ESPN EVENT BIRMINGHAM BOWL CAMPAIGN PLAN

MOHAMED MARKETING BIRMINGHAM BOWL CAMPAIGN PLAN 2017

MARKETING STRATEGY

The marketing strategy for this campaign will be to engage the local Birmingham market and increase Birmingham Bowl game attendance as well as bowl week events attendance. This will be accomplished through wide-ranging strategic advertising and heavy promotions throughout the spring and summer. Advertising and promotions will focus on consumers within the campaign’s two target audiences: men and women ages 25 to 54 that reside within the 90-mile radius of Birmingham, Alabama. By focusing on promotions throughout much of the year, consumers will become actively involved with the campaign. They will be excited about the possibility of winning prizes and will, in turn, be excited about the upcoming Birmingham Bowl. As with the promotions, the advertising messaging will communicate to consumers that the Birmingham Bowl is more than just a game — it’s the gift that keeps on giving and a form of entertainment that should be associated with the joys of the holiday season.

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Marketing Strategy