Sports Marketing Research
djones4usc
MLKBeachBallJam.pptxMartin Luther King Beach Ball Jam
Mission Statement
Implement an Annual MLK Basketball Jam promoting health, wellness, educational desires and a showcase for high school basketball players with unique community engagement while providing an educational experience in celebration of the legacy of Dr. Martin Luther King Jr. Over the course of the MLK weekend high school teams from the surrounding area will compete in friendly competition while having the ability to explore educational opportunities to HBCUs and other universities in hopes of promoting educational benefits for all ages. Over all the ultimate goal is to provide a world class event that enriches the quality of life, brings awareness to racial injustices all the while enhancing economic well-being of our communities.
Product Strategies
Create Awareness
Generate Interest
College Acceptance
Distribution
Local Media/Businesses
Social Media
Promote in advance in partnership with other events
Pricing Strategic
Sponsorships
Task 1
Task 2
Ticket Sales
Task 1
Task 2
Revenue
Task 1
Promotion Strategies
Relentlessly promote through the use of:
Direct Marketing
Public Relation and Publicity
Ticket Sales/Sponsorships
Direct Marketing
Task 1
Task 2
Public Relations and Publicity
Task 1
Task 2
Ticket Sales/Sponsorships
Task 1
Planning
Implementation
Globalization
Contingencies (Internal/External)
Strengths
First strength is the location of the MLK Jam will be held in Myrtle Beach, SC. During offseason of beach season hotel prices will be lower. This will attract more fans to the area for the entire weekend. Secondly this will be the only MLK tournament within a 100 mile radius which will hopefully bring a big interest. Lastly the opportunity to bring University and College Representatives on site will provide access to students who may not get an opportunity to visit a campus representative available to answer any questions they may have pertaining to enrollment, campus life and degree opportunities.
Weaknesses
One major weakness may be the opportunity Title 1 High Schools may not be able attend due to transportation cost. Planning will need to be coordinated to allow maximum participation by smaller schools as well as bigger market schools. Promotional efforts could be limited by budget restraints, outcome depends on sponsorship and participation of locals.
Opportunities
There are many great opportunities in holding this tournament. This type of tournament will attract basketball fans of all ages. Having high school teams with local stars participating garners attention if you do not have the opportunity to see such teams regularly. There are also opportunities for public law enforcement, non profit and other communities to get involved behind the scenes. There is also opportunities for the Myrtle Beach, Conway area to show and gain more exposure. Also Volunteer opportunities for students in the area to gain valuable experience in tickets sales, event organization, set-up and break down of event.
Threats
Major threat in todays environment are radical groups opposed to promoting MLK values and beliefs. Also the potential for local and non local groups attending resulting in fights, shootings or other trigger elements.
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