Miami Dolphins Marketing Plan

Topics: National Football League, Miami, Sun Life Stadium Pages: 6 (1092 words) Published: September 27, 2014
Miami Dolphins Marketing Plan

Sports Marketing

Spring 2014’

Internal Analysis
The Miami Dolphins are a professional American football team based in the Miami metropolitan area. The team is part of the AFC East, or American Football Conference's East Division, in the National Football League (NFL). The Dolphins play their home games at Sun Life Stadium in the northern suburb of Miami Gardens, and have their headquarters in Davie, Florida. The Dolphins are one of the oldest NFL franchises of the South and Miami is the oldest AFC team in that region. In their early start of 1966, the Dolphins quickly became one of professional football’s winning team. Shortly after their start the Dolphins won two Super Bowls back to back in 1972 and 1973, but the teams record has suffered in the past few years and this has caused poor attendance to the games. In the 2001-2002 season, the team brought in an average of 73,470 fans to watch home games, the seventh highest in the NFL. By the 2011-2012 season, that figure dropped to 60,866, the fifth lowest.

External Analysis
The Miami Dolphins have an advantage of being in such a densely populated region of Miami, so attracting a large fan base in theory should not be difficult. Amongst other sports teams in Miami there is the Miami Heat professional basketball team, the University of Miami Hurricanes College football team and the Florida Panthers hockey team. Yet the biggest competition that the Dolphins face is the Miami Heat who has won two consecutive championships and have very exclusive star players, this is also a disadvantage to the Dolphins because they share part of their season with the Miami Heat. SWOT Analysis

Sunlife Stadium where the Dolphins play is in an accessible location. There are enough parking spaces to park cars.
The Miami Weather.

The teams record has not been very good in the past few seasons. Poor attendance from fans.
Team management.


Gain a star player.
Start winning games in the upcoming seasons.
Target Hispanic fans.

Competition from other professional sports teams, such as the Miami Heat. Other sports played during the same season.

Marketing Objectives
The goal of the Miami Dolphins is to be the dominant professional sports team in the South Florida market. In order to obtain this, the Miami Dolphins must meet the following objectives: Increase social media attention through Facebook, Twitter, Instagram and the Miami Dolphins Mobile App by 40% in the next year. Increase consumer awareness in the Hispanic market by 20% by the end of the 2014-2015 seasons. Increase merchandises sales revenue by 10% by the end of 2015. In order for the Miami Dolphins to be the dominant professional sports team in South Florida, we have set up specific strategies that will help our goals be attainable: To increase social media attention, the fans that download the Miami Dolphins Mobile App will be able to send shout outs that will appear on the Jumbotron during half time. Fans that post a picture on Instagram or tag the Dolphins in a Facebook post during the game will receive a free soda. Launch a new-targeted campaign that will attract Hispanic fans. For example, during Hispanic heritage month create “Los Dolphins” merchandise. This way Hispanic fans can take pride in their heritage and also their favorite team.

Target Market
The Miami Dolphins already have a large fan base. However, it can and needs to be expanded. A tremendous opportunity exists with the size of Miami’s Hispanic population for the Dolphins to acquire new fans. Hispanic fans already fit neatly into much of the existing fan base. Hispanics are in the lower income brackets, with a median household income of $38,000 compared to $56,000 for white Americans. Lower ticket prices make the Dolphins the more affordable and more appealing option for NFL attendance among Hispanic fans.

The objective of this marketing plan...
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