The document provides a marketing plan for AthleteTrax, a team management program targeting college-aged individuals involved in club sports and activities. It identifies the target market as predominantly white individuals ages 18-24 making less than $10,000 per year. The plan outlines strategies for social media marketing on Twitter, Facebook and Google AdWords, and includes budgets for promoted posts and ads. It also proposes developing a mobile app costing over $50,000 to expand the program's functionality and better serve the busy, technology-focused millennial target market.

1. By Dominique
Carino MARKETING PLAN

2. THE TARGET MARKET
 Col lege-Aged Individuals, 18-24
 College Club Sports
 Non-Athletic Clubs
 Millennials
 Full-Time Students, Part-Time Team Managers

3. SECONDARY MARKETING RESEARCH –
RACE BY AGE (15-19 YEARS)
74.17%
16.21%
1.54%
4.53%
0.27%
3.28%
80%
70%
60%
50%
40%
30%
20%
10%
0%
White Black/African
American
American
Indian/Alaska
Native
Asian Native
Hawaiian/Other
Pacific Islander
2 or More Races

4. RACE BY AGE (20-24 YEARS)
75.26%
15.01%
1.48% 0.31%
2.62%
80%
70%
60%
50%
40%
30%
20%
10%
0%
White Black/African
American
Asian Native
Hawaiian/Other
Pacific Islander
2 or More Races

5. INCOME (AGES 15-24)
29.37%
14.32%
8.93%
4.14%
1.97% 1.15% 0.60% 0.31% 0.22% 0.17% 0.33%
35%
30%
25%
20%
15%
10%
5%
0%

6. THE TARGET MARKET
 Predominantly White
 Followed by African American
 Most are making less than $10,000 per year.

7. MILLENIALS
 Diverse
 Busy
 Thri f ty
 Technological ly Proficient

8. SELLING POINTS FOR MILLENIALS
Ease of Use
Mobility
Low Cost

9. POSITIONING STATEMENT
For college-aged young adults involved in
club sports or activities, AthleteTrax is the
team management program that delivers
detailed scheduling, easy payment
options, and workout plans in one easy-to-use
website.

10. SWOT ANALYSIS FOR ATHLETETRAX
 STRENGTHS
 Price (IT’S FREE!)
 Step-by-Step Instructions
 Calendar
 Easy Payment Feature
 Workout Logging Feature
 Smart Phone-Friendly

11. SWOT ANALYSIS FOR ATHLETETRAX
 Weaknesses
 Limited Member Deals
 No App
 Minimal Website Design
 Geared Towards Sports – Missing Other Opportunities

12. SWOT ANALYSIS FOR ATHLETETRAX
 Opportunities
Bluefields went out of business.
 Expand focus beyond sports.
Design an app.
 Integrate AthleteTrax with other apps and devices.
 Focus on digital marketing.
 Threats
Shift toward mobile use.
Competitors teaming up with large sporting goods
stores.

13.  Team Snap
COMPETITORS
 Many Tracking Options – Snacks and Refreshments, Forms, etc.
 Calendar does not have many options
 Geared toward volunteer parents
 Blue Sombrero
 “A Dick’s Sporting Goods Company”
 No non-sport options available
 Provides Web Design and Online Registration

14. CUSTOMER RELATIONS
 Essential for keeping customers engaged.
 Keep releasing new content.
 Twitter
 Blog
 Provide help.
 Instruction pop-ups for new users.
 Be available to contact.
 Easy email form on the website
 Communicate via other channels
as well – Facebook, Twitter, etc.

15. CUSTOMER RELATIONSHIP MANAGEMENT
 Identify Prospects
 College Clubs and Sports
 Ages 18-24
 Di f ferentiate Customers
 Sports
 Clubs
 Interact with Customers
 Discover customer needs
 Customize Products to Customers
 Partner with a diversity of equipment suppliers

16. REACHING THE TARGET MARKET
 Twitter Promoted Tweets
 Use Visuals
 Consider Timing
 Target Users Based on Who They Follow
 Competitors (Blue Sombrero, Team Snap)
 Related Companies (Dick’s, Other Sporting Goods Providers)
 Related Media (ESPN, etc)
 Set a Daily Budget
 Place Bids
 Keep Interest with Non-Promoted Tweets

17. REACHING THE TARGET MARKET
 Facebook
 Boost posts
 Choose specific targets – age, interests, behaviors, and connections
 Choose payment – per day or per click
 Share content from partners, related media (ESPN), etc.
 Integrate Facebook and Twitter Posts
 Twitter: 5-10-second video teasers
 Facebook: Longer videos
 Testimonials
 Athlete/Coach Profiles
 Highlights From Users’ Games
 Teams send in footage = $0
 Interviews – guerrilla style

18. REACHING THE TARGET MARKET
 Google AdWords
 Choose Specific Keywords
 Ex:” Intramural Rugby Team Management”
 More relevant keywords = a more visible spot for your ad
 Specify Geographic Location
 Use Visually Appealing Ads
 Consider Ad Placement on Search Results Page
 Choose Daily Budget
 No minimum requirement
 Determine Maximum Amount to Pay Per Click
 Higher max amount = higher ad placement

19. DESIGNING AN APP
 DIY App Programs
 Cheaper
 BuildFire, appsbar, EachScape
 App Developers
 Submit your project and budget for review by the company
 Talk to a professional
 Create a contract
 Crew – Determines cost based on:
 Type of app (Apple iOS/Android)
 How users log in (Email/Social Media)
 Whether users create personal profiles
 How the developer wants to profit from the app
 Whether users rate/review things
 Whether the app connects with a website
 Aesthetic design/complexity
 Need of an app icon

20. Twitter
2015 MARKETING PLAN
 Tweet Every Day
 Both Promoted and Non-
Promoted Tweets
 Engage with Customers
 Promote Points-of-
Difference
 Visuals
 Short Videos
 Team Pic of the Week
Google AdWords
 Run Ads Every Day
 Highly Targeted Ads
Increase Visibility
 Facebook
Weekly Activity
 Both Regular and
Boosted Posts
 Longer Videos, Related
to Tweets
 Team Pic of the Week
 Share Industry News

21. 2015 MARKETING PLAN
January: New Start
January - February : Winter Sports, Training
March – May: Spring Sports
June-August: Summer Sports
August-September: Start of School, Clubs
September-November: Fall Sports
December: Training, Holiday Season

22.  Twitter Promoted Tweets = $5,000
 About $13.70 per day
 Facebook Boosted Posts= $5,200
 1 ad per week
 $100 per ad
 Google AdWords = $6,000
 About $16.44 per day
BUDGET

23. BUDGET
 Ad Development Through Crew = $41,300
 Apple iOS and Android = $15400
 Log-in Through Email = $3800
 Create Personal Profiles = $5800
 No profit From App = $0
 No In-app Ratings/Reviews = $0
 Connect with Website = $9600
 Stock App Design = $3800
 App Icon = $2900
Total = $57,500

24.  AthleteTrax:
SOURCES
 https://www.athlete-trax.com/home
 Blue Sombrero:
 http://www.bluesombrero.com/techystuff.aspx
 Census.gov:
 http://factfinder2.census.gov/faces/tableservices/jsf/pages/product
view.xhtml?src=bkmk
 http://www.census.gov/hhes/www/cpstables/032014/perinc/pinc01
_000.htm
 Crew:
 http://howmuchtomakeanapp.com
 https://pickcrew.com/how-it-works

25.  Google AdWords:
SOURCES
 http://www.google.com/adwords/?sourceid=awo&subid=ww-ns-g-awhp_
nelsontest3_nel_p&clickid=sn-1r-og-us-0908
 Team Snap:
 https://www.teamsnap.com/teams/features/schedules/
 Twitter:
 https://business.twitter.com/solutions/tweet -engagements