Strategy & Marketing Proposal - Sport Event (soccer)

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Strategy and Marketing Proposal for sports organizations/ companies or professionals interested in promoting a soccer/ sports event. It provides highlights and business insights of the main components to organize, promote and manage a sports event. It addresses issues such as Social Media or Public Relations initiatives. It is an Executive/ General Management overview or presentation. By Jonathan Donado MBA - IESE Senior Executive Fellows (SEF) - Harvard University Marketing / Sports / Soccer / Futbol / Business / Startup / Contractor / Freelance
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  • 1. STRATEGY & MARKETING PROPOSAL Soccer Tournament in Las Vegas
  • 2. 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
  • 3. 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
  • 4. 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
  • 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
  • 6. MY VALUE PROPOSITION STRATEGY PLANNING EXECUTION 7Property of Jonathan Donado - All Rights Reserved
  • 7. MY VALUE PROPOSITION STRATEGY PLANNING EXECUTION 8Property of Jonathan Donado - All Rights Reserved
  • 8. 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 9Property of Jonathan Donado - All Rights Reserved
  • 9. 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 10Property of Jonathan Donado - All Rights Reserved
  • 10. STRATEGY: Set a path for success The key for a successful promo combination of 3 drivers: 1 Unaware  Aware Informed  Interested Desire to Play  Intend to Play Signs to Play  A PLAYER 11Property of Jonathan Donado - All Rights Reserved
  • 11. MY VALUE PROPOSITION STRATEGY PLANNING EXECUTION 12Property of Jonathan Donado - All Rights Reserved
  • 12. PLANNING: • PLAYER OUTREACH • SOCCER EVENT: - Promotion - Advertising / Direct Marketing - Public Relations • SPONSORSHIP: - Local - National 2 13Property of Jonathan Donado - All Rights Reserved
  • 13. PLAYER OUTREACH: PLAYER PERSONA: - 300 miles outreach to - Southern California - Target Hispanic & White / < 40 year old players - Promote “tournament + a Las Vegas experience” 2 14Property of Jonathan Donado - All Rights Reserved
  • 14. Soccer Event Promotion: The key for a successful promotion of the soccer event is a combination of 3 drivers: 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 15Property of Jonathan Donado - All Rights Reserved
  • 15. 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
  • 16. Event Promotion: Social Media & targeted advertising are top initiatives for a successful campaign 2 17 Property of Jonathan Donado - All Rights ReservedSource: Neil Patel
  • 17. Event Promotion:2 18 Property of Jonathan Donado - All Rights ReservedSource: wrightsprintingandmarketing.com
  • 18. Event Promotion:2 19 Property of Jonathan Donado - All Rights ReservedSource: wrightsprintingandmarketing.com
  • 19. Event Promotion:2 20 Property of Jonathan Donado - All Rights Reserved Source: http://marketing.codes/
  • 20. Event Promotion: 1. Digital Communication - Social media campaigns - 1. FACEBOOK: - Create fan page - Engagement + postings - 2. TWITTER: - Create event page - Broadcast Tweets 2 21Property of Jonathan Donado - All Rights Reserved
  • 21. Event Promotion: 1. Digital Communication - Social media campaign - 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 22Property of Jonathan Donado - All Rights Reserved
  • 22. Event Promotion: 1. Digital Communication - Social media campaign - 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 23Property of Jonathan Donado - All Rights Reserved
  • 23. ADVERTISING: Concentrate all Advertising through Facebook as it is highly targeted and successful 2 24 Property of Jonathan Donado - All Rights ReservedSource: Neil Patel
  • 24. Facebook has the best ROI 2 25 Property of Jonathan Donado - All Rights ReservedSource: Neil Patel ADVERTISING:
  • 25. HOW ? WHAT ARE THE SOURCES OF REVENUE? EXECUTION: Let’s make $$$2 26Property of Jonathan Donado - All Rights Reserved
  • 26. 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 27Property of Jonathan Donado - All Rights Reserved
  • 27. REVENUE SOURCES:2 Sponsors Players Fees Overall Costs / Overhead Vendors / On-Site Sales $ Time 28Property of Jonathan Donado - All Rights Reserved
  • 28. 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 29Property of Jonathan Donado - All Rights Reserved
  • 29. 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
  • 30. MY VALUE PROPOSITION STRATEGY PLANNING EXECUTION 31Property of Jonathan Donado - All Rights Reserved
  • 31. EXECUTION: Make it an “Experience” A Combination of soccer + fun + entertainment HOW? 3 32Property of Jonathan Donado - All Rights Reserved
  • 32. EXECUTION: Make it an “Experience” 1. SOCCER TOURNAMENT OPERATIONS: Key Factors for a well organized event 3 • Access/ Logistics • Timing of eventsOrganization • Field/ Installations • Support equipmentVenue 33Property of Jonathan Donado - All Rights Reserved
  • 33. EXECUTION: Make it an “Experience” 1. SOCCER TOURNAMENT LOGISTICS: - Hotel Partnerships - Limousine / Bus Transportation 3 34Property of Jonathan Donado - All Rights Reserved
  • 34. EXECUTION: Make it an “Experience” 1. SOCCER TOURNAMENT OPERATIONS: Also, to minimize resources and cost, sign up Volunteers 3 35Property of Jonathan Donado - All Rights Reserved
  • 35. EXECUTION: Make it an “Experience” 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 36Property of Jonathan Donado - All Rights Reserved
  • 36. EXECUTION: Make it an “Experience” SOME IDEAS to make it FUN + ENTERTAINING: Casino-yes tournament: Betting for $$ - Winning team / Lead Score Player - Another source of Revenues for Sportivo 3 37Property of Jonathan Donado - All Rights Reserved
  • 37. EXECUTION: Make it an “Experience” SOME IDEAS to make it FUN + ENTERTAINING: Poker-Night for Players 3 38Property of Jonathan Donado - All Rights Reserved
  • 38. EXECUTION: Make it an “Experience” SOME IDEAS to make it FUN + ENTERTAINING: Players Games 3 39Property of Jonathan Donado - All Rights Reserved
  • 39. EXECUTION: Make it an “Experience” SOME IDEAS to make it FUN + ENTERTAINING: Kids Soccer Clinic (to attract families) 3 40Property of Jonathan Donado - All Rights Reserved
  • 40. EXECUTION: Make it an “Experience” SOME IDEAS to make it FUN + ENTERTAINING: Hostesses + Cheerleaders/Models 3 41Property of Jonathan Donado - All Rights Reserved
  • 41. SCOPE OF WORK: 42 Property of Jonathan Donado - All Rights Reserved •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
  • 42. FEES: 43 Property of Jonathan Donado - All Rights Reserved 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
  • 43. 15 - Thank you - Linkedin.com/in/jonathandonado www.branded.me/jonathandonado twitter.com/donadosays Jonathan Donado
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