mkt fox sports
TRANSCRIPT
Chris Tarin | Heidi Mayen | Sasha Hung | Tanner Torres | Max Voreacos
IMC CAMPAIGN:FOX SPORTS WEST & PRIME TICKET
SITUATIONAL ANALYSIS
ENVIRONMENTAL ANALYSIS
SITUATIONAL ANALYSIS
COMPANY ANALYSIS
Reach: 6 Million homes700+ live events per year
• Males (18-34)– 53% of second screeners
use social media when watching TV
– 78% cite personal affiliation with their teams
– Majority of males see team as part of their identity
SITUATIONAL ANALYSIS
CONSUMER / MARKET ANALYSIS
• Females (18-34)– Least Likely Demographic
to be a sports fan– However, they show higher
levels of engagement with sports.
– 75% are highly interested in the social aspect of sports
Fan AssociationsMLB: 38%NBA: 31%NHL: 23%
Dominate DemographicsMLB: Older Men
NBA: 18-34 dominated fan baseNHL: High female engagement
Positioning
TARGET MARKET
YOUNG MILLENNIALS
• Ages 18-25
• “Digital Natives”
• More likely to make transform experiences and events into social moments
• Includes females, who participate more heavily in the social aspect rather than logistics of sports
ADULT MILLENNIALS
• Ages 26-34
• Open to the introduction of new digital platforms and social campaigns
• Higher income
• Increase network ratings by 10% in the month of April
• Increase social media engagement (amount of followers) by 5% in April
• Average over 3,000 #ShowYourFandom hashtag mentions per week
COMMUNICATION STRATEGY
COMMUNICATION OBJECTIVES
• Direct Brand Competition
• Category Competition
• Product Substitutes:
SITUATIONAL ANALYSIS
COMPETITOR ANALYSIS
Beaches Bars
SightseeingMovies
Netflix Video Games
ETC…
Positioning
SWOT ANALYSIS
Strengths Weaknesses- Large Media Market- Identifiable Superstars- 4 Winning Teams
- Hockey is still developing in LA market- Hard for regional network to compete
with industry powers
Opportunities Threats- Established cross-town rivalries- New Clippers ownership- Struggling Lakers/Dodgers TV Deal
- Strong fan ties to Dodgers/Lakers- Power of social media – speed of news
POSITIONING
POSITIONING STATEMENT
Points of Parity Points of Difference- Regional Sports Network- Rights to multiple teams- Post game shows- Highlight shows
- Exclusive content- Exclusive game rights- Over 350 games per year- Excellent Teams
Fox Sports West and Prime Ticket are the only places where Southern California fans can watch exclusive content and over 350
Clippers, Ducks, Kings and Angels games every year.
POSITIONING
BIG IDEA
WINNERS WATCH HERE
MEDIA
MEDIA OBJECTIVES
Increase Trial
Increase Preference
Increase Awareness
Create content and promotions with desirable prizes
Provide exclusive access and incentives to position the network as leading platform
Use social and visual media to highlight the sports excitement in April
Use social media platforms and campaign to encourage fan engagement in viewing and second screen activity
Create a positive brand image through creative ads and billboards
Use social media to create a consistent stream of information to consumers
Use star players in the promotion process to create buzz in the target market
Use photo campaign to encourage participation and stimulate consumer involvement
Use broadcast media to communicate the events of April and the network’s winning position
MEDIA
MEDIA CALENDAR
Mar
ch
April
Six-week media calendar
beginning in the middle of March
MEDIA
MEDIA BUDGET
Television $100,000
Radio $60,409
Newspaper $112,000
Magazine $65,000
Billboards $55,000
Building Wrap $199,000
Mobile Ads $350,000
Fantest $15,000
Total Cost of Campaign $957, 408
MEDIA
SOCIAL MEDIA
• Heavy Social Media Campaign
• @FoxSportsWest use of hashtags
• Promotion of contest
• Creation of new social media accounts to drive campaign
• Photo Fantest: #ShowYourFandom
• Photos shown during each game
• @FSWFandom dedicated to the contest and network promotion
• One grand prize per team: Fox Sports Suite
MEDIA
CONTEST
MEDIA
PRINT / OUTDOOR MEDIA
QUESTIONS?