Austin L. Sym

12/4/18

Introduction and Background

• The Greensboro Swarm is the NBA G League affiliate of the Charlotte Hornets and is owned and operated by Hornets Sports & Entertainment.

• The Swarm began its inaugural season on November 12, 2016.

• The Swarm are 1-7 to start off of this year’s G-League season. • The Greensboro Swarm did not provide a mission statement

openly. • Promotes to families heavily along with promoting their

goodwill through their in game partnerships that donate to charities.

• Focused on family atmosphere while providing a competitive basketball experience

Competitors

• The Greensboro Grasshoppers in the later part of the season

• College Basketball Presence:• UNC- Greensboro

• Elon

• High Point

• NC A&T

• Greensboro College

• Guilford College

• Etc.

Customer Analysis• Demographics

• Families • Seniors• College Aged Individuals

• Psychographics• Charlotte Hornets Fans• Avid Basketball followers

• Product Usage • Family Packages

• Benefits• More deals on packages as well as values on food

• TARGET MARKET: FAMILIES

Goals and Strategies

• Create an accepting family atmosphere for families to have fun and enjoy high caliber competitive basketball.

• Increase attendance of families

• Building on community image

• The value proposition of this goal could be well worth into the $5-7 Million range.

• Generate awareness in the Triad of the experience of a Swarm game

• Increase attendance by promoting more events that would bring in more families and college aged individuals in the region

Tactic 1- Basketball Movie Night• Dress up as the characters from their

favorite basketball movies like Space Jam, Love and Basketball, Like Mike, and many more.• Competition premise where the best

costume wins a prize pack• Holding this promotion on a Friday

night or weekend game would be ideal.• Attract college aged individuals and

families to dress up and participate• To evaluate observe how many people

actually dressed up for the game.• Encourages Active participation from

the crowd

Tactic 2- Like Mike Night

• Los Angeles Knights Jerseys worn in game

• Viewing of Like Mike after the game

• Invite Bow Wow to the game

• Increase Attendance as well as active fan participation

• Great for attracting families along with individuals who remember and are fans of the movie

• To evaluate the promotion I would suggest the social media impact and responses from people on social media platforms

Tactic 3- Hive Night

• The idea of Hive Night is to raise money for local homeless shelters• Culmination of the community and the Swarm to look after the “Hive.”• All proceeds from on game will be donated.• A “Queen Bee” or woman whom exemplifies leadership and compassion in the

community will be awarded with a Swarm prize pack along with courtside seats for the rest of the year

• Increased community involvement and goodwill image• To evaluate look at the amount of donations generated