1. Chapter 9: Sports Marketing Plan & Careers Marketing Principles

2. Learning Targets: ● I can explain the purpose and function of a marketing plan. ● I can identify each element found in a marketing plan. ● I can identify different career and employment opportunities in sports marketing.

3. Section 9-1: The Marketing Plan

4. I.Why Write a Marketing Plan? Marketing Plan ● a written document that provides directions for the marketing activities of a company for a specific period of time. o Communicates the following:  Goals, Objectives, and Strategies

5. II. Elements of a Marketing Plan ● Executive Summary- an overview of the entire marketing plan. o briefly addresses each topic and provides explanation of the costs involved. o provides information to people outside the organization, especially investors.

6. II. Elements of a Marketing Plan ● Situation Analysis- a study of the internal and external factors that impact a marketing plan. o Internal factors- involves the company, its target marketing, current performance, and financial resources. o External factors- competitive, political, economic, regulatory, legal, technological, cultural, and industry trends.

7. II. Elements of a Marketing Plan ● Situation Analysis continued… o SWOT Analysis- study of four factors: Strengths, Weaknesses, Opportunities, and Threats.  See the graphic in your notes.

8. II. Elements of a Marketing Plan ● Objectives- let everyone know what needs to be accomplished by the marketing plan. o The objective must:  Be Simple (easy to understand)  Be Specific (one topic addressed per objective)  Be Reasonable (realistic and achievable)  Be Measurable (includes a away to evaluate it)  Contain a time frame (when the objective has to be reached)

9. II. Elements of a Marketing Plan ● Marketing Strategies- a method that identifies target markets to make marketing-mix decisions that focus on those target markets. o Goal = customer satisfaction o point-of-difference o target markets o Marketing Mix- Product, Price, Place, Promotion

10. II. Elements of a Marketing Plan ● Implementation- pulling the marketing plan into action. o Who is responsible for what? o Cost of each activity. o When will each part be executed? o Develop an organizational outline with schedule of activities, jobs, budget, and details of activities.

11. II. Elements of a Marketing Plan ● Evaluation and Control o (evaluation)review data, market share, brand- name recall, or any other area from the marketing plan objectives. o (control) take action to reduce the gap between planned and actual performance.

12. III. A Sample Marketing Plan ● Executive Summary ● Situation Analysis ● Marketing Goals/Objectives ● Marketing Strategies ● Implementation ● Evaluation and Control o Pg. 196-198

13. Section 9-2: Sports Marketing Careers

14. I.Overview of Sports Careers ●Sports industry includes: ○ sporting-goods companies ○ professional, college, and amateur sports teams and leagues ○ sports associations and organizations ○ all media ○ sports venues ○ sports agencies ○ fitness and recreation businesses ○ special sports events

15. I.Overview of Sports Careers ●You do not have to be an athlete to work in the sports industry. ●Businesses in the sports industry need the following personnel: ○ advertising ○ promotions ○ public relations ○ sales ○ finance ○ operations ○ administration ○ technology specialist ○ writers ○ lawyers ○ accountants

16. II. Sports Marketing Job Descriptions ●Sporting Goods ○ Sold in both retail outlets & wholesale outlets. ○ Manufactures, wholesalers, and retailers hire: ■ salespeople- gets the product out on the market ■ technical representatives- go to stores to train salespeople ○ Sporting-goods Manufacturers: ■ Nike, Reebok, Adidas, Wilson, Taylor Made ○ Sporting-goods Retailers: ■ Sports Authority, Champs, and Footlocker ○ Large sporting-goods and retail chains have their own marketing department: ■ copywriters, artists, media specialists, customer-service representatives, and public relations.

17. II. Sports Marketing Job Descriptions ●Professional and Collegiate Sports ○ Job titles include: ■ Season-ticket sales representative ■ Ticket services manager ■ Inside-sales associate ■ Corporate/ticket sales personnel ■ Account executive ■ Group-sales manager ■ Marketing coordinator ■ Director of marketing ■ Director of communications ■ Director of marketing, communications, and promotions

18. II. Sports Marketing Job Descriptions ●Sports Associations and Organizations ○ Major League Baseball (MBA) ○ National Basketball Association (NBA) Women’s National Basketball Association (WNBA) ○ National Football League (NFL) ○ National Hockey League (NHL) ○ Major League Soccer (MLS) ○ National Association for Stock Car Auto Racing (NASCAR) ○ Professional Golfers’ Association (PGA)

19. II. Sports Marketing Job Descriptions ●Government ○ College conferences- NCAA ○ AAU, Little League, Special Olympics- local and national organization branches ○ Professional Athletes have their own associations. Provides opportunities for jobs: ■ MLBPA (Major League Baseball Players’ Association) ■ NFLPA-NFL Players Inc (National Football League Players’ Association) ■ NBPA (National Basketball Players’ Association) ■ NHLPA (National Hockey League Players’ Association)

20. II. Sports Marketing Job Descriptions ●Broadcast, Online, and Print Media ○ Media coverage and treatment of sports are very extensive in the U.S. ■ ESPN: magazine, radio stations, tv stations, and a web- site. ■ Marketing writers- info about teams, events, player statistics, and organizations. ■ Sales personnel- selling advertising space or time. ■ Sports journalist, announcer, copywriter- excellent communication skills.

21. II. Sports Marketing Job Descriptions ●Sports Venues ○ facilities or locations, such as stadiums, arenas, or golf courses, where sporting events take place. ○ Logistics of each event are handled by staff who manage: ■ Ticket collection, security, maintenance, parking, vendors, and concessions. ●Sports Agencies ○ organizations that specialize in marketing and managing sports events, sports teams, and professional athletes.