Entries are in for the fourth sports marketing challenge in this year’s competition with just two to go! Congrats to Blacksburg High School in Virginia for taking a slight lead in the 2020 SCC FFL Sports Marketing Challenge! Grant High School in Oregon is just two points behind with quite a few schools still in contention.
Every year, this is one of the most fun challenges to evaluate, in part because we see so much creativity with fan experience strategies, but also with the attention to detail that some of our competing teams go through in designing and creating their stadiums. Obviously this year there as an added wrinkle as team’s had to determine whether to allow fans at games, along with determining appropriate protocols for keeping fans, staff and players safe and healthy. As always, there were some great submissions this year.
Points have been distributed for each team’s response to the Fan Experience / Stadium Design component of thecompetition (sports marketing challenge #4). Updated standings are below as well as highlights featuring several particularly creative, unique and strategic stadium designs, amenities, and fan experience strategies.
San Antonio Sentinels (Blacksburg HS, Virginia)
The Sentinels’ front office absolutely knocked it out of the park with this challenge, dazzling us with really cool ideas for enhancing the fan experience at every turn.
One such idea was an elevated take on a popular feature many sports teams and venues include with team-branded apps by helping to direct the flow of foot traffic at stadiums and arenas. The Sentinels’ front office will provide specific results to help guide fans, including the number of people waiting in line for bathrooms and at each concessions / food area along with an estimated wait time. We can totally see how this feature would improve the game-day experience for fans.
In addition to the app feature, the “many” bathrooms were designed to include TVs so fans won’t miss a second of the action or any big plays, including monitors on the floor in bathroom stalls.
Blacksburg students also introduced some great strategies for utilizing technology as a way to influence the fan experience, including contactless ticketing and concessions, a social media board and interactive scoreboard that display fans tweets and pictures taken during the game using the hashtag #GuardTheFort, and a really cool Virtual Reality game day experience where fans can access an on field exclusive experience through VR from designated VR spots throughout the stadium.
The Sentinels’ front office was not shy about spending money to improve the experience either, announcing plans to sink $500 million into a stadium renovation project. Students created a 3D rendering video highlighting some of the features and amenities that fans would enjoy at home games during the team’s inaugural season. Well done Blacksburg High School!
Orlando Trash Pandas (Lyman HS, Florida)
Absolutely LOVED the stadium design model created by students at Lyman High School, just check out the attention to detail! It is clear the Trash Pandas’ front office put a lot of time and effort into this challenge. Really cool stadium!
We also thought there were some fun ideas here for building traditions on game days at that stadium which offer a great way to enhance the fan experience. Some highlights include:
Sounding a “semi truck horn” after every first down
Having the team’s mascot “Randy Roadkill” fly across on a zipline across the stadium
Great brand extension with the stadium design by creating the home team’s tunnel (where players run out of) in the shape of the team’s logo
Really nice job from the Trash Pandas front office in response to sports marketing challenge #4!
Keystone Wolverines (Dallas HS, PA)
Some pretty cool fan experience ideas from Dallas High School students in this challenge, including a unique spin on concessions ordering which will allow fans to order food for a specific time during the game and have items delivered to the seats. If the Wolverines’ front office could make that a reality (lots of logistical hurdles here), it could be a game changer in terms of how fans choose dining options during games.
Also, really liked some of the brand extensions in terms of food menu offerings, including:
Keystone Kettle Corn which comes in all the colors of the Wolverine team
The “Cascades Cookout” BBQ restaurant on-site that has ribs, pulled pork sandwiches, and brisket
“Curly Claws” (curly french fries)
Wolverine Bites (boneless chicken wings)
Wolverine Bones (bone-in chicken wings)
A sandwich named after the team’s mascot (“Wally the Wolverine) called the “Clawesome Club” sandwich
All in all a fantastic effort from Dallas HS students. Nice job!
Portland Pioneers (Grant HS, Oregon)
Once again, Grant High (newcomers to this competition) brought a sensational effort. The Pioneers’ front office submitted a very thorough response to the fan experience challenge.
One thing that really stood out is how well the franchise has been consistently positioned as an industry leader in everything they plan to do, and the team’s fan experience strategy was no different. For example, according to the team’s report, this is how the franchise intends to be environmental leaders: “With Portland located near the Cascadia Subduction Zone—an area prone to seismic activity—we will hire the world’s best architects and structural engineers to design the stadium to withstand earthquakes of any level. Since we are also situated on the Willamette River, we will take steps to avoid potential flooding at all costs. This will look like some type of barrier built next to the river to protect the stadium, and drains throughout the grounds in the case that the barrier is breached.” Incredibly forward thinking, very impressive!
Also, the concept of “location is everything” was not lost on the Pioneers’ front office. They recognized the importance of a convenient location that is accessible through mass transit, but also placing a venue in a location that offers ambiance and connects with the city. No doubt the team’s decision for an urban location for the stadium will have a significant impact on the overall fan experience on game days!
The VR features (each player’s helmet will be fitted with a built-in camera and mic, allowing fans to experience scores or highlight plays from a player perspective) was icing on the cake. Cool idea to have VR “pods” for viewing these experiences throughout the stadium, and great idea to extend some of those features to the team’s app to allow fans at home to enjoy some of the same experiences.
Fantastic job Grant High School students!
Salt Lake Phenoms (Kent CTC, Michigan)
Perhaps the best setting for a stadium in this year’s competition, along with coolest stadium amenity, goes to the Salt Lake Phenoms front office. The downtown location, surrounded by mountains, would definitely attract fans to the stadium on game days and even non-event days, especially with the awesome idea of adding a ski lift feature to the venue. No doubt that will be a popular attraction with fans!
We also appreciated the efforts to build the most high tech stadium in all of sports…an expensive endeavor no doubt, but one that should build loyalty with your fan base and encourage fans to pack the house every game and event day. Really great stuff from Kent CTC students!
Orlando Owls (Little Elm HS, Texas)
One of our favorite initiatives in this competition, not just in response to sports marketing challenge #4, but the ENTIRE competition to date, is the Owls’ focus on catering to a female audience. Not only is this long overdue in our industry, but it is also smart marketing. Here is how the team plans to connect build a loyal following with a female demographic as the team kicks off its inaugural season in Orlando: “Women’s Sports: We will also be the first team to have a women’s professional football league “The Orlando Owl”. One of the major emerging trends in sports is the growth of women’s athletics and we believe the NFL needs to lead in this area. We are determined to give female athletes the exposure they need and deserve. We will also be coming out with a women’s fashion line for both teams now women no longer need to wear that baggy jersey and can wear something a bit more comfortable and fitted. We have teamed up with Nike to make this happen and our fashion line next year.” Absolutely loved this idea!
Another great idea from Little Elm students as part of their fan experience / stadium design plan was both on-brand an environmentally friendly as the franchise announced plans to build a solar power roof in the shape of one of the most recognizable brands in the world, Mickey Mouse. This partnership with Disney also helped the Owls’ front office to net the largest naming rights deal in league history at $1 billion for 20 years (according to the team’s report). According to the Owls’ front office, “Fans will watch the Owls feast in the Disney Mouse House.” Love it.
Excellent job Little Elm High School students! Bravo!
Wichita Matadors (Wichita East HS, Kansas)
I think we will just let the stadium renderings designed with legos that Wichita East students created in response to sports marketing challenge #4 speak for themselves…love the creativity and attention to detail from the Matadors front office in response to stadium design. Totally unique and fun approach to this challenge, don’t think we have ever seen this before. Impressive work from Wichita East students!
Halfway through our annual fantasy football sports marketing competition and we are still seeing quite a crowd at the top of the standings.
Congratulations to Matt Kazba’s class at Grant High School in Portland for (narrowly) holding on to the top spot in this year’s competition thus far. The Portland Pioneers front office lead Kim Radford’s students at Blacksburg HS in Virginia by just one point, and hold a seven point lead over Brandi King’s class at Lyman High School in Florida. The top ten schools are all within thirty points of one another. Needless to say, with three more sports marketing challenges to go, it looks like we are in a for a fantastic finish this season!
Overall, ALL of our participating schools have done a fantastic job with this project thus far. The responses to our sports marketing challenges have been incredibly impressive and the league office is looking forward to seeing what the students come up with for the remaining challenges! Follow along via our blog (or @sportsbized on Twitter) for updates as the season rolls along and be sure to encourage and support those schools in your local area!
Points have been distributed for each school’s response to the Public Relations / Community Relations component of this competition (sports marketing challenge #3). Updated standings are below as well as a few individual shout outs for particularly creative, unique and strategic franchise branding ideas, keep up the great work everyone!
San Antonio Sentinels (Blacksburg HS, Virginia)
Love to see not only a sound plan for addressing COVID-19 and the safety precautions necessary to make fans feel safe, but the communications plan for making sure the message is clearly conveyed to your fan base. This was, after all, the sports marketing challenge requiring a communications plan so very well executed by the Sentinels front office staff.
Loved seeing the mock press conference video with Sentinels’ star QB Lamar Jackson, nice job going way above and beyond what was required for a response to this sports marketing challenge…and the actual website that communicates all safety precautions and team policies relating to the pandemic was absolutely fantastic.
Fantastic response to the first challenge from Blacksburg High School! Well done.
Keystone Wolverines (Dallas HS, Pennsylvania)
One of the more creative ideas for generating publicity for a franchise came from the Wolverines front office with a mobile team-branded vehicle outfitted as an actual Wolverine (and the comparison to the dog car from Dumb and Dumber really helped to paint the picture for us lol). Also loved the idea of designating the area entertainment district (Wolverine Fan Plaza) as not only an area to sell team merchandise and fan experience opportunities like virtual reality experiences, but also as a centralized area to enage in community relations activities like meal distribution for the needy, meeting point for green-initiatives like tree-planting in the community etc.
Some really great ideas presented in response to the third sports marketing challenge from the Wolverines front office. Nice job Dallas HS students!
Portland Pioneers (Grant HS, Oregon)
A second community outreach strategy that we plan to have will be inspired by our crosstown neighbors, the Timbers. The annual “Stand Together week” that the Timbers put on is a week focused on players going out into the community and helping youth, the environment, and social equity. We plan to do something similar, but to an even larger extent. We will have “The Extra Mile” weekend every month. Our players and coaches will go out in the community to plant trees, pick up trash, and “Go the Extra Mile” for our community. These activities will create a bond between the city and the team that will produce many lifelong fans.
Orlando Owls (Little Elm HS, Texas)
Really liked the “on-brand” community relations initiative of fundraising for burrowing owls, the team’s mascot and an animal on the verge of extinction, and partnering with Disney to host fundraising and awareness events at the popular “Animal Kingdom Oasis Exhibit” theme park attraction seems like a very natural fit that would most certainly capture the attention of your fan base. Making the fundraiser event a fun experience for fans (especially liked the scavenger hunt idea) along with including the team’s players to support the cause and take photos with fans will certainly help the cause as well.
Last but not least, appreciated the attention to detail in researching the local Orlando area news outlets and identifying the best channels for communicating all the team’s community relation efforts. Really nice job from the Owls’ front office. Keep up the good work Little Elm students!
Mexico City Aztecs (Sandburg HS, Illinois)
Nice job researching a worthy cause for the team to support by Sandburg HS students…from the Aztecs’ front office as part of their response to sports marketing challenge #3: “After the sudden Earthquake in Mexico City in 2017, thousands of Mexico City residents were left homeless and are still today due to the fact they don’t have enough money to rebuild a new home.
This fundraiser will give homeless people a place to live for as long as they need to and food to eat. The homeless people won’t need to worry about rent for 6 months, it will all be covered through this fundraiser that is supported by the Mexico City Aztecs. $100,000 will be donated to multiple shelters in the city to help the homeless out after an uncontrolled earthquake. This fundraiser will take place on the property of the Chapultepec Park in Mexico City. This is a well known park in Mexico City. It is right near the Chapultepec forest. Everyone will gather around the park at 9 am on Friday, October 16th and will continue a walk throughout the park to raise money for the homeless until 12 pm. Homeless people will be at this park during this time to enjoy the company of many friendly residents.”
Really nice job identifying a cause that will most certainly have a positive impact on the community, and determining a solution for creating real impact to address the homeless crisis in Mexico City following the catastrophic earthquake. Not only will your franchise donate necessary funds to support shelters, but also providing a place to stay and offering emotional support with a genuine human interaction will most certainly make a positive impact. These are kinds of community relations efforts that will definitely build a bond with your fans and will go a long way in building long-lasting brand loyalty for the Aztecs brand. Great job Sandburg HS students!
Wichita Matadors (Wichita East HS, Kansas)
One of the more creative community relations initiatives came from students at Wichita East High School with its “BOOTACULAR” event to benefit Alzheimer’s. With the platform available to professional sports teams, a franchise can make a profound impact on a cause in more ways than just monetary donations. In this case, the Matadors will help raise not only money, but awareness, for a fantastic cause.
With a family-friendly event like BOOTACULAR, fans of all ages can enjoy a fun team-branded experience, while generating necessary funding to support Alzheimer’s and raising awareness with young fans. Matadors’ fans would no doubt show up in droves to participate in this event. Well done Matadors front office!
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
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:
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):
We are excited to announce season five of our fantasy football competition featuring participating classrooms from our member schools. Our goal is to create an engaging, interactive educational environment in our sports marketing classrooms. This year, we have 30 schools competing representing 16 different states so we expect some big things from our students this year as they work to unseat last year’s champs from Hinsdale Central High School in Illinois.
As part of our competition, students will first be challenged to create a marketing plan for the inaugural season of an expansion professional football team. Each team will then earn points throughout the season in a series of weekly “sports marketing challenge” activities issued by the league office (Sports Career Consulting). Each challenge is designed to encourage student development of sports business strategies for their franchise in several key areas, including:
Stadium/Facility design & management
The Fan Experience
Promotions and digital marketing
Understanding the consumer & the marketplace
Public Relations / Community Relations / Fan Relations
After reviewing each franchise’s weekly submission, points will be assessed by the league office, ultimately impacting each team’s position in the standings. The weekly sports marketing challenge activities will have just as much (if not more) impact on overall points than player performance so students will be encouraged to develop a sound strategy before submitting their ideas!
We will be posting the standings each week on our blog so stay tuned!
An extra special thanks to Alex Dobson at Audible Design, an ad agency in Portland, for helping evaluate the championship round of our case study tournament.Â Leaning on the expertise of industry veterans with a long track record of success to evaluate this round of entries was invaluable.Â Alex’s feedback (read the post below for more) provides fantastic context for not only the finalists, but also the students and teachers following along at home.
Great stuff, thanks Alex!
Championship Round Recap
After receiving over 60 entries for Sports Career Consultingâ€™s inaugural â€œSportsBiz Madnessâ€ high school case study competition, we finally crown a champion…
The case we distributed for the championship round presented students with a challenge facing sports marketing professionals at leagues with aging fan bases.Â The two finalists were tasked with developing marketing strategies for the PGA Tour to help them connect with a younger audience, helping to grow the popularity of the sport and the league.Â We were excited to see what our championship teams came up with and they did not disappoint!
Both submissions were very well done and we had a lot of fun reviewing each of them. We felt like there was a lot of thought and creativity put into each, and were impressed with the level of research that went into each submission. It is always a tough decision to decide on a winner, and the finalists certainly made it difficult to determine a champ…
Tappan Zee HS (New York):
Leading off the competition, we dove into the proposal from Tappan Zee High School. HUGE props to Jennifer who advanced to the final round of this competition without a teammate as she became the first individual student to compete in the championship round.
She put a ton of research into this case study, analyzing the demographics of the PGA’s existing fan base along with offering a sound recap of consumer behaviors that would present opportunities for the Tour to grow. Overall, a sound situational analysis.
Jennifer also presented a number of excellent ideas, creative and fun, that would most certainly create ways for PGA marketers to reach a younger demo. Some highlights:
A â€œTee-Offâ€ event that kicks the tour season off to create excitement, supported by a marketing campaign that features past and present PGA stars
Great cross-promotion idea with a concert series connected to tour events
Recognizing the shorter attention span of younger fans, brilliant concept to introduce a series of video shorts, selecting Brooks Koepka as the spokesperson for the campaign seems like a good, natural fit as well
Good idea to introduce a â€œsamplingâ€ concept…you are right, young fans that haven’t played or watched golf won’t know if they like it until they participate in some capacity so we liked the idea of incentivizing them with giveaway promos
Overall, loved the content marketing strategy â€“ YouTube, video shorts, â€œshowdownsâ€ etc, fans of other sports would be intruigued to see Ray Allen play Steph Curry in a golf challenge, so you’re attracting interest from fans of other sports and introducing them to the product
TikTok challenge…perfect opportunity to reach younger fans
Great stat referenced in Jennifer’s case study response, 40% of millennial golfers are women, so we loved the idea of creating a special line of merchandise targeting that consumer group…also thought the “Moonshot” (golf was one of only two sports played on the moon) limited-edition merchandise was a fun idea!
No surprise, but Tappan Zee was well represented in the final round of this competition, as they have been all tournament. Fantastic job Jennifer, you have a very bright future regardless of which career path you choose! Congratulations on all your success in this competition and best of luck down the road.
Pinelands Regional High School (New Jersey):
Tappan Zee faced a formidable opponent in this year’s finals, facing a Pinelands Regional school who won this competition just two years ago. Not surprisingly, Kathy Bennett’s students produced another spectacular case study response in this round.
We limited the response to the final case study to just two pages, but WOW, Pinelands Regional students managed to cram a lot of fantastic ideas (supported by detailed market research and analysis) into their response.
Great SWOT analysis, recognizing not only the challenge but also the opportunity in front of the PGA Tour to grow its popularity, including identification of key characteristics and behaviors of younger consumers * According to the Pinelands Regional “report”, there are currently over 24 million active golfers, with roughly 25% of them between the ages of 18 and 34, according to the National Golf Foundation. That is already a significant portion of all current golfers. However, that age grouping only played an average of 11.6 rounds a year which is far below what other demos are playing.
Incredibly thorough research on the existing social presence of today’s younger PGA Tour stars
Excellent identification of which social media influencers might be a good fit because of an existing affinity for the sport of golf
Some GREAT ideas for partnerships that would allow for the PGA to reach a younger audience (like a Dude Perfect partnership, a little “out of the box” strategy but would have a wide reach and introduce golf to many new consumers) and Barstool Sports, without pivoting too far and disrupting relationships with partners that continue to reach the brand’s current fanbase
LOVED the decision to include a charitable component, definitely a strategy that could help engender brand awareness and loyalty with a new target demographic…and really smart to align with those charities that resonate with younger fans
One of our favorite ideas: Implementation of golf simulators as part of the promotional plan, especially the traditional mobile marketing strategy to establish pop-up simulators with interactive marketing components at college campuses and popular public places (parks, beaches) to generate excitement for upcoming events and boost ticket sales / attendance
Really smart to recognize the opportunity TopGolf could provide based on the demographic data that suggests TopGolf fans could easily be converted to fans of the PGA Tour and its rising stars
Interesting to see several of the PGA Tour’s younger stars have a presence on Peloton, thought that was a creative way to find ways PGA stars could have some fun promoting upcoming events
Once again, Pinelands Regional crafted a fantastic case study response, full of market research, a clear understanding of core sports business concepts relating to this case, and a variety of great (and creative) ideas. Really well done!
And the winner is…
As mentioned, both of these submissions were strong, smart and strategic and choosing the winner was not easy. Both teams are to be commended for putting their marketing hats on and thinking about how they could plan and organize a community event. Having said that, we felt one team managed to separate themselves with a little more creativity, attention to detail, and communication of marketing strategy. That team is Pinelands Regional High School.
Congrats to Kathy Bennett and her students at Pinelands Regional High School for winning this year’s “SportsBiz Madness” Case Study Championship, winning the tournament for the SECOND time!
An extra special thanks to Alex Dobson and Audible Design, an ad agency in Portland, for evaluating the Final Four round of our case study competition entries.Â Leaning on the expertise of industry veterans with a long track record of success to evaluate this round of entries was invaluable.Â Their feedback (read the post below for more) provides fantastic context for not only the four teams remaining in our competition, but also the students and teachers following along in their own classrooms.
Great stuff, thanks guys!
“Final Four” Competition Recap
After receiving nearly 60 entries for Sports Career Consulting’s inaugural “SportsBiz Madness” high school case study competition, we are left with just two teams. The championship round is set, and we have an all East Coast finale.
In the previous round of this competition, our competitors were tasked with the development of an advertising campaign for New Balance to help the brand gain market share in the basketball market, leaning on one of the athletes who rep the brand (Kawhi Leonard) and the company’s new NBA sponsorship deal. Teams were given a budget and a “rate card” (list of costs associated with each advertising medium), then asked to develop a promotional campaign to promote the brand.
As SCCâ€™s case study competition moved into the head-to-head tournament round, remaining teams were asked to create a sponsor activation strategy tied to the 2020 Summer Olympic Games in Tokyo as Coca-Cola re-introduces its Orange Vanilla Coke flavor. Students were asked to prepare a strategy as if the games had not been postponed.
We were really impressed with all of the entries as each team demonstrated a very clear understanding of all the sports business principles outlined in this particular case study. Each team presented a very compelling call to action for fans through social activations, sponsor engagement and advertising campaigns. Those who advanced, however, did the best job focusing on maximizing the impact of the sponsorship, recognizing the critical role activation plays in the ROI from sponsorship.
While weâ€™re sad to see four more outstanding student groups eliminated from our competition, we are looking forward to seeing what the remaining teams bring to the table in response to our third case study. The tournamentâ€™s next case study challenges students to effectively budget for an advertising campaign. Stay tuned!
Wichita East High School (Kansas):
Pretty neat social media activation strategy to create a competition on Instagram in the lead up to the Games. Encouraging fans to post videos showing examples of how they are keeping active and staying fit (followed, of course, by taking a sip of Orange Vanilla Coke) is a great way to keep fans engaged while promoting the product. The strategy could definitely help provide a sales boost as well.
Overall, nice job Wichita East students!
Richardson High School (Texas):
Love the idea of “Olympic size” cardboard cutouts of athletes competing in the Tokyo Games as a way to attract the attention of shoppers in stores, providing photo opportunities creates a fantastic opportunity to not only increase product sales but also promote the brand through social media channels. Partnering with Usain Bolt and Simone Biles for sponsored Instagram posts will certainly maximize exposure.
Overall, great retail activation strategy by providing in-store Orange Vanilla Coke samples, positioned next to your cardboard display and creative packaging w/ special-edition 12-packs featuring commemorative cans. Well done Richardson High!
Downers Grove South (Illinois):
This was a great lead: “Coca-Cola is a worldwide staple, but in order to get consumers to try the new Orange Vanilla Coke, weâ€™re going to need to get them to be different.” Great recognition of the challenge facing marketers with the launch of a new product.
Love the idea of creating a kind of “docu-series” featuring athletes that the brand has partnered with to tell their stories and give fans a feel-good connection to Orange Vanilla Coke. Smart idea to partner with athletes “with boldening stories to entice the consumer to be bold themselves, and try our new product.” The Twitter hashtag #BeBold is a great choice for the campaign. Nice work!
Flower Mound High School (Texas):
A couple of awesome ideas here, starting with the strategy to create a “mini-Olympics” competition with Coca-Cola themed obstacles in pop-up locations around the World as a way to introduce Orange Vanilla Coke in the months leading up the Tokyo Games. Staging mini-events in cities like London, NY and LA will most certainly attract consumer attention and help connect the brand to the excitement surrounding the Olympic Games. With a grand prize of fans competing in a final round taking place in Tokyo seems like a great way to encourage consumer participation.
Love the interactive idea of placing ads during the games that encourage fans to visit a Coca-Cola branded microsite to sign up for a chance for viewers to receive a drone delivery to their home to sample the new Orange Vanilla Coke flavor.
Last but not least, thought the social media strategy was brilliant. Nice to see you didn’t limit the campaign to just one social channel, makes sense to try to maximize reach by including Insta and Snap to reach younger fans but also promoting OVC through Facebook to reach an older demographic. Love the idea of staging a “best Orange Vanilla Coke” picture competition, and encouraging fans to “socialize” by asking them where their favorite place to drink OVC is, along with positing a photo, makes this a truly global campaign. Including Twitter polls will boost engagement as well.
Great job Flower Mound!
ADVANCING TO THE â€œFINAL FOURâ€:
Downers Grove North High School – Period 6 (Illinois)
Tons of super strategies here… Great awareness of the value of giveaways. Stationing “street team” members at venues throughout the games to give away Orange Vanilla Coke t-shirts is a surefire way to generate enthusiasm for the new flavor, and it will turn fans into walking billboards for your product for the entirety of the Olympics.
And speaking of giveaways, love the idea of leveraging packaging as a tool for creating a sweepstakes type promotion by giving tickets away to fans through specially marked caps (also liked the idea of placing the logo on the physical and e-tickets). Taking it a step further, awesome idea to include experiences as part of the promotion, genius to reserve branded “Coca-Cola fan” space/areas during the Opening Ceremonies and Olympic venues. Love this: “This is where they can meet podium athletes from menâ€™s basketball, menâ€™s and womenâ€™s swimming, womenâ€™s volleyball, and womenâ€™s gymnastics. While there, the winners can get autographs, take photos, and share an Orange Vanilla Coke with a gold medalist!” Overall, what a great way to boost product sales right out of the gate.
Another great packaging strategy to help activate your Olympic Games sponsorship is the inclusion of different flags for each of the participating countries on Orange Vanilla Coke. Levels of fandom are high throughout the games as fans demonstrate pride for their nation, connecting the brand to fan loyalty is a smart move. Developing a collector’s edition design for the cans is icing on the cake.
Social activation strategy was really good as well. The “Track the Truck” concept gives you a means for activating via mobile in more than one way…the mobile “Orange Vanilla Coke truck” fleet that will have a presence in major cities around the globe providing product samples and the mobile campaign tied to the trucks on Instagram and Snapchat platforms.
As described by Downers Grove North students, “Anyone who posts a selfie with the truck and uses the hashtag #trackthetruck can be featured on its Instagram and/or Snapchat story. These featured posts all have a location tag on them which will help people seek out these trucks. Each truck will be in a specific part of the world, as well as, one following the Olympic Torch.”
Fantastic job!!! Can’t wait to see what you come up with next!
Pinelands Regional High School (New Jersey):
Love the idea of creating nationwide pop-up sampling stations in 20 cities and over 150 college campuses throughout the U.S. prior to the Tokyo Games. Given the global nature of the Olympics, really liked that the pop-ups would feature different Coke flavors from around the world.
Using Coca-Colaâ€™s official YouTube Channel will be a great platform to extend the advertising messages, love the hashtag #CokeJourney from a storytelling perspective which is such a big part of what makes the Olympic Games so special. Nice overall mix of advertising to support your sponsorship of the 2020 Summer Games as well and not exhaust all your resources on digital, important to try to reach consumers through traditional channels like TV ads and outdoor. Great idea to diversify your advertising investment to maximize the sponsorship reach.
Love the packaging strategy as well by providing codes on specially marked packages of Orange Vanilla Coke that represent one of the five colored rings of the Olympic Games logo. Fun that, when a fan collects all five different colored rings, they will receive official Tokyo 2020 Olympic Games merchandise. Grand prize sounds awesome as well with an all-expense paid, private, guided tour of Coca-Cola in Atlanta…wonder if you could do some kind of viewing party with them during the Games as well? Also love the idea of featuring Olympic Games trivia questions on Orange Vanilla Coke bottles and including different flags from those countries competing in the Games.
Great idea for an on-site activation with the â€œOrange Vanilla Coke Victory Loungeâ€ (described by Pinelands Regional students as “a luxurious suite for all Olympic athletes featuring flat screen TVs, memory foam seating, all you can eat food and Coca-Cola products).
Love the way you’ve tied together on-site strategies, packaging strategies etc. with your digital activations. Some highlights:
A spot outside the lounge for fans to take pictures taken with life-size cardboard cutouts of various Olympic athletes holding a bottle of Orange Vanilla Coke
Opportunities for fans to create Tik Toks outside the lounge using the Tik Tok dance you’ve created related to the release of the Orange Vanilla Coke, called the â€œO-Nilla Popâ€
Providing Snapcode on coke bottles that fans scan on Snapchat, unlocking a â€œCoke Camâ€ filter that turns fans’ heads into a giant bottle of Coke, but an â€œOrange Vanilla Cokeâ€ when fans smile…Great concept, and in your words, “yes, this is a fun filter, but it is also a psychological effect causing customers to form a relationship with â€œsmilingâ€ and â€œOrange Vanilla Cokeâ€.” That is next level Olympic thinking. 🙂
Overall, super job from students at Pinelands Regional High School. Good luck in the next round!
Downers Grove North – Period 1 (Illinois)
Great breakdown of the different ways your activation strategies will maximize ROI for the Olympic Games partnership…clearly a lot of thought went into the development of your activation strategies.
Love the idea of branded “Olympics Size” vending machines (10 feet tall) in and around downtown Tokyo, and connecting the campaign to a cause is a great strategy (proceeds from the sale of the vending machine are donated to Rise Against Hunger and machines will feature special “thank you” signage when consumers purchase Orange Vanilla Coke)
Interesting idea to introduce a “My Rewards with Orange Vanilla Coke” program to build brand loyalty and offering a chance to win Olympic Games tickets to with a scannable code inside the cap of any Orange Vanilla Coke product. Great idea to promote the rewards program through TV ads highlighting Olympic athletes drinking the new flavor and explaining how the program works and how fans can win prizes.
Super fun idea to create a giant “bright orange and white” branded water slide in a high-traffic area (“epicenter of the Olympics”) to draw the attention of Olympic fans, nice touch to provide free samples at the bottom of the slide (smart idea to encourage fans to post videos and pictures on social media as well).
Great job. Good luck in the Final Four round!
Tappan Zee High School (New York):
So many fantastic ideas here. Great job recognizing how much clutter marketers must cut through to reach consumers and good idea to share statistical evidence to support that lead statement (the average individual sees 4,000-10,000 ads a day).
Love the idea of leveraging the popularity of Coca-Cola’s app to activate the Tokyo Olympics sponsorship and maximize visibility of Orange Vanilla Coke throughout the Games. Clever idea to change the color of the app logo to orange during the Olympics, and providing double product points to fans purchasing the product (and offers to unlock coupons) will not only boost engagement levels on the app but also increase sales.
Interesting idea to have an email campaign to encourage fans to sign up for Coca-Cola emails as “VIP subscribers”, cool idea to have emails sent from Olympic athletes thanking customers and providing them with a special offer to buy one 4 pack of Orange Vanilla Coke, get one free, with a sticker and lanyard included in their purchase.
Also, really liked the idea partnering with the Leukemia Society. Providing cancer survivors and fighters merchandise and tickets to the Olympics is a great idea for a cause related campaign tied to the Orange Vanilla Coke product rollout, and it works well with the Leukemia ribbon which is also orange.
Smart strategy to partner with Steph Curry, clearly you did some research by recognizing he already has a strong presence in Tokyo after going on a Tokyo tour last year and basketball is typically one of the most talked-about events at the Summer Games. Fun idea to offer limited addition USA Basketball merchandise in an orange colorway during the Games.
Great strategy for reaching your target audience by staging a youth basketball contest through social media. Encouraging young fans (open to any basketball team with players ages 8-16) to post videos showing how much they love the game of basketball, and Orange Vanilla Coke, for a chance to win prizes is a pretty cool idea…and a grand prize of a chance to shoot baskets pre-game on the court at the Olympic games as well as sitting in on a team practice and exchanging high-fives with players would certainly motivate fans to participate. Experience-based marketing can be a very effective tool for connecting with consumers.
Last but not least, great sampling strategy. Love the idea of pop-ups all over Tokyo in the lead up to the games, and providing samples at area hotels when they are all at capacity during the Olympics will certainly get the product in front of consumers.
Really, really well done. Great job, can’t wait to see your response to the next case study!
Best of luck to the four remaining student teams from Downers Grove North High School in Illinois, Tappan Zee High School in New York and Pinelands Regional High School in New Jersey! Here is an updated look at the bracket for SCC’s 2020 SportsBiz Madness Case Study Tournament.
We received over 60 entries from students for our fourth annual SportsBiz Madness case study tournament. As always, we couldnâ€™t be more impressed with the submissions. Tasked with the development of a promotions plan that would help a new minor league baseball franchise based in Madison, Wisconsin reach a goal of at least 85% stadium capacity for the season, the student response was fantastic. They demonstrated a clear understanding of the important role ticket sales plays in the financial viability of a minor league franchise, and how promotion and fan experience impact the teamâ€™s ability to sell.
We had a number of student teams that submitted particularly impressive responses to the first case study. Unfortunately, only eight could be selected to advance to our â€œelite eightâ€ round of the competition where the tournament shifts to a â€œhead to headâ€ format.
Of course, selecting just eight teams from our pool of entries is always extremely difficult. It was very evident that students put forth a lot of effort in creating their responses to the first case study, including a lot of background research on the Madison market, including local businesses and city/community traditions and history. For example, one team named their franchise the â€œSugar Maplesâ€, a reference to the official state tree of the state of Wisconsin. I was born and raised in Madison and didnâ€™t even know that! We also saw a number of teams incorporating either cheese, cows, capitals (Madison is the capital city of Wisconsin) or popular area lake fish (Walleye, Pike, Muskies etc) into team names, further demonstrating that the students did their homework on the Madison area.
As we evaluated each entry, it was fun to see the creativity behind all of the ideas for promotions, but ultimately we had to select the entries that best met the criteria established in the assigned case study. One of the most critical elements (in addition to offering creative and unique promotion ideas) was to provide a clear strategic plan for how promotions would help the franchise bottom line, specifically by meeting attendance goals. Those who communicated the best and most viable strategies were the teams selected to advance to the â€œElite Eightâ€ round.
To challenge the students even more this year, we only allowed a maximum of two pages for their promotional plan submissions. While we would have liked to see more emphasis on groups and theme nights, with a focus on driving sales, students really nailed the creative aspect of the competition. It was a bit surprising to see how few entries incorporated any digital or social components to their promotions planning, but those who did really knocked it out of the park (so to speak).
As we look ahead, eight teams will compete head to head for the chance to advance to the SportsBiz Madness Final Four. The teams were not seeded. Names were drawn from a hat and added to the bracket accordingly. We canâ€™t wait to see what the students come up with as a response to the next case study as they are asked to create a sponsorship activation plan for a brand in the lead up to the Tokyo Games this summer, assuming (and hoping) they go on as scheduled.
Before we recap the opening round and announce the teams that will advance, there are a couple of items that need to be addressed.
One, it is important to note that some entries came from twelve different school districts around the country, including submissions from individual students, small groups, and full classrooms. In some cases, an individual school submitted multiple entries.
Two, the case study was presented in a way that encouraged teams to create a promotions plan that would boost attendance for a new MiLB franchise. Specific instructions were provided (along with a due date deadline), and teams were evaluated on how well they followed instructions, demonstrated a fundamental understanding of sports business concepts, and their creativity. Additional consideration was given to how well participating teams researched the market (Madison, WI) prior to developing the brand.
The most common promotions featured in this yearâ€™s batch of entries:
Motherâ€™s Day / Fatherâ€™s Day
Bring your dog to the park
4th of July
Discounted food / concessions promotions
Christmas in July
Back to School
Of course, this does not indicate lack of creativity, just recognition of what promotions have actually been successfully attract fans to the ballpark. This suggests participating schools did their homework!
There were a lot of great ideas this year. We would like to recap some highlights before announcing which teams will advance to the next round of our case study tournament. All participating teams deserve a standing ovation for their effortsâ€¦easily the best case study competition yet!
â€œMadison Muskiesâ€ â€“ Downers Grove South (Illinois)
Paying tribute to some of the most popular symbols of the Madison area culture, this group of students from Downers Grove South High School opted to name their team the Madison Muskies and to call “Brats Stadium” home, honoring one of Wisconsin’s favorite food groups, the bratwurst. As described in the team’s promotion report: “We chose Brats Stadium because we found that Madison is home to the worldâ€™s largest Bratwurst festival and the fans love them and the city of Madison hosts a Bratwurst festival every year.” Great logo too, can see fans scooping up tons of Muskies merchandise this season for sure!
“Madison Bison” – Independence High School (Virginia)
In what might be the very best example of a classic whacky minor league marketing stunt, one entry that came from Independence High School in Virginia suggested a promotion for “Awful Night.” According to the team’s case study submission, one of the promotions on the Bison’s calendar for its inaugural season would encourage fans to wear the other team’s clothing that doesnâ€™t match, concessions stands would serve “uncomfortable foods” and the stadium PA announcer would purposefully pronounce the names wrong. Classic minor league sports promo!
“Madison Lakers” – Wichita East (Kansas)
The Lakers offer several great ideas for some fun on-field promotions. “Chuck-a-Ball” and “Baseball Bingo” would certainly be entertaining for the fans and having each promo sponsored is a great way to generate revenue. We would have liked to see more promotions that would boost ticket sales, however, like theme nights and group sales, but loved the concepts from a game entertainment and fan experience perspective.
Here are the descriptions for the promos via the Lakers’ case study entry:
Chuck-a-Ball: Each fan will receive a foam ball with a number on it assigned to them when they enter the gates. When instructed, fans will throw their ball to a designated target on the field. The one fan that comes closest to the target will receive a prize. Sponsored by Hitters SportsPlex.
Baseball bingo: Bingo cards distributed to fans as they enter the stadium. Each card represents a play that could happen during the game â€“ either offensively or defensively for the Lakers. For example, double play by defense or home run by offense. Keep track of the bingo card and prizes will be rewarded for the game the fan chooses to play; i.e. black out (fill the whole card), four corners, or just plain Bingo. Sponsored by Heartland Credit Union.
Nice job by the students at Wichita East High!
“Wisconsin Wedges” – Independence High School (Virginia)
First and foremost, really liked the name and though students at Independence High did a great job keeping everything “on-brand” with this case study entry. In particular, thought the concept of hosting a “Cheese Parade” to introduce the team and kick off the season was a great idea to get area fans excited about the new franchise. According to the team’s promotion plan: “The parade would consist of cheese themed floats and community engagements. Community engagements will consist of giveaways throughout the parade by the players on the team. Also, we will have a band to help send off the team to the first game. Throughout the whole month, if you visit Chipotle and mention the Wedges, you will receive one free Queso Blanco dip per visit. To promote the upcoming season for the Wisconsin Wedges, players and coaches will show up periodically to Chipotle to sign autographs and talk with the community.” LOVE the tie-in with Chipotle as a sponsor and providing resources to activate the sponsorship will certainly add value to that partnership.
Also loved the second major promotional push with the “Cheese Olympics” during the teamâ€™s 4 home game stretch in May, featuring a different event before each game. According to the team’s promo plan, the events included will be the cheese throw, cheese high jump, cheese dash, and cheese bowling. Encouraging fan participation in events like these would most certainly boost levels of fan engagement.
Really creative work from the Wedges front office, well done.
“Mendota 4ths” – Dallas High School (Pennsylvania)
The award for most unique franchise nickname goes to a group of students from Dallas High School in PA who named their team the “Mendota 4ths.” For some context, James Madison (whom the capital of Wisconsin is named after) was the 4th president of the United States, and the city is home to four lakes.
Also thought the team’s idea for a May 2nd promo, which is National Brothers and Sisters day, was pretty clever. The team announced plans to host challenges encouraging sibling competitions between innings, like a three-legged race in which the duo that wins will receive free jerseys, signed by the team’s star player Tim Givens. Between the 6th and 7th inning, brothers and sisters would participate in an egg toss competition. The siblings that make it the farthest distance without cracking the egg will receive tickets to sit front row, behind home plate at the next Mendota 4ths game they can attend.
Some good ideas here…nice job Mendota 4ths front office!
Lake Mendota Badgers – Miami Valley Career Tech Center (Ohio)
A couple of really good ideas to highlight from the Badgers’ case study entry. Absolutely loved the idea of a “fishing tailgate” (one other case study submission suggested something similar), but the concept could be really fun and a great way to lure fans to the ballpark on hot summer days in Madison.
Also liked the idea of celebrating “National Root Beer Float Day” at the stadium for an August home game. Fans love collector or commemorative items so providing a limited edition team cup to help celebrate the promotion adds a nice touch.
Overall, nice job by this group of students from MVCTC!
“Wisconsin Wildcats” – Independence High School (Virginia)
Great idea to engage in a cross promotion strategy that adds value for your fans. Recognizing that the stadium’s close proximity to Lake Mendota is one of the most valuable assets for the new franchise, the Wildcats chose to partner with a local cruise company, Betty Lou Cruise. Fans buying 10 or more tickets would be treated to a free Betty Lou Cruise on Lake Mendota.
Also like the fan engagement strategy of encouraging fans to tweet “cheesy jokes” during games for opportunities to win merchandise, and announcing the winners on the Jumbotron (and via Twitter) is a great way to bring attention to the promotion. Keeping it “cheesy” is clever as well, aligning the social media marketing strategy with the team’s cheese-related promotions. Well done Wildcats front office!
â€œWisconsin Snowridersâ€ & “Wisconsin Stingers” â€“ Dallas High School (Pennsylvania)
Both the Stingers and Snowriders (loved this nickname by the way…one of our favorites from the competition) chose to launch â€œWater Balloon Nightâ€ promos, each with a different twist. The Snowriders would allow “everyone in the stands to buy water balloons at concession stands and fill em up with a free-to-use hose and throw them at anyone in the stadium” while the Stingers would encourage families to “purchase buckets of water balloons, or bring their own, and chuck them onto the field at the players after they are done playing. When the game is finished, everyone can jump onto the field and throw water balloons at each other, creating one big water balloon fight.” Fun idea, in theory, but likely too much of a logistical nightmare with some potential liability consequences as well to pull this off. Fun idea though!
A more realistic promotion might be the Snowriders plan to offer a “Slip N’ Slide Day” after one of the team’s final day game of the season. According to the team, Slip N’ Slides would be installed on the field, outside the stadium AND near the lake and fans can enjoy them for free with the purchase of a ticket to the game. Offering $1 hot dogs, drinks and fries as part of the promotion would also help to draw a crowd.
Great ideas from the Stingers and Snowriders…well done!
ADVANCING TO THE â€œELITE EIGHTâ€:
“Madison Pioneers” – Downers Grove South (Illinois)
Cool promotional flyer from students at Downers Grove South, great idea to provide sales material that will help persuade fans to buy tickets to come out to the ballpark and enjoy the Pioneers’ promotions.
Great idea to offer a post-game concert series, and clearly the front office did their homework on the Wisconsin area by promoting a concert featuring an iconic band in the region with the Bodeans. A lesser known band would be a more affordable, making a concert series a more realistic option for the team.
Also really liked the idea of proactively establishing relationships with all the neighboring businesses prior to the season, helping to create the best possible experience for fans but also creating lots of avenues for drawing interest from area fans who are dining and shopping at stores and restaurants in the area. Nice job Pioneers!
“Mad Town Hodags” – Downers Grove North (Illinois)
To be honest, I wasn’t exactly sure what a Hodag was until I looked it up. According to Wikipedia, “In Wisconsin folklore, the hodag is a fearsome critter. Its history is focused mainly around the city of Rhinelander in northern Wisconsin, where it was said to have been discovered. It is also mentioned in several Paul Bunyan stories.” Great job doing the research by this group of students from Downers Grove North, and a nickname like this offers a ton of creative possibilities as you develop marketing strategies for the team in its inaugural season.
In addition to the name, love the social media presence and appreciate the effort to create an actual team webpage and Twitter account. Great use of hashtags to create awareness for upcoming promotions through the team’s social platforms, liked that you created real Twitter posts as well. Nice touch!
Hodags had some really good promotion ideas. All tried and true, historically proven to work at minor league stadiums around the country. Some classics like movie night, fireworks, military appreciation, Star Wars etc. Also like the celebration of several “holidays” linked to team promotions (National Cheese Day, National Hot Dog Day, National Dog Day for Bark at the Park) without the overkill of doing something at every game.
Overall, fantastic planning. No doubt this will be a successful season for the Hodags.
â€œMadison Mozarella Sticksâ€ â€“ Pinelands Regional (New Jersey):
The Mozarella Sticks (interesting name btw), will offer a great variety of seating options at various price points and targeting different demographic groups, from club level and suites to the “Twisted Path Party Zone” targeting adult fans and budget-friendly “Lawn Lounge” targeting families. All of those strategies are super important to the success of a minor league franchise.
The Sticks were also one of the few teams to submit a plan that included a range of ticket options, from groups and theme nights to mini-plans and flex packages. Great strategy when the goal is to maximize ticket sales. Also, appreciate seeing the attention to detail by including an opponent in your game-day promotional schedule along with a sponsor for each game and target audience. Overall, really well done. Nice job Pinelands Regional High School!
â€œMad City Pikesâ€ â€“ Miami Valley Career Tech Center (Ohio):
What really stood out with the Pikes’ case study submission was the team’s overall attention to the fan experience, from parking to concessions and building strong relationships with sponsors. Recognizing that building a fan base in new markets often takes time, but investing as much energy as possible right out of the gate to offer the best possible experience for fans will go a long way in developing loyalty in the long term.
Great idea to partner with sponsors for individual game dates, and like seeing a great mix of sponsored promotions (National Have a Coke Day), creative promotions (Opening Day Merchandise Scavenger Hunt) and community / charity involvement (Cystic Fibrosis Night). Really nice job from the Pikes front office at MVCTC.
“Madison Red Foxes” – Tappan Zee High School (New York)
So many really good promotions with the Red Foxes case study entry, awesome to see the research that went into building a plan with tons of local flavor, tied to the Madison area and its culture. Some of our favorites:
CRANBERRY DAY: The team will wear cranberry jerseys as an honor to the state fruit and the farmers market will be outside the stadium the afternoon before the game.
PINK (FLAMINGO) OUT: The city bird is a pink plastic flamingo so on May 25th we will have a pink out where the players and fans wear pink to raise awareness for breast cancer, and representatives from the foundation will be present and accepting donations.
BACK TO SCHOOL: On August 22nd weâ€™ll have a back to school night where college students that play baseball for University of Wisconsin-Madison will play a game on the field before the Red Fox game.
THROWBACK DAY: On July 23rd , the Red Foxes will celebrate Bohemian Rhapsody turning 45 this year, and throwback night will feature 70â€™s and 80â€™s music and style.
BIKE DAY: This game on June 2nd will be sponsored by Pacific Cycle. People who bike to the game will not have to pay for parking (which is normally $5). There is also a bike raffle.
WACKY WEDNESDAYS: There will be new odd food combinations available to buy every Wednesday, such as bacon and jelly sandwiches and melted chocolate on pizza.
Lots of variety on stadium seating options as well, creating a range of ticket prices that appeal to a variety of fan demographics while maximizing revenue for the ballclub. For example, the “Tornado Tables” (tables that seat up to four people sponsored by Tornado Steak House) provides a unique experience for fans while creating a unique sponsorship opportunity for a partnership with local businesses.
Good ideas for group ticket packages as well, love the idea of the birthday parties at games. A package that allows a family to bring a group to a game to celebrate a birthday, meet the mascot, warm-up with the players and have the stadium sing happy birthday will most certainly be a home run with fans!
Fantastic work from the Madison Red Foxes front office / Tappan Zee HS!
“Madison Sugar Maples” – Flower Mound High School, Texas
Nice variety of promotions here from the Sugar Maples front office. Offering a range of promotions allows the team to market ticket packages to fans of all ages, ultimately boosting ticket sales and helping the team to reach its attendance goal for year one. Here were a few favorites:
â— Rivalry Night, come support the Maples in the first game against our rival Illinois, and receive a free Sugar Maple hat to show your support for the first 1,000 fans through the gate. â— BBQ night & tailgate, the people who attend the game on this theme night will have the chance to receive a premium pastry brush â— Brewers Night, the first 1,000 fans will receive a Christian Yelich Sugar Maples bobblehead, and Bernie Brewer will be in attendance. Come enjoy a fun night with the Maples and Brewers! â— Madison Sports Legend, Wesley Matthews will be in attendance for his bobblehead night at the Sugar Maples for the first 1,000 fans through the gates! Wesley will also be signing autographs before the game. Come and enjoy the chance to meet Wesley! â— Ghostbusters Night, this is the night of chills and will spook the fans out of their shoes. On that night our team name will Change to the â€œMadison Ghostbusters.” We will have custom jerseys and will pass them out to the 10 people who are best dressed as ghostbusters.
“Wisconsin Robins” – Richardson High School, Texas
Cool idea from the Robins’ front office to create a special section of the stadium for former players…will help to establish franchise legacy and shows fans a commitment to the area, sending a message to fans that the team plans to be a part of the Madison community in the long term. Also liked the triple level party deck in right field to maximize the number of premium seats available on game days.
Robins’ promotions schedule also includes all the greatest hits like fireworks, bobblehead giveaways etc. A season jam-packed with a wide variety of promos will help the team to meet its attendance goals.
Also loved the use of digital to generate excitement for the team in the first season, providing fans with a Snapchat geofilter for posting from the ballpark is a great idea. Also, smart strategy to host other non-baseball events at the stadium, helping to maximize revenue for the ballclub. Bringing food trucks to the park could also help draw more fans.
Nice job Richardson High School students!
“Mad City Moonshots” – Downers Grove North (Illinois)
LOTS to unpack here, it is obvious how much time and energy this group of students from Downers Grove North put into this project. The “Moonshots” front office put forth an amazing attention to detail throughout.
Overall, love the stadium design. Some create stuff that will offer really unique experiences for your fans, including the rock wall and hot tub suites. Nice job creating ticket options at a variety of price points, offering affordable seating one one end of the spectrum and high end premium seating on the other. Thought the YouTube video included in the Moonshots promotion plan that featured a mock up of the team’s game day starting lineup introductions (sponsored by Harley Davidson) on the stadium video board was really cool too.
Tons of really good promotions ideas here too, starting with “Moonshot Mondays” to provide discounts on slushies at concessions areas. Discounted concessions items and “themed” meal deals like Taco Tuesdays etc. provide added incentive for fans to purchase tickets and boost levels of perceived value. Liked the idea of a one game name change / rebrand to Mad City Cheese Curds in a rivalry game and an alternate logo unveiling featuring a design competition with fans will certainly be well received in the community.
Overall, fantastic job from the “Moonshots” front office / Downers Grove North students.
Here is how the bracket sets up as we move to the head-to-head round of our SportsBiz Madness case study tournament. Good luck to the remaining competitors!
What an amazing finishâ€¦without a doubt, this was the most competitive season in the history of Sports Career Consultingâ€™s Fantasy Football sports marketing contest. Despite some separation in the standings in the final few weeks, the top ten teams were legitimate contenders to win this year’s championship and a standing ovation is in order for all of this years participants. It is safe to say that a new bar was set this year, however, as we received the most elaborate, creative and comprehensive responses to the challenges that we have seen in this competitionâ€¦overall, such an impressive group of kids, no doubt the result of the efforts of some outstanding sports marketing teachers. Kudos to all for a great season!
That said, we did have a few standouts, particularly with the final challenge (digital marketing). Congratulations to Karen Russo’s class at Hinsdale High School in Illinois for winning our 5th annual fantasy football sports marketing competition! This is the second time they have won the competition, making them the first two-time champions in league history. Way to go Omaha Haymakers front office!
Hinsdale Central students managed to hold off last year’s champions (Kim Radfordâ€™s sports marketing class at Blacksburg High School in Virginia) the last few weeks to win the competition, no easy task considering how well the Toronto Owls’ front office performed in the sports marketing challenges . Both the Haymakers and Owls will be rewarded with pizza parties to celebrate their accomplishments and the Haymakers will get another trophy to proudly display in class. Congrats to both schools on a job very well done.
Ed Lappâ€™s class at Pequea Valley HS in Pennsylvania (Kentucky Reigns) also had a great season, taking third place (highest finish in league history for a first-time participant in the competition) while Bob Kelly and his students at Waverly HS in New York (OKC Tornados) landed in fourth. Zach Gueth’s class from Miami Valley Career Technology Center in Ohio (Dayton Cruisers) managed to hold off a late season push from Ricole Rusch’s class at Pine Island HS in Minnesota (Oregon Mountaineers) for fifth place.
Richele Falloon’s class at Montgomery County HS in Missouri consistently performs well in this competition and this year was no exception as they were a top ten team all season, nice job from the Honolulu Hammerheads front office finishing in 7th place. John Smulowitz’s students from Dallas HS in Pennsylvania also turned in an impressive “rookie” performance as the first-time participants (Keystone Mountaineers) took 8th place. Steve Hodges’ students at Crook County High School in Oregon had their best performance ever as the Omaha Bandits front office cracked the top ten, finishing in 9th place. Rounding out the top ten was the Portland Pioneers front office, led by Stephanie Neal, as her students at Colleyville Heritage High School in Texas turned in another solid performance throughout the competition. You can visit us at masterspokerclub.com
We also have a few individual school shout-outs for the response to the digital marketing challenge below…
FRONT OFFICE â€œSHOUT OUTSâ€ FOR CHALLENGE #6 (DIGITAL MARKETING):
Toronto Owls (Blacksburg HS / Virginia):
Every team had a solid digital marketing strategy in place, quality app, easy-to-use website, social media presence etc. One of the things that really stood out about the Owls’ digital strategy was recognizing the value of digital not only for sales, marketing and communication, but also for service. For example, the team developed a stadium experience survey to be deployed via the team’s app and team’s website (image below) to gather fan feedback to help meet and exceed consumer expectations on game days. Loved the proactive approach and recognition of all the ways digital can benefit from the franchise.
We have preached the importance of attention to detail throughout the competition, and nothing screams ATD like not only creating ACTUAL social media handles, YouTube channel (with REAL videos) and a website, but also smack talking the only team ahead of them in the standings through the team’s official Twitter account like the Owls did. Like every challenge response this season, the Owls’ front office did an amazing job. Congrats on a fantastic season!
Las Vegas Leopards (Wheatley School / New York):
Again, attention to detail is key, and one thing that we thought was really cool with the Leopards digital strategy was the recognition of the importance of sales. Great idea to have pop up ads for ticket and apparel specials, making sure that you are providing a value to your app users above and beyond the fantasic and robust features already included. Nice job Wheatley School students, congrats on a successful first season in SCC’s fantasy football competition!
OKC Tornados (Waverly HS / New York):
Fan engagement is the name of the game with digital, and the Tornados front office developed some fantastic strategies for connecting with fans through a myriad of different programs. Our favorite idea, among the many described, was the implementation of in-game contests like â€œDo You Want to Challenge the Callâ€ through the team’s app. The contest will encourage fans to choose decisions they think the Tornado’s head coach will make throughout the game (like throwing a challenge flag) for a chance to win prizes and discounts on stadium concessions and items from the team store. Really well done, and another amazing season from Waverly high school.
Toronto Wolverines (Richardson HS / Texas):
Another great example of using digital for more than just sales and marketing, thought it was a great idea to feature the Wolverines’ mission statement on the team website. Effective communication with your fanbase is challenging, and dedicating space online to share your team values and commitment to the consumer is a smart strategy. Well done Richardson HS!
Oregon Mountaineers (Pine Island HS / Minnesota):
Lots of clever brand extensions here with the Mountaineers digital strategy, loved the creativity. Also, one of only two teams that recognized the importance of developing a distribution strategy for the app (Mountaineer Mobile) by making it available on the Apple store and Google Play store, along with a great price point (free) and commitment to content marketing.
Direct fantasy football integration seems like a natural fit, not sure why more teams don’t do something like this, and the wide variety of themed photo filters to appeal to multiple demographics seems like a great way to engage as many fans as possible.
Another successful season in the books for Pine Island High School, great job as always!
Kentucky Reigns (Pequea Valley, PA):
Loved seeing the focus on development of “interactive elements” as a strategy for boosting fan engagement from the Reigns’ front office. Also, the focus on capturing fan data was some really advanced stuff. Lots of great ideas here and an amazing run the last few weeks to shoot up the standings and finish in the top three, particularly for a school participating for the first time. Really well done Pequea Valley students!
A few highlights from this challenge response:
Gamification strategy with the â€œYou Make the Coin-Callâ€ promotion, a digital marketing tactic used to engage fans and capture fan data through the team app (sounds like fun!)
Digital scavenger hunt encouraging fans to connect with the team through social channels, including everything from Facebook to TikTok to maximize reach
Cause related campaign through social media in partnership with Ronald McDonald house for “Baby Food Challenge” (including the awesome video of you guys actually DOING the challenge…and while we appreciate being nominated to attempt the challenge, we have to pass on eating the carrot flavored baby food on camera)
Dayton Cruisers (MVCTC / Ohio):
Lots of great ideas here from the Dayton Cruisers front office, including a fantastic hashtag to share through social with #cruizetovictory, along with podcasts, trivia games on the app (what a great way to boost fan engagement levels) and pro bowl voting functionality, but our favorite was the introduction of Cruisers branded emojis, particularly the mascot. Brilliant work! Nice job all season by MVCTC students…
Omaha Bandits (Crook County HS / Oregon):
Another week, another perfect score on a sports marketing challenge for the Omaha Bandits front office who came on strong at the end of the year…unfortunately for Crook County students, they had too much ground to make up to find their way into the championship conversation. Such an impressive showing from the Bandits though…can’t tell you how impressed we were with the response to challenge #6. Way to go Bandits!
“Dashboard Analytics” using an algorithm to capture fan data to improve their experience as they interact with your digital marketing efforts
Fan of the week nominations through social, great way to boost fan engagement levels
Player “take over” days, most definitely will increase the number of followers and keep fans engaged with team-branded content
Integration of augmented reality like photo ops w/ virtual players
Digital “scratch off” ticket program through the team app
“Bandit Banter” podcast show
Team branded trivia and “riddles” on the team’s website
Hollywood Gold Diggers (Flower Mound HS / Texas):
One of only two teams to recognize the importance of an “opt-in” with digital marketing, the Gold Diggers front office created a sms messaging marketing campaign for its fans. The key to a successful campaign like this one is content, and sharing a variety of stuff ranging from inspirational quotes from the team’s players to discounts, ticket specials and unique videos will definitely keep fans interested and engaged.
Smart strategy to feature the #TheGoldTheBold hashtag on all messaging, and love the concept of the gamification strategy on the app allowing fans to “bet” on challenges being performed on the half-time show. Overall, nice job from Flower Mound students this year!
*** SCC FFL 2019 FINAL STANDINGS ***
Important reminder for teachers: No matter where you finished in the standings, please be sure to reiterate what a great job your students did this season. You all made evaluating each challenge very difficult as the ideas were so creative and everyone demonstrated such a fantastic understanding of the business of sports throughout the competition. Again, this project goes above and beyond what most schools are doing in class and your students all deserve to be commended for a job well done. At the end of the day, all we really hope to accomplish with our fantasy football project is a fun way to teach sports marketing. Hopefully we managed to do just that. Congrats to you all, great work.