Imagine a group of people that could bring a smile

to anyone's face

Imagine a group of people that could bring a smile

to anyone's face

A team that could bringhundreds together A team that could bringhundreds together

And a family that could reach out and help those in need

And a family that could reach out and help those in need

The Atlanta DreamThe Atlanta Dream

Our Target MarketOur Target MarketPrimary - The young adult

- 15-30 years old- Living in Atlanta area

- Young children- Recently married- $30,000 - $50,000/year

- Busy lives; active- Not much discretionary income

- More focus on familyactivities

Primary - The young adult

- 15-30 years old- Living in Atlanta area

- Young children- Recently married- $30,000 - $50,000/year

- Busy lives; active- Not much discretionary income

- More focus on familyactivities

Secondary - The corporate businessexecutive

- 25-45 years old- Business lifestyle- Higher Class standards- $60, 000-$120,000/year- Mainly work related activities

- Lots of discretionary income

- Willing to pay for luxury

Secondary - The corporate businessexecutive

- 25-45 years old- Business lifestyle- Higher Class standards- $60, 000-$120,000/year- Mainly work related activities

- Lots of discretionary income

- Willing to pay for luxury

Demographics in Atlanta

Demographics in Atlanta

Unemployment Rate 8.7%

High school graduates, percent of persons age 25+

76. 9%

Bachelor's degree or higher, pct of persons age 25+

34. 6%

Median household income $ 34, 770

Per Capita money income $ 25, 772

Persons below poverty percent 24.4%

*The jobless rate in metro Atlanta jumped to 8.7 percent, the highest rate reported since the measurement was standardized in 1976. Atlanta’s unemployment rate has climbed 65 percent in the past 12 months.

Wants and NeedsWants and NeedsWants of young adults/ families:

- Entertainment- Price Benefits- Comfortable venues

Needs:- Child-friendly activities

- Fits into a busy schedule

- Food, shelter, parking

Wants of young adults/ families:

- Entertainment- Price Benefits- Comfortable venues

Needs:- Child-friendly activities

- Fits into a busy schedule

- Food, shelter, parking

Wants of Corporate business executives:

- Luxurious venues- Impecible food- Up-close entertainment

Needs:- Parking- Possibly quiet setting for business meetings

Wants of Corporate business executives:

- Luxurious venues- Impecible food- Up-close entertainment

Needs:- Parking- Possibly quiet setting for business meetings

Potential CompetitorsPotential Competitors The majority of basket ball fans attend NBA games such as the Atlanta Hawks

The majority of basket ball fans attend NBA games such as the Atlanta Hawks

Atlanta Hawks vs Atlanta Dream Attendance 2008

Dream

Hawks

02000400060008000

100001200014000160001800020000

1 2

1    Mercury 34

2    Lynx 34

3    Sun 34

4    Shock 34

5    Sparks 34

6    Liberty 34

7    Comets 34

8    Silverstars 34

9    Monarchs 34

1010       DreamDream 34

WNBA Team Rankings

Fans are more likely to watch higher ranked teams

Fans are more likely to watch higher ranked teams

Problems with the TeamProblems with the Team

NOT ENOUGH PROMOTION

WNBA is not televised often enough

WNBA games aren’t as entertaining as NBA games

Games targeted towards a narrow market

NOT ENOUGH PROMOTION

WNBA is not televised often enough

WNBA games aren’t as entertaining as NBA games

Games targeted towards a narrow market

Not Promoted EnoughNot Promoted Enough No commercials, billboards, print ads

Rare advertisement is unoriginal and boring

No commercials, billboards, print ads

Rare advertisement is unoriginal and boring

Competitor’s PromotionsCompetitor’s Promotions

More striking ads

More striking ads

Ancillary Products(Air Jordans,Hats, etc)

Ancillary Products(Air Jordans,Hats, etc)

Different logos and images

Different logos and images

Larger and more well-known dance crew to perform at and attend games

Larger and more well-known dance crew to perform at and attend games

Not Televised Enough

Not Televised Enough Only one game aired on National TV

ESPN2 instead of ESPN (Need to pay extra for channel)

Only one game aired on National TV

ESPN2 instead of ESPN (Need to pay extra for channel)

Upcoming Games May Opponent Time Local TV Nat TV Radio Wed 27 vs Connecticut Preseason 7:30pm

June Opponent Time Local TV Nat TV Radio Sat 06 vs Indiana 7:00pm Sun 07 @ Washington 4:00pm Fri 12 @ Chicago 8:30pm Sun 14 @ Connecticut 3:00pm

Fri 19 vs Washington 7:30pm

Sun 21 vs New York 3:00pm

Tue 23 vs Chicago 12:00pm

Fri 26 vs Detroit 7:30pm Sat 27 @ Connecticut 7:00pm

Tue 30 vs Minnesota 7:00pm

July Opponent Time Local TV Nat TV Radio Fri 03 vs Washington 7:30pm Sun 05 @ Indiana 6:00pm Tue 07 vs Connecticut 7:30pm Sat 11 @ New York 7:30pm Wed 15 @ Minnesota 1:00pm Fri 17 @ Indiana 7:00pm Sun 19 @ New York 4:00pm Wed 22 @ Detroit 12:00pm

Thu 30 vs Phoenix 7:30pm

August Opponent Time Local TV Nat TV Radio Sat 01 vs New York 7:00pm Thu 06 @ San Antonio 8:00pm

Sat 08 vs Chicago 7:00pm

Thu 13 vs Detroit 7:30pm

Sat 15 vs Seattle 7:00pm

Thu 20 vs San Antonio 7:30pm

Sun 23 vs Los Angeles 3:00pm

Tue 25 vs Sacramento 7:30pm Thu 27 @ Detroit 7:30pm Sat 29 @ Seattle 10:00pm

September Opponent Time Local TV Nat TV Radio Tue 01 @ Los Angeles 10:30pm Fri 04 @ Sacramento 10:00pm Sat 05 @ Phoenix 10:00pm

Fri 11 vs Connecticut 7:30pm Sat 12 @ Washington 7:00pm

Not Entertaining Enough

Not Entertaining Enough

There's nothing different or unique about the game

Dance team isn't as big or entertaining as it could be

Extra activities or forms of entertainment is mainly targeted towards kids and families

There's nothing different or unique about the game

Dance team isn't as big or entertaining as it could be

Extra activities or forms of entertainment is mainly targeted towards kids and families

Not Big Enough Target Market

Not Big Enough Target Market

Currently Targets only young children and young adults

With a larger target market The Atlanta Dream would attract a much larger audience.

Currently Targets only young children and young adults

With a larger target market The Atlanta Dream would attract a much larger audience.

Current LogoCurrent Logo

Now picture… a new vision, a new image,

& a new Atlanta Dream

Now picture… a new vision, a new image,

& a new Atlanta Dream

“You’ve never seen Atlanta like this

before.”“You’ve never seen Atlanta like this

before.”

Our PitchOur Pitch

To create a new image to attract another target audience

Create a more luxurious feel to the team and the game

To create a new image to attract another target audience

Create a more luxurious feel to the team and the game

How are we are going to do this?

How are we are going to do this?

Promote MorePromote More

New LogoNew Logo

Ancillary

Products such as jerseys, shoes, a clothing line, toys

Ancillary

Products such as jerseys, shoes, a clothing line, toys

Betty Lennox as a Spokesperson

Betty Lennox as a Spokesperson

Advertising CostsAdvertising CostsPossible form of

advertising

Estimated Cost ($)

TV Commercial

Approx $820,000 for production and air time for one month

Radio Commercial

Approx $40,000 for production and air time for one month

Billboard $14,500 for production and rent space for one month

Magazine ad People Magazine: $29,215/full page ad for 1 issue

Billboards, Magazine ads, radio ads

Cross-Promotion with Subway

Cross-Promotion with Subway

Usher perform

at Season Opener

Usher perform

at Season Opener

Televise Games MoreTelevise

Games More

Make games more popular to convince stations into airing games on more publicized and local channels

Hosting special events to be aired on cable television to promote game and team

Present idea of the “Dream Team” through grass-root marketing in charity events (events aired on TV)

Charity game between the WNBA Dreams and NBA Hawks (first half aired as NBA game)

Make games more popular to convince stations into airing games on more publicized and local channels

Hosting special events to be aired on cable television to promote game and team

Present idea of the “Dream Team” through grass-root marketing in charity events (events aired on TV)

Charity game between the WNBA Dreams and NBA Hawks (first half aired as NBA game)

Make it More EntertainingMake it More Entertaining

Cheerleaders Mascots Music Half time shows with T-shirt guns

Fan involvement

Cheerleaders Mascots Music Half time shows with T-shirt guns

Fan involvement

Expand Target Market

Expand Target Market

Branch out to various types of markets

Create a new image to appeal to different markets

Host special charity games (Hawks vs. Dreams) to help attract NBA fans

Branch out to various types of markets

Create a new image to appeal to different markets

Host special charity games (Hawks vs. Dreams) to help attract NBA fans

Increase ticket prices of courtside seats to give the impression of a more luxurious event for corporate fans

BudgetBudget

Expense Cost

Advertisements:

Radio $130,000

Magazine $58,900

Billboard $53,500

Services to Game:

Catering to Courtside Seats

$57,600

Usher Performance $50,000

Total: = $350,000

unique unique How is our plan How is our plan

and plausible?

and plausible?

Simple. We create a vision.

We create a image.

Simple. We create a vision.

We create a image.

And we create a new

Atlanta Dream.And we create a new

Atlanta Dream.

Go out.

Get involved.

And give your support.

Atlanta Dream. Be a part of it.

Go out.

Get involved.

And give your support.

Atlanta Dream. Be a part of it.