Establish operating goals:
• Develop and execute an innovative marketing strategy within the context of conventional professional sports franchise operations.

• Give fans a reason and the ability to continue to choose the organization by broadening the market and creating new ones.

• Put forth a consistent, comprehensive game plan that everyone — fans, players, employees and the media — can and will support.

• Intensify the positive equity of the organizations trademarks.

• Capitalize on the persuasiveness of popular media to increase recognition and preference for the organizations brand while maintaining its traditional cache.

• Leverage credibility of teams operations.

• Find a way to creatively connect meaningful marketing programs with an accurate definition of the team’s character.

• Cultivate an atmosphere of support for a revitalized marketing scheme.

Establish business objectives:
• Develop internally the disciplines of Sales Promotion, Marketing Services, and Retail Marketing/Merchandising.

• Increase consumer awareness and preference for the team’s brand.

• Generate significant brand affinity that is independent of the team’s win/loss record or changes in the player roster.

• Improve overall financial performance.

• Maximize business opportunities and relationships arising from the team to support the local community, improve the quality of life of its citizens — particularly the disadvantaged, and publicly express the concern and compassion of the team, its players and employees.

Sales tactics:
• Find new ways to reward and maintain season-ticket holders.

• Build season-ticket holder waiting list.

• Lower average age of total fan base.

• Attract female and Hispanic fans.

• Develop student marketing and sales programs.

Operating budget analysis:
• Operating Budgets: 1-, 2-, and 3-year

• Activity-based Cost Accounting System

• Profitability Analysis System

Establish resources management:
• Human Resources

• Capital and Technology-related Expenditures

• Space Planning

• Trade Deals

Marketing and brand development:
• Event programs and hospitality enhancements

• Advertising creative objectives and program development

New business development:
• Recommendations for new special events and community/charitable programs

• Identify new revenue opportunities and business segments

Staffing:
• Immediate, near-term, and long-term needs

• Resources analysis

• Propose job descriptions

Long-term business plan development:
• Overall business goals and objectives

• Overall branding goals

• Various departmental objectives

• Best-practices comparison

• Ticket sales and operations

• Corporate sales and execution

• Retail licensing and merchandising

• Concessions and parking

• Advertising and marketing services

• Internet publishing

• Special events

• Print publishing

• Community and charitable relations

• Corporate and marketing communications

• Long term staffing and operating budget recommendations