The document proposes expanding the target market and promoting the Atlanta Dream women's basketball team in new ways. It suggests targeting corporate business executives by making games feel more luxurious with catered courtside seats. It also recommends more prominent advertising, creating ancillary merchandise, hiring a celebrity spokesperson, and increasing in-game entertainment to draw larger audiences and make the games more popular and lucrative. The budget outlines costs for these promotional activities totaling $350,000.

1. Imagine a group of people
that could bring a smile to
anyone's face

2. A team that could bring
hundreds together

3. And a family that could
reach out and help those
in need

4. The Atlanta Dream

5. Our Target Market
Primary - Secondary -
The young adult The corporate business
executive
- 15-30 years old
- Living in Atlanta area - 25-45 years old
- Young children - Business lifestyle
- Recently married - Higher Class standards
- $30,000 - $50,000/year - $60, 000-$120,000/year
- Busy lives; active - Mainly work related
activities
- Not much
discretionary income - Lots of discretionary
income
- More focus on family
- Willing to pay for luxury
activities

6. Demographics in Atlanta
*The jobless rate in metro Atlanta jumped to 8.7 percent, the highest
rate reported since the measurement was standardized in 1976.
Atlanta’s unemployment rate has climbed 65 percent in the past 12
months.
Unemployment Rate 8.7%
High school graduates, percent of persons 76. 9%
age 25+
Bachelor's degree or higher, pct of persons 34. 6%
age 25+
Median household income $ 34, 770
Per Capita money income $ 25, 772
Persons below poverty percent 24.4%

7. Wants and Needs
Wants of young adults/ Wants of Corporate
families: business executives:
- Entertainment - Luxurious venues
- Price Benefits - Impecible food
- Comfortable venues - Up-close entertainment
Needs: Needs:
- Child-friendly activities - Parking
- Fits into a busy schedule - Possibly quiet setting for
- Food, shelter, parking business meetings

8. Potential Competitors
 The majority of basket WNBA Team Rankings
ball fans attend NBA 1 Mercury 34
games such as the 2 Lynx 34
Atlanta Hawks
3 Sun 34
4 Shock 34
5 Sparks 34
Atlanta Hawks vs Atlanta Dream Attendance
2008 6 Liberty 34
7 Comets 34
20000
Hawks 8 Silverstars 34
18000
16000 9 Monarchs 34
14000
12000 10 Dream 34
10000
8000
6000
4000
 Fans are more likely
Dream
2000
0
to watch higher
1 2 ranked teams

9. Problems with the Team
 NOT ENOUGH PROMOTION
 WNBA is not televised often enough
 WNBA games aren’t as entertaining
as NBA games
 Games targeted towards a narrow
market

10. Not Promoted Enough
 No commercials, billboards, print ads
 Rare advertisement is unoriginal and
boring

11. Competitor’s Promotions
 Ancillary
Products
(Air Jordans,
Hats, etc)
 More striking ads

12.  Larger and more well-
known dance crew to
perform at and attend
games
 Different
logos and
images

13. Upcoming Games
Not
May Opponent Time Local TV Nat TV Radio
Wed 27 vs Connecticut Preseason 7:30pm
June Opponent Time Local TV Nat TV Radio
Sat 06 vs Indiana 7:00pm
Televised
Sun 07 @ Washington 4:00pm
Fri 12 @ Chicago 8:30pm
Sun 14 @ Connecticut 3:00pm
Fri 19 vs Washington 7:30pm
Sun 21 vs New York 3:00pm
Enough
Tue 23 vs Chicago 12:00pm
Fri 26 vs Detroit 7:30pm
Sat 27 @ Connecticut 7:00pm
Tue 30 vs Minnesota 7:00pm
July Opponent Time Local TV Nat TV Radio
Fri 03 vs Washington 7:30pm
Sun 05 @ Indiana 6:00pm
 Only one Tue 07
Sat 11
Wed 15
vs Connecticut
@ New York
@ Minnesota
7:30pm
7:30pm
1:00pm
game aired Fri 17
Sun 19
Wed 22
@ Indiana
@ New York
@ Detroit
7:00pm
4:00pm
12:00pm
on National Thu 30
August
vs Phoenix
Opponent
7:30pm
Time Local TV Nat TV Radio
TV Sat 01
Thu 06
Sat 08
vs New York
@ San Antonio
vs Chicago
7:00pm
8:00pm
7:00pm
 ESPN2
Thu 13 vs Detroit 7:30pm
Sat 15 vs Seattle 7:00pm
Thu 20 vs San Antonio 7:30pm
instead of Sun 23
Tue 25
vs Los Angeles
vs Sacramento
3:00pm
7:30pm
ESPN (Need
Thu 27 @ Detroit 7:30pm
Sat 29 @ Seattle 10:00pm
September Opponent Time Local TV Nat TV Radio
to pay extra Tue 01
Fri 04
Sat 05
@ Los Angeles
@ Sacramento
@ Phoenix
10:30pm
10:00pm
10:00pm
for channel) Fri 11
Sat 12
vs Connecticut
@ Washington
7:30pm
7:00pm

14. Not Entertaining Enough
 There's nothing different or unique
about the game
 Dance team isn't as big or
entertaining as it could be
 Extra activities or forms of
entertainment is mainly targeted
towards kids and families

15. Not Big Enough Target Market
 Currently Targets only young children
and young adults
 With a larger target market The Atlanta
Dream would attract a much larger
audience.

17. Current Logo

18. Now picture…
a new vision,
a new image,
& a new Atlanta Dream

19. “You’ve never seen Atlanta like this before.”

20. Our Pitch
 To create a new image to
attract another target
audience
 Create a more luxurious feel to
the team and the game

21. How are we are
going to do this?

22. Promote More

23. New Logo

24. Ancillary
Products
such as
jerseys,
shoes, a
clothing
line, toys

25. Betty Lennox as a Spokesperson

26. Advertising Costs
Possible form Estimated Cost ($)
of advertising
TV Approx $820,000 for
Commercial production and air time
for one month
Radio Approx $40,000 for
Commercial production and air time
for one month
Billboard $14,500 for production
and rent space for one
month
Magazine ad People Magazine:
$29,215/full page ad for 1
issue

27. Billboards, Magazine ads, radio ads

28. Cross-
Promotion
with
Subway

29. Usher
perform
at
Season
Opener

30. Televise
Games More

31.  Make games more popular to convince
stations into airing games on more
publicized and local channels
 Hosting special events to be aired on cable
television to promote game and team
 Present idea of the “Dream Team” through
grass-root marketing in charity events
(events aired on TV)
 Charity game between the WNBA Dreams
and NBA Hawks (first half aired as NBA
game)

32. Make it More
Entertaining

33.  Cheerleaders
 Mascots
 Music
 Half time
shows with
T-shirt guns
 Fan
involvement

34. Expand
Target Market

35.  Branch out to various types of markets
 Create a new image to appeal to
different markets
 Host special charity games (Hawks vs.
Dreams) to help attract NBA fans

36. Increase
ticket prices
of courtside
seats to give
the impression
of a more
luxurious
event for
corporate
fans

37. Budget
Expense Cost
Advertisements:
Radio $130,000
Magazine $58,900
Billboard $53,500
Services to Game:
Catering to Courtside Seats $57,600
Usher Performance $50,000
Total: = $350,000

38. unique
How is our plan
and
plausible?

39. Simple. We create a vision.
We create a image.
And we create a new
Atlanta Dream.

40. Go out.
Get involved.
And give your support.
Atlanta Dream. Be a part of it.