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Nike High School All-American Basketball Game


Victor Nicholson


00-004


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.


Event


Nike All-American Basketball Game


Date April 15 004


Location Madison Square Garden


Time 50 PM eastern


Competition


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


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


Advertising


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.


Promotions


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.


NCAA


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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