Ticketing-Assignment - the ROCk edit
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This document proposes two concepts for a Toronto Rock lacrosse ticket campaign. Concept 1 is a Toronto Rock Youth Day that would educate youth about lacrosse through clinics and a game. It aims to increase ticket and merchandise sales through partnerships with schools. Concept 2 creates ticket bundles through restaurant Shoeless Joe's to boost sales and awareness of the Toronto Rock. Ticket packages would include a Rock game ticket with special menu items and meet and greets with players at Shoeless Joe's locations. Both concepts aim to expand the Rock's fanbase and strengthen community and sponsor relationships.
Ticketing-Assignment - the ROCk edit
- 1. TICKET CAMPAIGN PROPOSALS THE TORONTO ROCK Prepared By: Katherine Dionne Amanda Godinho Rebecca Hallquist Elise Milani Sandeep Virk SEA 120 Professor Ross Marin March 31st, 2015
- 2. 2 TABLE OF CONTENTS About: Lacrosse & the Toronto Rock Lacrosse Team.....................................................3 Concept #1 for Consumer Engagement Goal................................................................................................................ 3 Campaign Objectives.................................................................................. 4 Campaign Plan............................................................................................ .4- 5 Concept #2 for Consumer Engagement Goal.................................................................................................................. 5 Campaign Objectives....................................................................................5 Campaign Plan............................................................................................ .. 6-7 Reference List ........................................................................................................ 8
- 3. 3 ABOUT LACROSSE & THE TORONTO ROCK The sport of Lacrosse is an intrinsic part of Canadian culture, tradition and heritage. Invented by the Indigenous peoples of Canada, lacrosse is a team sport that consists of a small rubber ball called the indian rubber ball, and a long handled stick called the crosse. Offensively, the objective of the game is to score on your opponent's net using the loose mesh at the end of your crosse to cradle, pass, and shoot. Defensively, the objective of the game is to make sure your opponent does not gain the ball and score by using body contact and positioning. Lacrosse consists of four positions, midfield, attack, defense and goalie, and has four major types, mens field lacrosse, womens lacrosse, box lacrosse and intercrosse (Lacrosse Canadas National Summer Sport). The National Lacrosse League (NLL) is North Americas professional indoor lacrosse league. Professional indoor lacrosse is a combination of high scoring, quick thinking and teamwork. Indoor lacrosse is played inside of an ice hockey rink that is covered with a green dieter turf carpet. The NLL consists of the following nine teams: Canada: o Calgary Roughnecks o Edmonton Rush o Toronto Rock o Vancouver Stealth United States: o Buffalo Bandits o Colorado Mammoth o Minnesota Swarm o New England o Rochester Knighthawks These teams play an eighteen game regular schedule season schedule from December to April (National Lacrosse League website). CONCEPT #1 TORONTO ROCK YOUTH DAY
- 4. 4 GOAL To educate the youth in Toronto about Canadas national sport, and The Rock, to get them engaged and excited about the sport at an early age. CAMPAIGN OBJECTIVES 1. To have 10 schools in the Toronto District School Board interested in participating by November. 2.To raise awareness of the Toronto Rock Lacrosse Team among elementary and high schools students in Toronto by 5%. 3.To increase Pizza Pizza sales by 10% and develop an annual relationship with this sponsor. 4.To increase partnered restaurant, Shoeless Joes, sales by 2.5% through contest gift card prizes. 5.To increase merchandise sales by 5% through the pre-distributed merchandise pamphlet strategy to participating students. CAMPAIGN PLAN WHO Grade 6-8 students with parent/teacher field trip supervisors o An optional pizza dinner from Pizza Pizza will be provided, including: 1 soft drink, a slice of pizza, and a dessert item Toronto Rock and Air Canada Centre staff to facilitate the days activities, and Toronto Rock lacrosse players to help run the educational clinics for the students WHAT An educational field trip afternoon with a behind the scenes tour of the Air Canada Centre, lacrosse sport clinics, mini game(s), cheering contests between school groups, food, and the option to stay for a Toronto Rock lacrosse home game. WHERE Toronto District School Board elementary and middle schools Air Canada Centre
- 5. 5 WHEN The end of January 2016 (towards the beginning of the Rock season and just after schools have resumed for the new calendar year) WHY Increase ticket sales for Toronto Rock Have Torontos youth recognize lacrosse as Canadas national sport (although hockey is commonly believed to have that honour) Encourage active participation at a young age HOW Ticket bundles will be sold to schools (30, 60, 120) o Parents will have the option of buying additional game tickets for themselves Students will travel to the venue by school bus, so to give the schools incentive to participate in this event, the ticket package offerings will be made with standard school bus capacities in mind (average 60 students per bus) The pizza dinners for the students will be covered by the Toronto Rocks main sponsor, Pizza Pizza The production of a Toronto Rock Official Store merchandise pamphlet, to be sent home with the students along with the field trip permission form, will encourage students to pre-select merchandise they would like to purchase on- site during or after the days event Implementation of inter-school contests: o a cheering contest The winning cheer will be taught to the other participating students at the end of the clinics and will be sung by all the students during the game, which they will get to enjoy from the fan section o a selfie contest Students will be encouraged to post a selfie from the day with their favourite moment and the top 3 winners will have their selfie projected on the Jumbotron in between whistles and at half-time The winner will receive a gift card for Toronto Rock Shop merchandise and the two runners up will also receive gift cards to Shoeless Joes Restaurants
- 6. 6 CONCEPT #2 SHOELESS JOES: TORONTO ROCK TICKET COMBOS GOAL Create a new fan base and increase positive relationship with sponsors through fan loyalty initiatives with Shoeless Joes. CAMPAIGN OBJECTIVES 1. Increase revenue for partnered restaurant, Shoeless Joes, by 10-25%. 2. Guarantee 19% of tickets to Toronto Rock home opener will be sold. 3. Increase merchandise sales through pre-and post-campaign strategy by 5%. 4. Raise awareness of the Toronto Rock in the Greater Toronto Area (GTA) by 5%. 5. Increase employee satisfaction at Shoeless Joes restaurant locations in the GTA by 50% through The Rock ticketing incentive strategy. CAMPAIGN PLAN WHO 1. Primary Target Market: Younger families o Reside in suburban neighbourhoods in the GTA o Children in the family are around elementary school age (6-13 years) o Shoeless Joes may be a regular restaurant location for these families or is a restaurant visited for family special occasions o These families are always looking for new, well-priced interactive parent- child (ren) bonding activities to participate in o Children are possibly already participating in extracurricular sports like soccer or hockey 2. Secondary Target Market: 25-45 year old males o Reside in downtown Toronto or in the wider GTA
- 7. 7 o Enjoy attending sporting events with their significant other or a group of friends o Middle-level income: will want to purchase alcohol at the event and have better seating if available, but are attending because of interest/curiosity in the sport o Will have dined previously at Shoeless Joes and be familiar with the restaurant franchise o May have played/do play lacrosse (or a sport like rugby or hockey) themselves 3. Toronto Rock Players WHAT A ticketing promotion through Shoeless Joes restaurants tied to a Toronto Rock entree special featuring a 2 for 1 ticket packet to the Toronto Rock home opener with the entr辿e Added to this promotion would be a meet and greet with well-known Toronto Rock players at each Shoeless Joes location in the GTA WHERE Shoeless Joes restaurant locations across the GTA. WHEN November 2015, a month before Toronto Rock home opening game. WHY Generate revenue for Shoeless Joes and the Toronto Rock Spread awareness of the Toronto Rock lacrosse team throughout the GTA Create an emotional connection between current and new Toronto Rock fans and the athletes and an inviting/fun experience for both groups to interact Strengthen the Toronto Rocks partnership with Shoeless Joes HOW Individual Shoeless Joes franchises will purchase ticket bundles o First Tier: 80 tickets o Second Tier: 81-200 tickets o Third Tier: 201+ Tickets will be sold with the purchase of specific meal combinations Toronto Rock athletes and cheerleaders will travel to each franchise with merchandise to sign and give away
- 8. 8 Promoted in restaurant and online (websites, employees, media outlets, posters, menu inserts and table talkers at Shoeless Joes locations) Reference List Lacrosse Canadas National Summer Sport. Canadian Lacrosse Association. Web. 28 March 2015. National Lacrosse League website. Web. 23 March 2015. Toronto Rock website. Web. 21 March 2015.