2. HISTORY OF THE RAMS IN THE NFL
Cleveland Rams (1936-1945)
o Owner Dan Reeves cited a move was necessary due to “poor attendance”
o Threatened to remove team from NFL if not able to move
Los Angeles Ram (1946-1994)
o Made first championship and Super Bowl appearance
o Raiders moved to LA dividing the fan base and attendance declined
o Owner George Frontiere moved franchise due to lack of fan support and stadium issues
St. Louis Rams (1995- 2015)
o Super Bowl champions
o Had stadium lease issues and city offered to pay
o Owner Stan Kroenke said that St. Louis’ economy made it hard for franchise to thrive
o Los Angeles Rams (2015-)
3. REPUTATION IN LOS ANGELES
Some residents are nostalgic and excited
o Bring Back the Rams Facebook group
o They were always “our” home team
o Biggest crowd for an exhibition game in the US
Although some are more apathetic
o Stadium issues and poor performance so far
Concern about feasibility in LA
o Increased congestion and traffic
Move from St. Louis has caused mix feelings
o Sympathy over way the move was handled
Overall reputation is positive in LA, but needs to build its own identity
4. GOALS AND OBJECTIVES
Brand awareness
Brand loyalty
Create local identity
Competitive awareness
5. SWOT ANALYSIS
• Strengths
o NFL franchise
o Previously in LA for nearly 50
years
o Potential marketing stars
• Weaknesses
o Previous team performance
o LA- city of transplants
o College town/survived without
a team
• Opportunities
o NFL’s first global team
o Only NFL team in 2nd largest
market
o State of the art stadium
• Threats
o Other teams moving to LA
o Concussions/other NFL issues
6. ADVERTISING PLAN
TV/Radio
o Spots on popular networks
o Interviews could be key in getting to know the team
Community relations
o Players involved in schools, hospitals and local nonprofits
o Gives the organization more identity
Social media
o #MyLARams
Sales promotions
o Ticket offers to get “new” fans involved
7. SALES/TICKETING PLAN
Prospective season ticket holders
o Los Angeles Sports Entertainment Commission = Database
Community Relations- Cross Promotion Opportunity
o Greater Los Angeles area = “Connect”
Group Tickets
o Youth teams, family outings = Integrate into promotions
On-field access & activities
Mini-plans with incentives
o Strategic plan for “less attractive” games
Premium seating
o Suites/boxes = Multi-year agreements
8. TARGET AUDIENCE
Build off of established Los Angeles sports base
o Los Angeles is a large sports market with strong fan bases. Using other teams fan bases will give sports fans a new
major outlet and team to support
Target younger audience
o Build off the hype of the team to bring in a new young fan base
Reengage old fan base
o Using the connection to the 90’s Ram’s team in Los Angeles to bring past fans back
Target corporate and Hollywood
o To grow the fan base, the Rams will need to be one of the cool things in Los Angeles. Getting Hollywood icons
and major corporate figures to attend games is a great way to make the Rams the “it” thing in Los Angeles
9. SPONSORSHIP PLAN
Interactive digital content
o LED ribbon boards, video board, rotating signage
Naming rights
o Hospitality sections, fan zones = Heavy foot traffic
“Homecoming” partnership tier program
o Exclusivity = Cash
Unconventional partnerships
o Beyond standard rate inventory card
Goal: Return on engagement
o Why pick venue over other LA competition?
10. PUBLICITY PLAN-THE START
Local ad campaign
o Ran a series of ads around Los Angeles
featuring players jumping over Los Angeles
landmarks
HBO’s ‘Hard Knocks’
o Feature their training camp on the television
series, providing an inside look at the team and
their move
Trade for #1 overall pick
o The Rams grabbed the headlines at the 2016
NFL by trading for the 1st over pick. This
allowed the Rams to be the center of attention
and use the drafting of Jared Goff to give them
a headline for the entire next season
11. PUBLICITY PLAN-THE FUTURE
Local ad campaign with other LA teams
o We will partner with Dodgers, Lakers, Clippers, Kings and Galaxy to have our brand featured at their games.
We will also have player meet and greets at these events to build a connection between the Rams and other
LA sports fans
Viewer party series at some of Los Angeles most famous venues
o We will host a viewer party for each game this year at famous venues across Los Angeles. Tickets will be sold
to each event and each event will include the chance to watch the game with some of Los Angeles’ many
celebrities.
Create social media following Jarrod Goff
o Building off the success of the ‘Hard Knocks’ series, we will run a social media special giving fans an inside
look Jarod Goff’s first season
12. SOURCES
Birkner, C. (2016, August 22). Here’s How the Rams are Promoting Their Return to Los Angeles. Retrieved
from”http://www.adweek.com/news/advertising-branding/here-s-how-rams-are-promoting-their-return-los-angeles-
173079
Carpenter, L. (2016, April 8). Could the LA Rams become the NFL's first truly global team? Retrieved from The Guardian:
https://www.theguardian.com/sport/2016/apr/08/los-angeles-nfl-global-team
Clayman, A. (n.d.). The Cleveland Rams: Remembering the Original L.A. Move & a Rivalry Born. Retrieved January 13, 2016, from
http://waitingfornextyear.com/2016/01/cleveland-rams-browns-nfl-history/
Marcin, T (2016, January 14) NFL Los Angeles Fan Base Map: Chargers, Rams Marketing Battle Could Accompany A Double
Relocation. Retrieved from: http://www.ibtimes.com/nfl-los-angeles-fan-base-map-chargers-rams-
marketing-battle-could-accompany-double-2265688
The Rams Didn’t Just Leave St. Louis; They’re Burning Every Bridge On The Way Out. (2016, June 23). Retrieved October 7, 2016,
from http://www.turfshowtimes.com/2016/6/23/12015408/los-angeles-rams-st-louis-scorched-earth-burned- bridges-
damn-geena
Stevens, M. (2016, January 12). L.A. fans thrilled -- mostly -- to have Rams back in town. Retrieved October 07, 2016, from
http://www.latimes.com/local/lanow/la-me-ln-nfl-returns-reaction-20160112-story.html
