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New York Yankees: Business Development Division Presentation

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Trajectory branding and marketing presentation to New York Yankees Business Development Division, purpose of which was to help them drive non-baseball revenue.

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New York Yankees: Business Development Division Presentation

  1. 1. Writing A New Chapter Business Development Division
  2. 2. Our Experience New Energy for Customers, Brands, Businesses See In New Ways Perform Better Ignite New Growth Imaginative Stretch, Intelligent Focus Brand Strategy Launches & Re-Launches Integrated Programs New Revenue Streams
  3. 3. Planning Framework Discovery Measurement & Brand Development Refinement & Management Deployment Targeting Marketing & Sales Planning
  4. 4. Brand Opportunity Opportunity
  5. 5. YankeesNet: from spectators to active participants
  6. 6. Discovery
  7. 7. Looking Inside & Outside Strengths Weaknesses • unequaled storied franchise • baseball-centric product focusinternal • image that transcends the game • no reputation beyond the field • deep emotional connection • lack of 2009 sales momentum • differentiated, state-of-art venue(s) • coherent organization-wide focus • rich content, media, assets • reality of Bronx backdrop Opportunities Threatsexternal • captive tri-state audience • well-established, local competitors • expanded value proposition/image • venues that meet functional/emotional • cross-sell existing/grow new fans needs; reflect well on customers • shiny new toy for DMC’s/planners • backdrop of economic downturn • leveraging sales channels
  8. 8. Looking Inside & Outside Strengths Weaknesses • unequaled storied franchise • no market presence or reputationinternal • image that transcends the game beyond the field • deep emotional connection • lack of 2009 sales momentum • differentiated, state-of-art venue(s) • coherent organization-wide focus • rich content, media, assets • reality of Bronx backdrop Net: strengths make for distinctive & compelling positioning; ability to realize opportunities Opportunities Threatsexternal • captive tri-state audience • well-established, local competitors • expanded value proposition/image • venues that meet functional/emotional • cross-sell existing/grow new fans needs; reflect well on customers • shiny new toy for DMC’s/planners • backdrop of economic downturn • leveraging sales channels
  9. 9. Understanding Competitors/Role ModelsEntertainment Venues HotelsCultural Institutions/Museums Event Venues Online research, shopping for venues, collecting materials
  10. 10. Our Difference Versus OthersEntertainment Venues HotelsUnparalleled experience; new state-of-the-art spaces surrounded by a story of sport‘s greatest franchiseCultural Institutions/Museums Event Venues
  11. 11. Understanding Your Audiences Yankees Who WhatLines of Business • DMC‘s Non-Game Day • Event Planners • Online research 1 Rentals & Usage • Corp. Event Planners • Leagues • 1-on-1 interviews 2 Special Content & • Promoters Programs • Networks… • Email end-user survey 3 Yankees Premium • Corporate • Consumer
  12. 12. What We HeardLines of Business Venue/Location 1 Non-Game Day Rentals & Usage Amenities Price 2 Special Content & Programs Logistics Reflection 3 Yankees Premium Uniqueness Memories
  13. 13. Creating CRM Platform
  14. 14. Brand Development & Management
  15. 15. a. Branding The DivisionGoals• One roof (multiple programs and strategies)• Distinctiveness and specialness• B2B and B2C• Brand equity
  16. 16. Recommended Division BrandingStrategy Signature Experiences™ at Yankee Stadium
  17. 17. Rationale Signature Experiences™ at Yankee Stadium • Reflects business strategy • Beyond baseball to individual experiences • Leverages “Yankees” • Important promise
  18. 18. Recommended Program BrandingStrategy Signature Experiences™ at Yankee Stadium Premium Seats Social Occasions Special Events & Suites Corporate Events- Annual Luxury Suites - Meetings - Weddings - Sports- Outdoor Suites - Non-Profit - Non-Profit - Concerts- Day of Game Suites - Yankees Programs - Yankees Programs - Speakers - Arts, Film & TV - All Access VVIP - Spring Training…
  19. 19. Rationale• Associations from Signature Experiences™• Programs easy to shop• Signature Experiences™ equity
  20. 20. Why These (Four) Program Names Premium Seats & Suites Corporate Events -revolves around game - beyond the game - distinguishes vs. other - addresses distinct audiences “Signature Experiences” and needs - distinguishes versus “social” Social Occasions Special Events - beyond the game - beyond the game - conveys more personal - umbrella’s all possible nature of these events programs - distinguishes versus corporate
  21. 21. b. Signature Experiences™ Positioning – Differentiated from… – Desirable to… – Deliverable across… – Durable into…
  22. 22. Positioning Building Blocks Ultimate Opportunity Challenges Differentiators Ambitions Emerging Skills Historical Strengths
  23. 23. Framing Our PositioningLike a good book, great brand stories draw us into their plot, theircharacters and their heroes – and make us feel like we’re part ofsomething much larger than ourselves. They also build on themselveschapter by chapter – evolving to respond to changing customers,markets and opportunities. These brands also grow stronger byinviting audiences to participate and contribute their own chapters totheir story.The New York Yankees (and the Stadium which is the backdrop totheir story) exemplify a brand whose rich story and emotionalconnection rises above others. A brand whose story continues to bewritten. Which now invites participants to write and contribute theirown chapter to this great story.
  24. 24. Brand Positioning Statement Signature Experiences™ at Yankee Stadium opens the door to unparalleled experiences and events, where legend and passion come to life for those who want to create their own one-of-a-kind story. The larger-than-life players, teams and accomplishments; whose stories are brought to life throughout the venue umbrellas all activities; beyond demographics and which no other venue can lifestyles, to a wider target equal in terms of theaudience definition that reflects full experience attitudes and aspirations
  25. 25. Marketing & Sales Planning
  26. 26. Across All Lines of Business… Yankees Programs Awareness Consideration Leads Conversion Cross-sell LoyaltyAdvertising Digital Direct Events Experiential Guerilla On-site PR Social
  27. 27. Creative Brief Objectives Generate buzz, interest and sales Audiences • B2B: DMC’s, event planners, corporate event planners, etc. • B2C: Current fans (Yankees, baseball, NY) and new venue fans Main Idea The New Yankee Stadium – now hosting unrivaled Signature Experiences™ Reason To Believe New state-of-the-art venues amidst a mosaic of rich history Tone of Voice Sophisticated, sexy, aspirational Practical Considerations Sub-brand signature, id guidelines
  28. 28. Table Tent cube with 2-D barcode/Jag Tag that sends rich media to mobile phones Video sent to any smartphone on Verizon or ATT
  29. 29. Concierge/Kiosk USB Pen with Video
  30. 30. Billboard Belly Band and Free Standing Insert in Yankee Magazine Twitter Account
  31. 31. Microsite on Yankees.com
  32. 32. Setting The Stage For Special Events Yankees
  33. 33. Hi-Impact, Dimensional Sales Kit with brochure insert and video screen Cover of KitInteractive Sales Kit Inside Spread
  34. 34. Brochure Inside Spreads
  35. 35. Sales Strategy & Presentation ForPremium Seats & Suites Yankees
  36. 36. Kick-Off Session Agenda
  37. 37. Relationship with Niche Media
  38. 38. USB Pen (with Video) and invitation to tour suites and receive complimentary tickets
  39. 39. Building Loyalty Among DMC’s &Event Planners For Corporate Events Yankees
  40. 40. Dimensional DM inviting top planners to join Signature ExclusivesBelly Band on Agenda Magazine promotes Signature Exclusives Rewards Program Godiva Chocolate branded with Signature Experiences
  41. 41. Signature Exclusives Registration Page
  42. 42. Proprietary CRM Tool -- Digital Planner delivering dynamic, customized content
  43. 43. Create Buzz For Social Occasions Yankees
  44. 44. Promotion WebsiteHome & Second Level Pages
  45. 45. Banners on Yankees.com Premium Content pages
  46. 46. Guerilla marketing andPromo in Stadium on Game Day Viral Video on youtube Yankee fan/actor runs around NYC proposing to women
  47. 47. Signature Experiences Annual e-bookExample of a Signature Story
  48. 48. Next Steps
  49. 49. Individual Business Planning SessionsShort-Term• immediate needs• in-process initiatives• filling the gapsLonger-Term• Division goals• lessons learned• individual marketing plans• in-process initiatives• filling the gaps• new programs

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