SOFTBALL
2016 MARKETING PLAN
UNIVERSITY OF RHODE ISLAND
ATHLETICS MARKETING
2015-16
TABLE OF CONTENTS
GOALS…………………………………………………………………………………………..2
2015-16 REVIEW……………………………………………………………………………….3
STAFF…...………………………………………………………………………………………3
ADVERTISING…….…………………………………………………………………………...4
Social Media
In-venue
GRASSROOTS……………………….………………………………………………………...4
IN-GAME ENTERTAINMENT…….…………………………………………………………4
Recognitions
Contests and Performance
Crowd Interactive/Engaging Promotions
Music
Concessions
Single Game Promotions and Theme Nights
GOALS
2014-15 REVIEW
The Rhode Island Softball team had a decent season for 2014-15; the Rams started the season with Record: 3-41 Home: 1-11 Away: 1-21 Neutral: 1-9 Atlantic 10: 1-21
The team this year is eager to have their best year yet and with a better crowd through marketing, it will impact the vibes for a better season.
STAFF
Kelly Lyles
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Prepare and distributes game scripts
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Oversees design and delivery of promotional flyers
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Oversees execution of in-game displays and on-court promotions/ presentations
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Identify and uploads in-game music
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Grassroots marketing prior to the game
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Prepare promotional plans
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Day-to-day contact with coaches
Intern
ADVERTISING
There will be three main channels for marketing the upcoming softball season. Those two channels are as follows:
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Social Media
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Game day post and reminders of special theme night on the official Athletics Facebook and Twitter page
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Game day graphic posted to Rhode Island Athletics Instagram for every game day
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On-campus
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Looking into game day signs and other posters/table toppers to use in various locations on campus
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Posters off campus at local businesses advertising the games
GRASSROOTS
This section is a work in progress and will be completed following meeting with coach.
Goal is to have the student athletes on campus interacting with the general student body in order to form a connection (passing out flyers) and using the student interns to distribute flyers.
IN-GAME EXPERIENCE
RECOGNITIONS
Current ideas: Fan of the game (student) with an announcement, breast cancer survivor (pink week)
CONTESTS AND PERFORMANCES
National anthem singer for major matches (all matches if possible)
CROWD INTERACTIVE/ENGAGING PROMOTIONS
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Twitter trivia- Ask the crowd to answer a multiple choice question, related to Rhode Island softball history by tweeting the correct answer to the official twitter @GoRhodyRams - the winner will then be announced.
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Pocket litter-We will choose a random item that people will have with them- the first person to bring the pocket litter item to the marketing table will be the winner. Examples of the items include, a specific type/logo on a hat, a pen, textbook or headphones
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Name that tune- We will play a short clip of a song-the first person to come to the marketing table with the correct answer will be the winner
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More to be determined…
MUSIC
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Warm-up – provided by coaches/players
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Research top 40 charts
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Music to pump-up crowd and players during timeouts and between sets
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Are there any chants or saying that the PA announcer or fans are used to saying? i.e. (Announcer) Point Rams - (Fans) Go Rhody
GOALS
Goal #1: Increase awareness on campus and in the community
o Objective #1: Increase on campus awareness Create flyers which will be distributed across campus including important game information
o Utilize A-Frames for high traffic areas around campus to signify game days with game times
o Design a plan for student athletes and coaches to get out on campus and promote their sports to students
o Have student interns use grassroot efforts to spread the word about the events for the week – include important information about the games
o Gather players and coaches with student interns to do a “dorm storm” go door to door handing out flyers detailing upcoming big games, targeting the freshmen dorms
· Objective #2: Increase community awareness through grassroots marketing
o Showcase the promotional nights through the grassroots marketing campaign
o Host pregame type of parties or pep rallies to get the student body interested in the season
o Target community groups and organizations through email and phone calls
o Recognize the community groups during the game
o Plan activities and promotions tailored to these specifically targeted community groups
o Host a student teacher or marketing staff softball game to kick off the season
Goal #2: Enhance overall game presentation
· Objective #1: Create a value for the on-field product and promotions even though softball is a non-ticketed sport
o Referring back to parts of goal #1, creating promotions and themed activities can provide the perceived added value we aim to attain
· Objective #2: Expand the music selection to stay with the current “hot” songs
o Request music choices for warm-ups from the players
o Give players the option to choose a set of songs that can be played upon winning a set
o Research the “top 40” songs to create a playlist of songs applicable for fans who will be attending softball games
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Create music plan that will organize songs for different situations throughout the game (warmups, timeouts, aces, between sets and the conclusion of the game)
Objective # 3: Better Promotional and Marketing Tactics such as events and fundraisers to persuade more people to support softball and go to the games:
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Free food tastings from local businesses such as Moe’s, five guys, subway, Kingston pizza, mews tavern etc as a cross promotion
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Theme nights like luau night with contest who has the best outfit with a prize like a gift card
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Support different charity night with various color outs like:
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Aids Project RI Night where you dress in red, donate to the fund, enjoy red velvet cupcakes and razzbulls and meet the people behind the campaign since I was on the final report team and many softball players are a part of the campaign as well.
o Maybe have a noted alum from the team come and throw out first pitch or any other local person who is big in the community
o Have kids night where they get to meet the players or play with them at the end
o Host a camp or tournament/scrimmage to get the word out about the team and games
Promote Tailgate type stuff ; have wakefield liquors and mews sponsor something
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Get geotag for the softball field
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Have Greek night where greek life has to attend game
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Have my sorority and Alexa sorority philanthropy night since they are both in April and have collections for donations
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· Objective #4 Improve the on-field promotions
o Research contests used from other schools and professional teams
§ Games for younger kids
· i.e. a variation on musical chairs
§ Games for students
§ Games for groups/teams
o Generate a list of on-field promotions to cycle through the 10 home games
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