The teams will be composed of players from various universities, an all-star game of sorts. Having these players participate in the game will increase the interest of the target audience. Amateurs may draw inspirations from these games, and eventually apply the techniques in their own fields. Part of the organizer’s marketing plans is to do radio advertisements two weeks before the event. Utilizing above-the-line media will expand the organizer’s reach and will definitely elicit interest among listeners. Below-the-line media such as posters and flyers will also be used. To support the marketing budget, sponsorships with media and consumer groups shall be initiated. This will result in support in terms of budget and promotions. At the end of the event, the organizers targets for the audience to have increased interest in sports, consequently increasing inquiries in sports-related courses and programs. II. TARGET MARKET III. SWOT a. Strengths – Middlesex University in London is known for its support to Sports Activities. In fact, its involvement in sports activities goes to the extent of encouraging its students to participate and volunteer in sports-related activities. Further, as stated in its website, picking which sports to participate in is a student’s second major decision after selecting the course to take (Middlesex University London 2012). Its expertise and participation in sports activities in the city is a good work ground in implementing this Sports Open Day. Another factor that may considered as strength is the Londoners’ obvious love for sports, which was probably fueled by the city’s hosting of the 2012 Olympics. The clamor for sports activities is still lingering, and the youth are the best group that considers sports-related activities a one of their priorities. b. Weakness – Activity-related funds are still being built up, with great dependence on sponsorships. Though a lot of organizations and companies have the capacity to pledge support for the program, the university’s challenge is to be able to get the needed funds to ensure success of the event. Further, the organizers should be able to come up with the needed funds within a span of less than two months, a feat that is achievable, but would entail hard work for the marketing committee team. c. Opportunity – The city government of London has promised to put in more support in sports-based activities through the mayor’s legacy projects (Increasing opportunities to play sports 2012). Middlesex Universities’ Sports Event is aligned to this goal, and as such, the situation provides a great opportunity for the marketing and promotions with the support of the local government. Having this kind of supporting environment strengthens opportunities to the event organizers. d. Threats – No known major threat has been identified, though probably, the presence of sports-related campaigns that are more commercial in value lessens the attractiveness of this endeavor. The organizers however would still want to capitalize on this threat and use it to the event’s advantage by not antagonizing mainstream efforts. Bringing in sponsors from the mainstream group will address this threat as having consumer companies participate in the Sports Open Day would mean opening doors to a wider market reach. IV. OBJECTIVES The
Integrated Marketing Communications Campaign Author December 14, 2012 I. EXECUTIVE SUMMARY Middlesex University, in its quest to raise student awareness on the benefits of sports, will host a Sports Open Day on February 2, 2013. This event dubbed as “Rearing Champions: A Sports Open Day” will showcase a variety of sports being played within the university, and engage the teams that compete in the British Universities & Colleges Sports Events…
security threats from te year 1998 have led to a change of routes and the event came to South America in the year 2008 and is held there from then onwards. The 2011 Dakar car rally will also be held in Argentina. Objectives The race is open to both amateurs and professionals and is a widely watched and sponsored event.
Corporate sponsorship has thus become one of the most important elements of Integrated Marketing Communication and overall marketing strategies too. Though sponsorship may not always be appropriate for all kinds of companies, many marketers have greatly been successful in establishing a brand equity strategy through events they sponsored.
In this sense, sponsorship characterizes investment placed into causes or events that bolster corporate objectives. These objectives could be such as enhancing the corporate image or building brand awareness (Dean, 2002). Research indicates that consumers view sponsorship more favourably compared to other kinds of cause related marketing spending including providing gifts or monetary benefits to charity organisations when products are bought by consumers (Creyer & Ross, 1996).
As a result, three parties are involved in the corporate sponsorship of events and they include the audience, event organizers and the corporate institutions themselves. A critical analysis of these three parties raise the question of the importance of having corporate sponsorship, which acts as the motive for carrying out this research to assess and evaluate its importance from the dimensions of three stakeholders.
A better way of creating a buzz word regarding the company is through event marketing. Event marketing is now gaining fast importance as a promotion mix (Sneath, Finney & Close, 2005). This strategy is now followed by large number of organizations as a response to the challenges faced in the traditional media like fragmentation, clutter and cost.
For event management companies' major source of funding for an event comes from sponsorship. Sponsors invest their capital in a certain event in hope to reap benefits such as increase in sales, customers, reaching a wider target audience. The ultimate goal of corporations is to increase brand awareness which in turn can return them with the aforementioned benefits.
The growth of new media has altered the nature of the marketing mix, given that sponsorship has become increasingly powerful and engaging tool for brands. Indeed, new media technologies have considerably enhanced the
The author of the essay provides the information concerning sponsorship in sports. It is stressed that a sport in terms of industry is a huge market, which is growing day by day. It is also mentioned that for this growth huge money is required which is done with the help of sponsorship. Thus, sponsorship in sports is considered essential nowadays.
In many cases, sponsorship comes in terms of services, resources, or funds. However, the club or individual are obliged to give some rights or benefits to the corporate body that will ensure that there is some commercial advantage.
and financing either a particular sports activity or a team in competitions with an aim of promoting the brand in the public eye so as to gain advantage in the competitive industry. Sport sponsorship may be through financing an event or a club or sportspersons as the sponsors
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