Carolina Railhawks Marketing plan 2016-2017



-2857500-91440000Marketing Plan2017Samantha CulbertsonExecutive Summary:The Carolina RailHawks is an American professional soccer team based in Cary, North Carolina at the Wake Med Soccer Park. Founded in 2006, the RailHawks are apart of the North American Soccer League, the second tier of the American Soccer Pyramid. The team provides Raleigh, and other surrounding cities, with an exciting and entertaining atmosphere for fans of all ages and ethnicities. Being the only professional soccer team in the Capital Area and soccer being a growing sport in the United States, ticket sales, team performance, fan base, and fan morale is booming and growing every year. Due to a few mismanagement issues in the past, the RailHawks have acquired a new owner with big dreams and enthusiasm. The fan base has slowly been growing since the team’s inception in 2006, but the new, and upcoming establishments are hoping to take the team soar to new heights. Since the beginning the struggle for the RailHawks has been attendance; they haven’t exceeded five thousand in attendance since 2007. They have also been plagued with broken promises, scandals, shady dealings, from one owner who was selling team assets on Ebay to dealing with the indictment of an owner due to the Fifa scandal last year. But all that is looking to change, since a new owner bought the team in October 2015. Steve Malik, the millionaire who bought the RailHawks, is extremely blunt about how the RailHawks are going to go through some big changes. From a big move out of their current stadium, to being a top contender in the North American Soccer League, to even a possible Major League Soccer franchise, there are big plans in the works.Although the RailHawks are the only professional soccer team in the area, and contain many strengths with location, facilities, and connections with other soccer clubs in the area, but unfortunately there is a lot of competition that keeps them from exceeding in ticket sales, revenue, and popularity. The competition includes collegiate sports within the triangle, the Carolina Hurricanes, minor league baseball, music and entertainment, and even movie theaters and shopping areas around the triangle. The RailHawks really need to look at ways to get fans involved, interested, and educated to keep them going to games and increase attendance for the season. Competition in the area is at an all time high, and with that the RailHawks need to stress the importance of soccer in the area and how they are the only professional soccer team in the area. The key here is to expand brand awareness, educate the general public, and increase attendance. By doing those three things, we can identify the satisfaction levels of existing and new fans, increase fan participation in events/activities, increase website traffic and social media engagement levels, as well as create a more national level of exposure for the club and bringing in more Hispanic engagement with the team. It will take time, and a lot of work, but with the right tactics and plan, there is plenty of room for growth and improvement here in the tria`11ngle area. In this marketing plan we will provide new marketing options and tactics for the 2016-2017 season in order to educate, raise awareness and increase attendance. By the end of the season, we should begin to see results and improvements if everything goes accordingly. Table of Contents TOC \o "1-3" Executive Summary: PAGEREF _Toc323332852 \h 2Introduction: PAGEREF _Toc323332854 \h 4Organizational Mission: PAGEREF _Toc323332855 \h 4Background: PAGEREF _Toc323332856 \h 4S.W.O.T. Analysis PAGEREF _Toc323332857 \h 7Strengths (Internal): PAGEREF _Toc323332858 \h 7Weaknesses (Internal): PAGEREF _Toc323332859 \h 8Opportunities (External): PAGEREF _Toc323332860 \h 8Treats (External): PAGEREF _Toc323332861 \h 9Problem Statements: PAGEREF _Toc323332862 \h 10General PAGEREF _Toc323332863 \h 10Soccer Families PAGEREF _Toc323332864 \h 10Millennials PAGEREF _Toc323332865 \h 10Hispanics PAGEREF _Toc323332866 \h 11Unique Selling Proposition (USP): PAGEREF _Toc323332867 \h 11Competitor Analysis: PAGEREF _Toc323332868 \h 11Customer Analysis: PAGEREF _Toc323332869 \h 13Target Markets: PAGEREF _Toc323332870 \h 15Suburban Soccer Families PAGEREF _Toc323332871 \h 15Millennials PAGEREF _Toc323332872 \h 15Hispanics PAGEREF _Toc323332873 \h 15Expats/Internationals PAGEREF _Toc323332874 \h 15General Goals: PAGEREF _Toc323332875 \h 16Propositions: PAGEREF _Toc323332876 \h 16Soccer families PAGEREF _Toc323332877 \h 16Millennials PAGEREF _Toc323332878 \h 16Hispanics / other internationals PAGEREF _Toc323332879 \h 16Strategy: PAGEREF _Toc323332880 \h 16Tactics: PAGEREF _Toc323332881 \h 17RailHawks Fan Bus & NCSU Partnership: PAGEREF _Toc323332882 \h 17FIFA Competition: PAGEREF _Toc323332883 \h 17Military Appreciation: PAGEREF _Toc323332884 \h 17Pregame Festival: PAGEREF _Toc323332885 \h 18Implementation: PAGEREF _Toc323332886 \h 19Gantt Chart & Information: PAGEREF _Toc323332887 \h 19Budget Comparison: PAGEREF _Toc323332888 \h 21Evaluation: PAGEREF _Toc323332889 \h 21Appendix: PAGEREF _Toc323332890 \h 22RailHawks Fan Bus Flyer: PAGEREF _Toc323332891 \h 22NCSU Partnership Proposal: PAGEREF _Toc323332892 \h 23FIFA Competition: PAGEREF _Toc323332893 \h 24Military Appreciation Flyer: PAGEREF _Toc323332894 \h 25Pregame Festival Flyer: PAGEREF _Toc323332895 \h 26References: PAGEREF _Toc323332896 \h 27Introduction:Organizational Mission:The Carolina RailHawks as a team does not have a mission statement, and neither does Wake Med Soccer Park., or NASL. I have not been able to find any mission statement for any of these. After speaking with Steven, the Vice President-Marketing and Corporate Partnerships of the RailHawks, we came up with a mission statement of our own: We plan to be the face of professional soccer in North Carolina, to own the Triangle in top-level entertainment, and bring top-of-the-pyramid player development in the Capital Area. We will earn the support of the community by extending our efforts on and off the field and will invest in the security of our fans involvement, to be the best we can be. Background:On July 19th, 2006 the Carolina RailHawks were officially named and given the badge at WakeMed Soccer Park (formerly SAS Soccer Park) in 2006. The team name, originated from a “name-the-team” contest won by Jarrett Campbell and the badge features a RailHawk flying over a set of railroad tracks. The team colors are orange, blue and white. The most recent buyer of the team is Steve Malik, who purchased the RailHawks October 30th, 2015. The teams first season, a part of the USL-1, April 21st, 2007, in front of a crowd of 6,327 at the SAS Soccer Park in Cary, North Carolina when they drew 1-1 with the Minnesota Thunder. Currently the RailHawks belong in NASL the second tier in the American Soccer Pyramid. Other teams in the league include FC Edmonton, Fort Lauderdale Strikers, Indy Eleven, Jacksonville Armada FC, Miami FC, Minnesota United FC, New York Cosmos, Ottawa Fury FC, Rayo OKC, and the Tampa Bay Rowdies. New expansion teams to league also include Puerto Rico FC (Fall 2016) and the San Francisco Deltas (2017). On top of other soccer teams in the league and the USL teams in North Carolina: Charlotte Independence and the Wilmington Hammerheads; other competitors include the Carolina Hurricanes (NHL), Carolina Panthers (NFL), Charlotte Hornets (NBA), multiple baseball teams including the Durham Bulls and Charlotte Knights, and multiple college teams such as NSCU, UNC, Duke and others. In November 2009, the RailHawks announced their intent to leave the USL First-Division to become the co-founders of the new North American Soccer League (NASL), which began in 2010. During this time there was a whole bunch of lawsuits and heated press statements, which lead to a NASL and USL split, and the RailHawks faced sale by Selby Wellmen in December 2010. The RailHawks were then sold on Ebay and purchased by Traffic Sports USA. In 2011 the RailHawks won the regular season but again fell in the playoffs, this lead to the hiring of a new coach: Colin Clarke. After hiring a new coach, news came out about Traffic Sports USA, being tied to a U.S. Justice Department sting that indicted 14-world soccer figures in May, the FIFA scandal. In October 2015, the RailHawks got a new owner, Steve Malik, the executive chairman of Cary medical software company Medfusion. Malik is the fourth owner in the RailHawks’ nine-year history and is a North Carolina native. He has a vision for growing soccer in the Triangle and has a willingness to increase spending. “I’m in it for the long run. I’m not looking to flip it and sell it for more. I think the area has a lot of potential for soccer, and I want to see it achieve it,” Malik said. “I think we have the opportunity to take soccer to the highest level with the demographics we have and the growth we have.” (Blake, 2015). Things are looking really good for the RailHawks future. With a new owner and a good amount of investment, the team has multiple opportunities to expand and grow. Due to a lack of funds and manpower, marketing was basically put on hold for the RailHawks. They relied on local soccer clubs and fans to keep everything going. But with the new owner, the possibilities are endless when it comes to marketing and brand expansion. Some of the new tactics includes the Railhawks Fan Bus, which will be later explained in the marketing plan and a “Beer Garden” area. Other tactics in the past include Kicks for Kids, Matchday Swoopstakes, Wine festivals, Pups at the Pitch, a Pig Pickin’, Taste of the Triangle, camp out nights and Soktoberfest. These events and stuff can be fun but the average attendance hasn’t been over 5,000 since 2007. The previous target markets only expanded to families and Hispanics, where as now the RailHawks are really pushing for the millennial target market. When promotions combine with team success, there is a rise in attendance but not enough to up the average. More will be explained through the rest of the marketing plan. 1143003810000365760038862000080010012001500S.W.O.T. AnalysisStrengths (Internal):New ownershipSteve MalikSignificant investmentsIncrease in staffPlayer personnelFront office staffNew marketing strategiesIncrease of budgetAggressive pursuit of MLSStrong leadership and market knowledgeLong history of soccer in Triangle (20+ years)North Carolina’s top professional soccer teamLong-standing, strong relationships with youth soccer clubsCASLYouth CampsSummer campsRemote campsTeam campsElite Technique TrainingTwo active and committed supporter clubsTriangle Soccer FanaticsOak City SupportersApproachable and community-involved playersAfter games players sign autographs and take photos with fansLocation and facilityTop-class facility in WakeMed Soccer ParkFamily-friendly / safe game day experienceGood value for moneyAbility to attract a wide audience from surrounding areasApparel sold in stadiumMost diverse fan base of Triangle pro teamsSuburban soccer familiesMillennialsHispanics / internationalsAccessibilityHandicap and special needs participants are easily able to navigate the stadiumParking and traffic are controlled by staff and PoliceMatchdayRailHawks Fan BusMatchday SwoopstakesWeaknesses (Internal):Brand awareness problemCarolina RailHawksNASLLimited historyLimited player recognitionNo super big name playersHigh turnover rateNo distinguishing brand personalityMinor league perceptionMajority of fan base lacks passion Low # season ticket holders (700) compared to NASL average (2,000)Relatively low frequency of stadium visitsAverage attendance hasn’t exceeded 5,000 since 2007Many people do not know the RailHawks even existLack of schedule awarenessLocation / visibility of stadiumFar from Raleigh/downtown areaBack off of the main roadsNo marketing data availableLack of passionate brand ambassadorsLimited national TV exposureLack of communication of purpose (explaining the why)No mission statement Opportunities (External):2016 season marks 10th anniversaryOpportunity to reach out to public and gain exposureOnly 2nd tier pro soccer team in North CarolinaExplosive growth of soccer on national scaleSoccer is the #1 sport in the world and one of the top growing sports in the USTriangle home to 30+ youth soccer clubs and 25,000+ registered youth and adult soccer playersTriangle areaTriangle is fastest growing U.S. metropolitan area (Forbes 2015)Raleigh is top 10 “Millennial Magnet City” (Bloomberg 2015)Female Millennials represent growth marketTriangle is 2nd fastest growing designated market area among Hispanics (Nielsen 2013)Stadium closely situated to Research Triangle ParkPotential (expat) fansPotential (Fortune 500) sponsorsDevelopment of mixed-used commercial project between stadium and Cary Town CentrePotential future downtown stadium / MLS expansionGrowing supporters groupsPhilanthropicKicks for KidsOpportunity to expand on charities and public relationsTreats (External):Other NC professional teams exploring MLSWilmington HammerheadsCharlotte Independence Strong competition in market placeProfessional sport teamsCarolina Hurricanes (NHL)Carolina Panthers (NFL)Charlotte Hornets (NBA)Minor League TeamsCarolina MudcatsDurham BullsCharlotte KnightsBurlington RoyalsWilmington WavesCharlotte CheckersCollege sports teamsNorth Carolina State UniversityUniversity of North Carolina at Chapel HillDuke UniversityWake Forest UniversityUniversity of North Carolina at WilmingtonFamily entertainment optionsTheatersConcertsWalnut CreekRed HatDining outNight lifeParksBowling alleysPerformancesDPACDowntown festivals (Millennials)Beach music State FairgroundsWorld Beer FestivalIncreased spending on players within NASLSoccer families have busy schedules; already inundated with the sportAttracting new demographics can potentially drive away existing core of soccer familiesTransient nature of Triangle area raises challenges to create loyal followingMLS expansion window closingProblem Statements:GeneralRailHawks brand is largely unknown in TriangleFan base dominated by (suburban) soccer familiesRelatively low brand passion, leading to low consumption frequency (one/two “nights out with the family” per season) Growth areas lie in other (more soccer passionate) target groupsMillennials / young urbanitesHispanicsOther internationalsLow value perception – viewed as minor league / semi-pro sports teamHeavy reliance on walk-ups (relatively low advance sales)Not regarded as serious sports entity by local sports mediaLack of media coverageLack of schedule awarenessLack of unity with fansName/logo/color scheme doesn’t appeal to MillennialsSoccer FamiliesLimited loyalty to/casual support of RailHawks by existing soccer families (current customers)Game day experience has become stagnant over last few yearsSame pregame festivalsNo new, exciting in-game elementsNo knowledge of distinguishing family-friendly atmosphere by prospective customersScheduling issues with kids’ youth soccer gamesRailHawks games kick off too lateSchedules of kids’ youth league gamesMillennialsStadium has predominant “soccer mom” vibeStadium set-up and amenities are not geared toward Millennial game day experienceStadium location is too far removed from downtownCary has reputation as boring suburbTransportation issues (drinking and driving)RailHawks brand is not cool / authenticRailHawks social media presence needs more Millennial appealMillennials don’t know about/care for NASLNo Millennial-specific online ticket purchasing optionsLack of RailHawks appLack of incentive for college students (discounts)HispanicsExtremely passionate about soccer, but not about local teamYoung generation torn between soccer loyalty to home country and USChildren are being denied the experience of die-hard support of home town club (as opposed to parents who grew up in home country)Not a homogenous group – first-generation Hispanics vs. educated 2nd/3rd generation (more Americanized) Hispanics Culturally a late-buying crowdAttending game requires leaving “safe” own communityFeeling of isolationPerception that attending home games is “unsafe” due to police presenceTransportation issuesHome game does not feel as welcoming without Spanish language signage and Spanish in-game communicationsLimited connection due to lack of Spanish speaking playersUnique Selling Proposition (USP):As stated above, the RailHawks are the only 2nd tier professional soccer team in North Carolina. Fans could go watch the Wilmington Hammerheads or Charlotte Independence but central North Carolina is the place to be. And local sports are more affordable than driving to the watch the Panthers or Hornets. This can prove to be very successful idea to bring in fans from surrounding areas that don’t want to make the far drive elsewhere. In the Triangle sports market, attending a Carolina RailHawks home game is…the new, affordable, fresh and fan-friendly experience compared to the game day experience at teams representing the traditional American sports, because…a RailHawks home game is so much more than 90 minutes on the field – it’s a soccer petitor Analysis:Fans have the opportunity to attend other sport events and activities in Raleigh and surrounding cities. The RailHawks understand how extremely competitive the Triangle, and state in general is and are working on increasing attendance and entice more fans to choose the RailHawks. As stated earlier in the marking plan, fans within the Triangle area have the opportunity to drive to Raleigh, Durham, Charlotte, Greensboro, Wilmington and more. There aren’t other soccer teams in the area to worry about, but everything else posses as a threat. Other professional sports and collegiate sports pose as a problem for the RailHawks but even more problematic is nonathletic activities that may be more attractive to millennials, families and the international crowds. The RailHawks must try to understand and realize what other teams are doing and how it threatens and affects the attendance at the RailHawks games. The biggest competitor in the Triangle is the massive amount of collegiate sports in the area. The Raleigh, Durham, Chapel Hill Triangle is made up of three of the biggest universities in the state: North Carolina State University, University of North Carolina at Chapel Hill, and Duke University. Duke and UNC both have extremely successful basketball programs that draw a lot of attention away from local professional teams. NC State being directly located in the capital, as well as using the same facility as the Carolina Hurricanes creates a conflict of interest. Colleges also have the upper hand when it comes to season ticket holders through the use of Alumni. Colleges specifically target their students, faculty, Alumni, families, sponsors and local businesses. Teams in the area, not tied to the colleges have to work overtime to get season ticket holders and create that loyal fan base. Also, when it comes to football and basketball, tailgating is what college students live for. The thrill of drinking before a game, playing cornhole, having fun with their friends, or Alumni reminiscing on old college days, is what is so enticing. There usually isn’t much tailgating at a soccer game, but with new marketing tactics the Railhawks are going to be able to change that. Might not be able to one up the college scene but they might be able to match it eventually. Colleges also offer really cheap, or free tickets for students. Minor league teams also allow entertainment for cheap ticket prices. And due to cheap ticket prices, teams have to come up with super fun, attention grabbing promotions. These promotions tend to reach out to various target markets as well in order to get as many people out there as possible. The promotions include theme nights, food truck festivals, craft beer nights, base running competitions with kids, mascot races, mid inning games and other fun, interactive promotions. Even if they’re a bit outlandish, it gets people interested and talking. Baseball is a huge competitor because the seasons tend to align; this is a problem and direct threat when it comes to ticket sales. Teams include the Durham Bulls, Carolina Mudcats, Winston-Salem Dash, Greensboro Grasshoppers, and Burlington Royals. The RailHawks will struggle with competing against minor league teams, specifically baseball teams unless they start upping their promotions and getting people interested and enjoying the environment and not just the soccer game. On top of the threat of other sports in the area, Raleigh is booming in entertainment and activities that offer other opportunities for families and millennials. Concerts, shopping and movie theatres, parks, bowling alleys, downtown nightlife, DPAC, and a whole bunch of restaurants reaches a much broader market than the RailHawks can reach. Soccer is a growing sport in the US and it is taking even more time growing in the south, which makes it more difficult to draw attention from the activities already going on in the Triangle. The combination of attraction and availability create a great environment for families and millennials, which have and will continue to be a constant threat to the RailHawks. On top of that the free events to attend, ticket promotions, discounts, VIP passes, giveaways, etc. the RailHawks can really take the opportunity to learn and expand their availability to their fans. North Carolina offers a wide variety of competitors, but also allows for learning and expanding for the RailHawks. It would be wise for the RailHawks to keep an eye on all their competitors and make sure their fans know what to expect from us. With the economy booming, Raleigh and surrounding areas expanding, people have more money to spend, which can be great as long as the RailHawks make people aware what they can provide. With a new marketing plan and extended budget, we will be able to surpass the competitors and address weaknesses and threats that currently affect the RailHawks.Customer Analysis:(Statistic from ESPN and SBRnet)**Mix of RailHawks statistics as well as MLS statisticsAverage Attendance for RailHawks (2015):4,539Total: 68,080Geographic Location:Located in Cary, North CarolinaFans come from surrounding citiesOnly NASL team in North CarolinaFans of other teams live in the area as wellGender: (MLS 2015)Males: 59%Females: 41%Age Group: (MLS 2015)13-17: 5.7%18-34: 34.2%35-49: 26.4%50-64: 23.7%65+: 10%Average Income: (MLS 2015)Under $25,000: 13.5%$25,000-$49,999: 20.9%$50,000-$99,999: 32.6%$100,000 or more: 33%Geographic Region: (MLS 2015)Northeast: 19.2%Midwest: 19.3%South: 35.4%West: 26.1%Social Media Usage: MLS 2015Facebook Followers14,771,000Twitter Followers9,056,000Instagram Followers550,000RailHawks CurrentFacebook Followers16,826Twitter Followers11,500Instagram Followers437Soccer Participation 2015:Participated at any level: 18.1%Computer/laptop/network viewers: 31.6%Smartphone viewers: 20.4%Facebook followers: 31.7%Twitter followers: 28.9%Summary: Through these statistics, the RailHawks can assume that middle to upper class males, between the ages of 18 and 24 who live in the triangle area will most likely be the majority of fans. With the low attendance currently and the goal to increase attendance from 5,000 to 8,000, the RailHawks will be sure to focus on attracting more women, and children to games. Although from past seasons, families are the biggest fan group for the RailHawks due to their participation in youth sports in the triangle, so the goal here would be to increase millennial participation, which shouldn’t be too hard with the abundance of colleges in the Triangle area.By analyzing customer patterns and statistics, the Carolina RailHawks have the ability to focus their target markets to increase success. The goal here is to increase social media and presence in the community. The South is big on soccer, and we can use that to our advantage, especially with the ever-growing Hispanic community in the area. Also looking at financials, 33% of people who attended MLS games last year, make over $100,000, we can do better by offering opportunities for families and millennials making much less to make it out to our games through discounts and other offers. Suggestions for these opportunities are listed in the appendix with tactics. Target Markets:Suburban Soccer Families35 – 45Relatively affluent ($70K+ avg. HHI)Live within 10-15 mile radius of stadiumSuburban lifestyleUsed to conveniencesBusy family schedulesKids play youth soccerRailHawks are entertainment option, not a lifestyleMillennials22 – 30College students/ graduates / young professionalsUnmarriedLive/work/play downtownEmbrace and align themselves with (mobile) technologyRely on digital devices that bundle communication, entertainment, and shopping all in oneSociable – expressed online as well as in real lifeWant to differentiate themselves – against mainstreamCollaborate and cooperate – with each other and, when possible, with brandsValue two-way communicationSocial mediaHispanics18 – 35Married with children1st/2nd/3rd generationFinancially challengedPay cash / no credit cardsLive concentrated in Hispanic communityUsed to conveniencesNo need/desire to leave community for services, entertainment and/or social contactsExpats/Internationals35 – 45Relatively affluent ($70K+ avg. HHI)Work for international company in Research Triangle ParkPart of international/expat communityNo extended family in the Triangle/NCRelatively small social circleLooking for (family) entertainment options in weekendsSoccer is popular sport in home countryGeneral Goals:Increase ticket sales Increase attendance average from 5,000 to 8,000Increase brand awareness and brand equity under new ownershipAttract more millennials and internationals Move fans from group three to two, and group two to one (see below)Propositions:Soccer familiesnew, fresh and fan-friendly experience because of the unparalleled safe family-friendly atmosphere; kids can run around freely and player approachability is unparalleled!Millennialsnew, fresh and fan-friendly experience because it provides a hip alternative to traditional sports, combining the typical supporters culture and soccer passion seen on TV with a downtown festival-like social atmosphere – the perfect start to your downtown night out!Hispanics / other internationalsnew, fresh and fan-friendly experience because you can enjoy watching the game you love live in an environment that matches the game day experience back home and connect yourself to the community more than any sporting event in the Triangle.Strategy:The Carolina RailHawks operate under similar marketing strategies to other sports teams in the area. The RailHawks use a three tier marketing system. The system allows for fans to move up the frequency ladder. The plan is for people within group three, the bottom of the ladder to move up to group two, and group two to move up to group one. The hope is for fans to become consistent attendees and eventual season ticket holders. The groups are as follows:Group One: The “I bleed orange” crew! The diehard fans that attend games, events, and everything associated with the team. Most season ticket holders fall into this group. Group Two: The Maybe’s. The fans that go to a few games a year, and might attend an extra event or something. Usually go because their kid play soccer or they get free tickets. Group Three: The Who’s? The people who do not attend any of the games or events, basically people who don’t even know the Carolina RailHawks exist.Tactics:RailHawks Fan Bus & NCSU Partnership:Under new ownership, and with a new budget, this year the RailHawks are able to implement the Fan Bus experience. The Fan Bus experience offers pick up and drop off for free at participating bars and restaurants in the Raleigh and Cary area. The buses are limo-style seating with music and drinks (Kupono Low Lonerider Beer). It offers a VIP experience: no parking fee and priority lane entering and existing the stadium and it creates a safe environment for fans: no drinking and driving. The Fan Bus is the key to the perfect start to your downtown night out!In addition to the current Fan Bus, with North Carolina State University so close, a partnership with the university will help to expand the fan bus experience. NCSU is relatively close to the stadium but it is a bit out of the way for students who don’t have vehicles or can’t venture too far from downtown Raleigh. Partnering up with the RailHawks will help to get students out to the games and increase awareness on campus. Also, the Wolfline busses will be accessible to the RailHawks. This will allow students to be picked up on campus, taken to the game and brought back to campus, also no drinking would be allowed on the bus which will be safer for underage students. See appendix for RailHawks Fan Bus flyer as well as NCSU partnership proposalFIFA Competition:Soccer in the United States is steadily growing, and a little bit of thanks goes to video games. FIFA is huge in the video game world and what better way to connect the two, than a FIFA competition. Most FIFA players are within the millennial demographic, which is who the RailHawks are really trying to market too. The contest will be open to anyone and everyone, young and old, and the final game of the tournament will be played on the field at halftime at the last home game of the season. This will require a season long tournament and fans will receive the information at the beginning of the season. The winner of the competition will receive a signed jersey by all the players and season tickets for the next season. This tactic will hopefully increase awareness and attendance. With FIFA backing us up, the possibilities are endless and it can lead to national exposure and a new line of games for NASL teams. Also, this tactic reaches out to all age ranges, not just one demographic, which can be fun for everyone and get a lot of people involved. See appendix for FIFA Competition flyerMilitary Appreciation:In North Carolina, we have ten fairly large military bases, as well as a whole bunch of smaller ones located all over the State. In addition to that, there are retired military families all over the State as well. Service men and women, especially retired, have a big influence in North Carolina cities and the best way to reach out to them is to appreciate them. This tactic will include discounts for retired, active and military families, as well as a featured military fan every week on the website and social media. That featured fan will receive a free set of tickets and an announcement at the next home game. And the RailHawks will wear camo styled jerseys and create camo style merchandise to sell to fans.This tactic will reach out to the families of retired servicemen and women, as well as the active members in surrounding cities, drawing more fans and attention to the RailHawks. On top of that with the NCSU partnership, the ROTC programs can be used to present the colors before game time and create awareness on campus that support the military, which is a lot. Also other clubs and programs attributed to the military can be featured as well, which can get groups of people and their friends and families out to the game.See appendix for Military Appreciation night flyer and informationPregame Festival:Around the world, soccer games are not just soccer games; they are festivals that create an all day experience for the fans. We plan on bringing this concept to all of the RailHawks home games. The RailHawks already have some pregame festivals such as the Wine Festival, Pups at the Park, Pig Pickin’, Taste the Triangle, and Soktoberfest. Those are all great but they only cater to certain people and usually certain ages. With a normal every home game festival, it will reach out to all demographics to ensure that everyone can participate and have a good time. The festival will include: a live, local band, food trucks for snacking, a beer truck as well, face painting, balloon animals, and inflatables for children, games such as cornhole, PK shooting, juggling competitions, a FIFA set up, and much more! The area for the festival will be right outside the front gates and will begin around 3-4 pm before the game. This will allow some of the players to go out and interact with fans as well. The festival will be fin for all and create and overall experience for everyone, and attract that not so soccer fan type of people.See appendix for pregame festival flyerImplementation:Gantt Chart & Information:-45720080010000-342900231203500Budget:TacticsWhatCostFrequencyTotalRailHawks Fan Bus/ NCSU PartnershipBusesDrinksGasFlyersAbout $800 per game16 Home Games$12,800FIFA CompetitionFlyersGear (100 shirts for fans)Tickets$200$20 per shirt$200101001$4,200Military AppreciationJerseysGearTicketsSocial Media$750$2,000$200$0.0016 Home GamesFull Season$47,200$0.00 for social mediaPregame FestivalBandFood TrucksBeer AreaGames $500$3,000$0.00$1,00016 home games$72,000Advertising and MediaFlyersTV MediaRadio MediaGrass Roots Marketing$2,000$10,000$2,000$15,000Full Season/Out of season$29,000Total---$165,200**The buses are already owned by the RailHawks and the Wolfline buses at NCSU are already in use so the prices of the buses were not budgeted in; as well as the beer garden area at WakeMed Soccer Park.*** Overall budget, given to me by Steven De Haseth, was $450,000, I am sure there is much more that goes into marketing than I am fully aware of.Budget Comparison:Evaluation:The Carolina RailHawks believe that these tactics will help to reach our targeted audiences and reach our goals for the 2017 season. We are choosing to implement these specific tactics; because we believe they will increase ticket sales and attendance while attracting new fans to the club. While improving current tactics and implementing the new will generate enough change, without changing the image of the RailHawks too much with the existing fans and season ticket holders. With a new budget and amble marketing possibilities, we have the necessary means to go out of our comfort zone and attract new fans for the 2017 season. With this annual report we are able to see the effectiveness of our strategies, in addition to generated revenue, attendance and ticket sales, and social media. Throughout the year, we will be able to monitor our success as well as notice what doesn’t work and we will be able to change what is needed for the upcoming year.Appendix:RailHawks Fan Bus Flyer:centercenter0019431004397375Join the Carolina RailHawks every Home game for the season on the RailHawks Fan Bus!Pick up times @ 5:30 @ Raleigh, Cary, NCSU locationsLet the RailHawks be the perfect start to your downtown night out!00Join the Carolina RailHawks every Home game for the season on the RailHawks Fan Bus!Pick up times @ 5:30 @ Raleigh, Cary, NCSU locationsLet the RailHawks be the perfect start to your downtown night out!-68580035972750018288004000500NCSU Partnership Proposal:NC State UniversityBox 8502Raleigh, NC 27696April 28th, 2016Dear, NC State University Representative: On behalf of the Carolina RailHawks, I would personally like to reach out to your University and bus program and provide you all with a unique partnership opportunity. After doing a lot of research in the area, we have noticed the availability for students through your bus system and want to allow your students to enjoy soccer in the area. As a sports entity ourselves, the RailHawks would love the opportunity to partner with your organization in a mutually beneficial way. The Carolina RailHawks would love if NC State would support our move to generate more fans in surrounding areas. To achieve this goal, we would like to partner with your organization in order to provide students at NC State will available transportation to and from games. If our proposal is accepted, we would also like to post your logo on our jumbotron during our home games and on our first game ticket after acceptance, as well as post the logo throughout the stadium. We hope to generate more awareness for NC State and reward the most successful participants with the RailHawks experience. In return, we hope that NC State will consider adding the RailHawks logo on campus and include us in soccer games and tournaments on campus. I hope you will consider our offer. Please do not hesitate to contact me with any questions or concerns. These terms are completely negotiable, as we would love to partner with you on the best terms. Thank you, and Go PACK! Samantha H. CulbertsonSamantha H. Culbertson FIFA Competition:02576195FIFA COMPETITION00FIFA COMPETITION2057400130365500228600274955Join the Carolina RailHawks this season in a season long FIFA Competition! Finalists will play on field at half time of last game and the winner will receive a signed jersey and season tickets!00Join the Carolina RailHawks this season in a season long FIFA Competition! Finalists will play on field at half time of last game and the winner will receive a signed jersey and season tickets!26289001497330001600200286893000Military Appreciation Flyer:-3429004582160Military Appreciation Game DayBring your families and friends out to support our US military during a home game!00Military Appreciation Game DayBring your families and friends out to support our US military during a home game!-457200124460Pregame Festival Flyer:-3429002906395Family fun for all! Enjoy games, food and beer right outside the stadium entrance!0Family fun for all! Enjoy games, food and beer right outside the stadium entrance!-342900620395Join us for our Pregame festival!00Join us for our Pregame festival!-57150050609500References:Blake, J. M. (2015, October 30). New Carolina RailHawks owner Steve Malik vows to grow local soccer. Retrieved April 20, 2016, from ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download