Sports and Entertainment Marketing

 A formal, written document that directs a company’s activities for a specific period of time  Outlines the goals and objectives and how the business plans to achieve them

 Provides a “road map” for how a product will enter the market, be advertised, and sold  Helps monitor a company’s performance

 Assessment that list and analyzes the company’s strengths and weaknesses  Lists everything that can foster success or lead to failure of a business

 Both are internal factors that affect business operation  Centers around the 3 C’s  Company – what does the company do well, where does it struggle, and the 5 P’s  Customers – who is the customer, how do they rate the quality  Competition – what is the market share, advantages and disadvantages over competition

 Both are external factors that affect business operation  Competition – What are they doing, changes in financial situation  Political Changes – government involvement (new laws and regulations)  Economic Factors – recession vs. prosperity  Socio-Cultural Factors – (demographics) diversity, health issues, current events  Technology – may help some industries but hurt others ex: digital photography

 Parts of a Marketing Plan  Executive Summary  Description of Company/Organization – situation analysis  Objectives  Schedule of Events – marketing strategies/implementation  Responsibility Sheet  Budget  Statement of Benefits – evaluation and control

 Brief overview of the entire plan  This should be written LAST  Can only be one page

 Explain company background  Take stock of where company has been  Where is it now – where is it headed  Discuss SWOT analysis here

 What will you accomplish?  Must be  Single minded  Specific  Realistic  Measurable  Have a time frame

 What is the time frame of your campaign?  Remember 1-3 months  How are you going to promote the campaign?  Special events – fashion shows, theme nights, etc.  Advertising – print, online, on TV  Display – in store signage, layout  Publicity – press releases, positive buzz

 Who is responsible for each aspect of the promotional plan?  Only focus on THIS campaign, not overall  Create a chart for this section  Include all aspects of the campaign

 How much will your plan cost?  Create a spreadsheet that includes ALL aspects of the campaign  Don’t leave anything out  Find realistic prices for what you want to do