David Zenns Cash Easter Trevor Hudson Executive Summary
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- Marketing Tactics
- Implementation and Control
- Proposed Marketing Budget Media Coverage
- On-Site Signage
- Promotions
| Marketing Strategy
The objectives of the marketing plan are strategically centered on 3 criteria; to create strong consumer awareness towards the 2011 ACC Men’s Basketball tournament, to establish wide brand recognition through all of our sponsors, and to become the top market leader in ticket sales and television ratings for all NCAA Men’s Conference basketball tournaments. We plan on raising awareness through our advertising campaign. Our campaign is to raise awareness early for the ACC Men’s Basketball Tournament by contacting the schools to inform students and placing billboards in Greensboro and the Piedmont Triad to inform people of the date and location of this year’s tournament. We are also going to use media outlets such as radio, television, internet and newspapers to raise awareness towards our target markets. In order for us to be the highest attended and watched basketball tournament in the country we will need to reach out to a wider target market. From the previous 2009/2010 basketball season, ACC men’s basketball tournament hopes that we can target more of our youth above 12-18 years of age. Statistics say half the country age 18 to 35 watches College Basketball. The ACC Men’s basketball tournament will need to target a broader range of spectators in order for successful attendance. Based on college basketball games attended, income is a huge factor in attending college basketball games. White collar workers who receive an income over $50,000 dollars are more likely to attend games. As one of the biggest conferences in college basketball this year we hope to provide more equitable ticket prices so people who receive lower income can have a chance to enjoy an ACC Men’s basketball tournament this year and in the future. By geographic location we hope The ACC Men’s basketball tournament can retrieve a bigger fan base in our North east and West regions so that they can enjoy ACC tournament play. Statistically, last year more men watched college basketball than women. The ACC Men’s basketball tournament hopes to gain a more keen women fan base so we can show that even though it is a Men’s basketball tournament, women can enjoy the quality of ACC Men’s basketball just as much as our male viewers. 
Marketing Tactics In order to complete our marketing strategy we plan on using marketing tactics that will complete our objectives. We plan on designing flyers to be mailed to the Universities in the ACC for them to post around there campuses and college towns, this will help raise the awareness to the location and date of the ACC for our main target market. There will also be billboards promoting the ACC Men’s Basketball Tournament in Greensboro, the Piedmont Triad area located around Greensboro, the college towns associated with the ACC, and in major cities around North Carolina. These billboards and flyers will not only promote the date and location of the tournament but they will also promote our ticket different ticket prices for all incomes. By promoting our different ticket prices it will show that our tournament can be enjoyed by all income classes, widening our consumers. Another tactic we plan on using is television advertising, we plan on advertising on more than just male based television channels. By advertising on more than just our regular male based channels, we can reach a higher demographic of viewers promoting the date, broadcast channel, and location of the tournament. If we advertise to this larger demographic we should be able to raise the attendance and the ratings of the ACC Men’s Basketball Tournament. Implementation and Control Action Plan The ACC plans to begin informing potential sponsors and target markets of our event early to raise the awareness for our tournament higher than it has been before. Informing companies and fans of the ACC Mens Basketball Tournament’s location and date will get fans excited of the upcoming event and remind them to pre order tickets as early as October. We are going to ask ACC affiliated schools to promote the event as early as they can so that the students will be well aware of the date and location of the upcoming ACC Men’s Basketball Tournament. Calling companies and prior customers to inform them of our group sales prices for the tournament is another way that we will attempt to aware our target market of the event. We will begin a few months before the tournament with our television, radio, internet and newspaper advertising and use promotions and giveaways with our corporate sponsors to reach out to our target market. The calendar below explains what actions we will be taken in specific months before the Tournament.
Proposed Marketing Budget Media Coverage: $3,000,000 Radio Commercials: $200,000 Television Commercials: $2,000,000 Television Advertising: $200,000 Internet Advertising: $500,000 Internet Commercials: $100,000 On-Site Signage: $2,935,000 Billboards: $1,300,000 Court Decal: $600,000 Program Advertisement: $200,000 Digital signage flip board: $300,000 Ticket Stub Coupon: $100,000 Inside Arena Signage: $400,000 Kids Fan Zone: $35,000 Hospitality: $10,000 Two Tents: $3,000 Food: $3,000 Drinks: $2,500 Prizes: $1,500 Promotions: $9,000 Half Court Shot: $4,000 T-Shirt Toss Out: $3,000 Total Cost of Marketing Plan: $5,935,000 C.) Evaluation: The goals and objectives will be measured at the end of the basketball tournament once all of the ticket sales and media ratings are in on March 13th after the championship game. We can then compare the sales of the tickets, the attendance, and the media ratings to the previous years to see how successful we were in our marketing strategies and tactics to our desired target market. By combining a unique experience with the best conference tournament in the NCAA, the goals and objectives will be met and result in higher ratings than the past years of the tournament. Directory: 2011 2011 -> Enterprise Network Management iPost: Implementing Continuous Risk Monitoring at the Department of State 2011 -> Voices of the Old Sea Norman Lewis 2011 -> Malevil Robert Merle 2011 -> The Elephant Keeper’s Children Peter Hoeg 2011 -> January 1: Ecstasy zZz January 2: King of Anything Sara Bareillis 2011 -> Tracks, Mixes, Masters, and More!: Analyzing Preservation Priorities for Multitrack Recordings 2011 -> Department of Electrical Engineering 2011 Annual Report 2011 -> Jv packet •Mars Colonization Affirmative •Mars Colonization Negative 2011 -> Asian Pacific Mathematical Olympiad(apmo) 2011 -> Registration Form (Rev. 8-86) omb no. 1024-0018 Download 214.67 Kb. Share with your friends:
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