MCURFA arket!Ing!Plan!

•  Background

•  Situational Analysis

•  SWOT

• Marketing Strategy

• Action Plan

•  Sponsorship

•  Budgeting

• Monitoring

hina

niversity

ugby

ootball

ssociation

C!U!R!F!A!

1990 CAU

1994 – 1997 AST Cup

1994 CURFA

1996 CRFA

ARFU 9th IRB 96th

1997 Men’s

W omen

Late 90s Asian 7s 06,09,10

World 09

13 Member Universities

National University

7s

ituational Analysis S

Consumer

3000

6m

30m+

150K by 2020

50%+

>

Avg.

COMPETITORs

96 98

CCTV5

600+ TEAMs 10M attendence

1.5b audiences

TOP 100

€145M

19

NCAA

•  630  universi(es •  10k+  players •  2k+  Volunteers •  30M  Spectators

•  CCTV5,  PPTV,  YouKu,  SohuSports,  LeTV,  Football  Weekly

S W

T O

Marketing !" " ""Strategy

MKT  Obje   Community Play

Coaching Officiating

Mkt. Commer-cialisation

Positioning!

University  Rugby  

Target Market!

Target  MKT  

C9!Ivy League!

Action Plan!

Ac(on  Plan  

•  Community  Play  Rugby Day!Movie Night!

Education (Toolkit/ Lunchtime talks)!

Partnership!#Play4Fun !#Rugby4All

Book Film

Music + Documentary

TOOLKIT

#history #culture #socialising #entertainment

#partnership!

#partnership!

Coaching &

Officiating

•  Overseas

training

•  Short courses

•  Learning tours

•  7s progammes

Comm erci ali$a tion

YOUR LOGO HERE ?!

20k

2k 5k

10k

#tournament

#officialkit

#advertising

#vendingmachine

#themedevent

#database !!

Budget  

Budgeting!

î  

⎩  

20k

Monitoring !+!

Evaluation!

Q…A

¡ MUCHAS GRACIAS !