Western Athletics: Marketing Plan

The promotional plan is focused on targeting students in residence. By offering better meal deals than concession stands at other sporting events in London, this will give competitive advantage for Western Athletics over local sporting events. As charitable events build positive impression towards Western Athletics, this will make Western Athletics to be recognized by the community and students. With active interaction with students, Western Athletics will lead more students to be engaged with sporting events. After a thorough analysis, Western Mustang App would not be a good idea as there can be students fake the location, and club night would become impractical even if it becomes successful.
Marketing Challenge
Merlin Morton, a manger of sponsor acquisition

It successfully attracted families with its marketing scheme, including lower admission fees, group discounts and children’s activities during the home games.
Operations
Western Athletics marketing department operates by part-time students. Through Western’s work study program, student employees, employees of Western Athletics marketing department are from various university disciplines. With many events at various places from residences to London city events, Western Athletics successfully attracted families.
Human Resources
Many employees were likely to leave the marketing department in a short period of time. The major reason for these students leaving the marketing department is due to the difficulties in balancing academic matters and work hours. Morton found difficulties in maintaining staff who are passionate about organizing events. This pattern of turnover may lead to significant loss in its effectiveness and efficiency. Offering more flexible work hours would help to alleviate the staff’s difficulties with balancing their academics and work.
Industry