The document discusses marketing strategies for hosting a US Women's National Soccer Team game against England at Doak Campbell Stadium in Tallahassee, Florida. It identifies targeting female soccer fans ages 18-34 and 35-45 as key to attracting an audience. Leveraging partnerships with local soccer organizations and an MLS team in Orlando will help promote the event. Pricing tickets fairly while boosting concessions and merchandise sales could help fill the 82,000 seat stadium and make the event financially successful. The goal is to capitalize on the rivalry between the US and England to create a historic sold-out soccer match at the football stadium.

1. DOAK CREATIVE ENTERPRISES:
UNITED STATES WOMEN’S
NATIONAL SOCCER TEAM

2. INTRODUCTION
• Doak Creative Enterprises
• Event: USWNT Soccer vs. England
• When: Sunday July 6, 2015 @ 6:00 pm
• Marketing Challenges?
• Is there a market for soccer in Tallahassee?
• How do we attract fans with students away for the
summer?
• What is a fair pricing structure for an event people
might be unfamiliar with?
• How can we incorporate FSU Athletics to help boost
the publicity and recognition of this event?
• How do we sell out an 82,000 seat stadium?

3. STRENGTHS
• Historic Stadium
• Doak can create feelings of
nostalgia
• Showcasing a unique and
high-profile game between
two rivals
• We, as a team, have a great
deal of knowledge of the
surrounding area,
businesses, and various
other publics
• An already popular FSU
women’s soccer team to
align with

4. WEAKNESSES
• Our lack of experience in the field
of women’s soccer
• Doak Campbell has never hosted
an international soccer match
• Is there a soccer market in
Florida?
• No US players local to the
Tallahassee or North Florida
markets

5. OPPORTUNITIES
• Summer C Freshmen: New semester
means an influx of incoming freshmen on
campus and can boost attendance
• Fan Support: The American Outlaws, a
large fan group, travel in large numbers to
support USWNT. We are hoping this will
attract other soccer-oriented fan groups.
• New MLS Team: Orlando City SC Lions, a
new MLS team just 4 hours away, can be
used as a cross-promotion tool. Their
venue is within a relatively close proximity
to the Tallahassee area.
• Parking: Large parking lots line the
outskirts of Doak. This provides an
opportunity for tailgating prior to the game.

6. THREATS
• Filling the Stadium: Largest crowd is about 80,000 at 2012 Olympics.
Doak holds 82,300. Big challenge considering Tallahassee is not a large
metro area.
• Flights: Very few direct flights to area. Also, cost is very prohibitive to
fly for average fan.
• Distance: Tallahassee is several hours away from closest major cities
(ATL, JAX, Orlando, New Orleans).
• Other matches: Two other matches are scheduled for mid-June in
Canada. Fans from other parts of country may travel to other matches.
• Summer in a college town: Many current students are away working or
at home.
• Football City: Tallahassee sport market share is dominated by FSU
football, making a lack of interest in soccer a possibility.
• Traffic Woes: Terrible post-game traffic and lack of efficient public
transportation. Lack of familiarity with city worse for tourists.

7. MARKET SEGMENTATION
• Demographics: Females 18-34, 35-45
• 1999 7.3M females ages 6 or older participated in soccer
• 2001 47.2% of MLS fans were women
• Conclusions: Women are an important demographic that can
mean the difference between a sellout or empty seats; families
with children (particularly girls who play soccer) will also be a
key audience
• Behavioral: those who participate in local Tallahassee soccer
recreation leagues (kids and adults), those who watch the MLS
(on TV and through the MLS’s streaming service), those who
“like” or “tweet” soccer-related pages on social media
• “Women might be a fan of women’s sports to promote women”
(Women’s Pro. Soccer League)

8. MARKET SEGMENTATION, CONT’D…
• Psychographic: Young adults (particularly females) with an
interest in soccer
• Motive to help advance the women’s soccer movement
• Motive to gain recognition for the USWNT equal to that of the
USMNT
• Appealing to parents who are supporting their daughter’s
participation in youth soccer

9. MARKETING MIX: PRODUCT
• We are selling a service (US v.
England Women’s Soccer)
• Why we are unique?
• The first ever international soccer
match in a football stadium
• Niche market: women’s soccer fans
• Historic rivalry
• We are also selling a product
• Merchandise
• Concessions
• Tickets
• Broadcast rights
• Positioning
• Through FIFA’s worldwide
recognition of name and brand
• The soccer fans of America

10. MARKETING MIX: PLACE
• Location: Doak Campbell Stadium
• Expected crowd: 80,000
• Aim: Draw the 2nd largest crowd ever to watch the US
National Team
• (Rose Bowl 1999: 90,185 in attendance)
• Seating options will include general admission as well as
exclusive club suites
• Playing an international soccer friendly in one of the nation’s
well-known college football stadiums is a spectacle that doesn’t
come around often
• The soccer match is a spectacle in itself, and when
intertwined with Doak’s outstanding reputation, we expect
an event the public holds in high regard

11. MARKETING MIX: PRICE
• The rivalry between the US (2nd) and England (6th), we expect
the notoriety of this matchup to directly affect ticket pricing
• Dynamic pricing: factors that will have an effect on pricing:
• consumer demand
• seat location
• climate conditions
• Price comparison: USA vs. New Zealand (Busch Stadium – St.
Louis, MO)
• Prices ranging from $50 to $400
• Main Demographic: Females
• economically sound pricing model

12. MARKETING MIX: PROMOTION & PUBLIC
RELATIONS
• Sponsorship: Women’s National Team’s Sponsors
(ESPN W, Women’s Sport Foundation), Tallahassee
Soccer Association, Dick’s Sporting Goods
• Ways to advertise:
• print advertisements in local and campus
newspaper
• flyers in local businesses and around FSU’s
campus
• word-of-mouth
• The historic rivalry between the two nations, in
addition to stirring feelings of nationalistic pride, will
be a main focus
• Raffle event intertwined with the purchase of a ticket
• 25 winners invited to “Meet & Greet” scheduled
with the coaching staff and athletes of the team
prior to the game
• Avoid cheap advertising

13. OVERVIEW OF THE BRAND – BRAND EQUITY
RESULTS
U.S. WOMEN’S NATIONAL TEAM
Team success 5.67
Brand mark 5.39
Organizational attributes 5.13
Team history 5.06
Commitment 4.87
Team play 4.18
Rivalry 3.32
Non-player personnel 2.69
Social interaction 2.62
Concessions 2.48
Stadium community 2.24
Brand Associations 3.97
Brand Awareness 5.17
Brand Equity 4.57

14. BRAND EQUITY ANALYSIS
• What We Like:
• Team Success = 5.67/7.00
• Brand Mark = 5.39/7.0
• Brand Awareness = 5.17/7.00
• TOTAL BRAND EQUITY =
4.57
•According to these results:
•The USA Soccer Brand is well
recognized
•The success of the Women’s
team is noticed
•People are aware of the US
team’s presence and success
•Where we need to improve:
•What organizations are associated with
our brand?
•Who are our coaches, trainers,
organizers, etc…?
•Are there supporters clubs?
•i.e. same as the men or different

15. SPONSORSHIPS & PARTNERSHIPS
Existing
• ESPN W
• Women’s Sport
Foundation
• Publix
• SunTrust Bank
• AT&T
• Anheuser-Busch
• Nike
Potential
• Tallahassee Soccer
Foundation
• Dick’s Sporting
Goods
• Chil-fil-A
• Starbucks
• Orlando City SC
• North American
Soccer League

16. HOW WILL WE USE OUR SPONSORS?
• Existing sponsors such as IMG College (affiliated with Doak Campbell
Stadium) and AT&T (affiliated with US Soccer) can help to spread word of
our event nationwide
• Orlando City SC provides a unique opportunity:
• Cross-Promotion between Orlando City games and the upcoming
women’s soccer game in Tallahassee
• Reach a wider range of soccer fanatics
• Offer incentives to attend the women’s game (i.e. half price for Orlando
City tickets or food vouchers)
• The North American Soccer League
• Another opportunity for cross-promotion with the Ft. Lauderdale Strikers
• Possibility for ambush marketing (i.e. promote at FTL events)

17. CONCLUSION
• The female demographic of ages 18-34 and 35-45 will be key to bringing
fans to our event
• This demographic includes college students as well as single women
and women with families
• Using the prestige of the surrounding Tallahassee area will be a key asset
to our marketing efforts
• Sponsorships, as well as our positioning efforts with FIFA, will help to
create nationwide recognition and ignite the passions of fans within the
Tallahassee-North Florida area
• We will keep pricing fair for the event, while also trying to leverage our
concessions/merchandise sales once people are in the stadium
• Aim: Sell out our arena by drawing fans to the historic soccer match
between the US v. England