Marketing Operations Manual 2008 – 2009

Marketing Marketing OperationsOperations

ManualManual

2008 – 20092008 – 2009

Radford University Athletics Marketing Department

Table of ContentsTable of Contents

• Responsibility Grid

• Goals

• Internship Guidelines

• Daily Check-list

• How to write a marketing Plan

• Goals of marketing Plan

• Event Guidelines

– Soccer

– Field Hockey

– Volleyball

– Basketball

– Softball

– Baseball

– Track & Field

– Tennis

• Strategies

• On-Campus Contacts

2

Responsibility GridResponsibility Grid

Jill Griffith Melissa Saunders

Sports M Basketball

M Soccer W Soccer

W Basketball Field Hockey

M/W Golf Volleyball

M/W Tennis XC/TF

Baseball Swim/Dive

Softball

Responsibility

Alumni Assoc Fulfillment Weekly Flyer Ticketing

Corp. Sponsors PA Schedules Group sales

Varsity Club Music Composite Schedule Map

Development Mascots Socials Directions

Ticket Office Interns Student Groups

Spirit Squad Coaches Mtg Interns

Concessions Media Housing/Res. Life

Program Staff Website Target groups

RU Bookstore Giveaways SAAC

University vendors Community relations Print

Telemarketing

3

GoalsGoals

• Grow database– Groups– Fans– Season tickets holders– Corporate partners– Student– Faculty/staff

• Increase attendance at all events• Improve level of professionalism across events• Reposition RU athletics positively in community• Being proactive rather than reactive• Developing solutions to solve both short and long term

goals• Concentrate on efficient turnkey procedures to

maximize resources– Dollars– Hours

• Create a solid learning environment for student interns• Continue to fine turn game day operations• Develop individual staff responsibilities to share

(efficiency)• Have a weekly meeting to discuss issues, ideas,

concerns• Learning from mistakes• Look at the big picture, remember all the small details• Remember to communicate with everyone involved• Spend money and time wisely

– Bid out to at least 3 people for supplies• Focus on problem solving rather than blame others• Own up to mistakes and fix it

4

5

Internship Internship GuidelinesGuidelines

OVERVIEWThe Radford Athletic Marketing Department is seeking aggressive, creative and self-motivated individuals to fill undergraduate marketing intern positions for the 2008-2009 academic year. Responsibilities will include, but are not limited to: developing and coordinating marketing and promotional efforts for Radford’s intercollegiate sports, implementing marketing strategies and game day promotional activities, assisting with and planning special events, and designing and creating advertisements for print and electronic media. Candidates should be team-oriented and must be willing to work events scheduled on nights and weekends. Excellent oral and written communications skills are essential and knowledge of sports and an interest in the sports marketing industry are a plus. This job is volunteer oriented.GENERAL

RESPONSIBILITIES• Assist in the development, coordination and implementation of marketing and promotional efforts for all Radford University intercollegiate athletic programs.

• Hold 10-12 office hours per week during the school year to work on marketing plans, assist full-time staff and help with office tasks. Attend weekly one-hour intern meeting.

• Every intern will be assigned two to three sports to focus on during the academic year. Availability to work home events of your assigned sports.

• Every intern must be available for all Highlander basketball home games to assist with set-up and take-down of the Dedmon Center.

• Plan and implement other special projects and events throughout the year.

• Other duties as assigned.

QUALIFICATIONS•Full time RU Student

•Excellent oral & written communication skills

•Knowledge of Microsoft office Package(Word, Excel, PowerPoint)•Marketing or Advertising

major preferred•Potential to serve long than one year

•Interested in sports

6

Daily Daily ChecklistChecklist

7

1) Check your personal box

2) Check athleticmktg email

• Password: marketing1

3) Check voicemail (see voicemail sheet)

4) Make sure correct messages are correctly

dispersed

• Save any long and/or complicated

messages for recipient

5) Marketing Update document

• Add headers if needed and include your

initials

• Be sure to close it when you are done

6) Check in with someone to see what needs to

be done

7) Save all your files on whale drive

How to write aHow to write a Marketing Plan Marketing Plan

1.) Review UCLA Plans2.) Develop a draft

Check with Chris (Big South Intern) Include key games Check other sports schedules in

season3.)Send plans to Melissa for review4.)Plans then go to Jill for review5.)Have meeting with:

Coaches Sports Information Sport Administrator Alumni Association Facilities

6.) Ask all to review the plans Include a Respond time (week later)

7.) Incorporate any feedback8.) GO!!

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Goals of Goals of Marketing PlanMarketing Plan

Goals should include:◦ Ways to increase attendance

How? Benefits?

Reorganization on scoreboard or programs

◦ Ways to increase spread of information Media

Newspapers Radio Websites (clear, concise, current info)

Print Posters Schedule cards Flyers

◦ Build fan database By trivia questions, halftime contest,

give aways, sign ups Include name, address (city, state, zip), phone and email

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Event GuidelinesEvent GuidelinesSoccerSoccer

• Game timeline– Pre-Game

• Show up 1.5 hours before kick-off– Set up music in press box – Promotions table

» Schedule cards» Program» Sign up box (if needed) with pens and sign up

sheets» Any giveaways

– Game Time– Halftime (about 15 minutes)

• Play music• Do any scheduled promotions

– Post Game• Let music run while cleaning up

promotions table• Clean up music and return to Dedmon

Center

• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers

10

Event GuidelinesEvent GuidelinesField HockeyField Hockey


• Show up 1.5 hours before game time– Set up music in press box area– Promotions table



– Game Time– Halftime (about 10 minutes)

• Play music• Do any scheduled promotions



Center


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Event GuidelinesEvent GuidelinesVolleyballVolleyball


• Show up 2.5 hours before start time– Set up music in press box area– Promotions table



– Game Time• Play music during:

– Time outs – Between Games 1 & 2

– Halftime (about 10 minutes)• Play music• Do any scheduled promotions



Center• Dress Code

– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-shirt– Sneakers

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Event GuidelinesEvent GuidelinesBasketballBasketball


• Show up 2.5 hours before start time (depending)– Set up music in press area– Promotions table



– Game Time• Play music during

– Team Timeouts– Media Scheduled Timeouts (16, 12, 8, 4 minutes)

• Promotions during time outs (if scheduled)– Both first and second halves

– Halftime (about 15 minutes)• Play music• Do any scheduled promotions

– Post Game• Let music run while cleaning up promotions

table• Clean up music and return to Dedmon Center

• Dress Code– Business Casual

• Polos, nice shirts• Khaki or dress pants• No sneakers 13

Event GuidelinesEvent GuidelinesSwim & DiveSwim & Dive


• Show up 1.5 hours before start time• Set up music in press box area

– Promotions table» Schedule cards» Program» Sign up box (if needed) with pens and sign

up sheets» Any giveaways

– Game Time• Play music during any breaks• Do any scheduled promotions



Center

• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-

shirt– Sneakers

14

Event GuidelinesEvent GuidelinesSoftballSoftball


• Show up 2 hours before start time– Set up music in press box area– Promotions table




– Time outs – Between Innings

• Do any scheduled promotions


table• Clean up music and return to Dedmon

Center


15

Event GuidelinesEvent GuidelinesBaseballBaseball


• Show up 2 hours before start time– Set up music in press box area– Promotions table




– Time outs – Between Innings

• Do any scheduled promotions


table• Clean up music and return to Dedmon

Center


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Event GuidelinesEvent GuidelinesTrack & FieldTrack & Field

• Game timeline– Pre-Event

• Show up 2.5 hours before start time– Set up music in press box area– Promotions table

» Schedule cards» Program» Sign up box (if needed) with pens and sign

up sheets» Any giveaways

– Start time• Play music during breaks of events• Do any scheduled promotions

– Post Event• Let music run while cleaning up


Center

• Dress Code– Nice Jeans, No holes or tears– Radford Polo or Dread the Red T-

shirt– Sneakers 17

Housing (Residential Life)

Phone: (540) 831-5375

Fax: (540) 831-6654

[email protected]

Tyler Hall P.O. Box 6897

RU Print Services

Phone: (540) 831-6267

[email protected]

Corner of First & Grove Aves.

P.O. Box 6884

Student Government Assoc.

Phone: (540) 831-5418

[email protected]

Bonnie Hurlburt Student Center (room 209)

P.O. Box 6984

On Campus Bookstore

Brian Griffin

Phone: (540) 831-5144 Fax: (540) 831-6166

[email protected]

Dalton Hall, Lower LevelP.O. Box 6894

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On – CampusOn – CampusContactsContacts

• Cheer Tina Smith Phone: (540) 831-5228 [email protected] P.O. Box 6913

•Rockers

Shannon Goode

[email protected]

Mascots

Phone: (540) 831-5914

[email protected]

Student Athlete Advisory Committee

Molly Sawyers

SGA Assistant Chief Of Staff

[email protected]

Radford Book Exchange

Steve Doremus, Manager

214 Tyler Ave.Radford, VA [email protected]

Documents

Marketing Operations Manual 2008 – 2009