Professional Documents
Culture Documents
N E W P O R T U N I V E R I T Y
TABLE OF CONTENTS
MARKET RESEARCH
A study led by Yu Kim of Florida State University built of Funk’s research, adding the
additional factor of team identification to the model. Kim’s team of researchers collected
245 responses to a similar survey of that used by Funk. Without a positive team
identification, the motivating factors used in this study were not statistically significant,
except for the style (aesthetic) associated with the sport and the vicarious sense of
achievement felt through the game. However, when the factor of team identification was
added to the survey, all the variables became statistically significant, and their variance
decreased (Kim, 2013). These studies indicate that typical motivating factors have a
relatively weak influence on game attendance, but became more significant and valuable
when influenced by identification with the specific team performing.
Another important factor influencing sporting event attendance is the social stigma
surrounding the sport. A popular peer-reviewed study conducted by Kirk Wakefield in
1995 indicates that the experience of games (specifically baseball games in his study) are
strongly affected by the social stigma and popularity surrounding the game. If a sporting
event is viewed as popular by an individual’s reference group, the individual will be much
more likely to view attending a game as valuable and exciting (Wakefield, 1995). The study
also confirmed that fan identification positively influenced game attendance. For
marketers, if they wish to increase game attendance long term, it would be advantageous to
focus efforts on increasing the local popularity of the sporting event among targeted
demographics.
Seeking to improve identification with their team, many marketers run to social
media as a solution. However, if the social media manager is untrained in producing quality
content, this can have an adverse impact. Facebook users are much more likely to
unsubscribe to a specific brand due to too much content (36 percent) compared to too little
content (14 percent) (Kerwin, 2011). Social media consumption is still proven to positively
affect team identification, and word-of-mouth intention to attend games (Park, 2014). It is
therefore advisable for sports teams to be strategic in their use social media in marketing.
Consumers value unique content that is valuable to them and stands out in their feed. If
done effectively, social media marketing can significantly enhance team identification,
influencing game perception and attendance.
From this, the marketing team gathered that the majority of the groups in the area
are hosting events for their staff as a time of bonding or fundraising. The more notable data
is focused on the preferred communication form and team identification ranking. Based on
the marketing team’s secondary research, they included a question asking respondents
how strongly they associate themselves with their favorite sports team. Responses were
recorded on a scale of 1 (do not associate) to 6 (strongly associate). The responses were
segmented according to the type of organization to better understand the strength of team
identification between each group segment. Both the community organization and the fire
department reported strong identification with their favorite team, while the student
organizations averaged in the middle of the scale. This led to a total mean team
identification ranking of 3.7 out of 6.
When asked what their preferred platform to learn about Norfolk Admirals
promotions, the prominent responses were through friends and Facebook. Other
repeatedly selected responses related to word-of-mouth or social media notification.
Our data indicates that there is a decent level of awareness for the Norfolk Admirals.
Awareness is not always beneficial. A recently released Virginia Pilot news article is
entitled “Norfolk Admirals' attendance is at an all-time low, but team officials insist they
are here for the long haul.” While the title and article insists that the Admirals are not
leaving Hampton, the sentiment is still not positive. The article speaks of consistently low
ticket sales, and fans stating how much they would miss the team if they left (Minium,
2018). This is not the type of press the Admirals want if they desire to assert their games as
the place to be for entertainment and action in Norfolk.
When organizing events, the majority of the groups are seeking to build friendship
and comradery amidst their employees, but frequently including family and friends too.
Are they going to want to bring their groups to a venue that “appears to be in turmoil?” To
combat the present social stigma against Admirals games, the marketing team suggests
releasing slice of life advertisements that allow locals and group event organizers to picture
themselves and their groups at Admirals games having a great time and bonding as a
group. This advertisements should be released primarily on Facebook and other social
media platforms. This follows the data reported that respondents prefer to learn about
offers through word of mouth and social media posts.
Findings Actions
90% stated that they are there to have fun and socialize Promote the building of friendships and memories
60% stated that they are there to boost morale Break the Ice with your group
60% also stated that they are there to raise funds for Build Slice of Life advertisements and stories that allow
their organization viewers to picture themselves at an Admirals game
Average team identification of 3.7 Focus on enhancing game experience, not marketing
the Admirals as a team
70% recorded that their primary focus as an Add to experience through benefiting the community
organization related to community service
70%+ preferred Facebook or direct word-of-mouth Social media campaign driving online and word-of-
offers from friends mouth interaction
OFFER STRATEGIES
After considering the research gathered, the marketing team considered a series of
promotional offers and game enhancement strategies to increase group ticket sales at
Norfolk Admirals games. The marketing team created the “Break the Ice” Campaign to
bring organizations together. The campaign centers around getting closer to people in
organizations through a shared experience at the game. Often in organizations, people get
caught up in the day to day stresses of maintaining an organization, running a business, or
working towards a greater purpose that they forget about the members that make up the
organization they are a part of. The “Break the Ice” Campaign strives to change this through
bringing members together in a casual and fun environment to share laughs and victories
with the Norfolk Admirals.
When asked which media the groups preferred to learn about promotional offers,
70 percent of the respondents indicated Facebook and other friends as their preferred
media types to learn about promotions. Based on this data, a promotion was created to
encourage people to use their Facebook as a way to interact with the Admirals. Every group
that responds to the Facebook event for an Admirals game and shares the post with the
hashtag #BreaktheIce will get entered into a raffle to win a catered lunch by the Admirals’
sponsor Y-Not Pizza. The winner will be announced at the game. The organization or a
representative must be present at the game to be eligible to win. This will encourage game
attendance and work as publicity for the Norfolk Admirals on Facebook.
Continuing with social media, an online photo contest can be implemented to spread
the Admirals name across various social media platforms. Organizations and businesses
can use their Facebook page and Instagram account to post a photo of their group using
#BreaktheIce and to express why they love the Norfolk Admirals. The organization with the
most likes on their post with the hashtag will win free tickets, up to fifteen members, to a
future hockey game. This will not only spread the name of the Admirals but also encourage
groups to attend based on what their friends are saying about the team and game overall.
in the team registration fee. The organization that raises the most will be announced at the
game, and will receive the opportunity to take a picture with the Admirals on their team
bench and discounted tickets to a future Admirals game. Survey respondents noted that
taking a picture on the Admirals bench was among the top three game enhancements that
the Admirals could offer. These rewards will encourage the winning organization to bring
Admirals games into their organization as a part of their social structure along with spread
their joy through posting their photo with the team on social media.
Once large groups arrive at the game, the marketing team created a variety of game
enhancement strategies to ensure everyone has a fun filled night leaving them with a desire
to continue following the Admirals on their road to victory. As shown in the survey data,
customers want an experience along with a game. To do this, individuals and groups should
be made a part of the game, rather than remain as spectators. When purchasing tickets in a
group for a special event night, there will be an option to select if they would be interested
in intermission activities on the ice. During the game, an individual representative from
each organization will compete against other organizations in “Pass the Puck.” The game
centers around individuals working to score the first goal in attempts to win a signed puck
from the team for their organization.
To accommodate the desire to become a part of the game, along with their passion
for community involvement, the team altered a well-known game, “Chuck a Puck.” Before
the game starts, organizations can buy a foam puck for five dollars, all of which will be
donated to a charity of the winning organizations choice. During the game, groups can
throw their puck, or pucks, onto the ice, aiming for the center of the Admirals logo. The
winning organization will receive free pucks signed by the entire team. This will publicize
not only the Admirals but the team and the organizations giving natures, appealing to more
members of the community.
To center in on the #BreaktheIce Campaign, an activity was designed for when the
Admirals are the ones to break the ice at a game. In a game, if the Admirals are the first
ones to break the ice, meaning if the Admirals score the first goal of the game, three
random groups will be selected to win free pucks signed by the entire team. This will add
an additional sense of excitement to the first goal, boosting the team and fans spirits
leading to a better experience for all.
COMMUNICATION/MEDIA STRATEGIES
Communication Plan
Media Justifications
• Postcard – To kick off the season, it is recommended that the Norfolk Admirals send
out a postcard with all of the dates of the games. This will allow both segments to
determine which dates work best for their organization and plan ahead. Halfway
through the season and before the busiest time of year, another postcard should go
out to remind those outside groups of the last couple of games.
• Twitter – According to research, student groups are more responsive to this
medium than outside groups. Twitter should be used to give live updates during the
games so that people who are interested in games, but cannot attend can still feel “in
the loop”, which will make them want to attend more games in person in the future.
The fear of missing out in an exciting game will motivate them to attend every
future game.
• Facebook – The Norfolk Admirals should keep posting about the one event per
month. This should be done through an event page, which will show up more often
in a Facebook Feed. Since 70% of people in the research want to hear about events
on this medium, it should be used throughout the entire season. This assertion is
also supported by the 35% of groups that host events on a monthly basis.
• Instagram – According to the research, this medium is the second most used
medium used to communicate with members. The Norfolk Admirals should use this
medium during their busiest time of the year, from January to April. It is also helpful
to post a graphic covering all game days in the beginning of the season to keep their
audience aware.
• Direct Mailer – According to research, direct mailers are most useful to outside
groups. The Norfolk Admirals should utilize direct mailers to connect with those
groups early in the season to peak their interest, and result in their desire to attend
a game later in the season.
• Email – Outside groups commonly use email to communicate with members
throughout the year. Because this is their preferred medium, it is recommended that
the Norfolk Admirals use email to communicate group rates and opportunities
through promotional emails.
• Newspaper – It is recommended that the Norfolk Admirals utilize a newspaper ad
in the beginning of their season to communicate game and group ticket information.
This will get the word out to avid sports fans that frequently visit the sports section
of the newspaper. Because groups prefer to hear about games from friends and
family, this ad will help facilitate these conversations, which will then drive
attendance.
• Commercial – Television is another media type that can be utilized by the Norfolk
Admirals. Commercials, especially those on sports channels, have the potential to
reach an audience that is already interested in sports. Seeing a commercial that
embodies the excitement of attending a Norfolk Admirals game could have the
potential to attract more attendees.
Objectives
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Response Mechanisms
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CREATIVE STRATEGIES
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Additionally, a direct mail piece and a space advertisement were sent out to
encourage groups such as boy scout troops, church youth groups, and clubs to seek out
bonding nights at the Norfolk Admirals games. These pieces are often analyzed by parents
of younger audiences, which would lead to an increase in attendance for this demographic.
The mail piece splits horizontally down the middle, revealing the ice before and after being
broken. Inside the flap is breath mint to allow consumers to feel comfortable breaking the
ice with their coworkers. This interactive piece draws the consumers attention and raises
awareness of the campaign. Details regarding the promotional offers are printed on the
back. Many organizations are unaware of what the Admirals have more to offer than just a
game. They need to know that the Admirals offer a community experience, a credential
many deemed necessary in a bonding event.
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Lastly, an email blast was sent to reach those in the corporate sector and larger
organizations that could host a team night at the game or participate in one of the many
philanthropic opportunities presented through the “Break the Ice” Campaign.
These pieces are designed to raise awareness to the excitement and bonding
experienced at Admirals games. They are to be released on platforms popular to group
organizers. Backed by primary and secondary data, this promotions campaign will drive
interaction with both potential and current fans, increasing the amount of leads for future
group and season ticket promotions.
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REFERENCES
Funk, D.C., Filo, K., Beaton, A.A., & Pritchard, M. (2009). “Measuring the motives of sport event
attendance: Bridging the academic practitioner divide to understanding behavior”. Sport
Marketing Quarterly, 18(3), 126-138.
Kerwin, A. (2011). Why fans un-friend your brand on Facebook. Advertising Age, 82(33), C-6.
Kim, Y. K., Trail, G. T., & Magnusen, M. J. (2013, April). “Transition from motivation to
behaviour: examining the moderating role of identification (ID) on the relationship
between motives and attendance”. International Journal of Sports Marketing &
Sponsorship, 14(3), 190+.
Minium, Harry. (2018, January 21). “Norfolk Admirals' attendance is at an all-time low, but
team officials insist they're here for the long haul”. The Virginia Pilot. Retrieved
February 06, 2018, from https://pilotonline.com/news/article_bc15f374-3a2f- 5ce7-
82e9-38f9b0d9dfdc.html
Park, J., & Stephen, W. D. (2014). The relationship among social media consumption, team
identification, and behavioral intentions. Journal of Physical Education and Sport,
14(3),331-336. http://dx.doi.org/10.7752/jpes.2014.03050
Wakefield, K.L. (1995). “The pervasive effects of social influences on sporting events
attendance”. Journal of Sports and Social Issues, 19, 335-351.
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SURVEY RESULTS
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PRESENTATION SLIDES
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