2011 nc state women's soccer marketing plan

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Table of Contents

SWOT Analysis ……………………………………………………………………………

3

Situational Analysis …………………………………………………………………….

4

2010 Attendance/Ticket Info ……………………………………………………….

4

2011 Home Schedule ………………………………….……………………………….

5

Marquee Budget Breakdown ………………………………………………………

6

2012 Marketing Schedule ……………………………………………………………

7-10

Ball Kids ……………………………………………………………………………………….

11

Game Day Promotions …………………………………………………………………

11

Digital/Social Media ……………………………………………………………………

11

Poster/Schedule Card Distribution ………………………………………………

12-14

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SWOT Analysis

Strengths On-campus venue

Updated facilities

Schedule does not conflict heavily with volleyball or men’s soccer

Team participates in the premier conference (ACC) for collegiate soccer

Budget providing for increased advertising and incentives for “marquee” games

Weaknesses Lack of “true” home-field advantage, fans are not as into the game as they are at other sporting events

Consumer information – due to no pre-sale of tickets we have no demographic information on fan base

Popularity of soccer is low for NC State students

Sponsorship – incentive prizes for halftime games and contests must be purchased by athletic department due to lack of sport sponsorship

Opportunities High number of youth teams in the area

Front-loaded schedule creating more home games when warm weather is likely

Opportunity to host ACC Tournament quarterfinal

Capitalize on popularity of United States’ success in 2011 World Cup

New field-level seating allows more space for students to be closer to action

Threats 9/22 home game vs. Wake Forest at same time as football vs. Cincinnati on national television

Reliance on Student Wolfpack Club – past attendance has shown that individual game attendance fluctuates based on whether SWPC members receive points for that particular event

Games are usually attended by freshman and sophomores – once they move off campus they don’t attend as frequently

Once the weather cools down, attendance may drop UNC-Chapel Hill has strong program with large fan base

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Situational Analysis

NC State soccer enters its third season playing at the new Dail Soccer Complex. While the complex has always boasted an International quality playing surface, in 2011 the soccer complex will see facility upgrades by way of a new field house, improved on-field seating options, and a press box on the main concourse. These three upgrades will significantly improve the game day atmosphere and operations for the team, the fans, and the NC State support staff. The 2011 NC State women’s soccer team should look to build on the popularity of the sport that has been garnered by the run of the 2011 United States World Cup team. The efforts of the US international team have shown fans how exciting the sport can be, and that the women’s brand of the sport in particular is a pure form of the beauty of soccer. Raleigh’s unique situation of having a large contingent of participants in youth club teams should allow the program an audience to display its talents.

On the field, the 2011 team will look to play an exciting brand of soccer while continuing to show progress towards becoming a contender in the ACC under third year Head Coach Steve Springthorpe. The Wolfpack return a strong core of upperclassmen, including local products Alex Berger, Paige Dugal, and goalkeeper Kim Kern. The Wolfpack have a challenging schedule, including 10 opponents that appeared in the NCAA Championship Tournament last season.

2010 Attendance & Ticket Information

Date Opponent Tickets Sold Attendance 8/20 Texas 69 976

8/23 Coastal Carolina 26 1015

8/27 High Point 61 976

8/29 Charlotte 76 542

9/3 Pittsburgh 71 731

9/5 Loyola 49 231

9/12 FIU 21 330

9/26 Boston College 35 358

10/1 UNC- CH 511 2023

10/10 Maryland 56 341

10/14 Miami 20 245

10/17 Florida State 29 403

= 1,024 = 8,171

Ticket Prices

General Admission - $5

Senior/Groups - $3

17 & Under/Students - Free

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2011 Women’s Soccer Home Schedule

Date Opponent Time Group/Theme Night Friday, 8/12

Red & White Game (exh.) 7:00 p.m.

Friday, 8/19

VCU 7:00 p.m. CASL Night

Sunday, 8/21

Navy 1:00 p.m. Johnston USA Day/Beach Day

Friday, 8/26

Old Dominion 8:00 p.m. YMCA Night/Back to School Night

Monday, 8/29 LSU 5:30 p.m. Big Brother, Big Sister Night/ 90’s Night/SWPC

Sunday, 9/11

North Florida 1:00 p.m. 9/11 10th Anniversary

Sunday, 9/18 Towson 1:00 p.m. Dads & Kids/Y-Guides & Princesses Day

Thursday, 9/22 Wake Forest 7:00 p.m. TFC/International Soccer Night/Camper Night/SWPC

Thursday, 10/13

Virginia 7:00 p.m. Salute to Education day/Jr. WPC

Sunday, 10/16 Virginia Tech 1:00 p.m. Pink Game/Faith and Family Day/SWPC

Thursday, 10/20 Clemson 7:00 p.m. Pack the House Night/Greek Night/SWPC

Thursday, 10/27 Duke 7:00 p.m. Triangle United Soccer/Senior Night

BOLD – Marquee Event Designation

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Marquee Event Budget Breakdown *2011 Marquee Event Budget: $4800 over four games

Date/Opponent Promotion Advertising Giveaway Decoration $ Spent Monday, 8/29

LSU Big Brother Big

Sister Night/90’s Night

-Technician Ad ($200)

-Facebook Ad ($100)

- State Soccer Fanny Packs ($600)

- 90’s Prizes($250)

$1,150

Thursday, 9/22 Wake Forest

TFC/Camper Day/International

Soccer Day

-Que Pasa Ad w/ BOGO adult ticket offer

($600)

-Pizza($250) -State Soccer Water

Bottles ($250) -Club Donation($250)

$1,350

Sunday, 10/16 Virginia Tech

Pink Game/Faith and Family Day

-N&O Ad ($200) -Technician Ad

($200)

-Pink Bracelets -Pom poms (In Stock)

Stick Balloons ($300)

$700

Thursday, 10/20 Clemson

Pack the House Night/Greek Night

-N&O Ad ($200) -Facebook Ad

($100)

-$1Ticket Promotion - State Soccer Koozies

($300) -Grand Prize ($600)

$1,200

Total Spent - $4,400

Total Remaining - $400

* The Remaining $400 will be used for mini soccer balls that will be thrown out by the

starters prior to the start of the game.

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2011 Marketing Schedule

Date Type Details

JUNE

Posters and schedule cards printed

Email Send out invites for ball kids and team nights

JULY

5, 6, 7, 11, 12,

13, 14, 18, 19,

20, 21, 25, 26,

27, 28

Provide home game schedule to students at all new student

orientations

AUGUST

1 Jeff Gonza (WSOC contact) begins work

2 Table Y-Guides Vendor Meeting

9 Email Contact CASL as reminder for VCU match

10 Face-to-Face Deliver Materials to dorms and businesses (either by team

or marketing office)

Email Send out initial invites to all groups for promotional days. A

reminder will be sent out to group ten days prior to specific

match (ex: CASL Night)

11 Email Contact JUSA as reminder for Navy Match

12 EVENT RED & WHITE GAME (EXH.) 7:00 P.M.

15 Table Cates Crawl

15 E-News Weekly Athletic Newspaper

15 Flyer Distribution of flyers promoting that week’s games

15 Facebook Facebook posts promoting that week’s games

15 Radio “This Week in Wolfpack Athletics” on Wolfbytes

16 Email Contact YMCA as reminder for Old Dominion match

17 Face-to-Face Go to RailHawks game to promote upcoming games

19 Email Email Big Brother/Big Sister as Reminder for LSU match

19 Facebook/Twitter Reminder is placed on Facebook with match info

19 Banner Reynolds “NC State Soccer Game Today”

19 Sandwich Boards Game info placed strategically around campus

19 Flyer Student athletes distribute flyers on campus/class

19 EVENT VCU 7:00 P.M. (CASL NIGHT)

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21 EVENT NAVY 1:00 P.M. (JUSA DAY/BEACH DAY)

22 E-News Weekly Athletic Newsletter








26 EVENT OLD DOMINION 8:00 P.M. (YMCA/BACK TO SCHOOL NIGHT)

27 Table Cary Lazy Daze Festival







29 EVENT LSU 5:30 P.M. (BIG BROTHER BIG SISTER NIGHT/90’s

NIGHT/SWPC)

SEPTEMBER





5 Radio “This week in Wolfpack Athletics” on “Wolfbytes

8 Email Email Y-Guides & Princesses as reminder for Towson match





11 EVENT NORTH FLORIDA 1:00 P.M. (9/11 10th ANIVERSARY)



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12 Email Email TFC and Campers as reminder for Wake Forest match


17 Face-to-Face Autograph session at S. Alabama football game




18 EVENT TOWSON 1:00 P.M. (DADS & KIDS DAY/Y-GUIDES &

PRINCESSES DAY)









22 EVENT WAKE FOREST 7:00 P.M. (TFC/INTERNATIONAL SOCCER

DAY/CAMPER DAY/SWPC

24 Face-to-Face Go to RailHawks game promoting upcoming games

OCTOBER

3 Email Email Faculty/Staff/Wake County Schools as reminder for

UVA game





13 EVENT VIRGINIA 7:00 P.M. (SAULUTE TO EDUCATION DAY

(Faculty/Staff/Wake County Schools)/JWPC)





16 EVENT VIRGINIA TECH 1:00 P.M. (PINK GAME)



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17 Email Contact John Cirillo of Triangle United as a reminder for

Duke match





20 EVENT CLEMSON 7:00 P.M. (PACK THE HOUSE NIGHT/GREEK

NIGHT/SWPC)









27 EVENT DUKE 7:00 P.M. (Triangle United Soccer Night/Senior Night)

In-Season Promotional Efforts

Game Week Flyer Distribution of flyers promoting that week’s games

Facebook Facebook posts promoting that week’s games

Email Weekly Athletic Newsletter

Radio “This Week in Wolfpack Athletics” on Wolfbytes

Game Day Facebook/Twitter Reminder is placed on Facebook with match info

Banner Reynolds “NC State Soccer Game Today”

Sandwich Boards Game info placed strategically around campus

Flyer Student Athletes are provided with flyers to distribute on

campus/in classes

Other Face-to-Face Attend RailHawks games promoting upcoming games and

events

Face-to-Face Attend youth soccer tournaments throughout the area to

promote upcoming games and events

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Ball Kids

CASL TUSA

Goldstar Triangle Futbol Club

JUSA NC State Men’s Soccer (select games)

Game-day Promotions Marketing & Promotions Table

A table will be set up at every home game

Promotional items will be placed on the table while supplies last

In-Game Promotions

Contests/Scrimmages at half

Starter ball toss

We Score, You Score t-shirt toss

Theme nights

Facebook Check-Ins

Digital & Social Media GoPack.com

Ability to implement headers, interactive videos and pop-ups to promote upcoming events

Email to all e-news subscribers with upcoming event information

All promotions listed on promotions page-linked from soccer page

Facebook.com/ncstateathletics

Ability to send out reminders about upcoming events and to interact with over 25,000 “Fans” with online contests and polls.

Ability to offer special deals and discounts to Fans through Facebook Check-Ins. We can add “loyalty” benefit to our events, so if someone attends multiple events they will receive a prize or discount

When a person checks into “Dail Soccer Stadium” on game day it will show that they are at a men’s soccer event, encouraging their friends to attend as well.

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Poster & Schedule Card Distributions

Information Tables

NC State New Student Orientation

Cates Crawl

Cary Lazy Daze Festival

Y-guides Vendor Meeting

Mission Valley Electric Beach Brueggers

Dalat Oriental Restaurant Cloos Coney Island 6-12 Convenience Store Quizno's

Ruckus Pizza Sammy's N-Style Pack Backers

Burger King Cup a Joe Champions Pizza Ba Da Wings

ABC Store El Cerro Kerr Drug Baja Burrito Nur Deli

Hillsborough Street Sub Conscious The Record Exchange

East Village Pantana's Pool Hall Time-Out Gumby's

Left Right Wings Zaxby's Burger King Pita Pit

Pack Backers Brickhouse Hills. Street Textbooks Marco's Pizza

I Love NY Pizza Subway Farmhouse Freshberry

College Music and Pawn Amore's Pizza Melvins Two Guy's

Hannah's Subs Jimmy Johns Bell Tower Mart Hot Box Pizza

Zippy Mart Player's Retreat Western Lanes Planet Smoothie

Wolfmart

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Campus/Dorms Avents Ferry Becton

Berry Watauga Wood U.Towers

Bragaw/Cstore Lee College Inn Syme

Bagwell/C-Store Tucker North Metcalf

Sullivan Alumni Assn Case Athletics Center Bookstore NC State Ticket Office WB Student Health Center Atrium/Cstore

Visitors Center Talley/Cstore Dining Halls

Western Boulevard Wendy's Pizza Hut

Kim Dry Cleaners Subway Jiffy Lube Circle 76

KFC Food Lion McDonalds Bojangles Amedeo's

Avent Ferry/Gorman Shopping Center Cameron Village Gorman Street Pub Athlete's Foot

Subway Wolf Camera Cueva de Lobos Medlin Davis Cleaners

Pearl Chinese Food K&W Kangaroo Gas Station Café Carolina

Food Lion

Glenwood Ave (Mall) Wake Forest Rd Champ's Denny's

Food Action Hooters Foot Locker Carolina Ale House

Chili's Bojangles Texaco TGI Friday's

Wendy's Burger King Fat Daddy's

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Briar Creek Aladdin’s Eatery

Applebees Azitra Indian Fare

Bob Evans Brixx Pizza Brueggers

Caribou Coffee Chili’s

Dairy Queen Greek Fiesta

Jason’s Deli Maggie Moo’s

McDonalds Noodles and Co.

O’Charley’s Qdoba

Quiznos Slice of NY

Which Wich

Triangle Town Center Baba Ghannouji

Chik-fil-a Dairy Queen

Great Steak & Potato McDonalds

Sakura Villa Fresh Italian Kitchen California Pizza Kitchen

Chili’s Sweet N Yummy

Moe’s Romano’s

Twisted Fork Auntie Anne’s Pretzels

Caribou Coffee Cinnabon

Great American Cookies Pretzelmaker

Starbucks Teavana

North Hills Five Guys

Sport Clips Which Wich

Fox and the Hound Chick-fil-a

Cinellas

The Shack Omega Sports

Starbucks Firebirds

Moe’s Mcallister’s

2011 nc state women's soccer marketing plan

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