WRITING A MARKETING

PLAN

Sports and Entertainment Marketing

WHAT IS A MARKETING PLAN

A formal, written

document that directs a

company’s activities for a

specific period of time

Outlines the goals and

objectives and how the

business plans to achieve

them

WHY IS A MARKETING PLAN IMPORTANT?

Provides a “road map” for

how a product will enter

the market, be

advertised, and sold

Helps monitor a

company’s performance

SWOT ANALYSIS Assessment that list and

analyzes the company’s

strengths and

weaknesses

Lists everything that can

foster success or lead to

failure of a business

START WITH….

STENGTHS AND WEAKNESSES

Both are internal factors that affect

business operation

Centers around the 3 C’s

Company – what does the company do

well, where does it struggle, and the 5

P’s

Customers – who is the customer, how

do they rate the quality

Competition – what is the market

share, advantages and disadvantages

over competition

OPPERTUNITIES AND THREATS Both are external factors that affect

business operation Competition – What are they

doing, changes in financial situation

Political Changes – government involvement (new laws and regulations)

Economic Factors – recession vs. prosperity

Socio-Cultural Factors – (demographics) diversity, health issues, current events

Technology – may help some industries but hurt others ex: digital photography

WRITING A MARKETING PLAN Parts of a Marketing Plan

Executive Summary

Description of Company/Organization – situation analysis

Objectives

Schedule of Events – marketing strategies/implementation

Responsibility Sheet

Budget

Statement of Benefits – evaluation and control

EXECUTIVE SUMMARY

Brief overview of the entire plan

This should be written LAST

Can only be one page

DESCRIPTION OF COMPANY

Explain company

background

Take stock of where

company has been

Where is it now – where is it

headed

Discuss SWOT analysis here

OBJECTIVES

What will you accomplish?

Must be

Single minded

Specific

Realistic

Measurable

Have a time frame

SCHEDULE OF EVENTS What is the time frame of your

campaign?

Remember 1-3 months

How are you going to promote the

campaign?

Special events – fashion shows,

theme nights, etc.

Advertising – print, online, on TV

Display – in store signage, layout

Publicity – press releases, positive

buzz

RESPONSIBILITY SHEET Who is responsible for

each aspect of the

promotional plan?

Only focus on THIS

campaign, not overall

Create a chart for this

section

Include all aspects of the

campaign

BUDGET How much will your plan

cost?

Create a spreadsheet that

includes ALL aspects of the

campaign

Don’t leave anything out

Find realistic prices for what

you want to do