...Marketing Plan For: Worcester Bruins ECHL Professional Hockey June 2014-July 2019 Submitted to: Michael Leamy, Professor May 20, 2014 Prepared by John Dunn Table of Contents 1.0 Executive Summary 3 2.0 Situational Analysis 3 2.1 Market summary 3 2.2 SWOT analysis 4 2.3 Competition 5 2.4 Services 5 2.5 Keys to success 6 3.0 Marketing Planning 6 3.1 Target market 6 3.2 Positioning 6 3.3Marketing mix 7 4.0 Implementation and Control of the Marketing Plan 8 5.0 Summary 10 6.0 Appendix: Financial Analysis 10 7.0 References 14 1.0 Executive Summary On November 2004, after 11 strong seasons of minor league hockey at the DCU center in Worcester, MA the city’s team, the Worcester Ice Cats announced that they would be moving to Peoria, Illinois. During this time, attendance averaged around 7,000 fans per game and provided an economical and fun night out for adults and kids alike. After a brief hiatus of two years, San Jose moved their affiliate to the city however the results were not like past years. As ticket prices rose and the product on the ice declined with several non-playoff seasons, attendance averages dropped to just over 4,000 (figure 1) and the cost of sending players across the country weighed heavily on the parent club. Although there have been bumps and struggles, Worcester remains a strong market for a professional hockey team, especially one with ties to a local NHL club such as the Boston Bruins. Boston’s current...
Words: 3380 - Pages: 14
...To: Professor Mark Swain From: Ariel Lasher Date: April 5, 2014 Subject: Marketing (BUS141B) Table of Contents Executive Summary 2 Introduction 2 Answer Questions/Assignment/Analysis 2 Conclusions and Recommendations 3 References 3 Executive Summary Philadelphia Phillies Inc. is a privately owned business that serves the public with the sport of baseball. David Montgomery is the chief executive officer (CEO) of the company, David Buck is the Phillies’s vice president of marketing, and Bonnie Clark is the vice president of communications. As part of the marketing strategy, the Phillies moved into the Citizens Bank Park in 2004 and Montgomery said, “Bring everyone in closer… Our challenge is to appeal to all segments in that audience.” The reason for marketing in this company is because the fans cannot be promised a win every game. There are several different types of fans, so the marketing team must find a way to make each and every fan feel welcome and comfortable, and to enjoy the entertainment that baseball provides. The Phillies also hosts charity fundraisers for several organizations. Introduction The Phillies family - from the players, coaches and their wives to the alumni, Ballgirls and front office staff - take great pride in giving back to the community. The entire Phillies organization teams up annually to host a variety of special events and fundraisers, prepare and serve holiday dinners to feed the homeless, clothing drives...
Words: 1128 - Pages: 5
...required to attend state child care licensing classes. Parents will be able to have in-house child care while they enjoy a date night – at no extra cost. Parents can drop off their children for a night of games such as videogames, ski ball, claw prize machines, and a ball pit. We focus on our upscale pizzas, pastas, risotto, chicken, steak, and many seafood options. We will be located in newly developing commercial and home real estate area. The area is a quickly booming and rapidly expanding area located in Nebraskaville, Nebraska. The outlook for Nebraskaville is promising, and construction of neighborhoods is booming, Developers have creating an indoor water park facility with connected hotel. In addition to the water park, the expansion has allowed for a national sporting goods facility to open a new location in the area. The area is in need of a more upscale family friendly place with excellent food. A place where you always know you will get the best of everything. Bambinos will feature a cozy dining room and kid friendly lounge. Comfortable furnishings and decor with soothing warm tones will set the atmosphere. The lounge will include comfy couches and loveseat for the parents to keep an eye on their kids while enjoying a drink or some appetizers. It will be the perfect place for families to stop in for a bite to eat, for a drink, or to enjoy some family fun. For extra comfort, and to please a large group of people, we will make up special hors d' oeuvre platters for customers...
Words: 2304 - Pages: 10
...Introduction One very strange evening while I was going to bed I had a strange feeling something odd was going to happen. The next morning I wake up in a family home and I have no idea who any of these people were. The family is not surprised to see me, though I have no idea whats going on or who they are. They proceed to tell me that I have landed on planet Earth. My name is Charlie, and I am going to use this trip as an experience to learn about another species, specifically the humans . The humans are very unique and dynamic creatures. I am going to do a participant observation, meaning I will be observing the members of the family that I am staying...
Words: 1043 - Pages: 5
...Statement 3 3. Internal Analysis 4 Positioning 4 4. External Analysis 7 Specialty Coffee 7 Hot Drinks Market 7 Porter’s Five Forces 7 Macro-environment 10 Demographic 10 5. SWOT-Analysis 13 6. Positioning 14 7. Corporate Strategy 16 8. Objectives 17 Short-Term objectives 17 Long-Term 17 9. Marketing Mix 19 Product 19 Place 20 Price 20 Promotion 21 Promotion Concept 21 10. Budget 24 Expected revenue 24 Associated costs 25 Executive Summary This report was commissioned to explore the possibilities of opening a potentially successful café with a very unique concept, namely a board game café called “Beyond the Bean”. The café will be located in London, Ontario, and will be owned by two partners. With this report, information and advice is given on every aspect that is essential for a successful launch. The mission of Beyond the Bean is to serve the finest coffee and beverages in a home-like atmosphere, together with the opportunity of playing board games for an hourly charge. This will provide a great opportunity for students and young professionals to socialize and network in a very relaxed manner and atmosphere. A great benefit for Beyond the Bean is that it will not need financing to be able to launch, as financial security is provided with a starting capital of $60,000. From this amount, the two partners bring in $40,000, whereas the other $20,000 is a loan obtained from family members. Estimates show...
Words: 7383 - Pages: 30
...Advertising and general promotion Advertising focused on traditional media locations; mostly local, and targeted to those who live within 150 miles, and are middle aged or older. Advertising emphasizes mostly new attractions to draw old and new visitors. Advertising and promotion focused on a younger audience, those with kids, promotions for families with kids stay free etc... The focus should be to middle-aged visitors as well who have more leisure-time and willing to stay longer. Difference in the amount of advertising and promotion, though the nature of the advertising will differ. Young crowd won’t like to hang out with older ones. Step 2: Local and regional transportation Most visitors now arrive by bus and stay one day; the proportion of bus visitors is also increasing. There is a need to focus on travel agents and on providing affordable bus trips for this audience. Should provide accommodations for those traveling via bus (lounge area while waiting for bus arrival, etc.) New focus likely to be on car traffic and some air travel for families, in addition to the bus traffic. Affordable air-fare packages for families might be a good idea. Enough parking space, free valet, etc. Or hotel buses for group-packages to/from airport. The transportation patterns are likely to be quite different and the need for parking, taxi service to/from airport. The distance from airport is important. Bus accommodations will play a factor in the strategy without the theme park...
Words: 1269 - Pages: 6
...Yosselin Gonzalez Professor Gautam 25 April 2016 Unfair Punishments In “The Lottery” Shirley Jackson speaks about a game that is played every year that ends in death. Over the years this small town got accustomed to playing the lottery. It is a game of fun to the women, the men, and the children even if it ends in death. “The Lottery takes the classic theme of man’s inhumanity to man and gives it an additional twist: the randomness inherent in brutality. It anticipates the way we would come to understand the twentieth century’s unique lessons about the capacity of ordinary citizens to do evil” (Franklin). “The Lottery is definitely compared to the twentieth century due to the fact that they have a tradition to play a tragic game every year. Also their is no upper hand to stop this game everyone plays it and feels no remorse. “Trifles” is a play about a woman who gets accused of murdering her husband. “Though the play is celebrated as an early feminist drama, it stands on its own as an engrossing story. In the tale, two women, Mrs. Peters and Mrs. Hale, gradually uncover the motive for a murder, while their male counterparts are blinded by ignorance and insensitivity” (Jaworowski). The Attorney, Sheriff, a neighbor, and two of the men’s wives accompanied them to searched Mrs. Wrights house to see if they can find clues on why she would have murdered John Wright. The men enter the house with eyes of legal investigators while the two women enter the house with trying to understand...
Words: 1676 - Pages: 7
... was a part of life for Collins, something very real and not just an abstract idea. While her father was gone, she would sometimes see video footage of the war zone on the news, and she recognized that her father was there fighting. Though her father returned after a year, Collins’s connection to war didn’t end. In addition to being a soldier, Collins’s father was also a military historian and a doctor of political science. That knowledge and experiences serving in the Air Force and fighting in Vietnam had a profound effect on his relationships with his children, and he made sure they learned what they could about war. While other girls’ fathers were telling them fairytales, Collins’s father educated her about military history. When the family was moved to Brussels, Belgium, for instance, her father educated her about the region’s violent history and took her on tours of the country’s historic battlefields. Eventually, Collins attended Indiana University. There, she met the man who would later become her husband, Cap Pryor. At 25, she began an M.F.A. program at New York University where she specialized in playwriting, and after graduation, worked for about a year before landing her first television-writing job on the show “Hi Honey, I’m Home!” Since then, Collins has been on the writing staff of several...
Words: 27839 - Pages: 112
...Performance Analysis Hoods by Angela Betzeun, Real TV at the Arts centre on 21st of April. Hoods is a play that is based around a video game, it uses elements such as pause, rewind, fast-forward and play. The play Hoods is about three young kids Kyle, Jessie and baby brother Troy and there wild imaginations. The Three kids wait in the car for their mum and interreges the audience with their past, present and future stories. Identify any themes and issues 1. I believe the message of the story to how to how important it is for families through really hard times. 2. I think the most common concern for the characters was if they were to survive or if one was to or not. 3. The problem of the play was having three young children in a car over night with no adult supper vision. Evaluate one performer 1. Kyle, Jessie, Troy, the mum, the teacher, the counsellor, the man in the shop, the strangers that walk past the car, and the 2 hooded characters. 2. I think the moves were appropriate and suited his character well, as he liked video games and liked being in charged. 3. He used a kids voice when he played the character “Kyle”, when he was the man in the shop he portrayed more of a deeper voice to suit that character and when he was the hooded character it was quite deep too. 4. Yes his voice was very appropriate for all of the characters. 5. They all could be heard and I could understand them. 6. I believed him in all the characters he played...
Words: 512 - Pages: 3
...show how the industry that Alphabet Games deals in has changed and continues to do so. I need to show how these changes have taken effect using the P.E.S.T Analysis and S.W.O.T Analysis, I also need to provide a set of guidelines to the company on how to use a S.W.O.T Analysis so that they can continue to monitor their needs etc. P-Political Political views and guidelines have changed the way most companies work these days. Alphabet Games works within an area of business that is constantly changing in the world of politics. The Government has set out new rules for game makers to ensure maximum safety for games, particularly online games, these are the type of games that other people can contact you in real time, either via text, voice or video calling and it’s important to help users particularly young users to stay safe. Games sold within the British Market now must hold the PEGI age rating clearly displayed on the case of the game. This is again to ensure safety, that gamers are playing age appropriate games and that the younger ones are not subjected to scenes of violence, sexual imagery or language deemed as profanity. These rules were brought into place after long and constructive studies proved that younger gamers are easily influenced by computer games especially the more popular ones, there have been cases in the past where individuals have mimicked the physical and sexual violence seen in these types of games, blaming the games for their behaviour. Bringing in the...
Words: 2229 - Pages: 9
...They had such a big success because they focused on customers. Before Wii: 2 groups were targeted 18-35 years old young adults and children and teens. Nintendo changed this and extended to people of all ages. They took a step back from technologies and focused on the fun aspect of playing video games. By creating the Wii fit and the balance board they were able to reach out to every one (exercising is more fun). It became the reason for family games at night and also a reason fr exercising (the console similar to remote control allows to play box or tennis for instance). They didn’t compete with Sony and Microsoft, they tried to differentiate. BE UNIQUE Q2: Has Nitendo put the fad question to rest? State a case as to why the Wii is or is not here to stay Nintendo managed to effectively target a large population segment of common gamers that are not going to disappear soon. Although Nintendo is not out of the red from becoming a fad, increasingly adding supplemental products has the ability to make them last. Games are differentiated for those who use the Wii just as a console and for those who are using this as an entertainment tool with a scope (be fit or play with family and friends) The clearest indicator the Wii is here to stay are the imitation effects of other gaming companies. The PS3 Motion is a clear imitation of the Wii and Microsoft Kinect definitely took some hints from Nintendo. However Nintendo has to keep on his unique feature and the competition could...
Words: 1082 - Pages: 5
...Mara Barron Introduction The first time I watched HBO’s Game of Thrones I was enthralled, but scared. My parents were wholly unaware of me because I would sit halfway down the stairwell to look at my grandmother’s faded painting. The painting was so lightly colored, that I could watch the TV through its reflection. So, I would sit there and watched as dead zombie-like bodies tried to rip the living to shreds, a platinum-blonde-haired woman burn her enemies alive, and seemingly everyone else get butchered. I loved watching Game of Thrones even though I found its violence, nudity, and coarse language terrifying. I kept watching the show until I was caught watching the episode, “The Red Wedding.” That night, my mother was going to my room to tuck me in for the night, but instead found me clutching the stairwell railing. I was immersed in the violence massacre scene when I felt her presences and quickly fled the scene. She came into my room and told me sternly, “that show is too “adult” for you,” and kissed me good night. But as I lay there, I couldn’t help but want to know more. Now, I am an adult and I want to revisit the episode. Game of Thrones came out in 2011, has five seasons, been nominated for multiple Emmy awards and won, and its sixth season will be released sometime in 2016 due the massive amount of fan requests. Its franchise is so large, that a quick google search or search on the AU databases reveals that millions of people are offering their scholarly...
Words: 3333 - Pages: 14
...Clues: A Board Game Bar in Northwest Denver Business Plan Amber DeWall Neal Lurie Stephanie Rinko Katarina Svensson Leeds School of Business University of Colorado at Boulder December 2004 This business plan is intended solely for informational purposes to assist you with a due-diligence investigation of this project. The information contained herein is believed to be reliable, but the management team makes no representations or warranties with respect to this information. The financial projections that are part of this plan represent estimates based on extensive research and on assumptions considered reasonable, but they are of course not guaranteed. The contents of this plan are confidential and are not to be reproduced without express written consent. Table of Contents______________________________________________ COMPANY OVERVIEW......................................................................................4 INDUSTRY AND MARKET ANALYSIS ...........................................................5 MARKETING PLAN.............................................................................................9 OPERATIONS ......................................................................................................11 DEVELOPMENT PLAN .....................................................................................13 MANAGEMENT TEAM .....................................................................................14 FINANCIAL PLAN.....................
Words: 9227 - Pages: 37
...THE FAMILY BOWL P.O. Box 12345 Omaha, Nebraska 68101 The Family Bowl business plan outlines a strategy for a bowling alley that caters to families and celebrates people of all nationalities. It will differentiate itself from other bowling alleys by providing a clean and friendly atmosphere. It also will have the largest number of lanes in the area. This plan was provided by Ameriwest Business Consultants, Inc. • EXECUTIVE SUMMARY • OBJECTIVES & GOALS • BUSINESS DESCRIPTION, STATUS, AND OUTLOOK • MANAGEMENT AND OWNERSHIP • MARKET ANALYSIS • MARKETING STRATEGIES • FINANCIAL PLANS Confidentiality Statement The information, data, and charts embodied in this business plan are strictly confidential and are supplied on the understanding that they will be held confidentially and not disclosed to third parties without the prior written consent of Robert Smyth. Executive Summary Business Description The purpose of the Family Bowl is to provide the area with a bowling alley which caters primarily to families. The atmosphere will be friendly and open. The alley will be maintained to the utmost degree of cleanliness and maintenance, unlike similar operations in the area. The alley's employees will display a new attitude. They will treat customers like first-class citizens and try to make them feel like they are at home. On the premises will be pool tables, video games, and dart boards. We will offer for sale pride items, in a gift shop, from various...
Words: 6744 - Pages: 27
...Ali Mousavi ENG 102 9/11/14 Rhetorical Analysis of an Apology Draft Kobe Bryant the 6-foot-6 guard was a member of the Lakers team that won three straight NBA championships in the 2000-2002 seasons. He was named most valuable player in the NBA All-Star game in the 2002 season. In 1998, Bryant became the youngest player to appear in an NBA All-Star game. On December 16, 2003 Professional basketball player Kobe Bryant was charged Friday afternoon with sexual assault of a 19-year-old woman in a Colorado hotel where she worked. The 24-year-old Los Angeles Lakers star, who is married and the father of a daughter, was charged with one count of sexual assault, a felony. If convicted, Bryant could serve four years to life in prison or 20 years to life on probation. If Bryant was charged he would be charged with the $750,000 fine. "I'm innocent," Bryant told a press conference Friday evening at the Staples Center in Los Angeles, California, where the Lakers played. With his wife and attorney by his side, Bryant took long breaths and said quietly, "You know. I didn't force her to do anything against her will, I’m innocent. You know. I sit here in front of you guys furious at myself. Disgusted at myself for making a mistake of adultery. I love my wife with all my heart. She's my backbone." The woman alleges she was a victim of sexual misconduct by Bryant on June 30 at the Lodge and Spa at Cordillera in Edwards. No details of the victim's allegations was made public, and a judge sealed...
Words: 883 - Pages: 4
