Marketing Plan Part 3 mkt 450 PDF

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Faith 1st Sports Marketing Strategy Faith 1st Sports is a Sports Recreational League for students Pre-Kindergarten through fourth grade. This league takes place at Christ the King Parish in Lexington, Kentucky, and focuses on teaching students how to play sports competitively, while also focusing on their character. This league currently offers winter basketball, fall and spring soccer, as well as a spirit squad. Any child meeting the age guidelines is permitted to play in the league. Due to increasing competition of leagues around the greater Lexington area, it has been determined that Faith 1st Sports, needs to reposition their strategy to allow for more student participation. In the following document, we will detail the ways in which the league will change, and how those changes will allow Faith 1st Sports to better market itself, allowing for a fun, faith-based sports league. Product Strategy The number one focus of Faith 1st Sports is the idea that all student athletes will practice and play sports, while remembering their faith. This is a huge distinction from other leagues around the city (YMCA, Glendover Basketball, etc.), which allows parents who want to have their kids to be able to explore their faith, while being active, do so. By having a faith sponsored league, it endorses community building, which helps the parents and students be more involved within the parish. Repositioning the league is essential in taking the next steps for growing this program. The overall idea of faith first is essential to the league, however, the it must change the way in which the brand is marketed, as well as sports they actually offer. In doing so, Faith 1st Sports will hope to increase student athlete participation, and expand game experiences for athletes and spectators. The way to achieve this it to incorporate more sports into its yearly cycle. Offering other sports such as flag-football and volleyball would help attract more athletes from other schools in the area, as well as give a wider variety of sports for kids to participate. By offering these other sports, and faith based practices, this will completely differentiate Faith 1st Sports from other leagues in Lexington. It has been shown through other leagues that kids who participate love having personalized jerseys. The idea of having a jersey with the students last name on the back, gives that student more enthusiasm to play the game, as well as improves overall satisfaction. With that in mind, Faith 1st Sports will implement new personalized jerseys in hopes of exciting the athletes. Other ideas to incorporate into the games would be to have player introductions to the fans before the games. This again is simple, but is exciting to the kids, and would further push their desire to play. The value all athletes will receive is invaluable in the opinions of Faith 1st Sports. Through the overall character building all athletes gain, as well as the foundation of how to play the sports,

they will become better students on the court and also in the classroom. After all, the athletes are still students and learning the qualities of sportsmanship on the court can be integrated to learning.

Pricing Strategy We want our overall pricing to be similar to our competitors, so that it gives the impression that Faith 1st Sports is the up to the same quality standard as the other Leagues in the greater Lexington Area. Obviously, this is while still being able to cover our fixed costs. Proposed Registration Fee: $110.00 (10 games) Competition: ● Upward Basketball League: $110 registration fee ○ Includes a jersey and shorts, along with a t-shirt. ● YMCA: $65 for members, $95 for non-members ○ Includes a jersey and end of season award. ● Glendover: $80 ○ Additional ~$20 Uniform Fee ● KBA: $110 registration Fee ○ Includes Uniform

If our goal is to provide a “faith first” style league while still being able to raise money for the church, then this price seems to be the most logical, as we would be able to profit $1,500$4,000 per league without any issue, as long as each league maintains enough enrolled players.

Pricing Breakdown

Below shows the pricing breakdown for the proposed registration fee for a typical basketball league. The breakdown assumes that there are 10 players per team, and 10 teams in the league, with each team playing a total of 10 games. It should be noted that this does not account for variable profits including concessions, admissions, and other sales.

Registration Fee

$110.00

10 kids per team

$1,100.00

10 games per team

$110.00

2 teams per game

$220.00

Official Cost (2 Officials)

$80.00

Est. Utilities Cost (hour)

$20.00

Per Game Profit Before Other Fixed Costs

$120.00

50 total Games (120 * 50)

$6,000.00

Basketballs Costs (6 new balls * $25each)

$150.00

Uniform Costs (100 kids * $25each)

$2,500.00

Other Fixed Costs Allowance

$1,500.00

Net Profit

$1,850.00

Per Gameday Profit Before C & A

$185.00

The pricing breakdown for other sports such as soccer will be slightly different, but still easily achievable with a $110 registration fee. Basketball seems to be the most expensive sport in terms of upkeep and fixed costs, which is why it is subject to the pricing breakdown. All other sports will be a higher margin, as the price per league remains the same. Further, if a corporate sponsor is able to be locked down, Uniform Costs and/or Basketball Costs have the potential to disappear, enlarging our potential bottom line. Distribution Strategy

Our distribution strategy will be one of great customer service. Meaning we will be focused on keeping our customers satisfied and have them wanting to come back to our leagues. To do this, having referees and coaches that care about the well-being of the players and encouraging them to grow as a person and player is something that will be required. The coaches do not have to “baby” them, but care about them is something they will have to do. The coaches are there for the players to help develop their game in whatever sport they are playing. The goal of our leagues are to help develop players, but also for them to have fun in a competitive environment. Coaches are essentially our front line. As far as where we will get our supplies for games and practices, a set number of balls and jerseys will be distributed to each coach depending on the size of their team. For example if a coach has a team of ten, three balls and 10 jerseys will be given to the coach and that coach will be responsible for those items and distributing them to players. Anything there after will be the coaches responsibility. For soccer leagues, coaches will be given balls and jerseys, but no shin guards or other protective equipment. The player/family is responsible for that. In theory, if we were to add new sports, it would be similar to these as the jerseys and balls will be provided. Depending on the circumstance, coaches can be given more. Coaches are responsible for returning balls and other equipment they received at the end of the year, excluding jerseys. If not returned, they are held responsible for the cost to replace the equipment. Referees will be recruited from an outside agency to be at every official game the leagues have. Depending on the sport, more referees may be needed. All practices and games will take place at Christ the King. Practices will be through the week for each team, with games being throughout the day on Saturdays. Our leagues will be directed towards kids and their families that want a fun, competitive and skill development league. Any person interested in this is who we will target. It has been shown through other leagues that kids who participate love having personalized jerseys. The idea of having a jersey with the students last name on the back, gives that student more enthusiasm to play the game, as well as improves overall satisfaction. With that in mind, Faith 1st Sports will implement new personalized jerseys in hopes of exciting the athletes. IMC Strategy The goal for our marketing communications strategy is to generate awareness and educate the targeted consumers about the new changes coming to Faith 1st Sports recreational league. Our main source of marketing will be through social media which will allow us to utilize our budget for other expenditures. In promoting Faith 1st Sports, our advertising strategy will include using social media such as Facebook and Twitter where we will provide up-to-date information as well as a platform to connect with the participants in the league. We believe this will improve our awareness and credibility through the positive word of mouth communication social media will bring.

We also plan to have public relations through a sponsorship with Thrivent Financial. Thrivent is a well known mutual fund agency in the Lexington area that has won awards for small family funds. Their sponsorship will bring Faith 1st Sports more recognition in the community. For our sales promotions we will include that participants will only pay an upfront registration fee and this one time fee will include everything the kids will need to participate including jerseys and equipment. The personalized jerseys will be a very popular new addition that will be an incentive that many other leagues won’t provide. Twitter Account:

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