Presented to Joeleen Akin Director of Marketing and Promotions Georgia Tech Athletic Association

Transcription

1 What to Include in a Marketing Plan Presented to By Joeleen Akin Director of Marketing and Promotions Georgia Tech Athletic Association

2 Today s Agenda The Purpose of Planning Why plan? What will it do for me? The Process of Planning What do I need to do? How do I get started? The Product of Planning A look at an actual plan.

3 The Purpose of Planning Strategic marketing planning allows you to optimize ticket sales over time despite inconsistencies in team performance. The truth is that most teams don t sell out by their own merits our job as marketers is to make up the difference. Our job is to develop plans and programs that put our sales people in a more tactical order taking position.

4 Why Plan? What Will It Do For Me? Planning helps you clearly identify and understand where you are, where you want to be and what it s going to take to get there. Planning takes the guesswork out of growth. Planning is the process of developing a roadmap to success. Planning optimizes growth!

5 So How Do I Get Started? Marketing Planning is an orderly process that moves from the general to the specific, from the consumer to the product and back, to develop and deliver relevant benefitbased value to the consumer. Marketing plans can be developed for the entire program or specific products like football tickets.

6 The Planning Process Marketing Planning is a series of focused activities the output of which is a detailed action plan. Situation Goal Action Plan

7 Situation Detailed description of where you are and why you are there. Should identify all the factors contributing to the current situation and attempt to identify the dynamics and relationships between them. For example, What are the sources of revenue and how much revenue comes from each? Why? Which revenue source is the most profitable? How much does it cost to generate each revenue dollar?

8 Answers the question Where can we be if everything goes right in a perfect world? Should consider all the factors from the situation analysis asking What is this (factor) was optimized? May or may not be realistic. Purpose is to describe the total opportunity in quantifiable terms. For example, What would our total revenue be if we sold every ticket for every game?

9 Goal Describes where you want to go; identifies what you are trying to accomplish. Should communicate What success will look like so you will recognize it when you get there. For example, Sell out every home football game. (This is easy to see what success will look like every seat full at every home game.)

10 Identify what needs to be done to accomplish the goal. Detailed criteria of what must happen to close the gap between where you are to where you want to be. should be: Specific, Measurable, Agreed upon, Realistic and Time bound to be effective.

11 General statements that tell how you are going to accomplish your objectives. and sub-strategies should work together to be: Consistent, appropriate and feasible Descriptive of how the goal and objectives will be achieved Identify resources that will be employed (time, talent, assets, etc.)

12 Programs and Specific actions that will accomplish the objectives in a strategically consistent manner. Programs and should be: Targeted Effective Efficient

13 Putting It All Together Goal Objective Strategy Program Where What How By Description of what success will look like. Specific Measurable Agreed Upon Realistic Time bound Consistent Appropriate Feasible Req d resources Targeted Effective Efficient Sell out every home football game. Sell 23,000 full season tickets to generate $4,002,000 for 2003 season. Achieve 90% current season ticket holder renewal rate. Renewal application letter from Coach to all current season ticket holders. Implement four tiered sales campaign. Season ticket direct mailers and print advertising.

14 Action Plan Detailed listing of programs and tasks including who is responsible, due date and status. This is where the rubber meets the road. Implementation is the key success factor of any plan. An unexecuted plan is just a plan. Should be reviewed periodically to ensure full, timely implementation of the plan.

15 The Product of Planning 2002 Football Marketing Plan Georgia Georgia Tech Tech Athletic Athletic Association Association Leading Leading the the Way Way in in the the NCAA NCAA 1 1