Global Spectrum Marketing Plan for WWE Live Event

Table of Contents

Executive Summary ........ 2 - 3 Situational Analysis .................. 3 SWOT Analysis ............ 4 Audiences ....... 4 Objectives .............. 5 Key Messages ........ 5 Themes ............ 5 Strategies ........ 5 Tactics .... 6 - 9 Evaluation ........... 9 - 13

Executive Summary

Situational Analysis: Global Spectrum would like to promote and raise awareness about the upcoming WWE LIVE event.

SWOT Analysis Strengths: global market, established networks, large target audiences Opportunities: new products and services, growing demand, new markets and acquisitions Weaknesses: competitive market, large costs to run facilities and hire large number of staff Threats: rising competition, global economy, government regulations, price changes

Objectives: 1. Achieve event popularity of WWE LIVE event among consumers with ticket sales exceeding 70 percent by June 14, 2014. 2. Increase brand awareness of Global Spectrum among consumers by 10 percent by June 14, 2014.

Key Message/Theme: Global Spectrum caters to consumers needs through creating experiences that are truly unique and memorable, including WWE LIVE hosted by FirstOntario Centre.

Audiences: Consumers (males 15+), Employees, Management, Investors, Shareholders, Stakeholders, Media, Wrestling Organizations, Gyms, Competitors, Entertainment Industry, Sports Industry

Strategies and Tactics 1. Utilize media relations to assist in promotion of WWE LIVE event. Tactics: Media Kit, Media Conference & Radio and TV Commercials 2. Promote awareness of WWE LIVE event through social media in a variety of interactive ways. Tactics: Facebook, Twitter & Youtube 3. Use advertising print materials to increase awareness and audience excitement for WWE LIVE event. Tactics: Posters, Magazine Ads & Postcards

Evaluation: This plan will be evaluated based on whether Global Spectrum was successful in meeting their objectives and creating event excitement. Through various evaluation questions and tools, Global Spectrum will be able to reflect back on the strategies and tactics implemented to promote the WWE LIVE event in order to generate overall feedback and to see how successful this promotional campaign was.

Situational Analysis
Global Spectrum would like to promote and raise awareness about the upcoming WWE LIVE event in order to exceed ticket sales by 70 percent by the day of the event. In order to complete this overall goal, Global Spectrum is in need of a marketing plan in order to help guide employees and management towards a plan of action. This marketing plan will help implement promotion strategies and tactics including use of media relations, advertising and social media, in order to successfully advertise the WWE LIVE event.

SWOT Analysis of Global Spectrum

Strengths International market Skilled workforce Existing distribution, sales and business networks Owner of a variety of facilities around the world Variety of target audiences Weaknesses Competitive market Costs to run facilities and hire large number of staff Worries about possibly becoming too large to handle

Opportunities New products and services Growing demand Growth rates and profitability Global demand Growing economy New markets New acquisitions Expanding target audiences

Threats Rising competition Global economy Price changes Unexpected issues/crises Government regulations External business risks

Audiences

Consumers (males 15+) Employees Management Investors Shareholders Stakeholders

Media Wrestling Organizations Gyms Competitors Entertainment Industry Sports Industry

Objectives
1. Achieve product popularity of WWE LIVE event among consumers with ticket sales exceeding 70 percent by June 14, 2014. 2. Increase brand awareness of Global Spectrum among consumers by 10 percent by June 14, 2014.

Key Messages
1. Global Spectrum recognizes that no two venues or markets are identical, therefore we dont subscribe to a one-size-fits-all management philosophy. 2. Global Spectrum caters to consumers needs through creating experiences that are truly unique and memorable. 3. FirstOntario Centre is one of North Americas premier entertainment venues, housing a variety of spectacular concerts and sporting events each year.

Themes
1. Are you ready? 2. Get ready for some live wrestling action coming your way! 3. FirstOntario Centre brings you quality entertainment through WWE LIVE!

Strategies
1. Utilize media relations to assist in promotion of WWE LIVE event. 2. Promote awareness of WWE LIVE event through social media in a variety of interactive ways. 3. Use advertising print materials to increase awareness and audience excitement for WWE LIVE event.

Tactics
Strategy #1: Utilize media relations to assist in promotion of WWE LIVE event. Tactic 1: Media Kit Media kits will be utilized to generate media coverage of Global Spectrum and the WWE LIVE event to various media outlets. Media kits can be distributed to several news outlets including press, radio and television to educate audiences on the upcoming WWE LIVE event, Global Spectrum facilities and (in the case of the media conference) background on the key-note speaker. A media release will be included, with further event details including where and when to purchase tickets. This tactic can also achieve possible follow up through interviews or write-ups to help enhance sales and excitement of the WWE LIVE event. Tactic 2: Media Conference A media conference can be held as another avenue to promote the WWE LIVE event. This allows reporters an opportunity to find out more information about the event and to ask their own questions. Media kits can be distributed to all attending media outlets in order to give them some background information on Global Spectrum, FirstOntario Centre, and the key-note speaker at the media conference. Tactic 3: Radio & TV Commercials Radio and television commercials provide Global Spectrum an opportunity to expand outside of the press and into other target audiences. Each commercial will be 30 seconds long and will provide information to the general public promoting the WWE LIVE event. These commercials could also include Global Spectrums key messages and themes.

Media relations aids in helping Global Spectrum promote the WWE LIVE event to several news outlets in order to increase overall brand awareness and maximize ticket sales for the event.

Strategy #2: Promote awareness of WWE LIVE event through social media in a variety of interactive ways. Tactic 1: Facebook Global Spectrum can expand their presence further on Facebook and further promote their brand and the WWE LIVE event by making interesting posts and engaging with consumers one-on-one. Its important to post regular and up-todate information regarding the WWE LIVE event including information about ticket prices, when tickets go on sale, etc. Consumer engagement and promotion of the event can be further utilized through contests to win tickets or WWE swag through Global Spectrums Facebook page. Tactic 2: Twitter Similar to the first tactic, Global Spectrum can further expand their presence through their Twitter account while promoting the WWE LIVE event. Global Spectrum would like to encourage feedback from consumers and have positive interactions through tweeting and retweeting. Its important to post regular and up-to-date information regarding the WWE LIVE event including information about ticket prices, when tickets go on sale, etc. Consumer engagement and promotion of the event can be further utilized through contests to win tickets or WWE swag through Global Spectrums Twitter account. Tactic 3: YouTube Global Spectrum can utilize their YouTube channel through hosting promotion and contest videos for the WWE LIVE event. Promotion videos can contain clips of past WWE LIVE events, showing engaging visuals to catch consumer attention, as well as being informative about purchasing tickets for the event. Contest videos can have staff asking questions or trying to engage viewers to participate, with prizes being event tickets or WWE swag. Other possible videos can contain interviews with WWE wrestlers, facts or history about WWE and its wrestlers, and fun videos involving the staff of Global Spectrum to help promote this event. Consumers can also suggest video ideas in the comment section of the YouTube video.

The use of social media is great way to evaluate how Global Spectrum is engaging with their audience and increasing overall brand awareness through views, likes, shares, comments, retweets, etc.

Strategy #3: Use advertising print materials to increase awareness and audience excitement for WWE LIVE event. Tactic 1: Posters Different sizes of posters can be made in order to help promote the WWE LIVE event. The poster will contain the most important details about the event including location, date and time, ticket prices, where tickets are sold, etc. Large posters can be hung in bathrooms and lobbies of Global Spectrum facilities and smaller posters can be given out at various events beforehand or to the FirstOntario Centre box office to be given to consumers when they purchase tickets for any event before the WWE LIVE event. Electronic copies of the posters could be further utilized to promote the WWE event through subscribers email address. Tactic 2: Magazine Ads Promotion can be offered through the use of ad space in magazines such as locally based (Hamilton), sports, entertainment and fitness magazines. The ad should contain the most important details about the WWE LIVE event including location, date and time, ticket prices, where tickets are sold, etc. The magazine ads can also include interactive features such as a barcode for phones to scan and promotional codes which can be entered online for early access to the event ticket presale. The ad can also include information about possible contests ideas, which if a promo code is included, consumers who see this ad will have a special chance to win prizes including event tickets and WWE swag. Tactic 3: Postcards An event postcard allows Global Spectrum easy access to a promotional method that is easy to distribute and share with the general public through hard copy form. The post card will contain the most important details about the event including location, date and time, ticket prices, where tickets are sold, etc. Postcards can be given out at various events beforehand or to the FirstOntario Centre box office to be given to consumers when they purchase

tickets for any event before the WWE LIVE event. Electronic copies of the postcard could be further utilized to promote the WWE event through subscribers email address.

The use of advertising print materials aids in helping increase awareness and excitement with visual appeals and information that satisfies consumers visual needs and makes them want to purchase tickets for the WWE LIVE event.

Evaluation
This plan will ultimately be evaluated based on whether Global Spectrum meets the following communications objectives, with increased sales being the most significant accomplishment: 1. Achieve product popularity of WWE LIVE event among consumers with ticket sales exceeding 70 percent by June 14, 2014. 2. Increase brand awareness of Global Spectrum among consumers by 10 percent by June 14, 2014. To further evaluate, Global Spectrum must ask: Was Global Spectrums promotion of WWE LIVE event adequately planned? Did Global Spectrum reach targeted audiences? What unforeseen circumstances affected the success of ticket sales for WWE LIVE? Did the WWE LIVE event receive enough media exposure? Did Global Spectrum use the most appropriate tactics to promote the WWE LIVE event?

Strategy #1: Media Relations Tactic 1: Media Kit will be determined to evaluate: How many and which media outlets will run the story? Where will the placement of the story be located in the newspaper?

What television or radio station will run the story? What channel? Will the release be correctly quoted? What will the tone of coverage be? Will there be positive or negative comments towards the piece? Will all media kits made be distributed to all possible outlets?

Evaluation Tool: Media Relation Points (MRP) will be used to measure any editorial print and broadcast coverage regarding the news piece that various media outlets run. MRP analyze the editorial coverage to determine the tone of coverage to be positive or negative, how the story reached various audiences and the cost-per-contact. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Tactic 2: Media Conference will be determined to evaluate: How many media outlets attended the media conference? Were all the media kits taken by reporters? What was the tone of the conference? Was there positive or negative feedback or questions asked? Were all key messages announced at the conference? Was key message support shown through answers? Were all media questions answered? Were there any no comments or similar responses from the key-note speaker?

Evaluation Tool: Surveys and online polls can be used to evaluate overall feedback from reporters on whether this media conference was successful or not. Additional comments provided will allow Global Spectrum to see whether overall feedback on the conference was positive or negative. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Tactic 3: Radio & TV Commercials will be determined to evaluate: How many and which television and radio stations ran the commercial? How many people were exposed to these commercials? How often did these commercials air? What time of day? Did these commercials help to increase ticket sales overall? Was the whole commercial used? Did the commercial promote the WWE LIVE event positively? Was general feedback from general public overall positive?

Evaluation Tool: Data retrieval and analysis can be used to determine how the public will react to the message presented and how many media impressions were made to determine the number of people who were exposed to the commercials. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Strategy #2: Social Media Tactic 1: Facebook will be determined to evaluate: Was Facebook promotion successful in engaging consumers and promoting the WWE LIVE event? Was the response positive or negative? Did Facebook promotion lead to more ticket sales? Was overall brand awareness increased leading to more fans, shares, viewers and comments? Were Facebook contests successful in promoting the WWE LIVE event? Were overall comments and feedback from consumers positive or negative?

Evaluation Tool: Use of Goggle analytics and Facebook page analytics to measure hits, likes, and comments to evaluate the tone of comments. Online polls posted through Facebook can also be utilized in order to determine whether consumer feedback is positive or negative. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Tactic 2: Twitter will be determined to evaluate: Was Twitter promotion successful in engaging consumers and promoting the WWE LIVE event? Was the response positive or negative? Did Twitter promotion lead to more ticket sales? Was overall brand awareness increased leading to more followers, retweets, favourites, viewers and comments? Were Twitter contests successful in promoting the WWE LIVE event? Were overall comments and feedback from consumers positive or negative?

Evaluation Tool: Use of Goggle analytics and TweetBeep to measure retweets, favourites, and comments to evaluate the tone of comments. Online polls posted through Twitter can also be utilized in order to determine whether consumer feedback is positive or negative. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Tactic 3: YouTube will be determined to evaluate: Was YouTube promotion successful in engaging consumers and promoting the WWE LIVE event? Was the response positive or negative? Did YouTube promotion lead to more ticket sales? Was overall brand awareness increased leading to more subscribers, likes, favourites, shares, viewers and comments? Were YouTube contests successful in promoting the WWE LIVE event? Were overall comments and feedback from consumers positive or negative?

Evaluation Tool: Use of YouTube analytics to measure likes, favourites, and comments to evaluate the tone of comments. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public.

Strategy #3: Advertising Print Materials Tactic 1: Posters will be evaluated to determine: Will posters be located in high traffic areas where consumers can see them? How many posters will be given out at events? How many will be given out by the FirstOntario Centre box office? Did posters help influence with increasing ticket sales? Is the poster informative and easy to read? Is the poster appealing to the eyes to create visual interest? Does the poster catch consumers eyes?

Evaluation Tool: Surveys can be used to evaluate overall consumer feedback and whether the posters were effective in the promotion campaign. Additional

comments should be included in order to engage whether overall consumer feedback was positive or negative and if this promotional method was successful overall. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Tactic 2: Magazine Ads will be evaluated to determine: Where will the ad be placed in the magazine? What magazines will publish the ad? Will consumers be more likely to buy tickets after seeing the magazine ad? Were ticket sale increases influenced by the magazine ad? Did certain magazines attract more attention from consumers leading to an increase in ticket sales? Which magazines will this ad get more exposure? Is the ad informative and easy to read? Will visual be enough to increase awareness of WWE LIVE event?

Evaluation Tool: Press clippings can be used to evaluate where our magazine ads were included, in what magazines and where in the magazine the ads were located. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public. Tactic 3: Post Cards will be evaluated to determine: How many post cards will be given out at events? How many will be given out by the FirstOntario Centre box office? Did post cards help influence with increasing ticket sales? Is the post card informative and easy to read? Is the post card appealing to the eyes to create visual interest? Does the post card catch consumers eyes?

Evaluation Tool: Online polls can be used can be used to evaluate overall consumer feedback and whether the postcards were effective in the promotion campaign. Additional comments should be included in order to engage whether overall consumer feedback was positive or negative and if this promotional method was successful overall. This evaluation tool will meet the objective of raising awareness about the WWE LIVE event, and will hopefully lead to the success of the second objective by encouraging ticket sales within the general public.