The document outlines a tiered brand extension strategy for the Atlanta Falcons consisting of three initiatives: Tailgate Outreach, Draft Day Party, and "Falcons Flyover" art installation. Tailgate Outreach aims to strengthen fan allegiance through a loyalty program and expanded merchandise. The Draft Day Party seeks to increase awareness by hosting an autograph event. "Falcons Flyover" plans to install 100 painted falcon statues around Atlanta to reduce apathy and generate revenue through sponsorships and auction. Details are provided for implementing each initiative, including costs, benefits, and comparisons to other programs. Risks and challenges are also discussed.

1. Alex Ford-Carther
Jihan Francois
Neil Grossman
Ashley Kahler
Lynn Popiel
Adam Rutana
March 5, 2007

2. Agenda
• Purpose
• Tiered Brand Extension Strategy
• Tailgate Outreach
• Draft Day Party
• “Falcons Flyover” Art Installment
• Conclusion
• Questions & Answers

3. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Purpose
Create financial and social ROI through a tiered
brand extension strategy to:
• Strengthen allegiance and association
• Increase awareness
• Reduce apathy

4. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance Hierarchy
Allegiance
Association
Awareness
Apathy
Avid
Falcons Fan
NFL
Fan
Falcons
Fan
Sports Fan/ Active Atlanta Resident
Not a Sports Fan / Indifferent Atlanta Resident

5. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Tiered Brand Extension Strategy
Objective Recommendation
Strengthen
Allegiance &
Association
Solidify role of current
fans as members of the
Falcons family
Tailgate Outreach ~ $175K
• Develop Falcons loyalty card
• Expand tailgate merchandise offering
• Enhance website
Increase
Awareness
Provide a Falcons event
that is independent of
wins and losses
Draft Day Party ~ $50-$140K
• Provide player interaction/autographs
• Connect stakeholders through brand
element interactions
• Develop a non-game day experience
Reduce Apathy
Establish presence as
the premier sports club
in Atlanta and an
integral member of our
community
“Falcons Flyover” ~ $300-$900K
• Install falcons statues across city
• Generate multiple revenue streams
through sponsors, auction, and
merchandise
• Create public excitement and interaction

6. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Tailgate Outreach
“Game Plan”
• Establish tailgate-focused
activities
– Street Team for outlying
tailgates
– Tailgate recognition on
website, jumbo-tron, etc.
• Increase store traffic
– Broaden merchandise
portfolio
– Development of loyalty
card
Key Benefits
• Targets the brand’s primary
ambassadors
– History of spending money and
vocalizing/displaying commitment
– Exhibit current demand for new items
and activities
– Strong likelihood for word-of-mouth
promotion of new merchandise
• Increases local revenue through
sponsored initiatives and merchandise
sales
• Provides quantitative data to develop
understanding of fan base
• Increases fan loyalty
Allegiance Association Awareness Apathy

7. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Program Initiatives
Initiative Elements
Redesigned Website • Create tailgate-focused web offerings (separate from fan club)
- Tailgate directory to include location, cost & music
- Tailgater Chat
- Tailgate photo hosting w/ online photo sponsor
“Paint the Tailgate Red” • Deploy Street Team to outlying tailgates
• Distribute sponsored freebies
• Promote Falcons 365 through flyers and coupons
“M.V.T” – Most Valuable
Tailgater
• Use Street Team to find the “best” tailgate each game
• Provide recognition on jumbo-tron & website
• Distribute free merchandise, sideline passes, and “Dome Dollars”
“Falcons Freebies” • Design loyalty card to resemble a grocery discount card
• Allow customers to earn points for in-store & online purchases
• Provide ability to track customer demographics
Tailgate Merchandise • Offer more merchandise on website and in-store
• Increase number of big ticket items – BBQs, Tents, etc.
• Potential $175K increase in revenue
Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy

8. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Raiders Rewards
MVG – Most Valuable Griller
Tailgate Zone Party
Packs
11 Items
$4.99 – 69.99
Chat
34 Items
$2.99 – 249.99
Website MerchandisePromotions
36 Items
$4.99 – 249.99
Vikings Street Team
Official Tailgate Lot
Vikings Lounge
VIP Tent
13 Items
$9.99 – 159.99
Touring the Tailgates
Comcast Live
Club Directory, Chat,
Video
Club Directory, Video,
Radio, Fan Travel
Club Directory,
Fan Action Foto
NFL Benchmarks
Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy

9. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Draft Day Party
“Game Plan”
• Host draft day event at Falcons’
Landing
• Utilize local media outlets to
market the event
• Leverage sponsors as way to
offset costs
• Sell tickets to create buzz,
exclusivity, and revenue
• Use players and cheerleaders to
create a more memorable
experience
Key Benefits
• Establishes a brand building
event independent of wins and
losses
• Enhances deal points for
corporate sponsors
• Leverages popularity of the
draft as a way of increasing
awareness and revenue
• Utilizes proprietary event
management knowledge
• Creates touch-points for fans
and sponsors
Allegiance Association Awareness Apathy

10. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance Association Awareness Apathy
Initiative Elements
Interactive Fan Zone • Utilize standard Falcons’ Landing interactive set-up
• Feature unique events such as a mini-combine, player/fan Madden
competition, etc.
Autograph Sessions • Employ “human capital”
- Atlanta Falcons players
- Atlanta Falcons cheerleaders
- Georgia Force players
Sponsors’ Area • Provide locations for sponsor street teams, like Verizon and Delta
• Supply space for food sponsors (Chick-Fil-A and Papa Johns)
• Potential $30K increase in revenue
Media Area • Leverage multiple media outlets:
- Television broadcast of the NFL Draft
- Atlanta Falcons’ Radio Team live broadcast of draft analysis
- WXIA Falcons’ Face-To-Face on location
Allegiance Association Awareness Apathy
Program Initiatives

11. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Category Attendance
Admission
Price
Location Event Offerings
4,000 $20 Indoor Training
Facility
• Interactive games
• Live broadcast
• Autograph Sessions
2,000 $25 Lambeau Field
• Free door prizes
• Autograph Sessions
• Interactive Combine
2000 each
Location
Free Dave and Busters
• Autograph Sessions
• Prize Giveaways
• Live broadcast
Allegiance Association Awareness ApathyAllegiance Association Awareness Apathy
NFL Benchmarks

12. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Game Plan”
• Install ~100 falcons statues
across Atlanta from April –
August 2008
– Kick-off at Draft Day Party
– Closing auction and party
before first regular season
home game
• Utilize local artists to design and
paint statues
• Obtain statue sponsorships from
local companies, organizations,
and individuals
• Direct funds to Falcons Youth
Foundation
Key Benefits
• Offers a non-traditional media
campaign
– Benefiting the Falcons, sponsors,
artists, Atlanta, etc.
– Aligns with Brand Atlanta
campaign objectives
• Leverages strength of Atlanta’s
arts community and civic pride
• Generates multiple revenue
streams through sponsorships,
auction, and merchandise
opportunities
• Provides experiential touch-points
for fans, sponsors, and the
community
Allegiance Association Awareness Apathy
“Falcons Flyover” City Art Installment

13. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Initiative Elements
Sponsorship of Statues • Connect local artists to sponsoring companies, organizations, and
individuals
• Establish revenue stream with a potential impact up to $750K
• Recognize sponsors with plaque on statue
Statue Revealing at Draft Day • Coordinate with Draft Day Party at Falcons Landing
• Unveil painted statues to public
• Kick-off 4 month display period
Advertising & Publicity Materials • Create location maps, scavenger hunt guides, children’s story writing
and/or coloring contests, etc.
• Drive fans to Falcons website for information and interactive games
Closing Party & Auction • Host major event to celebrate success of project and auction
statues
• Potential auction sales up to $600K
• Provide opportunity for sponsors and community to interact
Additional Merchandising
Opportunities
• Create and sell merchandise including plush toys, calendars, coffee
table book, holiday ornaments, etc.
• Utilize Falcons 365 stores and website to drive sales
Allegiance Association Awareness Apathy
Program Initiatives

14. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance Association Awareness Apathy
Government
Sponsors
External Involvement
Local Artists
Community

15. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Civic Art Comparables
“CowParade Atlanta” “The Town Turtles of
Sandy Springs”
“Sea Cows for Kids”
Jacksonville, FL
“We Let the
Dawgs Out”
UGA
Year 2003 2005 2004-2005 2003
# of Statues 160 Cows 75 Turtles 43 Manatees 36 Dawgs
Financial
Impact
$250K - auction $300K – auction
$300K – sponsors
$215K net proceeds Permanent exhibit
Charities
Benefited
American Cancer Society
and TechBridge
Sandy Springs Society Otis Smith Kids
Foundation
Local charities
Allegiance Association Awareness Apathy

16. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Allegiance &
Association
Awareness
Apathy
TAILGATE
OUTREACH
DRAFT DAY PARTY
“FALCONS FLYOVER” ART
INSTALLMENT
Achieved Tier Strategy

18. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix
• Next Steps
• Tailgate Outreach
• Draft Day Party
• “Falcons Flyover”

19. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Next Steps
Recommendation Next Steps
Tailgate Outreach • Solicit sponsors
• Determine new merchandise sourcing
• Design new web template
• Develop resource implementation plan
Draft Day Party • Ensure approvals from GWCC for event
• Conduct survey at current Draft Day event
• Develop interactive element plans
• Solicit sponsors
“Falcons Flyover” • Finalize statue design & manufacturing timeline
• Secure city official approval
• Solicit artists and sponsors
• Plan key events (preview party and auction)
• Develop long-range merchandise offerings

20. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix – Tailgate Outreach

21. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
RISKS & CHALLENGES
• Gaining customer buy-in
• Creating exclusivity
• Differentiation
• Signing up multiple sponsors
• Cost of loyalty cards
• Risk of adding merchandise
MITIGATION TECHNIQUES
• Tailgater can be targeted more easily
with advertisements
• Tailgaters will talk about team
promotions with other fans
• Sponsors may prefer new programs
over signage
• Planning programs can be completed
by Emory students
• Most of the game-day implementation
can be done by volunteers
Tailgate Outreach Risks & Challenges

22. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
• Falcons Benefit
– Collect data (demographic, phone, email)
– Increase purchase intent
– Drive traffic to Falcons 365
• Customer Benefits
– Receive regular discounts and promotions
– Gain access to items exclusively for card holders
– Receive email notification of offers, products
• Similar Cards
– Kroger Plus, Dick’s ScoreCard, CVS Extra Care, Oakland
Raider Rewards
Loyalty Card Details

23. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
• Grill covers, aprons, pails, place settings, cups, and coolers
Current Merchandise

24. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Merchandise Not Available
• Grills, tables, chairs, BBQ tools, snack helmets, and
tents

25. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Merchandise Sales Potential
Assumptions:
• Of the 70,000 fans in the Dome, we are assuming that 25% tailgate
• 10% of those fans are diehards and would spend money on Falcons
Merchandise
• With prices ranging from $5.99 - $249.99, we assumed that a
customer would spend an average of $100
Number of Tailgaters 17,500
% That Will Purchase Tailgate Items 10%
# of Potential Buyers 1,750
Average Purchase $100
Estimated Revenue $175,000

26. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix – Draft Day Party

27. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
RISKS & CHALLENGES
• Inclement Weather
• Poor ticket sales
• Demand for tickets is very high
• Desired sponsors do not buy in
MITIGATION TECHNIQUES
• Pre-sell tickets
• Extend a wave of marketing that
emphasizes player autographs for
every ticket holder
• Leverage revenue from sponsors
to increase event size
• Present opportunity to other
sponsors
Risks & Challenges

28. Potential Profits
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party

29. Financial Projections
Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
2007 Atlanta Falcons Draft Day Party at Falcons Landing
April 28th, 2007 11am- 5pm
Costs
Item Est # $
Falcons Landing Set-Up-Comcast Party Zone including Stage 1 $23,000.00
Large projection screen 1 $10,000.00
Event Staff @ $8/hr 25 $1,400.00
Falcons personnel- Event managers 5 $0.00
Cheerleaders 8 $1,000.00
Player Appearance 6 $0.00
Master of Ceremonies 1 $1,000.00
Merchandice Giveaways 10 $1,000.00
Catering 1 $5,000.00
Security 12 $2,200.00
Baracade 400' $2,000.00
Total Costs $46,600.00
Potential Revenue
Item Est# $
Ticket sales 3000 $75,000.00
Sponsorships-
Comcast Party Zone set-up $10,000.00
Verizon Wireless $3,000.00
Ford $3,000.00
Miller Lite $3,000.00
Coca-Cola $2,000.00
Delta $2,000.00
Papa-Johns $1,000.00
Chick-Fil-A $1,000.00
Georgia Power $1,000.00
Sun Trust $1,000.00
Total Revenue $102,000.00
Total Profit $55,400.00

30. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Key Actions in Implementation

31. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Proposed Layout

32. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Sponsors to Leverage

33. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Appendix – “Falcons Flyover”

34. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
RISKS & CHALLENGES
• Unclear charitable connection
– Youth Foundation’s fitness goals
weakly aligned with arts-based
project
– Possible community distrust
• Current Falcons sponsors may feel
entitled to a statue
• Potential public opposition to art
installment
• Vandalism/Theft
• City/Braves/Hawks/Thrashers
objection to monopolization of city
space
MITIGATION TECHNIQUES
• Leverage youth/school
connections when finding artists
and sponsors to drive connection
• Emphasize extended reach of arts
installment beyond typical fan
base
• Utilize multiple PR avenues and
publicity to inform, mitigate, and
manage
• Budget for insurance and repairs;
ensure police and community
monitoring
• Emphasize increased tourism
“Falcons Flyover” Risks & Challenges

35. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Falcons Flyover” Financial Projection

36. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Falcons Flyover” Financial Assumptions

37. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Flyover” Implementation Key Actions

38. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
“Falcons Flyover” Resource Planning
Action Resource
Develop Design Cowpainters.org
Savannah College of Art and Design
Solicit Artists Galleries, Art Schools, Local Newspapers
Develop sponsor book with art designs Participating Artists
Secure permits and approval City of Atlanta Bureau of Cultural Affairs;
Office of Parks; Public Works; Zoning
Solicit Sponsors Current Sponsors and local businesses
Host Kick-Off Event Internal/ Sponsors
Generate Media Leads and Press Releases Media Outlets
Develop public resources eg. Website, maps, fliers Internal/ Potential Partnerships
Display Art for 3-5 Months City Space / City of Atlanta
Conduct Interactive Experiences Internal
Host closing auction and party Internal

39. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Art Installments Sample Web Offerings

40. Purpose
Tiered Strategy
Tailgate Outreach
Falcons Flyover
Conclusion
Q & A
Draft Day party
Gauging Success – Evaluation Metrics
• Survey members
– Online
– At games
– At special events (Draft Day, Flyover Auction)
• Track redemption of special offers
– In-store
– Online