Sports and Entertainment Marketing Semester Project
Part 1: Introduction/Background Info
You will be assigned an RRHS sport or entertainment to market; once this has been assigned to you, you will
research the sport or entertainment activity, and interview the coach/director, players/participants, and
fans/consumers to gain insight into where to begin on your marketing plan. You should consider
improvements, and new ideas that will aid the sport or entertainment in gaining popularity and making a profit.
An outline will be provided.
** This is an individual assignment, but you are encouraged to collaborate with peers.
1. JV Football
2. V Football
3. Volleyball
4. Boys Soccer
5. Girls Soccer
6. Boys and Girls Golf
7. Cross Country
8. Tennis
9. Football Cheerleading
10. Basketball Cheerleading
11. Girls Basketball
12. Boys JV Basketball
13. Boys V Basketball
14. Wrestling
15. Swimming
16. JV Baseball
17. V Baseball
18. Softball
19. Track and Field
20. Band and Color Guard
21. Homecoming, Dance, and Parade
22. Spring Play
23. Spring Talent Show
24. Art Show
25. Christmas Dance
26. Prom
Part 2: MIM
You should collect both secondary and primary marketing data that can be analyzed and used to help in the
development of your marketing plan. Research other schools (secondary), and create a survey (primary) to use
to survey staff, community, students, and players. The survey should have at least 10 purposeful questions and
it should be completed by a large number of people. It is suggested that you utilize google docs, or an online
survey site.
Part 3: Promotion
Create a promotional mix. Complete with 3 examples of promotion that you would use in your marketing mix.
Create an estimate of the cost of the promotional mix, and anticipated ROI. An outline will be provided.
Part 4: Sales
Create a sales presentation that will help sell to sponsors, and a sales presentation that will help sell to patrons.
Create a sales associate training, complete with customer service procedures.
A sales presentation outline, and customer service procedures outline will be provided.
Part 5: Completion and Critique
Once you have completed all parts of the project, you will put it into a folder (portfolio) and trade with a
partner, where you will practice peer editing to ensure a quality finished product.
Then, the portfolio will be assessed by coaches, administration, and me for a final grade.
There is always a real possibility that your work will actually be used by the RRHS athletics department,
therefore you should do your best!
Part 1 (P/S Management) Outline:
1. Write a paragraph describing your assigned sport or entertainment event.
2. What are the features and benefits of your assigned sport or entertainment event?
3. Who is the target market for your assigned sport or entertainment event?
4. What motivates people to attend this sport or entertainment event?
5. What kind of profit does this sport or event create for RRHS?
6. What types of jobs are created by your assigned sport or entertainment event? Who are the people
involved to make it happen? Describe them and why they are important? Are they paid?
7. What is the overall “image” or “brand” of this sport or entertainment event? Is this the desired image?
8. Is this sport or entertainment event priced appropriately?
9. What type of marketing information management is currently being done for this sport or entertainment
event?
10. What type of promotion is being done for this sport or entertainment event currently?
11. What type of selling is being done for this sport or entrainment event?
12. After extensively researching this sport or entertainment event, what do you think is working well?
What needs to be improved? What could be added to make it better? What should be changed
drastically, or removed? Why? What will be the outcome of changes, improvements, or removals?
Part 2 (MIM) Outline:
1. Secondary Data – research other schools, and research online about your assigned sport or
entertainment event. Write 2-3 paragraphs explaining what you learned from the research. Things to
consider when you are researching…compare and contrast the prices, the types of promotion, in-game
and walk-in promotions, selling methods, community support, size of program, and anything else you
think may be helpful.
2. Primary Data – Create a survey! Be sure to use your notes so that the survey you create is purposeful,
and the questions are worded properly. Also be sure that they questions asked are going to help you
make decisions, and that your survey is an appropriate length. (10-15 questions) The survey should be
completed by a large number of people (More is always better). It is suggested that you utilize google
docs, or an online survey site. Be sure to get responses from staff, participants, coaches/directors,
community members, students, etc.
3. Organize your data so that it is easy to analyze and use to make decisions. Create a chart or spreadsheet
for this…hint…kwiksurvey.com and google docs will do this for you!
4. From your analysis of data collected, write a report detailing your interpretation of the data.
Example: If your data revels that 78% of those surveyed claim the price is too high, then your report
might read “of those surveyed 78% feel the price is too high, therefore, my plan will consist of lowering
prices or offering deals, and packages, or season passes at a discount”
Part 3 (Promotion) Outline:
1. Create a marketing mix for your assigned sport or entertainment event.
This can be a list, but each choice should include a reason why. Example – If you choose to use a local
radio ad as part of your marketing mix, then you should explain why this is the best choice and how you
think it is going to maximize profits. Also explain why this choice is the best for reaching your target
market, and how it helps to reinforce your desired image. What is the estimated cost associated with
this choice and what kind of return on investment do you expect?
2. Create at least 3 examples of your chosen promotions. Examples – if you chose a billboard, create the
billboard and on the back of it, write were you would place it. If you chose a radio ad, write a script for
the ad, and for which radio station it is for. If you chose a display of sporting goods, write a detailed
report of what is going to be on it, where it will be, and what makes it attractive. If you chose a TV
commercial, write a script. If you chose a flyer, create an example of the flyer. If you decided to add
more in-game promotions, write a detailed report about what your plans are for it.
3. Every plan should include at least 1 example of print media, and 1 example of direct marketing.
(use your notes)
4. Design a ticket to your assigned sport or entertainment event.
Part 4 (Selling) Outline:
1. Decide the methods of selling that should be used, and explain why. What kind of sales promotions are
going to be utilized.
2. Create a sales presentation to sell your assigned sport or entertainment event. (Are you selling to an
individual or a business?) (Use your notes)
1. APPROACH:
2. DETERMINE NEEDS/WANTS (effective questioning):
Question # 1:
Questions # 2:
Question # 3:
4. FEATURES/BENEFITS:
Feature #1: _______________________________
Benefit:
Feature #2: ______________________________
Benefit:
5. HANDLE OBJECTIONS:
Objection/Customers says:
Salesperson (you) says:
6. CLOSING THE SALE:
Salesperson (you) says:
Method used to close the sale: _________________________________________
7. SUGGESTION SELLING:
Suggestion Selling #1:
Method for #1: __________________________________
Suggestion Selling #2:
Method for #2: __________________________________
3. Create a list of possible customer complaints, or concerns, and then write responses to them that you
think would be the best way to provide the best possible customer service experience.
* You should create 10.
Anticipated Complaint or Concern: “______________________________________”
Best Possible Employee Response: “____________________________________________________”