Texas Tech Red Raiders Scout Night
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Texas Tech Red Raiders Scout Night Kevin Pusak PRT 476 Executive Summary Texas Tech University is a public university located in Lubbock, Texas. Texas Tech’s athletic teams participate in the Big 12 conference, which is one of the five major conferences in college athletics. The Red Raiders, Texas Tech’s football team, have been successful on the field for numerous years, often making Bowl Game appearances. The Red Raiders play their home games at Jones AT&T Stadium, which holds a capacity of 60,000+ spectators, and has boasted an average home attendance record of 57,932. The Boy Scouts of America is one of the largest non-profit organizations in the nation, providing a quality program to young boys and girls aged 6 through 21. The BSA is broken down into hundreds of councils that serve their geographic region. The South Plains Council serves the greater Lubbock area. The South Plains Council is further broken down into five districts: Chaparral, Comanche Trail, George White, Haynes, and Quanah Parker. The Chaparral District, which is the district that directly serves Lubbock, is home to more than 1,700 youth members, making it prime market for our program. There is already a relationship between the South Plains Council and Texas Tech Athletics, as there have been group tickets offered to the Scouts for Red Raiders basketball games, but there has been no significant event to fully foster a growing partnership. A Scout Night would provide an excellent opportunity to create an enjoyable experience for many youth, creating possible lifelong fans, as well as even future students. Our first strategy in marketing the Red Raiders Scout Night, will be to differentiate this game from all of our other home games to the Scouts. We will position this game as “the game to be at.” Our Scout Night will provide an opportunity for Scouts to camp on the field at Jones AT&T Stadiums, an opportunity that they will not be able to fulfill anywhere else in the surrounding area. Due to there being no direct competition for sporting events, our Scout Night’s greatest competition is our own home games. A few simple tactics that we will use to accomplish this will be to provide all local Scouting Units with flyers promoting the game, an online banner placed on the Texas Tech Athletics and South Plains Council websites, special ticket packages, as well as a limited edition patch for participants. With all of these simple marketing tactics, we will have a cost efficient and effective way of 2 ensuring that our Scout Night is THE game of the year to attend for all of our fans that are a part of the Boy Scouts of America. Table of Contents Introduction…………………………. ………………………………………………………………………….………………..4-5 Mission Statements and How Our Brands Align……………………………………………………………..4 Background……………………………………………………………………………………… …………………………….5 Situational Analysis………………………………………………………………………………………… ………………….6-7 Internal Factors…………………………………………………………………………………………… …………………6 External Factors…………………………………………………………………………………………… …………..…6-7 Competitive Analysis………………………………………………………………………………………… …………………..8 Customer Analysis………………………………………………………………………………………… ………………….9-10 Section 1…………………………………………………………………………………………………… ………………..…9 3 Section 2…………………………………………………………………………………………………… ………………...10 Marketing Goals…………………………………………………………………………………………… ……………………..11 Marketing Strategy………………………………………………………………………………………… ……………………12 Marketing Tactics…………………………………………………………………………………………… ……………...13-14 Implementation and Control……………………………………………….. ………………………………………………15 Action Plan……………………………………………………………………………………………… …………………..15 Budget………………………………………………………………………. ………………………………………………...15 Evaluation……………………………………………………………………………………… …………………………….15 References…………………………………………………………………………………… ……………………………………..16 Appendix……………………………………………………………………………………… …………………………..……17-18 4 Mission Statements and How Our Brands Align Texas Tech Athletics’ Mission Statement “To Educate, Serve and Grow Fearless Champions.” Further than the mission statement, Texas Tech Athletics’ Strategic Plan also includes Guiding Principles, which are used to encourage us in our planning processes, which include: · Do the Right Thing · Win · Strive for Excellence · Promote Teamwork & Positive Relationships · Honor Tradition & Embrace Change · Work Hard, Have Fun, and Celebrate Success · Create Lasting Memories Boy Scouts of America Mission Statement The mission of the Boy Scouts of America is to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. Scout Oath Scout Law A Scout is: On my honor I will do Trustwort my best hy To do my duty to God Obe and my country dien and to obey the Scout Law; t To help other people Loyal at all times; Che To keep myself erful 5 physically strong, Helpful mentally awake, and Thrif morally straight. ty Friendly Brav e Courteous Clea n Kind Reve rent How Our Brands Align Both the Texas Tech Red Raiders and the Boy Scouts of America both seek to provide a wholesome program that encourages positive morals and the development of success for their participants, whether it be student-athletes or Scouts. This partnership will be mutually beneficial, by providing an outlet for each to promote positive values to their respective markets. 6 Background Texas Tech opened its doors to students for the first time in 1923, and began its football program just two years later. The Red Raiders have been generally successful, boasting an overall winning record. The team has been to a bowl game in four of the past 5 seasons, and is continuing their excellence on the field. The Red Raiders have won eleven conference championships, although all of them occurred prior to joining the Big 12 in 1996. Texas Tech’s previous marketing efforts have revolved heavily upon sponsorships as well as promotional poster orders. With technology ever evolving, Texas Tech has relied heavily on social media, with sites such as Facebook and Twitter leading the way for innovative marketing tactics. The target market has largely remained the same, which is made up of primarily White males from their teenage years and older. 7 Situational Analysis Internal Factors Strengths: Texas Tech’s marketing department has a strong presence in social media, which is an innovative new way to reach a large population almost instantly for low cost. The Texas Tech Athletics Twitter account currently has over 53,000 followers, as well as the Texas Tech Football account with over 16,000. Even the Director of Athletics and many of the Promotions and Fan Engagement staff members also have Twitter accounts, which let fans know of any promotions or occurring Red Raiders news. On Facebook, the Texas Tech Athletics Department page has almost 140,000 “likes,” with the Texas Tech Red Raiders Football Team totaling over 150,000 “likes.” Also, due to the Red Raiders Basketball team already having a Scout Day, in which group ticket deals are offered, and the Scouts have the opportunity to meet players, there is already an established relationship between both parties. Lastly, Eric Ward, who is an Assistant Director of Promotions and Fan Engagement, is an Eagle Scout and served as Program 8 Director for one of the premier Boy Scout summer camps in the nation. Having a staff member that fully understands both parties’ needs will provide an excellent boost in establishing this event. Weaknesses: There is no specified Marketing department for Texas Tech Athletics, which means that all marketing must be executed by other departments, such as the Promotions and Fan Engagement, or it must be done by a third party. External Factors Opportunities: The largest strength that the Red Raiders posses, is that there is essentially no competition in the surrounding area for college, or even professional football. The nearest college that plays in a major conference in the NCAA is Baylor University, another Big 12 school located in Waco, Texas; 350 miles away. The nearest NFL franchise is the Dallas Cowboys, who are also located over 300 miles away. Simply put, when it comes to football, if you live in the Lubbock area, you are a Texas Tech fan. This also indicates that there is no opportunity for local Scouts to attend an event such as this. If given the opportunity to attend a Texas Tech football game and to camp out on the field as opposed to driving for 5 hours to do so somewhere else, our local Scouts would surely choose us. In the college football season, there are typically only 6 or 7 home games in a season, so there are not many home games for us to differentiate our event from. With the strong use of social media, we should easily be able to establish this as “THE game to go to.” Threats: Our only significant threats are our own home games, and that is only applicable to if Scouting families that decide that they will only attend one game of the season, and that this game would not be it. There are not viable options of a similar event for our market to attend. Examine Product Portfolio and Positioning Our Scout Night would be positioned as the must attend event of the year for Scouts, as well as the must attend game of the year. This would be their only 9 opportunity to sleep out on the field at Jones AT&T Stadium, as well as their only opportunity to sleep on any college and/or NFL field. This will also be the only way for our participants to obtain a limited edition patch for their uniforms, which in the world of Scouting, is a very big deal. Unique Selling Proposition: This is the ONLY opportunity of the season for you to camp out on the field at Jones AT&T Stadium with all of your best friends! Value Proposition: This is a fantastic opportunity to not only enjoy a Texas Tech Red Raiders football game, but get to camp out on the field with your friends and family! You cannot find a better opportunity for fun at such a great price! 10 Competitive Analysis Since there is no direct outside competition for our event, we will analyze how other universities, such as Duke University, as well as how our other home games are being marketed.