Strategy and Marketing Proposal for sports organizations/ companies or professionals interested in promoting a soccer/ sports event. It provides highlights and business insights of the main components to organize, promote and manage a sports event. It addresses issues such as Social Media or Public Relations initiatives. It is an Executive/ General Management overview or presentation. By Jonathan Donado MBA - IESE Senior Executive Fellows (SEF) - Harvard University Linkedin: https://www.linkedin.com/in/jonathandonado/ Marketing / Sports / Soccer / Futbol / Business / Startup / Contractor / Freelance

1. STRATEGY & MARKETING
PROPOSAL
Soccer Tournament in Las Vegas

2. BUSINESS PROPOSAL
…. Route to a successful event: Page
1. Jonathan Donado 3
2. Tournament Overview & Objective 5
2. Value Proposition 7
3. Scope of Work 42
4. Fees 43
5. Contact Info 44
Property of Jonathan Donado - All Rights Reserved 2

3. 15
Jonathan Donado
Bilingual senior general management &
business development executive with
expertise in B2C and B2B services business.
MBA – IESE; Senior Executive Fellow – Harvard University
Business Expertise:
• Business Strategy
• Consultancy
• Project & Event Management
• Digital Marketing
• Client Management
• Communications
• Customer Experience
• Insight Analysis
• Market Awareness
• Pricing Services
• ROI
3

4. OVERVIEW: The Soccer Tournament
Tournament:
- National Amateur Soccer Event
- 21-40 year old male / female
- 8-player teams
- Revenue sources: player fees, sponsorship, other
- Location : Las Vegas
- Dates: November 2016
- Organized by Sportivo
Property of Jonathan Donado - All Rights Reserved 5

5. OBJECTIVE: My Business Proposal
End Goal: To make the soccer
tournament a success in terms of
Revenue Generation, Branding, and
Player Participation/Spectators
6Property of Jonathan Donado - All Rights Reserved

6. MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
7Property of Jonathan Donado - All Rights Reserved

7. MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
8Property of Jonathan Donado - All Rights Reserved

8. STRATEGY:
A strategy will tailor Sportivo’s messages and put the right
mix of marketing approaches in place so that we bring our
sales and marketing activities together effectively in an
effective marketing plan.
1
9Property of Jonathan Donado - All Rights Reserved

9. STRATEGY:
The key for a successful promotion of the soccer event is a
combination of 3 drivers:
1. Target market: Create a “Buyer Persona” for a
1. Soccer Player
2. Spectator
3. Local Sponsor
2. Identify Target Market: Geography / Affiliations/ Age
3. Segment Market to define “ACTION PLAN”
4. Revenue/Business Model Creation & Measurement Results
1
10Property of Jonathan Donado - All Rights Reserved

10. STRATEGY: Set a path for success
The key for a successful promo
combination of 3 drivers:
1
Unaware  Aware
Informed  Interested
Desire to Play  Intend to Play
Signs to Play  A PLAYER
11Property of Jonathan Donado - All Rights Reserved

11. MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
12Property of Jonathan Donado - All Rights Reserved

12. PLANNING:
• PLAYER OUTREACH
• SOCCER EVENT:
- Promotion
- Advertising / Direct Marketing
- Public Relations
• SPONSORSHIP:
- Local
- National
2
13Property of Jonathan Donado - All Rights Reserved

13. PLAYER OUTREACH:
PLAYER PERSONA:
- 300 miles outreach to
- Southern California
- Target Hispanic & White
/ < 40 year old players
- Promote “tournament +
a Las Vegas experience”
2
14Property of Jonathan Donado - All Rights Reserved

14. Soccer Event Promotion:
The key for a successful promotion of the soccer event is a
combination of 3 drivers:
1. Digital Communication: Create a tightly knit social soccer fan &
event community and engage with them
- Social media campaign
- Web & Content Management
2. Public Relations:
- Engage local PR firm in Las Vegas during September & October
3. Creative Segment:
- “Do something extraordinary and make it ordinary”: Out-of-the
box initiative
2
15Property of Jonathan Donado - All Rights Reserved

15. Event Promotion:
Create a tightly
knit social soccer
event community
and engage with
influencers in
Social Media
2
16
Property of Jonathan Donado - All Rights ReservedSource: Neil Patel

16. Event Promotion:
Social Media &
targeted
advertising are
top initiatives for
a successful
campaign
2
17
Property of Jonathan Donado - All Rights ReservedSource: Neil Patel

17. Event Promotion:2
18
Property of Jonathan Donado - All Rights ReservedSource: wrightsprintingandmarketing.com

18. Event Promotion:2
19
Property of Jonathan Donado - All Rights ReservedSource: wrightsprintingandmarketing.com

19. Event Promotion:2
20
Property of Jonathan Donado - All Rights Reserved
Source: http://marketing.codes/

20. Event Promotion:
1. Digital Communication
- Social media campaigns
- 1. FACEBOOK:
- Create fan page
- Engagement + postings
- 2. TWITTER:
- Create event page
- Broadcast Tweets
2
21Property of Jonathan Donado - All Rights Reserved

21. Event Promotion:
1. Digital Communication
- Social media campaign
- 3. YOUTUBE:
- Create a channel for Promotional videos
- Invite soccer teams to post own videos to create views and
content sharing
- 4. Instagram:
- Have teams share pictures and game pictures
2
22Property of Jonathan Donado - All Rights Reserved

22. Event Promotion:
1. Digital Communication
- Social media campaign
- 3. BLOGS
- Provide editorial content to Soccer magazines and websites
like SoccerWire.com, etc
4. Website for Soccer Event:
- Generate content / event details and redirect social media
content from platforms
2
23Property of Jonathan Donado - All Rights Reserved

23. ADVERTISING:
Concentrate all
Advertising
through Facebook
as it is highly
targeted and
successful
2
24
Property of Jonathan Donado - All Rights ReservedSource: Neil Patel

24. Facebook has
the best ROI
2
25
Property of Jonathan Donado - All Rights ReservedSource: Neil Patel
ADVERTISING:

25. HOW ?
WHAT ARE THE SOURCES
OF REVENUE?
EXECUTION: Let’s make $$$2
26Property of Jonathan Donado - All Rights Reserved

26. REVENUE SOURCES for Sportivo:2
Players Fees
• Team & Player
Registrations
On-site Sales
• Merchandise
• Betting
• Supermarket
• Silent Auction
• Vendors
Sponsors
• Digital
• On-site:
banners/
• Branding
clothing
27Property of Jonathan Donado - All Rights Reserved

27. REVENUE SOURCES:2
Sponsors
Players
Fees
Overall Costs / Overhead
Vendors /
On-Site Sales
$
Time
28Property of Jonathan Donado - All Rights Reserved

28. REVENUE SOURCES:
1. Players Fees: Should cover overall operative expenses
2. Additional revenues shall be the Profit for the event
1. On-site Vendors: rent table/ stall/ booths / branding
2. Sponsors: insurance, contractors, local vendors, etc
Create Silver + Gold + Platinum Packages based on
space/ visibility and content
2
29Property of Jonathan Donado - All Rights Reserved

29. REVENUE SOURCES:
3. Miscellaneous Sources of Revenue: Players & Spectators
- Silent Auction
- Raffle
- VIP Lounge for Premium Players
- Sportivo’s Supermarket:
- Exclusive items: Christmas items
- Merchandising / Soccer wear
- Souvenirs
Property of Jonathan Donado - All Rights
Reseved
2
30

30. MY VALUE PROPOSITION
STRATEGY PLANNING EXECUTION
31Property of Jonathan Donado - All Rights Reserved

31. EXECUTION: Make it an “Experience”
A Combination of soccer + fun + entertainment
HOW?
3
32Property of Jonathan Donado - All Rights Reserved

32. EXECUTION: Make it an “Experience”
1. SOCCER TOURNAMENT OPERATIONS: Key Factors for a well
organized event
3
• Access/ Logistics
• Timing of eventsOrganization
• Field/ Installations
• Support equipmentVenue
33Property of Jonathan Donado - All Rights Reserved

33. EXECUTION: Make it an “Experience”
1. SOCCER TOURNAMENT LOGISTICS:
- Hotel Partnerships
- Limousine / Bus Transportation
3
34Property of Jonathan Donado - All Rights Reserved

34. EXECUTION: Make it an “Experience”
1. SOCCER TOURNAMENT OPERATIONS:
Also, to minimize resources and cost, sign up Volunteers
3
35Property of Jonathan Donado - All Rights Reserved

35. EXECUTION: Make it an “Experience”
2. SOME IDEAS to make it FUN + ENTERTAINING:
Guinness World Record
Create a new record in terms of kicks, players
It is a great selling tool to make it “special”
and it makes it memorable
3
36Property of Jonathan Donado - All Rights Reserved

36. EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Casino-yes tournament:
Betting for $$
- Winning team / Lead Score Player
- Another source of Revenues for Sportivo
3
37Property of Jonathan Donado - All Rights Reserved

37. EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Poker-Night for Players
3
38Property of Jonathan Donado - All Rights Reserved

38. EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Players Games
3
39Property of Jonathan Donado - All Rights Reserved

39. EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Kids Soccer Clinic (to attract families)
3
40Property of Jonathan Donado - All Rights Reserved

40. EXECUTION: Make it an “Experience”
SOME IDEAS to make it FUN + ENTERTAINING:
Hostesses + Cheerleaders/Models
3
41Property of Jonathan Donado - All Rights Reserved

41. SCOPE OF WORK:
42
Property of Jonathan Donado - All Rights Reserved
•Create “Buyer Persona”
•Identify Target Market
•Revenue Model
STRATEGY
•Digital Marketing
Plan/Social Media
•Coordinate Sponsor
Outreach & Create
Sponsorship Packages
•Coordinate PR efforts
PLANNING •Define & Create Ideas to
make a “memorable”
event
•Logistics / Organization
•Third Parties and Vendor
outreach
EXECUTION

42. FEES:
43
Property of Jonathan Donado - All Rights Reserved
Fee $1,500 $1,500 $1,500 Duration: 9 weeks
Budget: $11,550
$1,250 $1,250 $1,250
$1,100 $1,100 $1,100
$1,000
Week 1 2 3 4 5 6 7 8 9 ~ X

43. 15
- Thank you -
Linkedin.com/in/jonathandonado
www.branded.me/jonathandonado
twitter.com/donadosays
Jonathan Donado