2015 Marketing Plan for AthleteTrax

Kari Kowalski

AthleteTrax

Software as a Service (SaaS) introduced in 2012

Team cloud based management solution that includes the following features: Team Scheduling – personal calendar, email reminders and to-do list managers

Team Based Communication – mass two way text messaging, custom or group notifications along with league and team message boards

Team Training and Improvements – centralized team video, workout tracking, 100% free fundraising solution and member deals on hotels

Mobile and Table Friendly – calendar on the go, upload practice or game video in real-time and post workout results from the gym

SWOT Analysis

Strengths• Strong start-up company that has a great

starting base with over 300 teams • All in one program – all the features are in one

site • Keeps everyone connected year round• Multiple features • Mobile and Tablet friendly

Weaknesses• Hard to use the system if the whole team isn’t on

board• If a team already has a system in place it might

be hard to get them to break away to a new system

• Associated with the word “athlete” – could be hard to branch out

Opportunities • Have a huge audience to target with sport in

general being big marketing point• Partnering with bigger companies • Potential in have subscription packages down

the line • Develop new program features

Threats • Competition is all very similar – making quite a

profit with subscription plans • The software could potentially be too high tech

for some users

Main Focuses

Stick with focusing on all sports All teams are on some sort of schedule and everyone can use communication Track and Field, Basketball, Baseball, Soccer, Football, Softball, etc.

Create long term customer Relationships Should want to start early – club sports are becoming a bigger deal so starting from the beginning of

their career to their end will mean something Keep good customer service – chat button on website, customer support e-mails, responding to social

media services Use CRM strategy

Looking at teams profiles and send customized message to them “Congratulations on the league championship win” “Good luck in the Florida tournament”

Who are we targeting?

1. College Club Sports Men/Women ages 18-23 Colleges worldwide – sports are not a full time job U.S. Census Site: There are 22,795,438 estimated people in the age range of 19-24 Biggest age range

2. Youth Sports Kids 6-14 Time crunched – parents working professionals Games on evenings and weekends U.S. Census Site: 20,570,581 estimated people in the age range of 5 to 9 U.S. Census Site: 20,650,454 estimated people in the age range of 10 to 14

3. Sanctioned Youth Sports Kids 14 to 18 Coach as job vs hobby U.S. Census Sit: 21,158,964 estimated people in the age range of 15 to 19

City Target Markets

Branching out to new cities to create a strong customer relationship elsewhere Spreading West should be an ultimate goal but could become costly this early

Pittsburgh-• Office in South Side • Century United

Cincinnati-• 4.5 hours away – originally from here so

know quite a bit about sports there • Tri-State Futbol Academy

Chicago-• Very populated• Chicago City Soccer Club• Associated with Nike

Washington D.C-• Heavily populated • D.C. United

Competition

AthleteTrax:• AthleteTrax provides a cloud based team

management solution to reduce headaches and hassle of running an athletic team at any level

• For team managers of all ages, AthleteTrax is a software service manager that delivers team scheduling, team based communication and the opition to pay team fees and fundraise all in one place

• Communicate Faster. Schedule Smarter. Fundraise More. Pay Smoothly.

Team Snap:• Team Snap is the No. 1 online sports management

application for coaches, managers and organizers• Advertises on school network channels that stream

school sporting events

Blue Sombrero:• Talks about giving hugs, ants in your pants, snakes in

your boots• Making a website for your team more so on Blue

Sombrero• Very customizable – No communication on the go

more of email communication • Partnered with Dick’s Sporting Goods

Bluefields/Mitoo:• Always in the know, wherever you are Mitoo takes the

team information you want and puts it right in your hand.

• More at looking at and picking up teams and players

Marketing Plan – Social Media

Facebook November 6th post was about deals on member deals

Promotion more of teams – become more personable

Once you are able to get more followers look into asking them questions

Promoted Posts

Instagram Facebook is Instagram’s parent company – use your likes and dislikes and target that way

Video feature with links to a YouTube channel

Find a creative way to get your point across in a picture of 15 second video

Marketing Plan – Social Media

Twitter Target user following (follow by gender and location)

Hashtags

Increase Photo/Video Usage

Last phone on 8/26/14

Short clips of a feature

Video Interviews with staff

Day “Promotions”

Create a content calendar and set budgets weekly, monthly and even daily

If your goal is to drive awareness for your business, Promoted Tweets can do this in a variety of ways:

Expand the reach of your content like blog posts, white papers, and more

Connect with influencers and brand advocates by ensuring they see your content

Promote awareness around events and product launches

Ask for retweets to gain an even broader audience for your messages

Marketing Plan

Google AdWords Express – light version of AdWords but ad directs user to Google+ page about Athlete-

Trax

Daily Budget/Maximum amount to pay

Highly specific key words for the business

E-mail Very Personal – let them know about new features or discount gear for their child’s sport

$25 to $30 for 500 to 2500 emails

$14-$100

Partnerships

College Club Sport Teams: CollClubSports

Pittsburgh based

5 leagues – Baseball, Basketball, Football, Softball and Track and Field

Point Park connect – Craig Budzik

Youth Sports: Pittsburgh Youth Hockey – associated with the Pens

PAHL (Pittsburgh Amateur Hockey League) – 28 Amateur Hockey Associations within the Greater Pittsburgh Area

250 teams represented

Estimated Market Plan Spending

$5,000 to $7,000 Marketing Budget for the first year

Ultimate goal is to get usage up

Then re-evaluate to see how successful new techniques worked

Marketing Budget Calendar

AthleteTrax

Task Expense January February March April May June July August September October November December

University Club Meetings $1,000

Youth Sport Club Meetings 750

Talk to HS Teams 500

Email Marketing 150

Social Media Marketing 2,000

Google AdWords 1,000

0

0

Total Expense: $5,400

Total Elapse Time: 12 Months

Dependencies on: What Marketing techniques really are used

Dependencies for: Actual Budgets

General comments:

JANUARY/AUGUSTThursday, January 8th Pitt University Club Meeting Sunday, August 23rd OSU Involvement Fair

Thursday, January 15th Pitt University Club Meeting Sunday, August 30th George Washington University

Monday, January 12th U.C. Monday, August 23rd Northwestern

Tuesday, January 13th Miami of Ohio

FEBRUARYClub Meeting Dates:

Century United Tuesday the 3rd

Tri-State Futbol Academy Tuesday the 10th

Chicago City Soccer Club Tuesday the 17th

D.C. United Tuesday the 24th

JUNE/JULYTalk to HS Athletic Directors

Pittsburgh Public Schools June Set up Meetings with athletic directors

Washington D.C. Public Schools JuneCincinnati Public Schools July Set up Meetings with athletic

directors

Chicago Public Schools July Try and go around the same time of Cin.

APRIL/MAY AND SEPTEMEBEROCTOBER

Focus Heavily on presence on social media

Twitter: Promoted Tweets April and September Continuous InteractionFacebook: Upload videos/Reach out to follower

baseContinuous Interaction

Instagram: Promoted Pictures May and October Continuous Interaction

March and SeptemberEmail Marketing

March: Start of the season deals Hotels & EquipmentSeptember: Start of the season deals Hotels & Equipment

Works Cited

https://www.athlete-trax.com/

http://www.bluesombrero.com/

http://mitoo.co/

https://www.teamsnap.com/

http://www.census.gov/

http://www.collclubsports.com/

http://www.pahockey.com/

http://penguins.nhl.com/club/page.htm?id=66005

https://support.twitter.com/articles/142101-what-are-promoted-tweets#