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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RAM P UP Your Tailgate. A Marketing Communication Plan for the St. Louis Rams. The Problem. Poor Attendance 31 st in attendance in 2011 Only sold out 86.3 percent of stadium Average just over 56,000 Unimpressive Game Day Atmosphere - PowerPoint PPT Presentation
Transcript of RAM P UP Your Tailgate
RAMP UP
Your Tailgate
A Marketing Communication Plan for the St. Louis Rams
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
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• Weaknesses– Losing Team– Outdated Facilities– Short History in STL– Weak Tailgating– Low Attendance– Small Market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
PROMOTIONAL STRATEGYSt. Louis Rams
Objective• Increase attendance by 5 percent for 2013-14 season • Go from selling out 86.3 percent of stadium to around
91 percent
Target Market • 25-40 year old couples with small children
– Active– Casual Sports Fans– Upper Middle Class– Social Media Users
Tailgating• St. Louis scores low in tailgating experience• Teams that score high also have better
attendance– Texans and Bills examples of success
Solution: Ram Range• Family-friendly tailgate zone
– Games– Food– Raffles
iBook: Tailgating Tutorial
Cook Book• Pinterest is 3rd most popular social media site• Recipe submissions via Pinterest, contest for
best RAMP Up Your Tailgate dishes
Social Media• Facebook is pretty strong• Twitter is not so much
– Fan of the week– Little Ram of the Day
Media Plan• “Ramp Up Your Tailgate” Cookbook
– Social Media– Suburban Journals
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
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
Cookbook Budget•Paid Media: $20,000
– Suburban Journals: $20,000• Unpaid Media (man hours): $10,000
– Facebook/Pinterest Promotions
QUESTIONS?
