Aloysius Ufere Promotion Plan-Final

Sports and Entertainment Promotion
Stephenson High DECA
Stephenson High School
The Purple & Gold Show Campaign
701 Stephenson Rd
Stone Mountain, GA 30087
Aloysius Ufere
8/23/16

Table of Contents
I. Executive Summary
II.
III.
IV.
Description of the Company
Objectives
Schedule of Events
A. Special Events
B. Advertising
C. Display
D. Publicity
V. Responsibility Sheet
VI.
Budget
VII. Statement of Benefits of the Company
VIII. Bibliography
IX.
Appendix

I. Executive Summary
Los Angeles Lakers was officially established the year of 1947. The Lakers has
one of the biggest franchise inside of the NBA. The franchise is located inside of
Los Angeles California but they travel to different states to play against different
professional teams in the National Basketball League. The Lakers are under
rebuilding and need free agents to come join their young talent to make fans back
happy. We have objectives that we are doing for the team this year. They are to
make Los Angeles a go to city were 75% of the free agents would like to come the
Lakers, lower the ticket prices 15% to make more fans come to the games to have a
full Capacity of 18,118, and have the players to do at least 3 events around the City
of Los Angeles to have the fans feel more involved. We also have special events
during the season to have the fans bond with the players. Around the city we have
advertising everywhere to increase our ticket sales. The publicity this year is every
big for us we have our staff doing a lot different things to have LA a fan favorite.
On the responsible sheet we have all the different position and who is in charge
over it. For our budget we have 5 different events that are fed the homeless
campaign, Internet Ad, Displays, TV Ad, and Billboards Advertising and our total
cost for everything is $1,742,250.00 dollars.

II. Description of the Company
The Los Angeles Lakers is a franchise that is part of an organization
that is called National Basketball Association also known as the
(NBA). The Lakers were founded in 1947 and ended up one of the
most famous and successful franchises inside of the NBA. The
Lakers were so good from back in the day they hold the all-time
record for the wins (3,125), winning percentage (.620), and NBA
Final appearances (31). From 1947 to 2016 the Lakers only won 16
NBA championships but they are second all-time behind the Boston
Celtics. Some of the greatest players to come through Los Angeles
are Jerry West, Wilt Chamberlain, Kareem Abdul-Jabbar, Magic
Johnson, Derek Fisher, Shaquille O'Neal, and the best of them all
Kobe Bryant. But as of right now the Los Angeles Lakers are at their
darkest moment and it start from 2013. In the 2013-2014 season
The Laker finished the season 27-55 and didn’t make the playoffs in
a long time then the next season they also finished the season 21-61
and missed the playoffs for the second time. The 2015-2016 season

was another bust for the Lakers franchise but out them three years
the Lakers pick up some young talent from the NCAA from the NBA
draft. So from the last three latest drafts they receive three first
round drafts picks, one was the 7 th pick and two 2 nd first round picks
and they names are Julius Randle, D'Angelo Russell, and Brandon
Ingram. So we pray these young draft picks can bring the Lakers
back to their self and become a winning franchise again.
III. Objectives
In The Purple & Gold Show Campaign we know the Lakers haven’t
been doing well the last couple of years and they need better
players to help their young draft picks to become back a playoff
team, and make their fans back happy. Therefore our objectives
are:
Make Los Angeles a go to city were 75% of the free agents
would like to come the Lakers.

Lower the ticket prices 15% to make more fans come to the
games to have a full Capacity of 18,118.
Have the players to do at least 3 events around the City of Los
Angeles to have the fans feel more involved.
IV. Schedule of Events
A. Special Events
Events for the purple & Gold show campaign
Feed the homeless campaign – On Dec 20 the players will go to
downtown Los Angeles to feed the homeless with the
community.
Open Practice – Jan 15 we will have an open practice during the
season in the Staples Center were all the fans could watch the
players getting ready for their big game against the Golden
State Warriors.
Players visit 10 public high schools – On March 13 all of the
players from the Lakers will visit 10 high school in the Los
Angeles area.

B. Advertising
The different kinds of advertises we will do for the purple &
gold show campaign we have for the Los Angeles Lakers are
that we sell the player jerseys on Nba.com. We also have the
team on bulletin broads around the city of Los Angeles, they
are on Marta Buses with their most recent upcoming game and
all over social media. We also have this cool thing this year we
did with google so every time you pull up google.com you will
see the Lakers logo for the first 4 months of the season. We
think that this will bring us a lot of attention to our franchise.
C. Display
The outside of the Staples center for our display we have the
stars players pictures outside of the building on the wall and
when you come inside the building we also have the players
jerseys hanging up throughout the whole building. We also have

different Lakers clothing on display so we could make sales in
the team store inside the arena. Even when you park at our
parking deck we have the player’s faces on each of the parking
spaces.
D. Publicity
We will make the first press conference of the season a pep
rally atmosphere inviting students, fans, conduct giveaways,
and sign autographs to make our fan base stronger on game
days.
We will have our new head coach get on the local radio to do
call-in shows as much as possible throughout the year to keep
our fans updated with our new events and questions about the
team.
This year we will also start updating the official team website
after every week during the season with photo galleries and
articles about practice, and our next upcoming key game were
we will need our fans support.

This year before the games we will have a meet and greet with
the players on the court and also have a shoot around with
them to have a great connection with our fans and players.
V. Responsibility Sheet
The responsibilities for The Purple & Gold show Campaign
For my feed the homeless campaign- the general manager will
be in charge.
The Open Practice- Will be held by the coaching staff.
The players coming to the public high schools- Is controlled by
players & Security guard.
Press Conference- Will be held by the players, head coach, and
general manager.
Our staff & players talking to the radio station- They will be in
control of their self.
Updating our team website- The computer specialist will be in
charge of updating the website every week.

Meet and greet the players before the game- stadium helpers,
players and coaches.
Put up our displays out the arena- The construction workers
for Staples center.
To buy our players jerseys- The team store will be in
controlled of that.
The people who sells our tickets- Who is in control of our
tickets is Ticket master, but we will have workers in booths to
sell the tickets at the stadium on game days.
People who help the consumers for directions when they are
inside the building- stadium helpers
Picking up free agents in the offseason- That’s the general
manger responsibility.

VI. Budget
Events Media/Activity Cost Details Amount
Feed the homeless
campaign-
Internet Ad-
Food & supplies
Twitter
$5 per person its
approximately
254,000 homeless
people in Los
Angeles.
NO charge
Total:
$1,270,000.00
Total: $1,920.00
Facebook
Instagram
$.24 1,000 Clicks
per month Oct-May
$1,920
NO charge
Displays-
TV Ad-
Snap Chat
Team Website
Displays outside &
inside of the
Staples Center
One 30 second spot
on ABC
NO charge
Outside display
cost: $100,556.00
Inside display
cost: $60,774.00
National Cost:
$275,000
Total:$170,330.00
Total:
$275,000.00
Billboards
advertising-
LED billboard
$5,000 each per
billboard.
We have 5
billboard around
Los Angeles.
Total: $25,000.00
Total:
$1,742,250.00

VII. Statement of Benefits
Los Angeles Lakers free agency campaign is to rebuilt the team and
make one of top throughout the league. The Lakers Advertising
campaign is to have the fans to come out to the games and buy
season tickets holders. The Publicity this improved a lot from the
press conference, to the radio station, and team website. We also
have different events for the fans to be involved more with the
players. Our budget is roughly about $1,742,250.00 this 2016-2017
season.

Bibliography
https://en.wikipedia.org/wiki/Los_Angeles_Lakers
www.nba.com/lakers/history
sportsteamhistory.com/los-angeles-lakers
www.basketball-reference.com/teams/LAL