Sports and Entertainment Marketing What is a Marketing Plan A formal written document that directs a companys activities for a specific period of time Outlines the goals and objectives and how the business plans to achieve them ID: 691882
Download Presentation The PPT/PDF document "Writing a Marketing Plan" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Writing a Marketing Plan
Sports and Entertainment MarketingSlide2
What is a Marketing Plan
A formal, written document that directs a company’s activities for a specific period of time
Outlines the goals and objectives and how the business plans to achieve themSlide3
Why is a Marketing Plan Important?
Provides a “road map” for how a product will enter the market, be advertised, and sold
Helps monitor a company’s performanceSlide4
SWOT Analysis
Assessment that list and analyzes the company’s strengths and weaknesses
Lists everything that can foster success or lead to failure of a business
START WITH….Slide5
STENGTHS AND WEAKNESSES
Both are internal factors that affect business operation
Centers around the 3 C’s
Company
–
what does the company do well, where does it struggle, and the 5 P’s
Customers
– who is the customer, how do they rate the quality
Competition
– what is the market share, advantages and disadvantages over competitionSlide6
OPPERTUNITIES AND THREATS
Both are external factors that affect business operation
Competition
– What are they doing, changes in financial situation
Political Changes
– government involvement (new laws and regulations)
Economic Factors
– recession vs. prosperity
Socio-Cultural Factors
– (demographics) diversity, health issues, current events
Technology
– may help some industries but hurt others ex: digital photographySlide7
Writing a Marketing Plan
Parts of a Marketing Plan
Executive Summary
Description of Company/Organization
– situation analysis
Objectives
Schedule of Events
– marketing strategies/implementation
Responsibility Sheet
Budget
Statement of Benefits
– evaluation and controlSlide8
EXECUTIVE SUMMARY
Brief overview of the entire plan
This should be written
LAST Can only be one pageSlide9
Description of Company
Explain company background
Take stock of where company has been
Where is it now – where is it headed
Discuss SWOT analysis hereSlide10
Objectives
What will you accomplish?
Must be
Single minded
Specific
Realistic
Measurable
Have a time frameSlide11
Schedule of Events
What is the time frame of your campaign?
Remember 1-3 months
How are you going to promote the campaign?Special events – fashion shows, theme nights, etc.
Advertising
– print, online, on TV
Display
– in store signage, layout
Publicity
– press releases, positive buzzSlide12
Responsibility Sheet
Who is responsible for each aspect of the promotional plan?
Only focus on
THIS campaign, not overallCreate a chart for this section
Include all aspects of the campaignSlide13
Budget
How much will your plan cost?
Create a spreadsheet that includes ALL aspects of the campaign
Don’t leave anything outFind realistic prices for what you want to do