SPORTS AND ENTERTAINMENT MARKETING: Group PROJECT

General Instructions:

  1. Work efficiently and meet all deadlines. You will be graded on using your class time wisely. Additionally, it is vital that all deadlines are met. If you do not receive a desired grade on a portion of this exam during the fourth quarter, you may submit a revised version, so long as the original was not late. Do not allow yourself to get behind or waste time.
  1. Be professional. All parts of the exam are to be typed. Part of the grade on this exam is demonstrating organization, neatness and good use of class time. All parts of the exam, including pictures, manes, words, symbols and everything else must be appropriate for a school setting. If you have any questions, it probably not appropriate.
  1. Be creative. Be proud of what you turn in. This is the end result of a year’s worth of study. Creativity does not mean artistic, but it does mean being original and neat.!
  1. Be original. Your project is a real-world application, so real world consequences will apply. Your name on the project indicates that you did your share of the work, that the work is original, and no help from outside resources was received without proper notation. You may not copy any other companies’ or person’s work in part or whole.

INTRODUCTION TO MARKETING: FINAL EXAM PROJECT

It is recommended that you work in a team of not more than three people. Seniors must work with seniors and underclass members must work with underclass members only.

Be cautious with whom you choose to work with. In is not recommended that you automatically match up with your friends. Each group needs a good typist, a good graphics person, a good manager and a good writer.

On a piece of paper, write the group member names and phone numbers along with a brief job description of what role each person will play in the group and have all members sign the contract.

Section 1: Scenario

You and your team members have been hired by one of the following theme parks or sports complexes:

  • Six Flags
  • BushGardens
  • Disney’s MagicKingdom
  • Disney’s EPCOTCenter
  • Disney’s MGM Studios
  • Universal Studios
  • Disney’s CaliforniaAdventure Theme park
  • Hershey Theme Park
  • Dollywood

The management of the park has hired your team to create the newest attraction for the 2017 season. You are to create an entirely new attraction that can be utilized all season long, and the attraction must end with customers entering a merchandise area (retail store). The attraction must be logical, and it is assumed that there is enough land to house the attraction and enough money to pay for the attraction.

To begin this project, your team needs to research the competition by selecting three of the other parks in the list above and find out the following information:

1. Location of the park including state, city, part of the country.

2. Number of attractions in the three parks you selected.

3. Three most popular rides in the park.

4. Special merchandising taking place at the end of the rides. Think to the last time you got off a ride at Disney or even Wild waves and were routed through a store.

Staffing:

You need to prepare job descriptions for all of your employees for your ride as well as the store. Job descriptions are written statements listing the requirements of a particular job. Each job description includes the purpose of the job, qualifications needed, duties to be performed and equipment to be used. Job descriptions can be found on page 648 of the blue marketing textbook in the cabinet. Each member of your team must create one job description. The team doesn’t need to create more job descriptions than members. (3 members=3 job descriptions)

Develop your own organizational chart. An organizational chart is a diagram of the various jobs and functions that are found in a company. You can create an organizational chart using smartdraw.com or PowerPoint.

Section 2: The Attraction

In complete sentences, typed, describe the attraction you will be adding to the theme park. Name the attraction. Describe the target market with at least ten traits. Describe why the attraction will be an asset to the park. Describe where the attraction will go, why, how it will fit in, and what the customer will feel as he/she experiences the attraction. Describe why you believe this attraction will work. If you need additional information on target markets refer to Marketing Essentials Book Chapter 2.

Mission Statement: A mission statement describes the ultimate goals of a company in a brief paragraph or two. A mission statement summarizes why a company exists. It identifies products or services offered and the target market. Look on the web for sample mission statements from Starbucks, Federal Express, Amazon and you will see how to write one.

Section 3: Sponsorship Opportunities

Determine one main sponsor for the attraction. It is required that the sponsor be visible to the customer in the attraction. Tell how the company is compatible with the attraction and the park, and explain why this is the best company for this sponsorship opportunity. Explain specifically how the company will benefit from the sponsorship and how the park/attraction will benefit from the sponsorship. Explain what the company will have to pay or provide and explain what it will get in return. Some reasons for sponsorship:

  • To increase sales.
  • To introduce a new product or service to a large audience.
  • To compete where many potential customers are in one place.
  • To be identified with an event in which the target market is interested.
  • To earn the goodwill of the community.
  • To enter new markets.
  • To enhance the company’s image.

Section 4: Grand Opening/Press Kit

You must plan a grand opening special event for your attraction. Who will attend? What unique events will happen that day? When will it happen? Details are important!

Create a press kit that includes a press release regarding the attraction and the park, a schedule of events, photos, and anything else relevant.

What is a Press Kit?

Option 1: Send a letter to your theme park requesting a Press Kit and use it in your final presentation rather than making one.

Option 2: A press kit is a folder containing articles, news releases, feature stories, and photographs about the company, products, or person. Press kits are given to the media to assist them in reporting on the intended news item. These same time for public relations specialists because frequently asked questions can be covered in one place.

Do not forget about sponsors when creating this press kit!!

Section 5: Merchandising/Licensed Products

In writing, describe the type of merchandise that will be in the store at the end of the attraction. Draw a picture of the store is it helps to describe it. Create an actual project containing a license from your attraction. Like a car when you get off the Cars ride at Disneyland.

Section 6: Security Plan

Describe any and all areas of concern or possible risk for your ride. Determine how you would address each risk. (You must have a minimum of five different risks.) Include information on crowd control, rowdy customers, safety hazards, ride restrictions etc. You may utilize current park risk management procedures to assist you. (security, security cameras, fire suppression systems, non-skid plates etc.).

Also research the three types of risk and describe how your ride will deal with them. Natural risk, economic risk, and human risk are the three main categories of risk. How do businesses transfer risk?

FINAL ASSESSMENT

SPORTS MARKETING

DESIGN A RIDE FOR A THEME PARK

Performance Indicators
Final assessment: / POINTS
Section I.
  1. Staffing: Prepare a job description (20points)
/ 20 / Due: Friday
Feb 16
  1. Explain the concept of specialization/division of labor (EC:014,ECLap7)
/ 10 / Due: Friday
Feb. 16
  1. Prepare an organizational chart
/ 10 / Due: Friday
Feb. 16
  1. Identify Your Target Market (10 points)
/ 10 / Due: Friday
Feb. 16
  1. Prepare Mission Statement (15points)
/ 15 / Due: Friday
Feb. 23
  1. Explain the nature of strategic planning in business.

  1. Describes purpose of organization

  1. Determine Sponsorship (20 points)
/ 20 / Due: Friday
Feb. 23
  1. Explain goodwill advertising

  1. Image building

  1. And institutional advertising

  1. Explain nature of company participation in community and selling activities

  1. Grand opening press kits (20 points)
  2. Explain appropriate types of your media selection (PR:007)
/ 20 / Due: Friday
March 2
  1. Obtain selling information from company promotional material (SE:052)

  1. Coordinate promotional activities (PR:076)

  1. Merchandise Description and Plan (30points)
/ 30 / Due: Friday
March 2
  1. Explain scope of product/service planning (PP:001)

  1. Explain nature of product mix (PP:003)
  2. Emphasize product and/or service benefits that appeal to the target market

  1. Draw a Diagram of the merchandise store (15 points)
/ 15 / Due: Friday
April 6
  1. Display appropriate creativity

  1. Create Actual theme park ride (30 points)
/ 30 / Due Friday
April 13
  1. Display appropriate creativity

  1. Develop a security plan (15 points)
/ 15 / Due: Friday
April 20
  1. Follow safety precautions (RM: 010)

  1. Explain routine security precautions (RM:003)

  1. Create Display, examples, and diagrams for final presentation (25 points)
/ 25 / Due: Friday,
April 27
Project Total / 220
11. Participation in a Team Environment (150 points—5 points a day times 30) / 150
175
  1. Maintain positive attitude (HR: 274)

  1. Demonstrate interest and enthusiasm (HR: 303)

  1. Demonstrate responsible behavior (HR: 022)

Demonstrate honesty and integrity (HR: 312
  1. Demonstrate orderly and systematic behavior (HR: 267)

  1. Demonstrate orderly and systematic behavior (HR: 267)

  1. Demonstrate initiative (HR: 317)

  1. Demonstrate self control (HR: 294)

  1. Use time management principles (HR:044)

  1. Treat others fairly (HR:047)

  1. Foster positive working relations (HR: 269)

  1. Follow directions (CO: 119)

12. Presentation: (30 points) / 30 / Friday April 6
Communication skills: selects methods of communication
Presents basic ideas, explains concepts, and actively participates in discussion
Information is well organized and presented in a logical manner
Use proper grammar and vocabulary (CO:004)