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Untitled
eCommSports Kit Curriculum Guide
Step 6 Supplement
Marketing Plan Template (Instructor Version)
(Note to teacher: The Student Version of this document does not include any of the information that appears in italics.)
Name of Your Company: ______________________________________________________________
Marketing Objectives:
This section of the plan should answer these questions:
What services will your company be providing during this project? Which school sports team will serve as your company’s client during this project? What will be the key benefits this team receives from your company’s services? How will you know if your company’s efforts on behalf of this team were successful? How will you accurately measure that success?
Our company will provide marketing and promotional services and assistance to the Lincoln High School Boys Varsity Basketball Team that will result in an increase in the number of people who attend the team’s home games during this year’s season.
Last season, average attendance, according to ticket sales receipts, was about 250 people per game. Our company’s goal is to increase average attendance to 350 people per game, an increase of 40%.
Target Market Definition:
This section of your plan should answer these questions:
We will direct our efforts towards the following groups of people:
Students in our school - (list quantity) Staff in our school - (list quantity) Students and staff of all other schools in our community - (list approximate quantity) People living in our community/school district - (list total population)
Marketing Strategies to Be Used:
This section of your plan should answer these questions:
We will build greater awareness of the team among the target market. We will actively promote and make it easier than ever for the target market to find out the times, date, and location of each game. We will plan and promote special fan participation activities and contests to provide people with additional incentives for attending the games.
Resources and Techniques Used to Implement Marketing Strategies:
This section of your plan should describe in more detail the specific marketing, promotional, and publicity efforts your company intends to carry out.
We will design, create, and maintain an official eCommSports Web site for the team and use the site as our primary means of communicating with our marketplace. A site plan will be attached to this Business Plan at a later date. We will create inserts for our school’s morning announcements that remind students and staff of game dates, report game results, promote special events and activities and drive traffic to the Web site on a school-wide basis. As appropriate, similar announcements will be distributed to other school buildings. We will write and distribute press releases and letters to the editor describing this project, promoting the team, and driving traffic to the Web site on a community-wide basis. We will seek a business partnership with this team’s booster club to help us obtain and update content for the Web site and promote the team. (If a booster club does not exist, consider forming a similar partnership with parents and/or friends of team members and coaching staff of the team.) We will create and promote a fan club for the team and make game attendance mandatory for membership. We will ask all fan club members to join the Web site’s mailing list so that we can communicate with them via e-mail. We will plan at least one fan participation activity to take place at a future game and then heavily promote the activity.
Marketing Milestone Schedule:
This section of your plan serves as the official schedule for your company’s marketing campaign. The milestones included in this section should include targeted completion dates, and estimates for how much completing the milestone will cost your company. You should also include the name of the individual who will be responsible for making sure the task is completed on-time and within budget estimates.
Brainstorm to come up with a marketing slogan for this team. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Devise a fan participation activity and create a plan and schedule to implement it. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Create a plan to organize a team fan club that spells out member benefits, how-to-join instructions, and club-member responsibilities/requirements. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Provide content for the initial versions of the (insert team’s fan club name) and site sponsor pages at the team’s eCommSports Web site. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Put a plan in place to update these pages of the team’s Web site on a regular basis
(insert name of task leader and cost, if any, to complete the above milestone)
Write and distribute a press release describing this project to all appropriate local media. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Seek and secure at least one site sponsor. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Write a promotional ad for the team that can be inserted in our school’s morning announcements as well as the morning announcements of all other schools in our community. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Create posters, fliers, table-tents, etc. promoting team, its playing schedule, and the team’s Web site. Distribute throughout our school and community. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Negotiate with owners/managers of other Web sites that feature information for our school and community to exchange site links. Candidate sites include our school’s/district’s official site, and the sites of our local newspaper, Chamber of Commerce, public library, churches, health care facilities, local government, non-profit organizations, youth athletic leagues, etc. Complete this milestone by (insert date)
(insert name of task leader and cost, if any, to complete the above milestone)
Once the Web site goes live, review, on a weekly basis, visit figures for each page of the Web site, the number of new members that have joined the team’s fan club, and attendance figures at each team game to determine the impact of marketing efforts. Make adjustments to the marketing strategy in response to these weekly reviews.
(insert name of task leader and cost, if any, to complete the above milestone)
Total Budget for Executing Marketing Strategy:
(insert sum of all the above costs)
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