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Calgary Roughnecks Advertising Campaign
- 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油competitors). - The Roughnecks are a non-stop action professional team in a party atmosphere..油 FEATURES BACKGROUND Did油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 | 油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 油 r e l a t i v e l y 油 i n e x p e n s i v e ; 油 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 . 油 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 油| 油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. 油 油 油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 油 | 油 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 #Albertas_team on all of our posts to portray the idea that we are Albertas 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, well 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 Days Game油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油effective油mode of advertising in todays market. It is a crucial step in recruiting the younger油generation. 21
- 8. Weve 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 thats 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 Patricks Day game for a chance to win $5000.油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 itll gain lots of impressions. Were 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,油entertainment, fun, activity, Calgary TIME BENEFIT In comparison to other social media channels, YouTubes 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 videos 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 YouTubes 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. 油 Affinity audiences: Raise brand awareness and drive consideration with your油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.油 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.油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 Calgarys 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 | 油 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油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 "
- 19. YAMEN SARKES KIRK FRASER JOSH CRANSTON TIM LI T R U S T E G I C