2. Professional Sports Market
Oh Canada!!
Tier 1
Hockey - Canucks
Tier 2
Lacrosse - Ravens
Baseball - Vancouver Giants
BC Lions - Football
Failures - Basketball – NBA Grizzlies
3. Is Canada a football nation??
Sport Men's Women's
Curling (WCF World Rankings) 1 2
Ice hockey (IIHF World Ranking) 2 1
Baseball (IBAF World Rankings) 7 3
Rugby union (IRB World Rankings) 15 -
Cricket (World Cricket League) 16 -
Volleyball (FIVB World Rankings) 20 24
Basketball (FIBA World Rankings) 23 12
Tennis (ITF Rankings) 37 15
Soccer (FIFA World Rankings) 80 9
120,000 registered soccer players in British Columbia.
More than basketball, football, hockey and baseball combined.
4. THE CHALLENGE
Awareness, Fans, Sponsors and Television
Ticket Sales airtime
Canucks Crazy
Hockey
International Players Franchises International Coaches
Budget
Promotions, Awareness Campaigns and Image
creation
5. Launch Campaign
Announcement Seat Selection Audience
Social Media
On Face Book Strategy Casting
Endorsements Bill Boards
Guerilla
Models/
Marketing
Stars
1 year 30 Day Campaign
15. Online You-tube Campaigns
Coach – Providing Fans with Tips
Countdown
High Energy Street Soccer
School Soccer Appearances
Targeting - Young professionals; Freestylers;
Family; Young players
19. Primary Target Consumer
• Male – 18 to 34
• Ethnicity – international / cosmopolitan
• Young Student Professional
• Sports / action minded / Hockey fans
• Ambitious
• Psych/Behavioral
• Lack of connection by internationals to historical Canadian sports.
21. Means end Chain
Bundle of Value Media
Attributes
Benefits Satisfaction Campaign
22. Means end Chain - Concrete
Value
Attributes Bundle of Benefits Media Campaign
Satisfaction
Foreign,
Global World Cup Connection, International Coach and
Ranking World class relevance; Players. European Football
(MLS) Competitive Expertise and imagery.
authority
Viral marketing.
Iconic Statues/Inukshuk.
Vancouver Whitecaps is Vancouver's Excitement
Vancouverisms (Rain,
Based team New
Tojo’s, Skytrain, Gastown,
Grouse Mountain).
Sport, Spend time together, follow Street soccer
Credibility
Soccer team performance. Grassroots program.
23. Means end Chain - Abstract
Attributes Bundle of Benefits Value Satisfaction Media Campaigns
Shared Interests / International Coach and
International/ Global Citizen. On the
Social Grouping / Players Profiled.
Cosmopolitan world stage. Pride.
Subculture European Football imagery.
Leisure time
Street & Office Soccer
Fun Game Entertainment Excitement
Humor in viral campaigns.
Inspiration.
Collectivism/
History, fan club. Jerseys and
Club / Clan Diversity; Part of Sense of belonging
merchandise.
Community
Different from Hockey. Cutting Edge. Cool
New & not Multicultural selection of
New Identity. Self Connection, Relevance
Canadian. actors for viral campaigns.
Expression & belonging
24. Persuasion and Influence
Leverage established societal norms and behaviors
Heuristic (Heuristic) by engaging with references to Hockey,
Vancouver city sites, people, places and venues.
Develop a new story (Systematic process) that builds
Systematic on the Heuristic rule and brings new attitude.
25. Principles of compliance &
forces to act
Commitment
/Consistency n/a
Seat selection strategy
Scarcity
1 year & 30 day countdown
Broad ethnic representation
Social Guerilla marketing
Validation Vancouver community endorsements – Italian, Asian &
Hispanic,
26. Principles of compliance &
forces to act
Star players *Eric Hassli*
Model Billboard.
Liking
Tie to Canadian culture (Authority) ( Trevor lindon, Bryan
Adams, BC lions endorsement )
International Coach
Authority
Brian Adams, Sedin Brothers
Reciprocity Merchandise give-aways
27. Force-field analysis
Forces to Act
B Soccer Non
A Canadian
Countdown
Seat Selection R Game
1 year/ 30 day
R
I Embarrassment
Ethnic Community E
representation Endorsement
R
S
Boredom
Guerilla
Star players
Marketing T
O
International Fear & Regret
Bill Boards Coaches and A
Giveaways C
T
Price
28. Force-field analysis
Barriers to act
Soccer Non
Countdown
B T Canadian
Seat Selection Game
1 year/ 30 day
A O
Ethnic Community R Embarrassment
representation Endorsement
R A
Guerilla
Star players
I C Boredom
Marketing
E T
Bill Boards
International
Coaches and
R Fear & Regret
Giveaways S
Price
29. Force-field analysis
Reducing the barriers
Soccer Non
Canadian
Countdown Game
Seat Selection Vancouver life
1 year/ 30 day Popular culture
Embarrassment
Numerous Video
Ethnic Community executions
representation Endorsement
New Stadium
Guerilla MLS Membership
Star players
Marketing International Coach &
Player roaster Boredom
International $30 Ticket
Bill Boards Coaches and Fear & Regret
Giveaways
Price
30. Force-field analysis
Countdown
Seat Selection
1 year/ 30 day
Ethnic Community
representation Endorsement
Guerilla
Star players
Marketing
International
Bill Boards Coaches and
Giveaways
32. Will they be Successful??
The first match was sold out – 25,000 fans.
What worked?
• Guerilla Marketing – Low budget and very creative.
• Countdown
• Positioning Whitecaps as Vancouver’s team
(Community, international and multi-cultural.)
• Endorsements /Authority
33. Will they be Successful??
What did not work?
Ethics – Attention versus Ethics
Attention grabbing but inconsistent.
Issues with Bell
Public Outcry
400,000 hits versus next closest 10,000.
34. Will they be Successful??
What Next? 30 day count down over How to
keep the momentum going?
Maintain interest and excitement.
Enrich connection – maintain focus on Affect.
Instill new ritual – maintain systematic process.
Build community – commitment & consistency with
consumer base.
35. Thank you..
Questions?
Angelo Veotte, Mayukh Debnath, Murray Jess and Vicky L.
