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STRATEGIC MARKETING PLAN TIANDRA, TAYLOR, FRANCESCA, TAMEKA, JOHN
ATLANTA SPORT
& SOCIAL CLUB
INTRODUCTION • Obesity: An Epidemic
• 2/3 of the United States population is obese
• Fitness Trends
• 52.9 million Americans have a gym membership
• Top sports trend of 2015:
• Body Weight Training -American College of Sports Medicine 2015 poll
• Americans feel the need to be social
• 67 % of Americans use social media
• 23 % of Facebook users check Facebook 5+ times daily
• Sports are a part of Atlanta’s culture
• Atlanta Sport and Social Club ...
It’s more than just a game, it’s a lifestyle.
FIELD RESEARCH “This league is way more organized than the last league I played in.”
– Flag Football Player, Piedmont Park
“Some of the sponsored bars are too crowded, we would pay extra for priority seating
rather than a discount.” – Flag Football Player, Piedmont Park
“I don’t go out and tell people about ASSC Leagues, but people approach me often
and I then direct them to the website. “- League Manager, Piedmont Park
“ I have never spoken with anyone about ASSC while on the job.” – League Manger,
Peachtree Hill Park
Sports minded:
• Regular sports participants
• Develops the physical skills needed to compete in a given sport
Competitive: Achievement
• Enjoys competition
• Need for accomplishment
Build Relationships (Personal &
Professional): Belongingness
• New friendships
• Networking
• Group of friends with similar goals and interests
Health & Fitness:
• Weight control • Stress relief • Regular exercise Demographics:
• 56% Male |44% Female
• 86% Single
• Median Age: 26
TARGET MARKET
Attraction
Reclamation
Retention
THE SITUATION
ONLINE MUSIC STREAMING
PANDORA • Targeting
• Age • Lifestyle • Location • Listening Habits
• Display ads drive traffic to ASSC website
• Lower cost than traditional radio
• Listener unable to channel surf
• Decrease in overexposure due to segmentation ability
SPOTIFY
• Advertising Opportunities
• Audio Ads
• Display Ads
• Billboard Ads
• Branded Playlists
• Younger Audiences
• User must be engaged with Spotify for advertisement to play
ATTRACTION
ATTRACTION
SOCIAL ENGAGEMENT
ATTRACTION
Atlanta has been ranked the best city in America to find a date in 2012 -DailyBeast.com
1 in 5 adults ages 25-34 years old have used online dating -Pew Research Center
• Partner with online dating and social sites
• E.g. Host Match.com Stir event
• Banner Ads on “Freemium” sites
• Allows singles to meet in safe, crowded
environments
• Earn a commission from membership with
online dating websites
• Leverage Google Analytics
UNIQUE SPORTS LEAGUES • 8.6% of the Atlanta population between the ages of 22-
46
• Increase participation in sports and recreational activities
• Deaf
• Physical disability
• Intellectual disability
• Opportunity for sponsorship diversification
• Celebrity Endorsements
ATTRACTION
WORK-LIFE BALANCE PROGRAMS
Selling Points to Companies
• Employees who participate in wellness programs take less sick days
• Improvement of team work/group dynamics
• Higher job satisfaction
• Lower turnover
• Greater organizational pride
-Kenexa Research Institute
ATTRACTION
Benefits to ASSC
• Income
• More large-scale events
• Regular group participation
• Increase brand awareness
• Association with well-known
companies
Attraction
Reclamation
Retention
THE SITUATION
RETENTION
Katie M. Reed
N° 00001
5/4/2016
• Silver $19.99 | Basic benefits available • Gold $29.99 | Greatest chosen benefits to be offered • Platinum S39.99 | Extensive list of benefits
Benefit Partnerships • Special in-store discounts for members
Point Reward Program
• Start with points based upon membership level • Accumulate points for each ASSC Event
attended based on membership status • Redeem points for ASSC merchandising items
MEMBERSHIP PLAN
PLAN BENEFITS FOR ASSC • Membership data tracking
• Leagues players join
• How often do they attend games?
• Purchase behaviors
• Frequently attended bars
• Pre-checked, auto-renewal options
• Year-round cash flow possibilities
RETENTION
LEAGUE MANAGERS • Company liaison to customer
• Additional incentives for gaining new members
• Measured by league growth
• Potential for full-time employment, sales force
• Quantify method of reimbursement
• Scalable, easy to implement and understand
RETENTION
ATLANTA SPORT AND SOCIAL
CLUB
LEAGUE MANAGER
PLAYER/TEAM
RETENTION
• Tool to find new players, manage their league and keep
in touch
• Simplifies player effort
• Track and redeem ASSC membership points
• Updates/Notifications
• Weather updates
• Potential location changes
• Communication Tool
• Team chat capabilities
• Player feedback
• League Manager communication
MULTI PLATFORM APP
RETENTION
MITOO APP • Group initialization
• Relatively low cost
• App is free to the customer
SOCIAL EVENTS Targeted Events:
- Increase cross-sport participation
- Engage potential new members
Host tailgate for Atlanta Braves games
Sponsored 5K Walk/Run
Movie night at Piedmont Park
RETENTION
“…I love how ASSC does social events and not just
sports, my favorite was last year’s Red, White and
Booze party” – Flag Football Player 5.2.2015
THE SITUATION
Attraction
Reclamation
Retention
RECLAMATION • Promotional Correspondence
• Send after 2-season absence
• Membership specials for rejoining
• Personalized outreach
• Newsletters • Personalized, renewal emails
• Health and Wellness
• Staying abreast of the current health issues
• Nutrition facts / Eating Tips
NEXT STEPS • Expansion
• Hosted, single-day event for all leagues
League Champion
Inter-league Champion
City Championship
KEY TAKEAWAYS Immediate – Next Year
• Membership Plan
• Host events
• Dating sites
• Online Stream Advertisements
• Unique sports
Near-Future – 3 Year
• Celebrity endorsements
• Work-Life Programs
• League Manager incentive structure
Far Future – 5 Year
• Expansion
QUESTIONS