sports fan development institute business plan for mark cuban
DESCRIPTION
A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.TRANSCRIPT
Sports Fan Development Institutepowered by
Game Day Communications
Presented to Mark Cuban
by
Jackie Reau
About Game Day Communications
• Co-founded and led by former ESPN Anchor Betsy Ross• Based in Cincinnati• Boutique PR firm specializing in sports and cultural entertainment• Media relationships (local to national sports media)• Influencer relationships (team stakeholders, fan development,
tourism, corporate sponsors)• Digital Media/Social Media Evangelists
Some of our Clients
Overview
The Sports Fan Development Institute powered by Game Day Communications is a research-based business concept to assist sports teams and events in creating strategic plans to grow fan bases using traditional and social media applications, sponsorship activation opportunities and revenue streams for current and existing programs/initiatives.
The Need
In recent years before “stimulus” was a front-page news discussion, many sports teams/events—professional, collegiate and amateur--have been fighting to save their fan base while seeking opportunities to engage new fans. We believe there is an opportunity to create a road map to success for interested teams and events.
Many ticketing/marketing staff for teams are young, inexperienced and rotate through the organization, leaving no institutional knowledge or history. A strategic plan will allow a team or event to enjoy a tradition of success even during staff transition.
The Real Need:Captivating the Next Gen of Sports Fans
Youth participation in many sports is declining, i.e. baseball among youth, especially African-American. There have been many studies on linking athletic participation to success in school and life.
The Institute will help sports teams/events to understand and engage the next generation of sports fans along with their parents and/or care givers.
The Concept
The Sports Fan Development Institute powered by Game Day Communications will use a three-pronged approach:
– Sports Fan Experience Audit– Sports Fan Development Plan & Execution– Serve as an on-going resource for sports teams and events
The Sports Fan Experience Audit will be the primary tool used to educate teams on how to improve their overall experience from “street to seat.” The audit will be conducted on site.
We will personalize the audit and engage an agreed-upon minimum of current fans to create a benchmark for the team/event.
Sports Fan Experience Audit
Sports Fan Development Plan & Execution
Once the audit has been completed, we will seek to work with the team to develop a strategic Sports Fan Development Plan with the following:
– Objective– Key Messages– Target Audience(s) with demographics, psychographics (segmented)– Strategies of engagement: direct to fan marketing, experiential special events,
pricing, traditional media & messaging, social media and player involvement/access
– Budget– Monitor/Measurement
Resource for sports teams and events
Leveraging the web site, www.sportsfaninstitute.com, we will launch the web site to serve as a community for sports teams/events and their staff. We will also use the site to launch a regular “sports fan” study on trends to share with participants (attendance/spending trends, successful promotions, etc.)The site will include a number of resources:
– Regular e-mail blasts– Open forums for discussion– Articles/white papers on best practices– Links to influencers in sports marketing/promotion/philanthropy– A Digital Media Network to leverage Facebook, Linkedin, Youtube,
Twitter, along with podcasts and video
Management
The Sports Fan Development Institute team will include the staff of Game Day Communications and prospective advisors, all working together to launch the project:
– Jackie Reau, CEO, Game Day Communications– Betsy Ross, President, Game Day Communications– Advisors to project to be formally invited (this is a working list
used only as an example): Mark Cuban, Dallas Mavericks; Sylvia Lunn, Major League Baseball; Jason Dial, P&G Global Sports Marketing; Tracy Kurdyck, LPGA; and Michael Perry, Enquirer Media; among others.
Prospective Clients
We are working to define our prospective clients in three categories:– Professional sports teams/events– Collegiate sports teams/events– Amateur/youth events/organizations
Business Model
The business model for the Sports Fan Development Institute comprises the following:
• Sports Fan Experience Audit ($2,500-$10,000)• Sports Fan Development Plan ($10,000-$25,000)• Sports Fan Development Execution (hourly rate)
Financial “Stimulus” Request
We respectfully request $110,000 from Mr. Mark Cuban for the launch of the Sports Fan Development Institute to be used in the following manner:
• Project Manager: $50,000 annual salary/benefits• Web site design/launch (www.sportsfaninstitute.com): $10,000• Development of proprietary research tools: $20,000• Launch of program for marketing: $30,000
A “stimulus” loan will be paid back through a mutually-agreed upon timeline and agreement.
Launch Plan
For the launch of the Sports Fan Development Institute, we would like to partner with Mark Cuban in a media briefing at a sporting event that needs fan support. The event would outline the Institute, recognize Mr. Cuban for his contributions and showcase the efforts of the Dallas Mavericks and their fan outreach and engagement efforts.
Timeline of Project
First 30 Days Finalize model for Institute Finalize business and marketing plan for the Institute Hold first advisory board meeting Finalize tools for Institute for Fan Development
– Fan Experience Audit tool– Fan Experience Research tools with benchmarks– Expected outcomes from Fan Development Plan
Write, design and launch web site (www.sportsfaninstitute.com)
Timeline of Project
Second 30 Days Announce partnership with Mark Cuban
– Schedule media event at a sporting event that needs fan support (TBD)• Launch marketing plan & media tour• Sign first client• Update web site as resource• Launch first “sports fan” study
Timeline of Project
Final 30 Days• Launch marketing plan & media tour• Sign second, third clients…• Launch Sports Fan Institute Digital Media Network• Announce results first “sports fan” study• Thank Mr. Cuban for his support and agree on “payback” plan
