Marketing Plan for an Athletic Training Facility

Answer

Marketing Plan for an Athletic Training Facility

Introduction

            Scarborough and Cornwall agree that a simple marketing plan identifies target consumers, describes how it will attract and keep them. This work delves into the marketing plan of an athletic training facility known as Powell's Sports Developments. It begins by identifying the business's primary target market followed by three ways the business would research to identify customer needs. The work then explains the facility’s marketing mix i.e. the product offered, the pricing strategy, the promotion methods to be employed and the distribution of the product. It concludes with a one-year advertising budget and plan broken down to greater detail.

Primary Target

            Children in middle school and high school students with a need to improve their sports skills would form the primary target market for Powell's Sports Developments. In middle school and high school, students are actively involved in sports such as soccer and rugby. Unlike most adults, children and teenagers at these ages do not take part in sport because the doctor instructed them to or because it is their career. They do so with passion to get the most out of athletics. Moreover, the education system puts so much value in sports that students with exceptional athletic ability are offered full scholarships to the colleges of their choice. Also, the greatest athletic stars are actually developed and refined at such ages. Thus, Powell's Sports Developments would focus primarily on these students so as to refine their athletic capability. Hence, children in middle school and high school students with a need to improve their sports skills would form the primary target market for Powell's Sports Developments.

Methods to Research Customer Needs

            Customer interviews, survey research and an analysis of competitors are effective ways to research customer needs. One-on-one interviews with customers and potential customers would help a great deal in mapping what the customers expects from the athletic training facility. What is their experience from other training facility? What would they like to be improved in athletic training facilities? These are some of the questions to be asked in a customer interview so as to determine the customers’ needs. Survey research is an equally important tool in finding out customer needs. Since the sample size is a key factor determining the quality and accuracy of a research, our business would stress a smaller sample size so as to get the best from the survey (Kotrlik, & Higgins, 2001). Powell's Sports Developments would make extensive use of survey research platforms such as SurveyMonkey and Google Forms to get the most out of customers and thus find out their needs. Finally, an analysis of our competitors would also boost our effort to find out customer needs and wants. What are the strengths, weaknesses, opportunities and threats faced by our competitors? What extra service do they offer? These questions, among others, would ensure we get every detail about our customers’ needs. We would also stretch the analysis far and wide to cover even competitors in different industries as this would give greater amount of detail about customer needs (Sauro, n.d.). Hence, we can infer that, customer interviews, survey research and an analysis of competitors are effective ways to research customer needs.

 The Marketing Mix: Product, Pricing Strategy, Promotion, and Distribution

The Product

            For Powell's Sports Developments, the product offered is a service. The business aims to improve the athletic capability of all its clients. The athletic training facility is also bent on the development of speed, agility and power in all the people who subscribe to any of its programs. Moreover, it aims to help its clients identify, avoid and heal from any sports injuries. Thus, for Powell's Sports Developments, the product offered is a service. 

The Pricing Strategy

            A number of factors come into play to determine the best price for the services offered. We would consider the location of the business to determine the most competitive price. The economy would also be a factor considered as a thriving economy translate to higher prices. The target population and price offered by other competitors would also be considered to ensure the prices appeal to the potential customers. Thus, a myriad of factors come into play to determine the best price for the services offered.

Promotion

            Several effective means would be used to promote Powell's Sports Developments. We would begin by doing community outreach. We would ensure that a member of our business always attends the local high schools and middle school athletes’ games. This would give us a chance to get acquainted to the local sports heads. A free clinic in the community would also do the trick. It would build a bridge for the business to earn the community’s trust. We would also make use of social media sites to promote the business. Apart from warding off negative publicity, social media sites would ensure people are ware of the facility and all the programs offered (Sajid, 2016). Hence, several effective means would be used to promote Powell's Sports Developments.

 Distribution 

            A personalized form of service will be offered to the clients. Powell's Sports Developments will employ a multitude of athletic trainers and athletic training students to offer round the clock service to the clients. The athletic trainer will know the needs of a particular athlete so as to provide the best personalized service. Thus, a personalized form of service will be offered to the clients.

 Advertising Budget and Plan

            We would set aside at least $600,000 to spend on advertising. The following is a breakdown of the marketing budget. Email updates: 5% ($30K). This helps retain web visitors. Inbound Content Marketing: 20% ($120K). Videos, blogging, case studies and podcasts attracts new leads and ensures the business remains likeable to its target market. Search Engine Marketing: 10% ($60K). The use of customer keywords and buying pay-per-click (PPC) ads on search engines is very effective in attracting new customers. Social Media Ads: 15% ($90K). with the right targeting, these ads can generate a high number of clients. Influencer marketing: 20% ($120K). To build a great brand, one should source high-profile guest and influencers hence we would spend this large sum on influencer marketing. Website: 10% ($60K). It acts as a digital front desk for customers leading them to the services offered. It also converts new customers. Non-digital Marketing: 20% ($120K). This covers the old methods of advertising that still have an effect such as events, magazines, TV commercials, and billboards.

Conclusion

In summary, a simple marketing plan identifies target consumers, describes how it will attract and keep them. Children in middle school and high school students with a need to improve their sports skills would form the primary target market for Powell's Sports Developments while customer interviews, survey research and an analysis of competitors would help the business identify customer needs. Powell's Sports Developments, offers a service priced depending on a number of factors such as location, the economy and the competitors. Community outreach and use of social media sites would serve as great promotion methods for the business while a personalized form of service would serve as the best distribution method for the product offered. Finally, with a $600,000 budget, email updates, inbound content marketing, search engine marketing, social media marketing, influencer marketing, website and non-digital marketing would serve as the key points in the budget.