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) Analysis 3. Marketing Goals & Objectives 4. Marketing Strategies 5. Implementation 6. 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 follows Single Game PricesAdultStudent Youth Upper Bowl$4$3$2 Red Zone$6$5$4 Black Zone$8$7$6 VIP Section$10$9$8 Season Tickets Upper Bowl$65$49$33 Red Zone$98$81$65 Black Zone$130$114$97 VIP$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 T-Shirt 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: