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Columbia Southern University Sports Marketing Research Proposal

Columbia Southern University

Question Description


Create and submit a word document of the marketing research proposal. The marketing research proposal should include the following:
 Problem Statement: briefly describe a problem or an opportunity identified in the SWOT analysis.
 Research Objectives: briefly describe the various types of information needed to address the problem or
 Opportunity.
 Methodology: briefly describe the research design type that would be appropriate for exploring the problem or opportunity.
 Data Collection Instrument: briefly describe the data collection techniques and instruments that would be best suited for gathering information about the problem or opportunity.

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Running Head: SPORT MARKETING 1 Sport Marketing Alvin Hayes Dr. Monica Sainz Columbia Southern University SPORT MARKETING 2 Mission Statement This marketing plan will be centered on gaining exposure for the T.R. Miller High School Baseball Program within the secondary school community, in T.R. Miller High School, and among the alumni members at the organization. The lack of awareness that a high school baseball team exists within the community in Brewton is the essential issue, and this marketing plan will address it utilizing various strategies of marketing. Organizational Objectives The particular objectives of this marketing plan include increasing the attendance at home baseball games because of more awareness in and around the community. Incentives will be set up that will urge the understudies to go to every single home baseball game. The financial resources that are available to the team will be more because of an enhanced relationship and rapport with baseball alums, both old and new. These financial resources will be used to better the image of the baseball program both in the target market's mind, and the physical picture of what is seen on the baseball field. Affiliated products will likewise be produced at low costs from a community vendor and sold on the team's website, on campus, and at the baseball games. This will spread awareness for the program by making the team more visible around the community. This marketing plan will use the team's webpage as a promotional device keeping in mind the end goal to maintain a secure connection to the alumni, fan base, and furthermore to empower understudies from T.R. Miller High School to join the program. Increased interest in the sport will enhance the school's image on the field, and furthermore, give the institution a more significant platform to pull in more fans (Shank & Lyberger, 2014). SPORT MARKETING 3 Marketing Goals The aim of this program is to increase the level of awareness around the high school community and in campuses throughout the state about the T.R. Miller High School Baseball program. The program hopes to be able to attract a local attendance of at least 500 community members and also attract more interest from students at the high school. By doing so, the school’s baseball program will be able to secure the much needed financial boost in order to buy new kits and equipment for the baseball team. The program aims to attain a sponsorship of $50,000 so as to achieve the above. The goal can be accomplished through having local fundraising drives by hosting Alumni Baseball games and barbecues. The school’s baseball program should give itself 10 months to achieve these set targets so as to give the team ample time to prepare for the next season. This target should be broken down to sub-goals of raising $5,000 per month towards this effect. SWOT Analysis The program’s strengths include having passionate team members who will work hard to spread the word. Another critical strength of the facility is that all local games will be played on campus grounds, thus increasing the probability of having a capacity home crowd to cheer the team on. The team also boasts of a local coaching staff that gives the program a sense of continuity and helps build a culture that supports team success. However, the team’s weaknesses revolve around the fact that the program is synonymous with the local community. In addition to this, there is very little awareness about the baseball team inside the high school campus. However, private surveys of community locals have revealed that building awareness would increase local support for the baseball program. Also, the school has a passionate group of T.R. SPORT MARKETING Miller Baseball alumni, and these could serve as exploitable opportunities for the program. A lack of financial support and continued unawareness among the community locals are the two major threats that the baseball program faces. 4 SPORT MARKETING 5 Reference 7 Best Marketing Strategies. (2018). Retrieved from https://www.Investopedia.com./7-bestmarketing-strategies/ Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge. ...
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Running Head: SPORT MARKETING RESEARCH PROPOSAL

Sports Marketing Research Proposal
Alvin Hayes
Dr. Monica Sainz
Columbia Southern University

SPORT MARKETING RESEARCH PROPOSAL

2

Problem Statement
Though the school recognizes and facilitates several sports, lack of awareness that the baseball
team exists within the school community and the Brewton community is the major problem. Unlike
most other sports team including the football team, the baseball team is one of the few teams that
has not yet been recognized by the school community. As a result, most talents go untapped. Lack
of recognition and support from the school administration results to the team losing a lot of
opportunities to participate in any tournament outside the school boundaries which may give it
national or global recognition. This paper aims at addressing and utilizing various marketing
strategies that will make the ...

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