LA CLIPPERS

Peri Musser

KARYN CADY

Jeremy erni

Julia zanatta

Lauren Bryce

Alan Trejo

Table ofContents

Executive Summary (2)Situation Analysis (6)Strategy Statement (12)Ad Plan (14)Creative Executions (20)Media Plan (72)Sponsor Plan (82)

Purpose

campaign Objectives

Target market

EXecutivESummary

!e purpose of this campaign is to increase ticket sales and the fan base of the

LA Clippers. We propose a "ve-year campaign, complete with a strategic and

creative plan. It includes social media, sponsored jersey patches, and other

forms of traditional and non-traditional advertising linked by one big idea.

We plan to focus this presentation on the "rst year of the campaign, “Make

It.” It is important to think of it as a part of a multi-year plan. !e big idea

and strategy statement will remain the same, while the creative executions

will vary from year to year. !is presentation can serve as a template.

page 2

Our target market are young people and families in the LA area. !e campaign

will speak to the transient community, those who have recently entered or

are entering the LA scene. !ey believe that they can work hard to make their

own success. We acknowledge the Hispanic and foreign-born populations.

page 3

PurposeCampaignTarget MarketObjectives

First, unearth a new connection between NBA fans and the LA Clippers.

Second, create a stronger branded social media presence and interaction.

!ird, "nd the best brand to sponsor the team for the bene"t of both parties.

Finally, to increase ticket sales online and game attendance by ten percent.

Opposition isn’t an enemy, it’s the brother of achievement. It encourages you to "ght harder, stand taller, sing louder and work like you own it. It stretches your limits and opens your mind. Opposition isn’t an enemy, it’s the companion to greatness.

It pushes you until you MAKE IT

SituationAnalysis

SWOTPrimary ResearchSecondary ResearchInsight!e Big Idea

Swot

Perceived as young, dynamic, and talented. Making a turn-around.A#ordable tickets relative to national sports markets (NHL, NFL, and NBA). Season tickets cheaper than Lakers’ and are currently in high demand.Players such as Blake Gri$n, Chris Paul, and Lamar Odom are popular.Have won two of the twelve 2011-2012 Social Media Awards. Noticable presence in social media and sustain followers.

Perceived as overshadowed by the Lakers.Social media needs better branding and attention. (i.e. twitter looks hot pink)Smaller footprint in the NBA.

Change or enhance the perception of the team and players.Generate social media buzz as the team continues to succeed.Create a stronger brand identity that connects to the audience.In%uence the transitive crowd that might not have a favorite team yet.Appeal to children (people stay loyal to their favorite childhood team).

Communicating the team’s late success. Lakers’ popularity and big fan base.Other NBA teams’ legacies and media clutter.Family traditions that insist on loyalty to another.

page 6

Secondary

PrImary One-on-one, in-depth interviews with NBA fans

Attended the Jazz vs. Clippers game

Focus Group

Online survey with 100+ respondants

Interviewed students at random during a demonstration

Interviewed sports fans outside of the LA Staples Center

US CENSUS BUREAU

What could be improved?

How are the LA Clippers perceived?

What media is most e"ective in LA?

What are the demographics?

!ose surveyed felt strongly connected to the American dream because they know they can work hard to make anything happen (see survey question number 25 & 26).

Insight

50.3%48.5%

39.7%64.5%

of the LA Population are foreign bornof foreigners were born in Latin America

White (non Hispanic)

Hispanic or Latino

You can make it regardless of where you came from.

The BigIdea

Most of the people that live in LA were not born in LA, like

the Clippers. But they came to LA to change their life and #nd

success. !e Clippers are making it in LA, and so are the fans.

strategy Statement

For young people and families of diverse

backgrounds, the Clippers show that LA

is the place where you come to make it.

Advertising Objectives

Brand Background

Target market

ADPLan

Develop a campaign to e#ectively increase the LA Clippers digital footprint.

Analyze the image and perceived e#ectiveness of the Clippers current digi-

tal space and develop ways to increase engagement levels and eventual ticket

sales. Increase the teams overall digital footprint.

Develop a plan for the LA Clippers to sell patch space on their uniforms. In-

clude possible sponsors and the value of the patch. Determine if and how the

sponsorship is bene"cial to both the team and the sponsor.

!e target market for this campaign is young adults and families that have re-

cently entered the LA scene. 39.7% of the population in LA were foreign-born

(US Census Bureau). Most of them have relocated to Los Angeles for a greater

opportunity of success.

!is group is diverse. !ey include di#erent ethnicities, income levels, ages

and geographical origins. !ough they are of diverse backgrounds and cir-

cumstances, they all share the same attitude of optimism, con"dence, and hard

work. Our market consists of individuals who have come to LA to progress

and succeed. !ey view LA as a city of opportunity and a place where everyone

has a chance.

Our target market is determined, self-motivated and works hard for what

they get. !ey set goals, have high expectations and are enthusiastic to achieve

them. !ey don’t like to be told they can’t do it. !ey value opportunity and

optimism.

A young family recently moved to Los Angeles because the father, Isaac, took

new job working for a start-up "rm that one of his best friends founded. While

he is at work, Luciana takes care of the kids and prepares to launch a new

photography studio from an apartment nearby. !ey are both ambitious and

optimistic about their new opportunities in LA.

Our research shows that the LA Clippers are seen as young, talented, dynam-

ic, and new. !ey provide more than a game for their fans, they provide an

energetic show. Although the team has been on the rise, it is shadowed by an

inconsistent history of success. !ey came from San Diego in 1984 and have

made it in Los Angeles, California. !ey play in the Paci"c Division of the

National Basketball Association. !ey are currently #9 in their klout score.

Facebook followers: 572,824. Twitter followers: 193,571.

Advertising ObjectivesBrand BackgroundTarget Market Competitive SummaryCurrent PositionDesired Position

page 14 page 15

Competitive summary

Current Position

Desired position!e LA Clippers are an example of hard work and success. !ey prove that

everyone has a chance to make it big regardless of where they’ve come from.

!e LA Clippers’ biggest competitors are the top "ve NBA teams. !ese teams

have famous players and loyal fans who are active social media participants.

!e LA Lakers are their greatest competitor and threat. !ey have a tradition

of success and a team which has always had stars. !eir personal brand and

image are strong and attract many basketball fans in LA. !eir social media

presence is enormous with the highest number of Facebook fans and Twitter

followers. Some of the indirect competitors are other NBA teams that are not

as popular as the top "ve, such as the San Antonio Spurs, Philadelphia 76ers,

Houston Rockets, and Indiana Pacers. Other indirect competitors are football

and baseball teams that attract a large number of fans to their games and social

media platforms.

page 17

!e LA Clippers are seen as the underdog and aren’t taken seriously. LA Lakers 15,223,517 2,842,476 18,065,993 552,727 93.3 Boston Celtics 6,831,943 849,801 7,681,744 30,396 91.0 Miami Heat 6,995,438 931,844 7,927,282 226,007 90.3

Chicago Bulls 7,352,078 596,568 7,948,646 126,717 89.8

Memphis Grizzlies 196,162 109,811 305,973 11,751 89.4

Facebook Twitter Total Talking KloutFollowers Followers Followers About Score

page 16

Drive is an internal force that pushes you forward. It doesn’t pay at-tention to limits, to failure, to pain. It sets its focus on the high ex-pectation, the possibility, the end. It pushes you until you bleed.

It pushes you until you MAKE IT

!e LA Clippers show that LA is the place were you come to make it, work

hard, and "nd success. !e players of the team represent “making it” be-

cause they came from lesser circumstances and turned things around.

Current and future LA Clippers fans will feel a connection to the players’

success stories. !ey will be part of their winning journey. We want our

target market to feel motivated by the LA Clippers’ drive to work hard and

create their own future regardless of where they came from.

Creativeexecutions

MAKE IT

page 21

PostersMobileOut of HomePromotionalYouTubeRadio

page 20

POSTERS

page 22

Two new features will be built into the Clippers app- Face It and Make It.

Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.

Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. !e app will track the gamers location which will allow players to shoot for the high score on that hoop.

MOBILE

page 38

Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.

Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.

Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.

Out of Homepage 50

Face It will allow you to take a picture of your face, upload it to the app, and instantly your face will re-place that of the players on that night’s play of the game. Users will be able to share their videos on Face-book, YouTube, Twitter, and any other social media site. During home games, Face It videos will be creat-ed and played on the jumbo-tron of those who tweet their photos to the Clippers.

Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. !e app will track the gamers location which will allow players to shoot for the high score on that hoop.

Make It is an addictive augmented reality game where you can shoot hoops wherever a game marker is found. Markers will be placed on coasters in city sports bars, bus stops, and various locations around town. !e app will track the gamers location which will allow players to shoot for the high score on that hoop.

Promotionalpage 58

!!"#$%!&'!

"#(&')!

&*!

&'

#CLIPPER NATION

#Clipper

Nation

!!'+,"#$%!&'

!

"#(&')!

&*!

&'

#CLIPPER NATION

#Clipper

Nation!e Clippers will introduce a new T-shirt made to unite people in LA and give them an opportunity to represent where they come from. Each shirt will allow fans to show that they are proudly making it in LA. Sharpie could sponsor this promotion and have mark-ers at every sales counter so people can immediately write in their hometown. !e hashtags serve to en-courage social media usage. Pictures uploaded to Ins-tagram, for instance, and tagged with #clipper nation will unite people and make it easy to do a competition sponsored by the LA Clippers for best fan picture.

Inner-city schools will be given Clippers basketballs for use in their gyms and programs. Select players will also visit various schools to hand out signed posters to the kids. !is will allow the team to con-nect with the city by building a positive image and giving kids the tools they need to “make it.”

YOuTUBEpage 64

Client/Brand: LA Clippers

Title: “Make It”

Time: 1 minute 30 seconds

Music playing:

Camera shows Chris Paul’s face, isolated, with a placid expression.

He is still while the background moves in slow motion. Behind him

is a tire shop. !ere is a lot of action. It is not idealized and a very

ordinary looking shop.

Typography stops the image: 6:00 AM

Close up on his hands rotating a tire, then picking o# calloses. !e

background continues to move in slow motion.

Typography stops the image: SKIN

!e camera comes close up on his forehead (beads of sweat) and

then on his le& hand that is rubbing his right bicept. !e background

continues in slow motion. You notice an American %ag in the back-

ground.

Typography stops the image: SORE

Close up of the side of his face as he bends down to pick something

up. Sweat drops from his forehead onto the ground. !e background

continues in slow motion.

Typography stops the image: SWEAT.

!e backgrounds speeds up really fast and then you notice he is now

on the basketball court. You follow his eyes up to the clock and notice

the game is almost over. He hurles forward.

Typography stops the image: FROM CHANGING TIRES

TO CHANGING THE GAME, HE MADE IT IN LA.

Speaker:

Visit the Clippers on Facebook, YouTube, and Twitter to get your

story told.

Radiopage 68

Client/Brand: LA Clippers

Title: “Make It”

Time: 30 seconds

Dialogue

MVO (Chris Paul):

Six o’clock in the morning, every

morning. You know, I’ve always

believed in hard work. It never

mattered what I was doing... I had

to be doing something. My strength,

my focus, my attention to detail...

well that all came from the tire

shop. I came from nothing and made

it here. I guess that’s what I love

about LA. We all come from nothing

and we make it here.

MVO (Man):

From changing tires to changing the

game, Chris Paul made it in LA.

Get your Paul face on at the next

game by going to my.clippers.com

for tickets and extras. And visit the

Clippers on Facebook, YouTube,

and Twitter to get your story told.

SFX:

Sounds of a tire shop;

clanking; grunting.

Motivational music.

Objectives PromotionOut of HomeRadioMobile AppOnlineYouTubeBudget

MediaPlan

page 73

OBjectivesGrow fan base

Focus on the fan experience, both on and o'ine

Provide a platform for fans to have a personal relationship with the team

Have strong consistency, sense of camaraderie between team and fans,

and powerful recognition of the campaign

Generate social media buzz for the LA Clippers

Utilize Facebook, Twitter, Pinterest, Instagram, LinkedIn and Google+

Create an online community through integration

Maximize attendance at games

Promote fan experience and loyalty through an interactive atmosphere

between fans, the team, and overall arena ambience during game time

Provide fans a way to identify their own face within the team fan base

Utilize mobile app to keep fans connected

Grow revenue

Sell more tickets and grow number of season-ticket holders

Sell merchandise through team-fan connection

Develop strong brand identity and recognition

Give consumers something new to be excited about through innovation

page 72

To achieve these objectives, we will use:

Partnerships: Use in%uential people and brands for fan connectiveness

Social Graphs: Use relationships between individuals to o#er a richer

online experience through online content and fan participation in social

media (hash tags, likes on Facebook, tweets, etc.)

Cross Promotions: Create relationships within the local community to

achieve mutual promotion

OUt of homePROMOTION 1:

Visit 25 Los Angeles elementary scho-

ols every other week during the season

Give away basketballs and posters

Any two Clippers players will visit an

elementary school and give 30 basket-

balls to the school and an LA Clippers

poster to every student in the school.

CPM<$1

25 schools

30 basketballs given to each school

1 - 11x17” poster for each student

(500-600 students per school)

750 basketballs: $11,250

14,000 posters: $1,600

Total: $12,850

PROMOTION 2:

Tag 50 outdoor basketball courts

“transforming the courts of LA one

chalk stunt at a time.”

25 local artists $350/court tagged

$100 materials

$250 artist’s wage per court

Flights: 2-3 courts per month

Materials: $5,000

Artists’ wages: $12,500

TOTAL: $17,500

PROMOTION 3:

Give 200 shirts away at each game

86 Games

Cost per shirt: $5

TOTAL: $86,000

In order to help integrate branding among all spheres, we recommend advertising in several di#er-

ent places: billboards, bus stops, airports, train stations, subways that are within LA as well as those

that connect directly to LA. Using transit locations, the Clippers will be recognized at a very e$cient

cost per thousand media impressions. !ese locations would also extenuate the Clippers new strat-

egy of “Make it in LA.” Even before entering LA, consumers will recognize the Clippers and brand

awareness will grow. !en upon entering, they are reminded of the brand every time they travel

within the metro area.

BILLBOARDS

We recommend running one billboard in a high tra$c location for 9 months (Sept-May) to have

continuous branding throughout the season. !e other three billboards will be run for three months:

the "rst %ight at the start of the season, the second in February during a 4 week streak of high-pro"le

games, and the third during the playo#s. !ese three %ighting billboards will be strategically placed

in mid-high tra$c areas.

Billboard 1 (9 %ights, $10,000) Billboard 2 (9 %ights, $10,000) Billboard 3 (3 %ights, $7,500)

Billboard 4 (3 %ights, $5,400) Billboard 5 (3 %ights, $5,400) TOTAL: $234,900

DISPLAY ADS

Display Ads will be placed at bus stops, airports, train stations, subways, shopping districts, indoor

and outdoor gyms, malls, and recreation centers. !ey are geared toward the mid- income level tar-

get that is likely to use public transportation and community facilities.

2,000 Display Ads

Media Space (average $250 per spot)

TOTAL: $500,000

COASTERS

!ese coasters are a key point in integrating traditional media with online advertising. !ey will be

distributed to sports bars in LA as well as transit stations and transit mediums. Anywhere someone

is having a beer, that is where this coaster will be found: a bar, a train station, airport restaurants,

train cars, etc. Surrounding and in"ltrating LA, these coasters will be a constant reminder to connect

to other media of our campaign: the mobile app, facebook, and twitter. As we partner with Anheuser

Busch, costs will be minimal as we share ad space on the coaster and through other media.

100 Sports Bars for 9 months

TOTAL: $90,000

Because of our target market, we will place radio spots on Popular, Hip Hop, Sports, Talk, and His-

panic stations stations in LA. !ese will run heavily in three %ights. Flight one: pre- season and start

of season for ticket sales. Flight two: December for increased ticket sales for the holidays. Flight

three: April for playo# ticket sales. !e radio spot will also be in Spanish for Hispanic radio stations.

KIIS-FM 102.7 KBIG-FM 104.3 KFI-AM 640 KAMP-FM 97.1 KOST-FM 103.5 KLVE-FM 107.5 KSCA-FM 101.9 KBUE-FM 105.5 KRCD-FM 103.9 KNX-AM 1070 KSPN-AM 710

TOTAL: $80,000

Two new features will be added to the existing smartphone application that will generate buzz and

excitement about the Clippers. !ese features will include an augmented reality game where fans can

play ball wherever there is a marker and a face-over utility where fans can place their own face over

player’s faces on videos and photos of special plays.

Game feature- !e game will generate buzz, campaign exposure, competition, and will lead to app

downloads. Markers to play ball will be located in sports bars and transit locations around LA. Local

scores will be tracked so fans can step onto the court to beat the high score in any speci"c location.

Face feature – Allowing people to put their face into videos and photos of amazing plays will get

them involved with the Clippers media, help them feel connected to the team and give them the

feeling of “Making it in LA”. !is application feature will also provide personalized Clipper media

and content for fans to post on Facebook, Twitter, Pinterest or to simply send as emails to family

and friends.

Simple forms of these two application features have already been created by programing companies,

but have never been applied like this to promote a team. Clippers will simply need to license their

so&ware and personalize it.

Licensing and personalizing so&ware $100,000

Yearly Manage and Maintain App $100,000

Pop Contemporary Hit Radio Hot Adult Contemporary News Talk InformationPop Contemporary Hit Radio Spanish Adult HitsSpanish Contemporary Mexican Regional Mexican Regional Spanish Adult HitsAll News All Sports

RAdio

Mobile app

MEDIA TEAM

In order to create a social media campaign that seamlessly integrates various platforms with our

strategy, we recommend hiring a team of social media professionals. A small team of three indi-

viduals devoted entirely to supporting the Clippers’ social media footprint on Facebook, Twitter,

Pinterest, and Instagram will give each social platform enough attention to produce positive results

in connecting with fans. !e salaries of three social media professionals in LA are listed here:

Social Media Specialist $59,000

Social Media Strategist $85,000

Social Media Manager $96,000

TOTAL: $240,000

DISPLAY ADS

Our goal is to drive the Clippers social media presence online. By placing ads on various online

websites and blogs, the Clippers will attract individuals who are not only users of social media but

presently have it at their "ngertips. With a click of a button viewers of the ads will be able to visit the

Clippers website, social media pages, or follow the team. !e cost of online advertising is as follows:

$0.39 per click

Average of 2,000 clicks per day

Daily ads over a nine-month season

TOTAL: $210,000

Productions and upkeep on the youtube channel will be vital in this campaign. Videos from promo-

tions and fan participation that streamline together will make a continuous campaign throughout

the year. Because of this, fans will be able to share videos easily and build brand awareness. !ey will

also participate by making their own videos. !ere will be YouTube contests and prizes of some kind

(whether gear or a feature on the webpage) for all who participate.

All year (20,000/mo.)

Production and Management; Contests and Prizes

TOTAL: $240,000

ONLINE

YOUTUBE

Promotion 1:

Promotion 2:

Promotion 3:

Billboards:

Display:

Coasters:

Radio:

Mobile App:

Online:

Search:

YouTube:

TOTALBUDGET:

$12,850

$17,500

$86,000

$234,900

$500,000

$90,000

$80,000

$200,000

$450,000

$51,000

$240,000

$1,939,750

BUDget

Many have said that it can’t be done. !ey say that victory is a dream, a fantasy, a delusion. !ey dwell on the word “impossi-ble” and feed the thought of failure. Fortunately we’re not them.

We will MAKE IT

ResearchProposals

SPonsorPLAN

!e patch will be 2.5 x 2.5” on the player’s right hand side. Patches are estimat-

ed to bring in anywhere between $3-8 million annually per team, depending

on the pro"le of teams. For the regular NBA season, patches will have 16 hours

of on-screen time between local and road team broadcasts, as well as national

game telecasts on ABC/ESPN, TNT, and NBA TV.

“!e large number of broadcast hours devoted to the NBA each year coupled

with the projected visibility of the jersey logos during those telecasts obvious-

ly makes this a very desirable piece of sponsorship real estate from a brand

recognition standpoint,” said Eric Wright, President and Executive Director

of Research at Joyce Julius & Associates. “Additional and signi"cant media ex-

posure could be generated from game photos appearing in print articles and

on the Internet, while video highlights would certainly add to the mix as well.”

Sources: mediapost.com, sportsbusinessdaily.com, andJoyce Julius & Associates online report (October 1, 2012).

We propose using KIA, which is already the primary sponsor of the LA Clip-pers team. !ey have a similar brand identity of being youthful and daring.

We also propose using Pepsi. It was among Advertising Age’s top 50 Ad-vertisers in Hispanic Media from 2004. !ey have already has teamed up with Kia for global latin mu-sic star concert. !e brand is also known for it’s youth and innovation.

page 82