The document summarizes market research conducted to assess the viability of relocating the Jacksonville Jaguars NFL franchise to Las Vegas. Primary research including surveys of over 1.2 million people in nearby cities found that 74% would welcome an NFL team, and 44% supported naming it the Las Vegas Aces. Secondary research analyzed demographics like the population of different age groups, median household incomes matching NFL fans, and education levels. The research informed a SWOT analysis and consideration of political, economic factors for the potential relocation.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Millennials.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge.
This presentation looks at key attributes of African American Voters.
Thinknow Defining Moments Report 2019 - Insights Into Culture and AuthenticityThinkNow
This year-end report highlights trends in consumer sentiment, purchase behavior, and digital media use over the last 12 months, and explores the impact culture has had on these trends. The report also includes marketing predictions for 2020.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge.
This presentation looks at key attributes of fiscally conservative/socially liberal voters.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Women.
Voters aged 75+ are most concerned with gun control issues compared to other age groups. Voters aged 54-74 want political candidates to focus most on bipartisanship. Voters aged 55+ are most likely to consider editorial endorsements when deciding on a candidate. Supporters of Bernie Sanders are most motivated by a sense of personal pride compared to supporters of other candidates. The document provides tips on using additional data beyond voter files to connect with and persuade more potential voters.
This document summarizes key findings from a study on cultural orientation and purchasing behaviors among Hispanic and non-Hispanic consumers in the United States across generational groups. Some of the main findings include:
- Hispanic Baby Boomers are more likely than younger Hispanic generations to have life insurance policies and to have traveled outside the US.
- Hispanic Millennials are twice as likely as Hispanic Baby Boomers to plan to purchase a new smartphone in the next year.
- The study found that Hispanic consumers in general are more open to foreign travel and switching wireless providers compared to non-Hispanics.
- Generation X Hispanics showed the strongest orientation toward Hispanic culture compared to other generational groups.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Millennials.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge.
This presentation looks at key attributes of African American Voters.
Thinknow Defining Moments Report 2019 - Insights Into Culture and AuthenticityThinkNow
This year-end report highlights trends in consumer sentiment, purchase behavior, and digital media use over the last 12 months, and explores the impact culture has had on these trends. The report also includes marketing predictions for 2020.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge.
This presentation looks at key attributes of fiscally conservative/socially liberal voters.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Women.
Voters aged 75+ are most concerned with gun control issues compared to other age groups. Voters aged 54-74 want political candidates to focus most on bipartisanship. Voters aged 55+ are most likely to consider editorial endorsements when deciding on a candidate. Supporters of Bernie Sanders are most motivated by a sense of personal pride compared to supporters of other candidates. The document provides tips on using additional data beyond voter files to connect with and persuade more potential voters.
This document summarizes key findings from a study on cultural orientation and purchasing behaviors among Hispanic and non-Hispanic consumers in the United States across generational groups. Some of the main findings include:
- Hispanic Baby Boomers are more likely than younger Hispanic generations to have life insurance policies and to have traveled outside the US.
- Hispanic Millennials are twice as likely as Hispanic Baby Boomers to plan to purchase a new smartphone in the next year.
- The study found that Hispanic consumers in general are more open to foreign travel and switching wireless providers compared to non-Hispanics.
- Generation X Hispanics showed the strongest orientation toward Hispanic culture compared to other generational groups.
This document discusses using sports teams and leagues to teach geographic concepts. It provides examples of how the locations of professional sports franchises relate to concepts like central place theory, agglomeration, and Weber's least cost theory of industrial location. Specific leagues and teams are mapped to demonstrate fan allegiance and how radio station networks illustrate central place hierarchies. Potential relocations of teams are analyzed in the context of population shifts, facility issues, and markets being over-extended with multiple franchises.
The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses:
1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010.
2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima.
3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Latino Millennials.
The document summarizes the benefits of out-of-home (OOH) advertising, including that it reaches nearly 90% of U.S. adults daily as people spend most of their time outside the home. OOH advertising influences consumers' purchasing decisions as three-quarters shop on their way home from work. Research shows OOH increases reach and sales for other media in an advertising campaign.
Lies, Spies and Big Data: How Fake News Is Rewriting Political LandscapesRussian Council
On November 7, 2016, Donald Trump was elected President of the United States after a bitterly-fought campaign against Hillary Clinton. The election was very closely-run, with Hillary Clinton winning the popular vote, but losing the presidency based on the U.S. electoral college structure. However, months after Donald Trump was declared President of the United States, questions remain about the legitimacy of the U.S. elections. The central issues are the emergence and use of so-called ‘Fake News’ and the accusation that Russia, through espionage and online hacking operations, sought to influence the presidential elections to promote Donald Trump and denigrate the reputation of Hillary Clinton.
The issues thrown up in the wake of the U.S. presidential election have fundamentally undermined trust in the workings of the international media and further damaged U.S.–Russia relations. A report by the U.S. intelligence services accusing Russia of attempting to influence the outcome of the election, prepared for President Obama and published in the election’s immediate aftermath, led to the expulsion1 of 35 Russian diplomats from Washington just days after the results were announced. President Putin, on the other hand, opted not to expel any U.S. diplomats from Russia. The investigation into Russia’s involvement and influence on the U.S. elections continues today.
This policy brief provides an overview of how the gathering and dissemination of news has changed in a globalized digital environment, how consumers digest and share news at an ever-increasing pace, and how the management of big data can influence electorates across borders. It will also define ‘fake news’ and the extent to which it might have influenced the results of the U.S. elections.
Vdopia multicultural mobile marketing report 2013 salomon dayan
Vdopia, Inc.(mobile video and rich media advertising platform), announced the second installment in the Vdopia Mobile Insights (VMI) Series – VMI Multicultural Marketing Report. Focusing on African Americans and Hispanics 2013, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more.
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
NASCAR Partnership with NextVR Marketing PlanBianca Esposito
I developed this innovative partnership and marketing plan proposal for NASCAR for a Sport Marketing course assignment that I took in Spring 2016 at Ithaca College. This plan's mission is to tailor NASCAR's marketing to the NASCAR CEO, Brian France's, goal of implementing cutting-edge digital marketing strategies to help to establish a new brand loyal, exciting, and digital native fan-base by targeting children, Hispanics, and Generation Y.
The document defines the target audience for a marketing campaign as Generation X individuals between the ages of 25-40. This group is comfortable with technology, relies on social media, and spends significant time online. The document recommends three digital media marketing opportunities: targeted email marketing, a Facebook fan page, and a mobile campaign. These options are suggested because Generation X is active online, uses social media regularly, and frequently accesses the internet via mobile devices.
The document analyzes past presidential elections and their impact on the stock market. It finds that elections typically cause only short-term volatility and the prevailing trends in market supply and demand are better indicators of longer-term trends. Looking at the current election, the author notes contracting investor demand and stagnant supply have created vulnerabilities, but the market trend will ultimately be determined by whether supply expands rapidly or selling pressure is reversed. Investors are advised to monitor selling pressure in the coming days for clues about the post-election market direction.
This market report analyzes Def Jam Recordings and provides recommendations to increase revenue. Def Jam averages $21.4 million in revenue annually, ranking 4th among labels owned by Universal Music Group. The report finds that streaming and digital downloads are the primary ways consumers access music. It recommends that Def Jam expand its audience by having artists collaborate across genres like pop and country music, and continue focusing on digital over physical distribution to cut costs. Implementing these strategies could lead to higher revenue by gaining new fans.
Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year.
The document summarizes the American gun manufacturing industry over the past 8 years under President Obama. It finds that while gun ownership has declined overall, background checks for gun purchases more than doubled between 2008-2014, dubbed the "Obama Surge". The top two domestic gun manufacturers, Sturm, Ruger & Co. and Smith & Wesson, increased their market share and saw their stock prices appreciate 12 times over during this period. However, the document predicts consumer demand will taper off as demographics shift away from gun culture, and industry consolidation will likely leave the two top manufacturers as winners in the long run.
Fredericksburg, VA Real Estate Market Report 2019Matthew Rathbun
This real estate market report summarizes real estate trends in the Fredericksburg, Virginia area in 2019. The report finds a slight seller's market with home prices up 3.6% over last year and low housing inventory. Higher-priced homes are taking longer to sell as buyers focus on affordable options and remain conservative after the 2008 housing crash. Properly priced homes typically sell for 96% of the asking price, with most sellers offering up to 3% in closing costs assistance. The report includes charts analyzing home sales, prices, inventory, demographics, and the local economy.
Khahary Whitehead selected the ATL Hustle festival and researched four potential sponsors: Cricket Wireless, Atlanta Beverage Company, 105.3 The Beat radio station, and The SWAG Shop barbershop. For each sponsor, the student provided the company name and location, connections to the festival and target audience, previous community involvement, and any recent news articles. The research demonstrated potential positive sponsorships except for a recent shooting near The SWAG Shop, which could negatively impact the target audience. Competitors for each sponsor were also listed in case of issues.
Enviromental Scanning Class PresentationKristianSnow
The document contains several news articles on various topics including: declining faith in the Catholic church due to sexual abuse scandals; a documentary on Michael Jackson's alleged sexual abuse being screened at Sundance; trends in dating apps like "pocketing" and "cookie jaring"; statistics on increasing diversity and education levels among younger generations in the US; effects of legalized marijuana on opioid overdoses; and transgender people awaiting a legal decision on military service bans. The document discusses effects these topics could have on the music and entertainment industries such as needing to appeal to broader audiences, addressing sensitive topics carefully, and considering digital aspects in romantic storylines.
The document summarizes key points from an upcoming webinar on data centers and how they are evolving to meet customer needs. It provides details on the agenda, speakers, and discusses major drivers of change for data centers including growing data and device connectivity, cost advantages of outsourcing, and the rise of cloud computing models. It also notes how these trends are pushing companies to re-evaluate their in-house IT options and consider more flexible third-party solutions.
This report summarizes the findings of a survey-based study of multidimensional poverty conducted in the Kanungu District of southwestern Uganda. The study assessed needs across six dimensions - education, organization, income, motivation, health, and housing - through structured household interviews with 551 local participants. Key findings included high levels of poverty related to employment, access to water, children's education, and housing conditions. The report maps areas of greatest need and provides recommendations to inform poverty alleviation strategies at various levels. The study aims to establish a baseline for measuring future impact and inform the work of local and international organizations.
This document discusses using sports teams and leagues to teach geographic concepts. It provides examples of how the locations of professional sports franchises relate to concepts like central place theory, agglomeration, and Weber's least cost theory of industrial location. Specific leagues and teams are mapped to demonstrate fan allegiance and how radio station networks illustrate central place hierarchies. Potential relocations of teams are analyzed in the context of population shifts, facility issues, and markets being over-extended with multiple franchises.
The document provides information on the Hispanic population and market in the Pacific Northwest region of the United States. It discusses:
1) The large and growing Hispanic population in the region, particularly in Washington and Oregon, with over 50% growth in Washington between 2000-2013 and 64% growth in Oregon between 2000-2010.
2) Spending power and retail spending of Hispanics in key metropolitan areas of the region, with Hispanic retail spending reaching hundreds of millions of dollars annually in Seattle, Portland, and Yakima.
3) The diverse acculturation levels of Hispanics in the region and considerations for businesses in marketing and communicating cross-culturally to the Hispanic population.
So far, the 2016 campaign season has been like no other in history. The word “unconventional” is actually a polite understatement. And there are undoubtedly more unexpected developments to come. For political candidates, campaigns, PACs and coalitions facing this unprecedented voter landscape, intelligence is what provides the winning edge. This presentation looks at key attributes of Latino Millennials.
The document summarizes the benefits of out-of-home (OOH) advertising, including that it reaches nearly 90% of U.S. adults daily as people spend most of their time outside the home. OOH advertising influences consumers' purchasing decisions as three-quarters shop on their way home from work. Research shows OOH increases reach and sales for other media in an advertising campaign.
Lies, Spies and Big Data: How Fake News Is Rewriting Political LandscapesRussian Council
On November 7, 2016, Donald Trump was elected President of the United States after a bitterly-fought campaign against Hillary Clinton. The election was very closely-run, with Hillary Clinton winning the popular vote, but losing the presidency based on the U.S. electoral college structure. However, months after Donald Trump was declared President of the United States, questions remain about the legitimacy of the U.S. elections. The central issues are the emergence and use of so-called ‘Fake News’ and the accusation that Russia, through espionage and online hacking operations, sought to influence the presidential elections to promote Donald Trump and denigrate the reputation of Hillary Clinton.
The issues thrown up in the wake of the U.S. presidential election have fundamentally undermined trust in the workings of the international media and further damaged U.S.–Russia relations. A report by the U.S. intelligence services accusing Russia of attempting to influence the outcome of the election, prepared for President Obama and published in the election’s immediate aftermath, led to the expulsion1 of 35 Russian diplomats from Washington just days after the results were announced. President Putin, on the other hand, opted not to expel any U.S. diplomats from Russia. The investigation into Russia’s involvement and influence on the U.S. elections continues today.
This policy brief provides an overview of how the gathering and dissemination of news has changed in a globalized digital environment, how consumers digest and share news at an ever-increasing pace, and how the management of big data can influence electorates across borders. It will also define ‘fake news’ and the extent to which it might have influenced the results of the U.S. elections.
Vdopia multicultural mobile marketing report 2013 salomon dayan
Vdopia, Inc.(mobile video and rich media advertising platform), announced the second installment in the Vdopia Mobile Insights (VMI) Series – VMI Multicultural Marketing Report. Focusing on African Americans and Hispanics 2013, the report takes an in-depth look at the mobile advertising ecosystem, including data related to mobile advertising trends, habits, spending power and more.
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
NASCAR Partnership with NextVR Marketing PlanBianca Esposito
I developed this innovative partnership and marketing plan proposal for NASCAR for a Sport Marketing course assignment that I took in Spring 2016 at Ithaca College. This plan's mission is to tailor NASCAR's marketing to the NASCAR CEO, Brian France's, goal of implementing cutting-edge digital marketing strategies to help to establish a new brand loyal, exciting, and digital native fan-base by targeting children, Hispanics, and Generation Y.
The document defines the target audience for a marketing campaign as Generation X individuals between the ages of 25-40. This group is comfortable with technology, relies on social media, and spends significant time online. The document recommends three digital media marketing opportunities: targeted email marketing, a Facebook fan page, and a mobile campaign. These options are suggested because Generation X is active online, uses social media regularly, and frequently accesses the internet via mobile devices.
The document analyzes past presidential elections and their impact on the stock market. It finds that elections typically cause only short-term volatility and the prevailing trends in market supply and demand are better indicators of longer-term trends. Looking at the current election, the author notes contracting investor demand and stagnant supply have created vulnerabilities, but the market trend will ultimately be determined by whether supply expands rapidly or selling pressure is reversed. Investors are advised to monitor selling pressure in the coming days for clues about the post-election market direction.
This market report analyzes Def Jam Recordings and provides recommendations to increase revenue. Def Jam averages $21.4 million in revenue annually, ranking 4th among labels owned by Universal Music Group. The report finds that streaming and digital downloads are the primary ways consumers access music. It recommends that Def Jam expand its audience by having artists collaborate across genres like pop and country music, and continue focusing on digital over physical distribution to cut costs. Implementing these strategies could lead to higher revenue by gaining new fans.
Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year.
The document summarizes the American gun manufacturing industry over the past 8 years under President Obama. It finds that while gun ownership has declined overall, background checks for gun purchases more than doubled between 2008-2014, dubbed the "Obama Surge". The top two domestic gun manufacturers, Sturm, Ruger & Co. and Smith & Wesson, increased their market share and saw their stock prices appreciate 12 times over during this period. However, the document predicts consumer demand will taper off as demographics shift away from gun culture, and industry consolidation will likely leave the two top manufacturers as winners in the long run.
Fredericksburg, VA Real Estate Market Report 2019Matthew Rathbun
This real estate market report summarizes real estate trends in the Fredericksburg, Virginia area in 2019. The report finds a slight seller's market with home prices up 3.6% over last year and low housing inventory. Higher-priced homes are taking longer to sell as buyers focus on affordable options and remain conservative after the 2008 housing crash. Properly priced homes typically sell for 96% of the asking price, with most sellers offering up to 3% in closing costs assistance. The report includes charts analyzing home sales, prices, inventory, demographics, and the local economy.
Khahary Whitehead selected the ATL Hustle festival and researched four potential sponsors: Cricket Wireless, Atlanta Beverage Company, 105.3 The Beat radio station, and The SWAG Shop barbershop. For each sponsor, the student provided the company name and location, connections to the festival and target audience, previous community involvement, and any recent news articles. The research demonstrated potential positive sponsorships except for a recent shooting near The SWAG Shop, which could negatively impact the target audience. Competitors for each sponsor were also listed in case of issues.
Enviromental Scanning Class PresentationKristianSnow
The document contains several news articles on various topics including: declining faith in the Catholic church due to sexual abuse scandals; a documentary on Michael Jackson's alleged sexual abuse being screened at Sundance; trends in dating apps like "pocketing" and "cookie jaring"; statistics on increasing diversity and education levels among younger generations in the US; effects of legalized marijuana on opioid overdoses; and transgender people awaiting a legal decision on military service bans. The document discusses effects these topics could have on the music and entertainment industries such as needing to appeal to broader audiences, addressing sensitive topics carefully, and considering digital aspects in romantic storylines.
The document summarizes key points from an upcoming webinar on data centers and how they are evolving to meet customer needs. It provides details on the agenda, speakers, and discusses major drivers of change for data centers including growing data and device connectivity, cost advantages of outsourcing, and the rise of cloud computing models. It also notes how these trends are pushing companies to re-evaluate their in-house IT options and consider more flexible third-party solutions.
This report summarizes the findings of a survey-based study of multidimensional poverty conducted in the Kanungu District of southwestern Uganda. The study assessed needs across six dimensions - education, organization, income, motivation, health, and housing - through structured household interviews with 551 local participants. Key findings included high levels of poverty related to employment, access to water, children's education, and housing conditions. The report maps areas of greatest need and provides recommendations to inform poverty alleviation strategies at various levels. The study aims to establish a baseline for measuring future impact and inform the work of local and international organizations.
Rustom Desai is the Managing Director of Corning India. He discusses his 20-year career journey with Corning, starting in the US and working in various roles across India, China, and Taiwan. He highlights both the challenges and successes of setting up Corning's first manufacturing plant in India, including deciding on the location, dealing with approvals processes, developing local talent, and establishing Corning's culture and values within the Indian organization. The Indian plant has now outperformed many of Corning's other plants on key metrics.
This document discusses the geologic time scale and the history of life on Earth. It describes how paleontologists divide Earth's history into major eras including the Precambrian, Paleozoic, Mesozoic, and Cenozoic eras. Each era is characterized by the dominant life forms present in the rocks and fossils from that time period. The document also discusses concepts like mass extinctions, absolute dating using radioactive decay, and half-life.
Bioteknologi adalah cabang biologi yang mempelajari penggunaan organisme melalui teknologi untuk menghasilkan barang dan layanan bagi manusia. Bioteknologi dibedakan menjadi konvensional yang menggunakan organisme secara langsung tanpa rekayasa genetika, dan modern yang menggunakan rekayasa genetika dan teknologi canggih untuk menghasilkan tanaman transgenik, kloning, dan fertilisasi in vitro.
This dissertation examines how late-night events at museums can encourage repeat visits. It explores how the unique experiences offered at these evening programs, such as their informal social atmosphere, can create memorable moments for visitors and positively change their perception of the museum. Through case studies of late-night events at the Science Museum and Brunel Museum, the dissertation demonstrates how institutions of different sizes can successfully organize late-night events to fulfill educational goals and attract return visitors. The research aims to contribute to the limited existing literature on late-night museum programs by analyzing their potential benefits in helping institutions achieve broader objectives around audience engagement and repeat visitation.
This short document promotes creating presentations using Haiku Deck, an online presentation tool. It includes a photo credit and a call to action encouraging the reader to get started making their own Haiku Deck presentation on SlideShare.
This document discusses the history and evolution of corporate philanthropy from the late 1800s to present day. It provides examples of large non-profits in Nevada that businesses partner with for charitable giving, including Three Square Food Bank, Nevada Community Foundation, and NevadaGIVES. The document outlines benefits that businesses gain from strategic philanthropy, such as tax incentives, improved employee morale and loyalty, and positive brand image. It also discusses how non-profits have adapted fundraising and partnerships in response to economic challenges.
The document discusses several quality management models including ISO 9000, VDA, Deming Prize, Malcolm Baldrige Award, and the European Foundation for Quality Management model. ISO 9000 is an international standard used widely by organizations. VDA was developed for the German automotive industry. The Deming Prize recognizes excellent Japanese companies. The Malcolm Baldrige Award evaluates US organizations. The EFQM model was created in Europe and awards organizations demonstrating excellence.
You know your business needs to be on Twitter, but getting started can be a tricky. This beginner's guide assumes that you are starting from scratch and walks you through all the basics of Twitter. When you're done with these steps, you'll be Tweeting like a pro.
Connells Group has been operating in the UK property market for over 75 years. It has grown from a single branch opening in 1936 to become one of the largest estate agency groups in the UK, with over 500 branches. The company offers a wide range of property services including residential sales and lettings, mortgage services, conveyancing, land and planning, new homes, and surveying.
This document provides guidance on integrating quotations in MLA style. It discusses introducing quotations with your own words before presenting them. It also covers using attribution tags and setting up signaling phrases when introducing quotations. For longer quotations over four lines, it recommends using a block format without quotation marks and indenting the text. The document also notes that multiple paragraphs should be indented an extra quarter inch when using the block format.
The document contains a student's reflections on death as well as a mock obituary for herself written in the year 2078. In the first part, the student draws a picture showing a woman who has passed away comforting her crying friends and family and letting them know that she is okay. The second part is a mock obituary indicating that the student, Jessica Neal, passed away at age 96 in her sleep of natural causes. It provides details about her life, family, education, passions for helping animals and others, and funeral arrangements.
This document provides a summary of Deborah T. Kelly's work experience and qualifications. She has over 15 years of experience in office management, scheduling, and account management roles. Most recently, she worked as a Scheduling Coordinator and Office Manager Assistant at Fairborn Service Inc. from 2014 to 2015. Prior to that, she held several roles at Emerson Network Power/Liebert Services Inc. from 2005 to 2013, including Senior Project Coordinator, Senior Credit Account Analyst, Senior Credit/Collections Coordinator, and Tax Account Specialist. She has an Associate's Degree in Business Management from Columbus State Community College.
لا يمكن فهم الظاهرة الإرهابية إلا بوضعها في سياقها العالمي ، ونعني بذلك التوصيف الدقيق للتحولات الكبرى التي أحدثها نظام العولمة ، الذي سنته الإمبريالية والصهيونية بغية التحكّم
والسيطرة والهيمنة على'' القرية الإقتصادية ''، ولم يقتصر نظامها فقط على البعد المالي والإقتصادي
The document is a quarterly newsletter from Euphrates Institute that outlines their monthly campaigns and activities from April to June 2015 focused on sustainability, peacebuilding, and responding to the Syrian refugee crisis. The April campaign encourages activities around Earth Day and sustainable development in the Middle East. The May campaign highlights the work of visionary peacebuilders in the region. The June campaign focuses on bringing awareness and support to the millions of Syrian refugees through various initiatives and organizations.
This document provides an executive summary of strategies to increase attendance and revenues for the LA Clippers basketball franchise. It discusses how the Clippers have drawn fans since 1978 with an exciting atmosphere but have long been seen as inferior to the LA Lakers. Recent star players Blake Griffin and Chris Paul are helping change this perception. Research will focus on identifying existing fan segments and new target markets, such as female fans and college students, to attract more attendees and sell tickets. Additional in-arena promotions, concessions and marketing can help position the Clippers as a top entertainment choice in LA.
Nfl fans audience report 2015 by GlobalWebIndexPierre TROCHET
NFL fans spend a significant amount of time engaged with digital media and social networks. They spend an average of 1.81 hours per day on social media, accounting for nearly 30% of their total 6.32 hours spent online daily. The most popular social network is Facebook, used by 83% of NFL fans, nearly half of whom are active users. Second-screening is also very common, with 80% of fans using a laptop or cell phone while watching television, most often to check social media or chat with friends.
NFL fans spend a significant amount of time engaged with digital media and social networks. They spend an average of 1.81 hours per day on social media, accounting for nearly 30% of their total 6.32 hours spent online daily. The most popular social network is Facebook, used by 83% of NFL fans, nearly half of whom are active users. Second-screening is also very common, with 80% of fans using a laptop or cellphone while watching television, most often to check social media or chat with friends.
While PAC spending has grown significantly in elections, the relationship between district income levels and PAC contributions is unclear. The authors analyzed this relationship through three linear regression models comparing mean household income to PAC spending at the congressional district level from 2006-2012. The first model found a weak positive correlation, but it was not statistically significant. The second model, adjusted for year-to-year differences, also produced a positive correlation that was not statistically significant. The third model, which further adjusted for district differences, showed the strongest positive correlation but with a large margin of error, preventing conclusions. Overall, the analysis did not find clear evidence that lower-income districts receive more PAC funds to compensate for smaller donor bases as hypothesized.
Market Opportunities for New England Revolution OutreachHenry Booth
This document analyzes two key target markets for increasing the fan base of the New England Revolution MLS team: the Hispanic community and youth soccer players in Massachusetts.
For the Hispanic market, the document notes that Hispanics make up 34% of MLS viewership and fans according to a study. With over 650,000 Hispanics living in Massachusetts, targeting this demographic could significantly grow the Revolution's fan base. However, the team currently provides little support to its Hispanic supporter group.
For the youth soccer market, the document highlights that Massachusetts has one of the highest percentages of youth registered with US Youth Soccer, showing strong participation levels. It recommends the Revolution partner with youth soccer tournaments to market to the thousands of young
This study analyzed the use of Spanish language on the websites of major North American professional sports leagues and teams. The following key points were found:
1) MLB and MLS incorporated Spanish the most into their league and team websites, with around 10-30% of pages in Spanish. Other leagues had little to no Spanish content.
2) There was variability across individual team websites, particularly those in markets with large Hispanic populations. MLB teams were most likely to have fully Spanish language pages, toggle features, and Spanish sales pages.
3) Teams in markets with the largest Hispanic populations, like Los Angeles and Miami, provided around 10% of pages in Spanish on average. MLS and MLB teams in these markets offered the
The research proposal aims to help the New York Mets increase ticket sales and fan attendance for the upcoming season. Quantitative research methods like surveys will be used to understand why fans attend games and how to improve their experience. A survey of 50,000 Mets fans ages 30-40 will ask about reasons for attending, favorite things to eat at the stadium, and top attractions besides watching the game. Secondary research examined recent articles about new ticket deals and apps, increased ticket prices, fallen profits, NYC demographics, and best experiences at Citi Field.
The research proposal aims to help the New York Mets increase ticket sales and fan attendance for the upcoming season. Quantitative research methods like surveys will be used to understand why fans attend games and how to improve the fan experience. A survey of 50,000 Mets fans ages 30-40 will ask about reasons for attending games and favorite stadium activities and foods. The findings will help the Mets develop marketing strategies to sell more tickets and engage fans.
The research proposal aims to determine how the New York Mets baseball team can increase ticket sales for the upcoming season. Secondary research was conducted including articles about new ticket deals and apps being launched, increased ticket prices following past success, falling team profits, demographics of New York City residents, and popular attractions and experiences at Citi Field stadium. A quantitative approach using an online survey of 50,000 Mets fans ages 30-40 will be used to understand reasons for attending games and favorite stadium activities and foods. The survey aims to provide data to help increase fan attendance and ticket sales.
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1. Jonathan LaDieu
Market Assessment- Introduction
With team relocation, there exists more difficulty with shaping and exploiting
target markets. This challenge is also compounded by the fact that the Las Vegas area
has never hosted a professional sports franchise before. One of the main reasons that Las
Vegas was on the short list of places to relocate the Jacksonville Jaguars was the jump
that it has experienced in population over the past fifteen years. According to Koebler,
the population of the Las Vegas metropolitan area has increased by 36.5%, from 1.39
million to 1.9 million (2010, para.3). With this massive increase, one would be lead to
believe that it is a viable destination for an NFL franchise. An important factor in NFL
fandom is the ability to have disposable income that will allow one to purchase expensive
game tickets and merchandise. According to the Fan Cost Index, the average price for a
family of four to attend an NFL game was $478.59 (2014, Para. 1). This exorbitant
amount of money can only be afforded by wealthy people or extremely dedicated fans
that sacrifice other parts of their lives to afford tickets.
To find out if people within the largest cities in close proximity to Las Vegas
were apt to come to games hosted in a stadium in Las Vegas, a major survey and research
group was hired to collect the primary data that was desperately needed. Over a year’s
time, in 2011, the group did surveys and personal interviews to gauge the interest of
samples in large cities of the surrounding states that were around six hours or less in
distance from Sam Boyd Stadium. In Arizona, Flagstaff was surveyed. In California, San
2. Bernardino, San Diego, and Los Angeles were researched, and the city of St. George,
Utah was also studied.
Primary ResearchInformation
There were several main questions that existed prior to the research. One of
these, obviously, was just how many people would be interested in attending NFL games.
This major move was not something to be taken lightly. Relocating an NFL franchise
does not happen very often and assurance was needed that the market being entered was
viable. Fan avidity was very important for the team because a strong fan base was
lacking in Jacksonville. This, in turn, caused problems with ticket sales. Another major
obstacle that needed to be overcome was getting fans of teams within the Jaguar’s new
market to change their allegiance. Having a team within their area could possibly cause
many people who are fans of the Arizona Cardinals, for example, to switch over. This
new team would have to be more relatable, however, to entice fans to make the change.
To take a step in the right direction, it was asked that the marketing company work a
renaming question into their surveys. In doing so, the Jaguars were looking to become
more identifiable.
The marketing company took the previously mentioned concerns, along with two
million dollars of the budget, and performed a three-month surveying process in the
aforementioned major cities surrounding, and including, Las Vegas. The company chose
to distribute the surveys outside of supermarkets in these cities. A sample of their
thorough survey is exhibited in Figure 1. The company also sent representatives to every
3. UNLV football home game to do surveys with fans. All completed surveys were
incentivized with coupons for discounted Pepsi products at participating supermarkets.
These surveys were very insightful and helped the organization learn a great deal about
the prospective market. To compliment this research, however, secondary data needed to
be gathered. This information was readily available and much cheaper.
Results of Primary Research
After all of the data was collected, and computed from the questionnaire, the
results were:
Total number of people in areas where survey was distributed: 6,200,000
Total number of completed surveys: 1,200,000 (20% of total population)
Question Responses:
o Welcome an NFL franchise to Las Vegas, Nevada
Yes- 74%
No- 20%
Possibly- 6%
o Switching to this new franchise because of proximity to home
Yes- 36%
No- 44%
Possibly- 20%
o NFL games attended in the last five years
1-8 (31%)
9-16 (36%)
4. 17-24 (22%)
25+ (11%)
o Number of NFL games watched on TV
1-10 (27%)
11-20 (44%)
21-30 (29%)
o Fan of teams
San Francisco 49ers (36%)
Oakland Raiders (25%)
Arizona Cardinals (14%)
Denver Broncos (8%)
San Diego Chargers (17%)
o Naming of new Las Vegas team
Las Vegas Aces- 44%
Las Vegas Bandits- 37%
Las Vegas Bighorns- 19%
o Sex
Male- 48%
Female- 49%
Other- 3%
o Race:
White- 49%
5. African American- 18%
Asian- 8%
Hispanic or Latino- 23%
Other- 2%
Secondary ResearchInformation
The next part of the research process was finding out information about these
people that could not necessarily be found through a survey but could be located with
resources that were readily available and cost-effective. The data was much needed to
figure out the aptitude of people in this region to become fans of the new team and
estimate how much they would be able to spend. This task was handled by an internal
research team, within the Jaguars organization, who located and quantified these
numbers. They broke the information into three subheadings: Age, Median Household
Income, and Education Level. These headings are tailored to coincide with the averages
found in a comprehensive 2004 study done by Street and Smith’s Sports Business Journal
titled “Get to know the NFL fan.” This study gave baselines for finding the exact
markets that this new team was looking to target. The results for each are as follows:
Age
6. The first major piece of information that needed to be gathered for review was the
different amounts of people in age brackets throughout the new market. This information
was readily available, for free, on the Internet from the U.S. Census and is highly
accurate. “Get to know the NFL fan” shows that the age bracket with the highest amount
of fans was 25-44, amounting to 40% of the total respondents (2004, para. 1). According
to the 2010 U.S Census, Clark County, where Las Vegas is situated, contains a
population of 721,292 people between the ages of 25 and 49 out of a total population of
almost 2 million (2010, para. 1). This means that roughly 40% of the population will be
in the largest bracket of average NFL fans.
Moving onto California, the state that offers the largest population of possible
fans to the new team. First, San Bernardino County was found to have 697,731 people
within the desired age bracket of 25-49, about 35% of the total. San Diego County,
where the city of San Diego is located, has 1,111,280 citizens within the bracket, coming
out to 33% of its total population. Finally, Los Angeles County has 3,612,799 people
that fit the desired 25-49 bracket, resulting in 37% of the total (U.S. Census, 2010, para.
1). Even though the locations in California are the furthest away from the location of the
new franchise, they offer too big of an audience to dismiss. In Arizona, Coconino
County is home to Flagstaff. According to the U.S Census, 42,292 people fall within the
ages of 25-49, translating to about 31% of the total population (2010, para. 1). The final
location has a very small population, but it is very close to Las Vegas. Washington
County, where St. George, Utah is located, had 38,344 citizens within the age range of
25-39. This was 27% of the total population (U.S Census, 2010, para. 1).
7. Median Household Income
Buying power is another huge factor for a team relocating to another market. One
cannot know for sure if those in the new market will have disposable income to spend on
an NFL team. After all, the team is relocating based on the fact that the old market could
not support the team financially. This could be for several reasons and lack of disposable
income surely could have been a factor. “Get to know the NFL fan” gives the statistic
that 43.4% of NFL fans has a median household income between $35,000-$75,000 (2004,
para.1). The team’s interest would mainly stay in areas where the median household
income was in the middle, approximately $52,000-$60,000. The three major cities from
California have incomes of $37,000 (San Bernardino), $46,000 (Los Angeles), and
$62,000 (San Diego). In Arizona, Flagstaff’s median income is $48,522, and in Utah, St.
George had an income of $40,299. Finally, Las Vegas, perhaps the most key region for
the new team, held a median income of $47,415 (City-Data, 2012, para. 1). These
numbers were very eye-opening and helped in the culminating decision for the market
segmenting.
Education Level
One of the paramount aspects of appealing to the eventual targeted market of fans
is designing aspects that match their education level. Generally, people would not
appreciate it if they were communicated to on a level that most fits their normal
vocabulary and thought process. Too extravagant and complex would confuse them and
too simple could possibly offend them. Any noise in the communication process could
potentially misconstrue the message that is trying to be delivered, resulting in lost
8. revenue. To avoid this, it is important that a general idea of the education levels in Las
Vegas and the largest surrounding cities
In “Get to know the NFL fan,” it is shown that 38.4% of NFL fans had attended
“some college” (2004, para.1). This means that they had gone to college but had not
earned a Bachelor’s degree. It was desired that the new market had a similar percentage
of people with similar education levels that was +/-6%. Percentages from the five major
surrounding cities and Las Vegas itself were compiled. These numbers included those
who had attended less than one year of college, one or more years without a degree, and
earned an associate degree. After they were combined, Las Vegas has 31.3%, St. George
has 40.4%, and Flagstaff came in with 33.1%. Los Angeles was lowest with 26.3%, San
Bernardino with 33.3%, and San Diego with 31.9% (City-Data, 2012, para.1). This was
the final piece of information needed to allow this relocated franchise to get a sense of the
environment in which they were moving in to.
SWOT/PEST Analysis
Strengths:
According to Forbes, the Jaguars have the 10th highest operating
income in the NFL, making $56.9 million (2014, p.1).
The team will be entering a market that has never had an NFL
franchise, giving it some amount of perceived newness. This
should lead to a higher initial interest in the team.
According to the survey, 74% of the people surveyed said that they
would accept a new team into the area. This is an advantage
9. because it is obvious that people recognize the kind of financial
gain the team will produce for the area.
The infrastructure for the stadium is already built, meaning that the
renovations needed to make it suitable for an NFL team will be
much cheaper than building a brand new stadium.
There are several cities within a four and a half hour drive of Sam
Boyd Stadium that have a population of more than 500,000 people.
Weaknesses:
The team is completely unsure of how the new market will react to
a new team if they start off poorly. There will be low fan avidity,
so people will be more likely to abandon the team rather than stick
through a difficult first season.
The survey results indicated a low amount of interest in switching
to a team that was closer to the fans’ location (36%).
There are several attractions in Las Vegas that may hinder the
team’s ability to draw fans.
The Jaguars have a large lease agreement of around $250 million
to pay off to get out of their current stadium, leaving less money to
advertise, create merchandise, and build infrastructure in the new
location.
The unemployment rate in Las Vegas has recently reached a six-
year low, possibly making it more difficult for the team to find
employees (Robison, 2014, p.1).
10. Opportunities:
According to the survey that was distributed, 44% of people
supported the name change of the team to the Las Vegas Aces.
This gives the Jaguars the ability to change the name of the team
and possibly remove the stigma of a struggling franchise.
The Jaguars have the chance to sell brand new merchandise that
people may purchase for several different reasons. These reasons
could include the color scheme, siding opposite of a rival team
adjacent to the new market, or simply to support the team.
According to Florio, the salary caps for all NFL teams will
increase by roughly $10 million every year and will be around
$160 million by 2016 (2014, p.1). This means that the team will
be able to afford more than one big-time free agent. From this
point, the team will be able to tailor promotion around these major
players and hopefully garner more interest.
The team will have even more opportunity, beyond rebranding
itself with a new name and logo, to build a fan base by performing
well on the field. The better the product that is put on the field, the
more people will come to watch.
The organization will have an excellent opportunity to partner with
local hotels to set up packages for fans. If a fan is able to spend
11. time in a large hotel and gamble while also being able to attend an
NFL game, there will be a large increase in interest for tickets.
Threats:
The obvious threat to the Jaguars organization is that there are so
many other things going on in Las Vegas that the NFL team could
be a secondary option for people as a source of entertainment.
The renovation project for Sam Boyd Stadium could overrun the
deadline or some mishap could occur that sets back the project.
This would be catastrophic because the team would not be able to
start the season.
A major organization always has to factor in the threat of terrorist
attack. Security measures will be in place, but there are many
occurrences in this world that cannot be prevented. There will be
around 70,000 people in the stadium during game day, making it a
prime target for terrorists.
There isn’t an exit that directly services Sam Boyd Stadium. Fig. 2
shows that the Great Basin Highway has an exit to service roads
that go towards the stadium, but they do not remedy the congestion
of traffic that will occur when thousands of cars are trying to drive
towards the stadium. This kink has been worked over a few times
by the Jaguars’ management.
There may be opposition or protests from those who live in the
residential areas adjacent to the stadium. The college football
12. games probably have not been an issue because they do not draw
as many people and fans are more than likely not as passionate as
NFL fans.
Political:
The NFL keeps tabs on action the franchise takes. It has
opposed gambling on the sport of football and will likely be
very vigilant about anything that may corrupt the purity of
the league.
Local government will have to deal with backlash from those
who voted against paying higher taxes to allow the team to
do renovations on Sam Boyd Stadium.
Currently, the minimum wage in Nevada is $7.25, and Barack
Obama plans on raising it to $10.10 (Meyers, 2014, p.1). If the
Jaguars were to employ 150 minimum-waged employees, for eight
home games (six hours per game), it would cost the team $57,600.
If the minimum wage were to be increased to the $10.10 figure, the
number would be $72,720, a $15,120 increase. This may not seem
like a lot to a multi-million dollar organization, but it is money that
could be used for several different things.
If more parking space is found to be a necessity, the organization
may have to battle with the local government to gain the land
necessary to build parking lots.
13. The concessions are at the mercy of the Nevada Department of
Health and Human Services. If they deem them unhealthy, the
stadium may be forced to go without serving food, a potentially
disastrous loss of revenue.
Economic:
The team will be moving almost the entire length of the country,
but will remain in the same division. This means that they will
have to spend more on travel to play teams within their division
(Indianapolis Colts, Houston Texans, Tennessee Titans). They
will also have to start games at inconvenient times for locals to fit
TV schedules.
As of the 2014, the Jaguars had some of the lowest costs across the
board for tickets, concessions, and parking (Team Marketing
Report, 2014, p.1). This puts the organization in a difficult
position because they need to raise their prices to recuperate the
expense of the move and renovation of the stadium. If the demand
to watch them stays low, they will be forced to keep their costs low
and lose out on a faster return on investment.
Tourism is an integral part of Nevada’s overall GDP. The pie
graph presented by Runyan (Fig. 3) depicts that 12.9% of Nevada’s
Gross Domestic Product came from the travel industry, over 10%
more than the national share (2.7%) (2013, p.2). This means that it
is in the organization’s best interest to work with the travel sector
14. as much as possible to keep revenue flowing into the state and
especially keep the volume of tourists as high as possible.
Overall, workers in Nevada’s most employed fields earned $1-2
less in hourly wages than the United States’ average (Las Vegas
Economic Summary, 2014, p.2). This most likely means that these
people will have less discretionary income to spend on
entertainment, such as an NFL game.
The Las Vegas Casino collective has fallen on hard times
financially. According to Stutz, Casinos have not posted a profit
since 2008 (2014, para. 6). This is concerning to the Jaguars
because this may mean that spending is down across the board in
Las Vegas. If the largest money-makers cannot cover their cost of
operation, then an NFL team may struggle to get off the ground in
its first few years of existence.
Sociocultural:
As previously stated, this region does not have a founded history in
professional sports. This means that it may take some time to
adjust people to the lifestyle of passionate NFL fan because these
people have not had a team that could be identified with.
The population in Clark County (Las Vegas’s location) is projected
to grow by 377,037 over the next twenty years, 1.5% more than the
national average (Shine, 2013, para. 3). This is good news for the
15. Jaguars, who may need this huge boost to stay afloat in an area that
is struggling economically.
The organization must strive to build a strong and favorable
reputation with the media to ensure that as much of the attention
towards the team is in a positive light. The more that the team is
perceived as being upstanding, the better chance that people will
associate themselves with the team (the Oakland Raiders being the
only exception).
The team’s reputation also hinges on the actions of the players.
The NFL has recently been cast into negativity because of its
mishandling of domestic abuse cases. The organization has
created a code of ethics and shared it with the team and the rest of
the staff to guarantee that everyone understands what standard they
will be held to. This should ensure that the public looks at the
team positively.
The new design of the uniforms, along with the renaming to Las
Vegas Aces, needs to be attractive enough to engage people who
will not be fans in order to draw as much revenue as possible. The
design will not have the heritage that the New York Yankees have,
so it will have to rely on a more contemporary design, much like
the Seattle Seahawks changed to with neon green and clean lines.
Technological:
16. The team website is of utmost importance to communicate to fans.
It is also important for sales because merchandise is a huge
revenue generator.
A presence on social media is a requirement in this day in age.
Instead of putting an emphasis on Twitter and Facebook, the new
team uses them as platforms to promote a YouTube account. This
separates the organization from the rest of the league’s take on
social media and allows more accessibility with behind-the-scenes
video features and other more personal insight. Videos are more
engaging than pictures and text and should lead to a stronger
following.
The 49ers’ new stadium, Levi’s Stadium, is the most advanced in
all of the NFL. It is starting to become extremely important that
technology inside of stadiums is as advanced and convenient as
what an individual can access in their home. This includes WIFI.
Investing in extremely fast WIFI for the stadium was a key part of
the renovation procedure.
Ticketless entrance to professional sporting events is a new trend.
This takes away the tangible ticket but decreases ticket printing
costs and the chance that tickets are forgotten or lost. The ticket
can be pulled up on an application and scanned for immediate
access.
17. The stadium is integrating the seat ordering system. This seems to
be a very popular and efficient technology that improves logistics
and consumer satisfaction. The service will be accessed on an
application, and for a small fee, the person will have food
delivered directly to their seat.
Competition (Direct and Indirect)
It is well known that Las Vegas is a vibrant town. There are hundreds of different
attractions throughout the city and in other parts of Nevada that keep the locals and
tourists busy. This may seem to contradict the reason that the Jaguars organization
wanted to move to Las Vegas, but it is believed that people will be drawn to NFL games
simply because of the aura that a professional sports team brings. Below there are some
of the most challenging rivals to the team, both direct and indirect.
Direct
The only direct professional competition that the Jaguars organization faces is
from an AFL team named the Las Vegas Outlaws. The team has its inaugural season in
2015, and was preceded by iterations of an arena team in Las Vegas in 1994 and 2003-
18. 2007 (AFL Communications, 2014, p.1). Although the AFL season barely overlaps with
the NFL season, one can assume that people will possibly spend money to go to their
games and buy their merchandise in lieu of purchasing the NFL team’s offerings.
Although not a professional league, the NBADL’s Reno Bighorns are a part of the
competition with the new NFL franchise. They do play about six hours away from Las
Vegas, but they still may draw fans away from the NFL games because their seasons
overlap quite a bit. Continuing with basketball as competition, there are two major
NCAA Division 1 basketball programs in the state of Nevada, UNLV and University of
Nevada-Reno. UN-R is as far away as the Bighorns and is an average basketball
program. UNLV, on the other hand, is a legitimate basketball program that has reached
the NCAA tournament in seven of the last fourteen seasons (NCAABB Tournament
History, 2014, p.1). Their season coincides with the NFL season, and they generally draw
a large crowd. According to their website, the team drew an average of 15,196 fans per
game on the 2012-2013 season, 14th in the nation (2013, p.1). Since they generate such a
strong following, they are a major competitor to the franchise. There are also several
high schools, most notably Findlay Prep, that are known for their basketball prowess.
They challenge the Jaguars on a lower level, but they still may take away from the fan
base.
Lastly, the competition that possibly poses the largest threat is football at the
collegiate and high school levels. These games usually take place on Fridays and
Saturdays and draw the same sort of people that would potentially attend NFL games.
High school football is obviously a smaller opposition because games generally draw a
200-1,000 people to games. The two Division 1 college football teams in the state,
19. University of Nevada-Reno and University of Nevada-Las Vegas will cause the greatest
amount of competition. The only positive is that both teams aren’t very good. UN-R is
currently 6-5 in a very weak conference (Nevada Wolf Pack, 2014, p.1). The team is also
six hours away from Las Vegas, making its share of football fans in Las Vegas much
smaller. UNLV is even worse, holding a 2-10 record in the Mountain West Conference
and allowing nearly 38 points per game (UNLV Rebels, 2014, p.1). Unless, they see a
large turnaround in performance, the Rebels will likely remain sub-par thus not
generating a large, passionate following.
Indirect
One of the overwhelmingly popular facets of Las Vegas culture is gambling. The
city was built on the revenue that casinos bring in and would not survive without it. The
popularity of the casinos is of great concern to the organization but can be considered an
asset at the same time. If people did not come to Las Vegas for the casinos, the Jaguars
would have a decreased population to market to. According to Ryan, casinos brought in
$11.2 billion in revenue during 2013 (2014, para.1). This is a huge amount of money and
shows the power that casinos hold. It is in the organization’s best interest to partner with
casinos instead of trying to compete with them. If they can set up package deals for stays
in the casinos and tickets to the game, there will be a better chance that the team will be
able to draw its desired amount of fans. Casinos, in addition to gambling, have shows
that are regularly put on to keep people in their buildings. On average, a show ticket in
Las Vegas costs $80.22, with the most expensive costing $123.75 (Yancey, 2013, para.2-
20. 4). If people are paying this much to attend a show, they will most like shy away from
purchasing an ticket to an NFL game, especially if the purchasing is being done by a
family of four.
On top of both of these things, there are many shopping options that will be
drawing revenue away from the franchise. Much like the casino situation, it would best if
team merchandise could get into these shopping areas, as there are 26 separate malls in
Las Vegas (Las Vegas Shopping, pp. 1-2). This large number of avenues to sell the
merchandise could actually be used as an advantage. Restaurants are another part of the
competition equation. There are thousands of restaurants in Las Vegas, and one can
assume that they are quite expensive. People may come to the games and be less inclined
to purchase stadium food if they can eat higher quality food elsewhere.
There are also two massive attractions that draw people to Las Vegas, the Hoover
Dam and the Grand Canyon close by in Arizona. In 2012, the Hoover Dam drew
755,000 visitors (Brean, 2013, para.3). The Grand Canyon brought in 4,564,840 visitors
in 2013 (Grand Canyon, 2014, p.3). This shows that there is a huge group of people who
are interested in landmarks more so than an NFL game. Work will have to be done to try
to win this group of people over, possibly by way of promotions in conjunction with both
sites.
Market Selection
21. The following is a segmentation of all data from the administered survey and
secondary research:
Segmentation:
Demographic:
Male- 48%
Female- 49%
Ethnic:
White- 49%
African American- 18%
Asian- 8%
Hispanic or Latino- 23%
Other- 2%
Socioeconomic (of the six studied regions):
Median Household Income
o Upper Middle Class-($56,000-75,000 Median Household Income)-
San Diego Region
o Middle Class ($41,000-55,000 Median Household Income)- Los
Angeles Region, Flagstaff Region, Las Vegas Region
o Lower-Middle Class ($30,000-$40,000 Median Household
Income)- San Bernardino Region, St. George Region
Majority Education Level (1-2 years of college):
o Las Vegas Region- 31.3%
22. o St. George, Utah Region- 40.4%
o Los Angeles, California Region- 26.3%
o San Bernardino, California Region- 33.3%
o Flagstaff, Arizona Region- 33.1%
o San Diego, California Region- 31.9%
Geographic:
Las Vegas Region- 2,000,000
St. George, Utah region- 138,000
Los Angeles, California region- 10,000,000
San Bernardino region- 2,100,000
Flagstaff, Arizona region- 137,000
San Diego, California region- 3,200,000
Behavioral:
o NFL games attended in the last five years
Casual Fan Level- 1-8 (31%)
Moderate Fan Level- 9-16 (36%)
Avid Fan Level-17-24 (22%)
Super-fan Level -25+ (11%)
o Number of NFL games watched on TV
Normal Level Fan- 1-10 (27%)
Moderate Level Fan- 11-20 (44%)
Avid Level Fan 21-30 (29%)
23. Target Market:
Male
White
Household income of $45,000 (+/-$3,000)
Attended 1-2 years of college
Attended between 9-16 NFL games in last five years
Watch approximately one NFL game a week during the season
Lives in California
This target market was chosen because it is believed to encompass the kind of fan that the
organization most desires. Males were chosen because they constituted 48% of the
answered surveys and are known to be more fervent fans than females. The white race
was chosen because of its sheer majority of the market surveyed. The household income
level was chosen because it represents the majority of people in the researched areas.
This level of education was desired to ensure that people would be able to comprehend
and acknowledge the promotions and advertising that the organization plans to put out.
For the level of fandom, the franchise looks to appeal to those who go to 2-3 NFL games
a year and watch at least one game a week on TV. In the eyes of the team, these people
possess the ideal amount of fan avidity because they consume both in-person and on TV
on a regular basis. Finally, the team will put emphasis on people within this group in
California because the population is so much greater than the other places.
24. In terms of the viability of this market, the organization believes it fits the three
criteria of reachability, measurability, and size very well. All of the regions in California
are located 4-5 hours driving distance away from Las Vegas. This means that they are
within television markets and are not an outrageous distance to travel to attend the games.
Also, this distance still permits the ability to advertise and monitor the success of
advertisements. There is quite a bit of area in between these locations in California and
Las Vegas that has very low population, but it is believed that advertising will not lose
strength along the way. Measurability is also straightforward with this market because
most facets represent the majority of each area. To track the growth or decline of the
market, one will simply have to conduct research to see how much these majority
attributes are fluctuating. Finally, the size of the market will be examined. It is estimated
that this market makes up 17% (3,000,000 people) of the total population in the
researched and surveyed regions and potentially 7-8 Million people within a 350-mile
radius of Las Vegas. This is a huge sum of people, and if 1/6 of the market in researched
regions attends the team’s home games, without any other fans, there will always be a
sellout.
Positioning:
As a result of the target market being young, educated, and semi-affluent, the
organization is looking to position themselves as technologically advanced, youthful,
smart, and competitive. It is imperative that the team appeals to a young, male crowd in a
society that is obsessed with technology. The world is becoming consumed with
25. computers and other automated devices that connect mass societies. To champion the
technological aspect, the team will have a heavy influence on social media (Twitter,
Facebook, Instagram, and Vine). This is to ensure that the product is being received, first
and foremost, by the target market. To build on this, the team’s website is hip and
centers on daily opinion articles to make the team more transparent. Anyone, from fans
to players and coaches, will write on the blog and share their insight on the team. Any
television, print or Internet advertisements that the team puts out contains smart humor.
This was done by hiring a marketing team made up of people within the target market.
They were simply asked to create advertisements and promotions that would appeal to
them, and they did so. Even though the team currently has a young, inexperienced roster,
it was determined that the people in the target market expected them to win right away.
To ensure this attribute, management sat down with coaches to ensure that they were
doing everything possible to make the team competitive as soon as they began in Las
Vegas.
Strategy Statement
Based on the research above, the Aces seem to have a strong initial group to
target. Even if they are not successfully connected with, there should be a few other
groups that could possibly be targeted. It may be difficult to survive in such a hectic
town to start off, but eventually, the Aces should be able establish themselves as a
legitimate entertainment option. Since there are so many things going on, it would be in
the Aces best interest to partner with the casinos and other attraction rather than view
26. them as competition. This will increase their credibility and build on the chance for
additional revenue through ticket-hotel packaging.