1. Spring Classic2016:
Marketing Strategy/Communication Plan
Purpose: A charity basketball game intended to raise money to contribute to the Student
Scholarship Fund at George Mason University.
MissionStatement: The GMU Spring Classic Charity Game is a campus wide effort to raise
money for the Student Scholarship Fund through an annual basketball competition between
student leaders in the Office of Admissions and the Office of Family Programs and Services.
2016 Marketing and Community Engagement Strategy:
I. Social Media Campaign
The Spring Classic planning committee will utilize social media to create a compressive plan to
increase engagement and awareness for our event. This strategy will include campaigns on the
following platforms:
 YouTube – The Spring Classic YouTube channel will feature behind the scenes video
content, exclusive staff and athlete interviews, game high lights, trophy presentation and
post game interviews, and various other content.
 Facebook – The planning committee will use Facebook to promote the event each year
including game updates, player bios, and video content. A Facebook event page will also
be made for the game to post scheduling updates and estimate a headcount based on
invited guests.
 Twitter – The Spring Classic twitter account will be used to continue to contribute
creative content, matching Facebook, and provide quick updates for followers. The
planning committee would also like the utilize the official George Mason University
twitter account for the week of the Spring Classic game.
 Instagram – Instagram can be utilized to post player photos and bios, behind the scenes
planning photos, and day-of updates of fans and players during and after the game.
II. Campus Relations Strategy
Building a campus relations strategy allows our committee to accurately advertise for our event
while also raising awareness and inviting other student organizations to participate or get
involved. We plan to build campus relations through the following tactics:
 Snapchat: Creating a Snapchat Geotag for the day of the game to allow Snapchat users
to interact and help raise awareness
 Facebook: Building a Facebook Event Page when Ambassadors at Patriot Leaders can
invite friends to join and attend the event while also advertising to other Mason students

2.  Flyering: Posters and flyers promoting the Spring Classic will be advertising on campus
in various locations including: The Johnson Center, SUB I, The HUB, Academic
Buildings, the RAC, Parking Garages, and Residence Halls
 Kiosking: The planning committee will also host a kiosk in the JC leading up to and
during the week of the Spring Classic for promotion, ticket sales, and raising awareness
 Painted Cube: The planning committee will paint a cube outside of Southside to
advertise for The Spring Classic. The cub can be painted 10 days prior to the event.
 Southside: Southside may be decorated for 3 days before decorations must be removed
from the dining hall. The planning committee will organize adequate decorations, napkin
holder flyers, window painting and other design elements to promote the Spring Classic
in the permitted time frame leading up to the game.
 Skyline Window Painting: Skyline will feature window painting leading up to the event
to promote and advertise for the Spring Classic
 Televisions Screen Ads: Graphics and advertisements will be places on campus
television screens one week prior to the Spring Classic to advertise for the event.
III. SWOT Analysis (2016)
Strengths
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Weakness
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Opportunities
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Threats
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