Languages
Pages
Legal
By Dominique
Carino
MARKETING PLAN
College-Aged Individuals, 18-24
College Club Sports
Non-Athletic Clubs
Millennials
Full-Time Students, Part-Time Team Managers
THE TARGET MARKET
SECONDARY MARKETING RESEARCH –
RACE BY AGE (15-19 YEARS)
74.17%
16.21%
1.54%4.53%
0.27%3.28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
White Black/African
American
American
Indian/Alaska
Native
Asian Native
Hawaiian/Other
Pacific Islander
2 or More Races
RACE BY AGE (20-24 YEARS)
75.26%
15.01%
1.48% 0.31%2.62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
White Black/African
American
Asian Native
Hawaiian/Other
Pacific Islander
2 or More Races
INCOME (AGES 15-24)
29.37%
14.32%
8.93%
4.14%1.97% 1.15% 0.60% 0.31% 0.22% 0.17% 0.33%
0%
5%
10%
15%
20%
25%
30%
35%
Predominantly White
Followed by African American
Most are making less than $10,000 per year.
THE TARGET MARKET
Diverse
Busy
Thrifty
Technologically Proficient
MILLENIALS
Ease of Use
Mobility
Low Cost
SELLING POINTS FOR MILLENIALS
For college-aged young adults involved in
club sports or activities, AthleteTrax is the
team management program that delivers
detailed scheduling, easy payment
options, and workout plans in one easy-to-
use website.
POSITIONING STATEMENT
STRENGTHS
Price (IT’S FREE!)
Step-by-Step Instructions
Calendar
Easy Payment Feature
Workout Logging Feature
Smart Phone-Friendly
SWOT ANALYSIS FOR ATHLETETRAX
Weaknesses
Limited Member Deals
No App
Minimal Website Design
Geared Towards Sports – Missing Other Opportunities
SWOT ANALYSIS FOR ATHLETETRAX
Opportunities
Bluefields went out of business.
Expand focus beyond sports.
Design an app.
Integrate AthleteTrax with other apps and devices.
Focus on digital marketing.
Threats
Shift toward mobile use.
Competitors teaming up with large sporting goods
stores.
SWOT ANALYSIS FOR ATHLETETRAX
Team Snap
Many Tracking Options – Snacks and Refreshments, Forms, etc.
Calendar does not have many options
Geared toward volunteer parents
Blue Sombrero
“A Dick’s Sporting Goods Company”
No non-sport options available
Provides Web Design and Online Registration
COMPETITORS
Essential for keeping customers engaged.
Keep releasing new content.
Blog
Provide help.
Instruction pop-ups for new users.
Be available to contact.
Easy email form on the website
Communicate via other channels
as well – Facebook, Twitter, etc.
CUSTOMER RELATIONS
Identify Prospects
College Clubs and Sports
Ages 18-24
Differentiate Customers
Sports
Clubs
Interact with Customers
Discover customer needs
Customize Products to Customers
Partner with a diversity of equipment suppliers
CUSTOMER RELATIONSHIP MANAGEMENT
Twitter Promoted Tweets
Use Visuals
Consider Timing
Target Users Based on Who They Follow
Competitors (Blue Sombrero, Team Snap)
Related Companies (Dick’s, Other Sporting Goods Providers)
Related Media (ESPN, etc)
Set a Daily Budget
Place Bids
Keep Interest with Non-Promoted Tweets
REACHING THE TARGET MARKET
Boost posts
Choose specific targets – age, interests, behaviors, and connections
Choose payment – per day or per click
Share content from partners, related media (ESPN), etc.
Integrate Facebook and Twitter Posts
Twitter: 5-10-second video teasers
Facebook: Longer videos
Testimonials
Athlete/Coach Profiles
Highlights From Users’ Games
Teams send in footage = $0
Interviews – guerrilla style
REACHING THE TARGET MARKET
Google AdWords
Choose Specific Keywords
Ex:” Intramural Rugby Team Management”
More relevant keywords = a more visible spot for your ad
Specify Geographic Location
Use Visually Appealing Ads
Consider Ad Placement on Search Results Page
Choose Daily Budget
No minimum requirement
Determine Maximum Amount to Pay Per Click
Higher max amount = higher ad placement
REACHING THE TARGET MARKET
DIY App Programs
Cheaper
BuildFire, appsbar, EachScape
App Developers
Submit your project and budget for review by the company
Talk to a professional
Create a contract
Crew – Determines cost based on:
Type of app (Apple iOS/Android)
How users log in (Email/Social Media)
Whether users create personal profiles
How the developer wants to profit from the app
Whether users rate/review things
Whether the app connects with a website
Aesthetic design/complexity
Need of an app icon
DESIGNING AN APP
Twitter Tweet Every Day
Both Promoted and Non-Promoted Tweets
Engage with Customers
Promote Points-of-Difference
Visuals Short Videos
Team Pic of the Week
Google AdWords Run Ads Every Day
Highly Targeted Ads Increase Visibility
Facebook Weekly Activity
Both Regular and Boosted Posts
Longer Videos, Related to Tweets
Team Pic of the Week
Share Industry News
2015 MARKETING PLAN
January: New Start
January - February : Winter Sports, Training
March – May: Spring Sports
June-August: Summer Sports
August-September: Start of School, Clubs
September-November: Fall Sports
December: Training, Holiday Season
2015 MARKETING PLAN
Twitter Promoted Tweets = $5,000 About $13.70 per day
Facebook Boosted Posts= $5,200 1 ad per week
$100 per ad
Google AdWords = $6,000 About $16.44 per day
BUDGET
Ad Development Through Crew = $41,300 Apple iOS and Android = $15400
Log-in Through Email = $3800
Create Personal Profiles = $5800
No profit From App = $0
No In-app Ratings/Reviews = $0
Connect with Website = $9600
Stock App Design = $3800
App Icon = $2900
Total = $57,500
BUDGET
AthleteTrax:
https://www.athlete-trax.com/home
Blue Sombrero:
http://www.bluesombrero.com/techystuff.aspx
Census.gov:
http://factfinder2.census.gov/faces/tableservices/jsf/pages/product
view.xhtml?src=bkmk
http://www.census.gov/hhes/www/cpstables/032014/perinc/pinc01
_000.htm
Crew:
http://howmuchtomakeanapp.com
https://pickcrew.com/how-it-works
SOURCES
Google AdWords:
http://www.google.com/adwords/?sourceid=awo&subid=ww -ns-g-
awhp_nelsontest3_nel_p&clickid=sn-1r-og-us-0908
Team Snap:
https://www.teamsnap.com/teams/features/schedules/
Twitter:
https://business.twitter.com/solutions/tweet -engagements
SOURCES