Marketing Plan

1. 2015 Marketing Plan for AthleteTrax
Kari Kowalski

2. AthleteTrax

Software as a Service (SaaS) introduced in 2012

Team cloud based management solutionthat includes the following features:

Team Scheduling –personal calendar, email reminders and to-do list managers

Team Based Communication –mass two way text messaging, custom or group notifications along with league and team message boards

Team Training and Improvements –centralized team video, workout tracking, 100% free fundraising solution and member deals on hotels

Mobile and Table Friendly –calendar on the go, upload practice or game video in real-time and post workout results from the gym

3. SWOT Analysis
Strengths
•Strongstart-up company that has a great starting base with over 300 teams
•All in one program –all the features are in one site
•Keeps everyone connected year round
•Multiple features
•Mobile and Tablet friendly
Weaknesses
•Hard to use the system if the whole team isn’t onboard
•If a team already has a system in place it might be hard to get them to break away to a new system
•Associated with the word “athlete” –could be hard to branch out
Opportunities
•Have a hugeaudience to target with sport in general being big marketing point
•Partnering with bigger companies
•Potential in have subscription packages down the line
•Develop new program features
Threats
•Competitionis all very similar –making quite a profit with subscription plans
•The software could potentially be too high tech for some users

4. Main Focuses

Stick with focusing on all sports

All teams are on some sort of schedule and everyone can use communication

Track and Field, Basketball, Baseball, Soccer, Football, Softball, etc.

Create long term customer Relationships

Should want to start early –club sports are becoming a bigger deal so starting from the beginning of their career to their end will mean something

Keep good customer service –chat button on website, customer support e-mails, responding to social media services

Use CRM strategy

Looking at teams profiles and send customized message to them

“Congratulations on the league championship win”

“Good luck in the Florida tournament”

5. Who are we targeting?
1.
College Club Sports

Men/Women ages 18-23

Colleges worldwide –sports are not a full time job

U.S. Census Site: There are 22,795,438 estimated people in the age range of 19-24

Biggest age range
2.
Youth Sports

Kids 6-14

Time crunched –parents working professionals

Games on evenings and weekends

U.S. Census Site: 20,570,581 estimated people in the age range of 5 to 9

U.S. Census Site: 20,650,454 estimated people in the age range of 10 to 14
3.
Sanctioned Youth Sports

Kids 14 to 18

Coach as job vs hobby

U.S. Census Sit: 21,158,964 estimated people in the age range of 15 to 19

6. City Target Markets

Branching out to new cities to create a strong customer relationship elsewhere

Spreading West should be an ultimate goal but could become costly this early
Pittsburgh-
•Officein South Side
•Century United
Cincinnati-
•4.5 hours away–originally from here so know quite a bit about sports there
•Tri-State FutbolAcademy
Chicago-
•Verypopulated
•Chicago City Soccer Club
•Associated with Nike
Washington D.C-
•Heavilypopulated
•D.C. United

7. Competition
AthleteTrax:
•AthleteTraxprovides a cloud based team management solution to reduce headaches and hassle of running an athletic team at any level
•For team managers of all ages, AthleteTraxis a software service manager that delivers team scheduling, team based communication and the opitionto pay team fees and fundraise all in one place
•Communicate Faster. Schedule Smarter. Fundraise More. Pay Smoothly.
Team Snap:
•Team Snap isthe No. 1 online sports management application for coaches, managers and organizers
•Advertises on school network channels that stream school sporting events
Blue Sombrero:
•Talksabout giving hugs, ants in your pants, snakes in your boots
•Making a website for your team more so on Blue Sombrero
•Very customizable –No communication on the go more of email communication
•Partnered with Dick’s Sporting Goods
Bluefields/Mitoo:
•Alwaysin the know, wherever you are Mitootakes the team information you want and puts it right in your hand.
•More at looking at and picking up teams and players

8. Marketing Plan –Social Media

Facebook

November 6thpost was about deals on member deals

Promotion more of teams –become more personable

Once you are able to get more followers look into asking them questions

Promoted Posts

Instagram

Facebook is Instagram’s parent company –use your likes and dislikes and target that way

Video feature with links to a YouTube channel

Find a creative way to get your point across in a picture of 15 second video

9. Marketing Plan –Social Media

Twitter

Target user following (follow by gender and location)

Hashtags

Increase Photo/Video Usage

Last phone on 8/26/14

Short clips of a feature

Video Interviews with staff

Day “Promotions”

Create a content calendar and set budgets weekly, monthly and even daily

If your goal is to drive awareness for your business, Promoted Tweets can do this in a variety of ways:

Expand the reach of your content like blog posts, white papers, and more

Connect with influencers and brand advocates by ensuring they see your content

Promote awareness around events and product launches

Ask for retweets to gain an even broader audience for your messages

10. Marketing Plan

Google

AdWords Express –light version of AdWords but ad directs user to Google+ page about Athlete- Trax

Daily Budget/Maximum amount to pay

Highly specific key words for the business

E-mail

Very Personal –let them know about new features or discount gear for their child’s sport

$25 to $30 for 500 to 2500 emails

$14-$100

11. Partnerships

College Club Sport Teams:

CollClubSports

Pittsburgh based

5 leagues –Baseball, Basketball, Football, Softball and Track and Field

Point Park connect –Craig Budzik

Youth Sports:

Pittsburgh Youth Hockey –associated with the Pens

PAHL (Pittsburgh Amateur Hockey League) –28 Amateur Hockey Associations within the Greater Pittsburgh Area

250 teams represented

12. Estimated Market Plan Spending

$5,000 to $7,000 Marketing Budget for the first year

Ultimate goal is to get usage up

Then re-evaluate to see how successful new techniques worked

13. Marketing Budget Calendar
AthleteTrax
Task
Expense
January
February
March
April
May
June
July
August
September
October
November
December
University Club Meetings
$1,000
Youth Sport Club Meetings
750
Talk to HS Teams
500
Email Marketing
150
Social Media Marketing
2,000
Google AdWords
1,000
0
0
Total Expense:
$5,400
Total Elapse Time:
12 Months
Dependencies on:
What Marketing techniques really are used
Dependencies for:
Actual Budgets
General comments:

14. JANUARY/AUGUST
Thursday, January 8th
Pitt University Club Meeting
Sunday, August 23rd
OSU Involvement Fair
Thursday, January 15th
Pitt University Club Meeting
Sunday, August 30th
George Washington University
Monday, January 12th
U.C.
Monday, August 23rd
Northwestern
Tuesday, January 13th
Miami of Ohio
FEBRUARY
Club Meeting Dates:
Century United
Tuesday the 3rd
Tri-State Futbol Academy
Tuesday the 10th
Chicago City Soccer Club
Tuesday the 17th
D.C. United
Tuesday the 24th
JUNE/JULY
Talk to HS Athletic Directors
Pittsburgh Public Schools
June
Set up Meetings with athletic directors
Washington D.C. Public Schools
June
Cincinnati Public Schools
July
Set up Meetings with athletic directors
Chicago Public Schools
July
Try and go around the same time of Cin.
APRIL/MAY AND SEPTEMEBEROCTOBER
Focus Heavily on presence on social media
Twitter:
Promoted Tweets
April and September
Continuous Interaction
Facebook:
Upload videos/Reach out to follower base
Continuous Interaction
Instagram:
Promoted Pictures
May and October
Continuous Interaction
March and September
Email Marketing
March:
Start of the season deals
Hotels & Equipment
September:
Start of the season deals
Hotels & Equipment

15. Works Cited
https://www.athlete-trax.com/
http://www.bluesombrero.com/
http://mitoo.co/
https://www.teamsnap.com/
http://www.census.gov/
http://www.collclubsports.com/
http://www.pahockey.com/
http://penguins.nhl.com/club/page.htm?id=66005
https://support.twitter.com/articles/142101-what-are-promoted-tweets#