Communication Plan

Communication Plan

Name: Roll No:Nishan Amrute 756Hardik Bansal 763Chetan Gathe 773Kedar Panditrao 791Akshay Prabhakar 797Varsha Singh 805Arjuna Football Academy

WE MAKE CHAMPIONSFacilities at Arjuna Football Academy

Use of Mnemonic Devices

Never miss your goalMission StateMentAspire to provide quality training, development and education for the benefit of the individual, the football academy and the sport as a whole

Our Logo

Management and StaffExecutives

PR

Investor Relations

Web

Advertising

Marketing

Mission Toprovide an environment where young players can express themselves and enjoy their football development.

Provide a model pathway for learning and development of youth players.

To maximize the potential of talented individuals and convert them into world class international players.

Develop players as responsible people with an awareness of their responsibilities to each other with mutual respect for others.

Cont.Develop and teach the young players to understand the benefits to be gained in a healthy lifestyle, diet, drug awareness, education and codes of conduct.

To develop relationships with parents, schools and other professional organizations that is concerned with the needs of young players individually and collectively.

To be financially self sufficient.

To develop and improve our facilities and equipment.

Communications tools of AFA1)Outreach Using Internet

As Internet is powerful and rapidly expanding medium of communication, AFA used it very efficiently.

Made advertisements on social networking websites. for e.g. Made a Facebook page of AFA

Costs per person reach decreased.

It offered the possibility of interacting with audiences and learning more about them (through on-line questionnaires, forums and e-mail).

The feedback on internet is quick, hence it helped to keep campaigns fresh and interesting.

2)Outreach Using Spokespersons / Celebrities / Brand Ambassador Celebrities are the most sought after spokespersons. Instant recognition attracts the attention of the target audience and makes whatever they are promoting more visible

Appeal to the target audience

Personal interest, knowledge, and experience in the issue.

Commitment to the campaign.

Other sponsorship commitments.

Potential risks.

Celebrity Brand Ambassadors of AFA

Indian Football Team CaptainSunil ChhetriMumbais local football icon-Steven DiasKing Of Bollywood - Shahrukh KhanCommunication through MediaThere are many advantages offered by printed publications which make them one of the most used communications tools in outreach campaigns.

Publications can reach large audiences with more targeted, technical and detailed information than that which can be communicated through press releases advertisements.

Publications are handy educational tools that remain with the target audience for future reference and consultation.

An obvious disadvantage of publications is the cost related to their mailing and printing.

Perhaps a more important disadvantage for publications is that they are only as effective as their distribution. Appropriate mailing lists and distribution at special events and key locations are essential to the communications success of publications.

Communication of AFA through MediaNewsletters

Press releases

Speeches

Presentation

Promotional CampaignPrint and Outdoor Media - Advertising through regional news papers. - Advertising through hoardings.

Regional DailyColor advertisement rate (Rs. per sq. cm)Area (sqcm)Cost of advertisement Mahrashtra Times295400118000 Nav Bharat Times 12060072000 Loksatha275400110000 Lokmat290400116000 Total expenses (Rs)416000

No. of billboards

Cost basis per hoarding

Cost impact

5750003750000RadioHindi & Regional teasers

Time slots: jingle each in the morning slot (9-11am), afternoon slot (12-3pm) and prime time slot (8:00-9:00pm)

The campaign ran for 4months.

6 days were chosen from a period of 10 days. This was done thrice every month.

Total teaser campaigns = 6*3*3= 54

Average cost basis= Rs 3750 per 10sec link

Total expenditure for radio campaign = Rs 8,10,000

Visual CommunicationBillboards

Posters

Banners

Streamers

Festoons

Arjuna Football Academy

WE MAKE CHAMPIONS

Web-www.arjunafa.org

Activity Calendar February 13SundayMonday Tuesday WednesdayThursday Friday Saturday 1SchoolPromotion2Training session of Level 13Intra Football matches4Training session of Level 2

5Meeting with Media Partners6Training session of Level 3

7Meeting with Company partners8

9

10Intra Football matches

1112Celebrity visit to Academy13Sponsors for the Sydenham college Sports day14Sponsors for the Sydenham college Sports day

1516Meeting with Parents17FootballTournament18Meeting with Media partners

1920Speech by Mr.Panditrao at Jai Hind College2122Meeting with all staff 23All players meet with famous player24Football Finals with Chief guest252627Celebrity visit to Academy

28End of month Awards for best playersCompetitors\

Budget & AllocationMonthly Fees:-- Fees for U12s - 1700/- (53 students) - Fees for U 14s- 2000/- (61 students)- Fees for Level II and III- 2400/- (45 students)

Total Income through fees:- - 3,20,000 approx.

Salaries expenditure:-- 1,20,000 approx.

Most of the schools are encouraging football; so they dont charge us for our visit.

Our coaches work at different academies so they do not charge us more.

We have the support of Manchester City FC of England and our football merchandise sponsor Puma.

By establishing good media relations the cost of press releases, newsletters, etc could be minimized.

After early struggle AFA has managed to hold off competition with big academies.

Because of proper communication plan of the company all the capital expenditure is recovered after just 3 years.

As football is growing in this country AFA wants to start further academies in Pune , Kolhapur, Ahemadabad, etc.

ConclusionA Communication Plan relates the a companys brand, image, mission, values, and goals to all employees.

It helps the company to reach out to its audience in the best possible way.

It helps maintain culture within the company.

It facilitates flow of information & fuels innovation.