallengingtoengageeachandeveryindividualwhocomestoourgreatcity.Bynotknowwhowillbevisitingourlocationwedonthavedemographicstocreateatargetmarketfortourists.Ourentitydoesnthavethedataweneedinordertounderstandalargerportionofourmarket.ManytouristsdonotcometoRapidCityforabaseballgame.Thehighesttraffictouristattractionsnearourstadiumincludenumerousnationalmonumentsandotherhistoricalsights.Ourentityslocation,intermsofgeologicalbarriersandpopulationdensity,isdeemedisolated.

    5. PlanningProcess5.1. SecondaryMarketingResearch

    5.1.1. HistoryofBaseballinyourmarketGeneralHistoryTheCityofRapidCity,SouthDakotawasfoundedin1874whenagroupofmenyearningforgolddecidedtoestablishasettlementinthepresentdayRapidCitycoordinates.Assettlersstartedtolaydownrootswithinthesmallsettlement,thescopeoftradesstartedtogrow;lumbering,farming,etc.Thecitygotitsnamefromthespring-fedRapidCreekthatrunsthroughthecity.

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    HistoryofbaseballwithinRapidCityOneofthefirstbaseballteamsintheareaofSouthDakotawastheBasinLeague.Theleaguewascreatedin1953tobringentertainmenttofansandtheopportunityforlocalcommunitymemberstoplaythegame.Itwasaminorleagueteamthatbroughtseveralstarstofameintheirbaseballcareer.Theywereasummerleaguethatplayedfor21seasonsintheSouthDakotaarea.Theteamwasveryshortlivedandfadedawayasmoneybecameabigissueandthemajorleaguesdrewinmorepeople.Thelittleminorleaguejustcouldntsurvivewithnotenoughfinancialsupportcomingtotheteam.AstimehasgoneontheloveofbaseballhasreturnedtotheSouthDakotaarea.TheynowhaveafewJuniorLeaguebaseballteams(LegionBaseball)likePost22andPost320,alongwithsomecollegeteamslikeTheUniversityofSiouxFalls.TheUniversityisamong36otherHighSchoolsthroughD-IIIbaseballteamsspreadacrossSouthDakota.IntermsofaMinorLeagueBaseballteam,SouthDakotawasthehometotheBlackHillsBaseballLeaguein1892.ThefourcitiesthatplayedintheleagueweretheDeadwood,FortMeade,HotSpringsandLeadCity.Allfourcitiesareontheextremeleftsideofthestate.TraditionThetraditionwithinRapidCityisoneofpristinewildlife,historicallandmarks,andasenseofindividuality.ComingtoRapidCityisanexperiencethatnotmanypeopleoutsideofthecommunityfullyunderstand.CommunityPrideRapidCitypridesthemselvesonbeinganawesometouristicc