Pdma4 jd lyell_discraft (1)

Digital Marketing Plan
J.D. Lyell
Full Sail University
Entertainment Business

Author Note
This paper was prepared for Principles of Digital Marketing, a requirement in the
Entertainment Business program Full Sail University, in Winter Park, Florida.
DIGITAL MARKETING PLAN
1. Introduction.....................................................................................................................................................................3
2. Executive Summary ....................................................................................................................................................3
3. Organisation Vision, Mission& Values ..................................................................................................................4
4. Marketing Vision & Mission.......................................................................................................................................4
5. Situation Analysis.........................................................................................................................................................6
6. Organisation& Marketing Objectives ..................................................................................................................14
7. Strategy ........................................................................................................................................................................18
8. Tactics...........................................................................................................................................................................19
9. Activity Plan.................................................................................................................................................................20
10. Control and Evaluation .......................................................................................................................................23
11. Appendix .................................................................................................................................................................24
12. Find Out More........................................................................................................................................................24

1. INTRODUCTION
Discraft is the world leading manufacturer of Disc golf, ultimate frisbee and freestyle
disc. Disc golf is a relatively unknown sport throughout most of popular culture. We
are looking to change this outlook on disc golf and use this campaign as an opportunity
to promote disc golf as a sport and Discraft as the leading brand.
The goal of the campaign is to spread the word about disc golf the sport through a
tenacious social media campaign. The purpose of this paper is to outline and show
how we intend to use this social media campaign to grow the sport to new potential
consumers but also use this to attract current consumers who may be using a different
brand.
2. EXECUTIVE SUM M ARY
CURRENT POSITION
This proposal is going to show detail plan of who we are going to use social media to grow not
only the brand of Discraft, but also grow the sport of disc golf which will have a lasting impact
on the industry itself. Discraft as a company has been around since the very beginning of the
flying disc craze in the early 1970’s. As a brand partially because if the age of the company it
seems that Discraft has gotten a reputation for being for beginners in the sport of disc golf and
also a sense of being long in the tooth.
That being stated Discrafthas shown to be a powerful contender in the market holding a strong
brand throughout the disc golf scene. In 2019, one of the feature players on the PDGA Paul
McBeth won several top tournaments which included the 2019 European open and the
coveted 2019 Disc Golf World Championships in August of this year.
This being stated there is a very strong campaign we are focusing on to further grow the
popularity of disc golf and also raise up the brand of Discraft to an even more world renown
status. The idea for the campaign is to use a strong social media marketing plan to show the
sport of disc golf to new people who may have never heard of it before and also to target
existing players to switching their preferred brand to Discraft. The goal is to attract new
consumers to the Discraft website in order to showcase great products on website but also
link them with online videos of disc golf to grow sports popularity. Starting a hashtag on major
social media platforms such as Facebook, Instagram, YouTube, and Twitter it will allow us to
grow the sport of disc golf to new consumers who may have not ever heard of the sport at all.
By becoming involved in this trend individuals who can show they have posted with both
#GrowtheSport and #Discraft will receive a 20% discount on all their orders through the
Discraft website. Using the sponsored professionals of Discraft to start off the campaign will
allow the trend to start off strong and cast a wide net to customers who already follow their
favorite players. Paul McBeth for example is arguably the best player in the world currently
and one of the mostpopular sincehe is sponsored by Discraftexclusively his popularity should

boost the campaign off in the right direction. For customers who bring are new or bring a new
person to play disc golf with use and use the hashtags in their photo will receive an additional
gift with their order for being new customer and new player to the sport.
The campaign really focuses on the use of social media to spread the word about the sport of
disc golf and the brand Discraft. The marketing plan to use professionals and recreational
players combined is a rather cheap and inexpensive way to direct traffic to the website through
the various social media platforms mentioned Facebook, Instagram, Twitter, and YouTube.
Much of the cost will incur in assure that we have the right personnel in line to make sure the
project starts off on the right foot costing in totality around $500,000 dollars. The potential
income for this project are looking tremendously high since alone Paul McBeth has over
100,000 followers on Instagram alone and the average order for a new player is somewhere
between $40-$100 there is great potential to have this campaign have a revenue in excess of
$2,500,000.
KEY ISSUES
Highlight the key issues and challenges the organization and individual departments face.
3. ORGANIZATION VISION, M ISSION& VALUES
This section should set your organization’s destination and tone. Taking time to write this will help
you focus on how your plan is going to get you there. You can keep brief just want to confirm that
the digital plan aligns with the corporate mission.
M ISSION
The mission of Discraft is become renown and recognized as world number one option for all things disc golf,
ultimate frisbee and freestyle flying disc related.
VISION
Persistentinnovations,research,and developmentmet with the highestquality standards and creativegraphics
to maintain Discraft as a stronger leader across major disc sports around the world.
VALUES
Brand Values
American Made
Design
Quality
Consistency
4. M ARKETING VISION & M ISSION

Now that you knowwhere your organization is going, you need to set your marketing department’s
purpose. This should support your organization’s vision and mission.
M ISSION
Simple Digital Marketing example: To support Simply Digital Marketing and ensure a strong digital
presence through SEO, Social Media and Display Advertising. Raise brand awareness and be
recognised as a leading resource for academics and professionals.
In supportof Discraft a strong digital presence through SEO, Social Media and Display Advertising.
Raise brand awareness in community and brand recognition across the world.
VISION
Discraft is a company that prides themselves on quality and innovation in the world of disc sports.
Our vision is to spread to through brand awareness is to implement marketing strategies through
social media, digital rewards programs, media promotions and website optimization.

5. SITUATION ANALYSIS
EXTERNAL ENVIROM ENTAL ANALYSIS
External SWOT analysis of Discraft Inc.
Strengths Weaknesses
 Longevity 40 years in business
 American made
 Global presence
 World class designers
 Current men’s and women’s world
champions as sponsors
 Disc Golf not well-known sport
 Minimal media coverage
 Ultimate frisbee viewed as college
sport
 Older brand
Opportunities Threats
 Grow popularity of sport globally
 Create new fans of sport
 Increase visibility of sport/brand
 Other companies i.e Innova
Champion disc
 Mainstream sports
 Parks and wooded areas being
destroyed for homes/ renovations
M ARKET OVERVIEW
Currentlywe are in a very competitive market with very strong competition throughoutthe industry.
More and more brands are coming into the market over the past 10 years making competition hire
than it has ever been before. Still relatively smaller market plays the sport of disc golf there are
also many vendors who sell the products online and also in stores.
CURRENT TARGET M ARKETS
Recreational Professionals
Families Men’s Professionals open
Competing recreational level Women’s Professional open
Noncompeting Amateurs Junior competing open
CURRENT AUDIENCES
This is the next layer down from your markets, where you can break them down into specific
audiences.

Discraft next should being to focus on these areas that are targeted as potential markets
for this campaign.
 Men’s and Women’s Professionals
 Competing Amateurs
 Families
These markets are ideal for this campaign due to their influence on others and potential to
rapidly spread the word and brand throughout social media. The first market looking into
are men’s and women’s professionals. This should be the spearhead of the campaign
because of the outreach and influence they already hold. The professionals are already
out touring the country on the tours with national tours and also more local smaller events
as well. This is the perfect opportunityto home in on those markets utilize the professionals
already signed by the company and spread the campaign through those avenues.
They could very easily spread the word on their own social media platforms which already
have followers. Along with this many of the touring professionals hold clinics as well
throughout the calendar year and these professionals are always looking for the top
equipment and cutting-edge technology.
The second segment Discraft should focus on heavily is the family market. This is a market
that could very easily be tapped into with more of a concerted effort. There are many
families who feel with technology that they are not spending enough time together as a
family unit. This is an angle we can easily approach with the sport of disc golf. These are
families who are wanting to spend more time together outsides to enjoy the sun and
outdoor leisure activities.
Disc golf is inexpensive to get started showing families there is value in being cost concise
but also most of the courses throughout the country to not charge any fees, so they are
free to play as well. This is an effective approach also to the family unit and getting them
interested in the sport and spending valuable time together.
CUSTOM ER TOUCH POINTS
Taking a deeper look at customer segments we also want to evaluate how they are seeing out
product. The chart below shows up where they are seeing out name and brand and also how this
is a competitive edge over our competitors.

Touch Point Department Does it meet their
expectation/need?
Competitive
Edge
Website Marketing - Very accessible menu
- online order directly from
vendor
- Latest news and updated
- Direct source to
customers,
updating
breaking news
and ordering
Instagram Marketing - Giveaways
-professional involvement
- News
-Follower involvement
- Customers stay
engaged and
involved with
company.
Facebook Marketing -Company job openings
-Upcoming events and
tournaments
-Breaking news about company
- Discraft stays
on feeds on
individuals and
makes them feel
part of extended
family.
Email Promotion Marketing -Send customers direct news
and information
-Individualized offers or
promotions
-Email is easily
accessible at all
times. Checked
more frequently if
job uses lots of
emails as well.
More likely to
engage in email
specifically
towards them,

COM PETITION
Understanding your competition and what they’re good at will help you develop a marketing plan which will add more value than your rivals. You may
have an information system in place which holds this, or indeed you may conduct a full competitor analysis in your audit – but it’s still worth adding at
least your main competitor’s profile in here.
Who are they? Brand Marketing Mix Potential competitive advantage on us
Now Innova Champion Discs
Founded in 1983
Innova is a brand who
prides themselves on their
trendsetter mentality. New
molds and focus on design
innovations and product
improvements.
Product- Vast array of
products. Similar to Discraft,
sells disc, clothing, bags,
water bottles etc.
Price- Price point for most
discs in particular are very
similar to Discraft.
Placement- Use many of the
same tools as Discraft. Also
have associations with
Factory store, Disc golf
United and Spin Tv which
broadcast events online.
Promotion- Use player
sponsors as a tools, host and
sponsor events on DGPT,
They offer many of the same products
and for 30 years held a patent for design
which set them apart from competition in
marketplace.
Hold a high standard in the industry as
choice of champions because they have
had multiple time world champions
exclusively using their disc.
To new Disc golfers Innova would be a
more recognizable name.
Dick’s sporting goods is a retail chain
partner.

and discounts on mis print
disc.
Discmania A European based disc
golf company started in
2006.
Discmania has a slogan to
“Reinvent your game”.
Company brand being
newer is to spread the
game of disc golf
internationally and create
new ways to change the
game.
Product- Sells new and
used disc. Apparel, bags,
and all things disc golf
related are sold.
Price- Similar price point to
Discraft. Some of the discs
that are player disc are a
little pricier.
Placement- Discmania uses
many of the same tools as
well. Strong presence online
but not many retail
presences in United States.
Promotion- Since they are
sister company of Innova has
a presence within
community. Does mystery
box every year to promote
brand.
Strong online presence compared to
Discraft.
Mystery box is a huge hit within disc golf
community promotes brand to try their
disc.
Sister company of Innova gives brand
credibility.
Stronger internationally presence host
events like European open and is based
in Finland.

Dynamic
Disc
American based company
started in 2005 as vendor,
but teamed with Latitude
64, a European based
company to produce disc
starting in 2012.
Dynamic disc mission is to
achieve customer
satisfaction, through
innovation, design and
customer service solutions.
Product- Sells new and
used disc. Apparel, bags,
and all things disc golf
related are sold.
Price- Similar price point to
Discraft. Some of the discs
that are player disc are a
little pricier.
Placement- Based out of
Emporia KS, a disc golf
destination team up with
Latitude 64 a Swedish based
company.
Promotion- Very customer
service based, has many
videos online, and promotes
undisputed marketplace
leadership.
Company has strong online presence
with following.
Independent company made in USA by
college hobby turned in enterprise.
Company prides itself on unsurpassed
customer service and makes that major
focus.
Has customizable disc section for some
of their products adds more variety to
play the sport.

INTERNAL ENVIRONM ENTAL ANALYSIS
Internal marketing is as important as external, so it’s important that you consider your internal
environments.
Element Where you are now Where you want to
be
The gaps
Strategy Recognized as one of
the leaders in flying disc
sports.
Expand into an even
more global entity
and expand growth of
disc golf sport and
brand.
Disc golf is not well-
known sport
around the world.
Need to grow
popularity.
Structure Global distribution
center, headquarters in
Michigan USA.
Growth into even
more international
presence expanding
to Europe.
Already multiple
European based
companies that are
very successful
within disc golf.
Systems Online ordering, multiple
orders to vendors and
multiple distribution
centers.
Growing to even
more streamline
process, efficiency in
online ordering.
Consider bringing
in team to revamp
website and e
commerce side of
business.
Style Very traditional, well
made, and consistency
in what is made.
Consistently
innovating new
styles, expanding
brands.
Looking for new
and inventive ways
to change disc
appearance.
Expanding current
style.
Staff Fully staffed with
warehouse
management, sales
team, and upper
management.
Continue to grow in
positive expansion of
company.
Looking to grow
sport to create
more of a demand
for products.

Skills Highest quality and
consistency in disc
design and flight
Continue to create
and innovate new
prototypes.
New vision needed
on how to change
or enhance discs.
Shared Values Quality, hardworking,
American made
Remaining constant
in upholding values.
Monitor quality of
products and
values customers
and employees
hold.
INTERNAL RELATIONSHIPS
Use this section to ensure the whole business is working together to deliver what you hope to
promise your audiences.
Department Emphasis Marketing Emphasis Relationship/Link
Sales -Short term sales-
Monthly targets
-Longer term markets -Product and Service
pricing. Marketing provides
Sales with leads, Sales
convert leads
Vendors
GENERAL SWOT ANALYSIS
SWOT Analysis is a great way of highlighting what you’re good at and what you need to invest
time and resources into.
Strengths
- American made
- Global presence
- Current MPO and FPO world champions
Weaknesses
- Disc golf not well known sport
- Minimal media coverage
- Older brand
Opportunities
- Grow popularity of sport of disc golf

Create new fans of sport
- Increase visibility of sport
Threats
- Other large companies Innova Champion disc
- Mainstream sports
- Parks and wooded areas being destroyed for homes
ASSUM PTIONS
Here are some assumptions within making of this marketing plan.
1. Some things cannot be measured by metrics such as overall revenue numbers for this
project.
2. Measurements must be accurate to be made useful when we are calculating the ROI for
this particular campaign.
6. ORGANISATION& M ARKETING OBJECTIVES
Now that you’re clear on your current situation, you’re in a position to clearly outline your short,
medium- and long-term objectives. It’s recommended that you use the SMART framework when
setting your objectives, so that each one is:
- Specific
- Measurable
- Achievable
- Realistic
- Time bound
SHORT TERM (1 – 3 YEARS)
Objective Strategy
Organizational 2017-2019
(Over 3 years)
Increase sales by 25%
each year.
Increase international
presence from previous
year.
Locate 5-10 regional or national
level chain retail stores to put
Discraft products in.
Sponsor high level tier disc golf
tournament overseas 2-3 times
next year.

Find 3 more retail level
sponsorships to sell
products.
Marketing 2017-2019
(Over 3 years)
Increase brand awareness.
Increase SEO brand
recognition.
Create new membership
club for returning
customers.
Create new marketing
campaign to promote Discraft
name across markets.
Increase presence for SEO
Google Answer box by in depth
12-month analysis.
Create incentive membership
program to bring casual fans
and buyers to re-occurring
customers.
Marketing Mix Objective Strategy
Product- Discraft 1. Sales increase of 25% year
over year.
Locate 5-10 regional or national
Place- In store. Wixom, MI1. Create international
presence.
1. Analyze tournaments in
European countries that have
expiring sponsors and gain lead
sponsorships for those
tournaments to increase
international presence.
Price 1. Remain competitive in
market
1. Strategy 1 for objective 1
Promotion- Create re-
occurring membership club
1. Create membership to
encourage re-occurring
purchases from new and
used customers.
1. Create club that will encourage
members to purchase directly
through website giving them
points and rewards as
incentives.
People- Existing and New
Customers. Targeting new
families to the sport.
1. Gain new plan to target
casual players of sport and
1. Construct new marketing plan to
target sport as a family sport.
Marketing it as an inexpensive

specifically market to
families
way to bring families together
and enjoy outdoors.

M EDIUM TERM (3 – 5 YEARS)
Objective Strategy
(Over 2 years)
1. Double production of
current facility
2. Begin process of
developing international
distribution center
1. Continue to grow popularity
of sport on United states
side and use brand as
catapult.
2. Become staple of European
tournaments and broaden
presence overseas.
Marketing 2015-2017
(Over 2 years)
1. Increase number of
new business Sales by
30% year on year
1. Implement new marketing
strategies and continue to
sign marquee professionals
to grow brand popularity.
over year.
Locate 10+ regional or national
Place- In store. Wixom, MI2. Begin laying groundwork for
European distribution
center.
2. Analyze European disc golf
companies and their distribution
centers and learn best strategy
to being process.
market
Promotion- Grow
membership club
2. Grow membership to
encourage re-occurring
purchases from new and
used customers.
2. Grow club that will encourage
members to purchase directly
through website giving them
points and rewards as
incentives.
People- Existing and New
Vendors.
2. Gain new vendors
throughout US and world to
exponentially grow sport.
2. Conduct successful market
research to find new and
successful vendors yet to be
targeted.

LONG TERM (5 YEARS PLUS)
Objective Strategy
(Over 2 years)
1. Double the size of the
business to 10 million
turnover
1. Provide data to show a
massive increase in
popularity and direction with
the company.
Marketing 2015-2017
(Over 2 years)
1. Increase number of
new business Sales by
40% year on year
1. Provide the best range of
products to key market
segments
over year.
Locate 100+ international level
chain retail stores to put Discraft
products in.
Place- In store. Wixom, MI3. Finalize distribution center
across seas in European
country.
3. Capitalize on previous marketing
plans and open distribution
center in Europe.
market
Promotion- New
International Promotion
3. Create new limited-edition
stamps commemorating
opening of European
centers
3. Create stamps for limited edition
disc that will commemorate this
occasion. Create buzz for
European countries but also
back in states.
People- European
presence locally and
Asian countries as well.
3. Gain new plan to target new
local European players
professional and amateurs.
3. Construct new marketing plan to
target these amateurs and
professionals overseas. Being
process for Asian continent
center as well.
7. STRATEGY
Tool Target Actions
Twitter Age 18-29 -Expand presence

Explore new twitter
accounts to follow and
repost linking to Discraft
-Links to YouTube videos
Facebook -Promote to Disc Golfers
-Targeted marketing by
location, promote new
locations
-Update welcome page
-Update events for local
promotions or national
promotions
-Expand on post to promote
campaign
-New videos testing products
and advice from pro’s for
beginners
Instagram -More informal and fun.
- Target users following
multiple people involved with
disc golf.
location, likes and interests
-Update page
-Create links to promote
campaign
-Boost post with new
products and share post
from campaign.
8. TACTICS

BUDGET
Once you understand the tactical elements of your plan you can put together the budget you
require to deliver it.
Annual costs Annum Quarter Month
Google + $15,000 $3,750 $1,250
Instagram $3000 $750 $250
Facebook Ads $3,000 $750 $250
Discraft Website $13,000 $3,250 $1,084
Salaries members $250,000 $62,500 $20,830
Sub Total $284,000 $71,000 $23,666
One Off
European event- sponsorship $10,000
Online advertisements $4,000
Banner Advertisements at other events $2,500
Sub Total $16,500
Grand Total $300,500
9. ACTIVITY PLAN
This is where you can really break your plan down into clear actions. If you’re experienced in
projectmanagement you may choose to create a full projectplan,which could include Ganttcharts,
network charts etc. – however there are other options such as the ones shown below
CAM PAIGNS
Campaign Line of
business
Strategy
#GrowtheSport New &
Current
Goals
- The goal for this campaign is to grow the
popularity of Disc Golf sport and directly
see 600+ new customers to Discraft
website.
Target

Targeting new customers to the sport of
disc golf to grow popularity and also
current players of sport to switch brands.
Key messages
- A trend on social media to grow the
sport of Disc golf and bring new people
to play the game. Use the hashtag
#growthesport and #Discraft on all
platforms of social media and receive a
20% discount. For customers who are
new or bring someone new and tag
them in the picture they will receive
Placement
- Use existing platform from Instagram,
Twitter and Facebook to announce
campaign. Also use newly signed Top
professionals to promote campaign with
Youtube video and also have that
posted on individuals’ social media.
Evaluate
- Count all pictures, videos and social
media post with hashtag.
- See online website sales increased from
campaign along with new memberships.
- Evaluate new players to the sport or
possibly existing players who have
switched brands due to campaign.
DISPLAY ADVERTISING
Placement Target Actions
Google Display Young adults 18-39 Target key search terms-
disc golf, ultimate frisbee,
Discraft, disc golf courses
Instagram Social media platform
banner advertising.
Targeting young adults 18-
39 who are actively following
Advertise on social media
platform using banners and
targeted advertising to draw
existing consumers to

Disc golf players or who are
interested in disc golf.
campaign and lead them to
bring new customers to
brand.
YouTube Disc golf or frisbee
enthusiast who watch
programming on YouTube
ages 18-39.
Target demographic who is
already watching disc golf or
frisbee programs with
advertising for campaign.
Create an incentive to share
content on other social
media platforms.
SOCIAL M EDIA
WRITE UP THE DETAILS OF YOUR SOCIAL MEDIA ACTIVITIES HERE.
Tool Target Actions
Twitter Age 18-29 -Expand presence
-Explore new twitter
accounts to follow and
repost linking to Discraft
-Links to YouTube videos
Facebook -Promote to Disc Golfers
location, promote new
locations
-Update welcome page
-Update events for local
promotions or national
promotions
-Expand on post to promote
campaign
-New videos testing products
and advice from pro’s for
beginners
Instagram -More informal and fun.
- Target users following
multiple people involved with
disc golf.
location, likes and interests
-Update page
-Create links to promote
campaign
-Boost post with new
products and share post
from campaign.
EM AIL M ARKETING

Write up the details of your email marketing activities here.
Many other factors need to be considered and reviewed such as:
- Tone of messages and content
- Promotions/incentives offered
- Call to actions
- Content of “From” and "Subject" lines
- Length of email
- Campaign themes
- Timing and frequency of your emails
These are the current suggested timings and frequency of XX’s emails.
Emails Timing Frequency
Update on new campaign and
direction of company.
Send out weekly on Tuesday
mornings
Monthly
Events- Tell new players
about exciting events about
disc golf, camps held by
professionals, new
tournaments and locations
sponsored by company.
Monday afternoon to get
past morning rush of
checking emails and stand
out.
Bi- weekly
Big Events- Mystery boxes
around holidays, promotional
tournaments, give aways.
Send 10-114days prior to
the event.
Annually
OTHER ACTIVITES
You can detail as much or as little as you like about other activities e.g. Radio Advertising
10. CONTROL AND EVALUATION
It’s important that you track and evaluate your plan, objectives and strategies. This will be
particularly important for justifying marketing budget in the future.
As always there are many ways you can do this, here is a simple table as an example:
Evaluate Measure Tools

Keywords Rank well on top keywords Google Adwords
Website traffic and orders Page views up 15%+ each
month.
eLogic Analytics
Increase Following on Social
Media channels
A 25% on social media
followers on major
platforms Twitter,
Facebook and Instagram
Various tools such as
Hootsuite, Keyhole and
Digimind to track.
Increase customers by 1200+ Create re-occurring
membership for new
customers and existing
customers to track.
Find database CRM to track
data Salesforce, Agile CRM,
Zoho. Etc.
11. APPENDIX
Any supporting research and diagrams can go in here.
12. FIND OUT M ORE

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