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National Basketball Players Association (NBPA) Strategy Brief
- 1. Caroline Keane, Dylan Scaff, Sarah Kistler, Ashli Polee, Mohammed AlAbdulrazzaq NBPA: Strategy Brief
- 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. 5 BENEFITS Better Performance Enhanced Sense of Self and Community Comfort Expressing Emotions Strengthened Relationships
- 6. OUR VISION EDUCATE INCREASE COMFORT CREATE A NEW CULTURE
- 7. 7 PRIMARY TARGET AUDIENCE Age 18-25 Value & seek self improvement Comfortable financially Open to criticism & suggestions New to fame NBA Rookies
- 8. "There are 60 new players in a 440-personpool every year… When you get here, you better be ready -- mentally,emotionallyand physically. Because otherwise it will eat you alive." -Danny Ainge,Celtics GM and Former Player WHY ROOKIES
- 9. 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 WHY ROOKIES
- 10. 10 Over recent years report of distress within this age group has increased by 78%. ResearchbyAmerican PsychologicalAssociation
- 11. 11 SECONDARY TARGET AUDIENCE Ages 26-48 2+ years in NBA Encountering new challenges Been traded Open to and seeks self-improvement Traded NBA Players
- 12. “I think people don't realize how difficultit is… The on-the-court stuff kindof takes care of itself, but your machine don't run the right way if everything is not in order. And that's the difficult part.” -TysonChandler, Los AngelesLakers espn.com
- 13. 13 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
- 14. The Journey to Finding Help
- 15. AWARENESS
- 17. POSTERS
- 18. POSTERS Most effective ages 18-44 Research by Nielsen
- 19. 33-63% Visually Aided Ad Recall Posters: Research by Nielsen
- 20. 20 BARRIERS TO HELP Surveyed: 30 Range: 19-64 Average: 26 Mode: 20
- 21. 21 WEBSITE
- 22. 22 What’sthemost prominent barrier to youaccessingmental healthresources? “Finding POCcenteredresources” | “Finding an AfricanAmerican Woman” Other
- 24. 24 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.
- 25. ENGAGEMENT MEET & GREET PANELS
- 26. EVENTS
- 28. KPIs Appointments Scheduled Event Attendance Conversions from event to services Website Traffic Patterns Conversion to services Summary Responses to calls FOLLOW-UP CALLS Newsletter MeetandGreet Panels Rookie Orientation Website Posters
- 29. 29 THANK YOU!
- 30. APPENDIX ● Primary and secondary research, including ethnographies, interviews, focus groups, surveys ● Internal/External SWOT Analysis ● Competitor Product Comparison (POP, POD) ● Audience Segmentation Analysis (BU3G, VALS) ● Perceptual Map ● External PEST Analysis ● Vision
- 31. APPENDIX:MARKETRESEARCH Interview Questions (Individual) I. Do you feel mental health impacts sport performance? II. Do you feel comfortable discussing mental health with your teammates and/or coach? What about those outside of sports (e.g. friends, family) ? III. How would you describe your attitude towards mental health? How do you perceive it? IV. What would you want to know about mental health? V. Do you know anyone who is working to improve their mental health? If yes, how so? If not, why do you believe the reason for this is? VI. How does this impact you? Want to improve or not? VII. Do you maintain and work to improve your mental health? VIII. What does caring for one’s mental health look like to you? IX. How do you express what you’re feeling? X. What images about mental health make you feel positively and negatively toward learning more about mental health or about mental health in general? XI. How do you define masculinity/femininity? What about (opp. gender)? XII. How would you say your surroundings impact your mental health? Expected Themes in Responses ● More comfortable speaking about their mental health if know they’re supported and not alone ● Positive view on seeking help for mental health
- 32. APPENDIX:INTERVIEWFINDINGS(PRIMARYRESEARCH) Athlete A: Multisport athlete. Views talking about mental health positively. Believes performance is connected to mental health. Mental health impacts emotional and behavioral reactions during and after game. When part of team he doesn’t relate to feels uncomfortable and will let feelings build up. Won’t open up to people (friends, family, etc.) if believe they won’t relate or understand. Will open up to someone he trusts and believes is genuine. Feels that talking about mental health experiences is important. Believes in team culture that’s honest and open about their mental health and aware of each other’s mental health experiences than hiding them. Feels team culture plays major role in creating comfortable environment and is good for team performance. Finds that when best friends are on same team it helps him feel supported and connected when struggling. Athlete B: Division 1 athlete. Views mental health positively. Believes performance is connected to mental wellbeing. Believes that discussing mental health with coaches or teammates may lead to being perceived as weak. Has a sound understanding of mental health and the resources available to them. Would want to know how mental health in sports can be managed and know of easily accessible resources for sports-related mental health issues. Thinks of caring for one’s mental health as talking to doctors and therapists about mental health issues. “When I am surrounded by people who are positive and supportive about my struggles with mental health I have an easier time dealing or coping with my issues. If I am surrounded by people I do not know well or I feel are not supportive I struggle.
- 33. APPENDIX:INTERVIEWFINDINGS(CONT.) Athlete C: Athlete at community college. Felt more positive towards mental health. Did research on it and is educated about it. Discussed how it’s taught at a young age that black men don’t show emotion in the black community, and it becomes toxic to themselves and the people around them because they’re expected to keep everything in. Mentioned that he would not feel comfortable telling his coaches or teammates because culture of the team isn’t serious at all and feel like they wouldn’t take him seriously. Athlete D: Mixed Martial Arts athlete. Felt that discussion of problems is very important. Also felt that mental health is a majorly overlooked factor in sports performance. He says he would like to know more about how he could better his mental health and wellness. Says that taking care of mental health depends on not having anything bottled up. He didn’t feel any pressures of a stigma.
- 34. MAINTAKEAWAYSFROM INTERVIEWS THEMES ● Peopleare more comfortable talkingabout their mental health withthose who can relate ● Theassociation of mentalhealth as a weakness isa major contributor to the stigmaaround mentalhealth ● Societalbeliefswithindifferentcultures also preventpeoplefromdiscussingmentalhealth and wellness
- 35. APPENDIX:MARKETRESEARCH Survey Questions I. Which best describes you? II. What’s your attitude towards seeking help regarding mental health? III. What do you usually do to improve your mental health and wellness? IV. Rank resources you turn to when discussing your mental health with others. V. How comfortable are you seeking help for mental health from services provided by SCHOOL/WORK? VI. How comfortable are you seeking help for mental health ONLINE? VII. How comfortable are you seeking help for mental health IN PERSON? VIII. What’s the most prominent barrier to your accessing mental health resources? IX. Does hearing celebrities speak about their experiences with mental health make you more likely to seek resources regarding mental health? X. Rank the level of stress you feel on a weekly basis. XI. Describe in a few words how you cope with your mental health XII. How has/may playing a sport impact your mental health? XIII. What’s your age? XIV. What ethnicity/ethnicities best identifies you? XV. What gender do you most identify as? Expected Themes in Responses ● Men are less comfortable discussing mental health with others ● People will prefer online over in person
- 36. APPENDIX:SURVEYFINDINGS 21out of 30 respondents were students
- 37. APPENDIX:SURVEYFINDINGS More than ½ respondents held positive attitudes towards seeking help regarding mental health # Answer % Count 1 Extremely positive 46.67% 14 2 Moderately positive 26.67% 8 3 Somewhat positive 16.67% 5 4 Neither positive nor negative 3.33% 1 5 Somewhat negative 0.00% 0 6 Moderately negative 3.33% 1 7 Extremely negative 3.33% 1 Total 100% 30
- 38. APPENDIX:SURVEYFINDINGS Talking to family/friends was the most popular among respondents to improve their mental health and wellness # Answer % Count 1 Exercise 19.32% 17 2 Meditate 12.50% 11 3 Therapy 7.95% 7 4 Leisurely Activities 14.77% 13 5 Social Activities 18.18% 16 6 Emotional Support Animal(s) 2.27% 2 7 Talk to family/friends 22.73% 20 8 Other 2.27% 2 Total 100% 88 Other - Text Sleep or smoke journal
- 39. APPENDIX:SURVEYFINDINGS Talking to Family/ Friends and keeping to themselves/Journaling were the highest resources respondents turned to to discuss their mental health
- 40. APPENDIX:SURVEYFINDINGS Comfort seeking help formental health ONLINE Comfort seeking help formental health IN PERSON
- 41. APPENDIX:SURVEYFINDINGS Most prominent barrier to accessing mental health resources Other - Text Anxiety/Denial Finding an African American Woman Trust Finding POC centered resources Can be self cured
- 42. APPENDIX:SURVEYFINDINGS Does hearing celebrities speak about their experiences with mental health make you more likely to seek resources regarding mental health?
- 43. APPENDIX:SURVEYFINDINGS Describe in a few words how you cope with your mental health. By ignoring it Smoke, sleep, eat, exercise I don’t Never overthink or over analyze anything because it leads to anxiety Exercising and talking to close friends helps. I cope by talking to close friends and prayer I schedule an appointment with mental health therapist. Through meditation and reflection By being around the people I love and talking it out. I turn to walks and listening to music as well as ASMR to calm my mind. Talk to close friends or family
- 44. APPENDIX:SURVEYFINDINGS Describe in a few words how you cope with your mental health. (Continued) Pray Setting aside more time for self care Gym Exercise and listen to music Talk to friends Talking with friends and writing in a journal Talk to someone by keeping a positive attitude Think good thoughts talk with family Talk, sing I talk to someone, exercise, and try to reflect on my day more.
- 45. APPENDIX:SURVEYFINDINGS Describe in a few words how you cope with your mental health. I try to organize my life and talk to someone Pray breathe deeply take a walk Not currently any problems Trying to see the good in a situation and trying to remain positive mind numbing activities (binge watching TV, social media) & journaling Sleep, yoga or just doing something I love Think positive Spending time alone
- 46. APPENDIX:SURVEYFINDINGS How has/may playing a sport impact your mental health? it helps Playing sports especially at a high level is a constant mental battle I don’t play sports It has a positive impact, as it is a physical activity that has an objective Its helps but also causes a lot of stress. Don't play any sports I do not play sports. Calmer and happier I play tennis and I was really hard on myself when I was growing up, but it did teach me discipline and I am now able to feel when I am becoming overwhelmed. Would probably distract me, but would cause more anxiety and stress as most of mine is about time management.
- 47. APPENDIX:SURVEYFINDINGS How has/may playing a sport impact your mental health? I’ve never made a connection between the two A little Definitely a good healthy outlet Negatively The exercise is a good release of emotion Positively Not Helps a lot i do not play sports Positive Positively
- 48. APPENDIX:SURVEYFINDINGS How has/may playing a sport impact your mental health? It has allowed me to release my stress but also can add to it at times and magnify negative feelings I have if I underperform to my and others standards. I don’t Would possibly help Watching sports is good It will impact it a good bit if you stick to it
- 49. APPENDIX:SURVEYFINDINGS 24 respondents were between the ages of 19-21 6 respondents were between the ages of 30-64
- 50. APPENDIX:SURVEYFINDINGS What ethnicity/ethnicities best identifies you?
- 51. APPENDIX:SURVEYFINDINGS What gender do you most identify as?
- 52. 52 MAIN TAKEAWAYSFROM THE SURVEY THEMES • Most people hadpositive attitudes towards seeking helpfor mental health • People felt most comfortable talking to friends and family to improve theirmental health while therapy was thesecondto last common method • Whendiscussing their mental health people preferred talking to friends andfamily andinternalizing and journaling • Respondents weremore comfortable seeking help inperson over online • Most prominent barriers were finance, time, and social stigma • Celebrities speaking about their experiences about mental health typically doesn’t make a difference in their decision to seek help for their mental health • Exercise and talking to someone their close withwere the most common waysof coping withtheir mental health • Majority of respondents wereyoungadults in their 20s
- 53. 53 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 “NBA Stardom Isn’t a Cure for MentalHealth Issues”
- 54. 54 Vision
- 55. Between 70 and 85% of successfulathletes can be identified using psychological measures.
- 56. 56 EDUCATE De-stigmatize seeking help for mental health
- 57. 57 INCREASE COMFORT Provide a safe place where players feel comfortable seeking help and using mental health resources
- 58. 58 CREATE A NEW CULTURE Team and NBA comradery is built and a support system is formed
- 59. 59 ● 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
- 60. 60 WHY ROOKIES "There are60 new players in a 440-person pool everyyear…When you get here, you betterbe ready -- mentally, emotionally and physically. Because otherwise it will eatyou alive.” -Danny Ainge, CelticsGM and Former Player "Entering a world of fame and fortune is very different from what things havebeen. There is a lot more money and people watching you . . . A number of the other rookies areonly 19 yearsold. When Iwas 19, Iwas reallyimmature so Ican't imagine going through allthis that young.” - Brandon Clarke
- 61. 61 Ithink people don't realizehow difficult it is,especially with the families,moving in the middle of the season. I'm a routine guy. I reallystick to my routine, and that's been the most difficult part. The on-the-court stuff kind of takes careof itself,but your machine don't run the right way if everything is not in order. And that's the difficult part. [Chandler has been traded fivetimes, most recently from New York to Dallasin June 2014. Hewas bought out by Phoenix and signed by the Lakers earlierthis season.] - Tyson Chandler “Itwas a long time to be without my kids, and that was tough on me. But thank goodness for FaceTime.” -Smith WHY TRADED PLAYERS
- 62. 62 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
- 63. 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
- 64. 64 WHAT SETS US APART?
- 65. 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
- 66. 66 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
- 67. 67 Why Posters Younger adults more likely to notice (25-34) http://oaaa.org/Portals/0/pdf/research/Nielsen %20OAAA%20Poster%20Study%202017%20- %20FINAL.pdf
- 68. 68 RESPONSE
- 69. 69 • Ensuresthe project gets off the ground • Have active participants inthe first month of the exercise • Engage more rookies in the exercise Schedule Appointments
- 70. 70 • Cultivate supportive environment • Buildallies inthe wellnessfield for Players • Leads to increased comfort accessing services Establish Good Relationships
- 71. 71 • 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
- 72. 72 ● 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