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• Weaknesses– Losing Team– Outdated Facilities– Short History in STL– Weak Tailgating– Low Attendance– Small Market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

• Pinterest

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?