Case Study: Gil's Sportsplex Chapter 14 Gil has hired you to develop a comprehensive marketing campaign to get mothers and children to the facility during both the school year and the summer. Your job is to develop the right activity that will attract this demographic, price the service, develop promotional materials, and determine how to effectively disseminate the materials. You have a $2,000 budget, and Gil wants the program to generate at least $5,000 the first year. When quoting advertising rates, make sure you use real numbers from actual advertisers (newspapers, web pages, TV stations, etc.) rather than just hypothetical numbers that can be inaccurate. Develop a value proposition for the sportsplex. A value proposition contains the following elements: To. To the target market (i.e., who you really want as customers) Is the. Is the proper frame of reference for the product (i.e., the perceived alternatives) That. That is the point of differentiation or the claim of distinction Because. The reason the product is distinct So you get. The rationale or functional end benefit to the user So you feel. The emotional end benefit to the user Example of the value proposition applied to FedEx: To. The sportsplex can market to deadline-dependent managers and senior executives who could get fired if a package does not make it on time. Is the. FedEx provides overnight package delivery. That. FedEx is always the most reliable carrier. Because. FedEx has the most sophisticated package-tracking system available. So you get. Customers can be confident in timely delivery of the package (i.e., the customers gets what they want). So you feel. Customers will be relieved that they will not lose their job for failing to deliver on time. Develop a thorough direct marketing campaign. Identify which individuals to target, how you will find them, and what specific message will most resonate with them