Description
Strategic Marketing Plan Draft #2Continue working on your strategic sport marketing plan. Turn in a, updated draft of your plan with the new highlighted portions of the template addressed. From Weeks 5, 6, and 7Address your combined and targeted segments.Address methods for social and digital media engagement.Include your references from the census and methods of reaching your market segments. From Week 8Consider purpose branding and creating a product perfectly tailored to fulfilling the consumers needs. Use the following template (updated):
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Strategic Sport Marketing Plan Title
Author Name(s), First M. Last, Omit Titles and Degrees
Institutional Affiliation(s)
Author Note
Include any grant/funding information and a complete correspondence address.
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Strategic Sport Marketing Plan
Briefly describe the sport organization, event or product, and an overview of the
marketing plan.
Scan and Analyze the Market and the Organization (1)
External and Internal Analysis
Consider each of the Forces in the marketplace (competition, buyers, suppliers, new
entrants, substitutes). (Porter’s Five Forces Model)
Consider performing a SWOT analysis for the organization.
Incorporate discussion of your competitive advantages.
Market Research: Major Market Opportunities
Data supporting market opportunities.
Consider utilizing the Black Box Stimulus Response Model to examine external factors
influencing consumer behavior.
Clarify Strategic Vision, Set Goals and Objectives (2)
Vision
Details the vision of the organization.
Mission
Detail the mission of the organization.
Values
Details the values that guide the organization.
Market Research: Consumer Analysis
Describe the specifics of the market demographics, segments, and combined-targeted
consumer groups.
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Performance Benchmarks Smart Goals.
Detail the market demographics, segment, and targeted consumer group.
How will these groups be reached?
What are realistic goals for reaching these groups?
How do your promotions reach your target market?
How do your promotions influence your target market?
Describe how each promotional element will be managed and evaluated.
Key performance indicators.
Goals
Detail the broad marketing goals of the organization.
Objectives
Detail the strategic, focused objectives of the organization.
Development of Tactical Alternatives (3)
Ticketing, Marketing, Sales and Service Plan
Describe the market segments and the target market.
Describe the customer values, beliefs and trusted sources.
Describe the methods data-based marketing methods and customer relationship
management methods.
Marketing Mix (Detail each element)
Product.
Describe the core product, extensions, life cycle stages.
Additional ways to add value: differentiation, positioning, purpose branding.
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Price.
Describe the means of capturing value for each product and extension.
Explain why how these price points were determined.
How will payments be taken?
Can the core product be free and still capture value?
Placement.
Describe where will the exchange take place: facility, venue, personnel, and processes.
Describe how will quality and service be delivered.
What are the delivery processes important to your market segment?
(social media)
Promotion.
Describe the promotional mix.
How will the selected method reach the target market?
Explain methods that will allow more value to be captured.
(You must select 2 or more promotional methods: the more detailed and
researched the promotional materials, the better.)
***Each item below must relate to the marketing mix and the target market.
Newspaper Advertising.
Cost and placement
**PROVIDE AN EXAMPLE
Email Advertising.
Describe accessibility of the database and how targeting/segmenting will be used.
**PROVIDE AN EXAMPLE
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Digital Advertising.
Google Ad: key words, placement
Website Ad: Contact information and cost for website representative.
Apple Location Ad.
**PROVIDE AN EXAMPLE
Paper Flyers.
Paper, printing, and distribution.
**PROVIDE AN EXAMPLE
Posters.
Paper, materials, messaging, and placement.
**PROVIDE AN EXAMPLE
Billboard Advertising.
Cost and visibility.
**PROVIDE AN EXAMPLE
Endorsement.
College athlete endorsement.
Influencer endorsement.
Why is this person suited to reach your target market?
**PROVIDE AN EXAMPLE
Social Media Posting
Describe the content and control of the messaging. (Positioning / Branding)
How will the posting be targeted to reach the market: hashtags, virality, platform?
What user data was researched? (Why Instagram versus Facebook?)
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Explain how the posting itself will be promoted.
**PROVIDE AN EXAMPLE (make the actual TikTok)
Personal Selling.
Describe the salesforce: paid, volunteer, college graduate students seeking credit.
What questions will be used to understand wants/needs?
Provide a script to fill needs.
How will the salesforce be trained?
**PROVIDE AN EXAMPLE
Sale Promotional Materials.
Describe any sale promotions and the materials to introduce such promotion.
Choose the format from above.
Public Relations.
Describe possible press release and/or public relations correspondence.
Describe communications strategy with strategic stakeholder groups?
What messages will maintain brand positioning?
How will public relations consistently influence the product’s position?
Integrating the Marketing Plan into the Broader Organizational Strategy (4)
Implementation, Coordination, and Adjustment
Describe the current state of the organizational brand.
Detail the brand equity of the organization.
Describe the marketing mix integration fits into the larger organization and the brand.
How will organizational resources and competitive advantages best be utilized?
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Control and Evaluation (5)
How will the use of the Importance-Performance Analysis (I-PA) model inform control
and evaluation of the marketing plan.
Customer Service Data Collection.
Detail a data collection instrument during the campaign.
Detail a data collection instrument after purchase or once the event concludes.
How will the promotions be adjusted if targets are met or unmet?
Expected Return on Investment
Outline the projected revenue versus the costs.
Describe intangible returns.
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References
Market Research References (minimum of 8)
Dees, W., Walsh, P., McEvoy, C. D., McKelvey, S., Mullin, B. J., Hardy, S., & Sutton, W. A.
(2022). Sport marketing. Fifth edition. Champaign, IL, Human Kinetics.
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Figures of Promotional Materials.
Figure 1. Include all figures in their own section, following references (and footnotes and tables,
if applicable). Include a numbered caption for each figure. Use the Table/Figure style for easy
spacing between figure and caption. Post paper and digital still advertisements and promotions
here.
Figure 2. Post a link to video advertisements produced by your groupmates.
For more information about all elements of APA formatting, please consult the APA Style
Manual, 6th Edition.
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