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Tippmann PR Plan By: Cameron Schlenker
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Table of Contents
Research…………………………………………………………………………………………………………….3
Executive Summary……………………………………………………………………………………………………….3
Industry and Competitive Analysis……………………………………………………………………4
Media Audit...... 5
SWOT Analysis…………………………………………………………………………………………………...6
Objectives…………………………………………………………………………………………………………..7
Target Audience…………………………………………………………………………………………………8
Key Messages……………………………………………………………………………………………………..8
Strategies……………………………………………………………………………………………………………9
Tactics………………………………………………………………………………………………………………..9
Press Release...... 11
Blog Post…………………………………………………………………………………………………………..12
Time/Calendar…………………………………………………………………………………………………13
Budget………………………………………………………………………………………………………………14
Work cited……………………………………………………………………………………………………...... 15
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Research:
1. Executive Summary:
• Tippmann Sports, the world leader in high performance paintball equipment.
Tippmann, a family based outdoor sporting good manufacturer, started
providing paintball equipment worldwide, out of Fort Wayne, Indiana in
1986. Their market entry started with the manufacturing of the SMG 60 full
and Semi automatic marker. Tippmann has just released their new product,
the TCR. A magazine fed marker to bring realism to the sport.
• As of 2004, Tippmann’s president, Dennis Tippmann Jr. stepped down in
order to bring in new management and a new CEO. With this move,
Tippmann went beyond Paintball manufacturing, and became Tippmann
Sports. Besides paintball equipment, they began manufacturing cheap sports
bags. This increased sales growth, which saved the company. (Worrell, D.
64-67).
• With the release of the new TCR marker and to ensure profit, Tippmann
needs to alert the paintball community of this new idea of magazine fed
markers. The new idea needs to be brought to the attention of the players in
order for them to be interested in the product, due to the fact that the game
will change for them once the markers they play with make the game even
closer to real combat.
• Director of Human Resources Chris Roberts claims that Tippmann has the
best customer service in the industry. (Business People, 30-31). This is only 4
when the customers go to them. There is a need for the company to reach
out to its customers within the paintball community.
2. Industry and Competitive analysis:
• Tippmann is a part of the sporting goods manufacturing industry. From a
paintball-manufacturing standpoint, the industry is still new. As of 2006,
global wholesale sales of paintball equipment reached $434 million. Since
then, sales saw an increase of $427 million in 2005, and $537 million in 2004.
85% of that business was U.S. accounts. (Paintball Statistics information -
MPA).
• According to paintball.org, the paintball industry is divided into five sub-
categories. Markers, paintballs, goggles/masks, tanks, and accessories.
Markers take up the largest portion of the business.
• There are two styles of paintball, each having different equipment involved.
speedball and woodsball. Tippmann focuses their equipment more on the
woodsball style, which makes up 35% of the industry as shown below.
• Two strong competitors of Tippmann are Rap4 and Empire Paintball. 5
• Rap4, prides themselves in manufacturing top paintball equipment for
“Modern Combat Sports”. They provide the military and law enforcement
with realistic equipment to simulate live combat during training. Rap4 is
already on the cutting edge of making paintball more realistic in game play.
(About Us RAP4.com Catalog)
• Empire Paintball is another popular paintball manufacturer in the industry.
This is because they manufacture equipment for both styles of paintball,
speedball and woodsball. This allows them to cater to the needs of a bigger
demographic. In the Paintball X3 2012 March issue, they compare both sides
of Empire’s equipment.
3. Media Audit:
• In terms of social media, Tippmann has a strong Twitter and Facebook
presence. Wherein they primarily used to promote games and products. 6
• Viewing paintball forums on the Internet, the forum, PBnation.com has
reviewed the TCR. Fortunately, all reviews and feedback on that forum have
been positive. This is a strong indicator that people are excited for the new
idea of “Mag-fed” paintball markers.
4. SWOT Analysis:
• Strengths
o Tippmann manufactures high quality, affordable, and reliable
paintball markers for all skill levels.
o Tippmann is one of the top brands in the paintball industry.
Therefore, it has a loyal following of experienced paintball players.
• Weakness
o The technology to make magazine fed paintball markers is no secret
and both of Tippmann’s competitors also manufacture “Mag-fed”
markers. As such, it is up to the manufacturer to create the better
marker. 7
• Opportunities
o The interest in extreme sports is growing. In the most recent Sports
and Fitness Participation Report paintball is among the most popular
extreme sports that are growing in popularity.
o Among the more recent trends, fitness is growing in popularity.
Paintball is a great way for people to get out, have fun, and get
exercise.
o Paintball players, especially woodsball players, are always looking for
new ways to make the game more realistic. Pushing the idea that
“Mag-fed” paintball markers are the game’s future would open up new
opportunities for Tippmann to make the game more realistic.
• Threats
o The economy is a threat due to the fact that paintball, to most people,
is a hobby. If people do not have disposable income, they will not
spend money on paintball.
5. Objectives:
• Educate the consumers and make them aware that “Mag-fed” paintball
markers are the future of paintball.
• Increase sales of “Mag-fed” markers.
• Make consumers aware of Tippmann’s new TCR marker.
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6. Target Audience:
• Males ages 12- 25. Even though males make up 79% of the participants as of
2007. (Paintball Statistics information – MPA). Females, although not a
significant amount, are increasingly participating in the game.
• Frequent players, or players who play the sport more than 15 times a year.
• Woodsball players.
• Parents with an income capable of affording a $350.00 marker, whose kids
play paintball more than 8 times a year.
• Twitter and Facebook, the two media outlets used by Tippmann already
could easily reach these audiences, . Tippmann’s blog on their website is also
a way to reach out to their audience.
7. Key Messages:
• “Mag-fed” paintball markers will improve the realism of the game. Instead of
having 200 rounds to fire, players will now only be equipped with clips of
paintballs holding thirteen rounds.
• Tippmann’s TCR, will be a pioneer in opening players up to the idea of “Mag-
fed” markers. Due to its reputation of making quality and affordable
markers, this invites a larger population of the paintball community to get a
“Mag-fed” marker.
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8. Strategies:
• Product Demonstration at Skirmish’s D-Day Event.
o Provide the paintball public with a demonstration of the new
TCR paintball marker. Showing the product in action is where
it will open the most eyes and grab the attention of everyone
on the field.
o The demonstration will be held at Skirmish Paintball’s Invasion
of Normandy scenario game in Pennsylvania. The game is held
every July for 2 days. It is America’s biggest paintball game,
with more than 4500 players. Having 10 players on each team
using the TCR would show other players in the game what it
would be like to play the game with the TCR.
• To secure media coverage.
o Tippmann must alert the Paintball magazines that cover this
event every year.
o A post on Tippmann’s Blog, Twitter, and Facebook will be
provided to the public, alerting them that the TCR will be
demonstrated at the event.
9. Tactics:
• Product Demonstration
o During the event, vendors show off their paintball equipment for sale.
All of the larger paintball manufacturers have a presence at the event. 10
Tippmann should provide a venue to showcase the new marker for
players who are sitting out.
o The players actually demonstrating the marker in the game will be
wearing Tippmann attire. This way players will know that those 20
people are using the new marker for Tippmann and they can choose, if
the want, to observe the marker in action.
• To secure media Coverage
o A press- release will be provided to the magazines present at the
event for media coverage.
o Social media posts on Tippmann’s Twitter and Facebook will be used
to reach the target audience at the game. Additionally, a video will be
posted to the blog from a “Go Pro” worn by one of the players
sampling the TCR. This will allow those not participating in the game
to view the marker being used from the player’s perspective
throughout the game.
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For Immediate Release Contact: Cameron Schlenker, Event coordinator 201.704.9115 [email protected]
Tippmann TCR Demonstration Tippmann to show off there Brand new Magazine fed Marker!
FORT WAYNE Ind. April 30,2015- Tippmann is proud to announce that we are joining the magazine fed revolution of paintball. With the arrival of our new TCR “Magfed” Marker, Tippmann will be demonstrating its new technology at the ION scenario game held at Skirmish USA Paintball in July.
This demonstration is to prove to the dedicated fans and players of paintball, that Tippmann has created a new and affordable “Magfed” marker, for every player’s skill level.
Ten of our representatives at the ION scenario game will be playing in the actual game with the TCR Marker for players to witness in action.
“Tippmann is one of the biggest vendors at the Invasion of Normandy game. “As an advocate of the game and its future, I can’t wait to see what Tippmann has to offer paintball and this revolutionary idea of magazine fed markers.” Joe O’Malley of Xtreme Paintball stated.
Skirmish’s Invasion of Normandy scenario game, along with Tippmann’s demonstration of the TCR Marker, begins July 11th at 10:00 a.m. and will end July 12th at 1:00 p.m. Prepare to see the future of our sport shaped by the very company that keeps it alive.
Tippmann is a paintball and sporting goods manufacturing company based out of Fort Wayne, Indiana. Providing high quality and affordable paintball equipment to the American public since 1986. That year brought Tippmann into the limelight in the paintball industry with the release of their first marker the SMG 60.
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Example of a Blog Post
TCR Demonstration at Skirmish’s ION Game
We are demonstrating our new TCR Magfed Marker at Skirmish’s ION Game. Game starts July 11th; get your tickets today, and witness paintball’s future.
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10. Time/ Calendar
• June 2015
o June 1- Work on press release.
o June 9- Announce the event by press release. To X3 Magazine and
Blog post.
o June 10- Begin Social Media posts about TCR marker and its arrival at
the game.
• July 2015
o July 2- Start count down via Facebook and Twitter posts to Skirmish’s
ION game.
o July 11- Start posting pictures and videos of the TCR at the game
o July 12- Post pictures of players actually sampling the marker.
! At the conclusion of the game, a post will be sent out via
Facebook and Titter thanking Skirmish for another successful
game and weekend.
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11. Budget
Tippmann TCR Expenses Fee Total Campaign PR/Media 100 News Releases Relations Efforts Creative Time (15 hours) (22/hr) $50.00 Social Media & $50.00 $1,390.00 Online Monitoring for four months. $330.00 (20 hours/month $960.00 =80 hours total) Event Event space $1,500.00
Staffing (Six at $1,500.00 $22/hr) labor and Players
Players Admission $1,200.00 Paint/Ammo $2,000.00 $6,200.00 Travel Driving From Fort $1,000.00 Wayne Indiana to Albrightsville $300.00 $1,300.00 Pennsylvania Food Gas OOP Miscellaneous: $1,000.00 (Phone, Markers $1000.00 used, Prints) Total= $9,890.00
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Work Cited
Worrell, D. (2005). go for the GOLD. Entrepreneur, 33(7), 64-67.
Paintball Statistics information - MPA (Paintball Statistics information - MPA) http://www.paint-ball.org/paintball/statistics.htm
Tippmann Sports. (2011). Business People, 30-31. issue01 PaintballX3 News March 2012 (Joomag) http://www.joomag.com/magazine/issue01/0802994001331041635
New Tippmann Magfed marker: Tactical Combat Rifle (TCR) - new VIDEO from Extravaganza (PbNation RSS) http://www.pbnation.com/showthread.php?t=4078890
About Us. (2002-2015) (RAP4.com Catalog). http://www.rap4.com/about-us