pop warner marketing plan

360 Marketing

6 0 1 F a i r m o n t S t r e e t N W , W a s h i n g t o n , D C 2 0 0 5 9 2 0 2 . 3 4 5 . 5 6 7 8 ( o f f i c e ) 2 0 2 . 3 4 5 . 5 6 7 9 ( f a x )

DC Pop Warner Marketing Solution Produced by Khiana Brown, Forrest Greene, Danielle Lomax, Shakeel Luke, Gregory Taylor

Fall 11

08 Fall

2 360 Marketing - DC Area Pop Warner Football Solution

Table of Contents

Executive Summary ............................................................................................................................. 3

Company Background ......................................................................................................................... 3 Founders ............................................................................................................................................................ 3

Mission Statement ................................................................................................................................ 4 Goal ...................................................................................................................................................................... 4

Overview .................................................................................................................................................. 5 History ................................................................................................................................................................ 5 Description ........................................................................................................................................................ 5 Play ....................................................................................................................................................................... 6 Leagues in the Region .................................................................................................................................... 7

Pop Warner Football in the DC Metro Area ................................................................................. 8 Goals ..................................................................................................................................................................... 8

Target Market ..................................................................................................................................... 10

Prospective Sponsors ....................................................................................................................... 11

Fundraising .......................................................................................................................................... 13

Sponsorship Levels ........................................................................................................................... 13

Publicity ................................................................................................................................................ 14

Conclusion ............................................................................................................................................ 15


Executive Summary 360 Marketing works to create an organized solution to the DC area Pop Warner Football Program. More specifically improving playing conditions such as practice fields, providing better equipment through sponsorships, increasing participation and improving safety. Four main problem areas:

○ Facilities ○ Equipment ○ Participation ○ Social Media ○ Travel

Company Background Found on August 22, 2011, 360 marketing seeks not only to maintain but to also improve the health of young children across the United States. 360 marketing was created by five focused individuals with one common goal; to help raise money and exposure for youth focused programs and events. Unlike most marketing groups, we use our young, smart and savvy characteristics to achieve our goal.

Founders A Montgomery County, Maryland native, Khiana Brown is currently in her senior year at Howard University. Majoring in pre law, Khiana plans on attending law school after graduation. Like the other 5 founders Khiana brings a lot of experience to the table from her many internships. Not only has she held legal internships but she has also held marketing internships. Khiana is a hard worker and strives to get the job done no matter what it takes. Howard University graduating senior, Forrest Greene was born and raised in Englewood, New Jersey. Coming from a family of entrepreneurs, he entered the School of Business in the fall of 2007 to study marketing. After the successful completion of many internships, he has become an expert in the field of digital advertising/ social media marketing. After graduation Forrest plans to move to New York City to begin working full time for a digital advertising firm. His career goals include starting his own social media marketing firm and being a world traveler.

A sophomore at Howard University, Danielle Lomax is a young urban professional with a passion for public relations, community relations, and sports management. Born into a military family Danielle has been awarded the opportunity of living in a plethora of cities throughout the United States. Although she has only been in college for a little over a year and a half she has accomplished a great deal. She has interned in Corporate Communications, Government Relations and Social Media. Danielle's ultimate goal is to combine her major of Public Relations and her minor of Sports Management to excel professionally. She would like to work with player development and community relations.


Born in Brooklyn, New York, Shakeel Luke is a graduate of Benjamin Banneker Academy. He is now in his junior year at Howard University, majoring in sports management. His ultimate goal is to start a career in the sports industry, and plan events that help improve his community. Gregory Taylor is a junior, public relations major at Howard Universit. Gregory co-founded a social media management and training agency Taylor & Brookover, Inc., during the summer of 2010, which assists clients looking to increase their presence on the internet using social media platforms such as, Facebook, Twitter, YouTube and Google+. His top clients include NASCAR phenomenon Austin Wayne Self, semiconductor industry leader AM Technical Solutions, the largest youth flag football organization in the world, Neighborhood Sports and the nation’s first and only HIV/AIDS awareness, general health and lifestyle magazine written BY and FOR students at Historically Black Colleges and Universities (HBCUs), Ledge Magazine.

Mission Statement The mission of 360 Marketing is to revitalize the Washington, DC Pop Warner Program. Our mission is to enable the youth of the metropolitan area to benefit from participation in team sports and activities in a safe and structured environment. Through active participation, Pop Warner programs teach fundamental values, skills and knowledge that young people will use throughout their lives. The Washington, DC Pop Warner Program seeks to provide enjoyable athletic learning opportunities for the youth as well as emphasizing the importance of academic success. The Washington, DC Pop Warner Program strives to inspire youth to practice the ideals of sportsmanship, scholarship and physical fitness.

Goal 360 Marketing plans to improve the conditions of facilities and equipment. We are striving to provide the youth with proper playing fields and adequate football equipment, while still keeping the program affordable to all. We also plan to increase participation, expand travel opportunities and create a social media presence for the DC Pop Warner program.


Overview Formally known as “Pop Warner Little Scholars”, Pop Warner is an organization that provides football, cheerleading, and dance teams to communities throughout the United States. The Pop Warner Little Scholars currently has teams active in 43 states. Children ages 4-17 are eligible to participate. The program seeks to fulfill three objectives:

• To encourage and increase youth participation in football, cheerleading and dance. • To ensure a safe and positive playing environment for all participants. • To instill life-long values of teamwork, dedication and a superior work ethic in the

classroom and on the playing field.

History Founded by Joseph J. Tomlin, Pop Warner Football began in 1929 with four teams throughout Northeast Philadelphia. The Pop Warner organization is the largest and oldest youth athletics program in the world. By 1933, the Junior Football Conference consisted of 16 teams with the help of Glenn Scobie "Pop" Warner who is a legend among football coaches. In an effort to develop healthy, strong, men and women, the Pop Warner Little Scholars program does not provide personal statistics. The prohibition of personal statistics allows athletes to understand the importance of team unity. “We don't try to build stars. We don't want to over-inflate a young ego, nor do we want to risk injuring the self-esteem of a young person. Whether our kids have good days or bad, they are still an integral part of our team…and always will be.” (PopWarner)

Timeline of Pop Warner Football Growth 1933 - 16 Teams 1938 - 157 teams (ages 15-30) World War II Era - 42 teams Today - 425,000 participants

Description The Pop Warner football program requires a strict age/weight matrix. This matrix requires that all athletes compete with players in their age and weight range. This regulation assists with alleviating injuries. The Pop Warner Football program has 12% less injuries per capita than organized soccer. Furthermore there are no try-outs for Pop Warner teams With a mission to train and develop children both athletically and scholastically, Pop Warner is the only youth athletics program that requires its athletes to maintain at least a 2.0/70% grade point average. Teams who fail to meet the scholastic requirement are forbidden from participating in regional and national championships. The organization also rewards athletes who


maintain above-average grade point averages. Those athletes with grade point averages over 96% are eligible to apply to become All-Americans.

Play Rules of Play

Each team is allowed 11 players on the field at a time. Most football teams have distinct "offensive" and "defensive" units. A team is on offense when it has possession of the ball. A team is on defense when it does not. There are also transitional phases of the game, in which possession is being transferred or special scoring opportunities are taken. These are called special teams, though special teams is often referred to as the "kicking game". This is because special teams plays are the only time when kicking the football is appropriate. The standard four quarters are called "regulation time" or "regulation play", or more simply regulation. Every quarter, teams switch ends of the field. This is done to minimize the advantage one team might have in going with the wind, which can be a tremendous influence in the passing and kicking games. (Football Babble) Field A football field is 120 yards long. On each end of the field is an end zone, and both of these are 10 yards long. The object of the game is to move the football into one of these end zones. Therefore, the field between the end zone markers is 100 yards exactly. (Football Babble)

Number of Players The minimum amount of players required on a team is 11 players. Most teams have a much larger roster than the eleven man minimum unit. Equipment Organized tackle football requires players to use regulation football gear to reduce the risk of injury. Equipment includes a helmet, jersey, cleats, and pants. The amount and type of padding is an individual decision.

Mandatory Play Regulation Each league may set a higher number of Mandatory Plays, but never less than the minimum set by PWLS. All MPRs should be based on eligible players at the time of the game. (Pop Warner) Team Size: 16-25 Players - 10 Plays

Team Size: 26-30 Players - 8 Plays Team Size: 31-35 Players - 6 Plays

Positions There are 11 positions on both offense and defense in football.

Offense:


Quarterback Half back Full Back Left tackle Left guard Center Right guard Right tackle Wide Receiver Tight End

Defense:

Nose Tackle Universal Tackle Left End Right End LOLB MLB ROLB Free Safety Strong Safety Cornerback

Leagues in the Region ● Washington, DC Pop Warner - Inner City

○ 18 teams ○ http://dpr.dc.gov/DC/DPR/Programs+and+Services/Athletic+Programs/Youth+Sp

orts/DC+Pop+Warner+Football ● Maryland Football Association - Southern Maryland Region

○ 17 teams ○ www.eteamz.com/mfa

● Virginia North Pop Warner - Northern Virginia Region ○ 3 teams ○ www.vapopwarner.org


Pop Warner Football in the DC Metro Area The Washington, DC Pop Warner football program operates under a partnership with the Boys & Girls Club of Greater Washington. The league is composed of 2 divisions. The divisions compete in November to determine who will represent the District in the regional playoffs and a chance to compete in the Pop Warner Super Bowl game

Goals Pop Warner Football seeks to grow young men in the areas or physical fitness, self-discipline, and mental toughness. DC Pop Warner Football strives to return to the National Pee Wee Championship in 2011. (DPR)

Tackle Football Divisions of Play

*this table refers to the age v. weight matrix* Age/Weight Division Age(s) Certification Weight Range

TINY-MITE (older/lighter)

5-6-7 No older/lighter

35-75 lbs No older/lighter

MITEY-MITE (older/lighter)

7-8-9 No older/lighter

45-90 lbs No older/lighter

JUNIOR PEEWEE (older/lighter)

8-9-10 11*

60-105 lbs 60-85 lbs

PEEWEE (older/lighter)

9-10-11 12*

75-120 lbs 75-100 lbs

JUNIOR 10 11-12-13

over 120 lbs Open weight for 6th & 7th graders

Senior 13-14 Open weight for 8th graders Divisions

■Bald Eagle ■Barry Farms ■Beacon House ■Benning Stoddert ■Benning Terrace ■Blitz ■Club #2 ■Club #14 ■Douglass ■FBR ■Fort Stanton


■ Lafayette ■Marshall Heights ■Stoddert ■Trinidad ■Watkins ■Ward 5 ■Wolfpacks

Case Studies

Barry Farm Beavers - http://www.eteamz.com/barryfarmbeavers/ “The Beavers are an "A" competitive team base in Washington DC. Our organization is designed to serve one of the most vulnerable yet difficult to reach groups in the southeast community.”

Beacon House Falcons - http://beaconhousefootball.com/ “Beacon House is a neighborhood based organization that supports at-risk youth and families of the Edgewood Terrace community in Washington, D.C. Beacon House offers educational, cultural, recreational and athletic programs. Each year, Beacon House serves over 300 youth through after school and summer academic enrichment, mentoring, cultural, athletic and outreach programs with demonstrated success over the years. In recent years, Beacon House has implemented education programs that have proven to raise the reading and math skill levels for involved youth by at least one grade level in just 20 two-hour sessions.” (Beacon House Football)

Past Champions Pee Wee (75 lbs.)

*** 2008 District of Columbia Jr. Pee Wee Champions*** Jr Pee Wee (75 lbs.) *** 2010 District of Columbia Division 1 Champions***

*** 2007 District of Columbia Division I Champions *** Pee Wee (90 lbs)

*** 2007 Pee Wee Division I National Champions*** *** 2007 Eastern Region Pee Wee Division I Champions*** *** 2007 District of Columbia Pee Wee Division I Champions***

Jr Midget (105 lbs.) *** 2007 Jr Midget Eastern Region Runner Ups*** *** District of Columbia Jr Midget Division I Champions ***

Midget (125 lbs.) *** 2007 District of Columbia Midget Runner Ups***


2011 Division-1 Standings

Important Dates ● Team Declarations: April 25, 2011 ● Registration Begins: May 2nd, 2011 ● Season Begins: August 1st, 2011 (1st day for pads) ● Weight-in Dates: August 16, 17, 18 ● Regular Season Play: August 27- October 15, 2011 ● City Wide Playoffs: October 22, 2011 ● Championship Games: Saturday, October 29, 2011 & Sunday, October 30, 2011 ● Eastern Regional Championship: November 5-6 , 12-13,19-20 and 26-27 ● Pop Warner Super Bowl Championship: December 3-11 Disney World of Sports

Complex

Target Market Our target market consists of young boys ages 5-17 in the Washington, DC metropolitan area. There are currently 600,000 residents living in Washington, DC. 19% of those residents are under the age of 18.


Prospective Sponsors

1. Name of Organization: Greater Washington Sports Alliance a. Mission: The Greater Washington Sports Alliance (GWSA) is a regional non-

profit sports commission created to foster economic development and civic pride through the power of sports. GWSA creates economic stimulus and civic pride by initiating and supporting the successful execution of sporting events in Greater Washington.

b. Contact Information: 202.407.8555 c. Other Information: www.gwsportsalliance.com/

1. Name of Organization: NFL Play 60/Washington Redskins

a. Mission: The Washington, Redskins Community Relations team consistently gives back to youth football organizations in the DC metropolitan area. Their programs focus on teaching the key fundamentals of football, teamwork, and living a healthy, active lifestyle.

b. Contact Information: i.Brittany Ginn, Coordinator, Community and Charitable Programs

ii.http://www.redskins.com/community/index.html c. Other Information: http://www.nfl-360.com/

1. Name of Organization: Gatorade

a. Mission: Gatorade is the heart, hustle and soul of the game. b. Contact Information: 1-800-88-GATOR c. Other Information: http://www.gatorade.com/default.aspx

1. Name of Organization: Michelle Obama’s Let’s Move Campaign

a. Mission: Initiative dedicated to solving the challenge of childhood obesity within a generation, so that children born today will grow up healthier and able to pursue their dreams.

b. Contact Information: Robin Shepper c. Other Information: www.letsmove.org

1. Name of Organization: Under Armour

a. Mission: To make all athletes better through passion, design and relentless pursuit of innovation.

b. Contact Information: Under Armour, Inc. Sponsorship and Community relations 1020 Hull Street Baltimore, MD 21230-2080

c. Other Information: http://underarmour.sponsorport.com/

1. Name of Organization: Healthy Kids, Healthy Futures a. Mission: To promote programs to help children, parents, and grandparents

become advocates — in their families, homes, schools, and communities — for healthy eating and increased physical activity.

b. Contact Information: Phone: (212) 746-3227 Fax: (212) 746-8763


c. Other Information: http://www.healthychildrenhealthyfutures.org/AboutUs.htm

1. Name of Organization: Bank of America - Sports a. Mission: The broad and avid appeal of football gives Bank of America the

opportunity to deliver the Bank of America brand in some of the most passionate football cities in the country. They have exclusive sponsorships of the Carolina Panthers, Dallas Cowboys, New England Patriots™ and Washington Redskins.

b. Contact Information: 1.800.218.9946 c. Other Information:

http://www.bankofamerica.com/foundation/index.cfm?template=fd_localgrants

1. Name of Organization: Octagon Agency a. Mission: Provide leadership in understanding fans’ passions and how these

insights can build more effective, efficient and measurable marketing programs. b. Contact Information: http://www.octagon.com/AboutUs/45 c. Other Information: http://www.octagon.com/Default.aspx

1. Name of Organization: Modell’s Sporting Goods

a. Mission: Modell's Sporting Goods is the nation's oldest, family-owned and operated, retailer of sporting goods, sporting apparel, menswear and brand name athletic footwear.

b. Contribution to DC Pop Warner: Equipment including pads, helmets, cleats and mouth-guards for the season

c. Contact Information: 1-866-835-9129 d. Other Information: http://www.modells.com/home/index.jsp

1. Name of Organization: Baked Cheetos/Frito Lay

a. Mission: It’s simple. It’s the belief that we can all benefit from doing good. From supporting local farmers, to investing in sustainability efforts, to going the extra mile to use the highest quality ingredients, we think the small steps we take today can make a big difference tomorrow.

b. Contact Information: http://www.fritolay.com/about-us/contact-us.html c. Other Information: http://www.fritolay.com/index.html


Fundraising ● Greater Washington Sports Alliance Pop Warner Annual Gala

○ The invite-only gala will feature an open bar reception, silent auction and a full course dinner. The guest speakers will be DC Pop Warner representative Kevin Clark and Robert T. Sweeney, president of the Greater Washington Sports Alliance.

■ August 3, 2012 from 7pm – 11pm ■ Wardman-Park Marriott – Ball Room Saloon 1, 2 & 3 ■ Proceeds from the Gala will go towards facilities, equipment and travel.

Main sponsors will be the Greater Washington Sports Alliance, Washington Redskins, the Baltimore Ravens. ● Venue/Food: $15,000 ● Music: $400 ● Photographer: $300 ● Food/Venue: $15,000 ● Transportation: $300 ● Hotel Rooms (24 rooms/2 nights): $7,200

○ Total: $24,000 ● NFL Play 60 Day – Field Day, Variety Show, Flag Football Game

○ Variety Show - Players from the Washington Redskins and the Baltimore Ravens will be able to show their talents off the field in a variety show.

○ Father/Son Field Day - Members of the DC Pop Warner football league will participate in a father/son field day.

○ Flag Football Game- In an effort to promote NFL Play 60’s mission of encouraging at least 60 minutes per day of outdoor activity; local NFL players will participate in a flag football game.

■ August 4, 2012 from 10am-3pm ■ Fed Ex Field – Main Field, Concessions, Concourse ■ NFL Play 60 Day will be used as a recruitment tool and registration

initiative. ● Venue: Provided by the Washington Redskins & their community

relations partnership ● Concessions: Provided by Gatorade & Frito Lays/Baked Cheetos ● Flags: Provided by Frito Lays ● Jerseys & Football Equipment: Provided by Under Armour. ● Entry Fee: Free

○ Total: $0.00

Sponsorship Levels ■ Gold Level - $25,000

○ Luncheon with NFL Players, ○ Logo on all Pop Warner signage on the field, brochures,

jerseys


○ Brand activated through viral media ○ Booth at NFL Play 60 Day ○ Booth at Gala ○ 3 8-person tables at Gala ○ 2-night stay at the Wardman-Park Marriott

■ Silver Level - $15,000 ○ 2 8-person table at gala ○ Logo on signage on the field ○ Brand activated through viral media ○ Booth at Gala ○ 2-night stay at the Wardman-Park Marriott

■ Bronze Level - $5,000 ○ 1 8-person table at gala ○ Logo on signage on the field ○ Booth at Gala ○ 2-night stay at Wardman-Park Marriott

Publicity Television/Radio ● Television commercials will target parents and children in the metro area. They will

include video clips with an emphasis on merging academics with athletics. ● Radio ads will be similar to TV commercials. Radio airplay will occur during rush hour.

Traditional Print Materials ● WMATA allows a percentage of their ad-space to be leased for free for community

initiatives. DC Pop Warner ads will be placed in metro stations and on city buses. ● Handbills and posters will be distributed throughout schools and areas dominated by

school-age children. Information included on print would include program goals, costs, and contact information.

Social Media ● A Twitter account will be established to keep parents and participants updated on Pop

Warner news. ● A Facebook account will be created to recruit new members and inform current members.

The Facebook page will be utilized as a “one stop shop”. Every coach will have a tab to stay in contact with his or her players. Schedules, rulebooks, and prices will also be included.

Social media offers a unique opportunity for investors/advertisers to create partnerships with a particular cause to generate revenue for their business. Our goal with DC Pop Warner is to increase their following on Facebook in particular so brands are able to activate their product/service directly on the page. It could be as simple as having a link integrated into the page or as complicated as creating a tab for a particular partner to create a unique experience for


fans of the page. More than 800 million users are on Facebook worldwide and DC Pop Warner needs to take advantage of this large audience. They could simply run Facebook Ads on a budget of 5 dollars each day at a rate of $0.20 per click to reach 1,225 fans at the end of a 7-week season. This is not including the possibility of non-paid growth as well. Social media is a space that many have not utilized to its full potential, but it creates an avenue for DC Pop Warner to make a significant profit off of advertisement dollars.

Conclusion After the successful completion of the five major program concerning DC Pop Warner Football: ● Facilities ● Equipment ● Social Media ● Travel ● Participation

DC Pop Warner football will be recognized as the premier youth football league in the country.

pop warner marketing plan

Documents

dc metropolitan area

dc pop warner

father son field day

flag football game

social media

pop warner

sporting goods

public relations