Integrated Marketing Communications Football Club

Question: Discuss about the Integrated Marketing Communicationsfor Football Club. Answer: Company Background Melbourne City Football Club This is a proficient football Club, which competes in most of the major football leagues of Australia such as Westfield W-League, Hyundai A-league and Foxtel National Youth League. This club is owned by an association that involves the city football Group. This association owns other clubs like New York City FC and Manchester City FC. This club was established in the year of 2009 (MelbourneCityFC 2017). The home ground of the club is located at AAMI Park in Melbourne. The club has vision of developing broad based community team. They have the vision to promote cultural diversity and passion for football all over the world. To hold an effective communication system this club has taken a number of steps such as working with the local Victorian communities for the better future of the fan and player. Moreover, this club maintains the accounts of corporate social responsibility. For a strong communication system, this club has actively participated in programs such as arrangement of different events, clinics; it also provides coaching to various schools (MelbourneCityFC, 2017). Apart from that SEDA Program and Cityzens Giving are two powerful initiatives that have helped this football club a strong relationship with the community. For the target segmentation, it can be said that this football club has focused to increase the passion of the sports among the children and school goers; on addition, they train and provides proper coaching to the appealing players so that they can hold a prospectus professional future. Moreover, this club encourages players irrespective of their community, gender, social and religious community. Bendigo Bank The origin of the company Bingo Bank started more than 150 years ago in two different communities. They are such as Adelaide in South Australia and Bendigo in Victoria. Presently the company is owned by more than 90, 000 shareholders (Bendigobank 2017). It is recognized as the top 60 ASX organization. The company presently has more 6,500 workers serving more than 1.5 billion customers in approximately 500 communities all over the Australia (Bendigobank 2017). The Bank operates various brands that offer wide range of products and services to the customers. They are such as: Bendigo Bank Adelaide Bank Rural Bank Community Sector Banking In order to establish an efficient relationship with the communities Bendigo Bnk has launched a program named as Community Bank Program (Bendigobank, 2017). In this program, local communities can own as well as operate a branch of this bank and Bendigo Bank will help that local community with the entire required infrastructure. The bank has offered its service for both the rural and urban areas. The community bank program helped this organization in the service extension in those area where banking service were not available. TV and Radio Advertisements Most of the entrepreneurs stated that TV and Radio advertisement is beyond their range. However, advertising on local TV channels can be surprisingly affordable for companies. Nakamura (2015) stated that TV and radio advertisement can help a company to reach more target audience compare to any other types of advertisements. It has been found that both the selected organizations, Melbourne City Football Club and Bendigo Bank are already established in the Australian market. Both the companies have taken some initiatives to improve their TV and Radio advertisements. They are mentioned below: Melbourne City Football Club This football club is considered as one of the most renowned football cubs in Australia. The club has developed its own promotion and marketing team. This team has the responsibility for TV and radio advertisement. All the pre-season events like Tram Kit and fan events of the club are telecasted in Channel 9 (MelbourneCityFC 2017). All the matches of the club are also telecasted and analyzed in this channel. In order to increase radio advertisement, the club has developed an agreement with ABC radio Australia. Bendigo Bank A new sign-off line of the banks national TV advertisement campaign has been developed by the advertising agency named BADJAR on 18th September 2016 (Bendigobank 2017). The new tag line is You need to know the Bendigo. The advertising agency has developed four 30 seconds commercials. They cover four major aspects such as Green loans, e-banking, community banking and business banking (Bendigobank 2017). The Green loan and e-banking advertisements started to telecast on TV channels from the New Year. However, the company has not shown much attention towards radio advertisement. Recommendations: After analyzing TV and radio advertisement strategies of both the companies, it has been found that these strategies still require some improvement. They have to rethink about their TV and Radio marketing strategy in order to reach wide range of target market. Hence, some generalized recommendations have been provided so that these companies can improve their TV and Radio advertising strategy. They are mentioned below: 1) At first the companies need to rethink about their target market that they want to reach with the help of TV and radio marketing. Depending on the target market, they have to analyze the features and services that they have to show in their advertisements. 2) In order to increase TV and radio marketing, these companies have to increase their budget on advertisements. 3) These companies have to arrange specific salespersons to visit TV and radio stations. They have to find out the list of spots and available time to show their advertisements on different TV and radio channels of Australia. 4) Depending on the effectiveness of TV advertisements they have to develop an agreement of advertisement with TV channels for at least three months. 5) These companies can use celebrity endorsement for their advertisements. For instance, Melbourne City Football Club can use any famous sports personal of Australia for promotion. On the contrary, Bendigo Bank can use movie stars to for promotion. Reference List Bendigobank, 2017.Bendigo Bank's new brand advertising campaign - Bendigo Bank. [online] Bendigobank.com.au. Available at: https://www.bendigobank.com.au/news-and-media/news/news-archive/bendigo-banks-new-brand-advertising-campaign [Accessed 5 Jan. 2017]. Bragg, M.A., Yanamadala, S., Roberto, C.A., Harris, J.L. and Brownell, K.D., 2013. Athlete endorsements in food marketing.Pediatrics,132(5), pp.805-810. MelbourneCityFC, 2017.About Us. [online] Melbourne City FC. Available at: https://www.melbournecityfc.com.au/about/about-us/ascwzx0fu57v1ppdt2cinx8wf [Accessed 5 Jan. 2017]. Mullin, B.J., Hardy, S. and Sutton, W., 2014.Sport Marketing 4th Edition. Human Kinetics. Nakamura, L.I., 2015. Advertising, intangible assets, and unpriced entertainment. InIntangibles, Market Failure and Innovation Performance(pp. 11-26). Springer International Publishing. Penhani, D., Ghadami, M. and Fard, M.J., 2015. Investigating the effect of media advertising (through TV) on attracting banks clients based on AIDA model: case study of Bank Mellat.Advances in Environmental Biology, pp.394-401.