The Holvis Retention Survey

Marketing Plan

Mike & Dana Action Items:

*below is a list of the majority of things we will need for our marketing plan. If you guys want to start working on these things at class on Tuesday or before, and send back to me that'd be great. I will not be at class on Tuesday, but give ya a guideline of what we'll need.

· Grit scale questions

· Use Grit scale as a guideline to come up with questions for The Holvis Retention Survey (name pending).

· Gather number of colleges and/or universities with athletics at all levels

· NCAA

. Division I FBS (Football Bowl Series)

. Division I FCS (Football Championship Series)

. Division II

. Division III

· NAIA

· Pricing quotes for potential survey vendors

· Examples:

. Front Rush

. NCSA

. Qualtrics

. SurveyMonkey

. PollEverywhere

· Construct a Mission Statement

· Begin thinking about what our company mission statement will be.

· SWOT Analysis

· Market Segmentation

· Start by identifying the segments appropriate for your title, discipline, course or portfolio.  There are three ways to think about your segments of the market. It’s up to you to choose the three segments, the above slide provides three examples, but you should customize as appropriate for your title, course, or discipline.

· Next identify the characteristics that make up who you are targeting and describe the segment.

· Positioning
· Market Problem:	· (List the customer problem we are trying to solve. Why?)
· Ideal Solution:	· (The ideal solution to this problem is …)
· Problem Oriented Features:	· (Marketecture)
· Market Segment:	· (Which segment(s) of the market are we addressing with this message?)
· Primary Marketing Message:	· (Elevator speak—includes Reasons to Believe)
· Value Proposition:	· (Is this Value Proposition specific to a competitor, if so which one and why?)
· Product Description:	· (50 words or less – should be your web copy long if this plan is product specific. If not delete, we do not want Connect or SB messaging here. )

. Market Problem: Something is broken in the life of the Persona, or the Persona is tolerating a circumstance but would embrace an improvement. It can be evidenced many different ways, but in the end, we uncover unsolved Market Problems by observing Personas in their native habitat performing their normal workflow.

. Market Segment: A subset of a Market, defined as a group with a common set of Problems.

. Value Proposition : What is unique about your product/portfolio that makes it better than the competitor

· Build Value Proposition

. How do you develop a strong value proposition?

. To begin, you need to think about what your target audiences need to know. The language used must reflect and connect with your target audiences. It’s that simple….and that complicated.

. There are many ways to define a value proposition, but it comes down to telling people what you offer, the key benefits (aka what’s in it for users) and what they will gain by choosing you over competitive option.

. Example:

. To (market segment facing market problem x) by choosing our (product/brand-ideal solution) that is (concept) over the competition (point-of-difference-problem-oriented features), you can expect (result-solved market problem).

. To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine.

· Build Marketing Message

. Example:

. The one that started it all.  

. Mountain Dew exhilarates and quenches with its one of a kind taste.