Marketing Operations Manual 2008 – 2009
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Transcript of Marketing Operations Manual 2008 – 2009
Marketing Marketing OperationsOperations
ManualManual
2008 – 20092008 – 2009
Radford University Athletics Marketing Department
Table of ContentsTable of Contents
• Responsibility Grid
• Goals
• Internship Guidelines
• Daily Check-list
• How to write a marketing Plan
• Goals of marketing Plan
• Event Guidelines
– Soccer
– Field Hockey
– Volleyball
– Basketball
– Softball
– Baseball
– Track & Field
– Tennis
• Strategies
• On-Campus Contacts
2
Responsibility GridResponsibility Grid
Jill Griffith Melissa Saunders
Sports M Basketball
M Soccer W Soccer
W Basketball Field Hockey
M/W Golf Volleyball
M/W Tennis XC/TF
Baseball Swim/Dive
Softball
Responsibility
Alumni Assoc Fulfillment Weekly Flyer Ticketing
Corp. Sponsors PA Schedules Group sales
Varsity Club Music Composite Schedule Map
Development Mascots Socials Directions
Ticket Office Interns Student Groups
Spirit Squad Coaches Mtg Interns
Concessions Media Housing/Res. Life
Program Staff Website Target groups
RU Bookstore Giveaways SAAC
University vendors Community relations Print
Telemarketing
3
GoalsGoals
• Grow database– Groups– Fans– Season tickets holders– Corporate partners– Student– Faculty/staff
• Increase attendance at all events• Improve level of professionalism across events• Reposition RU athletics positively in community• Being proactive rather than reactive• Developing solutions to solve both short and long term
goals• Concentrate on efficient turnkey procedures to
maximize resources– Dollars– Hours
• Create a solid learning environment for student interns• Continue to fine turn game day operations• Develop individual staff responsibilities to share
(efficiency)• Have a weekly meeting to discuss issues, ideas,
concerns• Learning from mistakes• Look at the big picture, remember all the small details• Remember to communicate with everyone involved• Spend money and time wisely
– Bid out to at least 3 people for supplies• Focus on problem solving rather than blame others• Own up to mistakes and fix it
4
Internship Internship GuidelinesGuidelines
OVERVIEWThe Radford Athletic Marketing Department is seeking aggressive, creative and self-motivated individuals to fill undergraduate marketing intern positions for the 2008-2009 academic year. Responsibilities will include, but are not limited to: developing and coordinating marketing and promotional efforts for Radford’s intercollegiate sports, implementing marketing strategies and game day promotional activities, assisting with and planning special events, and designing and creating advertisements for print and electronic media. Candidates should be team-oriented and must be willing to work events scheduled on nights and weekends. Excellent oral and written communications skills are essential and knowledge of sports and an interest in the sports marketing industry are a plus. This job is volunteer oriented.GENERAL
RESPONSIBILITIES• Assist in the development, coordination and implementation of marketing and promotional efforts for all Radford University intercollegiate athletic programs.
• Hold 10-12 office hours per week during the school year to work on marketing plans, assist full-time staff and help with office tasks. Attend weekly one-hour intern meeting.
• Every intern will be assigned two to three sports to focus on during the academic year. Availability to work home events of your assigned sports.
• Every intern must be available for all Highlander basketball home games to assist with set-up and take-down of the Dedmon Center.
• Plan and implement other special projects and events throughout the year.
• Other duties as assigned.
QUALIFICATIONS•Full time RU Student
•Excellent oral & written communication skills
•Knowledge of Microsoft office Package(Word, Excel, PowerPoint)•Marketing or Advertising
major preferred•Potential to serve long than one year
•Interested in sports
6
Daily Daily ChecklistChecklist
7
1) Check your personal box
2) Check athleticmktg email
• Password: marketing1
3) Check voicemail (see voicemail sheet)
4) Make sure correct messages are correctly
dispersed
• Save any long and/or complicated
messages for recipient
5) Marketing Update document
• Add headers if needed and include your
initials
• Be sure to close it when you are done
6) Check in with someone to see what needs to
be done
7) Save all your files on whale drive
How to write aHow to write a Marketing Plan Marketing Plan
1.) Review UCLA Plans2.) Develop a draft
Check with Chris (Big South Intern) Include key games Check other sports schedules in
season3.)Send plans to Melissa for review4.)Plans then go to Jill for review5.)Have meeting with:
Coaches Sports Information Sport Administrator Alumni Association Facilities
6.) Ask all to review the plans Include a Respond time (week later)
7.) Incorporate any feedback8.) GO!!
8
Goals of Goals of Marketing PlanMarketing Plan
Goals should include:◦ Ways to increase attendance
How? Benefits?
Reorganization on scoreboard or programs
◦ Ways to increase spread of information Media
Newspapers Radio Websites (clear, concise, current info)
Print Posters Schedule cards Flyers
◦ Build fan database By trivia questions, halftime contest,
give aways, sign ups Include name, address (city, state, zip), phone and email
9
Event GuidelinesEvent GuidelinesSoccerSoccer
• Game timeline– Pre-Game
• Show up 1.5 hours before kick-off– Set up music in press box – Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign up
sheets» Any giveaways
– Game Time– Halftime (about 15 minutes)
• Play music• Do any scheduled promotions
– Post Game• Let music run while cleaning up
promotions table• Clean up music and return to Dedmon
Center
• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers
10
Event GuidelinesEvent GuidelinesField HockeyField Hockey
• Game timeline– Pre-Game
• Show up 1.5 hours before game time– Set up music in press box area– Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign up
sheets» Any giveaways
– Game Time– Halftime (about 10 minutes)
• Play music• Do any scheduled promotions
– Post Game• Let music run while cleaning up
promotions table• Clean up music and return to Dedmon
Center
• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers
11
Event GuidelinesEvent GuidelinesVolleyballVolleyball
• Game timeline– Pre-Game
• Show up 2.5 hours before start time– Set up music in press box area– Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign up
sheets» Any giveaways
– Game Time• Play music during:
– Time outs – Between Games 1 & 2
– Halftime (about 10 minutes)• Play music• Do any scheduled promotions
– Post Game• Let music run while cleaning up
promotions table• Clean up music and return to Dedmon
Center• Dress Code
– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers
12
Event GuidelinesEvent GuidelinesBasketballBasketball
• Game timeline– Pre-Game
• Show up 2.5 hours before start time (depending)– Set up music in press area– Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign up
sheets» Any giveaways
– Game Time• Play music during
– Team Timeouts– Media Scheduled Timeouts (16, 12, 8, 4 minutes)
• Promotions during time outs (if scheduled)– Both first and second halves
– Halftime (about 15 minutes)• Play music• Do any scheduled promotions
– Post Game• Let music run while cleaning up promotions
table• Clean up music and return to Dedmon Center
• Dress Code– Business Casual
• Polos, nice shirts• Khaki or dress pants• No sneakers 13
Event GuidelinesEvent GuidelinesSwim & DiveSwim & Dive
• Game timeline– Pre-Game
• Show up 1.5 hours before start time• Set up music in press box area
– Promotions table» Schedule cards» Program» Sign up box (if needed) with pens and sign
up sheets» Any giveaways
– Game Time• Play music during any breaks• Do any scheduled promotions
– Post Game• Let music run while cleaning up
promotions table• Clean up music and return to Dedmon
Center
• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-
shirt– Sneakers
14
Event GuidelinesEvent GuidelinesSoftballSoftball
• Game timeline– Pre-Game
• Show up 2 hours before start time– Set up music in press box area– Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign up
sheets» Any giveaways
– Game Time• Play music during:
– Time outs – Between Innings
• Do any scheduled promotions
– Post Game• Let music run while cleaning up promotions
table• Clean up music and return to Dedmon
Center
• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers
15
Event GuidelinesEvent GuidelinesBaseballBaseball
• Game timeline– Pre-Game
• Show up 2 hours before start time– Set up music in press box area– Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign up
sheets» Any giveaways
– Game Time• Play music during:
– Time outs – Between Innings
• Do any scheduled promotions
– Post Game• Let music run while cleaning up promotions
table• Clean up music and return to Dedmon
Center
• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers
16
Event GuidelinesEvent GuidelinesTrack & FieldTrack & Field
• Game timeline– Pre-Event
• Show up 2.5 hours before start time– Set up music in press box area– Promotions table
» Schedule cards» Program» Sign up box (if needed) with pens and sign
up sheets» Any giveaways
– Start time• Play music during breaks of events• Do any scheduled promotions
– Post Event• Let music run while cleaning up
promotions table• Clean up music and return to Dedmon
Center
• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-
shirt– Sneakers 17
Housing (Residential Life)
Phone: (540) 831-5375
Fax: (540) 831-6654
Tyler Hall P.O. Box 6897
RU Print Services
Phone: (540) 831-6267
Corner of First & Grove Aves.
P.O. Box 6884
Student Government Assoc.
Phone: (540) 831-5418
Bonnie Hurlburt Student Center (room 209)
P.O. Box 6984
On Campus Bookstore
Brian Griffin
Phone: (540) 831-5144 Fax: (540) 831-6166
Dalton Hall, Lower LevelP.O. Box 6894
18
On – CampusOn – CampusContactsContacts
• Cheer Tina Smith Phone: (540) 831-5228 [email protected] P.O. Box 6913
•Rockers
Shannon Goode
Mascots
Phone: (540) 831-5914
Student Athlete Advisory Committee
Molly Sawyers
SGA Assistant Chief Of Staff
Radford Book Exchange
Steve Doremus, Manager
214 Tyler Ave.Radford, VA [email protected]