MKT373 Social Media Marketing Plan for a Sport Team Today’s sports marketers use social media as a means for creating competitive advantage for themselves

MKT373 Social Media Marketing Plan for a Sport Team Today’s sports marketers use social media as a means for creating competitive advantage for themselves within the sports business landscape. For this assignment, you will develop a social media marketing plan for the sports team, organization, or brand of your choice. Remember the importance of creating a strategy that promotes a consistent message across all platforms and uses a voice that is consistent with the brand being represented. The overall message should support the larger goals of the team, organization, or brand. The plan will include each of the following elements.

Marketing Goals
Target Audience
Message
Social Media Platforms
Scenarios (Positive and Negative)
Audience Influencers
Timeline
Competitive Advantage
Evaluation Metrics

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Use the “Social Media Marketing Plan Template” to complete and submit the assignment.

APA format is not required, but solid academic writing is expected.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectation for successful completion.

You are not required to submit this assignment to LopesWrite. Social Media Marketing Plan Template
Complete each section of the template with specific information related to your social media marketing plan. Keep in mind that you
are using social media as a means for creating competitive advantage for your selected team, organization, or brand.
Social Media Marketing Plan
List Your Team, Organization, or Brand •
Marketing Goals
Message Key Points:
• Clearly explain the message you are trying to
communicate to your target audience.
Example: “The new season is approaching, and
we have fantastic promotions for the first 500
new season ticket subscribers and season ticket
renewals.”
• Explain the expected outcome of this
•
•
Expected Outcomes:
•
communication.
Example: “500 new fans will become season
ticket subscribers and 500 previous season
ticket holders will renew their tickets.”
Target Audience
•
Consumer Traits
• Your goal is to form a relationship with the
target audience and help them see the
benefits and value of interacting with your
team, organization, or brand.
• Determine the Fan DNA of the team,
organization, or brand and provide a clear
profile of the consumer you are targeting.
List the top five consumer traits to help you
focus your marketing strategy.
•
•
•
•
•
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Message
• What do you want the audience to know
about your team, organization, or brand?
This is where you differentiate yourself from
your competitors by :
o Presenting what is unique about your team,
brand, or organization.
Message Components
•
•
•
o Sharing how you provide value to the customer.
o Getting the consumer excited about what is
original and exciting about your concept.
• Remember the importance of creating a
strategy that promotes a consistent message
across all platforms and uses a voice that is
consistent with the brand being represented.
• The overall message should support the
larger goals of the team, organization, or
brand.
Social Media Platforms
Social Media Platforms
Decide which three social media platforms will
provide you with the greatest access to the
target audience while allowing for the most
efficient, influential communication. Some
social media platforms to consider are listed
below.
• Facebook
• Twitter
• Instagram
• Pinterest
• YouTube
• Tumblr
• Vine
• Snapchat
•
•
•
2
Positive Scenarios
Platform 1 Sample Positive Response
Managing social media interactions are
important. While you cannot respond to every
post, provide some general ideas of the types
of responses you would include for positive
responses to each of the three platforms in your
social media campaign.
•
Platform 2 Sample Positive Response
•
Platform 3 Sample Positive Response
•
Negative Scenarios
Platform 1 Sample Negative Response
Managing negative social media interactions is
critically important. While you cannot respond
to every post, provide some general ideas of
the types of responses you would include for
negative responses to each of the three
platforms in your social media campaign.
•
Platform 2 Sample Negative Response
•
Platform 3 Sample Negative Response
•
Audience Influencers
Audience Influencers
Determine influential people within your
organization and current fan base who can act
as influencers for your social media campaign.
Some to consider could include:
• Players and coaches
• Team sponsors
• Recognizable leaders and fans
• Celebrity endorsers
•
•
3
Timeline
Consider your goals when determining how
you will structure the timeline for your
campaign. Outline the agenda for your
campaign based upon factors such as whether
or not it is:
• Seasonal
• Related to a special event
• Connected to a specific sales deadline
Campaign Duration:
Frequency of Posts to Each Social Media Platform:
Competitive Advantage
Competitive Advantage Examples
Explain how your social media campaign will
help you gain competitive advantage for your
team, organization, or brand. Provide at least
two specific examples.
•
Evaluation Metrics
Evaluation Methods
Think about how you will measure the success
of your social media campaign. It could be
based upon many different factors, depending
on the goal of the campaign. You should select
at least three methods for evaluating campaign
success. Some metrics for measuring success
could include:
•
•
•
•
• Increase in total number of fans or followers
on social media site.
• Number of interactions/hits on the social
media marketing content.
• Sales results and revenue generated as direct
by the campaign.
• Number of likes, shares, or comments related
to social media campaign.
4
Examples of Specific Content:
In the space below, provide an example of the specific content you would implement in each of the three social media platforms you
have selected. Be sure to indicate the social media platform (Twitter, YouTube, etc.) you are using for each content example. Select
your wording, images, and content carefully and remember to follow the format used by each specific social media platform (e.g.,
character limits, use of hashtags). Remember the importance of creating a strategy that promotes a consistent message across all
platforms and uses a voice that is consistent with the brand being represented. The overall message should support the larger goals of
the team, organization, or brand.
Platform 1:
Platform 2:
Platform 3:
5

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