Marketing Proposal: UC Irvine Men’s Volleyball Team Prepared by: Jill Kuenne Jena Laogi Devon McElvogue

UC Irvine Men’s Volleyball Currently ranked #1 in the Nation Coached by 2006 AVCA National Coach of the Year and 2008 Men’s Olympic Volleyball team assistant coach, John Speraw

Marketing Plan Goals To increase awareness of the success of UCI Men’s Volleyball team. To double attendance at all home games. To increase sponsorship opportunities. Utilize Men’s Volleyball’s record to market the team as a whole.

Strategic Analysis Internal Contingencies External Contingencies SWOT Strengths Weakness Opportunities Threats

Consumer Information Surveys/Interviews Observations Informal surveys were conducted UCI Students Community Members Observations Men’s Volleyball games at Bren Center Programs and marketing

Attendance Attendance declined slightly each year since 2006. As economy worsened, attendance dropped rapidly by 25%. Estimate double attendance for 2010 with marketing plan.

What does the Sports Consumer want? Information about the ‘product’ A relationship with the team (creating a reason to go to the game) An affordable and quality (fun!) product

Research Findings Respondent Marketing Perceptions Attendance None of the respondents knew the UCI Men’s Volleyball team was ranked #1 in the nation. Men’s Volleyball Marketing Exposure averaged 2.8 (on a scale of 1- 5). Attendance DOWN 25% from the 2007-2008 season to the 2008-2009 season.

Market Segmentation Strategies Two Major Untapped Markets Target 1 UCI Students Target 2 Irvine Community Members and Youth

Product Strategies Core Product: UCI men’s volleyball team Product Extensions: Merchandise, Food and beverages, Programs and Event Rallies Brand as UCI’s Powerhouse Team Increase Sponsorships

Pricing Strategies Students: - Free with student ID Community: - $9 General admission - $6 5-17years old - $25 Family 4 pack

Distribution Concepts & Strategies Students: - Campus Bookstore - Event booths on campus - 24hr UCI website access Community: - Recreation Centers - General admission (1 hr prior to event)

Promotional Plan STUDENTS: COMMUNITY: College radio (KUCI) & newspaper Ads Email blasts Campus marquee Campus booths Event rallies Big Game promotions “Starving Student Nights” “Holiday Matches” “Cheap Eats at the Bren” COMMUNITY: Radio & Newspaper Ads Newspaper coupons Recreation center High School game days “Youth Nights” “Family Nights” Peter the Anteater appearances at youth volleyball events

Corporate Sponsorships Gold Level Partnership In-N-Out Silver Level Edwards Theatres Navy Level Steelhead Brewery

Marketing Promo Marketing to UCI Student Community Pulls students in with “Offer” Markets team as Winners to instill school pride

Community Marketing Radio Commercial Irvine World News Creates a “tie-in” with the #1 fast food burger in the area (In-N-Out) Call for action Irvine World News Ad with a 2-for- 1 offer Article about Coach & team statistics, ranking, etc.

Community Marketing (cont.) “Youth Nights” Holiday Games “Family Nights” Peter the Anteater promo appearances @ Youth Volleyball Games

Goals & Results Double Attendance by 2010 Playoffs! Goals: Increase awareness of the success of the men’s volleyball team Market penetration Promote market and advertise Results: Double Attendance by 2010 Playoffs!

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