e-Marketing Plan for Sport Ireland Campus

This e-marketing plan focuses on the formulation and implementation of the e-marketing strategy for Sport Ireland Campus. It includes trends in the business, SMART objectives, segmentation, 6 P's, OVP, online objectives, and contact strategy.

e-Marketing Plan for
Sport Ireland Campus

Table of Contents
INTRODUCTION...........................................................................................................................1
E-Strategy........................................................................................................................................1
Trends business is responding to.................................................................................................1
SMART Objectives for e-marketing plan....................................................................................1
Segmentation...............................................................................................................................2
6 P’s.............................................................................................................................................2
OVP.............................................................................................................................................2
Online objectives – Chaffey’s.....................................................................................................3
Contact strategy linking to target audience.................................................................................3
SUMMARY.....................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
The e-marketing plan can be referred to as the blueprint of formulation and implementation of e-
marketing strategy of a company (Durand, 2019). The present project is based upon The Sport
Ireland Campus which is the place equipped with world class outdoor as well as indoor facilities
and possesses the capability to conduct global and domestic events. The place is excellent for
individual as well as team training. The project consists of e-strategy for the organisation to fulfil
the objectives laid down by it.
E-Strategy
Trends business is responding to
As per the 2015 Irish Sports Monitor, it has been determined that 45% of the population of
Ireland give their active participation within sports. In this regard, the most common types of
sporting activities have been acknowledged to be personal exercises (gymnasium based),
running, swimming, cycling, dancing, golf, soccer and many more (Glowik and Smyczek, 2012).
The Irish Government also promotes the well being and health of residents by instilling a sense
of eagerness towards sport within them. Thus, looking upon the growing trend of population
towards gym based exercises have facilitated The Sport Ireland Campus to devise objectives
such that the gym memberships of the entity can significantly get raised with the help of its e-
marketing plan.
SMART Objectives for e-marketing plan
The SMART objectives laid down by The Sport Ireland Campus for the e-marketing plan have
been acknowledged to be:-
1. To increase the unique visitors of Sports Campus Ireland's website from 9,900 to 15,000 by
Quarter 1 of 2021
2. To increase the Facebook likes of Sports Campus Ireland from 13,264 to 23,875 by Quarter 1
of 2021
3. To increase the Gym memberships of Sports Campus Ireland by 15% by Quarter 1 of 2021
In order to ensure timely attainment of all of these objectives, it is important for the organisation
to stipulate an effective e-strategy through which the positioning of company can be
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strengthened. The e-strategy of the company would consist of some elements which are
explained as underneath:-
Segmentation
The Sport Ireland Campus is carrying out segmentation of marketing on the basis of behavioural
segmentation whereby those individuals will be targeted that possess likelihood towards sports
and athletics. This implies that the target would be mainly professional athletes as they are
interested in attending gym and getting their body toned as per the requirement of sport.
6 P’s
The online mix strategy of The Sport Ireland Campus to target the audience consists of 6
elements which are described as underneath:-
Product Provision of a well maintained gym area with certified trainer for individuals of
all age groups.
Price Price will be high owing to the presence of certified trainers within gym. 5%
discount will be provided to individual who attain the members by making online
payment.
Place The entity would have its presence over website, social media platforms and
digital marketing platform.
Promotion Online as well as offline channels would be taken into use such as banners,
Google Ads, digital marketing and social media.
Physical
evidence
Provision of excellent fitness tips and ways through which a person can build a
personality compatible for playing any sport.
Process Contract strategy would be leveraged to gain the attention of large number of
individuals whereby welcome mails would be sent to people. Further, close
communication will be set with customers via the usage of social media
platforms. The option of online registration or booking or gym will also appeal to
public at large.
OVP
Online Value Proposition is the key to tap the minds of audience (Hult and Sjölund, 2017). The
website is the first stage which helps in influencing the audience and gaining its attention
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towards the service provided by entity. A new webpage would be created by The Sport Ireland
Campus to set effective communication with public at large and provide them accessibility from
all types of channels.
Online objectives – Chaffey’s
While developing the e-marketing strategy, the focus of The Sport Ireland Campus would be
upon 5 wide reasons on the basis of application of Chaffey’s 5Ss. However, it has been analysed
that out of the 5Ss (Sell , Serve , Speak , Save , Sizzle), the objectives of this firm are only
created keeping into consideration only 3 of them, namely, Sell, Save and Speak.
Sell: For the attainment of all the 3 SMART objectives, the online strategies of The Sport Ireland
Campus will be all based upon generation of new revenues.
Speak: All of the SMART objectives laid down by The Sport Ireland Campus in the e-marketing
plan are focussed upon the execution of healthy communication of the company with its
customer base. Specifically the use of social media platforms and digital marketing tools is being
done with a view to inflate the existent engagement.
Save: By making use of social media platforms as well as digital marketing tools over public
advertising strategies will provide assistance to The Sport Ireland Campus in keeping a control
over the total cost of marketing for attainment of objectives laid down in the e-marketing plan.
Contact strategy linking to target audience
The Sport Ireland Campus would be making use of a number of media or strategies to set
interaction with the public at large and gaining their attention towards the gym services provided
by the campus. The contact strategy of the company to appeal to the target audience thus consists
of the following:-
 Updated Website / Creating Application
 Effective content marketing via email, SEO and social media platforms
 Google AdWords and Banners
 Use of social media influencers
 Sponsored Facebook Ads
SUMMARY
On the basis of above discussion, it can be said that e-marketing plan serves as the route map
through which the alignment of business strategy with technologies can be done. Further, it is
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acknowledged that 7 P’s of e-marketing provide assistance to an organisation in timely attaining
the objectives for which e-marketing plan is laid down by it. E-marketing strategy is set in
accordance with some or all of the reasons laid down with Chaffey’s 5Ss, namely, Sell, Serve,
Speak, Save and Sizzle.
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REFERENCES
Books and Journals
Glowik, M. and Smyczek, S., 2012. International Marketing Management: strategies, concepts
and cases in Europe. Walter de Gruyter.
Durand, A., 2019. Marketing and Globalization. Routledge.
Sheth, J. N., Sinha, M. and Shah, R., 2016. Breakout strategies for emerging markets: Business
and marketing tactics for achieving growth. FT Press.
Hult, M. and Sjölund, J., 2017. Dynamic Marketing Capabilities: Organizational Renewal
Towards Social Media Marketing.
Ahmed, S. H., 2017. Challenges and opportunities of a media planner.
Ghosh, A. and Sharma, A., 2017. Social recruitment: Investing in social currency. In
Contemporary Issues in Social Media Marketing (pp. 95-109). Routledge.
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