campaign book
death valley |
| out to pasture
01 | research 02 | brand development 03 | creative development 04 | future vision 05 | conclusion
table of contents |
01 | RESEARCH
competative analysis swot analysis target audience market positioning
1. LAS VEGAS 51S
3. ULTIMATE FIGHTING CHAMPIONSHIP
2. TOP RANK BOXING
4. UNLV MEN’S ICE HOCKEY
Similarities Entertainment industry, corporate sponsorships, minor league franchise, sports Differences AAA baseball, 33 year existance, strong relationship with MLB
Similarities Entertainment industry, corporate sponsorships, sports Differences Individual sport, huge economic impact, monetary purses, positioned Las Vegas as “Fight Capital of the World”
Similarities Entertainment industry, corporate sponsorships, sports Differences professional franchise, mixed martial arts, fanatical fan base, huge economic impact, monetary purses
Similarities Entertainment industry, corporate sponsorships, ice hockey, sports Differences State of the art facilaties, world class training, NCAA, self-funded non-profit organization
Ice hockey in Las Vegas will face extremely stiff indirect competition. Las Vegas is the entertainment capital of the world and is the largest city in the U.S. without a professional sports franchise. The team will need to have the right amout of flash and appeal in order to compete.
competative analysis
1.
2.
3.
4.
INTERNAL STRENGTHS
swot analysis
Cheap ticket prices Nevada’s only hockey team Family friendly event Fan/business demand
EXTERNAL THREATS INTERNAL WEAKNESSES
Entertainment capital Gambling Prostitution
NHL expansion to Las Vegas
Minor league sports Irratic work force hours Difficult television viewing Unknown player talent
EXTERNAL OPPORTUNITIES
Increadible tourism local Merchandise licensing Favorable weather Live online streaming
GENDER male female
68% 32 %
RACE/ETHNICITY black 09% white 83% hispanic 09% AGE 2-17 18-34 35-54 55+ INCOME
tARGET AUDIENCE
07% 17% 26% 50%
$20K-LESS 09% $20K-$40K 23% $40-$75K 32% $75-$100K 15% $100K+ 21%
ADDITIONAL INFORMATION
The vast majority of ice hockey fans are white. Figures taken from The Atlantic website show white viewership at a overwhelming 92%. The media plan will attempt to reach this target audience at the appropriate touch points to maximize the brand’s communication message.
LAS VEGAS BIGHORNS
The Las Vegas Bighorns offers the local Las Vegas community a high quality, low priced alternative - with professional production values and comparable fan experience - to the myriad entertainment options the city is known for.
market positioning
“Finding a whole new market space you can own and defend, thereby delivering profits over years instead of months is called radical differentiation.�
- Marty Neumeier
02 | brand development
strategy
Voice and Tone
personas
Logo Development
typography
differentiation
color palette dBrand narrative
ENTIRE REBRANDING PACKAGE WHAT
strategy
1. CONNECTION WITH LAS VEGAS FANS
WHY
Las Vegas Wranglers ice hockey folded after 11yrs in proven market. Brand needs to be more appealing to Las Vegas area. This will create a loyal, enduring, and sustainable fan base. Brand needs to be more appealing to Las Vegas area.
HOW
New suggested name: LAS VEGAS BIGHORNS Highlights the sustainability value of brand Metaphor: Nevada’s Bighorn sheep reintroduction=reemergance of ice hockey in Las Vegas. The “REVIVAL” Campaign
2. INCREASE TELEVISION VIEWERSHIP
3. INCREASE AUDIENCE ATTENDANCE
Broadcast and cable television present major revenue potential. Address the innate nature of Hockey’s difficult TV viewing.
New fan experience will infuse the arena atmosphere with energy. Generates more revenue in the form of ticket sales, paraphernalia, and apparel.
Incorporate NFL type of Skycam Camera technology to provide an up close and personal view of the game action. Incorporate NASCAR styled In-Ground Cameras to provide drama and clearer views of the puck.
Media campaigns will cultivate NHL dreams shared parents and children. Create a fun and frenetic family atmosphere for the local work force. Games accommodate the hectic work hours of the Las Vegas workforce.
Brian Mckinnon Persona Profile
Age: 45 Gender: Male Martial Status: Married Education Level: High School
Income: $125,000 Occupation: Principle Civil Engineer
Target Attributes
Family Life: 5 children and 2 dogs Social Life: Street Hockey Social Media: Facebook User, Blogging Cultural: Drinking, Camping, Book reading Political Affiliation: Democrat Party Ethnicity: White American Personal Values: The American worker Clubs/Tribes: iphone loyalist Faith/Religious Beliefs: Christian
personas
1
Sarah Spencer
2
Persona Profile
Age: 38 Gender: Female Martial Status: Married Education Level: High School
Income: $45,000 Occupation: Casino Events Manager
Target Attributes
Family Life: 1 child and 1 dogs Social Life: Ice Skating Social Media: Facebook, Twitter Cultural: Action film enthusiast Political Affiliation: Independent Ethnicity: White American Personal Values: Feminisim Clubs/Tribes: Foodie Faith/Religious Beliefs: Christian
HEADER OLIVER’S BARNEY
abcdefghijklmn opqrstuvwxyz 0123456789 SUBHEAD HELVETICA NEUE BOLD abcdefghijklmnopqrstuvwxyz 0123456789 BODY COPY HELVETICA NEUE REGULAR abcdefghijklmnopqrstuvwxyz 0123456789
typography
Typography is a key component to conveying the message and personality of the brand. The fonts chosen for the Las Vegas Bighorns brand express the strength and boldness that typefies the creature.
R:255 G:255 B:255 C:0 M:0 Y:0 K:0
R:159 G:159 B:159 C:40 M:32 Y:33 K:0 R:28 G:43 B:96 C:100 M:93 Y:32 K:26 R:51 G:36 B:54 C:70 M:83 Y:50 K:59
color palette
R:170 G:66 B:14 C:16 M:87 Y:100 K:87
purification neutrality coldness royalty Life
The darker toned colors here distance the franchise from the previous hockey team and project a serious mood.
The color palette was also chosen to symbolically represent the “Revival� of both the bighorn sheep and bighorn hockey.
The bighorn’s transition from the physical to spirt relm is highlighted, in order, from purple to white.
Orange is for the new life given back to the bighorn.
voice and tone
The Las Vegas Bighorns will speak to the inner aggressiveness that resides deep withing the heart of mankind.
Projecting a strong, powerful, and serious tone - laced with energetic fun- is how the audience will relate to us.
STAGE 1 - INITIAL SKETCHES
A brain dump of ideas based around utilizing distinctive features of Nevada’s nearly extinct bighorn sheep population for which the teams new name is inspired by.
logo development
STAGE 2 - VECTORIZED
The strongest designs from the initial batch of sketches layed out and simplified.
STAGE 3 - SURVEYED ITERATION
Survey results overwhelmingly revealed logo #2 as the favorite, but also strong showings from each of the remaining logos. Therefore, elements contained in all of the logos were incorporated into the major qualities from logo #2, in order to achieve the desired outcome in D below.
STAGE 4 - FINAL LOGO DESIGN
The final logo conveys the power and energy that the new Las Vegas Bigorns brand needs. Taking a more graphic approach to the design gave it the versatility, simplicity and appeal that resonated with the Las Vegas fans.
las vegas
BIGHORNS
TRANSPARENT
las vegas
BIGHORNS
BLACK & WHITE
logo development
las vegas
BIGHORNS
SINGLE COLOR
las vegas
S N R O H BIG
The Las Vegas Bighorns are the only ECHL team that provide an up close brand of ICE HOCKEY for Las Vegas fans, in attendance or digitally via cutting edge broadcast CAMERA TECHNOLOGY, who seek dramatic, visceral, and exciting FAMILY ENTERTAINMENT.
ECHL
ICE HOCKEY
differentiation
TECHNOLOGY
FAMILY ENTERTAINMENT
Years ago, ice hockey was taken away from the fans of Las Vegas. The game may have died, but their passion lives on. We are REVIVING the game of ice hockey with a VISCERAL, DRAMATIC, and high ENERGETIC mix of SPIRIT and TECHNOLOGY. As the industry vanguard, our innovative broadcast presentation and 7TH MAN fan experience caters to the true hockey aficionados, as well as, the casual fan. We do these things for the game we love. Fans love this game for the things we do.
“GROUND CAM”
HIGH ENERGY
brand narrative
“7TH MAN” FAN EXPERIENCE
REVIVAL
03 | creative development
proposed media mix media prototypes
PHASE 1
PHASE 2
PHASE 3
INCREASE VIEWERSHIP
INCREASE ATTENDANCE
FAN LOYALTY
TELEVISION
MULTIMEDIA
COMMERCIAL CAMPAIGN FEATURING
PRESS RELEASE TO LOCAL NEWSPAPERS,
DYNAMIC GAME CAMERA COVERAGE
SPORTS MAGAZINES, AND TELEVISION
INCREASING THE ENTERTAINMENT
STATIONS VIA E-MAIL, AND STANDARD
VALUE OF VIEWING AUDIENCE.
MAIL.
TRANSMEDIA PRINT Bighorn Sheep symbolic links with Bighorn Team. awareness of revival program for sheep’s extinction/ hockey back to the Las Vegas.
OUTDOOR ADVERTISING
TRANSMEDIA TV SPOTS
ADS PLACED ON THE SIDE OF MASS
FULL-PAGE ADS PLACED IN NATIONAL
VISUALLY INTENSE STARE DOWN
TRANSIT VEHICLES, TAXICABS, BILL-
SPORTS PUBLICATIONS SUCH AS SPORTS
COMPETITION FOR BOTH BIGHORN
BOARDS, AND OUTSIDE GAME ARENA.
ILLUSTRATED, ESPN MAGAZINE.
SHEEP AND BIGHORN TEAM.
RADIO
PUBLIC EVENT
TRANSMEDIA (WEB)
COMMERCIAL ADS RUN DURING LO-
PLAYER SELECTION PARTY
BIGHORN SHEEP FACE OFF FOR BAT-
CAL SPORTS TALK SHOWS HIGHLIGHT-
AT THE DOWNTOWN CONVENTION CENTER
TLE WITH HEAD ON SMASHING THE
ING NEW FAN EXPERIENCE.
FREE TO THE PUBLIC AND TELEVISED.
COMPETITION. TEAM FOLLOW SUIT SMASHES OPPOSING TEAMS.
proposed media mix
MEDIA STRATEGY
The media efforts will be approached in phases with major emphasis, first, on garnering the attention of the largest target demographic. As the campaign continues to roll out, various forms of media will touch other groups within the target audience of the Las Vegas Bighorns.
THIS PLAN ADDRESSES THE MEANS IN WHICH TO ACHIEVE THE RESULTS REQUIRED AND SOLVE THE STATED PROBLEMS. THE FORMAT OF THE CAMPAIGN BOOK IS ONLY A BRIEF SAMPLE OF THE PROPOSED ASSETS AND ONLY HITS SPECIFIC TOUCH POINTS. THE ASSETS PRODUCED SURVEYED WELL AND, IN GENERAL, VERY CONSISTANT AND COHESIVE ACROSS THE BOARD.
71% 5
OF THE SURVEYED INDIVIDUALS BELIEVED THAT THE MEDIA ASSET PROTOTYPES SUPPORTED THE MESSAGE AND IDEALS OF THE LAS VEGAS BIGHORNS BRAND. SURVEY MONKEY
media prototypes
O M S L
S
THIS CAMPAIGN WAS INITIALLY AIMED TOWARDS THE AVID HOCKEY FAN; THOSE WHO WOULD IDEALLY BE THE MOST ENGAGED.
35% WERE GENERAL SPORTS FANS 50% OF THE SURVEYED INDIVIDUALS WERE NOT FANS AT ALL
7% WERE CASUAL HOCKEY FANS 7% WERE AVID HOCKEY FANS
50%
OF THE SURVEYED INDIVIDUALS FELT THAT THE MEDIA ASSETS WERE COMPELLING ENOUGH TO SPARK INTERST IN ATTENDING OR VIEWING A LAS VEGAS BIGHORN GAME.
SURVEY MONKEY
outdoor billboard
It is absolutely critical to keep the messaging bold and simple, which is illustrated in this example. For those times when out target audience is zooming by a high speeds, the message should be easy to read and digest quickly.
This bus stop poster is for that segment of our target audience, who must use public transportation to and from work. The imagery used is meant to compete with the constant night life entertainment Las Vegas is know for. Buzz, in the form or word of mouth, is the goal of this piece.
bus stop poster
Placement on the cover of the “World Leader in Sports� is an absolute must for any brand hoping to get its word out. The power of ESPN is that it grabs the attention of not only avid sports and casual fans, but also those non sports fans in tune with the latest in pop culture. The quality of journalism produced by ESPN writers is top notch. Intellecutally, the writing draws in many from our main target demographics. A beautiful cover is icing on the cake and is an effective tool used in attracting even more potential fans. ESPN is a global magazine, which commands instant attention to any individual or team fortunate enough to land a feature artical and cover spread.
magazine cover
More buzz and attention creates greater demand. The Las Vegas fans will feel great pride as they find out that there are team jerseys avaliable for purchase. The goal is to make the franchise instantly recognizable on a local, national, and worldwide level, despite the minor league status of the team. This type of item is also an appealing item for those individuals who may never attend a Las Vegas Bighorns hockey game. Many people just simply enjoy wearing sports fashion.
game jersey
The team ball cap and tee shirt are relatively simple extentions of Las Vegas Bighorns gear. Men, women, and children will find items, such as these, of great value. Both the hat and tee shirt will be made of high quality materials and fabrics, which will give them longer life.
ball cap/tee shirt
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3
4
5
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The concept behind this GMT was to stage a fake automobile accidents at strategic location around town. Crime scene investigators come in to sift through the evidence of the crash and soon discover strange hoof prints. More investigation reveals all of the crosswalk signs have been changed from human icons into bighorn sheep icons. Turns out that the bighorns are behind the car crash. Now, it’s up to the passing citizen to track down the bighorns’ hoof printsprints, spread around town, leading ultimately back to the game arena, where goodies and prizes await.
guerrilla marketing tactic
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3
4
5
6
In this 30 second spot, a Las Vegas Bighorns fan intensely watches a televised ice hockey game. The only sounds heard are from the crowd and broadcast announcers, as the fan’s body and face do all of the communication necessary. The range of emotions on his face tells the viewer about the experience to be had while watching a Las Vegas Bighorn game on television. Hockey is back in Las Vegas, but you don’t have to been there to feel it.
television spot
04 | future visions
2017 INAUGURAL SEASON
The 2017 season in approaching rapidly. The hype and buzz surrounding the franchise is tremedous. All indications are positive, as the local Las Vegas fans and the business community have become energized. Flawless coordination on all fronts will be neccessary in order to execute a successful beginning.
CONTINUED BIGHORN SHEEP SUPPORT
The Las Vegas community has really rallied behind the reintroduction of the bighorn sheep. Current efforts have proven successful for both the bighorn sheep and the franchise resulting in huge fan support.
NHL EXPANSION
The drive to bring ice hockey back to Las Vegas has been an overwhelming success. With continued momentum, the next logical step would be to bring professional ice hockey into the city via the NHL.
05 | conclusions
LOCAL LAS VEGAS COMMUNITY
The success of this campaign has much to do with establishing a real connection with the local Las Vegas community fan base. By creating an authentic brand with a genuine consern for sustaining Nevada’s Bighorn sheep population, shows the commitment that was neccessary for continued success. The level of professionalism and dedication to concern of Las Vegas residents were major contributors to the successful rebranding efforts of the Las Vegas Bighorns ice hockey franchise.
ERIC ARMSTRONG FULL SAIL UNIVERSITY
mfa media design ibn_iLLe@hotmail.com http://ibnille.wixsite.com/eric-armstrong