General Goal
To increase attendance from fans at a collegiate or professional sport event. Identify which sports team you are
preparing the marketing plan for.
Executive Summary
Introduce the product or service and overview the entire marketing plan.
Tell the reader about the organization’s mission. Also address the following questions:
What is the existing demand?
Who are the customers?
How will organization resources be used to market to meet customer demand; include a
budget
Situational Analysis
Analyze the environment in which the activity will be conducted. Identify strengths and weaknesses within your
organization and opportunities and threats outside of the organization. This may include products/services,
employees, budget and finance, and customers. Also may address the economic climate, technological trends,
government and public policy and competitor analysis, etc.
Customer Analysis and Target Market Identification
Describe the potential customer by classifying them by demographics (age, gender, ethnicity, income, and
geographical location). Segment the market and identify the target.
Goals and Objectives
Develop objectives designed to help the organization meet its goals. Objectives may be stated in terms of
market share, sales volume, and position in relation to price and quality of other products and services.
Objectives should be observable and measurable.
Strategy and Tactics
The strategy describes what you will do to meet your objectives. It may include segmenting the market
differently, positioning the product/service relative to the competition. Tactics include every action required to
implement the strategies. Tactics are centered around the marketing mix: Product, Promotion, Price, and
Place.
Implementation
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Present an action plan for implementing the marketing plan activities. You may include a calendar or chart
showing when activities are due to be completed at specific intervals.