Marketing Operations Manual 2008 – 2009

1. Marketing OperationsManual2008 – 2009 Radford University Athletics Marketing Department

2. Table 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

3. Responsibility Grid

4. Goals • 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

6. Internship Guidelines OVERVIEW The 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

7. Daily Checklist • Check your personal box • Check athleticmktg email • Password: marketing1 • Check voicemail (see voicemail sheet) • Make sure correct messages are correctly dispersed • Save any long and/or complicated messages for recipient • Marketing Update document • Add headers if needed and include your initials • Be sure to close it when you are done • Check in with someone to see what needs to be done • Save all your files on whale drive

8. How to write a Marketing Plan • 1.) Review UCLA Plans • 2.) Develop a draft • Check with Chris (Big South Intern) • Include key games • Check other sports schedules in season • 3.)Send plans to Melissa for review • 4.)Plans then go to Jill for review • 5.)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 feedback • 8.) GO!!

9. Goals of Marketing 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

10. Event GuidelinesSoccer • 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

11. Event GuidelinesField 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

12. Event GuidelinesVolleyball • 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

13. Event GuidelinesBasketball • 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

14. Event GuidelinesSwim & 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

15. Event GuidelinesSoftball • 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 GuidelinesBaseball • 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

17. Event GuidelinesTrack & 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

18. On – CampusContacts • Housing (Residential Life) Phone: (540) 831-5375 Fax: (540) 831-6654 res-life@radford.edu Tyler Hall P.O. Box 6897 • RU Print Services Phone: (540) 831-6267 printing@radford.edu Corner of First & Grove Aves. P.O. Box 6884 • Student Government Assoc. Phone: (540) 831-5418 sga@radford.edu Bonnie Hurlburt Student Center (room 209) P.O. Box 6984 • On Campus Bookstore Brian Griffin Phone: (540) 831-5144 Fax: (540) 831-6166 bksradford@bncollege.com Dalton Hall, Lower LevelP.O. Box 6894 • Cheer • Tina Smith • Phone: (540) 831-5228 • tmsmith@radford.edu • P.O. Box 6913 • Rockers • Shannon Goode • sgoode@radford.edu • Mascots • Phone: (540) 831-5914 • mascot@radford.edu • Student Athlete Advisory Committee • Molly Sawyers • SGA Assistant Chief Of Staff • mcsawyers@radford.edu • Radford Book Exchange • Steve Doremus, Manager • 214 Tyler Ave.Radford, VA 24141540-639-2812sdoremus@nebook.com