Chapter 1 - Defining and developing objectives, strategies, and tactics. Understand and appreciate the importance of economic, social, cultural, political, and environmental sustainability for planned events; recognize and understand the economic, social, political, cultural, and environmental changes that are affecting the global events industry; identify and benefit from the demographic changes affecting the global event industry;. | Defining & Developing Objectives, Strategies & Tactics Sports Event Management and Marketing Playbook Play 1 Defining & Developing Objectives, Strategies & Tactics: Overview The best place to begin the event management process is at the end Flesh out all the event’s goals and outline the ways to achieve these goals in the first stage of planning Objectives for an event may be numerous and varied in nature, as will be the strategies and tactics used to achieve results Break down objectives into primary and secondary categories – delineation and organization of goals is key to successfully reaching them Key Terms Objectives Primary Secondary Strategies Tactics Stakeholders The P-A-P-E-R Test Objectives, Strategies, & Tactics The “Road Trip” Example Objective: Where you want to go Strategy: Using a map to identify what roads you will need to take to get there Tactic: Spending money on gas, tolls, and supplies necessary for reaching your destination Example of Primary Objectives Example: | Defining & Developing Objectives, Strategies & Tactics Sports Event Management and Marketing Playbook Play 1 Defining & Developing Objectives, Strategies & Tactics: Overview The best place to begin the event management process is at the end Flesh out all the event’s goals and outline the ways to achieve these goals in the first stage of planning Objectives for an event may be numerous and varied in nature, as will be the strategies and tactics used to achieve results Break down objectives into primary and secondary categories – delineation and organization of goals is key to successfully reaching them Key Terms Objectives Primary Secondary Strategies Tactics Stakeholders The P-A-P-E-R Test Objectives, Strategies, & Tactics The “Road Trip” Example Objective: Where you want to go Strategy: Using a map to identify what roads you will need to take to get there Tactic: Spending money on gas, tolls, and supplies necessary for reaching your destination Example of Primary Objectives Example: Youth League All-Star Game Primary Objective: Give our town’s best youth league players a great end-of-season competition that will recognize them for their great performance during the regular season The P-A-P-E-R Test The P-A-P-E-R Test can be used to organize secondary objectives for events The five elements of the P-A-P-E-R Test are: Promotion Audience Partnerships Environment Revenue The P-A-P-E-R Test: Promotion The marketing and communication strategies and tactics to inform targeted audiences about your event What essential message do I want to communicate to the public about the event, my sport, or my organization? Can I build interest in my sport or organization before, during, or after the event? The P-A-P-E-R Test: Audience The group(s) potentially interested in attending or participating in your event Who is our target audience for the event, those most likely to participate, attend, or purchase a ticket? Is there an opportunity to win entirely new fans or enthusiasts to
