Algonquin College MKT 2292: Detailed Marketing Plan for Curling Club

This report presents a marketing plan for the City View Curling Club, addressing the assignment brief provided by Algonquin College. The plan outlines marketing and communication objectives, including generating revenue and increasing rental income. It details an Integrated Marketing Communication (IMC) mix, incorporating traditional media (print and television) and digital media (social media and website promotion) to target local and national audiences. The report provides a rationale for each IMC element, linking them to product, pricing, and promotion strategies. Primary research findings on customer preferences for sports and facility proximity are summarized, along with secondary research data. The report concludes with frequency tables and references, offering a comprehensive analysis of the club's marketing strategies and recommendations for achieving its objectives.

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

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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

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$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.

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 This secondary objective which the IMC would aim to achieve would be increase in the
customer visits. For example, the club would receive orders for venue bookings for
corporate meetings and birthday celebration during the lean season. This would
supplement the revenue generation of the club during the time.
 The third objective which the club aims to achieve through the IMC would be generation
of more revenue during the lean season.
SMART elements SMART analysis of the objectives of IMC
Specific The objectives which the City View Curling Club wants to achieve
through the IMC are specific. For example, the primary objective of
spreading awareness about the extended service provision of venue
rental services using IMC is specific. Similarly, the third objective of
generation of more revenue during the lean season is specifc.
Measurable The objectives which the club wants to achieve through IMC are
measurable quantitatively directly or indirectly. For example, the
increase in revenue in the lean season is measurable directly. However,
the outcome of the primary aim of spreading awareness about the new
services can be measured indirectly through the achievement of the third
objective achievement. This is because spread of more awareness would
mean more customer footfall and consequently more revenue
generation.
Achievable The objectives which the club wants to achieve through IMC are
achievable. For example, the club can achieve the secondary aim of
attracting more consumers using the IMC in reality. Similarly, the third

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aim of generation of more revenue is achievable.
Realistic The objectives which City View Curling Club are realistic. For
example, the third objective namely, generation of higher profits is
realistic. Similarly, IMC would actually enable City View Curling Club
spread awareness about its new service namely, venue rental services
among the customers.
Time based The objectives which the management of City View Curling Club wants
to achieve using the IMC are time based. For example, the primary
objective of IMC would be spreading awareness its extended services.
The club can define time for which it would follow certain types of IMC
activities in the market. For example, the club would launch its
advertisements on Facebook and Instagram in March while the
newspaper advertisements can be launched in February which would
then simultaneously proceed with social media promotions.
3. IMC mix elements and associated P strategy:
Key and Czaplewski (2017) mention that IMC form an important parts of the
promotional element of the marketing mixes of organisations. The authors also mention that,
‘Small and medium-sized organizations, in particular, tend to focus on just one or two
promotional elements. It is not uncommon for the marketing efforts of a small organization
to consist of a website and some print ads.’ Thus, one can point that the IMC mix consists of
two types of elements namely, traditional media, including printed advertisements and digital

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advertisements. The following are the traditional media and digital media which City View
Curling Club should adopt in its IMC mix:
Traditional media:
Print media:
The print elements of the IMC strategy of City View Curling Club would consist of
newspaper advertisements and magazine advertisements. The newspaper advertisements should
take into account dailies of both English and French languages. This would enable the club reach
customers speaking both or either of the languages. The club should advertise its new services
namely, venue rental services in magazines of different types of culture and sports. This would
enable the club attract different types of customers. For example, the sports groups which do not
have venues of their own, may book the premises to hold sports events. Similarly, event
management companies may rent the venue to hold events like marriage and corporate meets.
Television advertisements:
City View Curling should advertise its venue rental services on television in Canada. The
club should advertise the facilities which the banquet would provide to the parties booking it to
hold events like corporate meets and marriage ceremonies. For example, the parties booking to
the banquet hall for holding corporate meets would be able to avail the facilities like valet
parking. One can also point out that the television advertisements would largely depend on the
product element of the marketing mix of the club. This is because the advertisement on
television would highlight the facilities which the banquet hall can offer to customers are
intangible products or services.

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Digital media:
Social media promotion:
The digital elements of the IMC strategy of City View Curling Club would consist of
social media platforms like Youtube and Facebook. The club should post videos containing
visuals of its facilities like valet parking and state of art dining facilities. This strategic use of
digital media to advertise the facilities which the venue of City View Curling Club can offer to
the consumers would create a strong impression about the facilities among the prospective
consumers. This would enable the club acquire large numbers of venue booking during the lean
season which would generate high revenue. One can point that social media promotion would
point out the services or intangible products which the club can offer.
Promotion using the official website of the club:
The management of City View Curling Club should promote the new product namely, the
banquet hall rental services on its own official website. The official website of the company
should communicate to the stakeholders like customers the new services namely, the banquet
services. This would create awareness among them. The club in order to encourage the viewers
to book the facilities should attach a booking portal which would be capable of processing online
payments. The club should also provide discounts and cash back offers to the parties on online
booking of facilities. Thus, one can point out that the promotion using the official website of the
club would be related to the pricing aspect of its marketing mix.
Detailed rationale for each IMC mix element chosen for targeting and positioning:
The rationale for using both print media and digital media to promote the venue services
of City View Curling Club is that it would enable the club target maximum numbers of
customers (Camilleri, 2018). For example, the IMC would enable the club attract more

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customers who seek venues for holding sports event and event management firms which arrange
corporate events. This would enable the club position its venue as a premium event venue. This
would enable it to attract more event customers during lean season and generate high revenue.
4. Details about traditional media and IMC element
Elements Print media Television
advertisement
s
Social media
promotion
Promotion using the
official website of
the club
Audience
profile
coverage
Local
audience
owing to
minimum
reach
Local
audience
owing to
minimum
reach
National or global National or global
Schedulin
g lead time
3 months 3 months 2 months 2 months
Rates,
discount
and buying
plans
Initially low Initially low Initially high Initially high
Key
contacts
Marketing
manager
Marketing
manager
Marketing manager Marketing manager
Associated
marketing
mix
Product(sinc
e it would lay
importance
Product(since
it would lay
importance on
Product(since it
would lay
importance on the
Pricing(discounts and
cash back offers to
encourage customers

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element on the
facilities or
services)
the facilities
or services)
facilities or
services)
book the venue
online)
Rationale Enable the
club promote
its new
services in
the local
market
Enable the
club promote
its new
services in the
national
market
Enable the club
promote its new
services in the
global market
Enable the club
promote its new
services in the global
market
5. Detailed summary of primary research:
The primary research conducted regarding factors which the customers, the parents of
children aged between 5 to 7 years old take into account while revealed several facts. The first
fact which the research uncovered was that the parents of at least 45% children consider football
as the ideal sports for their respective wards. The second fact which was revealed was that
parents encouraged their children to get involved into sports like curling to teach them lead
healthy lives. Around 65% parents encourage their children play sports to lead a healthy life style
and 47% of the parents encouraged their children to play sports to keep them away from digital
screens.
The third fact which was revealed by the primary research was that proximity of the
sports facilities is an important factor which parents consider important while allowing their
children attend these facilities. Around 63% of the parents consider proximity of the sports
facilities important. The fourth of finding from the market research was that parents consider

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services charges charged by various facilities. Around 85% parents were ready to pay up to $150
hourly for three months to allow their children attend sports facilities. Around 81% of the parents
seek price bundling while 85% parents seek discounts. The research also revealed that social
media has a strong impact on the parents of the children while making decisions regarding sports
facilities which their children should attend.
6. One way frequency tables:
Aspect Percentage of
parents (%)
Sports result in healthy lifestyle 65
Keeping children away from digital screens 47
Basketball 43
Soccer 28
Willing to pay $150/hour for 3 months 85
Less than $49/hour payment 25
Drive further distance 77
7. Secondary research data:
The secondary research data consisted of media kits, CARD, CMDC Media digest and
IAB Canada.com score. The secondary research consisted of study of books, articles, newspapers
and digital data bases like websites.

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References:
Camilleri, M. A. (2018). Integrated marketing communications. In Travel marketing, tourism
economics and the airline product (pp. 85-103). Springer, Cham.
Cityviewcurling.ca. Cityviewcurling.ca. (2020). Retrieved 5 March 2020, from
https://cityviewcurling.ca/index.php/about/club-history.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.