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AthleteTraxMarketing Plan
ByGrace Yuhas
SWOT analysis
STRENGTHS
Closely targeted towards team managers and athletes
All inclusive system
Good design that is mobile and tablet friendly
Organized interface, easy to understand
Free!
WEAKNESSES
Few marketing campaigns
Small presence on social media
No app
SWOT analysis
OPPORTUNITIES
Social Media presence
Plenty of universities in Pittsburgh to start with
Interns
THREATS
Competitors: Teamsnap, Blue Sombrero, Bluefields
Budget
Customer Relationship
Extremely important for any company, especially a software based one.
Social Media will be a great way to keep in touch with users and put the company on a users level
Post positive customer feedback
Team improvement and fundraising
Keep it simple!
Target Market
Focus on college club sports and Intramurals (Men/Women Ages 18-23)
Include colleges all over the US, larger focus on Pittsburgh
University of Pittsburgh, Duquesne University, Point Park University, Robert Morris University, Chatham University, Carnegie Mellon University, etc.
Focus on all sports and activities
Presenting the idea of organization with a fully integrated system
Free Advertising on Social Media
Social media is a definite platform for startup companies because you can reach a large number and variety of viewers for free.
Also, with our target market being college students, ages 18-23, it is the easiest way to get in touch with them.
Facebook, Twitter, and Instagram can all be used for free to an extent. Once your page is created and your company has an idea, these platforms offer advertising systems to attract your specific target market to your website.
Essential in todays marketing world
Facebook page can be a point of reference for users
Majority of Facebook users are 18-23 with about 70% of Facebook users are in college, our specific target market
Facebook offers free space for your business, and can also offer paid-for advertising.
89% of Facebook ads reach their intended audience
Twitter is the best social media platform for advertising and marketing.
A small photo or quick company statement in under 160 characters will grab the attention of our said target market, but not overwhelm them.
Twitter can be used as free advertising up until you want help gaining more followers.
Paid-for advertising options are also available at a low cost for new companies to get their campaign out and gain more followers.
Twitter Continued
ads.twitter.com offers simply setup to help you increase followers while targeting the correct audience interested in athletics and management.
Twitter will offer promoted tweets to increase the reach of your message, targeting to get your account in front of the right audience, and analytics for updates on your profile and advertisements.
Promoted tweets can cost between $.50 and $4.00 per engagement.
Google AdWords
Social media is the easiest and cheapest way to advertise and get your company noticed.
Now you have to make it easy for users to find your website and more about you.
Advertising on Google is a must to get your business found, especially over your competitors.
You can advertise locally or globally, in this case, the US and stay in range of universities and colleges.
Your ad could be as simple as “Athletic Management System” with a link to athlete-trax.com
It is important to have set keywords that someone would search and your ad appears.
Google AdWords Continued
Google is the number one search engine and they make advertising simple and cost effective.
With Google AdWords, signing up is free and then you will only pay when someone clicks on your advertisement.
You can set your own budget based on how much advertising you trying to accomplish at that moment.
Google will then place your advertisment so that anyone who searches for management help, scheduling, athletics, ect. will come across your company above others.
The largest budget should go to Google AdWords, followed by twitter and Facebook.
Going Further
Events
Attend club events, club fundraisers, orientations, etc..
Face-to-face marketing
Reach out to athletic and club offices
Branding
Pass out flyers and stickers
Small items that are cheap but get the name noticed
Maximize your brand
Going Further, Going Mobile
Once there is a greater grasp on these multiple forms of marketing and advertising, the next move should be to make an app.
Most college students are on their smartphones more than any other electronic device and prefer to use it for scheduling and organizing.
This would open a whole new and larger market to break into.
Creating an app will integrate the goal of AthleteTrax with users phones, calendars, and create an eco-system for them.
It will be easier to see new users and calculate growth, you can advertise and be featured in app stores, and users will have multiple platforms to operate on.
Going Further, Going Mobile
Having an app is a necessity for most businesses and would be essential to AthleteTrax with the services they offer
With over a billion app downloads, iTunes and App stores for iOS is definitely its market leader
Creating an app would maximize the mobile potential for AthleteTrax and be more appealing to our target market
fusionofideas.com
Create a custom app and create custom branding for company devices to take to events
Positioning Statement
For college club managers and members, Athlete Trax is the online management platform that delivers efficient communication, organization, and planning for all users in one system.
