Promotion
Existing Communications
FC Calgary Foothills PDL has its own website that provides links to other forms of communications including: promotional posters, twitter, Facebook and Instagram (See Appendix). The website is easy to navigate; however it is rather difficult to find the url. Consequently, the communications are inaccessible therefore the general public’s awareness of the match experience is limited. The target audience reached by the website is FC Foothills members and others who are involved in the amateur soccer community. The main objective of the website is to inform of upcoming games and to encourage trial by having links for ticket purchases.
The website itself fulfills a rational appeal to inform customers but it provides
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Foothills has traditionally been recognized for its junior teams, however there is limited information regarding the new PDL team (Foothills, 2014). With increasing awareness the desire to learn more about matches will increase, therefore information must become more accessible.
Trial
Ultimately the objective of the IMC plan is to encourage the target market to experience the match. Communications that display the benefits of the match experience to the segment will help encourage trial. Additionally, two-way communications must be in place providing customers with a channel to purchase tickets.
Communications Strategies
Asymmetrical
The campaign is designed to create awareness and support for Calgary Cavalry in their 2015 inaugural season. This campaign should focus on communicating the benefits of the match experience. This experience revolves around community, family and culture. An asymmetrical marketing tactic is the most appropriate way to accomplish this. Calgary Cavalry should stress the social benefits of the match experience so that customers are still compelled to purchase match tickets despite how well or poorly the team
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Due to the segment’s expectation of intimate customer relations, it is important that they feel that they are valued by the organization. Calgary Cavalry should actively request and carefully consider fan feedback. Additionally, it is essential for sports fans to feel as though they are a part of a community, as many fans attend sporting events for the social experience (King, 2014). Moreover, two-way communication provides customers with the channel to obtain tickets to the product. Therefore, it is important that the team maintain two-way communication with the customers via public appearances and social media pages.
One-way Communication
One-way communication is an important tactic for Calgary Cavalry to adopt in its IMC plan. While two-way communication gains the segment’s trust and offers a channel for feedback, one-way communication is the best way to reach a large audience. Calgary Cavalry should incorporate a balanced mixture of two-way and one-way communication into the communications mix to ensure both customer satisfaction and mass exposure.