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BasketballMarketingPlan
- 2. Table of Contents 1. Objective & Goals 2. Overview of Cal Poly Men’s Basketball 3. SWOT Analysis 4. Target Market 5. Consumer Behavior & Establishing Relationships 6. Marketing Strategies 7. Social Media Strategies 8. Game Day Promotions 9. Conclusion
- 3. Objective and Goals Objective This marketing plan focuses on gaining exposure and increasing attendance for Cal Poly Men’s Basketball. The lack of game awareness and the lack of student motivation to attend games are challenges for the athletic departments and this marketing plan seeks to address those challenges using multiple marketing strategies. Goals ● Draw higher attendance to Cal Poly Men’s Basketball games ● Increase student awareness of home events Strategies ● Efficiently use social media platforms as our primary source of advertising ● Have marketing interns use their own social media accounts to share Cal Poly Athletics posts ● Contact people on campus to use their video boards for weekly advertising ● Plan out exciting themes for each home game ● Introduce new and fun halftime games/promotions ● Stronger promotion of game days so students are aware about what’s happening on campus each week.
- 4. Overview of Cal Poly Men’s Basketball ● Competes in Big West Conference (Division I) ● Coached by Joe Callero since 2009 ● Appeared in NCAA Division II Tournament seven times ● Undefeated in 2014 Big West Conference Tournament ● Advanced to the 2014 NCAA Division I Tournament ○ Won playin game against Texas Southern ○ Advanced to round of 32 and lost to undefeated, No. 1 ranked Wichita State
- 5. SWOT Analysis Strengths Weaknesses ● The team made it to the NCAA tournament last season ● Refurbished facilities in Mott Athletic Center ● Cal Poly Athletics has good relationships with local businesses ● Because of their success, more and more students know about Cal Poly Basketball, raising attendance on game day ● Most popular winter sport based on attendance ● Instagram and Twitter pages ● Players are a lot more social and are willing to participate in oncampus activities ● The limited space in Mott Athletics increases opportunities to sell out games ● Mott Athletic Center can’t hold as many people as Spanos Stadium, limiting the number of fans that can come to basketball games ● Can’t dim the lights for team introduction or halftime shows ● Lack of overall student interest in athletics ● Facebook page ● Cal Poly’s home game schedule. Because of the conference, many home games are played against smaller D1 schools that students don’t know much about Opportunities Threats ● Use the team’s success from last season in advertising to increase attendance ● Use the video boards to create a more interactive ingame experience for fans ● Because of the team size it will be easier to market the team ● Create a basketball tailgate for a big home game ● Since the home games are often on the weekend, students may find other social events to go to instead of the game ● If the team does not win games, students may be less likely to come to the games ● Other college games being played on national television
- 6. Target Market Cal Poly Students ● Cal Poly students are the primary target market ● According to Cal Poly Admissions, the undergraduate enrollment as of 2013 is 18,739, the graduate enrollment is 964, and the total student enrollment is 19,703. ● 98% of freshmen live in oncampus housing ● 36% of students live in oncampus housing Why the Students? ● They are the primary audience due to campus proximity ● College students have pride in their school and want to show their school spirit; basketball games are a great outlet for this ● Cal Poly students are very involved in social media and can be easily reached to promote basketball games Market Segmentation In order to market Cal Poly Men’s Basketball effectively, the target market needs to be segmented to meet each group’s specific needs. These market segments are: ● Freshmen and sophomores/juniors/seniors living on campus ● Sophomores/juniors/seniors/graduate students living off campus ● Cal Poly alumni community ● Cal Poly basketball alumni ● Cuesta College students ● San Luis Obispo community ○ Local youth basketball teams (SLO Parks & Rec, YMCA) ○ SLO High School and Mission Prep High School ○ Local non profits ○ Seniors
- 9. Marketing Strategies ● Create a Cal Poly athletics app or partner with the Cal Poly app that will send students push notifications of upcoming games. ● More effectively advertise team standings and ranked opponents ○ “Cal Poly basketball is playing this week who is ranked #1 in the Big West Conference.” ○ “With the team’s win against ________, Cal Poly has moved up the rankings to #2 in the Big West Conference.” ● Construct a survey for students about their game day experience and determines how to strengthen the game day experience ● Provide opportunities for students to interact and develop relationships with the players ○ Mustang Mornings continuation ○ Hand out flyers during UU hour ● 3 on 3 tournament event for Cal Poly students (see separate marketing plan) ○ Promote upcoming games ○ Athletes volunteer as refs ○ Raise money for a local charity ○ Championship game played during halftime show Social Media Strategies Facebook ● Students guess the score on Facebook: Gets students more involved. If they guess the score correctly or closest to what it is they win a prize (coupons from sponsors). ● Display top Facebook posts on scoreboard, from students who guess the score correctly or the closest to what it is. ● Send out game deals on Facebook: Offer last minute deals on available tickets to help fill empty seats. Hold contests giving away tickets on game day, and have fans share the deals for a chance to win some team gear. ● Post videos/interviews of players on the Facebook page. Fans get to meet these players and see who they really are. ● Have “Ask a Stang” questions: Fans post questions to players and the players answer the question on video.
- 10. Twitter ● “Tweet your Seat” Fans tweet a picture of them and their friends at the game and what section they are in, the winner gets coupons from corporate sponsors or promotional giveaways. ● Build lists of team members on Twitter which relate to Cal Poly Men’s Basketball twitter page. Goal for this is that the players are more easily found to follow. ● Give loyal/vocal fans a shout out on Twitter in return for their support. Display top fan tweets on scoreboard. ● Live tweets throughout the game: Give updates on the score, big plays, dunks, blocks, 4 point plays, and penalties. ● On Twitter use guest posting feature of Media Funnel: Allows fans to post messages to your Twitter stream via email. Moderated by social media team. Instagram ● Post behind the scenes/warmup photos of the team before the game. ● Game day reminders. ● Display top fan posts on scoreboard when they tag @cpathletics or #calpolyathletics (or men’s basketball or something of the sort). ● Hold “Ask a Mustang”: Fans post questions to players and the players answer the question on video. Other Strategies ● Cal Poly Rewards Program: Encourage fans to interact socially by giving users incentives to share content relating to CP Athletics. Any participating fan who posts pictures, shares videos, retweets, uses certain hashtags or attends CP sporting events will earn points depending on how they’ve shared CP content. Fans can receive prizes team gear/tickets. ● Have a scavenger hunt throughout the basketball stadium (or all around campus). Hide a couple mini basketballs around the stadium. Post clues on Twitter/Facebook. Fans that find the basketballs get prizes/deals throughout the season. ● Have students request songs they want to hear during game timeouts or halftime (as long as they are appropriate). ● Buffalo Wild Wings 3Point Contest – If the team hits six threepointers during a game all fans in attendance will receive a Buffalo Wild Wings scratchoff coupon to win food at the SLO location!
- 11. Game Day Promotions PreGame Promotions: ● Trivia questions on scoreboard ○ About the team and/or players ● College Colors Day (Thursdays) first 100/200 people in the gym get a free basketball tshirt ● Coupons from sponsors for free food (Ex. Buffalo Wild Wings) ○ free things from sponsors in general to give away!!! Halftime Promotions: ● Alumni game ○ Scrimmage during halftime, 5 on 5 ● Student slam dunk contest ○ Pick a few students from the student section during the first quarter and have them compete at halftime to win a prize from one of our sponsors. ● 3 on 3 championship game (from 3 on 3 tournament) ● Guess the attendance and win a tshirt ○ Students send in their guess through Twitter during halftime and the winner is announced later in the game ● 3 Point Competition ○ Select 3 fans from the crowd ○ Each participant takes 3 shots from 5 designated locations along the 3 point arc. Participant that makes the most shots wins a Papa Johns Pizza. ● Buzzer beater game ○ Instructions on page 5 http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ve d=0CCEQFjAA&url=http%3A%2F%2Fwww.naia.org%2Ffls%2F27900%2 F1NAIA%2Fmarketing%2Fdocs%2FNACMA_BestGameDayPromotions.d oc%3FDB_OEM_ID%3D27900&ei=iAVIVKGOOuPNiALJsYGQDA&usg=A FQjCNFEyfqb1f0QmFa5zj7cWFD_Q1McIg&sig2=3lLJMihd0ezEvZ_Q8MP EkQ PostGame Promotions: ● Post game meet and greet with the team ● If the team wins, sporadically give away a promotional item from a sponsor (i.e. mini basketballs, coupons, etc.)
- 12. Game by Game Theme Schedule: ● Tue. 11/18 vs. San Francisco State ○ Nerd theme ○ “Take a break from studying and come watch Cal Poly beat _________! Wear your nerd gear: high waisted pants, suspenders, and taped glasses!” ● Fri. 11/21 vs. Delaware ○ Special Olympics Night ○ Patriotic/Olympic theme ○ “Show your Olympic spirit and wear red, white and blue!” ● Sat. 12/6 vs. Menlo ○ Season of Hope honoring 199495 team (8 players) ○ Food Bank ○ Ugly Christmas Sweater theme ○ “The holidays are coming! Sport your ugliest sweater and support the boys as they take on ___________!” ● Sat. 1/10 vs. UC Santa Barbara ○ Green Out/Buck the Gauchos ● Thur. 1/22 vs. Cal St. Fullerton ○ Youth Night ○ Space Jam/Michael Jordan theme ● Sat. 1/24 vs. UC Riverside ○ Coaches vs. Cancer ○ Get Your Greek On! ○ Greek scrimmage between fraternities and sororities at halftime ● Thur. 2/5 vs. Hawaii ○ Club sports honored at halftime ○ Beach Party theme ○ “Come watch Cal Poly beat Hawaii and wear your best beach wear to the game! Hawaiian shirts, boardshorts, and grass skirts are welcome!” ■ Hula Skirts giveaway?
- 13. ● Thur. 2/12 vs. Cal St. Northridge ○ Pro Basketball Jersey theme ■ Come to the game wearing your favorite players jersey ○ Halftime show: Select three fans from the crowd to participate in a 3 point competition ● Sat. 2/14 vs. Long Beach St. ○ Heroes Day ticket special ○ Superhero theme or Camo theme ○ “Come support our amazing basketball team and dress up as your favorite superhero!” ○ “Come out and watch Cal Poly beat the enemy by wearing your best camouflage gear!” ○ If Camo theme, partner with ROTC for military appreciation and have pushup contest at halftime ○ Valentine’s Day promotion ■ Win a couple’s romantic night out limo service and dinner for two ● Thur. 2/26 vs. UC Irvine ○ Black Out game! ○ Championship Game for 3 on 3 tournament during halftime ● Sat. 2/28 vs. UC Davis ○ Senior Night ○ White Out or Western/Country theme ○ “Wear your best western gear and come watch Cal Poly play _________!” Other Themes: ● Neon Night ○ Wear your brightest neon colors to the game and support Cal Poly as they play ___________! ● Music Theme ○ Come watch Cal Poly beat _________ and wear your best music genre costumes! Freshmen are 80’s rock, sophomores are disco, juniors are country, and seniors are 90’s rap!