Marketing Lacrosse in Southwest, VA

1. Marketing Lacrosse in Southwest, VA Presentation by: Bryant Burnheimer Ashley Dawson Mark Picton Rocky Weiss

2. Mission To successfully implement, integrate and expand a girls lacrosse program into the Southwest Virginia area.

3. Research & Analysis SBRnet Roanoke Times Team Intelligence US lacrosse Personal experience SGMA

4. Strength • Parents want their kids to stay active • Attract girls that did not make other youth sports • Has more footwork then softball or baseball • Weakness • Can be costly for low income parents • Girls can attain injuries • Low attendance and knowledge of sport due to it being new Consumer: • Opportunity • To grow athletically • To build friendships • Develop hand eye coordination • Become better at their respective positions • Threats • Risk of injury • Girls not getting playing time • Girls not interested in a “new” sport • Pressure from parents to win

5. Strength • Not expensive to play • Plenty of fields to play • Good tradition in this area • Plenty of spectators • Sport stars to look up too (Mia Hamm) • Weakness • high risk of child getting hurt • pressure from coaches to win Competitor: • Opportunity • To grow athletically • To build friendships • Maintain a healthy lifestyle • Learn good sportsmanship • Grow in sport to advance to college and professional level • Threats • Risk of injury • Girls not getting playing time • Pressure from parents to win • Decreasing field space due to pressure from other sports or over usage • Increasing registration fees due to poor economy

6. Strength • Fastest growing sport in last 5 years • Brine is solely a women’s lacrosse manufacturer of equipment • Many companies are jumping on board the product lines (Brine, Warrior Sports, Adidas, etc.) • Weakness • not many lacrosse camps out there to produce athletes Company: • Opportunity • Ability to implement instructional camps in the area • Establish relationships with retailers • Threats • Limited experience coaches available • Lack of corporate sponsorships • Bypassing established tradition of soccer in the area

7. Strength • Lacrosse incorporates many sports to establish a high paced game • No team cuts, so players do not have to worry about making team • Good social experience • Weakness • Low market share in this area • Women’s market is still in the growth stage Climate: • Opportunity • The market here is untapped, just waiting to be discovered • The popularity of soccer will enable lacrosse players to both use players and the field space • Threats • Bad economy, parents don’t have as much disposable income • Community may not be ready to • accept lacrosse • Athletes may not be willing to change to new sport

8. Segmentation: Young female athletes in the NRV Female competitors willing to try out a new “edgy” sport that combines aspects of other sports Total youth participation in the U.S. 17% of lacrosse participation from the South compared to 60% in the Northeast

9. States With Most Youth Players 1. Maryland......................... 50,856 2. New York........................ 38,645 3. Massachusetts............... 18,242 4. Pennsylvania.................. 16,810 5. New Jersey.................... 16,192 6. Connecticut.................... 13,346 7. California........................ 10,366 8. Virginia........................... 10,232 9. Ohio.................................. 5,865 10. New Hampshire.............. 5,433 US Lacrosse Membership 1998: 43,696 1999: 62,407 2000: 78,354 2001: 95,410 2002: 118,415 2003: 142,717 2004: 165,328 2005: 178,175 2006: 213,876 2007: 235,087 Segmentation: *Growth in Youth Market about 10% a year *Growth in High School Market about 19% a year

10. Target Market Decisions: Females ranging in age from 7-18 Sport participants willing to try out a new sport in the spring Soccer, volleyball, basketball, cross country, softball Attract girls by advertising through elementary, middle and high schools

11. Sports Marketing Mix Decisions & Strategies: Attract and hire coaches to start the groundwork in building an established program Contact local soccer coaches to spread the word and link up with them to attract athletes Coincide with soccer to share field space Contact vendors to establish discount deals for players on equipment Use the “edgy” appeal and new “market” freshness to draw in participants

12. Product : Lacrosse is the fastest growing sport in the last 5 years The “edgy” appeal and the ideal combination of other sports attributes within lacrosse will attract athletes of all ages Lack of coaches due to the infancy of the sport is preventing the current leagues from accepting all the players Convince local female athletes that lacrosse is a good spring alternative to soccer

13. Price: Price of equipment is reasonable compared to softball but still a little more than soccer Estimate of roughly $140 for full equipment to play (stick, goggles, cleats, mouthpiece) Opportunity for prices to go down once more vendors enter the market Of course goalie equipment would cost more $ $39.99-89.99 $40.99-$99.99 $34.99-$199.99 $1.50-$19.99

14. Place: Southwest , VA Promote lacrosse as a link with soccer so you can share both participants, fans, and field space Some current athletes are hesitant to change if they already are good at one sport

15. Promotion: Market the sport through radio broadcasts, TV commercials, and promotional camps Promote opportunities to play sport and achieve scholarships in college Make contact with vendors to send representatives to local middle school and high schools Hire high quality coaches to help coach and attract young females to play

16. Marketing Management Strategies: Implementation - Use of funds to advertise for youth lacrosse and create an interest - Hold information sessions for parents and prospective coaches - Hold clinicals for athletes and coaches on awareness of the sport Get VHSL approval and assistance and distribute information through all high schools in region

17. Marketing Management Strategies: • Management: • Establish a budget that suits the economy of SW, Virginia • Have a year round (Fall to summer) league • Monthly league committee meeting • Establish positive relationships with surrounding soccer leagues and programs • Evaluation and Adjustment • Analyze amount of participants in a 2 year span to see if there is a positive growth

18. Conclusion Operation Youth Lacrosse: SUCCESS!