Marketing Plan Framework

CANDACE PRESTWICHBA 491 SPORTS MARKETING

My Marketing Plan Framework

AVP (Association of Volleyball Professionals)

What is AVP? The Association of Volleyball Professionals is a beach

volleyball tour which takes place throughout the United States.

I have chosen the AVP for my Marketing Plan Framework.

Step by Steps

The Step by Step process:Target MarketPricing & Positioning StrategyDistribution PlanMarketing MaterialsPromotions StrategyOnline Marketing StrategyJoint Ventures & PartnershipsFinancial Projections

Target Market

The Target Market for the AVP events across the U.S. are as follows: Male and Female Ages 17-35 Interests in Sports

(particularly volleyball) Wants and Needs related

to volleyball and beach volleyball product and entertainment

Key Pricing Objectives for the AVP tour:

What is going to attract crowds to the tour:

Too low of prices in tickets and all products from the tour might dissuade people from purchasing

Availability to quality brand AVP volleyballs, clothing, accessories, etc.

Food and drink for the public. Also food for the competitors, treat with top notch quality food, possibly catered for hospitality.

Advertising Make it known in the city that

there will be famous athletes just minutes away performing right before them. Using Billboards, the newspaper/news, magazines, TV commercials and gym ads

Products Merchandise only fans in

attendance will get a chance to buy AVP product

Autographs from famous beach volleyball players that are world known

Pricing & Positioning Strategy

Distribution Plan

Tickets will be made available online and also at the events during each day, FRI-SUN (times will vary from day to day tournaments). If fans want to buy tickets earlier or they have last minute changes in their schedules, they will have an easy access to purchase tickets either way.

Marketing Materials

Wilson Volleyball’sOlympic size competition sand courtsTemporary stadium sand court for the

championship games for men and women teams

About 1,800 tons of sandI would also look into creating AVP t-shirts

that fans can purchase To give more information I want to provide

handouts as people walk in so they know who is playing on which court and what time and when the championship games will be.

Promotions Strategy

The promotions strategy I believe is one of the most important sections in a marketing plan.

The general idea for picking a goal especially in this marketing plan for sports is to attract new members/fans that define a larger crowd which leads to more profit for the event.

On the next slide I came up with a couple of ideas that I believe would be best for the AVP and their promotional strategies.

Promotions contd’

Some of the promotion plans I came up with are: Online advertising: When the public is online, ads

pop up mentioning the AVP event coming that weekend in their hometown.

Television: Commercials and ads in-between TV shows, announced over the news stations or on ESPN.

With permission, text messages being sent out or emails updating fans that have already signed up for an AVP account to get alerts.

Special promotions: contests or free subscription to goods and services.

Online Marketing StrategyOnline Marketing is a huge resource in today’s world

because almost everyone is connected to the Internet. One of the key components to Online Marketing is the

search engine and its ‘keyword strategy’ AVP’s website can show up more significantly from main

keywords chosen for that website and will be commonly searchedPaid Online Advertising, depending on how much the

business or event can afford, paid online advertising is a smart way to spread word about events.

Email Marketing is another way to get the public’s attention. With permission to receive emails, it is a great reminder for upcoming events.

Online Marketing Strategy contd.

http://www.virtualfundamentals.com/internet-marketing-2/

Joint Ventures and PartnershipsThese are two are agreements that you forge with

other organizations to help reach new customers/fans or better monetize existing customers/fans

Wilson, a big brand name for volleyball and other sports has a huge partnership with AVP, they sponsor almost everything and products.

I found a quote from an AVP official website that informs us they got a new partnership, "The AVP also announced a new two-year agreement with IMG to manage event operations and assist in sales efforts for the growing tour.” http://www.avp.com/news/avp-pro-beach-volleyball-tour-

announces-2014-schedule-strategic-partnership-with-img/

Joint Ventures and Partnerships contd’

Since AVP is a big program, and has many partnerships, it would be difficult for them to function just on their own without partnerships or joint ventures.

Joint Ventures and Partnerships have a huge impact when it comes to programs, they are essentially a support system. Like IMG and AVP, IMG is in charge of AVP’s management of events and operations, they play a huge necessary role in keeping AVP’s system working.

The key point I am trying to get across is that having a variety of partnerships within your corporation gets the job done and everything runs much more smoothly.

Financial Projections

I am going to start off with $8,000.00 as my budget for starting the AVP tour in Fairbanks, Alaska.

The Revenue I project we make is around $3,000.00. Counting the people buying tickets and making money off of those as well as selling all the merchandise and product at the event all weekend.

For Costs, the tour requires an extensive amount of money, considering bringing all the players up to Alaska can be fairly expensive. Then all the product and gear is also costly. The sand courts will cost money setting up and using all that sand, we will need to hire some workers to do so properly. The cost of food for the public, and then food for the volleyball players, maybe catering or some type of fresh food for the athletes. Out of all the costs the total would be around $6,000.00.

Financial Projections contd’

Monitoring advertising costs from the past, present and future will help analyze advertising dollars spent and determine more efficient ways to spend those dollars on future marketing plans. With the use of plenty advertisements, I would give the advertising a budget of $600.00 and that should cover costs to get the word out about the AVP tour.

Profit, just like the revenue would be made off of what we are selling, whether it be products from the tour or number of attendance and raising the asking price of everything to make ‘profit’. For the profit total I would estimate it be around $1,000.00.

Goal

My goal I want to achieve, if I was in charge of this Marketing Plan in real life, is to get as much attendance possible to these events and the attention of this tour going to Alaska. I believe this event is all about having a good time, watching very talented famous athletes perform in a competitive environment and have fun while they do it. Also, from the advertisements of the event, I want it to be a key point that world famous volleyball athletes are coming to play at this tour in Alaska. Once the public finds out who is going to be there (Olympians) and realize it is a once in a lifetime chance, it will attract more attention and bring in a lot more profit. Especially if I am looking to bring this tour to Fairbanks, Alaska it will give the town more interest and success from the event and bring even more future event opportunities for this town!