Strategic Marketing Plan for University X
Introduction
The mission statement in our marketing plan shall contain an emphasis on winning NCAA division 1 in the long run and giving our athletes exposure. The lack of support and awareness of the existence of a softball club in the university is our major problem. Therefore, this plan shall address it through the use of several marketing strategies.
The following are the main goals for this plan. We shall increase the attendance of spectators on softball games that will be held at home, which will be a result of the awareness created in the university community. Establishing incentives will encourage students to attend these games. Another goal is increasing the financial resources through growing relationships with the local community and softball alumni. This will help develop the image of the club to the target population. Third, the merchandise shall be made by a local vendor at a low cost and sold through the teams’ websites, at games, and on campus. This will assist in spreading awareness, which will make the club visible to the community.
SWOT Analysis
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Target market
The plan will target university Xs’ freshmen. As they will be the best candidates to join our club, which has been challenging to get new members to the team. The highest push will come at the start of the season when first-year students will arrive. We shall also use the remaining students to create a loyal fan base. Additionally, from the remaining students, we shall rally for an intern who will help the directors in development facilities and annual donors. We shall also choose former alumni as a team’s tradition is crucial in sports, and they will help in bringing enthusiasm to the club. The last target market will be the 300 university’s athletes as they are essential in the growth of the club.
5 Ps
The product for the university X softball club has several dimensions which include, items used in building recognition, the club roster, and the team’s performance in sports. For athletes to join, the team will have to pay $150, which will assist the team in catering for operational costs like equipment, field renting, travel, and other expenses. Also, the university will increase students’ fees by $5 each to build a softball pitch in 7 years. Fans shave to pay an entrance fee of $8, to attend a game for university. The first home game shall be scheduled at the local community field to provide easy accessibility to our target sponsors. Our promotion tactic will be the use of t-shirts, fundraising through events such as Buffalo Wild Wings. We shall also target donors’ fans from the local community and local business people from the surrounding area to be our partners or sponsors.
Additionally, there will be payable, membership where members will have free invitations to the team events, and the use of the club’s website Facebook, Instagram and Twitter to hype the game targeting the millennial. The last P, which represents people, will include, students the university’s sports department, sponsors, team members, and fans. These are crucial assets that the club must have their support for it to grow.
Marketing strategy
We shall have an alumni softball game and barbeque, which will be an appreciation day for our alumni, and the game will be held in the community field. Sponsors and donations from the alumni will cater for the cost. The game will help in the creation of a network with the community as the former alumni are involved in the community activities. The goal of the event will be to increase turnout at the softball games and inspire our target market to be involved more with the club.
Secondly, we shall create a line of products to be sold, such as T-shirts, sweatshirts, car stickers, and hats to generate revenue. It will be used for equipment in preparation for the NCAA Division 1 tournament and ensure that we remain in the competition in seasons to come. The third strategy will be writing a letter on public relations to all the media outlets. It will include press realizes on every game played, which will be sent to all local newspapers, televisions, and radio outlets to target the old population and online platforms to target the millennial. This will increase attendance, thus increased revenue and improved products making more people join the team either as players, loyal fans, or sponsors.
Implementation
The facility director shall talk to the administration to increase student’s fees and lay down a plan on ways to construct a softball pitch. The development director will develop a campaign strategy that will see the enrolment of voluntary interns who will be in charge of assisting in online marketing of the club and selling of merchandise. The director of annual donors will ensure that the untapped businessmen, local wealth in individuals, and alumni are reached to source finance.
Evaluation
Our short term goal, such as increased fan base, success in division 2 league, depth of the team, interns, merchandise printing, and sponsors, will be evaluated at the end of the first season. At the beginning of the year is when we shall determine our long-term goal of constructing a pitch if there is a successful increase in fees and a well-laid plan.