VIRGINIA MEN’S TENNIS2016 MARKETING PLAN

Positive Selling PointsVirginia is the reigning NCAA National Champion and has won two of the previous three national titles.

The Cavaliers are the nine-time defending ACC Champions (11 of the past 12 titles) and have won won 139 consecutive ACC matches.

The team enters the 2015 season ranked No. 1.

The home schedule is attractive and features key matches against UCLA, Florida State and Wake Forest.

Collin Altamirano, Thai-Son Kwiatkowski and Ryan Shane (reigning NCAA individual champion), among others, return to the program for the 2016 campaign.

There is a strong and growing tennis community in Charlottesville that supports and takes pride in the men’s tennis program. Virginia is annually ranked among the nation’s top three programs in attendance

Student-athletes are personable and are involved in the community.

Admission is free to all home events.

Issues to AddressWith unpredictable weather in the spring, there can be confusion as to whether the matches will be inside or outside. While we cannot control the weather, we should ensure that our communication channels are in place to notify fans.

Parking is not extremely convenient and there are often conflicting events during home matches. Boar’s Head is not easy for students to access without a car.

With Virginia’s unprecedented success, there may be assumptions by the fan base that UVa will win and thus the home matches not carrying any “drama”. We will educate the fans about the success of programs like UCLA, Florida State and Wake Forest.

Music has traditionally come from an iPod and only played prior to the match and between doubles and singles. There is an opportunity to provide more hype music in the proper situations to give our student-athletes a competitive advantage.

Points of EmphasisThis marketing plan seeks to build awareness, maximize attendance and create an entertaining in-match experience and foster relationships with UVa faculty and staff, UVa students and the local tennis community.

Grow and foster relationships with the tennis community and clubs, including youth programs. This will be achieved through hosting club days and special youth promotions as well as learning opportunities at matches.

Increase UVa student attendance and interest in the program through Sabre Rewards, targeted promotional pieces and in-game promotions.

Create more match-themed promotions and give-a-ways to be targeted at specific fan bases.

Improve the in-match experience including the use of pump music and t-shirt tosses when appropriate.

Marketing ChannelsVideo – Chasing Uncompromised Excellence feature stories and “How To” vignettes.

Radio – Cavalier Minute with Dave Koehn features, Interviews and discussions with coaches and players on AM 1070 and FM 98.9 WINA including “Best Seat in the House”

Digital – Jeff White feature stories on VirginiaSports.com, Wahoo Central Podcasts with Jeff White. Designated promo page on VirginiaSports.com. Youth promotional info on CavmansCrew.com

Social media - Official Facebook (125,000) and Twitter (29,000) as well as UVA men’s tennis Twitter mentions and targeted Facebook advertising

Email Marketing – The prospect database will be used to promote upcoming match info, student-athlete features and video highlights. The master HooMail list will receive upcoming match info and player profiles/stories when relevant (100,000 subscribers). Cavman’s Crew members will be notified of Cavman’s Crew Days and post-match clinic opportunities (4,500 members).

Grassroots/Tennis Clubs and Associations – Emails to clubs and their members for upcoming matches. Fliers, poster and schedule card distribution.

Boar’s Head, Fairview Swim and Tennis Club, ACAC Fitness and Wellness Center, Farmington Country Club, Glenmore Country Club, Forest Lakes Swim and Tennis Club, Woodlands of Charlottesville, Charlottesville USTA Tennis Leagues, Keswick, Spring Creek

Print – Daily Progress ads to promote upcoming matches (Thursdays leading into home matches)

Around Grounds - LED sign outside Klockner, signboard outside Mem Gym, message centers in O-Hill and Newcomb Hall, table-top fliers in dining halls, PA announcements and Hoo Vision graphics at all home men’s and women’s basketball, men’s and women’s lacrosse and baseball games

Social Media - FacebookThe Virginia men’s tennis Facebook page is managed by Melissa Dudek and the program with input from marketing.

Continue to post up-to-date information about the team. Frequent posts and updates will continue to attract fans and increase the number of likes.

Match Day graphics / info to watch and follow along live

Final score graphics

Behind-the-scenes photos (items that are not as well scene by the public)

Additionally: consistent news updates, links to podcasts with Jeff White, photo galleries, links to video highlights.

Goal for likes by end of season: 3,750

Social Media - TwitterLike the team Facebook page, the Twitter page is very active and has a strong following.

Post same Match Day and final score graphics from Facebook.

Use this platform to more interact with fans of the program. Engage in conversation with them about the program, upcoming and complete matches, as well as the sport of tennis.

Continue posting about the sport of tennis. This helps build a strong fan base of tennis supporters and engages them with the UVa men’s tennis program.

Goal for followers by end of season: 3,400

Student MarketingSabre Rewards events will be held on March 20th vs. Florida State and April 15 vs. Wake Forest. Students will receive double point opportunities at these events. It is TBD whether students will be able to receive points at all home spring events.

The Cavalier Band will perform at matches on March 20 vs. Florida State and April 15 vs. Wake Forest.

NCAA Champions poster giveaway on January 31 vs Kentucky (BHSC) and March 18 vs NC State (Snyder).

Greek event on March 25 vs. Notre Dame. Chapters encouraged the bring their letters and sunglass giveaway to chapter members.

Student pizza party and post-match hit around on April 15 vs Wake Forest.

Sundae bar at all outdoor Sunday matches - March 20 vs Florida State and April 17 vs Miami.

Students will receive image-based emails through PacMail prior to home matches.

Message centers around Grounds will be utilized to spread awareness.

Student-athletes (particularly first-years) will be encouraged to invite their friends, roommates and suitemates to attend. S-A with the most social influence will be asked to promote matches and special promotions via Facebook and Twitter.

We will partner with UVA Club Tennis, IM-Rec tennis and tennis classes in the Kinesiology department in 2016.

Youth Marketing

QuickStart days on March 18 vs NC State and March 25 vs Notre Dame.

Cavman’s Crew days on February 6 vs Elon and Furman and April 17 vs Miami.

Kids hit around between opponents on January 31 and February 6 (two indoor doubleheaders).

Face painter and balloon artist on February 6 vs Elon and Furman and April 17 vs Miami.

Anthem buddies will have the opportunity to stand with the team during the national anthem.

NCAA Champions poster giveaway on January 31 vs Kentucky (BHSC) and March 18 vs NC State (Snyder).

Sundae bar at all outdoor Sunday matches - March 20 vs Florida State and April 17 vs Miami.

Camper Reunion Night on February 9 vs UCLA.

Pizza party and meet and greet with team (post-match) March 26 vs Boston College.

2016 Attendance GoalsMatch Attendance Goal

Sunday, January 31st vs Kentucky/EKU 1,000

Saturday, February 6th vs Elon/Furman 500

Tuesday, February 9th vs UCLA 1,000

Friday, March 18th vs NC State 700

Sunday, March 20th vs Florida State 700

Friday, March 25th vs Notre Dame 700

Saturday, March 26th vs Boston College 700

Friday, April 15th vs Wake Forest 700

Sunday, April 17th vs Miami 700

Total: 6,700

Average per match (9 matches): 745

2016 Promotional OverviewMeet the Teams Event at Boar’s Head Sports Club - January 24

Greeting fans at Men’s Basketball game vs. Clemson on Tuesday, Jan, 19

NCAA Champions Poster Giveaway - January 31 vs. Kentucky/EKU and March 18 vs NC State

Cavman’s Crew Day - February 6 vs Elon and Furman and April 17th vs Miami

Camper Reunion Night - February 9 vs UCLA

QuickStart Day - March 18 vs NC State and March 25 vs Notre Dame

Alumni Day - March 20 vs Florida State

Sundae Bar - March 20 vs Florida State and April 17 vs Miami

Sabre Rewards - March 20 vs Florida State and April 15 vs Wake Forest

Greek Day - March 25 vs Notre Dame

Senior Day- April 17 vs Miami

In-Match Promotions/ExperienceFree match program, posters and schedule cards will be distributed and available at each match (indoor and outside).

Honorary “First Serve” to start each meet. This can be done by a friend of the program or anyone the coaches and student-athletes pick and would like to recognize.

T-shirt toss between doubles and singles by the team.

Shirts to be tossed after won points in doubles and singles.

Youth Anthem buddies at matches, when available, partnering with clubs and teams.

Music prior to the start of the match and in between doubles and singles.

In-Match promotions:

Tennis Trivia

Fan of the Match

Name that Tune

Serving Challenge

Juggling Challenge

Rallying Challenge

Kids Race

Match by Match ScheduleSunday, January 31 vs Kentucky - 12 p.m. / EKU - 5 p.m.

Home Indoor Opener

Giveaways: Schedule card, Posters, NCAA Champion Poster (exclusive)

Between match poster signing

Saturday, February 6 vs Elon - 12 p.m. / Furman 5 p.m.

Giveaways: Schedule card, Posters

Cavman’s Crew Day at indoor men’s tennis

Face painter / balloon artist present

Kids hit around between matches

Match by Match ScheduleTuesday, February 9 vs UCLA - 6 p.m.

Giveaways: Schedule card, Posters

Camper Reunion Night

Tennis Club Night

Paired with men’s basketball (8 p.m.)

Friday, March 18 vs NC State - 3 p.m.

Home Outdoor Opener

Giveaways: Schedule card, Posters, NCAA Champion Poster (exclusive)

QuickStart Day

Match by Match ScheduleSunday, March 20 vs Florida State - 1 p.m.

Giveaways: Schedule card, Posters

Cavalier Band

Sundae Bar

Alumni Day

Sabre Rewards Event

Friday, March 25 vs Notre Dame - 3 p.m.

Giveaways: Schedule card, Posters

Greek Day - UVa sunglasses giveaway to Greek chapter members

QuickStart Day

Match by Match ScheduleSaturday, March 26 vs Boston College - 1 p.m.

Giveaways: Schedule card, Posters

Community meet and greet with team post-match

Community Pizza Party

Friday, April 15 vs Wake Forest - 3 p.m.

Giveaways: Schedule card, Posters

Cavalier Band

Student pizza party

Student hit around after the match

Sabre Rewards Event

Match by Match Schedule

Sunday, April 17 vs Miami - 1 p.m.

Giveaways: Schedule card, Posters

Senior Day

Sundae Bar

Cavman’s Crew Day at outdoor men’s tennis

Face painter and balloon artist present

Poster signing