SPO20001: Sports Marketing Plan for Wollongong Wasps (WNBL) - Part B

This report presents a comprehensive sports marketing plan for the Wollongong Wasps, a new team in the Women's National Basketball League (WNBL). The plan, developed within a $20,000 budget, focuses on increasing revenue through team memberships, local sponsorships, and game attendance. It outlines the marketing mix, including product (merchandise), pricing strategies (box club, gold, general, and flexible memberships), service variables (place, physical evidence, people, and process), and customer satisfaction initiatives. The promotion mix incorporates sales promotion, advertising (internet), sponsorship, public relations, and promotional licensing tactics. The plan also defines tactics and performance benchmarks, along with a strategy implementation, evaluation, and adjustment framework. The report emphasizes the importance of communication, understanding the ultimate goal, monitoring progress, developing contingency plans, and making necessary adjustments based on feedback and evaluation to determine the success of the marketing plan. The report is supported by references to relevant literature on sports marketing and business strategy.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Marketing Mix:................................................................................................................................2
Sport Product:..................................................................................................................................2
Pricing:.............................................................................................................................................2
Service Variables:............................................................................................................................4
Place:................................................................................................................................................4
Physical Evidence:...........................................................................................................................4
People:.............................................................................................................................................4
Process:............................................................................................................................................4
Customer Satisfaction:.....................................................................................................................5
Promotion Mix.................................................................................................................................5
Sales Promotion...............................................................................................................................5
Advertising......................................................................................................................................5
Sponsorship:....................................................................................................................................5
Public Relations:..............................................................................................................................6
Promotional Licensing.....................................................................................................................6
Tactics and Performance Benchmarks.............................................................................................7
Strategy Implementation, Evaluation and Adjustment....................................................................7
Summary of the Plans for Implementation and Coordination of the Strategy................................7

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Summary of Determining the Success of the Plan..........................................................................8
References:....................................................................................................................................10

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Sports Marketing Plan- Part B:
Strategy Determination:
Marketing Mix:
Sport Products:
In determining the marketing mix, the products for new basketball team, Wollongong
Wasps, would comprise of the merchandizes necessary for identifying team recognition. The
new team would be part of Women’s National Basketball League (WNBL) of Australia (Anchen
2016).
Pricing:
The new team, Wollongong Wasps, belonging to the Women’s National Basketball
League (WNBL) could the ticket pricing as mentioned below. Being a new team it should
however keep ticket prices low for driving in more viewers.
The expected ticket pricing which Wollongong Wasps could follow are as follows:
Wollongong Box Club Tickets at $700
The key benefits would be:
 Provide unique corporate membership with limitation up to 50 members
 Provide complimentary finger food along with access to VIP bar
 Provide parking pass for VIP cars
 Provides Tier 1 priority arrangements for seating for all final matches

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Gold Membership Ticket at $ 500
The key benefits would be:
 To provide special corporate membership
 Reservation of grandstand seat for all home matches during the regular season
 Providing complimentary ticket for pre launch season
 Provide pass for exclusive car parking
 Ensure availability of the Tier 1 facilities of seating for all final matches
General Membership Tickets for Adults at $150, Child at $ 88, Family at $ 500 (2 kids
and 2 adults), concession of $120
The key benefits would be:
 Reservation of grandstand seat for every person at all he home matches during regular
seasons.
 Provide complimentary Wollongong Wasp polo for adults and t- shirrs for children
 Ensures the availability of the arrangements for tier 1 seating priority for all final
matches
Flexible Membership Ticket for Adult at $45, Child at $18, at $120, Concession of
$21
The key benefits would be:

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 Ensures general admission seats for every person for only three games during regular
season according to the viewer’s choice.
 Provides complimentary Wollongong Wasps Fire t-shirt for children
 Ensures the availability priority seating for Tier 1 at all final matches
Service Variables:
Place:
The Wollongong Wasps, the new team of Women’s National Basketball League
(WNBL) would initially play all the matches in home town (wnbl.com.au 2019). Deciding on
venue is important as it will play a major role in driving customers. This also helps to centre the
promotional tactics.
Physical Evidence:
This aspect of the new team would take place via the distribution wasps imprinted t-shirt
and polo during home matches. The other aspect of determining the physical evidence would be
in adding the members to the weekly newsletters, free entry to home matches and invitation to
team events.
People:
The new team Wollongong Wasps represented as part of Women’s National Basketball
League (WNBL) would target its matches to the sports lovers of Australia, all basket lovers and
their relatives and the former players.
Process:

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The new team would enhance opt for not only a secured but trusted platform that would
provide the accurate information about players while at the same time manage the membership
fees, tickets for the matches and take care of registration. The aim would be in ensuring user
friendly and stronger backend support that would ensure control over data. The online platform
would have two primary functions:
 Selling of online tickets for all the matches including general admission, VIP seats
and reserved seats
 Ensures management of academy registrations
 Management of the books for all individual event bookings
Customer Satisfaction:
The online platform would provide necessary assistance for all needs while ensuring
professional and successful management of handling the hurdle. The new team would also
target in enhancing the ticket sales by close to 15 percent that would also portray a growing
shift towards online purchase. Besides, the platform would also allow the new team in
enhancing the number of tickets sold by providing the guest with the convenience and facilities
of online booking and payment.
Promotion Mix
Sales Promotion
In present times, mobile marketing became quite popular that took the world by surprise
(Strawser and Strawser 2014). Thus, Wollongong Wasps, the new basketball team could get hold
of mobile marketing for sales promotion. This kind of modern promotional aspects according to

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society’s needs would be targeted to millennial and the generation Z. The team could also
planned to involve the present generation by providing new, unique and mobile friendly content
that would ensure a successful promotion.
Advertising
Television: It would be difficult for the new basketball team to avail television advertising
since it has a budget limitation up to $20,000
Internet: Wollongong Wasps can carry out online broadcasting via the webcam that mostly
helped drawing in participants through giveaways.
Sponsorship:
The Wollongong Wasps would like to opt for sponsorship mentioned below:
1. First Things First Wellness Centre: It has been proud sponsor offering space for
rejuvenation, relaxation and aids in starting a journey in the path of complete awareness
(firstthingsfirst.com.au 2019)
2. The Athlete’s Foot Castletown & Willows: They are the local sponsors and specialize
in the sports items and leisure footwear.
3. NQ Physio Solutions: They have been local sponsors responsible for providing
physiotherapy, exercise physiology, massage to players and antenatal and clinical pilates
(nqphysiosolutions.com.au 2019).

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4. McDonald’s: These sponsors are also active members in North Queensland
Community that focuses on support groups, charities and sporting organizations (mcdonalds.com
2019).
5. Mike Carney Toyota: this expansion in business of these particular sponsors became
vital for economy of the North Queensland that supported community organizations and events
(mikecarneytoyota.com.au, 2019).
Public Relations:
The Wollongong Wasps, the basket ball team of WNBL would hire the public relations
(PR) professional so that he or she is able to develop not a good but strong reputation of the
team. The PR not only hunts web for references but follows breaking news by keeping an eye
on the potential issues and problems. The PR would even promote the team by writing press
releases or new stories (Stoldt, Dittmore and Branvold 2018).
Promotional Licensing:
Since the budget of Wollongong Wasps is limited to $20,000, so the new basketball
team would not be able to undertake expensive promotions. Thus, the new team of WNBL
could target for promotional licensing via National Basketball League (NBL) as it created
records in attendance, broadcasting audience and the support from corporate.
Tactics and Performance Benchmarks:
Wollongong Wasps could target the audience of Townsville Fire Basketball matches.
They could mail the promotional schedule, game schedule and their ticket information to
seasonal ticket holders, former players and the families and the attendees belonging to the

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basketball camp. The new team could also adopt a technique for distribution of handout in
various soccer and volley ball matches.
Besides, Wollongong Wasps plans to set the performance benchmarks based on
empowerment, team effectiveness, results, commitment and passion.
Strategy Implementation, Evaluation and Adjustment
Summary of the Plans for Implementation and Coordination of the Strategy
The plans for the coordination and the implementation of the strategy are as follows
(Ansoff et al. 2019):
1. Maintaining Proper Communication with Staffs: This involves communication of
the entire plan to the whole team as much as possible thus making it clear that they possess
opportunities of making a contribution. It is even necessary to make sure that they understand
the manner in which marketing plan fits the goals, priorities and objectives of new team.
Besides, the aptitude and the skills for implementation of the marketing plan should be
considered.
2. Having Knowledge of the Ultimate Goal: It is necessary to keep an eye on the
unique selling proposition since it sets apart the new team from the competitors while keeping
marketing focused and effective.
3. Through Monitoring the Progress: This ensures treating marketing plan as live
document thereby ensuring continuous revision.

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4. Development of the Contingency Plans: This involves the development of the
contingency plan in case the plan does not work. This plan is developed through addition of
new steps to actions along with refining marketing objectives.
5. Making Necessary Adjustments: This involves implementation of adjustments
based on competition, technology and viewers
Summary of Determining the Success of the Plan
To determine success of marketing plan it is vital to take into account feedback and
evaluation:
Feedback: This involves providing a realistic overview of viewers. The viewer’s review
helps in not only improving ticket sales but at the same time reduce the bounce rate. This
method also ensures in understanding expectations, monitoring changes and tracking
satisfaction level. This also initiates approach towards the customer relationship management
(CRM) along with required data thus allowing personalization and contextualization in practice.
Evaluation: This method helps in the elimination of the ineffective strategies from team
and ensures developing an overall plan for ensuring the success of the business. Besides,
scheduled evaluation at regular intervals ensures saving money through modification of
marketing plan. It is therefore necessary to ensure the following:

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References:
Achen, R.M., 2016. Quantifying the Use of Relationship Marketing Tactics in the National
Basketball Association. Journal of Contemporary Athletics, 10(1), p.1.
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2019. Implanting
strategic management. Springer.
firstthingsfirst.com.au, 2019. [online] Available at: https://firstthingsfirst.com.au/[Accessed 2
Feb. 2019].
mcdonalds.com, 2019. [online] Available at: https://mcdonalds.com.au/ [Accessed 2 Feb. 2019].
mikecarneytoyota.com.au, 2019. . [online] Available at: https://www.mikecarneytoyota.com.au/
[Accessed 2 Feb. 2019].
nqphysiosolutions.com.au, 2019. . [online] Available at: https://
www.nqphysiosolutions.com.au/[Accessed 2 Feb. 2019].
Stoldt, G.C., Dittmore, S.W. and Branvold, S.E., 2018. Sport public relations: Managing
stakeholder communication. Human kinetics.
Strawser, W.R. and Strawser, J.W., 2014. Discussing variance analysis with the performance of
a basketball team. Issues in Accounting Education, 29(3), pp.43-51.
wnbl.com.au , 2019. [online] Available at: http://wnbl.com.au/ [Accessed 2 Feb. 2019].