COMMUNICATION

PLAN

Name:
Nishan Amrute
Hardik Bansal
Chetan Gathe
Kedar Panditrao
Akshay Prabhakar
Varsha Singh

Roll No:
756
763
773
791
797
805

Arjuna Football Academy

WE MAKE CHAMPIONS

Facilities at Arjuna
Football Academy

Use of Mnemonic Devices

Never miss your goal

MISSION STATEMENT

Aspire to provide quality training, development and

education for the benefit of the individual, the football
academy and the sport as a whole

Our Logo

Management and
Staf

Executives

PR

Investor Relations

Web

Advertising

Marketing

Mission
To provide

an environment where young players can

express themselves and enjoy their football development.

Provide

a model pathway for learning and development

of youth players.

To maximize

the potential of talented individuals and

convert them into world class international players.

Develop

players as responsible people with an

awareness of their responsibilities to each other with
mutual respect for others.

Cont.

Develop and teach the young players to understand

the benefits to be gained in a healthy lifestyle, diet, drug
awareness, education and codes of conduct.

To develop relationships with parents, schools and other

professional organizations that is concerned with the needs
of young players individually and collectively.

To be financially self sufficient.

To develop and improve our facilities and equipment.

Communications tools of
AFA
1)Outreach Using Internet

As Internet is powerful and rapidly expanding medium of

communication, AFA used it very efficiently.

Made advertisements on social networking websites.

for e.g. Made a Facebook page of AFA

Costs per person reach decreased.

It offered the possibility of interacting with audiences and learning

more about them (through on-line questionnaires, forums and email).

The feedback on internet is quick, hence it helped to keep

campaigns fresh and interesting.

2)Outreach Using Spokespersons / Celebrities / Brand

Ambassador

Celebrities are the most sought after spokespersons. Instant

recognition attracts the attention of the target audience and
makes whatever they are promoting more visible

Appeal to the target audience

Personal interest, knowledge, and experience in the issue.

Commitment to the campaign.

Other sponsorship commitments.

Potential risks.

Celebrity Brand Ambassadors

of AFA

Mumbais local football icon-Steven Dias

King Of Bollywood - Shahrukh Khan

Indian Football Team CaptainSunil Chhetri

Communication through
Media

There are many advantages offered by printed publications

which make them one of the most used communications tools in outreach
campaigns.

Publications can reach large audiences with more targeted, technical and
detailed information than that which can be communicated through press
releases advertisements.

Publications are handy educational tools that remain with the target
audience for future reference and consultation.

An obvious disadvantage of publications is the cost related to their mailing

and printing.

Perhaps a more important disadvantage for publications is that they are

only as effective as their distribution. Appropriate mailing lists and
distribution at special events and key locations are essential to the

Communication of AFA
through Media

Newsletters

Press releases

Speeches

Presentation

Promotional
Campaign

Print and Outdoor Media

- Advertising through regional news papers.
- Advertising through hoardings.

Color
advertisement rate
Cost of
Regional Daily
(Rs. per sq. cm) Area (sqcm) advertisement
Mahrashtra Times
295
400
118000
Nav Bharat Times
120
600
72000
Loksatha
275
400
110000
Lokmat
290
400
116000
Total expenses (Rs)
416000

No. of billboards

Cost basis per

hoarding

Cost impact

75000

3750000

Radio

Hindi & Regional teasers

Time slots: jingle each in the morning slot (9-11am), afternoon slot
(12-3pm) and prime time slot (8:00-9:00pm)

The campaign ran for 4months.

6 days were chosen from a period of 10 days. This was done thrice
every month.

Total teaser campaigns = 6*3*3= 54

Average cost basis= Rs 3750 per 10sec link

Total expenditure for radio campaign = Rs 8,10,000

Visual
Communication

Billboards

Posters

Banners

Streamers

Festoons

Arjuna Football
Academy
WE MAKE CHAMPIONS
Web-www.arjunafa.org

ACTIVITY CALENDAR FEBRUARY 13

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

1
School
Promotion

2
Training
session of
Level 1

3
Intra Football
matches

4
Training
session of
Level 2

5
Meeting with
Media
Partners

6
Training
session of
Level 3

7
Meeting with
Company
partners

10
Intra Football
matches

11

12
Celebrity visit
to Academy

13
Sponsors for
the
Sydenham
college
Sports day

14
Sponsors for
the
Sydenham
college
Sports day

15

16
Meeting with
Parents

17
Football
Tournament

18
Meeting with
Media
partners

19

20
Speech by
Mr.Panditrao
at Jai Hind
College

21

22
Meeting with
all staff

23
All players
meet with
famous player

24
Football
Finals with
Chief guest

25

26

27
Celebrity visit
to Academy

28
End of month
Awards for
best players

COMPETITORS

BUDGET &
ALLOCATION
Monthly

Fees:- Fees for U12s - 1700/- (53 students)

- Fees for U 14s- 2000/- (61 students)
- Fees for Level II and III- 2400/- (45 students)
Total

Income through fees:- 3,20,000 approx.

Salaries

expenditure:- 1,20,000 approx.

Most of the schools are encouraging football; so they dont charge us for
our visit.

Our coaches work at different academies so they do not charge us more.

We have the support of Manchester City FC of England and our football

merchandise sponsor Puma.

By establishing good media relations the cost of press releases,

newsletters, etc could be minimized.

After early struggle AFA has managed to hold off competition with big
academies.

Because of proper communication plan of the company all the capital

expenditure is recovered after just 3 years.

As football is growing in this country AFA wants to start further academies in

Pune , Kolhapur, Ahemadabad, etc.

Conclusion

A Communication Plan relates the a companys brand,

image, mission, values, and goals to all employees.

It helps the company to reach out to its audience in the best

possible way.

It helps maintain culture within the company.

It facilitates flow of information & fuels innovation.