Marketing communications plan for the UC-Santa Cruz volleyball program

This report summarizes the results of a graduate creative project to develop a Marketing Communications Plan for the University of California-Santa Cruz (UCSC) Volleyball Program, which was conducted from January 2004-August 2004.; The Plan addresses three major objectives identified by Jay Hosack, who was the UCSC Volleyball Coach at the time: (1) to double attendance at home games (from 50 to 100 fans per game), (2) to raise at least {dollar}8,000 for the Volleyball Program on an annual basis, and (3) to increase awareness of the Program and its players among UCSC students and the broader public in Santa Cruz County.; The Plan suggests targeting specific markets and focusing more attention on grassroots efforts. It has been adopted by the current UCSC Volleyball Coach, Selene Teitelbaum, and is currently being used to guide the substantial expansion of marketing efforts by the UCSC Volleyball Program.