st. louis rams advertising campaign

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ADVERTISING PLAN March 2012 Presented by Group 1: Danica Babb Jen Baker Patti Chesler Ryan Farrell

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Page 1: St. Louis Rams Advertising Campaign

ADVERTISING PLAN

March 2012

Presented by Group 1: Danica Babb Jen Baker

Patti Chesler Ryan Farrell

Page 2: St. Louis Rams Advertising Campaign

Introduction

St. Louis is a sports town The Rams do a lot in the community but don’t

get enough publicity Having a professional football team has a

direct and indirect positive impact on local employment

This campaign is all about rallying the fans to get out to the game and to keep our team spirit alive

There’s a reason why St. Louis is one of only 32 cities that have an NFL team!

Promote Pride, Unity and Citizenship

Page 3: St. Louis Rams Advertising Campaign

Target Market

Working class males, ages 18-34 Primary: Male laborers with high school

diploma, no further education Approximately 695,696 of the 2,812,896 St.

Louis population Secondary: Additional blue collar male with

income $25K-$50K

Page 4: St. Louis Rams Advertising Campaign

Objectives

Establish a stronger fan base for the St. Louis Rams by creating a compelling sense of pride and citizenship

1. Grow regular ticket sales by an average of 5,000 tickets per game

By the end of 2012-2013 season, 8% of target audience attending at least one Rams game

Primary target market x 8% = 55,600 attendees

2. Enhance marketing database by registering 30,000 tickets after each game

3. Increase fans on Facebook by 10% (currently at 165,000 fans)

Edward Jones dome holds 70,000 people

Page 5: St. Louis Rams Advertising Campaign

SWOT Analysis

Strengths St. Louis is a sports town Rams heavily involved with

the St. Louis community St. Louis is a town of pride St. Louis has a strong venture

in supporting local businesses

Opportunities Leverage business partnerships for

co-op marketing campaigns Capitalize on economic influx from

$124M dome renovation Create a stronger fan base at an

early stage by generating a good family experience

Create a stronger sense of pride and citizenship among fan base

Threats Fans have limited discretionary income,

especially in today’s economy Restaurants/Bars air games paired with

drink and food specials Significantly improved home viewing

experience (HDTV, mega screens) Competing loyalties due to Fantasy

Leagues (root for the fantasy team vs the home team

Weaknesses Rams have not had a really good

season in several years Since the Rams’ performance is low,

so are the pre-game activities, creating a lack of enthusiasm

Not enough PR around community involvement efforts

Page 6: St. Louis Rams Advertising Campaign

Campaign Overview/Strategy

Create synergy through IMC: Advertising Campaigns

TV Radio Billboards

Super Bowl Tickets Promotion

Social Media Marketing

Levels of Integration:

1. Unified Image

2. Consistent Voice

3. Good Listener (two-way communication)

4. World-class citizen (social consciousness; focus on wider community)

Page 7: St. Louis Rams Advertising Campaign

Logo/Brand

“I support the Rams because the Rams support me”

~ Pride ~ Unity ~ Citizenship ~

Page 8: St. Louis Rams Advertising Campaign

Radio Commercial

“My Name Is:

I support the Rams because….

<tells story>

I support the Rams because the Rams support me”

Voiceover: “Remember to register your game ticket online for your chance to win an all inclusive trip to the Super Bowl”

“Hi. My name is Tim. I’m a union carpenter, working out of local #5. I’ve been out of work for most of the last 3 years. It’s been difficult to support my family on unemployment. I don’t clock enough hours to qualify for medical benefits. Because of the $124M dome renovation, I’m back working every day. I support the Rams because the Rams support me.”

Page 9: St. Louis Rams Advertising Campaign

People Used in Advertisements

Children From Out Reach Programs

STADIUM WORKERS

AREA RESTAURANTS

Area Hotels

TAXI COMPANIES

Local Media

LOCAL VENDORS

Construction Workers POLICE

OFFICERS

Page 10: St. Louis Rams Advertising Campaign

Television Commercial 1

Intro:With image of person working

Fade into close up of person

“Hello My Name Is <name>:

I <insert job description and story>

I have been doing this for <# of years>”

Back to person

“I support the Rams because the Rams support me”

Voiceover: “Register your Rams ticket online for your chance to attend the Super Bowl.”

Show a span of Rams fans

Page 11: St. Louis Rams Advertising Campaign

Television Commercial 2

A slightly different commercial will drop the last audio bit and span out slowly to view, not just the person talking, but many others as well:

Solo Person: “I support the Rams because the Rams support me”; Everybody repeats. Voiceover: “Register your Rams ticket online for your chance to go to the Super Bowl”

Page 12: St. Louis Rams Advertising Campaign

Billboard

I Support the Rams Because the Rams Support Me

<Insert picture>

Page 13: St. Louis Rams Advertising Campaign

Promotion

Super Bowl Tickets Giveaway Drawing to win an all-inclusive trip for 4 to the 2013 Super Bowl Tickets will contain information about the Super

Bowl promotion After each game, attendees register tickets on

Rams website Opt-in checkbox for receiving future email

marketing Registration web page includes links to “like” the

Rams on Facebook and follow the Rams on Twitter Registrants receive a thank you email

Page 14: St. Louis Rams Advertising Campaign

Marketing Email

Dear <Name>:

Thank you for your support. Your attendance at <#> of games is what motivates us to work hard.

Our commitment is to continue supporting you.

Please continue to register your game tickets for the opportunity to win your trip to the Super Bowl.

Your St. Louis Rams

Page 15: St. Louis Rams Advertising Campaign

Social Media Marketing

Leverage existing Rams social media marketing outlets to promote campaign: Facebook Twitter YouTube

Consider additional social media outlets: Pinterest Blogs, i.e. Wordpress

Can link campaign to holidays or media events

Page 16: St. Louis Rams Advertising Campaign

Media Strategy

Use a combination of electronic media (T.V., Radio, Social Media) and outdoor media (billboard) to maximize our reach to working class males ages 18-34 by using effective frequency and continuity when scheduling the ads

Pulsing Schedule Home vs Away Weeks The ads will be concentrated more heavily on Home

Weeks based on dayparts, station ratings, and frequency Directing the market to the point-of-sale

Campaign will run from the 1st week of the pre-season through the last week of the regular season

Page 17: St. Louis Rams Advertising Campaign

Radio Media Strategy

Reach WXOS 101.1 ESPN (Sports talk radio) WIL 92.3 and KSD 93.7 (Country) KIHT 96.3 and KSHE 94.7 (Alternative/Classic Rock)

Frequency Target Dayparts

Morning Drive and Afternoon Drive Continuity

Pulse scheduling: Home vs. Away Weeks Stations with highest average quarter hour share will

be ran more heavily on Home Weeks

Page 18: St. Louis Rams Advertising Campaign

101.1 ESPN

All Weeks - Home & Away (20 weeks) 2 spots M-F, Morning Drive (6-10 a.m.) 2 spots M-F, Afternoon Drive (3-7 p.m.) 1 spot M-F, Daytime Radio (10 a.m.-3 p.m.)

400 spots @ $350 each 200 spots @ $150 each Total = $155,000

Page 19: St. Louis Rams Advertising Campaign

WIL92.3 and 93.7 The Bull

Home Weeks (10 weeks)

WIL 92.3 - 1 spot M,W, F Morning Drive Afternoon Drive

93.7 The Bull - 1 spot T, Th Morning Drive Afternoon Drive

100 spots @ $350 each Total = $35,500

Away Weeks (10 weeks) 93.7 The Bull - 1 spot

M,W, F Morning Drive Afternoon Drive

WIL 92.3 -1 spot T, Th Morning Drive Afternoon Drive

100 spots @ $350 each Total = $35,500

Page 20: St. Louis Rams Advertising Campaign

KIHT 96.3 and KSHE 94.7

Home Weeks (10 weeks)

KIHT 96.3 - 1 spot M,W, F Morning Drive Afternoon Drive

KSHE 95.7 - 1 spot T,Th Morning Drive Afternoon Drive

100 spots @ $350 each Total = $35,500

Away Weeks (10 weeks)

KSHE 94.7 - 1 spot M,W, F Morning Drive Afternoon Drive

KIHT 96.3 - 1 spot T,Th Morning Drive Afternoon Drive

100 spots @ $350 each Total = $35,500

Page 21: St. Louis Rams Advertising Campaign

Broadcast Television Strategy Reach

Advertise on the top 3 news programs in St. Louis KSDK, KMOV, and KTVI

Frequency Focus on the early news and Monday night late

news programs. Advertise heavier on stations with higher ratings

Continuity Pulse Scheduling: Home vs. Away weeks

Higher frequency of ads during home weeks

Page 22: St. Louis Rams Advertising Campaign

KSDK Channel 5

Home Weeks (10 weeks)

1 spot on the Monday late news

1 spot M,T,W,Th on the evening news

50 spots @ $3,500 each

Total = $175,000

Away Weeks (10 weeks)

1 spot on the Monday late news

1 spot on the Thursday evening news

20 spots @ $3,500 each

Total = $70,000

Page 23: St. Louis Rams Advertising Campaign

KMOV Channel 4

Home Weeks (10 weeks)

1 spot on the Monday late news

1 spot M,W,TH on the evening news

40 spots @ $3,500 each

Total = $140,000

Away Weeks (10 weeks)

1 spot on the Monday late news

1 spot Thursday on the evening news

20 spots @ $3,500 each

Total = $70,000

Page 24: St. Louis Rams Advertising Campaign

KTVI Fox 2

Home Weeks (10 weeks)

One spot on the Monday late news

One spot M,TH on the evening news

20 spots @ $3,500 each

Total = $70,000

Away Weeks (10 weeks)

One spot on the Monday late news

10 spots @ $3,500 each

Total = $35,000

Page 25: St. Louis Rams Advertising Campaign

TV Broadcasting During Games 10 spots air during Rams games

During last 2 pre-season games During all 8 road games of the season

Build momentum for the campaign before the season starts.

Ads running on away games will reach the highest number of our target audience

10 spots @ $3,500 each Total = $35,000

Page 26: St. Louis Rams Advertising Campaign

Outdoor Marketing Strategy

Six Rams “Support” billboards placed on major interstates in the St. Louis Metropolitan area.

Billboards purpose is to increase the reach and visibility of the campaign.

Location based on volume of traffic and a directional towards downtown St. Louis

6 billboards @ $3,000 / 30 days * 5 months

Total = $90,000

Page 27: St. Louis Rams Advertising Campaign

Billboard Locations

Page 28: St. Louis Rams Advertising Campaign

Media & Timing

Page 29: St. Louis Rams Advertising Campaign

Media Overview & Ad Spending

Media Type

# of Spots

Amount Spent

% of Budget

Television Ads

170 $595,000

59.5%

Radio Ads 900 $295,000

29.5%

Outdoor Advertising

6 $90,000 9%

Sales Promotion

N/A $15,000 1.5%

TOTAL $995,000

99.5%

Television

Radio

Outdoor

Page 30: St. Louis Rams Advertising Campaign

Success Metrics

Campaign Goals Increase attendance at games by an average of

5,000 tickets per game Grow fan database on Facebook by 10%

(currently at 165,000) Register 30,000 tickets following each game

Maintain momentum during the off-season Continue increased publicity around Rams

community involvement Interact with fans via social media outlets