A Strategic Communications Proposal for

December 2, 2013Lindsay Stuffle

Advisors: Pollack, McIntosh

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EXECUTIVE SUMMARY

On September 11, 2001, Robert Herzog was running late to work when the first plane hit

the World Trade Center, colliding with his office at the Marsh & McLennan insurance brokerage

company. In the wake of the tragedy, he observed an inspiring community spirit among his

fellow New Yorkers (Park, CNN). A lifelong athlete, Herzog saw an opportunity to foster this

sentiment through team sports. A year later, he founded Zogsports (Zog), a social sports league

giving adults in New York City a chance to play, socialize, and donate to charity. In the decade

since, the organization has expanded exponentially in the city, and throughout the U.S. As it

seizes growth opportunities in new markets, Zog also plans to expand in the outer boroughs of

New York.

In 2014, Zog will focus its local marketing efforts in Queens. In this distinct borough, the

organization can exploit what Herzog describes as its primary mission—to build community

through sports (Herzog, 9/19/13). While Zog has made four features the pillars of its

communications strategy, it should focus on a single benefit while expanding in the borough.

Western Queens draws many young professionals who value strong neighborhood connections.

Zog should showcase how it can help this segment meet new people, and develop strong bonds

in their community. In the next two years, the following plan will triple registrations for Zog’s

Queens leagues, with the goal of reaching 600 players by 2016.

BACKGROUND

Providing recreational sports for adults for over a decade

Whether it is football, dodgeball, volleyball, soccer or one of nine other athletics offered,

Zog helps adults play organized team sports once a week, and socialize at post-game happy

hours. Each season lasts 6-8 weeks, and costs between $80-$150. Players can sign up with a full

team or as individual competitors. Zog ensures play is competitive by dividing leagues by skill

level, from “players” to “extremely casual.” Scheduled around the working professional’s

lifestyle, games start weekday evenings from 6:30 to 9:30 p.m., or during the day on Saturdays

and Sundays (Zogsports).

In addition to sports leagues, Zog provides group trips, sports clinics, social events and

volunteer opportunities. However, these activities represent only a marginal contribution to

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Zog’s revenue. In 2012, Zog began offering private leagues for corporations, which account for

5% of New York revenue (Zellman, 9/11/13). Across all of its programs, Zog emphasizes

activity, fun and charity: “we want to make it easy for people to get together and play, on and off

the field, with a perfect balance of good fun, good sportsmanship and an opportunity to give

something back and spread the love” (Zogsports). Zog donates 10% of its profits and 15% of

proceeds from happy hours to charities chosen by the top two winning teams in each league

(Zellman, 4/25/13).

In the decade since Zog was founded, it has expanded to seven locations across the

country. New York remains Zog’s largest market with nearly 70,000 players in leagues

throughout Manhattan, Brooklyn and Queens (Zellman, 4/25/13).

MARKETNUMBER OF PLAYERS

NYC 70,000NJ 22,000DC 8,500ATL 5,500SF 3,500LA 2,800CT NATOTAL 112,300

Figure 1: Data from Zogsports

Teams play on permitted field space and in gyms throughout Manhattan; in Downtown,

Park Slope and Williamsburg neighborhoods in Brooklyn; and Astoria and Long Island City

neighborhoods in Queens (Zogsports). Seventy-nine percent of New York players join with full

teams, while 21% sign up as individual competitors (Zellman, 9/11/13). Even with a small

marketing budget of $10,000 and only one staff member managing promotion, Zog’s Manhattan

leagues sell out season after season. Yet, the growth rate for these leagues has dropped since

2007 (Zellman, 9/11/13).

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20022003

20042005

20062007

20082009

20102011

20122013

0%

20%

40%

60%

80%

100%

120%

Growth Rate - 2002 - Present

Growth Rate

Figure 2: Data supplied by Zogsports

At the same time that growth declined for Zog’s New York leagues, the Sporting Goods

and Manufacturers Association noted a decline in the sports, fitness, and recreation industry

caused by the recession. But, in 2011 it declared that the industry was on the rebound (“SGMA

Reveals Sports Industry Is ‘On the Rebound’”, SFIA). Further, this year’s “Topline Participation

Report” notes an increase in spending on team sports play (“2013 Sports, Fitness and Leisure

Activities,” SFIA). So, it seems unlikely that the recession alone explains this continuing drop.

Further, while some stagnation may be expected as it matures, Zog still has room to expand in

New York. In the Harvard Business Review, Donald N. Sull and Dominic Houlder state that

“companies do not go through life cycles, but opportunities do” (Sull 26).

Changes to the social sports market

Since the referee first blew the whistle at Zog’s inaugural touch football game, social

sports (organized opportunities for adults to play sports and socialize), has developed into a

thriving industry. “With sign-ups for sports, like kickball, and the variety of activities we offer

growing more every day, there’s no telling what the future holds for the world of social sports.”

says Keith Cunningham, vice president of events at VAVi Sport & Social Club (qtd. in “Social

Sports Redefine,” Yahoo!Finance). In 2010, a Sport & Social Industry Association was formed.

Surveying 70 sport and social businesses nationwide, it found these groups to represent $50

million in revenue and serve over 1 million participants (“Who We Are.” Sport & Social

Industry Association).

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Likewise, new competitors have emerged in New York. In 2004, New York Social Sports

began offering leagues with a similar model (“About NYC Social,” 2013). “The barrier to entry

is low, so a lot of people will try to get a new league off the ground,” says Cullen Shaw, founder

of the Ultimate Rec sports league (Shaw, 10/8/13). Further, online tools have made it easy for

individuals to create pickup leagues. For example, Meetup provides a platform for individuals to

create social groups. Organizers in New York coordinate soccer, football, volleyball, and hockey

games, to name a few (Meetup). Though Zog remains the largest recreational sports league in the

City, it must compete for a limited number of available sites (Zogsports). “Most of the usable

field space is now spoken for,” Shaw states, explaining a problem Zog faces in expanding in

Manhattan (Shaw, 10/8/13).

Looking for new growth opportunities, Zog entered Brooklyn in 2007. Beginning with

just eight touch football teams, these leagues now serve 200 teams, representing 1,600-2,000

football, soccer, basketball, and kickball players (Zellman, 9/11/13). Zog plans to add new

leagues in the borough, but it is limited by space constraints. “We use socio-economic models to

help determine the best places to play, but we are very limited by what gym spaces we can get,”

says Drew Curhan, the Brooklyn league organizer (Curhan, 10/4/13). Zog also introduced touch

football and dodgeball leagues in Long Island City and Astoria in 2007. But, it hasn’t made

marketing in Queens a priority. These leagues have grown far less than their Brooklyn

counterparts, only attracting a couple hundred players (Zellman, 9/11/13). With gyms and field

locations still open in the borough, Queens presents a promising avenue for growth.

SITUATION ANALYSIS

Zog positions itself as a top athletic league, a way to meet new people, a fun activity to

enjoy with friends and coworkers, and a way to give back. Jody Zellman, the voice of zog, says

that they are known for these four things and try to communicate them all in their marketing

efforts. These activities include direct mail, promotions at events, flyers distributed in bars, and

Google AdWords advertising (Zellman, 9/11/13). Due to an increasingly crowded media

landscape and new competitors cropping up, founder Robert Herzog observes: “it’s much harder

to get our message across than it ever has been” (Herzog, 9/18/13). Looking to attract new

players, Zog should focus on a single message that will resonate with the audience in Queens. An

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analysis of who lives in the borough and what they care about provides insight into which

message will be most effective.

Queens: western neighborhoods attract young professionals

Covering over 100 square miles, Queens is the largest borough in New York City, and

home to nearly 2.3 million residents (“State & County QuickFacts: Queens County,” 2013).

While business development has increased in the borough, it is still far more residential than

Manhattan. As of 2012, Queens only accounted for 15% of private sector jobs in the city, while

Manhattan represented over 60% (“More Than Manhattan,” Center for an Urban Future).

Inaccessible by subway and made up of predominately residential communities, eastern Queens

remains rather removed from the rest of the city. In contrast, large numbers of young

professionals attracted by convenient subway access to Manhattan and lower rents have settled in

western Queens. “With rents and real estate prices on the rise in Manhattan and Brooklyn, young

professionals and families in particular have gradually been following the subway lines east of

Manhattan and beyond Long Island City to Astoria, Jackson Heights and other traditionally

working-class enclaves in northwest Queens,” writes New York Times real estate journalist

Michelle Higgins (Higgins, Nov. 2013). The young professionals living in this part of the city

differ from their peers in Manhattan and Brooklyn in some important ways.

Queens: a subway stop away from Manhattan

A short commute to Midtown and cheap rent lures many young professionals who view

Queens as a convenient gateway to Manhattan living. These residents often spend their free time

in other boroughs. "If I want to see my friends, Manhattan is where we go out to drink. One lives

in Harlem, and another in Brooklyn, and Manhattan ends up being that central place," explains

Alexander Netzer, who moved from Los Angeles to Astoria last year (Netzer, 11/11/13). Andrew

Kleinberg who writes the LIC Talk blog, states that a lot of single people in his neighborhood go

to Manhattan or Williamsburg on the weekends (Kleinberg, 11/1/13). “My weekends in Astoria

are mostly centered around the house or local errands,” explains Hannah Berson (Berson,

10/26/13). These “gateway residents” see Queens as a means to an end—a way to save money or

have more space—while working and socializing in Manhattan or Brooklyn. However, not all

Queens residents share this attitude. Edina Leiher organizes the Astoria Newbies Meetup group,

which has over 900 members. She says that “people are tired of going into Manhattan, and they

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like to go out in the neighborhood and not worry about how they will get home” (Leiher,

10/28/13). When asked about Manhattan, Queens resident Sean Orr says, “It’s a very far away

land and people don't want to travel there” (Orr, 11/10/13). The borough’s image helps explain

these divergent attitudes.

Queens: not the “cool” borough

While Brooklyn has become a trendy location for young professionals, its northern

neighbor is rarely described as hip. “The psychological boundary about Queens is still an issue,”

states Berson (Berson, 10/26/13). Higgins writes, “Queens may be on the rise, but it lacks the

buzz that has turned Brooklyn into a global brand” (Higgins, Nov. 2013). Many people refuse to

even visit the borough. Dan Allen, a comedian living in Astoria jokes that beautiful women think

it is “filled with serial killers, rusty above-ground tracks and barrels of fire straight from the

scenes in Eddie Murphy’s ‘Coming to America.’ When girls ask me where I live I say, ‘I live on

the Upper East Side’” (qtd. in Salkin, “Anybody Here From Astoria”).

It is a certain type of person that moves to New York City, but settles in a borough with

this type of image. “It’s very down to earth. It’s a lot of very real people,” comments Astoria

resident James Paladino, who moved to New York a few months ago (Paladino, 11/15/13).

Manhattan residents carry the same perception. “The person that moves to Queens is the sensible

person. They are a little bit brave and a little bit of a trailblazer. They don’t care as much what

other people think,” states Manhattan resident Rebecca Douglas (Douglas, 11/14/13). Queens’

status as an enclave for the unconceited is a selling feature for many residents. “Here, I feel such

an atmosphere where people work hard, but give respect to whoever you are or where you come

from,” explains Eric Aditya, a member of the Astoria Newbies Meetup group (Aditya, 11/14/13).

Queens: where everybody knows your name

“In other places, in Manhattan and Brooklyn, you pay for the zip code—here you pay for

the neighborhood,” says Astoria resident and Zog football player Steven Pierce (Pierce,

10/23/13). Many who move to Queens want just that—a neighborhood. “There’s at least the

possibility of getting to know the people you live around, where in Manhattan you really don’t,”

explains Maria Rogers (Rogers, 11/15/13). They want to be part of an intimate community.

Manhattan residents often hold different values. “I love that you can be anyone when you walk

down the street here,” says Alex Cale, a Manhattan resident who derides the suburbs of New

Jersey where she grew up (Cale, 11/12/13). Those who appreciate neighborhoods like Astoria

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and Sunnyside don’t want that level of anonymity. “Before I moved here, I was in Egypt. There

is this whole feeling there—everybody knows his or her neighbors. Moving to Astoria was the

closest I could get to that,” explains Kharamanah Elsayed, organizer of the Astoria Writers

Meetup group (Elsayed, 11/9/13). Many young professionals driven from Manhattan or

Brooklyn by rising rents quickly notice the difference in Queens. “I’m from Manhattan, and I’ve

lived in Brooklyn, but I haven’t seen anything like the Astoria vibe . . . It’s a very open

atmosphere where anyone can talk to anyone. It feels like a college,” says Colin Houghton

(Houghton, 11/12/13). They are proud of the unique bonds they make in their community.

“Everybody kind of knows everybody and it feels like more of a close-knit community,”

explains Sunnyside resident Jessica Mathis (qtd. in Dutton, “Prices on rise”). Zogsports players

who live in the borough say similar things. "I'm getting married next year, and my groomsman is

my neighbor. I don’t know if that happens in Manhattan," says Queens softball and football

player Brad Groznik (Groznik, 11/12/13).

Queens residents approach sports with the same community attitude. Jay Radner

organized a Meetup group for runners in Woodside and Sunnyside because he saw people

running on the streets in his neighborhood and wanted to get to know them (Radner, 11/8/13). In

Astoria, a group of locals has created the Astoria Kickball Association, an informal gathering of

kickball players that schedule games through a Facebook page. “We have a rule—if there are

five fouls you are out—and it is called the ‘Jade Oliver Rule,’ because that’s what she always

does,” explains Houghton, who values the friendly atmosphere at kickball games (Houghton,

11/12/13). From the local bagel shop knowing their name and order, to the people in their

building becoming their best friends, these Queens residents value opportunities to connect with

their neighbors.

The neighborhood spirit found in western Queens also permeates Zog’s football and

dodgeball leagues. “I’ve played on a lot of leagues in Manhattan. But, in this league, the people

have all played for a long time, and it’s a sort of community . . . Queens is like that, and this

league is like that,” states football player David Hernandez (Long Island City Football, Focus

Group). Ran Craycraft, founder of the popular Why Leave Astoria? website, signed up for Zog’s

first Queens dodgeball league. He explains that, “in Manhattan people just hung out with their

own teams. Here we'd have some blue shirt people and some yellow shirt people together, and

you'd have these little rainbows of people hanging out with each other” (Craycraft, 11/19/13).

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Ben Taylor, who also plays dodgeball in Astoria, noticed the same thing: “with the Astoria

leagues we all go to the same bar afterwards, and you see the same people again and again—you

really get to know them. In Manhattan you might not have the chance to meet people beyond

your team” (Taylor, 11/24/13). Unlike what you encounter at most Manhattan bars, the post-

game happy hour in Long Island City seems more like a scene from Cheers. The players know

the bartender’s name and chat with her about their game. And players from different teams

socialize in a large group. “We know the other teams. We even have a longstanding rivalry with

Bombs Away,” explains football player Rob Bellsey (Long Island City Football, Focus Group).

Zog’s leagues foster the neighborhood interactions that inspired many residents to settle in

Queens. However, Zogsports is just one of several organized activities bringing people together.

Queens: the competitive set

With local bars running trivia leagues and game nights, and group events organized by

community and volunteer associations, there are several ways to socialize in western Queens

(“Upcoming Events, Why Leave Astoria?). Meetup lists nearly 100 groups within two miles of

Woodside, including book clubs, pickup sports, and other social groups (Meetup). Zog stands out

by offering opportunities to be both social and physically active.

Other popular social sports leagues—such as New York Social Sports and NY Urban—

don’t offer leagues in Queens (James, “The 5 Best Intramural Leagues”). This gives Zog an

opportunity to dominate the social sports market in the borough. However, for those who like

active pursuits, a number of Meetup groups, like “Woodside-Sunnyside Runners” and “Astoria

Park Tennis,” offer free athletic opportunities (Meetup). Residents can also play at basketball

courts, handball courts, tracks and small parks. But, these options are limited and provide a less

consistent experience than a formal sports league. “I spend a lot of my time at Hoyt Playground

playing basketball. But, it is getting cold and I wish I had a place to play indoors,” says Astoria

resident Sean Orr (Orr, 11/10/13). As the weather changes, there are few indoor sports options.

And, pickup games are less predictable than a formal league. “At pickup games, there are a lot of

different skill levels, and some people are jerks,” explains Zog football player Steven Pierce

(Pierce, 10/23/13). Zogsports is competing with many cheap or free sports activities, but its

organizational capacity means that it can provide a wider range of sports and host them in more

locations. “We have enough friends now we do pickup in the off season, . . . but with Zog you

know there will be enough players and it’s official. They have refs. They get the permits,”

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explains Hernandez (Long Island City Football, Focus Group). Zog provides a better athletic

experience than these informal alternatives. Further, a decade in business has given Zog some

useful insight into the recreational sports consumer.

Zogsports: the adult recreational sports consumer

Founder Robert Herzog describes a typical Zog player as the “socially-consumed,

recreational athlete, who played in high school, but hasn’t played sports in a while” (Herzog,

9/18/13). This description applies well to players throughout New York. Participants in various

sports share some key characteristics.

First, Zog serves mostly young professionals without children. While older adults may

also enjoy sports, parents have less time for a weekly activity. “If this was a few years ago, and I

didn't have kids, I would do something like Zog. But, now we are so busy, and my life really

revolves around my daughter,” says Foula Gavrilis, a 38-year-old mother who lives in Astoria

(Gavrilis, 11/13/13). Studies show that as adults age they play fewer team sports (Iso-Ahola

227). Further, working professionals with expendable income can afford Zog’s registration fees.

“One guy on our team didn’t sign up in the winter, and when I asked why, he said Christmas was

coming up and he needs to save money,” says soccer player Candice Gallagher (Gallagher,

11/15/13). While time and money are necessities for registering with a league, personality

characteristics also help predict who chooses to play.

“I run on my own and I do yoga, but I like the camaraderie and the complexity (of team

sports),” explains Zog indoor soccer player Morgan Leathers (Leathers, 10/17/13). Zog players

tend to be extroverted. Tara Cooney tried a kickball league with WAKA Kickball, but she quit

after one season. She prefers running, yoga and going to the gym: “when I’m alone I can listen to

no one, and forget about the day, and center myself without the influence of someone telling me

what to do” (Cooney, 10/30/13). Team sports participants enjoy the group dynamic.

In addition, these young professionals often enjoyed team sports as kids. Studies show

that “adolescent participation was more predictive of midlife involvement in socializing . . . and

sports than respondent’s gender, health rating, education, or income” (Scott and Willits 321).

Without any experience playing a sport, adults often feel too intimidated to sign up. When the

Sport & Fitness Association asked adults why they never started playing sports, 50% said it was

because they lacked the necessary skills (“The Journey of Sports Participation” 7). Many Zog

players participated in team athletics in childhood and college. “I grew up playing sports. It was

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always a part of my life and I missed it,” explained Zog soccer player Patricia Young (Young,

11/15/13).

Finally, while charity is a key element of Zog’s mission, competitors don’t seem invested

in this feature. “We came in second a bunch of times and didn’t even realize we had won money

for our charity,” explains Gallagher (Gallagher, 11/15/13). Robert Herzog acknowledges that

only about 5% of players were motivated by the opportunity to give back (Herzog, 9/18/13).

Players are attracted to Zogsports for other reasons.

Zogsports: play sports, have fun with friends, and meet new people

From the dodgeball player looking to make friends, to the basketball player who wants to

perfect his jump shot, Zog’s leagues meet different needs for different participants.

The sport-focused player: “I just wanted to play soccer,” states Omar Lansari, a

Manhattan indoor soccer player (Lansari, 10/17/13). Many competitors are simply looking for an

opportunity to play the sports that they love. And, it’s the superior athletic experience that

motivates them to choose Zog over other alternatives. “This is the most organized league. I

played with New York Social Sports, and those people don’t really know how to play. It’s just

socializing,” explained one Brooklyn football player (Interview, 11/10/13). By dividing leagues

by skill level, Zog ensures that games challenge these sports enthusiasts. “Some of the games are

actually pretty competitive. You can really make a cool play,” explained Nick, a Brooklyn touch

football player who played the sport in high school (Interview, 11/10/13). These players choose

Zog because it has convenient locations and times, and it provides a consistent experience. They

are not particularly loyal to the brand, and could be lured away by other recreational leagues or

even well organized pickup groups. “I would totally play pickup instead as long as it was a

regular thing and I could get plenty of playing time,” says Manhattan soccer player Adam Prado

(Prado, 10/17/13). While sports-focused players want a quality experience, they can also be

swayed by even small value differences between leagues. “New York Soccer Collective is the

same price, but we get two more games. If they had indoor, I’d play all year with them instead,”

explains Marshall Ford, a Manhattan soccer player (Ford, 9/29/13). Focusing on sport-motivated

participants leaves Zog vulnerable to competitors that can undercut its prices. Robert Herzog

explains, “they get lights and a field permit, and you have these small leagues sprouting up.”

(Herzog, 9/18/13). However, many of these smaller leagues don’t encourage post-game

socializing.

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Groups of friends looking for a new activity: Zog provides a consistent and original

way for friends to have fun together. "I trust that Zog is going to be organized. That relief is

worth whatever they charge. I'm busy during the week, and the last thing I want to stress about is

organizing a game," explains Brad Groznik, a Queens softball and football player who signed up

with a team of friends (Groznik, 11/12/13). Zog’s weekly schedule means these groups don’t

have to coordinate group activities. “It gives my friends and I an opportunity to see each other

once a week, and win or lose, we still go out together after,” states Manhattan football player

Scott Tabor (Tabor, 11/9/13). For young professionals in New York whose social lives often

revolve around eating and drinking, sports are a welcome alternative. “(Zog is) a good way for

everyone to get out, enjoy each others’ company and also be active,” explains Steven Pierce,

who plays football in Long Island City (Pierce, 10/23/13). The team dynamic also makes sports

unique. “There is something about working toward a common goal. It is a different kind of

trust,” explains Manhattan soccer player Patricia Young (Young, 11/15/13).

While 79% of New York participants sign up as part of full teams, there’s reason to

believe that organizing team registrations will be a challenge for those in Queens. While teams in

Manhattan are often comprised of friends living throughout the city, friends of Queens residents

are reluctant to come to the borough. Jesse Rafe Meyerson has played on a number of social

sports leagues in Manhattan, though none in Queens. “(In Astoria) I only had a few friends in the

area, and not many wanted to come up. They hear ‘Queens’ and think ‘Jamaica’”(Meyerson,

11/14/13). Rob Bellsey, who put together a Long Island City football team, had a hard time

finding enough players the first year. “We actually found one girl in Central Park. We just went

up to random girls asking them to play with us so we’d have enough people” (Long Island City

Football, Focus Group). For those who don’t have a full team of friends in Queens, a Zog team

will expand their social network.

Individuals looking to meet new people: “I thought: ‘I have to suck it up. I have a small

social circle.’ The trigger was I saw a New York Times article talking about all these couples that

met through Zogsports, and I thought ‘I can make friends, exercise and find a husband,’”

explains Gallagher (Gallagher, 11/15/13). People who are new to the city, or don’t have

satisfying opportunities to meet new people, appreciate the connections they make through Zog.

“I like that I meet people that I wouldn’t otherwise meet. I end up hanging out with a lot of the

yoga instructor crowd . . . These guys aren’t like that crowd at all,” explains James French. He

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joined a Long Island City football team after moving to Astoria this summer (Long Island City

Football, Focus Group). Ben Taylor started playing dodgeball in Astoria to make new friends.

He says, “about 80% of my friends in the neighborhood are from dodgeball . . . it’s a great way

to build friendships—pretending like I’m in middle school again, and throwing a ball at

someone” (Taylor, 11/24/13). Nick Trusty writes for Become a New Yorker, a blog for people

new to the city. Describing the experience people go through when they first move to New York

he says, “when you go to order a sandwich here, nobody stops to say ‘hi’ . . . you are naturally in

your own bubble” (Trusty, 11/19/13). Many players registered with Zog to get out of that bubble

and create new friendships.

Weekend leagues are the most convenient for Queens residents

In New York, Zog offers private leagues for corporations, and weekday and weekend

leagues for the general public. Due to the relatively small number of businesses that could afford

to run a corporate league in western Queens, expanding this portion of the business doesn’t make

sense in the borough. Instead, Zog should focus on expanding public weekend leagues in

Queens. With a large portion of residents commuting to Manhattan during the workweek, joining

a league in their neighborhood holds the most appeal on the weekends. “If I didn’t have a team

already in Manhattan, I’d look for another one in Long Island City on weekend mornings,” says

Scott Tabor (Tabor, 11/9/13). Alexander Netzer lives in Astoria and has never played with Zog.

But, he says it is something he would consider “if it fit into my schedule . . . I’m more prone to

hang out in Astoria on the weekends” (Netzer, 11/11/13).

RECOMMENDATIONS

Target Audience

Residents in western Queens: According to the 2010 census, the neighborhoods of

Queensbridge/Ravenswood/Long Island City, Astoria/Old Astoria, Woodside, and Hunters

Point/Sunnyside/Maspeth represent 74,000 adults between 20 and 34 years old. This is a large

pool from which to draw potential players (NYC Census FactFinder). The cost of space permits,

security personal, and officials, mean that launching sports leagues in each of these

neighborhoods would take considerable resources. These areas, however, are close enough by

public transit that Zog could attract residents from throughout western Queens to accessible sites

in Long Island City and Astoria.

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Figure 2: Western Queens, NYC Census FactFinder

Individuals and small groups: Zog’s strategy in other areas has centered on finding

captains that will register a full team (Zellman, 4/25/13). In Queens, however, Zog should focus

on small groups and individual competitors. While Manhattan serves as a central meeting place

for friends spread throughout the city, many New Yorkers are reluctant to travel to Queens.

Captains will likely struggle to form full teams, especially in sports with large rosters like

football and dodgeball. But, small groups can sign up as individuals and request to play on the

same team. Further, founder Robert Herzog states about 75% of those who sign up as individuals

sign up again (Herzog, 9/18/13). So, recruiting large numbers of individual competitors will help

Zog grow a strong base of repeat customers in the borough.

Community-oriented: In western Queens, Zog should continue to target extroverted

young professionals who have an affinity for sports. However, a specific psychographic segment

of the Queens population will be the best prospect for Zog—community-oriented residents

looking to meet new people. “Gateway residents,” who chose Queens solely for its convenience

and who tend to spend social time in other boroughs, will be poor targets. They rarely look for

social opportunities in their neighborhood. Zog should focus instead on those residents that

appreciate the intimate neighborhood atmosphere in their community and are already interested

in forming local friendships.

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Individuals who are looking to meet new people: With the influx of young

professionals to Queens, there is a large contingent of residents that haven’t established strong

social connections in their neighborhood. They would benefit from an organized way to make

new friends. This group will appreciate Zog in a deeper way than the “sports-focused” consumer

that is primarily concerned with convenience and competition. Zog should target community-

oriented young professionals in western Queens that are eager to make local connections.

Objective for Communications

While Zog hasn’t prioritized new player acquisition in Queens, it plans to shift its focus

there next year. This communications plan will inspire 600 new players to sign up for at least one

season in Queens by 2016. Player registrations are Zog’s primary source of revenue, and easily

measurable. Further, Zog’s success in Brooklyn demonstrates that this goal is achievable. Year-

to-year growth statistics in Brooklyn are unavailable, but some data points reveal how Zog could

replicate what’s been done in the borough. Since beginning with eight teams in 2007, Zog has

striven to expand in Brooklyn. Now these leagues serve 200 teams, representing 1,600 – 2,000

players. Team size varies by sport, and within the same sport from team-to-team, so exact player

numbers can only be estimated. But, the expansion to 200 teams in Brooklyn likely represents a

growth rate of 300-400 players per year (Zellman, 9/11/13). By targeting a receptive audience

with a compelling message, Zog can replicate this growth in Queens.

Role for Communications

Zogsports should tap into Queens residents’ desire to meet new people in their

community. By creating curiosity and excitement about their neighbors, Zog’s communications

will entice residents who value local connections to join a team. Many who live in Queens

sought out the area for the neighborhood atmosphere. Further, building community has always

been a primary goal for Zog. Highlighting the unique way that Zog connects people through

sports directly aligns the organization with residents’ urge to form local bonds.

Message

To community-oriented young professionals living in western Queens, Zogsports is the

active social opportunity that helps them get to know their neighbors, so that they feel connected

to their community.

Taglines

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Zog should incorporate messaging that reflects its audience’s desire to get to know the

people that live nearby. Some taglines that could be used are: “3B makes a great moussaka and

has a killer jump shot” (in a residence), “What’s he been doing with that gym sock?” (in a

laundromat).

Tactics

Zog will need to take a targeted approach in order to communicate only to the Queens

audience. Instead of focusing on channels that serve markets nationwide—like its website and

social media platforms— Zog should use direct mail, flyers, promotional events, and advertising

and coverage in local newspapers and blogs.

Zog typically advertises at bars and local events, however, residents without friends in

their neighborhood are less likely to encounter these messages. Instead, I recommend that Zog

reach out to potential players at three aperture moments. Vic Walia, senior director of brand

marketing for Hotels.com, states that, “people are more open to messages because they’re in an

environment where the advertising is more relevant” (qtd. in Wasserman, Adweek). There are a

few key moments when Zog’s target audience will be most receptive to its new message.

While longing for social connections: Zog should reach out to Queens residents when

they are yearning to meet new people in their community. This would involve redirecting its

marketing efforts away from bars and large events to places that people often visit alone. Some

examples include: laundromats, supermarkets, and coffee shops. Zog could also place flyers and

hold events in apartment complexes. There are several sizeable residences in Long Island City,

where communications and special events could reach a large audience. Connecting with locals

when they may feel lonely or bored presents Zog as a direct solution to their problem.

If a significant portion of the New York marketing budget can be used in Queens, Zog

should send direct mail targeting young professionals who recently moved to the area. Despite

the emphasis on online channels, direct mail continues to be popular with consumers, including

those aged 18-34. Marketing services firm Epsilon found that "despite direct mail's reputation for

being ‘old school’ or expensive, it is the top choice of U.S. and Canadian consumers for the

receipt of brand communications in almost every category” (“Consumer Survey Results Reveal

Direct Mail,” Epsilon). With direct mail, Zog can send personalized messages to its target

audience when they are alone at home.

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While seeking out activities: Zog should communicate with its audience when they are

looking for things to do in the local community. A few popular websites serve this capacity,

including We Heart Astoria, Why Leave Astoria, LIC Talk and Boro Magazine. The Queens

Gazette also covers activities happening in the area. Zog should list opportunities in free

community calendars and reach out to writers. The gentrification of western Queens is a hot

topic among bloggers and reporters, so they may be open to featuring new ways for young

professionals to connect in these neighborhoods. Targeting residents at subway stops on Friday

evenings will also capture an audience that may be thinking about weekend activities.

Zog should also sponsor several Meetup groups. Groups such as Astoria Newbies (1,007

members), Long Island City Mid-20s, Early 30s (250 members), and Explore Queens and

Beyond (686 members) serve many residents new to the area and eager to meet new people

(Meetup). Meetup does not offer advertising options, but sponsoring a group will allow Zog to

offer discounts to a large network of residents for only $5 per month per group (“Offer Perks to

local Meetup Groups,” Meetup).

While they are being active: Zog should reach out to its target audience at gyms and

fitness classes. Many active adults like to work out in a variety of ways. “I go to the gym a lot,

and do yoga, but I get bored with it. I like mixing things up, so I’m on a bunch of teams,”

explains Long Island City football player Kate Salut (Long Island City Focus Group). Zog could

hold free sports clinics at local gyms targeting new members. Gym partnerships would provide

something unique for fitness centers to offer patrons, while connecting Zog with active people

who are new to the neighborhood. Zog already runs occasional skills clinics, so this could come

from its current budget. Connecting with its audience when they are focusing on exercise will

highlight the active component that makes Zog unique among social opportunities in the area.

Timing

In 2014, Zog should concentrate on Long Island City and Astoria neighborhoods as these

have high concentrations of young professionals and Zog already has a presence in the area. In

2015, Zog can also expand its reach further into western Queens to Woodside and Sunnyside. If

successful, Zog could replicate this plan in similar markets across the country.

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APPENDIX A: Sources Cited

“2013 Sports, Fitness and Leisure Activities Topline Participation Report – New Release!!” SFIA. SFIA, 2013. Web. 1 Dec. 2013.

“About NYC Social.” NYC Social. n.d. Web. 15 Oct. 2013.

Aditya, Eric. Personal Interview. 14 Nov. 2013.

“NYC Census FactFinder: NYC PLANNING.” NYC.gov. n.d. Web. 25 Nov. 2013.

Berson, Hannah. Personal Interview. 26 Oct. 2013.

Blitzer, Dan. Personal Interview. 26 Oct. 2013.

Cale, Alex, Personal Interview, 12 Nov. 2013.

“Consumer Survey Results Reveal Direct Mail is Most Preferred Channel for Receipt of Brand Communications.” Epsilon. Epsilon, 1 Dec. 2011. Web. 25 Nov. 2013.

Cooney, Tara. Personal Interview. 30 Oct. 2013.

Craycraft, Ran. Personal Interview. 19 Nov. 2013.

Curhan, Drew. Personal Interview. 4 Oct. 2013.

Douglas, Rebecca. Personal Interview 14 Nov. 2013.

Dutton, Holly. “Prices on rise as eager buyers shell out more for slice of Queens.” Real Estate Weekly. Hagedorn Communications, 3 Jul. 2013. Web. 25 Nov. 2013.

Elsayed, Kharamanah, Personal Interview. 9 Nov. 2013.

Gallagher, Candice. Personal Interview. 15 Nov. 2013.

Gavrilis, Foula. Personal Interview. 13 Nov. 2013.

Groznik, Brad. Personal Interview. 12 Nov. 2013.

Herzog, Robert. Personal Interview 18. Sep. 2013.

Higgins, Michelle. “The Tilt Toward Queens.” New York Times. New York Times, 1 Nov. 2013. Web. 5 Nov. 2013.

Houghton, Colin, Personal Interview 12 Nov. 2013.

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Interviews with Zogsports Brooklyn touch football players. 10 Nov. 2013.

Iso-Ahola, Seppo E, Edgar Jackson and Elaine Dunn. “Starting, ceasing, and replacing leisure activities over the life-span.” Journal of Leisure Research 26.3: (1994): 227. Proquest. Web. 13 Sep. 2013.

James, Charli. “The 5 Best Intramural Sports Leagues and Programs In NYC.” CBS New York. CBS Local Media, 28 Feb. 2012. Web. 10 Sep. 2013.

Kleinberg, Andrew. Personal Interview. 1 Nov. 2013.

Lansari, Omar. Personal Interview. 17 Oct. 2013.

Leathers, Morgan. Personal Interview. 17 Oct. 2013.

Leiher, Edina. Personal Interview. 28 Oct. 2013.

Long Island City Zogsports Touch Football Happy Hour. (9 Nov. 2013). [Focus group]. LIC Bar. Participants: Rob Bellsey, Laura Chopa, James French, Ryan Hampton, David Hernandez, Lauren Portay, Kate Salut, Michael Sargent.

MacKay, Rob. “Sunnyside—Next Stop for Young Nesters.” Queens Chronicle. Queens Chronicle, 12 Jun. 2008. Web. 14 Nov. 2013.

“Meetup Press Pass Quick Facts.” Meetup. n.d. Web. 15 Oct. 2013.

Meetup. Meetup, 2013. Web. 10 Nov. 2013.

“More Than Manhattan.” Center for an Urban Future. Center for an Urban Future, Jul. 2013. Web. 28 Nov. 2013.

Netzer, Alexander. Personal Interview. 11 Nov. 2013.

“Offer Perks to Local Meetup Groups.” Meetup. Meetup, n.d. Web. 25 Nov. 2013.

Orr, Sean. Personal Interview. 10 Nov. 2013.

Park, Madison. “Small choices, saved lives: Near misses of 9/11.” CNN. CNN, 5 Sep. 2011. Web. 1 Nov. 2013.

Pierce, Steven. Personal Interview. 23 Oct. 2013.

Prado, Adam. Personal Interview. 17 Oct. 2013.

Radner, Jay. Personal Interview. 8 Nov. 2013.

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Rafe Meyerson, Jesse. Personal Interview. 14 Nov. 2013.

Salkin, Allen. “Anybody Here From Astoria.” New York Times. The New York Times, 9 Oct. 2009. Web. 10 Sep. 2013.

Scott, David and Fern K. Willits. “Adolescent and adult leisure patterns: A Reassessment.” Journal of Leisure Research 30.3 (1998): 319-330. Proquest. Web. 1 Oct. 2013.

“SGMA Reveals Sports Industry Is ‘On the Rebound.’” SFIA. SFIA, 19 May 2013. Web. 1 Dec. 2013.

Shaw, Cullen. Personal Interview. 8 Oct. 2013.

“Social Sports Redefine Major League Baseball’s Ceremonial First Pitch with Kickball Roll Out.” Yahoo! Finance. Business Wire, 13 Aug. 2013. Web. 26 Sep. 2013.

“State & County QuickFacts: Queens County.” United States Census Bureau. U.S. Department of Commerce, 27 Jun. 2013. Web. 17 Nov. 2013.

Sull, Donald N. and Dominic Houlder. “How Companies Can Avoid a Midlife Crisis.” Harvard Business Review, 48.1 (2006): 26-34. Web. 25 Nov. 2013.

Tabor, Scott. Personal Interview. 9 Nov. 2013.

Taylor, Ben. Personal Interview. 24 Nov. 2013.

“The Journey of Sports Participation: 2012 Grassroots Sports Participation in America Study.” Sport & Fitness Industry Association. 2012. Web. 26 Sep. 2013.

Trapasso, Clare. “Queens leaders want Citi Bikes to pedal into borough.” Daily News. NY Daily News, 14 Jun. 2013. Web. 1 Dec. 2013.

Wasserman, Todd. “Hotels.com Tries Gym, Airplane TV Buy.” Adweek. Adweek, 22 Jan. 2009. Web. 29 Nov. 2013.

“What is Zogsports all About?” Zogsports. n.d. Web. 26 Sep. 2013.

“Who We Are.” Sport & Social Industry Association. n.d. Web. 28. Sep. 2013.

Young, Patricia. Personal Interview. 15 Nov. 2013.

Zogsports. Zogsports. n.d. Web. 26 Sep. 2013.

Zellman, Jody. Personal Interview. 25 Apr. 2013.

Zellman, Jody. Personal Interview. 11 Sep. 2013.

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“Upcoming Events.” Why Leave Astoria. Why Leave Astoria, n.d. Web. 25 Nov, 2013.

APPENDIX B: Interviews with Zogsports Staff

Curhan, Drew, League Manager, October 4, 2013.

Gorbaty, Ali, Director of Marketing, November 21, 2013.

Herzog, Robert, CEO & Founder, September 18, 2013

Zellman, Jody, the Voice of Zog, April 25 and September 11, 2013.

APPENDIX C: Player Interviews

Blitzer, Dan, Manhattan resident who plays Zogsports Manhattan indoor soccer, outdoor soccer and dodgeball, October 26, 2013.

Craycraft, Ran, former Astoria resident who played Manhattan volleyball and Astoria dodgeball, November 19, 2013.

Ford, Marshall, Manhattan resident who plays Zogsports indoor soccer and basketball, September 29, 2013.

Gallagher, Candice, Brooklyn resident who plays Zogsports Brooklyn outdoor soccer, Manhattan indoor soccer, touch football, and basketball, November 15, 2013.

Groznik, Brad, Astoria resident who plays Zogsports Queens football and softball, November 12, 2013.

Lansari, Omar, Manhattan resident who plays Zogsports Manhattan indoor soccer and basketball, October 17, 2013.

Leathers, Morgan, Queens resident who plays Zogsports Manhattan indoor soccer and basketball, October 17, 2013.

Ma, Kevin, Manhattan resident who plays Zogsports Manhattan touch football, indoor and outdoor soccer, November 21, 2013.

Pierce, Steven, Queens resident who plays Zogsports Long Island City touch football, October 23, 2013.

Prado, Adam, Queens resident who plays Zogsports Manhattan indoor soccer and basketball, October 17, 2013.

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Rothbein, Ilana, Manhattan resident who plays Zogsports Manhattan indoor soccer, September 29, 2013.

Tabor, Scott, Queens resident who plays Zogsports Manhattan touch football, November 9, 2013

Taylor, Ben, Queens resident who plays Queens dodgeball, November 24, 2013.

Young, Patricia, Manhattan resident who plays Zogsports Manhattan indoor and outdoor soccer, November 15, 2013.

Focus GroupLong Island City touch football, LIC Bar happy hour, November 9, 2013. Focus group with players on Uncle Rico and Sexual Jumanji, including:

Rob Bellsey Laura Chopa James French Ryan Hampton David Hernandez Lauren Portay Kate Salut Michael Sargent

Player observations and Interviews

Zogsports Manhattan indoor soccer players at Julia Richman High School, September 29, 2013.

Zogsports Manhattan kickball players at Riverbank State Park, October 1, 2013.

Zogsports Brooklyn touch football players at Brooklyn Tech, November 10, 2013.

Zogsports Brooklyn kickball players at McLaughlin Park, November 10, 2013.

APPENDIX D: Queens Residents Interviews

Aditya, Eric, Astoria resident, November 14, 2013

Berson, Hannah, Astoria resident, age 30, October 26, 2013.

Cale, Alex, Manhattan resident, age 27, November 12, 2013.

Carey, Eddie, Woodside resident, age 39, November 11, 2013.

Cooney, Tara, Manhattan resident, age 29, October 30, 2013.

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Douglas, Rebecca, Manhattan resident, age 25, November 14, 2013.

Elsayed, Kharamanah, Astoria resident and Astoria Writers Meetup organizer, November 9, 2013.

Gavrilis, Foula, Astoria resident, age 38, November 13, 2013.

Haertel, Robyn, Astoria resident, age 29, October 22, 2013.

Houghton, Colin, Astoria resident, age 30, November 12, 2013.

Lamb, Eliza, Astoria resident, age 30, November 11, 2013.

Leiher, Edina, Astoria resident and Astoria Newbies Meetup group organizer, October 28, 2013.

LeNoach, Michelle, Astoria resident, age 40, November 15, 2013.

Meyerson, Jesse, former Astoria resident, age 29, November 14, 2013.

Miller, Michael, Long Island City resident, age 33, November 11, 2013.

Monosson, Steve, Long Island City resident, age 45, November 8, 2013.

Netzer, Alexander, Astoria resident, age 26, November 11, 2013.

Orr, Sean, Astoria resident, age 29, November 10, 2013.

Paladino, James, Astoria resident, age 24, November 15, 2013.

Radner, Jay, Woodside resident and Woodside-Sunnyside Runners Meetup group organizer, November 8, 2013.

Rogers, Maria, Astoria resident, age 30, November 15, 2013.

Zavala, Lucas, Astoria resident, age 30, October 21, 2013.

APPENDIX E: Experts & Competitor Interviews

Beggs, Brent, professor and program director, School of Kinesiology and Recreation, Illinois State University, October 21, 2013.

Gierson, Scott, organizer of NYC Volleyball Meetup group, October 17, 2013.

Jansen, Joe, organizer of Prospect Park Disc Meetup group, October 17, 2013.

Kleinberg, Andrew, Long Island City resident and LIC Talk blogger, November 1, 2013.

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Sheehan, Kathy, Senior Vice President, GfK, November 14, 2013.

Shaw, Cullen, founder of Ultimate Rec, October 9, 2013.

Trusty, Nick, founder of Become a New Yorker website, November 19, 2013.

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