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
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.