Case Study of the Week: Promoting a High School Swim Team to Local Youth

September 6, 2021

Sports & Entertainment

You are to assume the role of a marketing consultant hired by the South Creek High School Swim Team. The athletic director has hired you to develop methods to promote the South Creek High School Swim Team to young swimmers at the South Creek High Community Pool this summer.

South Creek’s high school is a relatively small high school with only 250 students. The students either live in the city of South Creek or in the neighboring rural communities. For the last 20 years, South Creek’s high school has been well-known for its swim team. Both the boys swim team and girls swim team have won numerous top awards in the state and multiple individuals throughout the years have become junior Olympian swimmers. The swim team has brought many accolades to South Creek’s high school and the community.

In the last several years, the number of entering high school freshmen joining the swim team has decreased significantly. The athletic director (judge) fears that if this trend continues, the school and community could possibly see the end of the high school swimming program.

The South Creek High Community Pool attracts community members and residents of surrounding areas each summer. It is quite common for the pool to be filled to capacity every day. Since school aged children are off during the summer months, the majority of people at the pool are school aged.

The athletic director has hired you to develop methods to promote the South Creek High School Swim Team at the South Creek High Community Pool this summer. The athletic director wants you to target students not yet in high school. It is important to the athletic director that you communicate information about the South Creek High School Swim Team using various elements of the promotional mix, including public-relations activities.

Questions?

Randi Bibiano
Competitive Events Specialist
randi@deca.org

As DECA’s competitive events specialist, Randi primarily authors role-play scenarios for the collegiate and high school division’s competitive events programs. She also serves as DECA’s liaison for the Virtual Business Challenge and Stock Market Game. Randi assists with the recruitment of judges for both the high school and collegiate International Career Development Conferences. Randi has worked for DECA since 1998.

Discussion Questions

  • 1
  • 2
  • 3
  • 4

Classroom Connection

Career CLuster:

Marketing

Instructional Area(s):

Promotion

Performance Indicators:

Explain the role of promotion as a marketing function
Identify the elements of the promotional mix
Explain the types of promotion
Identify types of public-relations activities