This marketing plan summarizes strategies to promote the Elite Mind event in Orlando on March 1st, 2022. Key goals are to drive traffic to the event website, increase brand awareness of Orlando City SC and stakeholders, and improve email subscriptions. Target demographics are ages 18-25, primarily Hispanic, white, and African American. Partnerships with Orlando Health, Walt Disney, Elite Fitness, and Body Armor will help promote mental health education. Paid social media ads, press releases, and exclusive weekly content will advertise the event leading up to it. Promotional campaigns include a home exercise video challenge and Instagram giveaway. Marketing collateral will include blog posts, videos, and infographics about mental health in sports.

1. APRIL 25, 2021
MARKETINGPLAN
ELITE MIND
FOR: MLS / ORLANDO CITYSC
PREPARED BY:YOUR NAME
PLAN OVERVIEW
Event Name: Elite Mind
Campaign Name: U-R-ELITE
Dates: March 1st,
2022

2. Confidential
April 25, 2021 MARKETING PLAN 1
SEC TION 1: MARKETING GOALS
DRIVE TRAFFIC TO THE EVENT’S WEB PAGE.
Adding the event's link in our social media posts would help drive and increase the web page's reach.
We may also include the poster, brief information about the event, and the link to the page to those who
subscribe to the OCSC newsletter.
Website and social media analytics would be the tool of choice to track.
INCREASE BRAND’S AWARENESS (ORLANDO CITY SC & THE ELITE MIND EVENT’S & EVENT’S
STAKEHOLDERS)
Obtain/increase coverage with critical media. i.e., Orlando Sentinel, the MLS webpage, and
IHeartRadio stations in Florida/MLS podcasts.
IMPROVEEMAILSUBSCRIPTIONS/NEWSLETTER FOR WHEN PRE-REGISTRATION IS READY.
We are making QR codes available in different Florida areas,specifically Orlando. We may also work
with our partners and sponsors to make these available in their area offices and implement them on the
poster.
Subscriber numbers will be listed in the analytic software.
SEC TION 2: TARGET M ARKET
The Target Market for the event matches the MLS target audience. Primarily a young demographic from
ages of 16-35, both male and female. Although the league’s target market has increased YoYwith
the White demographic, its significant following is the Hispanic and African American.
EVENT TARGET DEMOGRAPHICS
The event will target those of the ages of 18- 25. This group will vary from adolescence to the launching
stages of the family life cycle. Meaning that most may either be students or have just recently
graduated. Like the MLS, a large audience is Hispanic, following the White ethnicity and African
American.
SEC TION 3: UNIQUE SELLING PROPOSITION
In support of mental health, the event, Elite Mind, will provide high-level training with US soccer experts
alongside some essential conferences by professionals to help keep a positive mindset for their athletic
development and day-to-day life.
The event also can open doors for players in their professional development as MLS Next, MLS new
youth academy project is incorporated into the Elite Mind event, allowing network opportunities with
leaders in the project.

3. Confidential
April 25, 2021 MARKETING PLAN 2
SEC TION 4: DISTRIBUTION C HANNELS
The event will feature a page on the Orlando City SC website (OrlandoCitySC.com). Anyone could
review the event, including a description of events, topics discussed in the conference, and its experts
who would participate in the event.Asimilar and more concise description of the event will be shared
with our stakeholders to do the same on their website, newsletter, and blogs.
Elite Mind will distribute its ticket through Ticketmaster, the same distributor for the MLS. In support
of the cause,the event will attempt to have the distributor donate a percentage of any fees they have in
the purchasing process.
In addition, the social media campaign will utilize the shopping options available on Instagram and
Twitter, making it simple and accessible for those that already follow us on social media.
SEC TION 5: PARTNERSHIPS/STAKEHOLDERS
Orlando Health: As one of Orlando City SC’s partners,the event intends to use this partnership and its
services to provide, offer, and educate the public on different areas to improve their mental health.
Walt Disney: As one of the most influential companies in the last decade,from their movies, tv shows,
parks, and much more, sending one of their industry leaders or health professionals, Walt Disney could
provide a conference/lecture. on the importance of mental health for its industry
Elite Fitness: With a range of trusted fitness experts and up-to-date equipment, the Elite Fitness gym is a
great sponsor for those who may want to improve their performance and or want to try something new
in their routine. These experts could run a pre-warm-up session sponsored by them for the event.
Sports Drink – Body Armor: As the official sports drink of the Orlando City SC, BODYARMOR would
be an excellent fit to sponsor the event, giving the company direct access to one of its target
demographics. The sponsor could help provide hydration in the event. For example, they could partner
with Elite Fitness, and after the pre-warm-up experience, offer quick hydration with some of their new
flavors.
SEC TION 6: PROMOTIONS STRATEGY
PAID ADVERTISING/PROMOTIONS
Press Release:Releasing a monthly press release would allow us to explain the events and highlight
what we want from them, but it will also be an excellent tool to announce the weekly content that will
be released that month as part of the social media campaign. Putting attention on the blog post,
Infographic, and explainer video.

4. Confidential
April 25, 2021 MARKETING PLAN 3
Exclusive Content: The plan would be to release a weekly newsletter for the duration of the marketing
campaign, a total of 8. These newsletters will feature tips and stories on the importance of mental health
in an athlete’s life presented by different soccer players. These would be a variety of videos,
infographics, studies, articles, and shorter and easier content to enjoy in preparation for the event.
FREE ADVERTISING/PROMOTIONS
MLS Website:With Orlando City SC being part of the MLS, we aim to have the league’s website
promote our event. This would give it a farther reach than the state of Florida. Who knows, maybe
someone outside of the state would care to participate.
Support from the Non-Profit Organizations:AS we aim to increase awareness of the importance of
mental health, we would aim to release some of the content we will create in the event on these
organizations’ websites, including their social media. Giving us reach to a new audience that may share
it forward for different reasons.
SEC TION 7: ONLINE M ARKETING STRATEGY
The key components to your online marketing strategy are as follows:
• Keyword Strategy Using Keywords like Athlete, soccer,MLS, Training, Mental Health, Orlando City
as examples could drive a great amount of traffic to our event on the web.
• Paid Online Advertising Strategy: The event will utilize pay-per-click ads giving us the opportunity
to reach the right audience, including our target demographic. These will display banner ads that will
show images like the event posters and other custom images specific to the event. The same would be
used for the short-25 sec event commercial. Services like Google ads YouTube Advertising would help
increase the event's reach.
• Social Media Strategy: SocialMedia will be one of the pillars for the success of the event's
campaign. Also, it will give us incredible reach,with a chance to communicate directly with the
audience and answer their questions. Twitter, Facebook, Instagram, and Snapchat will be our leading
platforms.
SEC TION 8: PROMOTIONS C AMPAIGNS
EXCLUSIVE CONTENT/ VIRAL#URELITE
As part of the exclusive content that will be released in the marketing campaign, we will release an
exercise video to do at home in one of its weeks. This video will suggest our participants record
themselves and challenge others with the event hashtag. The hope is to increase brand awareness and
participation of the event hashtag on social media while still being true to the event.

5. Confidential
April 25, 2021 MARKETING PLAN 4
INSTAGRAM GIVEAWAY
The event will release a giveaway to increase social media following and grow its brand’s awareness
using Orlando City SC platforms. The giveaway will include event tickets, swag,and with the help of
our partners, a month of a free gym membership. This giveaway will also be mixed with the #URELITE
with the hopes of increasing participation and reaching a broader audience.
SEC TION 9: MARKETING C OLLATERAL
As part of the marketing campaign, two months before May 1st
,2022, we will release one of the
following weeks to prepare the event. These would be sent to those subscribed to the newsletter and will
be used in our social media campaign
 Blog Posts – Brief articles could be studies or stories to help share and educate on the importance
of mental health and mental stability in the sport and an athlete's life.
 Explainer Videos- Like the blog post, but more personal. Short videos on some quick exercises
to do at home.
 Infographics – They would provide visually appealing studies on different topics from health,
the sport, development in the sport, and more.
Additional Items and material:
o Poster & Flyers
o Short Ad Video - A quick-short video to announce the event on social media and other outlets.
o Website Landing Page Here,the audience will have access to all the event details, including the
different activities and where to purchase tickets.
 Which will need to include a list of Partners and Vendors

6. Confidential
April 25, 2021 MARKETING PLAN 5
SEC TION 10: APPENDIX