The LeVelle Moton Basketball Camp Marketing Plan Table of Contents
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- Tactics Time span (2010-2011) Done By
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The LeVelle Moton Basketball Camp Marketing Plan Table of Contents Executive Summary………………………………………………………3 I. Introduction…………………………………………………………….4 II. Situational Analysis……………………………………………………4-10 III. Marketing Goals and Objectives……………………………………...10-11 IV. Marketing Strategy……………………………………………………11 V. Marketing Tactics……………………………………………………...11-13 VI. Implementation and Control…………………………………………..13-15 References…………………………………………………………………16 Appendix…………………………………………………………………..17 Executive Summary The LeVelle Moton Basketball Camp
The LeVelle Moton Basketball Camp was created to provide kids in the Triangle Area of North Carolina, with the opportunity to acquire the fundamentals of basketball. The goal is to improve the participants’ basketball fundamentals, teamwork, sportsmanship, and overall fitness level. B. Background The LeVelle Moton Basketball Camp is in its 8th year of existence. The camp averages more than 100 campers each year. The camp consists of boys and girls from the ages of 8-17. Each year, more than 40 underprivileged kids from low socioeconomic backgrounds receive scholarships to attend the camp. The campers not only enhance basketball skills, but learn the basic components of teamwork needed to be successful in life. Each day the campers are greeted with an appearance and guest speaker from the NBA to prepare them for the realities that lie ahead. The original target market was 6-17 year old kids in the Triangle area of North Carolina. II. Situational Analysis A. Internal Analysis 1) Strengths - The following outlines key strengths of the organization: Camp Reputation – The LeVelle Moton Basketball Camp has produced some of the best basketball talents in the Triangle area of North Carolina. Since 2002, the camp has produced talents like John Wall (#1 pick of the 2010 NBA Draft), Landon Clement (NC Central University), Darius Johnson-Odom (University of Marquette), PJ Tucker (Aris BC of the Greek League), and Rodney Purvis (2011 Top 10 High School Prospect in the country).
Facility – Since 2002, the camp has been held at Sanderson High School in Raleigh, North Carolina. The inadequate space and location of the event hurts the image of the camp. Roy Williams (UNC Head Coach), Sidney Lowe (NC State Head Coach), and Mike Krzyzewski (Duke Head Coach) all have their camps at their universities home basketball courts. Brand Equity – The LeVelle Moton Basketball Camp has produced great basketball talents from the state of North Carolina, but the brand is overlooked by the other surrounding Division 1 coach’s basketball camp brands. To better reinforce the brand, new sponsorship opportunities should be evaluated. Staffing – The inadequate number of camp counselors has been a major problem in the past. There have been a small amount of volunteer camp counselors, which has caused LeVelle Moton great stress. There needs to be a better search for more camp counselors for future camps. B. External environmental analysis 1) Opportunities - The following outlines key opportunities for the organization: Relocation of Venue – In order to compete with the surrounding basketball camps, changing the location would be very important. LeVelle Moton was the head coach at Sanderson High School since the camp began in 2002, now he is the head coach for NC Central Men’s Basketball. Having the camp be relocated to McDougald McLendon Gym on the campus of North Carolina Central University would help attract future participants in Durham, North Carolina.
Elite/ Skilled Camps– These are basketball camps that are focused on providing competitive environments for individuals who seek that level of competition. These camps target highly skilled participants in the LeVelle Moton Basketball camp’s market. This could draw away perspective participants from the LeVelle Moton Basketball Camp. Basketball Camps in North Carolina – There are many basketball camps that are offered in North Carolina for our target market (8-17 year old kids). Some of these camps will occur during the same time as the LeVelle Moton Basketball Camp. The need to further find new alternative ways to reach out to the market is necessary. Risk Management Issues – Many camps like the LeVelle Moton Basketball Camp are exposed to liability issues regarding their participants. Health, Safety, and other forms liability issues could result in legal action by the guardians of the participants. The LeVelle Moton Basketball Camp must be aware of these risk management issues and be ready to contain them. C. Competitive Analysis There are a number of basketball camps that are offered to the LeVelle Moton Basketball Camp’s target market. Some of these camps offer the same product, but they do not offer the extensive range of experiences like the LeVelle Moton Basketball Camp. There are camps that seek participants who are also highly skilled and require competitive screening, which could attract the participant’s guardians. List of Direct Competitors: A) Roy Williams’ Carolina Basketball Camp B) Sidney Lowe Basketball Camp C) Duke Basketball Camp D) Sylvia Hatchell’s Basketball Camp E) Nike Boys Basketball Camp in Charlotte F) Duke Women’s Basketball Camp G) Kellie Harper Women’s Basketball Camp Roy Williams’ Basketball Camp – This camp is offered to the similar target market as the LeVelle Moton Basketball Camp. Roy Williams is the head coach for the UNC Men’s Basketball team. He is a Hall of Fame coach and has one of the highest winning percentages as a coach in NCAA history, at 81.1. He is supported by the University of North Carolina brand and his own brand, which is very well known. The camp cost is more than the LeVelle Moton basketball by over $300, with his price being $500. Since he has established a brand, the price is not that big concern to the campers, due to the huge turnouts. He also offers the camp to individuals from all over the nation, which is something the LeVelle Moton Basketball camps does not do. For campers who are from other states of the United States, the cost is $600 and they are assigned to a residence hall on campus. This camp does applicant screening, which means that it is a very competitive camp to be apart of. The vast number of participants who apply for this camp have an understanding of the history of UNC Basketball and Roy Williams, so brand allegiance is established. Sidney Lowe Basketball Camp - This camp is offered to the similar target market as the LeVelle Moton Basketball Camp. Sidney Lowe is the head coach of the NC State Men’s Basketball team. He has had experience coaching in the NBA and also he served a primary role in winning the 1983 NCAA National Championship for NC State. He has several camps throughout the summer and also a skills camp that is offered to high school students. The LeVelle Moton Basketball Camp currently does not offer separate camps throughout the summer, but it is something LeVelle Moton is considering in the future. The price of the camps are slightly equal to the LeVelle Moton Basketball Camp, which is $225. Sidney Lowe’s camp has attracted participant’s from all over the Triangle Area of North Carolina, especially in Durham. The reviews posted on the camp’s website were all positive and there was a participant from Italy, which shows the brand loyalty and brand image of NC State Men’s Basketball in Europe. Duke Basketball Camp - This camp is offered to the similar target market as the LeVelle Moton Basketball Camp and is a primary competitor. Mike Krzyzewski is the head coach for the Duke Men’s Basketball team. He is a Hall of Fame coach, a 12-time National Coach of the Year, and he is close to having the most wins in NCAA Division 1 history. Like the UNC brand, Duke has a very visible brand and is well known in the United States. His camps have several sessions, but do not interfere with the LeVelle Moton Basketball Camp date. The camp does take place in Durham, which is also the venue for the LeVelle Moton Basketball Camp, making it a primary competitor. The price of his camp is $200 more than LeVelle Moton’s camp. He also has campers from all over the nation, so they stay in a residence hall of Duke University’s campus. This camp does applicant screening, which means that it is a very competitive camp to be apart of. The vast number of participants who apply for this camp have an understanding of the history of Duke Basketball and Mike Krzyzewski, so brand allegiance is established. Sylvia Hatchell’s Basketball Camp – This camp is offered to the similar target market as the LeVelle Moton Basketball Camp, but it is marketed toward girls. Sylvia Hatchell is the head coach for the UNC Women’s Basketball team. She is a Hall of Fame coach and is ranked third in total wins among active Division 1 women’s basketball coaches. The camp has several sessions that are offered in June and July. The price of the camp is $80 more than the LeVelle Moton Basketball Camp, but the individual camp is $465. Coach Hatchell is very well known in North Carolina and based upon the reviews of the camp, the camp participants were pleased about their experience. Nike Boys Basketball Camp in Charlotte - This camp is offered to the similar target market as the LeVelle Moton Basketball Camp, but this targeted toward elite players. The Nike Boys Basketball Camp has several locations in the Southeast region of the United States and is one of the most well known elite camps in the country. The price of the camp is almost similar to the price to the LeVelle Moton Basketball Camp. The camp takes place during the same time as LeVelle Moton’s camp, so this is also one of our primary competitors. The camp features some of the top players in North Carolina, but does not have a applicant screening process. The camp had positive testimonials and has become very popular for individuals 9-15 years old. Duke Women’s Basketball Camp - This camp is offered to the similar target market as the LeVelle Moton Basketball Camp. Joanna P. McCallie is the head coach for the Duke Women’s Basketball team. She is one of the top coaches in the ACC. Her 78.6 winning percentage in ACC games ranks first on the conference's all-time coaching charts. Meanwhile, her winning percentage of 78.9 in all games is first among active coaches in the ACC and second in the conference's all-time coaching records. Her camp is similar to Duke Men’s Basketball camp, but the cost of her camp is $300.00. I am not sure about the reviews of the camp, but this camp still poses a threat to the LeVelle Moton Basketball Camp, because it targets boys and girls. Kellie Harper Women’s Basketball Camp - This camp is offered to the similar target market as the LeVelle Moton Basketball Camp, but it is marketed toward girls. Kellie Harper is the head coach for the NC State Women’s Basketball team. She was named the third head women’s basketball coach in the 35-year history of Wolfpack women’s basketball in 2009. Her camp has a screening process also, but with a different reason for accepting a participant. The participant has to write a 300 word essay on a particular topic that is provided in the application. The winner would receive an all-expense paid scholarship to attend the camp. This a great way to challenge the minds of the participants and makes this camp different from other camps. D. Customer Analysis 1. Customers We Currently Serve Boys and Girls ages 8-17 years old from the core Triangle Area counties of North Carolina, which are Durham, Wake, and Orange County. 2. Customer Demographics Wake County - The U.S. Census Bureau estimates Wake County to have 897,214 residents, as of July 1, 2009. Since April 1, 2000, Wake County has added 269,335 residents, a 42.9% increase. Durham County – The population in 2008 was 263,592. In 2008, 19.8% of the population was ages 5-19 years old, which is similar to our target market. Orange County – The population estimate in 2009 was 129,083. In 2009, 20.8% of the population were under the age of 18 years old. 3. Market Segments A. Children ages 8-17 years old who play basketball often. B. Children ages 8-17 years old who have interest in playing basketball. C. Children ages 8-17 years old who play basketball competitively.
D. Mecklenburg County - The LeVelle Moton Basketball Camp targeted Triangle area children before, but in order to build our brand, we must reach out to this county. In 2009, the United States Census Bureau reported that Mecklenburg County had a population of 913,639 people, making it one of the biggest counties in the state of North Carolina. Over 26% of the population was made up of people under the age of 18 years old, which is most of our target market. E. Guilford County – According to the United States Census Bureau in 2009, Guilford County had an estimated population of 480, 362 people. Over 24% of the population was made up of people under the age of 18 years old, which is also most of our target market. Reaching out to Greensboro and other towns in Guilford County will also be very essential. Guilford County is a neighbor county to Durham County, so building brand awareness will be vital. F. The States of Georgia, South Carolina, and Virginia – The LeVelle Moton Basketball Camp is only well known in the Triangle area of North Carolina. In order to build the image of the brand, the camp must reach out to states that are closer to North Carolina. In 2009, the state of Georgia had an estimate of 9,829,211 people with 26.3% of them being under the age of 18. In 2009, the state of South Carolina had an estimate of 4,561,242 people with 24% of them being under the age of 18. In 2009, the state of Virginia had an estimate of 7,882,590 people with 23.4% of them being under the age of 18. We chose these states, because the NCCU Men’s Basketball program has players from these states, which also helps with obtaining connections. G. Public and Private Schools Basketball teams - NCCU Men’s Basketball sends out newsletters each month to every high school basketball team in the coastal atlantic and southeast region of the United States. In these newsletters, there is information about what is going on with NCCU Men’s Basketball. Now information about the camp will be included. This market is a very important market, because they make up the majority of the target market. H. Recreation Centers in the Triangle area of North Carolina – Recreation centers in the Triangle area are also important and make up most of the target market. Centers like the YMCA, the Boys and Girls Club, and other surrounding recreation centers are what we are looking to reach out to. The LeVellle Moton Basketball Camp has had a huge number of participants from the Wake County Boys and Girls, because LeVelle Moton has done many things to support the club. He is also a Hall of Famer for the club as well. III. Marketing Goals and Objectives A. Goals of the NCCU Men’s Basketball Program The central purpose and role of North Carolina Central University Men's Basketball Program is defined as: Our mission is to make sure "when the ball stops bouncing" that their lives will serve as an importance to the world. We will create an environment that teaches young men the following four principles: 1) To nurture spiritual growth, maturation, and development for themselves. 2) To achieve academic success while establishing an exemplary foundation of leadership. 3) To relentlessly pursue and win conference championships and receive an automatic bid to the NCAA Tournament. 4) To serve, assist, and have a positive impact on the campus community and community at-large. B. Goals & Objectives of the LeVelle Moton Basketball Camp. Goals: 1) Enhance the overall basketball fundamentals of the participants. 2) Develop sponsorship proposals that will reinforce our brand and generate revenue. 3) Find ways to increase the visibility of the LeVelle Moton Basketball Camp and increase the participation numbers from the previous camp. Objectives: 1) Increase the sponsorship package amount by 33% from $750 to $1,000 2) Accomplish the program goals within the $12,000 budget 3) Increase the awareness of the camp to the southeast and coastal atlantic region of the United States C. Product Portfolio and Positioning The LeVelle Moton Basketball camp offers 8-17 year old youth in the Triangle Area well-structured, supervised, and very enjoyable basketball instructions. The purpose of the camp is to promote physical and mental well - being. We not only teach the importance of developing basketball skills, but we also teach the basic components of teamwork needed to be successful in life. We offer a price to our participants that is reasonable and we also offer 40 underprivileged kids from low socioeconomic backgrounds with scholarships so that they can attend the camp. The youth will be taught the fundamentals of the game of basketball through instruction and demonstration. The youth will also benefit in the long run, with the unorthodox teaching methods of LeVelle Moton, who has trained NBA and WNBA talents like: Raymond Felton, Rashad McCants, Ivory Latta, JJ Hickson, Chris Paul, Marvin Williams, Vince Carter, and John Wall. IV. Marketing Strategies Based on the LeVelle Moton Basketball Camp’s goals and objectives, we have two important marketing strategies to further provide a better product for the participants. The first strategy is to find alternative ways to further increase the attendance and awareness of the camp. In 2008, the LeVelle Moton Basketball Camp had over 125 participants. Our goal is to increase that number by 60%, from 125 participants to 200 participants. The number increase is reasonable for the camp in 2011, but we should look to increase our participant numbers every year. The second strategy is to obtain a partnership with G. Alan, Incorporated, a promotions and apparel company. This partnership will help reinforce our brand and give us a strong sponsor to support the camp. V. Marketing Tactics 1) Strategy #1 – Increase the attendance and awareness of the camp Tactics: A) Cold Calling – This may not be approved by most businesses, because it may set a bad image about the company. This not been approved yet by LeVelle Moton. If it gets approved, this will be done by the managers of the NCCU Men’s Basketball team and the coaching staff of the NCCU Men’s Basketball team. B) NCCU Athletics Webpage – In coordination with the NC Central Athletic Department’s Media Relations team, the LeVelle Moton Basketball Camp will be promoted on the athletics website. Kyle Serba, Head Media Relations Director, will also send a mass reminder email about the camp to everybody who has an NCCU.edu email account. C) Social Media Sites – Social Media sites like Twitter and Facebook have become an important tool for promoting an organizations product. NCCU Men’s Basketball will be promoting the LeVelle Moton Basketball Camp and they will also provide information related to the camp on these social media sites. D) Mail Outs (Reaching out to Georgia, South Carolina, and Virginia) – NCCU Men’s Basketball sends out newsletters each month to every high school basketball team in the coastal atlantic and southeast region of the United States. In these newsletters, there is information about what is going on with NCCU Men’s Basketball. Now information about the camp will be included. E) Personal Contacts (NCCU Eagle Club and NCCU Alumni Association) – NCCU Men’s Basketball will work with NCCU Athletics Media Relations team and the NCCU Alumni Association to get in contact with members of the Eagle Club and NCCU Alumni Association. We understand that majority of these individuals are parents, so getting in contact with them through email will help us tremendously in reaching out to out target market. F) Newspaper Advertisements – We will have advertisement slots about the camp in the major newspaper articles in the Triangle area like: the Herald Sun, the Raleigh News & Observer, and the Charlotte Observer. The tagline or USP would be: “Enhance your basketball game to flow like Poetry N’ Moton. Please sign up for the LeVelle Moton Basketball Camp and become the player every “voices” about.” G) Basketball Camp Webpage – The NCCU Men’s Basketball program is in the process of getting a website finished for the LeVelle Moton Basketball Camp. The camp website will consist of information regarding the camp, bio of LeVelle Moton, pictures from past camps, website hits, and registration/payment arrangements. The camp brochure is being finished, but the flyer for the 2009 camp is located in Appendix A. (The 2009 camp was canceled, due to the stress level of LeVelle Moton) H) Invite public and private school teams from Durham, Chapel Hill, and Greensboro to our NCCU Basketball practices and home games – This will help us reach out to those cities middle and high school teams. I) Increase the number of volunteer camp counselors – Since we are looking to increase the attendance numbers, there will be a need for more volunteers. We will also promote this need on our website and social media sites. We will be looking for individuals who are interested in coaching basketball. There will be a background check on all the perspective volunteers. Individuals would have to send a resume to the NCCU Men’s Basketball Director of Operations or the Graduate Program Assistant for approval. J) Change of Venues – In order to increase the awareness of the camp, a change of venue will be important. The LeVelle Moton Basketball Camp will be moved from Sanderson High School in Raleigh to McDougald-McLendon Gym on the campus of North Carolina Central University. Resources like equipment and athletic trainers will be more valuable with the relocation. 2) Strategy #2 – Obtain a partnership with G. Alan, Incorporated, a promotions and apparel company. Tactic: A) Develop a sponsorship proposal that will ensure G. Alan, Inc. as our sponsor - G. Alan Inc. is a promotional products, embroidery, screen printing, and apparels company. To reinforce our brand, the opportunity to have a partnership with them would be great. They are very well known in the state of North Carolina, especially in the Triangle area. This will help with our brand awareness in regards to our target market’s parents and/or guardians. G. Alan, Inc. is also a sponsor of the NC Central Athletic Department. Listed below is information about the “Platinum” $1,000 sponsorship package: Logo on Camp T-Shirts Company Banner in gym during registration and week of camp. Exhibit table or ten foot booth during registration and week of camp. Opportunity to directly interact and address capers. Exclusive full page listing in our souvenir camp program. LeVelle Moton Basketball Camp acrylic plaque. Exclusive corporate name recognition on all media promotion associated with LeVelle Moton Basketball Camp. Opportunity to provide giveaways and lunch for the participants. Opportunity to receive autographed paraphernalia from NBA and ACC stars. 5 LeVelle Moton basketball camp T-Shirts. VI. Implementation and Control A. Action Plan
B. Budget The LeVelle Moton Basketball Camp has a $12,000 budget. Below are the camp expenses. A portion of the proceeds will go to the Boys and Girls Clubs of Wake County.
1. T-Shirts $750 2. Trophies $700 3. Staff $3,000 4. Guest Speakers $1,500 5. Trainers $750 Total : $6,700 
C. Evaluation In order to effectively measure the effectiveness of the LeVelle Moton Basketball Camp, we will:
References Duke Basketball Camp. https://dukebasketballcamp.net/home.php Duke Women’s Basketball Camp. https://dukegirlsbasketballcamp.com/ G. Alan Inc. website. http://www.imwithg.com/shots.g.htm Kellie Harper Women’s Basketball Camp. http://www.wolfpackbasketballacademy.org/ Nike Boys Basketball Camp in Charlotte. http://www.elitehoopsbasketball.com/default.asp Roy Williams’ Carolina Basketball Camp. http://www.roywilliamsuncbasketballcamp.com/ Sidney Lowe Basketball Camp. http://www.sidneylowecamps.com/ Sylvia Hatchell’s Basketball Camp. http://tarheelblue.cstv.com/sports/w-baskbl/spec-rel/010301aaa.html The United States Census Bureau. http://www.census.gov/ Appendix A. 
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