DECA Big River Promotion Plan

Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion
Table of Content
Executive Summary ...................................................................................................................1
Description of the Company ......................................................................................................2
Description of the Market ..............................................................................................2
Target Market .................................................................................................................2
Objectives ...................................................................................................................................3
Schedule of Events .....................................................................................................................4
Special Events ..........................................................................................................4 – 5
Advertising ...............................................................................................................5 – 6
Display .....................................................................................................................6 – 7
Publicity .........................................................................................................................7
Responsibility Sheet ...................................................................................................................8
Budget ................................................................................................................................9 – 10
Statement of Benefits to the Company ............................................................................10 – 11
Bibliography .............................................................................................................................11

Alfred Chan, Arthur Chan, Maria Delmar | Big River Challenge Promotion 1
Executive Summary
During the summer of 2015, Big River Race Management and Big River Running
Company will host a summer series of races including 1 mile (27thJune, 2015), 2 miles (11th
July, 2015) and 3.1 miles (25th July, 2015). The following promotion plan is aimed at
making a 200% profit and gaining company loyalty among young runners.
Description of the Company:
Matt Helbig owns Big River Running Company and its sister company Big River
Race Management. The company is one of the top 50 running specialty stores in the nation;
their mission is to give back to the sport of running.
Objectives:
Our objectives for Big Rivers are to gain loyal customers by sponsoring high
school/middle school races and give back to the community with the profit made off of these
summer series of races. Another objective is to really promote Big River Running Company
so that the company gains more fame.
Schedule of Events:
To draw runners into the store, we need an effective advertising campaign. We will
utilize special events and displays to gain the awareness, sales promotion, direct marketing,
and sales training elements of the promotional mix. Special events such as Big River Night
and Fun Run with the Pro will increase awareness and create excitement surrounding the race
while giving runners a chance to meet their opponent. Also we will have guest speakers to
give talks about how to prepare for the race and how to become a better runner. We will also
post the events’ photos on social media such as Facebook, and Twitter.
Our displays during the race will supplement our promotional efforts. Through giving
out wristbands and t-shirts with Big River Logo, we can get low-cost advertising just to let
the runner wear the equipment.
Finally, through donating money to local schools, we can accomplish our mission to
give back to the sport of running, also gaining a healthy image for the company.
Budget and Benefits:
Revenue $ 120,000.00
Expenses $ 52,978.40
Profit $ 67,021.60
In addition to a $67,021.60 profit earned from this promotion plan, Big River Running
Company will gain an increase in awareness and loyalty from the customers which helps
them to increase profits and fulfill their mission; give back to the sport of running, such as
donate to the local schools and free programs for customers.

Description of the Company/Organization
Ben Rosario and his partner Matt Helbig, with the concept of community at its core,
founded Big River Running Company in 2006. That foundation drives their mission to give
back to the sport of running, while fostering the vibrant running community that exists in St.
Louis. In 2012, Matt bought out his partner and became the only owner of Big River Running
Company. Meanwhile Ben decided to focus on his coaching career inspiring elite athletes to
chase their Olympic dreams.
Big River Running Company is one of the most famous local running retail
companies in St. Louis and one of the top 50 running specialty stores in the nation. They have
a total of four stores in the St. Louis area, which are located in O’Fallon, West County, South
City and University City.
Description of the Market
Missouri is one of the strongest running markets in the country, especially in high
school and middle school. The number of participants keeps increasing every year. High
school cross-country race participation had an approximate average of 8,000 runners for the
2013 season and 9,600 athletes for the 2014 season. The state of Missouri also produces lots
of national caliber, and even international-level runners, such as Matt Tegenkamp, who
represented the United States at two Summer Olympics, in 2008 and 2012.
Target Market
Demographics Geographics Psychographics
 High/Middle school
cross-country team
 7-12 Graders
 Parents
 Within 75 miles of St.
Louis
 High populated area
 Areas with cross-
country course
 Cross-country fans
 Attend/watch cross-
country races
 Watch cross-country
race online

Objectives
Big River Race Management sponsored the Forest Park Cross Country Festival; the
largest high school cross-country race presented by Saucony, close to 3,000 high school
athletes participated. As Missouri is one of the best markets for cross-country/running in the
country, we expect that the number of participants will keep growing while more people have
gained knowledge about running when they are in high school and middle school. Therefore
our objectives for the Big River Challenge are:
 Host a summer series of races for high school and middle school runners (1 mile, 2
miles, and 3.1miles). Each race will be hosted every other Saturday throughout the
summer. The first race will be held (1 mile) 27th June 2015, the second race (2 miles)
11th July 2015, and the third race (3.1 miles) 25th July 2015.
o High school varsity, junior varsity Boys
o High school varsity, junior varsity Girls
o High school freshman Boys
o High school freshman Girls
o Middle School Boys
o Middle School Girls
o High school varsity Boys, Girls team * (7 runners, top 5 score)
o Middle school Boys, Girls team* (5 runners, top 4 score)
 Gain brand/company loyalty while runners are young
 Support local high/middle schools
*Runners who sign up for varsity team will automatically be in the varsity division,
runners have to attend the same school to form a team.

Schedule of Events
(A) Special Events
Big River Night
Two days before each race, Big River Company will host a free Big River night at
their 4 different stores. Coaches, parents, and runners from different schools can have a
chance to meet each other and also pick up their race package at the store. At that night,
snacks and drinks will be provided and every purchase will have a discount of 15% off. Also
Big River Running Company will have guest speakers to talk with the runners.
Benefits:
 More people know where the store is located
 Hearing the guest speakers may help the runners
 Possibly increase sales by promoting the product
Fun Run with the Pro
The day before each race, Big River Running Company will host a road run training
session at their 4 different stores, and it will be open to the runners for free. The runners can
run with the collegiate runner and ask them questions about how to prepare themselves for
the race, such as what should they eat the night before etc.
Benefits:
 More people know where the store is located
 Gain knowledge about running
 Last minute purchase (such as power bar etc.)
Night with the Stars
The night after the last race in the summer series, Big River Running Company will
host an awards ceremony for the winners of different races and the overall champions. The
ceremony will be hosted by one of the high schools in the St. Louis Area. The Overall top 5
runners from each individual category will get a trophy, a pair of shoes worth $75 (varsity
and middle school only) and a Big River t-shirt with their name on it. The top 10 runners of
each individual category will get a trophy, one hoodie that is worth $50 (champion), one long

sleeved shirt that is worth $25 (second place), one water bottle that is worth $10 (third place)
and a Big River running shirt with their name on it. The overall team champion will get a Big
River runner’s gear kit (one trophy (for the whole team), running shirt with team name and
shoes that are worth $75).
Benefits:
 Increase customer’s loyalty by giving out running gears.
 Make the race more competitive
 Free promotion when the runner wears Big River running gear
(B) Advertising
Social Media
To maximize effectiveness and minimize the cost, using social media such as
Facebook, Twitter and Snapchat, is the cheapest way to promote the Big River Challenge.
We will set up a Big River Challenge group page on Facebook and Twitter for the public to
discuss the races. Also we can work with Snapchat and create a new filter for the user. This
idea will be a win-win situation, based on the user having to use those social media to discuss
the event; it will help to promote both Big River Challenge and the social media itself.
Beside those three, we can also advertise on local sports-related websites such as
MoMilesplit, and MSHSAA (Missouri State High School Activities Association). By
clicking our ads; the Internet user will be connected to the Big River Challenge homepage,
providing the opportunity to know more about the race and Big River Running Company.
Also if the user is an athlete or a coach, they can register the race online, the earlier they
registered, the cheaper registration fee.

Banner Advertising
As we interviewed Deb, the store manager of Big River Running Company in South
City, she mentioned they prefer hanging banners around town instead of TV ads. The reason
is the TV ads cost a lot for them to have a 1-minute ad. The advantages for hanging the
banner instead of TV ads are banners cost less and the banner can stay for a long duration.
In-Store Advertising
For in-store advertising, we can put up advertisements in the store. The
advertisements should be put up at eye level, at the ends of aisles and near checkout counters.
We can also have some in-store video displays and show the race promotion video.
(C) Display
"The test of a good display today is: Does it sell? "
Today we bring to this campaign many good ways of displaying and promoting Big
River Running Company.
Souvenir stands:
 Have a lucky drawing after each race; participants can use their number bib for the
lucky draw ticket; winners will get water bottle that worth $10.
 Have banners set up where people can clearly see them and they draw attention.
 Hand out free t-shirts with the company name and race details on the back.
 Hand out free plastic glow-in-the-dark wristbands that say Big Rivers and every time
it is worn when visiting the store, a 10% discount is given off of the purchase.
Facility Decor:
 Hand out coupons to loyal customers based on an account created with the store.

 Have a drawing in the store; customers complete pre-made information sheets that
give them an opportunity to win a pair of Big Rivers Running shoes.
 Have pre-made pamphlets next to the check out counter with information on the
company and promotions.
 Give out free magnets or car stickers next to the check out counter.
(D) Publicity
Appearances
 Send out coupons, birthday cards to loyal customers.
 Donate to local charities.
 Create a customer loyalty program to encourage future purchases.
 Have Big River officials such as Matt or others run in a marathon promoting Big
Rivers.
Press Releases
 Sponsor a local sports team. Send out a press release or feature article and get Big
River logo on the team uniforms. This builds awareness.
 Send out press releases each time Big Rivers donates to a local charity.
Media
 Speak at seminars and teach workouts. Big Rivers will receive publicity from
marketing the event and from the event itself.
 Publish articles in trade or local magazines. The majority of people think published
work is more valuable than a simple blog post, and articles cost less than advertising
in the same magazine.

 Survey the customers to see what they’re interested in and what we can do to improve
Big River.
Responsibility Sheet
Employee Duties/Responsibilities
1. Matt Helbig
Owner/CEO
 Give out awards to the athletes
2. Tom Eckelman
Partner
 Measure and certify courses
3. Patrick Hamel
COO
 Event timing and registration
 Timer training
 Scheduling and communications for
events
4. Jeffrey Promnitz
Race Director
 Find and award sponsorships and
contracting vendors
5. Jordan Bernath
Project Manager
 Upload results to the website
 Update the event
6. Advertising Team  Expand online presence through E-
mail, social media, and banner ads
7. In-store employee  Promote the race and set up in-store
advertisement
 Give out racing kits, T-shirt, and gift
card

Budget
Event Project Expenses
1. Big River Night
Include snacks, drinks, and guest
speaker
 Goldfish crackers $35.49/per box
(72 count) x 12, three box per store x
three nights
 Nestle bottled water $4.99/per box
(24 count) x 16, four box per store x
three nights
 Guest Speaker: In House
 Staff: In House
Totals: $1,517.16
2. Fun Run with the Pro
Include water and coaches fee
 Coaches: In House
(24 count) x 16, 3 box per store x
three nights
Totals: $239.52
3. Night with the Stars
Include pizza, drinks, awards,
hoodies, t-shirts, and shoes
 Papa John’s pizza $8.99/per one
(XLG) x 200
 Nabisco Cookies & Crackers Variety
Pack $5.50/per box (36 pk) x 20
(24 count) x 30
 Vibrant Crystals Trophy $4.99/per
trophy x 284
 Hoodies $50 x 80
 Long sleeves shirts $25 x 80
 Water bottles $10 x 80
 T-shirts $4/each x 284
 Shoes $75 x 44
 Place: In House
Totals: $14,710.86
4. Big River Challenge
Include timing system, course fee,
lucky draw water bottles, wristbands,
and staff
 Timing System: In House
 Place/Course: No cost
 Staff: In House
 Lucky draw water bottles $10 x
20/per race x three days
 Wristbands $0.40/each x 3,000
Totals: $16,510.86
5. Advertising
Include banner, social networking
site, and e-mail list Totals: $20,000.00
Total Expenses $52,978.40

Net Balance: +$67,021.60 (+226.5%)
Statement of Benefits:
Our promotional campaign will revitalize both Big River Running Company and Big
River Race Management by gaining many new runners and customers.
Big River Running Company is a sports authority company that couples its values
with great marketing and business to offer many benefits to their customers. Big River’s main
goal is to genuinely give back to the community the profits they make, doing things such as
spontaneously giving away free Big River Running t-shirts and gift cards. This generosity
accomplishes the mission and vision of the company while promoting the organization as
runners wear equipment advertising their logo. They also hire speakers to present to the
community about topics such as, racing performances, health, and injury prevention.
Big River is intent on helping the customer feel at home and welcome once arriving at
the store. Big River is a unique company that cares for their customers’ needs, wants, and
satisfaction after purchase. They will go the extra mile to exceed the customer needs. Their
employees are long-term runners themselves, and actually know what type of shoe best fits
the body type when doing a workout or race.
Professional employees are hired that will gladly explain to the shoppers the
mechanics of running and how it coincides with various shoe types, along with which shoes
in particular, are better for individual needs.
The goal at Big River Running Company is not to just make a profit off customers.
They, as a marketing business, want shoppers to be satisfied with what they have purchased
to ensure a returning clientele.
Event Project Gains
1. Big River Challenge  Registration fee $40/per person for
the whole series x 3,000
Total Gains $120,000

Big River is already established as a successful “running” store based on their code of
service and business mission. Our advertising campaign will only complement the company
and the races they oversee. First, the speakers that are hired to promote and inform runners of
the company’s intentions are to pull in more adolescent customers. In our promotional plan,
the main goal is for Big River Running Company to gain loyal fans starting at a young age,
so that when those young fans become adults, they are only interested in shopping at Big
River. These runners have been served well throughout the years and are pleased with the
product, knowledge, and service they have received. This is what the returning customers
have come to expect and appreciate, and it’s all they have known; Big River Running
Company has been a good retail store to them for the majority of their life.
Big River hosts a fun and friendly training program for runners and walkers of all
ability levels to prepare for half or full marathons. This helpful training group guides athletes
with highly official coaches and teammates who share similar goals. As the second part of
our promotional plan, we would employ these helpful individuals to officiate a series of
lower mileage races as a tool to recruit the younger crowd. A promotional day will be held in
the store before each of these races and professionals will be able to provide informative
feedback on shoe style/type, feet type, running style, body type, and more. With this
information, runners will be able to purchase the shoes specific to their wants and, hopefully,
run a better race as they begin the new series. Each race will keep them returning for any of
their running needs, thus building the clientele from an early age.
Bibliography
http://bigriverracemanagement.com http://www.fpxc.com
http://www.bigriverrunning.com http://www.referenceforbusiness.com
Kristen Jorgensen (Director of Education) Deb Siewing (South City store manager)

DECA Big River Promotion Plan

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