UFO Marketing
Overview
The marketing activity supporting Ultimate Football will be critical to both establishing brand awareness and ensuring that tickets are sold. It is therefore vital that the marketing plan delivers on both these levels.
The combination of a fast paced game with the skills of the players and the uniqueness of the game is designed to ensure that Ultimate Football will attract the attention not just of football fanatics but also a broader market interested in entertainment and a fun event.
The positioning of Ultimate Football is based on the whole package as well as the game. The marketing must clearly communicate this message to ensure that venues are filled for each event.
The combination of a fast paced game with the skills of the players and the uniqueness of the game is designed to ensure that Ultimate Football will attract the attention not just of football fanatics but also a broader market interested in entertainment and a fun event.
The positioning of Ultimate Football is based on the whole package as well as the game. The marketing must clearly communicate this message to ensure that venues are filled for each event.
Objectives
The key objectives of the marketing activity are to:
*Achieve stated revenue and profit targets.
*Create a strong brand in the marketplace that has mass. Appeal for investors, sponsors and consumers.
*Create a strong audience for Phase One of Ultimate Football which translates into full capacity seating at venues.
*Build understanding of the Ultimate Football value proposition in the broader market and create a strong audience for Phase Two of UFO marketing.
*The primary aim of the marketing activity is to establish Ultimate Football as a core brand in the sports/entertainment market and ensure that this translates to sales of tickets and attendance at the game. The marketing activity will be designed to educate the market about Ultimate Football and will be tactical to ensure the maximum number of seats are sold for each performance.
Branding
The essence of the Ultimate Football brand is based upon the first new code of football in over 100 years. The Ultimate Football brand positioning is outlined below and will assist in creating every element associated with the Ultimate Football experience.
The Ultimate Football brand is defining a new category. We are creating a brand new athlete
Brand Essence: Ultimate Football is Responsive, it is about Fluid Thinking.
Brand Personality: Energetic, Youthful (fresh), Confident, Extreme, Adventurous, Exciting, Fun, Unique.
Brand Values: Innovative, Progressive, New Dynamic, Contemporary, Interactive.
Emotional Rewards : Thrills Exhilaration, Charged, Excited, Stimulated, Confident.
Functional Benefits : Value for money, Accessible, Escapism, Fun, Competitive Fitness Physical Attributes Players, Venues.
The Ultimate Football brand is defining a new category. We are creating a brand new athlete
Brand Essence: Ultimate Football is Responsive, it is about Fluid Thinking.
Brand Personality: Energetic, Youthful (fresh), Confident, Extreme, Adventurous, Exciting, Fun, Unique.
Brand Values: Innovative, Progressive, New Dynamic, Contemporary, Interactive.
Emotional Rewards : Thrills Exhilaration, Charged, Excited, Stimulated, Confident.
Functional Benefits : Value for money, Accessible, Escapism, Fun, Competitive Fitness Physical Attributes Players, Venues.
Sales Promotion
Third party promotions will form a key part of the marketing activity. Consumer promotions tied in with key consumer products will add value to the Ultimate Football brand and continue to build awareness. In developing these promotions, the focus will be on associations with brands that fit with the positioning of Ultimate Football. It is imperative that the selected brands have a energetic, contemporary position in line with Ultimate Football.
The sales promotion will be linked to sponsors who have committed to the Ultimate Football program. This promotional activity will not be limited to these sponsors providing there is no conflict.
The sales promotion will be linked to sponsors who have committed to the Ultimate Football program. This promotional activity will not be limited to these sponsors providing there is no conflict.
Merchandising and Licensing
Merchandise will be another driver of the brand and an extension of the overall concept. In the initial phase, branded merchandise will be available at the event and will also be used as giveaways to ensure publicity is maximized through all media outlets. Once established, Ultimate Football merchandise will be in demand and distribution will be the key to ensure this revenue stream is maximized. Therefore, merchandise is an extension of the marketing campaign as well as providing a revenue stream that will build over time.
Licensing agreements will be secured through a licensing agency to ensure the consistency of quality suppliers in a variety of merchandise categories. This merchandise will include: Event programs, clothing such as caps and T-shirts, soccer balls, sports bags, replica uniforms, sweatbands, bandanas and stickers.
The appeal of the merchandise will build as the brand is established. The initial distribution will be into the venues for the All-Star events and Ultimate Football website. There will also be a targeted distribution strategy developed for the merchandise for key retailers as the brand becomes established.
Licensing agreements will be secured through a licensing agency to ensure the consistency of quality suppliers in a variety of merchandise categories. This merchandise will include: Event programs, clothing such as caps and T-shirts, soccer balls, sports bags, replica uniforms, sweatbands, bandanas and stickers.
The appeal of the merchandise will build as the brand is established. The initial distribution will be into the venues for the All-Star events and Ultimate Football website. There will also be a targeted distribution strategy developed for the merchandise for key retailers as the brand becomes established.
E-Markets
The Ultimate Football website will be a key marketing tool. This website will showcase all the details regarding events, players and the latest news and highlights. Visitors to the website can buy tickets, merchandise and download promotional pieces.
A key to e-marketing will be creating the Ultimate Football Club. Membership will be free. Building the database of members will enable the launch of viral marketing campaigns as well as sending monthly newsletters.
A key to e-marketing will be creating the Ultimate Football Club. Membership will be free. Building the database of members will enable the launch of viral marketing campaigns as well as sending monthly newsletters.
Advertising
Phase One
The campaign will be developed to promote and play the game in the various local markets and to gather interest in the sport. These campaigns will be heavily tied in with media resources to ensure a cross benefit for the sponsor as well as an association with the Ultimate Football brand.
Key media - television, radio, outdoor and press – will be used to announce Ultimate Football to the marketplace. The campaign will drive interest in each of the markets where it appears.
The focus of the campaign will be selling the key components of Ultimate Football: the celebrities, the rules and the fast paced action of Ultimate Football. Building the excitement surrounding the game will be critical. The strategy will include a teaser campaign, which will build the intrigue for Ultimate Football. A full campaign will then follow.
Key media - television, radio, outdoor and press – will be used to announce Ultimate Football to the marketplace. The campaign will drive interest in each of the markets where it appears.
The focus of the campaign will be selling the key components of Ultimate Football: the celebrities, the rules and the fast paced action of Ultimate Football. Building the excitement surrounding the game will be critical. The strategy will include a teaser campaign, which will build the intrigue for Ultimate Football. A full campaign will then follow.
Phase Two
Broadcasting
The television coverage the game receives is an important part of building an audience for Ultimate Football. Securing a broadcaster for the Ultimate Football tour is critical to attracting sponsors and ensuring mass coverage. Ultimate Football will target key pay and free-to-air television outlets in the selected region to secure the broadcasting of the game.
Phase Three
The advertising for Phase Three will be tied into the network broadcasting the Talent Search. It will be supported by outdoor and press campaigns.