women\'s professional soccer campaign
DESCRIPTION
This was a project my group put together for Colin Spooner at Pereira & O\'Dell. The project was to increase WPS attendance by 20% and gain brand awareness/new customers through viral marketing and social media.TRANSCRIPT
2010 Brand Campaign
What Are Our Strengths Now?
Incredible Product
Respected and Admired Athletes
Viral Frenzy Foundation
What Hurt Us In 2009?
“New League Syndrome”
i.e. Low Awareness
i.e. Devoted, But Small Fan Base
What’s New for 2010
New Marketing OpportunitiesNew and Expanded Viral Campaign
New CustomersNew Partnerships
Raised Awareness & Buzz
Part 1
Keeping Current Customers
&Increasing Their
Attendance
Traditional Methods for Keeping Customers*
Bobblehead Night, Flag Night$1 Ticket Night5 for $5 Deals
Ladies Night, Family Night, Military Night, Kids Night
Employee Night (Corporate Partners)Seeextraordinary.com Benefits
*See Budget
How To Increase Attendance*
Co-Ed Games
“Stuff the Bus” Movement
MLS or All-Star Games
*See Budget
Increasing Attendance: All Star Games*Half-time Mini Games
AYSO, Recreation, Club Teams Play a 20 Minute Game During Half-Time
Meet players after the game
*See Budget
How to Increase Attendance
Team Calendars
Individual Bios and Work-Out Regimes
More family focused, for the Die-Hard Fans
Registered SeeExtraordinary.com Users Can Access Pictures and Info and Vote Online
*See Budget
WPS Survey Purpose To Find Out What Would Attract New
Customers to WPS games
To Find Out Exactly What Would Bring People to the Stadium
To Hear Directly and Explicitly Who Our Fans Think Our Sponsors Should Be
AGE
50 and older46-5041-4536-4031-3525-3019-2414-1813 and under
79%
Social Networks
57%
21%
10%
7%5%
Myspace
Other
Skipped Question
How interested are you in soccer?
Not interested at allUninterestedNeutralInterestedVery InterestedSkipped Question
69%
Did you know, before this suvey, that there is a Women's Pro Soccer league?
57%
35%
8%
Yes
No
Skipped Question
Are you more inclined to come to games if there are promotions or events attached to the contest?
4%
15%
23%
42%
8%8%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Skipped Question
How Do You Hear About YouTube Videos
Friends
Homepage
MySpace
YouTube search
Classes
News
Other
Skipped Question
75%
70%
Are you likely to click on the suggested videos following your youtube video?
Strongly DisagreeDisagree
Neutrall
Agree
Strongly Agree
Skipped Question43%
Gym Membership & Brand Preference
Sports Drink & Health Awareness
That Gives Us 4 Key Sponsors
24 hour FitnessNike
Vitamin WaterSpecial K
How We Will Use These SponsorsProduct Giveaways
New Membership BenefitsSignage
Surprise Discounts
See Budget
Part 2
Attracting New Customers
&Viral Campaigning
What We Need To Do In 2010Viral Video Campaigns
Viral Contests on Facebook, MySpace, and Twitter
Interactive Advertising Banners
Promotion Through The “WoPro” Movement
Expanding SeeExtraordinary.com
Complete Social Media Platform
Allow Fan and Player Interaction
Allow Instantaneous Fan Feedback and Posts
Individual Player Blogs
Attracting New Customers Through…
Bikini Calendar ContestTasteful, Yet Very Buzz Worthy
Voting Contests Done By Registered Users
ShapeMagazine
Engaging Bloggers: “WoPro”
Influential Bloggers Paid to Write on Behalf of WPS and Sponsors
Put The Power of Social Influence in Their Hands and Let Them Drive Buzz
$1000 for a 200-Word Blurb on Behalf of the WPS or e.g. Puma
$50 to Influentials on Twitter for Individual Tweets
Photography and Video Contests
Couple Facebook and Twitter With SeeExtraordinary.com
Prizes for Best Video or Picture Could Include:
Season Tickets, Cash, Merchandise
Voting Is Open to All SeeExtraordinary.com Registered Users
Pop-Out Advertising Banner Ideas
Goalie Jumps Across the Screen for a Save
Marta Juggles Across the Screen
Marta Kicks a Ball Across the Screen and it “Shatters the Monitor’s Glass”
What Type of Fan Are We Looking For?
What Type of Fan Are We Looking For?
Successful Viral Campaigns
Are Based On…..Humor (Burger King, Bud
Light:Real Men Of Genius)
Intrigue (BMW Films)Sex Appeal (Anna
Kournikova, Natasha Kai)
Controversy (Lampert)
Viral Video Stand Alone Ideas
Video 1: Marta runs through the streets of Los Angeles juggling a ball. Soon, other soccer players show up behind her and juggle (i.e. Forest Gump Style). Soon tens of thousands of followers
are seen running through notable American cities.
Video 2: Marta and the Burger King Creepster face off in a shootout. Obviously, the Burger King
Creepster wins.
Video 3: Marta does a “Charlie Bit Me” Impersonation
Viral Video Stand Alone Ideas
Video 4: Viral Contests Between WPS and MLS. Landon Donavon vs. Marta in a Snowball Fight, or
in Ping Pong
Video 5: Something like this YouTube Clip but featuring notable players
Viral Webisode Ideas
Video 1: Locker Room Series (2-3 Notable Players)
Video 2: Webisode Ft. Marta
2010 Budget Breakdown Viral Film Production ($50,000)
+Internet Advertising ($100,000)
+Promotional Events ($100,000)
=$250,000
Viral Film Production ($50,000)
2 Webisode Series (Includes Director, Studio Costs, Camera Costs, Player Royalties, Editing)
4 Episodes Each @ $3000 an Episode =$24,000Misc. Costs =$1,000
=$25,000
5 Stand Alone Videos (Includes But is not limited to Director, On-Set Production Costs, Camera and Editing Costs, Player and Actor Costs
5 Episodes @ $5000 Each =$25,000=$50,000
Internet Advertising ($100,000)
Interactive Banner Advertising................................
WoPro ($500 for 200 Words and $50 for Tweets)..............................................
Google Advertising...................................................
Facebook and Twitter Photography Contests (Prize Incentives)..................................
Fantasy Draft Contests Fantasy Regular.................
Season Contests (Prize Incentives).........................
Miscellaneous...........................................................
$30,000
$20,000
$20,000
$10,000
$5,000
$5,000
$10,000
$100,000
Promotional Events ($100,000)
Bobblehead Night…………………………………………………Flag Night………………………………………………………….5 for $5 Deals………………………………………………………Ladies Night………………………………………………………..Family Night………………………………………………………..Military Night………………………………………………………Kids Night…………………………………………………………..Employee Night (Corporate Partners)……………………………Seeextraordinary.com Benefits …………………………………..Co-Ed Games……………………………………………………….“Stuff the Bus” Movement………………………………………..MLS or All-Star Games……………………………………………..Misc………………………………………………………………...
$15,000$5,000$5,000$7,000$8,000$10,000$10,000$10,000$5,000$5,000$5,000$5,000$10,000$100,000
Sponsors Contact Info.
24 hour Fitness:PO Box 2689, Carlsbad,
CA 92018-2689, United StatesMedia Relationsph:(925)543-3100 (925)543-3200 fax
Nike:One Bowerman DriveBeaverton, OR 97005Consumer Relations/
Marketing1-800-344-6453
Vitamin Water:Energy Brands, Inc. Tel: 800-746-0087Fax: (718) 747-5990
Special K:One Kellogg Square
P.O. Box 3599Battle Creek, MI 49016-3599Marketing/Media Relations
(269) 961-3799
Film Production Contact Information
Brilliant Screen Studios371 N. Johnson Ave.El Cajon, CA 92020
E-mail: [email protected]:602-616-4496Fax:619-593-7349
Sam Sabawi(858) 755-7890
Website Quote: “I am an experienced filmmaker based in the San Diego area. I have worked on many films as a Director and Director of Photography. I have also won several awards and have been recognized
for my works in film festivals and other mediums.”
Group Contact InformationPeter Mulally:
Alex Johnson:[email protected]
Erica [email protected]
Jerad [email protected]
Jillian [email protected]
Jessica [email protected]
Kathy [email protected] 949-338-9487
Stef [email protected]
Erica [email protected]
Britni [email protected]
Derron [email protected]
Ryan [email protected]
Included With Your Takeaway…
Sponsor Contact ListsExample Web Advertising Costs
Directors and Film Production Crew Contact Lists
&
Breakdown of 2010 BudgetGroup Contact List
Printed PowerPoint Slides
Thank You!
Peter Mulally, Erica Valdes, Alex Johnson, Jerad Roberts, Kathy Nobile, Stef Meehan, Erica
Carlson, Britni Soto, Ami Hastings, Derron Juarez,Jilian Petuskey, Jessica Waers, Ryan Conly