vs. SPMGT 570.40 Sport Marketing and Promotion Matt Schmack 12.7.11
Executive Summary The Lindenwood men’s volleyball program is well known in the St. Charles area for developing players and producing good collegiate volleyball. With Lindenwood transitioning into 1
NCAA Division II, the competition is going to be more intense and the program will even compete against several Division I and II schools. We hope to increase attendance of the sport of men’s volleyball at Lindenwood, inform people that the programs Lindenwood will play are athletes who are the top caliber athletes in the NCAA, pertaining to volleyball. Potential teams from both the east and west coast will eventually make the trip to face Lindenwood, as it becomes a bigger school. Our key marketing messages are “Rise above the Rest: Experience an NCAA men’s collegiate level volleyball match as Lindenwood transitions into Division II volleyball”; as well as “Learn to Become a Lion” for our younger demographic and those fans we want to become loyal and long-term customers. With this new transition, we want to start to build a fan base from the youngest age group all the way to our alumni and St. Charles/St. Louis residents. The plan recommends that the sport should involve spectators more, demonstration of the athleticism needed for the sport and special prizes for those in attendance. While involving more spectators, we are hoping the match will bring in more fans and we can start building a loyal fan base that will return to watch Lindenwood volleyball matches. The most important part of our plan is fan appraisal. Research has shown that when there are more give-a-ways, related themes that the fans understand, or an all around hype to the game, customers enjoy that experience and look forward to coming back.
Table of Contents Executive Summa…………………………………………………………………………..….…. ……..... 2 Mission Statement…………………………..………………………….. …………………………………. 4
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Current Marketing Situation………………………...….…….... ……………………………………… 5-7 Situation (SWOT) Analysis •
SWOT Square…………………………………………………………..………..……... ……….... 8
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Internal Assessment: Strengths………………………...…..………... …………………......... 9
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Internal Assessment: Weaknesses…………………………....…….....…….... ……….…... 10
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External Analysis: Opportunities………………………………...…......... ……………….… 11
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External Analysis: Threats………………………………..………....….......... …………….... 12
Goals and Key Issues…………………………………...…………………..……... …………………... 13 Marketing Strategy •
Marketing Mix…………………………………………………………………………………. 14-17
Action Plan………..………………………………….......…... ………………………………………. 18-19 Strategy Plan………….….….…….….…. ………………………………………………….................... 20 Timetable & Budget………………………………………………………………………………………. 21 Implementation, Evaluation and Control……………………………………………………………... 22 Closing Summary…………………………………………………………………………………………. 23 Appendices.……………………………….. ……………………………………………………………… 24 •
Flyer No. 1.……...…………………….…………………………….. ……………………………. 25
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Flyer No. 2…………………….………………………………..……………….. ………………... 26 3
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Flyer No. 3……………. ………………………………………………………………………....... 27
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Press Release.…..………………………………………………………………….. ………….... 28
Bibliography.…………………………..…..……………….. …………………………………………….. 29
Mission Statement Our mission is to increase attendance at the Lindenwood men’s volleyball matches with promotion of one of their biggest matches against Lewis University, a team that lost in the quarterfinals of the NCAA Division-I 2011 Championship Tournament. The Lindenwood volleyball marketing plan also hopes to cultivate and keep the younger audience through involving the spectators with fun volleyball related activities, testing their own volleyball skills while giving back to high schools in the area as well as the community and include fans with raffles and participation in the sport to influence sportsmanship and good competition. •
Purpose: To increase attendance at Lindenwood men’s volleyball matches.
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Business: Through promotion of one of the biggest games of the 2011 year, there will be spectator participation in order to understand the game of volleyball
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Values: Give back to high schools in the area as well as the community and include fans with raffles and participation in the sport to influence sportsmanship and good competition.
Current Marketing Strategy Market Description •
Our current positioning with our target market is that customers know of us through word of mouth with alumni and coaches who also help out select club volleyball teams in the area
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As far university students, the players attempt to promote their games as much as possible however the current marketing of the volleyball team is minimal compared to other sports
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The markets that we are trying to go for range from the 16 to 28 year olds. We start on a younger basis by inviting high school boys and girl’s volleyball teams or club volleyball teams in the St. Charles/St. Louis area. These teams will be rewarded by experiencing a collegiate volleyball match against two competitive teams
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The volleyball fan base/market is relatively small but when there is a good volleyball match to be seen, the teams, young and old players as well as officials want to go and watch.
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Some major concerns of customer needs if they want to go and watch the sport in general. Since it is not a very popular sport, we need to make sure we having something to offer our customers other than good competition.
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Customers either need to be rewarded for coming out to the game or appreciated so they can become recurring and loyal fans.
Product Review •
The usual price for a Lindenwood event at the Hyland Arena is between three to five dollars. With the promotion of high school teams, clubs and alumni, we hope to draw more attention and build our fan base for the NCAA level.
Current Marketing Strategy (continued…) •
In selling our product, we are also selling the sport at the same time. Not many people know Lindenwood has a men’s volleyball team or that they are a strong, young and up-andcoming team. Our sales will be shown from increases in attendance and LU volleyball gear.
Competitive Review •
Most of the competition belongs to different high schools or university volleyball programs in the St. Louis area. The competition also includes other sports at those respective schools.
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Missouri Baptist University is the closest in comparison to skill level and location to Lindenwood that could be a dominant competitor in the market. Missouri Baptist is also on a major highway that may seem easier to access than Lindenwood. Fontbonne University also has a men’s volleyball team, however they are not at the experience level like MBU and LU.
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Other competitors in the area could be well-known high school volleyball teams like St. Louis University High School, St. John Vianney, De Smet Jesuit etc. (Cusumano).
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Indirect competition can come into effect as well with St. Louis sporting and celebration events like St. Louis Blues Hockey, Rams football, the Mardi Gras festivities during February, which is the second biggest Mardi Gras event in the world. (Wagganer)
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Our primary competition is targeting the same target market we are and our competition is trying to establish them as the best collegiate volleyball program in the St. Louis Area.
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Although they have potential to take several fans from our customer base, we have enough advantages to keep us above our competition. Transitioning into NCAA Division II and competing against the highest caliber teams will intrigue fans to watch men’s volleyball.
Current Marketing Strategy (continued...) •
In the upcoming years, Lindenwood volleyball will play schools like Ohio State University, Penn State University, and Loyola University. Eventually, they may be able to play volleyball powerhouse universities from California like UCLA, USC, or Long Beach State.
Review of Distribution •
In order for our product to reach our customers, we need to make sure to promote the big name matches with the NCAA schools since people will only want to go to those matches.
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Promotion of the match against the university that defeated the 2011 NCAA national champions and also lost to them in the national tournament is a good way to describe the type of caliber teams that Lindenwood is going to begin to face as they move to Division II.
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Distribution of flyers, posters and coupons to club teams, high schools and universities in the area that may be interested in watching a very competitive volleyball match. This will give our customers the chance to experience a collegiate level match and see what we can offer
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On those promotional posters, we will include ways for fans to get in touch with the university for more information on the event and what we are going to be giving away for the first couple hundred fans who show up to the match.
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Through word of mouth and volleyball coaches, club directors, officials and other personnel to spread the word, we hope to have a smaller marketing budget where we can work with our communication resources on campus like the 89.1 The Wood (KCLC), the LUTV channel and student activities department in order to get the word out around campus and the local St. Charles neighborhood who can hear and see our advertisements.
Situation (SWOT) Analysis I N T E R N A L
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Strengths Volleyball Community Fan Appraisal NCAA D-II Competitive Volleyball Theme Night
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Weaknesses Lack of NCAA Experience Unpopular Sport Unfamiliar w/opponent Under-promoted Lack of School Support
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E X T E R N A L
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Opportunities Social Media Emerging Sport Promotions
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Threats Competitors Location of event Conflicting events Weather
Internal Assessment: Strengths Volleyball Community: The St. Louis area is known for being very knowledgeable about the sport of volleyball and with the area continuing to expand, new recruits are possible to appear. Not just for the volleyball team, but for the university in genereal Fan Appraisal: Although Lindenwood volleyball has tried to retain the attention of the fans, it has become harder because the sport is not the most popular. However there are at least 45 high school boys’ volleyball teams in the area and six major USAV club teams as well (Cusumano). They would benefit from seeing an NCAA match up between two similar teams. NCAA Division II: With Lindenwood transitioning in the NCAA Division II, there will be more well known schools that that volleyball program will compete against. More teams from California will come here and top caliber teams from the future conference (MIVA) such as Ohio State and Penn State will make the trip to play at the Hyland Arena. Competitive Volleyball: Since Lindenwood men’s volleyball has been around for more than 10 years, it has become more and more competitive and that has shown with the team currently heading to the NCAA. Theme Nights: The theme of this event it “GTL Night” which is related to the television show “The Jersey Shore”. In having funny, smart and related themes, fans will know that it is a fun sport that is about sportsmanship and good competition between both sides.
Internal Assessment: Weaknesses Lack of NCAA Experience: Although the men’s team won the national championship in 2009, they had rebuilding periods during the 2010 and 2011 seasons. Lewis on the other hand has been an NCAA Division II Powerhouse since 2004 when it won it’s first national championship
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Unpopular Sport: Not many students at Lindenwood are aware that there is a men’s volleyball team. Not to mention the popularity of the sport is not as popular as basketball, football or baseball. Unfamiliar with the Opponent: Since Lewis University is not one of the biggest NCAA schools, some people may not find the match to be too important or interesting enough to go watch. Even though Lewis is not a big school, they are known in the volleyball community and as a contender since they were 2004 national champions along with defeating Ohio State last year. Lack of School Support: The volleyball schedule intertwines with the basketball season, which makes it harder for spectators to acknowledge the volleyball season at all. Not to mention the school primarily puts its support behind the basketball team. Under-Promoted: A majority of the promotions for school events go to the priority sports and the ones that bring in the most money. In order to make volleyball a headline sport, promotions and student appreciation needs to be the key factor in between game times.
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External Analysis: Opportunities Social Media •
Over the past five years, social media has taken off in a way that the university or anyone else though it would. With Twitter and Facebook available to all people, the Lindenwood volleyball team can start both applications in order to get the word out about upcoming games, tournaments and promotions the program may have.
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Facebook and Twitter give them the opportunity to inform any and all friends about the matches, promotions and giveaways that will be happening during the games. Links to online stories and game coverage are also options for social media. Also, the chance to have live updates as well as stories posted on the Lindenwood athletic website.
Emerging Sport •
Volleyball is an emerging sport in the United States but especially in the mid-west with more than 40 men’s high school teams and six major club volleyball teams (Cusumano).
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Along with school programs, men’s USA Volleyball teams consist of older men and women continuing their playing abilities past their college prime still attend games
Promotions •
With the school growing in size, the game day management staff has been marketing the potential NCAA schools with more aggression for more students and fans to attend
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Our promotional give-a-ways and overall approach to inviting fans to experience a collegiate men’s volleyball game will intrigue our customers who will hopefully return after watching such top caliber volleyball.
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External Analysis: Threats Competing Universities •
There are a number of high school volleyball teams in the area that are willing to go to with a smaller number of college games to go to. Missouri Baptist, Fontbonne and Missouri Valley are some schools someone can go to instead of a Lindenwood event.
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Other than different college schools, fans can go to high school basketball, volleyball or any other type of sports fans would watch if a family member is playing or if it’s closer.
Location of Match •
Fans that usually would want to watch collegiate volleyball don’t want to make the trip because of the distance from their community to St. Charles, Mo.
Conflicting Events •
The school sometimes schedules different meetings and events on the same day as athletic events. These types of student activities can restrict students from choosing our event over another.
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Although it is the week before, Mardi Gras festivities last around a week to two weeks in St. Louis, which can affect the number of people in attendance for the match. The spectators may also not like the theme of the match and decide not to come because of that reason.
Weather •
During February, something that can cause commuters to refrain from attending games would be leaving the house because of the weather. In the Midwest and especially Missouri, cold wins and dangerously icy roads can make people think twice about going outside.
Goals/Objectives GOAL 1: Increase Attendance at Lindenwood Volleyball Games •
Objective 1-1: To increase attendance by 100% from 400 to 500. The highest number of attendance the women’s team had was 400 against Maryville University.
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Objective 1-2: To increase fan participation during the game with several games, trivia and physical activity. We want to have more than 50 people on the court participating.
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Objective 1-3: To hand out free give-a-way passes for free pizzas from Papa John’s and sponsored gift cards to those fans that stay for two out of the possible five of the match
GOAL 2: Retain/Build a Loyal Fan Base That Will Keep Returning •
Objective 2-1: To show the fans the competiveness of the upcoming NCAA schedule and how Lindenwood is transitioning to be a big named school in the future
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Objective 2-2: To attract high school and club volleyball teams in order to develop a loyal connection with the sport of volleyball and Lindenwood University
KEY ISSUES •
A key issue would be trying to even convince a customer to go see a men’s volleyball match and actually participate at the actual event
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Especially going against several Division I and II schools, it’s going to be hard to build a loyal fan base if the competition defeats Lindenwood by large margins each time.
Target Marketing: Marketing Mix PRODUCT •
Our product is the Lindenwood vs. Lewis University volleyball match on Feb. 25, 2012 at 7 p.m. in the Hyland Arena on the Campus of Lindenwood University.
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The Lindenwood men’s volleyball program has existed for more than 10 years and has a tremendous history of talented players that have achieved All-American status during their playing time at Lindenwood.
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The match is against the Lewis University Flyers, who made it to the quarterfinals of the NCAA Division I tournament last year. The Flyers fell the Ohio State Buckeyes, who eventually went on to win the 2011 Men’s Volleyball National Championship.
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The Lindenwood men’s team lost in the semifinals of the NAIA National Championship tournament against host school Saint Ambrose. The Lions only have seven players returning with only three of them being consistent players in the 2011 season.
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The theme of the match is a topic that college students will understand and those who are aware of what “GTL” stands for on the television show, the Jersey Shore.
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Our product strategy is to sell a product that no one else in the area can sell or has the ability to sell: an NCAA Division II men’s collegiate volleyball match. The athlete’s that are competing during this event have the competitive edge because they can say that they are competing for a team that is transitioning into an NCAA season in the upcoming year.
PRICE •
For our volleyball match, general admittance will be $3 while high school and club volleyball teams are $1 per person for 10+ people, if they are with their teams.
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There will be t-shirts at the door that will cost $4 per shirt and $1 programs of the players. Other than that, no other pricing issues are mandatory for spectators.
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Although we may not be the cheapest matches around, there is no other match in the St. Charles area that can offer such great promotion prices and intense competition for this kind of price.
PLACE •
The match will be held at the Hyland Arena, formerly the Hyland Performance Arena, on Feb. 25, 2012. The arena can hold up to 3,000 spectators with all of its bleachers out.
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The new court was redesigned over the 2011 summer improved with the new Lion logo at center court, along with the new MIAA conference logo at each end of the court.
PROMOTION •
One of our key marketing messages is that now that Lindenwood is going NCAA, loyal or interested fans can come out and experience an NCAA men’s volleyball match.
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There will be a number of different promotions that will consist of not only promoting the game, but fan participation as well. In attempting to promote the game, the promotions will show the new look of the team pointing out top returners and key newcomer Mike Adams, who played for the opponent, Lewis University.
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The match is also one of the first matches against a future MIVA (Midwestern Intercollegiate Volleyball Association) conference opponent that can begin a rivalry.
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In attempting to promote the event for fan participation, we will have a raffle to give away prizes courtesy of our sponsors: Tan Co. and 24 Hour Fitness. As well as a free pizza give-a-way from Papa Johns.
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In relation to our GTL Promotion Night, we will hand out aviator sunglasses for free as well as a free pizza to the first 200 fans that enter the Hyland Arena and have a ticket.
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High school and club volleyball team promotions will consist of those teams paying only $1 for every 10 or more person team, while free admission for Lindenwood alumni.
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The strategy calls for promotion not only through the schools website with a flash page to open up the athletic site but through the Lindenwood’s athletic social media sites.
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The Lindenwood volleyball program has its own Twitter and Facebook and will be informing the public of what kind promotions are going to be occurring during the match.
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With designing and distributing flyers around campus and the neighborhood, it broadens our surrounding area and the amount of people we are able to reach as a population.
PUBLIC RELATIONS •
We plan to send out press releases informing the public of both teams to several media outlets in order to get attention from the local television, radio and newspaper outlets.
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Our media coverage will consist of Lindenwood resources including KCLC, the school’s radio station, and the Lindenwood Legacy Newspaper in order to promote the event around campus in the school’s free newspaper. Other newspaper outlets include the St. Charles Journal and the St. Louis Post-Dispatch. Television channels that Lindenwood will contact are Fox-Channel 2, CBS-Channel 4 and NBC-Channel 5.
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The Lindenwood athletics and men’s volleyball team social media pages, will post a brief summary about the importance of fan attendance for this match as well as the promotional items giving away during the match.
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Press releases will be sent to each media outlet listed above as well as high schools in the area. Flyers will also be included to the high school and club volleyball teams.
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The Lindenwood athletic website will also be a good place to have some sort of flash page that displays the opposing team and their accomplishments along with current record, along with that same information about the Lindenwood volleyball team.
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Since there are no other NCAA men’s collegiate volleyball programs in the area, this should be able to make big news in the St. Louis Post Dispatch, but especially in the volleyball community and those who follow them game on the men and women’s side.
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A professional news release is always the best way to tell the press of big events coming to Lindenwood. It makes people feel welcomed and informs them of everything
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that they need to know about in case they decide they want to experience something they never have before.
Action and Strategy Plans Flyers •
A graduate assistant from the sports information or the marketing department will be in charge of designing an 8x11 flyer to be posted around campus and the various dorms. Three to four different posters will be designed and hung up to promote the event starting as late as February 17, 2012 till the day before the event, February 24 th.
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In regards to the printing of the Flyers, a company like FedEx/Kinko’s charges about 89 cents for 1-100 of an 8.5x11 piece of paper, the price for 1,001-10,000 is 49 cents. Although the printing of these posters will be an in-house expense, this is a rough estimation of what it would be if we decided to outsource this job or printed this out ourselves on quality paper (Fed/Ex Kinkos).
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The printing will be done in-house through the copy center at Lindenwood University. The designing will be done in Adobe InDesign and also won’t be outsourced but done by a graduate assistant in the game day management or sports information department.
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Work and learners in the dorm halls as well as those in the athletic offices will post these flyers for their various supervisors but most importantly the game day management staff will put them up around the Hyland Arena, Evans Commons, the Spellman Center, Young, Roemer, Harmon and Butler Library.
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After promoting at places on campus, graduate assistants will travel to Lindenwood supported businesses to display the same flyers in their respective businesses.
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The Sports Information Department has access to the website where they can add a flash page that will have the game-time flyer before anyone enters the website to promote the match and inform the students and fans of Lindenwood (Morgan).
Sponsors •
These companies are currently within the vicinity of Lindenwood’s campus and already offer special pricing to Lindenwood students. However a majority of students cannot afford their prices so this can be another way to introduce new and lower memberships.
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With the Lindenwood men’s volleyball match being themed “GTL: Gym, Tan, Laundry night”, the two sponsors would look to benefit from the game since it is related to what their businesses encompass. If they decide to affiliate with the university and event, we would hope for both businesses to donate some give-a-way and coupons for services.
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In regards to sponsorships, our athletic director John Career along with Scott Queen in public relations and Jack Cribbin in marketing will have to contact the respective businesses that we want to sponsor like 24 Hour Fitness and The Tan Company for our GTL night.
Press Releases •
Press releases will be sent out at the end of January through the Lindenwood Public Relations department to all the newspaper and news channels in the area with another news release sent to all of the high schools in the area, which will be sent from the communications department at Lindenwood. It will include information about when and where the event is and about each of the teams competing.
Event Promotional Items •
Lindenwood University and volleyball gear along with Lindenwood vs. Lewis t-shirts will be for sale at the door in case anyone wants to buy one. They will be $4 a shirt and there will be only 250 t-shirts printed from a company called “Shirtkong” (Lange).
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These event t-shirts will be designed by our game day management and marketing department graduate assistant that will include one font and one font color in order to keep the t-shirts at a low price in order to sell a vast majority of them. Free aviator sunglasses will be passed out to the first 200 people who arrive at the match.
Strategy Plan •
Through accomplishing these different tasks, we are hoping that we attract a lot of fan fare and that our customers experience something that they have never experienced anywhere else. We believe that fan participation and fan appreciation nights are some of the only ways that the crowd is going to be as big as an NCAA program.
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We believe that it will be successful because with similar steps, different Lindenwood sports have seen their attendance increase in the past three years. Those sports have used the strategies implemented in our marketing campaign and have tremendous success when it come to filling the Hyland Arena.
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Since our key marketing message is to have our customer’s experience a collegiate men’s volleyball match at the highest level there is, the NCAA, we want to make sure that we attract the loyal fans or the ones who are new to the sport.
Timetable/Budget (Most of our budget is based off estimations from in-house circumstances) What will be done?
Who will do it?
When will it be done?
Labor/Expense d
Price
Designing of Flyers
Grad. Assistants
Jan. 23rd – 27th
Designing and Time
$12 an hour x 40 hours = $480
Printing the Flyers (Price compared with FedEx/Kinkos)
Grad. Assistants; Lindenwood Copy Center
Feb. 18th – 24th
Number of copies
.49 cents x 2,000 flyers = $980 19
Putting Up/Handing out Flyers
Work and Learn
Feb. 18th – 24th
Effort and Time
Sponsorships & Press Release (Sent electronically)
Public Relations/ Communications Dept.
Jan. 30th & Feb 18th
Time
Event T-Shirts: “Lindenwood Lions vs. Lewis Flyers” Feb. 25, 2012
Design: Marketing Dept. Screening etc.: “Shirtkong”
January 14th
Physical Shirt and Screening
Radio Time on 89.1 The Wood – The Smart Mix
Sports Information Department
Feb. 18th – 24th
Air time
$8 an hour x 56 hours = $448
250 shirts, 1 color/font x $4 a shirt = $1,000
TOTAL: $2,908
Implementation, Evaluation and Control •
In order to control and evaluate our projections of how we do in attendance and how many fans actually participated, we want to be sure to keep count of how many tickets we sell and how many fans choose to participate during in-game fan participation.
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If there are a number of Lindenwood student fans that showed up for the promotions or any other reason, we will take into account that the flyers and posters around campus were an effective way to draw people in, especially with our promotions.
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Since our key marketing messages are to build a fan base and have fans experience a men’s collegiate level volleyball game, if we meet our quota of fans or surpass our small number of fans, then we have succeeded.
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A majority of volleyball matches do not raise money either, so if our revenues were close to meeting our expense report we would have to declare some sort of success during the event. Whether it is t-shirt or ticket sales, concessions or team ticket sales.
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For immediate feedback, a website called “pollseverywhere.com” our events staff can create a poll and viewers can text in and get automatic results. We will make a poll question and ask the audience about their experience and see the results in minutes.
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Another source of feedback would be to give them a postcard type certificate when they purchase their ticket, and if they fill out the survey they get some sort of gift receipt or free admission to the next home game or tournament by showing their previous ticket
Closing Summary The advantages that we have are that Lindenwood has a plethora of resources and connections that we can use in order to promote and invest in a specific sporting event. The fact that Lindenwood is able to spend a certain budget on every sport helps the volleyball program a lot because there is not much money that needs to be spent in order to have a good marketing plan during a volleyball match. Any revenues that are made we hope to come from t-shirt and ticket sales, programs or team ticket sales from high school players. If we are spending around $3,000 dollars on the event, we expect to probably get about half of it back. The advantages that this marketing plan has over the competitors in the area is that there is no other high caliber NCAA Division-II collegiate men’s volleyball program in the St. Louis or St. Charles area. Except for a couple NAIA universities and select high schools, there is no other program that has the facilities, excitement and players like Lindenwood. This event is one that has two Division II teams in which Lindenwood is trying to establish itself as a NCAA competitor and Lewis is already one in volleyball. 21
The plan will succeed because there are fans interested in how Lindenwood is going to do playing against Division I and II programs. The men’s program was able to win a NAIA national championship in 2009 however now that they will be playing tougher competition, spectators want to see the big name schools and how they are at volleyball.
Bibliography Interview with Tom Wagganer, Director of Game and Event Operations, Lindenwood University, November 28, 2011 Interview with Cary Cusumano, Assistant Volleyball Coach, Lindenwood University, Men’s and Women’s programs, Club Momentum coach, Nov. 29, 2011 Interview with Mike Morgan, Assistant Sports Information Director, Lindenwood University, December 2, 2011 Interview with Justin Lange, Graduate Assistant in Marketing and Graphic Designer, Lindenwood University, December 5, 2011 "Price Sheets - FedEx Kinko's / Quick Copy Services / Archive / State Purchasing Agreements / State Contracts, Agreements and Price Lists / Vendor Information / State
Purchasing / Business Operations / Department of Management Services - DMS." Department of Management Services - DMS. Web. 06 Dec. 2011. <http://www.dms.myflorida.com/business_operations/state_purchasing/vendor_infor mation/state_contracts_agreements_and_price_lists/state_purchasing_agreements/ archive/quick_copy_services_expired2/price_sheets_fedex_kinko_s>. 22