Sports Marketing

CHAMPION MAGAZINEEileen Hung - Tzu Yun Lin - Gary Gonzalez - Lukas Voss

1.Problem & Objectives

What are we going to achieve?

How to increase awareness in the high school athletic community about this publication and convert this exposure to an increase in both subscriptions and online traffic?

● General public is not the core focus.● Exposure > making money.

Key Problem

Objectives

Primary: Increase total print subscriptions by 1,000 subscribers by April 1, 2016, leading to $10,000 in revenue growth.

Secondary: Increase unique page views of the online publication by 20% by April 1, 2016

ObjectiveValue &

FinancesAudience Timeframe

Increase print subscriptions to champion magazine

+2,000General

AudienceDecember

1,2015

Grow unique page-views of the online publication

+20%High School,

Younger Generation

April 1. 2016

Objectives

Objective Value/Finances Audience Timeframe

Sell 1,000 print subscriptions to

prospective student-athletes

+1,000High School Community

April 1, 2016

Increase pageviews on NCAAPublications.com

/champion+20%

High School,Younger Generation

April 1, 2016

Objectives

2.Audience Research & Targeting

Understanding our audiences

Core Audience Increase exposure to the NCAA and Champion magazine through a primary audience of high school communities.

Key Segments Include:Primary: Students Secondary: Coaches & Trainers

Incidental: School and Sports Administrators

Why Players?

○ The are the ones choosing to play NCAAOut of all the targets, they have the most important role in the decision making process.

○ They are the largest targetNumerically they outnumber the other target segments by a significant amount.

○ They are the future of the NCAAThese are the students who will be the future faces of the NCAA.

Primary Segment

High School Student-Athletes

Establishing Targets

Friday Night LightsHS student-athletes playing popular

sports in “Top-10” states

Fringe PlayersHS student-athletes outside the “Top-

10” states.

Primary Target Secondary Target

● Big Ten: Texas, California, New York, Illinois, Ohio, Pennsylvania, Michigan, New Jersey, Florida, and Minnesota.

● Popular Sports: Baseball, Basketball, Football, Soccer, Track & Field, Volleyball.

● Still represent a large proportion of HS athletes.

● Less likely to be recruited to play collegiately.

● 80/20 rule.

Why Coaches?

○ They are the InfluencersA data from statista shows that a significant percentage of high school students find that coaches are the most important influencer outside the immediate family.

○ They are the primary information sourceThe process of being recruited is daunting for high school student athletes and coaches are often the primary information resource.

Secondary Segment

Coach, Trainers, and Athletic Staff

Establishing Targets

The New GenerationYounger Coaches

Tried and TestedOlder Coaches

Primary Target Secondary/Incidental Target

● Millennials age coaches● More energetic● More connected to target players

both culturally and socially● More active internet users

● More successful group of coaches.

● Experience, longevity, and legacy matters in recruiting.

● Larger influence at institutional level

● More connections

3.Strategy

How to reach our targets

Opportunity from Reader Insights

Readers prefer to read self-relevant athletic stories in the magazine more than other issue:

○ 92% positive rating: student-athletes featured in champion.

○ Importance of content: profiles of student-athletes, athletics administrators and others was rated very important by 62%.

○ 65% very important rating: short features about unique accomplishments at member schools.

MotivationPersonal, want to become a NCAA student-athlete.

Strategy - Position Champion as a Resource

NeedA resource for information on how to become a NCAA student athlete

OpportunityBecome a resource for HS student-athletes

Behavioral ChangeSubscribe to Champion

Strategies

1. Partnerships with NFHS and member organizations.

2. HS student-athlete specific content.3. Event Sponsorship.4. Social Media:

○ Influencer Strategy

Content

In order to meet the informational needs of HS student-athletes, Champion magazine must tailor content to this audience:

○ Profiles○ Recruiting and admissions information○ Guides to schools and sports programs

Partnerships with NFHS and member organizations.

Partner with NFHS organizations to reach student-athletes and coaches at the source.○ Free trial magazines○ Informational conferences○ Sponsor state playoffs (especially for the “friday

night lights” segment).○ College recruitment resources microsite.

Events

Used to reach target segments at high level high school sporting events while college recruitment is top of mind.

○ State HS playoffs, showcase tournaments, regional camps.

○ Include special edition sample magazines for all registered participants.

○ Increase awareness.

Social Media

Social media will be used reach both student-athletes and “New Generation” coaches at the mediums through which they are most active:

○ Dedicated Champion Magazine Facebook, Twitter, Instagram, Vine & Snapchat profiles.

○ Original content in the form of photos, videos, polls and resources.

○ Influencers

4.Measurement

How can we measure the results

Measurement

1. Conversion rate of trial users.

2. Demographic measurement through subscription process:a. Measure amount of

students, coaches & administrators.

1. Data Collection:a. Google Analyticsb. Social Media

Management2. Experiment and react3. Assess

a. Trafficb. Engagement

Print Digital

By fulfilling our objectives we will establish champion magazine among the high school community and secure a profitable venture for the future.

5.Conclusion

Thank You!Any Question?

http://www.statista.com/statistics/243907/most-valued-relationships-in-the-life-of-us-youth/http://files.eric.ed.gov/fulltext/EJ794473.pdfhttp://www.nfhs.org/ParticipationStatics/PDF/2013-14_Participation_Survey_PDF.pdf

References