New Hampshire Roller Derby (NHRD) is seeking opportunities to rebuild and repair community perception of the league, retain the current number of skaters, increase league numbers to 50 active skaters and 10 skating officials and NSOs, average 400 people in attendance at each home bout, and hold 10 promotional events from March through August. The league’s committees will play a role in achieving these goals with additional goals. The Games Production Committee wants to earn $3,000 from ticket sales per bout and $1,500 from beer sales per bout, and give away up to 300 tickets per bout. The Merchandise Committee seeks to reduce merchandise offerings, reinstate online store, and generate sales of $2,100 throughout the season. The Charities, Fundraising, and Sponsorships Committee wishes to develop relationships with local businesses to reduce supply costs, secure a minimum of $3,000 from sponsorships, generate $10,000 from fundraising, and partner with six new charities. The Marketing and Public Relations Committee wats to reinstate electronic newsletter, increase social media engagement by 50% on active accounts, and develop relationships with local media representatives to expedite interviews. Expected revenue totals $25,659.00 with an estimated budget of $8,528.08 has been provided within this marketing plan. Numerous tracking and measuring tools will help continuously develop the marketing messages and ensure revenue success throughout 2017. It is the expectation that following this marketing plan will lead to achieving all of the league and committee goals.

1. NHRD MARKETING PLAN
2017
Prepared by Skip Spoerke

2. i
Table of Contents
EXECUTIVE SUMMARY ................................................................................................................................. 1
NHRD ASSESSMENT.................................................................................................................................... 2
MISSION STATEMENT AND MOTTO.................................................................................................................. 2
COMMITTEES................................................................................................................................................ 2
TEAMS......................................................................................................................................................... 3
Travel team ........................................................................................................................................... 3
Home teams.......................................................................................................................................... 3
SWOT ANALYSIS .......................................................................................................................................... 4
CURRENT AND LAPSED MARKETING EFFORTS.................................................................................................. 5
WEBSITE ANALYSIS ....................................................................................................................................... 6
SOCIAL MEDIA ANALYSIS ............................................................................................................................... 7
SPONSORSHIP PACKET ANALYSIS ................................................................................................................... 9
FINANCIAL ANALYSIS ...................................................................................................................................10
COMPETITORS ............................................................................................................................................11
TARGET AUDIENCE.....................................................................................................................................12
WFTDA FAN DEMOGRAPHICS......................................................................................................................12
Gender.................................................................................................................................................12
Age.......................................................................................................................................................12
Sexual orientation ..............................................................................................................................12
Relationship status.............................................................................................................................12
Education ............................................................................................................................................12
TARGET DEMOGRAPHIC CRITERIA .................................................................................................................13
Age and gender...................................................................................................................................13
Interests ..............................................................................................................................................13
DEMOGRAPHIC RESULTS .............................................................................................................................13
TARGET AUDIENCE FOR 2017 .....................................................................................................................16
UNIQUE VALUE PROPOSITION ...................................................................................................................17
POSITIONING STATEMENT.........................................................................................................................18
MARKETING OBJECTIVES ..........................................................................................................................19
LEAGUE .....................................................................................................................................................19
GAMES PRODUCTION COMMITTEE ................................................................................................................19
MERCHANDISE COMMITTEE .........................................................................................................................19
CHARITIES, FUNDRAISING, AND SPONSORSHIPS COMMITTEE...........................................................................19
MARKETING AND PUBLIC RELATIONS COMMITTEE ..........................................................................................19
LEAGUE.......................................................................................................................................................21
STRATEGIES ...............................................................................................................................................21
TACTICS .....................................................................................................................................................21
General Tactics...................................................................................................................................21

3. ii
Rebuild and repair community perception of league ......................................................................21
Retain current number of skaters.....................................................................................................21
Increase league numbers to 50 active skaters and 10 skating officials and NSOs .....................22
Average 400 people in attendance at each home bout..................................................................22
Hold 10 promotional events from March through August...............................................................23
GAMES PRODUCTION COMMITTEE...........................................................................................................25
STRATEGIES ...............................................................................................................................................25
TACTICS .....................................................................................................................................................25
General Tactics...................................................................................................................................25
Earn $3,000 from ticket sales per bout ...........................................................................................25
Pricing..................................................................................................................................................25
Earn $1,500 from beer sales per bout.............................................................................................26
Give away up to 300 tickets per bout ...............................................................................................26
CHARITIES, FUNDRAISING, AND SPONSORSHIPS COMMITTEE..............................................................28
STRATEGIES ...............................................................................................................................................28
TACTICS .....................................................................................................................................................28
General Tactics...................................................................................................................................28
Develop relationships with local businesses to reduce supply costs.............................................28
Secure a minimum of $3,000 from sponsorships...........................................................................29
Generate $10,000 from fundraising ................................................................................................29
Partner with six new charities............................................................................................................30
MARKETING AND PUBLIC RELATIONS COMMITTEE ................................................................................32
STRATEGIES ...............................................................................................................................................32
TACTICS .....................................................................................................................................................32
General Tactics...................................................................................................................................32
Reinstate electronic newsletter.........................................................................................................32
Increase social media engagement by 50% on active accounts....................................................33
Develop relationships with local media representatives to expedite interviews...........................33
MERCHANDISE COMMITTEE .....................................................................................................................35
STRATEGIES ...............................................................................................................................................35
TACTICS .....................................................................................................................................................35
General Tactics...................................................................................................................................35
Reduce merchandise offerings .........................................................................................................35
Reinstate online store........................................................................................................................35
Generate sales of $2,100 throughout the season ..........................................................................35
MARKETING TOOLS....................................................................................................................................37
COMMITTEES..............................................................................................................................................37
WEBSITE....................................................................................................................................................37
SOCIAL MEDIA............................................................................................................................................37
SPONSORSHIP PACKET................................................................................................................................38
Recommended sponsorship packages.............................................................................................38

4. iii
Recommended à la carte sponsorship prices..................................................................................39
BUSINESS CARDS .......................................................................................................................................39
POSTERS AND FLYERS.................................................................................................................................40
SEASON PROGRAMS ...................................................................................................................................40
ELECTRONIC NEWSLETTER...........................................................................................................................41
PRESS RELEASES .......................................................................................................................................41
EVENTS......................................................................................................................................................41
LISTS.........................................................................................................................................................42
InfoUSA point of contact ....................................................................................................................43
MESSAGES .................................................................................................................................................44
MESSAGE CONTENT ....................................................................................................................................44
CALLS TO ACTION........................................................................................................................................44
SCARCITY ...................................................................................................................................................45
BUDGET, TIMELINES, AND RESOURCES ..................................................................................................46
BUDGET SUMMARY .....................................................................................................................................46
WEBSITE....................................................................................................................................................47
SOCIAL MEDIA............................................................................................................................................47
SPONSORSHIP PACKETS ..............................................................................................................................48
BUSINESS CARDS .......................................................................................................................................48
POSTERS AND FLYERS.................................................................................................................................49
SEASON PROGRAMS ...................................................................................................................................50
ELECTRONIC NEWSLETTERS.........................................................................................................................50
PRESS RELEASES .......................................................................................................................................51
EVENTS......................................................................................................................................................51
TRACK AND MEASURE RESULTS ..............................................................................................................52
ANALYTICS .................................................................................................................................................52
SALES REVENUE .........................................................................................................................................52
SPONSORSHIP REVENUE .............................................................................................................................52
MEDIA COVERAGE.......................................................................................................................................52
REFERENCES..............................................................................................................................................53

5. 1
Executive Summary
New Hampshire Roller Derby (NHRD) is seeking opportunities to rebuild and repair community perception of
league, retain current number of skaters, increase league numbers to 50 active skaters and 10 skating
officials and NSOs, average 400 people in attendance at each home bout, and hold 10 promotional events
from March through August. The league’s committees will play a role in achieving these goals with additional
goals.
The Games Production Committee wants to earn $3,000 from ticket sales per bout and $1,500 from beer
sales per bout, and give away up to 300 tickets per bout. The Merchandise Committee seeks to reduce
merchandise offerings, reinstate online store, and generate sales of $2,100 throughout the season. The
Charities, Fundraising, and Sponsorships Committee wishes to develop relationships with local businesses to
reduce supply costs, secure a minimum of $3,000 from sponsorships, generate $10,000 from fundraising,
and partner with six new charities. The Marketing and Public Relations Committee wats to reinstate electronic
newsletter, increase social media engagement by 50% on active accounts, and develop relationships with local
media representatives to expedite interviews.
Expected revenue totals $25,659.00 with an estimated budget of $8,528.08 has been provided within this
marketing plan. Numerous tracking and measuring tools will help continuously develop the marketing
messages and ensure revenue success throughout 2017. It is the expectation that following this marketing
plan will lead to achieving all of the league and committee goals.

6. 2
NHRD Assessment
In 2007, the all-female NH Roller Derby (NHRD) became New Hampshire’s first flat track roller derby league
(“About NHRD,” n.d.). The league is a 501(c)(3) nonprofit organization and became a member of the Eastern
Region of Women’s Flat Track Derby Association (WFTDA) on June 17, 2010 (“All-Stars,” n.d.). Today, NHRD
“supports the greater NH community through donations, volunteer work, and partnerships with … other
nonprofit organizations” (League handbook, 2016).
Ranked 253 of 307 WFTDA leagues (“Current rankings,” 2016), NHRD consists of 35 skaters, five officials
(skating and non-skating), coaches, and support staff (2016 NHRD league member info, 2016; League
handbook, 2016). NHRD also formed a sister league in 2015—New Hampshire Junior Roller Derby (“Junior
derby,” n.d.).
Mission Statement and Motto
The league’s mission statement is believed to consist of “NHRD is a skater-owned and operated 501(c)(3)
nonprofit organization which promotes women's athleticism while giving back to the local community” (“About
NHRD,” n.d.). The complete mission statement has not been confirmed, as of January 7, 2017, and is
published differently across league marketing channels.
The NHRD mottos, as published to the website, read “one league, one love” and “two teams, one passion.”
Teams also have mottos and the sponsorship packet illustrates a different motto “powerful athletes, powerful
reach” (Sponsorship program, 2017).
Committees
Games Production
“Games Production is in charge of organizing league home games. This committee is led by the Games
Manager and coordinates with virtually every other committee on the league to ensure each game runs
smoothly. The committee oversees ticketing and event promotion; track and game-day setup; entertainment
coordination; hospitality for visiting teams and officials; beer and wine sales; licensing and paperwork;
schedules, rosters, and announcement coordination; trophy creation; and volunteer and head of security
staffing.”
Fundraising/Sponsorship/Charities
“Fundraising is responsible for planning and executing league fundraising efforts. Fundraising also
collaborates with individual teams to help them with fundraising ideas and help them plan around other
league events. Within Fundraising, Sponsorship reaches out to the community to find sponsors for the league.
Through funding or in-kind donations, sponsoring organizations and NHRD mutually benefit from their
agreement. This is usually in return for advertising at our events. This committee is also responsible for home
game after parties. Also within Fundraising, Charities selects and promotes charities the league supports.”

7. 3
Juniors Committee (irrelevant to this marketing plan)
“As part of the junior committee, we will need your help with training our skaters and ask that you attend
fundraising events as scheduled. During practices, you will be asked to demonstrate skills, provide 1:1
feedback to skaters, and lead drills. We do our best to be prepared and organized and will not generally put
you on the spot. You will be asked to participate in at least three practices per session. You will need to
complete a free background check and free CDC Concussion training.”
Marketing/PR (referred to as the Marketing Committee)
“The PR committee is focused on all aspects of NHRD’s external communications. Committee members
manage the league’s social media accounts, draft press releases, write e-newsletters, write and edit blog
posts, promote NHRD in the media, and coordinate public appearances.”
Art Department
“As part of the NHRD Art Committee, you will create all marketing and PR material need, including but not
limited to, logos, flyers, program books, roster pages, tickets, coupons, posters, business cards, web sliders,
banners, packets, ect. You will also field requests from each department for printed or digital materials. In
order to be on this department it is required that you have the software to create such artwork.
Subdepartment-Photography: You will organize photo shoots, recruit bout photographers and works with PR
Media Coordinator, maintain photography archive and maintain a list of photographers”
Merchandise
“Merchandising Committee is utilized year round to provide sales of NHRD swag. This committee must be
highly visible at bouts, fundraising and PR events, and at times may need to pack and mail website sales or
provide gifts for volunteers. Members must have strong skills in organization, creating eye-pleasing displays,
budgeting and being highly interactive & friendly while working with the public at events. As sales are often
based on how we can best help each customer, it is very important to be available and smile! Balancing
multiple customer's requests happens often.
“Tasks include, but are not limited to, working with finance department to purchase items within NHRD's
budget, tracking inventory and sales of all items, researching and creating competitive pricing for all items,
relocating items to set up, break down and display sales at events, researching new items for potential sale,
etc.”
("NH Roller Derby forum," 2016)
Teams
NHRD has three teams in 2017: one travel team and two home teams. Home bouts take place at the JFK
Memorial Coliseum (JFK) in Manchester, NH.
Travel team
New Hampshire Roller Derby All-Stars
Home teams
Nightmares on Elm Street
Granite Skate Troopers

8. 4
SWOT Analysis
STRENGTHS WEAKNESSES
Driver:
Eager to make changes
New league leadership and structure
Home bout facility seats 1,000 fans
Ante:
Family-friendly events
Modern website design
Multiple social media accounts
Gives back to the local community
Supportive internal community
Promotes women's athleticism
Positive relationship with home bout facility
Marketing schedule and platform inconsistency
No permanent practice space
Financial instability
Low WFTDA ranking
League members in new operational roles
League structure changes
Unknown mission statement
Multiple mottos
Powerful athletes, powerful reach
Two teams, one passion
One league, one love
Complicated sponsorship packages
High attrition rates
Low fan attendance in 2016
OPPORTUNITIES THREATS
Roller derby is a sport for the fans
Trends toward LGBTQ+ community acceptance
Entertainment returning to roller derby
Rule changes by WFTDA
Marketing tactics changing for many leagues
Revival of email marketing for nonprofits
Giving options increasing for fans
Mobile donation technology improving
Live streaming video popularization
Nonprofit storytelling more influential than
marketing automation tools
Roller derby fan attendance diminishing
Growing number of leagues
Trend of slow game speed
Public fear of US politics shift from equality
Changing fan expectations
Declining nonprofit social media engagement
High facility costs
High insurance costs
Lack of sponsorship interest
Potentially negative public perception of NHRD

9. 5
Current and Lapsed Marketing Efforts
Current efforts:
• Donation soliciting
• Fundraising events
• Branded merchandise
• Ticket sales
• Posters and flyers
• Social media
• Paid social media advertising (Facebook Boost)
• Sponsorship packages
• Community involvement
• Nonprofit partnerships
• Press releases
• Radio interviews and mentions
• Intra-league cross-promotions
• Face-to-face witnessing
Lapsed efforts:
• Electronic newsletter
• Videos

10. 6
Website Analysis
Website URL: nhrollerderby.com
Some strengths:
• Upcoming events above the fold
• Easy to navigate
• Online donation capabilities
• Mailing list subscription form
• Photos and information about skaters, officials, and staff
• General information about roller derby
• Information about getting involved
• Blog
• Contact information
• Mobile-friendly
Some weaknesses:
• Few calls to action
• Old social media content displayed
• Too many email addresses listed
• No embedded map of the JFK
• Missing privacy policy
• Storefront missing from “Shop” link
• Twitter plugin errors

11. 7
Social Media Analysis
Social media accounts:
• Facebook—http://www.facebook.com/newhampshirederby
• 6,065 followers (recorded December 30, 2016)
• Instagram—http://instagram.com/nhrollerderby
• 803 followers (recorded January 8, 2017)
• Twitter—http://www.twitter.com/nhrollerderby
• 4,864 followers (recorded December 30, 2016)
• Snapchat—username: nhrollerderby
• Unknown follower count
• Flickr—http://www.flickr.com/photos/newhampshirerollerderby/
• 2 followers (recorded December 30, 2016)
• YouTube—http://www.youtube.com/nhrollerderby
• 40 followers (recorded December 30, 2016)
Some strengths:
• Multiple accounts
• Consistent usernames
• Discoverable on most popular services
• Accounts used to promote and share league events and news
Some weaknesses:
• Latest Flickr and YouTube content more than a year old
• Infrequent updates
• Nearly all updates are promotional content
• Analytics not used
• Calls to action not used

12. 8
Latest posts:
(recorded January 8, 2017)
•January 6, 2017: Chipotle fundraiser
•5 shares
•2 likes
•0 comments
•January 5, 2017: Monarchs fundraiser
•8 shares
•2 likes
•0 comments
•December 29, 2016: Photo for skater’s birthday
•0 shares
•13 likes
•0 comments
Facebook
•January 5, 2017: Monarchs Fundraiser
•30 likes
•0 comments
•December 31, 2016: Thank you for 2016
•38 likes
•1 comment
•December 27, 2016: Carrie Fisher quote
•34 likes
•0 comments
Instagram
•January 5, 2017: RT, Why the whole world plays roller derby
•2 retweets
•1 like
•0 replies
•November 6, 2016: Manchester Marathon announcement
•0 retweets
•2 likes
•0 replies
•October 17, 2016: EMBRACE promotion
•0 retweets
•2 likes
•0 replies
Twitter
•Unknown
Snapchat
•July 30, 2015: Officials wanted
•114 views
•0 faves
•0 comments
•July 30, 2015: July 11 double-header
•124 views
•0 faves
•0 comments
•July 30, 2015: NH Junior Roller Derby recruiting
•120 views
•0 faves
•0 comments
Flickr
•September 14, 2014: Rolling around at Ocean State Job Lot
•70 views
•0 likes, 0 dislikes
•0 comments
•September 14, 2014: Riding the Train at Ocean State Job Lot
•71 views
•1 like, 0 dislikes
•0 comments
•August 10, 2014: Dr. Ogre Kill does the ALS Ice Bucket Challenge too
•94 views
•3 likes, 0 dislikes
•1 comment
YouTube

13. 9
Sponsorship Packet Analysis
Some strengths:
• Includes a partial list of recent sponsorships
• Catalyst Chiropractic
• New Hampshire Fisher Cats
• Local parades
• Local eateries
• Entertainment establishments
• Highlights fan statistics from the WFTDA Roller Derby Demographics Survey
• Multiple sponsorship packages offered
Some weaknesses:
• Complexity of sponsorship packages
• Blanket statements may not hold true for every interested company
• “We strive to select companies like yours: companies that fit the image of positivity, athleticism, and
community involvement. We know that a partnership between our league and your company will
provide mutual benefits and advertising opportunities.”
• Incorrect ticket prices
• Order of content

14. 10
Financial Analysis
2013
Revenue
Dues $32,840
Tickets -
Donations 8,870
Fundraisers $26,886
Less: Fundraiser Expenses (19,129)
Total Fundraisers 7,757
Merch Sales 5,594
Less: COGS (3,496)
Total Merch 2,098
Other 6,515
Total Revenue $58,080
Expenses
Paid to/for members $-
Professional fees -
Rent, Utilities 39,869
Printing, postage, shipping 858
Other 24,643
Total Expenses $65,370
Total Gain or (Loss) $(7,290)
2014
Revenue
Dues $20,398
Tickets 17,835
Donations 19,570
Fundraisers $9,863
Less: Fundraiser Expenses (1,171)
Total Fundraisers 8,692
Merch Sales 8,143
Less: COGS (2,639)
Total Merch 5,504
Other 1,361
Total Revenue $73,360
Expenses
Paid to/for members $-
Professional fees 8,499
Rent, Utilities 33,649
Printing, postage, shipping -
Other 25,430
Total Expenses $67,578
Total Gain or (Loss) $5,782
(Internal Revenue Service, 2013) (Internal Revenue Service, 2014)
2015
Revenue
Dues $17,404
Tickets 24,430
Donations 1,000
Fundraisers $-
Less: Fundraiser Expenses -
Total Fundraisers -
Merch Sales 1,361
Less: COGS (1,334)
Total Merch 27
Other -
Total Revenue $42,861
Expenses
Paid to/for members $10,048
Professional fees 3,960
Rent, Utilities 23,550
Printing, postage, shipping 1,608
Other 5,633
Total Expenses $44,799
Total Gain or (Loss) $(1,938)
2016
Revenue
Dues $18,393
Tickets 11,503
Donations 232
Fundraisers $5,582
Less: Fundraiser Expenses -
Total Fundraisers 5,582
Merch Sales 2,424
Less: COGS (2,293)
Total Merch 131
Other 4,504
Total Revenue $40,346
Expenses
Paid to/for members $10,168
Professional fees -
Rent, Utilities 28,424
Printing, postage, shipping 435
Other 4,488
Total Expenses $43,516
Total Gain or (Loss) $(3,170)
(Internal Revenue Service, 2015) (NHRD Financial Overview 2015-16, 2016)
The financial analysis, spanning 2013 through 2016, indicates instability from year to year. Three of the four
years ended with losses, which prohibits growth for the league between roller derby seasons. Collected dues
often generates the most revenue for NHRD; classification of revenues, however, appear to vary between
financial reports. Rent and utilities are the largest expense from year to year.

15. 11
Competitors
Direct Competitors Indirect Competitors
50-mile radius from Manchester, NH
PLUS
Same sport AND
Similar mission AND
Compete for same skaters OR
Compete for same officials OR
Compete for same volunteers AND
Compete for same fans AND
Compete for same funding AND
Compete for same sponsors
50-mile radius from Manchester, NH
PLUS
Same sport OR
Similar mission OR
Compete for same skaters OR
Compete for same officials OR
Compete for same volunteers OR
Compete for same fans OR
Compete for same funding OR
Compete for same sponsors
10 competitors identified
New Hampshire Junior Roller Derby
Granite State Roller Derby
Seacoast Roller Derby
Seacoast Junior Roller Derby
Mass Maelstrom Roller Derby
Monadnock Roller Derby
Boston Roller Derby
Boston Junior Derby
Bay State Brawlers
Worcester Roller Derby
543 competitors identified from SIC codes
Athletic Organizations
Football Clubs
Sports Clubs
Teen Clubs
Youth Organizations and Centers
Sports Teams
Basketball Clubs
Hockey Clubs
Soccer Clubs
Softball Clubs
Volleyball Clubs
Sports and Recreation Facilities Program
(referenceUSA, n.d.)
Examples:
Hooksett Youth Athletic Association
Manchester Junior Soccer League West
Candia Youth Athletic Association
FieldHouse Sports Leagues
NH Sportsplex Leagues
Seacoast United Clubs

16. 12
Target Audience
WFTDA Fan Demographics
The most recent fan survey by the WFTDA was conducted in 2012. That survey produced the following
information.
Gender
• Overall: 61% female, 39% male
• Ages 24 and younger: 85% female, 15% male
• Ages 35 and older: 52% female, 48% male
Age
• 24 and younger: 10% of fans
• 25-34 years old: 38% of fans
• 35-54 years old: 45% of fans
• 55 and older: 8% of fans
Sexual orientation
• 82% identify as straight
Relationship status
• 32% are single
• 43% are married
• 16% live with a partner
• 9% are divorced or separated
• Less than 1% are widowed
Education
• 84% have at least some college education
• 63% have earned a degree
• 31% have attended graduate school
• 22% have a graduate degree
• 6% have a vocational certificate or degree
Facebook Audience Insights matches 2,500-3,000 people within a 25-mile radius of the JFK—the most likely
radius for recruiting new fans, due to physical distance to competing roller derby leagues.

17. 13
Target Demographic Criteria
Radius: 25 miles from the JFK
Massachusetts New Hampshire
Andover Amherst Epping Nashua
Ashburnham Atkinson Epsom New Boston
Ashby Auburn Exeter New Ipswich
Boxford Barrington Francestown Newton Junction
Bradford Bedford Fremont Newton
Dracut Bennington Goffstown North Salem
Dunstable Boscawen Greenfield Northwood
Georgetown Bow Greenville Nottingham
Groton Brentwood Hampstead Pelham
Groveland Brookline Henniker Pittsfield
Haverhill Candia Hillsboro Plaistow
Lawrence Center Strafford Hillsborough Raymond
Lowell Chester Hollis Rochester
Merrimac Chichester Hooksett Salem
Methuen Concord Hudson Sandown
North Andover Contoocook Kingston Strafford
North Chelmsford Danville Lee Suncook
Pepperell Deerfield Litchfield Temple
Topsfield Derry Londonderry Warner
Townsend Dunbarton Loudon Weare
Tyngsboro Durham Lyndeborough West Nottingham
West Boxford East Candia Manchester Wilton
West Groton East Derry Merrimack Windham
West Newbury East Hampstead Milford
West Townsend East Kingston Mont Vernon
Table 1: Cities/Towns within a 25-mile radius of the JFK
Age and gender
• 18 years and older (no maximum age)
• Women and men
Interests
• Roller Derby
Demographic Results
• 2,500-3,000 monthly active people
• 68% women (1,700-2,040)
• 32% men (800-960)

18. 14
5%
32%
37%
16%
5% 5%
11%
22%
33%
22%
11%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-44 45-54 55-64 65+
AGE AND GENDER
Women Men
24%
64%
12%
0%
20%
40%
60%
80%
High School College Grad School
LEVEL OF EDUCATION
26%
22%
4%
48%
0%
10%
20%
30%
40%
50%
60%
Single In a
Relationship
Engaged Married
RELATIONSHIP STATUS
Figure 2: Age and gender (Facebook, Inc., n.d.)
Figure 2: Relationship status (Facebook, Inc., n.d.) Figure 3: Highest level of education (Facebook, Inc., n.d.)

19. 15
28%
75%
0%
20%
40%
60%
80%
Primarily Cash Primarily Credit Card
SPENDING METHODS
28%
72%
0%
20%
40%
60%
80%
Renter Owner
HOME OWNERSHIP
9%
13%
39%
17%
9%
4% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
$30-40 $40-50 $50-75 $75-100 $100-125 $125-150 $150-250
in thousands
HOUSEHOLD INCOME
Figure 4: Household income (Facebook, Inc., n.d.)
Figure 5: Home ownership (Facebook, Inc., n.d.) Figure 6: Spending methods (Facebook, Inc., n.d.)

20. 16
Target Audience for 2017
• Female
• In a relationship or married
• Age: 25-44
• College educated
• Household income of $50,000-75,000
• Homeowner
• Makes purchases primarily with credit card
• Interested in roller derby
• Lives within a 25-mile radius of the JFK
• Target audience size: 1,100-1,400

21. 17
Unique Value Proposition
New Hampshire Roller Derby leads the movement, “by the skater, for the fan” by maximizing the fan
experience through our skaters’ athleticism, entertainment-driven games, fan-focused fundraisers, community
involvement, and affordable merchandise.

22. 18
Positioning Statement
For new and returning roller derby fans, New Hampshire Roller Derby provides high-quality entertainment for
the entire family through its skaters’ athleticism, a trackside beer garden, music, trackside seating, affordable
merchandise, and more. The league leads the movement, “by the skater, for the fan,” which aims to heighten
the overall fan experience. NHRD skaters, referees, non-skating officials, and volunteers promise that the fans’
wants and needs receive top priority with every decision.

23. 19
Marketing Objectives
League
• Rebuild and repair community perception of league
• Retain current number of skaters
• Increase league numbers to 50 active skaters and 10 skating officials and NSOs
• Average 400 people in attendance at each home bout
• Hold 10 promotional events from March through August
(Governing Body, personal communication, January 6 & January 12)
Games Production Committee
• Earn $3,000 from ticket sales per bout
• Earn $1,500 from beer sales per bout
• Give away up to 300 tickets per bout
(Games Production, personal communication, December 27)
Merchandise Committee
• Reduce merchandise offerings
• Reinstate online store
• Generate sales of $2,100 throughout the season
(Merchandise, personal communication, January 2)
Charities, Fundraising, and Sponsorships Committee
• Develop relationships with local businesses to reduce supply costs
• Secure a minimum of $3,000 from sponsorships
• Generate $10,000 from fundraising
• Partner with six new charities
(Charities, Fundraising, and Sponsorships, personal communication, January 5)
Marketing and Public Relations Committee
• Reinstate electronic newsletter
• Increase social media engagement by 50% on active accounts
• Develop relationships with local media representatives to expedite interviews
(Marketing and PR, personal communication, January 5)

24. 20
LEAGUE
STRATEGIES AND TACTICS

25. 21
League
Strategies
• Embrace league transparency
• Discover new methods to introduce roller derby to potential players and fans
• Identify opportunities to appreciate fans, skaters, officials, and volunteers
• Heighten perceived value for bout attendance and league involvement
• Build a tribe for the “by the skater, for the fan” movement
Tactics
General Tactics
• Reinstate and utilize the electronic newsletter for sharing league news and events
• Post regular updates to social media and the league’s website
• Publicly celebrate small victories
• Encourage league members to share league news and events
• Develop relationships with local media representatives who can help share league news
• Keep all decisions focused on “by the skater, for the fan”
Rebuild and repair community perception of league
• Share the proposed solution with the problem
• Create action plans to solve problems and keep a searchable record of solutions
• Retain one motto for the league and eliminate the rest
Retain current number of skaters
• Say “thank you” at the start and completion of each project
• Simplify communication channels for skaters
o Reconstruct the forum or
o Eliminate private Facebook groups
o Make nhrollerderby.com email addresses capable of sending mail
• Frequently feature skaters through
o Social media
o The league website
o Interviews
o Verbal recognition

26. 22
Increase league numbers to 50 active skaters and 10 skating officials and NSOs
• Share stories from current league members and volunteers through
o Social media
o The league website
o Interviews
• Participate in at least five community events
o Parades
o Fairs
o Festivals
o Celebrations
Average 400 people in attendance at each home bout
• Offer ticket discount codes through
o Social media
o Newsletter
o The league website
• Partner with radio stations to give away 20 tickets per bout
• Host social media contests to give away 20 tickets per bout
o Prior to radio station giveaways
o Examples of frequently successful types of contests
§ Photo captions
§ Fill in the blank
§ Trivia
§ Jelly bean count (from photo)
§ Best photo
• Talk about upcoming bout during radio, newspaper, and/or TV interviews
• Create a Facebook event a month before each bout
o Ask skaters, officials, volunteers, and fans to share the event
• Strategically place posters and flyers in a 25-mile radius
o Include QR codes for discounts on tickets

27. 23
Hold 10 promotional events from March through August
• Develop a promotional plan for each event that includes
o Event budget
o Event goals
o Pricing
o Expenses
o How success will be measured
o Milestones
o Contingency plans
o Required resources
§ People
§ Tools
§ Time
o Planning timeline
§ Meetings
§ Partner outreach
§ Securing event space
§ Designing and printing promotional materials
§ Event date/time
§ Cleanup
§ Post-event
o Promotion timeline
§ Email
§ Social media
§ Website
§ Posters/Flyers
§ Press releases
§ Partnership outreach
• Utilize Marketing Committee to plan promotions
• Utilize art department to design promotional materials
• Utilize fundraising committee to identify new opportunities, such as
o Community events
o Self-hosted events
o Co-hosted events
o Online fundraisers
o Local fundraisers

28. 24
GAMES PRODUCTION COMMITTEE
STRATEGIES AND TACTICS

29. 25
Games Production Committee
Strategies
• Heighten perceived value for bout tickets
• Attract attendance by new fans
• Simplify purchasing process for bout tickets and beer
• Establish procedures to simplify product delivery
Tactics
General Tactics
• Work with the Marketing Committee to generate excitement for bouts through
o Social media
o The league website
o Press releases
• Offer ticket discounts and giveaway promotions
• Collect data through fan surveys for improving satisfaction
o Implement changes as capable
• Keep all decisions focused on “by the skater, for the fan”
Earn $3,000 from ticket sales per bout
• Provide multiple easy and secure purchasing options
• Offer prorated season passes
• Establish average ticket price of $10
o Sales requirement: 400 tickets
o Give away at least 100 tickets through
§ Radio station partnerships
§ Social media contests
• Provide multiple opportunities for discounted prices
o QR codes on print materials
o Social media offers
o Pricing strategy modeled after airline industry
Pricing
Early sales
(1 month prior)
Peak sales
(1-2 weeks prior)
Late sales
(<1 week prior)
Door
(During event)
Strategy Best price Regular price High price Highest price
Discount Pricing $5 tickets $10 tickets $12 tickets $15 tickets
Expected Sales 50% of tickets 30% of tickets 15% of tickets 5% of tickets
400 tickets sold $1,000 $1,200 $720 $300
Target Customer Discount Loyal New Impulsive
Total revenue: $3,220

30. 26
Earn $1,500 from beer sales per bout
• Provide quick and secure financial transactions
o At least one card reader, preferably two
o Locking cash box
• Promote responsible consumption
o Check ID to ensure legal drinking age
o Do not serve intoxicated customers
• Disclose purchasing options in all marketing communications for bouts
o Payment options
o Beer brands
o Prices
• Establish average selling price of $4 per beer
o Sales requirement: 375 beers
• Share photos of Beer Garden on website and social media
Give away up to 300 tickets per bout
• Sponsorship packages include tickets (see page 38)
• Utilize Marketing Committee to offer tickets through
o Radio station partnerships
o Social media contests
• Provide media representatives with tickets for friends and family
• Children under 12 admitted for free

31. 27
CHARITIES, FUNDRAISING,
AND SPONSORSHIPS COMMITTEE
MARKETING STRATEGIES AND TACTICS

32. 28
Charities, Fundraising, and Sponsorships Committee
Strategies
• Identify new mutually beneficial opportunities with local businesses
• Renew lapsed business relationships
• Develop business interest for achieving sponsorship goals
• Simplify the sponsorship process
• Embrace transparency about uses of funds
Tactics
General Tactics
• Maintain house lists of sponsors, charities, and fundraiser supporters
• Ensure that sponsorships benefit all involved parties
o The sponsor
o The league
o The fan
• Keep all decisions focused on “by the skater, for the fan”
Develop relationships with local businesses to reduce supply costs
• Identify and contact local businesses that can offset costs
o Approach with custom sponsorship opportunities, such as
§ Season program sponsor: printing company
§ Uniform sponsor: apparel/screen printing company
§ Music sponsor: band or DJ
• Excite local businesses about the benefits of sponsorship
o Logo placement
o Mentions (interviews, bouts, social media, etc.)
o Free tickets
o Feeling good about doing good
• Encourage to
o Sign up for newsletter
o Follow on social media
o Come to an event

33. 29
Secure a minimum of $3,000 from sponsorships
• Send sponsorship packets to local businesses that serve the target audience
o Decision makers that match the target audience easiest to sell
o Within a 25-mile radius of the JFK
• In cover letter, identify ideal sponsorship opportunity for the business
o Personalize the cover letter: handwritten is best
• Attend networking/community events to meet local business owners
o Provide sponsorship packets
o Examples
The Art of Networking
Center for Women & Enterprise
Nashua
Jan 27, 8-10AM
(New Hampshire Business Review, n.d.)
2017 Network PM - February
SNHU Arena
Manchester
Feb 1, 5-7PM
(Greater Manchester Chamber of Commerce, n.d.)
Generate $10,000 from fundraising
• Organize multiple fundraisers
o Highly successful fundraiser examples
§ Community yard sales
§ Live music events
§ Dinners
§ Pancake breakfasts
§ Raffles
o Components of a winning fundraiser
Has a purpose Includes time for set-up
Has a fundraising goal Aggressively utilizes marketing
Follows a budget Streamlines sales
Has leadership Includes time for practice
Targets a specific audience Features the phrase, “thank you”

34. 30
Partner with six new charities
• Potential charities of interest
Emily’s Place
Manchester
Angie's Shelter for Women
Manchester
The New Hampshire Women's Initiative
Concord
Families in Transition
Manchester
Catholic Charities New Hampshire
Manchester
Good News Garage
Manchester
Big Brothers Big Sisters of Greater Manchester, Inc.
Manchester
Harbor Homes, Inc.
Nashua
Webster House
Manchester
(GreatNonprofits, n.d.)
• Contact individual charities with specific opportunities, such as
o Volunteer hours
o Contribution
o Fundraiser partnership
• Personalize outreach efforts
• Donate tickets to bouts or events

35. 31
MARKETING AND PUBLIC RELATIONS COMMITTEE
MARKETING STRATEGIES AND TACTICS

36. 32
Marketing and Public Relations Committee
Strategies
• Identify new opportunities to communicate league news and events with the community
• Reinstate lapsed marketing communication opportunities
• Enable connectivity between the league and its fans and the community
• Be where the fans are
Tactics
General Tactics
• Post regular updates to social media and the league’s website
• Publicly celebrate small victories
• Encourage league members to share league news and events
• Develop relationships with local media representatives who can help share league news
• Keep all decisions focused on “by the skater, for the fan”
Reinstate electronic newsletter
• Develop mail template
• Maintain subscriber database
o Retain current accounts
§ Open within the past 90 days
§ No hard bounces
o Remove dead accounts
• Drive conversion through calls to action, such as
• Discount offers
• Read more
• Send one newsletter per month
o See schedule on page 50
• Post link to most recent newsletter on website

37. 33
Increase social media engagement by 50% on active accounts
• Start conversations
• Ask questions
• Run contests
• Encourage sharing and reacting
o Use relevant hashtags
o Share videos
o Feature league members
• Increase click-through rates
• Use calls to action
• Post polls
• Post to social media accounts on a schedule (see page 47)
• Respond to every comment
• Add links on website to active social media accounts
• Remove links from website to inactive social media accounts
• Provide a call to action for every promotional post
• Respond to every comment within 1 business day
• Frequently share related content that is not specific to NHRD
o Roller derby
o Community events and news
o JFK events
• Abide by the Golden Ratio
o 6 parts shared content
o 3 parts original content
o 1 part promotional content
• Share different content to each social media account
• Use analytics to measure message effectiveness (see page 52)
Develop relationships with local media representatives to expedite interviews
• Identify and contact local journalists, reporters, and media hosts
o Maintain database of contacts
o Personalize all communication
• Excite media representatives about league news and events
o Offer free bout tickets for friends and family
o Send high quality press releases
o Offer interviews with skaters
• Encourage to
o Sign up for newsletter
o Follow on social media
o Come to an event

38. 34
MERCHANDISE COMMITTEE
STRATEGIES AND TACTICS

39. 35
Merchandise Committee
Strategies
• Identify new, highly profitable merchandise opportunities
• Maintain products that produce high turnover rates
• Establish relationships with two vendors to simplify ordering
• Identify an online retail platform that is easy to manage and use
• Give customer service top priority
• Establish procedures to simplify product purchasing and delivery
Tactics
General Tactics
• Provide multiple easy and secure purchasing options
• Track all exchanges (financial and product)
• Offer discounts and giveaways
• Keep all decisions focused on “by the skater, for the fan”
• Overall strategy: market penetration (attract buyers with lower prices)
Reduce merchandise offerings
• Discount and giveaway most current merchandise (see next page)
o Current merchandise inventory costs are sunk (permanently lost)
o Follow merchandise strategy to maximize revenue
• Retain the top three revenue generating products
• New products: two 10th Anniversary merchandise
Reinstate online store
Current platform: Zen Cart New platform: WooCommerce
Seamless WordPress integration Inventory management Cost: $0
Square payment integration Free and premium add-ons expand capabilities
Generate sales of $2,100 throughout the season
• Reduce prices on most current merchandise
• Only keep new items that provide a consistently high return on assets
• The pricing strategy allows for a total revenue potential of $5,939 (next page)
• Utilize online store and physical booth to sell merchandise
• Offer multiple payment options
• Exercise excellent customer service

40. 36
Merchandise Pricing Strategy
Shirts Qty 2016 Price Total Giveaways Remaining 2017 Price Total
Old Logo - NHRD 6 $12.00 $72.00 6 - $5.00 $-
New Logo 60 $15.00 $900.00 - 60 15.00 900.00
Granite Skate Troopers - D Green 31 $15.00 $465.00 - 31 10.00 310.00
Granite Skate Troopers - L Green 11 $15.00 $165.00 - 11 10.00 110.00
Granite Skate Troopers - B Green 7 $15.00 $105.00 - 7 10.00 70.00
Skate Free or Die 25 $12.00 $300.00 - 25 5.00 125.00
Seabrook Meltdowns 35 $12.00 $420.00 - 35 5.00 175.00
Nightmares on Elms Street 58 $15.00 $870.00 - 58 10.00 580.00
Tanktop - Old Logo 4 $15.00 $60.00 4 - 5.00 -
Tanktop - New Logo 12 $18.00 $216.00 - 12 15.00 180.00
Kids Old Logo 17 $10.00 $170.00 17 - $5.00 $-
Subtotal $3,743.00 $2,450.00
Buttons
New Logo 174 $1.00 $174.00 50 124 $0.50 $62.00
Zebro 116 $1.00 $116.00 50 66 0.50 33.00
Granite Skate Troopers 192 $1.00 $192.00 50 142 0.50 71.00
Queen City Cherry Bombs 151 $1.00 $151.00 50 101 0.50 50.50
Skate Free or Die - Pink 15 $1.00 $15.00 15 - 0.50 -
Skate Free or Die - Black 73 $1.00 $73.00 73 - 0.50 -
Seabrook Meltdowns 164 $1.00 $164.00 164 - 0.50 -
Nightmares on Elms Street 213 $1.00 $213.00 50 163 0.50 81.50
Button Set of 9 13 $6.00 $78.00 - 13 $5.00 $65.00
Subtotal $1,176.00 $363.00
Stickers
Queen City Cherry Bombs 40 $1.00 $40.00 - 40 $0.50 $20.00
Skate Free or Die - Pink 64 $1.00 $64.00 64 - 0.50 -
New Logo 83 $1.00 $83.00 - 83 $0.50 $41.50
Subtotal $187.00 $61.50
Glassware
Shot Glasses 24 $6.00 $144.00 - 24 $5.00 $120.00
Pint Glasses 11 $8.00 $88.00 - 11 $7.00 $77.00
Subtotal $232.00 $197.00
All-Stars
AS Cups 29 $1.00 $29.00 - 29 $0.50 $14.50
AS Koozies 121 $1.00 $121.00 - 121 0.50 60.50
AS SFoD Stickers 395 $1.00 $395.00 - 395 $0.50 $197.50
Subtotal $545.00 $272.50
Miscellaneous
Magnets 40 $2.00 $80.00 - 40 $1.00 $40.00
Large Stink Out 5 $8.00 $40.00 - 5 6.00 30.00
Small Stink Out 5 $5.00 $25.00 - 5 4.00 20.00
Towels 4 $8.00 $32.00 - 4 $5.00 $20.00
Subtotal $177.00 $655.00
TOTAL $6,060.00 $3,999.00
Plus: 10th Anniversary Merch
Purchases Sales
Qty Unit Cost Total Cost Qty Price Total Sales
Rally Towels 100 $1.85 $184.55 100 $5.00 $500.00
T-Shirts 96 $8.29 $796.00 96 $15.00 $1,440.00
Subtotal $980.55 $1,940.00
TOTAL REVENUE POTENTIAL $5,939.00
Table 2: Merchandise pricing strategy

41. 37
Marketing Tools
Committees
Each committee has agreed to dedicate a specific number of hours per week to the success of NHRD.
Committee Hours dedicated per week
Games Production 10
Charities / Fundraising / Sponsorships 10-15
Marketing / PR 20
Merchandise 2-3
Website
• Create landing pages for testing and measuring external calls to action
• Ensure that a call to action is presented above the fold (scroll) on every page
• Tell visitors what you want them to do on each page
• Repeat the call to action so it is always visible on the screen
• Remove all social media content feeds—provide links only to active accounts
• Add a privacy policy to make users aware of how their information is used by NHRD
• Embed a map of the JFK instead of linking to a map
• Fix the storefront
• Replace email addresses with a form on the contact page
• Use analytics to measure calls to action and message effectiveness (see page 52)
• Use the blog for content marketing
Social Media
Active social media accounts
• Facebook: posts, comments, messages, reactions, events, video, and images
• Instagram: comments, likes, images, and videos
• Twitter: posts, mentions, replies, retweets, messages, likes, and images
Inactive social media accounts
• Snapchat
• Flickr
• YouTube
• Retain inactive accounts: use a call to action to direct traffic to active accounts

42. 38
Sponsorship Packet
Brochure
11” X 17” Half-fold (11” X 8.5” finished)
Full color both sides Quantity: 100
Paper: 100 lb. gloss text Anticipated cost: $167.48
(PsPrint)
Sponsorship Form
8.5” X 11” Quantity: 100
Full color front, blank back Anticipated cost: $71.82
(PsPrint)
Paper: 70 lb. matte recycled text
• Reorganize content (see Figure 7)
• Simplify sponsorship packages (see Table 3)
• Include à la carte pricing (see Table 4)
• Replace ticket prices with ticket revenue goals
• Include call to action on every page
• Include ad dimensions and requirements on Sponsorship Form
• Post to website in HTML format and as a downloadable PDF
• Mail to individual companies with personalized cover letter
Recommended sponsorship packages
Apex
$250
Back
Straightaway
$500
Penalty Box
$750
Front
Straightaway
$1,000
Logo linked on website ✔ ✔ ✔ ✔
Mention in programs ✔ ✔ ✔ ✔
Advertisement in programs ✔
1/2 page
($200 value)
✔
1/2 page
($200 value)
✔
Full page
($300 value)
Back Straightaway banner ✔
Penalty Box banner ✔
Front Straightaway banner ✔
Season passes* 2
or 10 tickets
($100 value)
8
or 40 tickets
($400 value)
14
or 70 tickets
($700 value)
20
or 100 tickets
($1,000 value)
All sponsorship package benefits are valid for the entire 2017 season.
*Ticketing options must be selected at the time of sponsorship.
Table 3: Sponsorship packages
SponsorshipBenefits
SponsorshipOptions
About NHRD
SponsorshipForm
Figure 7: Content order

43. 39
Recommended à la carte sponsorship prices
Program Ads Price Banners Visibility Price
1/8 page $ 50 Back Straightaway Medium $ 100
1/4 page $ 100 Beer Garden High $ 150
1/2 page $ 200 Penalty Box Very High $ 200
Full page $ 300 Front Straightaway Maximum $ 300
À la carte sponsorships are valid for the entire 2017 season.
Table 4: À la carte sponsorship prices
Note: Front Straightaway banners are placed along the starting straightaway
Back Straightaway banners are placed along the opposite straightaway
Business Cards
Full color One design
Blank back Discount landing page QR code
2” X 3.5” Quantity: 1,000
Paper: 16-pt cardstock, UV matte front Anticipated cost: $42.97
(Vistaprint)
Figure 8: business card concept design (example only) (vistaprint.com, n.d.)

44. 40
Posters and Flyers
Home bout posters
Full color Discount tickets landing page QR code
11” X 17” Strategic placement—25-mile radius of the JFK
Paper: 100 lb. gloss cover Quantity: 400 (1 per 5 square miles)
200 per design
Two designs (A/B testing) Anticipated cost: $304.68 (TheFlyerGuys.com)
All home bout dates on the posters
Home bout flyers
Black and white Discount tickets landing page QR code
8.5” X 5.5” Strategic placement—25-mile radius of the JFK
One design Quantity: 20,000 (50 per poster location)
All home bout dates on the flyers Anticipated cost: $382.08 (TheFlyerGuys.com)
Landing page QR code to purchase tickets
Fundraiser posters
Full color Landing page QR code to learn more about the fundraiser
11” X 17” Strategic placement—5-mile radius of event
Paper: 100 lb. gloss cover Quantity: 50 per fundraiser
(1 per 1.5 square miles)
One design per fundraiser Anticipated cost: $73.11 per fundraiser
(TheFlyerGuys.com)
Fundraiser flyers
Black and white Strategic placement—5-mile radius of event
8.5” X 5.5” Quantity: 1,000 per fundraiser
(20 per poster location)
One design per fundraiser Anticipated cost: $110.38 per fundraiser
(TheFlyerGuys.com)
Landing page QR code to learn more about the fundraiser
Season Programs
Size: 8.5” X 11” Saddle-stitched (stapled)
8 pages (cover + 4 inside) Discount offers for merch and tickets on back
Cover paper: 13 pt. matte Initial order quantity: 1,000
Interior paper: 100 lb. gloss text Anticipated cost: $538.66
(PsPrint)
Full color
• Generates merchandise revenue
• Provides advertising opportunity for sponsors
• One program for the season—no midseason changes
• Offer merchandise and ticket discounts

45. 41
Electronic Newsletter
• Keeps fans current with league news and events
• Change service to Mail Chimp
• https://mailchimp.com
• Free for up to 2,000 subscribers and 12,000 emails per month
• Include sign-up form on social media (as applicable) and website
Press Releases
• Attracts media attention to newsworthy stories
• Could lead to promotional opportunities
• Distribute through pr.com or prlog.org
• Link from media page on website
• Send to local journalists, reporters, and media hosts with personalized note
Events
Use to… Bouts Fundraising
Events
Community
Events
Appreciation
Events
Entertain fans ✔ ✔
Meet the needs of skaters, officials, and
volunteers
✔ ✔
Recruit new fans, skaters, officials, and
volunteers
✔ ✔ ✔ ✔
Create newsworthy stories ✔ ✔ ✔ ✔
Meet league financial needs ✔ ✔
Satisfy league mission ✔ ✔
Remain competitive within the WFTDA ✔

46. 42
Lists
Develop and maintain house lists for
Newsletter subscribers
Name Birthday
Email address Email format (HTML/plain text)
City/State
Local media representatives
Company Mailing address
Format (radio, TV, newspaper, etc.) Physical address
Contact name (first and last) Phone number
Email address Preferred contact method
Sponsors
Company Phone number
Business type Preferred contact method
Contact name (first and last) Date of contribution
Email address Type of contribution
(sponsorship, discount, equipment, etc.)
Mailing address Contribution value
Physical address Sponsorship level
Partner charities
Charity Phone number
Charity type Preferred contact method
Contact name (first and last) Date of partnership
Email address Type of partnership
(volunteer hours, monetary, supplies, etc.)
Mailing address Total value of partnership
Physical address
• Fan-targeting lists are not to be purchased nor rented in 2017
• Optional: purchase a business-mailing list for sponsorships
• 5-mile radius of JFK
• 6,138 leads
• Further reduce by industry, size, and other factors
• List of 100 businesses: $99
Purchased lists include the following information
Company name Address Contact name Title
Contact gender SIC code Metro area Carrier route
Delivery point bar code Phone number Website address Employee size
Sales volume Credit rating score Office size Square footage
Number of PCs HQ/branch Public/private Franchise
Yellow Page ad size
(InfoUSA.com, n.d.)

47. 43
InfoUSA point of contact
Jennifer Lillion
Marketing Executive
Jennifer.lillion@infousa.com
(402) 836-1321 x 6132
http://infousa.com
Note: InfoUSA also offers business email lists at similar rates. Jennifer Lillion can help with both, mailing and
email, lists.

48. 44
Messages
Message Content
Each message should
1. Target a specific audience
2. Be timely Lead with the strongest point
3. Convey a conversational tone
4. Not leave the recipient saying, “so what”
The Marketing Committee creates, tests, and measures all marketing messages.
Calls to Action
Each call to action must
1. Provide the customer with a desired action
2. Indicate a reason for immediate action
3. Include a benefit to the customer
4. Remain simple and specific
5. Be positioned above the fold
Call to action Purpose
Sign up now for the best deals. Newsletter sign up
Save BIG and buy your tickets today. Early ticket sales
Get your tickets before they’re gone. Ticket sales
Amazing deal: get your season pass now. Season ticket sales
Follow NHRD for news and discounts. Social media links
Limited quantities: get yours today. Merchandise sales
Don’t miss this opportunity: sponsor NHRD now. Links
Learn more. Links
Scan this code to save today. Print materials QR codes
The Marketing Committee creates, tests, and measures all calls to action.
Examples

49. 45
Scarcity
Drawing attention to scarcity helps customers recognize a reason for immediate action and can be part of the
call to action, or positioned just before or after the call to action.
Phrase Position
Order by Typically found after the call to action
Before they’re gone Typically found within the call to action
Limited-time Typically found before the call to action
Special event Typically found before the call to action
Pre-order Typically found within the call to action
The Marketing Committee creates, tests, and measures for scarcity.
Examples

50. 46
Budget, Timelines, and Resources
The 2017 marketing budget is undecided by the Governing Body, as of January 20.
Budget Summary
Revenue
Ticket Sales $3,220.00
Beer Sales $1,500.00
Sponsorships $3,000.00
Fundraising $10,000.00
Season Programs $2,000.00
Merchandise $5,939.00
Total Revenue $25,659.00
Expenses
Website Hosting $130.00
Social Media $0.00
Sponsorship Packets $361.04
Posters and Flyers (with 10 fundraisers) $1,417.86
Business Cards $42.97
Season Programs $538.66
Electronic Newsletters $0.00
Press Releases $57.00
Events $5,000.00
Online Store $0.00
Merchandise: 10th Anniversary Rally Towels $184.55
Merchandise: 10th Anniversary T-Shirts $796.00
Total Expenses $8,528.08
Total Operating Income: $17,130.92

51. 47
Website
Required resources include the following:
• Ten-hour initial requirement
o Fix social media links
o Reinstate storefront
o Restructure as needed
• Two hours per week ongoing
• Graphic design and photo editing software
• HTML, PHP, and JavaScript coding knowledge helpful
• Cash expense: estimated $130
Timeline for website management
• Determined by specific needs
• Should be managed at least every other day
Social Media
Required resources include the following:
• One hour per day (total)
• Graphic design and photo editing software
• Optional: video editing software
• Cash expense: $0
Weekly timeline for social media
Platform Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Facebook
Instagram
Twitter
Legend C, E Event day only (C, E) E
C=New Content E=Engagement

52. 48
Sponsorship Packets
Required resources include the following:
• Six hours to reconfigure
• Adobe CS software
• Cash expenses:
• Brochure printing: $185.22
• Form printing: $71.82
• 100 Envelopes (9” X 12”): estimated $10
• Postage: $0.94 each
• Total estimated expense: $361.04 (100 printed and mailed)
Business Cards
Required resources include the following:
• One hour to design (estimated)
• Adobe CS software
• Cash expense: $42.97
Quantity Design by Approve by Order by Distribute on
1,000 March 1 March 3 March 6 March 27
Distribution of business cards: Each league member (skaters and officials) should receive 10 business cards to
hand people during casual conversation. Replenish as requested.
Cost: $0.04 per business card

53. 49
Posters and Flyers
Required resources include the following:
• Five hours per design
• Adobe CS software
• Cash expenses:
o Bout posters: $304.68
o Bout flyers: $382.08
o Fundraiser posters: $73.11 per fundraiser
o Fundraiser flyers: $110.38 per fundraiser
o Estimated total with 10 fundraisers: $2,521.66
• Reduced cash expenses (preferred option):
o Bout posters: $304.68
o Bout flyers: $382.08
o Fundraiser posters: $73.11 per fundraiser
o Fundraiser flyers: $0 per fundraiser
o Estimated total with 10 fundraisers: $1,417.86
Pre-season timeline for posters and flyers
Item Quantity Design by Approve by Order by Distribute on
Bout Posters 400 March 1 March 3 March 6 March 27
Bout Flyers 20,000 March 1 March 3 March 6 March 27
Fundraiser timeline for print materials
• Eight weeks prior to event: notify art department of design needs
• Eight weeks prior to event: begin research to find 50 distribution locations
• Six weeks prior to event: art department submit design(s) for approval
• Five weeks prior to event: place order
• Four weeks prior to event: enter new distribution locations to fundraiser database
• Two weeks prior to event: distribute materials
Distribution locations for fundraiser posters and flyers must be within a 5-mile radius of the event and
predetermined by the committee for maximum impact. Fundraisers that do not meet the timeline requirements
cannot be considered for utilizing print materials.
Cost: $0.76 per bout poster $0.02 per bout flyer
$1.46 per fundraiser poster $0.11 per fundraiser flyer

54. 50
Season Programs
Required resources include the following:
• 20 hours to design (estimated)
• Design software
• Cash expense: $538.66
Cost: $0.54 per program
Selling price: $2.00 per program
Profit: $1.46 per program sold
Total profit: $1,461.34 per 1,000 programs sold
Timeline for season programs
Quantity Design by Approve by Order by Distribute on
1,000 March 1 March 15 March 16 April 22
𝑅𝑒𝑜𝑟𝑑𝑒𝑟 𝑝𝑜𝑖𝑛𝑡 = 𝑄𝑢𝑎𝑛𝑡𝑖𝑡𝑦 𝑟𝑒𝑚𝑎𝑖𝑛𝑖𝑛𝑔 𝑏𝑒𝑙𝑜𝑤 𝑎𝑣𝑒𝑟𝑎𝑔𝑒 𝑠𝑎𝑙𝑒𝑠 𝑞𝑢𝑎𝑛𝑡𝑖𝑡𝑦 𝑝𝑒𝑟 𝑏𝑜𝑢𝑡
𝑅𝑒𝑜𝑟𝑑𝑒𝑟 𝑞𝑢𝑎𝑛𝑡𝑖𝑡y = 𝐴𝑣𝑒𝑟𝑎𝑔𝑒 𝑠𝑎𝑙𝑒𝑠 𝑞𝑢𝑎𝑛𝑡𝑖𝑡𝑦 𝑝𝑒𝑟 𝑏𝑜𝑢𝑡 × 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑏𝑜𝑢𝑡𝑠 𝑟𝑒𝑚𝑎𝑖𝑛𝑖𝑛𝑔
Example
Quantity Remaining Average Sales Quantity Bouts Remaining
50 300 2
Reorder: Yes Reorder Quantity: 300 × 2 = 600
Electronic Newsletters
Required resources include the following:
• One hour per month
• Internet access
• House list: newsletter subscribers
• Cash expense: $0
• Mail Chimp: https://mailchimp.com
• Free for up to 2,000 subscribers and 12,000 emails per month
Monthly timeline for electronic newsletters:
Week Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1
2
3
4 10 AM
Legend Prepare Schedule Send

55. 51
Press Releases
Required resources include the following:
• Account on pr.com or prlog.org
• House list of local journalists, reporters, and media hosts
• One hour per press release
o Write
o Post online
• 15 minutes per local media representative
o Write personalized note
o Prepare for mailing
• 100 #10 envelopes: $8
• $0.49 postage stamp per envelope
• Internet access (for posting online)
• Word processing software
• Printer
• Designated email address
• Estimated Cash Expense (100 mailed): $57
Basic timeline for press releases:
Write it: 7 days prior to release
Release it: 5-7 days before desired coverage
Note: Media representatives may require lead times different than this timeline. Always follow their requests.
Events
Required resources and timelines are dependent upon the event. A strategic plan is required from the
Fundraising Committee prior to executing any plans. The estimated budget for events in 2017 is $5,000;
return on investment must equal a minimum of twice the expenses.

56. 52
Track and Measure Results
Analytics
Analytics will track and measure Analytics tools
• Social media reach and engagement
• Landing page visits
o QR codes from
§ Posters
§ Flyers
§ Season programs
§ Business cards
o Social media posts
o Newsletter offers
• Calls to action
• Scarcity
• AWStats
• Facebook Page Insights
• Twitter Analytics
• Instagram Analytics
Sales Revenue
Sales revenue will track and measure
• Pricing strategy
• Merchandise offerings
• Ticket offers
• Event offerings
• Discounts
• Message content
• Calls to action
• Scarcity
Sponsorship Revenue
Sponsorship revenue will track and measure
• Sponsorship pricing
• Sponsorship benefits
• Message content
• Calls to action
Media Coverage
Media coverage will track and measure
• Press release
o Message content
o Calls to action

57. 53
References
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Women’s Flat Track Derby Association. (2016). Current rankings. Retrieved December 30, 2016, from
https://wftda.org/rankings