New York Red Bulls Pitch Deck

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My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.

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  • hi Keith,
    thanks for this amazing file. i have a question, you took data from Simmons data but are there any available links to look at?
    thanks
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  • Add marketing objective after this: (increase usage occasions)
  • Add marketing objective after this: (increase usage occasions)
  • Add marketing objective:
  • Add marketing objective:
  • Enjoy spending time with family (62%, 97)Like to have a circle of close friends (40%, 108)Make friends easily (30%, 116)Diverse friends from all walks of life (28%, 118)
  • Soccer supporters play sports:Soccer (70.45%, 1363)Swimming (62.7%, 191)Jogging (39.64%, 177)Bowling (33.87%, 208)Bicycling (27.75%, 122)Camping (27.57%, 391)Basketball (26.49%, 270)Do not work out inside:Do NOT belong to a health club (89.55%, 114)
  • Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
  • How do we find the percentage of families? Foreign fans?
  • Avid fans are so tied to their teams that they experience hormonal surges and other physiological changes similar to the athletes. Dr. James Dabbs, a psychologist at Georgia State University, tested saliva samples from different groups of sports fans before and after important games. In one test, Dr. Dabbs took saliva samples from 21 Italian and Brazilian men before the 1994 World Cup contest featuring teams from these nations. Brazil defeated Italy, and afterwards, the Brazilian men’s testosterone rose an average of 28%, while the Italian men’s levels dropped 27%. The self-esteem of fans rises and falls with the outcome of games, and affects their outlook on life for several days following the conclusion of the event.According to Robert Cialdini, professor of psychology at Arizona State College, sports fans are more likely to wear clothing with their team’s logo on the day after victories than after defeats, “basking in reflected glory.”Fans who closely identify themselves with a sports team are more likely to support it when it is doing poorly. They also spend more money on tickets and merchandise, and exhibit higher levels of physiological arousal during games, and are more optimistic about their sex appeal when their team wins.
  • Avid fans are so tied to their teams that they experience hormonal surges and other physiological changes similar to the athletes. Dr. James Dabbs, a psychologist at Georgia State University, tested saliva samples from different groups of sports fans before and after important games. In one test, Dr. Dabbs took saliva samples from 21 Italian and Brazilian men before the 1994 World Cup contest featuring teams from these nations. Brazil defeated Italy, and afterwards, the Brazilian men’s testosterone rose an average of 28%, while the Italian men’s levels dropped 27%. The self-esteem of fans rises and falls with the outcome of games, and affects their outlook on life for several days following the conclusion of the event.According to Robert Cialdini, professor of psychology at Arizona State College, sports fans are more likely to wear clothing with their team’s logo on the day after victories than after defeats, “basking in reflected glory.”Fans who closely identify themselves with a sports team are more likely to support it when it is doing poorly. They also spend more money on tickets and merchandise, and exhibit higher levels of physiological arousal during games, and are more optimistic about their sex appeal when their team wins.
  • Sell soccer, not the bulls.
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Change sock to red
  • How do we find the percentage of families? Foreign fans?
  • Experiential: kick-around in union square
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Change picture to red bull
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • “join the stampede” for subways, “ride the bull” for path train
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Put current team
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Add closing slide: awareness  interest  action  loyalty
  • Add closing slide: awareness  interest  action  loyalty
  • Add closing slide: awareness  interest  action  loyalty
  • MOVE TO REPORT
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • How do we find the percentage of families? Foreign fans?
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)
  • Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
  • Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
  • Watch more sports than non-Hispanics (2.3 vs 1.7)Are more brand conscious (2.3 vs 1.8)Want to be immersed in the sporting experience (2.8 vs 2.3)Spend more on sporting events ($251/year vs $135/year)Are more likely to purchase merchandise (2.4 vs 1.8)
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Change sock to red
  • How do we find the percentage of families? Foreign fans?
  • Experiential: kick-around in union square
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Change picture to red bull
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • “join the stampede” for subways, “ride the bull” for path train
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • Put current team
  • How do we find the percentage of families? Foreign fans?
  • How do we find the percentage of families? Foreign fans?
  • New York Red Bulls Pitch Deck

    1. 1. 1<br />Red Bull New York<br />The World’s Game in the World’s City<br />
    2. 2. 2<br />History of MLS<br />Professional soccer league made up of 16 teams (expanding to 18 in 2011)<br />Inaugural season: 1996<br />Season: 30 regular season games from March-November<br />8 teams compete in MLS Cup Playoffs<br />Partnerships with Federación Mexicana de Fútbol (FMF) and FC Barcelona<br />
    3. 3. 3<br />History of the NY Red Bulls<br />Founding member of MLS (1996)<br />Matches are televised by MSG and MSG Plus, and all are broadcast in Spanish on TV and radio.<br />Main rivals are DC United, New England Revolution and Philadelphia Union<br />Opened new stadium (Red Bull Arena) this year, having played in Giants Stadium previously<br />Best Finish: Runner up to Columbus Crew in the 2008 MLS Cup Final<br />NY/NJ Metrostars<br />96-02<br />MetroStars<br />03-05<br />Red Bull New York<br />06-07<br />Red Bull New York<br />08-present<br />
    4. 4. 4<br />The New Red Bull Arena<br />Capacity Seating: 25,000<br />Location: Harrison NJ<br />First row is 21 ft <br />from the touchline<br />All seating is covered <br />from inclement weather<br />Red seat in Section 101, Row 11, Seat #8<br />to commemorate the 1st goal scored in the 11th<br />minute by #8<br />Two video boards<br />Easily accessible via the <br />Path and NJ Transit<br />
    5. 5. 5<br />The Red Bulls’ Struggles<br />Low attendance: <br />2009 Regular Season: 12,229; Playoffs: did not qualify<br />2008 Regular Season: 16,967; Playoffs: 11,578<br />2007 Regular Season: 16,530; Playoffs: 14,165<br />2006 Regular Season: 14,570; Playoffs: 14,570<br />Low awareness/interest in Red Bulls: <br />Giants Stadium:<br />Hard to get to- train then a bus<br />Seats 80,200<br />Football lines on the soccer field- no atmosphere<br />Poor performance: <br />2009 Record: 5-19-6, 7th place in the East (out of 8 teams)<br />2008 Record: 8-11-8, 5th place in the East, Final of MLS Cup<br />
    6. 6. 6<br />Opportunity to Increase Attendance<br />
    7. 7. 7<br />Opportunity to Increase Attendance<br />
    8. 8. So how do we go from 1 fan…<br />
    9. 9. 9<br />…to #1 fans!!<br />
    10. 10. 10<br />Scoring a Goal for the Red Bulls<br />
    11. 11. 11<br />Marketing Objective<br />Increase usage occasions.<br />
    12. 12. 12<br />Majority are males (63%, 131). Females less likely but still a large group (36%, 71) <br />Ages range from 18-44 but skews to a 18-24 crowd (21%, 191)<br />Work full-time (58%, 111) then return to their own home (59%, 91) or rented apartment (17%, 124) <br />Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114)<br />Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)<br />
    13. 13. 13<br />Friends & Family<br />Enjoy spending time with family (62%, 97)<br />Like to have a circle of close friends (40%, 108)<br />Make friends easily (30%, 116)<br />Diverse friends from all walks of life (28%, 118)<br />
    14. 14. 14<br />Active Lifestyle<br />Soccer (70.45%, 1363)<br />Swimming(62.7%, 191)<br />Jogging(39.64%, 177)<br />Bowling<br />(33.87%, 208)<br />Bicycling<br />(27.75%, 122)<br />Camping<br />(27.57%, 391)<br />Basketball<br />(26.49%, 270)<br />NOT Health Club<br />(89.55%, 114)<br />
    15. 15. 15<br />Demographic Profile<br />Hispanics represent a significant<br />percentage of soccer fans.<br />Source: Simmons data<br />
    16. 16. Language Preference for Hispanics<br />62% prefer the Spanish language<br />Source: Simmons data<br />
    17. 17. Media Behavior of New York soccer fans<br />Base: M18-49, Watched Fox Soccer Channel, Attended MLS in past year<br />
    18. 18. 18<br />At a Glance<br />
    19. 19. TV Usage <br />Source: Simmons data<br />
    20. 20. Online Usage<br />Source: Simmons data<br />
    21. 21. Newspaper Usage<br />Source: Simmons data<br />
    22. 22. 22<br />Hispanics are hardcore fans<br />Are more likely to purchase<br />merchandise (2.4 vs 1.8)<br />Watch more sports (2.3 vs 1.7)<br />Are more brand conscious (2.3 vs 1.8)<br />Want to be immersed in the<br /> sporting experience (2.8 vs 2.3)<br />Watch more sports (2.3 vs 1.7)<br />Watch more sports (2.3 vs 1.7)<br />Spend more on sporting events<br />($251/year vs $135/year)<br />Spend more on sporting events<br />($251/year vs $135/year)<br />* Versus non-Hispanics (Mintel Research)<br />
    23. 23. On-the-field Research<br /> Method: On 3/27, attended Red Bull v. Fire game and interviewed attendees<br />
    24. 24. 24<br />“Why did you come to the game?”<br />I’m from the UK so I thought I’d check out our local soccer team here. <br />We heard about the new Red Bull arena and wanted to check it out.<br />Soccer’s a great way to spend time together as a family.<br />I’m a huge fan of soccer. If I could, I’d come to every game. <br />
    25. 25. 25<br />Red Bull Segmentation<br />Foreign Fans<br />Fun with Friends<br />Soccer Moms<br />Hispanic Hardcore<br />
    26. 26. Obstacles to Overcome<br />
    27. 27. The Competition<br />Source: Simmons data, weighted data<br />
    28. 28. NY Red Bulls are the Category Leader<br />“If you are the leader, it is a lot better to broaden the category even though that might help the other guys who are nibbling away at you.”<br />-Jack Trout, marketing consultant<br />
    29. 29. 29<br />Key Insights<br />Experience hormonal surges<br />Testosterone rose an average 28%<br />Self-esteem rises and falls<br />Affects outlook on life for several days later<br />*Mintel Research<br />
    30. 30. 30<br />Key Insights<br />Soccer is not just a sport. <br />It’s a way of life. <br />*Mintel Research<br />
    31. 31. Big Idea<br />Soccer connects the world.<br />The Red Bulls are the link for New York.<br />
    32. 32. 32<br />Media Objectives and Strategies<br />
    33. 33. 33<br />Tactics<br />awareness<br />interest<br />action<br />repeat<br />tv<br />tv<br />tv<br />tv<br />tv<br />tv<br />magazines<br />ooh<br />ooh<br />newspapers<br />online<br />experiential<br />
    34. 34. 34<br />Tactics<br />awareness<br />interest<br />action<br />repeat<br />ESPN<br />Animal Planet<br />ESPN2<br />Discovery Channel<br />ESPN<br />News 12<br />TONY<br />ESPN<br />Sports Illustrated<br />TONY<br />Street fixtures<br />Billboards, wild postings<br />NYTimes, NY Post<br />Yahoo, ESPN, FoxSports<br />Kick-arounds in NYC<br />
    35. 35. Path to Purchase<br />INTRIGUE<br />HOOK<br />SCOREA GOAL<br />I heard the new stadium is really nice.<br />Going to a Red Bull game is a good way to have family time<br />I want to get the Family Package<br />I want to spend time with my family<br />I watch soccer<br />Red Bull Arena is a fun place to bond with teammates<br />Taking clients to a game is a fun and different way to entertain them<br />I want to watch players from my home country<br />I want to see Juan Pablo Angel<br />I can sit closer to the action<br />I’m bored on the weekend<br />I had fun at the game and want to take a friend<br />Tickets are less expensive than other live events<br />It’s a nice day- I want to do something outside<br />I play soccer<br />I want to join the Supporters section<br />The Supporters section creates a lively atmosphere<br />I know someone who plays/watches soccer<br />Defensive 3rd<br />Middle 3rd<br />Attacking 3rd<br />35<br />
    36. 36. Brand Pyramid<br />Overall brand equity: Entertain and bond over New York soccer<br />Core Brand<br />Values<br />Celebrate<br />NY soccer<br />Good times <br />With friends<br />Entertaining<br />environment<br />Bond with<br />Other fans<br />Stay informed about Red Bulls<br />Functional Equity<br />Brand Identity<br />Red Bull <br />Arena<br />Reached MLS<br />Cup Final in 2008<br />Juan Pablo<br />Angel<br />Team colors <br />And design<br />
    37. 37. Creatives<br />
    38. 38. Raise Awareness<br />Build excitement.<br />Associate the Red Bulls as <br />players in a world’s game. <br />
    39. 39. Print<br />
    40. 40. OOH<br />
    41. 41. OOH<br />
    42. 42. PPC Campaign<br />
    43. 43. Increase Interest<br />Get close.<br />Connect the Red Bulls with<br />with fans’ passion points.<br />
    44. 44. Print<br />
    45. 45. Online - Animal Planet<br />
    46. 46. Drive Action<br />Sell tickets. <br />Motivate fans with calls to actionto increase attendance at games.<br />
    47. 47. Print<br />
    48. 48. Print<br />
    49. 49. OOH<br />
    50. 50. Convert Fans<br />Create loyalty. <br />Upsell fans to buy more tickets, season passes, or group discounts. <br />
    51. 51. Print<br />
    52. 52. Print<br />
    53. 53. Connect Fans<br />Build community.<br />Engage with fans and potential fanson their own social platforms. <br />
    54. 54. Social Media Strategy<br />It’s not just creating an account.It’s about connecting existing fans and leveraging their passion to reach potential fans. <br />mobile<br />mom blogs<br />search<br />soccer groups<br />New Yorkers<br />soccer fans<br />
    55. 55. Social Media Strategy<br />
    56. 56. Social Media Recommendations<br /><ul><li>Encourage Facebook users to join other platforms.
    57. 57. Decrease Twitter post frequency which may be turning off some followers
    58. 58. Increase YouTube fan base by posting more regularly
    59. 59. Embrace mobile social networks such as Foursquare to build competition around Red Bull Aena
    60. 60. Develop official New York Red Bull mobile app to keep fans up-to-date with latest NYRB scores and news</li></ul>You’ve just unlocked the MVP badge!<br />
    61. 61. Summary<br />The World’s Game in the World’s City<br />
    62. 62. Recap<br />
    63. 63. Appendix<br />
    64. 64. SWOT Analysis<br />Strengths:<br /><ul><li>Soccer is the most watched sport worldwide
    65. 65. Red Bull tickets are less expensive than competitors
    66. 66. Red Bulls are the only local professional soccer team
    67. 67. New premiere soccer-specific arena
    68. 68. New coach, Hans Backe providing new outlook</li></ul>Weaknesses:<br /><ul><li>On-field product needs to be improved
    69. 69. Coming off the worst season in their history
    70. 70. Perception that it is difficult to get there: located in Harrison, New Jersey</li></ul>Opportunities:<br /><ul><li>Capitalize on focus on soccer because of the World Cup
    71. 71. New stadium, new atmosphere
    72. 72. Hope of a future star (Thierry Henry)
    73. 73. Large Hispanic population who is interested in soccer</li></ul>Threats:<br /><ul><li>Soccer fans in the U.S. more often follow European leagues (Champions, Premier, La Liga, etc)
    74. 74. New York is a heavily saturated market for sports
    75. 75. Economic recession has led to fewer people going to live events</li></li></ul><li>61<br />Media Blueprint<br />
    76. 76. Creative Brief<br />
    77. 77. The Competition<br />New York Sports<br />Yankees/Mets<br />Baseball is “America’s Pasttime”<br />Same season schedule<br />New stadiums easily accessed <br />Giants/Jets<br />“American Football”<br />Football is most watched sport in the U.S.<br />New stadium<br />Knicks/Rangers<br />Beginning and playoffs of season <br />bookend MLS sesaon<br />Arena (Madison Square Garden) <br />is in the center of New York city<br />
    78. 78. The Competition<br />Counterattack<br />Soccer is the world’s game<br />Baseball and football are much more popular in the United States, but SOCCER IS THE MOST POPULAR SPORT IN THE WORLD<br />The Red Bulls are the only local professional soccer team <br />Price points<br />Red bulls tickets range from $20-$45<br />Yankees tickets range from $20-$300<br />Mets tickets range from $15-$460<br />
    79. 79. The Competition<br />Other MLS Teams<br />Better brand awareness<br />Seattle Sounders have established themselves as a team to follow with intimate atmosphere and good game presentation<br />Toronto FC has passionate fans who attend every game<br />Hispanic Population<br />Houston Dynamo, Chivas USA and LA Galaxy have large Hispanic populations that support local club<br />Better on-field product<br />Last year was the weakest season in NYRB history (5-19-6)<br />
    80. 80. The Competition<br />Counterattack<br />Game presentation improvements<br />New York has brand new state-of-the-art stadium<br />No longer playing in Giants Stadium<br />Already provides more intimate setting and better home-field advantage<br />On-field product<br />Have signed Estonian National Team player Joel Lindpere<br />Rumors of signing Frenchman Thierry Henry<br />
    81. 81. Final Recap<br />
    82. 82. problem<br />Most Red Bull fans attend only 1 or 2 games. <br />
    83. 83. problem<br />
    84. 84. problem<br />
    85. 85. solution<br />Convert soccer fans into<br />loyal Red Bull fans. <br />
    86. 86. solution<br />
    87. 87. research<br />Learn everything aboutNew York soccer fans. <br />
    88. 88. soccer fans are…<br />
    89. 89. soccer fans are…<br />
    90. 90. soccer fans are…<br />diverse<br />
    91. 91. soccer fans are…<br />diverse<br />friendly<br />
    92. 92. soccer fans are…<br />family<br />
    93. 93. soccer fans are…<br />active<br />
    94. 94. research<br />Learn everything abouttheir media behavior.<br />
    95. 95. soccer fans watch…<br />
    96. 96. soccer fans watch…<br />
    97. 97. soccer fans watch…<br />
    98. 98. soccer fans read…<br />
    99. 99. soccer fans read…<br />
    100. 100. soccer fans read…<br />
    101. 101. soccer fans visit…<br />
    102. 102. soccer fans visit…<br />
    103. 103. target segments<br />foreignfans<br />
    104. 104. target segments<br />friends<br />
    105. 105. target segments<br />soccermoms<br />
    106. 106. target segments<br />hardcorehispanics<br />
    107. 107. target hispanics<br />watch moresports<br />
    108. 108. target hispanics<br />more brandconscious<br />
    109. 109. target hispanics<br />spend more onsporting events <br />
    110. 110. the pitch<br />Sell the category.<br />
    111. 111. the pitch<br />Sell the category.<br />
    112. 112. the insight<br />Soccer is not just a sport. <br />It’s a way of life. <br />
    113. 113. the BIG idea<br />Soccer connects the world.<br />The Red Bulls are the link for New York.<br />
    114. 114. creatives<br />
    115. 115. step one<br />Build excitement.<br />
    116. 116. Print<br />
    117. 117. OOH<br />
    118. 118. OOH<br />
    119. 119. PPC Campaign<br />
    120. 120. step two<br />Get close. <br />
    121. 121. Print<br />
    122. 122. Online - Animal Planet<br />
    123. 123. step three<br />Sell tickets. <br />
    124. 124. Print<br />
    125. 125. Print<br />
    126. 126. OOH<br />
    127. 127. step four<br />Create loyalty. <br />
    128. 128. Print<br />
    129. 129. Print<br />
    130. 130. step five<br />Build community.<br />
    131. 131. step five<br />mobile<br />mom blogs<br />search<br />soccer groups<br />New Yorkers<br />soccer fans<br />

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