Mktg380-Group 6-pm Class-Final Paper

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The Bellingham United Football Club

Marketing Plan
Western Washington University
Fall 2014
Katie Lomas, Sophia Pandey, John Mansell, James Gavin, Kyle Keefe, and Pearl Angeles
Table of Contents
I.
II.
A.
B.
III.
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B.
C.
IV.
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B.
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V.
VI.
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b)
c)
d)
e)
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D.
VII.
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VIII.
IX.
Executive Summary
Market/Swot Analysis
Market Situation Analysis
SWOT table
Customer Analysis
Segmentation
Psychographic/Product-Related Segmentation
Demographic Segmentation
Targeting
Positioning
Brand Plan
Brand Principle
Brand Personality
Brand Associations
Marketing Objectives
Marketing Mix
Product Strategy
Sponsorship Level Chart
BUFC Platinum Sponsor
BUFC Gold Sponsor
BUFC Silver Sponsor
BUFC Bronze Sponsor
BUFC Supporter Sponsor
Distribution Strategy
Pricing Strategy
Promotion Strategy
Budget
BUFC Sponsor Budget Table
Controls and Feedback
Reference List
Executive Summary
Bellingham United Football Club is an organization comprised of highly motivated

athletes who are dedicated not only to the sport of soccer but also to their fans that reside in
Bellingham. Since BUFC as a whole is highly encompassing, driven, and community oriented, a
wide demographic of fans are drawn to their games ranging from children aspiring to be soccer
players to older adults. Due to this diverse audience, BUFC soccer games are an ideal marketing
outlet for businesses because of their strong brand. Through becoming a sponsor of BUFC,
businesses will be able to target potential customers in their target market while also gaining
more brand recognition.
After analyzing the business environment in Whatcom County, we segmented the total
number of jobs in Whatcom County and determined that our target market is the private serviceproviding industry, mainly local breweries, and the top employers in both the grocery sub-sector
and the Bank/Credit union sub-sector. The size of our target market is responsible for
approximately 64% of the job shared in the Whatcom County and has approximately 52,900
jobs.
As a product, Bellingham United needs to appear both desirable and attainable to our
target market. Taking into account the main attributes of these companies, we developed a
positioning statement for potential sponsors and to increase the sponsor budget by 20%. The
product we developed consists of tiered sponsorship level prices ranging from $250 to $5,000 to
enable companies with ranging resources the ability to contribute. The promotion strategy
includes direct contact of sponsors as well as a wide variety of marketing techniques available to
sponsors, depending on their level. After acquiring a sponsor, we outlined a follow up plan to
gain feedback to ensure customer satisfaction and continued sponsorship in the years to come.
Market/SWOT Analysis
Conduct quantitative and/or qualitative market research to develop a matrix that outlines the
Strategic Position of the market you are evaluating. Match Strengths of the firm to Opportunities
in the marketplace to articulate the competitive advantage. Describe methods by which threats
and weaknesses can be minimized.
Market Situation Analysis
The Bellingham United Football Club was founded in 2011 and is located in Bellingham,
WA which makes up a large part of Whatcom County. Bellingham United is one of 8 teams in the
Evergreen Premier League and they were one of the original founders of this league. The outdoor
season runs from late April through July and the indoor season helps the league run all year long
with game attendance averaging at about 700 fans per game (Lance Calloway, 2014). According
to the United States Census Bureau, Whatcom County has a population of 207,600, which is a
15.2% increase in the last 10 years. Nationally, Washington is ranked the 6th state in people who
play soccer, contributing to the overall movement towards soccer in the PNW.
Strengths
Weaknesses
Internal
Factors 1. BUFC is a highly skilled indoor and outdoor soccer1. BUFC has low level of sponsorship leading to unpaid
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
team. The only semi-pro sports team in the area.

Recently expanded and now has an indoor team 2.
which allows for year round sport seasons.
Part of state league corporation called EPLWA
3.
(Evergreen Premiere League WA)
Large fan-base (game attendance with an average of4.
700 people or more per game.)
BUFC is now a 501(C)3.
5.
Passionate athletes.
Great branding with a logo that is simple, clean and
distinct.
6.
BUFC has a social media presence: Twitter page 7.
with over 2,600 tweets and over 1,000 followers, a
Facebook page with over 6,000 likes and the
ELPWA page which shows over 20 articles written
about BUFC within the last 3 years.
8.
Whatcom County has a population of 207,600,
which is a 15.2% increase in the last 10 years.
BUFC consists of many Western Washington's
mens soccer team players who decide to continue
playing soccer after college or even during summer
break.
This soccer corporation holds high barriers to entry
since there is no other semi-pro team close to the
area.
Going to a BUFC game is cheaper than going to a
movie.
Throughout the year, BUFC as a whole averages
roughly 600,000 views total through all of their
games (indoor and outdoor).
Engels Law
positions.
BUFC does not have a home stadium which makes it
harder for planning.
BUFC has two men running the entire organization in
which one is the coach.
BUFC does not have control over the concessions
booth at Civic Field.
The Websites why sponsor us? page is abstract and
could better explain the benefits of sponsorship for the
potential sponsors.
The BUFC website needs more frequent updates.
Facebook page lacks interactive component and
should be getting more attention. For having about
6,000 likes on facebook they should be continuously
reminding people about their organization year around.
Facebook shows supporters but doesnt have direct
link to supporter page or caption.
Opportunities
External
Factors
1.
BUFC just started with the EPLWA league, which 1.

leads a lot of room for improvement and expansion.
2. Since BUFC shares a stadium with other local
Bellingham Sports teams, there can be shared
advertising.
2.
3. Indoor field is not shared so BUFC has 100%
control over the advertising.
4. Being a 501(c)3 lowers the barriers to entry for
businesses who desire a tax write off.
3.
5. BUFC is the perfect team to sponsor because of the
ease of entrance into an unsaturated market.
6. Western Washington Universitys football team no
longer exists which helps BUFCs competition for
audience.
7. BUFC plays in a known location which leads to
strength of fan base and a great number in the
audience.
8. The potential of having a well put together and
interactive facebook page:
9. BUFCs social media could be like the Sounders if
the page.
10. BUFCs facebook page has a list of organizations
who like us. This could be used as a list of
potential sponsors.
Threats
Washington is an area with many types of sports
entertainment: WWU Soccer team sponsors, the
Sounders, other sports teams are potential options of
entertainment to choose besides BUFC.
Another example of other types of entertainment that
could be a threat is going to the movies. This is an
alternative of something that causes entertainment and
costs about the same amount of money.
Other products that can be purchased for the same
amount of money. For example, someone could go out
to eat or go downtown to a bar instead of purchasing a
ticket to a BUFC soccer game.
When doing the SWOT analysis for Bellingham United, we narrowed down the
Strengths, Weaknesses, Opportunities, and Threats. A strength of BU is its current status as a
member of the EPLWA1 which gives BU enormous room for growth. This can be turned into an
opportunity by taking advantage of this potential for growth with the players and fan-base, and
further develop the advertising opportunities for potential sponsors. Because BU is so young, we
can set the standard high, and show customers potential for growth. BUFC has a social media
presence on Facebook, twitter as well as an official webpage. The opportunities that can arise
from this strength is for BUFC to create an even greater presence in the community. This
potential can be met by making the sites more interactive to gain more followers to increase fanbase. In order to do this, BU could hire a WWU student in web design to update the webpage and
a WWU student in marketing to market the team better on the social media sites. Another
strength BUFC has is the ownership of its own indoor facility which leads to the opportunity to
have 100% control over advertising, exposure and food venues. By looking at the Whatcom
county demographics, the overall population and income has increased.1 According to Engels
law this means that more money is spent on things other than food; like entertainment.2 These
opportunities are attractive to sponsors because they show how BU brings in their audience and
who will be exposed to their brand.
BUFCs threats are other forms of entertainment that are around the same price. This threat can
be minimized by the season ticket discounts as well as keeping the admission to games at a
reasonable price. Now that BU has their own indoor facilities there will be full control over
concessions to minimize that weakness and bring in sponsors to sell concessions there. Engels
law helps minimize this threat also because there is more money to be used on entertainment
making BU a viable option when it comes to entertainment choices. Showing potential sponsors
the strengths and opportunities and by showing them the strategies BU has on minimizing threats
will help to gain more sponsors.
Customer Analysis
For the Customer Analysis, we chose to focus on businesses in Whatcom County, as they
are the entities we will be marketing BU as a product to.
Segmentation:
1 Evergreen Premiere League WA (EPLWA). http://eplwa.wordpress.com/

2 Engels Law: Three observations about the impact of household income on consumer spending
behavior: as household income increases, a smaller percentage of expenditures goes for food; the
percentage spent on housing, household operations and clothing remains constant; and the percentage
spent on other items (such as recreation and education) increases (Boone & Kurtz, p. 288).
1. Psychographic/Product-Related Segmentation3
Through our research on Bellingham Uniteds Marketplace, we have concluded that our target
market of potential sponsors are divided into two groups. The first is based on motivation to
sponsor--this is psychographic segmentation. While the second is based on the benefits expected
by firms which is product related segmentation.
a. Philanthropic donors are companies who desire goodwill, and are part of the community. They
are willing to sponsor because BUFC is a community based corporation that encompasses
inclusive family-fun.
b. Transactional donors are companies who are interested in donating to BUFC because they see
this transaction as a marketing investment--donating will bring them access to their desired
audience.
2. Demographic
According to the Employment Security Department, as of August 2014, the main employment
suppliers in Whatcom County are divided up into several main types of employer groups; the
goods-producing industry at approximately 15,600 jobs, the private service-providing industry at
52,900 jobs, and the governmental industry at 13,900 jobs. The private service-providing
industry makes up about 64% of overall jobs in Whatcom County. Because of this significant
size in share of the market, we will focus on this segment to further develop our target market.
Within this segment, the sectors that have shown the most growth and in turn, directly relate to
our market include:
a. Leisure and Hospitality: between August 2013 and August 2014, this industry has reported an
increase in 700 jobs (Vance-Sherman, 2014). Within this super sector, we will focus on the
i.
following sectors:
Accommodation and Food Services
3 Psychographic segmentation involves segmentation based on the psychological motivations of
consumers (Boone & Kurtz, p. 292). Product-related segmentation involves ...segmenting based on the
attributes people seek and benefits they expect to receive from the product (Boone & Kurtz, p. 292).
1. Local Breweries: We spoke with several Breweries that have recently opened (within the last 3
years) and they all expressed interest in potential sponsorship. The breweries we had direct
contact with were 1) Kombucha Town owner Chris McCoy, 2) Aslan Brewing Company Owner
Pat Hayes, and 3) Wander Brewing Owner Chad Kuehl--all relatively new to the Bellingham
Community.
b. Retail Trade: between 2013 and 2014, there was an increase of 200 jobs in this industry, resulting
i.
in 11,200 total jobs.

Grocery/Department Stores: In a report from Western Washington Universitys College of
Business and Economics, Haggen Inc. was ranked the 8th largest employer, while Fred Meyer
Inc was rated the 10th.
1. Haggen Inc. accounts for 787 total jobs and stands as the top grocer employer in Whatcom
County.
2. Fred Meyer Inc. accounts for 660 total jobs and stands as the second top grocery employer in
Whatcom County.
c. Financial Activities: The total amount of jobs
i.
Banks and Credit Unions: According to the website livebellingham, the three top businesses in
financial activities are Horizon Bank, Peoples
Bank, and WECU, all with 150 or more employees.
Targeting:
After segmenting the market, the focus of our target market are B to C businesses in the
private service-providing industry in Whatcom County. We focused mainly on companies whose
main target market is parallel to BU fans, Families and Bellingham residents who appreciate
sports entertainment and microbrews. Expanding on our psychographic and product-related
segmentation, our target market is companies that are looking at Bellingham United as a vehicle
to spread a message about their connection with the community or to simple raise brand
awareness. The main companies we advise that BUFC partner with are the above companies in
the segmentation section above.
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Positioning:
As a product, Bellingham United needs to appear both desirable and attainable to our target
market. Taking into account the main attributes of our target market, we developed a positioning
statement for potential sponsors:
To the private Business to Consumer service-providing businesses in Whatcom
County, whose main interests include cultivating a family friendly image by interacting as an
active part of the community and who are interested in acquiring new and loyal customers,
Bellingham United Football Club is the vehicle for generating your brand value to your
current and future customers.
Brand Plan
Brand Principle:
Bellingham United Football Corporation is an organization that promotes recreational
opportunities in the Bellingham community. It is here to provide a chance for its players to gain
experience while working towards their goals of becoming professional athletes, all the while
creating a fun and safe atmosphere for members of the local community to enjoy.
Brand Personality:
The Bellingham United Football Corporation is a highly athletic, prideful, and
welcoming organization that encompasses community togetherness which is demonstrated
through the wide variety of attendants present at their soccer games.
Brand Associations:
People who are associated with the BUFC brand will be individuals who take pride in
their community through belonging to the BUFC fan group. Any group or organization is not
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only associated with BUFC but the other sports teams they have in their organization such as the
indoor soccer team and the hockey team.
Fans who are associated with BUFC can also be fans of other sports teams in the
Bellingham area. The BUFC fan base is unique because many of the soccer players also play on
the WWU mens soccer team which draws fans from WWU to the BUFC games. Through the
association with WWU, BUFCs fan base encompasses both youthful college age students as
well as older soccer fans who have families in the Bellingham area.
BUFCs logo as well as the hammer are both very simplistic and easy to remember
because of the two color black and white color scheme.
Marketing objectives
In order for BUFC to succeed they need a strong hold on the Bellingham community and
partnerships. The easiest quantifiable measure for our success is sponsorship revenue which we
are hoping will increase by 20% through our marketing plan.
Our next quantifiable objective, is to measure and improve sponsor satisfaction
(discussed further in our controls and feedback section). We can supply metrics to our sponsors
from both game attendees as well as website analytics, Facebook and twitter followers. Metrics
will help our sponsors see how our fan base matches up with their own audience goals. We can
then survey the sponsors at the end of a season to determine satisfaction with our programs and
refine them accordingly.
Marketing Mix
Product Strategy:
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Through our product strategy, BUFC will be able to illustrate to potential sponsors the
benefits their businesses will received through donating. Sponsors at each level are given direct
exposure to Bellingham United fans through the features of our sponsorship product packs.
These memberships are all suggestions and should be tailored to each potential donors
availability of resources. The advantages and benefits offered to each potential sponsor will be
determined on a case by case basis depending on the benefits they see as being most beneficial to
their business. This is simply to recognize that each donor has specific wants and needs and if
Bellingham United Football Club is flexible with their desires, potential donors will be more
willing to give. After analyzing our current business environment of Whatcom Countys local
businesses, we created different levels of contribution and started at $250 to create low barriers
to entry.
Our product strategy is comprised of five different sponsorship levels to enable
businesses of varying resources the ability to contribute to BUFC and gain access to their target
market while simultaneously contributing to the community. The five tiers, starting from largest
to smallest contribution are platinum, gold, silver, bronze, and supporter.
Sponsorship Levels chart
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BUFC PLATINUM SPONSOR Platinum level sponsors will be eligible to receive all of the
benefits listed on the product sheet. These sponsors will donate anywhere from $5,000.00 and up
to BUFC. Platinum level sponsors will be able to alter the benefits they receive to what will be
most beneficial for them.
Platinum level sponsors will be eligible to have their logo on the BUFC jersey which will
provide more visibility to potential customers through the high fan attendance at games, as seen
below.
Platinum level sponsors will also have to opportunity to have a large banner displaying their logo
at both Civic Stadium and the indoor arena.
Sponsors will be able to have their logo placed on the tickets to the games and sponsor a home
game. During this sponsored home game, the sponsor will be thanked in an announcement at the
halftime show as well.
Platinum level sponsors will received a certain number of season tickets based on their donation
amount to BUFC. The Platinum level sponsor will receive approximately 40 to 50 season tickets.
The sponsors will be given full discretion on the distribution of these season tickets. This benefit
can be used internally by providing employees with tickets, or it can be used in a promotional
way to attract customers.
Depending on their contribution, sponsors will be given a certain amount of coverage on the
BUFC website with their organization's logo and a link to their website.
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Platinum level sponsors will also have their logo placed throughout programs distributed at home
games. This will provide the sponsor with a tremendous amount of visibility because all game
attendants will see their logo.
Sponsors will be able to set up vendor booths at games to sell their products to people who attend
the games. At Civic Stadium, sponsors can set up booths to sell merchandise, while at the indoor
arena sponsors can set up both merchandise and food booths.
They will be able to pass out promotional fliers to all attendants of the game because BUFC will
provide them with access. The sponsor will be able to have people stationed by the entrance of
the stadium to pass out discounts. An example of a discount that could be passed out is a shoe
store is having a 20% sale on all winter boots and each attendant of the game will be provided
with a coupon that they could take to the store to use.
Sponsors can also have discounts printed on the back of the ticket stubs which will give them
visibility to fans and also draw people to their store. A potential discount on the back could be
10% off of your order at Aslan Brewery Co. with your ticket. Opening up the back of the ticket
stubs as promotional space is a strategy for businesses to attract customers to their location.
Another promotion could require that the discount be used within x amount of hours after the
game which would direct traffic after the game to the business for an after party. This would
engage both the players and the fans to attend and create an even stronger sense of community
between BUFC and their fans.
Sponsors will be eligible to take part in the Beer Garden if it is applicable to their product.
Platinum level sponsors will also be given coverage on BUFCs multiple social media sites,
specifically Facebook and Twitter. The sponsors logo would be placed on posts or their name
would be mentioned. BUFC could also have an intern create a graphic that displays the sponsors
logo and describes how theyre a sponsor of BUFC. This would be mutually beneficial for both
BUFC and the sponsor because it would give them both coverage to the many Bellingham fans
who get updates from their Facebook page. The sponsor and a representative from BUFC would
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discuss how often the sponsor wants social media posts and if they want more of an emphasis on
a specific site such as Facebook. as opposed to twitter.
BUFC GOLD SPONSOR
Gold level sponsors will be able to display a large banner with their logo at Civic Stadium and
the indoor arena which will be similar to the Platinum level sponsors banner.
Sponsors will have their logo placed on the home game tickets and can have a sponsored home
halftime show. The amount of coverage they receive will be based on their contribution to
BUFC.
Gold level sponsors will received a certain number of season tickets based on their donation
amount to BUFC. For the Gold level sponsor they would receive approximately 30 season tickets
that they can distribute how they want.
BUFC website with their organization's logo and a link to their website. Their coverage on the
website will be slightly less compared to the coverage Platinum level sponsors receive.
Gold level sponsors will also have their logo placed throughout programs distributed at home
attendants will see their logo. Gold level sponsors will not be provided as much coverage as
Platinum level sponsors.
the stadium to pass out discounts. Gold level sponsors will be provided with a fewer number of
games to pass out fliers compared to Platinum level sponsors.
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visibility to fans and also draw people to their store.
Sponsors will be eligible to take part in the Beer Garden if it is applicable to their product.
Gold level sponsors will also be given coverage on BUFCs multiple social media sites,
specifically Facebook and Twitter. The sponsors logo will be placed on posts or their
organization will be mentioned. BUFC can also have an intern create a graphic that displays the
sponsors logo and describes how theyre a sponsor of BUFC. This will mutually benefit for both
BUFC and the sponsor because it would give them both coverage to the many Bellingham fans
who get updates from their Facebook page. The Sponsor and a representative from BUFC will
discuss how often the sponsor wants social media posts and if they want more of an emphasis on
a specific site such as Facebook as opposed to twitter. Gold level sponsors will receive less
coverage on BUFC social media sites compared to Platinum level sponsors.
BUFC SILVER SPONSOR
Features:
Silver level sponsors will be eligible to have a small banner displaying their logo at Civic
Stadium and the indoor arena. The banner will be smaller than the banner for the Platinum and
Gold level sponsors.
Sponsors will be able to have their logo placed on the tickets to the games and sponsor a home
halftime show as well, their coverage will be based on their contribution and will be less
compared to the Gold level sponsors.
Silver level sponsors will received a certain number of season tickets based on their donation
amount to BUFC. For the Silver level sponsor they will receive approximately 15 season tickets
that they can distribute how they want to.
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website will be slightly less compared to the Gold level sponsors.
Silver level sponsors will also have their logo placed throughout programs distributed at home
attendants will see their logo. Silver level sponsors will not be provided as much coverage as
the stadium to pass out discounts. Silver level sponsors will be provided with a fewer number of
games to pass out fliers compared to Gold level sponsors.
Silver level sponsors will also be given coverage on BUFCs multiple social media sites,
specifically Facebook and Twitter. The sponsors logo will be placed on posts or their name will
be mentioned. BUFC can also have an intern create a graphic that displays the sponsors logo
and describes how theyre a sponsor of BUFC. This will mutually benefit both BUFC and the
sponsor because it will provide both of them with coverage to the many Bellingham fans who get
updates from their Facebook page. The Sponsor and a representative from BUFC will discuss
how often the sponsor wants social media posts and if they want more of an emphasis on a
specific site such as Facebook as opposed to twitter. Silver level sponsors will receive less
coverage on BUFC social media sites compared to Gold level sponsors.
BUFC BRONZE SPONSOR:
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Features:
Bronze level sponsors will be eligible to have a small banner displaying their logo at Civic
Stadium and the indoor arena. The banner will be smaller than the banner for the Platinum and
Bronze level sponsors will received a certain number of season tickets based on their donation
amount to BUFC. For the Silver level sponsor they will receive approximately 5 season tickets
that they can distribute how they want to.
website will be slightly less compared to the Silver level sponsors.
Bronze level sponsors will also have their logo placed throughout programs distributed at home
attendants will see their logo. Bronze level sponsors will not be provided as much coverage as
Silver level sponsors.
the stadium to pass out discounts. Bronze level sponsors will be provided with a fewer number of
games to pass out fliers compared to Silver level sponsors.
Bronze level sponsors will also be given coverage on BUFCs multiple social media sites,
and describes how theyre a sponsor of BUFC. This will be mutually beneficial for both BUFC
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and the sponsor because it will give them both coverage to the many Bellingham fans who get
updates from their Facebook page. The Sponsor and a representative from BUFC will discuss
how often the sponsor wants social media posts and if they want more of an emphasis on a
specific site such as Facebook as opposed to twitter. Bronze level sponsors will receive less
coverage on BUFC social media sites compared to Silver level sponsors.
BUFC SUPPORTER SPONSOR:
Features:
website will be slightly less compared to the Bronze level sponsors.
Supporter sponsors will also have their logo placed throughout programs distributed at home
attendants will see their logo. Supporter sponsors will not be provided as much coverage as
Bronze level sponsors.
the stadium to pass out discounts. Supporter sponsors will be provided with a fewer number of
games to pass out fliers compared to Bronze level sponsors.
Supporter sponsors will also be given coverage on BUFCs multiple social media sites,
and describes how theyre a sponsor of BUFC. The Sponsor and a representative from BUFC
will discuss how often the sponsor wants social media posts and if they want more of an
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emphasis on a specific site such as Facebook as opposed to twitter. Supporter sponsors will
receive less coverage on BUFC social media sites compared to Bronze level sponsors.
As a product, membership through sponsorship of Bellingham United Football Club
offers benefits unlike anything else in Whatcom County. From a business standpoint, having
direct access to your target market while simultaneously reinforcing community togetherness is
the perfect way to communicate your businesss value to BU fans. Potential consumers will see
said businesses as a supporter of Bellingham United, and in turn, be motivated to support this
business because the partnership contributes to this fans feeling of belonging to the Bellingham
community and the emotional appeal is invaluable and hard to quantify. Sponsors of BUFC will
receive a plethora of benefits through the unique benefits offered through each of the sponsorship
levels, such as a 501(c) 3 tax exemption. All of the sponsorship level illustrated before provide
non-disruptive marketing while targeting the market audience of most businesses in the
Whatcom County area. Every level, including the supporter sponsor receives a tremendous
amount of coverage to a large number of Bellingham residents.
Sponsors also has the benefit of creating a long-term partnership with BUFC. This enables them
to develop stronger brand recognition in the Bellingham community while continuously
obtaining new customers.
Distribution Strategy:
Our distribution strategy would utilize personal contact to acquire sponsors. Sponsoring
BUFC is a very high involvement purchase therefore personal contact is critical. Representatives
of Bellingham United will contact potential sponsors directly. This will be done by calling or
visiting businesses.
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Bellingham United will enhance the information available to potential sponsors as part of
our distribution strategy, we will create a packet to deliver to potential sponsors. This packet will
include an invitation to the businesses with an exciting message encouraging their sponsorship,
while also providing in-depth details on the sponsorship tiers, the strengths of BUFC marketing,
and the benefits we provide.
The information available on the BUFC website regarding sponsorship needs to be
enhanced. Currently the website has basic information about sponsorship and contact
information. We can add to this page by including more objective information like game
attendance, Facebook likes, and followers on twitter. BUFC should also add pictures to the
website of sponsorship banners and uniforms along with other visual images of marketing
techniques in order to engage potential sponsors. Along with these additions, BUFCs
sponsorship section online should offer a descriptive invitation enthusiastically encouraging
potential sponsors to contact the team. A good example of an online sponsorship page can be
found on the Puget Sound Gunners sponsorship page, another minor league soccer team in
Washington. This page includes a signed invitation and specific information regarding
sponsorship opportunities. Sponsorship information should be added to the BUFC Facebook
page as well as an easy and direct way to inquire about sponsorship opportunities.
BUFC could establish a marketing internship with Western Washington University. The
position will preferably be part time, unpaid, and for credit only. Intern(s) will have the
responsibility of contacting potential sponsors of medium and small size. Representing the team,
these interns will discuss sponsorship opportunities and further contact until sponsors are
acquired. Lance would contact larger companies if possible. These potential sponsors will be
informed of the benefits that BUFC could offer to their business.
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Another distribution technique would be to involve team members. Captains and other
players could be involved in contacting potential sponsors. Members of the team could visit
local businesses or call local businesses to inform them of the benefits of being a sponsor. Their
enthusiasm and personal involvement could increase brand equity when discussing sponsorship
opportunities.
Pricing Strategy:
Our pricing model has 5 different pricing levels ranging from $250.00 to $5000.00. The
platinum sponsor is for a sponsorship of $5000.00 or more. This pack has a 798% ROI and a
profit of $4,499. The Gold sponsor is for a sponsorship of $2000.00 to $5000.00 and has a ROI
of 963%. A Silver sponsor is for a sponsorship of $1000.00 to $2000.00 and has an ROI of
1189%. The bronze sponsor is for a sponsorship of $750.00 to $1000.00 and has a 1242% ROI.
Finally, our supporter sponsor is for a $250.00 to $1000.00 sponsorship and has a 300% ROI.
We developed these prices based on the contribution made by current sponsors as well as
feedback from local B to C businesses from the service-providing industry in Whatcom County.
Of the firms that we spoke with, most were not able to tell us specific amounts they would be
interested in sponsoring. After gathering data from a wide variety of local businesses, we were
able to develop our pricing tiers. We kept the tiers relatively low to allow for a wide range of
businesses to contribute since we werent able to gather specific data to develop pricing tiers.
This is an appropriate model to implement, because it allows for a wider array of
businesses the ability to sponsor the team by having a broad range of sponsorship levels.
Regardless of a particular business's marketing budget, we have a package that works. This helps
businesses become involved with the community and BUFC. Our return on investment is high
within each tier because our costs are very low. Because the goal is to increase sponsorship each
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year, the following year should reflect an increase of about 10% in these prices. If BUFC gets a
sponsorship in any tier, they will be far above their breakeven point.
Promotion Strategy:
BUFC will spread brand awareness to potential customers by contacting businesses as
well as going to businesses to speak with representatives. This is a pull marketing strategy where
direct communication is used to show how a sponsorship could be beneficial to the sponsor
company.
The goal is to project an image to these companies of BUFC an organization centered on
community involvement. Businesses will see the opportunity for non-disruptive marketing and
achieving positive brand awareness within the community.
Awareness should also be spread by printing sponsorship contact information on our
tickets, programs and website allowing businesses who see the sponsorship program in action to
easily get onboard. A concise letter and information on the BUFC website similar to other sports
teams would help businesses interested in sponsorship to determine whether or not Bellingham
united is right for them.
Budget
We wanted to ensure the costs for each sponsorship level were low and that each level
had a high profit margin as well. We calculated that each sponsorship level is approximately 90%
24
profit, with an exception of the supporter level which yields a 75% profit--this illustrates how
each sponsorship level is profitable.
The figure below shows the total cost for each sponsorship level including: the profit, the
profit margin, and the percent of revenue dedicated to launching each level. The highest cost on
this chart is putting the platinum sponsors logo on the jersey. Since the team gets new jerseys
every year anyway, we only included the additional cost of putting a logo on the jersey. The cost
of a half time sponsored show was estimated for a piata plus some extra for candy and supplies.
We did not record the cost for the beer garden as it will be the responsibility of the
sponsor who chooses to use this benefit--we are selling the space and opportunity,
not the service. Said sponsor will be responsible for supplying everything required to put the beer
garden on. Printing sponsorship names on the tickets does not add any additional cost as the cost
is based on number of tickets, not volume of ink. The cost of printing season tickets is very small
because at the most, in our platinum tier, we would only be giving about 40-50 away. So we
wouldnt have a large quantity to print.
Vendors at each game is another cost that will be the responsibility of the sponsor; we are
simply offering the space and opportunity free of charge, not the service. Since BUFC already
prints programs, there is no additional cost to add sponsor names. It is up to the sponsor to
provide fliers at the game if they choose to do that and they will need to have their own person
handing them out. The unpaid intern will need to keep up with social media and include sponsors
in posts. Having a professional webmaster update the website to include a link to each sponsor
will have a small cost and be an estimated thirty minutes of time per sponsor.
25
BUFC Sponsorship Budget
Controls & Feedback

BUFC would measure the effectiveness of our plan by monitoring the increase of
sponsors and the increase of funding. BUFC will analyze financial data to determine changes in
sponsorship revenue compared to the cost associated with acquiring the sponsor. A net increase
of at least $5,000 dollars or more in sponsorship will determine if the plan is successful in
meeting our financial objectives. We will also measure our effectiveness by the retention of our
current sponsors and by any increase or decrease in funding from theses sponsors. The
satisfaction of our sponsors will also be a key indicator of our success.
One way to gain feedback on our plan is to conduct sponsor checkups. The team member
who originally spoke to the company will call or arrange a meeting with the company to discuss
their satisfaction. This conversation will take place periodically which will help by continually
26
involving sponsors. BUFC can make sure they are keeping their sponsors happy and engaged.
This information can help BUFC to ensure that their sponsors are happy and feel that they are
getting value. Additionally, communicating with sponsors who are happy can open up doors for
greater sponsorship.
BUFC can give out a survey to their sponsors both upon initially sponsorship and at the
completion of the season. This survey will inquire about current revenue, twitter followers,
Facebook likes, and other information regarding the company. This survey will also ask the
company what other methods of marketing they are using. By comparing the data from these
surveys before and after sponsorship, BUFC can determine the benefit that their sponsorship has
had on the company. Subtracting the cost of sponsorship from this benefit can give a
measurement of value which can show sponsors how their involvement with BUFC is helping
their company.
27
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Bellingham Census (2010). City of Bellingham Population Growth (2010).
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80ToCurrentYear.pdf
Bellingham United FC: Home. B.U.F.C. Bellingham United Football Club.
http://www.bellinghamunited.com
Calloway, Lance (2014, September 29th). Bellinghams Semi Pro Football Club.
Retrieved from BUFC Presentation Sept. 2014 (1).pptx
Fandango. Fandango. Retrieved from
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row_count=65612987&mid=172286&tid=AAWUF
Facebook (2014). Bellingham United F.C. Retrieved from
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Employment Security Department (September 2014). Whatcom County Profile.
Retrieved from https://fortress.wa.gov/esd/employmentdata/reportspublications/regional-reports/county-profiles/whatcom-county-profile
Evergreen Premiere League. EPLWA AGM sets 2015 season in motion.
http://eplwa.wordpress.com/
Live Bellingham. (2009). Major employers in bellingham and whatcom county
[Data table]. Retrieved from
http://www.livebellingham.com/Jobs/LocalEmployers/tabid/6540/Default.aspx
Marketing Charts (July 2014). World cup 2014 Sponsorships and Viewership
Data (updated). Retrieved from
http://www.marketingcharts.com/traditional/world-cup-2014-sponsors-andviewership-data-43279/
Pheasant, BJ. (n.d.). U.S. Youth Soccer Participation Rates: Percentage Breakout
by State. Retrieved from
http://www.academia.edu/350656/U.S._Soccer_Capitalization_Participation_and_
Development_Rates_for_youth_soccer
Puget Sound Gunners FC (2014). Benefits of Sponsorship. Retrieved from
http://seawolvesfc.com/sponsors/benefits-of-sponsorship/
Puget Sound Gunners FC (2013). Sponsorship Packages. Retrieved from
http://seawolvesfc.com/sponsors/sponsorship-packages/
SB Nation (2013). What Nielsons 2013 Sports report says about soccers future.
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28
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https://twitter.com/bhamunitedfc
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Census Bureau. Retrieved October 24, 2014, from
http://quickfacts.census.gov/qfd/states/53/5305280.html
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Accommodations and food services [Data Table]. Retrieved from
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hospitality [Data Table]. Retrieved from http://www.bls.gov/iag/tgs/iag70.htm
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The Bellingham United Football Club

Bellingham United Football Club is an organization comprised of highly motivated

team. The only semi-pro sports team in the area.

BUFC just started with the EPLWA league, which 1.

1 Evergreen Premiere League WA (EPLWA). http://eplwa.wordpress.com/

in 11,200 total jobs.

BUFC Sponsorship Budget

Controls & Feedback

Bellingham Census (2010). Profile of General Demographic Characteristics.

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