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Section I – Executive Summary
The diverse South Florida population is football crazed as the Miami Dolphins
continue to dominate the sports landscape in the area. The Dolphins, founded in 1966 have
put out a product that offers all types of fun for those attending their home games. New
ownership, led by Stephen Ross, has put a large investment in the team and wants to
continue to cater to the community around the area. After recent struggles on the field, the
season ticket holder number is disappearing as fans are frustrated. Our goal was to keep
these fans on board and show through the good or bad times, that the Dolphins appreciate
their fans and want to reward them for being a great customer.
Our group combined various methods of research to help conduct a potential fan
rewards program for the Miami Dolphins. Much of our background knowledge came from a
personal meeting we had with Senior Marketing Director of the Miami Dolphins, George
Torres and the Marketing Manager, Daniel Cibran. What we pre-planned from our meeting
with the executives was a potential fan rewards card that would be given to all season
ticket holders and also be available through an application for single game ticket buyers.
This card would act as a game ticket that would be swiped at the gate of entry to the
stadium and would also be swiped while buying Miami Dolphins merchandise and
concessions to accumulate points for the holder. With a one dollar to one point ratio, points
would be collected and then redeemed for rewards such as exclusive Miami Dolphins team
events and merchandise. We believe this will keep the fans and add new ones adding both a
profit for the team and great satisfaction for their customers.
1
Section II - Introduction
A. Description of Business
In 1966, the American Football League was flourishing and commissioner Joe Foss wanted
to expand. He saw a good opportunity with the growing South Florida market for a potential
professional football franchise. Joe Robbie, a real estate mogul, along with TV star Danny
Thomas became the owners of the 9th American Football League (AFL) team. After a fan
contest, the name Dolphins was chosen to represent the first professional sports franchise in
Florida. In 1970, the American Football League and the National Football League had a merger
combining the teams in both leagues, thus placing the Miami Dolphins in the league they are in
today. Throughout their history, the Dolphins have remained the most prominent and well known
professional team in the South Florida area. Originally playing in the Orange Bowl, the Dolphins
moved to what is now known as Sun Life Stadium in Miami Gardens in 1987. This solidified the
Dolphins as a franchise, giving them their own stadium to call home. Fans flock to the stadium
every Sunday during football season to catch the thrills of Dolphins football. They continue to
have a loyal fan base that supports the team; including the
Undefeated 1972 season to the 1-15 2007 season.
The guest experience is why fans will return to the
stadium, and the Miami Dolphins recognize that. The Dolphins public relations department
branches off into a fan services group. The fan services group is in charge of treating the fans
like they would like to be treated, on a comfortable and personal level. They will do so much as
to personally deliver gifts to fans seats on their birthdays and make phone calls to fans homes to
see why they were not at a game.
2
B. Description of Community
Sun Life Stadium is located in the heart of Miami Gardens, which is in the northern part of
Miami-Dade County. South Florida is a tri-county area; these counties include Miami-Dade,
Broward, and Palm Beach, which is where the majority of the fan base for the Miami Dolphins
resides. All three counties are located on the southeast coast of Florida and are the most
populous in the state with a total of about 5.2 million people. The racial make-up of the tri-
county area is approximately 29% Caucasian, 20.3%
African American, and 51.7% Latino and Hispanic. The
location of the stadium is ideal to the majority of the Miami
Dolphin fans because it is central to Broward County and
Palm Beach County, and it is located in Dade County. The stadium is accessible to major
highways in the area, and many well-known hotels are located nearby for anyone who may live
farther away. The unemployment rate in South Florida is at its highest since 1975 with a percent
of 13.7 and the average income of $43,091. This affects how people spend their money and
translates to the attendance of Miami Dolphins football games. These demographic and
geographic factors help determine what the target market is for the organization.
C. Target Market
3
The Dolphins have a very broad target market, all of South Florida. They work to bring in
South Floridians to Sun Life Stadium that range anywhere from being die hard NFL fans, to
people who have never seen a game of football in their life. George Torres said, “Although the
team is called the ‘Miami’ Dolphins, we are really the ‘South Florida’ Dolphins”. The Dolphins
do their best to encourage people of all ages, ethnicities, interests, and incomes to come to Miami
Gardens and cheer on the team.
The Miami Dolphins target specific areas to sell different ticket plans, based on where a
person lives. New technology has characterized the search for who would buy tickets and where
those tickets would be located. For example, the Miami Dolphins would not advertise their club
level seating to a single-parent, low-income household because club level tickets are the most
expensive. The marketing department has software that characterizes potential ticket buyers by
demographic factors such as location, income, ethnicity, etc. They try to sell and appeal to all of
the South Florida market. Due to the large out of town fan base, they also try to attract fans not
living in the area to come to Sun Life Stadium and enjoy their favorite team. This also increases
profit in merchandise sales. Many South Floridians are native to New England and the New
York/New Jersey area. Both of these areas have teams in the same division as the Dolphins, and
attract large opposing team fan bases at the Dolphins home games. Overall, with a melting pot of
cultures in the area, the Dolphins try and stay relevant to each culture
through promotions like Hispanic Heritage Day and others. They must
stay relevant to all peoples to sell tickets and merchandise. We did a
SWOT analysis found in the appendix (30).
Section III – Research Methods Used in the Study
4
Our business research team wanted to combine various research methods in order to
propose a plan to the Miami Dolphins. To start off, we met with George Torres, the Senior
Marketing and Communications Director of the Miami Dolphins. Our group visited his office in
Sun Life Stadium to interview him and his business partner Daniel Cibran about
how the marketing department works. Here we developed questions to ask them
in order to gain background knowledge for the task at hand. Our findings with Mr.
Torres and Mr. Cibran helped us organize our information and prepare ideas for a
potential new customer loyalty program. They also helped us develop our survey.
First, we wanted to find out how loyal each individual fan taking the survey was.
This way, we could disregard any invalid information. Next, we wanted to find out about the
survey takers experiences of being a Dolphin fan. Our group discussed a potential customer
loyalty plan that was briefly introduced in our survey to see how fans would respond to the idea.
Lastly, the Dolphins marketing team helped us with the demographic part of the survey. Here,
we acquired background information of the survey taker in a respectable manner.
Along with interviewing the Miami Dolphins front office workers, we looked at the
survey ESPN gives each year ranking all 122 franchises of the four major professional sport
leagues in North America (NFL, MLB, NHL, NBA). We analyzed
the data given by ESPN to see what areas the Miami Dolphins
needed improvement in for a higher ranking.
To start from the bottom to the top of our research, the group
decided to answer the simple questions “when, where, and how?”
5
We administered this survey during Week 10 of the NFL season in mid-November. Our survey
was issued online through Twitter and Facebook to Miami Dolphins fan. In addition to posting
online, we handed out our surveys during the Dolphins Week 12 match up against the Oakland
Raiders at Sun Life Stadium.
To begin our marketing research, our group met with Ron
Teblum of the Mars Marketing Research Company in South
Florida. With the help of Mr. Teblum and Mars Research, we
learned how to conduct a reliable and accurate survey
administer. Mars taught our group a variety of research
methods, the most popular being the survey method. In order
to conduct our survey, we learned facts to ensure validity,
including:
Limiting the number of responses
Pre-testing the survey with friends and family for any possible changes
Disregard any responses by team employees to ensure little bias
Settling with a sample size of approximately 100 people
Limiting the amount of leading questions
6
We also analyzed the pros and cons of our groups survey opportunities.
Pros Cons
We get the answers we need to help ensure good market research
Potential bias in survey
Many different opinions, not just one group Miami Dolphins are among the worst NFL teams at the time of the survey
Discover potential target market Survey can possibly be taken by “speeders” (those who click randomly as their responses)
See the emotional and economic investment Dolphins fan posses
Demographic questions may be seen as a touchy subject to some
Introduce a potential business plan and receive future interest
Survey takers may answer the questions how they want the result to be, not what they actually are
As we also learned from Mars Research, social media and technology are seen as the
future of marketing research. To conduct a successful
survey, our group felt it necessary to post our survey
on the Miami Dolphins official Facebook, Twitter,
and Website accounts. This way, it will give an
opportunity for fans not only in South Florida, but all
over the world to voice their opinion on the matters at
hand.
The main objective of conducting this research is to get a feel for our potential business
plan, based off of the emotions and thoughts of Miami Dolphins fans. Based off of the results of
our research, our group will be able to analyze the data and implement the results into a future
7
fan loyalty plan for the Miami Dolphins. Below is our survey that we handed out at the game and
put online.
2011 Miami Dolphins Fan Survey (Issued 11/28/11 Online, 12/4/11 at Sun Life Stadium)
The following survey is for marketing research information only. Your responses will be completely confidential.
1. Are you a Miami Dolphins season ticket holder?
o Yes o No
2. For how many years have you been a season ticket holder?
o 0o 1-3o 4-6
o 7-9o 10+
3. How many home games have you attended this year? (Including pre-season)
o 0o 1-2o 3-4
o 5-6o 7-8o 9-10
4. On a scale of 1-5, how emotionally invested in the team are you? (5 being the highest)
o 1o 2o 3
o 4o 5
5. On a scale of 1-5, how economically invested in the team are you?
o 1o 2o 3
o 4o 5
6. On a scale 1-5, how would you rate the Miami Dolphins game day fan experience?
o 1o 2o 3
o 4o 5
8
7. On a scale 1-5, how would you rate the Miami Dolphins fan relations department?
o 1o 2o 3
o 4o 5
8. On a scale of 1-5, how would you rate the off-field experience of being a Miami Dolphins fan?
o 1o 2o 3
o 4o 5
9. As a fan do you feel satisfied with the Miami Dolphins fan loyalty programs?
o Yeso No
10. On a scale of 1-5, how likely would you apply (for free) for a customer rewards card that could be used as a ticket and accumulates points for visits to Miami Dolphins events as well as purchases of Dolphins merchandise? Fans will be rewarded for the amount of points that they have.
o 1o 2o 3
o 4o 5
Thank you for your input. We would also like to know a little bit about your background so we can interpret this information.
11. Are you or have you ever been an employee if the NFL or Miami Dolphins?
o Yes o No
9
12. Are you?….
o Male o Female
13. Please confirm your age. ….
o Under 18o 18-24o 25-29o 30-34o 35-39o 40-44
o 45-49o 50-54o 55-59o 60-64o 65-69o 70 or older
14. Which of the following best describes your education background?
o High School graduate
o Some college or technical school
o College Graduateo Post Graduate o None of the above
15. What is your total annual household income before taxes?
o Less than $25,000o $25,000 - $49,999o $50,000 - $74,999
o $75,000 - $99,999o $100,000 -
$149,999
16. Which of the following best describes your ethnicity?
o Asiano Black of African-
Americano Hispanico Whiteo Prefer not to
answer
10
Section IV – Findings and Conclusions of the Study
A. Findings
After putting our survey online as well as roaming the different areas of Sun Life
Stadium at the December 4, 2011 Dolphins game, we were able to tabulate good results
to help our group form a new customer loyalty program for the Miami Dolphins. The data
showed that the Dolphins had very passionate fans that stay through the thick and thin.
These fans were very emotionally as well as economically invested in the team. The fans
generally enjoy the fan experience, but they see an instability in leadership of the
organization. The customer loyalty had very mixed results as some fans enjoyed the
programs and the fan relation department, as others
had big concerns or did not know about them in
general. Fans still take pride in the Dolphins despite
their recent losing seasons. We went to different
seating areas and tailgate stations to see how the
fans see the team as well as the customer loyalty programs. The fans in the more
expensive seats rated the customer loyalty and fan relations department higher than those
in the less expensive seats. This may be because they may receive more perks from the
fan relations department if they are season ticket holders. However, the fans in the upper,
less expensive seats were generally more passionate and loyal to the team.
B. Conclusions
We saw a general acceptance and liking to our customer loyalty program. Most
fans rated it a five out of five, showing that they’d be very likely to apply for the
program.
Our findings (by percentage) ended up revealing the following feedback on a 1-5
scale for our proposed plan, with 5 being the highest rating given:
This gives fans a new incentive to re-up on their season ticket plans and spend
more money on the Miami Dolphins name. The high rating showed us that this plan can
work if incentives are given and can meet the fans wants and needs. This reward program
would keep fans loyal to the Miami Dolphins as they now would have a reason to spend
more money on the team as they can earn rewards. We felt confident that our research
findings would well reflect our business plan proposal because we would combine the
factors of the money being spent from lower-level ticket buyers as well as the passion
and commitment from the upper-level ticket buyers. Our main concern of the Dolphins
rewards card through the surveys seemed to be the ratio of money spent to reward points,
and about how many rewards points would be needed for certain events. The research
group worked together to analyze the data and propose the final fan loyalty program that
will be discussed in section five.
Section V – Proposed Strategic Plan
A. Goals and Plan Proposal
The goal of our customer loyalty is primarily to reward Dolphins fans for their
economic and emotional investment to the team while hoping that they will tell
their friends and family to do the same. This all comes during a season where the
Dolphins have fallen well below the .500 win percentage mark and fired their head coach
after only 4 seasons. In the long term, this rewards plan will keep fans happy and draw
even more ticket holders in as the team will build up and draw fans in for their future on-
field performance. Marketing research groups have shown that
word of mouth between friends and peers is a very effective way
to market their product, in this case the service of the Miami
Dolphins and the benefits of being a season ticket holder. Even
if they struggle we want stability in the plan and the fans to feel
rewarded for their patience, as well as earning something for
their patience. The customer loyalty program’s key in its success
is to give something back to the fans for their spending and
investing in the team.
The Dolphins customer relations department is all about keeping the fan happy.
They want their fans to have a great experience inside and outside the stadium. The
season ticket representatives want to know the people they represent on a first name basis
and want themselves to be known as so. They really show a lot of love to their current
customer by sending birthday and anniversary emails as well as other personal letters to
them. The fan relations department wants to know every problem or liking their fan has.
They even go as far as calling the fan if they were not in their seat for the game to see
why they didn’t attend. We wanted to showcase some
gifts and experiences offered to the fans.
The following is an email sent to fans
thanking them for their attendance to a recent home
game and offering a chance for feedback. This is a
very critical part of the Dolphins operations as they
need to know how to improve themselves from the
clients who are the most important part of any
buisiness. This also shows fans that their input is
important and that they do have a say in their
experiences. Also, it shows courtesy because they
personally show their appreciation for the customer
coming out to the game.
THANK YOUFOR ATTENDING THE DOLPHINS-BILLS GAME.PLEASE TELL US ABOUT YOURSTADIUM EXPERIENCE.
You've been randomly selected to participate in our Guest Satisfaction survey. Please take a few minutes to tell us about your stadium visit. Your feedback will help us improve your stadium experience in the future.
Simply click here to be directed to the survey.
We hope to see you for the Dolphins-Raiders game Sunday, December 4th at 1:00 PM.
The Dolphins value every non-season ticket holding fan as well. They go out of
their way to recognize out of town fans by hosting events and giving out rewards to the
dedicated fans that can’t make the games, but spend the money on merchandise. Current
season ticket holders get rewarded currently on longevity and how much they spend.
They earn chances to go on the field with a sideline pass, an opportunity to hold the
American flag during the National Anthem, invite to Dolphins events as well as early
access to buying tickets to concerts and shows at Sun Life Stadium. We want to keep up
these programs as this keeps the fans loyal.
The Dolphins also work with brands in the
area, like Publix, who has given away a gift to
each ticket account each year. The Dolphins
other programs include giving out Fan vision,
which is a small TV to every ticket holder, so
they can watch each game at the stadium as
they also watch the Dolphins play. Other
companies offer discounts on their products
and services for those that are season ticket holders. The game day experience is very
crucial to the success of the team. The Dolphins offer every person in the area something
to do at the game, with celebrities walking the orange carpet, to tailgating games to the
kids, to an in-stadium club for the adults.
We want to insert a new plan to keep the fan base loyal. Starting at the end of an
abysmal 2011 football campaign, our plan is to start the advertising for the new customer
rewards card. We want fans to stay and it will start with emails and calls after the season
to keep fans drawn in by introducing the card. This card will be used as a ticket for the
game and the more you spend on the team, the more reward points you will earn. This
will give the fans a satisfaction in the fact that they can now be rewarded regarded of the
teams performance of the team.
The whole reward system is based off of the one the Indianapolis Colts use. The
Colts, who have long been successful on the field as well as putting the teams in seats,
have one of the most loyal fan bases. This year, they are yet to win a game and may slip
into infamy as one of three winless teams in NFL history. However, the Colts still sell out
every game and fans pack Lucas Oil Field to watch their beloved Colts. That does not
happen in Miami and we even have a better team down here. A big success of keeping
the Colts fans interest is the rewards card. This is a huge part of our plan as we intend to
distribute these to season ticket holders to keep
them renewing their packages.
We will offer another card for non-
season ticket holders with fewer benefits to
draw in new season ticket holders who would
like to earn rewards. This idea has worked very well for airline companies with frequent
flyer miles. Another success has come in hotel chains that offer reward points for free
stays at their hotel chains. Credit card companies offer cash back reward programs and
the success of these programs has been largely attributed to the satisfaction and loyalty of
the customers.
Effective next season, our plan is to offer season ticket
holders the ability to apply for the card. Season ticket holders will
get an “Orange Card” which can be used as their tickets. When
entering a game, the fan would swipe it and automatically earn
points based off of how much they spent on that ticket. If they have
more than one ticket on the account, they can combine the points
on the cards they have (each seat equals one card) or earn points
separately. When buying merchandise at the team stores or online, they can swipe or type
in the card number to continue adding up points. This will also work towards the
concessions at Sun Life Stadium and at their training facility in
Davie. These Orange Card members can also swipe their card at
Sun Life Stadium events, as well as at Dolphins events in the
community. The events would have a set amount of points given,
for example, a visit to training camp would be 20 points. The
“Aqua Card” members would consist of non-season ticket
holders. Any fan can apply for this card and would get 1/2 of a
point for every dollar spent on tickets, merchandise and concessions. This would give an
added incentive for these card holders to become season ticket members and upgrade
their cards. Analyzing our results, the fans tended to like this program.
In our plan, for every $1 the fans spend, the fan earns 1 point. That can be
redeemed for prizes, discounts off of merchandise, Sun Life Stadium and Dolphins
events. This is based off the average season ticket price of $70.24. We tried to
proportion the rewards in ratios of 70 so that two average tickets bought would give
you 140 points and the minimal reward. If there are 10 games, the average season
ticket holder spends $700 a seat. Examples of these rewards are:
Free hot dog 140 points
Free soda: 140 points
Free popcorn: 140 points
Free bottomless soda: 210 points
$20 off team store: 280 points
25% off Sun Life Stadium event: 420 points
Free replica jersey of select players: 560 points
Autographed photo: 700 points
Free authentic jersey of select players: 980 points
Meet and greet with team: 1540 points
Autographed replica helmet: 1820 points
Dinner with the Dolphins: 2800 points
Our plan was split up in to two tiers, one being the orange level for season ticket
holders and the other being the aqua level for single game ticket buyers. One of the most
attractive features our plan has to offer is the variety of Dolphins fans it will appeal to as
well as the free and unrestricted application process.
To encourage word-of-mouth marketing through our card holders we will also
implement a 300 point reward to those holders who refer new fans to our program. This
way, fans will tell others about the program because it has a direct effect of themselves
and potential rewards they can earn while the Dolphins receive new potential fan loyalty
card holders.
One more additional plan that we wanted to give season ticket holders as an incentive
to stay is to reward the most economically invested
fans. The top ten fan accounts that accumulate the
most points will earn two free club level season
tickets. Of the 50,000 season tickets sold, the top ten
accounts will spend much more than the cost of two
club level season tickets. The Dolphins will more than
make up the tickets they’d give out. This would
encourage fans to mass spend, making a profit for the team. On the customer loyalty side,
the fans would be more than rewarded for their spending and the biggest fans would not
go unnoticed. The top 100 fans would receive a $100 Publix or Duffy’s gift card, two of
the Dolphins biggest sponsors. This shows brand loyalty as well as another incentive to
stay as a ticket holder or become one, as people would see the rewards.
To spread the idea of the rewards card, direct mail
will be issued to all season ticket holders with a pamphlet and application for
the program. Also, phone calls and e-mails will be made to the season ticket holders
showing the benefits of signing up for the rewards card. This way, all season ticket
holders will receive an equal chance of hearing about the new program without even
walking out of their homes.
To spread the idea of the rewards card for aqua level buyers, we will take a more
public approach. Advertisements and pamphlets about the new rewards program will be
fully visible and available at companies that partner with the Miami Dolphins, such as
Publix Supermarkets. Also, anyone who purchases single game Miami Dolphins tickets
online will automatically be registered in the Miami Dolphins marketing software and
will be sent information on the new
program.
In Sun Life Stadium our highly visible aqua and orange fan rewards pamphlets and
information packets will be available at the counter of every concession stands and team
store. Each packet will contain an application and pen, so this way fans can quickly fill
out the application and submit it in a drop box at the station in which it was received.
Advertisements and announcements about the program will also be constantly shown on
the HD jumbotron during TV timeouts.
Our plan will successfully achieve our group’s goals by rewarding the current fans, as
well as drawing new fans to the franchise. Rewards card holders will spread the word in
hopes of earning referral points, causing a new population of fans to invest in the Miami
Dolphins. The ideas of earning rewards will encourage fan spending on the Miami
Dolphins name, showing an increase in sales and a hefty return on investment.
B. Budget and Return on Investment
The costs of our plan:
Item Appoximate Cost Approximate Rewards Given Total Cost
Orange Card $.30 50,000 $150,000
Aqua Card $.30 2,000 $600
Hot Dog $.50 4,000 $2,000
Popcorn $.20 1,500 $300
Soda $.20 6,000 $12,000
Botomless Soda $.30 4,000 $1,200
Replica Jersey $5.00 1,500 $7,500
Autographed Photo $.50 1,000 $500
Authentic Jersey $15.00 750 $11,250
Autographed Replica Helmet $25.00 500 $12,500
Dinner with the Dolphins $50 per plate 250 $12,500
$20 off Team Store $0.00 2,000 $0
25% off Sun Life Stadium
Event
$0.00 1,500 $0
Dolphins Meet and Greet $0.00 1,000 $0
Advertising N/A N/A $5,000
Miscellaneous N/A N/A $5,000
Total Money Spent $214,550
The financial gains of our plan
Item Appx. Amount of Items
Redeemed
Points Redeemed per Item Total Earnings
Hot Dog 4,000 140 $560,000
Popcorn 1,500 140 $210,000
Soda 6,000 140 $840,000
Bottomless Soda 4,000 210 $840,000
$20 off Team Store 2,000 280 $560,000
25% off Sun Life Stadium
Event
1,500 420 $630,000
Replica Jersey 1,500 560 $840,000
Autographed Photo 1,000 700 $700,000
Authentic Jersey 750 980 $750,000
Meet & Greet 1,000 1,540 $1,540,000
Autographed Replica Helmet 500 1,820 $1,365,000
Dinner with the Dolphins 250 250 $700,000
Free Season Tickets to Top Ten
Accounts
10 50,000 $500,000
Total Earnings $10,020,000
Total Profit $9,805,450
The Dolphins added about 3,000 new season ticket holding seats in 2010-2011.
However, about 2,000 fans did not renew their season ticket plans. This totals about
1,000 more accounts than last year. With the new loyalty card program beginning, we
project about 4,000 new season ticket holding seats will be added, as they see the better
perks of becoming one. With people liking our plan, only 1,000 fans are projected not to
renew. That is 3,000 more seats sold than last year. That would triple the previous added
total. The plan also will gain plenty of profit in sales. With the projected totals, fans
would spend approximately $9,520,000 with their cards. The costs of the rewards given
out would be $214,550 to produce all of this. If the average one season ticket holding seat
costs $700, than in order to make up for the money lost in the program, only 154 season
ticket plans would have to be sold. With the projected 3,000 added seats, the team would
profit off of 2,846 seat accounts they’d add. That adds about $2,000,000 in profit to the
Dolphins. This is only spending on seats. Merchandise and concession sales would grow
as fans would want to spend more
money so they can earn the reward
points. This is essentially a win-win
for everyone. The Dolphins profit
largely and keep their customers loyal
with the new plan. The customer is
happy because they are treated well
and earn free rewards for spending on
something they love. The number one
thing for season ticket holders renewing is the on-field performance of the team. If the
Dolphins have struggled recently, fans will at least be rewarded off the field now. New
accounts will open as they see the perks in the system. Sales soaring for our client and
happy customers getting rewarded for general spending on the team equals a successful
customer loyalty plan. It will be a Touchdown!
Zach, Bobby, and Hayley wanted to give a special thank you to George Torres and
Daniel Cibran for helping us out with our project. We enjoyed helping them out with a
customer loyalty program and learned valuable lessons along the way. It was truly a
blessing to enlist the Dolphins, a passion of ours as our client in this project. We gained
so much insight into the marketing community and it is knowledge we will carry forever.
Also, we wanted to thank the loyal Miami Dolphin fans for their input in all of this. We
couldn’t have done it without their support! We wanted to leave this off by showing the
incredible view and experience Sun Life Stadium and the Miami Dolphins have to offer.
It is truly a one of a kind sporting experience!
Section VI- Bibliography
Haas, Patrick. "Ultimate Team Rankings - All Sports - SportsNation - ESPN." ESPN:
The Worldwide Leader In Sports. 12 June 2011. Web. 08 Dec. 2011.
<http://espn.go.com/sportsnation/teamrankings>.
"2011 NFL Football Attendance - National Football League - ESPN." ESPN: The
Worldwide Leader In Sports. ESPN, 04 Dec. 2011. Web. 08 Dec. 2011.
<http://espn.go.com/nfl/attendance>.
"Miami Dolphins | Partner Promotions." Official Website of the Miami Dolphins. Web.
08 Dec. 2011. <http://www.miamidolphins.com/finatics/promotions.html>.
"The Stadium :: Stadium Guide." Sun Life Stadium. Web. 08 Dec. 2011.
<http://www.sunlifestadium.com/content/stadiumguide.aspx>.
10/11/11 Interview with Daniel Cibran and George Torres at Sun Life Stadium
11/22/11 Surveys administered via surveymonkey.com to Miami Dolphins fans
12/04/11 Surveys administered at Dolphins vs Raiders game at Sun Life Stadium