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Sports Fan Development Institute Business Plan for Mark Cuban
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Sports Fan Development Institute Business Plan for Mark Cuban

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A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.

A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.

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  • 1. Sports Fan Development Institute powered by Game Day Communications Presented to Mark Cuban by Jackie Reau [email_address]
  • 2. About Game Day Communications
        • Co-founded and led by former ESPN Anchor Betsy Ross
        • Based in Cincinnati
        • Boutique PR firm specializing in sports and cultural entertainment
        • Media relationships (local to national sports media)
        • Influencer relationships (team stakeholders, fan development, tourism, corporate sponsors)
        • Digital Media/Social Media Evangelists
  • 3. Some of our Clients
  • 4. Overview
    • The Sports Fan Development Institute powered by Game Day
    • Communications is a research-based business concept to assist sports
    • teams and events in creating strategic plans to grow fan bases
    • using traditional and social media applications, sponsorship activation
    • opportunities and revenue streams for current and existing
    • programs/initiatives.
  • 5. The Need
    • In recent years before “stimulus” was a front-page news discussion,
    • many sports teams/events—professional, collegiate and amateur--have
    • been fighting to save their fan base while seeking opportunities to
    • engage new fans. We believe there is an opportunity to create a road
    • map to success for interested teams and events.
    • Many ticketing/marketing staff for teams are young, inexperienced and
    • rotate through the organization, leaving no institutional knowledge or
    • history. A strategic plan will allow a team or event to enjoy a tradition of
    • success even during staff transition.
  • 6. The Real Need: Captivating the Next Gen of Sports Fans
    • Youth participation in many sports is declining, i.e. baseball among
    • youth, especially African-American. There have been many studies on
    • linking athletic participation to success in school and life.
    • The Institute will help sports teams/events to understand
    • and engage the next generation of sports fans along with
    • their parents and/or care givers.
  • 7. The Concept
    • The Sports Fan Development Institute powered by Game Day
    • Communications will use a three-pronged approach:
      • Sports Fan Experience Audit
      • Sports Fan Development Plan & Execution
      • Serve as an on-going resource for sports teams and events
  • 8.
    • The Sports Fan Experience Audit will be the primary tool used to
    • educate teams on how to improve their overall experience from
    • “ street to seat.” The audit will be conducted on site.
    • We will personalize the audit and engage an agreed-upon
    • minimum of current fans to create a benchmark for the
    • team/event.
    Sports Fan Experience Audit
  • 9. Sports Fan Development Plan & Execution
    • Once the audit has been completed, we will seek to work with the team
    • to develop a strategic Sports Fan Development Plan with the following:
      • Objective
      • Key Messages
      • Target Audience(s) with demographics, psychographics (segmented)
      • Strategies of engagement: direct to fan marketing, experiential special events, pricing, traditional media & messaging, social media and player involvement/access
      • Budget
      • Monitor/Measurement
  • 10. Resource for sports teams and events
    • Leveraging the web site, www.sportsfaninstitute.com , we will launch the web
    • site to serve as a community for sports teams/events and their staff. We will
    • also use the site to launch a regular “sports fan” study on trends to share with
    • participants (attendance/spending trends, successful promotions, etc.)
    • The site will include a number of resources:
      • Regular e-mail blasts
      • Open forums for discussion
      • Articles/white papers on best practices
      • Links to influencers in sports marketing/promotion/philanthropy
      • A Digital Media Network to leverage Facebook, Linkedin, Youtube, Twitter, along with podcasts and video
  • 11. Management
    • The Sports Fan Development Institute team will include the staff of Game
    • Day Communications and prospective advisors, all working together to
    • launch the project:
      • Jackie Reau, CEO, Game Day Communications
      • Betsy Ross, President, Game Day Communications
      • Advisors to project to be formally invited (this is a working list used only as an example): Mark Cuban, Dallas Mavericks; Sylvia Lunn, Major League Baseball; Jason Dial, P&G Global Sports Marketing; Tracy Kurdyck, LPGA; and Michael Perry, Enquirer Media; among others.
  • 12. Prospective Clients
    • We are working to define our prospective clients in three categories:
      • Professional sports teams/events
      • Collegiate sports teams/events
      • Amateur/youth events/organizations
  • 13. Business Model
    • The business model for the Sports Fan Development Institute
    • comprises the following:
      • Sports Fan Experience Audit ($2,500-$10,000)
      • Sports Fan Development Plan ($10,000-$25,000)
      • Sports Fan Development Execution (hourly rate)
  • 14. Financial “Stimulus” Request
    • We respectfully request $110,000 from Mr. Mark Cuban for
    • the launch of the Sports Fan Development Institute to be used
    • in the following manner:
      • Project Manager: $50,000 annual salary/benefits
      • Web site design/launch ( www.sportsfaninstitute.com ): $10,000
      • Development of proprietary research tools: $20,000
      • Launch of program for marketing: $30,000
      • A “stimulus” loan will be paid back through a mutually-agreed upon
      • timeline and agreement.
  • 15. Launch Plan
    • For the launch of the Sports Fan Development Institute, we would like
    • to partner with Mark Cuban in a media briefing at a sporting event that
    • needs fan support. The event would outline the Institute, recognize Mr.
    • Cuban for his contributions and showcase the efforts of the Dallas
    • Mavericks and their fan outreach and engagement efforts.
  • 16. Timeline of Project
    • First 30 Days
    • Finalize model for Institute
    • Finalize business and marketing plan for the Institute
    • Hold first advisory board meeting
    • Finalize tools for Institute for Fan Development
      • Fan Experience Audit tool
      • Fan Experience Research tools with benchmarks
      • Expected outcomes from Fan Development Plan
    • Write, design and launch web site ( www.sportsfaninstitute.com )
  • 17. Timeline of Project
    • Second 30 Days
    • Announce partnership with Mark Cuban
      • Schedule media event at a sporting event that needs fan support (TBD)
    • Launch marketing plan & media tour
    • Sign first client
    • Update web site as resource
    • Launch first “sports fan” study
  • 18. Timeline of Project
    • Final 30 Days
    • Launch marketing plan & media tour
    • Sign second, third clients…
    • Launch Sports Fan Institute Digital Media Network
    • Announce results first “sports fan” study
    • Thank Mr. Cuban for his support and agree on “payback” plan
  • 19. Questions?
    • Contact:
    • Jackie Reau, CEO
    • Game Day Communications
    • (513) 929-4263
    • [email_address]

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