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Niagara River Lions Marketing Plan
Marketing Plan Assignment
Alex Diacur, Brady Wells, Connor Diacur , Kyle Poole
MKTG 1104
Prepared for ; Professor Christopher Psutka
December 9th 2015
Niagara College Canada
Table of Contents
Part 1: DevelopVision, Position and Purpose……………………………………………...3
1. Product and Entities………………………………………………………………………...4
2. Vision and Ideology……………………………………………………………………......4
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3. SWOT Analysis ……………………………………………………………………............5
Part 2: DevelopStrategic Goals and Objectives………………………………………..….6
4. Goals and Objectives……………………………………………………………………….7
Part 3: Developa Ticket Marketing Sales and Service Plan……………………………...8
5. Marketplace and Segments……………………….………………………………………...9
a. Reasons why we chose our segments……………………………………………………..10
b. How the wants and needs are being met……………………………………………….10-11
c. Main segment of focus…………………………………………………………………….11
6. Sport Marketing P’s……………………….……………………………………………....11
a. Product…………………………………………………………………………...11-12
b. Price.……………………………………………………………………………..12-13
c. Promotion.…………………………………………………………………………...13
d. Public Relations.………………………………………………………………….14-15
e. Place……………………………………………………………………………....15-16
Part 1: Developing a Vision, Position and Purpose
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Prepared by: Alex Diacur
Product and Entities
The brand we represent is the Niagara River Lions of the National Basketball League
of Canada who are new to the league for the 2016 season and all the entities that are
associated with the team. The NBL Canada was started 5 years ago after 3 teams from the
Premier Basketball League left and formed the league in addition to 3 new teams based in
Ontario giving the league 6 teams to debut with and currently at 8 with a 9th planned for the
start of the 2016-17 season. The NBL Canada offers former NCAA, CIS and CCAA
basketball players an option to continue their athletic careers at a high level in North America
rather than having to go to Europe or settling for a lower level of competition giving the
league more credibility in terms of in coming talent each year as evidenced by the signing of
2015 NCAA Slam Dunk Champ Marcus Lewis and 2 Time CIS Defensive player of the year
Greg Carter, the league and team is in no way short on talent. Being a new expansion team in
the league the River Lions are poised to set ourselves apart from other franchises in terms of
success and fan experience. One major edge we have on the other competition is the brand
new Meridian Centre in Downtown St. Catharines built in 2014 giving our fans and players
one of, if not the best, home arena in the league to come out and enjoy a night of basketball in
the newly developed downtown core of the city. Having our fans heavily involved with the
naming of our team was a great way to create immediate buzz in the city and giving the fans
a way to relate to the team through team and regional pride as the River Lion can be found in
the regions coat of arms making it a great tie in to Niagara.
Vision and Ideology
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Our vision as a team is to continuously improve game by game to put the best
possible product on the court to capture to essence of what a River Lion represents to gain the
attention of fans and residence of the Niagara region By being the region's only professional
Basketball team based in a city that is well known for its junior hockey, junior lacrosse and to
some extent baseball roots, breaking in as a new sport for fans in an exciting and challenging
new experience for the team and we are optimistic about the future of basketball here. With
the continued success of the local basketball programs at the club and high school level and
the overall growth of basketball across Canada, the Niagara River Lions are in great position
to aid in the continued growth and development of the sport of basketball. After a failed
attempt to bring professional basketball to the city back in 2005, the “Niagara DareDevils” of
the ABA played 4 games at the Jack Gatecliff arena before folding, not because of their play,
but because they failed to connect with the fan base from the start with almost no
advertisement or interest generated. Learning from these past mistakes the Niagara River
Lions are thoroughly committed to staying in the region and building a legacy that will last
for decades.
SWOT Analysis
Strengths Weaknesses
Brand new facility in the downtown core for
fans to enjoy the games
Signed some credible players for fans to get
excited about (NCAA Slam Dunk Champ,
CIS Defensive POY)
Basketball has risen in popularity over the
years
New franchise with a brand new fan base,
optimistic about the long term interest
Ticket prices may be too high to attract
casual fans
only 8 teams in the league, making it
repetitive
Opportunities Threats
New, untapped basketball market who may
not want to travel to Toronto or Mississauga
to watch NBA/ NBA D-league
Increase interest in basketball participation
at the grassroots level in Niagara
Junior Hockey teams such as the Niagara Ice
Dogs (OHL), St. Catharines Falcons (Jr.B)
Hamilton Bulldogs (OHL)
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Strategic Goals andObjectives
The Niagara River Lions have set forth some strategic goals that we hope will garner
interest and lay the foundation for many years to come in the Niagara Region.
Create innovative ways to capture fans attention and turn them into repeat customers
● Have half times shows that make them want to stay in their seat instead of getting
up
● Have advertisements around the city and region showing that our games are the
ones to be at and they will have an experience like no other
● When the fans/customers arrive in the arena, have the excitement start there, not
when the game starts
● Have some sort of dancers/cheerleaders to keep the fans entertained/transfixed
during timeouts or breaks in the play
● Create a mascot that will be tied with your brand and its image. This way the
children will want to return to the arena as well
● Occasionally have notable Niagara residents sing O’ Canada
● Host a Niagara College game/Brock University game
● Teddy Bear toss
Make our organization known off the court
● Host meet and greet days or more personal days so that the athletes can interact with
the fans/customers
● During the off-season and non-training days participate in community events i.e.
Santa claus parade, Canada Day celebrations, etc.
● During the summer months host a River Lions basketball camp so that the younger
fans can be taught by the players
● Charity golf tournament during the summer months
Increase the amount of season ticket holders
● At some point during the games mention the benefits of becoming a season ticket
holder
● At community events during the off season have a booth/table set up explaining the
benefits of owning a season ticket
● Hold special season ticket holder events during the season (meet and greets,
exclusive dinner, exclusive seating)
● Discounts off River Lions merchandise
● Discounts at the concession stands
● First chance to purchase post-season tickets
● With courtside season tickets you will also receive a credit which can be used at the
store or at the concession stands
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Part 3: Developing a Ticket MArketing Sales and Service plan
Prepared by: Kyle Poole (Marketplace and segments #5) and Connor
Diacur (5 P’s of marketing #6)
Developa TicketMarketing Sales andService Plan
A marketplace can be defined as an economic system through which different
companies compete with each other to sell their products. The Marketplace for the Niagara
River Lions would be other sports teams, and events held in the area. The Niagara Ice Dogs
are a direct competitor to the River Lions as they draw a large number of fans, and have had
majority control over the market in recent years. Other direct competitors would be Jr. B
hockey clubs in the area as Niagara has many of them including the St. Catharine’s Falcons,
Niagara Canucks, Fort Erie Meteors, Thorold Blackhawks, and Welland Canadians. The area
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is also host to many Jr. C hockey teams, but they draw much smaller crowds seeing as there
are so many higher-level teams competing in the area at competitive prices.
The Brock University and Niagara College sports teams also pose a threat to the River Lions,
as they attract their students to attend games and support their club. Students are also on a
budget and attending all sorts of events is somewhat unrealistic for the budget of the student
life. Other Major sports franchise in southern ontario and even just over the border include,
Toronto Raptors, Raptors 905, Toronto Maple Leafs and the Buffalo Sabers. These are all
some of the most recognizable and establish franchises in the world and we can capitalize on
trying to get their fans who travel upwards of 2 hours to drive and watch a basketball game or
a hockey game. When they can just come to the Niagara Region to see some of the best
basketball in Canada.
Jr. Hockey
● St. Catharine’s Falcons
● Niagara Canucks
● Fort Erie Meteors
● Thorold Blackhawks
● Welland Canadians
● Jr. C hockey clubs
Meridian Center
● Niagara Ice Dogs
● Concerts
● Shows, and live events
Post-Secondary Sports
● Niagara College sports
● Brock University sports
Professional Sports
● Toronto Raptors
● Raptors 905
● Toronto Maple Leafs
● Buffalo Sabers
The Niagara Rangers Basketball, Niagara Red Raiders, St. Catharines CYO Rebels,
Pelham Panthers, and the Welland Warriors are youth basketball organizations that promote
grassroots growth in the sport of basketball and showcase young talent travelling to host
towns for tournaments and games. This will be our first segment that we wish to reach, to
attract fans to the River Lions. Youth basketball organizations are perfect to market as they’re
interested in the sport, and it provides role models and professionals in the community to look
up to, and emulate on and off the court. Not only are we focusing on basketball fans, we are
also focusing on youth and creating a young fan base to sustain long-term. By focusing
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youth, it’s drawing the attention of families and creating events for families to attend
together. This creates a positive atmosphere, attention to merchandise and increased snack
bar sales. The organization could offer families packages or kids nights to make it more
affordable and attracting for all fans.
Another Market we would like to focus on would be the Meridian Center faithful’s,
the people who commonly attend events, such as Ice Dogs games and other concerts and
shows. The facility could market our organization to the common attendees; seasons ticket
holders, and anyone who has attended an event hosted by the Meridian Center in the past.
This would not only benefit our organization it would bring in revenue for the facility and
attract people to attend events.
A market in which we would like to extend our product to would be a sports fan.
Sports fans generally have an interest in several sports, and would be easily tempted into
seeing live action if presented to them. As sport management students most of u would be
quite interested in sports as they pertain to what we are studying and what our future goals for
careers would be. With that we would clearly have a few favorite sports that we follow more
thoroughly and keep attuned to, but it would be easy to persuade me to attend an event if the
intangibles were right. In this area there are several way to reach people interested in sport,
first off there are many post-secondary programs offered involving sport between Niagara
College, and Brock University. Incorporating these students and getting them interested in the
organization could offer jobs, internships, and the potential to spread word of mouth and get
students interacting and involved. Other possible opportunities could be with gyms/workout
facilities, arenas, sports bars and sporting goods stores.
The organization's wants and needs are somewhat different to that of an established
franchise, as they have fans and accessible contacts to connect with. The River Lions have no
previous fans or established role in the community therefore having to build and create an
impact to attract fans. Needs for this organization are to create a fan base that is sustainable
over long-term and establish the team and organization as a positive influence on the
community. These needs can be met with community outreach programs, youth basketball
interaction, reaching out to the loyal attendees of the Meridian Center, and attracting sports
fans along with basketball fans. The Niagara River Lions want to create a winning
atmosphere, as well and maintain a successful business with loyal fans. This can be achieved
by first of creating a fan base through proper segmentation, which then leads to a positive
environment for players and coaches to grow and be successful.
We believe all areas should be focused on, but beginning from the bottom should be
main concern. Establish the grassroots, and young fan base to be able to maintain over time.
By focusing on the family aspect and involving the youth it creates participation in the sport,
awareness, loyalty, and potentially demand long term. The kids and families will grow up
knowing the players, team, and create an attachment to the organization. Allocate the
resources to grow the sport of basketball in the area, sponsored by the River Lions. Have the
players practice with youth, and host tournaments, and development camps. Offer discounted
ticket pricing if youth are enrolled with Niagara Region basketball associations. The
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frequency escalator will increase as season and years pass by, as the programs and basketball
in the area grow in size, demand, and popularity. Families and youth will begin as occasional
users, but as the program grows, and demand increases they will hopefully become light to
heavy users. This is not going to be an immediate result for most users; the organization will
have to develop the program and created a connection to the fans.
Product
The Niagara River Lions are the newest member of the NBL of Canada, Canada's
“Top flight” Professional basketball league. The Niagara River Lions are based in the city of
St.Catharines and are owned by a group of three business men from the Niagara Region.The
NBL of Canada is a Professional men’s basketball league that was formed in 2011. The NBL
of Canada has 8 franchises with Niagara being the latest. There are four franchises located in
the province of Ontario and four franchises located in the maritime provinces. A ninth
franchise will be added in cape breton in the 2016-2017 season.
Product Extensions:
Players:
The Niagara River Lions attract the talents of former NCAA,CIS and CCAA players
looking to continue their dreams of playing professional basketball. Our players are
absolutely no strangers to winning and dominating on the court. We signed the winner of the
2014 NCAA Dunk Competition Marcus Lewis who suited up for the University of Eastern
Kentucky. Lewis was not only a dunking stud but also played a very important role of Six
man for the Colonels, where he averaged 9.8 points,2.0 rebounds and 26.9 minutes per game.
Not only did we sign offencive threats, but we signed one of the best defencive players to suit
up in the OUA. This being the former Lakehead University Timberwolf Greg Carter. Carter
was named CIS Defensive player of the year two times and was also named OUA Defensive
MVP 4 times. These two players are the pinnacle of our teams fantastic roster of North
American talent and will dazzle fans with their performance on a daily basis.
Venue:
The River Lions will be kicking off their inaugural season in the newly built and state
of the art Meridian Center located in downtown St.Catharines. The Meridian center is a 5,300
seat facility that was fully built in late 2014 for the OHL side Niagara IceDogs who were in
need of a new home. With this being said the River Lions are one of three tenants of the
Meridian center. The other two tenants of the Meridian center are the aforementioned Niagara
Icedogs and the Niagara Lock Monster of the Canadian Lacrosse league. The Meridian center
is located in the heart of the booming downtown of St.Catharines. The streets are full of
restaurants, bars and has a fantastic nightlife making it the ideal spot for an arena.
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Internet Products:
The River Lions use social media on a daily basis to keep our fans and followers in
touch with upcoming games, events and giveaways on our social media platforms. We can
connect with our fans over these platforms with our teams Hashtag, #Ready2Roar. We have a
twitter account that we utilize to keep our fans up to with our teams performance during
games for those fans who could not make a home/away game. Also updates if the River
Lions have made any trades or picked up any free agents to our franchise. We also have an
Instagram that will post “behind the scenes” photo and videos of training, practices, players
pregame and game footage. There might be setbacks with these videos we post being only 15
seconds, but that's when our Youtube page comes to play. We will utilize our Youtube page
to have a more behind the scenes look into our players lives, this includes videos of a day in
the life, Q&A videos (questions will come from twitter/Instagram) and an Open Gym
segment where a player is given an hour to make a highlight tape. These products will open
up a large array of opportunities to get our fans and our city involved.
Price:
Entering the 2015-2016 as a brand new team we are going to position our price of
tickets in the bottom half of the league in regards to price. After looking at ticket prices from
three established NBL teams(London,Orangeville and Windsor) we found that the average
ticket price for Bowl seating/general admission, Courtside and seasons tickets (in Adult
prices). These averages came out to be 14$ for general/bowl seats, 70$ for courtside and 315$
for seasons tickets. With these prices we would like to put ourselves $2-5 dollars less for
general seating, $10-15 less for courtside and $25-35 less for seasons tickets. These prices
will give a great value to start a brand new fan base in the Niagara region. When it comes to
concession prices us at the River Lions were going to base our prices off of the Meridian
Center set prices. We would also make some adjustments and add some River Lion exclusive
items, such as a River Lion Burger (with a lime green bun) River Lion candy corn (lime
green and blue popcorn) and River Lion Slushies to name a few.With these pricing strategies
we will see great success in our inaugural season and continue to change, adapt and grow for
the future.
Promotion:
Promotion is one if not most important aspects of the River Lions main focus coming
into their inaugural season. Without promotion the River Lions will have what happend to the
last basketball franchise that came to Niagara being the St.Catharines DareDevils of the
ABA. Where the daredevils failed in promotion the River Lions will succeed and become a
superior franchise in the NBL. The River Lions will use our aforementioned social media
platforms to promote our franchise and make any available information in the fingertips of
our fans.By using the Hashtags #Ready2Roar and #WeNiagara , we be promoting on social
media platforms but our fans will be promoting our team too. Not only will be be promoting
on social media, but we will have ads in various southern ontario newspapers sport section.
These ads will have all the upcoming home games and events the River Lions are hosting and
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where and how much tickets cost. Moving away from media promotion, there will be a
number of apparel booths set up in the three major malls in the Niagara Region. This will
give the people of the Niagara Region a tangible look for the River Lions. Our social media
initiatives will grant us exposure to various market segments, it will be able to find out the
demographics and geographical location of our fans and customers. Our social media will
connect like minded, age specific and local fans together connecting them with the River
Lions.
During our 2015-2016 season the River Lions will have full season In-game
promotions during halftime and during time outs. The half time promotions will be in the
forms of giveaways for free swag, tickets and other merchandise. Fans will get entered into
these promotions by taking a picture of them self at the game and using the previously
mentioned hashtags #Ready2Roar and #WeNiagara. Additionally to these half court
promotions, once a month at a home game we will have a half court shot, where one lucky
fan will have the chance to win season tickets to the 2016-2017 season. This will make a
lasting memory for a fan and potentially move them up the frequency lader and create a
heavy/Life time fan. As for our time out promotions, our staff will be circulating around
finding fans to ask trivia questions to at every time out. Guessing right or wrong on these
trivia questions will grant the fan with a free piece of River lion swag. With these
promotions in place we can see the 2015-2016 inaugural season being a great success and be
used as a stepping stone for our organization's future.
Public relations:
Public relations is a huge opportunity to expose our franchise to the citizens of the
Niagara Region. Not only is it great exposure it gives back to the community that has given
us the opportunity to play in the great city of St.catharines. Listed below are five activities we
have created to give back to our community and gain exposure.
What activities will you conduct?
● Street ball 3 on 3 tournament
Where will they take place?
● Local park or basketball court
Goals and objectives
● For fans to meet players
● Get involved with the community
● Create awareness
● Offer ticket packages at the event
● Gain new fans and ticket holders
What activities will you conduct?
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● Practice with local basketball teams (St.Catharines Rangers, Pelham Panthers,
St.Catharines Rebels, Welland Warriors)
Where will they take place?
● At team practices in local communities in the Niagara Region
Goals and objectives
● For fans to meet players
● Get involved with the community
● Create awareness
● Offer group ticket packages for games for teams
● Gain new fans and ticket holders
● Engaging grassroots level players with our players
● Creating a new fan from these teams
What activities will you conduct?
● Awarding championship trophies and MVP to local basketball tournaments (St.
Catharines Standard tournament and the Welland Tribune)
Where will they take place?
● St.Catharines Standard Championship game various around the city
● Welland Tribune Championship game is hosted at Niagara College
Goals and objectives
● Develop a partnership with Highschool basketball and River Lions
● Get players inspired by these pros
● Expose high school basketball fans to our franchise
● Get involved in the High School basketball scene
What activities will you conduct?
● Visiting local public schools across the DSBN
Where will they take place?
● Schools that are in the jurisdiction of the District school board of Niagara
Goals and objectives
● Promote a healthy active lifestyle
● Grow basketball with the youth of Niagara
● Create a fan at a young age
● Give two free tickets to 10 students
● Create a connection with youth of Niagara
What activities will you conduct?
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● Host a player meet and greet/autograph session
Where will they take place?
● This will take place at the meridian center
Goals and objectives
● Humanize our athletes to the public
● Grow basketball with the citizens of Niagara
● Create new fans
● Create a connection with the citizens of Niagara
● Get our players to meet and talk to our sponsors
● Inspire youth basketball players in the region
Place:
The Niagara River Lions are located in the heart of the Niagara region being St.Catharines.
St.Catharines is the largest city in the Niagara region with having a population in 2011 of
131,000 people. The Niagara region as a whole is comprised of 11 communities with a
population of over 400,000. St.Catharines is the sixth largest urban area located in Ontario,
and is nicknamed the “garden city” for is lush and abundant amounts of parks, trails and
gardens. Going on about the “Garden city” St.Catharines is located on the Niagara
escarpment making for some of the best hiking trails in Southern Ontario. The city’s
downtown core has seen a huge improvement over the past five years. With additions like the
brand new Meridian Center (Home of the River lions) and The First Ontario Performing Arts
Center. The downtown has also seen a huge face lift to their restaurants and bars along the
main streets downtown. This creating a fantastic and vibrant nightlife in the Summer and into
the Winter. St.Catharines is also home to Brock University one of Ontario's finest post
secondary institutes, and Niagara Region is also home to Niagara College located in Welland
and Niagara-On-The-Lake. St.Catharines is also home to the biggest city transit system in the
region. With over 100 buses in the fleet the St.Catharines transit is able to support city wide
service with a bus reaching downtown within 30 minutes. With St.Catharines success with
city transit a Regional transit system was launched in 2011 connecting all the communities in
the Niagara region converging to St.Catharines. Much like how the Niagara River Lions are
able to capture and connect the Niagara region with its love of basketball and professional
sports.
