Sports Franchise Strategy Project Getting Started Check List

SPORTS FRANCHISE STRATEGY PROJECT – “GETTING STARTED CHECK LIST”

[MKTG.405; Dr. Carter]

(1)
CONCEPT GUIDANCE / (2)
PROJECT
DOCUMENT / (3)
DECIDE ON FOCAL EVENT/ACTIVITY / (4)
APPLY MR DATA & APPROACH
(ch.4) / (5)
APPLY CUSTOMER
FACTORS
(chs.5 & 6) / (6)
APPLY SEGMENTATION
TARGET MARKETING &
POSITIONING
(ch.7)
Read Chs. 4, 5, 6, 7 and see how they relate to project from syllabus / Create your own Powerpoint document with an original project title and design to begin developing content ideas / “JAM” work group must each decide on your own focal “Teen Summit” events and activities and complete the proposal sections shown in the draft presentation link / “FUSION” work group must decide on the specific type(s) of “Fan Experience” activities/events they will propose, with the kind of “cheer/spirit” staff to implement ideas
BASIC FORMAT
A. Description
B. Goal/Objective
C. Methods
-- MR data
-- customer factors
-- target profile &
positioning image
D. Implementation &
Management / Use county data profile link from course website as well as other data searches to gain insight and support your proposal / Use information from franchise, comparable teams, and personal experience to identify & analyze the most influential customer “needs/wants” for
A. Participants
B. Spectators
C. Sponsors / Determine the best target market and profile the most significant characteristics. Then decide how to position the event/activity to the target market(s) with a “value proposition” and benefit image that is appealing – including media promotion tactics.