In this project, students must create a promotion utilizing the promotional mix. The promotion must be cohesive, fitting for the time period, and still result in profit. The Promotional Project document is given to students to outline their expectations and guidelines. By the end of this project, students should be able to develop a full promotional campaign for a company.
Students will design and present a promotional plan for a locally owned franchised sub sandwich restaurant that ties the team with a minor league baseball or arena football team. The promotional plan will focus on sales promotions that cover both individual or season long events. In an ideal situation, the students would present their promotional plan to both the franchise owner and the marketing team of the minor league sports team.
This activity is for a Sports and Entertainment Marketing course. There are five phases to the project. Students will develop their own sports franchise or concert tour. Students will identify a new market, design a stadium, come up with a distribution plan, price tickets, develop sales promotions for their new team, and develop merchandise for the team.
The assessment includes three parts:
1. Research of consumer versus institutional promotion. Students will find examples of each type of advertisement and determine why the advertising is effective.
2. Apply knowledge of trade and consumer promotions for one of three companies.
3. Design a promotion plan for the school based enterprise. The class is typically split into teams that match the number of weeks remaining in the semester. Throughout the week, the students keep track of their promotions, as well as if there were increased sales based upon the implemented promotion.