Marketing Plan

Group Presenters:

• Cierra Robinson

• Trever Panter

• Brooke Long

• Greg Paquette

NFL Sundays

Marketing PlanOverview

• Situation Analysis

• SWOT Analysis

• Competitive Analysis

• Target Audience

• Marketing Objectives

• Marketing Strategies

Marketing PlanOverview

• Marketing Mix

• Budget

• Timeline

• Monitoring and Measurements

• Summarize

Marketing PlanSocial Paper Football League

www.youtube.com/watch?feature=player_detailpage&v=N9psMHUBmT4

Marketing PlanSocial Paper Football League

• Basic Concept

• League Play

• Participation Incentives

• Creating the experience

• Mechanics

Marketing Plan

• Five C’s

• Company: Won “Best Bar in Tallahassee”.

• Competitors: Ale House, Prime Time & BW3’s.

• Customers: Higher-end (experience correlates w/ price).

• Collaborators: Tri-eagle

• Climate: Economy is on the rise.

http://www.citytowninfo.com/places/florida/tallahassee

http://www.bls.gov/eag/eag.fl_tallahassee_msa.htm

Situation Analysis

Marketing Plan

• Internal Factors (Mgmt., Offerings, Marketing & Personnel).

• Strengths:

• Positive and interactive management.

• Well-priced drinks/beers.

• Strong social media reputation.

• Attentive and knowledgeable employees.

http://www.urbanspoon.com/r/302/1779894/restaurant/Madison-Social-Tallahassee

http://www.yelp.com/biz/madison-social-tallahassee

SWOT Analysis

Marketing Plan

• Internal Factors (cont.)

• Weaknesses:

• Pricier than average food.

• Lacks targeting incentive for Northeastern

Tallahassee.

SWOT Analysis

Marketing Plan

• External Factors (Consumer, Competitive & Economic)

• Opportunities:

• Relevant and unique name.

• Take advantage of “beer guy”.

• Consumer income fairly high (many single).

SWOT Analysis

• Threats:

• Inconvenient parking.

• Premium price limits targeted audience.

Marketing PlanSWOT Analysis

• Miller’s Ale House

• Special Offers on Sunday:

• $10 buckets

• Prime Time

• Special Offers on Sunday:

• Brunch, AYCD Mimosas and Bloody Marys

Marketing Plan

Competitors

Madison SocialCompetitor 1:

Miller’s Ale House

Competitor 2:

Primetime

Overview: Open every day, awarded Tallahassee’s

Best Bar in 2014. Known for excellent

welcoming atmosphere that offers full

menu as well as late night some weekdays

and on weekends.

Provides top-quality food at a great

value at a casual neighborhood

atmosphere.

Upscale grill offering modern

American pub grub, sports on TV &

late-night happy hour on weekdays

and weekends.

Products: Features brunch, lunch, dinner, happy

hour, and late night for all ages along

with a full service bar.

Offers lunch and dinner along with a

full service bar, plus wine and liquor.

Features brunch, lunch, and dinner as

well as a full service bar.

Staff/Service: Rated positive with much experience. Rated moderately service wise. Rated positive with much experience.

Pricing: $11 - $30 $11 - $30 $11 - $30

Target Market: Young Business Professionals Variety of ages. Chic college students.

Customers: Age ranges between 21 – 60, family

friendly.

Range between families and young

professionals as well as developed

professionals.

Young college students.

Brand Recognition: Medium/High High Low/Medium

Location: Located on South Woodward Avenue

overlooking Doak Campbell Stadium,

located in College town on FSU.

Located on Apalachee Parkway

between Governor’s Square Mall and

the Florida Capital.

Located on W Tennessee St. near

FSU.

Marketing PlanCompetitive Analysis

• Product - SPFL & Specials offered.

• Price - Initial $20.00 entry fee

• Promotion - In store, Social Media,

Word - of - mouth

• Place - “The Social Room”

• People - Customers & Staff

Marketing PlanCompetitive Analysis

Target Audience

• Demographic

• Varies from about 21-60

• Lifecycle

• Income varies

• Geographic

Marketing Plan

Marketing Objective

• Goals in timeframe

• Increase sales on Sundays by $3k

• Maximize on NFL crowd

• Brand Image

• Brand Challenge

Marketing Plan

Marketing Strategy

• Social Paper Football League (SPFL)

• Competitive interaction

• High level incentive

• Entice participation with specials

• Increase tickets and average ticket price

Marketing Plan

Shirts

Marketing Plan

Discovery Stage

• What does client do now?

• Brunch

• Have competitions in the past worked?

• Corn hole (40 participants)

• Pencil Fight Fundraiser (20 participants)

• What is average ticket price?

Marketing Plan

Implementation

• Build anticipation 2 weeks prior: ESPN Radio

• On-site paper football tournaments

• Promote brand in this category (NFL)

• Goal of at least 40 participants

• Promotion

• Winners presented on social media/radio

Marketing Plan

Budget

• Spending limit of $2,000

• T-shirts (640 - $1600)

• SayitWitYaChest Sponsorship

• PFL Table Wraps (15 -$120)

• Radio ($19/each - $280) 14 weeks

• 5% off for package

Marketing Plan

Rate Card

Marketing Plan

Timeline

• Event Planning begins December 2014.

• Awareness starts at end of season (Feb).

• Pre-event and IMC starts in April.

• Digital, Social Media.

• OOH, radio spots, 97.9 ESPN Live.

• Print Ad, posters, banners, menu inserts.

Marketing Plan

Timeline

• Promotional Kick Off during NFL preseason.

• Regular season starts September.

• Playoffs in December/January.

• Season ends Super Bowl Sunday.

• Success here boosts future participation.

• Begin planning for the next season.

Marketing Plan

Monitoring and Measuring

• Goals

• $48k in 16 weeks

• 40 participants

• Drive up ticket value

Marketing Plan

Monitoring and Measuring

• Barometers of Success

• Mentions and Shares on Facebook

• Likes on Instagram

• Retweets on Twitter

These will monitor customer involvement

Marketing Plan

Monitoring and Measuring

Regarding KPI’s

• Compare online interaction to attendance

• Measure effectivity and project use for

future campaigns

• Measure profits each week

• To modify strategy if necessary

Marketing Plan

Marketing Plan

Questions?