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‘Caps Sales Project
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Dear students,
The sports industry is an exciting, fast-paced environment. Sports are a way of bringing communities
together, but success in sports requires passion, commitment, and sound strategy to capture the
imagination of fans far and wide.
Breaking into any industry, let alone pro sports, can be a difficult endeavor. Those with previous
experience often have the inside track in attaining new jobs. But how do you get that experience?
Vancouver Whitecaps FC are excited to offer you the opportunity to work with our award-winning front
office. We are inviting students such as yourself to take part in a unique new program, innovating the
way that we interact with the post-secondary community.
This year, we are challenging teams of three to four students to create their own selling campaign for
our 2016 ‘Caps College Night. The top 12 campaign strategies will have the opportunity to present
in front of Whitecaps FC executives, with the top four teams then being selected for a five-week
mentorship program.
The winning side will implement their strategy, with hands-on practical experience in sports marketing
and ticket sales. The top prize will also include $1,000 in cash and/or prizes, exclusive Whitecaps FC
match-day experience, and one-of-a-kind Whitecaps FC mentorship.
Don’t wait for an opportunity, take your opportunity.
Best of luck,
Rachel Lewis
Whitecaps FC Chief Operating Officer
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Overview
Vancouver Whitecaps FC is excited to present ‘Caps Sales Project: an opportunity for post-secondary
students to create a selling strategy for the ‘Caps, receive mentorship, make money and build a direct
line into the world of professional sports.
By participating in this five-week program, students will have the opportunity to immerse themselves
into an award-winning front office staff. By the end of the program, students will have worked together
to create, design, market, sell and execute Whitecaps FC’s inaugural ‘Caps College Night in the spring
of 2016.
Details
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Teams of three to four (must be enrolled in a post-secondary institution)
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Submit a three to five page ticket selling campaign strategy on how to engage your university and sell a minimum 200 tickets to launch ‘Caps College Night.
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Top 12 campaign strategies will get to present in front of Whitecaps FC executives.
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The top four finalists will move on to the mentorship and execution phase.
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Mentorship will consist of a five-week program.
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Execution will see the teams implementing their campaign strategies on campus.
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$5 from each ticket sold will go back to the teams.
Incentives
$1000 in cash and/or prizes: The winning team of the four finalists will receive a $1000 in cash and/or
prizes! Each group in the top four will receive $5 commission for each ticket sold.
Mentorship: All finalists will receive mentorship and coaching from Whitecap FC front office staff and
see their strategy come to life.
Whitecaps FC tickets: All finalists will receive free match tickets and the winning team will receive an
exclusive match day experience!
Key Dates
January 28 – Deadline for submission of campaign strategies
February 4 – Top 12 presentations to Whitecaps FC executives
February 5 – Top four finalists announced
February 11 to April/May – Mentorship and campaign execution
Mentorship/workshops are on Thursday evenings from 5:30 p.m. to 8 p.m. beginning Thursday,
February 11 ending on Thursday, March 10, 2016.
For more info contact Emilio at [email protected] or 604.484.7865.
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The Case
Vancouver Whitecaps FC are a pillar of the local community both on and off the soccer pitch. The
team has a proud history going back over 40 years. Our fan base is extremely loyal, championed
by our three main independently run supporters groups Raincity Brigade, Curva Collective, and the
Southsiders. The atmosphere at the matches is described as the most electric in the city.
Throughout Major League Soccer, teams draw the highest percentage of millennial fans compared to
any other major sport in North America. Our organization has identified post-secondary students in
the Lower Mainland as a key group we want to further engage with and get out to matches. The Club
introduced a Student Season Ticket Program in 2013 that offered students a ticket price that catered to
the demographic.
In 2016, we’re refreshing the way we engage and sell tickets to local students with the introduction of
‘Caps College Night. To ensure the success of this initiative we are launching the inaugural ‘Caps Sales
Project an opportunity for post-secondary students to create a selling strategy for the Club, receive
mentorship, make money and build a direct line into the world of professional sports.
The pivotal issue we’re looking to solve is:
How do we create an engaging night for students and promote it in a way that will resonate with them
to draw large numbers of attendees from a variety of schools?
Parameters
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Exact date of ‘Caps College Night will be between April and May 2016. This will be confirmed
once the schedule has been released.
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You’ll be able to offer a specially priced $27 ticket.
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Pre-match, half-time, and post-match activities can be suggested in order to enhance the
experience for attendees by adding value to help you sell tickets.
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Deliverables
In teams of three to four please submit a three to five page ticket selling campaign strategy on how to
engage your university and sell tickets to ‘Caps College Night. Your report should include:
Objective / Goals: Your objective will be to sell a minimum 200 tickets on your campus. How will you
be able to achieve that number?
Campaign Overview: What is your big idea? How will your strategy show what makes Whitecaps FC
matches the best sporting atmosphere in Vancouver.
Tactics: How are you going to execute your idea and what tools are you going to use? How will you
engage student clubs, groups, campus events and use guerrilla tactics to sell tickets?
Timeline: When will you execute your sales strategy and what are the key milestones?
Budget/Resources: What will you need?
Risks: What roadblock do you think you will encounter trying to promote and sell tickets on campus
and how will you overcome them?
Criteria
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Sales Potential - How likely is your strategy going to result in to ticket sales?
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Brand - How well does your strategy fit and adhere to the Whitecaps FC brand?
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Feasibility - What is the likelihood of being able to execute your strategy?
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Creativity - How unique and creative is your strategy?
Important
Each person in your group will need to sign up for Riipen and create a free user profile. Register by
clicking ‘Start this Project’ and entering each team members name and the post-secondary schools you
attend.
When finished, upload and submit your selling strategy (PDF or Word Doc).
For more info contact Emilio at [email protected] or 604.484.7865.
Eligibility
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All participants must registered post-secondary students.
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Students may only participate on one team.
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Teams must be made up of individuals from the same school.