Campaign mission statement Build a strong and lasting partnership with Metro pcs. Executive summary

Assignment

Design & Align: Formulating the

Marketing Campaign/Plan Strategy

12/14/2014

By: Kendel Parkinson

Build a strong and lasting partnership with Metro PCS.

The Orlando city soccer lions are one of the most successful teams in the USL PRO league. Having winning 2 championships and 3 regular seasons tittles in just 3 years gave them the opportunity to become the newest franchise awarded by the Major League of Soccer. The rapid growth of the team calls for sponsors that are willing to join the organization as they preparing to enter the national stage. Marketing opportunities for future sponsors include advertisement placement in our brand new stadium, sponsor activations with our charities, national exposure and a potential for new customers as well.

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  Soccer is the most popular sport in the world.
  
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  The MLS is the fastest growing professional sports league in the USA.
  
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  Brand new state of the art stadium will open in 2016.
  
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  MLS debut in 2015 season
  

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  Quality of soccer not as good as European leagues.
  
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  Soccer is not the most followed sport in USA, losing out to the NFL, NBA and MLB.
  
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  Global superstars are considered to be past their “prime”
  

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  Exploit the growing interest of the American youth in soccer
  
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  Orlando has a large Hispanic population and high number of Brazilian tourists.
  
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  Superstars like Kaka have a strong social media presence
  
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  New stadium in 2016 will be a state of the art facility
  

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  Other pro sport leagues in the USA (MLB, NFL, NBA)
  
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  Other MLS teams in the southeast markets (Atlanta and Miami)
  
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  Overlapping schedules with other sports team in the area. (Magic)
  

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  Increase revenue by leveraging our sponsorship with Metro PCS.
  
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  Activate sponsorship with Metro PCS to increase brand awareness.
  

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  Orlando will begin inaugural MLS season in 2015.
  
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  New multi-purpose stadium being built
  
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  Sponsorship opportunities
  
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  1 of 3 professional sports team in central Florida with national exposure.
  

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  Males and females between 18-35
  
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  4^th fastest growing Latino population
  
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  $33 billion in tourist generated revenue
  
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  26th largest metro area in the United States
  
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  The sixth largest metro area in the Southeastern United States
  
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  The third largest metro area in the state of Florida.
  
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  Promotions will be mainly focused locally
  
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  National media exposure when season begins
  
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  25% Latino population
  
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  Orlando is in the top 10 when it comes to owning a computer, owning a tablet PC, and owning a smartphone.
  

1. 
   Orlando Predators (Arena football indirect)
   

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  22 winning seasons in 24 years of existence makes them one of the most successful franchises in arena football. It is deeply rooted into the local culture because it was one of the city’s first professional sports team. Superstars include ex UCF players and are well known among the community. Excellent interaction with fans and the community by hosting scores of off-season meet and greets and other events for fan base. It has a weak front office that has recently undergone a radical restructuring.
  

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   Orlando magic (NBA indirect)
   

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  This is a highly profitable organization and our top competitor. It has an experience front office and many operating distribution and sales networks. It receives a large contribution in the form of revenue sharing and has a low labor cost. Its weaknesses are costs and the competition among other NBA teams.
  

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   Orlando Solar Bears (ECHL Indirect)
   

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  A second tier hockey team in the Orlando area deeply rooted into the community. They have an excellent fan engagement program during game days. They average 5,545 fans per game in their 2013-2014 season and have low priced tickets.
  

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   Emerging MLS franchises in the southeast (MLS Direct)
   

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  Miami and Atlanta have both been awarded MLS franchise set to open in 2017. Only 3 MLS teams in the southeastern region since 2001.
  

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  Social media
  
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    Promotion digital posters will be created and used on Facebook, twitter and instagram.
    
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  Local radio and TV
  
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    TV Ad spots in Orlando $1500 (30 seconds). Radio Ad spots $205 (30 seconds)
    

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  Print
  
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    Digital posters will also be used for print in newspapers and flyers.
    
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  Digital media
  
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    Social media videos highlighting our players as brand ambassadors for metro pcs.
    

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  Marketing will be handled in house to keep cost low.
  
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  We will use social media and local TV and radio to move our message.
  
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  TV Ad spots in Orlando $1500 (30 seconds).
  
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  Radio Ad spots $205 (30 seconds).
  
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  We will use players to engage fans on social media.
  
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  Players will be used for “meet and greets” and sponsorship activation events for Metro PCS.
  
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  Charity event will feature players to help strengthen the Metro PCS relationship with the organizations and the community.
  
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  We will hold a corporate hospitality event for Metro PCS executives to tour the new stadium.
  

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  Advertisement placement would be a great way to raise awareness of the brand. The idea of placing ads on ticket stubs that allow for fans to redeem for discounted or free merchandise should increase the number of foot traffic and sales.
  

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  To increase the brand’s image in the community we would partner up with metro pcs to set up fundraiser events in the Orlando area to help contribute to the lion’s foundation. These events would be sponsored by Metro PCS and will feature Orlando city players as ambassadors.
  

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  To help keep fans connected, we will develop an app with various features that will allow our fans to check scores, line-ups, standings and news coming from their Orlando Lions. We could use our partnership with metro pcs to help create this app and will only be compatible with metro pcs phones and service.
  
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  We will also create custom made Orlando city Lions screen savers and phone skins that will help raise the sales for our partners.
  

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  http://ngproductionfilms.com/orlando-tv-commercial-production-services/
  
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  http://www.gaebler.com/WCFB-FM-FL-Radio-Advertising-Costs++19446