The Virginia men's tennis marketing plan seeks to build awareness, maximize attendance, and create an entertaining match experience. Goals include growing relationships with the local tennis community, increasing student attendance through promotions, and improving the in-match fan experience with music and giveaways. The plan outlines promotional channels, social media strategy, student and youth initiatives, and match-by-match schedules for the 2016 season as Virginia looks to build upon its success as the defending national champion.

1. VIRGINIA MEN’S TENNIS
2016 MARKETING PLAN

2. Positive Selling Points
Virginia is the reigning NCAA National Champion and has
won two of the previous three national titles.
The Cavaliers are the nine-time defending ACC Champions
(11 of the past 12 titles) and have won won 139 consecutive
ACC matches.
The team enters the 2015 season ranked No. 1.
The home schedule is attractive and features key matches
against UCLA, Florida State and Wake Forest.
Collin Altamirano, Thai-Son Kwiatkowski and Ryan Shane
(reigning NCAA individual champion), among others,
return to the program for the 2016 campaign.
There is a strong and growing tennis community in
Charlottesville that supports and takes pride in the men’s
tennis program. Virginia is annually ranked among the
nation’s top three programs in attendance
Student-athletes are personable and are involved in the
community.
Admission is free to all home events.

3. Issues to Address
With unpredictable weather in the spring, there
can be confusion as to whether the matches will
be inside or outside. While we cannot control
the weather, we should ensure that our
communication channels are in place to notify
fans.
Parking is not extremely convenient and there
are often conflicting events during home
matches. Boar’s Head is not easy for students to
access without a car.
With Virginia’s unprecedented success, there
may be assumptions by the fan base that UVa
will win and thus the home matches not
carrying any “drama”. We will educate the fans
about the success of programs like UCLA,
Florida State and Wake Forest.
Music has traditionally come from an iPod and
only played prior to the match and between
doubles and singles. There is an opportunity to
provide more hype music in the proper
situations to give our student-athletes a
competitive advantage.

4. Points of Emphasis
This marketing plan seeks to build awareness, maximize attendance and create an entertaining in-match
experience and foster relationships with UVa faculty and staff, UVa students and the local tennis community.
Grow and foster relationships with the tennis community and clubs, including youth programs. This
will be achieved through hosting club days and special youth promotions as well as learning
opportunities at matches.
Increase UVa student attendance and interest in the program through Sabre Rewards, targeted
promotional pieces and in-game promotions.
Create more match-themed promotions and give-a-ways to be targeted at specific fan bases.
Improve the in-match experience including the use of pump music and t-shirt tosses when appropriate.

5. Marketing Channels
Video – Chasing Uncompromised Excellence feature stories and “How To” vignettes.
Radio – Cavalier Minute with Dave Koehn features, Interviews and discussions with coaches
and players on AM 1070 and FM 98.9 WINA including “Best Seat in the House”
Digital – Jeff White feature stories on VirginiaSports.com, Wahoo Central Podcasts with Jeff
White. Designated promo page on VirginiaSports.com. Youth promotional info on
CavmansCrew.com
Social media - Official Facebook (125,000) and Twitter (29,000) as well as UVA men’s tennis
Twitter mentions and targeted Facebook advertising
Email Marketing – The prospect database will be used to promote upcoming match info,
student-athlete features and video highlights. The master HooMail list will receive upcoming
match info and player profiles/stories when relevant (100,000 subscribers). Cavman’s Crew
members will be notified of Cavman’s Crew Days and post-match clinic opportunities (4,500
members).
Grassroots/Tennis Clubs and Associations – Emails to clubs and their members for upcoming
matches. Fliers, poster and schedule card distribution.
Boar’s Head, Fairview Swim and Tennis Club, ACAC Fitness and Wellness Center,
Farmington Country Club, Glenmore Country Club, Forest Lakes Swim and Tennis Club,
Woodlands of Charlottesville, Charlottesville USTA Tennis Leagues, Keswick, Spring
Creek
Print – Daily Progress ads to promote upcoming matches (Thursdays leading into home
matches)
Around Grounds - LED sign outside Klockner, signboard outside Mem Gym, message centers
in O-Hill and Newcomb Hall, table-top fliers in dining halls, PA announcements and Hoo
Vision graphics at all home men’s and women’s basketball, men’s and women’s lacrosse and
baseball games

6. Social Media - Facebook
The Virginia men’s tennis Facebook page is
managed by Melissa Dudek and the program with
input from marketing.
Continue to post up-to-date information about the
team. Frequent posts and updates will continue to
attract fans and increase the number of likes.
Match Day graphics / info to watch and
follow along live
Final score graphics
Behind-the-scenes photos (items that are not
as well scene by the public)
Additionally: consistent news updates, links
to podcasts with Jeff White, photo galleries,
links to video highlights.
Goal for likes by end of season: 3,750

7. Social Media - Twitter
Like the team Facebook page, the
Twitter page is very active and has a
strong following.
Post same Match Day and final score
graphics from Facebook.
Use this platform to more interact with
fans of the program. Engage in
conversation with them about the
program, upcoming and complete
matches, as well as the sport of tennis.
Continue posting about the sport of
tennis. This helps build a strong fan
base of tennis supporters and engages
them with the UVa men’s tennis
program.
Goal for followers by end of season:
3,400

8. Student Marketing
Sabre Rewards events will be held on March 20th vs. Florida
State and April 15 vs. Wake Forest. Students will receive
double point opportunities at these events. It is TBD
whether students will be able to receive points at all home
spring events.
The Cavalier Band will perform at matches on March 20 vs.
Florida State and April 15 vs. Wake Forest.
NCAA Champions poster giveaway on January 31 vs
Kentucky (BHSC) and March 18 vs NC State (Snyder).
Greek event on March 25 vs. Notre Dame. Chapters
encouraged the bring their letters and sunglass giveaway to
chapter members.
Student pizza party and post-match hit around on April 15
vs Wake Forest.
Sundae bar at all outdoor Sunday matches - March 20 vs
Florida State and April 17 vs Miami.
Students will receive image-based emails through PacMail
prior to home matches.
Message centers around Grounds will be utilized to spread
awareness.
Student-athletes (particularly first-years) will be encouraged
to invite their friends, roommates and suitemates to attend.
S-A with the most social influence will be asked to promote
matches and special promotions via Facebook and Twitter.
We will partner with UVA Club Tennis, IM-Rec tennis and
tennis classes in the Kinesiology department in 2016.

9. Youth Marketing
QuickStart days on March 18 vs NC State and March
25 vs Notre Dame.
Cavman’s Crew days on February 6 vs Elon and
Furman and April 17 vs Miami.
Kids hit around between opponents on January 31 and
February 6 (two indoor doubleheaders).
Face painter and balloon artist on February 6 vs Elon
and Furman and April 17 vs Miami.
Anthem buddies will have the opportunity to stand
with the team during the national anthem.
NCAA Champions poster giveaway on January 31 vs
Kentucky (BHSC) and March 18 vs NC State (Snyder).
Sundae bar at all outdoor Sunday matches - March 20
vs Florida State and April 17 vs Miami.
Camper Reunion Night on February 9 vs UCLA.
Pizza party and meet and greet with team (post-
match) March 26 vs Boston College.

10. 2016 Attendance Goals
Match Attendance Goal
Sunday, January 31st vs Kentucky/EKU 1,000
Saturday, February 6th vs Elon/Furman 500
Tuesday, February 9th vs UCLA 1,000
Friday, March 18th vs NC State 700
Sunday, March 20th vs Florida State 700
Friday, March 25th vs Notre Dame 700
Saturday, March 26th vs Boston College 700
Friday, April 15th vs Wake Forest 700
Sunday, April 17th vs Miami 700
Total: 6,700
Average per match (9 matches): 745

11. 2016 Promotional Overview
Meet the Teams Event at Boar’s Head Sports Club - January 24
Greeting fans at Men’s Basketball game vs. Clemson on
Tuesday, Jan, 19
NCAA Champions Poster Giveaway - January 31 vs. Kentucky/
EKU and March 18 vs NC State
Cavman’s Crew Day - February 6 vs Elon and Furman and
April 17th vs Miami
Camper Reunion Night - February 9 vs UCLA
QuickStart Day - March 18 vs NC State and March 25 vs Notre
Dame
Alumni Day - March 20 vs Florida State
Sundae Bar - March 20 vs Florida State and April 17 vs Miami
Sabre Rewards - March 20 vs Florida State and April 15 vs
Wake Forest
Greek Day - March 25 vs Notre Dame
Senior Day- April 17 vs Miami

12. In-Match Promotions/Experience
Free match program, posters and schedule cards will be
distributed and available at each match (indoor and
outside).
Honorary “First Serve” to start each meet. This can be
done by a friend of the program or anyone the coaches
and student-athletes pick and would like to recognize.
T-shirt toss between doubles and singles by the team.
Shirts to be tossed after won points in doubles and singles.
Youth Anthem buddies at matches, when available,
partnering with clubs and teams.
Music prior to the start of the match and in between
doubles and singles.
In-Match promotions:
Tennis Trivia
Fan of the Match
Name that Tune
Serving Challenge
Juggling Challenge
Rallying Challenge
Kids Race

13. Match by Match Schedule
Sunday, January 31 vs Kentucky - 12 p.m. / EKU - 5 p.m.
Home Indoor Opener
Giveaways: Schedule card, Posters, NCAA Champion
Poster (exclusive)
Between match poster signing
Saturday, February 6 vs Elon - 12 p.m. / Furman 5 p.m.
Giveaways: Schedule card, Posters
Cavman’s Crew Day at indoor men’s tennis
Face painter / balloon artist present
Kids hit around between matches

14. Match by Match Schedule
Tuesday, February 9 vs UCLA - 6 p.m.
Giveaways: Schedule card, Posters
Camper Reunion Night
Tennis Club Night
Paired with men’s basketball (8 p.m.)
Friday, March 18 vs NC State - 3 p.m.
Home Outdoor Opener
Giveaways: Schedule card, Posters, NCAA
Champion Poster (exclusive)
QuickStart Day

15. Match by Match Schedule
Sunday, March 20 vs Florida State - 1 p.m.
Giveaways: Schedule card, Posters
Cavalier Band
Sundae Bar
Alumni Day
Sabre Rewards Event
Friday, March 25 vs Notre Dame - 3 p.m.
Giveaways: Schedule card, Posters
Greek Day - UVa sunglasses giveaway to Greek
chapter members
QuickStart Day

16. Match by Match Schedule
Saturday, March 26 vs Boston College - 1 p.m.
Giveaways: Schedule card, Posters
Community meet and greet with team post-match
Community Pizza Party
Friday, April 15 vs Wake Forest - 3 p.m.
Giveaways: Schedule card, Posters
Cavalier Band
Student pizza party
Student hit around after the match
Sabre Rewards Event

17. Match by Match Schedule
Sunday, April 17 vs Miami - 1 p.m.
Giveaways: Schedule card, Posters
Senior Day
Sundae Bar
Cavman’s Crew Day at outdoor men’s
tennis
Face painter and balloon artist present
Poster signing