Digital Marketing Plan for Coventry Bears

This report presents a digital marketing plan for Coventry Bears, a semiprofessional Rugby team in England. It includes a situation analysis, objectives, marketing strategies, target audience, key message, media channels, and more. The plan aims to increase the team's popularity and ticket sales through effective digital promotion.

Innovative digital Marketing
plan for the Coventry bears

Table of content
Contents
INTRODUCTION...................................................................................................................................3
Main body...............................................................................................................................................3
Digital marketing plan.............................................................................................................................3
Situation Analysis....................................................................................................................................3
Objectives................................................................................................................................................4
Marketing strategies................................................................................................................................5
Target audience.......................................................................................................................................6
Key message and Creative.......................................................................................................................6
Key media channel and content...............................................................................................................6
Action......................................................................................................................................................7
CONCLUSION.......................................................................................................................................7
REFERENCES............................................................................................................................................8

INTRODUCTION
A digital marketing plan is the document which share all the information which is
associated with the complaining and help in providing effective information to overcome the
problem effectively (Agrawal, 2019). This is vital for the company to use digital platform which
help in providing better services in a well define manner. The present report is based upon
Coventry Bears which is a semiprofessional Rugby team in England. It was founded in year 1998
and they have win 3 major national title for the country. In this report there are different models
and strategies are uses to develop an effective digital marketing campaign which help in
providing better outcomes in a well define manner.
Main body
Digital marketing plan
Planning is essential in any kind of business which help in capturing large market
audience in the well define manner. In today’s modern world most of the company use digital
platform to earn profit and able to develop effective campaign for promotion. In the case of
Coventry Bears the company need to use digital promotion technique which help in providing
advertising the team to the larger public. Here is the effective plan which is briefly explained
down below:
Situation Analysis
Competitor analysis:
The Coventry Bears have many competitors present in the business as they are
semiprofessional player. The major rivals are the England national rugby team which have
compete in six national league and have won about 28 championship and also win 13 Grand slam
championship in the recent years. They are there biggest competitors, so Coventry have to focus
on the marketing strategies in order to become more popular in the business. The team have to
focus on the digital marketing as it is one of the most popular way to communicate with people
effectively. in order to increase the sales of the ticket they have to intensely promote the market
which help in increase the profit of the team. There is other major rugby league which make this
sport more competitive, so this is essential to have effective business in a well define manner.
Market trend:
Market trend is defined as the situation which is followed by the consumer which help in
increasing the sales of the product and services. There are different kind of market trend which
are used for digital marketing such as Facebook and YouTube which help in promoting the
services effectively (Tovma and et., al., 2020). For Coventry Bears the management have to
develop effective marketing strategies with the assistance of the digital source which increase the
sales of the ticket in the smaller period of time. Here is the detail information which is used are
explained down below in detail manner:
Long form video: This is the most emerging trend in the social media as there are
different kind of social media sites which help in providing better services effectively. Short
form video is the most effective tool which is expected and desire website as well as video

channel. For Coventry Bears the marketing team have to create the short content in the form of
video to create the attention of the audience.
Voice search: It also a one of the emerging marketing trends in the social media as there
are different kind of sources through which company can promote the service effectively. In this
case Coventry Bears can use such method by promotion on the website. There are different kind
of people who uses as voice search rather than traditional typing as this is more convenience for
the audience to search their favorite rugby team through which they can increase their sales in
the shorter time span.
Objectives
Where do you want to be?
For developing effective digital marketing campaign this is essential for the company to
have proper goal and vision. This is essential for the Coventry bear to develop an aim which help
in providing better market and opportunity in the well define manner. Hence this make easy for
the people to understand the market and make sure to achieve desire outcomes. The rugby teams
want to become one of the most popular players in the world. Hence this will help in providing
better opportunity to increase the sale of the ticket and other items respectively.
5 s model:
This is the model which explain about the simple framework as to review the process
which help in providing better services and able to increase the sale by using digital platform.
For the Rugby team like Coventry Bear the marketing team have to use this model as this help in
providing better opportunity to promote their team to the larger audience (Behera and et., al.,
2020). There are some steps which are used in this model are briefly explained down below:
Sell: This is the initial stage where the product can be sold online as well as the sales
from the offline channel is done. The reason for undertaking the marketing activities is to draw
the attention of the brand which aid in increasing the growth of the company. In the case of
Coventry Bears the digital marketing campaign have to depend upon the multichannel as this
help in providing better services to the consumer. The Rugby team have to be more focus on the
digital method such as LinkedIn, Twitter and many more which helps in capturing large market
share effectively. Beside this company have to focus on the offline selling such as distributing
pamphlets, T-shirts ands caps which help company to capture large market share effectively.
Serve: Providing information and the public help in providing better opportunity which
help in providing better opportunity to understand the market more effectively. This is vital for
every company to promote their service to the public as this will help in developing brand image
in the market. In the case of Coventry bears the management have to indulge in charity process
as this help in promoting the team and also create respect for the team. This will aid for the team
in which team can increase the profit effectively. This provide additional support to team and
also support as the fundraiser such as material which is shared on social media. Apart from this,
league have to develop social media content which help in increasing the sales more effectively.

Speak: Developing the brand is the key to success as this help in providing better
opportunity to increase the profit in the smaller time period. So, this is essential for the business
to be accessible any time which help in connecting more easily to the consumer. Coventry bears
have to develop effective strategies and to add value in the service which help in increasing the
online sales respectively. The team have to come closer to the audience by conferencing and live
chat which help to improve the rugby team to become more popular in the limited time. Beside
this, team can conduct online market research which help in providing better understanding of
customer.
Save: This resource is limited for any sports team so saving cost is essential for the team
to sustain for the longer time period. There are other medium for the campaign or the promotion
as they are considered as the costliest process which can increase the financial problem for any
team (Borg, 2020). Coventry Bears have to use social media as there marketing tool which help
them to achieve the common goal in the well define manner. Apart from this, the team can use
wen self-service which help in increasing the sales and try to solve the problems which help to
overcome the problems more efficiently. Hence in result this aid in fulfilling all needs and
demand and save money for the Coventry bears.
Sizzle: This term in the digital marketing means to expand the business online as to
increase more customer. In other words, this means, diversification of the promotion strategies to
gain profit from the public. For the Rugby team like Coventry Bears the management have to
provide new proposition which tend to bring out effective decision and able to increase the sales
as well as market presence effectively. The team can develop come up with different fan league
matches which help in increasing the integration with the Rugby fans and help in increasing the
profitability by thinking outside the box. This can be considered as the most effective marketing
campaign through which they can able to increase the sales volume in a well define manner.
SMART objectives
The Coventry Bears objective is to become one of the top rugby team in the world in
coming two years.
Marketing strategies
Marketing strategies in sports allow different team to leverage the popularity as well as
the attention which of the sports which help in promoting the brand or the product in the well
define manner (Rivas, 2020). So, this is essential for the individual to promote the team which
help in bringing the business as well as profit to sustain for the longer time period. Here are some
of the strategies which can be used to promote the team with the assistance of digital platform:
Develop engaging content: For the sports company this is important to develop
engaging content such as hiring influencer or sports celebrity. This help in attracting the larger
customer and provide better opportunity which help in increasing the sales and profitability
effectively. For Coventry Bears there must be celebrity endorsement which help in providing
better opportunity which help in increasing the profitability and sales effectively. On the other
rugby team can promote the team by hiring social media influencer which more and more
audience in the shorter time period.

Create target audience: A target audience is the group of people which help in
providing better marketing services effectively. The sports team have to identify the sources such
as income, interest and location which help in identify the respective customer more effectively.
In the case of Coventry Bears have to determine the right consumer which help in providing
better opportunity which help in achieving the respective outcomes in a well define manner.
Sport contents: This is considered as the best marketing strategies because the customer
can be easily attracted towards the sports by conducting sports contents. This get people excited
which help in increasing the profitability of the company. In the context of Coventry Bears the
management have to organizes the contest of rugby which help in developing better relationship
with the fans and also help in increasing the sales volume in the ticket in a well define manner.
Target audience
Target audience for the Rugby team are the male as it considers as the male dominance
sports so the marketing campaign should have to focus on male which help in creating more and
more customer in the well define manner. For the Coventry Bears have to develop unique
viewing circumstance which increase the opportunity for the team and provide the importance of
live streaming. The campaign must focus on how the technology have reduce the live match and
how it effects the business. Beside there are some of the female fans of rugby which should be
targeted by the sport team by promoting female players as this will help in increasing the fan
following of the sports and earn more profit effectively.
Key message and Creative
The key message for the campaign is the “importance of live streaming’’ as this will
attract more and more audience towards the stadium. For the campaign there must use of social
media platform because most of the targeted audience are on Facebook, Instagram and Twitter
(Makrides, Vrontis, and Christofi, 2020). Hence this will be useful and effective method through
which right information can be reached to the audience. The use digital marketing will aid to
provide successful campaign and bring out to attract more and more customer is a well define
manner. For being creative the management have to come up with campaign slogans which help
in providing better opportunity to spread positive message and increase the sales of rugby tickets.
Key media channel and content
There are different kind of marketing channels which are used in promoting the business
to increase the profit which help increasing the profitability effectively. This is essential to
choose the best possible channel which help in reducing the resources and help in providing
better opportunity to achieve success in a well define manner. For Coventry Bears have to use
digital marketing channel which is important to increase the profitability and sales of the
company in the shorter time period. Here some of the digital marketing platform through which
effective campaign can be developed:
Facebook: This have become the most useful social media platform which help in
providing better opportunity and help increasing the sales of the sports rugby team. As most of
the population is now on social media as this become easy to create advertisement which help in
attracting larger number of youths in the limited time frame. Apart from this, Coventry can

provide spread awareness about the live streaming which help in making aware regarding the
game.
YouTube channel: The team can create a page or a campaign on this platform which
tend to spread awareness regarding the Coventry Bears which help in providing better
opportunity to overcome the problems more effectively. This is the most widely use digital
marketing platform which help in providing better opportunity to promote the sport team. Hence
this is also a cost-effective method because other advertising channel requires huge amount of
money and it also very time-consuming process.
Action
For developing entire digital marketing plan, it will require 3 weeks of timeline for the
successfully completion of the campaign for the Coventry Bears. Proper planning will be done
an it will help in achieving desire outcomes and bring out effective method which help in
increasing the sales and profitability in the well define manner. There are different kind of
factors and strategies are to be made of sport rugby team which require time as well as some
resources effectively.
CONCLUSION
From the above stated report this has been analyzed that digital marketing is consider as
the most effective tool for developing campaign for any rugby team. Hence this is essential to
develop marketing plan which help in providing better opportunity to increase the sales of ticket.
Furthermore, the marketing should focus on youth as they are more attracted towards rugby
sports. Beside this there are there are different media channel and the social media platform such
as YouTube which help in providing better opportunity to improve the sale of ticket.

REFERENCES
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