Ad Copy Campaign Binder

8/1/2019 Ad Copy Campaign Binder

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WNBA Advertising Campaign

Completed by: Amanda Ferrise

4/29/11



TABLE OF CONTENTS

1. Executive Summary

2. Situation Analysisa. Product Information

b. Consumer Information

c. Competitive Information

d. Summary of Current Marketing Situation

3. Marketing and Communication Goals

4. Creative Strategy

5. Creative Executions

a. Direct Mail

b. Newspaper

c. Magazine

d. Television

e. Radio

f. Out-of-home

g. Internet

h. Promotion

i. Special Event

6. Media Schedule

7. Campaign Evaluation Plan



Executive Summary:

The WNBA as of 2009 is in their 13 season. They are the longest running professional women’s

sports league in the United States. They have over 25 million fans and they have the ability to

leverage WNBA/NBA assets.

The Mission of the WNBA is To lead- To inspire- To create. The WNBA has many brand values

and they are authenticity, passion for life, achievement, dedication, integrity, teamwork,and community involvement. They have a great slogan, which is “Expect Great.” I feel that

it is a great slogan it only needs to be utilized more affectively and expresses more often.

Situation Analysis:

As of right now the WNBA is floating steady. They are not doing horribly but there is always

room for some improvement when it comes to their marketing and advertising situation. The

WNBA is in the position of not being memorable or not worthwhile. Yes, they do have a largeconsumer base, but it basically only consists of women. Over 60% of the WNBA fan base is

women. They need to reach out to men and draw them into the WNBA greatness.

When it comes to the WNBA and competition, it is obviously the NBA. The NBA as more

advantages with the season time and the large advertising campaigns that they are

involved in. The WNBA season begins in June and there is no way to change that so I feel

that there needs to be a way to bring the NBA and the WNBA together when it comes to

social events and outdoor activities.

The current marketing situation is that the WNBA offers one of the most extensive arrays ofmarketing platforms. Their approach right now is to leverage different elements to create

unique, customized and results oriented programs for their partners. For example, Media

(Broadcast, Digital, Radio), Marketing (In-arena, Retail Programs, Consumer Products), and

Community Relations (Breast Health Awareness, Read to Achieve, Jr. NBA/Jr. WNBA.)

Marketing and Communication Goals:

When it comes to the marketing and communication goals, I will want to make sure that thead campaign portrays a good message and is presented clearly to the main audience. The

communication will be key to getting the message across and allowing the public to take all

the new ads in. Hopefully with these steps the marketing and communication goals will be

easily understood and the public will love the new ad campaign.



Creative Strategy:

• Top of mind awareness

• Call to Action

• Target Men

• Create a strong long-term relationship with the NBA

• Create NEW and exciting Advertisements

• Create a “Basketball is Basketball” Campaign

Creative Executions:

Direct Mail-

FRONT

Dear WNBA Fan,

Through WNBA Cares, the WNBA is deeply devoted to creating programs that progress

the value of life for all people, with a special emphasis on promoting a healthy lifestyle and

positive body image, breast health awareness, youth and family development, and

education. The WNBA is deeply committed to WNBA CARES programs that improve the

quality of life for all people. As we look forward to the 14th season of the WNBA, the league

and its players continue to be recognized for their commitment to the community.

WNBA teams maintain a range of creative programs geared to give back to their

communities. Whether it's engaging youth in various Read to Achieve incentive platforms or

fun fitness programs, coordinating environmentally friendly projects, or providing memorable

in-arena experiences to deserving local heroes, WNBA teams actively participate in local

community outreach. Through partnerships with various community and non-profit

organizations, teams capitalize on their ability to highlight different issues and help a diverse

array of people.

Millions of dollars and time have been donated to this great cause, and you have the

chance to be a part of the WNBA Cares family.



BACK

Name __________________________

Address _________________________

City, State, Zip _____________________

Phone ______________ Email ___________________

If you would love to be a part of the WNBA Cares family please donate today

by filling out your information and writing out a check for any amount of money

that you would like to donate, or visit the WNBA Cares website by going to

www.wnba.com/cares today!



Newspaper Ad-

Greatness begins June 3rd

WNBA.COM/TICKETS

BUY NOW



Magazine Ad-

WNBA.COM/TICKETS BUY NOW!!



Television Ad-

WNBA New 30-Second TV Ad during NBA All-Star Game

The WNBA will make known of the new 30-second TV spot as a part of the "Basketball is Basketball" campaign

during TNT's coverage of the NBA All-Star Game this year. The ad features action footage of NBA and WNBA

players, with on-screen voice work from Sue Bird, Dwight Howard and Kevin Durant. WNBA players featured

include Bird, Tamika Catching’s, Becky Hammon, Candace Parker, Cappie Pondexter and Katie Douglas.

Sports announcer 1: “You’ve gotta love this”

(action footage)

Sports announcer 2: “Here we go baby”

(action footage)

Sports announcer 1: “What a pass,” “tosses it up and banks it in”

(action footage)

Sports announcer 2: “That was awesome,” “fade away all the way”

(action footage)

Sports announcer 1: “What a shot,” “ Lets it fly and she hits it”

(action footage)

NBA Player Dwight Howard: Basketball…

(action footage)

NBA Player Candace Parker: is Basketball…

(action footage)

WNBA Player Sue Bird: Expect Great!

Next: Then this photo will come up on the screen and then the commercial ends!!!

Season Tips off June 3rd

WNBA.COM/TICKETS

http://www.wnba.com/video/wnba/2011/02/17/20110217wnbabasketballmov-1561441

http://www.wnba.com/video/wnba/2011/02/17/20110217wnbabasketballmov-1561441



Radio Ad-

Basketball Dribbling and shooting sounds

(10 seconds of a mixture of both sounds)

Basketballs going through the hoop sounds

• WNBA player 1: “expect great”

(Dribbling sounds)


(Shooting sounds)


The Basketball sounds are still in the background

• Female announcer: The WNBA journey starts June 3rd, join us for an intense competitive

experience of a lifetime.



Out-of-Home Ad-

The greatness begins

June 3rd

WNBA



Internet Ad-



Promotions-

Go to WNBA.comNOW

and enter to win aWNBA jersey from your favorite team.

Go to the WNBAFacebook page today

and enter to “WIN

TICKETS” to any of

your favorite WNBAteam game.



Special Event:

Dribble to stop Breast Cancer

October 21st

2011 United Center, Chicago IL

NBA and WNBA players will have dribbling contest to raise money for Susan G.

Komen for the Cure

ESPN, ABC, NBA TV

http://cms.komen.org/komen/index.htm






Media Schedule:

This schedule will be within the months of January through November.

Jan Feb Mar Apr May June July Aug Sept NBillboard Billboard Billboard Billboard Billboard Billboard

Radio Radio Radio Radio Radio Radio Radio Radio Radio R

TV TV TV TV TV

Magazine

Promotions

Newspaper

Direct Mail

Campaign Evaluation Plan:

For the evaluation plan, I believe that this creative strategy for this ad campaign will do the

WNBA some great good. To evaluate this ad campaign I will produce surveys and focus

groups to look at how successful the ad campaign does. With everything that was creating

for this ad campaign, I feel that it will allow people to be more aware of the WNBA and want

to get them more involved with the organization. I feel that this ad campaign will do justthat. With the surveys and focus groups I will be able to know if this ad campaign worked for

the public or not. The WNBA is truly a great organization that needs not to be overlooked.

This campaign with hopefully rise the WNBA up from the dirt and bloom brightly for the public

to see.

Documents

Ad Copy Campaign Binder