Paul Monroe's presentation on the Dallas Mavericks marketing & communication within the local market to the members of the Melbourne Stars cricket team on June 9, 2014 at the Ritz Carlton in Dallas, Texas.

1. DALLAS MAVERICKS
Paul Monroe
CMO of Greengrass Studios (Dallas Animation
House)
Former Vice President Marketing & Comm. (2008 –
2014)

2. NATIONAL BASKETBALL ASSOCIATION
• NBA Comprises of 30 franchised member clubs, of which 29 are located in
the USA and in Canada.
• A typical NBA season consists of 82 game (41 Home) followed by the
playoffs.
• Season starts in early October and the NBA Finals play through mid-April.
• Its head offices are located in New York City and NBA TV studios are
directed out of Atlanta, GA.
• The NBA logo is a is a silhouette of Jerry West. West is a Hall of Famer point
guard.
• NBA formed the Woman’s National Basketball Association (WNBA) in 1996
with 8 teams. Today, the WNBA has 12 teams across the United States.
• The NBA’s minor league organization is called the NBA D (Developmental)
League. For the 2013-14 season, the League consists of 16 teams and the
Frisco’s Texas Legends are affiliated with the Dallas Mavericks.

3. MAVS MKT. & COMM. TOUCHPOINTS

4. The life of a sports marketing executive can feel like you’re the performer in
the circus spinning plates or in a shark tank.
Constantly spinning, balancing and keeping things under control.

5. NBA BRAND POSITIONING

6. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Seat Location
Playoff Priority
Games are
Entertaining
Discounts over
Single Game Price
Direction of Team
What Matters Most to the
Season Ticket Holder

7. AREAS OF FOCUS BLUEPRINT TO CREATE A
GREAT FAN EXPERIENCE
GAME NIGHT VIDEOS
GROUPS / CAMPS
FAN ENGAGEMENT
EVENTS
COMMUNITY RELATIONS
PROMOTIONS / PREMIUMS
ENTERTAINMENT GROUPS
PLAYER RELATIONS
MUSIC

8. COMPLIMENT
SOCIAL MEDIA
KIDS CLUB
FOCUS
COMMUNITY PARTNERSHIPS
MAVS GEAR
POST-GAME EVENTS
IN-GAME PLAYER
COMMENTARY
IN-GAME HOST
ENGAGE FEMALE,
LATINO, AFRICAN
AMERICAN FAN BASES
CULTURAL OUTREACH
AREAS OF FOCUS BLUEPRINT TO CREATE A
GREAT FAN EXPERIENCE

9. FAN EVENTS
Increased fan interaction and
new sponsorship opportunities
FAN JAMS
Activities for families, adults,
athletes, and fans
DEMOGRAPHIC APPEAL
Enhanced plaza party, concourse
activation, fun-run, live music
Festival de los Mavs – March ‘13
FESTIVAL ATMOSPHERE
EVENTS – FAN ENGAGEMENT
PLAYERS
Each player must, upon request, participate in at least 4 fan connection
activities each season and make a minimum of 12 appearances on
behalf of the Team and/or NBA (a minimum of 7 individual and 5 group
appearances), with a minimum of two of those appearances targeted to
Season Ticket Holders.

10. Theatrical moment that begins after anthem and continues until tip off…We
throw 45 of the Biggest & Best parties in the DFW Metroplex
throughout the Pre & Regular Season…Fun & Excitement!
Key Components:
• Timing: Seamless transition & flow of each element to create and
sustain emotional momentum
• Music/Audio
• Lighting: Appropriate lighting for each element
• Video Open: Quality of production as well as effectiveness of the
video (i.e. is it impactful, dynamic, emotional)
• PA Announcer & Emcees: In sync with the energy of other elements
• Live Components & Entertainment groups: Choreography and staging
• Video Direction: Clearly capturing the elements that make up the
event
GAME PRESENTAION

11. Fan Interaction Definition:
All elements designed to invite participation and/or
interaction with the fans.
Key Components:
• On-Court Opportunities (i.e. contests, skits, high
five lines)
• Video Board Opportunities (i.e. dance cam, fan
cam)
• Upper Bowl Activation – Mavs Rowdy Crowd
• In-Arena Giveaways
• Highlighting of all of the above (i.e. video board
recognition, PA announcement, spot lighting)
• Fan ritual/tradition – RPL, MFFL, Eminence Front
FAN INTERACTION

12. MAVS MEDIA
Permanent green screen located
inside AAC
GREEN SCREENS
WIRELESS CAMERAS
ARENA LIGHTING
Dramatic light show to enhance
atmosphere during introductions
and halftime
•Fan perspective with GoPro Cameras
•Roaming wireless camera
FAN ENGAGEMENT

13. PREMIUMS TO THE NEXT LEVEL
AR SLAPBANDS
FAN ENGAGEMENT - PROMOTIONS
• Augmented reality (AR) is cutting-edge technology that allows for a
digitally enhanced view of the real world, connecting you with more
meaningful content in your everyday life. With the camera and sensors in
a smartphone or tablet, AR adds layers of digital information – videos,
photos, sounds – directly on top of items in the world around us.
• Last season we produced 12 different slap bands like you have each with a
player number and signature along with a unique Mavs logo.
• The slap bands are given out at home games and are accompanied by in
game promotion instructing them to get the app as well as instructions on
the back as you see.
• Object is to get the fans to collect them and keep them on so people see
them outside the game and want one or want to collect them all.
• Its cool because this slap band comes alive by scanning it with your phone
and plays videos of the players and new content as we go. Special videos
and even games if we want.
• In the App it has icons for messages, for player scores and for the leader
board.
• The fan gets the app and gets the introductory video by scanning. Then
the fan gets a couple of messages with instructions and explaining that
they need to keep the band on because they will get Push notifications
with prizes and you don’t know when those are coming.

14. ENTERTAINMENT GROUPS
Expand prep classes and youth
dance camps
DANCER CAMP
Generate fan excitement pregame
on plaza and concourse
PUMP UP THE FANS
More Dancer/ManiAAC combo
routines
DANCE MASHUP
GAME PRESENTATION

15. ENTERTAINMENT GROUPS
Don’t reinvent the NBA’s best
dunker…just reinvent his presentation.
Show more depth and style to his show.
MAVS MAN
Create a new character that dances,
interacts and brings fans eyes to the
floor.
A NEW COSTUME
Refresh our repertoire of props, signs
and stunts to give a new look that
fans can’t look away from.
PROPS & STUNTS
GAME PRESENTATION

16. MUSIC OF THE MAVS
Eminence Front refreshed with the
addition of orchestral elements or
a live band, lighting – Chris Kuroda-
Phish, sound, effects.
REVAMPING A CLASSIC
Brass section integration
Mavs Entertainment Camp
Band In The Stands
DRUMLINE 2.0
GAME BEATS
•Mashups and turntable mixing
•Celebrity DJs
•Player playlists
• Sponsors – Guitar Center / Budweiser
GAME PRESENTATION

17. AREA OF FOCUS BLUEPRINT TO CREATE A
GREAT 360 DEGREE GUEST EXPERIENCE
SECURITY
FOOD & BEVERAGE
CONCOURSE
PARKING
EXIT
ENTRY
RETAIL
USHERS
SMARTPHONE/WI-FI

18. • Throughout the regular season the NBA works with each team to conduct Flight Surveys to STH and
Individual buyers. Last year the League conducted 2 secret shops per team.
• Some of the criteria that the secret shopper looked at:
1. Price
2. Length of wait
3. Quality
4. Warmth of interactions
5. Courtesy & knowledge
6. Upselling
• Some of the results (F&B):
• STH were most satisfied with the team’s ushers and least satisfied with F&B
• F&B – wait in line, Avg. price of a beer, bottle water, hot dog & pretzel, order was correct, hot food
was served hot, variety of food items and of high quality, cleanliness, name tags visible, etc.
• Avg. length in line 3.25 minutes – high was over 8 minutes and low was less than 2 minutes
• Avg. cost of a beer, H2O, Hot Dog and Pretzel was $21. High - $26 and Low - $18
• Take a fresh look at menu
• Ensure monitors are visible from afar
• Create a speed line for pre-packaged items
• Turn line sideways
CUSTOMER SATISFACTION:
Great Service leads to increases in
Customer Referrals and Renewals

19. • New procedures in place for directing cash guests to available AAC facilities including
electronic displays, street level signage, and parking concierge position.
• Large print name tags distributed to box office staff and required for all events.
• AAC guest services ambassador program expanded to facilitate both entry and exit
process.
• New standards for elevator attendants in elevators.
• Entrance lobby supervisors are now clearly identifiable by new name tag design.
• Additional signage in place for guest services locations.
• ATT WIFI upgrade completed.
• Pre-game briefing emphasizes specific guest interaction requirements. All games.
• Meet with DPD Police Major to discuss police officer behavior and corrective action.
• Provide Mavericks team members AAC Dispatch phone number and call in protocol.
• Complete installation of new way finding signage on suite levels.
• Hire third-party secret shopper service to test progress of corrective steps.
• Mid-season training program and pep rally for all service related employees. Training
will emphasize common guest protocol and NBA standards.
Management Call To Action for
Customer Service Initiatives

20. • This season, starting to including a game day F&B coupon in our nightly Tip-off magazine. Examples - $1.00
off a burger, $1.00 off chicken finger, Buy a burger and get $2.00 off a soft drink, so on and so forth. Will
spur additional business and add value to the experience.
• Develop rewards incentive program for game day staff who go above and beyond to serve our guests.
• Development of new comprehensive, building wide training program addressing NBA experience
standards across all event operating departments.
• Levy F&B – Adding in “A la minute” Fresh Food Stations, new menu items i.e. BIG BBQ Sandwich
Management Call To Action for
Customer Service Initiatives

21. Customer Service Initiatives
Mobile Compatible, a Must

22. STAY RELEVANT
Own the Summer in off-season
Connect Deep Ellum and the Mavericks in
the subconscious of North Texans.
GROW the neighborhood.
MAVS DEEP ELLUM
A community court, open to the
public and available for clinics and
community outreach.
OUR OWN RUCKER PARK
Create a place for our fans to come
and watch, celebrate, and be a part
of the Maverick family.
WATCH PARTY / MOVIE NIGHTS
EVENTS – SPONSORSHIPS - CAMPS
p
Put art on live art exhibit for
season ticket holders at Fair Park
Next – open to the general public
to build excitement
MAVS IN THE PAINT
In-season competition exclusively for Hoop
Campers at AAC to deepen their
involvement in the program. Downtown
competition with Mavs themes basketball
SKILLS CHALLENGE / HOOP IT UP

23. THANK YOU
Paul Monroe - CMO
Greengrass Studios
E-mail: pmonroe@greengrassstudios.com
Phone: 214-880-0101
Twitter: @nole93
LinkedIn: Paul Monroe