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RAM P UP Your Tailgate

RAM P UP Your Tailgate. A Marketing Communication Plan for the St. Louis Rams. The Problem. Poor Attendance 31 st in attendance in 2011 Only sold out 86.3 percent of stadium Average just over 56,000 Unimpressive Game Day Atmosphere

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RAM P UP Your Tailgate

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  1. RAMP UPYour Tailgate A Marketing Communication Plan for the St. Louis Rams

  2. The Problem • Poor Attendance • 31st in attendance in 2011 • Only sold out 86.3 percent of stadium • Average just over 56,000 • Unimpressive Game Day Atmosphere • 116 out of 120 pro-teams in game day experience according to ESPN

  3. SWOT Analysis • Strengths • Rich Owner • New Leadership • Young Talent • Draft Picks • Optimism • Opportunities • Ride Wave of Other STL Teams • Target Younger Fans • International Fans • More TV Coverage • Weaknesses • Losing Team • Outdated Facilities • Short History in STL • Weak Tailgating • Low Attendance • Small Market • Threats • Moving to LA • Other STL Sport Teams

  4. St. Louis Rams Promotional Strategy

  5. Objective • Increase attendance by 5 percent for 2013-14 season • Go from selling out 86.3 percent of stadium to around 91 percent

  6. Target Market • 25-40 year old couples with small children • Active • Casual Sports Fans • Upper Middle Class • Social Media Users

  7. Tailgating • St. Louis scores low in tailgating experience • Teams that score high also have better attendance • Texans and Bills examples of success

  8. Solution: Ram Range • Family-friendly tailgate zone • Games • Food • Raffles

  9. iBook: Tailgating Tutorial

  10. Cook Book • Pinterest is 3rd most popular social media site • Recipe submissions via Pinterest, contest for best RAMP Up Your Tailgate dishes

  11. Social Media • Facebook is pretty strong • Twitter is not so much • Fan of the week • Little Ram of the Day • Pinterest

  12. Media Plan • “Ramp Up Your Tailgate” Cookbook • Social Media • Suburban Journals

  13. Media Plan • Ram Range (Paid) • Print (St. Louis Post-Dispatch) • Radio • Television • Out-of-Home • Ram Range (Unpaid) • Social Media • Online • Unpaid Publicity • Talk Show Appearances

  14. Ram Range Budget •Paid Media: $132,000 • Post-Dispatch: $50,000 • Radio Ads: $25,000 • Television Ads: $50,000 • Bus Stop Ads/App Creation: $7,000 • Unpaid Media (man hours): $10,000 • Miscellaneous: $8,000

  15. Cookbook Budget •Paid Media: $20,000 • Suburban Journals: $20,000 • Unpaid Media (man hours): $10,000 • Facebook/Pinterest Promotions

  16. Questions?

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