Campaign report

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WRU CAMPAIGN PROPOSAL

CARRIE SAGE MICHELLE CORBETT PAUL METHVEN RIZWAN MOHAMMAD STEVEN WARD

CONTENTS Client

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Situational Analysis

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SWOT Analysis

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Target Market

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Brand Issues

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Objectives and Stategies

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Creative Brief

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References

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CLIENT WRU- Waikato Rugby Union is the main rugby union for the Waikato region. The union supports several rugby clubs ranging from children to adults. The clubs range from grass roots, secondary schools, district clubs, ITM cup and also has the Hillary Scholarship program.

History Timeline 1921 Waikato Rugby Union is formed after lengthy negotiations between sub-unions.

1928 New colors of red, yellow and black are adopted.

They are a combination of the club jerseys of Hamilton (gold and black) and Old Boys (red and black), and replace the previous black and white, blue and white colors.

1938 The Harlequins club is formed to help develop young rugby players in the Waikato.

1951 The ‘Mooloo’ cow became a WRU mascot after Waikato won the Ranfurly Shield. The company Booth and Chapman ran a competition to create a mascot for the Waikato team. ‘Mooloo’ the cow was the winner.

1959 New stand at Rugby Park is opened.

2001 Waikato season is played at Seddon Park (cricket ground) while the new Waikato Stadium is constructed.

2002 Waikato Stadium is opened.

2010 ITM- Independent Timber Merchants Ltd became the main sponsor for New Zealand Rugby Union.

Brand Identity Name WRU stands for Waikato Rugby Union. The Waikato rugby team is known as the Mooloos.

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Colour The WRU colours are red, yellow and black. They are a combination of the club jerseys of Hamilton (gold and black) and Old Boys (red and black). The colours were replaced from the previous black and white, blue and white colors in 1921.

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SITUATIONAL ANALYSIS There are approximately 4000 regular supporters at each game.

There was previously a big youth/university following because the Mooloos were the main rugby team of Waikato. Also, in the 1990s there were not many activities for youth to partake in, which made the Waikato Rugby Union games a fun environment to hang out in.

The Waikato Rugby Union cannot control the scheduling of the games and has to comply with the schedules with big teams like Chiefs and All Blacks.

The budget to promote Waikato Rugby Union games held in Waikato Rugby Stadium in Hamilton is $25,000, excluding contra.

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SWOT ANALYSIS Strengths:

Opportunities:

• Cheap way to watch rugby- compared to Chiefs’ games • It is a historic established brand • It is a Kiwi iconic sport • It’s a home-grown game, all the players are from the Waikato region • The colors establish a strong connection with fans • WRU has a growing sponsors list i.e. 72 and counting • The location of the game is fantastic- Very close to Hamilton CBD • It is a short term game (90 minutes)- unlike cricket • Location is central to all parts of Hamilton

• Coaching from the Grassroots level • Opportunity to refresh the image of the ITM Cup rugby • Each season presents a new opportunity for the WRU brand to reinvigorate their image • Opportunity to create a fan base from the university and Wintec • Opportunity to build provincial loyalty to Waikato patriotism

Weaknesses: • The budget to promote the game is low- $25000 • Location can also be considered as its weakness because supporters from other towns have to come to Hamilton for a couple of hours to see the match • Advertising is less for ITM cups compared to Super 15 rugby • WRU has little control over game fixtures • Uncovered stadium is super-cold during winter • Food and drink prices deter people from attending games

Threats: • All Blacks pathway poses a threat to WRU because players want to advance to the Chiefs team in order to gain a place in the All Blacks • ITM Brand is associated with other sports such as ITM 500 and ITM fishing which can lead to confusion for the WRU • Other sporting games like netball and cricket may interest the target market more than rugby • People watch the WRU game on Sky TV instead of going to the stadium

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TARGET MARKET The target market assigned is 15-25 year olds. A breakdown of the target market may include: • High school female students aged 15-18 years • Tertiary female students aged 18-25 years • Working female professionals 18-25 years • Working male professionals 18-25 years This will be taken into consideration when creating a campaign that will appeal to them. The target market is a social age which spans across the age range i.e.

15-25 years olds. The important part of the campaign is to persuade them that coming to Waikato games is a fun sociable event. Something that the majority of this market can relate to is humor. This will be the driving force behind the campaign to gain interest.

Disposable income No mortgage or children, allowing money to be spent on leisure activities and products. But being students, income is often just enough to cover essential living costs. In order to attract the target market to WRU games, ticket prices need to be relatively affordable.

This will be taken into consideration when creating a campaign that will appeal to them.

• Likes to travel • High level of education • Enjoys social gatherings • Likes new experiences • Adventurous • Likes convenience • Drive to succeed • Independent • Few financial commitments Geographics • Lives in the city • Multi individual household- Most likely lives in a flat with other people • Live in the city where they are exposed to constant advertising Behavioral Influences • “Gets bored easily” • Short attention span • Purchases products because of brand • Can easily adapt new ideas/products • Purchases products because peers have product • Obsessed with technology

Generation Y • (Echo boomers) Born between 1977-1994 • Generation Y is the Internet generation Assertive • Self-reliant • Emotionally & intellectually expressive • Innovative • Curious • Sophisticated • Technology wise • Less loyal compared to generation X (or gen Y’s parents) • Flexible and ever-changing • Immune to traditional advertising • Innovators- Keen to be the first of their friends to buy new products • Trend setters • Experiencers- Willing to try new products Psychographics • Technology Savvy Sociable • Active • Fitness/health conscious • Interested in culture

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BRAND ISSUES Some issues that are currently affecting the brand are: • ITM sponsoring other sporting events, for example, ITM fishing show and the ITM 500. This can be misleading for potential customers who are not aware of sports.

Because of this, the WRU brand may be diluted by ITM spreading its sponsorship across different sports.

• ITM may withdraw their sponsorship from rugby. If the competition does not attract a large enough fan base, there is possibility ITM will invest in another sport in New Zealand.

• The Chiefs rugby team play at a higher level than WRU but both teams represent the Waikato region. This can be confusing for potential customers because it may put pressure on the WRU brand in terms of fan loyalty and financial support.

• To add confusion, both the Chiefs and the Waikato team share the same colours on the jerseys, red, yellow and black. This could be overcome by greater promotion for the Waikato team jersey and its traditional values. As a brand strategy the Waikato jersey represents continuity, consistency and tradition in a market place where brands are constantly changing. Therefore the integrity of the jersey is a key focal part of the brand identity.

• The ITM Cup competition runs for two months from August to October. Players are usually full time workers so are not available to help build the brand due to work and family commitments. The cup is a part time sport for the players which they try to put all their effort into during cup time, but cannot commit to the game or team for the off season.

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OBJECTIVES AND STATEGIES The main objective is to get people aged 15-25 years old to come to WRU games. Although the campaign will be focused on this target market, we will also take into consideration, the regular supporters, families and the older generation who may be interested in the game.

We will create an advertising campaign to attract the target market to come to the games to enjoy a social event to be enjoyed with their friends. Different mediums such as a viral video, billboards, radio advertisements and social media will be used to create awareness and hype about the games.

Objectives include: • 50% increase in ticket sales • Increase student attendance to games • Create a social atmosphere to be enjoyed by all ages • Create awareness of the ‘Mooloo’ team Strategies may include: • Using humour to gain attention of the target market and to prompt them to attend Waikato games • Starting a viral video because it is a low-cost effective medium that is accessible for the target market • Using humourous billboards, strategically placed around the city.

• Using a bus service free for students with Waikato rugby ticket. Leaving from the university to the stadium before and after the game.

• Having entertainment at the game. This may include a university cheerleading team, supermarket voucher prizes, T-shirt guns and half time kicking contests.

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CREATIVE BRIEF Communication Objectives • The objective is to reach the target market of 1525 year olds and get them along to Waikato Rugby games • The goal is to gain a further 2000 supporters to the games.

• Create one key humourous message to grab the attention of potential supporters

Reason Why/Reason to Believe By attending the Waikato games the consumer will get good value for money. They will be able to get amongst the atmosphere of supporting the local rugby team and help to create a positive and fun vibe around the Waikato games.

Target Market The campaign will be aimed towards the target market of 15-25 year old students, youth and young professionals, though we are conscious that other markets may be exposed to the marketing strategy .

Competition Potential competitors for WRU may include: • The Chiefs rugby team • Sky TV and other broadcasting channels having competitive programs • Other sporting events such as cricket, soccer, baseball etc.

• Sports bars, student bars, Cinemas, Bowling etc.

Key Fact The Waikato rugby union has been around for over 100 years and represents a strong provincial brand and tradition in rugby union for the Waikato region. The perception is that the target market has become disengaged from the brand and need to be reconnected with their roots.

Key Problem A key problem is the game schedule. There are only five home games per season, depending on the team and how far through the competition they get. These games are scheduled on Wednesdays, Saturdays and Sundays both in the afternoon and evening. The scheduled times may not be suitable for this particular target market as they often have part time jobs in the evening and on weekends to support themselves through study. Also, high school students may not be allowed to attend games on school nights.

Consumer Benefit and Promise The benefit of attending Waikato games will be a hub for social gatherings for youth and students, with a great atmosphere to support the local rugby team.

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REFERENCES Busit! (n.d.). Retrieved from http://www.busit.co.nz/Service-updates-summary/rugby/ Love Of Waikato Rugby Endures - Waikato Museum. (n.d.). Retrieved from http://waikatomuseum.co.nz/explore/ our-stories/sport/love-of-waikato-rugby-endures/ Waikato rugby | NZHistory, New Zealand history online. (n.d.). Retrieved from http://www.nzhistory.net.nz/culture/ regional-rugby/waikato Waikato Rugby Union: Timeline. (n.d.). In mooloo. Retrieved April 25, 2014, from http://www.mooloo.co.nz

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