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UFC® MusclePharm Challenge Ticket Program
**All information based on an event date of December 19, 2015 in Orlando, FL.
Objective:
The MusclePharm Challenge ticket program is an interactive way for fans to get a discounted rate on UFC live event tickets. The MusclePharm Challenge affords participants the opportunity to win two tickets to the SuperFan VIP Experience as well as attend the live event with MusclePharm athlete Rashad Evans. Participants must complete and log a MusclePharm fitness report of daily food intake and physical activity. This log can be on a physical copy emailed prior to the start of the challenge, or through one of the following apps: Nike Move, Go-‐Meal and Fitness Tracker, Charity Miles, and Calorie Counter. Descriptions of these apps can be found in the Rules and Regulations section of this report on page 10. The Challenge will begin a month and a half prior to the event (to be sure they can purchase tickets as soon as they become available) and will end during weigh-‐ins where participants are required to turn in their logs. The winner will be decided by lottery of the logs submitted. Everyone who participates in the program will receive a 20% discount on their event ticket. There is no cap on the amount of participants permitted to participate.
Plan of Action:
This challenge will consist of the following approach:
• First, we will research local health food stores and gyms in the area. • Next, we will consult with MusclePharm, UFC social, UFC Fitness, and MusclePharm social to
complete a marketing plan and discuss other marketing initiatives. • Then we will launch a mass marketing campaign and begin registering fans. • In order to engage participants we will be holding an information session 2 months prior to the
event explaining the challenge and the benefits of participation. • After sign ups have closed, the challenge will begin. • Participants are required to save any MusclePharm product receipts to hold participants
accountable. Discount codes will be given to the participant after purchase of MP product. • Participants will be asked to use a physical copy of the log or one of the apps listed in the rules
and regulations section of this report to track progress. • A winner will be decided the evening of weigh-‐ins and all participants will be contacted with
their competition status. The winner will have one hour to accept their prize. If the winner does not respond, the award will be given to second place.
• All necessary information will be emailed to the winner.
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Cost Projection:
This program will have limited costs to the company and consists of printing services, airline tickets, car services, hotel accommodations, and athlete appearances. The total cost comes to $13,950 explained in detail below:
o Printing Services/Cost of flyers and postcards o 800 8.5X11 Posters from Office Depot = $512 o 800 Quarter Sheets from Office Depot = $518 o Purchase paper for printing in office = $88
o Athlete Appearance-‐ $2000-‐ Rashad Evans
o Car Services o 10/14: Orlando Airport à Amway Center $74 o 10/14: Amway Center à Hyatt Regency $127 o 10/15: Hyatt Regencyà Orlando Airport $32 o 12/17: Orlando Airport à Ritz Carlton Orlando $45 o 12/18: Ritz Carlton Orlando à Amway Center $31 o 12/18: Amway à Ritz Carlton Orlando $31 o 12/20: Ritz Carlton Orlando à Orlando Airport $32 for two (Event Devel Staff and
MusclePharm Athlete).
*** No car service needed for Saturday 12/19. Busses provided
Total $1030/88
Total $2000
Total $372
Informational Meeting
Weekend of Event
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o Hotel Accommodations o 10/17: Hyatt Regency Orlando International Airport $206 o 12/17-‐12/20: Ritz Carlton Orlando $223/night = $669 o 12/19: Ritz Carlton Orlando night of event for MusclePharm Athlete $233
o Airline Tickets (Pricing from skyscanner.com) o 10/14: Roundtrip Las Vegas à Orlando $283 o 12/17+19: Roundtrip Las Vegas à Orlando $329 o 12/19: Round Trip Boca Raton à Orlando $398
o Parking expenses $16/day (16x5) = $80 o Per diem $50/day (50x7) = $350 o Lottery Company $8000
Total $1108
Informational Meeting
Weekend of Event
Total $1010
Informational Meeting
Weekend of Event
Total $13,950
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Revenue Projection:
Based on numbers provided through the Wheaties Challenge research, on average 25% of the interested demographic would participate in an interactive UFC discount ticket program. UFC’s fan base has an admiration for fitness and wellness. This interactive program will intrigue fans to purchase tickets at a discounted rate as well as increase loyalty to the entire organization. The total revenue projection is as follows:
In the Orlando area there are approximately 200 gyms and 110 health food stores totaling 310 locations. If each store converts a minimum of 20 people per day, in 30 days 18,600 people will be exposed to the challenge. 25% of 18,600 people is 4,650 meaning that 4,650 people would participate in the program. The average ticket price of P3-‐7 (based on Chicago ticket prices) is $79. If 4,650 people purchased tickets with the 20% discount at $63.20 per ticket the projected revenue would total $293,880. Graphs on pg. 5.
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Attainable Projected Revenue Goal
Estimated Interested #of people Estimated Reach #of people Potential Revenue Gain Potential Revenue Loss4650 18,600 293,880 ($13,950)
**Estimated interested can be anywhere in between
-‐20000
30000
80000
130000
180000
230000
280000
330000
1 2 3 4 5
PotentialRevenue Gain
PotentialRevenue Loss
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Estimated Interested #ofpeople
Estimated Reach #of people
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Key Dates and Deadlines:
Date Description
9/23/15 Consultation with MusclePharm and UFC marketing to a consolidate marketing plan
9/30/15 Research local gyms and health food stores
9/30/15 Reserve room in arena for informational meeting
10/7/15 Send emails to gyms and health food stores about challenge and information session
10/14/15 Start promoting on UFC social/UFC Fitness social/ MusclePharm social. Full marketing plan on pg 6
10/14/15 Informational Meeting at Amway Center
10/21/15 Make calls to gyms and health food stores following up on emails sent
11/4/15 Send out rules/regulations, logs, and MusclePharm swag bags for challenge to participants
11/4/15 Challenge begins.
TBD Set aside two event tickets for winner and one for Rashad Evans
12/18/15 Logs due by 3pm during weigh-‐ins
12/18/15 Winner decided by 9pm. Will have one hour to confirm they will be using the tickets. Event Development staff will comprise of the panel of judges needed to decide a winner
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Marketing Plan:
The following marketing plan is based on posting on social media and websites.
Logs Due: 12/18/15
Marketing Plan for MusclePharm ChallengeMorning Afternoon Evening UFC Social UFC Fitness MusclePharm Social MusclePharm Web
14-‐Oct15-‐Oct16-‐Oct17-‐Oct18-‐Oct19-‐Oct20-‐Oct21-‐Oct22-‐Oct23-‐Oct24-‐Oct25-‐Oct26-‐Oct27-‐Oct28-‐Oct29-‐Oct30-‐Oct31-‐Oct1-‐Nov2-‐Nov3-‐Nov4-‐Nov5-‐Nov6-‐Nov7-‐Nov8-‐Nov9-‐Nov10-‐Nov11-‐Nov12-‐Nov13-‐Nov14-‐Nov15-‐Nov16-‐Nov18-‐Nov19-‐Nov20-‐Nov21-‐Nov22-‐Nov23-‐Nov24-‐Nov25-‐Nov26-‐Nov27-‐Nov28-‐Nov29-‐Nov30-‐Nov1-‐Dec2-‐Dec3-‐Dec4-‐Dec5-‐Dec6-‐Dec7-‐Dec8-‐Dec9-‐Dec10-‐Dec11-‐Dec12-‐Dec13-‐Dec14-‐Dec15-‐Dec
Last Day to Sign Up
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The final marketing plan will be decided once collaboration begins. In order to market the event in stores we will send posters to display in the stores and have registration forms handed out in stores with every MP purchase. MP could potentially supply posters for the challenge to mail out to the Orlando area as well as supplying swag bags for participants.
Incentives:
This interactive program provides individuals the opportunity to receive a discount on ticket prices, receive a MusclePharm Swag bag to incentivize their workouts, and allows fans to attend a SuperFan VIP Experience as well as attend the live event with Rashad Evans.
Day of Informational Meeting Itinerary (Decide time of Informational meeting):
• Wednesday o Arrive in Orlando around 3pm o Informational Meeting at Amway Center at 5pm o Head back to hotel
• Thursday o Leave Orlando
Day of Event Itinerary:
• Thursday o Leave for Orlando o Head to hotel for evening
• Friday o Head to Amway Center for weigh ins o All logs should be emailed or shared to event devel staff email by 3pm o Winner should be chosen and notified by 9pm. They will be given 1 hour to respond and
accept, however, if it is not accepted it will be given to the second place winner. o Head back to hotel
• Saturday o Take UFC busses and head to Amway mid-‐day o Make sure tickets and VIP passes are at box office for winner o Make sure winner of the challenge knows where they need to be o VIP Experience o Event o Take busses back to hotel
• Sunday o Fly back to Las Vegas
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Sign up form:
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Rules and Regulations:
The following are the rules and regulations of the challenge:
1. Complete log from 11/4-‐12/18 2. Keep receipts from MP purchases 3. Log all meals and exercise regimens on logs or if possible in one of the previously specified apps
shared via email. 4. Turn in logs via email through app. 5. Any dishonesty will have you disqualified 6. Must be 21 years of age to win 7. Employees of Zuffa LLC are not permitted to win or participate 8. Participants must purchase MP product prior to ticket purchase in order to receive their
discount code 9. Posting on personal social media and use of our official hashtag #UFC195MPChallenge is
encouraged
The following are fitness tracking and meal tracking apps:
1. Nike Move 2. Go-‐ Meal and Fitness Tracker 3. Charity Miles-‐ If you are interested in racking up some money for charity while getting your daily
workout in, this is the perfect app for you. With this app for every mile you walk or run they will donate 25 cents. Creating teams is an option as well.
4. Calorie Counter
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