Download - RAM P UP Your Tailgate
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RAMP UP
Your Tailgate
A Marketing Communication Plan for the St. Louis Rams
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The Problem• Poor Attendance
– 31st in attendance in 2011– Only sold out 86.3 percent of stadium– Average just over 56,000
• Unimpressive Game Day Atmosphere– 116 out of 120 pro-teams in game day experience
according to ESPN
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SWOT Analysis• Strengths
– Rich Owner– New Leadership– Young Talent– Draft Picks– Optimism
• Opportunities– Ride Wave of Other STL
Teams– Target Younger Fans– International Fans– More TV Coverage
• Weaknesses– Losing Team– Outdated Facilities– Short History in STL– Weak Tailgating– Low Attendance– Small Market
• Threats– Moving to LA– Other STL Sport Teams
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PROMOTIONAL STRATEGYSt. Louis Rams
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Objective• Increase attendance by 5 percent for 2013-14 season • Go from selling out 86.3 percent of stadium to around
91 percent
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Target Market • 25-40 year old couples with small children
– Active– Casual Sports Fans– Upper Middle Class– Social Media Users
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Tailgating• St. Louis scores low in tailgating experience• Teams that score high also have better
attendance– Texans and Bills examples of success
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Solution: Ram Range• Family-friendly tailgate zone
– Games– Food– Raffles
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iBook: Tailgating Tutorial
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Cook Book• Pinterest is 3rd most popular social media site• Recipe submissions via Pinterest, contest for
best RAMP Up Your Tailgate dishes
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Social Media• Facebook is pretty strong• Twitter is not so much
– Fan of the week– Little Ram of the Day
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Media Plan• “Ramp Up Your Tailgate” Cookbook
– Social Media– Suburban Journals
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Media Plan• Ram Range (Paid)
– Print (St. Louis Post-Dispatch)– Radio– Television– Out-of-Home
• Ram Range (Unpaid)– Social Media– Online– Unpaid Publicity
• Talk Show Appearances
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Ram Range Budget•Paid Media: $132,000
– Post-Dispatch: $50,000– Radio Ads: $25,000– Television Ads: $50,000– Bus Stop Ads/App Creation: $7,000
• Unpaid Media (man hours): $10,000• Miscellaneous: $8,000
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Cookbook Budget•Paid Media: $20,000
– Suburban Journals: $20,000• Unpaid Media (man hours): $10,000
– Facebook/Pinterest Promotions
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QUESTIONS?