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TRANSCRIPT
ADVERTISING CAMPAIGN FOR BEAUMONT YOUTH SOCCER CLUB
BY NATALIA, SCOTT, AND TAVIN
EXECUTIVE SUMMARYIn this advertising campaign for Beaumont Youth Soccer Club, our
purpose is to discuss all the services that the soccer club has to offer, and
which would be the best way to advertise these services in order to get
more attention from the target audience. We will talk about the creative
process that brought us to the creation of the ad, and we will also
proportion a detailed study of the budget that we will use. Moreover, we
will explain how spending this money in our advertising campaign will
really help to attract more people to the club, increasing the amount of
money that the club makes.
RESEARCHABOUT THE CLUB
Beaumont Youth Soccer Club is a soccer club that is based in
Beaumont, Texas. The club offers a couple different programs based on
the age of the child and the skill level. For children age 3-14 there is a
recreational program. The program includes practices and games, but on a
less competitive level than the other programs. For children age 8-10,
there is what they call an Academy program. This program allows kids to
play soccer while being trained and coached by professionals. The last
program they offer is a competitive program for children age 11-19. This is
for older soccer players who are serious about their development. The
teams are coached by professionals, and they practice two to three times
a week. They play games on weekends, and every now and then, they will
travel out of town to places like Houston, Dallas, and San Antonio to
compete in a tournament against teams from all over the state of Texas.
These teams are put together through a tryout process. The players go
through a series of training sessions to determine the skill level of the
player, so they can be placed on a team that will help them develop into a
better player.
Beaumont Youth Soccer Club is located on the Northwest side of
Beaumont. They have a huge soccer complex called Cris Quinn Memorial
Complex. The complex includes several full-sized fields, many small sided
fields for the younger players, and an entire indoor soccer field. At the
complex, the club holds practices, tournaments, and games. The complex
can be found at 9000 Dishman Road, Beaumont, Texas 77706.
KEY FINDINGS
We attended a board meeting that the club hosted, and during that
meeting, we found out several things about the club. We found out all of
the different programs that they have to offer. We learned about the
process of tryouts and registration. We learned a little bit about the way
that the club is run and what it is all about. The most important thing that
we learned was that the club’s board members are willing to do whatever
it takes to bring more kids into the club.
We learned that the club gets an increase in business in the months
of February and June. This is due to the fact that sign-ups for the new
season happen in both of these months. We will address these months by
increasing the amount of social media post in these months and placing
the Billboard a month before the February signups. The Billboard will draw
potential customers in during the winter signup period. The social media
will draw attention to the tryouts during the month of June.
SWOT ANALYSIS
One of the major strengths of the Beaumont Youth Soccer Club is
the fact that they are the only youth soccer club in Beaumont. This is a big
advantage for the club since they can obviously offer some services that
no one else in the city can, so if they use the right advertisement to
attract people, they will be able to broad their number of members and
become a big soccer club.
The biggest weakness of the soccer club is that they are not very
well known or easy to find. The club is not really reaching people, but
instead, people are the ones that need to do research in order to figure if
there is any soccer club around the area. This is obviously a weakness
because probably there are many parents and children wanting to play
soccer, but instead they play other sports because they do not really know
about the existence of this club and its services. Another weakness is their
attitude. When we walked into the board meeting it felt almost as if we
weren’t taken seriously. It was like they didn’t want any help with their
advertisement. They need to be more open to people and friendlier.
Realistically, a big opportunity for the club would be us. Meaning
that we are their opportunity to really reach people and make the club
finally have a big name in Beaumont. We have gone out of our way to
choose them as the company to put this ad campaign together. It is up to
them what they plan on doing after we finish.
Threats to the club are all the other sporting clubs in Beaumont.
There are many different sports for children to play in the area. There are
some clubs for tennis and basketball, and even more for baseball and
softball, and if the soccer club does not do anything to stand out, probably
it will lose many clients.
PROBLEM
Residents of Beaumont are unaware of the fact that there is a youth
soccer club in the area. People are unaware because the club has not
advertised to the public very effectively. There are already a few
advertisements scattered around the city, but they do not really illustrate
all the values and skill that children will learn if they join the club. We plan
on solving this problem by making our advertisements more visible to the
people of the city. We will highlight the fact that children have a future in
this club. That the children will learn valuable life skill through a sport that
is fun.
TARGET AUDIENCE
The target audience would be both the parents and the children. We
need to be able to connect children to the game and get them interested.
We also need to make it appealing to the parents of the children. They will
be the ones that pay for the program and take their kids to all their
practices and games. It is important that we get both the parent and the
kid interested.
We want to specifically target active families. Families that love
being outdoors or going on hikes or love sports. They will be the most
likely to sign up for the soccer club. If a family is not active, then the
chances of them wanting to be outdoors or run around are slim. That is
why we will be targeting families with active lifestyles.
OBJECTIVES
The objective of this campaign is to make more people aware that
there is a youth soccer club in Beaumont Texas. We want them to feel
confident that the soccer club is the best place for children to play a sport,
and to learn important values in life that will impact them in whatever
future they decide to pursue. Whether that future pursuit is to play college
soccer or working at any other kind of job, playing soccer at this club will
help with any future endeavors.
OBJECTIVE ANALYSIS
Specific - We specially need to increase the number of consumers.
We will do this by getting the name of the club out to the residents of
Beaumont. By doing this, the amount of people interested in the club will
be increased.
Measurable - We will be able to measure the increase in customers
by adding up all of the new people that sign up for the club or call for
information about the club.
Achievable - With the population of Beaumont being 119,114 people,
we would only need between 60 or 70 new customers to sign up in order
to double the amount of money that we have spent on the advertisements
Relevant - This advertisement is relevant because it does exactly
what we need it to while staying inside of our original budget.
Time-bounded - Our advertisement will run for one year long. We
would start the advertisement in January due to the fact that most people
want to live a healthier life at the beginning of the year, and the new
season starting shortly after that. We will run the advertisement all the
way through the year so that it will be on people’s mind all year long.
CREATIVE BRIEF
Beaumont Youth Soccer Club has many different programs for many
different levels of players. We have research all the programs that the club
offers to its customers and have come up with plans to reach the target
audience in order to create interest in the club. We have learned the
strengths, weaknesses, opportunities, and threats of the club. All these
things that we have learned, we have put into our campaign. We believe
that the club will have increased business over the next year.
CREATIVE STRATEGY
BIG IDEA
The big idea for this campaign is to focus on the future. We believe
that soccer and this club help develop skills that are useful not only on the
soccer fields, but also in day-to-day life. This club teaches kids life skills
such as working hard, working as a team, and being a leader. These skills
are all useful to the children in every day life. That is the reason we are
focusing the advertisements on the future.
We also believe that it will appeal to parents because parents want
to feel like their child is preparing for life. They love the idea of their child
being active on the soccer field, but they also want more out of it. They
want their children to improve their life skills, and this club helps prepare
kids in that way.
BILLBOARD SAMPLES
FLYER SAMPLE
ADVERTISEMENT EXPLANATION
The first two advertisements above are both directed toward a
billboard advertisement. We have come up with two different slogans and
advertisements to give the club a couple of options. We believe that both
advertisements will work well, but we know that in the end, it is the club
that will be making the decision as to which advertisement they are willing
to use. The last advertisement above is for flyers. It is more of a
promotional advertisement that will be used during peak times to increase
interest in the club.
MEDIA PLANBILLBOARD
We have chosen to use a billboard due to the fact that many
residents of Beaumont have not heard about the club. The billboard will be
located on the corner of Delaware and North 11th Street. This billboard is
located between two parks that are more central to the city than the
actual soccer park. Based on our research, this will attract all the active
families that decided to spend an evening in the park or enjoying a Sunday
afternoon picnic. The billboard location gets an average of 32,697 views
per week. It is the perfect place to get the active residents of Beaumont to
be aware that there is a fantastic soccer club in the area.
SOCIAL MEDIA
Social media is one of the biggest areas for advertising. It can be
anything from paying to have your company on the site to just having a
social media presence. The plan for this campaign is to just build the clubs
presence on social media. This will be done by hiring social media
managers for big events, such as tryouts and tournaments. This person
will cover the entire event posting picture, videos, and updates about the
event. When there is not an event going on, the social media account
could be run by just about anyone that is already on staff. It will not take
very much work. The most would just be to post a couple of times a week.
This will help with keeping players in the club. They will see everything
that they are doing and learning on their Instagram or their Facebook, and
they will want to keep playing for the club. It is something that is simple
and will not take much money, but it will be very beneficial in the long run.
Instagram will be used to reach the high schoolers. Since Instagram
is popular among the younger generations, we will use action photos,
upcoming events, and anything else that the club is working on.
We will use Facebook more for the parents. Since Facebook has
recently been used more by parents, we will post general updates about
the club. This will help keep parents informed because parents always
want to be informed about what their child is doing.
Lastly, we chose Twitter to appeal both the parent and the
teenagers. Twitter is a social media that is used by every age group. They
have younger users as well as parents. Here we will take the best content
from both the Facebook page and the Instagram page and merge it all into
one platform.
FLYERS
The last type of media that we plan on using are basic flyers. We will
print out some flyers that can be passed out around school and work and
church and anywhere else that the players and families go. The flyers will
be given to each coach, and the coach will then hand several flyers to
each of their players. The players will then take the flyers to school or
church or wherever and hand them out to their friend or just random
people. This will help because it shows that the players love the club so
much that they are willing to take time out of their day to advertise for the
club. It gives the club a personal meaning. People are more likely to take
suggestions from friends than just from random people. So, handing out
these flyers will increase both the credibility of the club and the number of
customers interested in the club.
BUDGET
We will need $10,000 to complete our advertising campaign. Most of
this money will be put toward the billboard advertisement, and the rest
will be put into creating a social media presence. The billboard will be
$710 a month. When added up for the whole year, it will total $8520. With
the remaining budget we will hire a social media manager to come in and
run a social media account during a big event.
FLOW CHART
EVALUATION
We will base our evaluations on the number of players that sign up
for the next season. We will look at the increase in customers, and we will
also check the increase in interest. The interest in the club will be based
on how many phone calls or emails or people coming in to ask about the
club. The customers will be based on how many kids show up for tryouts
or how many younger kids sign up for the season. We will take all of that
to determine how effective the advertising campaign has been. With our
calculations, we expect to see the $10,000 put into the campaign
multiplied by two. We expect that we will bring in roughly $20,000 for the
club based on the number of people that we have reached, and their
likelihood to sign up for the soccer club. At an average of about $300 per
child, that would mean that we expect to bring in roughly between 60 and
70 new players. We believe that this advertisement campaign would be
well worth the investment, and we can’t wait to find out how it all works
out.