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The Radford Sports Group
Dan Finerfrock, Adam Brown, Sean Flynn, Kevin McCarthy, and Jeremy LeCraw
Introduction
We are the Radford Sports Group
We, The Radford Sports Group, make it our purpose to create valuable relationships between sports marketing professionals and the media
Mission Statement
Our Core Values…
We are committed to honesty with our clients/media, as well as maintaining a trustworthy relationship
We are committed to honesty with our clients/media, as well as maintaining a trustworthy relationship
We believe in fairness, decency, and well manner with our clientele
Our Goals…
Creating long-term, beneficial relationships between our clients and the media
The Radford Sports Group will provide maximum exposure of our clients in a positive setting to the public
Making The Radford Sports Group a household name in the world of Sports Marketing
Stakeholder Orientation
Fans of professional athletes The Commonwealth of Virginia
Client Research
Annotation 1- Hokies announce 2008 baseball schedule On October 24, 2007, Virginia Tech head baseball coach,
Pete Hughes, announced the Hokies’ 2008 schedule. The schedule includes nine NCAA Championship participants and four conference champions from a year ago. The highlight of the 2008 schedule is on March 18th when the Virginia Tech hosts the Major League Baseball's New York Yankees. The exhibition with the Yankees is to honor the memory of the victims of April 16th and to aid in the healing process. The Yankees made a $1 million contribution to the Hokie Spirit Memorial Fund as well. The Hokie Spirit Memorial Fund is a charitable fund made up of 34 individual accounts designed to raise money for all who were affected by the attacks. 32 for each individual victim, a scholarship fund, and one for the University community. The game is scheduled for 3 p.m. at English Field on the Virginia Tech Campus.
Client Research
Annotation 2- www.vt.edu/fund/ The Hokie Spirit Memorial Fund (HSMF) was
formed to allow anyone to make donations to the tragic event that hit the Virginia Tech community. This fund allows the donor to contribute to any of the areas included in the HSMF. There are a total of 34 funds which are made up of the 32 victims, a scholarship and a fund for the university community and the families of those involved. There has been around $7 million raised in support of this great strategy and donations won’t stop until the deadline of December 31, 2007.
Our Client
Virginia Polytechnic Institute and State University
Virginia Tech is a University in Blacksburg, Virginia
About 30,000 students attend VT Last April, Virginia Tech suffered an
on-campus shooting, killing 32 students and faculty
Our Campaign
Virginia Tech has hired The Radford Sports Group to organize a charity baseball exhibition game
The Hokies will host the New York Yankees
The game will be played to raise money for the Hokie Spirit Memorial Fund
Campaign Goal
Our goal is to celebrate the lives of the victims, to raise money for the Hokie Spirit Memorial Fund, and to create good publicity for the Virginia Tech Hokies Baseball team
Objectives
Successfully notify the public about the autograph session prior to the game
Build a strong relationship in the public’s eyes between the Hokies and the New York Yankees
Promote the Radford Sports Group to the world of sports and help build a trustworthy name
Objectives con’t…
Promote the actual game and autograph session to everyone
Create a friendly environment between the families of the victims and the players from both teams
Virginia Tech
Head Coach is Peter Hughes, President is Dr. Charles Steger
Tech’s core values consist of providing a positive atmosphere for learning
They also want to expand personal growth and opportunity
Preferred channel would be phone contact Tactic chosen was face to face meeting
New York Yankees
Owner is George Steinbrenner Values consist of providing a
competitive baseball team every year and making lots of money
Preferred channel would be interview Tactic we chose was fact sheet
Families of the Victims
Parents and siblings of the fallen victims
Values consist of having their children’s lives honored
Preferred channel would be contact through the mail
Tactic chosen was to send a formal invitation to the event
Virginia Tech Students
Anybody that attends Virginia Tech SGA President speaks on behalf of
students Values consist of respectfully
remembering their peers Preferred channel would be e-mail Tactic chosen was to send out school-
wide e-mails and text messages
Communication Tactics
Press Release Inform the public about the game and the
autograph session Media targeted is local news stations Press release is very informative and
gets to the point quickly People don’t want to read long articles
Communication Tactics
Invitation Sent to invite people to the game and
autograph signings This tactic targets the people who will be
attending the game To invite and provide detailed information
concerning the game and autograph session
Communication Tactics
Flyer Explains why the event is taking place, as
well as dates that it will occur The flyer will be distributed to Tech
students around campus Quick and easy information provided
about the event
Communication Tactics
Backgrounder Created to provide general information to
the public about the Radford Sports Group
Media chosen would be to create a website and have the backgrounder available
Gives our clients an idea about what The Radford Sports Group is all about
Communication Tactics
Fact Sheet Provides information about recent
projects, deadlines, and upcoming events The media outlet chosen would be to
distribute it through a media kit Gives background information on our
organization as well as up to date information
Tactic Examples…
Press Release Flyer
Conclusion
Exhibition game between Tech and Yankees is March 18th
Primary goal of this event is to raise money for the Hokie Spirit Memorial Fund
The Radford Sports Group is dedicated to being an outstanding sports marketing firm