Sports Marketing Campaign Presentation - Lindenwood vs. Lewis Men's Volleyball
15
Lindenwood vs. Lewis By: Matt Schmack VOLLEYBALL
-
Upload
matthew-schmack -
Category
Documents
-
view
221 -
download
1
description
During my course SPMGT57040 - Sports Marketing and Promotion, we had to come up with a campaign to promote an athletic event. Having knowledge of the volleyball team, through experience and the media guide, as well as from working in the Sports Information Department, I intended to build a campaign around their biggest match of the season. Going against their first NCAA Division I-II opponent, Lewis University.
Transcript of Sports Marketing Campaign Presentation - Lindenwood vs. Lewis Men's Volleyball
Lindenwood vs. LewisBy: Matt Schmack
VOLLEYBALL
Executive Summary Inform people that the programs
Lindenwood will play are athletes who are the top caliber athletes in the NCAA, pertaining to volleyball.
Potential teams from both the east and west coast will eventually make the trip to face Lindenwood, as it becomes a bigger school.
Involve more spectators and hope this particular match will bring in more fans in order to start building a loyal fan base that will return to watch NCAA Lindenwood volleyball
The most important part of our plan is fan appraisal and participation
Mission Statement To increase attendance at
the LU men’s volleyball games
Through promotion of one of their biggest matches vs Lewis University
Cultivate and keep the audience through: Involving the spectators
with fun volleyball related activities
Giving back to high schools in the area as well as the community
Include fans in the sport to influence sportsmanship and good competition.
“Rise above the Rest” Experience an
NCAA men’s volleyball match as Lindenwood transitions into Division II volleyball
“Learn to Play Like a Lion” Building the brand
from a young age and keeping that loyalty as they grow
Marketing Messages
Marketing Situation Current Situation Market Description
Market segments; customer needs/factors in environment
Product Review Price/Sales of Product
Line Competitive Review
Major competitors Review of Distribution
Get product out
SWOT Analysis: Strengths Volleyball
Community Fan Appraisal NCAA Division II Competitive
Volleyball Promotional Theme
Nights
SWOT Analysis: Weaknesses Lack of NCAA Experience
Unpopular Sport Unfamiliar with
the Opponent Lack of School
Support Under-Promoted
SWOT Analysis: Opportunities Social Media
Easier to Promote the Sport
Emerging Sport Starting to Grow
Promotions NCAA – Push more sports
SWOT Analysis: Threats Competing
Universities Location of the
Match
Conflicting Events
Weather
Goals and Issues Increase Attendance at
Lindenwood Volleyball Games By 100% (400 to 500 fans)
Retain and Build a Loyal Fan Base High school and club athletes NCAA reminder
Issues: Convincing someone to go to
a volleyball game Really?? Competitive games??
Marketing StrategyProductPricePlacePromotionPublic Relations
Action Plans Flyers/Posters Sponsorships News Release Event Promo.
Items
Budget Details
Implementation and Control Keeping track of ticket sales
General admission/HS & club teams
Student fans in attendance Successful flyers distribution
Meeting or surpassing our quota for projected attendance
“Polleverywhere.com” – Immediate opinion of the event(http://www.polleverywhere.com/multiple_choice_polls/MjU5Nzc4MTIz)
Give Survey – Reward after completed
Closing Comments Advantages over the
competition: Lindenwood’s resources and
connections LU Budget – Compared to
others More to market – Only
competitive Division II men’s team in St. Louis/St. Charles
Tougher competition that no one has seen before
Please participate in my survey! (The last sheet of the handout)
