Knowledge/ Skill Statement Instructional Area Performance Element Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome Performance Indicator Develop viral sport/event marketing strategies (PR:199) Level Specialist SCANS Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 7-8,12 21st Century Skills Creativity & Innovation 1-2; Critical Thinking & Problem Solving 1-3; Communication & Collaboration 1; Information Literacy 1 Objectives a. b. c. d. e. Performance Activity Participate in a small-group activity to brainstorm ideas for viral sport/event marketing strategies for a sport/event identified by your instructor. Present the strategies to the class, and select three strategies to implement. Write a letter to the sport’s/event’s director recommending use of the strategies. Submit the letter to your instructor for feedback. Promotion Employ sales-promotion activities to inform or remind customers of business/product. Define the term “viral marketing.” Explain the importance of viral marketing. Describe principles of viral marketing. Discuss viral marketing strategies. Demonstrate procedures for developing viral marketing strategies. Resources Textbooks Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and marketing communications (4th ed.) [pp. 260, 264, 382]. Upper Saddle River, NJ: Prentice Hall. Kaser, K., Oelkers, D.B. (2008). Sports and entertainment marketing (3rd ed.) [p. 268]. South-Western, Cengage Learning. Mullin, B.J., Hardy, S., & Sutton, W.A. (2007). Sport marketing (3rd ed.) [pp. 92, 270]. Champaign, IL: Human Kinetics. O’Guinn, T.C., Allen, C.T., & Semenik, R.J. (2009). Advertising & integrated brand promotion (5th ed.) [pp. 23, 540, 664]. Mason, OH: South-Western Cengage Learning. Software/ Online Spark Logix. (2011, December 15). 5 marketing principles learned from viral marketing. Retrieved May 30, 2012, from http://www.sparklogix.com/viralmarketing/ Spector, I. (2010, June 21.) 9 universal principals of viral media sites. Retrieved May 30, 2012, from http://mashable.com/2010/06/21/principles-viral-mediasite/ Sprout Confidence. (2012, May 24). Viral marketing: Keystone principles to follow. Retrieved May 30, 2012, from http://www.sproutconfidence.com/viralmarketing-keystone-principals-follow/ Submitera Blog. (2010, May 31). 5 basic principles of successful viral marketing. Retrieved May 30, 2012, from http://blog.submitera.com/basic-principles-of- viral-marketing VodaHost. (2011, June 21). How to create a viral marketing strategy. Retrieved May 30, 2012, from http://www.vodahost.com/web-hosting-how-to-create-a-viralmarketing-strategy.html/ Wilson, R. (2009, October 16). The 7 principles of viral marketing. Retrieved May 30, 2012, from http://reciprocalconsultingblog.com/viral-marketing/the-7principles-of-viral-marketing/ Knowledge/ Skill Statement Instructional Area Performance Element Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome Performance Indicator Explain considerations in using special events as a sales-promotion strategy (PR:213) Level Specialist SCANS Information 5-8; Systems 15; Basic Skills 1-2,5-6; Thinking Skills 12 21st Century Skills Critical Thinking & Problem Solving 1, 3; Communication & Collaboration 1; Information Literacy 1 Objectives a. b. c. d. e. Performance Activity Given a list of sports/events by your instructor, collaborate with a classmate to identify considerations in using special events for the sport/event. Summarize your ideas, and present them to your instructor for feedback. Promotion Employ sales-promotion activities to inform or remind customers of business/product. Define the term “special event.” Identify types of special events. Explain reasons for using special events as a sales-promotion strategy. Describe methods that can be used to generate ideas for special events. Discuss considerations in using special events as a sales-promotion strategy. Resources Textbooks Farese, L.S., Grossman, D.A., Nicholson, G., & Wardinski, P.A. (2005). Sports and entertainment marketing (p. 166). New York: Glencoe/McGraw-Hill. Kaser, K., Oelkers, D.B. (2008). Sports and entertainment marketing (3rd ed.) [pp. 271, 294-295]. South-Western, Cengage Learning. Mullin, B.J., Hardy, S., & Sutton, W.A. (2007). Sport marketing (3rd ed.) [pp. 260264, 298, 300]. Champaign, IL: Human Kinetics. Shank, M.D. (2009). Sports marketing: A strategic perspective (4th ed.) [p. 359]. Upper Saddle River, NJ: Pearson Prentice Hall. Supovitz, F. (2005). The sports event management and marketing playbook (pp. 258-261, 264-266). New York: John Wiley & Sons. Software/ Online Dimanche, F. (2012). The contribution of special events to destination brand equity. Retrieved May 30, 2012, from http://skema.academia.edu/FredericDimanche/Papers/1173857/The_Contributi on_of_Special_Events_to_Destination_Brand_Equity Special Events Answers. (2010, November 16). Events as marketing tools for corporation. Retrieved May 30, 2012, from http://www.specialeventsanswers.com/corporate-events/event-marketingstrategies/events-as-marketing-tools-for-corporation/ Special Events Answers. (2010, November 18). Marketing tools for events – Special help for your events. Retrieved May 30, 2012, from http://www.specialeventsanswers.com/corporate-events/event-marketingstrategies/marketing-tools-for-events/ Knowledge/ Skill Statement Instructional Area Performance Element Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome Performance Indicator Plan special events for sports/events (PR:214) Level Specialist SCANS Resources 1-2; Interpersonal 11; Information 5-8; Systems 15; Basic Skills 1-3,5-6; Thinking Skills 7-8,12 21st Century Skills Creativity & Innovation 1-2; Critical Thinking & Problem Solving 1, 3; Communication & Collaboration 1; Information Literacy 1 Objectives a. Promotion Employ sales-promotion activities to inform or remind customers of business/product. b. c. d. e. f. Performance Activity Identify benefits of using special events as a sales-promotion strategy in sport/event marketing. Discuss barriers to using special events as a sales-promotion strategy in sport/event marketing. Explain the importance of project planning in creating special events plans. Discuss the benefits of using collateral materials for special events. Describe the need for image consistency in planning special events. Demonstrate procedures for planning special events in sport/event marketing. Participate in a small-group activity to plan special events for a sport/event identified by your instructor. Appoint a group leader to present the group’s plan to the class. Select three plans to give to the sport/event director. Obtain feedback from the director. Resources Textbooks Supovitz, F. (2005). The sports event management and marketing playbook (pp. 111-129). New York: John Wiley & Sons. Software/ Online Allen, C. (2009, August 15). Developing a marketing communications strategy. Retrieved May 30, 2012, from http://blog.allen.com/2009/08/marketingcommunications-strategy.html Dimanche, F. (2012). The contribution of special events to destination brand equity. Retrieved May 30, 2012, from http://skema.academia.edu/FredericDimanche/Papers/1173857/The_Contributi on_of_Special_Events_to_Destination_Brand_Equity Greene, F. (2012). What is marketing communication strategy? Retrieved May 30, 2012, from http://smallbusiness.chron.com/marketing-communication-strategy3442.html Lindsay, M. (2009, October 27). How to develop the right communication strategy for a conversation economy. Retrieved May 30, 2012, from http://adage.com/article/cmo-strategy/marketing-communications-strategy-aconversation-model/139989/ MacDonald Ventures. (2010). Using public relations to market your business. Retrieved May 30, 2012, from http://www.macven.com/Innovation_Services/Marketing_Innovations/On_Publi c_Relations/on_public_relations.html Obringer, L.A. (2011, May 12). How building a business identity works. Retrieved May 30, 2012, from http://money.howstuffworks.com/biz-identity.htm