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2. A Student Designed Strategy for the Brand Enhancement of the Denver Roller Dolls

3. Current Areas of Strength:Denver Roller Dolls understands what their current audiences likes & dislikesThe Denver Roller Dolls brand has a great moral foundationSituational AnalysisDenver Roller Dolls understand fun! From the way your business is run to the action packed boutsDenver Roller Dolls use social media to your advantage

4. Opportunities:Chance to capitalize on Students, currently a weaker audience groupRoom to better promote the charitable and local value side of the DRD brand Situational AnalysisOptimize the venue, arena, and little details Capitalize even further on the strong following of Denver Roller Doll fans on social media

5. The Denver Roller Dolls Target: The LoyalistThe FamilyThe StudentSituational AnalysisRegularly attends bouts

6. Is loyal to a specific DRD team or skater

7. Often a friend, family member of a skater

8. Often a skater from another roller derby team, for example the Rocky Mountain Roller Girls

9. Often their first or second DRD bout

10. Attends with their family, kids included

11. Enjoys the fast paced action, family friendly atmosphere, and ability to drink beer

12. Unsure or learning about derby rules

13. Purely entertainment

14. Often their first or second DRD bout

15. Attends with their friends who may have been before

16. Sees a bout as an alternative form of entertainment

17. Appreciates reasonable ticket prices and close location

18. Purely entertainmentConsumer Perceptions:#1: This is a really great alternative form of fun… but what else?Consumer PerceptionsWe found that although fans are pumped about coming to bouts, they sometimes get a little…bored. We need to find ways to keep the fans engaged throughout the entire bout to make them want to come back for seconds!“I feel bad leaving at half time…but I feel like I get the experience within the first half hour…and then I’m ready for something else.”

19. Consumer Perceptions:#2: chicks…beer…full contact sports…this is AWESOME!@#$%Consumer PerceptionsLets face it…hot girls in booty shorts beating the $h!t out of each other is every guy’s dream come true. We love it! But we love the fact that these girls are bad-ass volunteers, business women, moms, and students even more! “My roommate was telling me all about DRD and I knew I had to get in on the action. Beer, girls, and sports…what could be better!”

20. Consumer Perceptions:#3: The Roller Dolls are my idols: strong, athletic, beautiful women!Consumer PerceptionsThe Denver Roller Dolls are roll models to tons of young girls and women in the Denver/Boulder communities. A lot of these girls are interested in getting involved in derby and love the strong female presence that the Dolls personify. “My favorite skater is Disco. She is an aggressive skater but also really nice! It’s cool to see how the girls are all friends, they remind me of one giant sorority!”

21. Objectives: Based on our strength and opportunity findings we have identified six core objectives to further the Denver Roller Dolls Brand.Enrich the experience of attending a Denver Roller Doll event.

22. Enhance the look and feel of the Denver Roller Dolls brand.This includes developing brand standards around logo usage, ensuring brand consistency, and standardizing both the visual and sonic brand of DRD.

23. Raise awareness and integrate the Dolls into the Denver Boulder community.Includes developing relatable touch points for all three DRD targets.

24. Inspire other entities to co-opt their brand with the Dolls.Includes building on the current DRD sponsors with sponsors that support our six objectives.

25. Develop clear communication of Denver Roller Doll team structure.

26. Promote and develop the all volunteer and non-profit status of DRD.Situational Analysis

27. So…Let’s Make This Happen

28. Social Media Integration and Custom ProgramsProposed Idea #1

29. Goals: To build on the Denver Roller Dolls strong presence in their social media vehicles by implementing custom programsCurrent Strengths: Frequent and consistent presence across multiple platforms

30. Quality content that encourages fans to interact with the brandSocial Media Integration and Custom ProgramsOpportunities and Objectives Met: The Dolls do a great job at using social media to build their brand identity and communicate with fans which gives the following custom programs a great potential to successfully:Reward fans for interacting with prizes and incentives

31. Educate fans on the community and service aspect of DRD and encourage them to get involved

32. Create Hype around upcoming bouts by using social media to support and promote theme nights, half time events, etc.OverviewEven though the Dolls have a great handle on their current social media platforms, they are a strong tool to continue to optimize and utilize. By approaching social media as another marketing vehicle and not just a way to get in touch with fans, the Dolls will see higher sales and an increase in both derby and specific DRD knowledge. Add Foursqaure to the DRD digital landscapeThe DRD target is active with the Foursquare platform

33. On the September 23rd bout, 25 fans were “checked in” at the 1st Bank Center before the bout had begun

34. Supplements Twitter and Facebook with the option to link all three

35. Implement custom programs

36. Get Fans involved with Twitter and Foursqaure by implmenting the “Meet a Doll” contestUse the strong DRD Facebook following to get fans to generate content and ideas Social Media Integration and Custom Programs

37. Details & Ways InGet Fans Involved with Location Based Social MediaThe “First 10 People to Meet a Doll…” program is a way to take the engaged DRD fans one step further by enticing them to take actionUsing Foursquare, Twitter, and Facebook, create a contest for fans to win prizes

38. Ask fans to meet a Doll where ever she “checks in” on Foursquare, could be at the A Loft Hotel after party, at a Project Angel Heart event, etc.

39. The first ten fans to “Meet the Doll” win a prize whether it be a DRD T Shit or even a free ticket to the next boutSocial Media Integration and Custom ProgramsNot only does this reward fans who are already engaged with DRD in the digital space but it educates fans on all the aspects of the community DRD is involved in.

40. Details &Ways InUse Facebook to Generate Content for DRD BoutsGetting fans involved in generating half time show entertainment is a way to encourage rich interaction online. Most importantly, it connects a promotional tool to reality and will drive the engaged DRD fans to the eventCostume Contest “Dress Like Your Favorite Doll”Prompt fans to dress up like their favorite doll or another form of DRD Spirit

41. Upload a photo of them in their costume to the DRD Facebook page

42. Fans can comment “V�ǳٱ�”

43. Top three submissions will be judged live at a bout or put to a contest

44. Winner gets an incentive Theme Night Contest Start a discussion on Facebook and Twitter around what kind of theme night fans would like to see Social Media Integration and Custom Programs

45. Create Dynamic Content for Halftime ShowsProposed Idea #2

46. Goal: Utilize the valuable time between bouts to maintain the audience’s energy, get fans involved, and enhance the Denver Roller Dolls Brand. Current Strengths: Highlighting sponsors of the event by handing out free swag and merchandise Connecting to the community by showcasing local talent, bands Interacting with fansHalftime ShowsOpportunities: Halftime shows are a prime opportunity to keep fans engaged, get them involved, and communicate the attitude of DRD:Sorority Vs. Sorority Bout

47. CU Men and Women’s Hockey Bout

48. Get To Know The Refs - Dating GameDetails & Ways InSorority vs. Sorority Mini BoutSororities are an ideal organization for DRD to get involved in. Not only will they help DRD reach their college target market, but sororities themselves have similar values and organization structure to DRD – involved with philanthropy and the community, and are run by their members. Teach Sorority members from two separate Sororities the rules of roller derby

49. Have them engage in a mini-bout during a half time segment

50. Generate an audience of girls coming to support their friendsHalftime ShowsFuture Opportunities:Partner with CU Sororities to feature Project Angel Heart at on campus events

51. Partner with CU Sororities for seminars on women empowerment for incoming new membersDetails & Ways InCU Men’s Vs Women’s Hockey BoutGetting the Denver Roller Dolls name associated with other sports organizations is agreat promotional tool. While getting professional athlete teams in for a bout might be a stretch, both the CU men’s and women’s hockey teams would be a nice match for DRD halftime entertainment.Possibility to tie the event to a fundraising effort that supports both the Denver Roller Dolls and CU Hockey LeaguesWith proper promotion, the “partnership” will extend reach to families both of CU hockey parents as well as younger hockey familiesHalftime Shows

52. Details & Ways InGet To Know the Refs – Dating GameThe derby referees add a lot of personality to the game. They too are a extension of the Denver Roller Dolls brand. Their attitude and presence on the track is a valuable tool we can leverage to connect with the DRD target. Bring a volunteer out from the crowd or select a fan/follower through Facebook or TwitterHold a mock dating game where the contestant asks each ref three questions Questions should highlight each refs unique personality and roll in the bout

53. Questions can also be skewed to educate the fans on the rules of derbyEncourage fan involvement by having them cheer for the ref they want to win the gameHalftime Shows

54. Arena Set-Up and Venue ExperienceProposed Idea #3

55. Goals: To capitalize on the space of the 1st Bank Center to best represent the Denver Roller Dolls brand and enhance the bout experience - includes the layout of the arena, areas to improve on merchandising, appeal to the wide demographic of DRD fans. Current Strengths: Use of floor seating gets fans up close to the actionMerchandise is appealing to fansOpportunities and Objectives Met: Add merchandise that strengthens both the DRD identity and team identities Add merchandise that caters to the personality and attitude of DRD target Make the 1st Bank center more reflective of the DRD brand Arena Set Up And Venue Experience

56. OverviewAdding the following elements to both the design and function of the arena will increase energy, help define team structure, and get the fans riled up Light the stage

57. Set the main entrance to be more inviting

58. Color Code the stands based on team

59. Offer family seating Like the Roller Dolls themselves, the fans enjoy dressing up and going a little wild with their outfit for the bout. This is a unique characteristic of the DRD demographic and the merchandise department has full opportunity to capitalize on it. Partner with “Knock Your Socks Off” to bring a sock stand in to the bouts

60. DRD Uniform Elements - ex. Booty Shorts Arena Set Up and Venue Experience

61. Details & Ways InLight The Arena People love a show…So light it like a showHighlight the bout while keeping the stands dark.DRD is a sport for the girls: Show for the audience

62. Keeps attention on the bout

63. Visual queue for audience to get concessionsAn Inviting EntranceThe main entrance is your first impression of the venue. It should set the tone for what the fans will experience for the remainder of the night.Arena set up and venue experience As you walk into the arena, a big table obscures your vision

64. Table takes up valuable seating - audience loves being up in the action

65. Moving the table will open up valuable seating space. Move the table:

66. To one of the upper booths

67. The stage

68. Where the merchandise stand is

69. Put floor/chair seating in its place.Details & Ways InColor-Coded Fan SectionSeparate sections for hard-core fans

70. Light part of the stands based on team colors

71. Fans with team loyalties can join other fans

72. Place these fans behind team benchesArena Set Up And Venue Experience Family SeatingOffer Family section

73. Kids get to interact with each other

74. College age students would be more interested if they weren’t surrounded by small childrenDetails & Ways InPartner with Knock Your Socks OffIntroduce a booth or section of the merchandise booth that sells socks. Socks are a huge hit right now and would be a fun, easy, addition to the merchandise stand. Overall, socks are less predictable than t-shirts and is a trendy item for roller derby practices and scrimmages.Team colored knee high socks

75. Creates team loyalty and help define the DRD team structure

76. Can be incorporated into a costume discount

77. Knee socks are alternative - will resonate with target audienceArena Set Up And Venue Experience DRD Uniform Inspired MerchandiseDRD Booty shorts like they wear

78. Embroider or silkscreen team icons

79. Can be incorporated into a costume - discountPink and Black Carpet EventProposed Idea #4

80. Goal: Organize an event that showcases all aspects of being Denver Roller Doll, including the sport, the teams charity work, and their connection to the Denver Boulder community.Current Strengths: The Denver Roller Dolls involvement in the community is showcased in their marketing vehicles including program and social media Pink and Black Carpet EventOpportunities: The Pink and Black Carpet event provides the opportunity for The Denver Roller Dolls to become active in a charitable/promotional event and engage with parents, kids and fans. This is an area that we know the Dolls are proud of and is a huge aspect of Derby. By organizing an event around charity and community the Dolls have an option to not only connect with fans but educate them on the Derby lifestyle.

81. OverviewEvent will be held towards the end of the season and will be advertised for, promoted, and organized through social media

82. Opportunity to recruit an event planning intern who is looking for resume building experience to organize the event

83. Keep ticket prices low - $10 plus any donation

84. The carpet will be placed on the first floor and will allow teams to separately or individually enter and greet fans, media, publishing companies or even reportersPink and Black Carpet EventUse strong branding symbols to communicate the essence of DRD brand

85. Music, logo usage, merchandise

86. Opportunity to highlight players with MVP awards, honorable mentions

87. Possibility to extend this into “Fan Awards” for example, “Most Loyal Fan” or “Most Spirited.” Details & Ways InHold an art showCan be DRD related - photography, artwork, digital art - or non DRD related

88. Can be initiated through social media

89. Local artists are always looking to showcase their talent and in their early stages are happy to submit their work for no incentive Bring in local musiciansOpportunity to draw in the wide demographic of DRD fans by bringing in multiple bands

90. Since this is a charity event many bands will do for free Invite local sports starsThis not only strengthens brand identity but allows for raising brand awareness within the community by also creating opportunity to pair this event with sponsors and local businesses to participate in support. Pink and Black Carpet EventThe success of this event will showcase the strength of the DRD brand including all elements they’re involved in outside the arena. Most importantly, it gives local businesses an idea of who they are and what they stand for which could lead to partnerships in the future.

91. Strengthening Team IdentitiesProposed Idea #5

92. Goal: To clearly communicate the Denver Roller Dolls league team structure by using interactive practices and incorporating the team structure into the whole derby experience.Current Strengths: The program outlines the separate teams and introduces the demographic to their very different identities

93. Mascots for each team create friendly team rivalry and contributes to the team identity Strengthen Team IdentitiesOpportunities: Unless the audience is familiar with the structure of a Roller Derby league, the multiple teams all under names.Distinguish with merchandise

94. Create team cheers, team theme songs, victory songs

95. All starsDetails & Ways InSeating AreasEach team should have its own cheering section within the 1st Bank Center. It obviously wouldn’t be mandatory for fans to sit in particular sections but there could be the option for those who so desired. Signs indicating each team’s section could be placed at the designated spot in the arena. Fan SpiritStrengthening Team IdentitiesEncourage fans to wear their team’s colors and/or buy team merchandise at the bout. Offer a discount to groups of dressed up fans, like “bring 4 and the 5th gets in free.”

96. Opportunity to play off the enhanced merchandise division that features apparel and uniform elements affiliated with certain teams, skaters, etc.Details & Ways InMerchandiseCreate new merchandise to accommodate fan spirit—headbands, socks, sweatshirts, and even props related to the teams like fake shotguns for Shotgun Betty fans.MusicEach team needs to have a theme song and a cheer/victory song be played throughout the bout at defining moments. This would make it easier for fans to identify with their teams and boost crowd morale. Strengthening Team IdentitiesAll-starsAll-star players need to be identified either by wearing different helmets or bright (pink?) armbands. This would make it easier for fans to follow the best skaters and cheer for them on all levels of the competition.Update Promotional MaterialsProposed Idea #6

97. Goals: Create a brand standards document and execute new designs for promotional materials based on said document. All new promotional materials should be heavily and clearly branded to most effectively communicate the essence of the DRD brand Current Strengths: Plenty of marketing vehicles are currently being utilizedUpdate Promotional MaterialsOpportunities: Ensuring that each marketing vehicle meets all brand standards will strengthen the DRD brand identityCreate brand standards that outline logo usage, design elements to ensure consistency between vehicles

98. Optimize current creative of the program that is handed out at bouts - simplify and streamline cover design, optimize individual team pages,

99. Carry new design throughout the rest of the marketing vehiclesProgram CoverRules Handout

100. Beer of the DRD Brewery CompetitionProposed Idea #7

101. Goal: Increase presence in the Boulder/Denver community and offer local companies the chance to get involved with the 1st Bank Center and DRD. Current Strengths: Between the Denver Roller Dolls involvement in community and local charities and their bad ass attitude, they are able to balance the two to create a unique community experience. “Beer of the DRD” Brewery CompetitionOpportunities: This competition will bring a new light to the DRD. It will strengthen the relationship between the 1st Bank Center and the DRD. It will also create a constant presence at the DRD throughout the season during non-bout events. The competition will help reach an audience that they currently might be missing: Local Breweries

102. Denver/Boulder foodies

103. College-aged malesOverviewThe Denver Roller Dolls will host a competition amongst local breweries to find a beer that best represents the Dolls best (or maybe just their favorite wins!). The chosen beer wins a priceless prize: the chance to have their beer on tap a the 1st bank center for the entire fall season. “Beer of the DRD” Brewery Competition

104. Details & Ways InIn early summer, the dolls should issue a flyer to all local breweries declaring the competition. Use social media to support the efforts.

105. The Dolls should host a party towards the end of the summer where all of the competing breweries will bring their best brews. The event should be open to the DRD’s loyal fans and family. During the party, the dolls will cast votes as to which beer they wish to showcase all season at the 1st bank center.

106. Regardless of if they win or loose, the breweries will be excited to compete because it is another chance for them to introduce their beer to a broad range of people.

107. The winning beer will be available on tap for the entire fall season.

108. Since there are many events that take place at 1st Bank Center all season, guests coming to other concerts and shows will be introduced to the DRD when they go to buy a beer, thus increasing the Denver Roller Doll Presence at the 1st Bank Center.“Beer of the DRD” Brewery Competition

109. CU Student NightProposed Idea #8

110. Goal: To increase the DRD presence amongst University of Colorado Students. To place the DRD as an alternative fun night out!Current Strengths: The strength behind this idea is that not much will have to change at the actual bout-- the DRD is something that college students would love, you just have to get them there!CU Student NightOpportunities: By engaging the college audience with this event, the DRD will be able to: - Build a loyal audience at the University of Colorado - Expand on the idea of college night to keep momentum going - Create a more exciting bout experience with excited college fans - Sell more tickets

111. OverviewOn the Saturday Night of a particular bout in the fall season, we think it would be great to offer a college night! We know that in the past, the Goose Bar on the hill has a had a“pregame” at their bar and then students get on a bus outside the bar and go to a show. We want to use this same idea, but bus them to a bout instead of to a concert!Transportation is a big concern for CU students so if you arewilling to provide a bus, students will come.CU Student Night

112. Details & Ways InIn order to reach out to the college audience, the DRD should partner with a bar that primarily caters to college students (probably something located on the hill like The Goose or The Sink).

113. After researching other events like this, we think the best way to go about it is to have a flat rate price that includes a ticket to the bout, transportation to the 1st Bank Center, and a wristband for drinks at the bar.

114. Two hours prior to the beginning of the bout, students of age can go to the bar and have an all you can drink special with purchase of a wristband. Following bar time, the students will be bussed to the 1st Bank Center

115. During this particular bout, there should be a separate section where college students will sit and cheer.CU Student Night

116. DRD VideosProposed Idea #9

117. Goal: To give potential audiences an idea of what a bout experience is really like by using real footage and distributing it across multiple touch points. Current Strengths: Strong, branded YouTube Channel Use of videos as entertainment at bouts Denver Roller Doll VideosOpportunities and Objectives Met:Use videos to communicate attitude of the DRD brand

118. Chance to strengthen sonic branding

119. Encourage fans to interact with the DRD brand through social media OverviewThe Denver Roller Dolls have a successful collection of multimedia and videos to advertise their sport. The DRD YouTube page is well branded and is connected effectively with other channels of social media. Denver Roller Doll Videos

120. Details & Ways InIndividual player bios on the websiteHave a quick shot of the skater introducing themselves: Name, Team, and Position, and then have them demonstrate their favorite move or skill on the rink This would allow each skater to show off their individual personality and give some insight into the game of Roller DerbyVideos would fit nicely in the “Featured Skater” section of the DRD websiteConduct a DRD Music Video Contest Denver Roller Doll VideosThis would get fans involved in the intricacies of the sport and put more quality videos of the Dolls out in cyberspace. The more multimedia that people can find the more likely they will be to get a glimpse and become intrigued.Details & Ways InBig Hits and Season Highlight VideosAllow for fans to submit their best video clips of the “Big Hits” during a bout and compile them into a collage of the top collisions from a night.People will see the hardcore contact of the sport at its best and influence them to see the Denver Roller Dolls as anything but “Dolls.”Denver Roller Doll Videos

121. THEPOD

122. AlexNickI come from the East and the West and cherish the oddities, the counter intuitive, and the subjective. I enjoy teaching dolphins to swim.Enthusiastic hard working student with a desire to travel, I seek to learn, explore & immerse myself into new opportunities & experiences to enlighten the mind.JennaBenAdvertising student and coffee addict. Rule breaker and curious student. Lover of cheeseburgers and hater of chipped nails. Fearful of the plain and mundane. Benjamin Batten From Westminster, Maryland. Born Dec. 6, 1985. Film Studies Major at CU-Looking forward to being done. Living in Colorado to Ski and FilmShanleyChrisAd student, writer, designer in training. Optimist, curious, therapist. Trying to get someplace good and wear sparkly things along the way. I stand on my hands in heated rooms. I sleep on floors, in cars, and even once went to sleep while standing up. I was born in Brazil but I live in America.

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