bus 310 marketing plan_madison social

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Group Project Marketing Plan

Madison Social Presents:

SOCIAL PAPER FOOTBALL LEAGUE

Greg Paquette

Cierra Robinson

Trever Panter

Brooke Long

Projected Marketing Plan



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Table of Contents Section Page 1. Executive Summary…………………………………………………………………………….3

2. Company Description…………………………………………………………………………...4

3. Situational/SWOT Analysis ........................................................................................................ 7

4. Competitive Analysis .................................................................................................................. 9

5. Target Audience ........................................................................................................................ 10

6. Marketing Objectives, Marketing Strategies, Marketing Mix, Budget .................................... 12

7. Timeline .................................................................................................................................... 14

8. Monitoring and Measurement ................................................................................................... 14

Appendix A, Paper Football Rules……………………………………………………………….15

Appendix B, Single Elimination Playoff Bracket………………………………………………..16




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1. Executive Summary

Goal: Raise revenue in the following segments of Madison Socials current operations:

Weekend Brunch, Weekday Lunch, Weekday Happy Hour, Late-night Thursdays/Fridays, and NFL

Sundays.

NFL Sundays is the sole focus of this particular marketing plan.

Objectives:

- Create an event that will increase company revenues through increased tickets sales due to an increase in

consumer traffic as a result of the event that’s associated with the NFL and the current climate and

experience of Madison Social.

- Sustain these increased revenue and ticket sales every Sunday leading up and to include Super Bowl

Sunday.

- Create an event that Madison Social can call its own woven into its current brand and experience.

The Event: Welcome to the Social Paper Football Network – “Are Ready for some Football”

Madison Social’s Social Paper Football League (SPFL) is an organized league where teams compete on NFL

Sundays with the objective to win as many games as possible during the season to qualify for the playoffs.

League play and the rules of the game are similar to the NFL and all league play will coincide with the 17-

Week NFL. Teams, or individuals, who qualify for the playoffs, will continue the single-bracket elimination

playoff rounds throughout the NFL Playoffs. Final remaining teams that survive the playoffs will play for the

SPFL Championship on the NFL Super Bowl Sunday.

In keeping with the tradition of Madison Social, this entertaining event of having customers compete in a game

of “old school” paper football should attract the numbers of patrons needed to increase the amount of consumer

traffic in Madison Social to raise revenues. The SPFL is specifically designed to attract loyal customers of the

NFL and Madison Social during NFL Sunday’s between the hours of 12:00 – 8:00 PM.

The idea of such an event is in-line with previous events Madison Social created to increase revenues such as

the “Corn Hole” and “Pencil Fight”. Coupled with limited competition and the increasing involvement the

consumer desires during such sporting events (i.e. Fantasy Leagues, Trivia Challenges, etc.). This fan-based

desire and past events Madison Social is known for represents an ideal climate and potential to raise revenues

through product sales beyond current sales.

Projections: Early indicators based of the attached analysis and marketing plans predict a high probability that

Madison Social could see an immediate increase of 32-40 patrons who would be willing to participate in such

an event. It is predicted that some of the participants would be accompanied by a family member or friend

which increases the amount of traffic entering Madison Social. It is estimated that each patron will spend at

least $20 - $30 each.




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Most consumers who frequent a sports bar spend on average $40 each and can be as much as $100.00 when

they bring a spouse of other family member or friend. The NFL continues to be a quality brand which attracts

consumers of all demographics If implemented with the right IMC, and if the business creates the perfect

setting, Madison Social could and should capitalize on its investment and commitment in DirecTV that allows

its consumers access to all NFL Sunday games. Based on the conditions and the analysis detailed in the

attached Marketing Plan, Madison Social could see an increase in revenue on NFL Sundays surpass the goal of

$3000 dollars.

Challenges; good and bad:

Like any great idea or suggestion, they all have their unique challenges and the SPFL is by all means no

exception to the rule -- the greatest of challenges will be Madison Social’s commitment to the event and the

ability to set the right atmosphere within the restaurant conducive to attract and keep the event participants

coming. A 17-week commitment from the consumer is huge and can be quite expensive. There are options for

the consumer to exit and re-enter the games if this type of commitment is too much. However, if Madison

Social and its employees can embrace and own such an event and make it Madison Social’s; there would be

numerous ways to grow and expand the event to ultimately raise unique brand awareness and increase profits

for Madison Social. This is another opportunity for Madison Social to expand followership but it will take a

commitment from everyone; maximization of the Madison Social this is the “who we are”.

Finally, the NFL fan base, largely consisting of males enthusiasts who participate in and thrive to be interactive

with the NFL through fantasy football leagues. There could very well be a calling for a niche of “Old school”

paper football players.

2. Company Description

Business Name: Madison Social Tallahassee, LLC.

Business Address: 705 S Woodward Avenue, Suite 101

Phone: (850) 894-6276

Digital Contact:

o On the Website: www.madisonsocial.com

o On Facebook: www.facbook.com/MadisonSocialTallahassee

o On Twitter: @MadisonSocial

Primary Line of Business: Restaurant/Sports Bar

Ownership Directory

Managing Partners:

o Brian McKenna

o Alex Beltrami

o Matt Thompson

http://www.madisonsocial.com/

http://www.facbook.com/MadisonSocialTallahassee




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Company Overview

Madison Social is a brand new 6,500 square foot sports restaurant bar with indoor and outdoor eating areas.

Located in the revitalized portion of downtown Tallahassee, or more commonly known as College Town, the

establishment is walking distance from Florida State’s Doak Campbell Stadium, home field for the Florida State

Seminoles. Madison Social provides the ultimate game time atmosphere for college students and young

professionals but you will find people of all ages frequenting the establishment.

Madison Social can serve well over 100

patrons inside and can expand its services

outdoors to accommodate larger crowds

on college game day or other social

events. It has two full-service bars and a

separate room for private parties and

other social gatherings. Madison Social

also caters towards business lunches and

dinners with a focus on prime American

dining. The Madison Social brand is its

atmosphere and experience while one

patronizes the establishment and at the very heart of the Madison Social brand is the socializing aspect of the

restaurant experience, the community, and the customer.

Company News

Madison Social opened for business on August 15, 2013 and so far has experienced early successes. Sales and

revenues are exceeding all projections for 2014 and Madison Social received the Tallahassee Magazine’s 2014

Award for Best Bar in Tallahassee last month.

Background and Development

Madison Social was established as part of the City of Tallahassee’s desires to revitalize this portion of the city.

Located just two blocks from the FSU campus, College Town provides a pedestrian friendly place for FSU

nightlife, Seminole football game day, and the newest in Tallahassee restaurants, bars and live music. College

Town will fill a void in Tallahassee becoming a “College Main Street”,

the likes that will someday rival famous college towns like Boulder, Ann

Arbor, and Austin, a place for a world-class college experience for future

students and athletes, as well as a great place for alumni to reconnect with

our University.

College Town is set to be the catalyst for the revitalization and re-use of

the Madison Street/Gaines Street area. From current students looking for

the perfect place to meet up with friends to alumni reliving game day

traditions, College Town will quickly become the “place to be” in

Tallahassee.




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Present Conditions

Current sales, revenues, and leading market indicators all spell good news for Madison Social. All signs thus

far this year indicates business will continue to grow from its current conditions with higher sales and revenues

for 2015. Continued aggressive marketing via digital and social media has really established Madison Social,

especially for patrons who travel from all points outside of the greater Tallahassee Area.

There are areas of opportunity for Madison Social to improve sales and revenue growths during times when

business is slow particular during the college football off-seasons.

Areas for potential promotions to increase revenues includes weekday brunches, weekend brunches, late-night

Thursdays and Fridays, and NFL Sundays – Madison Social offers viewing of all NFL games shown on

DirecTV.

Key Processes

Restaurant and sports bar services; serve customers quality food and drinks and ensuring quality customer

service and enjoying the experience, entertainment, and atmosphere Madison Social offers.

Key People

The Madison Social Corp. filed as a Domestic for Profit Corporation in the

State of Florida. This corporate entity was filed approximately two years

ago on Tuesday, June 26, 2012, according to public records filed with

Florida Department of State. There are a couple of officers known to have

been associated with this organization.

Matthew Thompson, Brian McKenna, and Alex Beltrami are managing

partners of Madison Social.

Matt Thompson previously worked at The Zimmerman Agency in

Tallahassee, FL., as Director of Digital Strategy overseeing the social media

department. In addition, Matt has taught marketing at the undergraduate

levels at University of Central Florida, Tallahassee Community College, and currently heads the Strategic

Communications Degree program for Flagler College-Tallahassee.

Brian McKenna worked at Prada in New York City before eventually starting two successful businesses in

NYC which he still manages, Yorkville Creperie and Saloon NYC.

Alex Beltrami, provides strong local business background. He has previous entrepreneurship experiences from

owning two unique bars popular in Tallahassee; Alchemy Spirits & Concoctions and the Midtown Filling

Station.

The managing and owning partnerships overall business and marketing philosophy is to approach every

challenge, focus on the customer, the community, and the experience.

Two of the owners of the new Madison

Social Club in College Town near Florida

State University in Tallahassee, Florida.

©2013 Mark Wallheiser




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3. Situation and SWOT Analysis

Situation Analysis

This situation analysis begins with a brief summary of the current environment in which Madison Social

resides. After an in-depth analysis of the SWOT (strengths, weaknesses, opportunities, threats) a better

understanding will be incentivized for the company’s competitors, consumers, as well as the company itself.

SWOT Analysis

Figure 1 shows the internal and external factors affecting the market opportunities for Madison Social. This

SWOT analysis highlights the great efforts taken by the company since it first appeared among competitors in

fall 2013.

Figure 1. SWOT Analysis for Madison Social

Internal Factors Strengths Weaknesses

Management Entrepreneurial experience Limited restaurant experience

Offerings Unique, high-quality, higher-priced products Many lower-quality, lower-priced

competitors

Marketing Loyal distributors with excellent acceptance No national awareness or

distribution

Personnel Knowledgeable and friendly workforce Many employees; can be difficult

to manage hours fairly on

“slower nights”

External Factors Opportunities Threats

Consumer More of an upscale market, population of

higher/middle class is most frequent in Tallahassee

compared to other income classes

Consumers value strong brand

name and Madison Social is a

newer company

Competitive Relevant and unique name compared to

competitors

Parking considered to be

inconvenient amongst

competitors

Economic Economy on a rise; consumer income fairly high,

more households “eating out”

Price of alcohol is increasing and

Madison Social’s main source of

revenue is alcohol




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In regards to Madison Social’s internal factors, one of the company’s most dominant strengths is the

entrepreneurial experience led by Matt Thompson. Although Mr. Thompson does not possess much restaurant

experience he has always had an incentive and understanding on how to make money. Favorable external

factors (opportunities) include the fact that Madison Social’s targeted audience tends to have a fairly higher

income. Compared to other social income classes in Tallahassee, the middle-level to higher-level income

population happens to be vastly growing on top of, what is already

considered to be a stable market.

Among unfavorable factors, one of the main weaknesses is the

parking convenience. Unlike much of Madison Social’s competitors,

they lack the luxury of having a “comfortable” parking lot. Also, the

limited parking space the company does have requires consumers to

pay by the hour. Another external factor to take into consideration

would be the rising price of alcohol. Since the company’s main

source of revenue comes from alcohol, establishing loyal and

beneficial relationships among distributors is becoming much more

imperative.

Five C’s:

Company: Madison Social recently won “Best Bar in Tallahassee for 2014” and its reputation and brand

is gaining notoriety as a high-quality restaurant, with exceptional food, and world-class service. One

key consideration female fans of the NFL has grown over the past five years and women account for 45

percent of the NFL market share.

Competitors: While there are numerous restaurants/sports bars that feature the NFL Football on

Sundays, The Ale House, Prime Time, and BW3’s are the nearest competitors. None of these

competitors are having special promotions with regards to NFL Sundays.

Customers: Typically higher-end customers like professionals and college students Madison Social also

has a fair amount of the older sports enthusiasts as well. A key indicator here is that over the past five

years fan interaction is at an all-time high and fans continue to become more involved with the sport.

Fantasy Football is now a multi-million dollar business so fan interaction with during live televised

events seems to be a hit with the typical fan of NFL.

Collaborators: Include some food and beer distributors, NFL, DirecTV’s NFL Ticket, Madison Social,

rand its employees, radio 97.9 ESPN, Tallahassee. (Suppliers/distributors/contributors).

Climate: The economy is steady and like so many other sporting events, popularity continues to uptick

regardless of most economic conditions, good or bad. The NFL, as well as other sports venues,

continues to grow and attract more fans each year. Fan loyalty seems to be unaffected from bad trends




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or other negativities (i.e. recent player violence, drug abuse, etc.). Fans will spend money to sit down,

watch a good quality game and eat from featured menus, especially when associated with such a high-

quality brand as the NFL.

4. Competitive Analysis

Competitors in the NFL Sunday Market

The NFL Sunday market in Tallahassee, FL varies depending on location. On average, consumers will gather

their friends and/or family for a fun filled day of drinking beer, eating buffalo chicken dip and of course

watching NFL football from 1PM – 7PM. On occasion, being in a football atmosphere is important and what

better place to say you are than Madison Social? Regarding competitors for an NFL Sunday, there are only a

few on the subject of a similar market. These competitors are Miller’s Ale House and Prime Time. There is no-

one producing a league such as this one. Madison Social’s competitors will be offering a customary deal on an

NFL Sunday. See below:

Miller’s Ale House: $10 buckets of 5 Miller Lite, MGD (Miller Genuine Draft), Miller 64, or Icehouse

Prime Time: Brunch from 11AM – 3PM, AYCD Mimosas and Bloody Marys

Figure 1. Competitive Analysis for NFL Sundays

Madison Social Competitor 1: Miller’s Ale House

Competitor 2: Prime Time

Overview:

Open every day, awarded Tallahassee’s Best Bar in 2014. Known for excellent welcoming atmosphere that offers full menu as well as late night some weekdays and on weekends.

Provides top-quality food at a great value at a casual neighborhood atmosphere.

Upscale grill offering modern American pub grub, sports on TV & late-night happy hour on weekdays and weekends.

Products: Features brunch, lunch, dinner, happy hour, and late night for all ages along with a full service bar.

Offers lunch and dinner along with a full service bar, plus wine and liquor.

Features brunch, lunch, and dinner as well as a full service bar.

Staff/Service: Rated positive with much experience. Rated moderately service wise. Rated positive with much experience.

Pricing: $11 - $30 $11 - $30 $11 - $30

Target Market:

Young Business Professionals Variety of ages. Chic college students.

Customers: Age ranges between 21 – 60, family friendly.

Range between families and young professionals as well as developed professionals.

Young college students.

Brand Recognition:

Medium/High High Low/Medium

Location: Located on South Woodward Avenue overlooking Doak Campbell Stadium, located in College town on FSU.

Located on Apalachee Parkway between Governor’s Square Mall and the Florida Capital.

Located on W Tennessee St. near FSU.




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5. Marketing Objectives, Strategies, and Mix – Product Focus

Target Audience

The current target market for Madison Social is the young business professional, though the customer base

actually ranges from about 21-60 years of age, with middle to upper class income $40,000 per year or more.

These individuals can be male or female, as well as married with families or single and are established in their

careers.

The expansion of the target market will include those who are committed to the NFL brand. They may or may

not be familiar with the Madison Social brand upon their first channel impression. Geographically, they will be

located in Tallahassee and surround areas including South Georgia.

Marketing Objectives

The marketing object is to take full advantage of Madison Social’s brand potential and to increase revenue to at

least $3000 each week by maximizing on those involved in NFL culture. The Social Paper Football League

(SPFL) campaign challenges the “college town” stigma of the location of Madison Social which will slightly

modify the current Target market to include just all business professionals as opposed to just young business

professionals.

Brand Image: Client provides an upscale social experience.

Brand Challenge: Clients location can be perceived as collegiate.

Marketing Strategies

The Social Paper Football League will be held in “The Social Room” at Madison Social on NFL Game days.

Participants will compete for a chance to win a trip for two, their game of choice, which will include round-trip

airfare and hotel stay.

There will be an entry fee (TBD) and a tournament style determination. The entry cost will include a “Social

Drinker” T-Shirt which, when worn on any NFL Sunday during the campaign, will serve as a 50% off coupon

for draft beers and shot at the grand prize.

Discovery Stage: The Social Paper Football League combines efforts made by Madison Social in the past for

caused based marketing as well as promotional efforts. The current channels for reaching consumer base have

been social media and radio. As a result the turn-out has been average. (Examples: Corn hole Tournament,

Pencil Fight fundraiser).




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Brand Awareness:

Integrated Marketing Communications Plan – broadcast, print, radio, OOH, feature

stories, live radio show, and word-of-mouth.

Host a series of contests and events to prompt the brand in this category.

On-site paper football tournaments every Sunday (mini-tournaments during

commercial breaks big contest during halftime):

Goal: Have at least 40 participants each week.

Promotion of winners presented (visuals) on social media and radio

Promote the big contest that's going on all season.

Increased incentive for participation will drive involvement in the expanded target market

We will announce the initial contests before the season starts and have preliminary contests in order to generate

promotional materials to build anticipation

Examples:

Who can make their football the fastest?

Who can design the best football?

Use images from contests to campaign and market using digital and social media and promote conceptually on

ESPN Radio.

Budget

With a spending limit of $2000 the products that need to be purchased for the campaign are:

T-Shirts (Quantity: 640)

Paper Football League table wraps (Quantity: 15)

Radio slots (see below)




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Figure 2. Rate Card for Radio Slots

6. Marketing Program

The five marketing mix elements of the Social Paper Football League being held at Madison Social are detailed below.

Product Strategy

Days Daypart Show :60 :30 :15

M-F 6am-10am Mike & Mike in the Morning 20$ 16$ 13$

M-F 10am-1pm The Herd with Colin Cowherd 18$ 14$ 12$

M-F 1pm-3pm SVP & Russillo 18$ 14$ 12$

M-F 3pm-6pm The Jeff Cameron Show 30$ 24$ 19$

M-F 7pm-10pm Sedano & Stink 15$ 12$ 10$

M-F 10pm-1am Freddie Coleman 7$ 6$ 4$

M-F 1am-6am SportsCenter 5$ 4$ 3$

Sat-Sun 6am-10am John Kincaide 15$ 12$ 10$

Sat-Sun 10am-3pm Seasonal: College Gameday/NFL on ESPN 25$ 20$ 16$

Sat-Sun 3pm-7pm Seasonal: College Gameday/NFL on ESPN 25$ 20$ 16$

Sat-Sun 7pm-12mid Seasonal: Football Tonight 10$ 8$ 6$

Sat-Sun 12mid-6am Bob Valvano/Mike Tirico/Mort Report 5$ 4$ 3$

Efficiencies Discount

13 consecutive weeks -5%



Endorsements

Available upon request

Unit Length/Rate




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The product strategy will consist of Madison Social as a whole and the atmosphere that is being produced

during the Social Paper Football League. The game itself will create a promotion within the restaurant which is

the main product. The experience people acquire from Madison Social will continue to bring them back for

more. A sub-product within Madison Social is a special that is offered from the menu on NFL Sunday’s during

the event. Every order of “Wings on Woodward” will be half off with the purchase of a pitcher of draft beer.

The offer time for this special is between 1PM and 7PM.

Price Strategy

To initially enter and join the Social Paper Football League there is an initial cost of $20.00. However, once you

have joined the league you receive a Social Paper Football League, the T-Shirt that you receive can be worn in

the future for a quoted discount. The T-Shirt must be worn on Sundays to receive half off of draft beer. The

discount only applies for the person wearing the T-Shirt and only on NFL Sundays during the event. Once they

have paid the initial cost of joining the league there is no need to pay again as long as the contestant continues

to win each bracket. If there is someone who would like to re-join the bracket for the next chance to win the

grand prize there will be a $5 charge to re-enter.

Promotion Strategy

Key promotions will feature in-store demonstration, as well as social media approach, and word-of-mouth.

In store demonstrations. In store demonstrations enable consumers to visually see what is taking place

without physically being a part of the Social Paper Football League. Our league will be conducted periodically

throughout the NFL games that are being played to increase awareness as well as rise the sign-up volume for

our league.

Social Media Approach. Because of the leagues flexibility throughout

the wide NFL season, taking a social media approach is significant to get the

target audience stimulated while creating the need to join. The postings for the

Social Paper Football League will be completed through Facebook, Instagram,

Twitter, E-mail as well as the website, all while targeting a different NFL

audience.

Word-of-Mouth. Word-of-mouth approach is especially essential in the

area that Madison Social is located. Madison Social is located in college town

of Tallahassee where the customers can vary widely. Word-of-mouth is an

extended way that consumers can express the great positive opinions to be

shared and above all others trust those opinions. This promotion strategy is the

one that is most likely to drive sales for this campaign.

Place Strategy

The social paper football league will be taken place inside “The Social Room” at Madison Social as well as on

the patio if need for more space. The average footprint for one game table and two players is approximately 3 –

5ft. There will be multiple games going on at once in a bracket style league.

People Strategy




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A key role in creating the perfect atmosphere to produce this league will be the focus on the customers as well

as the staff. The staff at Madison Social create the preliminary experience and enhance the motive for the

customers to get involved. As the audience expands, the target market will include those who are committed to

the NFL brand as well as a mix of those committed to the Madison Social brand.

7. Timeline

The timeline for implementing the Social Paper Football League (SPFL) starts December 2014. The team at

Madison Social will need to review and approve an Integrated Marketing Communications Plan. Marketing

strategies will align with Madison Socials existing strategies – heavy use of Twitter, Facebook, and its website.

Pre-event promotion and IMC marketing will start in April 2015 and continue through May/June 2015.

Madison Social will start to market the event more aggressively in the month of August 2015.

The SFLP will kick off the season starting with the last two preseason games with paper football making

contests and other activities related to the NFL and SPFL.

Actual league play begins September 2015 until the 17 week season finale. League playoff matchups will

coincide with the NFL Playoffs. The champion of the SPFL will be crowned Super Bowl Sunday 2016.

Timeline and elements of the SPFL IMC will include the following:

OOH – a minimum of two Billboards

Posters/Banners – Posters and banners placed inside Madison Social. Small menu inserts and table

advertisement displayed 60-90 days before the promotion/event begins.

Radio – Radio spots purchased on ESPN 97.9, Tallahassee. Live broadcast show at the start of the

season to help with brand/event awareness.

Print Ad – Tallahassee Democrat and Tallahassee.com

8. Monitoring and Measuring

Monitoring of the campaign and the event will be accomplished by means of tracking and monitoring the

following Key Product Indicators:

KPI #1 Increase in revenues and ticket sales for food and beverages.

KPI#2 Feedback on social media and the Madison Social website; live updates will be put on the

Madison Social website and management should be able to review CPS and CPMs.

KPI#3 E-mail distribution lists of players and participants will be compiled; this will allow for

approximately a 2-5 percent feedback response via e-mail marketing.




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Sources: Tallahassee.com, Tallahassee Democrat, Google-Wikipedia, Madison Social website, fsudowntown.net/our-team,

www.corporationwiki.com, nfl.com.

Appendix A Paper Football; History, Description, Game Rules

About the Game

Paper football (also called FIKI Football, Finger football, Chinese football, Flick football, or

Tabletop Football) refers to a table-top game, loosely based on American football, in which a

sheet of paper folded into a small triangle is slid back and forth across a table top by two

opponents. This game is widely practiced for fun, mostly by students in primary, middle

school, and high school age in the United States and by bored employees. It is also commonly

referred to as "Polish Football" around the Chicago area.

History

The game was known to be played with matchbooks as footballs in the 1950s in the American

Midwest.Players are allowed only one chance to advance the ball over the goal line per turn (instead of the

aforementioned four tries). If a player pushes the ball off of their opponent's end of the table a "strike" is awarded and

their opponent gets to kick the ball back into play. After 3 strikes your opponent has the option of kicking a field goal for

3 points.

Another adaptation of tabletop football was in Connecticut in the 1950s by using an American quarter. Each player had 4

downs to advance the quarter up the field, and hang it over the edge of the table for a touchdown. If the quarter fell off the

edge or the player failed to hang it within 4 downs, the opponent was given possession. The shooting player could try a

field goal at any time by hanging the quarter over his own edge of the table, and "kicking" it with his index finger toward

the opponent’s field goal "posts." The player with the highest score won the opponent's quarter. Due to the excessive noise

of the quarter during play, the quarter variation was often avoided in school.

Some classroom variations incorporated a study guide or test into the game. Each player in turn answers the next question

on the quiz, and may only take possession of the ball with a correct answer, playing the ball from its current position on

the table.

Materials

Two players, a table with straight edges, safety goggles and the

paper football we're about to make.

Football Field

The football field, or playing surface, should be a sturdy flat

surface elevated to the standard table height of 30-36 inches. There

are no exact measurements for the size of the playing field and it

can be decided based on room size or area where the game(s) are played. A common size is 24” width by 60” length.

http://www.corporationwiki.com/




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How to Make the Football

o Fold a sheet of paper in half length-wise, making sure to give it a good crease.

Now tear it in half along that fold.

o Then take one of those halves and fold it in half length-wise again. Make sure

that crease is good and tight.

o Then fold one end of that strip over on itself to get a triangle. Keep folding that

triangle up toward the other end, always folding toward the paper.

o There should be a bit of extra paper that doesn't make a complete fold at the end. Unfold the football two folds

and tuck that extra paper into the football.

Game play

Many variations of the game exist, but generally paper football games vaguely emulate American football. The two

opposing teams (usually two opposing players) sit facing each other over the play area. A coin (or, a specially-marked

football) is flipped to see who kicks off to start the game. After the kickoff the teams advance the Ball by flicking it across

the field. Each flick represents a drive in American football, with the goal being to score a touchdown. Games may be as

simple as flicking the ball back and forth in a fashion similar to field goals, or as involved as including simulations of

events from touchbacks to penalties to first downs.

Kick off

A kick off may start the game. The player holds the football under a fingertip of

one hand on his end of the table and flicks (kicks) it with a finger from the other

hand towards the opposing player's end of the table. The receiving team gets

possession where the ball stops. If any part of the ball is overhanging the end of

the table a touchback has occurred. The receiving team gets an agreed distance

away from their end zone and play continues.

There are a couple of other ways to perform the kick off; one is by placing' the

ball on the edge of the table with one corner overhanging, and flicking it towards the opposing side of the table. Other

players use a one-handed type of kick off: the ball is held resting in the palm, then it is tossed onto the table by hitting the

fingers on the underside of the table. The method used should be agreed upon before playing.

Some play with a "wind" rule on kickoffs in which the opposing player can blow the ball backwards as "wind."

Advancing the ball

The primary activity of the game is to slide the paper football across the football field by flicking it. The legal flick or shot

or throw is any method which advances the ball through flicking or hitting, but pushing the ball is disallowed. The ball is

generally flicked either with the thumb and forefinger in a manner similar to shooting marbles, or another manner

comfortable to the player. Striking with objects such as pencils is not allowed. Players have four chances (downs) to

score a touchdown. They may attempt a field goal on fourth down.

Scoring

http://en.wikipedia.org/w/index.php?title=Touchback_(American_football_score)&action=edit&redlink=1

http://en.wikipedia.org/wiki/Marbles

http://www.google.com/imgres?imgurl=http://www.footballtainment.com/images/public//paper-football-goal-howto.jpg&imgrefurl=http://www.footballtainment.com/category/paper-football/&h=500&w=600&tbnid=r9EBGI6T2Rv4QM:&zoom=1&docid=VnsZe8S2UdzbaM&ei=rAqDVJq0FderyATM9IEo&tbm=isch&ved=0CEsQMygjMCM&iact=rc&uact=3&dur=737&page=2&start=19&ndsp=24




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A team scores points by the following plays:

Touchdown:

A touchdown (TD) is worth 6 points, as in American football. A touchdown is scored when a player advances the ball

such that it comes to rest with part of the ball extending over the edge the opponent's end of the table without falling to the

ground. If the ball falls to the ground it is considered a touchback, if on fourth down you feel that you are not close

enough to have a good chance at scoring a touchdown then you can attempt a field goal for 3.

When the players are unsure whether a touchdown has been scored, a flat object can be slid across the edge of the table

nearest the ball. If the object moves the ball, a touchdown is ruled.

Extra points:

Point after Touchdown: The opponent holds his fingers in the goalpost position, and the scoring player flicks the ball

through the air. The attempt is successful so long as the center of the ball travels through the imaginary area over the

bottom fingers and between the uprights, even if the ball bounces off the uprights (but continues through the scoring area)

in the process.

Two Point Conversion: The scoring player gets one attempt to flick the ball over the edge of the table in a manner similar

to scoring a touchdown. The player starts from the middle of the table for this attempt.

Play resumes with either a fresh kickoff by the scoring player, or a change of possession,

based on house rules.

Field goals

A field goal is any attempt by a player to hold the ball in one hand (which in turn generally

rests on the table), and to flick the ball using the other hand such that it travels through a

goalpost formed by the fingers of the opposing player. Field goals generally score 3 points.

Implementation of field goals varies widely, and in some variations the game consists entirely of players kicking field

goals back and forth with no other plays in between. If this is the case, each successful field goal is worth only one point.

Variations

If a team gains possession in the other teams territory (such as after an illegal attempt to push the ball or the ball going out

of bounds), the player can attempt a field goal instead of trying for a touchdown. The defender can place the goal posts

anywhere on their goal line and the kick must take place from the exact position where the football lies, or from the spot

the football left the table.

The defending player has the option to try for a field goal after a touchback. A field goal, which employs precisely the

same method as described above for a Point after Touchdown, except that it scores three points rather than one. In some

variations, the field goal option is only awarded after three (or another predetermined number of) touchbacks.

Safety

A safety is worth two points. This occurs when a player scores a touchdown on his/her own end of the table and not

his/her opponent's end. The opposing player earns these two points.

Penalties

http://en.wikipedia.org/wiki/American_football#Scoring

http://en.wikipedia.org/wiki/Goalpost

http://en.wikipedia.org/wiki/Field_goal_(football)

http://en.wikipedia.org/wiki/Goalpost

http://en.wikipedia.org/wiki/Paper_football#Out_of_Bounds

http://en.wikipedia.org/wiki/Paper_football#Out_of_Bounds

http://en.wikipedia.org/wiki/Field_goal_(football)

http://en.wikipedia.org/wiki/Safety_(American_football_score)




18

Pushing the ball excessively, double flicking, kicking the ball so that it lands far away from the table, or disturbing the

ball during an opponent's play may all result in penalties depending on game variation. Most often, a penalty moves the

ball toward the offender's side of the table, to the opponent's advantage. If players are using downs, the offending player

generally loses a down (or the opponent's play is considered not to have used a down), in addition to letting the opposing

player move the ball to a more advantageous position.

Game length

Game length varies. A match may last a set amount of time such as 10 points or until the end of a class period in school. A

match is often played until someone attains 21 points. Games are generally played quite quickly, especially when played

on shorter tables.

Various methods in turn or in combination can be used to break ties. One is "sudden death" - if the game is tied in a timed

game, the match goes into sudden death, and the player who scores first wins the game.

Madison Social Paper Football League Implentation Plan

Implementation Day:

League awareness campaign begins during the last two NFL Pre-season Saturdays/Sundays with Best Made Paper

Football and Fastest Maker of the Paper Football competitions - play the goal of the preseason Madison Social Paper

Football League is to raise awareness of the event and to create the experience and atmosphere.

First Day of League Play:

First league starts on the first Sunday when the NFL Regular Season begins play.

Teams (individuals) play games arranged in a single elimination bracket until 4 winners remain. This schedule continues

each week. Teams eliminated in previous play may re-enter each week until they become a finalist.

At the end of the 17 week NFL regular schedule, finalists will begin another new single elimination playoff tournament

that will be played in conjunction with the NFL Playoffs until the final two players remain.

The season finale will end with a best of 3-game playoff between the last two teams.

First, second, third, and forth place finishes will be recognized and awarded.




19

Appendix B, SPFL Playoff Bracket




20

Single Elimination Bracket for 16 TeamsTRUE

Instructions TRUE

Madison Social NPFL [Dates of Tournament]

Week 1 Week 2 Week 3 Week 4

1 [Name of Team]

1

16 [Name of Team]

9

8 [Name of Team]

2

9 [Name of Team]

5 [Name of Team]

3 13

12 [Name of Team]

10

4 [Name of Team]

4

13 [Name of Team]

15

3 [Name of Team]

5

14 [Name of Team]

11

6 [Name of Team]

6 14

11 [Name of Team]

7 [Name of Team]

7

10 [Name of Team]

12

2 [Name of Team]

8

15 [Name of Team]

Tournament Bracket Template by Vertex42.com

Show Game Numbers

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