Sports MGT, Atlanta Falcons - Deliverables

Alex Ford-CartherJihan FrancoisNeil Grossman Ashley KahlerLynn PopielAdam Rutana

March 5, 2007

Agenda

• Purpose• Tiered Brand Extension Strategy• Tailgate Outreach • Draft Day Party• “Falcons Flyover” Art Installment• Conclusion • Questions & Answers

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Purpose

Create financial and social ROI through a tiered

brand extension strategy to:

• Strengthen allegiance and association

• Increase awareness

• Reduce apathy

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Allegiance Hierarchy

Allegiance

Association

Awareness

Apathy

AvidFalcons Fan

NFL Fan

Falcons Fan

Sports Fan/ Active Atlanta Resident

Not a Sports Fan / Indifferent Atlanta Resident

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Tiered Brand Extension Strategy

Objective Recommendation

Strengthen Allegiance & Association

Solidify role of current fans as members of the Falcons family

Tailgate Outreach ~ $175K• Develop Falcons loyalty card• Expand tailgate merchandise offering• Enhance website

Increase Awareness

Provide a Falcons event that is independent of wins and losses

Draft Day Party ~ $50-$140K• Provide player interaction/autographs• Connect stakeholders through brand

element interactions• Develop a non-game day experience

Reduce ApathyEstablish presence as the premier sports club in Atlanta and an integral member of our community

“Falcons Flyover” ~ $300-$900K• Install falcons statues across city • Generate multiple revenue streams

through sponsors, auction, and merchandise

• Create public excitement and interaction

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Tailgate Outreach

“Game Plan”• Establish tailgate-focused

activities– Street Team for outlying

tailgates– Tailgate recognition on

website, jumbo-tron, etc.

• Increase store traffic– Broaden merchandise

portfolio– Development of loyalty

card

Key Benefits• Targets the brand’s primary

ambassadors– History of spending money and

vocalizing/displaying commitment – Exhibit current demand for new items

and activities – Strong likelihood for word-of-mouth

promotion of new merchandise • Increases local revenue through

sponsored initiatives and merchandise sales

• Provides quantitative data to develop understanding of fan base

• Increases fan loyalty

Allegiance Association Awareness Apathy

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Program Initiatives

Initiative Elements

Redesigned Website • Create tailgate-focused web offerings (separate from fan club) - Tailgate directory to include location, cost & music - Tailgater Chat - Tailgate photo hosting w/ online photo sponsor

“Paint the Tailgate Red” • Deploy Street Team to outlying tailgates• Distribute sponsored freebies• Promote Falcons 365 through flyers and coupons

“M.V.T” – Most Valuable Tailgater

• Use Street Team to find the “best” tailgate each game• Provide recognition on jumbo-tron & website • Distribute free merchandise, sideline passes, and “Dome Dollars”

“Falcons Freebies” • Design loyalty card to resemble a grocery discount card• Allow customers to earn points for in-store & online purchases• Provide ability to track customer demographics

Tailgate Merchandise • Offer more merchandise on website and in-store• Increase number of big ticket items – BBQs, Tents, etc. • Potential $175K increase in revenue

Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Raiders RewardsMVG – Most Valuable Griller

Tailgate Zone Party Packs

11 Items$4.99 – 69.99

Chat 34 Items$2.99 – 249.99

Website MerchandisePromotions

36 Items$4.99 – 249.99

Vikings Street TeamOfficial Tailgate LotVikings LoungeVIP Tent

13 Items$9.99 – 159.99

Touring the TailgatesComcast Live

Club Directory, Chat,Video

Club Directory, Video,Radio, Fan Travel

Club Directory,Fan Action Foto

NFL Benchmarks


Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Draft Day Party

“Game Plan”• Host draft day event at Falcons’

Landing• Utilize local media outlets to

market the event• Leverage sponsors as way to

offset costs• Sell tickets to create buzz,

exclusivity, and revenue• Use players and cheerleaders to

create a more memorable experience

Key Benefits• Establishes a brand building

event independent of wins and losses

• Enhances deal points for corporate sponsors

• Leverages popularity of the draft as a way of increasing awareness and revenue

• Utilizes proprietary event management knowledge

• Creates touch-points for fans and sponsors


Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party


Initiative Elements

Interactive Fan Zone • Utilize standard Falcons’ Landing interactive set-up• Feature unique events such as a mini-combine, player/fan Madden

competition, etc.

Autograph Sessions • Employ “human capital” - Atlanta Falcons players - Atlanta Falcons cheerleaders - Georgia Force players

Sponsors’ Area • Provide locations for sponsor street teams, like Verizon and Delta• Supply space for food sponsors (Chick-Fil-A and Papa Johns)• Potential $30K increase in revenue

Media Area • Leverage multiple media outlets: - Television broadcast of the NFL Draft - Atlanta Falcons’ Radio Team live broadcast of draft analysis - WXIA Falcons’ Face-To-Face on location


Program Initiatives

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Category Attendance Admission Price Location Event Offerings

4,000 $20 Indoor Training Facility

• Interactive games• Live broadcast• Autograph Sessions

2,000 $25 Lambeau Field• Free door prizes• Autograph Sessions• Interactive Combine

2000 each Location

Free Dave and Busters• Autograph Sessions• Prize Giveaways• Live broadcast


NFL Benchmarks

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

“Game Plan”• Install ~100 falcons statues

across Atlanta from April – August 2008

– Kick-off at Draft Day Party– Closing auction and party

before first regular season home game

• Utilize local artists to design and paint statues

• Obtain statue sponsorships from local companies, organizations, and individuals

• Direct funds to Falcons Youth Foundation

Key Benefits• Offers a non-traditional media

campaign– Benefiting the Falcons, sponsors,

artists, Atlanta, etc.– Aligns with Brand Atlanta

campaign objectives• Leverages strength of Atlanta’s

arts community and civic pride• Generates multiple revenue

streams through sponsorships, auction, and merchandise opportunities

• Provides experiential touch-points for fans, sponsors, and the community


“Falcons Flyover” City Art Installment

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Initiative Elements

Sponsorship of Statues • Connect local artists to sponsoring companies, organizations, and individuals

• Establish revenue stream with a potential impact up to $750K• Recognize sponsors with plaque on statue

Statue Revealing at Draft Day • Coordinate with Draft Day Party at Falcons Landing• Unveil painted statues to public• Kick-off 4 month display period

Advertising & Publicity Materials • Create location maps, scavenger hunt guides, children’s story writing and/or coloring contests, etc.

• Drive fans to Falcons website for information and interactive games

Closing Party & Auction • Host major event to celebrate success of project and auction statues

• Potential auction sales up to $600K• Provide opportunity for sponsors and community to interact

Additional Merchandising Opportunities

• Create and sell merchandise including plush toys, calendars, coffee table book, holiday ornaments, etc.

• Utilize Falcons 365 stores and website to drive sales


Program Initiatives

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party


Government

Sponsors

External Involvement

Local Artists

Community

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Civic Art Comparables

“CowParade Atlanta” “The Town Turtles of Sandy Springs”

“Sea Cows for Kids”Jacksonville, FL

“We Let the Dawgs Out”

UGA

Year 2003 2005 2004-2005 2003

# of Statues 160 Cows 75 Turtles 43 Manatees 36 Dawgs

Financial Impact $250K - auction

$300K – auction$300K – sponsors $215K net proceeds

Permanent exhibit

Charities Benefited

American Cancer Society and TechBridge

Sandy Springs Society Otis Smith Kids Foundation

Local charities


Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Allegiance & Association

Awareness

Apathy

TAILGATE OUTREACH

DRAFT DAY PARTY

“FALCONS FLYOVER” ART INSTALLMENT

Achieved Tier Strategy

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Appendix

• Next Steps• Tailgate Outreach• Draft Day Party• “Falcons Flyover”

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Next Steps

Recommendation Next Steps

Tailgate Outreach • Solicit sponsors• Determine new merchandise sourcing • Design new web template• Develop resource implementation plan

Draft Day Party • Ensure approvals from GWCC for event• Conduct survey at current Draft Day event• Develop interactive element plans• Solicit sponsors

“Falcons Flyover” • Finalize statue design & manufacturing timeline• Secure city official approval• Solicit artists and sponsors• Plan key events (preview party and auction)• Develop long-range merchandise offerings

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Appendix – Tailgate Outreach

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

RISKS & CHALLENGES• Gaining customer buy-in• Creating exclusivity• Differentiation• Signing up multiple sponsors• Cost of loyalty cards• Risk of adding merchandise

MITIGATION TECHNIQUES• Tailgater can be targeted more easily

with advertisements• Tailgaters will talk about team

promotions with other fans• Sponsors may prefer new programs

over signage• Planning programs can be completed

by Emory students• Most of the game-day implementation

can be done by volunteers

Tailgate Outreach Risks & Challenges

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

• Falcons Benefit – Collect data (demographic, phone, email)– Increase purchase intent– Drive traffic to Falcons 365

• Customer Benefits– Receive regular discounts and promotions– Gain access to items exclusively for card holders– Receive email notification of offers, products

• Similar Cards– Kroger Plus, Dick’s ScoreCard, CVS Extra Care, Oakland

Raider Rewards

Loyalty Card Details

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

• Grill covers, aprons, pails, place settings, cups, and coolers

Current Merchandise

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Merchandise Not Available

• Grills, tables, chairs, BBQ tools, snack helmets, and tents

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Merchandise Sales Potential

Assumptions:

• Of the 70,000 fans in the Dome, we are assuming that 25% tailgate

• 10% of those fans are diehards and would spend money on Falcons Merchandise

• With prices ranging from $5.99 - $249.99, we assumed that a customer would spend an average of $100

Number of Tailgaters 17,500% That Will Purchase Tailgate Items 10%

# of Potential Buyers 1,750Average Purchase $100

Estimated Revenue $175,000

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Appendix – Draft Day Party

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

RISKS & CHALLENGES• Inclement Weather

• Poor ticket sales

• Demand for tickets is very high

• Desired sponsors do not buy in

MITIGATION TECHNIQUES• Pre-sell tickets

• Extend a wave of marketing that emphasizes player autographs for every ticket holder

• Leverage revenue from sponsors to increase event size

• Present opportunity to other sponsors

Risks & Challenges

Potential Profits

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Financial Projections

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

2007 Atlanta Falcons Draft Day Party at Falcons LandingApril 28th, 2007 11am- 5pm

CostsItem Est # $

Falcons Landing Set-Up-Comcast Party Zone including Stage 1 $23,000.00Large projection screen 1 $10,000.00Event Staff @ $8/hr 25 $1,400.00Falcons personnel- Event managers 5 $0.00Cheerleaders 8 $1,000.00Player Appearance 6 $0.00Master of Ceremonies 1 $1,000.00Merchandice Giveaways 10 $1,000.00Catering 1 $5,000.00

Security 12 $2,200.00Baracade 400' $2,000.00

Total Costs $46,600.00

Potential RevenueItem Est# $

Ticket sales 3000 $75,000.00Sponsorships-

Comcast Party Zone set-up $10,000.00Verizon Wireless $3,000.00

Ford $3,000.00Miller Lite $3,000.00

Coca-Cola $2,000.00Delta $2,000.00

Papa-Johns $1,000.00Chick-Fil-A $1,000.00

Georgia Power $1,000.00Sun Trust $1,000.00

Total Revenue $102,000.00

Total Profit $55,400.00

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Key Actions in Implementation

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Proposed Layout

Comcast Live

Autograph Tent

Radio Broadcast

Stage

FoodSponsor

Street Team Zones

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Sponsors to Leverage

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Appendix – “Falcons Flyover”

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

RISKS & CHALLENGES• Unclear charitable connection

– Youth Foundation’s fitness goals weakly aligned with arts-based project

– Possible community distrust

• Current Falcons sponsors may feel entitled to a statue

• Potential public opposition to art installment

• Vandalism/Theft

• City/Braves/Hawks/Thrashers objection to monopolization of city space

MITIGATION TECHNIQUES• Leverage youth/school

connections when finding artists and sponsors to drive connection

• Emphasize extended reach of arts installment beyond typical fan base

• Utilize multiple PR avenues and publicity to inform, mitigate, and manage

• Budget for insurance and repairs; ensure police and community monitoring

• Emphasize increased tourism

“Falcons Flyover” Risks & Challenges

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

“Falcons Flyover” Financial Projection

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

“Falcons Flyover” Financial Assumptions

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

“Flyover” Implementation Key Actions

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

“Falcons Flyover” Resource Planning

Action Resource

Develop Design Cowpainters.orgSavannah College of Art and Design

Solicit Artists Galleries, Art Schools, Local Newspapers

Develop sponsor book with art designs Participating Artists

Secure permits and approval City of Atlanta Bureau of Cultural Affairs; Office of Parks; Public Works; Zoning

Solicit Sponsors Current Sponsors and local businesses

Host Kick-Off Event Internal/ Sponsors

Generate Media Leads and Press Releases Media Outlets

Develop public resources eg. Website, maps, fliers Internal/ Potential Partnerships

Display Art for 3-5 Months City Space / City of Atlanta

Conduct Interactive Experiences Internal

Host closing auction and party Internal

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Art Installments Sample Web Offerings

Purpose

Tiered Strategy

Tailgate Outreach

Falcons Flyover

Conclusion

Q & A

Draft Day party

Gauging Success – Evaluation Metrics

• Survey members– Online– At games– At special events (Draft Day, Flyover Auction)

• Track redemption of special offers– In-store – Online

Career

Sports MGT, Atlanta Falcons - Deliverables