FANATICUS
MEET COREY
Chad Banghart Alex Blackwell Mary Prusha Laura Schneider Christine Spasoff
Chad Banghart Alex Blackwell Mary Prusha Laura Schneider Christine Spasoff
OUR OURTARGET TARGET
OUR TARGET Age 22-35
White Collar/ Middle Class
About 9 million people College Graduates
Live in Urban Areas
MEET MATT § Prefers playing and listening to music over sports § 22 Years Old § From Chicago, moved to Nashville for school
WHAT WE LEARNED FROM COREY AND MATT? § Anyone can become a Fanaticus § Target people who need that sense of community § LLR can and will turn a fan into a fanaticus
MARKETING PLAN
G OBJECTIVES
MARKETING OBJECTIVES Positioned to convince sports fans that Lids Locker Room promises connection to others by offering exclusive and official fan gear § Objectives § Generate universal appeal § Earn inclusion in the evoked set §
Key Strategies § Increase brand awareness § Establish brand loyalty § Establish a separate identity from Lids
§
Launch Timing § February 2013
• Key Competitors • Dick’s Sporting Goods • Finish Line • MC Sports • Champs
• Focus Markets • Los Angeles • Indianapolis • New York City • Chicago • New Orleans • Dallas • Miami
PROMOTIONAL PLAN
FANATICUS EXPERIENCE § Fanaticus § Fanaticus Zone § LLR Street Team § My Fanaticus Zone Online
PLAYER EXPERIENCE: FANATICUS Fanaticus has been supporting sports teams around the world since the first Olympics in 776 BC. He is the most intense, uncritical, and unwavering sports fan. Fanaticus does not have a favorite team or a favorite sport; he loves them all. His favorite part of attending sporting events is that it allows him to participate in something bigger than himself. Fanaticus is the ultimate sports fan. He lives for game day.
PLAYER PROFILE: FANATICUS Team: Lids Locker Room Height: Unknown (never seen with out his helmet on) Weight: 300 (estimation) Date of Birth: 776 B.C. (born the day of the first Olympics) Hometown: Olympia Position: LLR Mascot (the ultimate sports fan) Most memorable sports moment: IU basketball beating Kentucky in a buzzer beating 3 pointer in 2011.
THE LLR “FANATICUS ZONE”
THE LLR “FANATICUS ZONE”
STREET TEAMS: THE LLR CHEERLEADERS § Hire 20-women “LLR Cheerleaders” to walk around outside the stadiums at various major sporting events.
WEBSITE REDESIGN
MY FANATICUS ZONE § Offer 10,000 free loyalty program memberships to customers in stores. § Each membership will be given a code (including current members), where customers can join the Zone. § Builds an online social sporting community to bring sports fans together across the country. § Launch April 2013.
CONTEST • In July, customers can upload their most spirited fan pictures wearing their favorite baseball team’s LLR gear on “My Fanaticus Zone.” § The team with the most fan pictures wins a tailgate celebration at their home baseball game in August. § Most spirited fan gets a free ticket to the game.
SOCIAL MEDIA • LLR Twitter Account • Fanaticus Twitter Account • LLR Facebook Page
MEDIA PLAN
§ Inform § Engage § Retain
MEDIA STRATEGY § ABC Network Radio § Reach 98.7% of the US § Scheduling: 1 unit/month § Geography: National § 8 Sheet Billboards § Reach 32.1% of the US § Frequency: ~60 times/month § Geography: Indianapolis, Chicago, New York City, Dallas, Miami, New Orleans, Los Angeles § Banner Ads, Promotional Merchandise and Giveaways § Vendor sponsorship
High
Low
MEDIA BUDGET § 13 ABC Network Radio Units: § 13 spots x $8,656 = $112,528 § 8 Sheet Billboard: § 12 months x $500 x 7 cities = $42,000 § 2 banner ads, “Fanaticus Zone”, contests § Sponsored by vendors § Total = $154,528
PROMOTIONAL & MEDIA FLOWCHART § Billboards, Website, Loyalty Program and Social Media run continuously § Radio and Street Teams run during major sporting events
EVALUATION
JUDGING THE PLAN’S EFFECTIVENESS § Budget: $5,000 § Increase in-store sales revenue by 10% within 12 months of executed plan § Increase online sales by 10% within 12 months § Increase Twitter followers and Facebook fans by 20% within 12 months
CONCLUSION § Target people like Matt & Corey § Create a Fanaticus community § The “Fanaticus Zone” creates a sporting experience § Radio, billboards, banner ads, & “My Fanaticus Zone” § Launch February 2013