Background

The Western Sydney Leopards Rugby Union Club elected a new Board of Directors early in $2020.$ It has nine Sydney first$-$grade rugby titles. Over the last decade, the Leopards have struggled at youth and senior levels. The team ended dismal eighth in first$-$grade in $2019.$ The other senior teams failed also. The Colts' three$-$point loss in the grade grand$-$final was the club's only bright spot in $2019.$

The club

A Board of seven Directors runs the $600-$member community club.

Burwood hosts the Leopards. Starting in $2020,$ junior, colts, and senior teams had $430$ players. $80$ volunteers assisted these teams as coaches, managers, cafeteria staff, and committee members. Some are past players, but most are parents, friends, or partners of current players. Only Head Coach Ben Whittaker and Administration Manager Grant Pollard are full$-$time workers.

The club is proud of its multi$-$cultural roots, with $25\%$ of its players from Pacific Islands.

The situation

Club revenue was little over $$600,000$ in $2019.$ This amount came from player registration fees $($$$110,000),$ gate receipts at home games $($$$150,000),$ small grants from the Australian Rugby Union $($$$50,000)$ and New South Wales Ruby Union $($$$70,000),$ club events like the annual presentation night and fund$-$raising dinner $($$$60,000),$ and match$-$day food and drink sales $($$$90,000).$ Sydney's inner western area companies sponsored the remaining $$70,000.$

The club spent $$586,000$ in expenses, including ground rental, insurance, administration, equipment purchases, and pay for two full$-$time staff, leaving a modest operating surplus of $$14,000.$

Most of the ten Sydney first$-$grade Rugby Union clubs $($Shute Shield$)$ rely on sponsorship. Large national firms support certain high$-$profile clubs. Most clubs, like the Leopards, depend on local companies. Sponsors are recognised on pitch signs, player sweaters and shorts, and in the monthly club publication "Leopards Lair".

Successful teams routinely draw $30004000$ fans to home games. In $2018$ and $2019,$ Leopards home games averaged $14001600$ fans.

Covid $19$ and subsequent lockdowns have severely impacted winter sports, including rugby, in Sydney in $2020$ and $2021.$

A few senior games were played in August and September while the $2020$ rugby season was continually postponed. The club's annual report called it $$a year of unprecedented challenges and difficulties$$ with no youth competition.

The $2021$ season started well, but the Delta epidemic and June lockdown saw just a few games played and all contests cancelled.

Both years, the Leopards lost heavily.

The players

Junior players in Sydney's west compete fiercely. Junior soccer and rugby league tournaments are well$-$established and provide exceptional players professional possibilities. This concept included creating the Greater Western Sydney Giants. The successful Auburn Tigers AFL team, near the Leopards' home, has garnered positive media exposure for the code due to its numerous Muslim players.

This mission

The Board wants the Leopards to top the premier division. Board members know that to attain this aim, the club must recruit and nurture excellent juniors, colts, and seniors and remain financially viable.

After the $2020$ and $2021$ interruptions, the Board knows the club must first reconnect with its stakeholders$$players$,$ coaches, volunteers, and fans.

The Board also discovered the group had no business, marketing, or communication strategy. Its internet presence is restricted to a Facebook page and a simple website.

The Task

Assume that you are a marketing consultant and that you have been asked by Kylie Bowland, who is a Board member and chair of the club$$s newly$-$formed Marketing and Business Planning Committee, to prepare a marketing plan for the Leopards. The brief she has given you states that implementation of the plan should result in:

$$ increased recruitment of players at all levels;

$$ retention of existing sponsors and attraction of significant new sponsors;

$$ increased attendance at home games; and

$$ re$-$established and closer links with the local community.

Your plan should incorporate appropriate marketing models and should draw on strategic marketing theory in support of your recommendations.

The marketing budget is $$30,000$ for the next twelve months. This amount is the most that can be made available for promotion and any research that you might recommend. Depending on improvements in revenue this budget may be increased by $20\%$ in the following year.