group project white caps fc
DESCRIPTION
TRANSCRIPT
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Professional Sports Market
Oh Canada!!
Tier 1
Hockey - Canucks
Tier 2
Lacrosse - Ravens
Baseball - Vancouver Giants
BC Lions - Football
Failures - Basketball – NBA Grizzlies
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Is Canada a football nation??
Sport Men's Women'sCurling (WCF World Rankings) 1 2Ice hockey (IIHF World Ranking) 2 1Baseball (IBAF World Rankings) 7 3Rugby union (IRB World Rankings) 15 -Cricket (World Cricket League) 16 -Volleyball (FIVB World Rankings) 20 24Basketball (FIBA World Rankings) 23 12Tennis (ITF Rankings) 37 15Soccer (FIFA World Rankings) 80 9
120,000 registered soccer players in British Columbia. More than basketball, football, hockey and baseball combined.
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Canucks Crazy Hockey
Franchises
Budget
Awareness, Fans,Ticket Sales
Sponsors and Televisionairtime
International Players International Coaches
Promotions, Awareness Campaigns and Image creation
THE CHALLENGE
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Launch Campaign
30 Day Campaign1 year
Announcement
On Face BookSocial Media
Bill Boards
Audience
Casting
Guerilla
Marketing
Endorsements
Models/
Stars
Seat Selection Strategy
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Video
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Authority & Endorsement
Canadian Hero Vancouver Hero
Hockey HeroInternational Coach
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Big League & International Players
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New Stadium
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Online
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Pricing
Canucks Sold out.
• Craigs list pricing;• Single ticket $120• Pair $200
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30 day countdown Activation
‘Countdown ‘til Kickoff’
� Fratelli’s Bakery (Feb 26)
� Body-Painted Jersey (Mar 4)
� Downtown Building Projection (Mar 11)
� Mass blitz giving away scarves
� Breaking pinatas and blowing vuvuzelas
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Billboards
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Whitecaps Idol
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Online You-tube Campaigns
� Coach – Providing Fans with Tips
� Countdown
� High Energy Street Soccer
� School Soccer Appearances
� Targeting - Young professionals; Freestylers; Family; Young players
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Guerilla Marketing Campaigns
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Guerilla Marketing Campaigns
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Will Vancouverites become soccer fans?
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Primary Target Consumer
• Male – 18 to 34
• Ethnicity – international / cosmopolitan
• Young Student Professional
• Sports / action minded / Hockey fans
• Ambitious
• Psych/Behavioral
• Lack of connection by internationals to historical Canadian sports.
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Focus on Affect (Emotions)
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Means end Chain
AttributesBundle ofBenefits
Value Satisfaction
MediaCampaign
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Means end Chain - Concrete
Attributes Bundle of BenefitsValue
SatisfactionMedia Campaign
Global Ranking (MLS)
World CupWorld classCompetitive
Foreign, Connection, relevance;
Expertise and authority
International Coach and Players. European Football
imagery.
Vancouver Based
Whitecaps is Vancouver's team
ExcitementNew
Viral marketing.Iconic Statues/Inukshuk.
Vancouverisms (Rain, Tojo’s, Skytrain, Gastown,
Grouse Mountain).
Sport, Soccer
Spend time together, follow team performance.
CredibilityStreet soccer
Grassroots program.
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Means end Chain - Abstract
Attributes Bundle of Benefits Value Satisfaction Media Campaigns
International/ Cosmopolitan
Shared Interests / Social Grouping /
Subculture
Global Citizen. On the world stage. Pride.
International Coach and Players Profiled.
European Football imagery.
Fun Game Entertainment Leisure timeExcitementInspiration.
Street & Office SoccerHumor in viral campaigns.
Club / Clan Collectivism/
Diversity; Part of Community
Sense of belongingHistory, fan club. Jerseys and
merchandise.
New & not Canadian.
Different from Hockey. New Identity. Self
Expression
Cutting Edge. Cool Connection, Relevance
& belonging
Multicultural selection of actors for viral campaigns.
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Leverage established societal norms and behaviors
(Heuristic) by engaging with references to Hockey,
Vancouver city sites, people, places and venues.
Heuristic
Systematic
Persuasion and Influence
Develop a new story (Systematic process) that builds
on the Heuristic rule and brings new attitude.
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n/aCommitment /Consistency
�Seat selection strategy�1 year & 30 day countdown
Scarcity
�Broad ethnic representation�Guerilla marketing�Vancouver community endorsements – Italian, Asian & Hispanic,
Social Validation
Principles of compliance & forces to act
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�Star players *Eric Hassli*�Model Billboard.
�Tie to Canadian culture (Authority) ( Trevor lindon, Bryan
Adams, BC lions endorsement )
Liking
�International Coach�Brian Adams, Sedin Brothers
Authority
�Merchandise give-awaysReciprocity
Principles of compliance & forces to act
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Force-field analysisForces to Act
Seat SelectionCountdown1 year/ 30 day
Ethnic representation
Community Endorsement
Guerilla Marketing
Star players
Bill BoardsInternational Coaches and Giveaways
Soccer Non Canadian Game
Embarrassment
Boredom
Fear & Regret
Price
B
A
R
R
I
E
R
S
T
O
A
C
T
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Community Endorsement
Countdown1 year/ 30 day
Force-field analysisBarriers to act
Seat Selection
Ethnic representation
Star players
International Coaches and Giveaways
Soccer Non Canadian Game
Embarrassment
Boredom
Fear & Regret
Price
B
A
R
R
I
E
R
S
T
O
A
C
TGuerilla Marketing
Bill Boards
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Boredom
Force-field analysis Reducing the barriers
Seat SelectionCountdown1 year/ 30 day
Ethnic representation
Community Endorsement
Guerilla Marketing
Star players
Bill BoardsInternational Coaches and Giveaways
�Vancouver life�Popular culture
�Numerous Video �executions
�New Stadium
�MLS Membership�International Coach & Player roaster
�$30 Ticket
Soccer Non Canadian Game
Fear & Regret
Price
Embarrassment
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Force-field analysis
Seat SelectionCountdown1 year/ 30 day
Ethnic representation
Community Endorsement
Guerilla Marketing
Star players
Bill BoardsInternational Coaches and Giveaways
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Channel factors
Can you identify any channel factors??
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Will they be Successful??
The first match was sold out – 25,000 fans.
What worked?
• Guerilla Marketing – Low budget and very creative.
• Countdown
• Positioning Whitecaps as Vancouver’s team (Community, international and multi-cultural.)
• Endorsements /Authority
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Will they be Successful??
What did not work?
Ethics – Attention versus Ethics
� Attention grabbing but inconsistent.
� Issues with Bell
� Public Outcry
� 400,000 hits versus next closest 10,000.
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Will they be Successful??
What Next? 30 day count down overLLHow to keep the momentum going?
� Maintain interest and excitement.
� Enrich connection – maintain focus on Affect.
� Instill new ritual – maintain systematic process.
� Build community – commitment & consistency with consumer base.
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Thank you..
Questions?
Angelo Veotte, Mayukh Debnath, Murray Jess and Vicky L.