Hialeah Senior High School



SPORTS AND ENTERTAINMENT PROMOTION PLANDECAHialeah Senior High School251 E 47 STHialeah FL, 33013Alexis Robinson and Bitia DavilaDecember 2014Table of ContentsExecutive Summary ………...………………………………….……..…..1Company Description ...………………………………………………...2-3Objectives……………………………………………………………….4-5Schedule of Events……………………………………………………...5-6Special Events……………………………………………………...…6Advertising……………………………………………………………6Display………………………………………………………………...7Publicity………………………………………………………….……8Responsibility……………………………………………………………..9Budget…………………………………………………………………….10Statement of Benefits to the Company…………………......…………….10Bibliography ………………………………..……………………………11Executive SummaryAs marketing managers, we have decided to guide the 2013-14 NBA (National Basketball Association) playoff finalists, the Miami Heat, into yet another successful year. Located in south Florida, this franchise’s name could not be any more accurate. Miami is where the heat is on all the time. With Miami having such a large population, it is hard to reach out to each and every one of the residents of the community, but we plan to make it happen. Our primary goals are to recompense loyal fans, sell out all, if not most, house game, and take any necessary actions in order to get Miami Heat into another victory.In order to begin our campaign, we will kick off the season with concerts hosted by celebrity heat fans such as, Pitbull, Flo-Rida, Jason DeRulo and many more. Having such performers come out and support their preferred team will catch the eye of so many fans of all demographics, and target a larger audience. This event will be held at the American Airlines Arena, home of the 2012-2013 Champions, the weekend prior to the first game of the season. There will be giveaways taking place throughout the concert including game tickets, bobble heads, any special heat gear usually sponsored by Party City, Adidas, Verizon Wireless, and McDonalds. We will also have an “End of Season Heat Jam” complimentary concert in which we will have a number of artists to end the season on a good note. Giveaways will be a part of every game. The loyalty of Heat Fans is a very important factor, for the most part the more devoted they appear to be, the higher their chances will be for any giveaway. These will recompense fans for their commitment for the team. We will also be hosting a family festival around springtime, when most teams are getting ready for playoffs. During this festival, fans of all ages will be able to interact and receive autographs from their favorite players, and also their families will enjoy day full of fun activities. Events like these benefit charities like a variety of non-profit organizations that show their support throughout the years. In order to draw fans right into our stadium, we need an effective advertising campaign. Our campaign will utilize a popular form of communication, which is social media. We will use networks such as Facebook, Twitter and Instagram to ensure that fans are aware of the games, events, giveaways and special offers available to them. 1Company Description The Miami Heat came into the NBA for the 1988 season as part of a two-phase league expansion. Teams like the Minnesota Timberwolves, Orlando Magic and the New Orleans Hornets (at the time) are also being included in the expansion. The Miami Heat once played on an American Basketball Association team known as the “Floridians”. After a couple of years, the franchise began to make progress thanks to a series of draft selections. Throughout the years, the Miami heat has achieved a high level of success, winning the NBA Championship in 2006, 2012 and 2013. In 2011 they made it to the finals, but the Dallas Mavericks took the Championship. Not long after, they stepped up their game and showed everyone they meant business and won the 2012 Championship against the Oklahoma City Thunder. 2013 was yet another successful year when they won against the San Antonio Spurs on game 7. They made it to the finals in 2014 but lost against the San Antonio Spurs on game 5Owned by Micky Arison and coached by Erik Spoelstra plus multiple assistant coaches,the Miami Heat will once again strive for the 2014-2015 NBA Finals. With the help of2our promotion plan and the help of our loyal and numerous fans, the Heat will bring the trophy back home where it belongs. After 4 years of being with the Heat, Lebron James, decided to go home back to Cleveland. All though it was devastating for most Heat fans, we will continue to attempt to maintain a good reputation in the NBA. The Miami Heat has had a well-structured team during the previous years that have dedicated their time and worked efficiently towards their victories. Starting the 2014-15 season, a handful of new teammates such as Shabazz Napier, Luol Deng and James Ennis have been added to the team. With all the hype from the fans around the world, and this improved roster, the Miami Heat will remain unstoppable and will continue to be undefeated. New Addition to the Miami Heat Roster3Objectives 137160013639802014-15 Miami Heat Goals 002014-15 Miami Heat Goals As stated before, our Promotion Plan target market is the Heat fans of all demographics. Not only will we target Heat fans but basketball fans in general. We plan to walk into another victorious year for the Miami Heat. Our promotional campaign has 2 main goals to accomplish throughout the year so the Miami Heat can lead yet another victory. Chart below:3657600982980Starting/ending the season by recompensing loyal fans 0Starting/ending the season by recompensing loyal fans -228600868680Sell out most games throughout the season if not all00Sell out most games throughout the season if not all137160016764000354330016764000Selling out most/all home gamesMiami, FL has a population of 420,000 thousand people as of 2013 according to . Being home of the Miami Heat, the population is very high and the fan base can be very intense. With the fan base being so high and so enthusiastic, the players feel welcomed and pumped every game, ready to show they what their capable of. With Lebron James no longer in the Heat, there’s a new “Big 3” in 4town. Dwyane Wade, Chris Bosh and Luol Deng along with the rest of the teammates and the fans will try their best to have another successful season. By selling out all or most home games, the players will have support from their friends, family and devoted fans.Giving back to our loyal fans The Miami heat has one of the biggest fan base teams in the NBA. A team without fans would not be complete. As much as everyone loves the Miami Heat, we also have some envious people. Though the most logical thing to do would be to represent your hometown, many people bandwagon other teams in the NBA, as well as other sports. Many celebrities influence the fan base. Celebrity rapper “Lil Wayne” was escorted out of a game against the Los Angeles Lakers for being disruptive and disrespectful towards the team. Not long after, Miami raised singer and Heat fan “Pitbull” made a song defending his city called “Welcome to Dade-County”. Our plan is to repay those devoted Heat fans such as people who come wearing their Heat gear every game and season ticket holders. IV. Schedule of Events A. Special EventsPromotion is one of the major factors in enhancing sales at the Heat games. We rely on two different sale promotions: Miami Heat fan festivals and beginning/end of season concerts to attract our fan base. 5Miami Heat Fan FestivalsDuring the Miami Heat fan festival, fans are going to be able to interact with their favorite Miami Heat players along with their families and friends. Our lovely sponsors will have all kinds of gourmet food for those attending. The festival will be filled with activities for fans of all ages to enjoy throughout the day. Our Miami Heat official DJ will be making an appearance for the fans to enjoy, dance and have fun. This event will serve as a community service project to raise money for the organizations in which the Heat proudly supports. Throughout the day, we’ll be giving back to the community and to those in need.Beginning/end of season concertsBefore the first game of the season, fans will be treated to a complimentary concert hosted by many artists (Miami Heat fans). This event will welcome our fans and give them a great start to the new season. The end of season concert will be twice as big to celebrate the accomplishments the Heat will make throughout the year. Since it’s the final event, we want to end the season with an unforgettable afternoon the fans would never forget and if we get lucky, we’ll be celebrating another championship. 6Advertising Our advertising campaign will establish the Miami Heat 2014-15 fans attendance at home games as well as spreading the word about all upcoming special events and games. Social Media networking is one of the most rapid and efficient ways of spreading fast information. Most of out advertisement will be done on the World Wide Web. With the use of common known websites and applications such as Facebook, Twitter etc.… we will be able to take advantage of the potential publicity opportunities that this will give. Sports- related websites such as Sun Sports and ESPN will help advertise out ticket sales and merchandise. Ticket holders will be put on an email and text-messaging list to receive weekly alerts updating them on upcoming games, special events and any recent news if they would like. 7DisplayThe Miami heat is very lucky to call the American Airlines Arena (Triple A) their home. Due to the numerous amounts of events held in the arena, it is always kept in excellent shape. Some of the many events held at the arena include, Barnum and Bailey Circus, Disney on Ice and uncountable concerts. Every event has its on unique décor in righttop00which the arena takes care of. When it comes to our Miami Heat fan festival, it will be held both inside and outside of the arena. Professional colorful banners will be printed for the fans and tourists to enjoy. For the concerts (located inside the arena), important information and commercials will be advertised on most screens. The Triple A has the biggest LED display screen in the NBA in front of the entrance to attract tourists and fans. Publicity2514600448119580835433001395095Miami Heat’s Chris Bosh and Wife Adrienne Bosh volunteer on Thanksgiving Day to feed families in need.00Miami Heat’s Chris Bosh and Wife Adrienne Bosh volunteer on Thanksgiving Day to feed families in need.3429000651510000Publicity us a major factor to our promotion plan. This is important because it influences on how the community views the Miami Heat team as a whole. With numerous events throughout the year, the Heat hopes to gain publicity by helping out their community. Through they will always be known as champions, there will always be people out there who try to bring the teams image down. With this advertising through social networks, their publicity will rapidly increase. Giving is always better than receiving, which is the main reason why our Promotion plan includes a lot of giving to out loyal Heat fan base as well as the community in general. V. Responsibility SheetMiami Heat Staff Responsibility DistributionMarketing DepartmentPromote Miami HeatCoordinate concerts and all events sponsored by the Miami HeatDesign and distribute flyer, posters and heat gear given away on certain gamesPublicistUpdate Facebook, Instagram and TwitterPress releasesLeads publicityMaintain viral advertisingCreates and issues promotional campaignSeason Ticket Services and Operations Organizes kick-off and end of season concertWorks with staff and ticket salesCorporate PartnershipObtains all gifts for any Heat giveaways and rafflesHuman Resources/ Administrative ResourcesOrganizes all community events Information Technology Monitors all Heat SoftwareBrand ManagementWorks with the design team on throwback merchandise and uniform for the season and events 9VI. Budget sheetEventProject start-up expensesAdvertisingFlyers: $250Posters: 300Social Media: No costTotal: $550Family Festival$3.00 per Miami Heat Volunteer Wristband (Amount 100)Food and games (donated by sponsors)$5.00 per volunteer T-shirts (McDonalds sponsored) (Amount 100)Total: $800.00Giveaways15 tickets will be given away per home game(on the house)20 Autographed Spalding basketballs will be raffled in the beginning of the game ($20 per basketball)Total: $400.00Beginning/end of season concertAmerican Airlines Arena: No cost$10.00 per Heat shirt (variety or styles and sizes) (shirts will be sponsored by TBA)100 shirts will be given away per home game Total: $1,000 -1,000 (sponsorship) _______ $0.00Total: $1,750VII. Statement of benefit to the company With the help of promotional campaigning, the Miami Heat will accomplish the assurance of a new home, a new community and a new season. Our three-pronged approach of developing a loyal fan base, giving to the Miami Heat community and implementing fame through social medial, will bring on court success, prosperous finances, and, most importantly a season of sold-out games. Hosting special events will 10create unforgettable experiences, such as such as the kick off concert hosted by Pitbull, Flo-Rida and Jason Derulo. Since Miami has about 65% of the population being Hispanic, the concert will thrive. This event will help the Heat reach a larger audience, by having such performers put on a concert to support their team. Subsequently, giveaways will be part of every game to excite the audience. Towards the end of the season, it is not guaranteed that all ticket holders will be announced of these giveaways, but for the most part, a large quantity will. A major component to the Miami Heat is the loyalty of their fans. The devotion of the fans increases the chances of being a recipient of a giveaway. Finally, using social media will be effective in advertising campaigns. Being a season ticket holder, you will be notified by receiving emails and texts messages on any events occurring aside from home games and the giveaways that will go on. We will use networks suck as Facebook, Twitter and Instagram to ensure that fans are aware of games and events taking place. By using methods of advertising, fans will help spread the word about the new, “Big 3” always ready to bring their game on. Ultimately developing a loyal fan base, giving to the Miami Heat community, and implementing fame through social media, will ensure the 2014-15 seasons to be a memorable one.Bibliography ................
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