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Nike High School All-American Basketball Game

Victor Nicholson


Public Relations Optimization Plan

Order Custom Sports marketing plan paper

January 14, 00

Market Summary

Nike is the official home and Athletic sponsor of the 004 High School All-American Basketball Game.

This Presentation outlines a strategic public relations plan for the 004 initiative.

Product Definition

Nike fourth time sponsorship of the 15th Annual High School All-American Basketball Game is a perfect opportunity for Nike to link our commitment to High school Athletes and their Dream of becoming an High School All-American with the game’s ideal of School first Basketball second.


Nike All-American Basketball Game

Date April 15 004

Location Madison Square Garden

Time 50 PM eastern


The competitive landscape

One of our competitors is the Wendy’s Basketball Shootout. Their weakness is their game only focuses on All-American athletes from Chicago and New York.

The Nike All-American Basketball Game will have its players from all around the united States. Our game will have twenty-two All-American players from around the United States.


Positioning of Product

The Nike High School All-American Game will be the most up tempo style of basketball game than any of our competitors. Our game will have the most competition between its players.

Consumer promise

The Nike High School All-American Basketball Game will give its Consumers the opportunity to see the most talented High School basketball players compete against each other.

Communication Strategies

The Nike slogan for this years basketball game is ‘It takes more than a jump shot to be an All-American practice hard.”

Our target market will be high school students and youth basketball players.

Public Relations

Pre-game press conference

High School seniors will announce for the first time what college they will be attended next fall.

Nike half time game agenda

Student Athlete Awards

Nike -point shootout

Nike Slam dunk contest


Strategy & execution

5 Print ads of former High School All-Americans

Magic Johnson

Kevin Garnet

Darius Miles

Vince Carter

Grant Hill

Print ad introduction in /11/0 in Slam Magazine

ESPN Magazine

Local Newspapers around the United States

Posters will be hung through out the United States

Advertising, cont.

“Just Do It” advertising campaign launch

Coaches of the game will be Rick Pitino and Bobby Knight

Give a poster of the five former High School All-Americans with the date and time to anyone who buys Nike apparel two weeks prior to the game.


Youth Clinics

Magic Johnson, Kevin Garnet and the High school athletes will host a clinic for children ages 6- at the continental airlines 5 days before the basketball game.

Darius Miles, Vince Carter, Grant Hill and the High School athletes will host a clinic for youth ages 10-14 at the continental airlines days before the basketball game.

Promotions, cont.

All five former High School All-Americans plus this years athletes will host a clinic at Madison Square Garden the day before the Basketball game for High School Students.

Promotions, cont.

Staff of the clinics will wear Nike apparel during the clinics

Participants of the clinic will be given a Nike T-shirt to wear during the clinic

After the clinic participants will be given a Nike travel bag with a small Nike ball, a water bottle, and a Nike head band.

Promotions, cont.

Goals of the clinic

Have all the participants of the clinic want to wear Nike apparel while playing Basketball.

Have participants of the clinic buy tickets to the Nike All-American Basketball Game.

Promotions, cont.

Third-party marketing

National Basketball Association

The Five Former High School All-Americans are current NBA players

The NBA has agreed to advertise the High School All-American game during each of their basketball games leading up to the All-American basketball game.


The two coaches of the Nike All-American Basketball Game are college coaches

The Nike All-American Basketball game will be advertised during the NCAA basketball season.

Student Athlete Award

Those student athletes who meet the following criteria will receive awards during half time of the Nike All-American Basketball game.

Average in school must be 85 or above

Must complete 0 hours of community service during their basketball season

Must be attending a college in the fall

Nike All-American Internet Site

Target Date to go live /11/0

Website link www.Nike All-American.com

Announce via website Nike All-American sponsorship

Official roster of coaches and All-American basketball players

Announcement of clinics

Announcement of employment for clinics and game

General Information on Consumer Promotion

Fluid site can be updated when necessary

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