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MARKETING PLAN

Situational Analysis
Since 1969, the Spring Hill College Rugby program has competed in the southeastern
United States. Spring Hill College is the oldest college in Alabama, the first Catholic college in
the Southeast, and the third oldest Jesuit College in the country. Scholarships are available in the
Rugby program, and the SHC athletic department, coaches, trainers, and resources contribute to
the development of the program as a Top 25 Division II program. In the 2015-16 school year, the
team is competing in the Deep South Rugby Conference before moving to NCAA Division I.
Spring Hill College is not well known outside of the Southern United States. Because of
the nature of the school as described above, SHC attracts a certain type of student. In doing so,
SHC competes against other small, liberal arts colleges in the country.
Many students, faculty, and staff do not know how to play rugby and are not aware of the
game schedule. Many members of the Mobile community and potential sponsors are not aware
of the program, which hurts chances of funding. Finally, the program is not on a big enough scale
to compete with other schools in recruiting competitive players to the program.
The opportunities that the Spring Hill College Rugby program have depend on creating a
brand and using this brand to educate students, faculty, staff, and the community on the game of
rugby and on the SHC program itself. The brand will also attract strong rugby players. By
creating a brand and advertising the name to the target markets, awareness, support, and
sponsorship will increase for the rugby program. Also, it will create an elite program for Spring
Hill and bring more awareness to Spring Hill College as a high-ranking institution, set apart from
other small, liberal arts schools because of the academics, atmosphere, and programs such as
Rugby.
Target Market Analysis
The primary target markets of this campaign are:
Regional and national prospective high school students
The high school students (ages 18-22) targeted are those interested
in a small, liberal arts college who are also interested in having a collegiate rugby
experience and/or playing on a collegiate level rugby team.

These individuals, most of whom come from a Catholic

upbringing, from the Midwest and Southeast, can be reached best using social
media outlets in which this campaign will utilize.
Current Spring Hill College students (ages 18-22), faculty, and staff
In South Alabama, there is not much awareness of the sport of
rugby since the major sport in the South in football.
The best form of media to reach this demographic would be social
media and SHC media programs.
Spring Hill College alumni
The SHC Alumni include all alumni, both those who have
participated in the SHC Rugby Program and those who have not.
The most effective way to reach alumni is through alumni
coordinators via email, social media, and newsletters.
The Mobile, Alabama community (ages 5+)
Again, there is not much awareness about rugby within the Mobile
community since the primary sport appreciated is football. The Village of Spring
Hill neighborhood is the closest group that would be a part of this demographic,
and they are tied to SHC due to their proximity to campus.
Reaching this demographic would be easiest through signage on
campus and nearby campus (since many of the community members walk on
campus), local media, and social media.
Local and national potential sponsors; companies that have ties to Spring Hill
College, Sports, Rugby, etc.
Local businesses may be owned by SHC alumni. Fundraisers can
be used to obtain sponsorships from theses businesses. Flyers and TV or radio ads
on local news channels would also attract sponsors.
National sponsors will be reached through alumni connections
throughout the business world.
Marketing Objectives
Recruit at least 15 nationally-ranked high school rugby players by Fall 2017
Increase general attendance at home games by 100% by the end of the Fall 2017
season
Revive SHC Rugby alumni support in the program by increasing donations,
sponsorships, recruiting, and attendance at games and alumni events by 25% by the end
of the Fall 2017 season

Raise $25,000 annually through sponsorships and fundraisers starting with the
Fall 2017 season
Positioning Strategy
The positioning strategy comes from the idea of the competitive nature of athletics, and
rugby in particular. SHC Rugby will be positioned in the minds of the audience as Rugby
Tough, a program that they will immediately associate as competitive, intense, and successful.
Rugby is the only sports program at Spring Hill that provides intense physical contact and
competitive entertainment that anyone can view. Rugby Tough is aimed to create a social
atmosphere at games that will encourage other students to attend and cheer on the Badgers as
they compete in this intense sport.
Rugby Tough is aimed to create more involvement from students, faculty, and members
of the community. The Rugby Tough message will achieve brand recognition in the minds of
potential recruits that will promote a program with strong support from its community. Increased
support of the students, faculty and staff, will promote more involvement of rugby alumni to
provide the financial support the program is seeking to get.
Branding Strategy
Summit Solutions is going to build the brand around the phrase Rugby Tough. Rugby
Tough places emphasis on a particular attribute specific to the sport of rugby: toughness. The
aspect of toughness will help attract new fans to the sport. Branding rugby as tough will set it
apart from other sports on campus, by focusing on the fact that rugby is the most intense and
competitive sport on campus. Emphasis on the unique on-campus life of Spring Hill College will
also help set it apart from other rugby programs.
The Rugby Tough strategy for branding Spring Hill College Rugby will create a unified
message to all parties - students, athletes, recruits, sponsors, and fans - for a long-term brand
image. Rugby Tough will be in all aspects of marketing to create a lasting impression and
establish effective communications. This campaign will bridge the gap between former, current,
and future Spring HIll College Rugby athletes. This unity of athletes will lead to Spring Hill
Rugby becoming a tradition throughout the campus and throughout the Southeastern United
States.

Measured Control (Evaluation Plan)

Summit Solutions will evaluate the success of the Rugby Tough campaign in six-month
periods by performing internal evaluations such as the following:
Internal evaluation by Admissions and Athletic Departments to determine how
many nationally-ranked high school rugby players commit to the SHC Rugby program
Internal evaluation by Athletic Department to determine if student and community
attendance and support at home games is on track to increase by 100% over the campaign
year
Internal evaluation by Athletic Department of alumni to determine if alumni
support at home games increases by 25% over the campaign year
Internal evaluation by Alumni, Finance, and Athletic Departments of sponsorships
to determine if goal of raising $25,000 annually is met by the end of the Fall 2017 season
and if alumni contribute to these sponsorships

CREATIVE PLAN

What should our communication do?

Advertising, Public Relations, and Promotions will position the SHC rugby program in
the minds of the target audiences and establish continuity of brand image that embodies a
competitive and intense sport. Furthermore, the program will be positioned as a unique program
in the minds of athletes because of the nature of SHC itself, specifically its strong academic
focus and unified student body. Communications will also call on the target markets to respond
to the strategic messages with calls to action. The creative challenge is to position the rugby
program and the College in the minds of the target audiences above the other collegiate rugby
programs and colleges in the South.
How will it do this?
Summit Solutions will provide educational material to create local and student interest in
the sport of rugby and entice them to attend games and support the team. The agency will show
how attending, sponsoring, and supporting is beneficial to all of the target markets because rugby
is a social event for the community to enjoy and bond. The agency will show how SHC is the
best option for athletics and academics.
What is the strategic idea?
The strategic idea is the concept Rugby Tough, which embodies the intensely physical
and competitive atmosphere of the sport of rugby. The concept will also draw attention to Spring
Hill College as a unique institution with desirable programs such as rugby and academics.
Summit Solutions will show how there is the aspect of toughness both on the rugby field and in
the classroom at Spring Hill College.
How will we support this idea?
The advertising and promotional materials will position the program based around the
idea that the program is the most demanding both on and off the field. It is tough in the nature
of the sport and tough in the Spring Hill College classroom as well. This will appeal to
students who are dedicated, motivated, and willing to put in work, physically and mentally.
What are the creative considerations?

SHC Rugby needs to be distinguish Spring Hill College from other universities in the
southern region and across the country. The message of Rugby Tough will encompass both
mental and physical toughness.
What are the deliverables?

Ads for print

Radio spots for WTOH (15-second and 30-second)
Television/online video for BTV (30-second)
Brochure
Design for specialty items and promotional materials for recruiting, sponsorships

and donors
Design for social media posts and landing pages (using campaign concept)
Design for promotional materials for home game attendees
Note: please see Appendix C for design and example of all work.

E-MARKETING PLAN

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Objectives
Website: Update the website seasonally with roster, statistics, and schedule.
Increase visits to website by 10% each season.
Social Media: Schedule content daily. Increase amount of followers on Facebook,
Twitter, and Instagram by 100% by the end of 2016-17 season.
E-marketing: Send emails and utilize SHC Campus Update emails to increase
attendance at home games by 100% by the end of the 2016-17 season.
Strategies
Utilize social media and e-communications to increase target markets awareness
of the SHC rugby program and the Rugby Tough brand.
Create awareness of the Rugby Tough brand by posting at least seven posts per
week on each social media platform.
Produce quality content for social media, Internet, website, and mobile site to
increase the programs online presence.
Position SHC Rugby Program as Rugby Tough by using social media, mobile
app, e-mail, and website.
Use social media analytics for research as a means to evaluate effectiveness of
posts on increasing awareness, attendance at games, support, and sponsorships.
Form guidelines and an authority for social content and accounts to prevent
grammatical errors or conflicts of interest.
Tactics
Create awareness through producing relevant content for social media such as
student athlete spotlights, game reviews, statistics, graphics, and rugby terminology.
Increase online influence by engaging with followers, potential recruits, potential
sponsors, and alumni.
Utilize guidelines and authority to ensure social content is engaging and
supportive to the brand image of Rugby Tough.
Internet
The Rugby Tough campaign will create brand recognitions on the
Internet in a number of ways. The campaign will be used in emails to the student
body, alumni, and recruits. The campaign and program information will be
promoted in weekly SHC Campus Update emails. Information on the website will

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be updated frequently. The website will also be mobile-friendly. Summit

Solutions recommend that the program takes full advantage of these media as they
are cost-effective.
Social Media
Using social media to promote the Rugby Tough campaign will set
the program above of its competitors. Social media is popular because it is
available at all hours of the day and used often, especially by the target markets.
The SHC Rugby program should use social media to communicate, promote,
research, and recruit.
Using social media as a communication tool will allow the
program to directly engage with their target audiences, especially students who
are familiar with social media. Social media will be used as a research tool to
understand the target audiences online habits. As a recruitment tool, social media
will promote the program and encourage visits and commitments to the school
and rugby program.
Note: please see Appendix C for design and example of all work.

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PUBLIC RELATIONS / PROMOTIONS PLAN

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Objectives
Recruit at least 15 nationally-ranked high school rugby players by Fall 2017.
Increase general attendance at home games by 100% by the end of the Fall 2017
season.
Increase support from alumni by 25% by the end of the Fall 2017 season.
Strategies
The Summit Solutions Team has constructed a public relations and promotions plan
featuring events and promotional items to increase the awareness of our brand image and public,
community, and national awareness. The main strategy is to persuade and inform future students,
current students, and alumni that Spring Hill College provides the best college education as well
as a strong and well-respected rugby program, especially in comparison to other small colleges
with rugby programs.
Tactics
The following are tactics and tangible items that Summit Solutions has prepared for the
Spring Hill College Rugby program to accomplish the overall goal, meet the objectives, and
fulfill strategies.
Recruiters
General recruiters for the school, who physically attend college fairs at local and national
high schools, need to be well-informed of the program so they are able to speak on behalf of the
rugby program. Also, specific rugby recruiters should target prospective students who are
interested in attending a college that offers this particular sport. These rugby recruiters should
also visit high schools to introduce and discuss potential scholarships and benefits of the program
in order for these students to be more acclimated with Spring Hill College.
Items:
The following are tangible promotional items that recruiters may bring and distribute to
current or future students, family and friends, and all other attendees of the campus rugby games.
Distributing these items at games will encourage a sense of pride in the team and the school,

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while also promoting the brand image and program. Most, if not all, items will display the SHC
rugby logo, the Rugby Tough brand image, the website URL, social media site links, etc. This is
to gain awareness and pride for the program, while cross promoting our various outlets.
The promotional materials will also be available for use to attract SHC student, faculty,
and staff, and the Mobile community, support at home games.
Furthermore, these materials can be used in sponsorship packages. SHC Rugby can
combine any of the following materials to award to sponsors and supporters at different levels of
donations.
Note: please see Appendix C for design and examples of all work.
Cups
Cups displaying the SHC Rugby logo, season schedule, and Rugby Tough brand image
will be distributed to those attendees that may need or want to use them. Due to the many
attendees that tailgate at games on campus, these cups will show support and pride for the team
and also welcome and encourage individuals to spend the day at the field and make themselves
comfortable.
Yard Signs
Yard signs will be displayed on campus for game days and throughout the season. These
signs will also be provided to the clients sponsors to display at businesses and for family and
friends to display at home. These are simply to create more brand awareness and for supports to
show pride for this program.
Stickers
Stickers displaying the team logo and programs brand image of Rugby Tough will be
distributed to attendees to show support and team spirit. These are for any attendees that wish to
wear one.
T-shirts

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T-shirts will be provided to those attending games or interested in the SHC rugby
program. These T-shirts can be used for prizes and to show appreciation and spirit to attendees,
students, family, and friends.
Brochures
Rugby recruiters will hand out brochures to attendees interested in the program upon
visits as well as send such information to interested potential students in the mail. These
brochures will carry all necessary information regarding the program. The recruiters can also
send additional promotional items to attract potential students.
Ribs n Rugby (Tailgating Fundraiser Event)
Moes BBQ and Sonic will sponsor this Saturday afternoon event prior to a rugby home
game. This event will feel much like a picnic, as food will be served, and all family, friends,
students, and community members are welcome to attend. The event will cost $7 for adults and
$3 for children to attend. There will also be live music from local bands. The team, coaches and
recruiters will be present to answer questions and give information about the program. This is a
prime opportunity to invite outsiders to campus to explore the possibilities of attending SHC and
to encourage the entire community to join in the colleges celebration of competitive yet
welcoming athletic events.
The event will be mainly self-sufficient as all food and beverages will be donated by
Moes BBQ and Sonic and music will be free. The only expenses this event will require is that of
the labor for the SHC staff to set up and take down the event. The event will be promoted on
social media, inviting students and the community, as well as with flyers around campus and the
community. Therefore, the cost of promotion will be roughly $50.00 for printing. Through raffles
and donation bins, the program will hope to raise approximately $500. With various contests for
children and families, promotional rugby team items can be given away. Depending on
attendance, this event could raise up to several hundred dollars for the program.

MEDIA PLAN

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Objectives
Achieve a reach of 75% of students, faculty, and staff for the SHC rugby program.
Achieve a frequency of no less than five (5).
Media Rationale
At a private, liberal arts college, Spring Hill College Rugby does not have a large media
advertising budget. Therefore, the media chosen must be extremely cost-effective. Summit
Solutions has developed a media plan that will deliver the strategic message and engage the
chosen target audiences. The media vehicles that Summit Solutions has chosen are designed to
save cost and maximize target reach and frequency.
Note: please see Appendix C for design and examples of all work.
Membership in the Mobile Area Chamber of Commerce
Since Spring Hill College is a member of the Mobile Area Chamber of Commerce,
Summit Solutions recommend taking advantage of their print and email publications. Also, the
agency recommend sending representatives with promotional materials to their events, as this
will hopefully increase interest and bring in sponsorships.
Internet and Social Media
The use of social media will increase the rugby programs ability to reach the target
audiences. It is a beneficial form of media advertisement because it is generally free, with the
option to pay to boost some posts for more viewership.
Facebook
The agency recommends that Facebook be one of the primary social media outlets. After
using Facebook analytics to determine the best posting time, a posting schedule can be
determined and promoted posts can be scheduled.
Recommended Schedule for Facebook:
At least once a day
Promoted post cost: $5/month = $60/year

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Publication schedule: determined by Facebook analytics

Twitter
Twitter is another popular social media outlet to quickly disseminate information to
followers, especially younger demographic audiences. Summit Solutions recommends using
Twitter to tweet facts, game statistics, promotional materials, and game advertisements.
The effectiveness of Twitter as a social media tool for the SHC Rugby program can be
traced by:
1. Tracking the number of followers
2. Tracking the number of retweets
3. Tracking the number of mentions.
Recommended Schedule for Twitter:
At least two tweets per day
Cost: $0
Publication schedule: tweet between 12 - 8 pm
Instagram
Instagram is a very popular form of communication for college students. Using the
existing SHC Rugby Instagram account to advertise the program would be advantageous to the
program by increasing awareness and sharing game and player highlight information.
Recommended Schedule for Instagram:
At least three posts per week
Cost: $0
Publication schedule: post between 12 - 5 pm
Email
The agency recommends using the bi-weekly SHC Campus Update emails to advertise
upcoming games and to promote campus attendance at these games. Email is advantageous to
advertisement because it is quick and can reach a large scope of people. Also, students can easily
read emails, such as the Campus Update, on their mobile devices.

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Recommended Schedule for Email:

Include content in two emails per week, according to the SHC Campus Update schedule
Cost: $0
Badger TV (BTV)
Videos created by Summit Solutions should be advertised on BTV, Spring Hills network
of visual communications. BTV is an extremely effective form of communication to students
because it airs bi-monthly in the Student Center during common hour on Thursdays.
Recommended Schedule for BTV:
Bi-monthly segments in BTV production
Cost: $0
YouTube
Videos created by Summit Solutions should also be uploaded on the Spring Hill College
Rugby YouTube channel. Links to the channel should then be advertised on social media and
print communications.
Recommended Schedule for YouTube:
Videos uploaded as available
Cost: $0

Print Ads
The agency recommends using print publications in the campaign as well. This will reach
older demographics who may not be as active on digital communication methods but who may
be potential sponsors.
Recommended Schedule for Print Ads:
Lagniappe
Once weekly print ads for 52 weeks

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Size and description: page, black and white

Cost: $230
SpringHillian
Bi-monthly print ads during academic year
Size and description: page, black and white
Cost: $80 per semester = $160 total
Radio
Summit Solutions recommends airing 15 and 30 second radio advertisements on Spring
Hill Colleges Top of the Hill radio program.
Recommended Schedule for Radio:
One advertisement spot per monthly airing of radio show
Description: alternate between 15 and 30 second ads each month
Cost: $0

Figure 1: Media Schedule Flow Chart

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Figure 2: Media Budget

APPENDIX A

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References
Dawson, P. (2007). How to play Rugby. Retrieved November 30, 2015, from
http://www.rugbyhow.com/how-to-play-rugby.html
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basic rules on how to play

explained terminology so the team could get familiar with phrases and aspects of

the sport
Dunning, E., & Sheard, K. (2005). Barbarians, gentlemen and players: A sociological study of
the development of rugby football. Psychology Press.
-

skimmed this source occasionally to get an idea of the background of the sport of

rugby and its emphasis on tradition

Gaille, B. (2013, September 29). 55 Good Rugby Team Slogans for T-Shirts. Retrieved
November 30, 2015, from http://brandongaille.com/55-good-rugby-team-slogans-fortshirts/
-

began the brainstorm with previous research

gave good starting point to work from

Harding, E. (2015, October 29). Most private school girls now play rugby: Survey of
head teachers finds 60% have pupils who play the sport regularly. Retrieved December 1,
2015, from http://www.dailymail.co.uk/news/article-3296111/Most-private-school-girlsplay-rugby-Survey-head-teachers-finds-60-pupils-play-sport-regularly.html
-

used this source as information to prove that the sport of rugby is catching

popularity among females as well as males

Just How Dangerous is Rugby? (2012, July 4). Retrieved December 1, 2015, from
http://visual.ly/just-how-dangerous-rugby
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statistics on the dangerous sport of rugby

can be used in graphics or ads

Simple Guide to Rugby. (2015). Retrieved December 1, 2015, from

http://www.rugby.com.au/tryrugby/Playing/RugbyExplained/SimpleGuidetoRugby.aspx
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very simple overview of the game objectives

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used this to refresh our knowledge while working

Spring Hill College Rugby Club. (2012). Retrieved November 30, 2015, from
https://www.facebook.com/SpringHillCollegeRugbyClub?fref=ts
-

gave background information on the current status of the Facebook page

Spring Hill Rugby. (2012, December 1). Retrieved November 30, 2015, from
https://twitter.com/SHCbadgersrugby
-

provided information on the current status of the Twitter page

The Official Website of Spring Hill College Athletics Badgers. (n.d.). Retrieved
November 30, 2015, from http://www.shcbadgers.com/index.aspx?path=cmrugby&
-

provided information on the mens rugby team in particular

The Official Website of Spring Hill College Athletics Badgers. (n.d.). Retrieved
November 30, 2015, from http://www.shcbadgers.com/index.aspx?path=cwrugby&
-

information on the womens rugby team

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APPENDIX B

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Tasks performed:
The Summit Solutions team worked equally in the creation of this IMC Plan. We all
contributed to the concepts, the branding, the written plan, the comp creation, and the
presentation. We worked together well to present this comprehensive plan for SHC Rugby.
Specific duties are detailed below.
Elizabeth Briggs
Elizabeth worked mainly on the written plan, focusing on the the Creative Plan and the
Media Plan, the wording of specific sections, and editing of the document. Elizabeth also wrote
copy for social media posts and designed the video ad storyboard. Elizabeth also contributed to
the concept of Rugby Tough and the brainstorming of specialty items.
Kristen Meyer
Kristen focused mainly on the creation of the Public Relations Plan, writing the majority
of this section. She designed the Facebook, Instagram and Twitter pages, as well. Kristen also
wrote copy for one of the WTOH radio segments. The event, promotional items and presentation
slideshow was also contributed by Kristen.
Grant Quinlan
Grants focus was on creating a design for the Summit Solutions logo, Rugby cup, and
yard signs. He also created the powerpoint with the help of the beautiful Kristen Meyer. Grant
also came up with the unique ads to be submitted to the Springhillian and contributed to the
concepts for positioning & branding strategies.
Brian Solliday
For the plan, Brian was part of the collaboration of the Rugby Tough Concept. Also,
Brian worked on designs for the stickers and tshirt. Brian also worked on the design for the
brochure as well as the copy for the 30 second radio ad. Lastly Brian worked with Elizabeth to
put together the appendix B document.

APPENDIX C

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