Career Cluster

CAREER CLUSTER

Marketing

CAREER PATHWAY

Marketing Management

INSTRUCTIONAL AREA

Promotion

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Sports and Entertainment Marketing

State Event 2 - 2013

SPORTS AND ENTERTAINMENT MARKETING EVENT

PARTICIPANT INSTRUCTIONS

·  The event will be presented to you through your reading of the General Performance Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 60 minutes to review this information and prepare your presentation. You may make notes to use during your presentation.

·  You will have up to 15 minutes to make your presentation to the judge (you may have more than one judge).

·  Turn in all of your notes and event materials when you have completed the event.

GENERAL PERFORMANCE INDICATORS

·  Communications skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening

·  Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions

·  Production skills—the ability to take a concept from an idea and make it real

·  Priorities/time management—the ability to determine priorities and manage time commitments

·  Economic competencies

SPECIFIC PERFORMANCE INDICATORS

1.  Develop communications objectives.

2.  Develop sales promotion plan to achieve communications objectives.

3.  Coordinate activities in the promotional mix.

4.  Set prices.

5.  Leverage product’s/service’s competitive advantage.

CASE STUDY SITUATION

You are vice presidents of marketing for Mega Records, the record label behind the popular new band JoyRide. Boasting number one hits on both the country charts and top 40 charts, JoyRide has become a crossover fan favorite. With the release of the band’s first album just two months away, Mega Records has made plans for an event to highlight the release.

This summer, twenty smaller acts from the Mega Records label will perform at a two-day concert event that will culminate with a performance by JoyRide and the first sales of the band’s album.

The owner of Mega Records has narrowed the possible location of the event down to two choices.

Option 1: Concert event held in Small Town, USA

This small city has a population of 60,000 people, but surrounding communities bring that number closer to 100,000 people. The largest metropolitan city closest to this small city is two hours away. The median income of the area is $30,000. The venue in this small city is a large field that would hold unlimited numbers of ticketholders. No major headlining musical act has ever performed in this city.

Option 2: Concert event held in major metropolitan city

The city is one of the largest in the country with a population of 3 million people. The median income of the area is $80,000. The venue in this area is a 35,000-seat arena. Past concerts have shown that people in this city prefer the option of single day tickets. Major headline performers tend to include this city in tour schedules and ticket sales are typically quite successful.

YOUR CHALLENGE

The owner of Mega Records wants your team to decide which location option is best for the concert event. Your team must consider all information included in each option when making the decision. After deciding the location of the event, the owner would like you to determine the price of the tickets and develop a promotion to sell event tickets. You must determine communication objectives and promotional activities appropriate to the event location.

You will present your plan to the owner of Mega Records in a meeting to take place in the owner’s office in one hour. The owner may be accompanied by additional label executives.

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Sports and Entertainment Marketing

State Event 2 - 2013

JUDGE’S EVALUATION FORM

Sports and Entertainment Marketing

State Event 2 - 2013

PERFORMANCE INDICATORS / Little/No Demonstration / Below Expectations / Meets
Expectations /

Exceeds Expectations

/ Judged Score
DID THE PARTICIPANT:
1.  Develop communications objectives? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15 / ______
2.  Develop sales promotion plan to achieve communications objectives? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15 / ______
3.  Coordinate activities in the promotional mix? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15 / ______
4.  Set prices? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15 / ______
5.  Leverage product’s/service’s competitive advantage? / 0-1-2-3 / 4-5-6-7-8 / 9-10-11-12 / 13-14-15 / ______
PRESENTATION
Consider participation by BOTH team members. / Little/No Demonstration / Below Expectations / Meets
Expectations /

Exceeds Expectations

/ Judged Score
6.  Clarity of expression / 0-1 / 2-3 / 4 / 5 / ______
7.  Organization of ideas / 0-1 / 2-3 / 4 / 5 / ______
8.  Showed evidence of mature judgment / 0-1 / 2-3 / 4 / 5 / ______
9.  Overall performance: Appropriate appearance, poise, confidence, presentation, technique and responses to judge’s questions. / 0-1-2 / 3-4-5 / 6-7-8 / 9-10 / ______

TOTAL SCORE ______

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