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Communications project Communications project Presentation Transcript

  • THE RETURN OF THELOS ANGELES RAMSKeara BynumMarcel LewisAmanda Rae McLeanJosh Walls
  • MISSION STATEMENTThe Los Angeles Rams are proud to bepart of the Southern CaliforniaCommunity. We are committed toproviding a competitive and excitingproduct not only on the field but in ourvenue as well. We are also committed toour fans and our community and lovefinding new ways to give back.
  • NAMING RIGHTSWe are an expansion franchise returning backto Los Angeles. As of the 2014 season the St.Louis Rams have decided to change theirteam name to the St. Louis Arches giving thema more symbolic meaning to their city. Thishas allowed Los Angeles the opportunity toreclaim our old classic team name of the Ramsback which will be effective immediatelybeginning the 2014 season.
  • TEAM COLORSIn order to get our fans more involvedwith the the team we launched acampaign in December 2013 on ourofficial website giving fans theopportunity to vote on our team colors.We offered the classic LA Ramsyellow/blue, crimson/crème, blue/silver, and purple/gold. The results of the pollswere …..
  • HISTORY The LA Rams were originally formed in 1946 and wereone of the most storied franchises in the NFL They were the first professional sports franchise inSouthern California ahead of the Dodgers (1958), Lakers(1960) and Angels (1961) Georgia Frontiere, first female owner of an NFL franchise;moved the Franchise after 49 years to ST. Louis The Franchise made over 20 playoff appearances andwon 14 divisional championships and also won the NFLChampionship in 1951 Famous Players Include Eric Dickerson, JackYoungblood, Merlin Olsen, James Lofton, & DeaconJones
  • MANAGEMENT TEAMAEG (Also owns LA Kings and LA Galaxy)President/General Manager: Former MVPand Super Bowl Champion Kurt WarnerSVP Community and Public Relations:Amanda Rae McleanEvent/Sponsor Coordinator: Keara BynumSVP of Marketing and Branding: MarcelLewisSVP Media Relations: Josh Walls
  • OUR NEW HEAD COACH Record of 149-90 Coach of the Year(1992) Super Bowl Champion2005 Head Coach of theSteelers 1992-2006 Hopes to Bring HardWork, Tough, andWinning Culture to theFranchise
  • OUR #1 OVERALL DRAFT JADEVEONCLOWNEY  Drafted with #1 in 2014NFL Draft Will Be the 1st Rookie toGrace the cover ofMadden 2015 Defensive End FromUniversity South Carolina Mel Kiper has said he israre prospect, the RGIII ofthe defensive end positionthe type of prospect thatdoes not come along toooften 1st Defensive Player to go#1 since 2006 Unanimous All American2012 and 2013
  • FARMERS FIELD AND TRAVELINGAMENITIES Farmers Field Stadium is a 750 million dollar stadium thatcan hold 72,000 people. Farmers Fields Stadium will feature some LA premier fastfood spots in the stadium Including In N out Burger &Pinks Hot Dogs There are currently 32,000 parking spots within a 15-minute walk of Farmers Field If you show proof of purchase to LA Rams football gamefor all Metro Rail lines you receive half off your rides. Alsoall kids will be ride free on GameDay with proof ofpurchase of ticket. We are also going to offer shuttle buses for those who areout of the radius of the metro lines
  • TAILGATING EXPERIENCE We want tailgating to be abig part our team just like theKansas City Chiefs do atArrowhead stadium. Ourmascot will be availablepregame to engage with fansoutside and take pictures.Gates will open 3.5 hoursbefore kickoff. Trailers will bepermitted but will be chargedan extra price to park in thegrass. Parking lots will closetwo hours before the gamestarts. Those who are avidand active cookers during thetailgating can post theirmenus on our team web siteand team Facebook page.
  • TARGET DEMOGRAPHIC Our target demographic will be males and femalesbetween the ages of 40-50 because they represent theaverage viewership of the NFL fan. Our primary focuswill be shifted toward those who make more than$55,000 a year. However we will tailor our marketingtowards the youth as well. We see that the future of ourfans are in todays youth so we will have plenty ofcommunity programs and youth programs to get theyoung kids involved. The current statistics show that 4%of the NFL viewership is teens and we hope to havethat number around 8%.
  • MEDIA RELATIONS We the LA Rams havesecured a 25 year deal withTime Warner Cable worth 10billion dollars to broadcastgames. They will televisegames across throughout theSouthern California Areastarting in 2014. Not only willthey broadcast every gamethey will also host weeklypress conferences with ournew head coach Bill Cowher. We have decided SpikeTV, USA, and ESPN fit aretarget market and will be thestations in which we maketelevision advertisements.We plan on distributing the mediato the following newspapers LATimes, LA Downtown News, LosAngeles Sentinel, USA Today, andSports Illustrated.Our campaign is going to centeraround marketing our youngplayers to sports world andmaking sure everybody knowsthat the LA Rams are back.
  • EA SPORTS PRESENTS 1ST LA RAMSCONVENTION Right before training campwe plan to launch EAPresents the Los AngelesRams 1st AnnualConvention. The Event willbe held at JW Marriott onthe LA Live Complex July11th-13th. This event willfeature over 50 LA Ramsplayers and alumni andover 100 photograph andautograph opportunities. Itwill cost $60 for aweekend pass. Individualday passes will be $45each
  • SCHEDULE OF EVENTSFriday:Combine Lovin: Our TeamScout will be present to talk indepth about what they look atwhen they evaluate prospectsRams Jeopardy: This will pitthe LA Rams offensive line vs.defensive line asking about thehistory of the LA RamsMidnight Rendezvous: This willinclude a dinner and playerand alumni introductions allowkids under 18 VIP access to getautographsSaturday :Meet the New Rams: Allow thefans to meet some of ourplayersAEG meet and greet: Allow thefans a Q and A access withAEG executives speaking about2013 and the future of LAFootballA Women’s Opinion: Wives ofthe Football players and theirhusband will around to discusstheir personal lives and howthey mix it with their businessCoach’s Corner: Bill Cowherwill present along with alloffensive, defensive, andspecial team to talk with thefansSunday:Sunday Morning Football:Radio and TV analysts will bearound to discuss statisticsand many playersAccuracy Challenge: Kidswill participate in challengehow accurate they arethrowing a football intovarious targetsEA Sports Gaming Zone:Fans will be able toparticipate in madden videogame challenges featuringmadden cover boy JadeveonClowney being around forautographsSunday Sock Hop: Ballroomdancing for all in attendanceincluding kids with live DJuntil 5 pm that day
  • INSTAGRAM CHALLENGE Another way to increaseour exposure on socialnetworks is to have aninstagram fan of theweek contest beforehome games. Fans willsubmit pictures showinghow intense of a fan youare the LA Rams. Thewinner of theseInstagram contests willreceive free tickets tothe games.
  • HOPE BENEFIT CONCERT August 30th LA Rams willpartner with Walt Disney Land tohost a Hope Benefit concertwith all proceeds going to MakeA Wish Foundation. The concertwill be at the Nokia Theater aswe take advantage of our AEGfacilities. At the concert we willhave Kendrick Lamar, JustinBeiber, Coldplay, SnoopDogg, Mac Miller and ChrisBrown performing. This concertoffers us many advantages. Wegain exposure and visibility in LAand we give our fans anentertainment option, which isessential in Los Angeles area.Also this helps us increase ourcommunity relations
  • COMMUNITY RELATIONS EVENTSAutism Awareness Walk April 2014 (Few LA RamsPlayers) The LA Rams will sponsor the Culver City Bruins.This will help us because it will create visibility for thefranchise with 20 Kids wearing the company logo itwill create brand awareness and it will be goodwill forthe community and parents seeing the NFL teamhelping the youthOctober 26th during Breast Cancer Awareness monthall women will receive ½ off at the game vs. ArizonaCardinals
  • LA RAMS SCHEDULE 2013-2014 INGAME PROMOTIONS INCLUDED Week 9: Oakland Raiders vs. LARams November 3 4:00 ET Week 10: LA Rams vs. ArizonaCardinals November 9 Week 11: LA Rams vs. Green BayPackers November 16 1:00 ET Week 12: SF 49ers vs. LA RamsNovember 23 (Free Keychain andWater Bottle Give Away) 7:00 ET Week 13: LA Rams vs. Detroit LionsNovember 30 1:00 ET Week 14: LA Rams vs. ClevelandBrowns December 7 1:00 ET Week 15: Cincinnati Bengals vs.LA Rams December 14 (15 minutePop Warner Game) 7:00 ET Week 16: Seattle Seahawks vs. LARams (Bill Cowher Bobble HeadNight) December 21 5:00 ET Week 17: LA Rams vs. SF 49ersDecember 28 7:30 ETWeek 1: Pittsburgh Steelers vs. LARams 10:15 ET Rematch of the LARams First Super Bowl September8th (Kids Free) (Legends Night)Week 2: SF 49ers vs. LA Rams 4:00ET September 14 (Auction Night)Week 3: LA Rams vs. Baltimore Ravens4:00 ET September 21Week 4: Minnesota Vikings vs. LARams (September 28) (Family Night½ off In N out) 7:00 ETWeek 5: Bye WeekWeek 6: LA Rams vs. Chicago Bears(London) October 12 3:00 ETWeek 7: LA Rams vs. SeattleSeahawks October 19 7:00 ETWeek 8: Arizona Cardinals vs. LA RamsOctober 26 (All Women Receive Halfoff Admission Breast CancerAwareness Month) 4:00 ET
  • PITTSBURGH STEELERS VS. LA RAMS1ST GAME OF THE SEASON STORYLINE Rematch of Super Bowl XIV (LA Rams only SB appearance) The Return of Bill Cowher to face his former team Legends Night The Return of LA Football
  • PLAN FOR FIRST GAME Pre Game Team Parade To Stadium Team Walk Through City Kids Under 12 Free With Purchase of Adult Ticket Giveaways at Gate All Fans Get A Blue Or Yellow T-Shirt In-N-Out Vouchers Honor Legends On Field Before TheGame -Retiring and Hanging Jerseys -Moment of Silence Merlin Osen, Havehis Family Come Out Tailgate thrown by organization Free Food Kids Zone- Games & Prizes, Mascot Fans let in early to watch warm-ups Player Autographs Media Let In Dodge - Pre Game Activation Outside During Game Half-Time YouTube Challenge Reveal Slogan/ Chant Winner Engage Audience In Chant Field Goal Challenge Win Dodge Ram Truck 40 yard Kick Pop Warner 10 min Game Cover City Bruins (Ages 5-17) In the End Zones After Game Glance Wine Bar - Everybody receives ½ drinksfor up two hours after the game