Promotion and Marketing Plan Example
The example below represents a promotion plan for a Dodge Ball Tournament. Note the headings in red. These headings are listed to guide you in the process of creating a comprehensive plan. Also note that this plan is not complete. You will see notes in italics that recommend further development.
Marketing and Promotion Plan Dodge Ball Tournament
Gather and analyze information
Our selected targets needs and wants:
- Our targeted group (freshmen) need a place where they can meet new people, enjoy time with people they already know, while doing something that is fun and active. Young adults need ways to interact with each other while competing with each other with official rules and regulations. Our selected target’s wants are to be able to have a good time with added incentives to win such as prizes or recognition. (Note: more time should be spent researching the specific wants and needs of freshmen since this is the target population)
- Our selected target group is Radford University students, mostly freshman living on campus in dorms or in campus apartments. - We are targeting off campus students of Radford University as well. - We have chosen these people as are selected target mainly because the facility we are using is located on Radford University's campus. We feel these people will be interested in the event and are most likely to become participants. - Dodge ball has become a very popular sport for young adults and college students, so we have focused our advertising on this selected target. - Our event is free of charge, there is no registration fee, or equipment fee. - We spent a significant amount of time interviewing the director of intramurals to determine the demand for volley ball. The director has had a significant amount of experience and has held tournaments in the past: - utilize intramural network to recruit teams - recruit in resident halls and through Greek organization - offer in the evening for higher participation - reserve facility at least two months in advance to ensure convenient location to attract more participants - take themes and creative programming ideas from popular movie “Dodge Ball” - consider co-ed teams as well as all men or women’s teams - need prize or trophy to attract participation
Verbalize your main challenge(s) Our main challenge with having a dodge ball tournament is not having enough people to sign up and not being able to hold the event. (Note: be more specific – how many teams to you need to have a successful program. Are you shooting for a certain percentage of freshman? Etc.) How we will address the challenge(s): -We plan to address this challenge by having registration on the day of the event, therefore; we will have a general idea of how many people are planning to attend. We are also having registration done by signing up as a team, if any individuals sign up they will be placed on a team so no one person is excluded from this event. (note: there is much more that could be done to address this challenge – expand and be creative!) Develop your objective(s) Our objective for marketing and promoting this event is to inform as many people from our targeted group. We want people to know when, where, how much, and how to participate in this event. We want to make people feel that all are invited and everyone is welcome. We do not want to leave anyone feeling confused or uninformed about our program. Our goal is to have people remember our program with out having to see a flyer. We want to advertise enough but not feel overwhelmed. Objective 1: Contact RHA Objective 2: Contact Greek organizations to solicit pledge participation Objective 3: Access intramural pool Objective 4: Access Freshmen orientation classes Objective 4: Mass ad campaign (Please note – the above objectives need to be more specific and detailed – this is only a start) Create strategies The purpose of creating strategies for marketing this program is to make sure our approaches to promoting this event satisfy all our goals and objectives. Strategies: - making flyers and hanging them up on campus ( objective to inform) - telling people about our program and inviting them to participate ( objective to have people interacting with each other in a friendly environment) - posting information on the internet ( objective to inform) - having the event on campus ( objective to make it convenient for people to go and get there) -
- event being free of charge ( objective to be able to include everyone) - singing up as teams and placing individuals on a team ( objective to have people comfortable with their peers and meeting new people) - having referees (objective to have a fun but competitive activity without disagreement of rules) Our strategy for informing people and getting a high number of participants is by making flyers and posting them in campus buildings and on campus grounds. Flyers will inform people that: *Thursday, September 27, 2007 from 4pm-8pm @ Peters Gym (on Campus) there will be a dodge ball tournament, free of charge, teams of 5 sign up on day of event (9/27/07) ( individual sign ups will be place on a team).Referees for every game! See appendix A for sample flyer. ! - Another strategy to inform our selected target group is by word of mouth. - Finial attempt to adversities is by using the online network connection called Facebook. By using it’s mini feed we can post a dodge ball tournament group and invite a wide variety of people to join, allowing them to find out information about the tournament ( time, place, cost). See appendix B for Facebook excerpt.