IMC plan for PowerUp Sports

Abstract

This study proposes an Integrated Marketing Communications (IMC) plan for a software development company specialised in sports-management solutions. Further analysis of sports consumers’ perceptions and attitudes towards teams’ online presence are made in order to allow the development of an efficient IMC strategy for Online Sports Management Software (OSMS) providers. Review of secondary data, both external and internal to a software provider based in Ontario, Canada has been conducted, together with the development of research to allow primary data collection within the specific local market. The sampling frame of this data collection consisted of different stakeholders among local teams’ websites’ user population, including athletes and their relatives, teams’ staff and members of their communities, board members and others. Users’ perceptions of website quality, satisfaction and behavioural loyalty are among the concepts analysed in order to fundament a strategic approach for the Toronto based company PowerUp Sports’ marketing actions. The results obtained by this research are discussed among the implications of the development and management of the proposed IMC Plan, to allow the company to further enhance its competitiveness within the business market. Implications and practical applications of marketing theory are then further developed, aimed at further expanding the comprehension of sports consumers’ behaviour in a way that sports-management software providers and its clients can benefit from a better experience and to intensify business expansion and success.