- Memphis Tigers Basketball
Sports planning has been on a rollercoaster during the chaos and hardship of the Covid19 pandemic. It looks like we will be in this situation for at least the next couple of months as we continue to see headlines of Coronavirus cases surging across the nation (and world) and the current vertical trend line. The football season has seen numerous disruptions due to outbreak and/or contact tracing protocols and the bowl season has seriously slimmed. Our classes are currently primarily online with limited small classes and labs meeting in-person voluntarily with approval. Wearing a mask on campus is mandatory according to University policy. Even if the pandemic ends favorably, it is projected that face-to-face student teaching might not return to normalcy (like before the pandemic).
The Memphis Tigers basketball schedule has been rewritten and if all goes well the Tigers will play the 27 games this season. However, COVID 19 mask and social distancing protocols are constantly changing for arena play. Since the University plays home games at FedEx Forum and the university basketball program participates in the American Athletic Conference, both sets of protocols must be taken into consideration.
How can we strategically use social media to deal with the return of Tiger basketball so the student body and fanbase as well as the public-at-large support the program during/after such a chaotic health situation? Keep in mind the following UM guidelines for student athletes’ use of social media if players are included in your strategy.
Answer all aspects of the following questions using ALL the content covered in this semester’s class, including all readings and your additional readings that might add insights.
- Using your textbook as reference, explain all important aspects of developing a Strategic Social Media Program to answer this scenario specifically. Include at least five (5) objectives (outcomes) you expect to achieve from your SMM program. Hint: Social Media Marketing Strategy.
[25 pts] - Pick any 3 tools/platforms (from the 1.2 Tools assigned list) you think you can use to enhance the future value of the basketball program to the student body and the fanbase / public at-large. Specify and describe the strategic purpose for each platform’s use. This is the What, Why and How referenced during this semester – including what they intend to achieve (objectives).
[30 pts] - Provide a sample campaign content brief to describe your ideas for each tool. A content brief typically includes:
• an audience (think psychographics or behaviors and not just demographics)
• a value message (what is the overall message take away)
• a call to action (what you want users to do?)
• Written Content (what kind of content would propel the campaign and make it propagate/shared). Show me the content you would use in your campaign.
[40 pts]
THE LAST QUESTION
What other platforms/tools do you think we should have / could have covered in class?
Name 3 platforms/tools and the connection it has to social media marketing concepts/zones from the book. If the platform/tool covers more than one concept/chapter, you should say so.
[5 pts]