Marketing the Boise Bandits (Essay Sample)

Marketing the Boise Bandits
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Marketing the Boise Bandits
Executive Summary
This essay focuses on marketing plan is for an NFL team the Boise Bandits being portrayed as a new team that gives importance to sporting activities, which may include basketball showcase, volleyball showcase and netball showcase throughout the academic year. Besides, the marketing plan will focus on the sale of tickets, T-shirts, caps and beverages. The event aims to celebrate London teams achieve and to encourage youth to engage in active sports and recreation. It incorporates a brief situational analysis (SWOT), identifying target audiences, outlining the objectives of the marketing campaign (SMART), and defining one key message that embodies the nature of the event. In addition, it involves defining the marketing strategies and tactics to be used in order to achieve objectives set, providing a detailed breakdown of the budget and a clear timeline, and highlighting relevant methods of evaluating the campaign success. Boise Bandits targets the youth to promote active sports and recreation. As a result, more potential customers will be acquired from local secondary schools and colleges, as the new team gain publicity. The new team will use direct selling, promotion and social marketing tactics to market its products. The budgeted expenses for promoting the Sports day can be estimated to be £800, which will be apportioned accordingly to cover the marketing costs.
Situational Analysis (SWOT)
The situation analysis focuses on the strength, weaknesses, opportunity and threats of the new team.
Strength
Boise Bandits can be regarded as capable of showcasing the Sports day events, which may include basketball showcase, volleyball showcase and netball showcase throughout the academic year. It draws its strength from the revelation that its sports facility will continue to accommodate such kind of events. The second strength is that those high quality services such as its open playing ground will maintain and possibly increase growth to be famous among local universities, secondary schools and colleges. The other factor that strengthens the operations of Boise Banditsis increase of the rate of growth of its supporting services compared to the ones of demanded. The new team has various facility ranges to offer. Moreover, it places special importance on technological development of the various segments of sport equipment. Boise Bandits thrives on innovation, because the new team has well-developed marketing strategies. The new team management is experienced in sport events organization, thus it gives hope for its expansion to acquire more customers.
Weaknesses
The prices of its school facilities are on the higher sides, consequently blocking other interested customers living in the lower income category. The economic conditions in the UK, Europe, America and Asia, which constitute the largest and primary market, have deteriorated in the recent years due to unprecedented financial crisis. Indeed, such changes have affected the operations at the new team, and have contributed to its weaknesses. The new team has not been able to promote its other educational services or other than the small facilities segment, thus not being able to attract a larger market from the other local secondary schools and colleges.
Opportunities
The high-class population in the UK, Europe, United States, Asia and the rest of the world is increasing; therefore, the new team is certain to receive pressure due to probable increase demand of the product in the coming years. Technology in the new team has also developed indicating that the organization will benefit from the promotion. The emerging world market provides a great opportunity for the education, both at the local and international levels. The new team’s incubation of efficiency dynamics presents an opportunity for the future growth. In addition, the new team has established market in many parts of the country that forms its security and opportunity for the further development. Moreover, customers always demand luxury services, and since most of the new team educational facilities depict this quality, it has possibility for the further growth and development.
Threats
The rules and regulations keep changing, and they provide a challenge for the new team. There has been a rise in the local competitors from other top universities in the country. The price of raw materials for educational facilities is expected to rise in the future, thus threatens the new team operations. Additionally, the other threats to the new team include life cycle factors, global economic downturn, international depression and financial crisis among others.
Target Audiences
The target audience includes secondary students and college students. These groups of individuals constitute the youthful population. Apart from television media adverts, they can also be reached through social media such as twitter and facebook. These communication media will make use of repeated messages that emphasize the importance of engaging in sports and recreation, and such opportunity will be availed during the sports events. Other extra perks such as food, T-shirts and caps can be availed to attract the youth to attend.
Marketing Campaign Objectives (SMART)
The marketing campaign objectives that focus on Boise Bandits being portrayed as a new team that gives importance to sports and the point of the sports day event is to showcase the new team teams that compete in the British new team and college sport events can be outlined as follows.
To celebrate London team’s achievement. Second, to encourage the youth to engage in active sports and recreation.
To make sure that the vital information about the sports event reaches the targeted consumers, specifically by January 2013.
To make sure that consumers are better informed of the events.
To increase awareness and publicity of the Boise Bandits.
Key Message (strap line)
The key message (strap line) can be defined as follows: “sports events, scheduled for 02 February 2013, invites everyone, especially the youth to showcase their talents in sports and recreation; adequate facility is available”. The Sports day will enhance active sports and recreation among the youth.
Marketing Strategies and Tactics
The marketing strategies and tactics to be used to achieve objectives set include advertising, sales promotion, direct marketing, personal selling, and social media marketing (Kaser & Boen, 2009).
Advertising
This is the creation of awareness of the Sports day among secondary students and college students through using roadside billboards, internet, newspapers, and magazines, indicating the food and flavor components of the events. It is justifiable to use such means since it would reach many people. The rationale for using the advertising is that it aims at attracting the potential clients to purchase and test the facilities. The most appropriate media that are cheap and able to reach the majority of the population should be used in marketing the Sports day facilities (Kaser & Boen, 2009).
The key aspects of the sports day events should be advertised depending on the accommodation space, facilities and cost so that the secondary students and college students may consider if they are able to purchase and use them. Doing such would position them above their competitors.
Sales Promotion
This includes promotion of the product brand logo through printing T-shirts, staging road shows, sponsoring television and radio programs as well as using the internet advertisements. Sometimes, sales promotion could include selling tickets, offering free gifts and beverages samples to the perceived interested consumers. Sales promotion is justifiable since it increases the secondary students and college students’ awareness about the existence of the product. Alternatively, the promoters could offer the Sports day facilities at reduced prices and deliver them to the customers. Though it comes with a cost, it could attract the potential customers. In carrying out the promotions, video blogging becomes the best option and should be done after selecting the suitable media channel that could reach many consumers (Parente, 2009).
Direct Marketing
The direct marketing involves taking products/services to the students in high school and colleges (the youth), thus relieving them from looking for the sports day events. Secondary students and college students will order the products/services and, after the payment is done, the sports day events would be delivered within a given period. Sometimes, the payment could be made on the date of delivery of the products/services. Under the system, the guerrilla marketing would be appropriate for outdoing the competitors. The justification is its ability to create a rapport with consumers (Kaser & Boen, 2009).
Personal Selling
Boise Bandits can also use personal selling strategies to sell beverages, tickets and T-shirts. Under personal selling, a seller sells directly to the secondary students and college students, thus promoting the contact and relationship between them. Through this interaction, the customers are free to ask questions pertaining to the use of the products/services, or seek more information on the constituents. This method is justifiable because it increases customers’ confidence in the sports day events, thus attracting and retaining more secondary students and college students.
Through personal selling, wooing secondary students and college students would be easy despite the imminent competition. Notably, the new team can benefit from the various potential market opportunities such as increasing population and income levels among the consumers. In addition, availability of edu...