Sports and Entertainment Promotion Plan
Name of DECA Chapter
Name of high school
School Address
City, State, Zip Code
Names of Participants
Date
Insert Logo/Image of your Company
Table of Contents
I.
Executive Summary ............................................................................................................................... 1
II.
Description of the company .................................................................................................................. 1
III.
Objective(s) – What the promotional campaign is to accomplish .................................................... 2
IV.
Schedule of events (Promotional activities must include the following) ......................................... 2
A.
Special Events.................................................................................................................................... 2
B.
Advertising ........................................................................................................................................ 2
C.
Display ............................................................................................................................................... 3
D.
Publicity............................................................................................................................................. 3
V.
Responsibility Sheet .............................................................................................................................. 3
VI.
Budget ............................................................................................................................................... 3
VII.
Statement of benefit to the establishment. ..................................................................................... 4
VIII.
Bibliography ...................................................................................................................................... 4
IX.
Appendix ........................................................................................................................................... 4
The Sports and Entertainment Promotion Plan is designed to give you a chance to prepare a
one-to-four week seasonal promotion plan for the company or a department in the company.
You should select an real company of any size as a basis for the research and planning.
Things you should keep in mind when completing your SEPP are the type of company or event
you select and what fits this event. Some examples are:
 Professional, Minor, College or High School Athletic Team
 Any type of athletic retail store
 Golf courses, batting cages, ropes courses, rock climbing centers, ect.
 Concerts, Musical Events, Plays
 Movie Theaters
 Amusement/Entertainment Parks like Six Flags, Disney, Sea World, Marbles, Exploris
I.
Executive Summary
This is a one-page summary of your campaign. It cannot be completed until the paper is
finished. Be sure it is ONLY one page. It can be single spaced. This is the first impression of
your project for the judge so make sure it is the best single page of writing in your life! This
is a summary of your paper so it should include a little bit from each section of the paper.
Keep in mind that if a judge could only read this one page would they know enough about
your project to be able to effectively evaluate it. Do not make this one long paragraph that
would be difficult to find the information. Instead, use short paragraphs for each evaluation
area, bold and underline words for emphasis to help the judge read quickly.
II.
Description of the company
In this section you are going to describe the company you have chosen. Include items like:
 Where is it located?
 When did it start and who owns it?
 Include demographics of the area it is located.
 If it is an actual store then describe it (atmosphere, products, target market)
 Describe its size, number of employees, image, pricing
List what you think are the 8-10 most pertinent facts that are needed to convey knowledge
about this company.
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III.
Objective(s) – What the promotional campaign is to accomplish
In this section you need to have the main idea for your campaign. Remember this is a
promotional campaign so one of your objectives should be to increase sales (always be
specific and realistic) An increase in sales of 8-10% during the course of the campaign. Your
goals/objectives should be tied to the campaign in terms of:
 Increase Food & beverage sales at all home games by X%.
 Promote “Game Day Ticket Sales” to all home games during the season
 Promote Luxury Seating box Sales
 Promote our “Online Customer Reward Programs”
 Use social media campaign to promote a “Theme Night” or event
Keep in mind that your objectives must be measurable! If you can not measure the results
then it is extremely difficult to determine if the campaign is successful.
IV.
Schedule of events (Promotional activities must include the following)
Be specific in this section with when and where your events will take place within your oneto-four week promotion. Make sure your activities are realistic for one store budget wise
and focus on reaching the target market and fulfilling the objectives stated in the previous
section. State the specific days/times events will be carried out. Remember that every
activity in this section will have a corresponding entry later in the paper in the budget.
Judges like to see your financials and make sure you have everything planned.
It is always a good idea when writing about your schedule of events to put it in a chart form.
A.
Special Events
This includes things like theme nights, giveaways or anything that will draw the
customer in. Depending on the length of your campaign try to have something
each week starting small that can be built on to encourage customers to keep
returning each week for the next promotion.
B.
Advertising
Look at what will work best for your store or team or event, not just what you like
or what is flashy.
You should identify 3-4 appropriate Ad Media selections to use for your promotion.
Examples include:
 Newspaper
 Transit- busses, taxi cabs
 Direct-Mail
 Television- broadcast or cable
 Social Media/Online
 Radio (AM or FM)
 Billboards
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Tip- You should always list two “specific” reasons why you’ve selected each of your
Ad Medias. Make sure you list and number all Advertising Medias and include
specific advantages.
Example:
1. Newspaper Advertising- I will advertise in the Raleigh News and Observer
newspaper on Sundays to expose my customers to the upcoming schedule for
that week. I know from research that circulation of the Sunday paper is 23%
higher than the daily paper. I also like the fact that newspaper come out daily
so that I can change my advertisement as I need to on a daily basis. Secondly,
newspapers have a large readership and will reach my customers living in the
Triangle area.
C.
Display
(Interior/Exterior of store or any type of special signage/decoration at the event)
D. Publicity
This would include things like press releases to various media outlets or any kind of
special appearances from celebrities.
Note- This must be news worthy for media (newspaper) to be interested.
Tip- Create a Press Release to announce your Event.
Community Relations- ex: sponsoring special Olympics, Breast Cancer Awareness,
MDA, homeless shelter.
V.
Responsibility Sheet
(Assigned positions and activities, ect.) In this section outline exactly who will be
responsible for everything that will take place during your promotional plan.
First write a paragraph explaining how many employees you will have for your
promotion. Be specific and include dates of duties. Include managers and all
workers. Next, create a spreadsheet and outline job titles, duties & responsibilities
Duties required for Sales Promotion
1. Store Manager
2. (3) Assistant Store Managers
3. (6) Sales Associates
VI.
Duties & Responsibilities
- Oversee all aspects of sales promotion.
- (need to list each managers responsibilities.
(List various duties here)
Budget
You will need to list and calculate exactly where you will be spending money for this
promotion. The budget allocated for the promotion is based on last year’s (or a recent
year’s) sales. You will want to multiply that figure by (2 to 10%) and divide by the number
3
of weeks in your promotion. Remember: If you say in your objective that you are increasing
sales by a certain percent and you are spending more than that percent on your
promotional campaign then you need to take another look at your expenses.
You should include a chart of all of your expenses, and any other activities you’ve plannedexample: printing materials, food, celebrities appearance fees etc.
- Use a table or chart to calculate your expense and show breakdown.
Example
Advertising Media
Cost
1. News and Observer newspaper
$600 x 4 weeks= $2,400
I will advertise every Sunday during the month of March
2. Online advertising
$600 x 3 week banner ad and
I will use banner ads and and email campaign to expose customers email campaign = $1,800
to my store and sales promotion.
3. Billboard advertising
$1,200 x 15 days = $18,000
I will have a billboard on I-40 for 2 months during my promotion.
4. Autograph Session
$2,000
My autograph session costs included celebrity, food, print
materials, and other incidentals.
TOTAL BUDGET
$24,200
VII.
Statement of benefit to the establishment.
This section basically restates the objectives of the campaign in a paragraph from. Again,
make sure your objectives can be measured. Include here ways to know that the promotion
would be successful. ie. Sales have increased, customer surveys, focus groups, ect. Give 4-5
specific reasons why your company needs to approve this promotion.
Example
An important goal for implementing this promotional plan is to increase sales in our store and
to promote the new line of “name a product” throughout our store to our customers. Also
state specific reasons why you’ve chosen certain sales promotion activities and why each is
important.
I strongly feel a autograph session will create excitement for both our existing customers
and bring “new” customers into our store who might not normally shop in our store.
VIII. Bibliography
IX.
Appendix
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