Task

To Conceptualize A Marketing PlanFor

Standard Chartered Singapore Marathon2007

Agenda

• Task• Objectives• Target Audience• Integrated Marketing Communications• Marketing Extensions• Marketing Suggestions• Timeline• Costing

Objectives

To reinforce the excitement of recreational running

To create a vibrant race atmosphere

To attract target supporters and public

To raise the profile of sports

To increase the General Public’s Awareness

Target Audience

First Tier - Recruitment• Local / Overseas Runners• Supporters

Second Tier• Mass / Overseas Public

Integrated Marketing Communications

The Strategy

• Running a marathon not only entails the physical strength but also the mental challenge to undergo a strenuous regime.

• Running the marathon is perceived as a personal best, putting one’s limits to the test.

• Upon completion of the race, the runner would have felt a sense of achievement for his sheer determination to complete the race.

• Because of this fusion, we derived with the strategy “Rise to the Challenge”.

• In line to the strategy, we are proposing two options for Phase 1 and Phase 2 creatives.

Phase 1

A Challenge is Coming Your Way

• Position SCSM as Leading Running Event in Asia• Create National Awareness• Drive Registration

Early Promo (15 July to 30 July)

• SCSM Runners 2006

Exclusive 20% Early Bird Registration fee waiver when they register online

• 15% discount for Standard Chartered Bank/Manhattan Credit Card & ATM Card Holders

=> Offer ends 30 September

Entitled to SCSM LOYALTY CARD with discounts at all sports outlets

Early Promo (21 July to 25 Sept)

Reach-Out Program:

Weekly Training Seminar/Session available at Stanchart outlets all over Singapore for mass registration

Tie-up with Fitness Centre to sponsor in-house trainers to lead the various team outlets

Mechanic:

Apply to receive a pair of Adidas running shoes worth up to $100

Group Bookings of 6, free registration for the 6th runner

Corporate Registration Bulk Discount* And lucky draw chances to win OSIM’s treadmill *Subject for Client’s Approval

Referral Scheme Refer Friends and Receive 100 Plus, etc (Sports

Sponsors) Vouchers worth $50 Participating families who persuade two more

families to sign up are entitled to a Family Workout At A Fitness Club.

Early Bird Promo (21 July to 31 Aug)

Norm (1 Oct – 30 Oct)

Road Shows to drive carnival

• Recruitment Booths with rovers and emcee to create hype

• All tickets bought at roadshow are entitled to a lucky draw at the event

• Participants are given a health kit (nutrition & health training) at the booths upon purchase

• As part of a fund-raising campaign, a spokesperson representing the Society for the Physically Disabled will raise funds as a source of motivation for the runners.

• Past participants and volunteers give first hand experience

Phase II

Support The Team

Increasing the Awareness of Marathon Fringe

Drive Supporters’ Registration

Option 1

Creative – Option 1 (Ph 1)

Creative – Option 1 (Ph 2)

Bus Ad (Option 1)

Option 2

Creative – Option 2 (Ph 1)

Creative – Option 2 (Ph 2)

Bus Ad – (Option 2)

Marketing Extensions

Corporate Direct Mailer

Corporate Direct Mailer

Corporate Direct Mailer

Sticker

Sticker

Water Point/Booth

Water Cooler Cups

Marketing Suggestions

Suggestions

Forum•Create A microsite http://www.recreationalrunning.com•Runners can share and discuss their thoughts•Questionnaire Polling to gather feedback

Aftermath of Competition•A collection of photos taken from SCSM 2007 to be consolidated into a coffee book

•The coffee book will be launched at Borders in mid Jan 2008.

•Race Winners will be present to autograph. •The sales proceeds will be donated to charity.

Runspiration - Ideas

1. Theme: Inspire MeConcept: A Friend In Need is A Friend Indeed!Encourage the runners with words to motivate them at the start lineDynamic: Supporters to hold display cards at start line with winning words Prize: Winning Entry entitled to $60 Adidas voucher

2. Theme: Personal AchievementConcept: When the going gets tough, the tough gets going.Share that intimate moment when you finally touch that finishing lineDynamic: 6 best monthly entries will be published on website. Forms can be downloaded from website. Contest is for 3 months.Prize: Win 6th exclusive anniversary premium gift and get your story

featured online.

Runspiration - Ideas

3. Theme: Spirit on The CourseConcept: Cheerleaders in groups of 6 to compose an original jingle to motivate runners along the route to cheer on the runnersDynamic: Judges to vote for the best jinglePrize: $60 and winning medals

4. Theme: Rhythm on The CourseConcept: School Bands to motivate runners with inspirational tunes along the routeDynamic: Judges to vote for the best tunesPrize: $60 and Medals

5. Theme: Capture that Moment

Concept: Photograph the Runner with an attitude that sublime a winner

Dynamic: Panel to select winning photo to be placed on website

Prize: 1. An awe-aspiring recognition award for the runner

2. Winning photographer awarded cash

6. Theme: Dress Yourself For the Run

Concept: Simply dress yourself up. Come in unique costumes.

Dynamic: Panel to choose unique costume

Prize: $60 cash

Runspiration - Ideas

Party at The Padang

Fun, rhythm, and life…

• A festival that helps others

• Donations are solicited during the event when supporters buy SCSM T-shirts and caps.

Proceeds benefit Society for the Physically Disabled, whose mission is to make it possible for wheelchair-bound patients to participate in sports and to lead active, healthy lives.

• Dance contest gives amateur dancers the chance to perform on Stage and win prizes.

• A Magician Show to entertain the crowd

• Live Broadcast with FM98 sets the stage for the dance floor so that everyone can enjoy and sway to the music

• Food Vendors like local food kiosks, Burger King, MacDonalds, Subway, Ice-cream vendors and Drink Stores.

Timeline

Phase 1

July - Sept

Event

2nd Dec 07

Phase 2

Oct - Dec

Costing

Total :$50,000

*Subject for Discussion

Thank You