Marketing of Sports Club - IMC

Running head: MARKETING
Marketing of Sports Club
Name of the student
Name of the university
Author Note:

MARKETING1
Table of Contents
1. Marketing objectives:..................................................................................................................2
2. Communication objectives:.........................................................................................................3
3. IMC mix elements and associated P strategy:.............................................................................5
Traditional media:........................................................................................................................6
Print media:..............................................................................................................................6
Television advertisements:......................................................................................................6
Digital media:..................................................................................................................................6
Social media promotion:..............................................................................................................6
Promotion using the official website of the club:........................................................................7
Detailed rationale for each IMC mix element chosen for targeting and positioning:.................7
4. Details about traditional media and IMC element.......................................................................8
5. Detailed summary of primary research:......................................................................................9
6. One way frequency tables:.........................................................................................................10
7. Secondary research data:...........................................................................................................10
References:....................................................................................................................................11

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1. Marketing objectives:
 The primary objective which City View Curling Club should aim to achieve would be
generation of steady revenue during the lean season besides the peak season. The target
revenue which the club should aim to generate would be $ 38000 in the first year.
 The secondary objective which the club should gain in order to gain the primary
objective would be ensuring steady numbers of customer visits even in the lean season.
 The third objective which the club needs to achieve in order to achieve the third
objective is restructuring its present marketing mix to accommodate venue rental services
to host events like parties, wedding and even corporate events. The club would require to
utilize IMC or integrated marketing communication to achieve these aforementioned
objectives. The club should aim to increase the revenue earned by renting the
accommodation so that it amounts to at least 10% of the total revenue generation
(Cityviewcurling.ca, 2020).
SMART elements Explanation of marketing objectives regarding SMART
Specific The objectives which City View Curling Club wants to achieve
through marketing are specific. For example, the primary
objective of generating a revenue of $38000 is specific.
Similarly, the secondary objective of increasing in customer
footfall is extremely specific. Thus, the marketing objectives of
the club qualify SMART objectives.
Measurable The objectives which City View Club aims to achieve are
measurable. For example, the degree of achievement of the
primary objective, the target revenue generation which would

MARKETING3
$38000 can be measured in terms of money. Similarly, the
target share of rental services in the total revenue generated
would be 10% is measurable.
Achievable The objectives which City View Curling Club wants to achieve
are achievable. For example, the club can achieve increase in
customer footfall even in the lean season by providing venue
rental services.
Realistic The aims which City View Curling Club are realistic. For
example, the primary and secondary aims of increase in
revenue generation and customer footfall respectively during
peak season are realistic. They can be achieved by forming and
implementation of appropriate strategies like restructuring of
marketing mix and using IMC more aggressively.
Time based The objectives which the club wants to achieve are time based.
In fact, the management of the club can set deadlines for
achievement of the objectives. For example, the management
can aim to achieve 10% increase in the revenue every month.
2. Communication objectives:
 The main objective which the use of IMC would aim to achieve would be spread of
awareness about the new service range which City View Curling Club would provide.
The case study clearly mentions that the club was looking forward to extend its product
range to incorporate view rental services.