Problem
Footprint Center is a multi-purpose indoor arena in Phoenix, Arizona. It hosts the National Basketball Association's (NBA) Phoenix Suns and the WNBA's Phoenix Mercury and regularly hosts concerts.
In a hypothetical scenario, the Footprint Center has won the right to host the 2023 WNBA All-Star Game while Coachella has decided to create a hybrid video gaming and music festival that will feature the music behind some of the most popular esport games. Coachella is an annual music and arts festival held each summer in the Coachella Valley in the Colorado desert, however, the organisers want a product - eCoachella - that could be held during the winter months in indoor arenas around the country, if not the world. It wants to trial the product at the Footprint Center.
You are either the Digital Marketing Manager for the WNBA and are responsible for marketing and promoting the WNBA All-Star Game or you are the Marketing Manager for Coachella and are responsible for marketing and promoting this new event, eCoachella (please clearly state which event you have chosen to market when answering the questions below):
• Question I: In SPM2610, the Digital Content Strategist and Campaign Manager for the Perth Festival explained how they use psychographics to segment the WA market to best communicate with potential customers. Which of the key culture segments discussed in that lecture will you choose and why do you believe that this is a logical choice to market your chosen event?
• Question II: You know that effective sponsorships require partners that produce a win-win-win outcome. Briefly discuss a promotion you would design around your chosen event. Be sure to describe how this sponsored promotion could provide value for your event, your commercial partner and your chosen target market/culture segment.
• Question III: You know that the primary demographic for the WNBA tends to be female while esports tend to be more popular with males. Your boss has given you a limited budget to reach your intended audience and will only allow you to use two social media platforms to promote your event. You know that social media audiences often overlap so which two platforms will you use? Be sure to justify your choice of social media platforms.
• Question IV: Based on your answers to Questions I-III, briefly explain to your boss how you would use the 4E Framework to engage with your intended audience or prospective customer.