This marketing plan outlines strategies to increase attendance at Cal Poly men's soccer games. It proposes utilizing various promotions during games like giveaways and contests, as well as spreading awareness of games through social media, fliers, and collaborating with other campus groups. Specific tactics include creating targeted social media content, holding themed game nights, and developing incentives for students to attend multiple games. The goal is to better connect students to the team and their games to drive more interest and attendance throughout the season.

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CAL POLY
MEN’S SOCCER
MARKETING PLAN
2015-2016 Season

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TABLE OF CONTENTS:
Objective and Goals……………..…………...……………………...…………….3
Overview Cal Poly Men’s Soccer……………………………………………....... 3
Marketing Strategies…………………………….…………………….………..4-6
Social Media…………………………….……………………...…………….…..6-7
Game Day Promotions………………………......………..................................8-10
Conclusion……………………………...………………………………..…...….. 11

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Objective
This marketing plan will focus on increasing attendance at Men’s Soccer games for
the 2015-2016 season. This marketing plan will address this using multiple
marketing strategies.
Goals
● Increase attendance at all home soccer games, not just the Buck the Gauchos
game
● Increase awareness of when games are and what themes are scheduled
● Increase social media efforts to help drive attendance
Overview of Cal Poly Men’s Soccer
● Competes in Big West Conference (Division I)
● Coached by former US Men's National Team and 1998 World Cup Head
Coach, Steve Sampson (1st season)
● Division I Level team since 1994
● NCAA Tournament appearances in 1995 and 2008
● Home to one of the largest and most well-known college soccer fan bases,
the Mustang Manglers
● Second largest sellout crowd on-campus, 11,075 people, in history of NCAA
soccer
● 42-15-10 record at home since renovation of Spanos Stadium in 2007
● Buck the Gauchos Rivalry: In 2011, collegesoccernews.com chose the Cal
Poly vs. UCSB soccer game as the #1 rivalry in college soccer

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Marketing Strategies
● Utilize UU hour to spread awareness about upcoming games
○ Have players come out and help hand out fliers, maybe have some
games going on to win free giveaways (like basketball does with free
throws in UU hour)
● Plan themes and/or giveaways to attract students to come to games
throughout the season and increase attendance on games other than UCSB
(since that will already sell-out)
● Stronger promotion of when games are and who the opponent is (i.e. ranked
opponent, conference game, etc.)
○ Do this through handing out fliers throughout the week, having
student athletes help promote through word-of-mouth, increasing
social media
● Dorm competition nights
○ Highest attendance wins a pizza party or something
● Post schedules in classrooms, library, UU, campus market
● Post “Join Facebook, Instagram, and Twitter” posters in classrooms, library,
UU, campus market
● Create a Cal Poly athletics app or partner with the Cal Poly app that will
send students push notifications of upcoming games.
● Team up with ASI to have them send texts that promote upcoming games.
● Provide opportunities for students to interact and develop relationships with
the players
○ Mustang Mornings continuation-coffee and donuts with student-
athletes
○ Hand out flyers during UU hour
○ Games with/against players during UU hour (i.e. trivia)
● Rally towels
● Player trading cards
● Social Media Nights
○ Students who follow Cal Poly Men’s Soccer social media page at the
marketing tent will receive a prize.
● Cal Poly Rewards Program: Encourage fans to interact socially by giving
users incentives to share content relating to CP Athletics. Any participating

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fan that posts pictures, shares videos, retweets, uses certain hashtags or
attends CP sporting events will earn points depending on how they’ve shared
CP content. Fans can receive prizes team gear/tickets.
● Have a scavenger hunt throughout the football stadium (or all around
campus). Hide a couple mini soccer balls around the stadium. Post clues on
Twitter/Facebook. Fans that find the soccer balls get prizes/deals throughout
the season.
● Student tailgate
● Incentives for attending games:
○ Students receive a promotional card that is stamped at each game they
attend or Mustang Loyalty Program (Incentive Program) -- Sign up
for this FREE Program at any Cal Poly Soccer Home Game.
○ Attend 5 games and receive a free t-shirt
○ Attend 8 games and receive a free autographed Cal Poly soccer ball or
invite to dinner with team after the season
● Encourage WOW leaders to pump their WOWies up about Cal Poly
Athletics by having interns and athletes speak at their Spring Training
Meeting.
● Create a student tailgate during game days
● During game days have a “Krukow’s Clubhouse” section where fans can
buy tickets that come with free beer and hotdogs during the game
How are we going to do this?
● Efficiently use social media platforms such as Facebook, Instagram, and
Twitter as our primary source of advertising
● Pass out event fliers and promos during “UU hour”(Thursday 11am-12pm)
● Place more A-Frames throughout campus of sporting events occurring that
week.
● Have marketing interns use their own social media accounts to share posts
about Cal Poly Soccer events (Snapchat, Instagram, Facebook, Twitter)
● Contact people on campus to use their video boards for weekly advertising
● Plan out exciting themes for each home game

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● Introduce new and fun halftime games/promotions
● Stronger promotion of game days so students are aware about what’s
happening on campus each week
Social Media
Facebook
● Have a larger presence (i.e. posting throughout the week to be top-of-mind
for followers, create graphics for themed nights, etc.)
● Send automated messages to Facebook fans of Cal Poly Soccer on their
birthday with promotional offers like “Happy birthday Ashley! Come stop
for a free Cal Poly soccer t-shirt today only as our gift to you!”
● Have videos each week featuring a player, “Get to Know _____” to create
more of a connection between students and the players
● Students guess the score on Facebook: Gets students more involved. If they
guess the score correctly they win a prize
○ All score estimates are to be submitted through the Cal
Poly Athletics Facebook page via message.
● Top five fans that post the most about the Soccer team throughout the season
receive a Cal Poly gift basket or Cal Poly Soccer gear.
● Display Top Facebook posts on scoreboard during the game.
● Send out game deals on Facebook: Offer last minute deals on available
tickets to help fill empty seats.
● Create a one day pre-sale exclusive for fans of the Cal Poly Soccer Facebook
page. Fans can buy tickets on the page. Maybe have discounted tickets to
fans or give out free tickets to the first five fans that buy tickets through the
Facebook page.
● Post interviews and funny videos of players on the Facebook page. Fans get
to meet these players and see who they really are.
● Have “Ask a Mustang”: Fans post questions to players and the players
answer the question on video.

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Twitter
● Live feed for game updates
● Create graphics to post for themed nights/giveaways
● Player takeover of Twitter account to answer questions, post behind the
scenes pictures of practice, etc.
● “Tweet your Seat”- Fans tweet a picture of them and their friends at the
game and what section they are in, the winner gets Cal Poly gear/prizes
● Top 5 fans that tweet the most about the Soccer team throughout the season
receive a Cal Poly gift basket.
● Build lists of team members on Twitter
● Give loyal fans a shout out on Twitter in return for their support.
● Live tweets throughout the game: Give updates on the score, big plays,
touchdowns, interceptions, stats
● On Twitter use guest posting feature of Media Funnel: Allows fans to post
messages to your Twitter stream via email. Moderated by social media team.
● Display Top fan tweets on scoreboard.
● Send out game deals on Twitter: Offer last minute deals on available tickets
to help fill empty seats. Have fans retweet and share the deals for a chance
to win some team gear.
Instagram
● Similar to “Instagram Challenge” at football, have people post picture and
tag @cpathletics to be featured on the scoreboard and win a sponsored gift
● Have videos each week featuring a player, “Get to Know _____” to create
more of a connection between students and the players
● Post behind the scenes/warm-up photos of the team before the game
● Game day reminders
● Display top fan posts on scoreboard when they tag @cpathletics
● Have “Ask a Mustang”: Fans post questions to players and the players
answer the question on video.

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Game Day Promotions
Marketing interns will choose the top 3 fans dressed in the theme and then take
them to the field and ask the other members of the crowd to “vote” (scream, etc.)
for the winner (winner gets gift cards, etc.)
Themes:
1. Green out
a. Wear green
b. Hand out green rally towels to essentially create a “green out”
2. World Cup
a. Different country jerseys, different country themed outfits
3. Patriotic Game
a. Military/Veterans game with the release of Camo themed clothing
b. Let anyone who has or is serving our country in free along with first
responders in SLO
c. Maybe have the ROTC members at Cal Poly or current military
members recognized
d. Talk to team members and have them share their military connections
in video form to market game. Does Cal Poly do any work with Kevin
Tillman where we could honor him in a pre-game ceremony (ROTC
flag bearers during anthem)
4. Flashback Friday Jersey Day
a. Team wears throwback jerseys, kids can get in free, encourage
adult/students to wear jerseys
5. Poster Day
a. Fans are encouraged to bring posters to the game to help cheer on the
mustangs! Could be made into a contest.
6. Family Fun Pack Night
a. 4 tickets, 4 hot dogs & 4 drinks = $40 (maybe less?)
7. Kids Zone Day
a. Facepainting, games, concessions, etc.
8. Greek Night
a. The sorority/fraternity either just them showing up or whoever comes
with the most people will receive prizes or a souvenir
9. Trivia Night (or every game promotion)

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a. Have fans answer trivia questions (questions and contestants on video
board)
10.Deal or No Deal
a. Pick one fan for a deal or no deal- 4-6 boxes with different amounts of
soccer ticket vouchers and the fan can choose which box he/she wants
and they walk away with one box of vouchers (ranging from one
ticket to 15- ex. 1, 4, 8, 12, 15) ** or some could be filled with prizes
and other could be filled with tickets
11.Women’s Soccer Appreciation
a. Bring women’s soccer game ticket, get in for free
12.Musty Night
a. Have Musty the Mustang mascot come out to take pictures with little
kids
13.Hawaiian Shirt Day
a. Hawaiian theme: leis, hula skirt, floral print
14.Bend-it Like Beckham
a. Movie under the stars night with movie on the video board
15.Autograph Day
a. Maybe have days where the players can sign stuff for the kids
(posters, kids’ soccer balls, kids’ jerseys) (Maybe once a month)
Pre-Game Promotions:
● Giveaway to first 100 fans
○ Noise sticks
○ Mini soccer balls
○ Rally towels
○ Free pair of CP Athletics/Men’s Soccer sunglasses while supplies last
○ Amtrak/CP Train whistle night (Amtrak as potential new
Sponsorship)
■ Example: http://www.branders.com/product/custom-wood-
train-whistles-135230/
■ Free train whistle noise maker for select number of fans
■ Amtrak could offset some of the cost as a new sponsor
■ Train whistle would have both an Amtrak and a “CP” logo

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● Family Friday
○ Deal for buying 4 tickets w/ food discount
● Social Media Giveaways
○ If a fan can show at the marketing tent that they follow Men’s Soccer
on Twitter and Instagram, as well as CP Athletics, they get free stuff
○ Or could be entered into a raffle
○ Advertise that this will be going on with signage at the tent
Halftime Promotions:
● Mini-Game Series
○ All clubs on campus will have a chance to sign up for a mini-game
against another club on campus during the seasons half-times
○ Bracket play-winner of it all gets a trophy and an exclusive “Meet &
Greet” with the soccer team
○ How to convince clubs to sign up: fun, interactive, can wear club t-
shirts so free marketing for them
● Penalty kick competition
○ Similar to the Free Throw competition at basketball, have two people
(one “goalie” and one “kicker” and try to make the most PK’s in a
minute. If we can have the whole field, then do this at both goals at
the same time, but if we only have half the field, then do one group
after the other
Post-Game Promotions:
● Autographs/”Meet & Greet” with the team on select dates
During Game Promotions:
● Giveaways for specific statistics to a section (ex. everyone in section 3 gets
Papa John’s if 4 corner kicks happen in a game)
● Soccer Bingo (like Baseball)
● When they score a goal mini soccer balls can be thrown into the stands

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Conclusion
This marketing plan focuses on developing the community’s awareness of the
Men’s Soccer team and their home games. Whether it is spreading awareness about
the sport or learning more about the players, the Cal Poly Marketing Team plans
on creating a connection to their fan’s overall experience as well as increasing
student attendance at home games. The Marketing Team will utilize all forms of
social media to keep the student body informed of all results and major events
throughout the season. Overall, by incorporating these strategies we expect to see
an increase of awareness and attendance for the Men’s Soccer team.