5. Current Marketing Efforts
The Current Marketing Efforts section of a college football team's marketing plan provides a comprehensive overview of the team's existing marketing initiatives. This section aims to evaluate the effectiveness of current marketing efforts and identify areas for improvement. Here are some points to consider when developing this section:
Advertising campaigns: Detail the team's current advertising campaigns, including print, radio, television, and online advertising. Provide metrics such as impressions, click-through rates, and conversions to evaluate the effectiveness of each campaign.
Social media strategies: Analyze the team's social media presence and identify areas for improvement. Detail the team's social media goals, target audience, and the platforms they currently use. Evaluate the effectiveness of each platform, including engagement rates, follower growth, and reach.
Merchandising: Detail the team's current merchandising efforts, including product lines, pricing, and distribution channels. Analyze sales figures and identify areas for improvement, such as product selection, pricing strategies, and promotional campaigns.
Game-day experiences: Detail the team's current game-day experiences, including pre-game activities, half-time shows, and post-game events. Analyze attendance data and survey feedback to evaluate the effectiveness of each experience.
Competitor analysis: Analyze the marketing efforts of competing college football teams and identify areas where the team can differentiate itself and improve its marketing initiatives.
By including these elements in the Current Marketing Efforts section, the marketing plan will provide a clear understanding of the team's existing marketing efforts and identify areas for improvement to achieve its goals.
Example
The Western University Wildcats football team's current marketing efforts include a mix of traditional and digital marketing initiatives.
Advertising campaigns: The team runs print and digital ads in local newspapers and online news sites. The ads highlight upcoming games, promotions, and ticket sales. Metrics such as impressions and click-through rates indicate moderate success, but there is room for improvement in terms of conversion rates.
Social media strategies: The team maintains an active presence on Facebook, Twitter, and Instagram, focusing on game updates, player profiles, and fan engagement. Metrics such as engagement rates, follower growth, and reach are moderate but could be improved with targeted advertising campaigns and strategic partnerships with other local businesses and organizations.
Merchandising: The team sells merchandise through its online store and on game days. Product lines include clothing, accessories, and novelty items. Sales figures indicate moderate success, but there is an opportunity to expand product lines and improve pricing strategies.
Game-day experiences: The team offers a variety of pre-game and half-time activities, including tailgating, live music, and student performances. Post-game events include meet-and-greets with players and coaches. Attendance data and survey feedback indicate moderate success, but there is an opportunity to improve the fan experience with more interactive and engaging activities.
Competitor analysis: Competitor analysis indicates that the team's primary competition for fans is other local college football teams and professional sports teams in nearby cities. The team can differentiate itself by emphasizing its strong connection to the Western University community and highlighting unique game-day experiences.
