Integrated Communications Plan: The Agency Down Under

Integrated Communications Plan
For Spring Hill College Rugby Program

Presented by
The Agency Down Under

DECEMBER 1, 2015
Agency Team:
Christian Cage
Katie Dolan
Caroline McGraw
Jordan Rogan
Letter of Transmittal
Mr. Justin Goonan,
As you have requested, The Agency Down Under has created an

Integrated Marketing Communication Plan for your consideration in aiding
the Spring Hill College Rugby Program.
The Agency Down Under has performed research, gathered
information, developed strategies and tactics, and has created deliverables
that, we confidently believe, will assist you in better positioning the SHC
Rugby Program against competitors.
The Agency Down Under thanks you for the opportunity you have
provided us with to aid the college as it continues to expand and grow.
The Agency is confident that you will be pleased with the work that
appears in this Plan.
Sincerely,
Christian Cage
Katie Dolan
Caroline McGraw
Jordan Rogan
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Table of Contents
1. Executive Summary
2. Marketing Plan
3. Situational Analysis
4. Target Market Analysis
5. Marketing Objectives
6. Positioning Strategy and Branding Strategy
7. Positioning Strategy #1
12. Measured Control
13. Creative Plan
14. Why is The Agency Down Under Communicating?
15. To Whom is The Agency Down Under Talking to?
16. What is The Agency Down Unders Communication Challenge?
17. What Should The Agency Down Unders Communication Do?
18. How Will The Agency Down Under Do This?
19. What Are The Creative Considerations?
20. What Are The Deliverables?
21. Merchandise Plan
22. Objectives
23. Strategies
24. Tactics
25. Timetable
26. Internet Social Media Plan
27. E-Marketing Goals
28. E-Marketing Objectives
29. E-Marketing Strategy Plan
30. Tactics
31. Timetable
32. Public Relations & Promotions Plan
33. Goals
34. Objectives
35. Strategies
36. Tactics
37. Timetable
38. Media Plan
39. Goals
40. Objectives
41. Strategies
42. Tactics
43. Timetable
44. Budget
45. Appendix A
46. References
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47. Appendix B
48. Task Breakdown
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Executive Summary
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Marketing
Plan
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Agency Down Under

4000 Dauphin St.
Mobile, AL 36608
I.
Situational Analysis: The Spring Hill College rugby team began in 1969.
It has had multiple head coaches from the Mobile area. The rugby program
has recently returned and is planning on competing in the Deep South
Rugby Conference for the 2015/16 academic year. The rugby program
provides scholarships for qualified athletes who represent commitment to
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the team. The Spring Hill Men Rugby team currently competes in fifteens
and sevens in the Deep South Rugby Conference. While the Womens team
recently joined the Southern Independent Rugby Conference. Spring Hill
College is recognized as the top 25 in Division II. Rugby has a long history
in athletics and attracts all forms of athletes. Rugby is truly an experience
like no other. Its the Rugby Experience.
Target Market Analysis: The target market for the Spring Hill College
II.
Rugby team can be broken down into five subgroups. The subgroups are as
A.
B.
C.
D.
follows:
Young Students (16-18)
College Community (Current students and faculty and staff)
Mobile Community (Sponsors)
Alumni (Past SHC students, specifically past rugby players)
III.
Marketing Objectives:
A. Raise $15000 annually by 2017 using different fundraising strategies.
B. Commit 12 - 15 top high school rugby athletes to attend SHC and join the
rugby program.
C. Increase home game attendance by 10% by the end of 2016.
IV.
Positioning Strategy and Branding Strategy: Spring Hill College offers
a wide range of sports that encourage the various target markets to
support and attend games. The SHC Rugby Team needs to stand out in the
minds of the target markets. This will be done through advertising and
promotional materials and events. The Agency Down Under suggests
centering rugby on the experience of the game itself. Rugby is more than
just a sport, it has a lot of history, tradition and social aspects. It is the
Rugby Experience.
A. Positioning Strategy #1: For young students, the position strategy is to
target what makes Spring Hill College unique, as well as the rugby
program. The emphasis would be on the scholarships students receive
while playing rugby, while also experiencing the close community of Spring
Hill College.
B. Positioning Strategy #2: For college students, the position strategy is
focused on the social aspects of rugby, as well as the sport. Emphasis will
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be on bringing out the sense of humor players have and how relatable they
are to the other college students.
C. Positioning Strategy #3: For the Mobile Community, the position
strategy is to use community service as a connection to the potential
sponsors. The Rugby team will focus on using their involvement with the
community as one of the reasons that local companies should invest their
time and money in the SHC Rugby Team.
D. Positioning Strategy #4: For the Alumni, the first step will be to rebuild
the relationship with past rugby players. This will then result in creating a
larger audience within the alumni.
E. Positioning Strategy #5: For the faculty and staff of SHC, the goal is to
increase their attendance and involvement at rugby games and rugby
fundraising events. This will be done by emphasizing the relationship they
V.
have with the students who play rugby.

Measured Control:
The first form of measurement will be analyzing social media
analytics that were generated throughout campaign. This applies
specifically to the amount of likes, shares, retweets and followers.
This will be analyzed using the feature Facebook Insight, Twitter
Activity Dashboard and Instagram Analytics.
There will be a review of the amount of monetary funds raised and
the amount of people who donated. The donations will come from
alumni, sponsors and other external audiences. All donations will be
documented and archived through the Advancement Office.
To measure the overall results of the public relations and education
campaign The Agency Down Under will conduct a short survey for
each target market. This will demonstrate whether the results are
positive or negative and the influence it had on the attitudes of the
target audience.
Finally, The Agency Down Under will do an overall assessment of the
campaign by assessing the game attendance from the beginning of
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the campaign to the end of the campaign. This will be accomplished

by creating a rough estimate at each game.
Creative
Plan
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Why is The Agency Down Under communicating?

Spring Hill Colleges Men & Women's rugby team has been a growing
sporting entity on the SHC campus over the last few years with the
employment of a full time coach and the establishment of a more
professional program. However, awareness of the sport in an environment
that is overshadowed by other sports that compete at a varsity level has
proved a challenge. The Agency Down Under is here to put the business
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element of the sport into practice. It aims to fight the plateau and further
establish the Spring Hill College rugby identity, bringing a greater universal
interest to the game from students, faculty, the mobile community and
current/ potential players.
To whom is The Agency Down Under talking to?

In order to continue building the Spring Hill Rugby Program it must be both
successful on and off the field. This means that the Rugby program must
be successful both performance wise and business. To ensure this, it is
vital that:
Both the men and womens teams have talented and committed players,
That the sport is constantly active to the minds of the Spring Hill
Community and,
That the interest of previous SHC rugby stakeholders continues.
The target markets of the campaign are:
SHC Rugby Alumni

SHC Students & Faculty
High school rugby students who are potential recruits
Mobile residents
What is The Agency Down Unders communication challenge?

Although Spring Hill College Rugby has a professional and competitive
program, due to its club/non varsity sporting status as well as the
significant craze of American Football present in the Deep South,
knowledge of the sport is hindered. This causes problems in building
exposure and attentiveness of the program to potential spectators and
recruits. Rugby at SHC has many positive characteristics that the target
markets must become aware of both in relation to the sport itself and the
experience it provides. The Agency Down Under is here to overcome these
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challenges through an effective communication and public relations

campaign.
What should The Agency Down Unders communication do?

Objective Statement: Communications will raise awareness of the rugby
culture. Communication efforts will focus on positioning the game of rugby
as a fun social experience for everyone to enjoy. The agency will focus on
creating the brand image surrounding The Rugby Experience. Using all
forms of media and utilizing online, print, video and radio will do this.
Objectives:
Create the brand image of The Rugby Experience.
To have 50% of faculty and students become familiar with the Rugby social
media sites.
To have 50% of donations made through website advertisement.
To have 75% of students become aware of the rugby schedule through the
use of media created.
Increase potential new players awareness of the SHC Rugby Team.
How will The Agency Down Under do this?

This will be done through the use of various media outlets. This includes
print, video, radio, brochures, recruiting material and promotional material.
What are the creative considerations?

Brand Image: The current brand image of the SHC Rugby team focuses on
the sport. The Agency Down Under wants to provide a brand image that
Rugby is more than a sport but an experience. Individuals can become
involved with rugby even if they have no interest in the sport. Rugby has a
rich history and social experience for everyone to be involved in.
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Positioning: Utilizing The Rugby Experience as the tagline, the brand will
reach all target markets. When individuals think of the SHC Rugby Team,
they will think of the experience they gained and enjoyed, and not just the
sport. It will help the audience to associate rugby as a fun event with wellrounded players. This will be done through the use of the deliverables.
Budget: Due to a limited budget, the advertising and promotional efforts
will focus on low costs.
What are the deliverables?

-
Springhillian Advertisement
Flyer
30 second radio copy
60 second radio copy
30 second video Badger TV commercial
60 second video How-to Video
Brochures for recruitment
Brochure for sponsors
Social Media posts
Promotional materials: Koozie, T-shirt, Hat, Water Bottles

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Mobile, Al 36609
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Client:
Spring Hill College Club Rugby

60-second Television Script
Oct 2015 Litter Ordinance
Audio
Video
A lean and build male SHC rugby
backrower dressed in the teams
kit gets passed a rugby ball in
front of the Rugby posts on Dorn
field. He catches it then looks at
the camera.
Male SHC Back rower

I play rugby as it tests both my
physical and mental toughness.
A slim, athletic female SHC rugby

player places the ball on a tee to
kick a conversion then lines up her
kick and looks at the camera.
Female SHC Outside Back

I play rugby because it integrates
multiple sporting skills.
She then kicks the ball and it goes

through the posts.
Male SHC Front Rower

I play rugby for the camaraderie
and to play for my brother next to
me.
A team of forwards pushes a scrum

sled and then a SHC front rower
lifts his head and looks at the
camera.
A strong female SHC rugby player

runs at a pad with the ball in hand
and places it back and looks at the
camera.
I play rugby because its one of

the few sports that enables
women to get physical and be
aggressive.
V-O
Rugby, a game made for
everyone.

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Mobile, Al 36609
Client:
Spring Hill College Club Rugby

30-second Television Script
Audio
Video
Coach Goonan:
Hi there Im Coach Goonan Head Coach of
Spring Hill Colleges Mens and Womens
Rugby Teams.
After an extremely successful 2015 season
which left us undefeated in our conference
competition, its time to prepare for 2016.
Rugby is a sport of agility, speed, strength,
coordination and discipline. It is a game
made to accommodate everyone, which
only few can handle.
If you believe you have what it takes to be
a rugby player at SHC, visit the SHC rugby
website.
Coach Goonan dressed in his coaching kit

standing in his office talking to the
camera.
A clip of a successful moment in a game

from last season.
Clips from last season that represent all
these values. A winger running the ball, a
prop scrummaging, and a fullback
catching a high kick.
Coach Goonan talking to camera. Website
link pops up at bottom of screen.
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CMM 366.01
Mobile, Al 36609
Client:
Spring Hill College Club Rugby Team

30-second Radio Ad
V-O
Spring Hill College not only offers a

beautiful campus and great education,
but also an advanced and professional
Rugby program. Both for Men & Women.
Scholarships are available for competitive
and committed players along with
opportunities to progress to the
international level.
Whether you have experience or have
never picked up a rugby ball before,
Coach Goonans door is always open.
Visit the SHC college athletic website to
learn more and share your interest.
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CMM 366.01
Mobile, Al 36609
Client:
Spring Hill College Club Rugby Team

15-second Radio Ad
Rugby Player 1
I play rugby because its a true team

sport.
Rugby Player 2
Rugby Player 3
I play rugby because it involves multiple

skills.
V-O
I play rugby because it tests you both

physically and mentally.
Does Rugby Sound like the game for you?
Visit the SHC Athletic Website and search
Rugby to find out more.
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Facebook & Twitter Posts:

Post 1:
SHC Mens Teamlist for this Saturday vs Team A
(Teamlist 1-15 + reserves)
Get on down and show your badger support #therugbyexperience
Post 2
This weekend marks our annual Bring Back the Alumni day. Get to Dorn
Field to meet the past players who have made Rugby at SHC what it is
today. Alumni, dont forget about our Homecoming on the Hill post-game
dinner.
#therugbyexperience
Post 3
SHC Rugby Quiz Question of the Week:
Who is starting at outside center for the US Eagles in this Saturdays game
against Country A?
Quickest person to respond with the correct answer receives either a free
SHC rugby cap or koozie.
#therugbyexperience
Post 4
The Battle of Mobile is upon us! This weekend SHC takes on Mobile rival
South Alabama. Bring your truck, your Barbeque, a cooler full of iced
drinks and sit back, relax or even cheer, and enjoy the action.
Its all about #therugbyexperience
Post 5
As many of the student and faculty on campus are unfamiliar with rugby,
the SHC Rugby facebook and Twitter profiles will post weekly videos from
Youtube which teaches viewers various skills and components of the game.
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Come support the SHC Rugby Badgers this

weekend against South Alabama.
Saturday 10/10/2015
Dorn Field
Women: 11am, Men: 1:30pm
Bring your friends, bring your family and hey,

even bring that girl youve always wanted to
watch a rugby game with!
#therugbyexperience
Merchandise:
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A. Cup:
B. Hat
C. Koozie
D.Rugby Shirt
E. Rugby Jersey
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Merchandise
Plan
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I. Objectives:
F. Have 100 students purchase Rugby Team T-shirts by Spring 2017.

G. Handout at least 5 promotional items at every game.
H. Have 25% of Alumni purchase a Rugby T-shirt by Homecoming on the Hill
I.
II.
A.
B.
C.
D.
E.
F.
III.
A.
2017.
Give at least 5 promotional items during every recruitment visit.
Strategies:
Sell T-shirts at rugby games and in the bookstore.
Advertise merchandise on social media.
Give away small items at games during halftime show.
Encourage players to purchase and wear merchandise.
Sell T-shirts to Rugby Alumni at Homecoming on the hill.
Have a table at all SHC recruitment events.
Tactics:
There will be a merchandise tent at each game that advertises and sells the
merchandise.
B. Provide merchandise in the SHC bookstore.
C. Create weekly social media posts advertising merchandise before game
day.
D. Provide links to the online shop for everyone to buy merchandise.
E. During half-time show explain that the winner gets free merchandise and
explain what that merchandise is.
F. Provide Rugby T-shirt when players sign-up to play Rugby.
G. Have a table selling the Alumni T-shirts at the Homecoming on the Hill
dinner.
H. Make T-shirts available for any potential new student who signs-up for the
IV.
rugby team.
Timetable:
August 2016 September 2016 These months will focus on the development and ordering of
merchandise.
Weeks 1 2
Finish creating merchandise with the companies.
Weeks 3 4
Finalize paperwork and complete orders for merchandise. Begin

advertising merchandise on social media, with flyers and at the rugby
games.
Weeks 5 6
Continue monitoring orders and advertising for the merchandise.
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Weeks 7 8
Continue monitoring orders and advertising for the merchandise.
October 2016 November 2016 These months will focus on beginning the selling of
merchandise at games and having merchandise available at the various events.
Weeks 1 2
Receive new merchandise and have at the rugby games under a

merchandise tent.
Weeks 3 4
Continue selling merchandise at games and give away free items during
the half-time game.
Weeks 5 6
the half-time game.
Weeks 7 8
the half-time game. Also has merchandise available for the Rugby
Experience: The Bearded Edition.
December 2016 March 2017 Dedicate these months to having merchandise available during
games and for anyone interested in purchasing them. As well as advertising the merchandise
around campus.
April 2017 May 2017 These months will continue the advertisement of merchandise as well as
have merchandise available at the two events (Homecoming on the Hill Dinner and Student vs.
Staff Game).
Internet Social
Media Plan
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I.
E-Marketing Goals:
A. Increase online identity for the SHC rugby team.
B. Increase education and awareness of rugby.
C. Increase donations made through internet.
II.
E-Marketing Objectives:
A. Increase facebook likes to 1,500 by August 2017.
B. Create an instagram with 300 followers by August 2017.
C. Create a Snapchat filter and story for every Saturday during the season
from August 2016 - August 2017.
D. Increase Twitter posts and hashtag use by 10% from August 2016 - August
2017.
E. Update website once a week during the season from August 2016 - August
III.
2017.
E-Marketing Strategy Plan:
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A. Increase the target markets knowledge of the history, techniques and

players of Rugby.
B. Establish brand recognition based on The Rugby Experience campaign
through the use of Internet presence and social media.
C. With the use of social media analytic tools and objective surveys the
agency will obtain a greater insight of the target markets attitude and
demographic information.
D. The website will be used to communicate with prospective players by
informing and persuading them with scholarship opportunities and positive
game outcomes.
E. The website will be used to communicate with prospective donors by selling
Spring Hill Colleges Rugby team as a worthy team that will continue to
develop and expand with their generous donation.
F. Social media will be used to communicate with students, faculty and
alumni. The use of pictures, videos and interesting facts the agency will
grab the audience's attention and create interest in the sport.
G. The alumni email list will be utilized three times between the months,
August 2016 - August 2017 to gain donations.
IV.
Tactics:
A. Create videos and picture that demonstrate specific techniques of the
rugby game, use #tbt to provide history and create player spotlight to
establish a relationship between the players and the audience.
B. Use #RugbyExperience and and The Rugby Experience on all media.
C. Provide link to an online survey on social media twice a year. The survey
will ask questions based on demographics, experience, attitude towards
rugby social media and the effect it has on them.
D. Work closely with admissions to gain email information on prospective
students.
E. Use email to reach out to local sponsors and provide the link to the Rugby
website.
F. Post pictures, videos, status and comments to engage with followers.
G. Create email template to send to the alumni to develop a relationship and
V.
gain donations.
Timetable
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Every Week: Post on Social media as often with important content.

Throughout the week post any interesting Rugby and/or SHC related
articles and buzzfeed.
Monday:
Post the schedule for any games

and/or events for that week on
Facebook. Post the link to the FB
schedule on Twitter.
Tuesday:
Post any missed highlights from the

weekend on Facebook.
Wednesday:
Use the #WRW (Whats Rugby

Wednesday) to share information
about the sport and the team on
Facebook, Twitter and Instagram.
Thursday:
Use #TBT and #SHCalumni to show

old pictures of the Rugby team on
Instagram. Post a link to this on
Twitter.
Friday:
Use #purpleup to show support for

the school. Use this to highlight any
of the players doing well on the
campus as well as any other SHC
students and staff. Post this on
Instagram with a picture of the
student and a short description. Also
post on Twitter and Facebook to
remind target audiences about the
game on Saturday and any details to
know about it.
Saturday:
Post constant updates of the game

on Twitter. Finish with an album
uploaded to Facebook of the game
and audience who attended.
Sunday:
Use social media to show what the

players and coach likes to do when
they are not playing rugby. This can
be done on Instagram and Facebook.
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August and September 2016: These months will focus on creating new
content for the website and social media sites as well as develop a new
instagram and snapchat filter and storyboard.
Weeks 1 - 2
Collect new information about Rugby Team, contact

Snapchat about creating filter and develop new Instagram.
Weeks 3 - 4
Collect new pictures, design new filter and create first post
on Instagram.
Weeks 5 - 6
Organize website to have various sections (Alumni,

Students, Want to Join the Team, Merchandise, Social Media,
Contact Us) and continue to post on Instagram.
Weeks 7 - 8
Have first snapchat filter for the first game of the school
year.
October and November 2016: These months will focus on gaining followers
and attendance at games.
Weeks 1 - 2
Create social media posts that advertise all the games for
Fall Semester 2015 as well as any upcoming events. Also
advertise any upcoming events on social media.
Weeks 3 - 4
Post links for merchandise and links to and Badger TV

videos Springhillian articles.
Weeks 5 - 6
Update website with any new stats, information and

articles.
Weeks 7 - 8
Develop and get into the habit of constantly updating and

posting on the website and social media.
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Public Relations
& Promotions
Plan
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I.
Goals:
A. Establish a positive relationship between the rugby team and various target
B.
C.
II.
A.
B.
C.
D.
E.
III.
A.
1.
audiences.
Educate the audiences on the game of rugby and also the players.
Create brand recognition based on The Rugby Experience
Objectives:
Gain five new sponsors by August 2017.
Increase donations by $10,000 through Public Relations and Promotions by
August 2017.
Gain 15 new rugby recruits by August 2017.
Increase game attendance and awareness 10%.
Organize a Rugby alumni group.
Strategies:
Events:
Student Tailgate Event: This event will be held throughout the season, once
at the beginning and once at the conclusion. It will start 30 minutes before
the beginning of the game. People can learn about the tailgate by social
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media posts, flyers, and school email. A SHC tent and grill station will be
provided for students. It is made available to the students for the entire
game. Residence of Mobile will also be welcomed.
2. Homecoming on the Hill Dinner: This dinner will be directed at the alumni.
Following the rugby game that weekend, alumni can go to the Stewartfield
area for a drinks, dinner and connecting with players. Merchandise will be
available at the dinner for the alumni to purchase, as well as, a donation
table.
3. Students and Staff Rugby Game: This event will be held at the end of spring
semester 2017. It will consist of a touch rugby game between SHC staff
and students. Two weeks before the game participants are able to attend
practices to learn how to play rugby. The winner receives a trophy and
bragging rights.
4. The Rugby Experience: Beard Edition: This event is a charity and
fundraising event centered on No Shave November. It will be held the last
week of November 2016 outside the Dining Hall. Students can pay $5 to
shave a Rugby Players beard in the design of their choice. The rugby player
will keep their beard in that design until the end of the game, that Saturday.
A portion of the total amount raised will go to charity for cancer research
and portion will go towards the rugby team. At the event merchandise will
also be available to purchase.
B. Promotional Methods
1. Halftime Entertainment: during halftime of the games, there will be fun
2.
a.
b.
c.
activities, such as relay races, where the winner will win merchandise.
Sponsor Ranking:
Up to $500= name on a jersey
$501-$1000= banner + name on jersey
$1001-$1500= banner + name on jersey + vocal advertisement
IV. Tactics
A. Events:
1. Student Tailgate Event: to inform students of the tailgate event flyers will
be distributed and posted around campus. Also, a school wide email will be
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sent and several reminders will be posted on social media. Flyers will be
posted in popular restaurants and areas around Mobile.
2. Homecoming on the Hill Dinner: emails will be sent to all alumni to inform
them of this event. Also, flyers will be posted throughout campus to
encourage students to attend this event.
3. Students and Staff Rugby Game: an email will be sent to all staff members
informing them of the student and staff rugby game. Students will be
emailed and encouraged to attend the game.
4. The Rugby Experience: Beard Edition: flyers will be posted throughout
campus notifying them of the event. Also, social media posts will be posted.
Badger TV will post a comical commercial promoting them event. (rubgy
player with suit and tie wearing cleats with a big bushy beard).
B. Promotional Methods
1. Halftime Entertainment: the use of flyers and social media posts will have
information about the new halftime activities and prize for the winner.
2. Sponsors: companies will be informed through email. There will also be
information about what comes with being a sponsor on the website.
Timetable:
August - September 2016: These months will be used to advertise

Weeks 1 2
Start planning first student tailgate game (purchase tent), register to
Weeks 3 4
borrow grill from SHC, create flyers for advertisement.

Start advertising for Student Tailgate tent, use social media to advertise,
begin approaching potential sponsors through face-to-face
communication and share the sponsor ranking. At the first game have
Weeks 5 6
the first halftime entertainment game.

Continue to advertise the tailgate tent, searching for sponsors and
Weeks 7 8
halftime entertainment.
Continue to advertise the tailgate tent, searching for sponsors and
halftime entertainment.
October November 2016: These months will continue to focus on advertising and planning
events.
Weeks 1 2
Reserve space for The Rugby Experience: The Bearded Edition,
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develop advertising for the event and explain to the team their role in the
Weeks 3 4
event.
Get advertising (flyers) approved by school and continue to encourage
Weeks 5 6
team members for No Shave November.

Begin Advertising for The Bearded Edition and team member who is
Weeks 7 8
participating begins in No Shave November.

Advertising increases with more use of media. Team members continue
to participate in No Shave November. Final week of November hold the
event for The Rugby Experience: The Bearded Edition.
December 2016 January 2017 These months are focused on continuing momentum and
excitement for upcoming events for rugby.
Weeks 1 2
Develop plans for 2017 events. Also review previous events and what
can be learned from them. Create plans for upcoming half-time games
Weeks 3 4
Weeks 5 6
purchase any supplies for these events.

N/a
Begin advertising for the upcoming year and the events that will be
Weeks 7 8
available.
Begin planning for Homecoming on the Hill and the student and staff
rugby game. Also reach out to potential sponsors encouraging them to
help the rugby game for the year. Show them the sponsors ranking.
February 2017 March 2017 These months focus on the planning and invitations for the
Homecoming on the Hill dinner and planning of Student vs. Staff game
Weeks 1 2
Continue planning and reserve room for homecoming dinner.
Weeks 3 4
Continue planning and create invitation for Homecoming on the Hill
Weeks 5 6
dinner. Also put the dinner on the schedule for Homecoming on the Hill
Begin advertising reminders to the rugby alumni about Homecoming on
the Hill and the dinner. Begin planning for the Student and Staff rugby
Weeks 7 8
game.
Create finishing touches on Homecoming dinner. Send out one final
reminder for the Homecoming dinner. Begin advertising for the student
and staff rugby game.
April 2017 May 2017 These months focus on the planning of the student and staff rugby game
and developing practices and getting participants.
Weeks 1 2
Begin advertising the student and staff game around campus and
planning the tournament. Also hold one or two practices for the students
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Weeks 3 4
Weeks 5 6
Weeks 7 8
and staff to learn the game.

Continue advertising and planning and holding practices.
Hold Rugby tournament for the students and staff.
Review previous events and begin planning for the next event.
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Media Plan
I.
Goals:
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A. To educate both current and former SHC students and the faculty and staff
about the game of rugby and the rugby program at SHC.
B. To recruit student to take a part in the Rugby program at SHC.
C. To raise awareness of the SHC Rugby program to local businesses and to
the community in the Mobile area to gain sponsors.
II.
Objectives:
A. To reach no less than 75% with a frequency of notes than 5. (students,
staff, faculty)
B. To reach no less than 75% with req. of no less than 3 (alumni)
C. To reach no less than 75% with a frequency no less than 3 (sponsors,
III.
mobile community)
Strategies:
A. Flyers will be posted in several high schools, middle schools and colleges.
B. Brochures will be created to inform sponsors and potential recruits about
Spring Hill rugby.
C. A YouTube video will be posted on social media every month to educate
people on the rugby techniques.
D. Radio: commercials on the student radio, WTOH, will be ran twice a day,
three times on Friday, informing and persuading people to go to rugby
games.
E. Badger TV: a commercial will be ran the first Thursday of every month with
video clips of games and interviewing players. At the end of the commercial
the reporter will tell students the games that month.
F. Springhillian: advertisements will be printed in the newspaper with pictures
of players, interviews from players and the rugby game schedule.
G. Media Relations: player highlight stories will be released to the Springhillian
and Badger TV. Both will cover stories about a certain player and create a
relationship with between the audience and player.
IV. Tactics
A. Flyers will be posted in the dining hall, McKinneys, all residence halls and
academic buildings. These flyers will focus on increasing attendance at
games. Also, they will be posted in several high schools and middle
schools. These flyers will focus on educating students about Spring Hills
rugby team and possibly gaining new recruits.
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B. Brochures: will have information on the rugby team, schedule and

upcoming games. There will also have information about how a sponsor can
donate and sponsor rankings. The website link will be available.
C. YouTube: general, but educational YouTube videos will be posted on social
media.
D. Radio: an upbeat tone will remind students about upcoming rugby games
E. Badger TV: commercials with clips from games and interviews with players
will be ran on badger TV
F. Media Relations: a specific player will be interviewed and talked about in
both the Springhillian and Badger TV.
G. Springhillian: pictures from recent games will be presented in the
newspaper as well as information about the team. Also, in depth interviews
will be posted as well as a picture of the featured players.
Timetable:
The timeline for the media plan will change depending on the Springhillian
schedule. Work with the Springhillian to develop a schedule. For other media
begin making and developing the media one month before premiere of the
media. See example below.
August 2016 September 2016
Weeks 1 2
Begin planning for the How-to YouTube video and flyers
advertising the upcoming games and the overall game of
Weeks 3 4
Weeks 5 6
rugby.
Begin production of the YouTube video and flyers
Continue final editing and production of YouTube video
Weeks 7 8
and flyers.
Continue final editing and during the last week post the
YouTube video on all social media and post flyers around
campus.
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Budget
Event
Venue
Food
Student
Tailgate
$0.00
$0.00
Public Relations/Promotions Budget

Entertainmen
Giveaways
Set Up/
t
Chairs
$0.00
Promotiona $0.00
l Items
38
Donation
$0.00
Sponsorshi
p
$0.00
Total
Expenses
$0.00
MKT366.01
Event
Homecomin
g on the Hill
Dinner
Students and
Staff Rugby
Game
The Rugby
Experience:
Beard
Edition
$0.00
$300.00
$0.00
Promotiona
l Items
$0.00
$400
$0.00
$300.00
$0.00
$0.00
$0.00
Promotiona
l Items
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
Promotiona
l Items
$0.00
$0.00
$0.00
$0.00
Item
Cup
Hat
Koozie
Rugby T-Shirt
Rugby Jersey
Price
Merchandise Budget
Quantity
Total
Internet Social Media Budget

Price
Audience
$0.00
Students, Mobile community,
Faculty/Staff
Twitter
$0.00
Faculty/Staff
Instagram
$0.00
Faculty/Staff
Email
$0.00
Sponsors, Alumni
SHC Athletics Website
$0.00
Students, Faculty/Staff,
Mobile community, Sponsors,
Recruits
Media Budget
Facebook Posts
$0.00
Twitter Posts
$0.00
Instagram Posts
$0.00
Flyers (8 x11 sheets in color)
$0.30-$0.32 per sheet
Flyers (11x17 sheets in color)
$0.60-$0.62 per sheet
Brochures
$0.60-$0.62 per sheet
YouTube
$0.00
TOH Radio
$0.00
Badger TV
$0.00
Springhillian Advertisement (8 inch column
$240.00-$320.00
for 6-8 weeks; B&W)
SHC Athletics Website
$0.00
Email
$0.00
Internet Medium
Facebook
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Appendix A
References:
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MKT366.01
CustomInk Design cup. (n.d.). Retrieved December 1, 2015, from

http://www.customink.com/designs/cup/uth0-00ac-78jm/social?
pc=FBWM-47419
From this source, The Agency Down Under customized merchandise

and specialty items to assist in promoting and marketing the Rugby
Program to students, faculty and staff, sponsors, the Mobile
Community, and potential recruits.

The customized items included T-shirts, koozies, hats and cups.
The Official Website of Spring Hill College Athletics Badgers. (n.d.).

Retrieved December 1, 2015, from http://www.shcbadgers.com/
From this source, The Agency Down Under was able to retrieve
statistics, schedules and necessary information for fliers, brochures,
emails, social media posts, and radio and video broadcasts.
Spring Hill College Rugby Club. (n.d.). Retrieved December 1, 2015, from
https://www.facebook.com/SpringHillCollegeRugbyClub/?fref=ts
This source assisted The Agency Down Under by serving as a visual

sample of the work and effort that the Rugby Program has already
done to advertise the sport and the events associated with it.
J. Goonan, personal communication, (November 27, 2015).
Justin Goonan provided vital information and quotes that were utilized
by the Agency.
Appendix B
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MKT366.01
Task Breakdown
At first, the plan was to divide each section between all group
members. As we began we realized that it would be better to work on the
plan together instead of each have our own part. We met several times,
both in and out of class to meet, discuss and develop our work. We believe
that this has allowed us to develop a more cohesive plan for the client.
Listed below are the specific tasks each member contributed.
Jordan Rogan: Jordan developed the timetables, wrote and edited mass
amount of the plan, helped each member with developing their portion of
the plan and took the role as group leader.
Caroline McGraw: Caroline helped write and edit the plan, wrote the
Public Relations plan and the Creative plan. She also helped create the
merchandise and the print media deliverable.
Katie Dolan: Katie developed the media plan, created the brochures and
helped each member with their portion of the plan. Katie also edited the
plan at the end and created the Budget, Appendix A and organized the
Table of Contents. Katie also created Executive Summary and did a final
review of the Plan at the end.
Christian Cage: Christian created the video commercials, Radio
commercials and the social media posts. He also helped contribute to the
creative plan.
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MKT366.01

Integrated Communications Plan: The Agency Down Under

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Integrated Communications Plan: The Agency Down Under

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Integrated Communications Plan

For Spring Hill College Rugby Program

The Agency Down Under

As you have requested, The Agency Down Under has created an

The Agency Down Under

The Agency Down Under

The Agency Down Under

Agency Down Under

have with the students who play rugby.

the campaign to the end of the campaign. This will be accomplished

Why is The Agency Down Under communicating?

To whom is The Agency Down Under talking to?

SHC Rugby Alumni

What is The Agency Down Unders communication challenge?

The Agency Down Under

challenges through an effective communication and public relations

What should The Agency Down Unders communication do?

How will The Agency Down Under do this?

What are the creative considerations?

What are the deliverables?

The Agency Down Under

Spring Hill College Club Rugby

Male SHC Back rower

A slim, athletic female SHC rugby

Female SHC Outside Back

She then kicks the ball and it goes

Male SHC Front Rower

A team of forwards pushes a scrum

A strong female SHC rugby player

I play rugby because its one of

The Agency Down Under

The Agency Down Under

Spring Hill College Club Rugby

Coach Goonan dressed in his coaching kit

A clip of a successful moment in a game

The Agency Down Under

The Agency Down Under

Spring Hill College Club Rugby Team

Spring Hill College not only offers a

The Agency Down Under

The Agency Down Under

Spring Hill College Club Rugby Team

I play rugby because its a true team

I play rugby because it involves multiple

I play rugby because it tests you both

The Agency Down Under

Facebook & Twitter Posts:

The Agency Down Under

Come support the SHC Rugby Badgers this

Bring your friends, bring your family and hey,

The Agency Down Under

The Agency Down Under

F. Have 100 students purchase Rugby Team T-shirts by Spring 2017.

Finish creating merchandise with the companies.

Finalize paperwork and complete orders for merchandise. Begin

Continue monitoring orders and advertising for the merchandise.

The Agency Down Under

Continue monitoring orders and advertising for the merchandise.

Receive new merchandise and have at the rugby games under a

A. Increase the target markets knowledge of the history, techniques and

The Agency Down Under

Every Week: Post on Social media as often with important content.