Strategy Presentation

1. Caroline Keane, Dylan Scaff, Sarah Kistler,
Ashli Polee, Mohammed AlAbdulrazzaq
NBPA
Presentation

2. 2
TABLE OF
CONTENTS
01
02
03
04
BRAND MESSAGE
OBJECTIVES
TARGET MARKET
STRATEGY

3. -D1 Athlete,Age 19
“When I am surrounded by
peoplewho are positive
about my struggles with
mental health I have an
easier time coping...”
“ ...IfI am surrounded by
peopleI feel are not
supportive, I struggle.”

4. 4
BRAND MESSAGE
Provide a safe place for players to
discuss their mental health and create a
culture of support with the transitions
and pressures of life

5. OUR VISION
EDUCATE
INCREASE
COMFORT
CREATE A NEW
CULTURE

6. 9
BENEFITS
Better Performance
Sense of Community
Enhanced Sense of
Self
Comfort Expressing
Emotions
Strengthened
Relationships

7. 10
PRIMARY
TARGET
AUDIENCE
Age 18-25
Value & seek self improvement
Comfortable financially
Open to criticism & suggestions
New to fame
NBA Rookies

8. 11
"I can’t tell youhowmany of them [NBAplayers] I'vewarned
and warned andbegged to address their issues.Theydon't, then
come back three years later andsay, 'OK,nowI'm ready.' But the
chance isgone. There are 60 newplayers ina 440-person pool
everyyear. There's a hugepercentage of turnover andthe
competition is fierce. Whenyouget here, youbetter be ready --
mentally,emotionally and physically. Because otherwise it will
eat youalive."
-DannyAinge, Former NBAPlayer

9. 12
"Entering a world of fame and fortune isvery different from whatthingshavebeen. There is a lot more
money andpeople watching you. . . Anumber of the other rookies are only19 years old. WhenIwas19, I
wasreally immature so Ican't imagine going throughall thisthat young.”
- Brandon Clarke

10. Mental illness is more prevalent during
teens to early 20s due to major
changes in neural connection and
organization
Research by the American Medical Association

11. 14
Over recent years report of distress
within this age group has increased
by 78%.
Source:https://www.ajmc.com/focus-of-the-week/mental-health-issues-on-the-rise-among-adolescents-young-adults

12. 15
Year 3Year 2Year 1
Develop mentorship program
with3rd years and rookies
30% of 2nd year players
consistently use resources
½ Rookies utilize
resources once
OBJECTIVES

13. 16
SECONDARY
TARGET
AUDIENCE
Ages 26-48
2+ years in NBA
Encountered new challenges
Been traded
Open to and seeks self-improvement
2nd and 3rd Year NBA Players

14. 17
“I thinkpeople don't realize howdifficult it is… Theon-the-
court stuff kind of takes care of itself, but yourmachine
don't run the right wayif everythingisnot in order. And
that's the difficult part.”
-TysonChandler, Los AngelesLakers

15. The Journey to Finding Help

16. AWARENESS

17. ROOKIE ORIENTATION

18. POSTERS

19. POSTERS (CONT)

20. POSTERS
Most effective ages 18-44
Visually aided ad recall (33-62%)
Younger adults more likely to
notice (25-34)
Research by Nielsen

21. 24
BARRIERS TO HELP

22. 25
What’sthemost prominent barrier to youaccessingmental healthresources?
“Finding POCcenteredresources” | “Finding an AfricanAmerican Woman”
Other

23. 26
WEBSITE

24. 27
SPECIALIST MATCH

25. 28
AVERAGE COMFORT LEVEL...
Of people seeking resources online is…. Of people seeking resources in person is...
3.8 5.1
1 7
Extremely
Uncomfortable
Extremely
Comfortable
Value of p is < .00001.
Result is significant at p < .05.

26. EVENTS

27. 30
PANELS

28. 31
MEET & GREET

29. 32
LOYALTY
FOLLOW-UP CALLS NEWSLETTER

30. Appointments scheduled
Event Attendance
Conversion to services
Website traffic patterns
Conversion to services
Responses
Shares
Inquiries &
website visits

31. KPIs
Appointments Scheduled
EventAttendance
Conversionsfrom Rookie
Orientation to services
Website Traffic
Patterns
Conversionto services

32. 35
THANK YOU!

33. APPENDIX
RECOMMENDED ANALYSES
· Primary and secondary research, including ethnographies,
interviews, focus groups, surveys (required).
· Internal/External SWOT Analysis
· Competitor Product Comparison (POP, POD)
· Audience Segmentation Analysis (BU3G, VALS)
· Perceptual Map
· External PEST Analysis

34. 37
THEME - People are more comfortable talking about mental health with people who can relate
Primary
● “If I’m uncomfortable, which teamsthat I don’t reallyrelate to that welloften make me uncomfortable, not a part of the team or something like
that, no, Iwon’t say anything, I’ll close up and it’ll affectmy mental health more and it’ll make itworse. Itwill compound.”
● “Someone I trust, someone who I think is genuine. Then it’d probably come to what has been bringing medown…”
● “Oftentimes Ifind that when my best friends areon the same teamas me,it helps a lot because they can also relateand they also understand
more with what I’m saying and more of my lifeis intertwined with theirs so they understand where I’m coming from better.”
● “When you feellike everyone around you has everything together and they do care,but like they aren’t experiencing anything similarto you, it
makes you not want to say anything about yourself.”
● “Idon’t bring things up that Idon’t think other people aregoing to highly relateto or going to understand atalland if this person doesn’t seem
to understand it atall, odds areI’m going to bottle it up, and that’s nevergood for mental health, talking about things and experiencing things is
reallyimportant.”
● “Being more in a teamculture that is awareof itor ishonest and genuine about their mental health rather than try to hide it is probably better
especially in terms of consistency and allowing people to feel comfortable enough to open up.”
● “Ithink mental health plays a largerole in my performance.”
● “Ido not feel comfortable discussing mental health with teammates or coaches”
● “When Iam surrounded by people who arepositive and supportive about my struggles with mental health Ihavean easiertime dealing or coping
with my issues. If I amsurrounded by people I do not know wellor Ifeel arenot supportive I struggle.”

35. 38
THEME - Peopleare more comfortabletalking
aboutmental health with people who canrelate
Secondary
● “Whenyouadd a layer of celebrity,” explains Parham, “youhavea double whammy.If anelite player
starts talkingabout ‘stuff,’ hefeels in danger of being traded or not being re-signed or losing
endorsements. So the conclusion becomes, ‘Better to stay quiet.’”
- William Parham, M.D., Christina Similien Ebony “NBAStardom Isn’t a Cure for Mental Health Issues”

36. 39
● NBA
Players
● Ages 18-
49
● All NBA
Cities
● Loyalty
● 1st Time
Users
DemographicGeographicUsage
AUDIENCE SEGMENTATION
● Comfort
● Social
Connections
Benefits
● Active
Lifestyle
● Community
Involvement
● Driven
Psychographic

37. 40
SWOT
ANALYSIS
● Barriers to
“purchase”
● Physical movement
● Awareness
● Access to players
● Accessibility
● Uniqueness
Strength Weakness
● Programs for college/high
school athletes
● Change in public perception
of mental health
● Rookie players
● Growth in wellness industry
Opportunities Threats
● Outside mental wellness
services
● Alternative self-care methods
● Social Pressure/Stigma
● Being unprepared for response
InternalExternal

38. COMPETITOR PRODUCT COMPARISON (POP, POD)
Social Aspect Cost Time Trust Needed Accessibility
Exercise 3 2 5 0 9
Meditate 0 0 5 0 10
Therapy 10 5 5 10 5
Leisurely
Activities
3 2 6 0 8
Social Activities 10 6 7 8 5
Emotional
Support Animals
7 2 4 5 2
Family/ Friends 10 0 5 10 8

39. 42
WHAT SETS US APART?

40. PEST ANALYSIS
Political: Owners, funding, legislation, global news (e.g. ICE, China
protest, China US Trade Wars, climate strike)
Economic: Recession, weather
Social: Language differences, cultural stigmas, ethics, media,
intersectionality, fame, globalization
Technological: New tech (e.g. VR, drones, interactive sites), software
compatibility, hackers, viruses, video chat, social media

42. 45
Insights
1
2
3
4
Maximize personal
connection in
resources
Reduce the overall
time to access
resources
Efficiency of time
over efficiency of cost
Confidentiality

43. 47
RESPONSE

44. 48
• Ensuresthe project gets off the ground
• Have active participants inthe first month of the exercise
• Engagemore rookies in the exercise
Schedule Appointments

45. 49
• Cultivate supportive environment
• Buildallies inthe wellnessfield for Players
• Leads to increased comfort accessing services
Establish Good Relationships

46. 50
• People should express their emotions openly during sessions
• Talking about problems is the first step to finding the solutions
• Active communication relieves stress
• Increase in event attendance draws others to the program
Increase Event Attendance

47. 51
Understanding of mental healthand ability to assist oneself
Ability to recognize and support teammates instruggle
Understanding of the services available
Understanding of the role of mental wellnessin overall wellbeing
Awareness of Mental Health