How The Clippers Can Communicate With Teens

Professor Pat West

Our Mission

Objective: Increase teenager attendance at Clippers

games Stimulate buzz among teens

Strategy: Identify thought leaders Understand the “laws of cool” Break the “communication code”

Situation Analysis: Company Columbus Clippers:

Fan Perceptions

Resources Available

Strengths & Weaknesses

Situation Analysis: Consumers Current & Potential Fans:

Demographics & Geographical Locations Psychographics

Entertainment motives, needs, & wants

Social networks How do they communicate with their friends in and

out of school?

Dynamics of group decision making How can the clippers get on the teen agenda?

Situation Analysis: Consumers Current & Potential Fans:

Time schedule When do they go out with friends?

Resources How much money do they have in their

entertainment budget?

Situation Analysis: Competition Teen Lifestyle & Activities:

Preferences Sports, Music, Food

Habitual activities

Situation Analysis: Collaborators Current:

Media (News coverage & Radio stations)

Potential:

Situation Analysis: Context

PEST Analysis: Political factors

Economic factors

Social factors

Technological factors

SWOT Analysis

Areas of strength, weakness

Potential opportunities and threats

Prioritize!!!

Understanding the Laws of Cool Teens look to “aspirational peers” to know

what is cool We want to identify who these people are and

find a way to connect with them Teens are particularly susceptible to

“herding behavior” If you can offer an incentive to attract the right

kind of people others will follow Teens need to feel like they will be in the

company of their peers

Social Networks

Information travels via social networks We need to understand how communication

travels through the networks How can the Clippers most effectively infiltrate

these networks to attract teens who would be most receptive to Clippers baseball?

Breaking the Communication Code

Where would teens be most likely to hear about the Clippers?

What message will they be most receptive to?

How do the dynamics of groups impact communication?

Assignment:

Review your “data” and being the process of idea generation