TABLE OF CONTENTS

Executive Summary Pg. 1

Current Situation Pg. 1

Competition Pg. 1-2

SWOT Analysis Pg. 2Table A.1

Market Size, Trends, and Needs Pg. 2-3

Targeted Segments Pg. 3Figure A.1Consumers Pg. 3-4Businesses Pg. 4

Marketing Objectives Pg. 4

Perceptual Map Pg. 5Figure A.2

Marketing Strategy Pg. 6Coaster Advertising Pg. 6Table A.2 Pg. 6Social Media Pg. 6Table A.3 Pg. 7

Pricing Strategy Pg. 7-8Table A.4 Pg. 8Table A.5 Pg. 8

Communication and Influence Strategy Pg. 8-9Figure A.3 Pg. 9

Financial and Forecast Pg. 9-10Table A.6 Pg. 10

Implementation, Metrics, and Marketing Control Pg. 10-11

Contingency Plan Pg. 11

Sources Pg. 11

Marketing Plan:Jamestown Savings Bank Arena Dodgeball Tournament

Jamestown Savings Bank Arena is looking to expand the participation of their Dodgeball Tournament. In past years, this event has yielded sixteen, eleven, and eighteen teams. However, JSBA is hoping to further increase these numbers by targeting the young adult segment (20-25 years of age). This event differentiates itself from other tournaments by allowing participants to experience the quality of the facility. The following marketing plan shows how Jamestown Savings Bank Arena will increase awareness of their venue and the tournament, as well as well as expanding on segmented markets (20-25 year olds).

EXECUTIVE SUMMARY

Jamestown Savings Bank Arena has many events throughout the year, including Dodgeball Tournaments. Upon the request of JSBA, we will be penetrating the college age, or young adult market segment (20 to 25). We plan to do this through the use of coaster advertisements at local bars and restaurants, as well as heavy use of social media.

The JSBA Dodgeball Tournament will be positioned as a fun and more leisurely (versus highly competitive) tournament with moderate prices and great prizes. Players will be able to experience games in a quality facility with a great social atmosphere.

Marketing priorities for the first Dodgeball Tournament following the implementation of this plan are to increase awareness for the event and to increase “sales” (registration fees) by increasing the amount of teams that participate.

CURRENT SITUATION

The Jamestown Savings Bank Arena was opened to provide fun, affordable entertainment for the area. With their use of the walking track, open skating time, and tournaments in other sports, they promote active life styles for those in the Jamestown area, as well as western New York as a whole. It appears as though JSBA has succeeded in their mission to attract business and tourism to the area through entertainment.

In regard to JSBA’s Dodgeball Tournament, there has been successful implementation of past events. As previously stated, preceding turnouts have been sixteen, eleven, and eighteen teams. Currently, the registration cost per team is $75 if preregistered and $100 at the door. Teams can range from six to ten players, and must have at least one female as a member. Participants can register online, by phone, or at the arena. By having a marketing budget of $200, JSBA can easily break even by having at least two teams register at the door, or about three teams that have preregistered.

CompetitionJamestown Savings Bank Arena faces competition for its Dodgeball Tournament in the surrounding community. Other facilities do not necessarily provide the same event; however, JSBA is competing with places such as the YMCA in Lakewood, NY for

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similar clientele’s time and money. Specific to Dodgeball Tournaments, Jamestown Savings Bank Arena is also competing with simple pick up games. This is because entering into an official tournament requires fees and dedication of time to a certain date, while a pick up game is free and “time convenient.” Also, they are competing with the JCC Jamestown campus dodgeball games because it consumes the time of the 18 to 25 age group. However, JSBA provides the following amenities that can outweigh the competition: (1) players will experience the games in an excellent facility; (2) players will be provided with quality equipment; (3) all games will be refereed by a JSBA staff member; (4) prizes will be awarded to the winning team; (5) players can enjoy other aspects of the facility between or after games [i.e. Sully’s Irish Pub].

SWOT Analysis:

We have identified twelve key strengths, weaknesses, opportunities, and threats summarized in table A.1 for Jamestown Savings Bank Arena.

Our primary strength is the facility’s quality and convenience to the public. This strength counteracts the key weakness of fan loyalty. Through implementing this strength, fan loyalty would, ideally, increase due to the appeal of the facility and the accessibility to the public.

The main opportunity that should be utilized is advertising at sports related facilities (gyms, sports bars, etc.). Through these advertisements, Jamestown Savings Bank Arena would potentially be able to outweigh their primary threat of competing for time with similar venues. Increasing awareness and brand identity in the community for JSBA will increase the competiveness for time spent by patrons as opposed to similar facilities.

TABLE A.1 SWOT Analysis for Jamestown Savings Bank Arena

Strengths Weaknesses

1. Community involvement 1. Limited Publicity2. Quality of facility 2. Fan loyalty3. Convenience 3. Prices may be too high4. Variety of events (not just an ice arena) 5. Similar facilities do not offer all events that JSA has available

Opportunities Threats 1. Advertise at sports related facilities (gyms, sports bars, etc.) 1. Similar facilities 2. Partner/sponsor with gyms (not competing for same service) opening at lower prices

2. Lack of discretionary income leads to customers having less money to spend of “fun” event

Market Size, Trends, and Needs

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The general market for Dodgeball Tournaments is quite diverse and vast. Almost all sports enthusiasts take interest in this fun event. Since it is such a simple game, all ages can easily participate. Demand for Low Price Events: There are so many similar Dodgeball events that exist that price competitiveness must be a key concern. Consumers have a demand for a low price, but quality event to participate in.

Demand for Healthy Lifestyle: This demand works in favor for JSBA. Healthy living is a growing trend, especially in young adults. If this target is exposed to a fun event that also involves exercise to help maintain their healthy lifestyle, then it will surely be a perfect fit.

TARGETED SEGMENTS

In accordance to Jamestown Savings Bank Arena’s Dodgeball Tournament, we have produced specific segments that should be targeted. Consumer segments have been included as well as business segments that may serve well as potential sponsors for this event. These segments were chosen for the best interest of the JSBA Dodgeball Tournament, as well as their wish in increase participation numbers in the young adults segment.

FIGURE A.1 Targeted Segments

High School Students 14 to 19 years old Sport Enthusiasts Moderate Disposable Income

Young Adults 20 to 25 years old Sports Enthusiasts Moderate Disposable Income Enjoy Time with Friends Heavy Use of Social Media Competitive

Adults 26 to 40 years old (roughly) Sports Enthusiasts Moderate Disposable Income

Businesses Serve as Sponsors Either Sports Oriented or Involved in Community

Consumers

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In the consumer market, we are heavily targeting young adults between the ages of 20 to 25, with a moderate level of disposable income. This target is made up of athletes or sports enthusiasts whom also enjoy spending time with friends. An important characteristic that this segment has is a passion for winning or a sense of competition, as well as their heavy use of social media.

Another key segment is High School Students. This target ranges between 14 to 19 years of age, and also is made up of athletes and sports enthusiast with a competitive nature. This segment should also have a moderate level of disposable income, or have parents or care takers whom have a moderate level of disposable income.

A final segment for the JSBA Dodgeball Tournament is people from the ages of 26 to 40. Again, this segment is comprised of individuals who enjoy sporting activities and have a competitive spirit. This segment also consists of those whom have moderate disposable income.

Businesses

We will target local businesses that are well suited as a sponsor for the JSBA Dodgeball Tournament. The first segment in the business market is businesses that are sports oriented. This target is local and similar in concept to JSBA, but not in the same market for competition. The sponsorship of this segment may be able to expand the advertising message to similar clientele.

The next business segment is not necessarily sports oriented, but is community involved. This segment is conscious about the economics and well being of the area, and also supports productive and fun events that can be especially participated in by the community’s youth.

MARKETING OBJECTIVES

We strive to expand on Jamestown Savings Bank Arena’s Dodgeball Tournament to increase interest and participation amongst the 20 to 25 year old market. Marketing objectives:

Expand participation in JSBA Dodgeball Tournament Penetrate the 20-25 year old age segment Increase Overall awareness

Financial objectives: Achieve minimum revenue of $1400 per Dodgeball Tournament before expenses.

(This number was calculated with 20 teams at $70 per team, assuming all teams preregister).

Societal objectives: Foster Community involvement Partner with local organizations that provide activities for area youths

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Create a sustainable long lasting tournament that provides a safe, healthy competitive atmosphere.

PERCEPTUAL MAP

As Figure A.2 illustrates JSBA is currently perceived as moderately leisurely in regards to competitiveness and a rather high priced Dodgeball Tournament. The YMCA is perceived as a lower price and more competitive. The National Dodgeball Tournament is perceived as highly competitive and moderately priced. And finally, the JCC Jamestown Dodgeball games are perceived as very low priced and very leisurely.

Possibilities for JSBA following our suggestions are to be perceived as a lower cost event and maintain the same leisurely, fun level of competitiveness.

FIGURE A.2 Perceptual Map A= JSBA Arena B=YMCA C=National Tournament D= JCC

Current Perceptions

A

Leisurely

HighPrices

Competitive

D

CB

Lowprices

Possibilities

A

Leisurely

HighPrices

Competitive

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A’ D

CB

Lowprices

MARKETING STRATEGY

Coaster Advertising

Our main strategy for the JSBA’s Dodgeball Tournament is to penetrate the 20 to 25 year old market. We plan to do this by the use of coaster advertising in local bars and restaurants. We have created three prototype designs that would be appealing to this target segment. Studies have shown that the use of coaster advertising is very effective, especially in the sought after 18 to 34 year old age group. The target is directly exposed to the advertising message for an average of 45 minutes. Also, in this social type of environment, people are typically more open to new ideas that effect spending decisions. Hand eye coordination requires for the target to look down when picking up his or her beverage. This results in many micro-impressions made between the target and the advertising message. These coaster advertisements are inexpensive and will be used on average four to five times before being discarded. The coasters will display a link to either a Facebook page created for the tournament or JSBA’s website. Here, teams will be able to register online and find out details about the tournament.

TABLE A.2 Benefits of JSBA Dodgeball Tournament to Public _______________

Benefits to Customer Features Providing the Benefit 1. Chance to exercise in a fun way 1. Players get exercise without really realizing it 2. Enjoyable experience because it is presented in a fun way. 3. Social atmosphere 2. Players participate in classic game that is fun for 4. Leisurely competitive Environment all ages.

3. Players will interact with friends and meet new people. Sully’s Irish Pub can also easily be accessed for a fun time.4. Players will experience a competitive environment that is not too intensive of a competition level. Players will have fun.

Social Media

Another strategy we plan to employ to reach the 20 to 25 segment is heavy use of social media. As Table A.3 demonstrates, regarding people ages 18 to 29, 84% use Facebook, 37% use Instagram, and 31% use Twitter. Using these three social media tools will increase advertising coverage as well as awareness for the Dodgeball Tournament. JSBA currently has all three of these social media tools and could maximize their potential for this Dodgeball Tournament. Since these social media sites are all free to users, JSBA can communicate as much as they feel necessary to their target segments for no cost at all. JSBA currently has 4,867 likes on Facebook, 555 followers on Twitter, and 49 followers

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on Instagram. For the May 11, 2013 Tournament, a Facebook event page was created. 389 Facebook “friends” were invited, and only 14 responded as attending. Also, the event page was created only 22 days before the event was to take place. We suggest that JSBA maximize this opportunity by inviting as many of their 4,867 likes on Facebook as possible and creating the event page further in advance to the Tournament. Promoting Twitter and Instagram on their already prominent Facebook page could increase the number of followers for the social media sites that are lagging behind. Also, it is possible to link all Facebook, Twitter, and Instagram posts so that one post will be distributed to all three sites.

TABLE A.3 Social Media Usage by Age___________________

PRICING STRATEGY

We recommend that Jamestown Savings Bank Arena lower their Dodgeball Tournament fees. As shown in Table A.4, JSBA’s competitors are offering similar events at lower prices and have longer tournaments. Another aspect to consider is the YMCA’s Dodgeball League college discount. JSBA’s desired segment is within the college age, which tends to have limited financial resources; if given a discount or incentive, college students may be more likely to participate. With that being said, we suggest that registration fees be lowered to $80 per team at the door and $70 for teams that preregister. Also, as an incentive for college students, we propose that the rate for an all college team should be $65 for at the door and preregistration.

We also suggest that JSBA provide their winning team with more valuable prizes. An example we feel would not only benefit the winners, but JSBA as well is to award the team with Championship T-Shirts and a Round of Drinks on JSBA (for teams comprised of players 21 and over) or Free Appetizers (for teams that are under 21). Not only will the winning team be more satisfied, but it will also draw traffic into Sully’s Irish Pub. The

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winning team and those celebrating with them will most likely consume more than just their redeemable prize.

JSBA TOURNAMENT YMCA DODGEBALL LEAGUE

JCC JAMESTOWN DODGEBALL GAMES

NATIONAL DODGEBALL LEAGUE

CHAMPIONSHIPPrice

$100 per team$75 for early registration

$120 per team$80 for all college team

Free $35 per person

Day(s)1 day Once a week for 7 weeks

(7 games)On Occasion 4 days

PrizesChampionship T-Shirts Unknown Unknown

Medals, Belts, Award Banquet

TABLE A.4 Jamestown Savings Bank Arena and Competitors

Another pricing aspect to consider is the cost of the coaster advertisements. Purchased in bulk, the price per coaster averages at about $0.18. A few coaster producing website prices have been provided in the following table. Absorbent Printing starts at $0.13, AdCoasters starts at $0.15 per coaster, and Coaster Factory starts at $0.25 per coaster. However, all of these printing companies do require minimum purchases. The more coasters purchased, the lower the unit price per coaster. Although the given budget was exceeded for these advertising needs, we believe that the extra money will be well spent. The design does not include a date, and provides a link to JSBA’s website. Therefore, all coasters purchased in bulk do not have to necessarily be used all for one tournament. They could be saved and distributed at a later date. As previously stated, coasters will be used on an average of four to five times. If used five times each, 2,500 coasters could reach a maximum of 12,500 targeted segments over time.

TABLE A.5 Prices of Coasters from Online PrintersAbsorbent Printing AdCoasters Coaster Factory

Minimum Quantity 2,500 2,500 1,200

Total Price $334.70 $370 $305

Price Per Coaster $.013 $.015 $0.25

COMMUNICATIONS AND INFLUENCE STRATEGY

As shown in Figure A.3, we have outlined multiple strategies that can be implemented by JSBA for their Dodgeball Tournament. We have different options including strategies for advertising, sales promotion, public relations, personal selling, and direct marketing. Our primary goals are to increase brand awareness by way of social media and coaster

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advertisements, specifically for the Dodgeball Tournament, and create a buzz using word of mouth.

Social media activities should begin about two months prior to the Dodgeball Tournament in order to create a buzz. Here JSBA can generate excitement and interest for their fans and supporters.

FIGURE A.3 Highlights of Communications and Influence Activities

Communication Tool Activity________________________________________ Advertising

Use coaster advertisement to reach target market. Participate in broadcasting on social media. Establish a pre-registration set up.

Sales Promotion Offer a discounted registration fee in advance. Offer a discounted fee for all college student teams. Promote price winnings. Create a social media presence.

Public Relations Generate buzz in the local bar scene with our coasters. Excite target market through social media outlets. Broadcast event at Jamestown Savings Bank Arena and other

sponsored events.

Personal Selling Create hype through social media presence to enhance word of

mouth. Excite audience by promoting incentives. Promote various team advantages.

Direct Marketing Use Jamestown Savings Bank Arena website for event updates

and information. Work with surrounding bars and restaurants as primary

channels to reach the target market. Offer multiple contact methods for registration. i.e. in person,

over the phone and online.______________________________________________________________________________________

FINANCIALS AND FORECASTS

Table A.6 portrays our forecasted predictions for two tournaments with the implication of our suggestions. The first tournament results in total revenue (before expenses) of $4,130; this was calculated by using the forecasted number of targets reached per tournament. We figured that, using half of the 2,500 coasters for one tournament (1,250) would result in an exposure of 6,250 targeted segments. Also contributing to this number is the 5,471 social media followers. The grand total of forecasted targets reached is 11,721 for the

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first tournament. Assuming that 5% of these exposed targets actually respond to the advertisements, there would be 587 participants, or about 59 teams. Using the lower registration fee ($70 for preregistration), 59 teams would bring in about $4,130 before expenses.

For the second tournament, we expect the forecasted targets reached to increase. The amount targeted with the coasters will remain the same, however the number of social media followers would ideally increase. Through promotion for their Twitter and Instagram accounts, we expect that their number of followers could double. JSBA’s Facebook page is already well established with almost 5,000 likes, so promotion for the other two social media tools through Facebook could also increase. If Instagram and Twitter followers do double, the number of social media presence will be at about 6,161. This will result in 12,411 forecasted targets reached for the second tournament. Again, at a 5% response rate, there would be about $4,410 in revenue before expenses.

TABLE A.6 Two Tournament Sales and Revenue Forecasts_________________________________

Forecasted Targets Reached Response Rate Registration Fees Total Revenue before expenses______

1st Tournament 11,721 x 5% = 587 / 10 = 59 teams x $70 = $4,130

2nd Tournament 12,411 x 5% = 621/10 = 63 teams x $70 = $4,410

IMPLEMENTATION, METRICS, AND MARKETING CONTROL

In order to ensure that the target audience is well informed of the Dodgeball Tournament, we suggest starting the coaster advertising approximately two months prior to the event. The bars and restaurants we have selected will assist in the distribution of the coasters. This includes the bars and restaurants in the Jamestown area; the following are a few suggestions: The Cherry Lounge, The Wine Cellar, Hometown Grill, Jamestown Bowling Company/Game Time Bar, as well as Sully’s Irish pub located in house at the arena.

To ensure success, the amount of coasters provided to the venues will be gradually adjusted. This should be done approximately every two weeks; the bars and restaurants will be provided with one hundred coasters to start and increasing from there. This is because we do not want to cause ad wear out. As the tournament date approaches, we will increase exposure. Also, by going to the locations to distribute the extra coasters JSBA can check with the employees to inquire about its perceived success.

In addition to coaster advertisements, we recommend using several social media vehicles to target a broader group, including those who do not regularly visit our previously listed locations. As discussed previously, we plan to use Facebook, Instagram, and Twitter to cover the demographic that uses these as their primary social network services. JSBA should monitor the followers and “likes” on these vehicles to measure the brand awareness and image perception.

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To determine if the coaster advertisements and social media presence were effective, we suggest that JSBA administer a quick survey attached to the registration forms. This survey will simply ask how or where the participants heard about the JSBA Dodgeball Tournament. It is an easy measurement to discover if your advertising efforts have been effective. If it seems that it has been successful, JSBA can repeat a similar advertising plan for the next tournament. However, if the advertising efforts have failed, JSBA should consider the Contingency Plan that has been provided.

Ultimately, the number of teams yielded at the Dodgeball Tournament will be the best measurement of success.

CONTINGENCY PLAN

If the previously discussed suggestions do not prove to be successful or are not to JSBA’s liking, an alternative plan has been provided. In this case, we would suggest that JSBA take a more traditional advertising approach. We advise JSBA to make use of newspaper advertisement opportunities, radio spots, and traditional flyers. We still suggest the heavy utilization of social media tools, however, since they are available at no cost to Jamestown Savings Bank Arena.

______________________________________________________________________Sources:Some of the contextual information for this marketing plan was researched and adapted from the following: "Why Use Drink Coasters to Advertise." Promotional Drink Coasters. N.p., n.d. Web. 03 Apr. 2014. "Social Networking Archives - Mature Marketing Matters." Mature Marketing Matters RSS. N.p., n.d. Web. 04 March 2014. " Why Coasters Are an Effective Medium for My Advertising." CoasterToCoaster Advertising. N.p., n.d. Web. 24 Mar. 2014.

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