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History

Austin Aztex FC

Originated in Austin, Texas in 2008
Experienced poor play and attendance

Complete transition in 2010

Relocated to Orlando, Florida in 2010
Became the Orlando City Lions
The Citrus Bowl became the new stadium

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Current Team

Strong Division 2 team

John Rooney, Miguel Gallardo and Dennis Chin

Won the championship their first year
Made it to the semifinals in 2012
Dedicated staff

Phil Rawlins (owner)
Adrian Heath (head coach)

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Objectives

Expand the Target Market

Appeal to new population segments

Increase Attendance

Higher sales create profit and success

Raise Awareness Locally

Connection with fans and positive image

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Current Events

Matches

Important A.S. Roma match
Upcoming MLS friendlies

Events

Orlando City Soccer 5k
Team fashion show

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Target Market

Primary- Young kids/teens ages 5-17

Youth-friendly environment

Secondary- Local Orlando residents

Former primary market, easy to retain

Tertiary- Hispanic population

Cultural roots(e.g. Hugo Sanchez, Leo Messi)

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Attracting New Guests

The Lions Den

Kid-themed play center
Captures our primary target market

Giveaways

Giving away t-shirts and tickets to fans

Themed Nights

Holiday games and promotional nights

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Special Events

Youth Group Nights

Halftime competitions create wholesome fun

Teen Nights for 12-17 year olds
Family Night for young kids and their parents
Matches with professional teams

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Budget

Approx. total of $10,245.23

Composed of promotional items, advertising costs, and miscellaneous costs
Each expense benefits the team as a whole
Realistic total

$10,000 made in the A.S. Roma match alone

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Budget

Orlando Sentinel Sports ad	$54.53 x 26 weeks	$1417.00
Radio Station :60 sec ad	$171.33 x 13 weeks	$2227.29
Billboard ad	$2500.00 x 4 weeks	$2500.00
Customized bumper stickers	$0.90 x 250 stickers	$226.00
A.S. Roma v. Orlando City t-shirts	$6.00 x 150 t-shirts	$900.00
Bounce House	$400 x 1 bounce house	$400.00
8' by 8' banners	$138.59 x 5 banners	$692.95
Orlando City Soccer themed pens	$0.24 x 500 pens	$120.00
Radar Gun	$66.99 x 1 gun	$66.99
Dunk Tank	$1695 x 1 tank	$1695.00
Total Estimated Budget		$10245.23

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Results and Predictions

A successful campaign will bring

A larger audience at the games
More committed fan base
Increased awareness within Orlando
An MLS membership

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