Vancouver Whitecaps FC Aaron Johnson NMDL Presentation
Whitecaps FC and MLS Major League Soccer (MLS)Vancouver Whitecaps FC is in its was founded in 1993 andsecond season with the MLS and began competition in 1996newly reinvented stadium they look with only 10 teams in theto make a strong push for the league. With 19 teams nowplayoffs after acquiring sensational in the league the MLS Cup isforward Darren Mattocks from one of the greatest trophies aAkron University and the second soccer team can hold up inoverall pick in the MLS Superdraft. the U.S. Previous winners ofThe ‘Caps look to stay in the hunt the cup include LA Galaxywhile fans from around Vancouver who won last season makingand Canada look to support them that their 3rd win, and D.C.on and off the pitch by staying up United who won in 2010to date with live feed from the making that their 4th MLSgames and updates containing Cup.information about the team via theinternet and social media.
Challenges and Goals• Competition includes NHL teams such as the Vancouver Canucks, developmental soccer organizations in the area, the BC Lions a CFL team established in 1954 and the Vancouver Canadians a Minor League baseball team. With these other teams in the area competing for fan support the ‘Caps must pursue their fan support in a very creative manor to get their attention and to show them they are not only one of the supreme teams in Vancouver but in the MLS as well. Goals of this campaign will be to increase fan support during the season but also during the offseason when the team is preparing or at pre-season games. The main goal of this strategy is to increase not only single game ticket sales but season ticket sales as well which are the loyal supporters every team needs.
Twitter & Facebook- Our main focus for thecampaign will be reaching our target market The Big Ideaof 18-35 year old males and females involvedwith sports but more importantly those whosupport soccer giving them opportunities towin free tickets, jerseys, and scarfs. Otherthings our fans will be able to participate inon these social media sites are things like livechat with players or coaches at certain times,they will be able to get live feed from therephone via twitter if they are not able to makeit to the game. Promotions such as free give-a-ways for the first 5,000 or so at the gateswill also be able to be register via mobiledevices saving paper and time.
Short term AccomplishmentsDuring this campaign welook to increase our fanbase around the area andhopefully to those aroundthe US and Canada. We alsolook to increase our ticketsales which will in turnincrease our revenue at thegames selling moremerchandise and foodduring the games. Withattendance the highest itsever been at the start of thisseason this campaign willhelp continue those growingnumbers in our favor.
Long Term Accomplishments Our long term goals for this campaign will be to increase our numbers of season ticket holders both in the Southsiders area which are the fans that do the chants and signing as well as those seats made available to loyal fans who may just want to come to a great atmosphere and watch great soccer.
To measure our successfor this campaign ourteam set marks for how Successmany fans will view thesocial media and internetmarket places within aseason. As of nowWhitecaps FC has over22,000 followers onTwitter and nearly 30,000likes on Facebook. Withthe efforts of thiscampaign we hope to seethe Twitter page reachover 30,000 followers andthe Facebook page reachover 40,000 likes by theend of the season.
BudgetTo gain support from our fans for this season and those to come our budget tocarry out this internet campaign will be a significant one, however, with theresults of the promotions and raffles the Vancouver Whitecaps FC, BC PlaceStadium and the city of Vancouver will benefit far more than the expense ofputting together this campaign.Our budget for the campaign will be $500,000.00 which includes employees onpayroll, start up money for the Twitter and Facebook pages to buy spots in crucialtelevision and internet markets, merchandise to give away at promotions andraffles, and another expense that we may come across in the process.
Timeline This campaign will run starting at the half way point of this 2012 season after the All-Star break through the summer and hopefully will continue to be used continually for years to come. This will give fans something to look forward to after the all-star break to get them back into the stadium and cheering for their team first hand and also staying up to date with their favorite players.