Timberwolves Presentation


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Along with three other marketing students, I pitched some ideas to the Minnesota Timberwolves marketing department as to how they could make their new College Night Promotion more effective.

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Timberwolves Presentation

  1. 1. <ul><li>December 2008 </li></ul>
  2. 2. Guests <ul><li>Josh Effinger - Marketing Events Coordinator </li></ul><ul><li>Jon Hanson - Event Marketing Manager </li></ul>
  3. 3. Organization <ul><li>The Minnesota Timberwolves are a professional sports franchise in the NBA </li></ul><ul><li>The Timberwolves came to the Twin Cities in 1989 as an expansion team </li></ul><ul><li>Minnesota had been without a professional basketball team for 29 years after the Minneapolis Lakers left the area to head to Los Angeles to become the Los Angeles Lakers </li></ul><ul><li>Since their inaugural 1989-1990 season, the Timberwolves have experienced little success, reaching the playoffs 8 times, the conference finals only once during the 2003-2004 season, and they have never reached the NBA finals. </li></ul>
  4. 4. Current Situation <ul><li>20th Season </li></ul><ul><li>Revamped entire marketing strategy </li></ul><ul><li>Dwindling attendance at home games </li></ul><ul><li>Loss of super-star power </li></ul><ul><li>Current advertising features Don Overbeck </li></ul>
  5. 5. Objectives <ul><li>Business Objectives </li></ul><ul><ul><li>Increase single-game ticket sales </li></ul></ul><ul><ul><li>College aged demographic </li></ul></ul><ul><li>Marketing Objectives </li></ul><ul><ul><li>Increase awareness of “College Night” promotion </li></ul></ul>
  6. 6. Situational Analysis <ul><li>Strengths </li></ul><ul><ul><li>Established fan base, accessibility, established franchise </li></ul></ul><ul><li>Weaknesses </li></ul><ul><ul><li>Poor attendance, poor performance, perceived as overpriced, lack of star power, NBA stigma </li></ul></ul>
  7. 7. Situational Analysis <ul><li>Opportunities </li></ul><ul><ul><li>Concentrated population of college students, chance to rebrand (KG) </li></ul></ul><ul><li>Threats </li></ul><ul><ul><li>Other sporting event options, other viewing options </li></ul></ul>
  8. 8. College Night Promotion <ul><li>All Wednesday night home games </li></ul><ul><li>1/2 Priced tickets with college ID ($10) </li></ul><ul><li>First 100 students get upgraded </li></ul><ul><li>Transportation to and from game </li></ul><ul><li>$1 Hot dogs </li></ul>
  9. 9. College Night Marketing <ul><li>Ads in College Newspapers </li></ul><ul><ul><li>U of M, Saint Thomas, Augsburg, Hamline, Concordia </li></ul></ul><ul><li>Radio </li></ul><ul><ul><li>KDWB, B96, K102, KFAN </li></ul></ul><ul><li>Outdoor Signage </li></ul><ul><ul><li>Bus stop, online, flyers </li></ul></ul>
  10. 10. Survey <ul><li>155 Respondents </li></ul><ul><ul><li>59% Female 56% Senior standing or above </li></ul></ul>
  11. 11. Results <ul><li>57% stated Ticket Cost was main deterrent from attending </li></ul><ul><li>51% - more likely to attend if BSA sponsored event </li></ul><ul><li>92% of respondents were not aware of College Night Promotion </li></ul>
  12. 12. Student Preferences
  13. 13. Student Preferences 1st 2nd 3rd Lynx 0 3 6 Thunder 4 5 7 Swarm 0 3 6 Timberwolves 13 28 41 Twins 66 39 23 Vikings 28 37 40 Wild 44 39 30
  14. 14. Recommendations <ul><li>Expand marketing efforts to reach more Twin Cities college student </li></ul><ul><ul><li>Target smaller Universities like Bethel, Northwestern, Hamline, Macalaster, North Central </li></ul></ul><ul><ul><li>Wall posters, T-Shirt give-aways, supplemental direct mail </li></ul></ul>
  15. 15. T-Shirt Give Away
  16. 16. Poster Samples
  17. 17. Poster Sample 2
  18. 18. Recommendations <ul><li>Sell tickets directly to Student Associations </li></ul><ul><ul><li>Bulk ticket sales </li></ul></ul><ul><ul><li>Resale responsibility falls on the school </li></ul></ul><ul><ul><li>Convenience factor for students </li></ul></ul><ul><ul><li>Potential subsidy of ticket cost offers lower price to students </li></ul></ul><ul><ul><li>Sell all-inclusive package </li></ul></ul>
  19. 19. Recommendations <ul><li>Parking discounts with Student ID </li></ul><ul><ul><li>Current event parking $10 </li></ul></ul><ul><ul><li>Present Student ID for parking discount </li></ul></ul><ul><ul><ul><li>$5 off with 2 or more Student ID’s </li></ul></ul></ul><ul><ul><li>Existing relationships with ABC ramps </li></ul></ul><ul><ul><li>Increase incentive for students without access to public transportation </li></ul></ul>
  20. 20. Recommendations <ul><li>Utilize social networks in marketing efforts </li></ul><ul><ul><li>Facebook and MySpace </li></ul></ul><ul><ul><li>Viral Marketing </li></ul></ul><ul><ul><li>Free marketing! </li></ul></ul>
  21. 21. Closing Considerations <ul><li>Marketing poor performers is tough </li></ul><ul><li>College Students seek value above all else </li></ul><ul><li>Traditional tactics may not be as successful </li></ul>
  22. 22. Questions?