Josh Lewis, Jackson Schneider, Logan Alexander
Kan-Jam Marketing Plan
Intro:
Our group will be setting up a Kan-Jam tournament in the quad (or aux gym if rain permits) on Sunday, September 24th at 4:00pm. We are doing this as part of our Sport Business calss, fulfilling an event management requirement. Participants will enter into a bracket format, with the winners receiving two $10 Chipotle gift cards. The tournament will be single elimination.
Product/Service:
Kan-Jam Tournament – fun and social atmosphere rewarding winner with gift cards
Situational Analysis:
We will be hosting this tournament on campus by the cafeteria, with hopes of luring in walkers close by. Because it will be occurring on a Sunday, some limits to our participant numbers include students out of town for the weekend, homework, and the lazy nature of Sunday evenings for students. With the campus consisting of 2300 students, 71% living on campus, our hopes to draw in a significant number of teams for a small tournament appear reasonable.
Target Market:
Mount Union on-campus resident students ages 18-22
Marketing Objectives/Goals:
16 team tournament in a bracket format. Teams consist of 2 players, totaling 32 people.
Marketing Strategies:
We will rely heavily on group connections and contacts, spreading by word of mouth and through personal resources. Flyers will be created for a campus-wide email and for class pages.
Strengths
- Group members are very involved, can easily recruit people
- Group connections are in all different organizations
- We have easy access to the necessary equipment
- Not hard to sell participants, game is fun and popular enough already
Weaknesses
- As students, marketing to all students is hard
- If our connections fail to show, may struggle for ideal turn out
- Limited platforms for advertisement
- Any varying number of participants from ideal number will present bracket challenge
Opportunities
- No competition from varsity sport events
- Sunday evenings bring more people back to campus
- Weekend allows students more free time for events
- Central location on campus by student walkers
- Kan-Jam is widely played across campus already, drawing interest from students
Threats
- Time of event may interfere with NFL games on TV
- Sorority soccer event hosted earlier may draw attention from event
- Students may be focused on homework or sleep due to Sunday evening
- Students may not be back on campus yet from going home for weekend
Budget:
$0 – gift card prizes will be paid out-of-pocket by group members
Summary:
The Kan-Jam event will be held on Sunday, September 24th at 4:00pm. We will send out information for the event in an email, as well as by word of mouth through personal resources. Our goal of 16 teams will then be made into a bracket, in single elimination format, with the winning team receiving 2 $10 Chipotle gift cards. We hope to utilize the calm Sunday evening nature and break from other varsity sports to attract students walking by before dinner time. We hope to create a fun, social atmosphere that both fulfills our class requirement while providing an engaging event for students on campus.