My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.
business environment micro environment macro environment.pptx
New York Red Bulls Pitch Deck
1. 1 Red Bull New York The World’s Game in the World’s City
2. 2 History of MLS Professional soccer league made up of 16 teams (expanding to 18 in 2011) Inaugural season: 1996 Season: 30 regular season games from March-November 8 teams compete in MLS Cup Playoffs Partnerships with Federación Mexicana de Fútbol (FMF) and FC Barcelona
3. 3 History of the NY Red Bulls Founding member of MLS (1996) Matches are televised by MSG and MSG Plus, and all are broadcast in Spanish on TV and radio. Main rivals are DC United, New England Revolution and Philadelphia Union Opened new stadium (Red Bull Arena) this year, having played in Giants Stadium previously Best Finish: Runner up to Columbus Crew in the 2008 MLS Cup Final NY/NJ Metrostars 96-02 MetroStars 03-05 Red Bull New York 06-07 Red Bull New York 08-present
4. 4 The New Red Bull Arena Capacity Seating: 25,000 Location: Harrison NJ First row is 21 ft from the touchline All seating is covered from inclement weather Red seat in Section 101, Row 11, Seat #8 to commemorate the 1st goal scored in the 11th minute by #8 Two video boards Easily accessible via the Path and NJ Transit
5. 5 The Red Bulls’ Struggles Low attendance: 2009 Regular Season: 12,229; Playoffs: did not qualify 2008 Regular Season: 16,967; Playoffs: 11,578 2007 Regular Season: 16,530; Playoffs: 14,165 2006 Regular Season: 14,570; Playoffs: 14,570 Low awareness/interest in Red Bulls: Giants Stadium: Hard to get to- train then a bus Seats 80,200 Football lines on the soccer field- no atmosphere Poor performance: 2009 Record: 5-19-6, 7th place in the East (out of 8 teams) 2008 Record: 8-11-8, 5th place in the East, Final of MLS Cup
12. 12 Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191) Work full-time (58%, 111) then return to their own home (59%, 91) or rented apartment (17%, 124) Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114) Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)
13. 13 Friends & Family Enjoy spending time with family (62%, 97) Like to have a circle of close friends (40%, 108) Make friends easily (30%, 116) Diverse friends from all walks of life (28%, 118)
14. 14 Active Lifestyle Soccer (70.45%, 1363) Swimming(62.7%, 191) Jogging(39.64%, 177) Bowling (33.87%, 208) Bicycling (27.75%, 122) Camping (27.57%, 391) Basketball (26.49%, 270) NOT Health Club (89.55%, 114)
15. 15 Demographic Profile Hispanics represent a significant percentage of soccer fans. Source: Simmons data
22. 22 Hispanics are hardcore fans Are more likely to purchase merchandise (2.4 vs 1.8) Watch more sports (2.3 vs 1.7) Are more brand conscious (2.3 vs 1.8) Want to be immersed in the sporting experience (2.8 vs 2.3) Watch more sports (2.3 vs 1.7) Watch more sports (2.3 vs 1.7) Spend more on sporting events ($251/year vs $135/year) Spend more on sporting events ($251/year vs $135/year) * Versus non-Hispanics (Mintel Research)
23. On-the-field Research Method: On 3/27, attended Red Bull v. Fire game and interviewed attendees
24. 24 “Why did you come to the game?” I’m from the UK so I thought I’d check out our local soccer team here. We heard about the new Red Bull arena and wanted to check it out. Soccer’s a great way to spend time together as a family. I’m a huge fan of soccer. If I could, I’d come to every game.
25. 25 Red Bull Segmentation Foreign Fans Fun with Friends Soccer Moms Hispanic Hardcore
28. NY Red Bulls are the Category Leader “If you are the leader, it is a lot better to broaden the category even though that might help the other guys who are nibbling away at you.” -Jack Trout, marketing consultant
29. 29 Key Insights Experience hormonal surges Testosterone rose an average 28% Self-esteem rises and falls Affects outlook on life for several days later *Mintel Research
30. 30 Key Insights Soccer is not just a sport. It’s a way of life. *Mintel Research
31. Big Idea Soccer connects the world. The Red Bulls are the link for New York.
33. 33 Tactics awareness interest action repeat tv tv tv tv tv tv magazines ooh ooh newspapers online experiential
34. 34 Tactics awareness interest action repeat ESPN Animal Planet ESPN2 Discovery Channel ESPN News 12 TONY ESPN Sports Illustrated TONY Street fixtures Billboards, wild postings NYTimes, NY Post Yahoo, ESPN, FoxSports Kick-arounds in NYC
35. Path to Purchase INTRIGUE HOOK SCOREA GOAL I heard the new stadium is really nice. Going to a Red Bull game is a good way to have family time I want to get the Family Package I want to spend time with my family I watch soccer Red Bull Arena is a fun place to bond with teammates Taking clients to a game is a fun and different way to entertain them I want to watch players from my home country I want to see Juan Pablo Angel I can sit closer to the action I’m bored on the weekend I had fun at the game and want to take a friend Tickets are less expensive than other live events It’s a nice day- I want to do something outside I play soccer I want to join the Supporters section The Supporters section creates a lively atmosphere I know someone who plays/watches soccer Defensive 3rd Middle 3rd Attacking 3rd 35
36. Brand Pyramid Overall brand equity: Entertain and bond over New York soccer Core Brand Values Celebrate NY soccer Good times With friends Entertaining environment Bond with Other fans Stay informed about Red Bulls Functional Equity Brand Identity Red Bull Arena Reached MLS Cup Final in 2008 Juan Pablo Angel Team colors And design
53. Connect Fans Build community. Engage with fans and potential fanson their own social platforms.
54. Social Media Strategy It’s not just creating an account.It’s about connecting existing fans and leveraging their passion to reach potential fans. mobile mom blogs search soccer groups New Yorkers soccer fans
77. The Competition New York Sports Yankees/Mets Baseball is “America’s Pasttime” Same season schedule New stadiums easily accessed Giants/Jets “American Football” Football is most watched sport in the U.S. New stadium Knicks/Rangers Beginning and playoffs of season bookend MLS sesaon Arena (Madison Square Garden) is in the center of New York city
78. The Competition Counterattack Soccer is the world’s game Baseball and football are much more popular in the United States, but SOCCER IS THE MOST POPULAR SPORT IN THE WORLD The Red Bulls are the only local professional soccer team Price points Red bulls tickets range from $20-$45 Yankees tickets range from $20-$300 Mets tickets range from $15-$460
79. The Competition Other MLS Teams Better brand awareness Seattle Sounders have established themselves as a team to follow with intimate atmosphere and good game presentation Toronto FC has passionate fans who attend every game Hispanic Population Houston Dynamo, Chivas USA and LA Galaxy have large Hispanic populations that support local club Better on-field product Last year was the weakest season in NYRB history (5-19-6)
80. The Competition Counterattack Game presentation improvements New York has brand new state-of-the-art stadium No longer playing in Giants Stadium Already provides more intimate setting and better home-field advantage On-field product Have signed Estonian National Team player Joel Lindpere Rumors of signing Frenchman Thierry Henry
131. step five mobile mom blogs search soccer groups New Yorkers soccer fans
Notas do Editor
Add marketing objective after this: (increase usage occasions)
Add marketing objective after this: (increase usage occasions)
Add marketing objective:
Add marketing objective:
Enjoy spending time with family (62%, 97)Like to have a circle of close friends (40%, 108)Make friends easily (30%, 116)Diverse friends from all walks of life (28%, 118)
Soccer supporters play sports:Soccer (70.45%, 1363)Swimming (62.7%, 191)Jogging (39.64%, 177)Bowling (33.87%, 208)Bicycling (27.75%, 122)Camping (27.57%, 391)Basketball (26.49%, 270)Do not work out inside:Do NOT belong to a health club (89.55%, 114)
Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
How do we find the percentage of families? Foreign fans?
Avid fans are so tied to their teams that they experience hormonal surges and other physiological changes similar to the athletes. Dr. James Dabbs, a psychologist at Georgia State University, tested saliva samples from different groups of sports fans before and after important games. In one test, Dr. Dabbs took saliva samples from 21 Italian and Brazilian men before the 1994 World Cup contest featuring teams from these nations. Brazil defeated Italy, and afterwards, the Brazilian men’s testosterone rose an average of 28%, while the Italian men’s levels dropped 27%. The self-esteem of fans rises and falls with the outcome of games, and affects their outlook on life for several days following the conclusion of the event.According to Robert Cialdini, professor of psychology at Arizona State College, sports fans are more likely to wear clothing with their team’s logo on the day after victories than after defeats, “basking in reflected glory.”Fans who closely identify themselves with a sports team are more likely to support it when it is doing poorly. They also spend more money on tickets and merchandise, and exhibit higher levels of physiological arousal during games, and are more optimistic about their sex appeal when their team wins.
Avid fans are so tied to their teams that they experience hormonal surges and other physiological changes similar to the athletes. Dr. James Dabbs, a psychologist at Georgia State University, tested saliva samples from different groups of sports fans before and after important games. In one test, Dr. Dabbs took saliva samples from 21 Italian and Brazilian men before the 1994 World Cup contest featuring teams from these nations. Brazil defeated Italy, and afterwards, the Brazilian men’s testosterone rose an average of 28%, while the Italian men’s levels dropped 27%. The self-esteem of fans rises and falls with the outcome of games, and affects their outlook on life for several days following the conclusion of the event.According to Robert Cialdini, professor of psychology at Arizona State College, sports fans are more likely to wear clothing with their team’s logo on the day after victories than after defeats, “basking in reflected glory.”Fans who closely identify themselves with a sports team are more likely to support it when it is doing poorly. They also spend more money on tickets and merchandise, and exhibit higher levels of physiological arousal during games, and are more optimistic about their sex appeal when their team wins.
Sell soccer, not the bulls.
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Change sock to red
How do we find the percentage of families? Foreign fans?
Experiential: kick-around in union square
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Change picture to red bull
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
“join the stampede” for subways, “ride the bull” for path train
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Put current team
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
How do we find the percentage of families? Foreign fans?
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Change sock to red
How do we find the percentage of families? Foreign fans?
Experiential: kick-around in union square
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Change picture to red bull
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
“join the stampede” for subways, “ride the bull” for path train
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?
Put current team
How do we find the percentage of families? Foreign fans?
How do we find the percentage of families? Foreign fans?