strategy & marketing proposal - sport event (soccer)

STRATEGY & MARKETING PROPOSAL

Soccer Tournament in Las Vegas

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

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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

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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

OBJECTIVE: My Business Proposal

End Goal: To make the soccer tournament a success in terms of Revenue Generation, Branding, and Player Participation/Spectators

6 Property of Jonathan Donado - All Rights Reserved

MY VALUE PROPOSITION

STRATEGY PLANNING EXECUTION


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.

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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

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STRATEGY: Set a path for success

The key for a successful promotion of the soccer event is a combination of 3 drivers:

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Unaware Aware

Informed Interested

Desire to Play Intend to Play

Signs to Play A PLAYER


PLANNING:

• PLAYER OUTREACH • SOCCER EVENT: - Promotion - Advertising / Direct Marketing - Public Relations • SPONSORSHIP: - Local - National

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PLAYER OUTREACH:

PLAYER PERSONA: - 300 miles outreach to - Southern California - Target Hispanic & White / < 40 year old players - Promote “tournament + a Las Vegas experience”

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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

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Event Promotion:

Create a tightly knit social soccer event community and engage with influencers in Social Media

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16 Property of Jonathan Donado - All Rights Reserved Source: Neil Patel

Event Promotion:

Social Media & targeted advertising are top initiatives for a successful campaign

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Event Promotion: 2

18 Property of Jonathan Donado - All Rights Reserved Source: wrightsprintingandmarketing.com

Event Promotion: 2

19 Property of Jonathan Donado - All Rights Reserved Source: wrightsprintingandmarketing.com

Event Promotion: 2


Source: http://marketing.codes/

Event Promotion:

1. Digital Communication - Social media campaigns - 1. FACEBOOK:

- Create fan page - Engagement + postings

- 2. TWITTER: - Create event page - Broadcast Tweets

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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

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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

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ADVERTISING:

Concentrate all Advertising through Facebook as it is highly targeted and successful

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Facebook has the best ROI

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ADVERTISING:

HOW ? WHAT ARE THE SOURCES

OF REVENUE?

EXECUTION: Let’s make $$$ 2


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


REVENUE SOURCES: 2

Sponsors

Players Fees

Overall Costs / Overhead

Vendors / On-Site Sales

$

Time 28 Property of Jonathan Donado - All Rights Reserved

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

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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

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EXECUTION: Make it an “Experience”

A Combination of soccer + fun + entertainment

HOW?

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EXECUTION: Make it an “Experience” 1. SOCCER TOURNAMENT OPERATIONS: Key Factors for a well

organized event

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• Access/ Logistics

• Timing of events Organization

• Field/ Installations

• Support equipment Venue



1. SOCCER TOURNAMENT LOGISTICS: - Hotel Partnerships - Limousine / Bus Transportation

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1. SOCCER TOURNAMENT OPERATIONS: Also, to minimize resources and cost, sign up Volunteers

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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

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SOME IDEAS to make it FUN + ENTERTAINING:

Casino-yes tournament: Betting for $$ - Winning team / Lead Score Player - Another source of Revenues for Sportivo

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Poker-Night for Players

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Players Games

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Kids Soccer Clinic (to attract families)

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Hostesses + Cheerleaders/Models

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SCOPE OF WORK:


• 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

FEES:


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

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- Thank you -

Linkedin.com/in/jonathandonado

www.branded.me/jonathandonado

twitter.com/donadosays

Jonathan Donado