STRATEGIC MARKETING PLAN TIANDRA, TAYLOR, FRANCESCA, TAMEKA, JOHN

ATLANTA SPORT

& SOCIAL CLUB

INTRODUCTION • Obesity: An Epidemic

• 2/3 of the United States population is obese

• Fitness Trends

• 52.9 million Americans have a gym membership

• Top sports trend of 2015:

• Body Weight Training -American College of Sports Medicine 2015 poll

• Americans feel the need to be social

• 67 % of Americans use social media

• 23 % of Facebook users check Facebook 5+ times daily

• Sports are a part of Atlanta’s culture

• Atlanta Sport and Social Club ...

It’s more than just a game, it’s a lifestyle.

FIELD RESEARCH “This league is way more organized than the last league I played in.”

– Flag Football Player, Piedmont Park

“Some of the sponsored bars are too crowded, we would pay extra for priority seating

rather than a discount.” – Flag Football Player, Piedmont Park

“I don’t go out and tell people about ASSC Leagues, but people approach me often

and I then direct them to the website. “- League Manager, Piedmont Park

“ I have never spoken with anyone about ASSC while on the job.” – League Manger,

Peachtree Hill Park

Sports minded:

• Regular sports participants

• Develops the physical skills needed to compete in a given sport

Competitive: Achievement

• Enjoys competition

• Need for accomplishment

Build Relationships (Personal &

Professional): Belongingness

• New friendships

• Networking

• Group of friends with similar goals and interests

Health & Fitness:

• Weight control • Stress relief • Regular exercise Demographics:

• 56% Male |44% Female

• 86% Single

• Median Age: 26

TARGET MARKET

Attraction

Reclamation

Retention

THE SITUATION

ONLINE MUSIC STREAMING

PANDORA • Targeting

• Age • Lifestyle • Location • Listening Habits

• Display ads drive traffic to ASSC website

• Lower cost than traditional radio

• Listener unable to channel surf

• Decrease in overexposure due to segmentation ability

SPOTIFY

• Advertising Opportunities

• Audio Ads

• Display Ads

• Billboard Ads

• Branded Playlists

• Younger Audiences

• User must be engaged with Spotify for advertisement to play

ATTRACTION

ATTRACTION

SOCIAL ENGAGEMENT

ATTRACTION

Atlanta has been ranked the best city in America to find a date in 2012 -DailyBeast.com

1 in 5 adults ages 25-34 years old have used online dating -Pew Research Center

• Partner with online dating and social sites

• E.g. Host Match.com Stir event

• Banner Ads on “Freemium” sites

• Allows singles to meet in safe, crowded

environments

• Earn a commission from membership with

online dating websites

• Leverage Google Analytics

UNIQUE SPORTS LEAGUES • 8.6% of the Atlanta population between the ages of 22-

46

• Increase participation in sports and recreational activities

• Deaf

• Physical disability

• Intellectual disability

• Opportunity for sponsorship diversification

• Celebrity Endorsements

ATTRACTION

WORK-LIFE BALANCE PROGRAMS

Selling Points to Companies

• Employees who participate in wellness programs take less sick days

• Improvement of team work/group dynamics

• Higher job satisfaction

• Lower turnover

• Greater organizational pride

-Kenexa Research Institute

ATTRACTION

Benefits to ASSC

• Income

• More large-scale events

• Regular group participation

• Increase brand awareness

• Association with well-known

companies

Attraction

Reclamation

Retention

THE SITUATION

RETENTION

Katie M. Reed

N° 00001

5/4/2016

• Silver $19.99 | Basic benefits available • Gold $29.99 | Greatest chosen benefits to be offered • Platinum S39.99 | Extensive list of benefits

Benefit Partnerships • Special in-store discounts for members

Point Reward Program

• Start with points based upon membership level • Accumulate points for each ASSC Event

attended based on membership status • Redeem points for ASSC merchandising items

MEMBERSHIP PLAN

PLAN BENEFITS FOR ASSC • Membership data tracking

• Leagues players join

• How often do they attend games?

• Purchase behaviors

• Frequently attended bars

• Pre-checked, auto-renewal options

• Year-round cash flow possibilities

RETENTION

LEAGUE MANAGERS • Company liaison to customer

• Additional incentives for gaining new members

• Measured by league growth

• Potential for full-time employment, sales force

• Quantify method of reimbursement

• Scalable, easy to implement and understand

RETENTION

ATLANTA SPORT AND SOCIAL

CLUB

LEAGUE MANAGER

PLAYER/TEAM

RETENTION

• Tool to find new players, manage their league and keep

in touch

• Simplifies player effort

• Track and redeem ASSC membership points

• Updates/Notifications

• Weather updates

• Potential location changes

• Communication Tool

• Team chat capabilities

• Player feedback

• League Manager communication

MULTI PLATFORM APP

RETENTION

MITOO APP • Group initialization

• Relatively low cost

• App is free to the customer

SOCIAL EVENTS Targeted Events:

- Increase cross-sport participation

- Engage potential new members

Host tailgate for Atlanta Braves games

Sponsored 5K Walk/Run

Movie night at Piedmont Park

RETENTION

“…I love how ASSC does social events and not just

sports, my favorite was last year’s Red, White and

Booze party” – Flag Football Player 5.2.2015

THE SITUATION

Attraction

Reclamation

Retention

RECLAMATION • Promotional Correspondence

• Send after 2-season absence

• Membership specials for rejoining

• Personalized outreach

• Newsletters • Personalized, renewal emails

• Health and Wellness

• Staying abreast of the current health issues

• Nutrition facts / Eating Tips

NEXT STEPS • Expansion

• Hosted, single-day event for all leagues

League Champion

Inter-league Champion

City Championship

KEY TAKEAWAYS Immediate – Next Year

• Membership Plan

• Host events

• Dating sites

• Online Stream Advertisements

• Unique sports

Near-Future – 3 Year

• Celebrity endorsements

• Work-Life Programs

• League Manager incentive structure

Far Future – 5 Year

• Expansion

QUESTIONS