Aramark: Integrated Marketing Communication Plan

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  • ARAMARK’s Concessions and Picnic Options Offer Affordable Family-friendly ExperienceAs minor league baseball continues to be a popular choice for family entertainment, ARAMARK, a leading provider of concessions, premium food, catering and retail services at 11 minor league ballparks, is on-deck to ensure the best possible experience for the fans. From concessions stands devoted to kids to group picnic areas, minor league baseball parks are serving up some of the most affordable summertime family fun.
  • Aramark: Integrated Marketing Communication Plan

    1. 1. Exploring New Territories<br />Greg Bodenlos, Christina Zhang, Samantha LaFirst, EunJi Kim<br />
    2. 2. Company Industries<br />Business and Industry<br />Colleges and Universities <br />Healthcare<br />Parks and Resorts<br />Sports and Entertainment<br />School Districts<br />Correctional Institutions<br />Conference Centers<br />Convention Centers<br />Public Safety <br />Senior Living<br />Cultural Attractions<br />
    3. 3.
    4. 4.
    5. 5. Overview<br />
    6. 6. Overview<br />
    7. 7. Past Target Markets<br />
    8. 8. Primary Business<br />Managed Services<br />
    9. 9. Management Services Promises:<br />
    10. 10. Competition<br />
    11. 11. Competition<br />
    12. 12. Major League “A” Markets<br />
    13. 13. Minor League “B” Markets<br />
    14. 14. Overview<br />
    15. 15. Convert the majority of MILB teams self-operating concessions services into contract managed<br />Satisfy owners looking for sustainable returns, fan satisfaction and strength of community<br />Opportunities<br />
    16. 16. Problems<br />
    17. 17. Overview<br />
    18. 18. IMC Objectives<br />
    19. 19. Target Market<br />
    20. 20. 20 AAA-affiliated teams self-operated services<br />Target Market<br />
    21. 21. Cashman Field Example<br />
    22. 22. On Opening Day…<br />HEADACHES<br />
    23. 23. Positioning Strategy<br />
    24. 24. Positioning Strategy<br />“Our food and retail professionals understand what your fans want, and have deep expertise in managing supply and demand. So tap into our big-league resourcesfor your minor league team and maximize your return.”<br />
    25. 25. Objective and task budgeting method<br />Budgeted for three phases:<br />Estimated total cost based on industry standards<br />Added a “contingency” fund for unexpected costs<br />Budgeted for targeting 20 teams<br />Budgeting<br />
    26. 26. Overview<br />
    27. 27. Campaign Barriers:<br />ARAMARK perceived as one-dimensional “vendors”<br />Prospects do not buy ARAMARK features they buy that which benefits them.<br />
    28. 28. Creative Marketing Strategy<br />
    29. 29. Step 1: Raising Awareness <br />3 months time-frame<br />Direct mail, sales promotions, and public relations tools<br />Creative strategy for direct mail pieces: Reality of Business and Humor<br />
    30. 30. Direct Mail<br />
    31. 31. Direct Mail<br />
    32. 32. Direct Mail<br />
    33. 33. Sales Promotions<br />WHO ATTENDS?Representatives from more than 200 Major League <br />and Minor League Baseball clubs, leagues and organizations <br />attend the Baseball Trade Show during their annual meetings.<br />
    34. 34. Focus on:<br />Convincing baseball owners that service is more efficient than self-operating services<br />Maintaining understanding that ARAMARK is the industry leader in Sports & Entertainment sector<br />Public Relations<br />
    35. 35. Highlight Recognition from third parties as industry leader<br />News stories<br />Press releases<br />
    36. 36. News Story: Food Management’s Top 50 Management Companies<br />
    37. 37. Press Release: InformationWeek 500 List of Top Technology Innovators<br />
    38. 38. Creative Marketing Strategy<br />
    39. 39. Step 2: Generating Interest<br />3 months time-frame<br />Create a “Day at the Ballpark Experience with ARAMARK” for interested stadiums<br />The day would include an all-expense paid day at one of our MLB partners<br />The owners would be able to meet the managers/employees and attend receptions<br />
    40. 40. Creative Marketing Strategy<br />
    41. 41. Six month – year time-frame<br />A self-operated personalized conversion manual<br />Fairly expensive and time consuming but is the final step in ensuring that self-op prospective clients are won over by ARAMARK.<br />Step 3: Direct Marketing<br />
    42. 42. Alternative Advertising Strategy:<br />Over the next 3 months, will develop interactive, simplified P&L forms on the website which can be filled in by managers who currently self-operate their stadiums<br />Though slightly time consuming for the managers, this will be a concrete way to reveal the financial benefits of switching over<br />
    43. 43.
    44. 44. Overview<br />
    45. 45.
    46. 46. Campaign Evaluation<br />

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