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UNCWrestli

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MARKETING PLANKorie Sawyer

Doron TamariAllison Bass

+RamTough

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RAM TOUGH

Cover LetterDear Coach Mock and Staff,

It is our pleasure to present you with this integrated marketing plan for the 2012-13 season for UNC Wrestling. We believe that your team has done a great job of building a solid base to improve upon and providing a strong concept, Ram Tough, that can be a truly unique feature of the program. Our goals are to show the full value of the wrestling program to different stakeholders by focusing on everything it participates in, including competition, academics, service, and leadership. After speaking with you, the staff, and the student-athletes, it is clear that Ram Tough is as much a lifestyle as it is a mantra, and we aim to show that frequently and effectively.

This marketing plan includes goals and objectives, brand statements, target markets and event and social media concepts and ideas that we believe combine to deliver a heightened fan experience and should ultimately help the program achieve its goals.

We look forward to working with you this season!

Sincerely,

Allison BassKorie SawyerDoron Tamari

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Table of Executive Summary 4

Brand Vision, Goals, and Objectives 5-6

Key Target Markets 7

Event Promotional Plan 8-9

Social Media Strategies 10

Conclusion 11

Supplemental Materials 12-13

Branding Tools 12Event Specific Graphics 13

The University of North Carolina at Chapel Hill Wrestling Program has a strong tradition on and off the mat. The Tar Heels have won 18 ACC titles in the last 38 years, and has finished in the top 20 at the NCAA Championships 14 times in the last 33 years. Carolina has produced five individual national championships, including it’s current head coach C.D. Mock. In an ultra competitive environment and a time where scandals seem to exist in every athletic department, it is imperative that UNC Wrestling builds a brand that emphasizes the true value of intercollegiate athletics.

This marketing plan will allow UNC Wrestling to grow in the future. This plan identifies key strategies that will truly differentiate the brand of UNC Wrestling within the university, the ACC, and the NCAA. The brand vision of UNC Wrestling will be the foundational element for the rest of the marketing plan. The UNC Wrestling mantra, “Ram Tough”, will be incorporated throughout the marketing plan. This plan includes two basic goals for UNC Wrestling: (1) Enhance the overall image of UNC Wrestling, and (2) Increase attendance at Home events. Key target markets that UNC Wrestling will be targeting include: UNC Students, Wrestling Alumni, Youth Wrestlers, and Local Community Organizations. Also included in the marketing manual are social media strategies to build a solid fan base, a promotional plan for home meets against UVA, VA Tech, NCSU and VMI, and supplementary materials that include a Ram Tough introduction Video, and graphics for the home meets.

Executive Summary

RAM TOUG

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+It is imperative that UNC Wrestling improves their brand within the athletic department,

the campus, Town of Chapel Hill, ACC, and Nationally. Building a brand that focuses on values outside of winning will create a strong foundation to recruit, retain, and allow UNC Wrestling student-athletes to succeed on the matt, off the matt, and professionally in the future. UNC Wrestling values will reflect the UNC Athletic Department values; Responsibility, Innovation, Service and Excellence. These values should be reflected in all marketing initiatives and are critical for the success of UNC Wrestling in the ACC and the NCAA.

Specifically, the UNC Wrestling Team has developed a Mantra of Ram Tough. This mantra is then further divided into subcategories to help the program better itself holistically. The team expands the Ram Tough Mantra to Study Tough, Lead Tough, Compete Tough, and Serve Tough to help define their mission and team goals.

GOAL 1: Enhance overall image of UNC Wrestling

Implement Values that will affect all stakeholders. Values that add to recruiting, administrative, and university support

Ram Tough: not just winningo Study Tough : Academicso Lead Tough: Leadership & Conducto Serve Tough: Serviceo Compete Tough: Athletic Excellenceo 365: Ram Tough at all times

Marketing Objectives o Monthly Videos that showcase student athletes who “Lead Tough” or “Serve

Tough” or “Study Tough” Monthly “Ram Tough” video to highlight mantra initiatives Involve the Carolina Leadership Academy

o Monthly Ram Tough Award- Reward a student-athlete who shows commitment to the Ram Tough lifestyle in all components

o Tweet pictures of athletes at other athletic events, during community service events, at Leadership Academy events, and studying to promote Ram Tough

Implementation Strategies o Reach out to local organizations to provide service opportunities for student

athletes and to build relationships with the communityo Build a marketing calendar at the beginning of each semester

Include social media, video shoots, and promotional calendarso Create videos showcasing student athlete academic success or interesting

class projects, or outstanding efforts contributing to the Ram Tough Mantra

Brand Vision, Goals, and

GOAL 2: Increase Attendance at Home Events

Support Academic Faculty and Staff o Personal Invites to professors and classmates of wrestling student athleteso Showcase academic progress of student athletes

Competitive Atmosphere o Invite local wrestling teams from high schools, middle schools, club teams,

etc.o Target wrestling alumni, such as those who wrestled at a younger age or

collegiate wrestling alumni to increase attendanceo Connect with Carolina Fever to host additional Fever wrestling eventso Create Fraternity events such as attendance contest to drive attendance

numberso Support other UNC Athletic teams, with the hopes the team will reciprocate

support Student Athlete Promotional Leadership Initiative

o Have student athletes responsible for a section of promoting the team Creating posters, videos, contributing to positive brand awareness

o Use the student athletes to generate ideas for future promotions Promotional Partnerships

o Reach out to local business to develop promotional partnerships Example: “Carrboro Pizza Company: Mention this tweet at the next

UNC Wrestling match and get a free Ram Tough t-shirt”o Use social media to mutually promote sponsor and UNC wrestling

Brand Vision, Goals, and

RamToug

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Lead

Study

Serve

Compete

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o Some International

Able to generate loyalty at a young age

+Key Target MarketsTo fully utilize the marketing plan, UNC Wrestling must determine who in

particular the team can attract support from. It is integral to the success of the program to find segments within the population and tailor the team’s marketing efforts to elicit strong responses. The Key Target Markets that UNC wrestling should target their market to are UNC Students, Wrestling Alumni, Youth Wrestlers, and Community Organizations.

o Most from NC Geographic Location:o Various

Socio-economic status:o Various

Ethnicities:Graduate

o Undergraduate & Age Range: 17~25Demographics: Positives

Embraces Technology Flexible Free Time Variety of Interests Face-to-face interacttion Connection to UNC-CH

Athletics Divisible into smaller

segmentso Greek Life, Clubs,

Majors, Sports

Limitations Small discretionary income Potential for no personal

connection to wrestling Other time commitmentso Studyingo Extra Curricularso Employment

Demographics: Age Range: 18+ Ethnicities:o Various

Socio-economic status:o Various

Geographic Location:o Triangle Area

Alumni Typeso Middle & High School,

College, Club

:

Event Promotional Plan

Virginia:“South’s Oldest Rivalry”

Poster to Promote “Border Battle” Weekend

Fraternity Contesto Whichever fraternity has the

most members attend a wrestling match will receive a donation towards their philanthropy

Twitter Contest to Promote Ram Tough-est Fan

o Fans will submit Pictures of their most Ram Tough moment

Virginia Tech:“White Out”

Have fans wear white, similar to the Virginia Tech White Out Football Game T-shirt

Use Twitter to Promote the White Out Hold match at the Dean Smith Center

to attract fans from Men’s Basketballo New location could add to

atmosphereo Host a

Fever Event

the match to show appreciation for support

o Showcase Faculty throughout

invite their professors to evento Each wrestler should personally

Faculty and Support Staff Day

garner support from Rams Club members

o Host a pre-match tailgate to

Club to attend the match

o Invite Members of the Rams Rams Club Day

Halftime dance off between Ramses and Mr. Wuf

Have Pep Band and Cheerleaders present to increase game atmosphere

“Whack the Pack”North Carolina State:

Whack the Pack

UNC STUDE

NTS

Wrestling

Alumni

Youthwrestle

rs

Community

Organiza

Border Battle Weekend

Limitations Large variety of options

can be overwhelming Wide range of ages,

interests, and capabilities

Positives Divisible into smaller

segmentso Type, Non Profit,

interests Provides an outlet for

community engagement and services

Makes an impact directly within the community

Community wants to support growth and success

Demographics: Age Range: 18+ Ethnicities:o Various

Socio-economic status:o Various

Geographic Location:o Triangle Area

Organization Typeso Red Cross, PTA, Boy

Scouts, Boys &Girls Club

Limitations Must be accompanied by

adulto Parents make decisions

No independent spending capability or access to technology

Teams must be conscious of NCAA recruiting rules

Demographics: Age Range: o 18 and under

Ethnicities:o Various

Socio-economic status:

o Various Geographic Location:o Triangle Area

Limitations Might not want to be

affiliated with wrestling anymore

Might not want to support Carolina Athletics

Various career paths and personal incomes

Positives Personal Connection to

Wrestling Vested interest in

continuation and success of the sport of wrestling

Can provide Career advice to current Student athletes

o Age, school, clubsegments

Divisible into smaller wrestlingsuccess of the sport of continuation and

Vested interest in Wrestling

Personal Connection to Positives

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Social Media Strategies

Videoso Highlight one wrestler demonstrating Ram Tough leading up to a match

#BorderBattle, #WhackthePack, #CarolinaDualso Special Hashtags for specific matches:

followers Use different accounts at different times of the day to reach more

o Utilize to distribute creative videos to fansCarmichael

Ask for music suggestions, giveaways in specific locations in o Engage fans during matches with Twitter

Prizes: gear, honorary captain, sit on bench for warm-ups,etc. Highlight one winner weekly to serve as “Ram of the Week” Fans will submit different personal interpretations of Ram Tough

o Contest: Have fans submit own Ram Tough pictures for prizes#LeadTough, #StudyTough, #ServeTough, #CompeteTough

o Utilize values of Ram Tough in hashtags on Twitter: Twitter

o Utilize team members to share and circulateo Spread Message and Vision of Program

Release Ram Tough video through Facebook and Twitteron Tuesday

o Photos from Practice on Thursday, Highlight Wrestlers Wednesday, Rankings Create calendar to determine timeline of social media usage Centerpiece of marketing campaign: Ram Tough

Event Promotional Plan

o Promote donations for dance marathon to

o Dance for your Dinner: Fans dance to win a gift card to a local eatery

Tie in with Dance MarathonMilitary

o Videos of UNC Alumni in o 3 Star General Gorey Video

UNC Wrestling Alumni:

Have ROTC present their colors and perform the national anthem

Highlight a Veteran or current military personnel during match to show support

Invite Veterans Groups to Attend“Military Appreciation”

Virginia Military Institute:

Team visits Ronald McDonald House before meet to promote service and release video about it

Exhibition Match between youth wrestlers to highlight local youth wrestling club teams

Coaches Clinic: Provide Youth Wrestlers with the opportunity to be coached by Collegiate Wrestling Coaches

Provide a post match autograph session for youth to interact with student athletes

Invite Members of the Carolina’s Kids Club to attend matchCarolina Duals: “Youth Day”

CarolinaDuals

Military Appreciation

Release #RamTough hashtag to Twitter

Use Ram Tough in Facebook posts

Release RamTough video in Social Media

Ask fans to send their #RamTough picturesPick “Ram of the Week”

and highlight in Social Media

#RamT

[Street Address][City], [State][Postal Code]

[Web Address]

RamTough

UNCWrestli

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Supplemental Supplemental Event

Specific Graphics

Branding Tools

Ram Tough Logo

RamToug

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Lead

Study

Serve

Compete

Ram ToughVideo

Ram Tough Eleme

Ultimately, UNC Wrestling can use this information to market their program for success. Through marketing efforts, success on the mat, in the classroom, in service, in leadership, in recruiting, and support can be achieved. By effectively defining a brand, targeting specific markets, hosting event specific promotions, effectively connecting with fans through social media, and creating innovative graphics and videos can truly maximize the brand of UNC Wrestling.

UNC Wrestling has laid the foundation to make the mantra Ram Tough synonymous with the program. Choosing Ram Tough as the team’s mantra is a step in the right direction towards marketing success. With the core values of Study Tough, Lead Tough, Serve Tough, and Compete Tough, UNC Wrestling can utilize this marketing plan to spread the message to the program’s student-athletes, staff, support system, fans, and recruits. Soon all UNC Wrestling stakeholders will follow the Ram Tough lifestyle.