CWS 2009

801 views

Published on

Worked with MECA and Qwest Center officials to create a complete marketing plan and pricing structure for the new Omaha baseball stadium.

Published in: Travel, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
801
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • CWS 2009

    1. 1. 2011 College World Series Luxury Suites & Club Seats
    2. 2. Project Overview <ul><li>Background & Introduction </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Goals & Objectives </li></ul><ul><li>Image </li></ul><ul><li>Marketing Overview </li></ul><ul><li>Budget </li></ul><ul><li>Advertising Materials </li></ul>2011 College World Series Luxury Suites & Club Seats
    3. 3. First, a vocabulary lesson: Club Seats vs. Luxury Suites <ul><li>Club seats </li></ul><ul><ul><li>Usually middle level of the stadium </li></ul></ul><ul><ul><li>Allows for exclusive access to special indoor areas of stadium </li></ul></ul><ul><ul><li>Open-air seats </li></ul></ul><ul><li>Luxury Suites </li></ul><ul><ul><li>Typically adjacent to club level </li></ul></ul><ul><ul><li>Considered more prestigious </li></ul></ul><ul><ul><li>Fully enclosed </li></ul></ul><ul><ul><li>Includes amenities such as a bar, bathroom, tv’s, catering, etc. </li></ul></ul>2011 College World Series Luxury Suites & Club Seats
    4. 4. Introduction <ul><li>Our client: MECA (Metropolitan Entertainment & Convention Authority) </li></ul><ul><ul><li>Mission: to provide the ultimate venue for college baseball fans from across the country </li></ul></ul><ul><li>Our Product: The College World Series </li></ul>2011 College World Series Luxury Suites & Club Seats
    5. 5. Product Definition <ul><li>Final leg of NCAA D1 Baseball Championship </li></ul><ul><li>8 teams (2 four team brackets) </li></ul><ul><li>10/11 days in June </li></ul><ul><li>Over 6.5 million fans have attended the CWS during its 58 years in Omaha </li></ul><ul><li>Since 2003, average attendance is 278,321 annually </li></ul>2011 College World Series Luxury Suites & Club Seats
    6. 6. Problem Definition <ul><li>Amount of seats/suites already decided </li></ul><ul><ul><li>28 luxury suites </li></ul></ul><ul><ul><li>4708 club level seats </li></ul></ul><ul><li>Pricing structure for both seat groupings </li></ul><ul><li>Comprehensive Marketing Plan </li></ul><ul><ul><li>These will be the first luxury suites/club seats in CWS history. </li></ul></ul>2011 College World Series Luxury Suites & Club Seats
    7. 7. SWOT Analysis <ul><li>Strengths: </li></ul><ul><li>Unique event </li></ul><ul><li>Perceived value </li></ul><ul><li>  </li></ul><ul><li>Weaknesses: </li></ul><ul><li>High prices </li></ul><ul><li>Number of seats </li></ul><ul><ul><li>Missed revenues </li></ul></ul><ul><li>Quality of event </li></ul><ul><ul><li>College event vs. pro </li></ul></ul><ul><li>Opportunities: </li></ul><ul><li>Self marketing item </li></ul><ul><li>Unique meeting place and venue </li></ul><ul><li>  </li></ul><ul><li>Threats: </li></ul><ul><li>Seating cannibalism </li></ul><ul><li>Spend cash elsewhere </li></ul><ul><li>Decline in popularity of CWS  </li></ul>2011 College World Series Luxury Suites & Club Seats
    8. 8. Goals and Objectives <ul><li>Determine the amount of club level seats and luxury suites which would best suit the new Omaha Baseball stadium. </li></ul><ul><li>Determine the price of club level seats and luxury suites in a manner which would most greatly maximize revenue for the stadium and its stakeholders. These revenues must meet our expected total annual revenue from all events of $8,129,268 </li></ul><ul><li>Create a comprehensive marketing plan to help us sell the amount of seats and suites at the price we have determined. </li></ul>2011 College World Series Luxury Suites & Club Seats
    9. 9. Understanding Consumer Needs <ul><li>Fans perception of the quality of the event </li></ul><ul><ul><li>Fans believe they will be watching a high quality amateur event </li></ul></ul><ul><li>Fan Loyalty </li></ul><ul><ul><li>Citizens of Omaha, Nebraska, and the surrounding area have been very loyal to the college world series, as it has resided and succeeded in Omaha since 1950 </li></ul></ul><ul><li>High Brand Awareness across the area </li></ul><ul><ul><li>People around the area who don’t care about college baseball are aware of the event and the entertainment it provides </li></ul></ul>2011 College World Series Luxury Suites & Club Seats
    10. 10. Marketing Selection <ul><li>Income Levels </li></ul><ul><ul><li>Upper Middle Class to Upper Class best suited </li></ul></ul><ul><ul><li>Individuals, families, small businesses and large corporations </li></ul></ul><ul><li>Gender </li></ul><ul><ul><li>Males more likely to attend baseball events </li></ul></ul><ul><li>Usage Segmentation </li></ul><ul><ul><li>80-20 Rule </li></ul></ul><ul><ul><li>Heavy users (Rosenblatt, Quest Center, other regional sports venues) </li></ul></ul>2011 College World Series Luxury Suites & Club Seats
    11. 11. Image <ul><li>Current Seating Rosenblatt Stadium </li></ul><ul><li>Club Level and Luxury Suites </li></ul><ul><li>Marketing new Amenities </li></ul><ul><li>Relationship with Corporations </li></ul>2011 College World Series Luxury Suites & Club Seats
    12. 12. Rosenblatt Stadium 2011 College World Series Luxury Suites & Club Seats
    13. 13. New Omaha Stadium 2011 College World Series Luxury Suites & Club Seats
    14. 14. New Omaha Stadium 2011 College World Series Luxury Suites & Club Seats
    15. 15. Marketing at 2010 CWS <ul><li>Print Material </li></ul><ul><li>Tent with pictures and information </li></ul><ul><li>Sponsor events </li></ul><ul><li>Private Luxury box mockup </li></ul><ul><li>Mailings to Corporations </li></ul>2011 College World Series Luxury Suites & Club Seats
    16. 16. Control Process: Did we achieve our Organizational Objectives? <ul><li>We were given the amount of Luxury/Club Seats that best suited the new Stadium </li></ul><ul><li>Determined the best price for these seats </li></ul><ul><li>Created a Marketing Plan to sell the seats </li></ul>2011 College World Series Luxury Suites & Club Seats
    17. 17. Control Process: Were our Marketing goals achieved? <ul><li>We utilized a rule to predict behavior </li></ul><ul><li>Came up with a target for the Marketing Mix </li></ul><ul><li>Established Market Research Goals </li></ul><ul><li>Built an Experience </li></ul>2011 College World Series Luxury Suites & Club Seats
    18. 18. 2009/2010/2011 Marketing Plan 2011 College World Series Luxury Suites & Club Seats
    19. 19. Budget 2011 College World Series Luxury Suites & Club Seats
    20. 20. Proposed Pricing Structure
    21. 21. Budget
    22. 22. Budget
    23. 23. Budget
    24. 24. Budget
    25. 25. Budget
    26. 26. Advertising Materials 2011 College World Series Luxury Suites & Club Seats
    27. 32. Comments & Questions 2011 College World Series Luxury Suites & Club Seats

    ×