My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.

1. 1 Red Bull New York The World’s Game in the World’s City

2. 2 History of MLS Professional soccer league made up of 16 teams (expanding to 18 in 2011) Inaugural season: 1996 Season: 30 regular season games from March-November 8 teams compete in MLS Cup Playoffs Partnerships with Federación Mexicana de Fútbol (FMF) and FC Barcelona

3. 3 History of the NY Red Bulls Founding member of MLS (1996) Matches are televised by MSG and MSG Plus, and all are broadcast in Spanish on TV and radio. Main rivals are DC United, New England Revolution and Philadelphia Union Opened new stadium (Red Bull Arena) this year, having played in Giants Stadium previously Best Finish: Runner up to Columbus Crew in the 2008 MLS Cup Final NY/NJ Metrostars 96-02 MetroStars 03-05 Red Bull New York 06-07 Red Bull New York 08-present

4. 4 The New Red Bull Arena Capacity Seating: 25,000 Location: Harrison NJ First row is 21 ft from the touchline All seating is covered from inclement weather Red seat in Section 101, Row 11, Seat #8 to commemorate the 1st goal scored in the 11th minute by #8 Two video boards Easily accessible via the Path and NJ Transit

5. 5 The Red Bulls’ Struggles Low attendance: 2009 Regular Season: 12,229; Playoffs: did not qualify 2008 Regular Season: 16,967; Playoffs: 11,578 2007 Regular Season: 16,530; Playoffs: 14,165 2006 Regular Season: 14,570; Playoffs: 14,570 Low awareness/interest in Red Bulls: Giants Stadium: Hard to get to- train then a bus Seats 80,200 Football lines on the soccer field- no atmosphere Poor performance: 2009 Record: 5-19-6, 7th place in the East (out of 8 teams) 2008 Record: 8-11-8, 5th place in the East, Final of MLS Cup

6. 6 Opportunity to Increase Attendance

7. 7 Opportunity to Increase Attendance

8. So how do we go from 1 fan…

9. 9 …to #1 fans!!

10. 10 Scoring a Goal for the Red Bulls

11. 11 Marketing Objective Increase usage occasions.

12. 12 Majority are males (63%, 131). Females less likely but still a large group (36%, 71) Ages range from 18-44 but skews to a 18-24 crowd (21%, 191) Work full-time (58%, 111) then return to their own home (59%, 91) or rented apartment (17%, 124) Live healthy, active lifestyles (34%, 113), but do not belong to a gym (89.55%, 114) Majority are white (71%, 91) but Hispanic crowd is big too (31%, 226)

13. 13 Friends & Family Enjoy spending time with family (62%, 97) Like to have a circle of close friends (40%, 108) Make friends easily (30%, 116) Diverse friends from all walks of life (28%, 118)

14. 14 Active Lifestyle Soccer (70.45%, 1363) Swimming(62.7%, 191) Jogging(39.64%, 177) Bowling (33.87%, 208) Bicycling (27.75%, 122) Camping (27.57%, 391) Basketball (26.49%, 270) NOT Health Club (89.55%, 114)

15. 15 Demographic Profile Hispanics represent a significant percentage of soccer fans. Source: Simmons data

16. Language Preference for Hispanics 62% prefer the Spanish language Source: Simmons data

17. Media Behavior of New York soccer fans Base: M18-49, Watched Fox Soccer Channel, Attended MLS in past year

18. 18 At a Glance

19. TV Usage Source: Simmons data

20. Online Usage Source: Simmons data

21. Newspaper Usage Source: Simmons data

22. 22 Hispanics are hardcore fans Are more likely to purchase merchandise (2.4 vs 1.8) Watch more sports (2.3 vs 1.7) Are more brand conscious (2.3 vs 1.8) Want to be immersed in the sporting experience (2.8 vs 2.3) Watch more sports (2.3 vs 1.7) Watch more sports (2.3 vs 1.7) Spend more on sporting events ($251/year vs $135/year) Spend more on sporting events ($251/year vs $135/year) * Versus non-Hispanics (Mintel Research)

23. On-the-field Research Method: On 3/27, attended Red Bull v. Fire game and interviewed attendees

24. 24 “Why did you come to the game?” I’m from the UK so I thought I’d check out our local soccer team here. We heard about the new Red Bull arena and wanted to check it out. Soccer’s a great way to spend time together as a family. I’m a huge fan of soccer. If I could, I’d come to every game.

25. 25 Red Bull Segmentation Foreign Fans Fun with Friends Soccer Moms Hispanic Hardcore

26. Obstacles to Overcome

27. The Competition Source: Simmons data, weighted data

28. NY Red Bulls are the Category Leader “If you are the leader, it is a lot better to broaden the category even though that might help the other guys who are nibbling away at you.” -Jack Trout, marketing consultant

29. 29 Key Insights Experience hormonal surges Testosterone rose an average 28% Self-esteem rises and falls Affects outlook on life for several days later *Mintel Research

30. 30 Key Insights Soccer is not just a sport. It’s a way of life. *Mintel Research

31. Big Idea Soccer connects the world. The Red Bulls are the link for New York.

32. 32 Media Objectives and Strategies

33. 33 Tactics awareness interest action repeat tv tv tv tv tv tv magazines ooh ooh newspapers online experiential

34. 34 Tactics awareness interest action repeat ESPN Animal Planet ESPN2 Discovery Channel ESPN News 12 TONY ESPN Sports Illustrated TONY Street fixtures Billboards, wild postings NYTimes, NY Post Yahoo, ESPN, FoxSports Kick-arounds in NYC

35. Path to Purchase INTRIGUE HOOK SCOREA GOAL I heard the new stadium is really nice. Going to a Red Bull game is a good way to have family time I want to get the Family Package I want to spend time with my family I watch soccer Red Bull Arena is a fun place to bond with teammates Taking clients to a game is a fun and different way to entertain them I want to watch players from my home country I want to see Juan Pablo Angel I can sit closer to the action I’m bored on the weekend I had fun at the game and want to take a friend Tickets are less expensive than other live events It’s a nice day- I want to do something outside I play soccer I want to join the Supporters section The Supporters section creates a lively atmosphere I know someone who plays/watches soccer Defensive 3rd Middle 3rd Attacking 3rd 35

36. Brand Pyramid Overall brand equity: Entertain and bond over New York soccer Core Brand Values Celebrate NY soccer Good times With friends Entertaining environment Bond with Other fans Stay informed about Red Bulls Functional Equity Brand Identity Red Bull Arena Reached MLS Cup Final in 2008 Juan Pablo Angel Team colors And design

37. Creatives

38. Raise Awareness Build excitement. Associate the Red Bulls as players in a world’s game.

39. Print

40. OOH

41. OOH

42. PPC Campaign

43. Increase Interest Get close. Connect the Red Bulls with with fans’ passion points.

44. Print

45. Online - Animal Planet

46. Drive Action Sell tickets. Motivate fans with calls to actionto increase attendance at games.

47. Print

48. Print

49. OOH

50. Convert Fans Create loyalty. Upsell fans to buy more tickets, season passes, or group discounts.

51. Print

52. Print

53. Connect Fans Build community. Engage with fans and potential fanson their own social platforms.

54. Social Media Strategy It’s not just creating an account.It’s about connecting existing fans and leveraging their passion to reach potential fans. mobile mom blogs search soccer groups New Yorkers soccer fans

55. Social Media Strategy

57. Decrease Twitter post frequency which may be turning off some followers

58. Increase YouTube fan base by posting more regularly

59. Embrace mobile social networks such as Foursquare to build competition around Red Bull Aena

60. Develop official New York Red Bull mobile app to keep fans up-to-date with latest NYRB scores and newsYou’ve just unlocked the MVP badge!

61. Summary The World’s Game in the World’s City

62. Recap

63. Appendix

65. Red Bull tickets are less expensive than competitors

66. Red Bulls are the only local professional soccer team

67. New premiere soccer-specific arena

69. Coming off the worst season in their history

71. New stadium, new atmosphere

72. Hope of a future star (Thierry Henry)

74. New York is a heavily saturated market for sports

76. Creative Brief

77. The Competition New York Sports Yankees/Mets Baseball is “America’s Pasttime” Same season schedule New stadiums easily accessed Giants/Jets “American Football” Football is most watched sport in the U.S. New stadium Knicks/Rangers Beginning and playoffs of season bookend MLS sesaon Arena (Madison Square Garden) is in the center of New York city

78. The Competition Counterattack Soccer is the world’s game Baseball and football are much more popular in the United States, but SOCCER IS THE MOST POPULAR SPORT IN THE WORLD The Red Bulls are the only local professional soccer team Price points Red bulls tickets range from $20-$45 Yankees tickets range from $20-$300 Mets tickets range from $15-$460

79. The Competition Other MLS Teams Better brand awareness Seattle Sounders have established themselves as a team to follow with intimate atmosphere and good game presentation Toronto FC has passionate fans who attend every game Hispanic Population Houston Dynamo, Chivas USA and LA Galaxy have large Hispanic populations that support local club Better on-field product Last year was the weakest season in NYRB history (5-19-6)

80. The Competition Counterattack Game presentation improvements New York has brand new state-of-the-art stadium No longer playing in Giants Stadium Already provides more intimate setting and better home-field advantage On-field product Have signed Estonian National Team player Joel Lindpere Rumors of signing Frenchman Thierry Henry

81. Final Recap

82. problem Most Red Bull fans attend only 1 or 2 games.

83. problem

84. problem

85. solution Convert soccer fans into loyal Red Bull fans.

86. solution

87. research Learn everything aboutNew York soccer fans.

88. soccer fans are…

89. soccer fans are…

90. soccer fans are… diverse

91. soccer fans are… diverse friendly

92. soccer fans are… family

93. soccer fans are… active

94. research Learn everything abouttheir media behavior.

95. soccer fans watch…

96. soccer fans watch…

97. soccer fans watch…

98. soccer fans read…

99. soccer fans read…

100. soccer fans read…

101. soccer fans visit…

102. soccer fans visit…

103. target segments foreignfans

104. target segments friends

105. target segments soccermoms

106. target segments hardcorehispanics

107. target hispanics watch moresports

108. target hispanics more brandconscious

109. target hispanics spend more onsporting events

110. the pitch Sell the category.

111. the pitch Sell the category.

112. the insight Soccer is not just a sport. It’s a way of life.

113. the BIG idea Soccer connects the world. The Red Bulls are the link for New York.

114. creatives

115. step one Build excitement.

116. Print

117. OOH

118. OOH

119. PPC Campaign

120. step two Get close.

121. Print

122. Online - Animal Planet

123. step three Sell tickets.

124. Print

125. Print

126. OOH

127. step four Create loyalty.

128. Print

129. Print

130. step five Build community.

131. step five mobile mom blogs search soccer groups New Yorkers soccer fans