Integrated Communications Plan: The Agency Down Under
Integrated Communications Plan: The Agency Down Under
Integrated Communications Plan: The Agency Down Under
Agency Team:
Christian Cage
Katie Dolan
Caroline McGraw
Jordan Rogan
Letter of Transmittal
Mr. Justin Goonan,
Sincerely,
The Agency Down Under
Christian Cage
Katie Dolan
Caroline McGraw
Jordan Rogan
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Table of Contents
1. Executive Summary
2. Marketing Plan
3. Situational Analysis
4. Target Market Analysis
5. Marketing Objectives
6. Positioning Strategy and Branding Strategy
7. Positioning Strategy #1
8. Positioning Strategy #2
9. Positioning Strategy #3
10. Positioning Strategy #4
11. Positioning Strategy #5
12. Measured Control
13. Creative Plan
14. Why is The Agency Down Under Communicating?
15. To Whom is The Agency Down Under Talking to?
16. What is The Agency Down Unders Communication Challenge?
17. What Should The Agency Down Unders Communication Do?
18. How Will The Agency Down Under Do This?
19. What Are The Creative Considerations?
20. What Are The Deliverables?
21. Merchandise Plan
22. Objectives
23. Strategies
24. Tactics
25. Timetable
26. Internet Social Media Plan
27. E-Marketing Goals
28. E-Marketing Objectives
29. E-Marketing Strategy Plan
30. Tactics
31. Timetable
32. Public Relations & Promotions Plan
33. Goals
34. Objectives
35. Strategies
36. Tactics
37. Timetable
38. Media Plan
39. Goals
40. Objectives
41. Strategies
42. Tactics
43. Timetable
44. Budget
45. Appendix A
46. References
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47. Appendix B
48. Task Breakdown
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Executive Summary
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Marketing
Plan
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Situational Analysis: The Spring Hill College rugby team began in 1969.
It has had multiple head coaches from the Mobile area. The rugby program
has recently returned and is planning on competing in the Deep South
Rugby Conference for the 2015/16 academic year. The rugby program
provides scholarships for qualified athletes who represent commitment to
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the team. The Spring Hill Men Rugby team currently competes in fifteens
and sevens in the Deep South Rugby Conference. While the Womens team
recently joined the Southern Independent Rugby Conference. Spring Hill
College is recognized as the top 25 in Division II. Rugby has a long history
in athletics and attracts all forms of athletes. Rugby is truly an experience
like no other. Its the Rugby Experience.
Target Market Analysis: The target market for the Spring Hill College
II.
Rugby team can be broken down into five subgroups. The subgroups are as
A.
B.
C.
D.
follows:
Young Students (16-18)
College Community (Current students and faculty and staff)
Mobile Community (Sponsors)
Alumni (Past SHC students, specifically past rugby players)
III.
Marketing Objectives:
A. Raise $15000 annually by 2017 using different fundraising strategies.
B. Commit 12 - 15 top high school rugby athletes to attend SHC and join the
rugby program.
C. Increase home game attendance by 10% by the end of 2016.
IV.
Positioning Strategy and Branding Strategy: Spring Hill College offers
a wide range of sports that encourage the various target markets to
support and attend games. The SHC Rugby Team needs to stand out in the
minds of the target markets. This will be done through advertising and
promotional materials and events. The Agency Down Under suggests
centering rugby on the experience of the game itself. Rugby is more than
just a sport, it has a lot of history, tradition and social aspects. It is the
Rugby Experience.
A. Positioning Strategy #1: For young students, the position strategy is to
target what makes Spring Hill College unique, as well as the rugby
program. The emphasis would be on the scholarships students receive
while playing rugby, while also experiencing the close community of Spring
Hill College.
B. Positioning Strategy #2: For college students, the position strategy is
focused on the social aspects of rugby, as well as the sport. Emphasis will
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be on bringing out the sense of humor players have and how relatable they
are to the other college students.
C. Positioning Strategy #3: For the Mobile Community, the position
strategy is to use community service as a connection to the potential
sponsors. The Rugby team will focus on using their involvement with the
community as one of the reasons that local companies should invest their
time and money in the SHC Rugby Team.
D. Positioning Strategy #4: For the Alumni, the first step will be to rebuild
the relationship with past rugby players. This will then result in creating a
larger audience within the alumni.
E. Positioning Strategy #5: For the faculty and staff of SHC, the goal is to
increase their attendance and involvement at rugby games and rugby
fundraising events. This will be done by emphasizing the relationship they
V.
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Creative
Plan
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element of the sport into practice. It aims to fight the plateau and further
establish the Spring Hill College rugby identity, bringing a greater universal
interest to the game from students, faculty, the mobile community and
current/ potential players.
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Positioning: Utilizing The Rugby Experience as the tagline, the brand will
reach all target markets. When individuals think of the SHC Rugby Team,
they will think of the experience they gained and enjoyed, and not just the
sport. It will help the audience to associate rugby as a fun event with wellrounded players. This will be done through the use of the deliverables.
Budget: Due to a limited budget, the advertising and promotional efforts
will focus on low costs.
Springhillian Advertisement
Flyer
30 second radio copy
60 second radio copy
30 second video Badger TV commercial
60 second video How-to Video
Brochures for recruitment
Brochure for sponsors
Social Media posts
Promotional materials: Koozie, T-shirt, Hat, Water Bottles
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Client:
Audio
Video
A lean and build male SHC rugby
backrower dressed in the teams
kit gets passed a rugby ball in
front of the Rugby posts on Dorn
field. He catches it then looks at
the camera.
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Mobile, Al 36609
Client:
Audio
Video
Coach Goonan:
Hi there Im Coach Goonan Head Coach of
Spring Hill Colleges Mens and Womens
Rugby Teams.
After an extremely successful 2015 season
which left us undefeated in our conference
competition, its time to prepare for 2016.
Rugby is a sport of agility, speed, strength,
coordination and discipline. It is a game
made to accommodate everyone, which
only few can handle.
If you believe you have what it takes to be
a rugby player at SHC, visit the SHC rugby
website.
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CMM 366.01
Mobile, Al 36609
Client:
V-O
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CMM 366.01
Mobile, Al 36609
Client:
Rugby Player 1
Rugby Player 2
Rugby Player 3
V-O
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A. Cup:
B. Hat
C. Koozie
D.Rugby Shirt
E. Rugby Jersey
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Merchandise
Plan
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I. Objectives:
2017.
Give at least 5 promotional items during every recruitment visit.
Strategies:
Sell T-shirts at rugby games and in the bookstore.
Advertise merchandise on social media.
Give away small items at games during halftime show.
Encourage players to purchase and wear merchandise.
Sell T-shirts to Rugby Alumni at Homecoming on the hill.
Have a table at all SHC recruitment events.
Tactics:
There will be a merchandise tent at each game that advertises and sells the
merchandise.
B. Provide merchandise in the SHC bookstore.
C. Create weekly social media posts advertising merchandise before game
day.
D. Provide links to the online shop for everyone to buy merchandise.
E. During half-time show explain that the winner gets free merchandise and
explain what that merchandise is.
F. Provide Rugby T-shirt when players sign-up to play Rugby.
G. Have a table selling the Alumni T-shirts at the Homecoming on the Hill
dinner.
H. Make T-shirts available for any potential new student who signs-up for the
IV.
rugby team.
Timetable:
August 2016 September 2016 These months will focus on the development and ordering of
merchandise.
Weeks 1 2
Weeks 3 4
Weeks 5 6
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Weeks 7 8
October 2016 November 2016 These months will focus on beginning the selling of
merchandise at games and having merchandise available at the various events.
Weeks 1 2
Weeks 3 4
Continue selling merchandise at games and give away free items during
the half-time game.
Weeks 5 6
Continue selling merchandise at games and give away free items during
the half-time game.
Weeks 7 8
Continue selling merchandise at games and give away free items during
the half-time game. Also has merchandise available for the Rugby
Experience: The Bearded Edition.
December 2016 March 2017 Dedicate these months to having merchandise available during
games and for anyone interested in purchasing them. As well as advertising the merchandise
around campus.
April 2017 May 2017 These months will continue the advertisement of merchandise as well as
have merchandise available at the two events (Homecoming on the Hill Dinner and Student vs.
Staff Game).
Internet Social
Media Plan
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I.
E-Marketing Goals:
A. Increase online identity for the SHC rugby team.
B. Increase education and awareness of rugby.
C. Increase donations made through internet.
II.
E-Marketing Objectives:
A. Increase facebook likes to 1,500 by August 2017.
B. Create an instagram with 300 followers by August 2017.
C. Create a Snapchat filter and story for every Saturday during the season
from August 2016 - August 2017.
D. Increase Twitter posts and hashtag use by 10% from August 2016 - August
2017.
E. Update website once a week during the season from August 2016 - August
III.
2017.
E-Marketing Strategy Plan:
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gain donations.
Timetable
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Monday:
Tuesday:
Wednesday:
Thursday:
Friday:
Saturday:
Sunday:
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August and September 2016: These months will focus on creating new
content for the website and social media sites as well as develop a new
instagram and snapchat filter and storyboard.
Weeks 1 - 2
Weeks 3 - 4
Collect new pictures, design new filter and create first post
on Instagram.
Weeks 5 - 6
Weeks 7 - 8
Have first snapchat filter for the first game of the school
year.
October and November 2016: These months will focus on gaining followers
and attendance at games.
Weeks 1 - 2
Create social media posts that advertise all the games for
Fall Semester 2015 as well as any upcoming events. Also
advertise any upcoming events on social media.
Weeks 3 - 4
Weeks 5 - 6
Weeks 7 - 8
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Public Relations
& Promotions
Plan
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I.
Goals:
A. Establish a positive relationship between the rugby team and various target
B.
C.
II.
A.
B.
C.
D.
E.
III.
A.
1.
audiences.
Educate the audiences on the game of rugby and also the players.
Create brand recognition based on The Rugby Experience
Objectives:
Gain five new sponsors by August 2017.
Increase donations by $10,000 through Public Relations and Promotions by
August 2017.
Gain 15 new rugby recruits by August 2017.
Increase game attendance and awareness 10%.
Organize a Rugby alumni group.
Strategies:
Events:
Student Tailgate Event: This event will be held throughout the season, once
at the beginning and once at the conclusion. It will start 30 minutes before
the beginning of the game. People can learn about the tailgate by social
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media posts, flyers, and school email. A SHC tent and grill station will be
provided for students. It is made available to the students for the entire
game. Residence of Mobile will also be welcomed.
2. Homecoming on the Hill Dinner: This dinner will be directed at the alumni.
Following the rugby game that weekend, alumni can go to the Stewartfield
area for a drinks, dinner and connecting with players. Merchandise will be
available at the dinner for the alumni to purchase, as well as, a donation
table.
3. Students and Staff Rugby Game: This event will be held at the end of spring
semester 2017. It will consist of a touch rugby game between SHC staff
and students. Two weeks before the game participants are able to attend
practices to learn how to play rugby. The winner receives a trophy and
bragging rights.
4. The Rugby Experience: Beard Edition: This event is a charity and
fundraising event centered on No Shave November. It will be held the last
week of November 2016 outside the Dining Hall. Students can pay $5 to
shave a Rugby Players beard in the design of their choice. The rugby player
will keep their beard in that design until the end of the game, that Saturday.
A portion of the total amount raised will go to charity for cancer research
and portion will go towards the rugby team. At the event merchandise will
also be available to purchase.
B. Promotional Methods
1. Halftime Entertainment: during halftime of the games, there will be fun
2.
a.
b.
c.
activities, such as relay races, where the winner will win merchandise.
Sponsor Ranking:
Up to $500= name on a jersey
$501-$1000= banner + name on jersey
$1001-$1500= banner + name on jersey + vocal advertisement
IV. Tactics
A. Events:
1. Student Tailgate Event: to inform students of the tailgate event flyers will
be distributed and posted around campus. Also, a school wide email will be
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sent and several reminders will be posted on social media. Flyers will be
posted in popular restaurants and areas around Mobile.
2. Homecoming on the Hill Dinner: emails will be sent to all alumni to inform
them of this event. Also, flyers will be posted throughout campus to
encourage students to attend this event.
3. Students and Staff Rugby Game: an email will be sent to all staff members
informing them of the student and staff rugby game. Students will be
emailed and encouraged to attend the game.
4. The Rugby Experience: Beard Edition: flyers will be posted throughout
campus notifying them of the event. Also, social media posts will be posted.
Badger TV will post a comical commercial promoting them event. (rubgy
player with suit and tie wearing cleats with a big bushy beard).
B. Promotional Methods
1. Halftime Entertainment: the use of flyers and social media posts will have
information about the new halftime activities and prize for the winner.
2. Sponsors: companies will be informed through email. There will also be
information about what comes with being a sponsor on the website.
Timetable:
Weeks 3 4
Weeks 5 6
Weeks 7 8
halftime entertainment.
Continue to advertise the tailgate tent, searching for sponsors and
halftime entertainment.
October November 2016: These months will continue to focus on advertising and planning
events.
Weeks 1 2
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develop advertising for the event and explain to the team their role in the
Weeks 3 4
event.
Get advertising (flyers) approved by school and continue to encourage
Weeks 5 6
Weeks 7 8
December 2016 January 2017 These months are focused on continuing momentum and
excitement for upcoming events for rugby.
Weeks 1 2
Develop plans for 2017 events. Also review previous events and what
can be learned from them. Create plans for upcoming half-time games
Weeks 3 4
Weeks 5 6
Weeks 7 8
available.
Begin planning for Homecoming on the Hill and the student and staff
rugby game. Also reach out to potential sponsors encouraging them to
help the rugby game for the year. Show them the sponsors ranking.
February 2017 March 2017 These months focus on the planning and invitations for the
Homecoming on the Hill dinner and planning of Student vs. Staff game
Weeks 1 2
Continue planning and reserve room for homecoming dinner.
Weeks 3 4
Continue planning and create invitation for Homecoming on the Hill
Weeks 5 6
dinner. Also put the dinner on the schedule for Homecoming on the Hill
Begin advertising reminders to the rugby alumni about Homecoming on
the Hill and the dinner. Begin planning for the Student and Staff rugby
Weeks 7 8
game.
Create finishing touches on Homecoming dinner. Send out one final
reminder for the Homecoming dinner. Begin advertising for the student
and staff rugby game.
April 2017 May 2017 These months focus on the planning of the student and staff rugby game
and developing practices and getting participants.
Weeks 1 2
Begin advertising the student and staff game around campus and
planning the tournament. Also hold one or two practices for the students
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Weeks 3 4
Weeks 5 6
Weeks 7 8
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Media Plan
I.
Goals:
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A. To educate both current and former SHC students and the faculty and staff
about the game of rugby and the rugby program at SHC.
B. To recruit student to take a part in the Rugby program at SHC.
C. To raise awareness of the SHC Rugby program to local businesses and to
the community in the Mobile area to gain sponsors.
II.
Objectives:
A. To reach no less than 75% with a frequency of notes than 5. (students,
staff, faculty)
B. To reach no less than 75% with req. of no less than 3 (alumni)
C. To reach no less than 75% with a frequency no less than 3 (sponsors,
III.
mobile community)
Strategies:
A. Flyers will be posted in several high schools, middle schools and colleges.
B. Brochures will be created to inform sponsors and potential recruits about
Spring Hill rugby.
C. A YouTube video will be posted on social media every month to educate
people on the rugby techniques.
D. Radio: commercials on the student radio, WTOH, will be ran twice a day,
three times on Friday, informing and persuading people to go to rugby
games.
E. Badger TV: a commercial will be ran the first Thursday of every month with
video clips of games and interviewing players. At the end of the commercial
the reporter will tell students the games that month.
F. Springhillian: advertisements will be printed in the newspaper with pictures
of players, interviews from players and the rugby game schedule.
G. Media Relations: player highlight stories will be released to the Springhillian
and Badger TV. Both will cover stories about a certain player and create a
relationship with between the audience and player.
IV. Tactics
A. Flyers will be posted in the dining hall, McKinneys, all residence halls and
academic buildings. These flyers will focus on increasing attendance at
games. Also, they will be posted in several high schools and middle
schools. These flyers will focus on educating students about Spring Hills
rugby team and possibly gaining new recruits.
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rugby.
Begin production of the YouTube video and flyers
Continue final editing and production of YouTube video
Weeks 7 8
and flyers.
Continue final editing and during the last week post the
YouTube video on all social media and post flyers around
campus.
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Budget
Event
Venue
Food
Student
Tailgate
$0.00
$0.00
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Donation
$0.00
Sponsorshi
p
$0.00
Total
Expenses
$0.00
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Event
Homecomin
g on the Hill
Dinner
Students and
Staff Rugby
Game
The Rugby
Experience:
Beard
Edition
$0.00
$300.00
$0.00
Promotiona
l Items
$0.00
$400
$0.00
$300.00
$0.00
$0.00
$0.00
Promotiona
l Items
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Promotiona
l Items
$0.00
$0.00
$0.00
$0.00
Item
Cup
Hat
Koozie
Rugby T-Shirt
Rugby Jersey
Price
Merchandise Budget
Quantity
Total
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Appendix A
References:
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From this source, The Agency Down Under was able to retrieve
statistics, schedules and necessary information for fliers, brochures,
emails, social media posts, and radio and video broadcasts.
Spring Hill College Rugby Club. (n.d.). Retrieved December 1, 2015, from
https://www.facebook.com/SpringHillCollegeRugbyClub/?fref=ts
Justin Goonan provided vital information and quotes that were utilized
by the Agency.
Appendix B
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Task Breakdown
At first, the plan was to divide each section between all group
members. As we began we realized that it would be better to work on the
plan together instead of each have our own part. We met several times,
both in and out of class to meet, discuss and develop our work. We believe
that this has allowed us to develop a more cohesive plan for the client.
Listed below are the specific tasks each member contributed.
Jordan Rogan: Jordan developed the timetables, wrote and edited mass
amount of the plan, helped each member with developing their portion of
the plan and took the role as group leader.
Caroline McGraw: Caroline helped write and edit the plan, wrote the
Public Relations plan and the Creative plan. She also helped create the
merchandise and the print media deliverable.
Katie Dolan: Katie developed the media plan, created the brochures and
helped each member with their portion of the plan. Katie also edited the
plan at the end and created the Budget, Appendix A and organized the
Table of Contents. Katie also created Executive Summary and did a final
review of the Plan at the end.
Christian Cage: Christian created the video commercials, Radio
commercials and the social media posts. He also helped contribute to the
creative plan.
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