Marketing Plan Essays

Marketing Plan
1.0 Executive Summary
SUNY Brockport runs intramural leagues for all students who attend the college. This year we are implementing afternoon leagues to go along with our evening leagues during the semester for the first time. This marketing plan illustrates our marketing segments and the strategies we are employing to get students to participate and enjoy afternoon intramural leagues. We do not just offer our intramural leagues in any gymnasium. Here at Brockport we have a Special Events Recreation Center known as SERC. This state of the art facility can host many games at one time in numerous sports. With the availability of this facility in the afternoon we are able to host all six leagues at one time during five different sessions. This allows us to reach out to students who are not available during the night for our evening leagues.
Here at Brockport we fund our leagues through the payment of team fees. Each afternoon league will require each team to pay $10.00. This will provide each game with proper officials and open sessions in the SERC. The sole purpose of the team fees is to provide workers for league games because intramural leagues are a nonprofit run organization. The goal of this is to attract more students because this is the lowest entry fee for all of our leagues. In the first 3 years (6 semesters) of afternoon leagues we are looking to increase participation by 75%.

1.1 Vision
Our vision is to provide students with a great opportunity to enjoy playing sports during the day. We do this by providing convenient leagues during the week that allow students to participate between classes and a time they choose. Our marketing challenge is to attract visibility quickly and we intend to accomplish this by leveraging a multi-pronged approach that involves social media, email marketing and text messaging strategies to awareness. As we gain traction in the marketplace, word of mouth will lift our intramural leagues popularity.
1.2 Objectives
1. Get 25 teams involved in at least 4 sports by the end of year 1.
2. Increase number of team participation 30% by the end of year 2.
3. Have full participation in all six leagues with over 60 by end of year 3.
2.0 Target Markets
The ideal participant is 18-22, the average range of age for college students, who enjoys participating in competitive but fun sport leagues. The students are often former athletes in high school who enjoy sports or students who are looking to try something new. They may also be varsity athletes here on campus.
Target students are typically students who participate in evening leagues or are advent users of the SERC facilities such as the weight room and exercise rooms.
2.1 Market Definition and Segmentation
We target two segments: participants of intramural leagues and students who have not yet had a chance to participate in intramurals. In both of these segments, students are sports oriented and enjoy participating in sports.
1. Intramural Participants
Students who are already participating in intramurals leagues will be a big target to get to participate in afternoon leagues. Interest should already be drawn toward participation since they are attracted to evening leagues.
2. Non Intramural Participants
Students who have not participated in intramurals yet will be a harder reach, but with introducing five new leagues that we have never had before we should attract the attention of new students. By doing this it will allow not only for future increase in our afternoon league but also our evening leagues.
2.2 Target Market: Intramural Participants
Our strategy focuses on marketing in the SERC where students will see flyers on the touch screens located in the SERC. With students who have participated in intramurals already their phone numbers are

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