In my "Sports Marketing" class, I had the unique opportunity to help develop a marketing strategy for GMR Marketing's client, Xfinity. This strategy was created with the intention to be implemented during the 2020 Summer Olympic Games. Over the semester, we performed an audit of the Xfinity brand, conducted both competitive and industry analysis, identified objectives, and offered four thorough recommendations to reach those goals.

1. XFINITY & SUMMER OLYMPICS
MARKETING STRATEGY

2. THE BRAND
“This is Easy. This is Simple. This is Awesome.”
The Future of Awesome.

4. TARGET MARKET
1. YOUNG FAMILIES
2. MILLENNIALS
3. DIVERSE CULTURES

5. CONSUMER PROFILE TAKEAWAYS
Families with Young Children

6. CONSUMER PROFILE TAKEAWAYS
Millennials

7. CONSUMER PROFILE TAKEAWAYS
Diverse Consumers

8. MARKET PRESSURES & ISSUES
● Competition
○ Internet service availability, price, customer service, and speed
● Store Traffic
○ Decreasing due to rise in e-commerce
● Customer Service Stigmas
○ Long wait times and angry customers
● Industry Globalization
○ Low but increasing

10. OBJECTIVES (SMART)
1. Increase B2C Xfinity’s market share of internet subscribers in the nation for the year July, 2019 to July, 2020 by a 5% increase.
This can be measured by tracking the number of paying consumers and comparing the number to previous years.
2. Increase the number of Olympic viewers watching through Xfinity platform in the summer of 2020 by 10%. This can be
measured by evaluating consumer data on the 2016 Olympic viewer data.
3. Reduce customers switching to other competitors by 10% for the year July, 2019 to July, 2020 compared to the year of 2018. This
can be measured by retrieving consumer data of customers and tracking the quarterly conversion rates of the years 2018, 2019,
and 2020.
4. Increase strategic partnerships of Xfinity with 2020 Summer Olympic athletes to build a larger brand awareness and
familiarity. This can be measured by an increase of 3-5 more sponsorships between USA Olympians and Xfinity. Success
measurements also may include an increase of brand awareness for Xfinity for the year of 2019.

11. STRATEGY 1
Develop two Olympic themed TV commercials to air before and during the 2020 Olympics
TACTICS & IMPLEMENTATION: Commercial 1
● Sponsor a high profile Olympic athlete on Team USA that competes in a sport that
focuses on speed
● Correlate that athlete’s speed with Xfinity’s internet speed
● Air only during the months before Olympics
○ Avoid IOC’s “Rule 40”
● Air on major television networks
○ NBC, CBS, FOX, ABC, ESPN
● Air during primetime television
○ Around 6pm-9pm on weekdays and all day weekends

12. STRATEGY 1
Develop two Olympic themed TV commercials to air before and during the 2020 Olympics
TACTICS & IMPLEMENTATION: Commercial 2
● Keep Olympic themes
○ Sports that deal with speed
● Do not use a current Olympic athlete
○ Avoid IOC’s “Rule 40”
○ Could be former Olympic athlete (Team USA)
● Air during most Olympic TV coverage
○ NBC Olympic Games Primetime
○ MSNBC, CNBC, NBC Sports, Oxygen, USA, Bravo daytime coverage

13. STRATEGY 2
Utilize the different, unique functions each popular social media platform offers to reach
our target

14. STRATEGY 2
Utilize the different, unique functions each popular social media platform offers to reach
our target
TACTICS & IMPLEMENTATION: Pay to have our Olympic themed media sponsored on
these different platforms to gain further exposure for Xfinity

15. STRATEGY 3
Develop a marketing promotion to offer a chance to win a trip to the 2020 Summer
Olympics
TACTICS & IMPLEMENTATION:
● Run on social media platforms
○ Gain social media presence
● Use Data Analytics to track customers that sign up or subscribe
● Provide customers a once in a lifetime experience

16. STRATEGY 4
Develop exclusive benefits for current subscribers to increase retention rate of
consumers
TACTICS & IMPLEMENTATION:
● Virtual Reality experience
○ Invite loyal customers
○ Most populous cities
○ Examples include:
■ “Racing” against partnered athletes
■ Table Tennis simulation
■ Gymnastics floor routine
● Enhance X1 experience
○ Appeal to families with kids by creating Olympic “mini-games”
○ Kids can engage in remote-activated mini-games

17. STRATEGY 5
Partner with various Olympic athletes to create advertisements and promotions that
focus on speed
TACTICS & IMPLEMENTATION:
● Create memorable sponsorships with Olympians
● Focusing on sports that involve speed
○ Track and Field
○ Swimming
○ Cycling
● Promote Xfinity
○ Athlete signings and meet and greets
○ Commercials
○ Virtual reality games
○ Social media posts

18. ANY
QUESTIONS?