Marketing Communication Strategy for Mount Brydges Bulldogs - Assignment Example

Marketing Communication Strategy for Mount Brydges Bulldogs Accomplishing the objectives Since this is a marketing communications plan, social media will be very crucial for meeting and accomplishing the objectives. The plan entails using the social media to reach the market and increase the presence Mount Brydges Bulldogs to hockey enthusiasts and also influence more Canadians to like the game and follow the league. Another way of accomplishing the objective of getting more followers is by focusing on niche markets or particular group of audience whose involvement in the game will increase the popularity of the team in the community. On the other hand, the marketing strategy focuses on using product designs to increase the consumer base, which are the fans, in this case. The hockey team, thus, will dawn the unique old jersey designs to become more appealing to the followers. A perfect of way marketing a product is through strategic promotional messages where strategy aims at using unique messages to leave a long-lasting impression on the consumers. Finally, proper target marketing will be crucial in achieving the objectives of this marketing communication strategy plan by identifying the right market that can add value to the team. Positioning Formulation of this marketing communication strategy appreciates the role that brand positioning plays in influencing perception of the consumers towards a product relative to perception of the competing brands. The marketing positioning strategies or activities will aim at occupying advantageous and unique position in the minds of the consumers. The first initiative in improving the Bulldogs perception is making the team more active in the community as opposed to just engaging in a league game, and all ends there. In this case, the primary aim is to influence the customers by providing endless entertaining hockey game with a thrilling experience where winning games is more important for the continued support of the Bulldogs. The strategy also integrates social media in positioning by targeting an enormous influence through social media sites like Facebook, Twitter, Instagram and also mainstream media including the Television sports programs. Promotional social media activities like free jerseys for the followers will be a perfect way to improve the brand’s perception among the fans. Targeting niche market of a development league implies that the team will be entering a competition that is more community focused. In this case, the team targets a league that embraces community support through support on various services. On the other hand, the old hockey jersey designs are unique and will be one of the distinct identities of the team. Finally, the team will break the usual norms and focus on non-family fans whose viewership are high and will be helpful in improving the brand’s perception among the consumers. Theme The theme of the marketing communication is to focus on community acceptance of the league by convincing the residents that the team is not only engaged in sports but also aims at increasing their social capital. In fact, it is a common knowledge that community games improve social capital like sociability of the residents and also crucial in developing responsible behaviours in the society. Therefore, the theme of the marketing communication is to improve the welfare of the community through a thrilling game that always focus on last-lasting impression that the team committed to the community’s social-wellbeing. Appeal Techniques The marketing communication strategy adopts unique appeal techniques to catch the attention of both hockey and non-hockey lovers. However, the strategy will focus more on emotional techniques and positive techniques to target people who have never watched a hockey game in their lifetime. The marketing communication will employ the use of positive words as a way of generating positive feeling towards the game. Another positive appeal technique is the garage sales where the marketing communication will create incentives for selling used products from the hockey team. In this case, it will be imperative to make the team more appealing by garage selling used jerseys, boots and other sportswear to the community at cheaper prices in a bid to gain the support of non-hockey lovers. Rummage sales will complement the garage sales where the Bulldogs envision selling other non-sports used items so as to make the team more appealing to the non-hockey fans. However, it will also be imperative to use emotional appeals. For instance, introducing entertainment between the game periods is poised to attract the entertainment aspect of the community so that they can consider supporting The Bulldogs. On the other hand, emotional appeal involves tying community hobbies and interests where they can support the team through activities like fund raising to portray the team positively. Key Message Though there has not been a clear message for this marketing communication plan, it will be imperative to adopt a more positive messaging strategy that focuses on clarity and uniqueness to ignite positive response from both hockey fans and the non-hockey lovers. A perfect messaging strategy is focusing on the positive attributes of the team to the community. However, there will be precaution not to relay marketing message that focuses too much on the positive attributes of team as this may be a hindrance to the overall appeal if such expectations are not met. Reach versus Frequency The marketing communication campaign focuses on reaching the community frequently as the most effective way of creating more awareness of the brand, Bulldogs. However, Integrated Marketing Communication approach is the only way of increasing community reach since it is a new approach to marketing that involves using the right mix of marketing communication elements for the target market. The primary aim of the integrated marketing communications mix is first creating more awareness among the local supporters before reaching out to the surrounding areas. However, it is important to reach out to the local areas more frequently so as to gain a strong home support before targeting the far reach markets. Flight Schedule • Local Newspaper – Seasonal schedule: the local newspapers will have a seasonal scheduled because few people now depend on mainstream media. Therefore, the schedule will only target this platform of marketing communication when the league is running because this is the only period when the live stream media offer news coverage of the sporting events. • Social Media – Even schedule: modern marketing activities depend entirely on social media that entails communicating the important aspects products. Therefore, it will be necessary to develop an even schedule for social media marketing communication because the platform has many followers, and the team must always strive to meet their ever-changing informational needs. For instance, scheduling will involve frequent updating of the team’s social media status in sites like Facebook and Twitter. • Radio (promotions) – Build-up/Blitz schedules: radio is still a relevant platform for communicating social media messages. However, the marketing communication will target build-ups towards the game. • Direct Mail – No schedule: email marketing is another important tool in social media marketing that involves sending electronic messages to the target audience. Modern sports organisations and teams send automated emails to their supporters, but the marketing communication approach does not require any schedule due to its spontaneity. Market Coverage The marketing communication targets both local and surrounding markets. The local market has a huge fan base crucial for increasing the popularity of the team. On the other hand, targeting the surrounding areas brings a new breed of fans into the game because they might have a special attribute like high purchasing power than the local fans. Moreover, targeting the surrounding areas is a way of increasing the team’s influence and appeal to a larger scope. The target market The marketing communication will depend on demographics, psychographics, and geographic criteria in targeting the market. Demographic targeting will involve dividing the market based on age, gender, and economic status. In this case, the young families are versatile and have time to enjoy themselves by attending games. The elderly also has time for attending games since they are not economically productive and are on retirement age. On the other hand, psychographic targeting involves identifying the needs and preferences of the marketing. For instance, the younger generation prefers games with good entertainment appeal. Geographic targeting, on the contrary, entails identifying the geographical distribution of the entire market, where the marketing communication will target local and surrounding areas. Read More