Royal Sports Management Group

Integrated Marketing Plan 2016

Mia F. Griggs

Griggs 1

Table of Contents Mission Statement …………………………………………………………………………. 2

Situational Analysis ………………………………………………………………………….3

Target Market …………………………………………………………………………… 4 & 5

SWOT Analysis ………………………………………………………………………………6

Market Communication Objectives …………………………………………………………. 7

Marketing Strategies & Tactics …………………………………………………………….....7

Strategies & Tactics …………………………………………………………………………. 8

Timeline ………………………………………………………………………………………9

Budget ……………………………………………………………………………………......10

Evaluation Methods ……………………………………………………………………….. ...11

Sources ………………………………………………………………………………………. 12

Griggs 2

Mission Statement

One of the most important decisions you will face as a professional is choosing your business representative. Because it’s your efforts and your earnings, you must choose someone whom you can trust. You must make your choice based on who the people are and what their efforts will do for you and your family. Our mission is to provide extraordinary personal service to our clients. We are changing the culture of the way agents sign players. Our program allows us to assist the athlete with selecting the agent that best fits his or her needs. Our success is measured in the achievement of our clients’ objectives, satisfaction and trust. We’re available twenty-four hours a day, seven days a week to help our clients manage the details and concerns of their everyday life. We handle everything from travel arrangements, to negotiating the deal for their new vehicle, to searching for a new home, to reserving a table at a chic new restaurant. We are just a phone call away. We make it a point to limit the number athletes we work with each year to ensure that we focus the requisite amount of attention to each new client.

Griggs 3

Situational Analysis

Royal Sports Management Group (RMG) was located in Nashville, TN, but recently relocated to

Atlanta, Georgia. There is definite room for growth for the sports group because they’re in a small

company in a new environment. The group has expressed their desire to make an impression on the

Atlanta market. The group pushes to improve their website hits and maintaining a consistent

following via social media. RMG is seeking to increase brand awareness in their new environment

while still maintaining their Middle Tennessee presence, RMG will ultimately grow.

RMG currently caters to fourteen athletes with representation from basketball (1), track & field (2),

and football (11). Though the group has yet to obtain any clients in boxing, baseball, or MMA, the

group offers services for these sports and looks forward to the opportunity of adding those athletes

to the roster.

The group hosts their annual “Fight Against Domestic Violence” golf tournament. The event

creates awareness regarding domestic violence and how it affects athletes and their love ones. RMG

is an advocate against domestic violence and committed to promoting the dangers of the violence.

RMG also maintains a social media presence through its Facebook, Instagram, and Twitter. The

group’s website provides a blog on updates from the group, popular topics in sports, and current

events.

Logo:

Slogan: “The End in Mind”

Positioning Statement

To athletes, RMG is a premier full service sports management group who is committed to creating lifelong relationships with our clients that are built on trust and accountability.

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Target Market Analysis

Royal Sports Management Group is a full service sports management company committed to

creating lifelong relationships with their clients that are built on trust and accountability. The group

offers several services to collegiate athletes including: NCAA rules and regulations, financial literacy,

exposure to business professionals, crime prevention, mentorship (life coach), community outreach,

personal consultations, sport/position specific training, rules on agents and runners, and assistance

with agent selection. Retired professional athletes’ services include: business development, career

development, life and disability insurance, endorsements, camps, golf tournaments, special

appearances, and tailored clothing.

This embodiment of services allows athletes, parents, coaches, and sports fans to advance from the

services offered, but collegiate athletes, professional athletes, and retired athletes are the primary

target market.

Demographics

• College athletes from the ages of 18-25

• Professional and retired athletes from the ages of 26-60

Psychographics

• Athletes during the stages of development are through Maslow’s Hierarchy of

Needs: Esteem and Self-Actualization

• Athletes require achievement, independence, dominance, prestige, and respect to

advance in their field

• Social Media: Facebook, Instagram, Twitter

• Over half of the 18-25 age bracket uses smartphones daily

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Geographic

• Athletes attending colleges in the region: Tennessee, Georgia, Alabama, Mississippi, and the

Carolinas (North & South)

• Murfreesboro: Due to many clients and founder attended MTSU

• Foreign clients

o France

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SWOT Analysis

StrengthsManagers are

former college athletes

Diverse sports management

services offered

Community Outreach

RMG Sports Academy

Weakness

Sports Group isn't big

Twitter account isn't very active

Lacking diversity in terms of

ethncity, age, and sports

Opporunities

Professional Athlete: Sammie

Seamstress

Former Gold Medalist: Tim Montgomery

Relocating to Atlanta

Threats

Losing relevenancy in Atlanta due to its a big city

Competitors such as

KMGand EnterSports

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Marketing Communication Objectives The “We are HERE! campaign was created to promote and generate brand awareness for Royal

Sports Management Group (RMG). This initiative will increase RMG awareness, logo, and brand. It

will also build steam for the campaign.

Integrated Marketing Communications Objectives • Increase the website and social media traffic by 6 percent in 13 months • Increase awareness of RMG and its services by signing 4 athletes in the Atlanta area. • Achieve 45 percent awareness among athletes in the Atlanta area

Integrated Marketing Communications Strategies & Tactics Strategy : Create a strong brand awareness via social media

Tact i cs :

• Twitter postings at least twice a day or more to build a relationship with the sports world and become a part of the conversation

• Weekly scheduled Facebook posts • Develop a weekly talk segment on Facebook: “Royalty Talk” this posting will pose

questions about popular topics and current events in the sporting industry. • Twitter Trivia: A trivia game about RMG. The first follower to reply with the

correct answer will win a RMG’s “Royalty Pack.” The Royalty Pack is simply a gift bag: t-shirt, water canteen, and RMG wristband.

• Instagram posting weekly

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Strategy : Develop a public relations campaign

Tact i cs :

• Write press releases for events and feature stories • Create a charity event regarding Domestic Violence • Generate an e-newsletter to keep target market updated • Develop relationship with media outlets in the area • Royalty Mixer: networking mixer for athletes and young sports professional and

attendees must RVSP via Eventbrite

Strategy : Develop an online presence

Tact i cs :

• Redesign website to be more interactive and make the blog internally versus using an outside blog posting site

• Develop a snapchat account for RMG • Create an updated video on YouTube as a short commercial for the company

Rationale : Developing an Integrated Marketing Communication Plan will advance RMG in the following ways.

• Create goals and achievement for RMG • Develop a structure for further marketing initiatives • Properly accumulate RMG with Atlanta, Georgia

Griggs 9

Timeline

Task: Start Date: Duration:

Plan ideas for Royalty Mixer June 1, 2016 1 month

Plan ideas for PR Campaign June 2, 2016 3 months

Call/confirm for venue for mixer Sept. 1, 2016 1 day

Develop Twitter Trivia Questions Oct. 2, 2016 5 days

Develop a Snapchat account Oct. 8, 2016 1 day

Redesign website Oct. 9, 2016 6 months

Design Royalty mixer flyer April 9, 2016 10 days

Send out invitations May 9, 2016 1 month

Release media communication materials June 9, 2016 1 day

Royalty mixer held June 29, 2016 1 day

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Budget

Items Price Venue $500 Redesigning Website $1200 T-shirts $250 RMG wristbands $60 Water Canteens $300 Flyers $25 Total $2,335

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Evaluation Methods

• Increase website and social media traffic by 6 percent in 13 months

Evaluation

Tracking social media responses using Emma software. The software will analyze every single post and convey which were successful. This software allows RMG to effectively see if their website or social media accounts improve during the year span.

• Increase awareness of RMG and its services by 4 athletes in the Atlanta area

Evaluation

This initiative will be tracked by what additional athletes are added to RMG roster after the new tactics have been conducted as well as the public relations campaign. After the year timeline, RMG shall review their roster to track how many new athletes has joined the company.

• Achieve 45 percent awareness among athletes in the Atlanta area

Evaluation

While attending the RMG “Royalty Mixer,” attendees are require to RVSP via Eventbrite and when doing so you must enter your email address. Therefore, surveys can be emailed out within the following week to review responses from the athletes. Social media also allows RMG to filter through followers to view which athletes in the area are aware of the company.

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Sources: http://rmgsportsgroup.com/

https://www.acui.org/uploadedFiles/_PUBLISHED_CONTENT/Tools/ACUI_Forum/Marketing_for_the_Campus/IMCPlanCombined.pdf