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Unit 1 Project Overview

Unit 1 Project Overview. SEM I. Unit 1 Project Part 1. You are the chief executive officer (CEO) of either 1) an expansion team in one of the following leagues: NFL, MLB, NBA, NHL, MLS, WNBA or 2) a new sport such as: MMA, X Games, Bossaball.

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Unit 1 Project Overview

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  1. Unit 1 Project Overview SEM I

  2. Unit 1 Project Part 1 You are the chief executive officer (CEO) of either 1) an expansion team in one of the following leagues: NFL, MLB, NBA, NHL, MLS, WNBA or 2) a new sport such as: MMA, X Games, Bossaball. Before your expansion team/sport begins play on the field, you must have a business plan that will effectively market the team. Slide 1: Team/Sport Name City or cities of competition League (NFL, MMA, NBA, etc) Conference/Division (AFC North, Heavy weights, etc) DMA Rank (must pick a city in the top 50) Slide 2: How will your new team/sport contribute to the overall economy in the community? What potential negative effects will the new team/sport have on the community? How will the new team/league help the community in non-economic ways? How can your city minimize the potential negative effects of the new team/sport? Complete in PowerPoint and submit to Edmodo by the end of class.

  3. Unit 1 Project Part 2 • As CEO of a new team/sport it is your responsibility to create a plan to get the word out about the new team/sport. • Your team/sport is set to begin play in 2015. • You are to market the new team/sport using the following avenues: • Slide 3: Sporting Events (Games/matches) • When are the games?, Where are the games?, Who are they playing?, How can I get tickets?, Season tickets? • How will you market events? (radio, tv, internet, direct mail, guerilla, in-store promos, combos?) • Slide 4: Sporting Goods (equipment, clothing, memorabilia) • What types of goods will you license and make available? Who will you allow to sale them? Where will you sale them? • How will you market goods? (radio, tv, internet, direct mail, guerilla, in-store promos, combos?) • Slide 5: Sports Training (Camps) • What kind of camps will you offer? Where will they be? How much will they cost? • How will you market training? (radio, tv, internet, direct mail, guerilla, in-store promos, combos?) • Slide 6: Sports Information (TV, radio, magazine, internet) • What kinds of media will you use to get the word out about the new team/sport? • How will you market training? (radio, tv, internet, direct mail, guerilla, in-store promos, combos?) • Continue this assignment with Unit 1 Project Part 1. Submit to Edmodo by the end of class.

  4. Unit 1 Project Part 3 As CEO of a new team/sport it is your responsibility to create Brand Loyalty. Before you can achieve Brand Loyalty, first you must create Brand Awareness and a Brand Image. Your team is set to play in 2015 and must begin creating Brand Awareness by: Slide 7: Discuss the Branding Process Show an Analysis of Current Assets (Use the SWOT chart in the notes) How will customers perceive your products/services? How will you create and promote Brand Awareness? Slide 8: Discuss the Marketing Mix (4 P’s) used to promote Brand Awareness What variety of Products/Services will you provide? What Places will sell your Products/Services? What Prices will you offer for your Products/Services? What types of Promotions will you run for your Products/Services? Continue this assignment from Unit 1 Project Part 2. Complete and turn in to Edmodo by the end of class.

  5. Unit 1 Project Part 4 As CEO of a new team/sport you will obviously protect your team/sport’s rights by registering your logo, name, and designs with the US Patent Office and Trademark Office. As the Licensor (Right’s Holder) you wish to create a sports license with certain Licensees to market your products. Slide 9: List 4 Companies you wish to potentially have as Licensees for your products: (ex: Nike, Underarmor, Adidas, Reebok, Russell, etc) For each Company describe in detail why you are considering them. Slide 10: List the Sports Contract details: What products will you allow the licensee to license? What retailers will you allow the licensee to distribute and sale your products? List 3 other terms of the agreement you wish to have in the contract. Continue this assignment in with Unit 1 Project Part 3. Complete and submit to Edmodo by the end of class.

  6. Unit 1 Project Part 5 As CEO of a new team/sport, it is your responsibility to negotiate the terms of a sports license agreement. When contracting with a licensee, you the licensor, must state the terms for royalties. Slide 11: Royalties What percentage of the profits will you demand? Provide a sales example like the one below with your licensee. Remember, do not ask for more the 30% Justify why you deserve the percentage you are demanding. Ex: Nike makes $100,000 off your merchandise. The Royalty is 15%. You the Licensor would make $15,000. Slide 12: Licensor Benefits/Risks List 3 benefits, you the licensor, will have with your licensee. List 3 risks, you the licensor, will have with your licensee. Continue this along with Unit 1 Project Part 4. Complete and submit to Edmodo by the end of the class.

  7. Unit 1 Project Part 6 As CEO of a new team/sport, it is your responsibility to promote your brand and find financing for team/sport needs. One of the best ways to do this is to have a Celebrity Endorsement and provide Naming Rights. Slide 13: List 3 possible Celebrities for endorsement Each must have a connection to your city (i.e. they were born there, played there, live there, etc) and therefore explain how each has a connection to your city. For each explain how they are a good fit for your organization and target market. Slide 14: Naming Rights List 3 local companies to which you are considering providing naming rights (i.e. Bank of America is headquartered in Charlotte, thus Bank of America Stadium for the Panthers) How many years do wish to contract the naming rights to this company? List 2 advantages for the corporation. List 2 advantages for the team. Continue this along with Unit 1 Project Part 5. Complete and submit to Edmodo by the end of class.

  8. Unit 1 Project Part 7 As CEO of your team/sport, it is your responsibility to find Sponsors that match or complement your target market. You are to find 4 Sponsors that meet your needs: Slide 15: 2 Major Sponsors (i.e. IBM and SunTrust Bank) For each state a unique benefit of that sponsor For each state a unique risk of that sponsor For each state the contract terms: What is the minimum contribution they must provide to be a sponsor? What is their target market? How long will you contract with them? Slide 16: 2 Exclusive Sponsors (i.e. KFC but not Bojangles) For each state a unique benefit of that sponsor For each state a unique risk of that sponsor For each state the contract terms: What is the minimum contribution they must provide to be a sponsor? What is their target market? How long will you contract with them? Continue along with Unit 1 Project Part 6. Complete and submit to Edmodo by the end of class.

  9. Unit 1 Project Part 8 As CEO of a new team/sport, it is your responsibility to have a plan in place for handling customer complaints. The best way to handle customer complaints is to have policies your employees can follow: Slide 17: Policies for: Fan Code of Conduct (acceptable behavior during events) Tickets (buying, refunds, lost/stolen, etc) Slide 18: Policies for: Alcohol Smoking Banners Use the Carolina Panthers website as a reference for your policies (at the bottom on the home page) Continue along with Unit 1 Project Part 7. Complete and submit to Edmodo by the end of class.

  10. Unit 1 Project Part 9 As CEO of a new team/sport, it is your responsibility to design a logo that will be the face of your organization. Design a logo for your team/sport: Slide 19: Team Logo Picture of logo Tell whether it is a symbol, workmark, or combination logo Continue this along with Unit 1 Project Part 8. Complete and submit to Edmodo by the end of class.

  11. Unit 1 Project Part 10 As CEO of a new team/sport, it is your responsibility to create a ticket design that is attractive, functional, and discourages counterfeiting. You are to come up with a ticket prototype for your inaugural season in 2015. Slide 20: Ticket Design Picture of a prototype ticket for your team/sport Identify the parts of the ticket Continue this with Unit 1 Project Part 9. This concludes Unit 1 Project. Complete and submit to Edmodo by the end of class.

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