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2015 marketing strategy for AthleteTrax.
Citation preview
Neiman Outlen
Marketing strategy for 2015
SWOT ANALYSIS
Weakness
cloud utilization
Intimate
Targeted toward sports team managers/athletes
Strength
Targeted only towards athletesNo digital app
Social media
SWOT (CONT.)
Social media
Digital app space
Opportunity
BluefieldsBlue sombreroTeamsnap
Threats
CRM RECOMMENDATIONSGamification
Reward team members with discounts on video game software
Digital trophies or rewards
Fantasy footbal element
Video gamers in the United States
WHAT'S THE COMPETITION DOING?
LIVE
Calendar of Events
Feb 1- Because of the Super bowl I thought it would be smart to start the month with a text/forum reminder of the big game. A live
discussion via social media or the Atheletrax software could help establish a sense of community. A winner prediction raffle could be
held via twitter or Facebook. Participants hashtag the predicted winner and a name is drawn at random of the correct responses. The winner
receives a welcome kit that includes Athletrax apparel, apparel discounts, signed memorabilia, “tips”, and a spotlight on the Athletetrax
website.
Feb 2- “Fantasy Superbowl” raffle results are revealed. An inspirational quote from a sports legend is posted to Facebook. These quotes are
posted to Facebook every Monday. Also the “Spotlight Sport” initiation begins. Every Monday a sport is chosen to be highlighted via
Athletetrax, Twitter, Facebook or Instagram. Highlights include tips from professional players, as well as instructional videos that detail practice
suggestions.
Calendar explanation
Feb 3- Instagram post. An article from Forbes magazine suggests that posting often is a key to building a following. The problem is when
you become inconsistent. Post enough to keep their attention but not enough that followers feel spammed. The social analytics firm, Union
Metrics, found that posting 1.5 times per day is completely acceptable. Announce via twitter that the first 500 followers will receive an Athleterax wristband. The same applies for Feb 5 via
Instagram.
Feb 7- The Athletrax team goes to Point Park University and holds a tailgate in the gymnasium. This event is for networking, informational sessions, and spreading awareness. Food and drinks will be served
and there will be apparel giveaways.
Feb 11- Chat session via social media or Atheletrax software with Cal Ripken Jr. Discuss career highlights and lows as well as get advice.
Calendar explanation
Feb 13- Via Twitter, followers will hashtag their favorite sport or sports game. Example: #FIFA
Feb 18- Polls open for next celebrity athlete chat session. Vote via
Twitter or Athletrax. Candidates are Anthony Grigg and James Harrison.
Feb 19- The Secret Recruiter Initiative gives student athletes the opportunity to act as a collegiate athletic recruiter. The secret
recruiter is chosen at random each month via Atheletrax team software. His job is to discreetly track the progress and
sportsmanship of a fellow teammate. Through qualitative observation, a player is chosen to be the MVP of the month.
Feb 20- Twitter poll results from the 13th are revealed. A twitter
follower is chosen at random and is rewarded with a 30% discount coupon for one of the specified sports related video games.
Calendar explanation
PITTSBURGH DEMOGRAPHIC
69% are enrolled in college
52,018 18-24 year olds
in Pittsburgh
The target market for Athleterax is right here
in Pittsburgh. AthleteTrax needs to be targeted in cities/states with a high
enrollment percentage of 18-24 year olds
HOW SHOULD ATHLETETRAX USE INSTAGRAM?
200 million users
30% of smartphone instagram users are
between 18-24
📷📷📷
25%of Tablet Instagram users are
18-24
https://m.youtube.com/watch?v=n_QtQ53IQiE
ATHLETRAX POSITIONING STATEMENT
For athletes everywhere, Athletrax is the digital hub that delivers all of your sports related matters in an intuitive, engaging way
REFERENCEShttp://www.forbes.com/sites/jeffbercovici/2014/05/02/the-surprising-data-behind-how-often-brands-should-post-on-
instagram/
http://www.bigfishgames.com/blog/2014-global-gaming-stats-whos-playing-what-and-why/
https://www.teamsnap.com/
http://www.bluesombrero.com/