Sample Work
THE FOLLOWING ARE SLIDES FROM A GROUP
PRESENTATION IN MY SPORTS MARKETING
CLASS AT VILLANOVA UNIVERSITY. OUR
ASSIGNMENT WAS TO DESIGN A NEW
MARKETING PLAN FOR A PROFESSIONAL
SPORTS TEAM THAT IS CURRENTLY LOW IN
TICKET SALES.
NY ISLANDERS
MARIA ARROYO-PONT
WILLIAM BOHONNON
ALEXANDRA HARDING
CHAD YEDLINSKY
ALLISON SOLBERG
Introduction
  History
  Founded in 1972
  Eastern Conference/Atlantic Division
  Based in Uniondale, NY: Nassau Coliseum
  Between 1980-83: Won four consecutive Stanley Cups
  Hasn’t won a division title since 1989-90
  Fan Base/Current Target Market
  Fan base was created by bandwagon effect
  Current target market: 20-30 years old
  Old
fan base deteriorating & out of the target reach
Where We Are Now
  The lease ends in 2014-2015
  Possibility of having new arena
  Long Island
  Queens
  Kansas City- very interested
  Toronto- can support two hockey teams
  Summer of 2012 they need a new site planned & field
cleared
Challenge Statement
•  How can the islanders succeed in highlighting its
current team without highlighting its storied history?
• 
Islanders won 4 consecutive Stanley Cups from 1979-1983
•  How can the islanders reach its target audience of
20-30 year olds?
• 
Senior VP of Corporate Partnerships and Executive Suites Justin
Johnson
•  How can the Islanders drive ticket sales?
• 
Ranked last in league in ticket sales in 2009-2010 season
Goal Statement
  Overall objective is to drive ticket sales while
attracting 20-30 year old fans
  Make Islander’s games fun and exciting experience
and one that 20-30 year olds want to be a part of
  Make the “core” players known
Sales Plan
Ticketing Sales Goals
  Our goal is to increase ticket sales by:
  Attracting a younger audience, specifically 20-30 years of age
  Attracting an audience that is not only around Uniondale, but
also from nearby cities and states
  Creating a lifetime connection between a new young audience
and the team
CURRENT TICKETING
STRATEGY
Nassau Coliseum
Tickets
Season Tickets
Individual Tickets
  Per game
  $15-$110
  Regular Price
  $23-$175
  Total
  $630-$4620
  Premium Price
  $28-$190
Ticket Plans
Partial Ticket Plans
Some of the Group Tickets
  22 Game Plan
  Morning practice/Skate
  15 Game Plan
  Post-Game Center Ice
  15 Game Weekend Plan
Picture
  Meet an Islander
  Hockey Experiences
  12 Game Division Plan
  8 Game Plan
 
Skating before or after
game
Ticket Packs
Sponsored Packs
Other Packs
  Intro to Hockey Pack
  Presented by Modell’s
Sporting Goods
  Islanders Decades Pack
  40th anniversary special
Experiences
  Double Shift Pack
  PC Richardson
  Experience Pack
  Family fun Pack
  Pepsi and Diet Pepsi
  Birthdays
  Blue and White Package
  VIP Slapshot Package
Annual Fan Appreciation Day
Description
  “This day is a way to thank our fans
for their dedication to the team
throughout the season”
  Prizes include:
 
 
 
 
 
Bon Jovi tickets
Dinner for two
An overnight stay at Fox Hollow
Islander game-worn jerseys
dozens of gift cards and gift bags
from restaurants and stores across
Long Island
Some Sponsors
of this event
  Best Buy Mobile
  American Airlines
  Fox Hollow
  Atlantis Marine World
  Sports Illustrated
  Iceworks
  Shinnecock
  Hardware/ACE to Go
NEW TICKETING STRATEGY
Skating
with the Ice
Girls
FEEL YOUNG,
PLAY YOUNG …
SKATE YOUNG!
  Package: 10 arena tickets +
skating with the ice girls
  VIP Party
escorted by an
Ice Girl
Future Coach Package
Want to be the Islander’s Coach?
  One-game ticket to spend
an entire game with the
Islander’s coach and team
(pre-game, during game,
after game)
  4 Tickets for family and
friends
  Skate with Wally the
Whale
Tailgating with
the BEST!
  Tailgating
  Jersey City Hoboken Bus
  T-shirts
Come with your friends
for an Islander Game!
Sponsorship Sales Goals
  Our goal is to increase sponsorship by:
  Activation
  Targeting companies that have a younger consumer base
  Targeting local companies as well as national companies
CURRENT SPONSORS
Current Sponsors
Viana Hotel and Spa
A-1 First Class Moving
  “…stay where we’re from
  Offers special moving
and protect the interests
of it. So that’s why we’re
a natural fit, because
we’re both Island-based
companies trying to
make the steak where we
grew up.”
  Offer clients game and
concert tickets.
packages for all Islanders
season ticket holders.
  Spotted on the Move truck
 
Sight promotion that gives
fans the opportunity to win
Islanders tickets by spotting
the team logo on A-1 First
Class trucks.
  Also sponsors an in-game
seat upgrade promotion
entitled Movin’ on Up.
Current Sponsors
Tran Star Executive
Transportation
  Tran-Star Executive operates a
24-person shuttle service for
guests of the Long Island
Marriott.
  Islanders’ patrons will also have
the ability to use their limo
service to and from the Long
Island Marriott before, during
and after all home games.
  Tran-Star Executive offers their
services to all Islander fans at a
discounted price.
Brady’s Bakery
  Orange and blue tie-dye
frosted cupcakes at all
Islanders home games.
  “I like the fact that we’re a
young team, maturing as a
team. It’s a fun thing. It’s an
exciting thing,”
City Cellar Wine Bar and Grill
City Cellar Wine
Bar and Grill
Tattoo Lou’s
  “Dinner with an Islanders Contest”
  Coach Allen wanted a tattoo
for the chance to win dinner with
an Islander
 
 
City Cellar Wine Bar and Grill, located
a mile and half from the Nassau
Veterans Memorial Coliseum, agreed
to host a memorable dinner with Rob
Schremp
The winner had to compose a personal
essay about her admiration for the
team and why she deserved to win.
  Tattooing and body-piercing
station at the Nassau
Coliseum
  They sold Islanders-centric
body jewelry and tattoo
inspired Islanders t-shorts
and sweatshirts
SPONSORS NEW IDEAS
B&B Painting by the Pros.
  Customize your chair : Choose your favorite colors
  Leave your mark at the B&B Fan Wall!
Q-Zar: Laser Tag Park
  At Tailgate: Laser tag Arena
  Find your inner child
  Winner teams get discount tickets at Park
  Corporate Discount:
  Tickets for game
  Team builder at Q-Zar Park
AXE
  Bring your AXE bottle and get discount on ticket
  Take a picture with the AXE bottle anywhere in the
stadium with the Islander’s logo
Be creative!!
  Upload your picture: the one with the most “likes” will win 10
tickets for the next game
 
  Give all players AXE products
Goodyear Tire
  Giveaways- pucks in the form of tires
  Discount in Goodyear Tires to all ticket buyers
  Videogames:
  Taxi game: pick up friends to go the Islander’s game
  Emphasis on the Goodyear tires
Merchandise Sales Goals
  Our goal is to increase merchandise sales by:
  Advertising the new theme: “Ride the Tide” and the new
mascot: Wally the Whale
  Offering more creative means of receiving discounts
  Involving sponsor
MERCHANDISE
Current Merchandise Strategies
Brick-and-Mortar
Shopping
Online Shopping
  The Official Islanders
Shop at NHL.com
 
Hats, tees, jerseys, et al
  NHL Auctions
 
Tix, autographed items,
equipment, and much more!
  Islanders Team Store
at Nassau Coliseum
 
Satellite Store at Westfield
Sunrise Mall
  Islanders Pro Shop at
Iceworks
 
Includes equipment to
play, lots of youth traffic
New Merchandise Ideas
  Alumni autograph
sessions at the Nassau
store during games
  Free autograph with
ticket stub and item
purchased at the store.
New Merchandise Ideas
  Tees, hats, banners
that promote the
new tag line and
mascot.
 “Ride the Tide”
tees.
 Wally the Whale
figurines, plush
toys, etc.
New Merchandise Ideas
  In conjunction with the
on-site tattoo booth, get
a tattoo and receive a
20% discount on any
merchandise in store
  Get a 30% lifetime
discount on all
merchandise to anyone
who gets an Islanders
logo tattoo
Concession Sales Goals
  Our goal is to drive concession sales by:
  Partnering with and supporting local food businesses
  Making the eating experience more diverse and popular
CONCESSIONS
Current Concessions Strategies
Food
  Subway
  Nathan’s
  Carvel
  Cupcake Gourmet
  A variety of burgers,
steaks, chicken fingers,
etc.
  Kosher and vegetarian
foods also available
Beverages
  Beer! Huge selection!
  Bud Lite is NHL sponsor
  Many craft and import
choices around the arena
  Pepsico products
  Pepsi, Mountain Dew,
Aquafina…
  Gourmet coffee kiosks
New Concession Ideas
  Use one (or more?)
concession areas to
provide space for an everchanging array of local
favorites.
  Partner with local vendors
and change once per
month.
 
 
Frank Pepe (pizza)
Burrito Loco (fish tacos)
  “Ride
 
the Tide”
All-American Drive-In
(burgers)
New Concession Ideas
  Gourmet Lunch Trucks
  All the rage, especially on the West Coast, but getting bigger here in the East
  “The Great Food Truck Race” has introduced this concept to the nation
  Partner with contestants from latest season of the show:
 
 
 
 
 
 
 
The Lime Truck
Café Con Leche
Devilicious
Seabirds (vegan)
Roxy’s Grilled Cheese
And More!
Or….partner with local food trucks, including
 
 
 
 
Carmine’s of Little Italy
Red Hook Lobster
The Rickshaw Truck
Korilla BBQ
New Concession Ideas
  To drive traffic to any and all of
our concession stands, use eating
contests to generate buzz and draw
crowds.
  Particularly effective for local
businesses.
 
Man vs. Food is wildly popular!
  Partner with local competitive
eaters to make appearances and
compete in contests.
  Can work in conjunction with
Food Trucks
NEW REVENUE STREAMS
Islanders TV Network
  Following in the footsteps of other NY regional
sports channels:
 
YES Network
  Yankees,
 
Nets
MSG Network
  Knicks,
Rangers, Liberty, Red Bulls
  Exclusivity!
  Capitalize on winning history of the team with lots of
retro programming
  Shop other area sports teams for broadcasting rights
Food Trucks
  Food trucks in parking lot for tailgates
  Offer a wide variety of food:
  Traditional hot dogs, soft pretzels
  Greek, Chinese, Thai
  Will appeal to anyone who is hungry or looking for a cheaper
alternative than buying food in the arena
  Also, will appeal to anyone who doesn’t want to be part of a
high-energy tailgate (older fans)
Sales Plan Summary
  New tailgating experience with sponsors
  Merchandise sales driven by our new Wally the
Whale
  Discount for life with Islander tattoo
  Islanders TV Network
Promotions Plan
SALES PROMOTIONS
Sales Promotions
  Drive Ticketing Sales
  Tattoo discount
  Show
 
ticket stub and get a 10% discount on tattoo
Kids skate before zamboni cleans
  Will
sell around 160 kids tickets
  Target little hockey league
 
College
  Show
your student ID at door (or online) for 15% discount on
tickets
  NYU, Fordham, Columbia, Hunter, Manhattan College
  Reach out to on campus RAs for group events
  Competition  most tickets = special on campus party with meet
and greet with players
Sales Promotions
  Drive Merchandise Sales
  Wally the Whale
  New
 
More kid friendly
  Will
 
jerseys with new logo
be able to push
Offer discounts to college students
Sales Promotions
  Drive Concession Sales
  Cupcake Gourmet
  Buy
 
one get one free during second intermission
Kosher Vendor
  Discount
 
around the Jewish holidays
Customer loyalty/rewards card
  Different
levels
  White  Orange  Blue
  Spend a certain amount of money anywhere and receive discounts
Sales Promotions
  Involving the Sponsors
 
“Ace the helpful place” Booth
  Cotton
mugs
 
gloves, bottle of water, hot cocoa, coffee, beer coozies, coffee
Stifel-Nicolaus financial services Booth
  Promote
youth financial help
  Educate youth on financial services specific to them
  Offer free consultation
  Enhance Game-Day & Event Atmosphere
 
Tailgating
  Special
event tailgating zone
  Rock band radio playing music
 
Pictures with “Hotties Who Melt the Ice”
  Josh
Bailey & Andrew MacDonald
  Targeting women in their 20’s-30’s
ADVERTISING
Advertising
  New Slogan
  “Ride the Tide”
  Trying to build fan connection with team
  New Mascot
  Wally the Whale
  Better connection with Islanders and Long Island
  Radio
  104.3, 106.1 WBLI, 95.5 WPLJ, 102.3 WBAB
  Plays
the hit songs
  Will target younger crowd
Advertising
  Television
  News 12 Long Island
  Where
 
locals get their news
Ads during televised games
  Internet
  Players blogs
  Practice,
games, etc.
  Another direct connection with fans
 
Side online advertisements
  Newsday
  Local
online newspapers
Advertising
  Billboards
  No billboards on highway
  Closest billboard in NYC
  Printing
  Newspaper
  Newsday,
Uniondale News, New York Daily News, Long Island
Herald
Programs
  Pocket size game schedules
 
SOCIAL MEDIA
Current Social Media
Facebook
  Behind the scene features
  Exclusive interviews
  Live streaming shows
  In-game live blog
  NYI blog box (sit in press
box at Coliseum with access
to locker rooms, players,
coaches, and management)
  Connection to IslandersTV
Twitter
  In-game updates
  Player updates
  Health, lineup, etc.
  Promotions
  Guess who will score first
goal and when
  Correct guess wins tickets
to next game
New Social Media
  You Tube
 
Fan Contest
“Are you the biggest fan? Show
us how!”
  If you win, you get season
tickets
  Foursquare
 
 
 
New Mascot
Introduce
  Bio video
  Where’s Wally videos
  Scenes of him throughout
different locations of Long
Island
  Fan guess location (through
twitter)
  First 20 correct fans receive a
free t-shirt and a concession
ticket
 
 
Check into the stadium
(Nassau Colisuem) when you
go to a game
Receive a free drink and free
food coupons
  Smart Phone Application
 
 
Already have one but add a
coupon section
QR code that will give
discounts on merchandise &
concession vendors
PUBLIC RELATIONS
Public Relations
  YouTube
  Fan Contest
  “Are
you the biggest fan? Show us how?”
  Contest Winner will win season tickets
 
New Mascot
  Bio
Video
  Introduce Fan Base to new mascot, Wally the Whale.
  Where’s Wally Videos
  Videos of Wally throughout various locations on Long Island
such as Restaurants, Stores, Attractions, etc.
  Fans have to guess Wally’s location and tweet in their answers
  20 correct tweets will be selected randomly and the winners will
receive a free t-shirt and concession coupon.
Public Relations
  Twitter “Hashtag”
  Fans can tweet good luck to
their favorite players and other
shout outs while they are
waiting in the bleachers before
the start of game.
  Must have specific “hashtag”,
such as #GoIslanders or
#NYIvsopponent
  Tweets with the certain
“hashtag” will be shown on the
jumbotron
Public Relations
  Pictures with “Hotties Who Melt the Ice”
  Fans can get their pictures taken with players like Josh Bailey
and Andrew MacDonald.
  Targeting women in their 20’s-30’s.
  Photos will be posted onto the Facebook page where fans can
tag themselves and make their profile picture.
  Player Video Interviews
  Players talk about their involvement in youth athletics and
how those experiences shaped them to become professional
athletes. Show how they had to work to get where they are.
  Interviews would be place on website and YouTube.
COMMUNITY RELATIONS
Community Relations
  Donate your old hockey gear
  Fans can bring gently used gloves, hockey sticks, hockey pucks,
etc. to games
  All gear will be donated to local YMCA for kids to learn and
play hockey.
  Donations boxes will be set up through out arena.
Community Relations
  Sponsor Little League Hockey
  Donate gear
  Have Logo on Children’s Jerseys
  Players Organize Info Sessions
  Players discuss to young hockey athletes about the
dangers and precautions about concussions.
  Info sessions can be held at arena, local YMCA, or
local hospital.
  Become Affiliated with St. Jude’s Hospital in
NYC
 
 
 
Meet and Greats with patients in hospital
“Let’s Win the Faceoff against Cancer!”
Have donation booths for hospital throughout arena
Promotional Plan Summary
  Customer loyalty/rewards cards
  Stifel-Nicolaus to capitalize on the young people who
are seeking financial advising
  “Hotties who Melt the Ice”
  Ride the Tide
  New Mascot Wally
  Popular radio stations
  YouTube contest
  Sponsor youth hockey league, concussion seminars
Summary/Closing Remarks
  Existent fan base will appreciate the legends
autograph signing as well as the changes to the
atmosphere during games
  YouTube contest will be popular with target audience
and create a lot of buzz
  Bringing in popular local food vendors will enhance
the fan experience
  New tagline brings everyone together, new mascot is
more appropriate
Questions?