3. Griggs 2
Mission Statement
One of the most important decisions you will face as a professional is choosing your business
representative. Because it’s your efforts and your earnings, you must choose someone whom you
can trust. You must make your choice based on who the people are and what their efforts will do for
you and your family.
Our mission is to provide extraordinary personal service to our clients. We are changing the culture
of the way agents sign players. Our program allows us to assist the athlete with selecting the agent
that best fits his or her needs. Our success is measured in the achievement of our clients’ objectives,
satisfaction and trust. We’re available twenty-four hours a day, seven days a week to help our clients
manage the details and concerns of their everyday life. We handle everything from travel
arrangements, to negotiating the deal for their new vehicle, to searching for a new home, to
reserving a table at a chic new restaurant. We are just a phone call away. We make it a point to limit
the number athletes we work with each year to ensure that we focus the requisite amount of
attention to each new client.
4. Griggs 3
Situational Analysis
Royal Sports Management Group (RMG) was located in Nashville, TN, but recently relocated to
Atlanta, Georgia. There is definite room for growth for the sports group because they’re in a small
company in a new environment. The group has expressed their desire to make an impression on the
Atlanta market. The group pushes to improve their website hits and maintaining a consistent
following via social media. RMG is seeking to increase brand awareness in their new environment
while still maintaining their Middle Tennessee presence, RMG will ultimately grow.
RMG currently caters to fourteen athletes with representation from basketball (1), track & field (2),
and football (11). Though the group has yet to obtain any clients in boxing, baseball, or MMA, the
group offers services for these sports and looks forward to the opportunity of adding those athletes
to the roster.
The group hosts their annual “Fight Against Domestic Violence” golf tournament. The event
creates awareness regarding domestic violence and how it affects athletes and their love ones. RMG
is an advocate against domestic violence and committed to promoting the dangers of the violence.
RMG also maintains a social media presence through its Facebook, Instagram, and Twitter. The
group’s website provides a blog on updates from the group, popular topics in sports, and current
events.
Logo:
Slogan: “The End in Mind”
Positioning Statement
To athletes, RMG is a premier full service sports management group who is committed to
creating lifelong relationships with our clients that are built on trust and accountability.
5. Griggs 4
Target Market Analysis
Royal Sports Management Group is a full service sports management company committed to
creating lifelong relationships with their clients that are built on trust and accountability. The group
offers several services to collegiate athletes including: NCAA rules and regulations, financial literacy,
exposure to business professionals, crime prevention, mentorship (life coach), community outreach,
personal consultations, sport/position specific training, rules on agents and runners, and assistance
with agent selection. Retired professional athletes’ services include: business development, career
development, life and disability insurance, endorsements, camps, golf tournaments, special
appearances, and tailored clothing.
This embodiment of services allows athletes, parents, coaches, and sports fans to advance from the
services offered, but collegiate athletes, professional athletes, and retired athletes are the primary
target market.
Demographics
• College athletes from the ages of 18-25
• Professional and retired athletes from the ages of 26-60
Psychographics
• Athletes during the stages of development are through Maslow’s Hierarchy of
Needs: Esteem and Self-Actualization
• Athletes require achievement, independence, dominance, prestige, and respect to
advance in their field
• Social Media: Facebook, Instagram, Twitter
• Over half of the 18-25 age bracket uses smartphones daily
6. Griggs 5
Geographic
• Athletes attending colleges in the region: Tennessee, Georgia, Alabama, Mississippi, and the
Carolinas (North & South)
• Murfreesboro: Due to many clients and founder attended MTSU
• Foreign clients
o France
7. Griggs 6
SWOT Analysis
Strengths
Managers are
former college
athletes
Diverse sports
management
services offered
Community
Outreach
RMG Sports
Academy
Weakness
Sports Group
isn't big
Twitter account
isn't very active
Lacking diversity
in terms of
ethncity, age, and
sports
Opporunities
Professional
Athlete:
Sammie
Seamstress
Former Gold
Medalist: Tim
Montgomery
Relocating to
Atlanta
Threats
Losing
relevenancy in
Atlanta due to
its a big city
Competitors
such as
KMGand
EnterSports
8. Griggs 7
Marketing Communication Objectives
The “We are HERE! campaign was created to promote and generate brand awareness for Royal
Sports Management Group (RMG). This initiative will increase RMG awareness, logo, and brand. It
will also build steam for the campaign.
Integrated Marketing Communications Objectives
• Increase the website and social media traffic by 6 percent in 13 months
• Increase awareness of RMG and its services by signing 4 athletes in the Atlanta area.
• Achieve 45 percent awareness among athletes in the Atlanta area
Integrated Marketing Communications Strategies & Tactics
Strategy: Create a strong brand awareness via social media
Tactics:
• Twitter postings at least twice a day or more to build a relationship with the sports
world and become a part of the conversation
• Weekly scheduled Facebook posts
• Develop a weekly talk segment on Facebook: “Royalty Talk” this posting will pose
questions about popular topics and current events in the sporting industry.
• Twitter Trivia: A trivia game about RMG. The first follower to reply with the
correct answer will win a RMG’s “Royalty Pack.” The Royalty Pack is simply a gift
bag: t-shirt, water canteen, and RMG wristband.
• Instagram posting weekly
9. Griggs 8
Strategy: Develop a public relations campaign
Tactics:
• Write press releases for events and feature stories
• Create a charity event regarding Domestic Violence
• Generate an e-newsletter to keep target market updated
• Develop relationship with media outlets in the area
• Royalty Mixer: networking mixer for athletes and young sports professional and
attendees must RVSP via Eventbrite
Strategy: Develop an online presence
Tactics:
• Redesign website to be more interactive and make the blog internally versus using an
outside blog posting site
• Develop a snapchat account for RMG
• Create an updated video on YouTube as a short commercial for the company
Rationale: Developing an Integrated Marketing Communication Plan will advance RMG in
the following ways.
• Create goals and achievement for RMG
• Develop a structure for further marketing initiatives
• Properly accumulate RMG with Atlanta, Georgia
10. Griggs 9
Timeline
Task: Start Date: Duration:
Plan ideas for Royalty Mixer June 1, 2016 1 month
Plan ideas for PR Campaign June 2, 2016 3 months
Call/confirm for venue for mixer Sept. 1, 2016 1 day
Develop Twitter Trivia Questions Oct. 2, 2016 5 days
Develop a Snapchat account Oct. 8, 2016 1 day
Redesign website Oct. 9, 2016 6 months
Design Royalty mixer flyer April 9, 2016 10 days
Send out invitations May 9, 2016 1 month
Release media communication materials June 9, 2016 1 day
Royalty mixer held June 29, 2016 1 day
12. Griggs 11
Evaluation Methods
• Increase website and social media traffic by 6 percent in 13 months
Evaluation
Tracking social media responses using Emma software. The software will analyze every single post
and convey which were successful. This software allows RMG to effectively see if their website or
social media accounts improve during the year span.
• Increase awareness of RMG and its services by 4 athletes in the Atlanta area
Evaluation
This initiative will be tracked by what additional athletes are added to RMG roster after the new
tactics have been conducted as well as the public relations campaign. After the year timeline, RMG
shall review their roster to track how many new athletes has joined the company.
• Achieve 45 percent awareness among athletes in the Atlanta area
Evaluation
While attending the RMG “Royalty Mixer,” attendees are require to RVSP via Eventbrite and when
doing so you must enter your email address. Therefore, surveys can be emailed out within the
following week to review responses from the athletes. Social media also allows RMG to filter
through followers to view which athletes in the area are aware of the company.
