2. THE TARGET MARKET
Col lege-Aged Individuals, 18-24
College Club Sports
Non-Athletic Clubs
Millennials
Full-Time Students, Part-Time Team Managers
3. SECONDARY MARKETING RESEARCH –
RACE BY AGE (15-19 YEARS)
74.17%
16.21%
1.54%
4.53%
0.27%
3.28%
80%
70%
60%
50%
40%
30%
20%
10%
0%
White Black/African
American
American
Indian/Alaska
Native
Asian Native
Hawaiian/Other
Pacific Islander
2 or More Races
4. RACE BY AGE (20-24 YEARS)
75.26%
15.01%
1.48% 0.31%
2.62%
80%
70%
60%
50%
40%
30%
20%
10%
0%
White Black/African
American
Asian Native
Hawaiian/Other
Pacific Islander
2 or More Races
9. POSITIONING STATEMENT
For college-aged young adults involved in
club sports or activities, AthleteTrax is the
team management program that delivers
detailed scheduling, easy payment
options, and workout plans in one easy-to-use
website.
11. SWOT ANALYSIS FOR ATHLETETRAX
Weaknesses
Limited Member Deals
No App
Minimal Website Design
Geared Towards Sports – Missing Other Opportunities
12. SWOT ANALYSIS FOR ATHLETETRAX
Opportunities
Bluefields went out of business.
Expand focus beyond sports.
Design an app.
Integrate AthleteTrax with other apps and devices.
Focus on digital marketing.
Threats
Shift toward mobile use.
Competitors teaming up with large sporting goods
stores.
13. Team Snap
COMPETITORS
Many Tracking Options – Snacks and Refreshments, Forms, etc.
Calendar does not have many options
Geared toward volunteer parents
Blue Sombrero
“A Dick’s Sporting Goods Company”
No non-sport options available
Provides Web Design and Online Registration
14. CUSTOMER RELATIONS
Essential for keeping customers engaged.
Keep releasing new content.
Twitter
Blog
Provide help.
Instruction pop-ups for new users.
Be available to contact.
Easy email form on the website
Communicate via other channels
as well – Facebook, Twitter, etc.
15. CUSTOMER RELATIONSHIP MANAGEMENT
Identify Prospects
College Clubs and Sports
Ages 18-24
Di f ferentiate Customers
Sports
Clubs
Interact with Customers
Discover customer needs
Customize Products to Customers
Partner with a diversity of equipment suppliers
16. REACHING THE TARGET MARKET
Twitter Promoted Tweets
Use Visuals
Consider Timing
Target Users Based on Who They Follow
Competitors (Blue Sombrero, Team Snap)
Related Companies (Dick’s, Other Sporting Goods Providers)
Related Media (ESPN, etc)
Set a Daily Budget
Place Bids
Keep Interest with Non-Promoted Tweets
17. REACHING THE TARGET MARKET
Facebook
Boost posts
Choose specific targets – age, interests, behaviors, and connections
Choose payment – per day or per click
Share content from partners, related media (ESPN), etc.
Integrate Facebook and Twitter Posts
Twitter: 5-10-second video teasers
Facebook: Longer videos
Testimonials
Athlete/Coach Profiles
Highlights From Users’ Games
Teams send in footage = $0
Interviews – guerrilla style
18. REACHING THE TARGET MARKET
Google AdWords
Choose Specific Keywords
Ex:” Intramural Rugby Team Management”
More relevant keywords = a more visible spot for your ad
Specify Geographic Location
Use Visually Appealing Ads
Consider Ad Placement on Search Results Page
Choose Daily Budget
No minimum requirement
Determine Maximum Amount to Pay Per Click
Higher max amount = higher ad placement
19. DESIGNING AN APP
DIY App Programs
Cheaper
BuildFire, appsbar, EachScape
App Developers
Submit your project and budget for review by the company
Talk to a professional
Create a contract
Crew – Determines cost based on:
Type of app (Apple iOS/Android)
How users log in (Email/Social Media)
Whether users create personal profiles
How the developer wants to profit from the app
Whether users rate/review things
Whether the app connects with a website
Aesthetic design/complexity
Need of an app icon
20. Twitter
2015 MARKETING PLAN
Tweet Every Day
Both Promoted and Non-
Promoted Tweets
Engage with Customers
Promote Points-of-
Difference
Visuals
Short Videos
Team Pic of the Week
Google AdWords
Run Ads Every Day
Highly Targeted Ads
Increase Visibility
Facebook
Weekly Activity
Both Regular and
Boosted Posts
Longer Videos, Related
to Tweets
Team Pic of the Week
Share Industry News
21. 2015 MARKETING PLAN
January: New Start
January - February : Winter Sports, Training
March – May: Spring Sports
June-August: Summer Sports
August-September: Start of School, Clubs
September-November: Fall Sports
December: Training, Holiday Season
22. Twitter Promoted Tweets = $5,000
About $13.70 per day
Facebook Boosted Posts= $5,200
1 ad per week
$100 per ad
Google AdWords = $6,000
About $16.44 per day
BUDGET
23. BUDGET
Ad Development Through Crew = $41,300
Apple iOS and Android = $15400
Log-in Through Email = $3800
Create Personal Profiles = $5800
No profit From App = $0
No In-app Ratings/Reviews = $0
Connect with Website = $9600
Stock App Design = $3800
App Icon = $2900
Total = $57,500