Whitecaps..

Whitecaps’ Strategic Marketing Plan

By:Catrina McCraeChloe Fernandes

Nia DadbehTasha Ng

Three Princesses and The Pea presents:

Introduction

• Who are the Whitecaps?– Vancouver Whitecaps

• 1974 Established• 1984 Transformed into Canadian Soccer League• 86ers• 2000 David Stadnyk changed name back to

whitecaps

Introduction

• How will we help them?– Marketing mission and objectives

• Accurate strategic marketing plan• Expand fan base and increase ticket sales

Strategic Focus and Plan

• What is our mission?– Create strong growth foundation– Whitecaps Vision:

• Become one of the best sport franchises in the world

• Help grow the sport of soccer in BC and Canada• A significant community asset

– Achieve Whitecaps’ goals

Strategic Focus and Plan

• What is our product and marketing objectives to reach our mission?– Entertain and increase interest in Whitecap– Market to a broader audience– Increase the brand’s prestige– Increasing awareness

SWOT Analysis

• What is a SWOT Analysis?– “organization’s appraisal of its strengths,

weakness, opportunities and threats”– “[help] identify the strategy-related factors in

[the four categories]”

SWOT AnalysisSWOT Analysis Table for Whitecaps

Location of Factor

Type of Factors

Favourable Unfavourable

Internal Strengths Weakness

•Youth clubs promote awareness• "help create the fittest generation of

youth in BC by 2020"• summer camps

•Offers women and men soccer team•Residency

• Returning players• more recognizable

•not as recognizable as other sports teams•Donations for vision to develop

• Residency, youth clubs, summer camps and etc.

•Youth camp locations may not be convenient to some parents.•Overpriced seasonal tickets

External Opportunities Threats

•Partnership and sponsorship with BELL• Create awareness

•Four year partnership extended with Bank of Montreal

• Youth and professional programs

•Other more popular and recognizable sport teams

• Take away attention•Competition for sponsorships and partnerships by other sport teams.•Other sports events and camps that will decrease the ticket sales.

Target Market

• What is a target market?– "a specific group of consumers that can either

be existing or potential future consumers that an organization would like to directly target its marketing efforts towards"

– Geographic, Demographic, Psychographic and Behavioural

Target Market

• Geographic– Country, region, province, city size, urban,

suburban and rural– Lower mainland

Target Market

• Demographics– Interrelated with geographic– Age, gender, income, family cycle occupation

and ethnicity.– 18 to 45

• Ability to afford game

Target Market

• Psychographic– Consumer attitudes, beliefs, interests and

opinions– Interest in sports– Attitude towards spending money on game

and entertainment

Target Market

• Behavioural– Why consumer purchase, how they use

product, and the benefits the product provides– Satisfaction

• Brand Loyalty

– Handicap parking for disabilities

Target Market

• Point of Difference– Distinguishes its product from other

competitors– Look at other sports team

• Question why some people prefer to go to other games

Marketing Objectives

• What are the marketing objectives relative to the target market?– Must relate to target market

• Efficiently market to target market


• Geographic– Lower mainland– Urban families becoming more common

• Watching sports as a social event

– Capture lower mainland’s attention• Create awareness for Whitecaps


• Demographics– 18 to 45 with disposable income– Income plays huge role

• Increase ticket sales revenue

– Maslow Hierarchy of Needs• Physiological and Safety needs

– Create interest for newer generation while maintaining older generation’s interest and preferences


• Psychographic– Healthier lifestyle– Children obesity

• Youth clubs and summer camps– Create loyalty for parents

– Provide activities to capture interest to increase seasonal ticket sales


• Psychographic– About 10.9% of obese British Columbian were

surveyed and 7% of the 10.9% were between the ages of two and seventeen in 2007


• Behaviouristic– How can the game benefit consumers?

• Atmosphere in stadium– Sit/stand while watching games– Make noises

– Increase brand loyalty within the consumer• Determining how product can benefit them

– Increase returning fans

Strategic Marketing Plan

• How are we going to promote Whitecaps through the process of marketing?– Increase the number of annual seasonal ticket

sales– Appeal to new and upcoming generations– Strategies in developing marketing plan:

Produce, Price, Place and Promotion


• Product Strategy– Different ranges of ticket prices 2011

• Seven Packages/levels– $319 to $1482

• Most Expensive season tickets• Minimize cost

– Differentiation Strategy• Family Platinum Package

– Two Adult, two children


• Product Strategy– Branding of the team

• Appealing image• Team and sport increase fan base• Canadian, social and competitive entertainment• Pride


• Pricing Strategy– Minimal level introduction

• Marketing Penetration approach

– Economic Forces:– Most influential factors– Increase taxation

– Competitive forces:• Canucks and BC lions• Attachment to teams


• Pricing Strategy– Difficult for average person to purchase– Lower each package by at least $20– Family Platinum Package goal $750

• Approx: $9.86• Begins with teal >

– First come first serve


• Distribution Strategy– Marketing Channel

• Decide appropriate marketing channel to meet target market

• Cost-efficient and profitable results

– Technological Advancements and Focus• Internet and Ticketmaster

– Awareness shown throughout our strategic promotional strategy


• Promotional Strategy– Pull Strategy

• Directly advertising to our consumer• Advertisements on TV and social networking• Relationship with potential consumers• YouTube competition

– Winner: Dual seasonal pass in Yellow Section

• 8 ½ by 11” magazine ad featured in Georgia Strait– Sponsorship deal with Georgia strait


• Promotional Strategy– Personal selling to increase awareness and

build relationship• Ability to sell product on personal level• Women role models to help Personal selling

– PR and marketing department train

– PR maintaining brand image as positive• Difficulty addressing outrage from Whitecaps fan• Reassure public price are being lowered and

changed


• Promotional Strategy– Consumer promotions/Sales promotions

• YouTube contest to draw huge audience– Hyper and Awareness for team and game

– Direct Response• Internet• Sign up for email blasts

– Promote product, contests, ETC.– Notifications by mails

Budget

• What is a budget?– Financial plan that allows organization to keep

track of cash inflows– Balanced budget, budget surplus, and budget

deficit

Budget

• Advantages:– Coordinate activities among departments– Identify organization’s resources, revenues

and activities– Improved allocation of resources– Give businesses a clear picture on carrying

their activities

Budget

• Disadvantages– Time-consuming– May not work according to plan– Limit and restrict business from making

changes– Predictions and does not take in account

changes in economy

Budget

General Expenses Cost in Dollars CADGeneral Manager Salary 7,000.00

Stadium Rental (looking into finding an amount)

Administration 1,500.00

Accounting & Legal 1,100.00

Advertising & Promotions 1,000.00

Promo Advertising 1,500.00

Food 1,000.00

Beer Garden 10,000.00

Sponsor Fees 5,000.00

Volunteers Fees 400.00

Coordinator Fees 6,500.00

Licensing/Permit Charges 2,500.00Web Design & Hosting 850.00

Budget

Intern Expenses Cost in Dollars CAD

Ticket Operations Intern $650 per month

Multi-media Intern $650 per month

Culinary/Catering Intern $1000 per month

Food and Beverage Interns $700 per month

Facility Maintenance Intern $700 per month

Grounds keeping Intern $800 per month

Evaluation and Control

• What are the two methods we will use to measure the market plans’ success?– Anonymous survery

• Age groups

– Comparing Finance and budget from last and current year• Increase Revenue Sale? Decrease Revenue Sale?

Evaluation and Control

• What are the two methods we will use to measure the market plans’ success?– Researching and Analyzing– Possible contract with affiliates– Determine target market and audience– Better view on how our strategic plans’ goals

and objectives affect target market– Communication

• Accurate information for concise way

Whitecaps..

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