COMM 303-01
Integrated Marketing Communication Plan
The Fargo Force
David Hanson, Jake Ferguson, Brandon Luehring, Mitchell Cottew
4/29/2015
A social media campaign centered around promoting our local junior hockey team with the hastag: #maytheforcebwithu
WordPress Site:
https://maythefargoforcebwithu.wordpress.com/
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Executive Summary - WordPress Link
Our client is the Fargo Force hockey team. We are attempting through various
advertising efforts to increase ticket sale of both season tickets and regular game day tickets.
We are also attempting to increase our fan base by appealing to untouched audiences and
retaining of current fans.
Our target audience is primarily males ages 46-60 as they were first introduced to Star
Wars, which is the theme of the campaign, and younger male’s ages 16-30 who for the past
fifteen years have been regularly exposed to Star Wars movies and video games. We are also
trying to tap into the comic, video gaming and movie buff audiences who identify with Star
Wars.
Our campaign is based off research that stems from both primary entities as well as
secondary. We are relying heavily on both as they incorporate information and goals of the top
managers of the Fargo Force along with survey information generated from the general public.
This campaign is needed because the directors of the Fargo Force want to give the team
a bigger name in the community rather than just a known team in the USHL Western
Conference. They also want to use more social media to their advantage.
The public relations strategy that we will implement will increase brand awareness
through multiple social media platforms. Also, with the organization of events and giveaways
we will give an experiential take away to fans.
Our campaign goals are to increase season ticket and regular game day ticket sales. As
well as expand the name of the Fargo Force on social media.
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Our creative strategy is to put a phrase in everyone’s head that they will remember. This
is #maytheforcebwithu which is a well known phrase from the Star Wars franchise and
something people will not easily forget.
Rationale of the Campaign - WordPress Link
The rationale of the campaign is to find a way to increase ticket sales, attendance,
revenue, participation and consumption of Fargo Force Hockey. To achieve these objectives we
will implement certain media strategies and advertising tactics. The campaign will be aided by
visual media and also by secondary and primary research. With the research we are trying to
figure out how many people attend games, and then use those results to figure out ways to
improve the sales of everything related to Fargo Force Hockey.
Situation Analysis - WordPress Link
When doing the secondary research for the Fargo Force, we found that they focus a lot
on commercials. Each game generally has a giveaway or a designated night, for an example
men’s night, or Frozen night. For this they will create a commercial to promote the night and
get the word out to fans since people generally watch a lot of T.V. The Fargo Force also has a
YouTube page and they post all of the commercials on there. Along with the commercials they
also post player spotlights, their intro video, commercials for season tickets and single game
tickets, a recruiting video, as well as some fun videos that the Fargo Force organization has
done like the Harlem Shake.
Another way that they promote themselves is through social media. The Fargo Force has
a twitter account. On this twitter account they will live tweet each game. They mention the
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end of the period stats, goals, and saves by the goalies. At the end of the games, they tweet
the final score, shots on goal, and saves by the goalie. Also on their twitter account they will
always tweet out if there is a viewing party for out of town games. The venue they host these
viewing parties at is Spicy Pie in West Fargo. During the game they will have drink and food
specials if you are wearing Force gear. The Force also Tweets if there is roster changes like
trades and if players have committed to play college hockey somewhere. They also use their
twitter page to promote nights like college night and many more.
Another social media sight that the Fargo Force use is Facebook. Their Facebook account
is almost identical to their twitter page. Although on Facebook they post a lot more pictures
with their posts. One thing that stuck out to us on their Facebook page is a link to apply for an
internship with the Fargo Force.
Aside from social media, the Force promotes themselves in another way as well. They
like to have their mascot, Kid Bobble, make appearances at events like birthday parties. This
gets the kids involved with the team and the kids fall in love with the mascot of the Fargo Force
and maybe make the kids want to go to more games to see the mascot again.
The approach we liked when researching the Fargo Force was how they get their players
and coaches involved in the community. Organizations can have players come out to events
and have the players talk to kids or whoever and educate them on different topics. One that
we noticed was some Force players went out to Freedom Elementary to talk to kids about work
ethic, teamwork, and setting goals. After their lesson, the players even took time to play floor
hockey with the kids.
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The Fargo Force uses many different approaches to gain fans and get the word out about
games. Community involvement seems to be very high on their list to get kids to buy into the
team and want to attend games. Social media is also another huge advertising tool for the
Force. We feel that Social media is the quickest and most effective way to get people to hear
about what you have to offer.
Competitive (SWOT) Analysis - WordPress Link
Fargo Force’s rate of wins has been higher than half, and is therefore in the top 50% of
its league. They hold a chance to improve their ranking, and the drama during the season will
attract new fans. Besides this, they are the only US hockey league team in North Dakota, and
the closest team for central Minnesota residents, as Minnesota does not have a team. Sports
teams fans are most commonly found near teams based closest to them, and can be an
incredibly strong force of community. They post on their Facebook page and twitter quite
frequently, showing that they keep up to date on their social media. They also have fairly
frequent community outreach programs, including a recent MDA disease muscle walk, as well
as interacting with community kids. However, their visibility in the Fargo area is fairly low.
There are very few visible ads in the Fargo area, let alone the rest of their surrounding areas.
They only have 9000 likes on Facebook and 6,000 on twitter, despite frequently posting. They
have a huge opportunity to take advantage of the lack of competing local hockey teams, and a
clean slate for their advertising. No visible threats are apparent to the team, either by other
teams or technology.
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Strengths
Exclusive to region
Strong Social media habits
Mascot
Weaknesses
Poor Social media following
Unknown outside immediate area
Mascot is really creepy
Summer off-season
Opportunities
Increase presence in MN
Create Visible ads
Radio Presence
Threats
Poor advertising trend
Popularity based on performance
Metric Sentiment Reach Feedback
Facebook page Positive 9160 0-1
Twitter Neutral 6093 1029
LinkedIn Positive 158 -
Instagram Neg 1017 -
Youtube Neutral 248,104 266
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Research Plan - WordPress Link
We researched ways to get season ticket holders, as well as how many people purchase
single game tickets, and how often. Also, we would like to get a grasp on how many people like
to purchase the Fargo Force’s party package.
The primary research consisted of sitting down with various members of the Fargo Force
box office. A member of the Force that provided us with attendance and revenue records was
Tim How who is the director of ticket sales. Another person who we spoke to in order to learn
more about the revenue of the Fargo Force was Whitney Baumgartner who is the Vice
President of Business Operations. The Force organization is sitting pretty well with their
finances, but after talking with these two we learned that they are really interested in selling
more tickets, and making the Fargo Force a bigger name in the community.
Our secondary research consisted of surveys. The surveys were meant to get an idea on
what type of people were attending the games. To conduct the surveys, we used a web based
approach called Survey Monkey. The survey was taken by a number of individuals who have
different gender, age, race, and also financial income. We wanted to know the age range and
gender of the people attending the games the most out of those traits, so that was a big
question on the survey. The results of that question were favored towards males in the age
range of 21-35. But also quite of few people made a comment in the comments section, saying
that their families also attend a lot of games for a bonding experience, so the results of the
survey do vary quite a bit.
Another question that we wanted to address on the survey was the use of social media.
We wanted to see how many people rely on the social media aspect to get game reminders, as
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well as special promotions. After analyzing the results of the survey question on social media,
we found out that a lot of people do use it, and we wanted to find a way to help the Force get
more followers on Twitter, and also get more friend request, “likes”, and shares on Facebook.
Our group would really like to get the Force more engaged in social media to help spread the
word about Force Hockey! So with that being said, our group has decided to revamp the Fargo
Force social media. We have added a more creative look to the Facebook page by adding
colorful, and memorable cover photos, as well as in game photos taken by professional
photographers. We hope this interest’s people into following the Force more closely. The other
part of social media we updated is the promotions. If you share, like, repost, retweet, a picture
with our created logo on it, your name will be entered into a drawing where you can win free
tickets, Force merchandise, over even get a chance to participate in an on ice intermission
activity during a game. Please refer to the appendix section for the social media examples.
Survey Results We conducted a survey on how many people go to force games, and whether they
purchase single game tickets, or are a season ticket holder. The survey was taken by 75 people
of different demographics. The results are below in an organized table based of age range,
gender, race, and annually income.
Age: Percent who attends a game weekly (of people
surveyed)
Percent who attends a game monthly(of people surveyed)
Percent who attends a game annually (of people
surveyed
15-18
21% 45% 100%
19-25
24 % 40% 100%
25- 32% 60% 75%
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40
40-60
15% 25% 60%
60+ 8% 16% 75%
After reviewing the results based on age, it seems that most individuals that are
attending the games are millennials. That may be because some games fall on Thursdays, so the
older generation may have to work the next day, as to where most college age kids have
Friday’s off from class. Based on the results it appears that we have quite a few hockey fans in
the area with a high percentage of people of all ages attending at least one Fargo Force game a
year.
Example questions from our survey. Please refer to the appendix section for the
complete survey.
How would you rate ticket prices?
High
Low
Average
Fair What social media mediums do you use most often, if any?
Youtube
All of the above
None of the above Does the social media of the Force interest you?
Yes
No
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Target Audience - WordPress Link
Primary audience – The Fargo Force receives most of their fans and audience
participants from the surrounding area. In terms of geographic area we will target
primarily in the Fargo/Moorhead area.
By using a Star Wars themed campaign we will mostly target and appeal to young
adults ages 16-30 as they are the future of attendants to the games. Also with the
resurgence of Star Wars over the past fifteen years, and the soon to be released Star
Wars Battlefront and Star Wars Episode VII, they will easily understand the theme of
the campaign. However, Star Wars was first released in 1977 so we will also target
males ages 46-60. The income target is quite broad as it encompasses both adults
entering retirement and those entering college.
Being that we are promoting ourselves through a science-fiction theme we are trying
to appeal to those that identify with the science-fiction lifestyle. Be it movie buffs,
video game enthusiasts or comic book fans.
Secondary audience – This audience is both found in the immediately surrounding area
and the conference area that the Fargo Force is a part of.
These audiences, who probably do not have brand or team loyalty, are vital to the
future of the fan base. This is young children ages 5-15 who would be accompanied
by a parent to the game. This in turn targets adults ages 31-45 who are the parents
of these ages of children. Targeted yearly income for a household of these age
groups would be in the range of $35,000-80,000.
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The psychographic target is people that are being more immersed in the science-
fiction media and production that is current today.
Campaign Goals - WordPress Link
As a USHL hockey team, the Fargo Force may not be known well throughout the state,
even expanding into western Minnesota. Our campaign goal for the Fargo Force was simple.
We want to broaden our fan base, and make Force hockey known throughout the state, and
into western Minnesota. After the Force made the USHL playoffs their first 5 seasons, these
last two seasons have been anything but playoffs. The Force has slowed down, and so have
season ticket demands. We also want to have a high demand for season tickets for the
upcoming 2015-16 season. It would make us extremely happy if we could increase season
ticket sales by 20% but if we can reach 10% we would be satisfied.
By running this campaign, we expect to gain more attention to non-hockey fans and
catch their eye with our billboard ads, magazine ads, and radio ads. Not only do we want to
increase season ticket sales, but also single game ticket sales. The way we do this is having
multiple ads run and promoting our single game promotions with giveaways, family nights,
men’s night, etc. By having a promotion each night, we get a different variety of fans out to the
rink.
With our slogan being “May the force be with you” we decided to integrate a Star Wars
night. With the new Star Wars movie coming out, we thought what better way to get Star Wars
fans out to the ice arena with our team name the force and the new movie coming out. This
night will not only get hockey fans out, but also some people that wouldn’t generally come out
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to Scheels Arena for a hockey game. Having these kinds of nights allows us to bring in new
people and introduce them to Force Hockey.
Creative Strategy - WordPress Link
Our slogan when spoken is “May the Force be with you”. However being that it is a
hashtag for social media the properly written slogan is #maytheforcebwithu.
This will be the phrase that puts a bug in someone’s ear that they can not forget.
We have multiple flyers that are located in the appendix. These will be posted around
many establishments in the Fargo/Moorhead area to expand team and event exposure.
Radio script:
“When the players take to the ice, don’t be caught on the Dark side. Fargo Force
season and regular game day tickets are on sale now. May the force be with
you.”
The billboard ad will serve a similar task as the flyers but will be viewed by everyone
that is on the Fargo/Moorhead interstate system. It is located in the appendix.
Our logo is a new design of the Fargo Force logo with a Star Wars feel. It is located in the
appendix.
Public Relations - WordPress Link
Goals: Releasing new media and advertising through a successful press release is the
first public relations task. Second, maintaining social media contact with fans is highest
priority for maintaining good ongoing public relations.
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Strategies: Continuing to implement community building events, and participating in
good-will fundraisers and awareness events. Maintaining commitment to social media,
while improving tactics for raising awareness of sites and participation on social media.
Targeting youth and young adults with continuing PR campaigns, concentrating on high
foot traffic venues like county and state fairs across North Dakota and Minnesota.
Tactics: Gimmick giveaways, flyers and tabloids, as well as billboards and ads create
awareness for continuing PR events. Hosting Press releases whenever a major event
with the team happens, including player hires or trades, major position changes in
ranking, or any problems with injury or other concerns with the team.
Social Media: Current trends include live updates during games, and updating during
major holidays, and any incidentals. They have an average amount of social media
following, almost reaching 10,000. Continuing this frequent and timely fashion, and
responding to any tweets and Facebook messages to maintain the image of interacting
with the fan base.
Media/Media Mix - WordPress Link
Paid Media
o In order to reach those that may not follow us on social media or even hockey in
general we must turn to other means that will get us this exposure. We have
created tabloids and flyers to post up around a majority of the establishments in
the Fargo/Moorhead area. As well as the tri-college system with many other
smaller campuses along with schools grades K-12. The Fargo/Moorhead area
features many sports venues and stores who would serve as outlets for the
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campaign buzz. We will also rely on a radio advertisement to reach those who
commonly listen to radio on their way to and from work as well as throughout
the day. A billboard advertisement will also look out over the intricate interstate
system that runs through Fargo/Moorhead. The billboard will reach to those
both of the immediate area as well as those passing through.
Owned Media
o Being that this is a social media campaign we will use our own social media
platforms to our advantage. Through the use of Facebook, Twitter, Goggle Plus,
Instagram, Snapchat, Youtube and many other media portals we will instantly
reach those who follow us on our media. We will also hold exclusive promotions
and game updates for only those who follow us on social media. This owned
media strategy will use a shotgun approach to reach as many fans and potential
fans as possible as well as instantly. By creating a buzz on our own sites the
strategy will blossom into earned media.
Earned Media
o Our primary tactic in garnering earned media is through our social media
slogan. This is the #maytheforcebwithu hashtag. This is an incredibly well
know phrase from the Star Wars franchise and it is not difficult to remember
whatsoever. This phrase should blow up across social media platforms and
the news. It will reach most everyone as it will tag along with the release of
the new Star Wars movie and video game. Through this process our earned
media strategy should be achieved.
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Budget
o Since this is a social media campaign our budget has the capability of being
quite low. The only real costs will come from the production of a radio
advertisement, billboard ad, flyers and the light saber themed plastic hockey
sticks that would be given away to fans at the games. Based on current radio
spot advertisements and billboard costs in prime locations of
Fargo/Moorhead our budget would hover around $7,500.
Campaign Timetable - WordPress Link The sport of hockey has two seasons, the off-season and regular season. We would like
to have our campaign running during both seasons. It is important to us that it runs during
both seasons so fans also buy tickets in the offseason.
During the off-season, we will run a variety of commercials promoting our season
tickets. Since one of our goals is to increase the demand for season tickets, we need to
hammer this on the head and hammer it into people’s heads that season tickets are on sale and
for a very affordable price. It is currently the off-season for the Fargo Force, and while doing
research; we found that the Force promotional team doesn’t promote their season tickets very
well during the off-season. None of us have seen a commercial for a very long time or social
media posts promoting season tickets. For us, this is a major problem that we would like to
correct right away.
During the regular season is also important to us. Not only do we want to promote
season tickets, but we also want to promote single game tickets. For our campaign we would
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have a variety of different promotional nights, and giveaway nights. By doing this we will gain
attention of fans and hopefully draw them to the game if we have a promo or giveaway that
they like. During the regular season we can also promote season tickets for the next season.
We can get fans reserving their seats early so they have more of a variety to choose where they
want to sit.
By running our campaign during the off-season and the regular season, we keep in
constant contact with our fans. If we lose contact with our fans during the off-season, they
could potentially forget about the Fargo Force and the season will sneak up on them and before
they know it, it’s too late to buy season tickets for that season. Constant contact with our fans
is very important to us during our campaign, and we look forward to having success doing it.
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Appendix WordPress site: https://maythefargoforcebwithu.wordpress.com/ Logo
Billboard
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Flyer 1
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Flyer 2
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Flyer 3
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Flyer 4
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Twitter: Sample Page
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Facebook: Sample Page
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Fargo Force Survey What is your gender?
Male
Female What is your race?
Caucasian
African-American
Hispanic
Indian
Other What is your annually income?
Below 20,000
20,000-35,000
36,000-40,000
41,000-55,000
56,000-70,000
70,000-90,000
90,000+ What is your age?
15-18
19-25
25-40
40-60
60+ Are you a Fargo Force season ticket holder?
Yes
No If not a season ticket holder, any interest to become one?
Yes
No How often do you attend Force games?
Every game
Once a week
3-4 times a month
One time a month
Never What do you like about Force hockey?
Atmosphere
Facility
The in game Presentations
Promotions
Competitive Nature
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Community Involvement
All of the above How would you rate ticket prices?
High
Low
Average
Fair What social media mediums do you use most often, if any?
Youtube
All of the above
None of the above Does the social media of the Force interest you?
Yes
No What types of promotions are you most interested in?
Free ticket giveaways
Merchandise discounts
Concession stand food vouchers
Free parking passes
All of the above
Thank you for participating in the Fargo Force’s survey to help us gain knowledge about our fan base, we appreciate your feedback, and will use it to better our organization to get more fans. May the force be with you!
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From left: Mitchell Cottew, David Hanson, Brandon Luehring, Jake Ferguson
