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MARKETING
STRATEGY
MOHAMED MARKETING
BIRMINGHAM BOWL
CAMPAIGN PLAN 2017
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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.