PRESEASON MARKETING PLAN

Transcription

1 FLORIDA STATE WOMEN S BASKETBALL PRESEASON MARKETING PLAN -PREPARED BY:MEGAN ZEAGER, ASSISTANT DIRECTOR OF PROMOTIONS -PRESENTED TO:SUE SEMRAU, HEAD COACH KIM RECORD, SENIOR ASSOCIATE ATHLETIC DIRECTOR SCOTT KULL, ASSISTANT ATHLETIC DIRECTOR, MARKETING KAY SCOTT, DIRECTOR OF PROMOTIONS Page 1 of 13

2 PRESEASON MARKETING PLAN SEASON OVERVIEW The Seminoles recorded a record finishing fifth in the ACC, and played in the third postseason tournament in the past four years. The ACC had four women s teams advance to the NCAA Tournament in and six counting Miami and Virginia Tech. During the season, the average attendance totaled 1,011 Seminole fans. The highest attended game was the Florida game with 1,846 fans. Night games proved more popular with fans than day games, and Saturday games experienced the highest average attendance. 253 Season Tickets were sold on the year and the Wake Forest game posted a total of 906 tickets sold (season s highest). The revenue totaled almost $30,000 and tickets sold totaled 8,869. This year the Seminoles will be led by Senior Co-Captains Linnea Liljestrand and Roneeka Hodges. ACC teams will make a record 77 TV appearances this year. Joining the staff is Associate Head Coach Cori Close coming from UC-Santa Barbara, where she spent the past nine seasons, including the past three years as associate head coach, with the Gauchos' program HOME SCHEDULE Sunday November 7, 2004 Miami Suns (Exh.) 2 p.m. Sunday November 14, 2004 EA Sports (Exh.) 2 p.m. Friday November 19, 2004 Xavier 8 p.m. Friday November 26, 2004 Eastern Kentucky 6 p.m. 6 p.m./8 p.m. Saturday November 27, 2004 Consolation/Champ. Thursday December 2, 2004 Florida A & M 7 p.m. Wednesday December 15, 2004 Florida Atlantic 7 p.m. Saturday December 18, 2004 UT-Arlington 2 p.m. Friday December 31, 2004 Colgate 2 p.m. Thursday January 6, 2005 Georgia Tech 7 p.m. Sunday January 9, 2005 Miami 1 p.m. Sunday January 16, 2005 Maryland 4 p.m. Thursday January 20, 2005 North Carolina 7 p.m. Monday January 31, 2005 Virginia 7 p.m. Wednesday February 9, 2005 Clemson 7 p.m. Saturday February 19, 2005 Virginia Tech 7 p.m. Page 2 of 13

3 SEASON GOALS To move to within the Top 80 in national Women s Basketball attendance (132 nd in ) Sell 250 group tickets for each ACC home weekend game. Increase season ticket sales by 20% to 300 season tickets (253 sold in ) Introduce Celebrate your Birthday With the Noles program and host a minimum of 10 birthday parties over the course of the season. Host one event spotlighting the Tallahassee Chamber of Commerce - The Seminoles Mean Business introducing new businesses to Florida State Women s Basketball. Introduce three new in-game promotions and three new game day promotions during the season. Develop relationships with youth basketball programs such as the Upward Basketball program, Tallahassee Essence, Tallahassee Comets, the Boys and Girls Club, Tallahassee Parks and Recreation, and other youth groups. SCOPE OF THE SEASON/SWOT ANALYSIS Strengths o ACC home schedule, hosting four of the six ACC teams that played in the NCAA tournament. o Hosting intra-town competition with Florida A & M game. o Affordable season, single, and group ticket opportunities. o Willingness of coaches and players to assist with marketing and promotions efforts in community. Weaknesses (Challenges) o Seminole Classic scheduled over Thanksgiving. o Colgate game scheduled on New Year s Eve day. o Band s schedule of availability over Thanksgiving and winter break. Opportunities o Season opener double header; hosting Xavier the Friday night prior to FSU/Florida football game. o Birthday party packages and affordable group ticket opportunities. o Weekend games convenient for fans and families. Threats o Baseball games overlapping with basketball season. o Week night games difficult for families with young children to attend. o Sunday afternoon games pose a challenge for fans who attend church Sunday morning. Page 3 of 13

4 TICKETS Season Ticket Prices Adult $52 Senior $26 (50 and older) Youth $26 (18 and under) Single Game Ticket Prices Adult $5 Senior $3 Youth $3 2 and under FREE Students FREE with Valid FSU student ID Group Tickets Groups $2 (a group is considered 20 or more people) Birthday Party Packages 12 tickets, 12 soft drinks, 12 mini Pizza Hut pizzas, 1 Autographed Basketball for birthday girl/boy, 1 Birthday Card from the team, Visit from Cimmaron, 1 Public Address announcement Price and payment details to be finalized Page 4 of 13

5 ADVERTISING The marketing, promotions and ticket campaign will utilize a full menu of available advertising mediums, as in previous years. Advertising expenses totaled over $65,573 for the season. The following is a tentative listing of various media outlets that will be used for game advertising: Print Tallahassee Democrat FSView (Student Newspaper) Admax Magazine Full page ad in November 2004 and ½ page ad in January 2005 issues The Mini-Mint Magazine ½ page ad in October 2004 and January 2005 issues Schedule Posters (8,000) Seminole Athletics Marketing will distribute schedule posters and schedule cards during distribution. Schedule cards (50,000) Season ticket brochure mailing (20,000 brochures): Tallahassee Chamber of Commerce Businesses (1,600 total) Football season ticket holders, non basketball season ticket holders Baseball season ticket holders, non basketball season ticket holders Basketball single game ticket purchasers 01-02, and Boosters with 323 zip code Fans requesting basketball information New homeowners in the 32303, 32308, and zip codes (approx. 3,664) Fliers distributed to on-campus student uboxes (4,000) Radio Radio spots for selected games will broadcast on a variety of local stations (a total of 12). Spots will run on the Seminole Radio Network game broadcasts, when time is available. TV Television ads for selected games on these cable television stations: - WCTV (CBS) - WTLH (FOX) -WTXL (ABC) - WTWC (NBC) -WBXT (WB) -UPN - Comcast (various cable channels) -Sunshine Network Electronic Website: Game day promotions and ticket promotions will be posted on Events and Promotions page and link from Women s Basketball home page. Page 5 of 13

6 Seminole Dispatch weekly newsletter links to Events and Promotions page (approximate distribution 35,000) This Week in Seminole Athletics weekly of upcoming events and promotions to Athletics staff and Seminole Boosters Other Season ticket renewal mailing Renewals mailed September (deadline October 15 th ) Faculty/Staff payroll deduction form mailed September (estimated 7,500 Full time Faculty & Staff) Cross promotion on the video and matrix boards at others events Cross promotion at Seminole Village, Youth Day and poster distribution Community and campus events (preseason) Hangtime event and Black Alumni Association Event Public address announcement at all home athletic events Union storming to reach students on select Wednesdays Game day banner and game day sandwich board signs Campus and community fliers promoting all game day promotions Page 6 of 13

7 PROMOTIONS Sponsors Alltel Blockbuster Clear Channel Coca-Cola Cumulus Broadcasting Dodge Mint Publications Pizza Hut Signs Now Sunshine Network Tallahassee Democrat Sponsored Premium Items o Photo Cards (1,000) - Sunshine o Trading Cards (1,000) - Sunshine Season long promotions Timeouts and Halftime o Tees for Threes NCAA t-shirts thrown to crowd after each 3-point shot. o Courtside Kids Trivia In conjunction with women s basketball office. o Boys and Girls Club on court recognition At each game, a youth member of the Boys and Girls Club will be recognized and be presented with an NCAA basketball. Will also receive FSU basketball t-shirt. o Blockbuster After the Game Make it a Blockbuster Night Will select a contestant/row and the contestant will compete for their row. Contestant will be asked to name the video that Seminole Productions runs up on the video board (10 seconds). When the contestant answers the question correctly, the entire row will receive one of the Rent 1, Get 1 Free coupons. o Fan of the Game A spirited fan will be selected at the end of the game as the most spirited fan of the game. The fan will win a prize pack from the Marketing department. o Lil Noles Shootout Contestants two young Seminole fans Mini hoops will be placed on each end of the court Two contestants will run the length of the court and the first contestant to make a shoot wins a mini basketball. Page 7 of 13

8 o Video feature during timeout with Seminole Productions o ACC Ticket Promotion TBD (ACC Games) o Other promotions possibilities TBD Sponsored Single Game timeout promotions o Blockbuster - Maryland o ALLTEL North Carolina Page 8 of 13

9 PROMOTIONS (SINGLE GAME) Sunday, November 7 Fan Day/Miami Suns (Exh.) 12 p.m./2 p.m. Game Day Promotion: Fan Day (12 p.m.-5 p.m.) Premium Item: Schedule posters, schedule cards Pre-game: Inflatable games and interactive activities for fans, concessions offers Halftime: Post Game: Autographs With the Noles (team) Sunday, November 14 EA Sports (Exh.) 2 p.m. Game Day Promotion: Premium Item: Schedule posters, schedule cards Pre-game: Halftime: Post Game: Friday, November 19 Xavier 8 p.m. Game Day Promotion: Doubleheader with men Premium Item: ACC Basketball Newspapers (1,200), Schedule posters, schedule cards, Halftime: Working on coordinating Lil Seminole Dribblers Friday, November 26 Seminole Classic/Eastern Kentucky 8 p.m. Game Day Promotion: Hoops for Hunger - Second Harvest Food Drive Premium Item: Schedule posters Halftime: Working on coordinating Lil Seminole Dribblers Band: No Saturday, November 27 Seminole Classic App. State/Miami (OH) 6/8 p.m. Game Day Promotion: Hoops for Hunger - Second Harvest Food Drive Premium Item: Schedule posters Halftime: Working on coordinating Lil Seminole Dribblers Band: No Page 9 of 13

10 Thursday, December 2 Florida A & M 7 p.m. Game Day Promotion: Let s Get Together Jam the Gym With FAM, Quincy Parks and Rec Night, Boys and Girls Club Night Premium Item: Rally towels (500) Halftime: Quincy Parks and Recreation Little Dribblers game Post Game: Meet a Nole Autograph Session (team) (smaller group) Wednesday, December 15 Florida Atlantic 7 p.m. Game Day Promotion: Garnet and Gold Santa Toys for Tots one free admission with one new toy. Boys and Girls Club Night Premium Item: Halftime: Mountain Dew Cloggers Holiday Performance Band: No Saturday, December 18 Texas-Arlington 2 p.m. Television: Sunshine Network Game Day Promotion: Take a Kid To a Game, Dads and Daughters Day, Basketball Camper Day Premium Item: Basketball ornaments (1,000) Pre-game: STAR 98 Remote, Dad s and Daughter s Clinic, Basketball inflatable on main concourse Halftime: 1 st Tallahassee Baby 500 (Baby Crawl), Mascot Mayhem Post Game: Autographs with the Noles (team) Band: Possible high school band Friday, December 31 Colgate 2 p.m. Game Day Promotion: Premium Item: Pre-game: Halftime: Post Game: Band: No Thursday, January 6 Georgia Tech 7 p.m. Game Day Promotion: Noles Salute America Law Enforcement/Government Appreciation Night Premium Item: FSU Basketball Luggage Tags (1,000), ACC Basketball Newspapers (1,200) Halftime: Guns and Hoses Basketball Game Tallahassee police department vs. Tallahassee Fire Department game Page 10 of 13

11 Sunday, January 9 Miami (Alumni Weekend) 1 p.m. Television: Regional Sports Network Live Remote: in conjunction with WHBX Game Day Promotion: Scouts and Family Day Scouts receive a discount ticket for the game. Premium Item: Shakers (1,000), Scout patches (300) Pre-game: WHBX Pre-game Remote, Youth clinic/locker Room tour with basketball GAs and Women s Basketball Alumni (first 200 youth to pre-register) Halftime: Beale Street Flippers (managed by XL Management Group) Alumni Recognition following Beale Street Flippers Post Game: Alumni Weekend Game Sunday, January 16 Maryland 4 p.m. Game Day Promotion: Faith and Family Day, Upward Basketball Day Premium Item: Team Photo Cards (1,000) Halftime: Upward Basketball At The Half, 2 nd Tallahassee Baby 500 (Baby Crawl) Post Game: Possible Faith and Family Day concert (TBD), Autographs with the Noles (team), signing team photo cards Thursday, January 20 North Carolina 7 p.m. Television: Sunshine Network Live Remote: In conjunction with Star 98 Game Day Promotion: The Seminoles Mean Business Tallahassee Chamber businesses in attendance will be recognized and be given the opportunity to donate prizes to the Marketing office for lucky fans to win. Chamber members will be encouraged to purchase group tickets and may also purchase a table for the business fair beginning at 6 p.m. on the concourse. Bring Your A Game (Honor Roll Day) Premium Item: Team Trading Cards (1,000), Basketball Hand Fans (1,000) Pre-game: Star 98 live remote, Basketball inflatable on main concourse Halftime: Jabali Acrobats (managed by Class Act Entertainment) Page 11 of 13

12 Monday, January 31 Virginia 7 p.m. Television: TBA Game Day Promotion: Salute to Special Olympic Athletes Tallahassee, Tallahassee Parks and Recreation Night Premium Item: 4 x6 Acrylic Picture Frames (500), ACC Basketball Newspapers (1,400) Halftime: Special Olympics Game At The Half Wednesday, February 9 Clemson 7 p.m. Game Day Promotion: She s Got Game (National Women in Sports Day) Premium Item: Garnet/Gold BKB Sports Beads (1,000) Pre-game: National Women In Sports Day Fantasy Clinic/Locker Room Tour, Basketball inflatable on main concourse Halftime: Tallahassee Super Squad, National Women in Sports Day Recognition Saturday, February 19 Virginia Tech 7 p.m. Game Day Promotion: Grow up To Be a Seminole (Youth Day), Senior Night Premium Item: Jersey Koozies (500), ACC Basketball Newspapers (1,200) Halftime: J. J. Jumper Post Game: Autographs with the Noles (team) Page 12 of 13

13 OVERVIEW MATRIX In Excel Format Page 13 of 13