SCC FFL Sports Marketing Challenge #2 Scores & Review

After two challenges, it is crowded at the top of the standings for this year’s SCC Fantasy Football sports marketing competition! Amid the pandemic, we have a much smaller field this year, but clearly our participating schools are all in it to win it! So far, we have been incredibly impressed with how well all our new (“rookie”) schools are performing and can’t wait to see how this plays out this year!

Points have been distributed for each team’s response to the branding component of this competition (sports marketing challenge #2). Updated standings are below as well as a few highlights of particularly creative, unique and strategic franchise branding ideas submitted in round two of the competition. Keep up the great work everyone!

Keystone Wolverines (Dallas HS, Pennsylvania):

The Wolverines front office knocked it out of the park in this challenge, submitting an incredibly thorough and creative response to the branding challenge in round two of our sports marketing competition.

Excellent job building a brand around community, recognizing the blue collar demographic and creating a brand that speaks to that fan base was a really smart strategy, and an excellent job recognizing the importance of integrating social awareness, environmental friendliness and technology as a way to connect with younger fans, helping to build a solid fan base for generations to come.

Also, one of our favorite concessions items in this competition was definitely “Wolverine Bones” (chicken wings)…fantastic brand extension and loved the creativity.

Overall, a REALLY great job by Dallas High School!

Miami Sharks (Stafford HS, Virginia):

Several few fun ideas from the Sharks front office in response to the branding challenge in this year’s competition…some highlights include:

  • 50% off team branded merch during Shark Week along with some premium content on Instagram
  • Great integration of the “Jaws” theme music to intimidate opponents during big plays
  • Brand extension featuring a mini shark tank in the stadium
  • A special

Nice job Stafford HS students!

Salt Lake Phenoms (Kent Career Tech Center, Michigan):

Love the focus on detail that went into determining Phenoms’ team colors, attention to detail is one of the keys to winning this competition so we loved seeing this description from KCTC students: “We had put a lot of time into coming up with our three main team colors. We had ended up coming up with black, red, and grey. We chose these colors due to how people see the colors black, red, and grey. The color black is known to be associated with strength and elegance. The color red is known to be associated with danger and passion. Finally the color grey is normally known as neutrality or balance, we chose to key on the balance meaning of the color. With everything going on in the world with disagreements and opinions, we want to set an example for everyone and create a world were living with different point of views does not mean separate from others.”

The reasoning for selecting a mountain goat for the mascot was incredibly forward thinking, particularly the concept of establishing a culture within the organization, from players to the front office staff: “One of the animals that stood out the most was the Mountain Goat, the Mountain Goat can be gentle and aggressive which represents our team. We want welcoming arms towards our fans and opponents before and after the game but during the game we want to outwork and be more physical than the other team. Another reason why we chose the Mountain Goat is because, while doing some research we found that this particular goat climbs to the highest point of mountains and this is how we want not only our players to be but we also want our staff to be the same. As an up and coming NFL team we will have to work our way to the top, and strive to be the best franchise in history.” Really forward thinking from KCTC students here…

Also loved the franchise slogan: “Success, Excellence, Family; A Phenomenal Journey

Overall, fantastic job from the Phenoms front office! Reall well done.

Orlando Trash Pandas (Lyman HS, Florida):

As part of the competition each year, we encourage participating teams to think outside the box and submit creative and unique ideas for each of our sports marketing challenges. This year, Lyman High School students have certainly answered the call!

Expanding on the team’s introduction of the “Trash Pandas” franchise nickname in challenge #1, Lyman students built a very unique brand with many creative brand extensions as the team prepares for its inaugural season. By naming the team mascot “Randy Roadkill”, the franchise has quickly established its brand identity and it will be interesting to see how the Trash Pandas front office incorporates that identity in the remaining challenges. Thought it was a good idea to use the hashtag #FearTheRacoon as part of the branding strategy, particularly for those who may be unfamiliar with the term “Trash Pandas”. This helps communicate brand imagery to not only fans in Orlando but also fans througout the league. Cool to see all the examples of Trash Pandas merchandise at your team store, would have liked to see branded waste/trash cans as options! Loved the concessions menu items as well, stamping the burger buns with the team logo adds a nice touch.

In terms of game day tradition, watching Randy Roadkill flying on a zipline across the field with his tail on fire (and eventually landing in a trash can) is certainly a unique way to start a football game! Well done Trash Pandas front office.

Portland Pioneers (Grant HS, Oregon):

How is this for attention to detail? Here is the description of team’s color strategy from the Pioneers’ response to the branding challenge: “Our team colors consist of green, white, and brown. Portland is home to beautiful and vast forests and other nature destinations; to keep with this theme, we chose the colors accordingly: green and brown for trees, white for rushing water, etc.”

Loved the slogan, totally on-brand and consistent with brand messaging throughout the entire challenge: “There’s no traffic going the extra mile”

Super impressive! Really creative, incredibly detail-oriented and very, very thorough. Exceptional job from newcomers to this competition…Grant HS students are bringing it!

UPDATED STANDINGS (INCLUDES POINT DISTRIBUTION FOR RESPONSE TO SPORTS MARKETING CHALLENGE #2:

SchoolTeam NameTotal Points
Grant HSPortland Pioneers500
Montgomery CountySan Antonio Honey Badgers498
Lyman High SchoolOrlando Trash Pandas496
Blacksburg HSSan Antonio Sentinels493
KCTCSalt Lake Phenoms487
Little ElmOrlando Owls485
Dallas High SchoolKeystone Wolverines482
RandolphLouisville Ridgerunners478
Carl SandburgMexico City Aztecs478
Kellam High School Virginia Beach Sharks475
Stafford HSMiami Sharks475
Wichita East HSWichita Matadors470
Richardson HSLittle Rock Badgers463
HCHS College & Career AcademyHonolulu Stingrays236
KIHGrand Rapids Rogue235
Victor J AndrewChi-Town Chargers 235

SCC FFL Sports Marketing Challenge #1 Scores & Review

Impressive effort from all of our participating schools, especially given the circumstances with virtual classrooms. For this challenge, we wanted to see how thorough and detailed students would be with the development of a marketing plan for an expansion pro football team. This report included a SWOT analysis, revenue and expense projections, and an economic impact report. We also evaluated responses to our first sports marketing challenge on the basis of creativity, and city/franchise nickname selection.

We have a few shout outs for individual schools in recognition of their responses to the first sports marketing challenge for this week:

Portand Pioneers (Grant High School, Oregon)

Two words: Nailed it. Fantastic response from a first-time participant in this competition. Looking forward to seeing this group further develop the strategies outlined in the marketing plan. Love the strategy of selecting a market that you are intimitely familiar with, helps provide building blocks for establishing a fan connection throughout the year. You are off to a great start Pioneers front office!

San Antonio Sentinels (Blacksburg High School, Virginia):

As a veteran participant in this competition with a history of strong performances, we would expect nothing less than what we saw from Blacksburg High School’s response to the first sports marketing challenge. Nice to see additional documentation provided to support your selection to base your franchise in San Antonio, evidence of the research that went in to making the market choice. Love the attention to detail in providing a background representing the team’s ownership with a collection of partners who not only have the financials to support a successful expansion effort but also industry experience to ensure the team puts out the best product on and off the field. Well done Sentinels front office!

Salt Lake City Phenomx (Kent Career Tech Center, Michigan):

Great idea submitting the marketing plan on official team letterhead, helps to position a level of professionalism that we hope to see throughout the remainder of the competition!

Orlando Owls (Little Elm High School, Texas):

Overall, a very strong marketing plan from the Orlando Owls front office. Detailed, strategic, innovative…the franchise is well positioned for success this season. In particular, really nice job identifying revenue streams for the team’s firts season, recognizing the importance of finding creative ways to impact the team’s bottom line. We thought the idea of creating a documentary series to follow the team during the inaugural season was awesome, great way to build interest in the team and grow your fan base.

Also, based on some of the initial ideas presented in the marketing plan, we are excited to see the Owls’ branding strategy, looks like we are in for a season full of creative ideas from the students at Little Elm High School this year!

Orlando Trash Pandas (Lyman High School, Florida)

Wow. Blown away by the response to the first sports marketing challenge from the students at Lyman High School. Impressive to see such a comprehensive marketing plan which sets the stage for a lot of growth opportunities for the team’s inaugural season.

Great use of opportunities to provide supplemental documentation to support your marketing plan and including statistics to support your revenue projections, including the NFL national revenue growth chart below. Very thorough, some great ideas, and a winning marketing plan to be sure. We are super excited to see what the Trash Pandas’ front office has in store for us this season!

San Antonio Honey Badgers (Montgomery County High School, Missouri):

In the history of this competition, I don’t think we have ever seen such a detailed budget. Super impressive work, love the attention to detail, including the research to look up actual player salaries at every single position. Great breakdown of revenue projections for the year, and the attention to detail in forecasting both national and local revenue. We also though the Honey Badgers’ offered one of the best SWOT analysis breakdowns in this challenge. Well done MCHS students!

Little Rock Badgers (Richardson High School, Texas):

In the six years of this competition, no school has ever selected Little Rock as the expansion city…and the Badgers’ front office totally sold us on the Arkansas city as a viable pro football market. Great job using data to support your city selection, nice job doing the research.

Also, one of the best strategies for addressing fan and player safety during a pandemic, which was one of the priorities for this challenge, along with explaining how COVID-19 will impact the organization’s ability to generate revenue. Last but not least, excellent job describing the ways your new franchise can boost the Little Rock economy. Really well done Richardson High School!

Miami Sharks (Stafford High School, Virginia)

Absolutely fantastic revenue projections, including this detailed merchandise sales forecast! Really impressive work from the Sharks’ front office. Well done Stafford HS!

STANDINGS AFTER POINT DISTRIBUTION FOR SPORTS MARKETING CHALLENGE #1 (MARKETING PLAN):

SchoolTeam NamePoints Possible
Richardson HSLittle Rock Badgers250
Montgomery CountySan Antonio Honey Badgers250
Grant HSPortland Pioneers250
Blacksburg HSSan Antonio Sentinels250
Lyman High SchoolOrlando Trash Pandas247
Little ElmOrlando Owls245
Carl SandburgMexico City Aztecs240
Kellam High School Virginia Beach Sharks239
RandolphLouisville Ridgerunners238
KCTCSalt Lake Phenoms237
Stafford HSMiami Sharks236
HCHS College & Career AcademyHonolulu Stingrays236
Wichita East HSWichita Matadors235
Victor J AndrewChi-Town Chargers 235
KIHGrand Rapids Rogue235
Dallas High SchoolKeystone Wolverines235
Mt. Spokane 0
Merrimack 0
Manheim Township 0
Los Banos HS 0
KTC 0
Century Career Center 0
Cazedonia 0