The Radford Sports Group

Dan Finerfrock, Adam Brown, Sean Flynn, Kevin McCarthy, and Jeremy LeCraw

Introduction

We are the Radford Sports Group

We, The Radford Sports Group, make it our purpose to create valuable relationships between sports marketing professionals and the media

Mission Statement

Our Core Values…

We are committed to honesty with our clients/media, as well as maintaining a trustworthy relationship

We are committed to honesty with our clients/media, as well as maintaining a trustworthy relationship

We believe in fairness, decency, and well manner with our clientele

Our Goals…

Creating long-term, beneficial relationships between our clients and the media

The Radford Sports Group will provide maximum exposure of our clients in a positive setting to the public

Making The Radford Sports Group a household name in the world of Sports Marketing

Stakeholder Orientation

Fans of professional athletes The Commonwealth of Virginia

Client Research

Annotation 1- Hokies announce 2008 baseball schedule On October 24, 2007, Virginia Tech head baseball coach,

Pete Hughes, announced the Hokies’ 2008 schedule. The schedule includes nine NCAA Championship participants and four conference champions from a year ago. The highlight of the 2008 schedule is on March 18th when the Virginia Tech hosts the Major League Baseball's New York Yankees. The exhibition with the Yankees is to honor the memory of the victims of April 16th and to aid in the healing process. The Yankees made a $1 million contribution to the Hokie Spirit Memorial Fund as well. The Hokie Spirit Memorial Fund is a charitable fund made up of 34 individual accounts designed to raise money for all who were affected by the attacks. 32 for each individual victim, a scholarship fund, and one for the University community. The game is scheduled for 3 p.m. at English Field on the Virginia Tech Campus.

Client Research

Annotation 2- www.vt.edu/fund/ The Hokie Spirit Memorial Fund (HSMF) was

formed to allow anyone to make donations to the tragic event that hit the Virginia Tech community. This fund allows the donor to contribute to any of the areas included in the HSMF. There are a total of 34 funds which are made up of the 32 victims, a scholarship and a fund for the university community and the families of those involved. There has been around $7 million raised in support of this great strategy and donations won’t stop until the deadline of December 31, 2007.

Our Client

Virginia Polytechnic Institute and State University

Virginia Tech is a University in Blacksburg, Virginia

About 30,000 students attend VT Last April, Virginia Tech suffered an

on-campus shooting, killing 32 students and faculty

Our Campaign

Virginia Tech has hired The Radford Sports Group to organize a charity baseball exhibition game

The Hokies will host the New York Yankees

The game will be played to raise money for the Hokie Spirit Memorial Fund

Campaign Goal

Our goal is to celebrate the lives of the victims, to raise money for the Hokie Spirit Memorial Fund, and to create good publicity for the Virginia Tech Hokies Baseball team

Objectives

Successfully notify the public about the autograph session prior to the game

Build a strong relationship in the public’s eyes between the Hokies and the New York Yankees

Promote the Radford Sports Group to the world of sports and help build a trustworthy name

Objectives con’t…

Promote the actual game and autograph session to everyone

Create a friendly environment between the families of the victims and the players from both teams

Virginia Tech

Head Coach is Peter Hughes, President is Dr. Charles Steger

Tech’s core values consist of providing a positive atmosphere for learning

They also want to expand personal growth and opportunity

Preferred channel would be phone contact Tactic chosen was face to face meeting

New York Yankees

Owner is George Steinbrenner Values consist of providing a

competitive baseball team every year and making lots of money

Preferred channel would be interview Tactic we chose was fact sheet

Families of the Victims

Parents and siblings of the fallen victims

Values consist of having their children’s lives honored

Preferred channel would be contact through the mail

Tactic chosen was to send a formal invitation to the event

Virginia Tech Students

Anybody that attends Virginia Tech SGA President speaks on behalf of

students Values consist of respectfully

remembering their peers Preferred channel would be e-mail Tactic chosen was to send out school-

wide e-mails and text messages

Communication Tactics

Press Release Inform the public about the game and the

autograph session Media targeted is local news stations Press release is very informative and

gets to the point quickly People don’t want to read long articles

Communication Tactics

Invitation Sent to invite people to the game and

autograph signings This tactic targets the people who will be

attending the game To invite and provide detailed information

concerning the game and autograph session

Communication Tactics

Flyer Explains why the event is taking place, as

well as dates that it will occur The flyer will be distributed to Tech

students around campus Quick and easy information provided

about the event

Communication Tactics

Backgrounder Created to provide general information to

the public about the Radford Sports Group

Media chosen would be to create a website and have the backgrounder available

Gives our clients an idea about what The Radford Sports Group is all about

Communication Tactics

Fact Sheet Provides information about recent

projects, deadlines, and upcoming events The media outlet chosen would be to

distribute it through a media kit Gives background information on our

organization as well as up to date information

Tactic Examples…

Press Release Flyer

Conclusion

Exhibition game between Tech and Yankees is March 18th

Primary goal of this event is to raise money for the Hokie Spirit Memorial Fund

The Radford Sports Group is dedicated to being an outstanding sports marketing firm