This document outlines a promotional campaign called #LionSmart for the Detroit Lions targeting kids ages 10-15 in Michigan. The campaign aims to emphasize the intelligence of athletes and motivate kids academically. Three promotional ideas are described: 1. "Saved by the Lions" visits Lions players to schools to talk about academics. Schools are selected weekly and winners get to meet players. 2. "Are you smarter than a Lion?" Posts trivia on social media daily for a chance to win Lions merchandise. Aims to increase social media involvement and learning. 3. Future promotions will reward kids for academic achievements like good report cards. The promotions use incentives to encourage academic focus in a fun way using

1. Detroit Lions
Russ Werra
November 17th
, 2015
CAP305 Sec 2 Fall 2015
Table of Contents:

2. 2
Executive Summary 1-3
Promotional Targeting and Objectives:
Message 3-4
Target Market Profile 4-5
Objectives 5
Objective One 6
Objective Two 6
Objective Three 6
Promotions:
Promotional Mix 6-7
Promotion One 7-8
Promotion One Visual Aid 9
Promotion Two 10-11
Promotion Two Visual Aid 12
Promotion Three 13-14
Promotion Three Visual Aid 15
Sources/Works Cited 16

3. 1
Executive Summary:
Introduction
On behalf of the Detroit Lions Organization we are happy to introduce to you our new ad
campaign to bring not only bring the product of sports but also have an impact on the young
minds of our youth. Today we are introducing the ad campaign #LionSmart. This campaign will
have many different components to it including a sales based component, a brand based
component, and a social media based component. This ad campaign will be run to impact the
young kids in Michigan. Many young kids look up to star athletes, by running this campaign we
hope to impact and motivate kids to strive off the field not just on the field. We want to
emphasize on the School side of the athlete and how the athletes are not just big athletic monster
but they are also very intelligent human beings. We plan to do this in various ways such as,
Social media school related trivia, player visits to schools around Michigan, rewarding kids for
their success in school, and many other promotional concepts. If the players in our organization
can impact the kids around the state not only do we help them we also help our organization by
gaining new followers.
Message/Target Market
The message we are sending is that the Detroit Lions are smart. With this campaign we
are targeting kids ages ten to fifteen, who are actively involved in sports or are connected in
some way with sports, whom also are enrolled in school within Michigan and has an
understanding for technology. This target market is perfect because of the amount of influence
others have on them whether that be their friend, family, teacher, coach, or any other connection
they have. Also with this target market you find a lot of them are trying to fit in or be the cool,

4. 2
with this campaign we hope to be able to influence one with expectations of them influencing
others.
Objectives
We are creating this campaign with hopes to increase brand awareness, social media
involvement, and increase merchandise sales. We choose these objectives based on the target
market and what areas we felt they needed to be introduced to more heavily and these goals we
felt were very realistic and attainable. The Objectives will be met by the help of our great
promotional ideas based on our ad campaign #LionSmart.
Promotional Component Brief
The promotions will be incentive based. They are all intertwined by the ad campaign and
are centered around Kids and their focus on school. The first promotion we plan give back to the
schools in the area and try to build up a good public image for our brand as well as influence the
kids and motivate the kids to aim there focus on school and have athletics come second we plan
to do this by visiting schools around the area. The second promotion we are trying to get the
target market more engaged in Social media by having the players posting trivia questions on
various school topics with awarding those who answer correctly with prizes such as memorabilia
and Lions Gear, the winners will be picked at random with hopes to not only increase social
media involvement but also get the kids thinking. The Third promotion we are going to give the
kids incentives for doing well in school. We plan to do this by rewarding them when they present
a photocopy of their report card with either some sort of memorabilia such as a t-shirt or some
sort of discount on other more expensive memorabilia. These we feel are very realistic

5. 3
promotions with fairly attainable goals nothing to crazy which is why I think this campaign will
turn out to be a success for the Detroit Lions.
Conclusion
We feel that the way we approach our target market via our ads and other great
promotions will draw them into participating with at least one of our promotional ideas. We also
feel with the target market they will influence others as well as be influenced drawing a bigger
crowd. Technology is another great reason this campaign will be a success. You as a reader can
expect to be entertained by our promotions and will see why we think that the way we market
ourselves as whole will end up resulting in meeting our goals we set for ourselves with this
campaign.
Message Statement: The Detroit Lions are smart.
I am selling this entity because everyone looks at athletes as another dumb jock and so they are
known for their athleticism, not their intelligence. But what many don’t know is a lot of these
football players are very intelligent. Before entering the league all football players trying to take
the next step and become professional must take a test called the Wonderlic Personnel Test also
known as the WPT. As stated in an article by assessment psychology, “today more than 2.5
million job applicants in companies across the nation are given the Wonderlic test as part of the
hiring process” (Assessment Psychology Online, 2005). This being said the athletes are taking
the same test as many normal successors in the world yet they are generally labelled as dumb
jocks. The average offensive lineman scores a 26 this is as high as the normal news writer and
higher than your normal sales or bank teller. This goes to show that football players are not as
dumb as many people think they are. Many of the most successful people in the United States are

6. 4
current or past football players. One example is Peyton Manning, his net worth is “185 million
dollars” (The Richest, 2015). This was stated in an article on the richest, this net worth is not just
based on football salary but also entrepreneurial investments such as Papa Johns. What I am
trying to get at with this is that most athletes have a lot more intelligence than they are perceived
to have. I am also selling this entity to motivate little kids who are involved in athletics to not
just focus on athletics but also on school. The emotions I am trying to grasp with this entity is
motivation. Kids see their idols doing something which in the end makes them want to do the
same thing they want to be who they look up too. If we sell the intelligence of the team then the
kids will want to succeed in school as well as on the field just like their idols. The Value I am
trying to infuse with this is to focus in school and it will show not only in the classroom but also
in athletics.
Target Market: Kids Ages 10-15 who live within Michigan
This is different from the current customer base because you are targeting the fans who do not
have any income and rely on their parents for any spending they do. I believe this is a great target
market because you are targeting them at such a young age and an age that they are highly
influenced by those around them. This meaning if there friend is a fan then they want to be a fan
because they want to be like their friend, and or they want to be “cool.” By targeting young you
can develop a strong fan base as well as a loyal fan. If you can influence their life in anyway and
have a great impact on them at a young age they are more prone to become a life-long fan. This
is also an age that they are influenced by those idols they have.
Kids who live in Metropolitan Detroit Ages: 10-15, in school, Lack in motivation, who idolize
athletes, is involved in athletics, enjoys being around friends and family, is influenced by those

7. 5
around them, struggling in school due to effort, spends the weekends playing and watching
sports with friends and family, uses technology daily, Huge sports fan .
The benefits, needs, and wants they have at this age are very similar and really go hand in hand.
They seek at this age is acceptance, this is the age at which kids are influenced the most. Kids
want to be “cool”, they want to fit in, they want to be like their peers, they are very influenced,
they look up and idolize those older than them, and they are really trying to find themselves.
They need the latest and greatest things whether this be clothing, accessories, or even
technology. They also have a social need meaning they need to know what’s going on around the
world they need to know the latest gossip or sports news, this goes along with the want and
benefits of fitting in with the crowd. The decision maker in this case would pry be the kids
parental figure. They are the ones who make most of the decisions for their kids at these ages,
especially the financial decisions. Their motive to purchase is based on their wants and benefits.
They make purchases based on what’s in and trending, as well as what their peers have. If their
peers have Nike shoes, they want Nike shoes, if their peers have a Calvin Johnson jersey, they
want a Calvin Johnson jersey. This is what I mean by they are very influenced by those around
them and solidifies why I think this is a good target market.
Objectives: The Main objective is to really emphasize that there is more to athletes than the
athleticism that is shown on the field and that there is a focus on not just athletics but also
academics. I want the organization to have an impact on the kids around Michigan academically
and to motivate and help them strive in the classroom as well as on the field. What I am trying to
promote to my target market is to focus more on school than on athletics because athletics can
only get you so far, and there is still life after athletics.

8. 6
Objective one (Brand Based): To increase brand awareness by 5% among my target market over
the course of a Season. I choose to accomplish this because the target market is not aware of the
athletes off the field. I plan to measure this by the use of the hashtag on social media.
Objective two (Social Media Based): To increase social media involvement by 7% among my
target market by the midway point of the season. I choose this because we want our target market
actively interested in our social media pages and to advertise our players to the kids at a young
age and keep them interested. You can measure this by the involvement in such a social media
based thing.
Objective three (Sales Based): To increase merchandise sales by 6% among my target market
within the first half of the season. I choose to accomplish this because the more merchandise you
sell the more you get your name out there, and with my target market being influenced by their
peers I feel like this is a fairly easy objective to be met. I will measure this by the sales of youth
and kids clothing, memorabilia, accessories and more.
Promotional Overview: The Overall Concept of the Promotions is to incentivize the kids in a
way to really make them realize how important academics are, making them focus more heavily
on school, and encourage them to do better in school. The hopes of our promotion is to have an
impact on our target market in some way in an academic sense. Our promotions are created to
encourage them, keep them to continue thinking and reward them for their academic
achievements. We created the campaign #LionSmart to really focus on a new target market a
younger than normal one with the hopes of impacting them in some way shape or form.
Everything in this campaign is school focused which is how our promotional mix all fits
together. We choose this because school is important and it starts at a young age, also the target

9. 7
market we choose is very influenced by those around them so what better way to influence them
than through their favorite sports team or favorite athlete.
Promotional Idea number one (Brand Based): The title of my promotion is called Saved by the
Lions. This promotion is part of the #LionSmart Campaign. I choose this title based off the show
Saved by the Bell and old school related television series. This promotion is brand focused and
really want to impact the Detroit Lions brand and show that the Lions are a lot more than
athletes. I plan to accomplish this by having the athletes go around to a select few of the
Metropolitan Detroit area schools speaking to students about the importance of school, reading to
them, helping them in school, and giving back to the community. This will make the students
aware of the intelligence of the athletes, while making them realize that they have to also do well
in school not just on the field to excel in whatever sport . The schools will be selected by
random. To be selected a teacher must submit their class, then a school will be drawn at random.
This will happen once a week only on weeks of home games because of the time of travel. The
Lucky few who win this will get a visit from a group of about six lions and will get to meet, take
pictures with, get autographs from and eat lunch with them. This will take part early on in the
week because of the busy practice week for all of the athletes. Each athlete will take part in this
promotion. This will be funded by the MDE (Michigan Department of Education), MHSAA
(Michigan High School Athletic Association), Ford, Subway and Many other sponsorships. The
Lunch will be provided by Subway one of our sponsors of not only this promotion but a sponsor
of the ad campaign. I choose the Primary sponsorship of MDE and MHSAA because we want to
have an impact on the future of the kids and emphasize that it is academics first and athletics
second. We choose Subway as our secondary sponsor and provider of food because eating
healthy not only benefits your body but it also benefits your mind. This is different than any

10. 8
involvement the lions have. The closest thing to this that the Lions are involved in is Play 60, but
this is more school oriented rather than physical activity based. This is part of the incentives
promotional mix because it will encourage the kids to do better in school, and give them that
extra motive. When they hear their idols talking about school and success it will incentivize them
to want to do better not only on the field but also in the classroom. It will impact my target
market forever and give them really an experience of a life time. It will also hopefully impact
their school work. We believe that this promotion is very plausible and will have a major impact
on our target market and can create an increase in our fan base in the long run. We feel that the
biggest strength of this promotion is the impact it will have on the kids, every kid dreams of
meeting their favorite athlete this will create a memory that will be remembered forever. The
Weakness of this promotion is getting the athletes to work around their weekly practice schedule
in order to take part in this. However I think overall this promotion will be of great success and
meet the objectives set for it. Below is a visual aid of one of the Advertisements we will use. It is
a picture of the cast of Save by the Bell but with Lions Players faces photo shopped into it. I used
Save by the Bell not only in my name for the promotion but also in the advertisement because it
is a relatable school oriented television series to connect the focus of our campaign as well as our
promotion.

11. 9
Promotional Idea number one Visual Aid:

12. 10
Promotional Idea number two (Social Media Based): The title of the second promotion is are
you smarter than a Lion? I chose this title name because it is similar to the game show are you
smarter than a fifth grader, but with a little lion twist. This promotion idea is a social media
focused. We plan to set up a trivia based promotion where we will have the athletes post school
related question on a day to day basis on various social media pages those who answer the
question correct will have a chance to win a prize. Each day we will be drawing five winners at
random from those who answered the question correctly. We hope to get our target market
involved more heavily in the social media sense and we plan on friends and family being a big
influencer in this, in the sense of if someone they know wins one of the prizes it will likely make
them want to take part in it. The prizes will be some sort of Detroit Lions memorabilia ranging
from a T-shirt, to a foam claw, all the way to a jersey. The prizes will be paid for by our sponsors
of the ad campaign. We hope for the outcome not only to be an increase in the social media
involvement, but also to have the kids learn something in the process. This promotion is also a
part of the ad campaign Lion Smart. Right now we do not have any promotions similar to this
one and are hoping to increase our social media presence within the organization. This is also an
incentives promotion, but unlike the last one you will be rewarded with an actual prize such as a
T-shirt, which will be the incentive to take part in this promotion. We also have the hopes of
having the athletes post and come up with the questions, to have a player and kid interaction in a
sense. This promotion impacts the children and makes them actively think throughout the week
outside of the classroom as well as reward them for their intelligence. This idea is very feasible
and can easily meet the objective of increasing social media involvement. We feel the biggest
strength to this promotion is the social media presence in the day and age we live in making it
that much more effective. The weakness to it is that we will really have to advertise a lot to get

13. 11
the ball running. Attached Below is the first advertisement we plan to hand out at the first Lions
Home game. The Advertisement is a Billy Madison poster with Matthew Stafford Photo shopped
in as Billy Madison. I choose this because Billy Madison not only is a School related film where
he goes back through school as an adult but also because no kid wants to end up like him. I
choose Matthew Stafford as the face for the photo shop because he is really one of the main faces
of the Detroit Lions.

14. 12
Promotional Idea number two visual Aid:
Matthew Stafford
Presents:
#LIONSMART
Are You Smarter
Than A Lion ?

15. 13
Promotional Idea number three (Sales Based): The Third and final Promotion is a sales based
promotion. The name of this promotion is called Lion Scholarly Discount. I choose that name
because I felt it fit for this promotion. This promotion is an incentives promotion, rewarding
those kids who do well in school. This promotion will be run at every home game throughout the
year. Each kid who brings in a photo copy of their most recent report card will get 10% off for
each A received, 5% off for each B received, and 3% off for each C received. The maximum
discount you can receive being 50% off, or simply a reward of our special Lion Smart T-shirt
Free. This discount will be limited to One Detroit Lions Souvenir and will be run in all of the fan
shops in Ford Field. The Promotion we hope will get people in the fan shops and end up buying
more than just the one souvenir. So in a sense we are rewarding the Kids for their academic
accomplishment while also luring them into the fan shop where it is filled with Detroit Lions
Gear. The hopes are that with this promotion we will see an increase in sales of Detroit Lions
Memorabilia. This is an incentive focused promotion, rewarding the kids with a discount or a
free Lion Smart T-shirt encouraging kids to do well in school and they will be rewarded. This
also is true in real life if kids do well in school they will be rewarded in the long run whether that
is a scholarship or even eventually a degree. There are many discounts given throughout the year
at Ford Field but none of them are focused at kids and associated with school so this is how our
promotion differs from any of the normal promotional discounts. This is a very plausible
promotion, who doesn’t like being rewarded for their hard work whether that be in the classroom
or even on the field. The Strengths to this promotion is that it is very encouraging to the kids
when you are rewarding them for doing well in school. The weaknesses is that we will really
have to work hard at advertising and making people aware, in order to get the results we hope for
and get people to bring in photo copies of their report card. This promotion is also part of the

16. 14
Lion Smart campaign. Attached below is a visual aid of one of the Lion Smart T-shirts which
will be given out for this promotion. On the Front is a Lion holding a book and pencil as a
symbol of school or academics, along with a flag with the Lions Logo. On the Back Is the
Campaign title followed by some of the sponsors who have made this Campaign possible,
without their funding, donations, and sponsorship this whole campaign would not have been
possible nor would any of these promotions.

17. 15
Promotional Idea number three Visual Aid:
Front:
Back:

18. 16
Works Cited
Assessment Psychology Online. (2005, March 1). NFL Testing Provides Valuable Lesson for All
Employers. Retrieved from Assessment Psychology:
http://www.assessmentpsychology.com/nfl.htm
The Richest. (2015). Richest NFL Players. Retrieved from The Richest:
http://www.therichest.com/celebnetworth/athletes/nfl/peyton-manning-net-worth/