Pro Sports Franchise Development

Welcome to the Commissioner's Office!

You have been approached by the New Team Development Group to create a new professional sports team.  You must research cities in the United States that do not currently have an pro team in the league of your choice (NFL, NBA, MLB, NHL, etc).  Select a city and justify why this city is the best location for a new team.  To do this, consider the methods of market segmentation.  Include the demographics of the city, the geography, transportation methods, and other items you believe impact your decision.  Once you have selected your city, go to Google Maps to find a map of the city.  You must determine where to build the team’s stadium.  Create a team name that represents the city and/or its inhabitants.

After making this decision, explain (in writing) the decisions you have made. **Note – The quality of your writing WILL BE EXTREMELY important for future activities** 

Every team must have a uniform.  Let your creativity run wild and design your team’s uniform.  Think about color schemes and how these decisions might affect buyer behavior.  Remember, sports teams make a lot of revenue from sales of team apparel.

Lastly, create a presentation to announce your new team to the class using technology other than PowerPoint or Google Slides

EQ - How are the fundamentals of marketing used to develop a Sports Franchise?

1. Activator - 25 Things All Professional Sports Cities Have In Common
2. Welcome to the New Team Development Group
3. Introduction to Project
4. City Research - Use your understanding of Buyer Behavior and Market Segmentation to complete the following tasks:
1. Research 2 U.S. cities that may WANT an new sports franchise (your group can choose the league)
2. Analyze the inhabitants of the city 
1. Demographics, Pyschographic, Behaviors, and Geographics
2. Motivations, Perceptions, etc.
3. Compare and contrast the 2 cities and make your final city selection
5. Use Google Maps to show the location of the stadium within your chosen city
6. Develop a Brand for your new franchise
1.  Create a team name based on the history, heritage, or cultural identity of the city's inhabitants
2. Using a uniform design generator create a uniform for your franchise - Choose colors that match this area for your uniform

Evaluating The Marketing Mix

EQ - How can a fundamental marketing strategy impact a target market?

1. Activator – Muddy Points Review
2. AP - Collaborative Pairs Magazine Review
3. Identify the Target Market
4. Explain the Customer Persona used to develop the ad
5. Identify the elements of the marketing mix in the ad
6. Evaluate the effectiveness of the ad at making a connection with the target market
7. Show & Tell
8. Muddy Points Grab Bag

Analyzing the Marketing Mix

EQ - How can a fundamental marketing strategy impact a target market?

1. Activator - 4 Corners Argument – Why is your element of the marketing mix the most important? (Extended Thinking - Constructing Support)
2. Intermission - Muddy Points
3. Quiz - Elements of the marketing mix
4. College Refrigerator Story
5. AP – Omeletteville
1. TPS - Identify elements of the video that depict the marketing mix
2. Class Discussion
6. AP – Describe the marketing strategy each company created.
7. AP - SWOT Analysis - What would you do differently to enhance the effectiveness of the marking mix?  Explain.
8. OYO - Choose an example of marketing in action and complete the following:
1. Identify each strategic element of the marketing based on the marketing mix.
2. Identify the customer persona that the marketing targeted.
3. Define the larger target market for the marketing.
4. Complete a SWOT Analysis to evaluate the effectiveness of the marketing making a connection with the intended target market.
5. Describe at least 3 ways the company could increase the number of gross impressions.
9. TOD - Muddy Points

Intro to the Marketing Mix

TPS - 25 Things You've Learned So Far In SEM.

EQ - How do we influence our customers?

1. Activator - TPS - What would you need to do to sell this...
1. 1 min - Independent
2. 3 mins - Collaborative
3. 6 mins - Share
2. Discussion Question - What was your strategy?
1. TPS Splashdown:  Word Association – What do you think of when you hear the word strategy?
3. Discussion Question - Are there opportunities to use strategy in marketing now that we know who our potential customers are?
4. TPS - Jigsaw 4 P's - Frayer Foldable - Introduction to Marketing Strategy (The Marketing Mix)
1. 1's - Product
2. 2's – Price
3. 3's – Place
4. 4's – Promotion
5. Muddy Points
6. TPS - Why is your group's element of the marketing mix the most important (HOTS - Constructing Support)
7. AP - 4 Corners Argument 
8. Intermission - Muddy Points

Collaborative Branding Assignment

EQ - How is a competitive brand established?

1. Activator - TPS Splashdown:  What is the purpose of a brand?
2. AP - How is a competitive brand established?
3. Intro to Collaborative Branding Project
1. You have been hired as a brand developer for a new Family Entertainment Center (FEC) opening in a city with a population of approximately 200,000. Provide a branding package for the owners that would include a name for the FEC, logo, theme, store front design, interior and exterior signage, menu boards (product offering), and website.
2. Remember to use the following elements of marketing:
1. Situational Analysis
2. Target Market Analysis
3. Marketing Objectives
4. Strategies & Tactics
3. Create a marketing mix to launch your FEC using your understanding of the PLC.  Justify each decision you are making.
4. Resources:
1. Close Reading - OKC to be Named "Thunder"
2. Webinar Content - IAAPA Family Entertainment Center Trends:  The Next Big Thing (begin on slide 14)
3. Customer Persona Examples - Four Samples
4. Graphic Design Tool - Canva
5. Website Builder - Wix
5. Brief Presentations of project results *Details to follow*
6. Debriefing