Nicole Hamburger, Nikki nguyen, Dallas Carnahan

Our communication strategy focuses on creating a strong relationship between the Eugene Generals and the teenage population. Because the hockey players are teenagers themselves, we feel that targeting an audience in the same age group will transition the hockey games into a form of social entertainment. We want to emulate the same social environment that draws teens to their high school football games to entice teens to come to a Generals game. Our hope is to make the Eugene Generals’ hockey games the next “cool” spot for teens to hang out at after school and on the weekends. Our strategy is brought to life with an eye catching rebrand and the help of promotional events supported by the use of trendy social media platforms targeted at both teens and their parents .

executive summary

Background InformationStrengths weaknesses

opportunities threats

• Supports local young athletes• Family friendly• Promotes healthy lifestyle• Introduced ‘new’ sport to the community• Local• Affordable tickets and food/drink• Entertaining• Wide audience range

• People’s perception that the rink is “far away”• Lack of hockey fans in Eugene• Not affiliated with a school• Convincing fans new to hockey that the sport is exciting to watch• Lack of presence in Eugene sporting event community

• Building relationships with fans close to players age• Show how a hockey game can be the new social outing for high-school students• Community Outreach• Rebrand makes them “cool” in the eyes of younger fans• Collaborate with Snapchat to stay connected with new fans

• Potentially car-less target mar-ket• Prices of tickets for unemployed high school students• Other events during the season

Direct Competition

HS Football HS basketball U of o sports

?primary research

70%of respon-dants were not aware of the Generals

In our survey...They told us..

$

Promo EventsGiveaways

andContests

are the most compel-ling reasons to attend a porting event

Priceof

!Admissionwas the least

Respondants sug-gested that

The Generals

@Become more in-

volved on High School

Campuses*And thatFacebookInstagram

andThe Team Website

were most useful for following teams

Secondary researchsnapchat

Launched Sept 2011

More than 100 million

monthly users

400 millions snaps sent per

day

1 billion Snapchat stories

per day

71% of Snapchat users are

under the age of 21

teens2/3 of their money is

from their parents

Trend focused

Influenced by social media

Appreciates freebies/give-

aways

Spendat least 8 hours in

school

Spending habits: 21% food, 21%

clothing, 8% technology

Instagram & Snapchat are

the most important social

media platforms to teens,

followed by Twitter and

Facebook

Ggenerals/hockeyMission statement: “Create

an environment that best

fosters the development of

junior level hockey players.”

Tier III A Hockey—gets

players ready for upper di-

visions

Facebook 1412 likes, 346

Twitter followers, 33

Instagram followers

Ring holds 2500 but has

never broken 1000

Target Audience

12-18 Years old

Active on Social Media

Interested in Sports

is a 12-18 year old local student. They are an avid sports fan who support their high school teams and the Oregon Ducks. They wear athletic clothing and use sporting events as both a means of enter-tainment and a social event. Our ideal consumer is a heavy user of social media like Twitter, Instagram, and Snapchat, and they have a moderate amount of disposable income that is supplemented by their parents.

Our Ideal Consumer...

OUR OBJECTIVESMARKETINGSell More Tickets

AdvertisingSpread AwarenessBe Engaging, Not Annoying

MediaExpand Social Media PlatformsUse Social Media as a Conversation between Team and FansCreate a Greater Presence on Social MediaAppeal to Teenagers

4

media mix1 2 3 5

Rebrand snapchat schools leadership radioRedesign team logos/uniforms including color scheme.

Refer to color psychology and athlete performance studies.

Print/sell merchandise with new branding.

Unique scavenger hunt using social media app, Snapchat

“Find your way to the generals.”

Prizes and incentives.

School produced news programs, flyers, bulletin announcements

Use players as a word of mouth advertising platform.

Use school leadership programs as a platform.

Incentivise interaction with the Generals with tickets/merchandise.

“In the car.”

Reach parents and kids via radio advertisement while driving to and from school.

visualIdentity

THE NEW:THE OLD:

ClassicStableFit Eugene?

ModernDynamicExciting

theuniform

What:

why:

Redisigned Generals uniforms both to be worn on the ice by the team and to be sold to the fans to show their support.

Designed to fit the team’s new visual identity. Eugene expects its teams to have a cutting edge look, new uniforms will create new excitement for the generals/create revenue

Media Schedulejan feb mar apr may jun jul aug sep oct nov dec

RADIO

SNAPCHAT

LEADERSHIP

REBRAND

Media BUDGET$1260

UNIFORMS$2000MERCHANDISE

$1800POSTERS

$15600RADIO SPOTS

$20660TOTAL

Media EvaluationThis media mix aims to increase the aware-ness of the prescence of the Eugene Generals amongst teens. Our efforts to turn the Gen-eral’s games into a social event will create a fan base of local Eugene teens. We will evalu-

ate the impact of our plan by monitering vari-ous social media platforms for an increase in impressions and mentions, recieving feedback from fans at the games and in the schools, and calculating a change in sales of of merchandise

and concessions.