UF_Marketing Plan by ashrafp


									NCAA Pack the House Challenge:

University of Florida Women’s Basketball
           Florida vs. Ole Miss
      Sunday, January 25 @ 2 PM

            *Regionally Televised Game

             Marketing Plan
         University of Florida Women’s Basketball
       NCAA Pack the House Challenge Marketing Plan
                          TABLE OF CONTENTS

I.     Attendance Goal                              Page 3

II.    Marketing Outlets Used                       Page 3

III.   Group Promotions                             Page 5

IV.    Additional Marketing & Promotional Tactics   Page 6

V.     Budget                                       Page 7

                                 FLORIDA VS. Ole Miss
                                 Sunday, January 25th @ 2 PM

Last Year’s Single-Game Highest Attendance: 5,167 (DH with Men’s team), 3,012 (WBB only)
Goal for Pack the House Challenge: 5,000
This Year’s Attendance for Pack the House Challenge: 4,623 (8th largest crowd in program

Pack the House Marketing Outlets:                       *Target markets are listed beside each outlet

           Gainesville Sun – All of Gainesville (in sports section)
            5.75 x 10 ad on Jan. 22
            3.75 x 5 ad on Jan. 25
            Online ad banner run Jan. 23 – 25
           Florida Independent Alligator – UF Students, Gator fans
            4 x 6 ad on Jan. 23
           Senior Times – Senior Citizens
            ½ page ad in January edition
           Ocala Star Banner – City of Ocala (sports section)
            5.74 x 5.25 ad on Jan. 23
            10,000 impressions for online banner
           Villages Daily Sun – Senior Citizens (specifically for Villages Day)
            3.8 x 5 ad on Jan. 12, Jan. 14, Jan. 16, and Jan. 18
           North Florida School Days – Families with children
            ½ page ad in January edition highlighting this game
*Spots to run on all these stations the week leading up to game between the hours of 6 AM – 11 PM
           WKTK – Families with children, Senior Citizens
            Amanda Butler call-in interview week of the game
           WSKY – Sports fans
           K-Country – Families, UF Students
            Amanda Butler call-in interview week of the game
           KISS 105.3 – UF Students, Young Professionals
           WRUF – Sports fans
           WIND-FM – Families, Senior Citizens

*Spots to run on all these stations the week leading up to game between the hours of 6 AM – 11 PM
         Cox Communications – Gainesville area
     -   Discovery - Families
     -   MTV– UF Students, High School Students
     -   BET– African Americans
     -   ESPN2– Sports Fans
     -   Nickelodeon - Families
     -   Cartoon Network - Families
     -   Food Network - Families
         WGFL CBS 4 – General, Gainesville area
         TV 20 – local Gainesville station

Cyber Promotions
         Database Blast Emails – Gator Fans, Ticket Holders
          Informational email sent to the following databases on Jan. 21: Kids
            Club, Booster Club, Gatorzone, Ticket Holders for all UF sports,
            Orange & Blue Crew, other student cheering groups from other sports
         Facebook – UF Students
          Flyers posted to run on site from Jan. 20 – Jan. 25
         Weekly Update – UF Students (sent from University to students every
         Monday morning)
          Sent to all UF Students on Jan. 19
         GatorZone.com – Gator Fans
          Release posted on homepage week of Jan. 19
          Link on the side of homepage with logo to click on for game

Special Group Promotions Marketing Tactics:
     The Villages Day (Retirement Community in Ocala, FL) – all busses full for a total
     of 220 people
          Four busses rented to pick up Villages residents at the Recreation Center at
            The Villages in Ocala, bring them to the game, and take them back.
          Newspaper ads ran in The Villages Daily Sun on 4 dates prior to the game.
          All residents who wished to take advantage had to call the UAA Marketing
            Office to RSVP for space on the busses, free admission coupons, and
            reserved seating at the game.

     The Annual Bookmark Game presented by Blockbuster Video – 732 coupons
         January calendars (71,000) sent to all elementary and middle schools in
           Alachua and Marion Counties for distribution to every student at the
           beginning of the school’s semester in January. Calendars highlighted this
           game and included quotes about reading from some of the most known
           Gator student-athletes.
         Calendar included a tear-off bookmark that was a reading challenge to all
           the kids. Read 5 or more books in the month of January, have a teacher or
           parent sign it, and bring it to the game to redeem for a free movie or video
           game rental from Blockbuster!
         All Blockbuster Video locations in Gainesville, Lake City, Ocala, and
           Jacksonville placed flyers and table tents in stores. Every patron received a
           free admission coupon to the game (50,000 coupons printed for
         Members of the women’s basketball coaching staff and team made
           appearances at local elementary and middle schools as well as libraries to
           promote reading, do morning announcements, speak to classes, etc. Passed
           out free admission coupons to the game.

     Champions of Character – 576 coupons redeemed
         Letters sent out in August to all Alachua and Marion County elementary
          and middle schools inviting them to nominate twelve (12) students they
          felt deserved to be recognized on-court during halftime as a “Gator
          Women’s Basketball Champion of Character” and receive a Gator t-shirt.
         The twelve students selected by the schools received a free admission
          ticket to the game for themselves and a chaperone. The school had to
          RSVP by January 7th with the amount of free admission coupons needed
          for the rest of their students and faculty. Parents and other guests were
          told to call the Gator Ticket Office to purchase general admission tickets.
         The schools were given one of three games to choose for their students to
          participate. This was the second of the three games and had the highest
          number of students who participated.
         Follow-up phone calls to each school’s main office during the month of
          September to encourage participation.

      The nominated kids from thirteen (13) schools met at the Gate 2 concourse
       for check in and reported back before half time to be taken down to the
       court where they were recognized.

Chamber of Commerce Appreciation Night – 1,122 coupons redeemed
    Worked with the Alachua County Chamber of Commerce to obtain
     mailing labels for all businesses and individuals who are members of the
     Chamber. There are over 3,200 Chamber members.
    A letter was mailed to all members the weeks of January 5th and 12th which
     encouraged their attendance at the game and the letter included 10 free
     admission passes for them to give to their employees. There was also a
     note in the letter to call if they needed more tickets. We did have several
     call to have us send them more tickets.

Big Brother/Big Sister Mentor Night – 55 coupons redeemed
     The branch leader was called the week of January 5th and given information
       about the game. He then sent an email to all of his mentors to inform them
       of the free admission for them and their Littles for this game. He collected
       the names and # of tickets needed and then re-contacted our office and the
       tickets were taken to him 2 days prior to the game.

Community Organizations Day – 197 coupons redeemed
   Advertised in our newspaper ads for this game and listed on our website on
    the women’s basketball promotions page for community organizations to
    RSVP for free admission coupons for their group for this game.
   Letters sent to all churches in Gainesville during the week of December 12th
    inviting them to bring groups to the game. The letter was accompanied by
    free admission tickets to a game earlier in the season and the churches were
    asked to call or email with their ticket requests for this Pack the House
    Challenge game.

Military Appreciation Night –62 coupons redeemed
     A letter was sent to all military organizations in the surrounding
        communities during the first week of December to invite them to our game
        on January 8th. However, we had to move this promotion to another game
        due to opening the arena on January 8th for the BCS National
        Championship game viewing party following the women’s basketball game.
        Therefore, we sent out another letter, which included 20 free admission
        passes, to the same military groups the week of December the 22nd. These
        letters informed them of the change and encouraged their attendance at this
        Pack the House Challenge game instead.
     Military groups that were contacted included military bases, recruiting
        centers, ROTC offices, and veterans groups.

     High School Day II – 2 teams for a total of 47 people
         The second game of this 3-game promotion. All high school women’s
            basketball teams in the state of Florida mailed a letter inviting them to help
            us pack the house at one of three games.
         Letter included compliance approved registration lists to count all those
            who attend as unofficial visits. Coaches, athletes, and one guest each
            allowed to sign-in with ID at Will Call window for free admission.

Other Marketing & Promotional Tactics:
     First 500 kids 12 and under receive a replica jersey courtesy of Blockbuster Video
     and Chef Brothers Catering.
     Post-game autographs with the entire team.
     PA and matrix board announcements at all other UF athletic events the two weeks
     leading up to the game.
     Information sent to all area youth organizations (YMCA’s, Big Brother/Big Sister,
     Martin Luther King Center, O2B Kids, Boys & Girls Clubs, etc.).
     Daddy/Daughter Day – Buy a child’s ticket, get a parent or guardian’s ticket free.
     Tickets to Smiles ticket distribution – a total of 400 tickets were purchased and
     distributed for this game
          Program where local businesses purchase $2 tickets to be donated to needy
             kids throughout the season.
          All donated tickets that are not requested to be donated for a specific game
             were used for this game.

NCAA Pack the House Challenge Budget
Item Ordered                                                   Quantity      Total Cost

Gainesville Sun 5.75 x 10 ad                                   1             $510.00

Gainesville Sun 3.75 x 5 ad                                    1             $300.00

Gainesville Sun Online banner                                  3 days        $189.00

Florida Independent Alligator 4 x 6 ad                         1             $0 *Trade

Senior Times ½ page ad                                         1             $280.00

Ocala Star Banner 5.74 x 5.25 ad                               1             $539.58

Villages Daily Sun 3.8 x 5 ads                                 4             $475.00

North Florida School Days ½ page ad                            1             $192.50

Facebook ads                                                   7 days        $100.00

High School Day mailing (paper, envelopes, & postage)          630 schools   $290.44

Busses for The Villages transportation                         4             $2,400.00

Bookmark Game calendars printing                               71,000        $4,547.00

Bookmark Game admission coupons printing                       50,000        $908.00

Bookmark Game table tents printing                             50            $245.00

Chamber of Commerce mailing (paper, envelopes, & postage)      3,200+        $1,450.00

Military mailing (paper, envelopes, & postage)                 51            $34.34

Replica jerseys                                                500           $2,125.00

*All radio and TV spots run through trade agreements.

                                                        Grand Total Budget = $14,585.86


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