Business Proposal for Comm 100 (Business Communication). Improving External Communications

1. Proposal for Olympian Sports
Improving External Communication
Prepared For: Darwin Redlick
Prepared By: Joloraine Naeg
Nick Korchinski
Samantha Dearing
David Neufeld
Vanessa Kushniruk
February 9, 2011

2. Proposal for Olympian Sports: Improving External Communication
At SK COMM, we strive to provide strategic counsel, creative solutions, and feasible public relations
services, based on extensive industry analysis and a real understanding of the issues that affect
both our clients and their customers. We pride ourselves in providing quality solutions, resulting in
complete customer satisfaction. As an advancing communication group, we will focus on the key
aspects which can produce advice that will contribute to Olympian Sports future development. The
final results will benefit both parties by allowing us to apply the knowledge we have acquired in
class to a real world situation and by improving Olympian Sports external communications.
History & Background
Olympian Sports has been serving Saskatoon’s sports community for over 35 years. They specialize
in hockey and baseball equipment. Olympian Sports also carry licensed apparel and have a large
selection of Under Armour products. Olympian Sports proudly sponsors local teams such as the
Saskatoon Blades and the University of Saskatchewan Huskies. They also had the privilege of
supporting the 2009 Football Canada Cup and they are the main sponsor for the City of Bridges
hockey tournament. Olympian Sports is located in the heart of downtown Saskatoon, which
presents many opportunities as it is centrally located.
Industry Analysis
The sporting goods retail industry face the challenge of keeping up with Canada’s rapidly changing
economy and consumer trends in order to stay competitive. In November 2010, sales at sporting
goods stores were up 1.7% and it is likely to increase. Mass merchandisers and department stores
continue to put pressure on individual and local sporting goods stores. Bigger stores are not always
better as “consumer expenditure is changing and time becomes more of valuable factor” (McNeill,
2010). As department stores continue to expand, local stores can adopt various techniques that will
allow them to differentiate their business such as narrowing their products to target groups, offer
additional services for sporting equipment and present superior customer service.
In Canada, the popularity of sports increases the demand for a wide range of sporting activities.
According to Cole (2005), “there is a growing influence and appetite for sport by our society.” Team
sports like football and hockey play an integral part of the nation’s culture. As noted by Lear (2009),
more athletes receive endorsement deals; sporting goods retail stores can take full advantage of
this by offering products that are already heavily-marketed by Nike or Reebok.
Since the economic recession, the sporting goods retail industry has become more competitive and
more challenging. Every company in the sporting goods retail industry faces different challenges to
remain successful.
Topics to Investigate
Through our analysis on Olympian Sports, we have identified a few areas that should be considered
in order to create an effective communication strategy. With other competitors in Saskatoon,
Olympian Sports must provide a dynamic communication strategy in order to address these key
issues.
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3. Proposal for Olympian Sports: Improving External Communication
Team Services
Olympian Sports offer many services to teams within the region of Saskatchewan. They offer
exclusive services to teams through personalized sporting equipments such as hockey helmets and
team uniforms. Currently, there is little means of communication available to the community to
promote their team services.
Demographic
Currently Olympian Sports communication and promotion strategies are not specifically targeting a
young demographic. An improved and more dynamic communication platform could engage a
younger clientele, and in turn, increase sales numbers. In order to effectively target this
demographic in Saskatoon an appropriate communication plan will be needed.
Community Presence
The third area that should be taken into consideration is community involvement. There is little
advertising of Olympian Stores’ community involvement. Also, there is little mentioned in the print
or digital media. Olympian Sports community accomplishments should be well established in all
communications platforms to promote the store and its image.
Scope & Methods
SK COMM will evaluate existing external communication documents to recognize areas of strength
and weaknesses in Olympian Sports existing strategy. A variety of mediums and channels are
currently being used by Olympian Sports including a website, a blog, and advertisements in the
yellow-pages. SK COMM will assess documents based on criteria deemed important for effectively
communicating with the target audience. Most importantly, Olympian Sports communication
documents will be analyzed based on content, specifically the relevance and quantity of
information provided. In addition, all channels will be reviewed for document organization and
design, and ultimately the ease of use for each document.
Organizational Qualifications & Facilities
SK COMM consists of a group with diverse backgrounds, a broad range of business skills and
experience that will aid us in providing accurate consulting on Olympian Sports external
communications. We have access to extensive databases through the Murray library here at the
University of Saskatchewan. The University of Saskatchewan also has knowledgeable staffs that
offer their expertise in technical support. SK COMM has access to several facilities that will enable
us to perform a comprehensive analysis on Olympian Sports external communications strategy.
Work Schedule
Upon acceptance of our proposal, we will perform an in-depth research in order to achieve our
objectives. SK COMM projected the following timeline in order to conduct a comprehensive
research and analysis on Olympian Sports external communications strategy. Throughout this entire
process, we will work with Olympian Sports and the head supervisor of our project so they are
aware of our progress.
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4. Proposal for Olympian Sports: Improving External Communication
Timeline (2011) Task
Week 1 (February 7-11) Revise Proposal Report
Week 2+3 (February 14-25) Research, Analysis, Recommendations
Week 4+5 (February 28-March11) Prepare Report (Draft copy)
Week 6+7 (March 14-25) Formulate & Submit Final Report
Cost Analysis
SK COMM offers one-on-one consultation at a rate of $150 per hour. On average, we anticipate a
minimum of 5 hours per week for these services in the span of about 3 months. A brief initial
budget is as follows. The final cost will be provided once details have been finalized if necessary.
Period Task Costs
Week 1 (5 hours) Revise Proposal Report $750
Week 2+3 (10 hours) Research, Analysis, $1,500
Recommendations
Week 4+5 (10 hours) Prepare Report (Draft copy) $1,500
Week 6+7 (10 hours) Formulate & Submit Final Report $1,500
Total (35 hours) $5,250
Projected Benefits
SK COMM proposes solutions to communication issues faced by Olympian Stores to achieve their
goals. By addressing the issues we have outlined for improvement, benefits will be seen in the
following ways:
 Expansion of market share
 Re-enforcement of the company image
 Increase sales
 Increase presence within the community
Our experience and expertise will allow us to assist you and make informed decisions regarding
your communication strategy.
Conclusion
At SK COMM, we firmly believe that Olympian Sports will benefit and see consistent gradual
improvements through our study. Our proactive and motivated team is committed to the success of
our clients and their growth. We will strive to find feasible solutions to the identified problems,
while keeping customer satisfaction our highest priority.
We would like to take the opportunity to thank you for your time, and we look forward to doing
business with you in the future.
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5. Proposal for Olympian Sports: Improving External Communication
References
McNeill, M. (2010, November 22). Good things in smaller packages – Winnipeg retailers find a bigger
store isn’t always better. Winnipeg Free Press. Retrieved from www.winnipegfreepress.com
Cole, M. (2005). A 'SPORTS CENTER' UNIVERSE: Invigorates apparel world. Apparel, 46(8), 22. Retrieved
from http://search.proquest.com/docview/210941339?accountid=14739
Lear, K. E., Runyan, R. C., & Whitaker, W. H. (2009). Sports celebrity endorsements in retail products
advertising. International Journal of Retail & Distribution Management, 37(4), 308-317. Retrieved
from http://search.proquest.com/docview/210910788?accountid=14739
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