1. Marketing Proposal: UC Irvine Men’s Volleyball Team
Prepared by:
Jill Kuenne
Jena Laogi
Devon McElvogue

2. UC Irvine Men’s Volleyball
Currently ranked #1 in the Nation
Coached by 2006 AVCA National Coach of the Year and 2008 Men’s Olympic Volleyball team assistant coach, John Speraw

3. Marketing Plan Goals
To increase awareness of the success of UCI Men’s Volleyball team.
To double attendance at all home games.
To increase sponsorship opportunities.
Utilize Men’s Volleyball’s record to market the team as a whole.

4. Strategic Analysis Internal Contingencies External Contingencies SWOT
Strengths
Weakness
Opportunities
Threats

5. Consumer Information Surveys/Interviews Observations
Informal surveys were conducted
UCI Students
Community Members
Observations
Men’s Volleyball games at Bren Center
Programs and marketing

6. Attendance Attendance declined slightly each year since 2006.
As economy worsened, attendance dropped rapidly by 25%.
Estimate double attendance for 2010 with marketing plan.

7. What does the Sports Consumer want?
Information about the ‘product’
A relationship with the team (creating a reason to go to the game)
An affordable and quality (fun!) product

8. Research Findings Respondent Marketing Perceptions Attendance
None of the respondents knew the UCI Men’s Volleyball team was ranked #1 in the nation.
Men’s Volleyball Marketing Exposure averaged 2.8 (on a scale of 1- 5).
Attendance
DOWN 25% from the season to the season.

9. Market Segmentation Strategies
Two Major Untapped Markets
Target 1
UCI Students
Target 2
Irvine Community Members and Youth

10. Product Strategies Core Product: UCI men’s volleyball team
Product Extensions:
Merchandise, Food and beverages, Programs and Event Rallies
Brand as UCI’s Powerhouse Team
Increase Sponsorships

11. Pricing Strategies Students: - Free with student ID Community:
- $9 General admission
- $ years old
- $25 Family 4 pack

12. Distribution Concepts & Strategies
Students:
- Campus Bookstore
- Event booths on campus
- 24hr UCI website access
Community:
- Recreation Centers
- General admission (1 hr prior to event)

13. Promotional Plan STUDENTS: COMMUNITY:
College radio (KUCI) & newspaper Ads
blasts
Campus marquee
Campus booths
Event rallies
Big Game promotions
“Starving Student Nights”
“Holiday Matches”
“Cheap Eats at the Bren”
COMMUNITY:
Radio & Newspaper Ads
Newspaper coupons
Recreation center
High School game days
“Youth Nights”
“Family Nights”
Peter the Anteater appearances at youth volleyball events

14. Corporate Sponsorships
Gold Level
Partnership
In-N-Out
Silver Level
Edwards Theatres
Navy Level
Steelhead Brewery

15. Marketing Promo Marketing to UCI Student Community
Pulls students in with “Offer”
Markets team as Winners to instill school pride

16. Community Marketing Radio Commercial Irvine World News
Creates a “tie-in” with the #1 fast food burger in the area (In-N-Out)
Call for action
Irvine World News
Ad with a 2-for- 1 offer
Article about Coach & team statistics, ranking, etc.

17. Community Marketing (cont.)
“Youth Nights”
Holiday Games
“Family Nights”
Peter the Anteater promo Youth Volleyball Games

18. Goals & Results Double Attendance by 2010 Playoffs! Goals:
Increase awareness of the success of the men’s volleyball team
Market penetration
Promote market and advertise
Results:
Double Attendance by 2010 Playoffs!

19. GO EATERS! #1
Thank you
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