Strategy & Marketing Proposal - Sport Event (soccer)

transcript

STRATEGY & MARKETING PROPOSAL

Soccer Tournament in Las Vegas

BUSINESS PROPOSAL

…. Route to a successful event: Page

1. Jonathan Donado 3

2. Tournament Overview & Objective 5

2. Value Proposition 7

3. Scope of Work 42

4. Fees 43

5. Contact Info 44

Jonathan Donado Bilingual senior general management &

business development executive with expertise in B2C and B2B services business.

MBA – IESE; Senior Executive Fellow – Harvard University

Business Expertise: • Business Strategy • Consultancy • Project & Event Management • Digital Marketing • Client Management • Communications • Customer Experience • Insight Analysis • Market Awareness • Pricing Services • ROI

OVERVIEW: The Soccer Tournament

Tournament: - National Amateur Soccer Event

- 21-40 year old male / female - 8-player teams - Revenue sources: player fees, sponsorship, other

- Location : Las Vegas - Dates: November 2016 - Organized by Sportivo

OBJECTIVE: My Business Proposal

End Goal: To make the soccer tournament a success in terms of Revenue Generation, Branding, and Player Participation/Spectators

MY VALUE PROPOSITION

STRATEGY PLANNING EXECUTION

STRATEGY:

A strategy will tailor Sportivo’s messages and put the right mix of marketing approaches in place so that we bring our sales and marketing activities together effectively in an effective marketing plan.

STRATEGY:

The key for a successful promotion of the soccer event is a combination of 3 drivers: 1. Target market: Create a “Buyer Persona” for a

1. Soccer Player 2. Spectator 3. Local Sponsor

2. Identify Target Market: Geography / Affiliations/ Age 3. Segment Market to define “ACTION PLAN” 4. Revenue/Business Model Creation & Measurement Results

STRATEGY: Set a path for success

The key for a successful promotion of the soccer event is a combination of 3 drivers:

Unaware Aware

Informed Interested

Desire to Play Intend to Play

Signs to Play A PLAYER

PLANNING:

• PLAYER OUTREACH • SOCCER EVENT: - Promotion - Advertising / Direct Marketing - Public Relations • SPONSORSHIP: - Local - National

PLAYER OUTREACH:

PLAYER PERSONA: - 300 miles outreach to - Southern California - Target Hispanic & White / < 40 year old players - Promote “tournament + a Las Vegas experience”

Soccer Event Promotion:

The key for a successful promotion of the soccer event is a combination of 3 drivers: 1. Digital Communication: Create a tightly knit social soccer fan & event community and engage with them - Social media campaign - Web & Content Management 2. Public Relations: - Engage local PR firm in Las Vegas during September & October 3. Creative Segment: - “Do something extraordinary and make it ordinary”: Out-of-the

box initiative

Event Promotion:

Create a tightly knit social soccer event community and engage with influencers in Social Media

Event Promotion:

Social Media & targeted advertising are top initiatives for a successful campaign

Event Promotion: 2

Source: http://marketing.codes/

Event Promotion:

1. Digital Communication - Social media campaigns - 1. FACEBOOK:

- Create fan page - Engagement + postings

- 2. TWITTER: - Create event page - Broadcast Tweets

Event Promotion:

1. Digital Communication - Social media campaign - 3. YOUTUBE:

- Create a channel for Promotional videos - Invite soccer teams to post own videos to create views and

content sharing

- 4. Instagram: - Have teams share pictures and game pictures

Event Promotion: 1. Digital Communication - Social media campaign - 3. BLOGS

- Provide editorial content to Soccer magazines and websites like SoccerWire.com, etc 4. Website for Soccer Event: - Generate content / event details and redirect social media content from platforms

ADVERTISING:

Concentrate all Advertising through Facebook as it is highly targeted and successful

Facebook has the best ROI

ADVERTISING:

HOW ? WHAT ARE THE SOURCES

OF REVENUE?

EXECUTION: Let’s make $$$ 2

REVENUE SOURCES for Sportivo: 2

Players Fees

• Team & Player Registrations

On-site Sales

• Merchandise

• Betting

• Supermarket

• Silent Auction

• Vendors