1. TRUSTEGIC
St. Patrick's game on Friday,
March 13, 2020
Roughnecks vs.
Saskatchewan Rush
DECEMBER 5, 2019
ISSUE NO. 1
CALGARY ROUGHNECKS
ADVERTISING IN
LETHBRIDGE
Digital, outdoor, print, video,
and event advertising
The Roughnecks ads are
everywhere in Lethbridge
2. Introducing
Calgary
Roughnecks
to
Lethbridge
In this document you will find how the Calgary
Roughnecks should market to the fans in
Lethbridge. The goal is to get 1000 Lethbridge
residents to the game on March 13th. We
believe by following this advertising strategy
the Roughnecks can achieve this goal.
Strengths:
Alberta's only lacrosse team
All ages can attend the game
Calgary's biggest party
Weaknesses:
Lack of exposure in Lethbridge
Long travel time
Opportunities:
New Market/growing fanbase
Threats:
Lethbridge Hurricanes as
competition
3. TRUSTEGIC
- Lacrosee team based in Calgary.- The
Roughnecks plays their home games in
the Scotiabank Saddledome.
- The Roughnecks play their hame games
in the same place as the Flames (one of
their competitors).
- The Roughnecks are a non-stop action
professional team in a party atmosphere..
FEATURES BACKGROUND
Did you know?
DECEMBER 5, 2019
ABOUT CALGARY
ROUGHNECKS
- Preview Party: Beer, Wine, Burger,
Pizza, Pop, Hot dogs!
Roughnecks game ticket is: $15-$70/ ticket.
- All university and college students are
welcome to party with their peers in a
unique zone for $15 only!
- Families can save $60 with family pack:
four tickets in the family zone and a $20
Scotiabank Saddledome gift card!
- Season Tickets including food and
beverages
INFORMATION
4. 1
Objectives
R E A L I S T I C ,
M E S U R A B L E , S P E C I F I C
Increase awareness of the
Calgary Roughnecks and
lacrosse in Lethbridge & sell
tickets for the Roughnecks
St. Patricks' game.
2
Getting new Lethbridge
fans interested in the
sport and getting them to
their first lacrosse game
to sell them the
experience so they come
back!
3
Have 1000 Lethbridge
fans at the game.
4 | www.calgaryroughnecks.ca
5. A d u l t s : O n e o f t h e p r i m a r y t a r g e t s i s
s p o r t f a n s t h a t a r e o v e r t h e a g e 1 8 .
T h i s m a r k e t e m j o y s d r i n k i n g b e e r a n d
p a r t y i n g w h i c h i s a b i g p a r t o f t h e
e x p e r i e n c e a t C a l g a r y R o u g h n e c k s
g a m e s .
F a m i l i e s : T h i s t a r g e t i n c l u d e s
f a m i l i e s w i t h y o u n g e r c h i l d r e n w h o
a r e l o o k i n g f o r e n t e r t a i n i n g
a c t i v i t i e s a n d e x c i t i n g e x p e r i e n c e s .
F a m i l i e s t e n d t o s p e n d m o r e m o n e y
o n a c t i v i t i e s . R o u g h n e c k s g a m e s a r e
f a m i l y f r i e n d l y a n d h a v e a g r e a t
a t m o s p h e r e .
S t u d e n t s : L a c r o s s e g a m e s
a r e r e l a t i v e l y i n e x p e n s i v e ; t h e r e f o r e ,
t h e y a r e m o r e a p p e a l i n g . S t u d e n t s
a r e u s u a l l y i n g r o u p s l o o k i n g f o r
w e e k e n d a c t i v i t i e s . S t u d e n t s a l s o
e n j o y p a r t y i n g a n d a c t i o n e v e n t s .
T A R G E T M A R K E T
6. C A L A G A R Y
R O U G H N E C K S O F F E R S
$ 5 0 0 0 C A S H !
Contest
Trustegic | 6
Buy a ticket for a chance to
win!
We believe our big idea to
attract fans from Lethbridge to
the Roughnecks game is our
draw for $5000 cash. The draw
is strictly for residents of
Lethbridge and area. For each
ticket purchased, the customer
receives one entry in the draw.
In order to collect the $5000,
the fan must be in attendance
of the game and also have
proof of current residency in
Lethbridge and area. In order
to monitor who will be entered
in the draw, information will be
collected from the scanning of
the tickets, and therefore
someone who is not in
attendance of the game will
not win the prize. Students will
be more inclined to attend the
game if they know that there is
a good chance to win cash
since the game is late in the
semester and students will be
needing money at that time of
year. Our other contest is a
giveaway of three pairs of gold
level season tickets for the
2020-2021 season.
In order to be entered in the
draw for the tickets, fans must
share the status or
advertisement on social media
and tag the Calgary
Roughnecks social media
account. This will help not only
with recruiting potential fans,
but also with spreading the
Roughnecks name with free
advertising. We will advertise
the contests on the radio to
avoid having people think it is a
scam. The fans who win the
tickets have to be in
attendance at the game as well
as having proof of residency in
Lethbridge and area. This
contest will leave a strong
impression in the minds of all
potential fans and build a great
sense of trust in them by seeing
the Roughnecks giving out
prizes to fans. We will interview
the winning fans and release
mini episodes on social media
broadcasting the contest and
the winner to show that the
prizes were given away.
7. visit the Calgary Roughnecks
Website:
www.calgaryroughnecks.ca
TRUSTEGIC MAGAZINE | 7
We are going to use Facebook as our main social media platform for
advertising. For the advertisements we will use pictures of people partying in
the crowd. Included in the advertisement will be the date, logo, price,
location, and the Calgary Roughnecks website. There will be a quick-link at the
bottom of the advertisement to buy tickets to make it easy for people to
make the purchase.
We will be purchasing this advertisement on a pay-per-click basis; therefore
we will have a better idea on how many people acted on our advertisement.
There will be a link that takes you to our promotional Youtube video as well.
We have decided to use the hashtag “#Alberta’s_team” on all of our posts to
portray the idea that we are Alberta’s team since the Roughnecks are the only
NLL team located in Alberta.
As a part of advertising on Facebook, we are able to have free Instagram
stories that will advertise the game as well. This is because Instagram is
owned by Facebook therefore they have advertising agreements like such.
The Instagram advertisements will be identical to the Facebook
advertisement with all the same elements. The posts from the Calgary
Roughnecks social media account on Instagram and Facebook will be the
posts that can be shared for a chance to win the three pairs of season tickets.
Digital
Advertising
Having internet banners ads as
click-throughs can really drive up
ad impressions. At the top 30% of
the banner, we’ll have the
Roughnecks logo and then
advertise in words and the
background will be showing a
lacrosse player for a striking
image to make the banner
effective. It can also be placed
into phone applications to further
gain impressions.
Buy a ticket to Calgary
Roughnecks St Patrick Day’s
Game For March 13th to be in a
draw to win $5000 Offer ends:
Mar 13.
Buy Ticket (click link to go to the
official Roughnecks game to buy
the ticket)
Digital advertising is a very effective mode of
advertising in todays market. It is a crucial step in
recruiting the younger generation.
21
8. We’ve planned each advertisement to be placed strategically in areas that will have most
of our target demographics. One billboard is placed on the west university drive since
that’s where the majority of students will be. Our billboard showcases students partying
and cheering and with text saying buy tickets to the Calgary Roughnecks St Patrick’s Day
game for a chance to win $5000. Our 2nd billboard will be on Mayor Magrath. It is the 2nd
busiest road in Lethbridge with around 33,000 vehicles driving by per day, so it’ll gain lots
of impressions. We’re going for a more emotional approach to this billboard having a
player & kid interaction targeting families to come to the game.
Issue 01 | 8
Billboard
Advertising
9. TRANSIT
ADVERTISING
Bus side Exterior;
Total Market Reach, 18 days of ads on 4 buses covering all
routes.
CANNOT BE TURNED OFF LIKE TV!
It will target morning commuters and pedestrian traffic in
Lethbridge, when people are on the move they are typically
more aware of their surroundings and pay attention to
advertising in their field of vision.
It will travel around Lethbridge with a large, colourful, and
inovative designs getting everyone's attention.
10. AdsS H E L T E R
B U S
-The Bus Shelter
Part of the Pattison ad bundle.
This ad will be placed on College
and University campus shelters.
The picture shows fans cheering
and details about the contest
and when the game is.
We're using this picture of a
kid cheering for the team to
target families and will be
placed on the South and
North side. Details about the
game and contest will be
advertised on here.
11. The
storyboard of
the YouTube
Video Ad
- Unskippable 15 second Ad.
- Pay per click/ - 1.3 B users
on Youtube.
- Reach the right audience
(control demographic and
keywords).
- Measurable.
- Time users spend on
Youtube is 40 mins average.
- Key words need to be
bought:
sports, entertainment, fun,
activity, Calgary
TIME BENEFIT
In comparison to other social media
channels, YouTube’s users tend to
spend more time on the platform. This
is great to drive more attention to the
ads. On mobile specifically, YouTube
reports the average session time is
more than 40 minutes.
The young fan will be
switching among sport
channels
Sometimes, we
think that fun is in
watching
The dog will bark (boring
sign), the man and the dog
will get up quick and leave
the house running.
Fun is where you try
to find it...
The dog will lead the
run to the
Scotiabank
Saddledome.
The dog will stay by
the door while the
young fan goes in.
12. The young fan will
meet the players
where they are
minutes before the
game starts, a player
looks at him and gives
him a high five.
Discover the world
of action!
Stadium lights will
go on, and the game
will start with fans
cheering.
Camera will focus on all fans
categories: young people partying
with the young dog owner, families
with kids, , people eating and
drinking, people with disabilities,
young people partying
Fun is for all of us! Come
for the Roughnecks St.
Patrick's game on Friday,
March 13 in the
Scotiabank Saddledome,
Calgary
13. The end: Action is
the game; Partying
is our middle name
The young man sees his dog in
the stadium watching and eating
pizza. The young man is giving his
dog a high five for such an
awesome experience that
everybody enjoyed.
(Action music in the background)
Advertising on YouTube is more
measurable than other advertising
mediums. You can track the video’s
success digitally by utilizing clicks and
you can ask your customer service
representatives to ask where the
consumer heard of your product or
service. YouTube allows you to see
when someone dropped off from
watching your video as well as when
people watched the video more often
through YouTube’s Analytics.
Measurable Interests: Pick from available audience categories to
reach people interested in certain topics, even when
they may be visiting pages about other topics. Affinity
audiences: Raise brand awareness and drive
consideration with your video ads by reaching people
who already have a strong interest in relevant
topics.Topics: Target your video ads to specific topics
on YouTube and the Google Display Network Lets you
reach a broad range of videos, channels, and websites
related to the topics you select. For example, you
target to the "Automotive" topic, then your ad will
show on YouTube to people watching videos about
cars. Keywords: Depending on your video ad format,
you can show your video ads based on words or
phrases related to a YouTube video, YouTube channel,
or type of website that your audience is interested in.
Choosing
Audience
14. RADIO
The radio marketing plan is to play our radio ad
on one station. The station that we have chosen
is 107.7 KiSS. We feel this radio station reaches
our target market because they play pop and
rock music. Students and families listen to this
station which is our primary target market. Our
ad is going to be around 15 seconds long and
played four times a day everyday for 18 days. We
start off by playing it around 6am when the
early birds are either going to work or getting
ready for work. Next the ad will play around
8am which is when people are driving to work.
Then at around 12pm for people taking lunch
breaks and then at around 4:30pm when
people are leaving work.
The script/ad starts out by grabbing the listeners attention and then hooking them in with
the big contest prize of $5000. After we hook them in we present the important information
like the location, what the event is and the time. We also give them the website URL to go and
find additional information. Lastly we finish with our brand new slogan. We chose to use radio
as a media because it can reach a number of people for relatively cheap. It is also a means of
spreading awareness and getting our product recognized. People will hear our ads and then
see our billboards and form a connection between the two. It adds to the frequency which
gets people exposed to our ad. It can also reach a lot of lethbridge and surrounding areas
where the billboards can't reach. Overall we feel using radio is a good idea and us a necessity
when advertising a sporting event.
"Attention! Lethbridge
Residents!! Do you want to win
$5000? Buy a ticket for the
Calgary Roughnecks St. Patricks
game on Friday, March 13 for a
chance to win. Visit The
Calgary’s Roughnecks website
at www.calgaryroughnecks.ca.
Remember: Action is the game…
Partying is our middle name!"
PAGE 14 TRUSTEGICRADIO ADVERTISMENT
15. W W W . F R A M E M A G . C O M | 2 0
PRINT
The plan is to implement posters into the
college and university. The posters are
directed towards the students and faculty
because that is who is mostly going to be
seeing them. We plan to print out this
poster which is 8.5’ by 11’, we want to have
more in the university because there is
more space and students. This is a very
easy way to advertise directly to our
primary target market and it is going to be
relatively cheap. Although it may be time
consuming putting up the poster and will
require some manual labour.
The poster will feature our main focus
which is the contest as the headline at the
top. Then we have a picture of young
adults having a good time, just to add
some visual as well we have each teams
logo in the middle. We felt it is important
to mention who the Roughnecks are
playing because there are quite a few
students from Saskatchewan that may be
interested in the game. At the bottom we
have information on when, and where the
game is being played. We also have the
Roughneck website URL, which is where
they can find additional information and
to purchase tickets. We figured having
this type of advertising is hugely
beneficial when attracting the student
market.
Poster
Visual
T R U S T E G I C D E C E M B E R
5 , 2 0 1 9
15
16. E V E N T
M A R K E T I N G
We are planning on bringing one or two of the Calgary Roughnecks players, mascot,
and management representative to set up a booth near the main front entrance at the
both Lethbridge College and the University of Lethbridge. We also plan on having
displays advertising the Roughnecks and informing students who walk by about the St.
Patricks' game and the contest. we plan on handing out promotional items with logos
such as keychains, pins, and possibly even t-shirts and hats. Also we will sell tickets at
the booth and give whoever buys them a premium item such as a bottle with a logo
on it.
16
17. BUDGETBY TRUSTEGIC
Pattison Promo Bundle + Additional Horizontal Poster
----------------------------------------------------------- $4150.00
Radio ---------------------------------------------------$2520.00
Contest-------------------------------------------------$5000.00
3 Pairs of Gold Season Tickets--------------------$2256.00
YouTube Ad Production--------------$750.00--$1500.00
Cost of YouTube AD---------------------------------$540.00
Social Media---------------------------------------- --$2000.00
Internet Banner--------------------------------------$1000.00
Event Marketing-------------------------------------$1000.00
Posters-------------------------------------------------$200.00
Total----------------------------------------------------$19,416--$20,166
17 DECEMBER 5, 2019COST
18. CONCLUSION
O u r b i g g e s t i d e a i s o u r c o n t e s t s . W e s e e t h e
c o n t e s t s a s t h e b i g g e s t w a y t h a t w e a r e g o i n g t o
d r a w i n f a n s b e c a u s e o f t h e p o s s i b i l i t y o f w i n n i n g
$ 5 0 0 0 .
T h i s i s t h e w a y t h a t w e a r e g o i n g t o e n t i c e s t u d e n t s
t o p u r c h a s e t i c k e t s a n d c o m e t o t h e g a m e b e c a u s e w e
a l l k n o w s t u d e n t s a r e a l w a y s w a n t i n g m o r e m o n e y .
B y h a v i n g d r a w s f o r s e a s o n t i c k e t s f o r t h e f o l l o w i n g
s e a s o n , w e a r e b r i n g i n g m o r e p o t e n t i a l f a n s t o
f u t u r e g a m e s . F r o m g i v i n g o u t t i c k e t s , w e b e l i e v e
t h a t t h i s w i l l i n c r e a s e t i c k e t s a l e s f r o m n e w f a n s
t h r o u g h w o r d - o f - m o u t h f r o m n e w f a n s r e c e i v i n g
s e a s o n t i c k e t s .
O u r o t h e r b i g i d e a i s h a v i n g p e o p l e f r o m t h e
R o u g h n e c k s O r g a n i z a t i o n c o m e t o b o t h t h e
L e t h b r i d g e C o l l e g e a n d t h e U n i v e r s i t y o f L e t h b r i d g e
a n d s e t u p a t a b l e i n a h i g h t r a f f i c a r e a a t e a c h
s c h o o l . B y d o i n g t h i s , s t u d e n t s w i l l h a v e p e r s o n a l
i n t e r a c t i o n w i t h m e m b e r s o f t h e R o u g h n e c k s a n d m a y
b e m o r e l i k e l y t o p u r c h a s e t i c k e t s r i g h t t h e n .
W e b e l i e v e o n e o f o u r t o p f o r m s o f a d v e r t i s i n g w i l l
b e o u r Y o u t u b e s t o r y b o a r d . I t i s a n a d t h a t i s n o t
s k i p p a b l e t h e r e f o r e p o t e n t i a l c u s t o m e r s h a v e t o
v i e w t h e a d v e r t i s e m e n t r e g a r d l e s s o f i f t h e y w a n t t o
v i e w i t o r n o t . O u r s t o r y b o a r d i s s h o r t y e t e x c i t i n g ,
w h i c h w e b e l i e v e w i l l a t t r a c t c u s t o m e r s t o w a n t t o
l e a r n m o r e .
W e s e e L e t h b r i d g e a s a p o t e n t i a l m a r k e t f o r
R o u g h n e c k s f a n s , a n d w e s e e o u r a d v e r t i s i n g
s t r a t e g y a s t h e w a y t o d o i t .
" A C T I O N I S T H E G A M E . . . P A R T Y I N G I S O U R M I D D L E
N A M E "
