st. louis rams advertising campaign
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TRANSCRIPT
ADVERTISING PLAN
March 2012
Presented by Group 1: Danica Babb Jen Baker
Patti Chesler Ryan Farrell
Introduction
St. Louis is a sports town The Rams do a lot in the community but don’t
get enough publicity Having a professional football team has a
direct and indirect positive impact on local employment
This campaign is all about rallying the fans to get out to the game and to keep our team spirit alive
There’s a reason why St. Louis is one of only 32 cities that have an NFL team!
Promote Pride, Unity and Citizenship
Target Market
Working class males, ages 18-34 Primary: Male laborers with high school
diploma, no further education Approximately 695,696 of the 2,812,896 St.
Louis population Secondary: Additional blue collar male with
income $25K-$50K
Objectives
Establish a stronger fan base for the St. Louis Rams by creating a compelling sense of pride and citizenship
1. Grow regular ticket sales by an average of 5,000 tickets per game
By the end of 2012-2013 season, 8% of target audience attending at least one Rams game
Primary target market x 8% = 55,600 attendees
2. Enhance marketing database by registering 30,000 tickets after each game
3. Increase fans on Facebook by 10% (currently at 165,000 fans)
Edward Jones dome holds 70,000 people
SWOT Analysis
Strengths St. Louis is a sports town Rams heavily involved with
the St. Louis community St. Louis is a town of pride St. Louis has a strong venture
in supporting local businesses
Opportunities Leverage business partnerships for
co-op marketing campaigns Capitalize on economic influx from
$124M dome renovation Create a stronger fan base at an
early stage by generating a good family experience
Create a stronger sense of pride and citizenship among fan base
Threats Fans have limited discretionary income,
especially in today’s economy Restaurants/Bars air games paired with
drink and food specials Significantly improved home viewing
experience (HDTV, mega screens) Competing loyalties due to Fantasy
Leagues (root for the fantasy team vs the home team
Weaknesses Rams have not had a really good
season in several years Since the Rams’ performance is low,
so are the pre-game activities, creating a lack of enthusiasm
Not enough PR around community involvement efforts
Campaign Overview/Strategy
Create synergy through IMC: Advertising Campaigns
TV Radio Billboards
Super Bowl Tickets Promotion
Social Media Marketing
Levels of Integration:
1. Unified Image
2. Consistent Voice
3. Good Listener (two-way communication)
4. World-class citizen (social consciousness; focus on wider community)
Logo/Brand
“I support the Rams because the Rams support me”
~ Pride ~ Unity ~ Citizenship ~
Radio Commercial
“My Name Is:
I support the Rams because….
<tells story>
I support the Rams because the Rams support me”
Voiceover: “Remember to register your game ticket online for your chance to win an all inclusive trip to the Super Bowl”
“Hi. My name is Tim. I’m a union carpenter, working out of local #5. I’ve been out of work for most of the last 3 years. It’s been difficult to support my family on unemployment. I don’t clock enough hours to qualify for medical benefits. Because of the $124M dome renovation, I’m back working every day. I support the Rams because the Rams support me.”
People Used in Advertisements
Children From Out Reach Programs
STADIUM WORKERS
AREA RESTAURANTS
Area Hotels
TAXI COMPANIES
Local Media
LOCAL VENDORS
Construction Workers POLICE
OFFICERS
Television Commercial 1
Intro:With image of person working
Fade into close up of person
“Hello My Name Is <name>:
I <insert job description and story>
I have been doing this for <# of years>”
Back to person
“I support the Rams because the Rams support me”
Voiceover: “Register your Rams ticket online for your chance to attend the Super Bowl.”
Show a span of Rams fans
Television Commercial 2
A slightly different commercial will drop the last audio bit and span out slowly to view, not just the person talking, but many others as well:
Solo Person: “I support the Rams because the Rams support me”; Everybody repeats. Voiceover: “Register your Rams ticket online for your chance to go to the Super Bowl”
Billboard
I Support the Rams Because the Rams Support Me
<Insert picture>
Promotion
Super Bowl Tickets Giveaway Drawing to win an all-inclusive trip for 4 to the 2013 Super Bowl Tickets will contain information about the Super
Bowl promotion After each game, attendees register tickets on
Rams website Opt-in checkbox for receiving future email
marketing Registration web page includes links to “like” the
Rams on Facebook and follow the Rams on Twitter Registrants receive a thank you email
Marketing Email
Dear <Name>:
Thank you for your support. Your attendance at <#> of games is what motivates us to work hard.
Our commitment is to continue supporting you.
Please continue to register your game tickets for the opportunity to win your trip to the Super Bowl.
Your St. Louis Rams
Social Media Marketing
Leverage existing Rams social media marketing outlets to promote campaign: Facebook Twitter YouTube
Consider additional social media outlets: Pinterest Blogs, i.e. Wordpress
Can link campaign to holidays or media events
Media Strategy
Use a combination of electronic media (T.V., Radio, Social Media) and outdoor media (billboard) to maximize our reach to working class males ages 18-34 by using effective frequency and continuity when scheduling the ads
Pulsing Schedule Home vs Away Weeks The ads will be concentrated more heavily on Home
Weeks based on dayparts, station ratings, and frequency Directing the market to the point-of-sale
Campaign will run from the 1st week of the pre-season through the last week of the regular season
Radio Media Strategy
Reach WXOS 101.1 ESPN (Sports talk radio) WIL 92.3 and KSD 93.7 (Country) KIHT 96.3 and KSHE 94.7 (Alternative/Classic Rock)
Frequency Target Dayparts
Morning Drive and Afternoon Drive Continuity
Pulse scheduling: Home vs. Away Weeks Stations with highest average quarter hour share will
be ran more heavily on Home Weeks
101.1 ESPN
All Weeks - Home & Away (20 weeks) 2 spots M-F, Morning Drive (6-10 a.m.) 2 spots M-F, Afternoon Drive (3-7 p.m.) 1 spot M-F, Daytime Radio (10 a.m.-3 p.m.)
400 spots @ $350 each 200 spots @ $150 each Total = $155,000
WIL92.3 and 93.7 The Bull
Home Weeks (10 weeks)
WIL 92.3 - 1 spot M,W, F Morning Drive Afternoon Drive
93.7 The Bull - 1 spot T, Th Morning Drive Afternoon Drive
100 spots @ $350 each Total = $35,500
Away Weeks (10 weeks) 93.7 The Bull - 1 spot
M,W, F Morning Drive Afternoon Drive
WIL 92.3 -1 spot T, Th Morning Drive Afternoon Drive
100 spots @ $350 each Total = $35,500
KIHT 96.3 and KSHE 94.7
Home Weeks (10 weeks)
KIHT 96.3 - 1 spot M,W, F Morning Drive Afternoon Drive
KSHE 95.7 - 1 spot T,Th Morning Drive Afternoon Drive
100 spots @ $350 each Total = $35,500
Away Weeks (10 weeks)
KSHE 94.7 - 1 spot M,W, F Morning Drive Afternoon Drive
KIHT 96.3 - 1 spot T,Th Morning Drive Afternoon Drive
100 spots @ $350 each Total = $35,500
Broadcast Television Strategy Reach
Advertise on the top 3 news programs in St. Louis KSDK, KMOV, and KTVI
Frequency Focus on the early news and Monday night late
news programs. Advertise heavier on stations with higher ratings
Continuity Pulse Scheduling: Home vs. Away weeks
Higher frequency of ads during home weeks
KSDK Channel 5
Home Weeks (10 weeks)
1 spot on the Monday late news
1 spot M,T,W,Th on the evening news
50 spots @ $3,500 each
Total = $175,000
Away Weeks (10 weeks)
1 spot on the Monday late news
1 spot on the Thursday evening news
20 spots @ $3,500 each
Total = $70,000
KMOV Channel 4
Home Weeks (10 weeks)
1 spot on the Monday late news
1 spot M,W,TH on the evening news
40 spots @ $3,500 each
Total = $140,000
Away Weeks (10 weeks)
1 spot on the Monday late news
1 spot Thursday on the evening news
20 spots @ $3,500 each
Total = $70,000
KTVI Fox 2
Home Weeks (10 weeks)
One spot on the Monday late news
One spot M,TH on the evening news
20 spots @ $3,500 each
Total = $70,000
Away Weeks (10 weeks)
One spot on the Monday late news
10 spots @ $3,500 each
Total = $35,000
TV Broadcasting During Games 10 spots air during Rams games
During last 2 pre-season games During all 8 road games of the season
Build momentum for the campaign before the season starts.
Ads running on away games will reach the highest number of our target audience
10 spots @ $3,500 each Total = $35,000
Outdoor Marketing Strategy
Six Rams “Support” billboards placed on major interstates in the St. Louis Metropolitan area.
Billboards purpose is to increase the reach and visibility of the campaign.
Location based on volume of traffic and a directional towards downtown St. Louis
6 billboards @ $3,000 / 30 days * 5 months
Total = $90,000
Billboard Locations
Media & Timing
Media Overview & Ad Spending
Media Type
# of Spots
Amount Spent
% of Budget
Television Ads
170 $595,000
59.5%
Radio Ads 900 $295,000
29.5%
Outdoor Advertising
6 $90,000 9%
Sales Promotion
N/A $15,000 1.5%
TOTAL $995,000
99.5%
Television
Radio
Outdoor
Success Metrics
Campaign Goals Increase attendance at games by an average of
5,000 tickets per game Grow fan database on Facebook by 10%
(currently at 165,000) Register 30,000 tickets following each game
Maintain momentum during the off-season Continue increased publicity around Rams
community involvement Interact with fans via social media outlets