Lane United Fútbol Club
Executive Summary
Mission Statement
Lane United FC has been providing Lane County with USL Premier Development League soccer since 2013. Our goal is to enhance the Lane County community not only by playing quality soccer, but also through community projects that enhance the Lane County community as a whole. Opportunity
The Pacific Northwest is one of the quickest growing hubs of professional and semi­professional soccer in the United States. Furthermore, soccer is one of the most rapidly growing sports in the
United States, and thus, there is a growing demand for soccer in the Lane County community. Objectives
Our primary objective is to increase season ticket sales, among our target market, by 10% before next season. We also plan to increase consumer awareness of Lane United FC by using a combination of traditional and nontraditional advertising. Through various mediums, we aim to communicate the alignment of cultural values between our organization and the community. Solutions
United We Grow:
The United We Grow campaign is a grassroots movement intended to bring together our organization and the community through various activities and community service opportunities. Lane United FC and its partners believe that the growth of our organization is concurrent with the development and well being of the Lane County community. We are intrinsically dedicated to making a lasting impact both on and off the field, embodying the principle “United We Grow”. Improve Social Media Presence:
We intend to incorporate more links, photos, promotions, fun facts, and questions into our content to integrate our various social media platforms such as Twitter, Instagram, Facebook, and the Lane United FC website. We believe that providing more dynamic content through social media will increase consumer engagement and overall attitudes towards our organization. Community Mural:
We also intend to contract a local artist for a community mural project.
This mural will embody the United We Grow campaign while simultaneously promoting the
Lane United FC. Costs
The total initial costs of our campaign will be approximately $1,880. This expense will cover the cost of materials, video equipment and editing software, compensation of artist, and direct advertising. The total overall cost for pre­season events and the first home game will be approximately $2,140. This expense incorporates the cost of discounted tickets, staff compensation, and fliers and other promotional material into the initial cost of $1,880.

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Analysis of the Marketing Environment
Internal Analysis Lane United FC is an American soccer club that operates in the Eugene/Springfield area.
The club was established in 2013 and just completed a successful inaugural campaign, drawing large and lively crowds to their home games played at the Willamalane Center in Springfield.
Known affectionately by fans as “The Reds”, Lane United plays against other teams within the
United Soccer League­Premier Development League (USL­PDL) during a three month season spanning from May until July. Owned by Redside Sports, a limited liability corporation who also own the Eugene Emeralds, Lane United sells individual tickets to home games for ten dollars and season tickets for sixty­nine dollars. Membership to the supporters group, The Red Aces, and
Lane United merchandise is also available for purchase online and at home games. Oakshire
Brewing Company signed a partnership with Lane United at the beginning of the 2014 season.
The deal, which lasts until 2016, makes Oakshire the jersey sponsor and allows the sale of
Oakshire beer at every home game. The club’s mission is to provide Lane County with a quality soccer team, which also play an active role in bettering the surrounding community. The club motto, “Deeply Rooted” signifies the club’s desire to become an integral and positive member
within