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Blake Griffin Marketing Plan_Final Compressed
- 1. Blake Grif鍖n Sports Marketing Plan Catherine Barnett Nick Chang Todd Crabb Deena Elkassed James Huntington Phillippe Keutgen Matthew Koelliker Gaetan Pierrefeu Sarah Walker
- 2. Agenda 1. Player Overview 2. Major Career Endorsements 3. Athlete Marketability i. Athlete Marketability Formula ii. Current Image iii. Current Social Media Activation 4. Competitive Landscape i. Comparison to OtherTop Players ii. SWOT 5. Marketing Strategy & New Endorsement Opportunities 6. Athlete Marketing Pitch
- 3. Early Years High School and Oklahoma Sooners! ≒ Won four state championships (2003-2007)! ≒ Voted National Player of the Year in his sophomore year at Oklahoma ≒ Selected 1st overall in the 2009 NBA Draft NBA Clippers! ≒ Won the Rookie of the Year award in 2010-2011! ≒ Five-time NBA All-Star! ≒ Selected to the U.S. Olympic team, but could not play due to an injury ≒ First Paci鍖c Division title for the Clippers in 2012-2013! ≒ Career-high 24.1 points per game in 2013-2014! Pro鍖le! - 26 years old - 610, 251 lbs - $24.7M total earnings (2015) - $17.7M salary - $7m endorsements - #46 ()Worlds Best Paid Athletes (2015) - Single, 1 child - Agency: Excel Sports - Agents: Jeff Schwartz, Sam Goldfeder - 3.4MTwitter followers Player Overview Blake Grif鍖n Power Forward, Los Angeles Clippers
- 4. Major Career Endorsements 2009 2015 ≒ Subway ≒ Electronic Arts ≒ Nike ≒ Foot Locker ≒ Kia ≒ AT&T ≒ Vizio ≒ Game鍖y ≒ Rage ≒ PowerBar ≒ Jordan ≒ Red Bull
- 5. On-court performance = talent + success ≒ 5-Time All-Star ≒ Rookie of theYear ≒ Slam Dunk Champion BUT ≒ Little post-season success Off-court persona = integrity + charisma ≒ No signi鍖cant off-court incidences ≒ Likable: 76% of those surveyed would want to hang out with Blake ≒ Over half of survey respondents view Blake as a positive role model Characteristics Describing Blake ! Top Survey Results! 1. Unique 2. Exciting 3. Respected 4. Funny 5. Good Sport Athlete Marketability Athlete Marketability = On-Court Performance + Off-Court Persona
- 6. Athlete Marketability Current Image Survey
- 7. Athlete Marketability Social Media Activation 9th! 76th! +1,100! most followed NBA player most followed athlete avg. daily increase InTwitter followers
- 8. The Most In鍖uential NBA Players on Social Media LeBron James Kevin Durant Kobe Bryant Carmelo Anthony Dwight Howard Dwayne Wade Chris Paul Paul Pierce Blake Grif鍖n 25.2M 22.2M 15.4M 12.3M 9.9M 5.9M 7.9M 20.4M 4.4M 7.1M Steph Curry 5.3M 3.2M 6.2M 4.9M 1.4M 5.0M 11.1M 5.4M 3.3M 4.4M 6.1M 4.6M 4.6M 3.8M 3.8M 3.7M 0.2M 3.4M 3.9M 2.1M
- 9. Source: The Worlds Highest Paid Athletes, Forbes, 2015 (h=p://www.forbes.com/athletes/list/) Competitive Landscape Comparison to OtherTop Players Forbes Ranking! Name! Age! Pay! ($)! Salary! ($)! Endorsements! ($)! Team! 6 LeBron James 30 64.8 20.8 44.0 Cleveland Cavaliers 7 Kevin Durant 27 54.2 19.1 35.1 Oklahoma CityThunder 10 Kobe Bryant 37 49.5 23.5 26.0 Los Angeles Lakers 20 Derrick Rose 27 33.9 18.9 15.0 Chicago Bulls 25 Carmelo Anthony 31 30.5 22.5 8.0 NewYork Knicks 31 Dwyane Wade 33 27.2 15.2 12.0 Miami Heat 37 Chris Paul 30 26.1 20.1 6.0 Los Angeles Clippers 41 Dwight Howard 29 25.5 21.5 4.0 Houston Rockets 44 Amare Stoudmire 33 25 22 3.0 NewYork Knicks 46! Blake Grif鍖n! 26! 24.7! 17.7! 7.0! Los Angeles Clippers! 49 Joe Johnson 34 24.2 23.2 1.0 Brooklyn Nets 52 Chris Bosh 31 23.8 20.8 3.0 Miami Heat
- 10. Competitive Landscape SWOT Analysis Strengths! -Charismatic -Player for a large-market team -5-time NBA All-Star -Known for powerful dunks (2011 Dunk Contest Winner) -Made the playoffs the last 4 years Weaknesses! -Little post-season success -No MVP seasons -Although he is improving, not known as a great all- around player -Not clearly viewed as a number one player on a team Opportunities! -Improve on-court Performance -Owner who is willing to spend -Kobe Bryants retirement and Laker struggles -Successful endorsements that resonate with younger audience could lead to other deals Threats! -The Warriors continued dominance -Clippers post-season performance could cap his marketability -Chris Paul injury/leaving the team could hurt team performance -Could be traded to the Milwaukee Bucks
- 11. New endorsement opportunities:! ≒ Personal Care ≒ e.g. Dollar Shave Club, Harrys ≒ Technology ≒ e.g. Flipagram, Samsung, Skull Candy ≒ Fashion ≒ e.g. H&M, J Crew ≒ Health & Wellness ≒ e.g.Thrive Market ≒ Lottery & Gaming ≒ e.g. DraftPot Focus:! ≒ Current top priority is on-court performance ≒ Thoughtfully curate brand partnership opportunities Marketing Strategy & New Opportunities The Future of Blake Grif鍖n Increasing brand value:! ≒ On-court and team performance ≒ Consistent brand visualization ≒ Increase visibility of community engagement Social media strategy:! ≒ Strategy to expand social media reach via Facebook & Instagram ≒ IncreaseYouTube presence
- 15. ELITE NBA PLAYER 2009 NBA DRAFT 1ST OVERALL PICK 2011 ROOKIE OF THE YEAR 5-TIME NBA ALL-STAR
- 16. IMAGE & PERSONALITY UNIQUE, EXCITING, FUNNY CREATIVE & ENGAGING HUMAN HIGHLIGHT REEL
- 17. SOCIAL MEDIA INFLUENCE 3.9M FACEBOOK FOLLOWERS 3.4MTWITTER FOLLOWERS 2.1M INSTAGRAM FOLLOWERS 9TH MOST FOLLOWED NBA PLAYER +1,100TWITTER FOLLOWERS PER DAY
- 18. DELIVERS VALUE
- 20. CREATIVE & ENGAGED PARTNER APPEALS TO A BROAD AUDIENCE ACTIVELY ENGAGED AMBASSADOR CREATIVE, COLLABORATIVE PARTNER AUTHENTIC GENUINE CHARISMATIC
- 21. Contact us for new opportunities