Billerica Memorial High School Billerica Memorial

Sports & Entertainment Marketing Operations Research Event
Billerica Memorial High School
Billerica Memorial High School DECA Chapter
35 River St.
Billerica, MA 0821
Thomas Fitzpatrick
Jacqulyn Sardina
April 29, 2011
Table of Contents
I.
EXECUTIVE SUMMARY
I
II.
INTRODUCTION
2
III.
RESEARCH METHODS USED IN THE STUDY
6
IV.
FINDINGS AND CONCLUSIONS OF THE STUDY
9
V.
PROPOSED STRATEGIC PLAN
14
VI.
BIBLIOGRAPHY
27
VII.
APPENDIX
-.-
28
I.
EXECUTIVE SUMMARY
The importance of social media is to engage with your consumers to find out why they
are your consumer and what will maintain their loyalty. Due to social media outlets companies
can no longer use a “bullhorn” to shout promotions at consumers, consumers now have a
stronger voice than ever and companies must to listen to it. The Boston Bruins organization does
not have an adequate social media component in their promotional marketing plan. Currently, the
Bruins utilize the social media platforms Facebook and Twitter, but social media is more than
just creating a Facebook or Twitter account and expecting it to manage itself.
Research Methods and Findings
Five research methods were conducted that yielded definitive findings. The purpose of
this research was to demonstrate the ineffectiveness of the Bruins current social media platforms
and fan unawareness of promotional activities. The research methods conducted were; a Cybear
fan survey, a social media fan survey, an executive meeting, game day observation, and a
workshop.
tybear Fan
Survey
Social Media
Fan Survey
‘
•
A
Executive
Meeting
A
A
Game day
Observation
“
Workshop
with Alan
Belniak
We discovered that many Bruins fans were not aware of promotional giveaways or events
prior to arriving at the T.D. Garden. From our research, we also concluded that many fans were
unaware of Bruins social media outlets. When presented with the idea fans were enthusiastic at
the thought of interacting with the organization and other fans through social media sites.
Proposed Social Media and Promotional Plan
The proposed plan includes an interactive website, managing Facebook, Twitter, and
FourSquare accounts, educating staff on social media, and implementing new social media
promotions. The interactive website is the main focus of the proposed plan and will allow fans
to
interact with each other as well as with the organization. Managing Facebook, Twitter, and
FourSquare accounts are intended to communicate promotions to fans effectively and give fans
another place to provide feedback to the organization. Employees will need to be trained in using
these social media platforms in a time efficient marmer and respond to fan feedback. The
proposed social media plan is geared toward improving fan usage of Bruins social media sites.
Coals of Social Media and Promotional Plan
There are four main goals of the proposed social media and promotional plan:
© Increase ticket sales
* Provide a personalized experience to fans
© Integrate social media into promotional mix
* Improve promotional awareness
Proposed Budget
Following the design of the proposed social media plan, we have established a total
budget of $26,050 plus $1 for every #GoBruins hashtag posted during the Facebook and Twitter
promotion. The proposed budget is low cost in comparison to the potential gain in sales, and
promotional effectiveness. As well as strengthening the customer relationship management
techniques of the marketing staff to improve customer relations.
_
II.
INTRODUCTION
A. Description of the business or organization
Since November 1, 1924 the Boston Bruins have been a professional hockey organization
located in Boston, Massachusetts. The Boston Bruins were the first
American based squad to join the National Hockey League soon
followed by the New York Americans and the Pittsburgh Pirates.
The Boston Bruins competed in the Boston Arena from 1924-1928,
however, on November 20. 1928 the Bruins played their first game
in the world renowned Boston Garden. While playing in the Boston
Garden the Bruins reached their highest pinnacle, winning a total of
five Stanley Cups. Due to the fact that the Boston Garden was built
mainly for boxing, the ice surface was smaller than league
standards thus creating a faster game play and an atmosphere for
fans that was impossible to recreate. After much controversy the Boston Garden was closed in
September 1995 and the Boston Bruins organization moved next door into the brand new Fleet
Center. The Fleet Center was renamed the T.D. Bank Garden and the Bruins currently play all
Fl
home games inside that facility.
Currently, the Boston Banns are owned by
re I:
Scouting Staff
flockey Operations
r
Ownershipa
Mr. Jeremy Jacobs. Mr. Jacobs is also the
Executive
chairman of the board of N.H.L. governors. The
Coaching Staff
Business Operations
management of the Boston Bruins revolves around
the ownership and executive branch of the company. Under the ownership and executive branch
the company is divided into four categories; hockey operations, scouting staff coaching staff
and, business operations. (See Figure 1)
2
4:
_______________________________________________________
The Boston Bruins strive to reach out into the community and create a positive image for
the Organization. The Bruins organization hosts many community events such as an annual
pajama drive, the community captain award, and a variety of fan appreciation nights. Many
players from the organization, including Patrice Bergeron, sponsor tickets for sections of the rink
to be donated to different charities and organizations in Massachusetts. The Boston Bruins have
rebuilt their ties with the community and are trying to score the most important goal: to please
the fans.
B. Description of the community
Demographics:
The population of Massachusetts as of 2007 is 6,349,097. The total population of women
in Massachusetts as of 2007 is 3,058,816. The tota’ population of men in Massachusetts as of
Figure II:
2007 is 3,290,281. The age of people in
Massachusetts is essential to know because
it assists in determining a target market.
Age Groups in Massachusetts
45+
The ages of children fourteen and younger
2,279,922
3544
:;.*
L062.995
is approximately 1,259,376. The population
25-34
926,788
of young adults ages fifteen to nineteen is
404279
20-24
415,737, adults of ages twenty to twenty
four is 404,279, adults ages twenty-five to
5-19
415.737
0-14
thirty-four is 926,788, and adults of ages
1,259,376
0
thirty-five to forty-four is 1,062,995.
1,000,000
2,000,000
Population
Lastly, the population of citizens ages
forty-five and over is 2,279,922. (See Figure II)
e
3.000,000
Geographic:
This Social Media Marketing Plan will primarily focus on Boston, the capital of
Massachusetts. situated on the east coast bordering the Atlantic Ocean. Boston will be focused
on because it is the location of the Boston Bruins’ home rink. Within the T.D. Garden is the
Bruins official
home ice rink.
“The Garden” is
located on the
banks of the
Charles River
and surrounded
by major
roadways such
as 1-93, 1-90,
and Route I. The city is also easily accessible by other means of transportation other than
vehicles. The Massachusetts Bay Transportation Authority has both a commuter rail, and subway
station located inside the proximity of the T.D. Garden making travel both convenient and
affordable.
Socioeconomic:
Massachusetts and the greater Boston area are currently in the process of recovering from
the economic recession. Even though residents of Massachusetts are living through a tough
economy, they are yet to allow it to affect their standard of living. Massachusetts residents have
continued to spend approximately 5% of their annual income on entertainment through the
economic recession. Accommodation and food service sales have remained steady at around
$11.8 billion nationwide
throughout the economic
recession. (See Figure III)
The city of Boston is a
popular destination to host
many large events at the
Figure 111:
F
Consumer Spending in Massachusetts
.
-
Cash Contributions
Apparel and Services
Education
Entertainment
Health Care
PersonaL Insurance; Pensions
Food
Tranportation
Housing
city’s many venues. The
0
0
T.D. Garden has hosted
20
40
30
Percentage
many upscale events such as commencement ceremonies for Northeastern University and the
Democratic National Convention in 2004.
Economic:
The median household income in Massachusetts is important to know because it shows
that Massachusetts households have a high standard of living. Although Massachusetts is
recovering from an economic recession as of 2008 the median household income in
Massachusetts was S65,304 which was S 13,275 higher than the national average. Even through
the cun-ent economic recession and high unemployment rate in Massachusetts, consumers are
still willing to spend money on entertainment. (See Figure IV)
Figure JV:
Massachusetts Household Income
e
Over $200,000
SI 50,000-199,999
5100,000-149,999
575,000-99,999
550,000-74,999
$3 5,000-49,999
$25,000-$34,999
SI 5,000-24,999
510,001-514,999
0
I 00000
200,000
300,000
400,000
500,000
600,000
Households
S
S
III.
RESEARCH METHODS USED IN THE STUDY
A. Rationale and description of research methodologies selected to conduct the
research study
The purpose of our research was to determine the weaknesses of the Boston Bruins
Cybear Club and its ineffectiveness to utilize social media as a tool to promote events for the
Boston Bruins. Our goal is to launch an improved social media aspect that will be implemented
to the Cybear Club and promotional campaign. By improving the social media aspect, we will
improve fan activity through promotion and online interaction. To determine the changes
necessary to meet our goal, we utilized both primary and secondary research methods.
The primary methodology used in conducting our research was to build, distribute, and
analyze surveys. Surveys were distributed to Boston Bruins fans at the T.D. Bank Garden. Our
plan was to develop two separate surveys each consisting of eight questions. Each of the surveys
was focused on different aspects of social media. The first survey focused mainly on the Boston
Bruins Cybear Club, its weaknesses
and potential changes to the online
club. The second survey was
focused primarily on social media
and current Boston Bruins
promotions; including questions
geared toward how often people
frequent social media sites, where
they receive most of their sports
news, and their interest in potential
Boston Bruins social networking sites.
6
As a marketing team, we decided to choose surveys and observation as our primary
methods of research. As a team, we felt confident that we would receive results that would be the
most accurate and of the greatest assistance to reach our goal of improving promotions through
social media. Additional benefits of distributing surveys and making observations as our primary
research method are that they are low in cost compared to direct mailings and still provide the
benefit of having direct contact with our prospective target market. Two separate surveys were
designed to make our surveys more convenient for people to complete- By constructing more
convenient and less time consuming surveys, we believe we will receive more accurate answers
that support our research. The reasoning for choosing observation as a research method was to
justify our research findings by comparing survey results with visual findings. (See Figure V)
As a secondary method to collect information about the effectiveness of the Boston
Bruins current promotions we met at the executive office of the Boston Bruins located at the
TM. Garden. Elizabeth d’Entremont, the Marketing Manager for the Boston Bruins agreed to
meet with our marketing team to discuss the organization’s target market, current promotions
and costs ot implementing social media.
Figure VJ:
Our team also attended a social
media workshop presented by Alan
Belniak. The workshop provided our
marketing team with many strategies to
implement social media into a
Secondaty
Research
Goals
marketing plan. An advantage of the
social media workshop was that our
marketing team also learned how to
track and utilize customer feedback effectively. (See Figure VI)
7
B.
Process of conducting the selected research method(s)
Once we established the objectives of our research, we implemented them into eight steps
each
with
a plan of action.
The plan of action for each
step gives a precise description of
what
each step entails. The purpose of our research is to develop a plan to improve the Boston Bruins’
current
promotions by improving and increasing their
use of social media. Our plan consists of
the use of customer surveys, observing the fan base at Bruins home games along with organized
executive meetings with the Boston Bruins organization. Figure VII has been developed to
illustrate
our plan.
Figure VII:
Steps executed during the research
Dates Executed
Plan of Action
process
September 2010
Step I: Conducted background
Research
Researched the Boston Bruiris current social media
techniques and promotions, as wefl as conducted research
about the community, such as demographics. geographic.
socioeconomics, and economics
Step 2: Identified research problem
Researched and analyzed market opportunities provided by
social media and implement into traditional marketing
stiategies
October 2010
Step 3: Identified research methods
to implement
[sed primary and secondary research methods consisting of
two separate surveys, contact with the Boston Bruins
organization through online communications, personal
meetings, and observation at Bruins home games
October2010
Step 4: Choose desired research
method and Design research process
Creation of convenient surveys, selection of games to attend,
and organized executive meetings
November 2010
Step 5: Launch research Process
Distributed of surveys, attending a Bruins home game, and
participation in a planned executive meeting
November
December2010
Step 6: Collect and Analyze research
Tallied survey results and compared information from our
observation with executive meeting results.
December 20] 0
Step 7: Identify strengths and
weaknesses discovered during the
research process
Created a SWOT summary
December 2010
Step 8: Develop a plan to implement
strategies
Created a low cost social media element to the Boston
Bruins current promotional agenda
e
January 201
I
8
IV.
FINDINGS AND CONCLUSIONS OF THE STUDY
A. Description of the business’s target market
All successful businesses focus on the background of their potential customer base. A
well-defined target market is the first element to a successful marketing strategy for a business.
During an executive meeting with the Boston Bruins, their marketing manager defined their
target market as being males, ages 24-50 years old. The Bruins have established their target
market based on the likelihood of season ticket purchases. Additionally, men ages 24-50 are
chosen because in most cases they have spouses, children, and have a wide variety of ways to
make use of their season tickets such as business and personal uses. Season tickets sales are the
Boston Bruins marketing team’s first priority. Half season, 10-game and 5-game packages are
not as important to the organization as compared to season tickets. Individual game ticket sales
rank lowest in terms of priority, since the Bruins organization must try to sell those seats
continuously all season, re-apply marketing efforts, and additional spending. The Boston Bruins
marketing team follows the philosophy: “Treat the target market like a dartboard”. This
philosophy allows the Bruins to focus their promotional activities on their target market, but they
create the promotions broad enough to attract other potential customers. Even if the Bruins fail to
engage with their target market through a promotion they will likely draw in other consumers for
which the promotion was not initially marketed.
Importance of Season Ticket Holders
Target Market Dartboard
Season Ticket
Holders
Half Season
Ticket Holder
® Guaranteed a sold seat for all 4!
Regular Season home games
@ Foundation of the Fan Base
* Highest likely-hood of concession
and merchandise purchases
* High attendance at other Boston
Bruins events & fundraisers
0 Game Plan/5
Game Mini Plan
Holders
Individual Game
Ticket Purchases
e
9
B. Description of the current promotional activities
The Boston Bruins offer a variety of promotional activities for their fan base to take
advantage of throughout the year, yet the Bruins do not utilize social media platforms to endorse
promotions. The majority of promotions arranged by the Boston Bruins are run through
corporate partnerships with businesses such as Chipotle Mexican Grill. TD. Bank, Ebsco
Publishing, and Tz€/Zs Medical Center.
Bank
EBSCO
Medical
U S Center
PUBLISH I N G
The Bruins organize their promotional activities to meet the interest of four categories which
consist of adults, children, organizations, and the community.
*
r
-J
“0
• Sam Adams
Bru Fests
• Mass Lottery
Drawings
• Skate & Ski
Program
•Slice The Ice
•8-Spoked
Salute
• Military
Appreciation
• Season Ticket
Holder
Appreciation
• Heart Health
Night
Grocery Bag
Give Away
£
w• Youth Héckey
N
Mini 1 on 1
• Hockey day
in New
England
• G.O.A.L!
•American Red
Cross Blood
Drive
• Boston
Brums
Z
Foundation
•Grow Hockey
• Community
Captain
R;MN.
License Plates
•Patrice’s Pals
•Pajama Drive
Fa
Appreciation
Day
o
I..—:
10
__
___
___
___I
___
___________
The current promotional activities offered by the Bruins focus on four categories of the
fan community, the majority of promotions are geared toward expanding the Boston
Bruins fan base. Fan giveaways are a major portion of the Boston Bruins cunent promotional
activities. Home games that have shown low attendance rates have scheduled giveaways
throughout the season. Giveaways are an incentive for individual ticket sales as well as
encourage season ticket holder attendance. (See Figure VIII) The Bruins neglect the opportunity
to endorse their promotional giveaways through social media platforms that reach thousands of
fans and potential ticket buyers.
Figure VIII:
2010-2011 Promotional Giveaways
• Schedule Magnet
Presented By iD.
Bank
October
21,2010
,e
J
Lithngraph
Presented By T.D.
Bank
October
28,2010 twti:
Bruins Trading
Card Pack
Presented By
Upper Deck
February
5,2011
• Bruins Reusable
Grocery Bag
Presented B LD
Bank
Cotninciorative
J
i*C
December 4iZ.
2,2010 ti:
Rene Rancourt
Holiday
Raneournamenf’
Presented By 1.0.
Bank
December
20. 2010
w
• Brtiins Reusable
Grocery Bag
Presented By
Ebseo Puhlishing
March
3,2011
J
W1!
Lunch Pail
Presented By ta
l3ank
January
17,2011
w
• St. Patrick’s Day
Cap Presented By
1. D. Bank
Presented By T.D.
Bank
March
10,2011
April
9,2011
I:
2
•
Team Poster
c.
ri
w
C. Effectiveness of the current promotional activities
Current promotional activities run by the Boston Bruins are moderately successful,
though there is adequate space for improvement. Observation time at Boston Bruins home games
has revealed that the current promotions are enjoyed by fans during games, yet most fans are
unaware of the promotions prior to their arrival at the T.D. Garden. The purpose of the Cybear
Club is to inform fans of Bruins news, promotions, and updates. Survey findings conducted by
our marketing team show 69% of Bruins fans are not members of the Boston Bruins Cybear Club
e
11
and 18% of fans never hear about promotions through the Cybear Club. (See Figure IX)
.
.
.
Bruins fans are interested in
.
.
Figure IX:
How often do you hear about
promotions through the
CyBearCiub?
.
following the Boston Bruins through
social media sources particularly
Facebook. 62% of surveyed BrLlins fans
responded that they follow the Bruins
40%
20%
.
0%
I
-I
-i
p
.
on Facebook and 16% of fans
Always
Often
Rarely
Never
I am not a
member
responded they follow the Bruins
Figure X:
official website. (See Figure X)
On which social media sites do
you follow the Boston Bruins?
The current social media
platforms utilized by Bruins fans lack
adequate advertisements concerning
50%
40%
30%
Boston Bruins promotions and events.
Research demonstrates that the
0%
.
-
d
‘&
followed social media sites are
P
o
C
J
/
inadequately utilized by the Bruins
Figure Xi:
organization.
How often do you hear about
Bruins promotions/events
through social media sites?
Only 1% of surveyed Bruins
fans replied they always hear abotLi
60%
Bruins promotions/events through their
30%
choice social media sites. When
20%
10%
surveyed 19% of fans replied that they
0%
Always
Often
Rarely
rarely hear and 15% replied saying they
never hear about Bruins promotions/events through social media sites.
The
Never
Do not
follow
majority of surveyed
12
fans accounting to 52% admitted to not following the Boston Bruins through any type of social
media source. This inactiveness offers the Bruins organization the opportunity to attract new
users when implementing a new social media outlet. (See Figure Xl)
D. Conclusions based on the findings
Although the Boston Bruins are currently using social media outlets, their efforts to
communicate promotions and events through social media are ineffective. Many teams, such as
the Bruins, think “We have Twitter and Facebook accounts. so now we’re good.” Simply having
Twitter and Facebook accounts means nothing; a team needs to use it in a way that connects the
organization and the audience by promoting conversation and interaction. To improve the
Bruins social media strategy, major changes need to occur. The organization needs to invest in
employee social media training and an updated social media marketing plan including Facebook,
Twitter, FourSquare, and an interactive website. During research many fans expressed their
discontent and inability to communicate with the organization directly. When implementing the
interactive website. the organization must include a fan feedback portion to allow the
organization and fans to communicate quickly and improve the customer relationship
management strategies of the organization. We have designed a SWOT summary to highlight the
organizations strengths, weaknesses, opportunities, and threats. (See Figure XII)
Figure XII:
SWOT Summary
Strengths
Veaknesses
•lligh Game
Attendance
Strong Corporate
Sponsorships/part
nerships
Strong
ProMotional
Activities
d Loyal Fan Ease
4&L
—
•
•
Opportunities
-‘
LowAnarenessof
promotional
acti,ities
Poor CyBear
Membership
Inadequnte social
media use
Non-interactive
Websile
lnabilitvto
quicklyattain and
utilize
fan
feedback
Threats
-
•
IncreaseFan
awareness of team
piomotionslevcnts
lncrease CyBear
Fan Iembership
Utilize sodial
media outlets
Provide
interactive
website for fans
Quicklyattain
and respond to
fan feedback
• Negative Fan
feedbackon
Social media
outlets
Expensive
Maintenance of
website
• Competing for
market share with
other Boston
spoiis teams
Challenging
Economic Climate
--
13
i..
V.
PROPOSED STRATEGIC PLAN
A. Goals/objectives and rationale
After implementing the proposed social media plan the Boston Bruins will be a front
runner in utilizing social media tools to improve their marketing strategies. The social media
plan we have devised is to improve the Boston Bruins Cybear Club by designing an interactive
“C’yl3earClub” website and linking it to Facebook, Twitter, Foursquare, and Bostonbruins.com.
To improve the Boston Bruins’ promotions through a social media plan, our marketing team has
designed and initiated a series of goals and objectives. An expanded and improved social media
platform will provide an inexpensive way to expand the way the Boston Bruins communicate
information to their fan base. A recent survey conducted by Catalyst Public Relations in
conjunction with SportsBusiness Journal shows that 61% of Major League Baseball fans and
55% of National Football League fans consider themselves bigger fans of the respective
leagues since they began following their favorite teams on Facebook, Twitter, and similar
sites. Also nore than half of MLB ,fdns and 43% ofNFL fins say they spend more lime watching
and jbi/owing their respective leagues than they did prior to their social-media engagement. This
survey shows that social media can be utilized as an effective method to expand and strengthen a
fan base. The Toronto Maples Leafs hockey club is one of the most stable organizations in terms
of sales and profits and currently leads the National Hockey League in social media growth in
terms of users. A secondary goal for the organization is to improve the community’s awareness
about current promotions and events which will advance the organizations financial success. It is
an objective of the organization to design a social media platform that will provide an
opportunity for fan interaction. New social media outlets allow fans the opportunity to interact
with each other. If sports organizations are utilizing social media outlets fans are likely willing to
interact with them.
‘
Social Media Program Goals! Short-Term benefits:
® Integrate social media into promotional mix
® Utilize four social media outlets
® Provide a personalized experience to fans
A major goal of the Boston Bruins organization is to integrate a social media plan into
their promotional mix. The Bruins can use social media to aid in personal selling, advertising,
public relations, and direct marketing. Our social media plan will utilize four different social
media tools: Facebook, Foursquare, Twitter, and our own “CyBearCiub” website. These social
media sites will benefit the Bruins organization primarily through relationship management,
brand awareness, public relations, and increasing sales. To manage the fan-organization
relationship our social media plan will provide a more personalized experience to the customer
and the “GyBearCheb” website will be created to be informational and responsive.
Social Media Program Goals! Long-Term Benefits:
® Heavy continuous traffic to the Bruins homepage and social media site
® Improve/expand organizational social media use
® Gain season ticket holders
* Increase ticket sales
* Improve promotional awareness
The goal of our proposed social media plan is to increase sales through the use of social
media to improve the Boston Bruins current promotions. The social media plan that has been
designed will provide the user with a personalized experience, and allow the user to engage in a
fan community where they can share ideas and comments with other fans, as well as the
organization. The primary objective of our social media plan is to gain season ticket holders by
endorsing promotions and attracting fans so that they will continuously use the “GyBearCiub”
website as a way to quickly gain and spread information about the Bruins organization. Another
long term benefit of the “GyBearChib” website is the publicity that can be gained on other social
media websites as people spread ideas and comments on the sites.
‘5
Social Media Summary:
Social media is an umbrella term that defines the various activities that integrate
technology, social interaction, and the construction of words, pictures, videos, and audio. Simply
pitt social media is people having conversations online. Social media is a fundamental shift in the
way we communicate. The old communication was a monologue, and is now a dialogue between
business and consumers.
Social Media Jargon
Social Media Facts
Facebook- Social network where users and
businesses may create personal profiles, add
other users as “friends”, and exchange messages.
Additionally users may join common interest
groups organized by specific characteristics
73% of active online users have read a blog,
45% have started their own blog
-
57% of active users have joined a social
network
-
-
Facebook “Like”- A “like” button provides
users the opportunity to “like” businesses,
products. and promotions, thus displaying their
personal interest
Twitter- Social networking and microbloaaina
service enabling users to send and read messages
-
55% of active users have uploaded photos
83% of active users have watched video clips
34% qf online users post opinions about
products and brands on their blog
-
36% of online users think more positively
about companies that have blogs
-
32% of users trust bloggers’ opinions on
products and services
-
Twitter “Tweet”- Text based posts on a users
profile, users may subscribe to other users
“tweets”- this is known as/bllowing. Users
frequently “tweet” about business experiences
Twitter “Hashtag”- The # symbol, called a
hashtag is used to mark key words or topics in a
“tweet”. Hashtags were developed as a means to
create “groupings” without having to change the
basic service
96% of Generation Y has joined a social
network and they already wield $350 million in
direct spending power
-
Generation Y spends an average of 16— hours
online per week
-
Over 500 billion minutes are spent on
Facebook each month
-
24 hours of video are uploaded onto YouTube
every minute
-
FourSquare- Social networking site where users
‘check-in” at venues, they are then awarded
points and badges, as well as have their ‘ocation
posted on other social networking sites
An average of 27 million “tweets” on Twitter
per day
-
I_______________________
16
The new dialogue between businesses and consumers will be transparent, authentic,
vibrant, and consumer-driven rather than a product-driven, controlled monologue. The goal is
not to control the conversation but to enable, inspire, influence, and engage with the consumer.
It is important for the business to create opportunities for consumers to feel ownership of a
brand.
Figure XIII demonstrates new and traditional media sources targeting a prospective
consumer and how- influence is spread. The prospective consumer is informed of new promotions
personally through email, cell phone, and blog. Once the consumer is informed of the promotion,
they carry on the information through human interactions and word-of-mouth to friends, family,
and coworkers. Consumers value infonriation provided to them by people they know. A web user
is more likely to click on a link from a friend’s Twitter or Facebook post, rather than just finding
the link online. If organizations use social media outlets effectively their fans will share
information with their friends. The fan then becomes a spokesperson for the organization,
enhancing the name of the brand.
Figure XIII:
Sphere of Influence
Human Intern CtiDfls
TraditionalMedia
New Media
________
B. Proposed activities and timelines
Social Media Program Components:
® lmpement an interactive fan website designed by Americaneagle website design
and hosting company
® Creation of new promotions using the social media platform
o Fan rewards for active social media use
® Greater focus towards social media promotions by marketing team
® Player involvement in promotions
The proposed social media program is divided into four separate sections; Interactive
Website, Creation ofNew Promotions, shifting the marketing team ‘sfocus, and player
involvement inproinotions.
The social media program designed is low cost, interactive, and can
be achieved using the Boston Bruins current marketing team. The social media program is
designed to encourage thns to be interactive and to be a part of the Boston Bruins family. The
Boston Bruins do lack the proper personnel to create their own social media website; as a result
the Bruins will continue to use Americaneagle for the creation of their website. This interactive
website will serve as a fan community to help the organization receive feedback from fans as
well as to endorse new promotional activities for the organization.
Interactive Website
Purpose
_,u t.
Create social media fan engagement
Create a “buzz” about Boston Bruins Social Media
Communicate promotions/events to fans
i.1nIq1 I’ T...
rtkI_..:
ii 4 24-7
r:fzr
Benefits
.i3iwii3
---
Increased promotional/event awareness
Maintained customer loyalty
1-ugh volumes of traffic to Boston Bruins home page
Expanded fan base
•
S
z1
—.
.
-
I
F
—
Based on our research, the Indianapolis Colts (NFL) and Toronto Maple Leafs (NHL)
organizations have implemented similar interactive websites that have become a mainstay for
18
their social media promotions. Interactive websites allow organizations to access more fans
beyond the capacity of the stadium. The proposed interactive website “CyBearCiub” will consist
of the following components: personalized profiles, ticket information, polls and forums,
uploaded digital content, fan feedback, in-game digital media content, team statistics and
daily news, and promotions and giveaways. (See Figure XIV)
The homepage of “C’yBearClub” will include a login box, daily news, and the day’s most
popular uploaded photos and videos. When opening the homepage users will be able to answer a
daily poll, view notable members, and join “CyBearCiub” if not already a member. The
homepage will also include links to the Bruins Proshop, Facebook, FourSquare, and Twitter to
allow fans to make purchases and share ideas via social media sites.
Also featured on the homepage are a variety of drop down menus for users to access.
Drop down menus will include: profiles, ticket
Figure XIV:
Homepage
Drop Down Menus
information, “The Penalty Box”, forums, team
statistics, news, and updates. The profile menu
will allow users to access their profile as well
as other users and player profiles. Ticket
Login box
r
j
Ticket
mrorniation
4
S
Popular videos and
photos4
“The Penalty Box”
-
information will include ticket availability, 3-D
seat previewing, as well as links to the Bruins
F
Daily polls
[teable members
box office. “The Penalty Box” is designed to
be a new threshold for fans to communicate
1
.
Forums
.
I
to other social
media sites and proshqp
Team staHstics
S
Team news and updates
their comments and concerns with the Bruins organization directly. The “Penalty Box” is
intended to open up the lines of communication between consumers and the organization. Users
will be able to like or dislike other user’s comments and concerns. The organization will strive to
answer all fan comments and concerns posted through “The Penalty Box” as a way to increase
19
fan loyalty and improve the organizations image. Forums will provide fans with a way to interact
quickly to share Bruins news and promotional information. Team statistics and news and updates
drop down menus will provide fans with the news and statistics they want in an efficient manner.
Promotional Activities
Purpose
® Improve organizational image
® Increase fan engagement on social media sites
Benefits
® Increased ticket sales
® Expand fan base
* Expand community interest in hockey
The proposed business plan will implement a variety of new promotional activities to the
Boston Bruins current promotional plan. One newly implemented promotional activity is to use
social media to fundraise for the Boston Bruins Foundation. Fans will log on to Twitter or
Facebook and tweet or post the hashtag “#OoBruins.” The promotion will run from an hour
before game time to the end of the third period, for each fan that tweets or posts the hashtag the
Boston Bruins will donate $1 to the Boston Bruins Foundation. This thndraiser will not only
raise money for charity but will also bring awareness to the Boston Bruins social media pages,
and create interest in the organization to attract customers to their site.
A second social media promotion will involve the website FourSquare.
Figure XV:
Mobile device demonstrating
Foursquare badges
FourSquare allows users to share where they are and give comments about a
certain place. When a user reaches a certain destination they can “check-in”
using their mobile device on Foursquare.com and advertise their location to
friends. Each “check-in” earns the user points and once a certain amount of
points are earned a user will earn a badge. (See Figure XV) Once a FourSquare
user earns a Bruins FourSquare badge, the user will be entered to win Bruins prize packages.
20
4.
An additional promotional activity to include into each hockey season would be an
annual teddy bear toss taking place at a home game during the holiday season. The way a teddy
bear toss operates is that once the first goal in a hockey game has been scored by either team, all
fans in the arena toss a teddy bear onto the ice. The Bruins organization will then collect the
bears that are thrown and donate them to the Children’s Hospital Boston. Information about the
teddy bear toss will be spread using “CyBearCiub”, the social media website. Using the
interactive website as a way to distribute information to the fans, the organization will then
receive immediate results showing how often the website is viewed and utilized by fans. The
effectiveness of the promotion will be demonstrated by the amount of fans that engage in the
bear toss.
The final added promotional activity will be to include QR codes on game day rosters
distributed to fans at turnstile entrances. A QR code is similar to a bar code and can be created in
a cost efficient manner. When a feature-phone or smart-phone takes a picture of a QR code, it
acts as a URL linking the srnartphone to a specific website. QR codes linking to the
“C’yBearCluh” website will be placed on game day rosters to provide fans with entertainment
during downtime such as intermissions between periods of play. The QR code will link
smartphone users to the “CyBearCiub” website and prompt the user to join the site, as well as
upload videos and photos from the game immediately. (See Figure XVI)
Figure XVI:
QR Code
Scan with your
Sinariphone
cybear
—.
qt
T
!j
t, f
© BOSTON BRUINS
A
I
----A
STAY CONNECTED WITH YOUR
21
Social Media Training
Purpose
® Introduce social media to the marketing plan
* Adequately train staff in social media
Benefits
* Mainstay social media outlet
* Increased marketing productivity
* Educated staff of social media advancements
Because social media is a new component in marketing, the Boston Bru n’s marketing
team does not currently have an expert in social media development or usage. Currently the
Boston Bruins outsource social media design to a variety of companies, such as Fuseideas for
marketing purposes and Turnkey for poli design. The organization does not devote much time
specifically to social media. Our business plan will incorporate an education for the Bruins’
marketing team on social media. The marketing team will participate in webinars and they will
attend a class focused on the implementation of social media into business. The webinars will be
run through Ragcin Communications, who the Bruins currently use for their present media needs.
The one-day social media training program could be taught by Alan Beiniak the Director of
Social Media Marketing at PTC, or an equivalent practitioner in this field. An expanded
knowledge in social media will lead the Bruins’ marketing team to be less reliant on companies
that they are now forced to turn to. The education will provide the employees to be more self
sufficient, more sustainable and, they will have more ability to interact with the social media
website themselves, making it simpler to see what changes need to be made periodically.
r
-
-—
Lrmi
TURN-KEY
_fISTflP DUIJON ‘Srfll2I’i C
PTC
22
Player Involvement
Purpose
® Increase community awareness
® Improve organizational image
Benefits
® Increase social media traffic
® Maintain customer loyalty
* Expand fan base/market share
For today’s athlete, coach, or sports executive the stakes have risen considerably, and so
has the scrutiny on every aspect of their lives. Those who excel as communicators distinguish
themselves from the rest. Implementing player involvement will allow the players to make
contributions to the “L’yBearCluh” website as well as speak directly to the fans by means of
social media. Increased player involvement will also be utilized to drive traffic and usage to the
“C’yBearClith” social media site. For example Shaquille O’Neal a Boston Celtics (NBA) player
posts frequent tweets on Twitter on what is going on in his life. O’Neal once posted a tweet
concerning his location and said that the first person who touches him gets two free tickets to
that night’s Celtics game. Player involvement like this makes players more personable to fans,
and creates popularity for the team. By implementing more player involvement the organization
will continue to receive a positive image from the community. All Bruins players are contracted
to par icipate in a set number of organization events, thus creating a third advantage of
implementing more player involvement.
Timeline:
The following tirneline illustrates the implementation of the proposed social media plan.
Begin
Create &
Introduce
Launch
employee
launch
interactive
social media
player
involvement
Begin using
metrics to
measure
website traffic
Promotional
Activities
Continue
social media
training
a social media
.
:.I
website
.0
8
‘
Metrics Usage
.
Continue to
use metrics
Launch new
promotions
Continue
player
involvement
23
C. Proposed budget
The budget desired to implement an improved social media platform to improve
promotions is relatively small when compared to the potential gains in sales and profit. The
interactive social media website is a low-cost way to advertise, promote, and receive customer
feedback immediately as compared to traditional mailings. The social media website will pay for
itself overtime with critical fan feedback, as well as a direct source to advertise promotions.
Advertising space on the social media site can bring in revenue to help offset the initial costs of
acquiring the website. By training the Boston Bruins’ marketing team in social media
implementation and advertising, the staff will become more efficient in social media use and
daily job requirements.
Budget
Interactive Website:
Website Design
$9,000
Website Hosting
S7,200
Jhteractive Website Total:
Promotional Activities:
Teddy Bear loss
FourSquare Badge Creation
FourSquare Giveaways
Hashtag Fundraiser Donation
$16,200
$0
$1,500
$500
$Ix
QR Code Design and Implementation
Promotional Activities To!cii:
$2. 000+ lx
Social Media Training:
Webinars
$150
Social Media Workshop
$500
Radian6 Membership
$7,200
Social Media Training Total:
$7,850
Player involvement:
Total (1 Year)
So
526,050 +lx
24
___
D. Proposed metrics to measure ROT, sales, customers, traffic, etc.
There are many different metrics to measure ROE, sales, customers, and traffic. The most
important factor in measuring promotional effectiveness is to start with listening. To listen
effectively, the organization should commit to utilizing Radian6, a social media monitoring
company to track comments, tweets, and velocity of posts concerning the Boston Bruins and
other related search terms that matter to the organization. The organization should listen for the
tone of people’s conversations and comments to gauge their pleasure or displeasure. Attention
should be paid to qualitative attributes that concern what people say and what they mean.
Radian6 can also be utilized to show participation through comments coming from across the
internet (cx: “Likes” and “tweets”). The badges and point reward system on FourSquare can be
used to again demonstrate fans activities on social media sites concerning the Boston Bruins.
Another advantage to using
Radianó is the ability to
Figure XVII:
determine the effectiveness of
events such as the hashtag
fundtaisei Online ticket sales
purchased through
“CyBecuClub” can be used as a
tool to measure ROI, sales and
Online Ticket
Sales
Listening
a
Social Media
Activity
Seaonti
‘lone
sale
Likes&
Tweets’
,
PW Ticket
j
rLwb0c
Ir
Interactive
j FourSquare
Packages
Website
Profiles
Created
Polls Answered
-J
-
riwviciua
Attention
A
Participation
tiokéts
:..
rI
Comments
ir
Invovent
Uploaded
cn
Con
j
t
Forum Usage
-
customers on the social media
site Online ticket sales stemming
Qualitative
Attributes
Conversations
from “CyflearCiub” can verify that fans are on and actively utilizing the organizations social
media outlets.
25
i
____________
The proposed interactive website will grant fans the ability to create profiles, upload
content, and communicate with other fans as well as directly with the Bruins organization. (See
Figure XVII) The Bruins will select a group of fans
ranging from season ticket holders to individual game
buyers to be beta testers of the “GyBearCiub” website.
The beta testers will test the website to determine if the
fl
layout is easy to use, appealing to them, promotes a desire
for them to return, and is shareable/extendable onto other social platforms. Feedback from the
beta testers can be utilized to determine the expected traffic volume, accessibility of the website,
and general interest in website content.
Conclusion:
Social media is a straightforward and prompt channel to communicate information as
well as promotions and events to fans. Social media monitoring companies such as Radian6 do
not just track “tweets” and posts, they can tell you where conversations are happening, when, and
how ofien in a cost efficient manner. Monitoring sites also measure the effectiveness of events
and promotions through the tone and content of”tweets” and posts. The Bruins will be able to
carry out several of their current promotional needs through social media outlets. Social media
will be a direct line of communication between the Bruins and thousands of prospective
customers. Promotions and events can be communicated to fans and potential customers
effectively, ticket sales can be pushed online, and fans will have a direct line of communication
with the Bruins organization to express their satisfaction or discontent. Social media will provide
the Bruins with the opportunity to improve sales through promotions by communicating events
and promotions to potential customers. Social media is like a train leaving the station, are you
on it?
26
VI.
BIBLIOGRAPHY
Consultants (2):
Mr. John Magliozzi Marketing Teacher, DECA Advisor
Ms. Nancy Lydon Accounting teacher, DECA Advisor
Personal Interviews (3):
Chris DiPierro Director of Marketing Boston Bruins
Elizabeth d’Entrernont Marketing Manager Boston Bruins
Alan Belniak Director of Social Media Marketing at PTC
Surveys (2)
Social Media Survey Distributed 11/11/2010
CyBear Fan Survey Distributed 11/11/2010
Internet Sources (11):
-
-
12/11/2010
12/11/2010
Deca.org
BostonBruins corn
Nationalrelocation.comlMassachusetts
Radian6.com
Census. gov
FaceBook.com
Twittercom
SocialMention.corn
Nationalsportsandentertainment.wordpress.com
Ragancommunications.com
FourSquare.com
Americaneagle.com
Fuseldeas.com
Coylerned ia. corn
Observation Time (4):
Boston
Boston
Boston
Boston
Bruins vs.
Bruins vs.
Bruins vs.
Bruins vs.
Washington Capitals 9/29/20 10
Montreal Canadiens 11/11/2010
Tampa Bay Lightning 12/2/2010
Anaheim Ducks 12/20/20 10
27
VII.
APPENDIX
Topics discussed in executive meeting with the Boston Bruins Director of Marketing
Chris DiPierro and Marketing Manager Elizabeth d’Entremont:
® Target market
Promotional activities
® Effectiveness of social media
® Effectiveness of promotions
® Impact/success of social media
o Sales figures
o Ticket sales
o Site hits
o Cost of social media
@ Likelihood of implementing proposed activities
o QR code implementation
• Beta testing
o Launch of new marketing promotion
28
______________________
__
Boston Bruins
Social Media Fan Survey
1.
2.
3,
4.
What is your age?
a.
12-19
d. 31-35
b.
20-24
36-40
c.
25-30
f. 41-45
6.
Berkshire
f. Hampden
j.
c.
Bristol
g. Hampshire
k. Suffolk
d.
Essex
h. Middlesex
I. Worcester
in, Out of state
Plymouth
In what ways do you normally hear about Bruins news/updates
a. NESN Sports desk
d. CyBear News Letter
g. I do not hear
b.
Bruins Facebook page
e. A mixture of all of the above
about
C.
Bruins Official Website
f. Other
news/updates
Through what means do you receive most of your information?
a. Cell phone
d. Radio
b. Computer
e. Newspaper
Television
f. Other
How often do you use the so urces listed above to learn about Bruins news/updates?
a. Never
d. 11-15 Times per week
b.
1-5 Times a week
e. 16-20 Times per week
c.
6-10 Times per week
f. 20+ Times Per Week
Are you aware of the CyBear Club?
b.
Yes, lam aware though I am not a member
Yes, I am aware and lam a member
c.
No, I am not aware
lfyou are a member of the CyBear Club, how informational do you feel it is?
a. lam not a member
b.
I find them to be very informational
c.
I feel that there is room for improvement
I am constantly looking for further information on other social media websites
d.
8.
i. Norfolk
b.
a.
7.
h. 50+
In which Massachusetts County do you live?
a. Barnstable
e. Franklin
c.
5.
g. 46-50
What changes would you like to see to the CyBear Club? (Circle all that apply)
a. Fan blogs
d. Fan profiles (videos, pictures, etc.)
b.
Point reward system
c.
Player involvement
e. Other
29
______________
________________
Boston Bruins
Social Media Fan Survey
1.
2.
3.
4.
5.
Whatisyourage?
a.
12-19
d. 31-35
g. 46-50
b.
20-24
e. 36-40
h. 50+
c.
25-30
f. 41-45
In which Massachusetts County do you live?
a.
Barnstable
e. Franklin
i. Norfolk
b.
Berkshire
f. Hampden
j.
c.
Bristol
g. Hampshire
k. Suffolk
d.
Essex
h. Middlesex
I. Worcester
m. Out of state
Plymouth
Do you currently use any social media websites? (Circle all that apply)
a.
Facebook
b.
Twitter
c.
Myspace
d.
Other
e. I do not use social media websites
Do you follow the Boston Bruins on any of the following social media sites? (Circle all that apply)
a.
Facebook
c. Twitter
b.
Tumblr
d. Other
e. None
On the social media sites on which you follow the Boston Bruins how often do you hear about
promotions/events?
6.
7.
8.
a.
Often
c. Always
b.
Rarely
d. Never
e. I do not follow the Bruins on any social media sites
Through what means do you receive most of your information?
a.
Cell phone/smartphone
d. Radio
b.
Computer
e. Newspaper
c.
Television
f. Other
How often do you hear about promoti ons/events through the Boston Bruins CyBear Club?
a.
Often
c. Always
b.
Rarely
d. Never
e. I am not a member
How interactive would you like a Boston Bruins social media website to be? (Circle all that apply)
a.
The ability to upload videos/pictures
b.
The option to create a personal fan profile
e. Links to team site and store
c.
Links to team store and official website
f. Other
d. Contribute to blogs
30