Alex Ford-CartherJihan FrancoisNeil Grossman Ashley KahlerLynn PopielAdam Rutana
March 5, 2007
Agenda
• Purpose• Tiered Brand Extension Strategy• Tailgate Outreach • Draft Day Party• “Falcons Flyover” Art Installment• Conclusion • Questions & Answers
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Purpose
Create financial and social ROI through a tiered
brand extension strategy to:
• Strengthen allegiance and association
• Increase awareness
• Reduce apathy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance Hierarchy
Allegiance
Association
Awareness
Apathy
AvidFalcons Fan
NFL Fan
Falcons Fan
Sports Fan/ Active Atlanta Resident
Not a Sports Fan / Indifferent Atlanta Resident
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Tiered Brand Extension Strategy
Objective Recommendation
Strengthen Allegiance & Association
Solidify role of current fans as members of the Falcons family
Tailgate Outreach ~ $175K• Develop Falcons loyalty card• Expand tailgate merchandise offering• Enhance website
Increase Awareness
Provide a Falcons event that is independent of wins and losses
Draft Day Party ~ $50-$140K• Provide player interaction/autographs• Connect stakeholders through brand
element interactions• Develop a non-game day experience
Reduce ApathyEstablish presence as the premier sports club in Atlanta and an integral member of our community
“Falcons Flyover” ~ $300-$900K• Install falcons statues across city • Generate multiple revenue streams
through sponsors, auction, and merchandise
• Create public excitement and interaction
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Tailgate Outreach
“Game Plan”• Establish tailgate-focused
activities– Street Team for outlying
tailgates– Tailgate recognition on
website, jumbo-tron, etc.
• Increase store traffic– Broaden merchandise
portfolio– Development of loyalty
card
Key Benefits• Targets the brand’s primary
ambassadors– History of spending money and
vocalizing/displaying commitment – Exhibit current demand for new items
and activities – Strong likelihood for word-of-mouth
promotion of new merchandise • Increases local revenue through
sponsored initiatives and merchandise sales
• Provides quantitative data to develop understanding of fan base
• Increases fan loyalty
Allegiance Association Awareness Apathy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Program Initiatives
Initiative Elements
Redesigned Website • Create tailgate-focused web offerings (separate from fan club) - Tailgate directory to include location, cost & music - Tailgater Chat - Tailgate photo hosting w/ online photo sponsor
“Paint the Tailgate Red” • Deploy Street Team to outlying tailgates• Distribute sponsored freebies• Promote Falcons 365 through flyers and coupons
“M.V.T” – Most Valuable Tailgater
• Use Street Team to find the “best” tailgate each game• Provide recognition on jumbo-tron & website • Distribute free merchandise, sideline passes, and “Dome Dollars”
“Falcons Freebies” • Design loyalty card to resemble a grocery discount card• Allow customers to earn points for in-store & online purchases• Provide ability to track customer demographics
Tailgate Merchandise • Offer more merchandise on website and in-store• Increase number of big ticket items – BBQs, Tents, etc. • Potential $175K increase in revenue
Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Raiders RewardsMVG – Most Valuable Griller
Tailgate Zone Party Packs
11 Items$4.99 – 69.99
Chat 34 Items$2.99 – 249.99
Website MerchandisePromotions
36 Items$4.99 – 249.99
Vikings Street TeamOfficial Tailgate LotVikings LoungeVIP Tent
13 Items$9.99 – 159.99
Touring the TailgatesComcast Live
Club Directory, Chat,Video
Club Directory, Video,Radio, Fan Travel
Club Directory,Fan Action Foto
NFL Benchmarks
Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Draft Day Party
“Game Plan”• Host draft day event at Falcons’
Landing• Utilize local media outlets to
market the event• Leverage sponsors as way to
offset costs• Sell tickets to create buzz,
exclusivity, and revenue• Use players and cheerleaders to
create a more memorable experience
Key Benefits• Establishes a brand building
event independent of wins and losses
• Enhances deal points for corporate sponsors
• Leverages popularity of the draft as a way of increasing awareness and revenue
• Utilizes proprietary event management knowledge
• Creates touch-points for fans and sponsors
Allegiance Association Awareness Apathy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance Association Awareness Apathy
Initiative Elements
Interactive Fan Zone • Utilize standard Falcons’ Landing interactive set-up• Feature unique events such as a mini-combine, player/fan Madden
competition, etc.
Autograph Sessions • Employ “human capital” - Atlanta Falcons players - Atlanta Falcons cheerleaders - Georgia Force players
Sponsors’ Area • Provide locations for sponsor street teams, like Verizon and Delta• Supply space for food sponsors (Chick-Fil-A and Papa Johns)• Potential $30K increase in revenue
Media Area • Leverage multiple media outlets: - Television broadcast of the NFL Draft - Atlanta Falcons’ Radio Team live broadcast of draft analysis - WXIA Falcons’ Face-To-Face on location
Allegiance Association Awareness Apathy
Program Initiatives
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Category Attendance Admission Price Location Event Offerings
4,000 $20 Indoor Training Facility
• Interactive games• Live broadcast• Autograph Sessions
2,000 $25 Lambeau Field• Free door prizes• Autograph Sessions• Interactive Combine
2000 each Location
Free Dave and Busters• Autograph Sessions• Prize Giveaways• Live broadcast
Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy
NFL Benchmarks
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Game Plan”• Install ~100 falcons statues
across Atlanta from April – August 2008
– Kick-off at Draft Day Party– Closing auction and party
before first regular season home game
• Utilize local artists to design and paint statues
• Obtain statue sponsorships from local companies, organizations, and individuals
• Direct funds to Falcons Youth Foundation
Key Benefits• Offers a non-traditional media
campaign– Benefiting the Falcons, sponsors,
artists, Atlanta, etc.– Aligns with Brand Atlanta
campaign objectives• Leverages strength of Atlanta’s
arts community and civic pride• Generates multiple revenue
streams through sponsorships, auction, and merchandise opportunities
• Provides experiential touch-points for fans, sponsors, and the community
Allegiance Association Awareness Apathy
“Falcons Flyover” City Art Installment
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Initiative Elements
Sponsorship of Statues • Connect local artists to sponsoring companies, organizations, and individuals
• Establish revenue stream with a potential impact up to $750K• Recognize sponsors with plaque on statue
Statue Revealing at Draft Day • Coordinate with Draft Day Party at Falcons Landing• Unveil painted statues to public• Kick-off 4 month display period
Advertising & Publicity Materials • Create location maps, scavenger hunt guides, children’s story writing and/or coloring contests, etc.
• Drive fans to Falcons website for information and interactive games
Closing Party & Auction • Host major event to celebrate success of project and auction statues
• Potential auction sales up to $600K• Provide opportunity for sponsors and community to interact
Additional Merchandising Opportunities
• Create and sell merchandise including plush toys, calendars, coffee table book, holiday ornaments, etc.
• Utilize Falcons 365 stores and website to drive sales
Allegiance Association Awareness Apathy
Program Initiatives
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance Association Awareness Apathy
Government
Sponsors
External Involvement
Local Artists
Community
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Civic Art Comparables
“CowParade Atlanta” “The Town Turtles of Sandy Springs”
“Sea Cows for Kids”Jacksonville, FL
“We Let the Dawgs Out”
UGA
Year 2003 2005 2004-2005 2003
# of Statues 160 Cows 75 Turtles 43 Manatees 36 Dawgs
Financial Impact $250K - auction
$300K – auction$300K – sponsors $215K net proceeds
Permanent exhibit
Charities Benefited
American Cancer Society and TechBridge
Sandy Springs Society Otis Smith Kids Foundation
Local charities
Allegiance Association Awareness Apathy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance & Association
Awareness
Apathy
TAILGATE OUTREACH
DRAFT DAY PARTY
“FALCONS FLYOVER” ART INSTALLMENT
Achieved Tier Strategy
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix
• Next Steps• Tailgate Outreach• Draft Day Party• “Falcons Flyover”
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Next Steps
Recommendation Next Steps
Tailgate Outreach • Solicit sponsors• Determine new merchandise sourcing • Design new web template• Develop resource implementation plan
Draft Day Party • Ensure approvals from GWCC for event• Conduct survey at current Draft Day event• Develop interactive element plans• Solicit sponsors
“Falcons Flyover” • Finalize statue design & manufacturing timeline• Secure city official approval• Solicit artists and sponsors• Plan key events (preview party and auction)• Develop long-range merchandise offerings
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix – Tailgate Outreach
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
RISKS & CHALLENGES• Gaining customer buy-in• Creating exclusivity• Differentiation• Signing up multiple sponsors• Cost of loyalty cards• Risk of adding merchandise
MITIGATION TECHNIQUES• Tailgater can be targeted more easily
with advertisements• Tailgaters will talk about team
promotions with other fans• Sponsors may prefer new programs
over signage• Planning programs can be completed
by Emory students• Most of the game-day implementation
can be done by volunteers
Tailgate Outreach Risks & Challenges
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
• Falcons Benefit – Collect data (demographic, phone, email)– Increase purchase intent– Drive traffic to Falcons 365
• Customer Benefits– Receive regular discounts and promotions– Gain access to items exclusively for card holders– Receive email notification of offers, products
• Similar Cards– Kroger Plus, Dick’s ScoreCard, CVS Extra Care, Oakland
Raider Rewards
Loyalty Card Details
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
• Grill covers, aprons, pails, place settings, cups, and coolers
Current Merchandise
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Merchandise Not Available
• Grills, tables, chairs, BBQ tools, snack helmets, and tents
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Merchandise Sales Potential
Assumptions:
• Of the 70,000 fans in the Dome, we are assuming that 25% tailgate
• 10% of those fans are diehards and would spend money on Falcons Merchandise
• With prices ranging from $5.99 - $249.99, we assumed that a customer would spend an average of $100
Number of Tailgaters 17,500% That Will Purchase Tailgate Items 10%
# of Potential Buyers 1,750Average Purchase $100
Estimated Revenue $175,000
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix – Draft Day Party
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
RISKS & CHALLENGES• Inclement Weather
• Poor ticket sales
• Demand for tickets is very high
• Desired sponsors do not buy in
MITIGATION TECHNIQUES• Pre-sell tickets
• Extend a wave of marketing that emphasizes player autographs for every ticket holder
• Leverage revenue from sponsors to increase event size
• Present opportunity to other sponsors
Risks & Challenges
Potential Profits
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Financial Projections
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
2007 Atlanta Falcons Draft Day Party at Falcons LandingApril 28th, 2007 11am- 5pm
CostsItem Est # $
Falcons Landing Set-Up-Comcast Party Zone including Stage 1 $23,000.00Large projection screen 1 $10,000.00Event Staff @ $8/hr 25 $1,400.00Falcons personnel- Event managers 5 $0.00Cheerleaders 8 $1,000.00Player Appearance 6 $0.00Master of Ceremonies 1 $1,000.00Merchandice Giveaways 10 $1,000.00Catering 1 $5,000.00
Security 12 $2,200.00Baracade 400' $2,000.00
Total Costs $46,600.00
Potential RevenueItem Est# $
Ticket sales 3000 $75,000.00Sponsorships-
Comcast Party Zone set-up $10,000.00Verizon Wireless $3,000.00
Ford $3,000.00Miller Lite $3,000.00
Coca-Cola $2,000.00Delta $2,000.00
Papa-Johns $1,000.00Chick-Fil-A $1,000.00
Georgia Power $1,000.00Sun Trust $1,000.00
Total Revenue $102,000.00
Total Profit $55,400.00
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Key Actions in Implementation
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Proposed Layout
Comcast Live
Autograph Tent
Radio Broadcast
Stage
FoodSponsor
Street Team Zones
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Sponsors to Leverage
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix – “Falcons Flyover”
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
RISKS & CHALLENGES• Unclear charitable connection
– Youth Foundation’s fitness goals weakly aligned with arts-based project
– Possible community distrust
• Current Falcons sponsors may feel entitled to a statue
• Potential public opposition to art installment
• Vandalism/Theft
• City/Braves/Hawks/Thrashers objection to monopolization of city space
MITIGATION TECHNIQUES• Leverage youth/school
connections when finding artists and sponsors to drive connection
• Emphasize extended reach of arts installment beyond typical fan base
• Utilize multiple PR avenues and publicity to inform, mitigate, and manage
• Budget for insurance and repairs; ensure police and community monitoring
• Emphasize increased tourism
“Falcons Flyover” Risks & Challenges
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Falcons Flyover” Financial Projection
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Falcons Flyover” Financial Assumptions
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Flyover” Implementation Key Actions
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Falcons Flyover” Resource Planning
Action Resource
Develop Design Cowpainters.orgSavannah College of Art and Design
Solicit Artists Galleries, Art Schools, Local Newspapers
Develop sponsor book with art designs Participating Artists
Secure permits and approval City of Atlanta Bureau of Cultural Affairs; Office of Parks; Public Works; Zoning
Solicit Sponsors Current Sponsors and local businesses
Host Kick-Off Event Internal/ Sponsors
Generate Media Leads and Press Releases Media Outlets
Develop public resources eg. Website, maps, fliers Internal/ Potential Partnerships
Display Art for 3-5 Months City Space / City of Atlanta
Conduct Interactive Experiences Internal
Host closing auction and party Internal
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Art Installments Sample Web Offerings
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Gauging Success – Evaluation Metrics
• Survey members– Online– At games– At special events (Draft Day, Flyover Auction)
• Track redemption of special offers– In-store – Online