The Denver Roller Dolls could strengthen their brand and fan engagement by implementing dynamic half-time shows, customizing their arena setup, and organizing a charity event. Ideas include having sororities compete in mini-derby games, a dating show with referees, and decorating the arena with team colors. A "Pink and Black Carpet" event could highlight the charitable efforts of skaters through an art show and live music. Updating promotional materials according to a new brand standards guide would enhance consistency.

2. A Student Designed Strategy for the Brand Enhancement of the Denver Roller Dolls

3. Current Areas of Strength:Denver Roller Dolls understands what their current audiences likes & dislikesThe Denver Roller Dolls brand has a great moral foundationSituational AnalysisDenver Roller Dolls understand fun! From the way your business is run to the action packed boutsDenver Roller Dolls use social media to your advantage

4. Opportunities:Chance to capitalize on Students, currently a weaker audience groupRoom to better promote the charitable and local value side of the DRD brand Situational AnalysisOptimize the venue, arena, and little details Capitalize even further on the strong following of Denver Roller Doll fans on social media

5. The Denver Roller Dolls Target: The LoyalistThe FamilyThe StudentSituational AnalysisRegularly attends bouts

6. Is loyal to a specific DRD team or skater

7. Often a friend, family member of a skater

8. Often a skater from another roller derby team, for example the Rocky Mountain Roller Girls

9. Often their first or second DRD bout

10. Attends with their family, kids included

11. Enjoys the fast paced action, family friendly atmosphere, and ability to drink beer

12. Unsure or learning about derby rules

13. Purely entertainment

14. Often their first or second DRD bout

15. Attends with their friends who may have been before

16. Sees a bout as an alternative form of entertainment

17. Appreciates reasonable ticket prices and close location

18. Purely entertainmentConsumer Perceptions:#1: This is a really great alternative form of fun… but what else?Consumer PerceptionsWe found that although fans are pumped about coming to bouts, they sometimes get a little…bored. We need to find ways to keep the fans engaged throughout the entire bout to make them want to come back for seconds!“I feel bad leaving at half time…but I feel like I get the experience within the first half hour…and then I’m ready for something else.”

19. Consumer Perceptions:#2: chicks…beer…full contact sports…this is AWESOME!@#$%Consumer PerceptionsLets face it…hot girls in booty shorts beating the $h!t out of each other is every guy’s dream come true. We love it! But we love the fact that these girls are bad-ass volunteers, business women, moms, and students even more! “My roommate was telling me all about DRD and I knew I had to get in on the action. Beer, girls, and sports…what could be better!”

20. Consumer Perceptions:#3: The Roller Dolls are my idols: strong, athletic, beautiful women!Consumer PerceptionsThe Denver Roller Dolls are roll models to tons of young girls and women in the Denver/Boulder communities. A lot of these girls are interested in getting involved in derby and love the strong female presence that the Dolls personify. “My favorite skater is Disco. She is an aggressive skater but also really nice! It’s cool to see how the girls are all friends, they remind me of one giant sorority!”

21. Objectives: Based on our strength and opportunity findings we have identified six core objectives to further the Denver Roller Dolls Brand.Enrich the experience of attending a Denver Roller Doll event.

22. Enhance the look and feel of the Denver Roller Dolls brand.This includes developing brand standards around logo usage, ensuring brand consistency, and standardizing both the visual and sonic brand of DRD.

23. Raise awareness and integrate the Dolls into the Denver Boulder community.Includes developing relatable touch points for all three DRD targets.

24. Inspire other entities to co-opt their brand with the Dolls.Includes building on the current DRD sponsors with sponsors that support our six objectives.

25. Develop clear communication of Denver Roller Doll team structure.

26. Promote and develop the all volunteer and non-profit status of DRD.Situational Analysis

27. So…Let’s Make This Happen

28. Social Media Integration and Custom ProgramsProposed Idea #1

29. Goals: To build on the Denver Roller Dolls strong presence in their social media vehicles by implementing custom programsCurrent Strengths: Frequent and consistent presence across multiple platforms

30. Quality content that encourages fans to interact with the brandSocial Media Integration and Custom ProgramsOpportunities and Objectives Met: The Dolls do a great job at using social media to build their brand identity and communicate with fans which gives the following custom programs a great potential to successfully:Reward fans for interacting with prizes and incentives

31. Educate fans on the community and service aspect of DRD and encourage them to get involved

32. Create Hype around upcoming bouts by using social media to support and promote theme nights, half time events, etc.OverviewEven though the Dolls have a great handle on their current social media platforms, they are a strong tool to continue to optimize and utilize. By approaching social media as another marketing vehicle and not just a way to get in touch with fans, the Dolls will see higher sales and an increase in both derby and specific DRD knowledge. Add Foursqaure to the DRD digital landscapeThe DRD target is active with the Foursquare platform

33. On the September 23rd bout, 25 fans were “checked in” at the 1st Bank Center before the bout had begun

34. Supplements Twitter and Facebook with the option to link all three

35. Implement custom programs

36. Get Fans involved with Twitter and Foursqaure by implmenting the “Meet a Doll” contestUse the strong DRD Facebook following to get fans to generate content and ideas Social Media Integration and Custom Programs

37. Details & Ways InGet Fans Involved with Location Based Social MediaThe “First 10 People to Meet a Doll…” program is a way to take the engaged DRD fans one step further by enticing them to take actionUsing Foursquare, Twitter, and Facebook, create a contest for fans to win prizes

38. Ask fans to meet a Doll where ever she “checks in” on Foursquare, could be at the A Loft Hotel after party, at a Project Angel Heart event, etc.

39. The first ten fans to “Meet the Doll” win a prize whether it be a DRD T Shit or even a free ticket to the next boutSocial Media Integration and Custom ProgramsNot only does this reward fans who are already engaged with DRD in the digital space but it educates fans on all the aspects of the community DRD is involved in.

40. Details &Ways InUse Facebook to Generate Content for DRD BoutsGetting fans involved in generating half time show entertainment is a way to encourage rich interaction online. Most importantly, it connects a promotional tool to reality and will drive the engaged DRD fans to the eventCostume Contest “Dress Like Your Favorite Doll”Prompt fans to dress up like their favorite doll or another form of DRD Spirit

41. Upload a photo of them in their costume to the DRD Facebook page

42. Fans can comment “Vote”

43. Top three submissions will be judged live at a bout or put to a contest

44. Winner gets an incentive Theme Night Contest Start a discussion on Facebook and Twitter around what kind of theme night fans would like to see Social Media Integration and Custom Programs

45. Create Dynamic Content for Halftime ShowsProposed Idea #2

46. Goal: Utilize the valuable time between bouts to maintain the audience’s energy, get fans involved, and enhance the Denver Roller Dolls Brand. Current Strengths: Highlighting sponsors of the event by handing out free swag and merchandise Connecting to the community by showcasing local talent, bands Interacting with fansHalftime ShowsOpportunities: Halftime shows are a prime opportunity to keep fans engaged, get them involved, and communicate the attitude of DRD:Sorority Vs. Sorority Bout

47. CU Men and Women’s Hockey Bout

48. Get To Know The Refs - Dating GameDetails & Ways InSorority vs. Sorority Mini BoutSororities are an ideal organization for DRD to get involved in. Not only will they help DRD reach their college target market, but sororities themselves have similar values and organization structure to DRD – involved with philanthropy and the community, and are run by their members. Teach Sorority members from two separate Sororities the rules of roller derby

49. Have them engage in a mini-bout during a half time segment

50. Generate an audience of girls coming to support their friendsHalftime ShowsFuture Opportunities:Partner with CU Sororities to feature Project Angel Heart at on campus events

51. Partner with CU Sororities for seminars on women empowerment for incoming new membersDetails & Ways InCU Men’s Vs Women’s Hockey BoutGetting the Denver Roller Dolls name associated with other sports organizations is agreat promotional tool. While getting professional athlete teams in for a bout might be a stretch, both the CU men’s and women’s hockey teams would be a nice match for DRD halftime entertainment.Possibility to tie the event to a fundraising effort that supports both the Denver Roller Dolls and CU Hockey LeaguesWith proper promotion, the “partnership” will extend reach to families both of CU hockey parents as well as younger hockey familiesHalftime Shows

52. Details & Ways InGet To Know the Refs – Dating GameThe derby referees add a lot of personality to the game. They too are a extension of the Denver Roller Dolls brand. Their attitude and presence on the track is a valuable tool we can leverage to connect with the DRD target. Bring a volunteer out from the crowd or select a fan/follower through Facebook or TwitterHold a mock dating game where the contestant asks each ref three questions Questions should highlight each refs unique personality and roll in the bout