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GROUP B

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by

Sarah Collins

on 17 February 2014

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Transcript of GROUP B


ALBION CITY FC
IN PARTNERSHIP WITH
FUNLAND
THE plan...
e-mail
LEAFLETs
ONLINE
OTHER
VIDEO
OBJECTIVES
FUNLAND's OBJECTIVES
ALBION CITY FC's OBJECTIVES
COMMITMENTS
FUNLAND's commitments
ALBION CITY FC's commitments
introduction
risks
benefits
POSSIBLE RISKS & BENEFITS
FUNLAND
ALBION CITY FC
FUNLAND
ALBION CITY FC
Media channels
FINANCES
COSTS
PROFITS
FINANCES
S.w.o.t
analysis
strengths
weaknesses
opportunities
threats
SUmmary
Sell tickets in office space - discounted prices for supporters
Family stand half-time seat raffle
'Meet & Greet' the players in Funland
Sell Albion City FC merchandise in Funland
Distribute marketing leaflet in local shops/businesses/youth clubs
Send promotional emails
Increased spending from extra visitors
More recognition of facilities
Increased potential customer base
Footballer's presence creates interest
Income from Funland ticket sales (25% commission)
Creates image of family friendly club
Possibly generate own ticket sales
Forecast may be incorrect
Players might not attract as much interest as desired
May alienate fans from other teams
Albion City FC might influence Funland's image
Forecast may be incorrect
Might disappoint fans if players in Funland aren't high profile
Might not sell enough tickets when there is an away match
Print 200,000 promotional leaflets
Distribute in local shops/businesses/youth clubs etc.
Include promotional offers and exclusive discounts
Send promotional e-mails to customer database
Include special offers and latest information
Social Networks utilised
Side panels on websites used to promote each company
Adverts on 'Enter' page
£20,000 (for the first year only)
100 free tickets per week
Use of the club's:
Brand
Logo
Supporter database
Road-fronting office premises
Some of the staff and players' spare time
More families visiting Funland
Greater awareness of what Funland has to offer
Linking 'Funland' in the minds of the public with 'family fun'
Driving the club's supporters into Funland and away from competitors
Boost turnover by £100,000 per year or more
Generate additional cash to support player budget
Staff wages (2)
Marketing activities
Leaflets
E-mails
Video ads
Other (website ads, competitions etc)
Merchandise
Lighting, heating & rent
Travel
Marquee for 'meet & greet'
Funland ticket sales (25% commission for Albion City FC)
Full price
25% season ticket holders & youth clubs/primary schools
10% single match day ticket
Albion City FC merchandise sales
Signed photo
Additional spending in Funland
Additional tickets bought for Albion City FC games
Half-time advertisement promoting the affinity deal
Seat raffle
Albion City FC promotional advert in the marquee
Local newspaper advertisement
Small advert in match day programme
Both companies are located in close proximity
Both companies facilitate families well
Football and theme parks are both popular entertainment choices
Both companies make a financial profit from the venture
Funland will benefit from the spending of the seat raffle winners and the buyers of discounted tickets
Difficult to promote on non-match days or away games
Relies on fans wanting to meet the players
If Albion City FC underperform, this could affect ticket sales
The £20,000 that Funland provides does not cover costs in the first year
Funland can benefit from Albion City FC's fan base
Opportunity for Funland to promote their facilities
Families may be more likely to go to Albion City FC
Children might become attached to the club - future fans
The affinity deal creates more opportunities to promote their businesses
If successful, jobs in the local area may be created due to the multiplier effect
Tickets might not sell as predicted
Families may still go to competitors
No guarantee that the affinity deal will be successful - not an obvious association for visitors
The novelty of the venture may wear off for visitors
Advertisements may not be effective
Target families
Promote exclusive deals and company features
The deal will potentially meet all desired objectives
Both comapnies make a financial profit
£374,859.12 (Albion City FC)
£946,775.05 (Funland)
If successful, both parties could consider extending the deal
Funland and Albion City FC are looking to create an affinity deal
The deal must meet objectives
Both companies will need to commit resources to the venture
Target Market
Primary target is families and children
Target through local sports clubs, youth centres and primary schools
Seat raffle for family stand in Albion City FC

FUNLAND
ALBION CITY FC
Full transcript