Elyse Boelens, Angela Deon, Nikki Mocerino

Anna Marotti and Chris Bochen Present:

PERUGIA FOOTBALL
CLUB MARKETING PLAN:
BRINGING IN THE FANS
 Our Focus Questions
 How do we market the Perugia
Football Club team to fill home game
seats?
 Who is our demographic? Who are
we marketing to?
The Ultras
Families
Children Ages 7-10
International Students
 Our Vision
 Create a fan base and tradition that
encourages physical attendance at
Perugia home games generating
revenue and spirit
S.W.O.T
 STRENGTHS
 Strong Club History
 University Town
 New Ambitious
Owner
 WEAKNESSES
 Money
 Track Record
 High Turnover of Training Staff
 Series C
 Small Town Team
 Tarnished Reputation
 Lack of Coverage
 Reduced Marketing Team
 Lack of Hospitality Accommodations
 Lack of Innovation
OPPORTUNITIES
 Fresh Start
 Families
 University Town: International
Students
 Internship Opportunities
 International Partners
 Hospitality Industry
 THREATS
 Violence
 Fair Weather Fans
 Regional Teams
Main Points
Club Improvements
 Stadium
Scoreboard
○Sponsors Bid
P.A. System
Vendors
 Team
Improvements
 Trainers

 Marketing the Team

 Team
Improvements
 Jerseys
Individualize
○Give Each Player a
Specific Number
Sponsors
Create Identity
Tradition
Program Improvements
 Website
 Booklet
Players
Fun Facts
Autograph Page
Revenue Opportunity:
Sponsors Advertise
 Change concept of “game” to an
occasion
 Community
Involvement
 Local Businesses
Vendors in the Stadium
Special Days
 Community
 Involvement
With Team
Old and Current Players
Special Appearances and
Projects
Camps and Schools
○ Training Sessions
○ Spend Time with Students
○ 7-10 Year Olds
 Community
Involvement
 Internships
International Students
Create Innovation Teams
○Pulls in New Ideas from
Diverse Perspectives
 Community
Involvement
 Get the Fans Involved
Team Chant
○Creates Tradition
○Competition
 Community
Involvement
 Free Publicity: Getting the
Word Out There
Sports Articles in
Newspapers
○Journalists
○Italian and International
Interns Write Blogs and
Articles
 Joint Ventures
 Merchandising
Twining U.S. Team
Grand Rapids,
Michigan
○Also Griffins
 Accommodations
Hotels Transportation
 Holiday Inn  Buses
Perugia*  Mini Metro
 Look for High Passes
Fixed Costs
 Sangello Palace
 Hotel Umbria
 Domo Spa and
Resort
 Hospitality Deals
 Types of Packages
Family Packages
Young Team Packages
Group Deals
 Includes:
Pre-game Meals at Hotel
Transportation to games /Complimentary Parking
Meals—Vouchers ; Discounts
 Discount Flyers at Hostels
Food
Tickets
Merchandise
An Experience: Tickets
 Season Ticket Holders
Membership Card: Build Loyalty Points
○ Discounts in the Stadium
○ VIP Seating and Tickets for Big Games
Discounts on Hotels and Restaurants
 Tickets Double as Coupons
 Tickets to Sponsor Companies
Fixed Amount of Tickets for Employees
 Tickets to Children at Schools
Brings in Families
An Experience:
Interactivity
 Players
Meet and Greet
Come Early to Watch Practices
 Raffles During the Game
Collector’s Items
Sponsored Prizes
 Competitions
Shoot-Outs: Bring the Fans on the Field
Prizes: Memorabilia, Autographed
Merchandise, Ball-Boy Opportunity
An Experience: Special
Days
 Selected Day Give Aways
First Few Hundred in the Door
Numbered Collector’s Items
Merchandise
 Ladies’ Day
 Bring Your Father Day
 International Student Day
 Theme Days
Discount Tickets with Participation
Example: White Outs, Carnival
An Experience: Food
 Bring in Vendors
 Associate Specific Food with
the Game
Example: U.S. Baseball = Hot
Dog
 VIPs are Served a Special Meal
 Our Main Goal:

Create Identity and

Start a Tradition