I am a huge fan of the Brooklyn Nets and I love marketing. Here is a mock marketing plan based on last seasons team.

1. Mike Wlodawski
Target Organization : Brooklyn Nets

2. -The timeline for measuring success of all of our goals we will implement for the
upcoming season will be the end of regular season 2015-2016 which will be Thursday
April 15, 2016.
Goal #1: Increase overall ticket sales by 15% in the next 24 months months.
Goal #2: Rebrand and Reinvent the team identity. We are going to change the
complete identity of the Nets team from an over paid old roster of underachievers to
promotion of its young players as exciting blue collar bunch of David’s versus Goliath.
The measurability of this rebranding campaign will be judged by the results of Goal #1
as it relates to them. Rebranding will be an important impetus in fueling goals #1 . If
goals #1&2 are met or exceeded by next year then Branding campaign will be deemed
successful.
STRATEGIC GOALS 2015-2016 Season:

3. SWOT Analysis
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
INTERNAL INTERNAL
EXTERNALEXTERNAL

4. STRENGTHS - INTERNAL
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Management has shown a willingness to spend on
infrastructure and team members.
The Team is situated in the #1 economic market in the
country – New York City
A young superstar has emerged in the form of Brook
Lopez. Lopez is a young offensively brilliant player with
a clean cut image and unique look.
Changing location, branding, and company
infrastructure allows the NETS the ability to reinvent
themselves organically and change is good.

5. WEAKNESSES - INTERNAL
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Although management has shown an extraordinary
willingness to spend they have proved to make poor
spending decisions with the highest luxury tax in NBA.
BRANDING – When the team made the move to
Brooklyn they were portrayed as a n instant
championship contender and that proved to be false.
The owner Mikhail Prokhorov has a lack of basketball
industry experience and insight. Nets gambled their
future draft picks away for overpaid players past their
prime.
The Intrinsic fan base in New York City has belonged to
the New York Knicks for many years. The Nets are in an
uphill battle trying to win fans away from this
dedicated base playing the role of new kid in town..

6. OPPORTUNITIES - EXTERNAL
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
The incumbent Knicks are having one of their worst
seasons this year. There is an opportunity to win fans
from the Knicks because of their woes.
The strong ties to the Hip Hop community and the
Brooklyn area are unquestionable. Rappers like Jay Z
and Busta Rhymes are recognizable public figures.
The International scope of basketball has grown and
there has arisen an opportunity in the market to build
swaths of fans in International markets.

7. THREATS - EXTERNAL
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
The New York Knicks are New York’s bigger earning
basketball franchise with a far greater fan base then
Brooklyn. If their team becomes a contender in the next
few years and the Nets don’t it can cause many years
of hardship for the Nets.
Digital Options and Sports/ Entertainment activities have
created strong competition with Marketshare going to
winning franchises. The New York City Market is so
huge it sustains numerous professional sports teams.
Unlike a market like Wisconsin where the Packers are
the only show in town the Nets need to compete with
numerous other sports teams - Rangers, Jets, Giants,
Islanders, Knicks as well as Broadway and the NY
nightlife for fans.

8. Segment Analysis – Strategy -2015-2016
Audience Segments:
4 - SEGMENTS
(1) Boys 6-16 (2) Males 21-35
(3) Girls 6-16. (4) US Hispanic Market
Keywords/Terms:
- Video Games
- School sports
- Urban
Keywords/Terms:
- Social Media
- Style Conscious
- Outgoing
Keywords/Terms:
- Blue Collar and White Collar
- Brand Loyalist
- Bar and nightlife goers.
Keywords/Terms:
- Bilingual
- Economically lower to
middle class
- Hip Hop Fans

9. Segment 1 – Boys
Demographics
Age – 6 to 16
Gender - Male
Parents in Household –
Married Parents-42%
Single Parent Home – 51 %
Median HHI - $51,000
Occupation - Student
Geographic
Urban and Suburban
Tri State Area – NY, NJ, CT
Rising Prosperity Zip Codes
Financially Stretched Zip Codes
Psychographic
Lifestyle:
Aspirer – materialistic, reward
driven, stress of
packaging
Mainstreamer – Habitual,
Conformist,
Trend follower
Behavioral
Amusement Seekers
Impulsive
Easily Influenced
Mobile platform preferred

10. Segment 2 – Girls
Demographics
Age – 6 to 16
Gender - Female
Parents in Household –
Married Parents-42%
Single Parent Home – 51 %
Median HHI - $51,000
Occupation - Student
Geographic
Urban and Suburban
Tri State Area – NY, NJ, CT
Rising Prosperity Zip Codes
Financially Stretched Zip Codes
Psychographic
Lifestyle:
Aspirer – materialistic, reward
driven, stress of
packaging
Explorer – Experience,
Autonomy
First to try a new
brand
Behavioral
Trend Setters
Heavily influenced by music &
fashion
Social Media Savvy
Mobile platform preferred

11. Segment 3 – Parents
Demographics
Age – 35-55
Gender – Male Skew 65%, Female 35%
Parents in Household –
Married Parents-50%
Single Parent Home – 50 %
Median HHI - $38,000- 88,000
Foreign Born – 28%
Geographic
Urban and Suburban
Tri State Area – NY, NJ, CT
All Zip Codes
Psychographics
Aspirer – materialistic, reward
driven,
Mainstreamer – Conventional,
Habitual.
Succeeder: Confident, Stable,
Goal Oriented.
Behavioral
Family Oriented
Sports Oriented
TV- Centric

12. Segment 4 – Males
Demographics
Age – 21 to 35
Gender - Males
Median HHI - $62,000
Occupation – Sales Office
Managerial/ Service
Education – Some College/
4 year degree
Marital Status – 65% Single
35% Married
Geographic
Tri State Area – NY, NJ, CT
Rising Prosperity Zip Codes
Comfortable Communities Zip Codes
Psychographic
Mainstreamer – Conformist,
Conventional, Habitual
Succeeder – Career oriented,
values stability, brand choice
based on prestige.
Behavioral
Alcohol Consumers/ Nightlife
Not Cost Conscious
Materialistic
Varied Platform Usage from
Mobile to TV to Desktop

13. Segment 5 – Hispanic Market
Demographics
Age – 18-45
Gender – Male Skewed
Median HHI - $37,000
Occupation – Skilled Worker
Student
Service
Geographic
Urban and Suburban
Tri State Area – Hispanic Dominant Zip
Codes.
Urban Adversity Zipc odes
Financially Stretched Zip Codes
Psychographic
Struggler – Alienated, consume
high amounts of junk
food and lotteries
Aspirer – Materialistic,
Acquisitive
Charismatic
Behavioral
Trend Followers
Heavily influenced by South
American culture
Less leisure time than other
groups
TV is preferred platform

14. Segment 1 & 2 – Boys 6-16 / Girls 6-16
Parent/Relatives
School
Mobile Devices
Search Engine
Video
Social Media
Video Games
TV
Product Comparison
In-Store Purchase
Online Purchase
Because Boys and Girls are not typically the
actual purchasers. I have placed them together
with a separate template for their parents.

15. Segment 3– Parents of Segment 1 & 2
Basketball Fans
TV
Online
Their Children
Price Comparison
Sites.
Podcast
TV
In-Store Purchase
Online Purchase
Team Comparison

16. Segment 4– Adult Males
Basketball Fans
TV
Online
Mobile
Video Games
Live Interaction
Podcast
TV
Blogging/Forum
In-Store Purchase
Online Purchase
Team Comparison

17. Segment 5– Hispanic Adults
Global
TV
Word of Mouth
OOH
Price Comparison
Search Engine
TV
In-Store Purchase
Online Purchase
Product Comparison

18. -Overall ticket sales is classified as both season ticket holders as
well as single ticket buyers.
Live Events
• Event creation is localized with a traditional Brooklyn Block
Party Theme. The goal is to create 12 different Brooklyn Nets
Block Party Events throughout the year, one per month. They
will be held in various neighborhoods throughout NYC . Each
event will be sponsored by one major co-sponsor.
• Create the Annual Brooklyn Nets Inaugural Charity Concert at
Barclay’s Center which takes place the first week of every NBA
season.
Tactical Plan: Increase over all ticket sales by 15% in the
next 24 months months.

19. Broadcast/TV/Radio
Adapting a humorous approach similar to what the LA Clippers
have done with Chris Paul and Brake Griffin. The Brooklyn Nets
will try to elevate the persona of it’s Star Center Brook Lopez by
creation of the Big Brook $25,000 Sweepstakes.
The Big Brook $25,000 Sweepstakes will have Brook Lopez
dressed as Big Bird from Sesame Street showing up in the most
unlikeliest of places in a set of short commercials strategically
geo targeted to the tri state area.
Contest Advertising Timeline: August 2015 –Nov 1st (Inaugural
Day of NBA 2015-2016 Season)
Tactical Plan: Increase over all ticket sales by 15% in the
next 24 months months.

20. Social Media
Vine - The Big Brook $25,000 Sweepstakes will be in partnership
with VINE with the sweepstakes prize going to the fan that does
the best Brook Lopez impersonation.
Tactical Plan: Increase over all ticket sales by 15% in the
next 24 months months.
Facebook – Strategically place ads/links to the Sweepstakes at
Vine or specific Landing Page.
Microblog Growth – Create a content rich, niche, Microblog on
the Nets to promote collaboration and generate backlinks to
content pages in order to increase their rank.

21. Tactical Plan: Rebrand and Reinvent the team identity
Visual Design & Packaging
The new Billboard/Poster of the Brooklyn Nets depicts
the statue of liberty in Nets Colors with action shots of
a few Nets in the foreground with Brook Lopez being
the largest and most prominent in ratio to the other
players.
Subtitle : Our City

22. Tactical Plan: Rebrand and Reinvent the team identity
Video Marketing
• Spend TV dollars on quick 15 second spots during kid friendly
sporting events and programming such as Basketball,
Wrestling, UFC, Saturday Morning Cartoons
• Focus on Video Game/Sporting/ Viral Placements.
Online Display and Social Media
• Promotion of new imagery branding the Nets as a young up
and coming team taking over NYC. Drive consumers to
homepage, Social Media campaigns like the Brook Lopez
Impersonation campaign as well as promotion of the monthly
Brooklyn Nets Block Party

23. Resource Allocation – Increase Ticket Sales
• Based on current reports total ticket price sales for the 2014-
2015 season for Nets 41 Home Games in the 2015* regular
season was $ 37,022,037
• When we cross reference the amount of 2015 attendees to
the potential capacity in each of the 41 home games if each
was at full capacity the attendance would be 992,223. The
total attendance in 2014-2015 season was 698,529
attendees*
• 15% of $37,022,370 is $5,553.355. We need to increase
ticket sales to that number.
• Our overall marketing budget fro this component of the
campaign is $1,650,000

24. Resource Allocation – ROI
Tactics Budget Media Buy Workforce Hours
OOH – Live Events
City Compliance, Vendors,
Signage, Local Promotion
Events Budget $480k
$40k Month for 12 months
City Permit for 12 months
$50k for year
Signage and Collateral
$100k for year
Vendor Access
Free
Amusement park ride
rental
Coaster/pirate ship
$175 k for 6 months
Spring/fall
Employee Costs /Security
$155k for the year
$13k per event
Organizational Costs
Free and Community
volunteer based
Tv
3 month period between
Aug and November
promoting Brook Lopez
Impersonation contest
Social
-Vine Partnership
-Face Book Promotion
Tv Budget
$340k
$100k for 3 month Tv
Campaign
$150K total
TV Media Buy
$340k
Strategic placements
across video game/sports,
and Saturday Morning
content
Exclusive contract with
Vine allowing for
preferred placement
$100k
Production Hours
Has already been
attributed in following
slide. The same spot is also
being used for Video
Marketing
Social Media Manager
$40 K
Social Media Intern
$10k
$965,000 of 1.65 Million Overall Budget

25. Resource Allocation – Branding
Tactics Budget Media Buy Workforce
Hours
- Online and Mobile
Display
- Social Media
$250k for NBA Season
Media Buy = $230k
Workforce Hours = $20k
Online Display Cost
$80k
Mobile Display Cost
$60k
Social Media
$90k
Online/Mobile Media
Buyer/Analysts
230 hrs at $35hr =$8050
Social Media
398 hrs at $30
= $11940
Video Marketing $445k for Nov-Feb
Media Buy = $300k
Workforce Hours = $145k
Video Marketing Media
Buy
$300k
Strategic placements
across video
game/sports, and viral
content
15 second 3d animated
commercial spot
Entirely animated and
produced by Blue Sky
Studio in Brooklyn for
$145k
$695,000 of 1.65 Million Overall Budget

26. Resource Allocation Summary
• Total Marketing Budget: $1.65 mill) with breakdown:
– 48% TV
– 20% OOH
– 32% Display
– Increase ticket sales 5.3 million dollars
– 300 Available season tickets@ Average $14K = 4.2 mil
– Increase of 15,000 individual season tickets sold @ Average $80.00 =1.2 mil
– Total 5.3 million dollar increase
• ROI Algorithm – Goal Overall Ticket Sales
• Pacing:
- 41 home games per year
- Sell 300 season tickets between the end of NBA Season 2015- 2016
- Sell 365 more individual tickets per home game in 2015-2016

27. Product Launch Plan
Logo Redegsign
Branding
TV and Online
Commercial Production
Digital Vendor RFP’S
Internal Social Media
Campaign Launch
Poster Creation
Facebook Ads
Twitter, Foursquare
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Set Up Booths and
Installations.
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Set Up Booths and
Installations.
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Set Up Booths and
Installations.
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Set Up Booths and
Installations. OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Set Up Booths and
Installations.
OOH Advertising
First of 12 Block Parti
In strategically placed
Neighborhoods.
Set Up Booths and
Installations.
Online
Finalize Mobile Site
Digital Vendor Selection
TV
Initial 15 Second Spot
Market Research
TV
Commercial FInalized
Online
Mobile Site Launch
In Store Marketing
30% off Spring Clearance
Display Campaign
Launched
Online
TV
RFP’s Go Out
Internal Social Media
Campaign
Promote Block Party
Twitter
Media Bought/Finaliazed
Internal Social Media
Campaign
Promote Block Party
Internal Social Media
Campaign
Internal Social Media
Campaign
Promote Block Party
Twitter
Promote Block Party
Twitter
End of NBA Seaso
2014-2015
Planning Calendar NBA 2015-2016
First Day of
NBA Season
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Set Up Booths and
Installations.
Send Press Release
regarding Brooklyn
Nets
12 for 12 Block Party
Social Media/Vine
Launch Brook Lopez
Impersonation
Camapign
Secure Vendors
Secure Date/Location
Secure Employee
Hirings
For Block Party
events
Online/Mobile
Display Campaign
CPM/CPA Promoting
Brook Lopez Contest
Contest will have 1
Winner in each Borough
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
TV
Launch new
animated 15
Second Spot
Local Programming
Secure Volunteer
Force For Block Party
events
Social Media/Vine
Contiune Promoting
Brook Lopez camapign
Till first day of season
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
TV
Heavy
Saturation of
15 second spot
till first day of
NBA Season
Winners of Brook
Lopez Contest
Announced on Vine
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
OOH Advertising
Inagural NBA Concert
At Barclays Center
Online
Display
Rev up efforts
And Volume till
Christmas
Switch Creative
Social Media
Promote Christmas
sales , and deals on
merchandise
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
OOH Advertising
First of 12 Block Parties
In strategically placed
Neighborhoods.
Follow up with the
winners of Brook
Lopez Contest
interviewed
In Store Marketing
Christmas Promotion
In Store Marketing
Christmas Promotion
40% off Merchandise
40% off Merchandise