ATLANTA SPORT

& SOCIAL CLUB

STRATEGIC MARKETING PLAN
TIANDRA, TAYLOR, FRANCESCA, TAMEKA, JOHN

INTRODUCTION

Obesity: An Epidemic

2/3 of the United States population is obese

Fitness Trends

52.9 million Americans have a gym membership

Top sports trend of 2015:

Body Weight Training

-American College of Sports Medicine 2015 poll

Americans feel the need to be social

67 % of Americans use social media

23 % of Facebook users check Facebook 5+ times daily
Sports are a part of Atlantas culture

Atlanta Sport and Social Club ...

Its more than just a game, its a lifestyle.

FIELD RESEARCH
This league is way more organized than the last league I played in.
Flag Football Player, Piedmont Park
Some of the sponsored bars are too crowded, we would pay extra for priority
seating rather than a discount. Flag Football Player, Piedmont Park
I dont go out and tell people about ASSC Leagues, but people approach me often
and I then direct them to the website. - League Manager, Piedmont Park
I have never spoken with anyone about ASSC while on the job. League Manger,
Peachtree Hill Park

TARGET MARKET
Health & Fitness:
Weight control
Stress relief
Regular exercise

Competitive: Achievement
Enjoys competition
Need for accomplishment

Build Relationships
(Personal & Professional):
Belongingness

New friendships

Networking

Group of friends with similar goals

and interests

Demographics:
56% Male |44% Female
86% Single
Median Age: 26

Sports minded:

Regular sports participants

Develops the physical skills

needed to compete in a
given sport

THE SITUATION
Reclamation

Attraction

Retention

ONLINE MUSIC STREAMING

PANDORA
Targeting

Age
Lifestyle
Location
Listening Habits

Display ads drive traffic to

ASSC website
Lower cost than traditional
radio
Listener unable to channel surf
Decrease in overexposure due
to segmentation ability
ATTRACTION

SPOTIFY
Advertising Opportunities

Audio Ads
Display Ads
Billboard Ads
Branded Playlists

Younger Audiences
User must be engaged
with Spotify for
advertisement to play

ATTRACTION

SOCIAL ENGAGEMENT
-DailyBeast.com
Atlanta has been ranked the best city in America to find a date in 2012
-Pew Research Center
1 in 5 adults ages 25-34 years old have used online
dating

Partner with online dating and social

sites
E.g. Host Match.com Stir event
Banner Ads on Freemium sites
Allows singles to meet in safe,
crowded environments
Earn a commission from membership
with online dating websites

ATTRACTION

Leverage Google Analytics

UNIQUE SPORTS LEAGUES

8.6% of the Atlanta population between the ages of 2246

Increase participation in sports and recreational

activities
Deaf
Physical disability
Intellectual disability
Opportunity for sponsorship diversification

Celebrity Endorsements

ATTRACTION

WORK-LIFE BALANCE PROGRAMS

Selling Points to
Companies
Employees who participate
in wellness programs take
less sick days
Improvement of team
work/group dynamics
Higher job satisfaction
Lower turnover
Greater organizational
pride
-Kenexa Research Institute
ATTRACTION

Benefits to ASSC

Income

More large-scale events

Regular group participation

Increase brand awareness

Association with well-known

companies

THE SITUATION
Reclamation

Attraction

Retention

MEMBERSHIP PLAN

Silver $19.99 | Basic benefits available

Gold $29.99 | Greatest chosen benefits to be offered
Platinum S39.99 | Extensive list of benefits

Benefit Partnerships
Special in-store discounts for members

Katie M. Reed

N 00001
5/4/2016

RETENTION

Point Reward
Start Program
with points based upon membership
level
Accumulate points for each ASSC Event
attended based on membership status
Redeem points for ASSC merchandising items

PLAN BENEFITS FOR ASSC

Membership data tracking

Leagues players join

How often do they attend games?
Purchase behaviors
Frequently attended bars

Pre-checked, auto-renewal options

Year-round cash flow possibilities
RETENTION

LEAGUE MANAGERS
Company liaison to customer
Additional incentives for gaining new members
Measured by league growth
Potential for full-time employment, sales force
Quantify method of reimbursement
Scalable, easy to implement and understand
ATLANTA SPORT
AND SOCIAL
CLUB
RETENTION

LEAGUE
MANAGER

PLAYER/TEAM

MULTI PLATFORM APP

Tool to find new players, manage their league and keep

in touch

Simplifies player effort

Track and redeem ASSC membership points
Updates/Notifications
Weather updates
Potential location changes
Communication Tool
Team chat capabilities
Player feedback
League Manager communication

RETENTION

MITOO APP
Group initialization
Relatively low cost
App is free to the customer

RETENTION

SOCIAL
Targeted Events:
EVENTS
- Increase cross-sport participation

I love how ASSC does social events and not

just sports, my favorite was last years Red,
White and Booze party Flag Football Player
5.2.2015

Engage potential new members

Host tailgate for Atlanta Braves games

Sponsored 5K Walk/Run

Movie night at Piedmont Park

RETENTION

THE SITUATION
Reclamation

Attraction

Retention

RECLAMATION
Promotional Correspondence

Send after 2-season absence

Membership specials for rejoining
Personalized outreach

Newsletters

Personalized, renewal emails

Health and Wellness
Staying abreast of the current health issues
Nutrition facts / Eating Tips

NEXT STEPS
Expansion
Hosted, single-day event for all leagues

League
Champion

Inter-league
Champion

City
Championship

KEY
Immediate Next Year
TAKEAWAYS
Membership Plan
Host events
Dating sites
Online Stream Advertisements
Unique sports
Near-Future 3 Year
Celebrity endorsements
Work-Life Programs
League Manager incentive structure
Far Future 5 Year
Expansion

QUESTIONS