zachnoff

Ad Campaign Plan

Zach Geer – Samuel Gough

Period 3

December 8, 2011

I. Executive Summary

We are advertising for the Ingraham Basketball team. Our goal is to bring more people to support our team. We are planning on using posters, announcements, and possibly gorilla advertising strategies.

II. The Challenge

The event we are advertising for are the Ingraham High school Basketball games. We will advertise these events by getting the attention of the students of Ingraham through appealing advertisements. We are going to print out flyers with basic images the grab the attention and get the basic point across.

III. Situation Analysis

Customer Analysis

The people we are trying to reach are mostly Ingraham high school students and whoever may be walking through Ingraham and see the flyers we have posted around the school.

Competitor Analysis

Competitors of Ingraham basketball are any outside activities d other Ingraham sports. Other Ingraham sports aren’t as big of a competitor because Ingraham sports in general aren’t appealing to most people because most Ingraham sports aren’t very good. Outside activities could be anything. We need to make it so that people want to attend a boys’ basketball game with their friends rather than do something else on a Friday night.

SWOT Analysis

Strengths: Boys basketball is entertaining, fast paced, and intense, cheap concessions.

Weakness: Challenging games, and not guaranteed wins.

Opportunities: Change perceptions of Ingraham sports by winning good games

Threats: Thought of as a bad team. Basketball teams that we play against.

IV. Market Segmentation

-Customers want to watch Ingraham win.

-They will pay to get in to the games or if they have an ASB card they get in for free, and they sit and enjoy the games.

-We will reach our customers by posting flyers around the school that draw the attention of the students and also provide info on when the next game is.

-The price is fixed and we can’t control it, but if the customer has an ASB card they are allowed in for free.

V. Marketing Strategy

Product

We are advertising for Ingraham boys’ basketball games.

Price

$6.00 general admissions

$0.00 with ASB card

Promotion

As the program progresses and Ingraham’s sports image gets better, there will be more people that want to come watch and support Ingraham basketball.

VI. Short & Long-Term Projections

Immediate Effects

Immediate effects of advertising Ingraham basketball will be a slight change in the amount of fans that show up to support Ingraham at home games.

Long Term Effects

Long term effects are that the increase in the turnout to games will help support Ingraham and help them win more games. When we start winning more games more and more people will start wanting to come watch.

VII. Conclusion

We are advertising for Ingraham basketball by creating flyers that will be posted around the school. We are aiming for quantity over size, so we will have many 8×11 sized papers rather than one or two very large posters.

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