Nicholas Morrison proposes a marketing campaign for the upcoming Miami MLS expansion team to Dan Courtemanche of MLS. The campaign involves gathering fan votes on the team name, colors, logo, and stadium location to promote fan engagement from the start. Morrison will lead a team to conduct research on Miami demographics, collect stadium location votes, and produce promotional videos and advertisements celebrating Miami's culture and heritage to excite fans and introduce the new team. The proposed budget is $205,800 to cover staffing, research, production, and billboards to launch the initial campaign by February 19, 2018.

1. Nicholas Morrison, Sports Marketing Manager
411 Lakeshore Drive
Leesburg, FL 34748
February 7, 2018
Major League Soccer
420 Fifth Ave, 7th Floor
New York, NY 10018
Dan Courtemanche: Executive Vice President, Communications
Hello Mr. Courtemanche,
My name is Nicholas Morrison and I am contacting you in regards to the marketing
campaign for the upcoming Miami expansion team.
Background and Purpose
The team is going to have its work cut out for it competing with two very successful
southern expansion teams in Atlanta United and Orlando City SC, so differentiation
and a homegrown fan base are a must. The concept of having the team logo, colors,
and name picked by fans is an excellent way of starting the rend of fan engagement,
but given the fickle nature of many of Miami’s sports fan bases, I want to make sure
we create a lasting brand and leave people wanting more and identifying this team
with their city and therefor their pride, much as Orlando City has done.
Proposed Plan of Action
I propose that the fan base also be a part of the decision-making process as to where
to have the team stadium. As you know, the MLS deal is contingent on the ability of
the Miami team executives, David Beckham included, to find a suitable downtown
site for the stadium. By allowing the fans to at least put their two cents in as to
where they would like to see the stadium, this will give the fans a perceived sense of
power within the organization. My role in this will be to gather the fan votes and use
the results to create specific promo videos and advertisements that celebrate the
rich history of the Miami area and excite the central fan base while also introducing
all the aspects of the team in a way that will excite everyone else as well.
Schedule
The collection of fan votes and production of advertisements will be done as follows:
February 19,
2018
Start in depth demographic research for downtown Miami area
February 20,
2018
Start preliminary data collection for stadium building votes
Reach out to local cultural groups, i.e. churches, chamber of
commerce, to request their help in appealing to the cultures of
the area

2. February 30,
2018
Close voting on stadium location
Begin writing scripts for videos and templates for
advertisements
February 35,
2018
Release the first run of ‘Miami FC celebrates heritage’ campaign,
including videos and banner advertisements for online and
magazine formats
Staffing
For staffing I will require a team of 3 demographic researchers: Brandon Stephens,
Tom Jones, and Landon Moore. Each of these men has at least 10 years of experience
in conducting demographic research. I will also need my seasoned and award-
winning video production team consisting of Producer Carson Brady, Director James
Conrad, Cameraman Herman Jones, Lightning Director Franz Gilbert, Audio
Technician Alden Tolbert, and Production Assistant Gregory Hunter. Lastly, I will
need my personal team of marketers, Cody Brewer, who has 15 years of industry
experience, and Tyler Boronski, a social media marketing expert.
Budget
The budget will read as follows:
Research crew salary $30,000
Research crew room and board $ 4,800
Video team salary $75,000
Video team room and board $ 6,000
Marketing team salary $80,000
Marketing team room and
board
$ 6,000
Billboards downtown $4,000
Total $205,800
Authorization
Mr. Courtemanche, I request that the people required be notified of their duties and
when to report to Miami. In addition, please allocate the resources necessary to
complete this project by February 19, 2018 so that we may promptly start our work
upon arrival.
Sincerely,
Nicholas Morrison
Nicholas Morrison