Your agency has been approached by the Atlanta Hawks GC to create a detailed marketing plan to promote awareness for their inaugural season in the NBA 2K League.
Mini Marketing Plan
Scenario: Your agency has been approached by the Atlanta Hawks GC to create a
detailed marketing plan to promote awareness for their inaugural season in the NBA 2K
League.
Background: As esports continue to grow in popularity, traditional sports franchises and
leagues are beginning to incorporate esports into their organizations. In 2019, the Atlanta
Hawks of the National Basketball Association (NBA) are launching an expansion team
(Hawks Talon GC) into the NBA 2K League. Hawks Talon GC drafts professional esport
athletes who compete against other NBA franchises' esport teams. NBA 2K League
games are broadcast on Twitch. Teams compete over the course of a 15-week regular
season and a 2-week playoff.
Assignment:
• Identify target market segments and appropriate engagement strategies with the
goal of generating product awareness among segments that are most likely to
become fans and active consumers (e.g., will watch games on Twitch, will buy
merchandise). Please make sure you address the following:
o What are the target market segments to focus on? Why did you identify
them?
o How are each of these groups reached?
o What strategies need to be used with each group?
o What are the methods of engagement?
o Per target group, what is one new idea for engagement?
• Outcomes for each engagement idea should relate to the objective. How do we
increase awareness about Hawks Talon GC among target market segments?
Whatever decision you come to, you must include:
1. A detailed description of the plans targeted demographic groups (groups that you will
need to identify and specify).
2. A plan for targeting the different groups using both traditional and social media.
3. A comprehensive traditional/social media-marketing plan for each of the
traditional/social media sites selected. You must also include a justification for the plan
utilizing appropriate social media/marketing theories.
4. You must include a detailed explanation as to why you feel the traditional and social
media that you have chosen were selected.
5. You must include a SWOT analysis for Hawks Talon GC.
Requirements:
You must use one of the marketing plan sample formats provided in iCollege. You must
upload to iCollege a PDF and Word version of your marketing plan as well as your
presentation no later than 11:30 pm on 3/29. During class on 4/2, you must give a 5-
minute professional presentation and answer 1 minute of questions. The first presentation
will start at 5:30 P.M. E.S.T. EVERYONE MUST be in the class at 5:30 P.M. E.S.T. The
door to the classroom will be closed and locked at 5:30. No one will be allowed to enter
after 5:30.
Miscellaneous:
• You must bring your presentation on a thumb/jump drive. There will be no
logging in/out of the computer, it wastes time.
• Presentation requirements:
o No note cards
o No looking at the computer/projector screen
o Someone else will advance your slides
Dress: Level 2
Groups:
Name Group Name Group
Andrews 1 Howard 5
Davis 1 Johnson 5
Gaines 1 Mays 5
Habersham 2 Neal 6
Huskanovic 2 Vanhorse 6
Lymon 2 Vinson 6
Murphy 3 Bridwell 7
Tigner 3 Edgar 7
Vazquez 3 Granillo 7
Beard 4 Hughes 8
DeLoatch 4 Kind 8
Glenn 4 McWhirter 9
Sawyer 9
Scenario: Your agency has been approached by the Atlanta Hawks GC to create a
detailed marketing plan to promote awareness for their inaugural season in the NBA 2K
League.
Background: As esports continue to grow in popularity, traditional sports franchises and
leagues are beginning to incorporate esports into their organizations. In 2019, the Atlanta
Hawks of the National Basketball Association (NBA) are launching an expansion team
(Hawks Talon GC) into the NBA 2K League. Hawks Talon GC drafts professional esport
athletes who compete against other NBA franchises' esport teams. NBA 2K League
games are broadcast on Twitch. Teams compete over the course of a 15-week regular
season and a 2-week playoff.
Assignment:
• Identify target market segments and appropriate engagement strategies with the
goal of generating product awareness among segments that are most likely to
become fans and active consumers (e.g., will watch games on Twitch, will buy
merchandise). Please make sure you address the following:
o What are the target market segments to focus on? Why did you identify
them?
o How are each of these groups reached?
o What strategies need to be used with each group?
o What are the methods of engagement?
o Per target group, what is one new idea for engagement?
• Outcomes for each engagement idea should relate to the objective. How do we
increase awareness about Hawks Talon GC among target market segments?
Whatever decision you come to, you must include:
1. A detailed description of the plans targeted demographic groups (groups that you will
need to identify and specify).
2. A plan for targeting the different groups using both traditional and social media.
3. A comprehensive traditional/social media-marketing plan for each of the
traditional/social media sites selected. You must also include a justification for the plan
utilizing appropriate social media/marketing theories.
4. You must include a detailed explanation as to why you feel the traditional and social
media that you have chosen were selected.
5. You must include a SWOT analysis for Hawks Talon GC.
Requirements:
You must use one of the marketing plan sample formats provided in iCollege. You must
upload to iCollege a PDF and Word version of your marketing plan as well as your
presentation no later than 11:30 pm on 3/29. During class on 4/2, you must give a 5-
minute professional presentation and answer 1 minute of questions. The first presentation
will start at 5:30 P.M. E.S.T. EVERYONE MUST be in the class at 5:30 P.M. E.S.T. The
door to the classroom will be closed and locked at 5:30. No one will be allowed to enter
after 5:30.
Miscellaneous:
• You must bring your presentation on a thumb/jump drive. There will be no
logging in/out of the computer, it wastes time.
• Presentation requirements:
o No note cards
o No looking at the computer/projector screen
o Someone else will advance your slides
Dress: Level 2
Groups:
Name Group Name Group
Andrews 1 Howard 5
Davis 1 Johnson 5
Gaines 1 Mays 5
Habersham 2 Neal 6
Huskanovic 2 Vanhorse 6
Lymon 2 Vinson 6
Murphy 3 Bridwell 7
Tigner 3 Edgar 7
Vazquez 3 Granillo 7
Beard 4 Hughes 8
DeLoatch 4 Kind 8
Glenn 4 McWhirter 9
Sawyer 9
- Assignment status: Solved by our Writing Team. Source@PrimeWritersBay.com
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