LA Clippers Campaign
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Transcript of LA Clippers Campaign
LA CLIPPERS
Peri Musser
KARYN CADY
Jeremy erni
Julia zanatta
Lauren Bryce
Alan Trejo
Table ofContents
Executive Summary (2)Situation Analysis (6)Strategy Statement (12)Ad Plan (14)Creative Executions (20)Media Plan (72)Sponsor Plan (82)
Purpose
campaign Objectives
Target market
EXecutivESummary
!e purpose of this campaign is to increase ticket sales and the fan base of the
LA Clippers. We propose a "ve-year campaign, complete with a strategic and
creative plan. It includes social media, sponsored jersey patches, and other
forms of traditional and non-traditional advertising linked by one big idea.
We plan to focus this presentation on the "rst year of the campaign, “Make
It.” It is important to think of it as a part of a multi-year plan. !e big idea
and strategy statement will remain the same, while the creative executions
will vary from year to year. !is presentation can serve as a template.
page 2
Our target market are young people and families in the LA area. !e campaign
will speak to the transient community, those who have recently entered or
are entering the LA scene. !ey believe that they can work hard to make their
own success. We acknowledge the Hispanic and foreign-born populations.
page 3
PurposeCampaignTarget MarketObjectives
First, unearth a new connection between NBA fans and the LA Clippers.
Second, create a stronger branded social media presence and interaction.
!ird, "nd the best brand to sponsor the team for the bene"t of both parties.
Finally, to increase ticket sales online and game attendance by ten percent.
Opposition isn’t an enemy, it’s the brother of achievement. It encourages you to "ght harder, stand taller, sing louder and work like you own it. It stretches your limits and opens your mind. Opposition isn’t an enemy, it’s the companion to greatness.
It pushes you until you MAKE IT
SituationAnalysis
SWOTPrimary ResearchSecondary ResearchInsight!e Big Idea
Swot
Perceived as young, dynamic, and talented. Making a turn-around.A#ordable tickets relative to national sports markets (NHL, NFL, and NBA). Season tickets cheaper than Lakers’ and are currently in high demand.Players such as Blake Gri$n, Chris Paul, and Lamar Odom are popular.Have won two of the twelve 2011-2012 Social Media Awards. Noticable presence in social media and sustain followers.
Perceived as overshadowed by the Lakers.Social media needs better branding and attention. (i.e. twitter looks hot pink)Smaller footprint in the NBA.
Change or enhance the perception of the team and players.Generate social media buzz as the team continues to succeed.Create a stronger brand identity that connects to the audience.In%uence the transitive crowd that might not have a favorite team yet.Appeal to children (people stay loyal to their favorite childhood team).
Communicating the team’s late success. Lakers’ popularity and big fan base.Other NBA teams’ legacies and media clutter.Family traditions that insist on loyalty to another.
page 6
Secondary
PrImary One-on-one, in-depth interviews with NBA fans
Attended the Jazz vs. Clippers game
Focus Group
Online survey with 100+ respondants
Interviewed students at random during a demonstration
Interviewed sports fans outside of the LA Staples Center
US CENSUS BUREAU
What could be improved?
How are the LA Clippers perceived?
What media is most e"ective in LA?
What are the demographics?
!ose surveyed felt strongly connected to the American dream because they know they can work hard to make anything happen (see survey question number 25 & 26).
Insight
50.3%48.5%
39.7%64.5%
of the LA Population are foreign bornof foreigners were born in Latin America
White (non Hispanic)
Hispanic or Latino
You can make it regardless of where you came from.
The BigIdea
Most of the people that live in LA were not born in LA, like
the Clippers. But they came to LA to change their life and #nd
success. !e Clippers are making it in LA, and so are the fans.
strategy Statement
For young people and families of diverse
backgrounds, the Clippers show that LA
is the place where you come to make it.
Advertising Objectives
Brand Background
Target market
ADPLan
Develop a campaign to e#ectively increase the LA Clippers digital footprint.
Analyze the image and perceived e#ectiveness of the Clippers current digi-
tal space and develop ways to increase engagement levels and eventual ticket
sales. Increase the teams overall digital footprint.
Develop a plan for the LA Clippers to sell patch space on their uniforms. In-
clude possible sponsors and the value of the patch. Determine if and how the
sponsorship is bene"cial to both the team and the sponsor.
!e target market for this campaign is young adults and families that have re-
cently entered the LA scene. 39.7% of the population in LA were foreign-born
(US Census Bureau). Most of them have relocated to Los Angeles for a greater
opportunity of success.
!is group is diverse. !ey include di#erent ethnicities, income levels, ages
and geographical origins. !ough they are of diverse backgrounds and cir-
cumstances, they all share the same attitude of optimism, con"dence, and hard
work. Our market consists of individuals who have come to LA to progress
and succeed. !ey view LA as a city of opportunity and a place where everyone
has a chance.
Our target market is determined, self-motivated and works hard for what
they get. !ey set goals, have high expectations and are enthusiastic to achieve
them. !ey don’t like to be told they can’t do it. !ey value opportunity and
optimism.
A young family recently moved to Los Angeles because the father, Isaac, took
new job working for a start-up "rm that one of his best friends founded. While
he is at work, Luciana takes care of the kids and prepares to launch a new
photography studio from an apartment nearby. !ey are both ambitious and
optimistic about their new opportunities in LA.
Our research shows that the LA Clippers are seen as young, talented, dynam-
ic, and new. !ey provide more than a game for their fans, they provide an
energetic show. Although the team has been on the rise, it is shadowed by an
inconsistent history of success. !ey came from San Diego in 1984 and have
made it in Los Angeles, California. !ey play in the Paci"c Division of the
National Basketball Association. !ey are currently #9 in their klout score.
Facebook followers: 572,824. Twitter followers: 193,571.
Advertising ObjectivesBrand BackgroundTarget Market Competitive SummaryCurrent PositionDesired Position
page 14 page 15
Competitive summary
Current Position
Desired position!e LA Clippers are an example of hard work and success. !ey prove that
everyone has a chance to make it big regardless of where they’ve come from.
!e LA Clippers’ biggest competitors are the top "ve NBA teams. !ese teams
have famous players and loyal fans who are active social media participants.
!e LA Lakers are their greatest competitor and threat. !ey have a tradition
of success and a team which has always had stars. !eir personal brand and
image are strong and attract many basketball fans in LA. !eir social media
presence is enormous with the highest number of Facebook fans and Twitter
followers. Some of the indirect competitors are other NBA teams that are not
as popular as the top "ve, such as the San Antonio Spurs, Philadelphia 76ers,
Houston Rockets, and Indiana Pacers. Other indirect competitors are football
and baseball teams that attract a large number of fans to their games and social
media platforms.
page 17
!e LA Clippers are seen as the underdog and aren’t taken seriously. LA Lakers 15,223,517 2,842,476 18,065,993 552,727 93.3 Boston Celtics 6,831,943 849,801 7,681,744 30,396 91.0 Miami Heat 6,995,438 931,844 7,927,282 226,007 90.3
Chicago Bulls 7,352,078 596,568 7,948,646 126,717 89.8
Memphis Grizzlies 196,162 109,811 305,973 11,751 89.4
Facebook Twitter Total Talking KloutFollowers Followers Followers About Score
page 16
Drive is an internal force that pushes you forward. It doesn’t pay at-tention to limits, to failure, to pain. It sets its focus on the high ex-pectation, the possibility, the end. It pushes you until you bleed.
It pushes you until you MAKE IT
!e LA Clippers show that LA is the place were you come to make it, work
hard, and "nd success. !e players of the team represent “making it” be-
cause they came from lesser circumstances and turned things around.
Current and future LA Clippers fans will feel a connection to the players’
success stories. !ey will be part of their winning journey. We want our
target market to feel motivated by the LA Clippers’ drive to work hard and
create their own future regardless of where they came from.
Creativeexecutions
MAKE IT
page 21
PostersMobileOut of HomePromotionalYouTubeRadio
page 20
POSTERS
page 22
Two new features will be built into the Clippers app- Face It and Make It.
Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.
Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. !e app will track the gamers location which will allow players to shoot for the high score on that hoop.
MOBILE
page 38
Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.
Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.
Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.
Out of Homepage 50
Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.
Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. !e app will track the gamers location which will allow players to shoot for the high score on that hoop.
Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. !e app will track the gamers location which will allow players to shoot for the high score on that hoop.
Promotionalpage 58
!!"#$%!&'!
"#(&')!
&*!
&'
#CLIPPER NATION
#Clipper
Nation
!!'+,"#$%!&'
!
"#(&')!
&*!
&'
#CLIPPER NATION
#Clipper
Nation!e Clippers will introduce a new T-shirt made to unite people in LA and give them an opportunity to represent where they come from. Each shirt will allow fans to show that they are proudly making it in LA. Sharpie could sponsor this promotion and have mark-ers at every sales counter so people can immediately write in their hometown. !e hashtags serve to en-courage social media usage. Pictures uploaded to Ins-tagram, for instance, and tagged with #clipper nation will unite people and make it easy to do a competition sponsored by the LA Clippers for best fan picture.
Inner-city schools will be given Clippers basketballs for use in their gyms and programs. Select players will also visit various schools to hand out signed posters to the kids. !is will allow the team to con-nect with the city by building a positive image and giving kids the tools they need to “make it.”
YOuTUBEpage 64
Client/Brand: LA Clippers
Title: “Make It”
Time: 1 minute 30 seconds
Music playing:
Camera shows Chris Paul’s face, isolated, with a placid expression.
He is still while the background moves in slow motion. Behind him
is a tire shop. !ere is a lot of action. It is not idealized and a very
ordinary looking shop.
Typography stops the image: 6:00 AM
Close up on his hands rotating a tire, then picking o# calloses. !e
background continues to move in slow motion.
Typography stops the image: SKIN
!e camera comes close up on his forehead (beads of sweat) and
then on his le& hand that is rubbing his right bicept. !e background
continues in slow motion. You notice an American %ag in the back-
ground.
Typography stops the image: SORE
Close up of the side of his face as he bends down to pick something
up. Sweat drops from his forehead onto the ground. !e background
continues in slow motion.
Typography stops the image: SWEAT.
!e backgrounds speeds up really fast and then you notice he is now
on the basketball court. You follow his eyes up to the clock and notice
the game is almost over. He hurles forward.
Typography stops the image: FROM CHANGING TIRES
TO CHANGING THE GAME, HE MADE IT IN LA.
Speaker:
Visit the Clippers on Facebook, YouTube, and Twitter to get your
story told.
Radiopage 68
Client/Brand: LA Clippers
Title: “Make It”
Time: 30 seconds
Dialogue
MVO (Chris Paul):
Six o’clock in the morning, every
morning. You know, I’ve always
believed in hard work. It never
mattered what I was doing... I had
to be doing something. My strength,
my focus, my attention to detail...
well that all came from the tire
shop. I came from nothing and made
it here. I guess that’s what I love
about LA. We all come from nothing
and we make it here.
MVO (Man):
From changing tires to changing the
game, Chris Paul made it in LA.
Get your Paul face on at the next
game by going to my.clippers.com
for tickets and extras. And visit the
Clippers on Facebook, YouTube,
and Twitter to get your story told.
SFX:
Sounds of a tire shop;
clanking; grunting.
Motivational music.
Objectives PromotionOut of HomeRadioMobile AppOnlineYouTubeBudget
MediaPlan
page 73
OBjectivesGrow fan base
Focus on the fan experience, both on and o'ine
Provide a platform for fans to have a personal relationship with the team
Have strong consistency, sense of camaraderie between team and fans,
and powerful recognition of the campaign
Generate social media buzz for the LA Clippers
Utilize Facebook, Twitter, Pinterest, Instagram, LinkedIn and Google+
Create an online community through integration
Maximize attendance at games
Promote fan experience and loyalty through an interactive atmosphere
between fans, the team, and overall arena ambience during game time
Provide fans a way to identify their own face within the team fan base
Utilize mobile app to keep fans connected
Grow revenue
Sell more tickets and grow number of season-ticket holders
Sell merchandise through team-fan connection
Develop strong brand identity and recognition
Give consumers something new to be excited about through innovation
page 72
To achieve these objectives, we will use:
Partnerships: Use in%uential people and brands for fan connectiveness
Social Graphs: Use relationships between individuals to o#er a richer
online experience through online content and fan participation in social
media (hash tags, likes on Facebook, tweets, etc.)
Cross Promotions: Create relationships within the local community to
achieve mutual promotion
OUt of homePROMOTION 1:
Visit 25 Los Angeles elementary scho-
ols every other week during the season
Give away basketballs and posters
Any two Clippers players will visit an
elementary school and give 30 basket-
balls to the school and an LA Clippers
poster to every student in the school.
CPM<$1
25 schools
30 basketballs given to each school
1 - 11x17” poster for each student
(500-600 students per school)
750 basketballs: $11,250
14,000 posters: $1,600
Total: $12,850
PROMOTION 2:
Tag 50 outdoor basketball courts
“transforming the courts of LA one
chalk stunt at a time.”
25 local artists $350/court tagged
$100 materials
$250 artist’s wage per court
Flights: 2-3 courts per month
Materials: $5,000
Artists’ wages: $12,500
TOTAL: $17,500
PROMOTION 3:
Give 200 shirts away at each game
86 Games
Cost per shirt: $5
TOTAL: $86,000
In order to help integrate branding among all spheres, we recommend advertising in several di#er-
ent places: billboards, bus stops, airports, train stations, subways that are within LA as well as those
that connect directly to LA. Using transit locations, the Clippers will be recognized at a very e$cient
cost per thousand media impressions. !ese locations would also extenuate the Clippers new strat-
egy of “Make it in LA.” Even before entering LA, consumers will recognize the Clippers and brand
awareness will grow. !en upon entering, they are reminded of the brand every time they travel
within the metro area.
BILLBOARDS
We recommend running one billboard in a high tra$c location for 9 months (Sept-May) to have
continuous branding throughout the season. !e other three billboards will be run for three months:
the "rst %ight at the start of the season, the second in February during a 4 week streak of high-pro"le
games, and the third during the playo#s. !ese three %ighting billboards will be strategically placed
in mid-high tra$c areas.
Billboard 1 (9 %ights, $10,000) Billboard 2 (9 %ights, $10,000) Billboard 3 (3 %ights, $7,500)
Billboard 4 (3 %ights, $5,400) Billboard 5 (3 %ights, $5,400) TOTAL: $234,900
DISPLAY ADS
Display Ads will be placed at bus stops, airports, train stations, subways, shopping districts, indoor
and outdoor gyms, malls, and recreation centers. !ey are geared toward the mid- income level tar-
get that is likely to use public transportation and community facilities.
2,000 Display Ads
Media Space (average $250 per spot)
TOTAL: $500,000
COASTERS
!ese coasters are a key point in integrating traditional media with online advertising. !ey will be
distributed to sports bars in LA as well as transit stations and transit mediums. Anywhere someone
is having a beer, that is where this coaster will be found: a bar, a train station, airport restaurants,
train cars, etc. Surrounding and in"ltrating LA, these coasters will be a constant reminder to connect
to other media of our campaign: the mobile app, facebook, and twitter. As we partner with Anheuser
Busch, costs will be minimal as we share ad space on the coaster and through other media.
100 Sports Bars for 9 months
TOTAL: $90,000
Because of our target market, we will place radio spots on Popular, Hip Hop, Sports, Talk, and His-
panic stations stations in LA. !ese will run heavily in three %ights. Flight one: pre- season and start
of season for ticket sales. Flight two: December for increased ticket sales for the holidays. Flight
three: April for playo# ticket sales. !e radio spot will also be in Spanish for Hispanic radio stations.
KIIS-FM 102.7 KBIG-FM 104.3 KFI-AM 640 KAMP-FM 97.1 KOST-FM 103.5 KLVE-FM 107.5 KSCA-FM 101.9 KBUE-FM 105.5 KRCD-FM 103.9 KNX-AM 1070 KSPN-AM 710
TOTAL: $80,000
Two new features will be added to the existing smartphone application that will generate buzz and
excitement about the Clippers. !ese features will include an augmented reality game where fans can
play ball wherever there is a marker and a face-over utility where fans can place their own face over
player’s faces on videos and photos of special plays.
Game feature- !e game will generate buzz, campaign exposure, competition, and will lead to app
downloads. Markers to play ball will be located in sports bars and transit locations around LA. Local
scores will be tracked so fans can step onto the court to beat the high score in any speci"c location.
Face feature – Allowing people to put their face into videos and photos of amazing plays will get
them involved with the Clippers media, help them feel connected to the team and give them the
feeling of “Making it in LA”. !is application feature will also provide personalized Clipper media
and content for fans to post on Facebook, Twitter, Pinterest or to simply send as emails to family
and friends.
Simple forms of these two application features have already been created by programing companies,
but have never been applied like this to promote a team. Clippers will simply need to license their
so&ware and personalize it.
Licensing and personalizing so&ware $100,000
Yearly Manage and Maintain App $100,000
Pop Contemporary Hit Radio Hot Adult Contemporary News Talk InformationPop Contemporary Hit Radio Spanish Adult HitsSpanish Contemporary Mexican Regional Mexican Regional Spanish Adult HitsAll News All Sports
RAdio
Mobile app
MEDIA TEAM
In order to create a social media campaign that seamlessly integrates various platforms with our
strategy, we recommend hiring a team of social media professionals. A small team of three indi-
viduals devoted entirely to supporting the Clippers’ social media footprint on Facebook, Twitter,
Pinterest, and Instagram will give each social platform enough attention to produce positive results
in connecting with fans. !e salaries of three social media professionals in LA are listed here:
Social Media Specialist $59,000
Social Media Strategist $85,000
Social Media Manager $96,000
TOTAL: $240,000
DISPLAY ADS
Our goal is to drive the Clippers social media presence online. By placing ads on various online
websites and blogs, the Clippers will attract individuals who are not only users of social media but
presently have it at their "ngertips. With a click of a button viewers of the ads will be able to visit the
Clippers website, social media pages, or follow the team. !e cost of online advertising is as follows:
$0.39 per click
Average of 2,000 clicks per day
Daily ads over a nine-month season
TOTAL: $210,000
Productions and upkeep on the youtube channel will be vital in this campaign. Videos from promo-
tions and fan participation that streamline together will make a continuous campaign throughout
the year. Because of this, fans will be able to share videos easily and build brand awareness. !ey will
also participate by making their own videos. !ere will be YouTube contests and prizes of some kind
(whether gear or a feature on the webpage) for all who participate.
All year (20,000/mo.)
Production and Management; Contests and Prizes
TOTAL: $240,000
ONLINE
YOUTUBE
Promotion 1:
Promotion 2:
Promotion 3:
Billboards:
Display:
Coasters:
Radio:
Mobile App:
Online:
Search:
YouTube:
TOTALBUDGET:
$12,850
$17,500
$86,000
$234,900
$500,000
$90,000
$80,000
$200,000
$450,000
$51,000
$240,000
$1,939,750
BUDget
Many have said that it can’t be done. !ey say that victory is a dream, a fantasy, a delusion. !ey dwell on the word “impossi-ble” and feed the thought of failure. Fortunately we’re not them.
We will MAKE IT
ResearchProposals
SPonsorPLAN
!e patch will be 2.5 x 2.5” on the player’s right hand side. Patches are estimat-
ed to bring in anywhere between $3-8 million annually per team, depending
on the pro"le of teams. For the regular NBA season, patches will have 16 hours
of on-screen time between local and road team broadcasts, as well as national
game telecasts on ABC/ESPN, TNT, and NBA TV.
“!e large number of broadcast hours devoted to the NBA each year coupled
with the projected visibility of the jersey logos during those telecasts obvious-
ly makes this a very desirable piece of sponsorship real estate from a brand
recognition standpoint,” said Eric Wright, President and Executive Director
of Research at Joyce Julius & Associates. “Additional and signi"cant media ex-
posure could be generated from game photos appearing in print articles and
on the Internet, while video highlights would certainly add to the mix as well.”
Sources: mediapost.com, sportsbusinessdaily.com, andJoyce Julius & Associates online report (October 1, 2012).
We propose using KIA, which is already the primary sponsor of the LA Clip-pers team. !ey have a similar brand identity of being youthful and daring.
We also propose using Pepsi. It was among Advertising Age’s top 50 Ad-vertisers in Hispanic Media from 2004. !ey have already has teamed up with Kia for global latin mu-sic star concert. !e brand is also known for it’s youth and innovation.
page 82