Strategy & Marketing Proposal - Sport Event (soccer)

STRATEGY & MARKETING
PROPOSAL
Soccer Tournament in Las Vegas

BUSINESS PROPOSAL
…. Route to a successful event: Page
1. Jonathan Donado 3
2. Tournament Overview & Objective 5
2. Value Proposition 7
3. Scope of Work 42
4. Fees 43
5. Contact Info 44
Property of Jonathan Donado - All Rights Reserved 2

15
Jonathan Donado
Bilingual senior general management &
business development executive with
expertise in B2C and B2B services business.
MBA – IESE; Senior Executive Fellow – Harvard University
Business Expertise:
• Business Strategy
• Consultancy
• Project & Event Management
• Digital Marketing
• Client Management
• Communications
• Customer Experience
• Insight Analysis
• Market Awareness
• Pricing Services
• ROI
3

OVERVIEW: The Soccer Tournament
Tournament:
- National Amateur Soccer Event
- 21-40 year old male / female
- 8-player teams
- Revenue sources: player fees, sponsorship, other
- Location : Las Vegas
- Dates: November 2016
- Organized by Sportivo
Property of Jonathan Donado - All Rights Reserved 5

OBJECTIVE: My Business Proposal
End Goal: To make the soccer
tournament a success in terms of
Revenue Generation, Branding, and
Player Participation/Spectators
6Property of Jonathan Donado - All Rights Reserved

MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION

STRATEGY:
A strategy will tailor Sportivo’s messages and put the right
mix of marketing approaches in place so that we bring our
sales and marketing activities together effectively in an
effective marketing plan.
1

STRATEGY:
The key for a successful promotion of the soccer event is a
combination of 3 drivers:
1. Target market: Create a “Buyer Persona” for a
1. Soccer Player
2. Spectator
3. Local Sponsor
2. Identify Target Market: Geography / Affiliations/ Age
3. Segment Market to define “ACTION PLAN”
4. Revenue/Business Model Creation & Measurement Results
1

STRATEGY: Set a path for success
The key for a successful promo
1
Unaware  Aware
Informed  Interested
Desire to Play  Intend to Play
Signs to Play  A PLAYER

PLANNING:
• PLAYER OUTREACH
• SOCCER EVENT:
- Promotion
- Advertising / Direct Marketing
- Public Relations
• SPONSORSHIP:
- Local
- National
2

PLAYER OUTREACH:
PLAYER PERSONA:
- 300 miles outreach to
- Southern California
- Target Hispanic & White
/ < 40 year old players
- Promote “tournament +
a Las Vegas experience”
2

Soccer Event Promotion:
The key for a successful promotion of the soccer event is a
1. Digital Communication: Create a tightly knit social soccer fan &
event community and engage with them
- Social media campaign
- Web & Content Management
2. Public Relations:
- Engage local PR firm in Las Vegas during September & October
3. Creative Segment:
- “Do something extraordinary and make it ordinary”: Out-of-the
box initiative
2

Event Promotion:
Create a tightly
knit social soccer
event community
and engage with
influencers in
Social Media
2
16
Property of Jonathan Donado - All Rights ReservedSource: Neil Patel

Event Promotion:
Social Media &
targeted
advertising are
top initiatives for
a successful
campaign
2
17

Event Promotion:2
18
Property of Jonathan Donado - All Rights ReservedSource: wrightsprintingandmarketing.com

Event Promotion:2
19
Property of Jonathan Donado - All Rights ReservedSource: wrightsprintingandmarketing.com

Event Promotion:2
20
Property of Jonathan Donado - All Rights Reserved
Source: http://marketing.codes/

Event Promotion:
1. Digital Communication
- Social media campaigns
- 1. FACEBOOK:
- Create fan page
- Engagement + postings
- 2. TWITTER:
- Create event page
- Broadcast Tweets
2

Event Promotion:
- 3. YOUTUBE:
- Create a channel for Promotional videos
- Invite soccer teams to post own videos to create views and
content sharing
- 4. Instagram:
- Have teams share pictures and game pictures
2

Event Promotion:
- 3. BLOGS
- Provide editorial content to Soccer magazines and websites
like SoccerWire.com, etc
4. Website for Soccer Event:
- Generate content / event details and redirect social media
content from platforms
2

ADVERTISING:
Concentrate all
Advertising
through Facebook
as it is highly
targeted and
successful
2
24

Facebook has
the best ROI
2
25
ADVERTISING:

HOW ?
WHAT ARE THE SOURCES
OF REVENUE?
EXECUTION: Let’s make $$$2

REVENUE SOURCES for Sportivo:2
Players Fees
• Team & Player
Registrations
On-site Sales
• Merchandise
• Betting
• Supermarket
• Silent Auction
• Vendors
Sponsors
• Digital
• On-site:
banners/
• Branding
clothing

REVENUE SOURCES:2
Sponsors
Players
Fees
Overall Costs / Overhead
Vendors /
On-Site Sales
$
Time

REVENUE SOURCES:
1. Players Fees: Should cover overall operative expenses
2. Additional revenues shall be the Profit for the event
1. On-site Vendors: rent table/ stall/ booths / branding
2. Sponsors: insurance, contractors, local vendors, etc
Create Silver + Gold + Platinum Packages based on
space/ visibility and content
2

REVENUE SOURCES:
3. Miscellaneous Sources of Revenue: Players & Spectators
- Silent Auction
- Raffle
- VIP Lounge for Premium Players
- Sportivo’s Supermarket:
- Exclusive items: Christmas items
- Merchandising / Soccer wear
- Souvenirs
Property of Jonathan Donado - All Rights
Reseved
2
30

EXECUTION: Make it an “Experience”
A Combination of soccer + fun + entertainment
HOW?
3

1. SOCCER TOURNAMENT OPERATIONS: Key Factors for a well
organized event
3
• Access/ Logistics
• Timing of eventsOrganization
• Field/ Installations
• Support equipmentVenue

1. SOCCER TOURNAMENT LOGISTICS:
- Hotel Partnerships
- Limousine / Bus Transportation
3

1. SOCCER TOURNAMENT OPERATIONS:
Also, to minimize resources and cost, sign up Volunteers
3

2. SOME IDEAS to make it FUN + ENTERTAINING:
Guinness World Record
Create a new record in terms of kicks, players
It is a great selling tool to make it “special”
and it makes it memorable
3

SOME IDEAS to make it FUN + ENTERTAINING:
Casino-yes tournament:
Betting for $$
- Winning team / Lead Score Player
- Another source of Revenues for Sportivo
3

Poker-Night for Players
3

Players Games
3

Kids Soccer Clinic (to attract families)
3

Hostesses + Cheerleaders/Models
3

SCOPE OF WORK:
42
•Create “Buyer Persona”
•Identify Target Market
•Revenue Model
STRATEGY
•Digital Marketing
Plan/Social Media
•Coordinate Sponsor
Outreach & Create
Sponsorship Packages
•Coordinate PR efforts
PLANNING •Define & Create Ideas to
make a “memorable”
event
•Logistics / Organization
•Third Parties and Vendor
outreach
EXECUTION

FEES:
43
Fee $1,500 $1,500 $1,500 Duration: 9 weeks
Budget: $11,550
$1,250 $1,250 $1,250
$1,100 $1,100 $1,100
$1,000
Week 1 2 3 4 5 6 7 8 9 ~ X

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- Thank you -
Linkedin.com/in/jonathandonado
www.branded.me/jonathandonado
twitter.com/donadosays
Jonathan Donado

Strategy & Marketing Proposal - Sport Event (soccer)

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Strategy & Marketing Proposal - Sport Event (soccer)