Nicole Hamburger, Nikki nguyen, Dallas Carnahan
executive summary
Our communication strategy focuses on creating a strong relationship between the Eugene Generals and the teenage population. Because the hockey players are teenagers themselves, we feel that targeting an audience in the same age group will transition the hockey games into a form of social entertainment. We want to emulate the same social environment that draws teens to their high school football games to entice teens to come to a Generals game. Our hope is to make the Eugene Generals’ hockey games the next “cool� spot for teens to hang out at after school and on the weekends. Our strategy is brought to life with an eye catching rebrand and the help of promotional events supported by the use of trendy social media platforms targeted at both teens and their parents .
Background Information Strengths
• Supports local young athletes • Family friendly • Promotes healthy lifestyle • Introduced ‘new’ sport to the community • Local • Affordable tickets and food/drink • Entertaining • Wide audience range
opportunities
• Building relationships with fans close to players age • Show how a hockey game can be the new social outing for highschool students • Community Outreach • Rebrand makes them “cool” in the eyes of younger fans • Collaborate with Snapchat to stay connected with new fans
weaknesses
• People’s perception that the rink is “far away” • Lack of hockey fans in Eugene • Not affiliated with a school • Convincing fans new to hockey that the sport is exciting to watch • Lack of presence in Eugene sporting event community
threats
• Potentially car-less target market • Prices of tickets for unemployed high school students • Other events during the season
Direct Competition
HS Football
HS basketball
U of o sports
primary research
? !
70%
of respondants were not aware of the Generals
@ And that
They told us..
In our survey...
Promo Events Giveaways and Contests
* $
Respondants suggested that
The Generals
Become more involved on
are the most compelling reasons to attend a porting event
Facebook Instagram and The Team Website were most useful for following teams
High School Campuses
Price of
Admission was the least
Secondary research teens
snapchat
G
generals/hockey
Launched Sept 2011
2/3 of their money is
Mission statement: “Create
More than 100 million
from their parents
an environment that best
monthly users
Trend focused
fosters the development of
400 millions snaps sent per
Influenced by social media
junior level hockey players.”
day
Appreciates freebies/give-
Tier III A Hockey—gets
1 billion Snapchat stories
aways
players ready for upper di-
per day
Spendat least 8 hours in
visions
school
Facebook 1412 likes, 346
Spending habits: 21% food, 21%
Twitter followers, 33
clothing, 8% technology
Instagram followers
Instagram & Snapchat are
Ring holds 2500 but has
the most important social
never broken 1000
71% of Snapchat users under the age of 21
are
media platforms to teens, followed by Twitter and Facebook
Target Audience 12-18 Years old Our Ideal Consumer...
Active on Social Media
Interested in Sports
is a 12-18 year old local student. They are an avid sports fan who support their high school teams and the Oregon Ducks. They wear athletic clothing and use sporting events as both a means of entertainment and a social event. Our ideal consumer is a heavy user of social media like Twitter, Instagram, and Snapchat, and they have a moderate amount of disposable income that is supplemented by their parents.
OUR OBJECTIVES MARKETING
Sell More Tickets
Advertising
Spread Awareness Be Engaging, Not Annoying
Media
Expand Social Media Platforms Use Social Media as a Conversation between Team and Fans Create a Greater Presence on Social Media Appeal to Teenagers
media mix 1
2
3
4
5
Rebrand
snapchat
schools
leadership
radio
Redesign team logos/uniforms including color scheme. Refer to color psychology and athlete performance studies. Print/sell merchandise with new branding.
Unique scavenger hunt using social media app, Snapchat
School produced news programs, flyers, bulletin announcements
“Find your way to the generals.”
Use players as a word of mouth advertising platform.
Prizes and incentives.
Use school leadership programs as a platform. Incentivise interaction with the Generals with tickets/ merchandise.
“In the car.” Reach parents and kids via radio advertisement while driving to and from school.
visual Identity THE OLD:
Classic Stable Fit Eugene?
THE NEW:
Modern Dynamic Exciting
the uniform What: Redisigned Generals uniforms both to be worn on the ice by the team and to be sold to the fans to show their support.
why:
Designed to fit the team’s new visual identity. Eugene expects its teams to have a cutting edge look, new uniforms will create new excitement for the generals/create revenue
Media Schedule jan feb mar apr may jun jul aug sep oct nov dec RADIO
SNAPCHAT
LEADERSHIP
REBRAND
Media BUDGET
$1260 UNIFORMS $1800 POSTERS
$2000 MERCHANDISE $20660 TOTAL
$15600 RADIO SPOTS
Media Evaluation This media mix aims to increase the aware-
ness of the prescence of the Eugene Generals amongst teens. Our efforts to turn the General’s games into a social event will create a fan base of local Eugene teens. We will evaluate the impact of our plan by monitering various social media platforms for an increase in impressions and mentions, recieving feedback from fans at the games and in the schools, and calculating a change in sales of of merchandise and concessions.