You have just been hired as a sport marketer at a university. You are required to create and develop an effective sport marketing plan to attract potential customers and ultimately convert them to sales. Select one of the sports teams (e.g., baseball, basketball, cross country, football, golf, tennis, soccer, softball, volleyball, women’s track, etc.) and carry out a SWOT analysis for the selected team. Evaluate the sport team’s overall strengths, weaknesses, opportunities, and threats. Based on your SWOT analysis of the sport team, develop a strategic sport marketing plan including at least five to ten steps (e.g., mission, situation analysis, marketing strategy, marketing mix, implementation and control) to help the team grow over the next two years and then over the next five or ten years. ​

QUESTION

Question 1​: 

You have just been hired as a sport marketer at a university. You are required to create and develop an effective sport marketing plan to attract potential customers and ultimately convert them to sales. Select one of the sports teams (e.g., baseball, basketball, cross country, football, golf, tennis, soccer, softball, volleyball, women’s track, etc.) and carry out a SWOT analysis for the selected team. Evaluate the sport team’s overall strengths, weaknesses, opportunities, and threats. Based on your SWOT analysis of the sport team, develop a strategic sport marketing plan including at least five to ten steps (e.g., mission, situation analysis, marketing strategy, marketing mix, implementation and control) to help the team grow over the next two years and then over the next five or ten years. ​

Facts about the University: This University has recently made a transition from being a former NCAA II to NCAA DI athletic program. For this reason, they lack a lot of resources (tangible and financial) compared to other established NCAA Division I institutions. The school is a mid-size public university serving approximately 7,500 students and approximately 300 of those students are athletes. There is one director of facilities, one director of development (corporate sales), and one director for annual giving/donors. The local community that makes-up the majority of the fan and donor base average ages are 65 years or older. There are quite a few wealthy individuals in this category that have not made a philanthropic donation yet to athletics but have proven to donate to other causes in the area. It has also been stated to be “up and coming” area for millennial the millennial workforce. Most sponsorships and corporate partners are local businesses within the surrounding community. There are still many businesses that have gone untapped to sign-on as a sponsor/partner.

There is no funding source for this project yet. Sources of possible funding include increasing student fees, private philanthropic donations, findings new sponsorships, and a floating bond from the University.

University student enrollment numbers are continually growing compared to other Universities across the U.S. that have been stagnant in their student enrollment.

ANSWER

Question 1: SWOT Analysis and Sport Marketing Plan

Selected Sport Team: Soccer

SWOT Analysis

Strengths

 Transition to NCAA Division I status, which increases the team’s visibility and potential for growth.

 Growing student enrollment numbers, providing a larger base of potential fans and supporters.

 Presence of wealthy individuals in the local community who have a history of philanthropic donations.

Opportunities to tap into untapped sponsorships and corporate partnerships within the community.

Potential for attracting the millennial workforce as an up-and-coming area.

Weaknesses

 Limited resources, both tangible and financial, compared to established NCAA Division I institutions.

Lack of funding source for the sport marketing plan.

 Majority of the fan and donor base consists of individuals aged 65 or older, limiting the potential for engagement with younger demographics.

Limited staff and personnel dedicated to sport marketing efforts.

Opportunities

 Increasing student enrollment numbers compared to other universities, providing a larger fan base and potential customer pool.

Attracting philanthropic donations from wealthy individuals in the community by showcasing the team’s potential and impact.

 Expanding sponsorships and corporate partnerships with untapped businesses in the surrounding community.

 Leveraging the “up-and-coming” status of the area to attract millennial fans and supporters.

Threats

 Competition from other sports teams and entertainment options in the area.

 Limited financial resources and potential funding sources.

Reliance on a fan and donor base primarily composed of older individuals, which may decline over time.

Lack of experience and resources to effectively implement and control marketing strategies.

Strategic Sport Marketing Plan (2-Year Plan)

Mission: Develop a mission statement that emphasizes the team’s commitment to excellence, community engagement, and creating a memorable fan experience (Sport Consumer Behaviour, n.d.).

Situation Analysis: Conduct a detailed analysis of the current market, competition, target audience, and available resources to identify specific challenges and opportunities.

 Marketing Strategy

   Develop a strong brand identity for the team, highlighting its transition to NCAA Division I and the exciting potential for growth.

   Implement targeted marketing campaigns to attract and engage the millennial workforce, leveraging social media and digital platforms.

    Create partnerships with local businesses, leveraging their networks and resources for sponsorships and promotional activities.

   Develop fan loyalty programs and incentives to increase engagement and repeat attendance.

 Marketing Mix

    Product: Enhance the game-day experience through improved facilities, amenities, and fan engagement activities.

   Price: Implement affordable ticket options and flexible packages to attract a wide range of fans, including students and families (Thabit, 2018).

    Promotion: Utilize social media, local media outlets, and community events to raise awareness and generate excitement about the team.

    Place: Optimize the team’s home venue for accessibility, comfort, and convenience for fans.

Implementation and Control

   Develop a detailed timeline and action plan for executing the marketing strategies.

   Monitor key performance indicators, such as attendance, ticket sales, and social media engagement, to assess the effectiveness of the plan.

    Adjust strategies and tactics based on data analysis and feedback from fans and stakeholders.

Strategic Sport Marketing Plan (5/10-Year Plan)

In addition to the 2-year plan, the long-term strategic marketing plan should include the following steps:

Targeted Growth Initiatives:

   Expand the team’s fan base by actively engaging with the growing student population and the local community.

    Develop youth programs and initiatives to cultivate future talent and fan support.

    Explore partnerships with local schools and community organizations to increase awareness and participation.

 Enhancing

 Revenue Streams

   Continuously seek new sponsorships and corporate partnerships, both locally and regionally, to increase financial support (Andler & Goddard, 2018).

    Leverage the team’s success and visibility to attract larger philanthropic donations from individuals and organizations.

    Explore alternative funding sources, such as bonds or grants, to invest in infrastructure improvements and facilities.

Data-Driven Marketing

   Invest in analytics and data management systems to gather insights about fan preferences, behaviors, and demographics.

   Utilize data to personalize marketing messages and campaigns, targeting specific audience segments more effectively.

    Continuously monitor and adapt marketing strategies based on data-driven insights to optimize results.

 Community Engagement

   Develop and strengthen partnerships with local businesses, organizations, and schools to foster a sense of community support and involvement.

   Organize charitable events, community service projects, and fan appreciation initiatives to deepen connections with the local community.

Continuous Evaluation and Adaptation:

    Regularly assess the effectiveness of marketing strategies and tactics through comprehensive evaluation processes.

    Seek feedback from fans, sponsors, and stakeholders to identify areas for improvement and address evolving needs and preferences.

By following this strategic sport marketing plan, the soccer team at the university can leverage its strengths, overcome weaknesses, capitalize on opportunities, and mitigate threats to achieve sustainable growth and success in the NCAA Division I landscape over the next two years and beyond.

References

Andler, S. M., & Goddard, J. M. (2018). Transforming food waste: how immobilized enzymes can valorize waste streams into revenue streams. Transforming Food Waste: How Immobilized Enzymes Can Valorize Waste Streams Into Revenue Streams, 2(1). https://doi.org/10.1038/s41538-018-0028-2 

Sport Consumer Behaviour. (n.d.). Google Books. https://books.google.com/books?hl=en&lr=&id=YdZ2EAAAQBAJ&oi=fnd&pg=PT11&dq=Strategic+Sport+Marketing+Plan+(2-Year+Plan)&ots=Q2e1dS3rW9&sig=aTfL9hsP6mygbgL1QhJ76C5liV0 

Thabit, T. (2018, March 1). The Evaluation of Marketing Mix Elements: A Case Study. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3173274

Question 2​: 

In this class, we covered both theoretical and applied strategic management practices (i.e., planning, organizing, executing, leading) in the field of sport and recreation related to facility and organizational management. Read the fictional case study scenario carefully to answer the four-part comp question.

Question Scenario:

You are the facility operations manager of a mid-major NCAA Division I athletics department in the United States. In order to stay compliant with NCAA Division I standards, a new multipurpose stadium must be built that would host football and soccer. You are currently on an administrative task-force team as the facility manager that must make a strategic decision based on all information you have where to build a new multipurpose stadium. Review the facts below to answer the comp. question.

Facts about the University:

• This University has recently made a transition from being a former NCAA II to NCAA DI athletic program. For this reason, they lack a lot of resources (tangible and financial) compared to other established NCAA Division I institutions.
• The school is a mid-size public university serving approximately 7,500 students and approximately 300 of those students are athletes.
• There is one director of facilities, one director of development (corporate sales), and one director for annual giving/donors.
• The local community that makes-up the majority of the fan and donor base average ages are 65 years or older. There are quite a few wealthy individuals in this category that have not made a philanthropic donation yet to athletics but have proven to donate to other causes in the area. It has also been stated to be “up and coming” area for millennial the millennial workforce.
• Most sponsorships and corporate partners are local businesses within the surrounding community. There are still many businesses that have gone untapped to sign-on as a sponsor/partner.
• There is no funding source for this project yet. Sources of possible funding include increasing student fees, private philanthropic donations, findings new sponsorships, and a floating bond from the University.
• University student enrollment numbers are continually growing compared to other Universities across the U.S. that have been stagnant in their student enrollment.
• There is conflict among various stakeholder groups.
  • The athletic director wants to build the stadium on a plot of land close to campus but the land will cost a lot more to build stadium to develop new infrastructure and parking there.
  • The University president and leadership team want to build the stadium a few miles off-campus for a cheaper cost with more options to build for less.

Four-Part Comp Question:

1. Use one of the two frameworks (i.e., Multidimensional Framework of Capacity or Resource Based View) covered in the course to analyze this athletic department’s organizational position in order to identify the strengths, weaknesses, opportunities, and threats. Make an exhaustive list of your analysis based on information given and your own critical thinking.
2. Using Stakeholder Theory, identify all stakeholders AND their relative importance in the organization’s decision-making for how and where to build a new stadium. List the stakeholders from most important to least important and explain your reasoning.
3. Provide strategic organizational recommendations for how this University should proceed based on what you have determined in Part I. and Part II
4. Lastly, how will you use your unique strengths you learned about from reading Strengths Based Leadership as a leader to navigate this scenario?

Question 3​: 

Select one of the following theories (i.e., uses and gratification theory, theory of planned behavior) associated with sport communication and media relations. Explain the theory that you have selected. Both theories can be utilized to guide any research questions or hypotheses in the field of social media in sport. How can the selected theory be applied to social media in sport? Based on the theory, develop your own research questions or hypotheses related to your own research topic (e.g., do student college sport fans possess social media accounts, and do they use these accounts to follow social media accounts belonging to their favorite team? (Clavio and Walsh, 2014). Discuss the importance of the theory in the field of social media in sport.

Question 4​:

Question 1: List the primary components of a peer-reviewed research journal article.  Describe the contents of each section of the article and tell how you would determine if a section is well-written.

Question 2: You have a theory that walking in 10 minute bouts spread out 3 times throughout the day will result in greater reduction of body fat and improve cholesterol and glucose profiles for moderately overweight adults versus walking continuously for 30 minutes without stopping one time per day.

Part A: Design the methodology for a study to test your hypothesis.  Be sure to address any potential confounders in your methods section.  Include as much detail as possible.

Part B: List all of the independent and dependent variables be in the investigation you designed? Explain your response.

Independent-

Dependent-

Part C: Describe the statistical tests you would use to analyze your data and explain why you chose these tests.

Include

Question 5​:

1. Three items on the forest plot have been labeled with letters. In detail, explain all you can about the meaning of the items tagged below in general terms.
2. Provide a brief analysis of the findings from the forest plot in a contextual relationship.

Explain what makes a systematic review and meta-analysis different from a traditional qualitative review paper in detail. Strengths and weakness of each type of review paper should also be expressed.