Branding Study - Toronto Raptors
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Brand audit of Toronto Raptors done for the branding course at Rotman.
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Branding Study - Toronto Raptors
- 2. Toronto Raptors – Origins Brand Inventory SWOT Research Hypothesis Research Methodology Brand Resonance Model & Laddering Insights Insights from Survey Recommendations 3 Agenda
- 3. Toronto Raptors - Origins 1995 Established in 1995. One of the first Canadian teams since Huskies(1947) 2001 Start of the Vince Carter Era. Enters first playoffs Team struggles to perform due to injury woes. Trades Vince Carter. 2002-06 Clinches a playoff berth for the first time since 2008 2014 Starts rebranding efforts. Drake joins as brand ambassador. 2013 2010-12 Begins team rebuilding. Hires new coach MLSE purchases Raptors. Starts construction of Air Canada Center for $467M 1998 2007 - 10 Qualifies for the 2008 playoffs Raptor’s are currently positioned as “Canada’s NBA Team”
- 4. Brand Elements Logos URLs Name 2008 - Present2006 - Present Crowd sourced the name in ‘95 from among - Beavers, Bobcats, Dragons, Grizzlies, Hogs, Raptors, Scorpions, T-Rex, Tarantulas, and Terriers Hashtags www.nba.com/raptors/ facebook.com/TorontoRaptors Main Website Social Media Consistent Hashtag : #RTZ twitter.com/Raptors
- 5. TV Viewership In contrast NHL games averaged 1.03M viewers last season. The low Raptors viewership can be attributed to NHL and Blue Jays getting primetime coverage. Raptor’s games averages 255K viewers on TSN, Up 40% 2013-14 Averaged 177k viewers on TSN and 78K on TSN 2 2012-13 Averaged 713K viewers on CTV 2001-02 Vince Carter Era
- 6. Marketing Social Media & Mobile • Maintains active presence on Facebook ( 730K likes), Twitter (389K followers), YouTube(13K followers), Instagram (90K followers) • Released a mobile app in November 2013 • Uses Digital ads for ticket sales Traditional Marketing • NBA TV produces all Raptors telecasts – aired via TSN,TSN2 • Advertising also through stadium ads • Tickets & Merchandise are mostly sold through NBA.com website • Raptor’s Basketball Development engages with the community – includes training camps, basketball clinics and charity events Events #RTZ
- 7. SWOT • Huge market of fans and sponsors in Toronto • Big sponsors in BMO • Owned by MLSE, bringing huge resources. • World Class stadium in Air Canada Center • Lower brand value than other popular NBA teams • No superstar players • Poor playoffs record • Hard to attract top talent from US – higher taxes , weather conditions • Very young franchise Strengths Weaknesses • Can better attract the casual fans and reward loyalty among hardcore fans • Enhance social media presence to connect with millennials • Rebranding to change brand image • Big brand ambassador in Drake • Fastest growing sport in the world Opportunities • Lot of substitutes in Toronto based teams – FC, Blue Jays, Maple Leafs • Highly dependent on team performance Threats 8
- 8. Research Hypothesis 9 New rebranding efforts in signing up Drake and change in team’s colors and logos is likely to result in an increase its brand awareness especially among millennials & Gen Z Raptor’s limited digital media outreach and promotion of its community development initiatives is affecting their awareness Rewarding fan loyalty will likely increase loyalty towards Toronto Raptors among fans
- 9. Brand Audit - Research Methodology 10 Laddering for uncovering core values Classification Questions NBA specific - questions Brand awareness and competition assessment Qualitative Quantitative N = 6 N = 97
- 10. Brand Resonance Model 11 Strong associations with Toronto imagery. Uses Raptor’s Logo & player’s images Disadvantaged. Underperforms. Affordable Team. Considered to be an Underdog. Satisfaction from winning. Attachment Sense of Belonging & Pride Only NBA team in Canada. Enjoys high awareness among Canadians in comparison to other professional sports teams Fans find winning to be of great importance. Associations with Drake, helps increase perceived performance Loyalty Die hard fans consider themselves loyal
- 12. Brand Awareness – Canadian Teams 96% 94% 68% 97% 0% 20% 40% 60% 80% 100% Toronto Maple Leafs Toronto Raptors Toronto FC Toronto Blue Jays 100% 92% 54% 100% 0% 20% 40% 60% 80% 100% Toronto Maple Leafs Toronto Raptors Toronto FC Toronto Blue Jays All of Canada All Provinces except Ontario BrandAwarenessBrandAwareness
- 13. Brand Awareness – Among NBA Teams Awareness between NBA Teams – All of Canada 67% 94% 92% 77% 94% 88% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% New York Knicks Los Angeles Lakers Chicago Bulls Boston Celtics Toronto Raptors Miami Heat
- 14. 100% 86% 64% 50% 0% 20% 40% 60% 80% 100% 18 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55+ years Awareness 60%18% 23% Brand Drake Drake. Recognition among age groups Raptor’s awareness in this demographic is at 88.6% Do you think Drake makes for a good brand ambassador for the Team? Preferences for Standalone Vs. Co- branded Drake Merchandise 70% 30% Yes No I Don’t Know Standalone Merchandise Co-Branded Merchandise With Drake
- 15. 43% 58% Name & Logo 80% 20% Do you like the current team name? I like the current team name I want a complete change in name Do you think the Raptors need a change in their logo? Which Logo do you prefer? Yes No 15% 68% 18% 0% 20% 40% 60% 80% 1 2 3
- 16. Community Engagement Awareness of Raptor’s Community Partnerships Raptors are not sufficiently promoting their community events currently 17% 14% 3% 6% 4% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Player attending charity events Mobile Fan Zone Raptors Shape Up Raptors BasketBall Academy Raptors Clinics I haven't heard of any of them Awareness Awareness
- 17. Digital Media 40% 28% 0% 58% 33% 3% 0% 10% 20% 30% 40% 50% 60% 70% Official NBA/Raptor's website Social Media - Facebook/Twitter Feed Raptor's Mobile App TV channels News Websites Other 985K Likes722K Likes742K Likes How do fans follow developments? 19M Likes
- 18. 40% 28% 33%18% 68% 15% Loyalty Do you think Raptors lacks a loyalty program? Would you like the Raptor’s to reward you for your loyalty? YesNo May be Yes I don’t care No Loyalty among Casual and Die-Hard Fans of Raptors : Given a choice to attend a final game which team would you pick? 45% 2% 33% 19% 0% 10% 20% 30% 40% 50% Toronto Maple Leafs Toronto FC Toronto Raptors Toronto Blue Jays Among Casual Fans 13% 0% 75% 13% 0% 20% 40% 60% 80% Toronto Maple Leafs Toronto FC Toronto Raptors Toronto Blue Jays Among Die-Hard Fans
- 19. 3% 3% 45% 55% 10% 10% 43% 30% 30% 38% 0% 10% 20% 30% 40% 50% 60% Boss Leader Determined Underdog Winner Acheiver Underrated Losers Failures Disadvantaged Word Associations We asked respondents to pick the words that best described the raptors team
- 20. Recommendations
- 21. Better Utilize Drake Launch a Co-Branded Merchandise Line Promote Drake Night in major cities outside Toronto 13% 23% 15% 3% 3% 0% 0% 0% 5% 10% 15% 20% 25% Jersey T-Shirt Raptor's Hat/ Cap Tank Top Accessories Sporting Goods Other Currently Owned Merchandise Objective: Build Brand Associations with Drake to increase Awareness
- 22. Close Gaps in Digital Strategy Build Mobile Engagement • The next generation will be accessing most of their content via smartphones • Get fans to download app, and then monitor engagement Better Promote Community Events Online • Promoting community initiatives can help attract new fans and increase awareness Objective: Increase Engagement among Millennials & Gen -Z
- 23. 6.23 5.73 4.6 3.63 3.45 2.9 2.75 0 2 4 6 8 Your name on the Wall… On-court Recognition Private Reception Discounted Beers/… Exclusive Merchandise Ticket Credit/… Exclusive Seats Preferences for Rewards Launch a Test Loyalty Program Tie Experimental Loyalty Program to Raptor’s Mobile App • Offer Exclusive Merchandise and Discounted Beers using iBeacons installed at strategic locations Loyalty Program Objective: Increase Loyalty among Casual and Die-Hard fans
- 24. Questions?
- 25. 26 Raptors Reach using Facebook Ads– North America Reach : 620K 340K Reach : 2.2M Ontario 75% of Raptor’s fans on Facebook are Millennials or from Generation Z 13% 38% 23% 13% 9%4% 13- 17 18-24 25-34 35-44 45-54 55+ 65% of users on Facebook belong to the 13 – 34 age group
- 26. Appendix: Brand Value Comparison Team Value: $520M Revenue: $149M Average Ticket Price: $55 #18#1 Team Value: $1400M Revenue: $287M Average Ticket Price: $125 Team Value: $780M Revenue: $190M Average Ticket Price: $56 #5 Forbes calculates Brand Value as revenues from sponsorships, naming rights, local media, tickets and merchandise that are not attributable to market demographics and league.
- 27. 28 Appendix: Five Forces New Entrants • High fixed costs for setting up a team • Needs NBA approval Buyers • Commodity like product - Fans, corporate sponsors as well as media holds a lot of power Suppliers • Few superstar players, but relatively low power among rest Substitutes • Very low switching costs for the casual fan • Competes with NHL, MLB & NFL High Low Medium
Editor's Notes
- https://ca.sports.yahoo.com/blogs/eh-game/great-canadian-ratings-report-raptors-starting-tv-ratings-225231821.html http://www.cbc.ca/revenuegroup/mobile/touch/more-than-23-million-viewers-tuned-in-as-cbcs-hockey-night-in-canada-opened-the-2013-14-nhl-season-o.html
- Our survey results showed that brand awareness of Raptor’s is only slightly below that of Leafs and Blue Jays. We thought this was because we got most of our results fron Omntario, and so we took it out the equation and looked at other provinces it was still high at 92%.
- We also compared awareness to other popular NBA teams and found that Lakers also enjoys a similar awareness at 94%
- We asked respondents to recognize Drake among a couple of celebrities and found that his awareness was close to 100% among 18 to 24 yr olds. While Raptor’s awareness for this age group was only at 88.6% confirming our hypothesis that he can infact in increase their brand awareness. We also saw some demand for co-branded merchandise with Drake.
- A majority of the respondents like the current team name. However they were split on the issue of their current logos. A majority of them did indicate that they like the “Raptor’s Claw”
- We found that the awareness of community events that Raptor’s conduct to be very dismal and 70% of them hadn’t heard of it before.
- Our findings digital media indicates that Raptor are actually doing very well for a young team, but still have a long way to go in terms of catching up to bigger teams like Lakers. We also found that none of our respondents have used Raptor’s Mobile App before.
- Given a choice to attend one game, 67% of Raptors fans chose other teams indicating poor loyalty. Among Hardcore fans, this was 25%. This indicates that they may be lacking a loyalty program to increase stickiness.
- Consistent with our results in laddering interviews, a majority of people associated Raptors with being an Underdog and being Underrated.
- We learnt that we can increase awareness by building associations with Drake’s name. And we have two recommendation. One launch a co-branded line of merchandise starting with Caps, Jerseys and T-Shirts because they are the most used. And Promote Drake night in other cities outside Toronto.
- Our second recommendation would be to close gaps in their digital strategy. If they can build mobile engagement by promoting their mobile App and better promote Community events online, because they are meant for a younger generation.
- Third, raptor’s have to start with an experimental reward program to gauge interest. Tying raptor’s mobile app to discounts at stadium for fans who attend, may be the first step towards establishing a loyalty program.
- An analysis using Facebook Ads show that Raptors have a lot of reach outside of Canada. Most of their core demographic make up 75% of the reach , indicating that this is the best channel for them to connect with their core demographic.
- http://www.forbes.com/teams/toronto-raptors/