MARYLAND SPORTS INSIDER

MINI MARKETING PLAN #3

Created By: Alek Godlew, Scott Maloney & David Puglisi

MSI MARKETING PLAN #3

TABLE OF CONTENTS 2 2 7 9 Target Market SWOT Analysis of Target Market Sponsorship Opportunities SWOT Analysis of Sponsorship Opportunities

11 Promotional Activities 18 Evaluating Promotional Activities 19 References

MSI MARKETING PLAN #3 Target Market:

The goal for Maryland Sports Insider (MSI) is to increase its brand awareness and receive company sponsorships to expand to new markets. The process of expansion begins by utilizing resources and creating promotions that benefit MSI as well as its fans. MSI has developed an online and radio company that primarily covers lacrosse in the Annapolis and Philadelphia areas. To receive sponsorships, MSI needs to increase its brand popularity and show companies that their investment in MSI will deliver a large return. To accomplish these goals, MSI needs to target small mom and pop businesses in the Annapolis and Philadelphia areas. MSI will target restaurants, bars, and car repair shops within three miles of the Wells Fargo Center and Navy-Marine Corp Memorial Stadium. These potential sponsors are discussed further in the sections, Sponsorship Opportunities and SWOT Analysis of Sponsorship Opportunities. The consumers MSI is targeting through these companies as well as through its promotions are married males aged 35-44 who earn an average income of $60,000-$100,000 or more located in Annapolis, Maryland and Philadelphia, Pennsylvania.

SWOT Analysis of Target Market: SWOT Analyses are important for businesses because it provides insight into the vision of the company as well as describe who makes up the target market. Maryland Sports Insider (MSI) is a small company that will support small local businesses that are also competing against corporate chains and networks. MSIs business strengths coincide with the strengths associated with the small businesses and the 35-44 year old target demographic. MSI will target 35-44 year old married males living in Annapolis, Maryland and Philadelphia, Pennsylvania earning an annual income of $60,000 and $100,000+. This demographic will be the foundation for

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enhancing MSIs brand awareness, making customer service personal and luring revenue-driving sponsorships.

Strengths: 50% of social media users are 35 years old or older 38 years old is the average age of social networking users (Newman et al., 2013) MSI is an online entity that is found on numerous social media sites such as Twitter, Facebook and YouTube. In 2011, 61.8% of Major League Lacrosse and National Lacrosse League attendees were male The average age of a Major League Lacrosse and National Lacrosse League game attendant is 35-49 years old The average Major League Lacrosse and National Lacrosse League game attendant has an income of $99,200 The average income of a citizen in Annapolis, MD is $70,908 The average income of a citizen in Philadelphia, PA is $36,957 (SBRnet, 2013) The statistics above show that MSIs target market of males making $60,000- $100,000 or more is a majority of the lacrosse fans it is trying to appeal to. Despite the average annual income being lower than the target amount in Philadelphia, the fact that the Philadelphia Wings continue to sell tickets and stay in business since 1986 proves that it has enough popularity to persuade people with tight budgets to spend their money on attending games. MSIs internet audience has increased by 100% in the past year

MSI MARKETING PLAN #3

Social Media sites are driving traffic to the MSI website through direct links in posts and tweets

The Live365 FREE app allows anyone, anywhere to listen to MSI broadcast MSI conducts weekly radio shows for Major League Lacrosses Chesapeake Bayhawks and the National League Lacrosses Philadelphia Wings. These shows allow MSI to cover these teams from January to August

MSIs Philadelphia Wings radio show, Wings Flight Zone, recorded 69 streams in two weeks

MSI has a personal YouTube channel (mdsportsinsider) and have received about 400 views during their two months of existence

In the previous seven days, MSI Facebook page has received 69 people talking about them and had a total reach of 1,312 (Jared Welsh disclosed this information [personal communication, September 30, 2013])

The data above shows that MSIs online presence is stable and expanding. MSI is receiving modest viewership that can realistically increase as word of mouth marketing spreads and MSI continues their focus on expanding with promotions and sponsorships. Using statistics from a comparable sports radio station (ESPN Radio), the median age of radio listeners is 38 years old and earns an annual income of $82,391 (ESPN Radio, 2004) Using statistics from a comparable sports radio station (ESPN Radio), 83.5% of viewers are males and 64% are married (1230 ESPN 1320, 2011)

MSI MARKETING PLAN #3 The data above proves that MSI is targeting the correct audience if a large and successful radio station like ESPN Radio is listened to by the same demographic. A majority of radio listeners from this data are married men in stable jobs that award salaries well in the desired range. Maryland is one of top 5 states with the most lacrosse players Mens college lacrosse participation has increased 5.5% from 2010 to 2011 (Facts & Figures, 2012) MSI targeting lacrosse fans from Annapolis and Philadelphia is a smart decision based on the popularity of the sport in those areas. The 35-44 year old demographic is primarily made up of parents. If more college athletes are playing lacrosse, MSI is able to increase their reach throughout the country and provide streaming and broadcasting services to the thousands of parents and fans that cannot see their favorite team play in person.

Weaknesses: MSI only covers mens sports and primarily targets men on social media which is inadvertently preventing them from forming a female following MSI has limited employees which limits how many lacrosse games it can cover MSI is attempting to expand into other sports and geographic locations, but the name Maryland Sports Insider hinders that desired growth MSI has very limited financial resources to spend on advertising, promotional items and other necessary expenses for growth (Jared Welsh disclosed this information [personal communication, September 30, 2013]) MSI has not been able to receive sponsors for its radio broadcasts and all of the money earned during broadcasts has been spent on travel expenses. MSI can obtain sponsorships if it can prove

MSI MARKETING PLAN #3 it is beneficial to a company which requires a strong fan following and substantial brand awareness. MSI has only one guaranteed hour per week of air time with the Major League Lacrosse and National Lacrosse League from January to August

Opportunities: MSIs relationship with the Philadelphia Wings and Chesapeake Bayhawks enables them to offer unique promotions during their radio show that allows fans to engage with players Social Media allows easy ways to show photos, videos and direct fans to links through posts and tweets that informs people of MSIs brand and services There is an overall 40% decrease in TV, magazine and newspaper usage because people are spending time online (Jared Welsh disclosed this information [personal communication, September 30, 2013]) 744,000 MLL/NLL Facebook followers 239,000 MLL/NLL followers on twitter (SBRnet, 2013) MSI broadcasts all of their radio shows on the Live365Radio website and smartphone app that averages more than 20 million views per month Live365 Radio allows for over 35 million audio ads to be heard and 39 million display ads to be shown which makes MSI more appealing to potential sponsors About 70% of Live365 app users are between MSI demographic age range of 35-44 (Live365 Media Services, n.d.)

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MSI is a quiet member of the Live365 Radio team. MSI has joined this great opportunity but has failed to advertise their involvement and availability on this alternate site and app

Threats: Increased popularity of lacrosse leads to ESPN and other large network coverage (Soshnick, S., 2013) ESPN will air 25 college games on its networks this season, and CBS Sports Network will show 20 Major League Lacrosse games Lifespan of MSI is in doubt with the small amount of financial resources it receives

Sponsorship Opportunities: The businesses MSI should seek sponsorships from are small local restaurants, bars, and auto repair shops in the Annapolis and Philadelphia areas. All of the businesses listed below are within three miles of the Navy & Marine Corps Memorial Stadium and the Wells Fargo Center. MSI should focus on mom and pop shops because MSI is also a small online and radio business that is facing similar difficulties. MSI and small companies can support each other as they work to take on the big companies together.

In Annapolis, MSI should target: Bella Italia Buddys Crabs & Ribs Redds Auto Service

MSI MARKETING PLAN #3 In Philadelphia, MSI should target: Celebre Pizza Talk of the Town Cheesesteaks McFaddens Restaurant and Saloon Tonys Auto Service

Through these companies, MSI is targeting its demographic of 35-44 year olds with local food favorites like cheesesteaks in Philadelphia and seafood in Annapolis. MSI is using a three mile radius around each stadium it broadcasts from to encourage fans to use the promotions from these small businesses immediately. Most of the businesses selected are within walking distance from the stadium which allows fans to travel to them after the game. These businesses also provide an affordable menu for the 35-44 year olds who most likely brought a child with them to the game. MSI can use the listed businesses as sponsors during its radio show where it can use the businesses names as sponsors for certain segments or for commercials during the radio broadcasts. MSI can also incorporate the businesses for in-game promotions when it is broadcasting with the Philadelphia Wings and Chesapeake Bayhawks. MSI offers companies the opportunity to be heard over the radio and on its online webpages if the companies are willing to pay the prices listed on the next page.

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Examples of promotions that would be beneficial for MSI and the businesses it is teaming up with would be to offer discounts, two-for-ones, and giveaways. Discounts to the restaurants and bars can also include savings on the catering services they offer.

SWOT Analysis of Sponsorship Opportunities: The SWOT Analysis below displays the reasons why these companies are a good fit with MSI as well as the challenges both parties must be prepared for.

MSI MARKETING PLAN #3 Strengths:

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More realistic for MSI to work with a small local business like themselves than large corporate businesses.

Small businesses will benefit from the promotions by increasing brand awareness for them as they compete against the well-known chain companies.

These local businesses are located within 3 miles of Wings and Bayhawks stadiums which allows fans to use the prizes from promotions immediately after an event ends.

The businesses that MSI chose to promote and sponsor with are age appropriate for their target market of 35-44 year olds.

The small businesses MSI is targeting have a larger demographic reach than their target market which can only help their chances of increasing brand awareness and engagement.

Weaknesses:

MSI does not have a successful history of sponsorships for potential businesses to look at.

Small businesses may not have the financial resources to be a sponsor for MSI. Small businesses may not believe offering discounts to a large crowd is an efficient strategy.

For the promotion to be beneficial for the small businesses, they are depending on people to go to the MSI web pages and Philadelphia Wings/Chesapeake Bayhawks events.

The small businesses do not have a history of offering the promotions MSI is proposing in this marketing plan.

These businesses have no known affiliation to MSI.

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Opportunities:

By promoting local mom and pop shops, MSI could attract a different crowd of viewers than it would by trying to promote larger business chains.

MSI can create a long term relationships with the listed businesses after promoting one another.

MSI can see an increase in viewers and activity on their webpage by teaming up with a product people enjoy and need.

MSI is showing social responsibility by supporting small local businesses as they compete with large companies that are trying to get them out of business.

Threats:

Small businesses may be unwilling to sacrifice financial stability for a chance to increase revenue with an unknown commodity like MSI.

Fans may not participate in the promotions, which could end the sponsorship between the businesses and MSI if no money is being generated.

Philadelphia is the home of multiple sport teams, which can scare companies away from investing time and money with MSI if they rely on a large fan base for Philadelphia Wings games.

The small businesses may not want to target the same market as MSI.

Promotional Activities The two types of promotions are price promotions and non-price promotions. Price promotions are based on price discount offers such as two-for-one deals or coupons. This strategy is designed to grow consumer awareness for products or brands. Non-price promotions

MSI MARKETING PLAN #3 are based on product giveaways and are designed to target four levels of fans based on the

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escalator concept of fan engagement. The levels are light users, medium users, heavy users, and defecting users. Light users: Consumers who like and follow MSI on social media, but do little interaction beyond that. Light users also use MSIs services very seldom. Medium users: Consumers who use MSIs services occasionally but not on a regular basis. In terms of game attendance, medium users buy tickets to a couple games per season for the Philadelphia Wings and Chesapeake Bayhawks. Heavy users: Consumers who are recurring users who engage the most in MSIs services and offerings. In regards to purchasing tickets for Philadelphia Wings and Chesapeake Bayhawks games, these fans may be season ticket holders or attend more games than not. Defecting users: Consumers who are descending down the escalator and are engaging less and less with MSI and the teams it follows. A defector is someone who is leaving a product due to a lack of interest or because another product offers more value.

Non-Price Promotions: Promotion Name: DD Concession Dash Promotion Process: Fans older than 21 who come to the game in a group of at least two people will be allowed to receive two free items at the stadiums concession stand after signing a pledge to be a designated driver. To be eligible for this promotion, the fan must come with one other member of their party to MSIs broadcast table and sign the MSI logo shaped pledge sheet. This pledge states the fans intentions to not drink and drive. After signing the pledge, MSI will hang it up on a wall so all of the fans can see how many people are taking part in the promotion. The

MSI MARKETING PLAN #3 signees will receive a stamp on both hands and two vouchers for free items at the concession stand. The stamp notifies the concession workers to not serve that fan alcohol. The purpose of this promotion is for fans to have a better understanding of who MSI is and what it stands for. Based on its broadcasts, fans understand that MSI is a sports radio company, but know little information beyond that. Conducting the DD Concession Dash promotion not only increases brand awareness for MSI but also links safety and strong social responsibility values with a company trying to persuade as many people to choose it over its competitors.

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Designated Driver

John Smith

Affected Level: This promotion is fitting for defectors because it does not require fans to return to multiple games to receive prizes. The benefits of this promotion are not only for MSI to increase its exposure, but also to create a link in peoples minds of socially responsibility and the MSI brand. This promotion protects spectators while rewarding the fans with free products for their safe behavior. This promotion targets defectors attending the game because they are typically going to the game with friends who are in a higher level than they. These defectors then become the focus of this promotion since they have to come with a group to be eligible for this promotion. Because this promotion is regarding fan safety, MSI can do it multiple times and entice fans to listen to MSI services and attend more games because of the added value MSI offers.

MSI MARKETING PLAN #3 Promotion Name: Super Shirt Saturday Promotion Process: MSI gives away free t-shirts with the MSI and Philadelphia

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Wings/Chesapeake Bayhawks logo to the first 50 people that arrive at MSIs pregame broadcast booth. MSI will hand out t-shirts once the pregame segment is complete. MSI will build the interest of fans by posting a photo of the free t-shirt three days in advance of the game, two days in advance and finally one day in advance. This allows MSI to entice as many people as possible to attend the game and see what the MSI product is. Affected Level: Medium users are targeted in this promotion because MSI is relying on fans that routinely check their social media pages as well as their website to learn about the promotion. Medium users are also more likely to be willing to arrive to the game early and listen to MSIs broadcast. The promotion helps MSI because it forces fans to listen to the broadcast and makes fans have a better understanding of what MSI has to offer and why it is worth listening to. MSI will target medium users because they already have an interest in the company and sport and are capable of persuading lesser level fans to go to games.

Promotion Name: Trading Card Lineup: Promotion Process: Using the Philadelphia Wings season as an example, there are nine home games at Wells Fargo Center. MSI will create trading cards for every Philadelphia Wings starting player and distribute one players card at six specified home games. As fans enter the stadium, they will be given one of the six trading cards. After the six trading cards have been given away, MSI will award fans that have a complete starting lineup a signed team poster. To receive the grand prize, fans must bring their complete trading card lineup to the MSI broadcast booth at the sixth home game or at a later home game. An example of a trading card MSI will create for the Philadelphia Wings is on the next page.

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Affected Level: This promotion targets heavy users because the prize is only won if fans return to multiple events. Heavy users are also unlikely to receive the trading card and then leave the stadium because they are more interested in the game and MSIs services rather than the promotion. MSIs trading card promotion encourages fans to come to multiple games to receive rare trading cards and a chance to win a signed team photo.

Price Promotions: Promotion Name: McFaddens Fan Discount Promotion Process: McFaddens Restaurant and Saloon in Philadelphia sponsors groups and teams by offering the members discounts on food and drinks. MSI can conduct this promotion by asking fans to print a game day ticket from the MSI website that contains a logo of MSI and McFaddens, indicating the promotion. When the game is complete, fans can take their ticket stub into McFaddens and receive the specified discount. McFaddens will collect the tickets and give them to MSI for further evaluation.

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Level Affected: Medium users are targeted by this promotion because MSI is relying on fans to pay attention to their website and social media pages that announce this promotion. Because fans must go to MSIs website to obtain this promotion, MSI is making fans see its product and services. McFaddens is one of the closest bars to Wells Fargo Center and is a popular choice for a spectator to go to after a game. MSIs target market is old enough to drink and has a disposable income that can be spent at a bar. McFaddens would benefit from this promotion because the Philadelphia Wings will bring in many customers from the event on days and times that are typically less popular. This promotion benefits the Wings and MSI because they are making Medium users attend more games to receive discounts more, thinking there will be more promotions like this. MSI benefits from this promotion because they are getting more traffic to their web page because these medium users are going to be trying to get the promotions for the games like the beer discount. Promotion Name: Buddys Crabby Qs Promotion Process: This MSI promotion uses Buddys Crabs & Ribs restaurant in Annapolis, Maryland. MSI will provide fans with a discount at Buddys Crabs & Ribs after participating in an online customer satisfaction survey on the MSI homepage. Questions would include what on the site fans like, do not like, and what can be improved. After completing the online survey, fans can print out a 10% discount on their next purchase at Buddys Crabs & Ribs. Buddys will collect the paper discount so MSI can evaluate the effectiveness of the promotion. Level Affected: This promotion is primarily targeting light users by driving fans to the MSI website to get them interested in the MSI services and promotions and hopefully turn them into frequent users of MSIs social media pages and website. Light users may not be interested in MSIs services yet, but by offering a discount at a local seafood restaurant, MSI learns how to

MSI MARKETING PLAN #3 provide a better service and made one more person look at their website, increasing the

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likelihood of them staying on to learn more. This promotion is great for light users because it is not time consuming and doesnt force people to go to games that may not be interested in.

Promotion Name: Celebre Pizza Party Promotion Process: MSI will team up with Celebre Pizza located in Philadelphia as well as the Philadelphia Wings. One way MSI can use Celebre Pizza in a promotion is by giving everyone in the arena a two large pizza-for-one coupon as they leave the stadium if the Wings score 10 goals in the game. Another way MSI can offer a promotion with Celebre Pizza is by selecting a player from the Wings starting lineup and offer every fan in the arena a two large pizza-for-one coupon if that player records a hat trick, or three goals. When fans use their promotional discount, they must give it to Celebre Pizza to later give to MSI for evaluating the promotion. Level Affected: This promotion is primarily targeting defectors because they are losing interest in MSI and the Philadelphia Wings. These fans may be attending fewer games and are influenced by their record if they are going to attend. This promotion is good for defectors because if the Wings are performing well and routinely scoring 10 goals, defectors may come to more games to receive the discount on pizza. This promotion also forces fans to stay until the end of games to receive the promotional discount. Because Celebre Pizza is located within three miles of the stadium, it is realistic for fans to enjoy their promotion immediately. This promotion is a perfect fit in MSIs target demographic of 35-44 years olds because most will have kids at the game and typically enjoy pizza. MSI can provide family dinners to thousands of people working alongside Celebre Pizza.

MSI MARKETING PLAN #3 Evaluating Promotional Activities: Once MSI completes a promotion, it must evaluate it and decide if it should be re-used.

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In the non-price promotion activities, MSI can learn how many people took part in the promotion by knowing how many items it started with and counting how many it has left after the promotion is complete. Because the main objectives of MSIs promotions are increasing brand awareness, MSI must specify a way to measure if that has changed. MSI uses Google Analytics to monitor its website traffic and engagement. Google Analytics allows MSI to track the change in hits and viewership after the promotion is complete. Although correlation does not necessarily mean causation, MSI can assume that the promotion increased its brand awareness which may have led to its increased viewership. MSI should also use its social media pages to determine if more people have followed or liked it as well as participated in its blogs, or online discussions. MSI can also check social media platforms to see if fans post pictures or updates about the promotions they participated in. Another goal of MSIs promotions is to obtain sponsorships. This can easily be evaluated after promotions by learning if companies are calling and asking about becoming a sponsor for MSIs radio show. In order for MSI to track the progress of its price promotional plans, MSI must share the promotion ideas and schedule on its social media pages and main webpage. MSI already uses Google Analytics to monitor its websites popularity, so it can continue to collect data to learn how people interact on the website. MSI can track the light users who go to the website and do not click on any other links, or the medium users who are going into the promotion pages and are engaging with the website. Heavy users can also be tracked because they are the fans who create blogs, comment on MSIs articles, and attend games and use the promotions. Evaluating these listed promotions allows MSI to see how many different types of viewers it reaches.

MSI MARKETING PLAN #3 References

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Newman, T., Peck, J., Harris, C., Wilhide, B. (20013). Social Media in Sport Marketing. Scottsdale, AZ. ESPN Radio. (2004). Who is Listening?. Retrieved October 20, 2013, from http://danbury.cumulusradio.com/Portals/0/CT_Danbury/MediaKits/ESPN_Radio_MK09.pdf Live365 Media Services. (n.d.). Audience Profile. Retrieved October 2, 2013, from http://www.live365.com/web/components/content/info/live365-mediakit.pdf SBRnet. (2013). Market Research/Demographics. Retrieved September 29, 2013, from http://www.sbrnet.com/research.asp?subrid=781#lacdig2 Soshnick, S. (2013). Paul Rabil, Lacrosse's Million-Dollar Man. Retrieved September 29, 2013, from http://www.businessweek.com/articles/2013-04-04/paul-rabil-lacrosses-million-dollar-man US Census Bureau. (2012). Annapolis City. Retrieved October 20, 2013, from http://quickfacts.census.gov/qfd/states/24/2401600.html US Census Bureau. (2012). Philadelphia County. Retrieved October 20, 2013, from http://quickfacts.census.gov/qfd/states/42/42101.html 1230 ESPN 1320. (2011). Quality Audience. Retrieved October 20, 2013, from http://www.slideshare.net/nassauonline/espn-radio-media-kit