Calgary Foothills Soccer Club (foothills Fc)

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Behavioral: Calgarian oil and gas companies will purchase soccer tickets to distribute to employees as rewards and incentives. They provide them in a weekly raffle or host a company-sponsored event at a soccer game. This would be a new task buy.

For the remainder of this project we will be targeting the Foothills PDL marketing mix towards the segment of young energetic families. The majority of kids in these young families has or is currently playing soccer in recreational leagues. Furthermore, by pursuing this segment Foothills FC can develop passionate fans for life, which will foster a soccer culture within Calgary.

References

Dehne, Selena (photographer)(2012). “Evite Party Planning Expert Explains how to Entertain for the Summer Games,” online image, (accessed October 23, 2014), [available at

http://www.sheknows.com/food-and-recipes/articles/1005357/throw-an- olympics-viewing-party].

Environics Analytics (2013), “PRIZM C2 Marketers Handbook,” (accessed October 22, 2014), [available at

http://www.geographicresearch.com/PDF/PRIZM_C2_English_Handbook_2013.pdf].

FC Calgary Foothills (2014), "What is the PDL?,” (accessed October 27, 2014), [available at ].

Ive, Adam (photographer)(2014). “Calgary, Home of The Most Extensive Urban Pathway and Bikeway Network in North America,” online image, (accessed October 27, 2014), [available at http://goista.com/calgary-home-of-the-most-extensive- urban-pathway-and-bikeway-network-in-north-america/].

Kambic, Randy (photographer)(2012).”Soccer’s a Kick for Family Fitness,” online image, (accessed October 22, 2014), [available at http://www.naturalawakeningsmag.com/Natural-Awakenings/August- 2012/Soccers-a-Kick-for-Family-Fitness/].

Lavine, L (2013), “The Power of Giving Back: How Community Involvement Can Boost Your Bottom Line,” (accessed October 27, 2014), [available at http://www.entrepreneur.com/article/226974 ].

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- Planting the seed: Kids (ages 4-10) and parents looking to spend quality time together

- Talk about psychological thing about when you become a fan

- Talk about fantasy adventure

- Kids population in Calgary

- Most kids play soccer- more interested

- Developing passionate fans from the start

- Stats about kids playing soccer- http://www.macleans.ca/society/the-good-ol-soccer-game/

* Turnkey’s survey showed no connection between playing youth soccer and high avidity as fans, Panchev said. It did show a strong one between playing currently and high avidity.

“A key emotional connection is the fact that you played the sport growing up,” said Simon Wardle. “All these kids who are playing on the weekend are getting up and watching games. Ten or 20 years ago parents wouldn’t have had any interest because they didn’t play. But now you have all these dads and mums who grew up with it and are engaged and will sit down with the kids and watch Chelsea or Arsenal or Liverpool. That is key.” http://www.sportsbusinessdaily.com/Journal/Issues/2014/06/02/In-Depth/Main.aspx

2. Social experience: Men and women ages 22-32 with moderate discretionary income looking for an outlet to socialize. Casual followers of international soccer, with an interest in sports in general- grads and pads

- Social media- talk stats about how much this demographic uses it

- -They cited match-day atmosphere, camaraderie among fans and a family-friendly environment as the three leading factors (stadium experience)

- attachment to city

- people who already attend sports games on a regular basis in the city ( turnkey stats

- Majority of MLS fans (soccers growing reach chart)- white men 18-34, with no children

3. Business segment: Boys and Girls club, and other not for profit organizations promoting fitness and recreation to kids of various incomes, ages and abilities