University of Memphis Sales Promotion Campaign Discussion

This is a two-part assignment meant to give you experience with promoting ticket plans for the team you have worked with this semester. You will submit your plan to the NBA league office for approval. For part one, you will develop a sales campaign for one game that will focus on one price class. In part two, you will be required to develop a season ticket package for at least two price classes. Your project will be 7.5-10 pages (not counting reference page). Anything that you reference should be included in-text and on the reference list.

The project will be presented in Times New Roman Font 12 point double-spaced with 1 inch margins on all pages (except for advertising examples and stadia diagram)*. Specific requirements are listed below. When preparing your sales promotion campaign, refer to the elements presented below for formatting questions (recommended pages in parentheses)

*For illustration, you may also arrange parts of your project so that it appears similar to a brochure that you would distribute to fans and potential consumers.

Sales Promotion Campaign will include:

• Introduction (1 page)

◦ Briefly describe your organization and introduce single and season ticket plans

• Part I (2.5 – 3.5 pages)

◦ Brief description of promotional campaign for the selected price class (.5 page)

◦ Rationale/explanation (1 – 1.5 pages)

▪ Why did you pick a certain price class for that game?

▪ Who is your target market(s)? Why?

▪ How will leads be generated?

▪ What value is there for the consumer who buys the ticket for that price class?

◦ Brief discussion/example of flyer/advertisement to be used for promotion (1 – 1.5 pages)

▪ How will you communicate the promotion?

▪ What objections do you anticipate when selling the tickets to that game? How will you work past those objections?

• Part II (4 – 5.5 pages)

◦ Brief description of season-ticket campaign (.5 page)

◦ Specifics of price plan (can be presented in bullet points) (.5 – 1 page)

▪ You will split up the arena into different pricing levels, and focus on two pricing areas

◦ Rationale/explanation of two pricing plans (1 – 2 pages)

▪ Explain prices (may use other comparable organizations as reference points)

▪ Why did you choose to focus on the two price classes in your project?

▪ What exclusive benefits are offered to the patrons in those price classes?

◦ Diagram of arena with pricing explanation (similar to one you find on team web sites) (1 page)

◦ Discussion/example of flyer/advertisement to be used for promotion (1 page)

▪ How will you communicate the promotion?

▪ What objections do you anticipate when selling those season tickets? How will you work past those objections?

Grading Criteria:

Creativity/presentation – 10 points

Introduction – 5 points

Part I – 30 points

Brief description – 5 points

Rationale/explanation of pricing plan – 15 points

Advertisement discussion/example – 10 points

Part II – 45 points

Brief description – 5 points

Specifics of plan – 10 points

Rationale/explanation of pricing plan – 20points

Diagram of arena for pricing plan – 5 points

Advertisement discussion/example – 5 points

Grammar/spelling/sentence structure/references – 10 points

This plan should be in memo form and frequently use your organization’s logo and colors to illustrate what you would present to potential customers. Include a reference page at the end of the assignment. This assignment is due by 11:59 PM on April 15 and should be submitted through the Sales Promotion Campaign page on Canvas. The assignment must be submitted in .doc or .docx format.