A 2016 Strategic Marketing Plan

Team Members: Jasmin Calloway, Brieanne Christian, Justin Masaniai, Katherine Mendez

WELCOME
Executive Summary
Within the last decade mixed martial arts has become one of the
most popular sports worldwide. The UFC is the largest and the
most successful organizations within the industry. Since the early
1990s, the UFC has grown exponentially. From the no rules fights
to safety being a number one priority and the brands inclusion of
female athletes, it provided an edge over the NFL. The NFL has
no female athletes which the UFC has capitalized on and could
increase female viewership and fan base. UFC is more successful
on the global level than the NFL and has millions of fans
worldwide. The majority of viewers are men which leaves an
opportunity to increase female viewership and fan base. This
campaign is to bridge the gap between men and women
audiences and increase the female target audience.
Call to Action

Our strategic marketing plan

revolves around
you providing us
with approximately 12 million
dollars in 12 month period. To
increase female viewership
and brand awareness and the
overall perception of the UFC
brand. Your return on
investment will be
approximately 32 million
dollars based on increase in
ticket sales to live events and
pay per view purchases.
The History Behind UFC

-Started in 1993 by Art Davie and

Rorian Gracie
-The culture in the past was no hold
barred
-Frank & Lorenzo Fertitta and Dana
White took over the company in 2001
-Privatelyheld company
-Headquartered in Las Vegas
 The Consumer
MEET CHRIS
Ethnicity: Caucasian/White
Age: 25
Education: Recent college graduate Annual Household
Income: $25,000 Occupation: Bartender

Most of this demographic have a highschool education with some

college, and have a median household income of $25,000 to
$35,000. For the current target audience, men view UFC as a sport
that is entertaining and watch it because of the fighters. Their
outlook on life is very optimistic and average.

Statistics from Statista.com demonstrate the increase of Internet

users who visited UFC.com over the last five years. The UFC online
visits has statistically shown progression over the last three years,
making 2015 the year with the most viewership online during the
spring season of 2015 of about 3.77 million views.

The UFC demographic, based on the SRDS PRIZM Lifestage

Groups, would be categorized in the Younger Years and Family Life
stage. The Younger Years demographic consists of young
achievers, which mostly matches that of the UFC target audience.
 The Market
UFC vs. the four sports industry giants (revenue)

11 billion
The UFC has been

9 billion
consistently growing
since its take over
by Zuffa in 2001.
UFC's revenue has 4.2 billion
440 million

3.7 billion
increased from 4.6 dollar increase
million to 522 million dollar over 15 years
over the course of revenue
15 years. increase
over 2
years
3.3 billion

522 million
 The Competition

National Football League (NFL)

Starting its inaugural season in 1920

Attracts viewers from all markets, predominately white males, ages 35 55+.

Most watched programs of the NFL, the Super Bowl, was Super Bowl 49 with an estimated viewership of 114
million viewers.

Revenue of the 2013-2014 season ranked in $12 billion and $1 billion in profit. Plans to settle a new deal with

DirecTV, accruing $500 million more in profit.

VS.
Ultimate Fighting Championship (UFC)

A brand that revolutionized the fighting business.

Has currently over 275 fighters, including top competitors, such as Ronda Rousey, Anderson Silva, Miesha
Tate, and Connor McGregor, allowing female and male athletes to compete on the same level and
program.

UFC has television contracts with networks Fox, FUEL, and FX, and generates $1 billion in brand value, and
controls 90 percent of the martial arts industry (Forbes, 2008).

A survey was conducted in order to gather information of the difference between the viewership of UFC and
NFL. Survey results indicated those who view sports are NFL fans with a percentage of 57.1 percent and 36.9
percent for UFC. The study concluded that there are more NFL fans than UFC fans.
 The UFC Product
Live Events

The UFC frequently sells out venues like the

Mandalay Bay Events Center and MGM Grand
Garden Arena, both in Las Vegas with
a seating capacity of more than 10,000 people.

UFC ON TV

In 2011, UFC and Fox agreed to a sevenyear

broadcast rights deal valued at an estimated $90
million a year.

UFC ONLINE

The UFC website averages 4 million monthly

visitors. Videos of individual UFC fights can be
purchased online for $1.99 or through a $14.99
subscription that allows unlimited downloads. UFC
has more than 15.5 million fans on Facebook and
more than 3.2 million followers on Twitter
(rkma.com).

PAYPERVIEW

UFCs payperview events typically draw

400,000 to 500,000 buys, according to
Multichannel News.
 Strong brand Lack of diversity
Rrecognition in viewership

Diversity amongst Lack of history

athletes compared to
competition leading to
Loyalty amongst core misconception of the
audience sport

Female demographic Negative perception

provides a large from nonMMA fans
target audience
Health and safety
Alternative to the NFL concerns
 The Target Market
UFCs target market are females, ages 1834 who live a comfortable and content lifestyle. This market consists of women
who are already fans of the brand and mothers of young children and concerned about the graphic content shown on PayPer-
View matches of live events. These mothers are typically concerned for the safety of their children. The examples of the
typical UFC female fans are shown through individuals like Marissa and Elise.

Name: Elise Location: Reno, NV Age: 32

Occupation: Corporate Executive Assistant
Annual Income: $65,000
About: Elise is a of 10yearold twin boys. She works as an executive assistant for a corporate
management company. She lives in a onestory home in a quiet, suburban neighborhood. She
was introduced to UFC by her male coworkers, but she does not watch it because her perception
of UFC is too violent for her and her children. and does not like when her children watches it due
to the graphic content that is shown on PayPerView. She also feels the athletes are negative role
models and is highly concerned about the injuries that the athletes face after their matches.

Name: Marissa Location: Las Vegas, NV Age: 23

Occupation: College Student, assistant at the college gym
Annual Income: 20, 000
About: Marissa is a hardworking and determined kinesiology student who attends school full time
on Mondays and Thursdays. She works parttime at the gym during the evenings. Marissa is very
active and conscious about her diet. She exercises on her offdays, generally beginning at 6am.
She was introduced to UFC a year ago by her boyfriend and has been a fan since. Her favorite
UFC fighter is Connor McGregor and follows him through various social media feeds.
She only attends UFC fights that feature McGregor at MGM Grand in Las Vegas. Marissa usually
purchases new UFC merchandise at every fight she attends and often participates in UFC brand
sponsored events and contests. She has a strong passion and respect for UFC and the entire
brand because of its power to create an exiting environment.
 Measurement and Evaluation

Throughout the 12 month campaign...

Concurrent testing will be used as a way to measure the success of the plan
throughout the campaign by gathering sales from the spa & golf day promotional
strategies.

The campaign will incorporate the mobile digital medium, using the continuous
method. This includes the first 1,000 people that will download the free app, which
features a promo code that gives 50% off of the pay per view purchase.

The campaign will also incorporate a public relations strategy within the use of social
media, using the pulsing method. This will include #ASKUFCFighters to talk to UFC
fighters for one hour. This campaign will run quarterly.

We will use Google Analytics to track the number of downloads from the app to give
us an idea of whether we are reaching our target market.
 Objectives, Strategy and Tactics

Marketing
Objective

To increase female viewership by 50 percent by the end of 2017.

Communications
Objective

Increase brand awareness among primary and secondary audiences by

20 percent at the end of 2017.

Media Objective

To reach 50 percent of the target market 8 times a year.

Strategy Build a connection between target audiences and fighters by using PR
and social media strategies.

Tactic 1: Advertise the open workout days by using

outdoor media. Audiences will be able to
see fighters train and the dedication that
goes into being a fighter. First 1000
people to attending event receive one free
month at UFC gym.

Tactic 2: Use Twitter #AskUFC for one hour Q &

A to talk to UFC fighters.
Strategy:
Increase females attendance at live events in Las Vegas by using sales
promotional strategies.

Tactic 1: 10 percent off spa day at MGM Hotel and Casino.

Tactic 2: 10 percent off golf day at Bali Hai Golf and Country Club.

Strategy:
Create an interactive app

Tactic 1: The first 1,000 that download the free app

promo code receives 50% off pay per view
purchase.
Tactic 2: Users can create avatar include
#UFCavatar
 Creative Brief
Project Type: Interaction and understanding of the brand

Project Overview:
Creating an interactive and engaging experience with males and females aged 1834 by using new virtual
reality technology and open fighter workout days. The project is focused on creating a unique fan experience
while also developing a positive perception of the sport. A virtual reality app will be created that will simulate
what it feels like to be a UFC fighter. The App will allow users to create an Avatar and be put in a virtual reality
world that simulates the UFC experience.

Target Audience:
Males and Females ages 1834. This audience includes people who currently are fans of the brand and people
who are potential consumers.

Current Belief:
Fans of the UFC have an understanding of the safety regulations of the sport. The current fan base has a
respect and admiration for the dedication these modern day gladiators have towards the sport. People who are
not fans of the sports have a negative outlook towards the brand and see it as too violent.

The ONE Message:

The UFC is an organization of high quality athletes who are participating in a physically violent sport
that is safer than people think.
Big Idea:
To using an interactive mechanism
between athletes and technology to create a better relationship and understanding of the brand,
particularly within the target audience.

Audience Relevance:
The target audience enjoys engaging with their favorite athletes and also are the main users of new technology.
Creating an engaging experience that incorporate interaction and technology will create a unique experience to
gain a more in depth understanding of the brand.

Tone:
The campaign is focused on creating understanding, engagement, and showing the safety regulations of the sport.
Hands on experience with the fighters and experiencing the virtual reality app is being used to recruit new fans as
well as strengthen the current fan base. The tone of the campaign is persuasion to those who have a
misconception of the brand.

Measurement and Success:

Success will be measured through the downloads of the free virtual reality app. The information gathered from the
downloads of the app will provide information on whether the target audience has been reached and what
demographic . Attendance of the open workout event will provide further information about target audience.
Success will be determined if females age 1834 download 10,000 apps within the first month of the release.
Media Budget and Commission
After four rounds of Octagon action
we're asking the panel was our
campaign a Win, Lose, Or Draw?

Thank you for your time.