New England Patriots

Case Study
Taylor Bentall Taylor Ann Markus Cameron Dayley Davon Larson Samantha Shelley Addison Montgomery

New England Patriots:

Case Study

History...........................................................................................3 Mission, Goals, Objectives..............................................................4 Past IMC........................................................................................5 Present IMC...................................................................................7 Financial Details...........................................................................11 Effects of Sales and Brand.............................................................14 Discussion of Organizations Copy..............................................15 Target Demographic....................................................................16 Summary of Conclusion...............................................................18

Table of Contents

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New England Patriots:

Case Study

History
The first football team arrived in New England in November 1959. At that time, they were not a part of the NFL; they were a part of the American Football League (AFL). They were awarded the eighth and final spot in the league. The franchise name was decided on through a public contest. There were thousands of entries submitted to name the team. The winning name was the Boston Patriots. After the franchise name was chosen, a Boston Globe artist drew a cartoon of a Minuteman preparing to snap a football and was selected as the team logo, Pat Patriot. On April 1, 1960, Boston University Fieldthe former home of the Boston Braveswas selected as the first home of the Boston Patriots. In 1970, after a decade of playing at four different places, including Boston University Field, Harvard Stadium, Fenway Park and Boston College Alumni Stadium, the Patriots chose Foxborough as the new home of the team. The team was renamed the New England Patriots in March 1971. On Aug. 15, 1971, the Patriots played their first game at Schaefer Stadium in Foxborough. In 1982, Schaefer Stadium was renamed Sullivan Stadium. Between 1988 and 1993 the Patriots were owned by several businessmen. During these changes, Sullivan Stadium was changed to Foxoboro Stadium. In 1994, the Patriots future would change forever. On Jan. 21, 1994, Robert K. Kraft became the franchises fourth owner when he purchased the team, saving them from a potential move. In 1995, the Patriots became the first professional sports team to launch their own website - www.patriots. com. During the 90s the Patriots began their rise. Their record improved along with ticket sales. A new era began in Patriots history in 2000, when the team showed designs for a new stadium. The new 68,436-seat stadium opened in May 2002 and celebrated its Grand Opening on Sept. 9, 2002. When Kraft purchased the Patriots, he promised the fans of New England that he would bring home a championship. In his first 10 years of ownership he delivered not just one, but two titles to New England. Kraft hired Bill Belichick as the clubs 14th head coach in 2000, and the Patriots began their most prosperous era in team history. After one year, Belichick molded the Patriots into one of the NFLs elite teams. He has led the Patriots to the best record in the league over a four-year span from 2001-04 (57-16). The 2004 Patriots made history by becoming the second team in NFL history to win three Super Bowls in a four-year span. New Englands performance from 2003-04 constituted the most successful two-year run in the history of the NFL, with its 34 total victories setting an all-time NFL record. They are still known as one of the elite teams in the league, led by their captain and star player, Tom Brady. The New England Patriots made it to the Super Bowl in 2008 and 2012.

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New England Patriots:

Case Study

Mission, Goals, Objective

NFL Mission:
To present the National Football League and its teams at a level that attracts the broadest audience and makes NFL football the best sports entertainment in the world.

Strategies:

Goals:
The obvious goal for the Patriots organization is to win the Super Bowl each year. Another goal for the Patriots is to continue to sell out games.The team has sold out every game since 1994. Goals for the organization also include bringing publicity and revenue to the area around them. With success comes endorsement deals, merchandise sales, and advertising opportunities.

Objectives:
- Provide quality sports entertainment for fans - Create and promote quality team memorabilia - Maintain a user-friendly website - Seek and employ employees of the highest quality, both on and off the field - Drive business and fans to Gillette Stadium - To best accomplish these objective, the Patriots organization strives to constantly identify and understand their target audiences

- Make improvements in Gillette Stadium and through broadcast channels to provide the best experience for fans - Create new memorabilia lines each year for fans - Conduct focus groups to determine the usefulness of the organizations website. Employ designers to maintain the quality of the website. Lead the league in online innovation - Spend time recruiting both free agents and bringing rookies to the league - Work with appropriate city and state agencies to make travel to Gillette Stadium easier - Work with market research companies to identify specific target audiences and how to best reach them

Structure of Organization:
The New England Patriots are a privately owned sports team. The current owner is Robert Kraft, who is the Chairman and CEO of The Kraft Group. The Kraft Group also owns the New England Revolution soccer team. According to Forbes, Robert Kraft is worth an estimated $2.9 Billion. The Kraft Group LLC also had an estimated revenue of $2.1 Billion, as of November 2012.

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New England Patriots:

Case Study

Past IMC
Advertising the team isnt a huge priority, as the Patriots have had consistent wins over the past 12 years, including three Super Bowl victories and an undefeated season in 2007. As a result, the Patriots have teamed up with existingly popular brands for their commercials, most notably, Pepsi, Snickers, and VISA. The New England Patriots put more effort into PR than advertising, due to their constant success. For example, the team runs a Fan of the Year competition, partnered with Bank of America. According to their official website, the contest honors the fan or fans that best represent the spirit of the Patriots, at games or in their communities. They generally tend to focus on fan-based promotion. Merchandise such as Patriots license plates are available for sale, which serve as both advertising and revenue for the team. Massachusetts also sells Patriots lottery tickets. The team is partnered with VISA to supply Patriots Extra Points VISA Cards to fans. The program gives people points and rewards for using their VISA card, including once-in-a-lifetime Patriots experiences and autographed merchandise. Quarterback Tom Brady is married to the well-known supermodel, Gisele Bundchen, which has kept him, and therefore the team, in the newsserving as effective word-of-mouth public relations.

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New England Patriots:

Case Study

The team is partnered with VISA to supply Patriots Extra Points VISA Cards to fans. The program gives people points and rewards for using their VISA card, including once-in-a-lifetime Patriots experiences and autographed merchandise. Quarterback Tom Brady is married to the well-known supermodel, Gisele Bundchen, which has kept him, and therefore the team, in the newsserving as effective word-of-mouth public relations. VISA 2007 campaign was to show how showcase how secure their cad was.Their main commercial showed Tom Brady the star quarterback at dinner with his teammates around him.They said that they represented the five levels of VISA security. The VISA commercial with the Patriots only ran for part of 2007 and then the commercial was pulled. In VISAs 2011-2012 campaign was to build off the key insight that fans enjoy watching football more when sharing it with others. Their direct mission quoted from their fact sheet Visas integrated marketing campaign for the 2011-12 NFL season celebrates the social aspect of being an NFL fan and showcases the ways that Visa enhances NFL fans gameday experience from the regular season to the Super Bowl. VISA then offered a promotion called Visa You and 10 Super Bowl Sweepstakes. They offered VISA members the chance to win a trip for themselves and 10 friends to Super Bowl XLVI. The Patriots were featured in their main commercial for the campaign. The commercial shows a die hard Patriots fan sporting a opposing team helmet in order to get a ticket to the Super Bowl from his friend.TBWA and Chiat Day of Los Angeles were the creative agency in charge of this campaign.

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New England Patriots:

Case Study

Present IMC
The New England Patriots dont do a lot of advertising by themselves. They run many promotions to get people interested in the game and are very good at interacting with fans over social media. In New England there are no billboards from the Patriots. They dont send out direct mail pieces. The majority of their advertising is paired with other local companies. In this example, the Patriots teamed up with Dunkin Donuts. Dunkin Donuts is popular with a large number of people in New England. Patriots player Rob Gronkowski worked with Dunkin Donuts to promote both the team and Dunkin Donut products.They hosted a Live Chat with Gronk on Dunkin Donuts Facebook page. Visitors could Ustream Live to watch Gronk answer the questions live. This gave fans the chance to interact with Patriots players. It was a great success and served as solid PR for the team. New technology, with a firm grasp and understanding of how it works, has worked to the advntage of the New England Patriots. Adding any new technology ideas to ads, events, games, and giveaways opens up the New England Patriots, giving them increasing reach, loyalty, and frequency.

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New England Patriots:

Case Study

Here, the Patriots are shown advertising on ESPN.com/ boston. They didnt advertise on the ESPN homepage. They picked the Boston section of ESPN because they knew the demographic that visits the website. Once again, the Patriots teamed up with another company (Bud Light) for the ad.The Patriots logo is small and subtle. The Patriots run a lot of promotions. Here is the latest promotion, which was posted on their Facebook page on November 13th. This is an easy way for the Patriots to reach fans. Within a few days, the post had over 12,000 likes, over one thousand shares and 500 comments. Because those 1,000 people shared the promotion, hundreds of other Facebook users saw the post. This was a way the Patriots used their fan base as a way to advertise a promotion. Fans, as well as companies, will create wallpapers, or desktop images, for fans to download, use, and show pride for the New England Patriots with. To the right is one example, with Tom Brady and Sebastian Vollmer. Wallpapers arent just free for the fans, but also free advertising for the team. Images like this one can be used for print posters, cell phones, and tablets. Some websites, such as SkinIt.com, allow you to upload your own images and create your own skin.

The Patriots are currently promoting a giveaway of footballs signed by Tom Brady and Rob Gronkowski. This is a coveted piece of merchandise for loyal Patriots fans. Offering giveaways increases profit, as well as reach and frequency. Fans are required to enter information to win an item, such as a football.They can enter their information one to many times within a given period. To increase their chances, fans invite their friends and family to help them with the giveaway by also entering. This increases the popularity of the team, players, and promotions.

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New England Patriots:

Case Study

This is the Era of new media. Twitter and Facebook are just two of the many free social media sites. Both allow posting about anything, from personal information to generalized information, e.g. giveaways, photos, etc. It doesnt take much to make these sites a reliable resource for fans, as both Twitter and Facebook allow posts and links to other sites and to the teams official site. These open up a continuous connection with fans an emotional link and trust between the team and fans. Sharing any newly-available news through both sites lessens the amount of bad PR and confusion for fans. Also, allowing direct comments and questions to the team and a clear, direct response to the fans. Fans can share their excitement by linking New England Patriots to any tweets or postings on Facebook.

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New England Patriots:

Case Study

Pepsi and the NFL expanded its partnership with the introduction of the Pepsi NFL Anthems program 2012. The ongoing national campaign is supposed to bring to life originally created anthems for seven NFL teams around the league. The Patriots were one of those teams that were chosen. The advertising campaign kicked off Sunday, October 21 when the New York Jets played the New England Patriots at Gillette Stadium. The TV spots were featured the Aerosmiths Legendary Child Patriots Anthem, and Lenny Kravitzs Like A Jet. The anthems-inspired teams will faced off against one another, and the commercial aired during the game broadcast.Aerosmith was chosen because they have Boston roots and they are respected in the New England community.

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New England Patriots:

Case Study

Financial Details

The total revenue in millions of the three most valuable teams in the NFL broken down into the categories of Team or Sport Value, Market value, Stadium Value, and Brand (or sales value).

The New England Patriots are the second most valuable team in the NFL valued at 1.64 billion. First is The Dallas Cowboys, third is the Washington Redskins.

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New England Patriots:

Case Study

The Patriots revenue has increased over the last 10 years, expeditionary increasing with their popularity. They are worth more than the Buffalo Bills and the Oakland Raiders combined. The Patriots have sold out every home game since 1994. The waiting list for season tickets is longer than 60,000 people. Their popularity is reflected by their overall revenues, which have risen to $408 million per year in 2013 compared to $191 million in 2003 and $131 in 2001, more than doubling in the last ten years (forbes).

Here shows the revenue in millions per year for the Patriots and their two closest competitors, the New York Giants and New York Giants. This graph shows that the Patriots took a strong lead in the early 2000s and have been strong since. Sales is a whole other ball game. Tom Brady is fifth for most jerseys sold in 2013. In March 2010 the Patriots where the 7th for overall sales of merchandise, by the end of the year however they had risen to the 5th.

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New England Patriots:

Case Study

Sales is a whole other ball game.Tom Brady is number 5 for most jerseys sold in 2013. In March 2010 the Patriots where the 7th for overall sales of merchandise, by the end of the year however they had risen to the 5th. The average price per game, which average includes tickets, parking and a beer is about $292, seconds highest in the league. Highest is the Dallas Cowboys at $313 and lowest is the Cleveland Browns at $143. Although the NFL attendance across the board has declined, because of a loyal fan base, the Patriots have continued to sell out every seat year after year in their 68,000 seat stadium.

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New England Patriots:

Case Study

Effects of sales and brand

Organizations competitorsGenerally the New England Patriots compete against all other NFL teams. Of course, they want to be on top of the league. The goal for the season is to win the Superbowl. More specifically, the Patriots compete with teams in their division. The NFL is divided into two conferences with four divisions each, north, east, south, and west. The New England Patriots are part of the American Football Conference (AFC) as a member of the east division. The three other members of the conference are the Buffalo Bills, the New York Jets and the Miami Dolphins. Less directly, the Patriots compete with other sports teams in the area for money and attention. Other sports teams in the New England area include: the Boston Red Sox (Baseball), the Boston Bruins (Hockey), the Boston Celtics (Basketball) and the New England Revolution (Soccer).

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New England Patriots:

Case Study

Discussion of organizations copy

Because of their lack of advertising, the Patriots dont have any prominent copy such as slogans or taglines. Any promotional materials they produce are usually as copy-free as possible, using a few words only to convey information such as dates and times. There are a few posters with taglines on them, such as their limited edition History Of Excellence poster that was made available to fans who participate in their rewards points program.

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New England Patriots:

Case Study

Target Demographic

The New England Patriots target demographic spreads over six states. Their fan base covers Massachusetts, New Hampshire, Connecticut, Rhode Island, Vermont, and Maine. The closest other professional team is located in New York. The people of New England are diehard fans. They watch every game and then they watch the highlight of the game they already watched. They discuss in depth everything that went right and wrong the day after a game. Plans are changed and accommodated every week so the game can be watched. Games are not a personal agenda item; they are an excuse for gathering friends and family together. They are hard working people that care about the place that they live in. They are strong-willed and opinionated people that stick up for what they believe in. They will argue and defend their family, job, and team. They have a core set of belief and they dont stray from them. They go to Dunkin Donuts everyday for coffee, donuts, and breakfast sandwiches. The target demographic for NFL games attended regularly are a married 24-54 year old male who is educated who graduate from college or better. His income is $75,000-$150,000. A married 18-49 year old female who graduate from college or better. Her income is $75,000-$150,000. The demographic for those who buy team sports clothing under $100 is a unmarried 18-24 year old who has attended college and makes $30,000-$39,000. A now married 24-34 year old female who graduated college or better and makes $75,000-$150,000. The demographic for those who buy team sport clothing $100 plus is a never married 25-34 year old male who graduate college or better and makes $75,000-$150,000. A now married 35-44 year old female who graduated college or better and makes $75,000-$150,000.

This graph compares index number between NFL.com and NFl Network. NFL Network is a TV station. The graph is split up into age summaries and broken down by specific gender. The female 18-24 index number is 150. This number was placed in the graph but was flagged by Mediamark as statistically insignificant because not enough people were surveyed. The rest of the index numbers are accurate. Overall it shows that more males and females are visting NFL.com than watching NFL Network. The younger the age the more likely they are to visit NFL.com.

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New England Patriots:

Case Study

This graph compares index number between NFL.com and NFl Network. NFL Network is a TV station. The graph is split up into age summaries and broken down by specific gender. The female 18-24 index number is 150. This number was placed in the graph but was flagged by Mediamark as statistically insignificant because not enough people were surveyed. The rest of the index numbers are accurate. Overall it shows that more males and females are visting NFL.com than watching NFL Network. The younger the age the more likely they are to visit NFL.com.

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New England Patriots:

Case Study

Summary of Conclusion
(Creative Brief)
Region targeting New England: Massachusetts, New Hampshire, Connecticut, Rhode Island, Vermont, and Maine.

Psychographic He is the definition of a diehard fan. He watches every game he can and then watches the post-game highlights. He loves the Patriots for several reasons. First because he is from new england and they are his home team. Second, because they are one of the best teams in the nation, and he feels good associating with such a good team. Third, because of players like Tom Brady. He is a college grad, and has a home, a wife and two kids. because he works 50 hours a week he doesnt have a whole lot of free time, or friends outside of work. That is why he loves the feeling of belonging and camaraderie he gets from being Patriots fan. No matter where he is there are others that share his love for Patriots football, and someone to talk to about it. He spends his money on patriots fan based memberships, merchandise and the occasional ticket. He watches Sports Center and has the ESPN Scorecenter app on his phone.

Region description and conditions New England is warm and lush in the summer, green and scattered with trees. Temperatures are mild in September when the season starts. During the season the Leaves turn and temperatures start to drop. Towards the end of the season fans need jackets and coats to watch the games in the low 40s, and high 30s. Unemployment in New England is relatively low, and usually sits around 7.5%, about 1% lower than the current national average.

Region Market Share Although the exact data is not available, the Patriots hold the Largest NFL market share in the New England by far, In southern New England there is competition. Many Baltimore Fans and New York fans live in southern New England. However for the most part fans in New England are fans of the Patriots.

Main Competitors In the NFL: AFC members ( New York Jets, Miami Dolphins, Houston Texans, Buffalo Bills, Indianapolis Colts) Close local teams: New York Giants, Baltimore Ravens, Philadelphia Eagles, Buffalo Bills Non NFL local pro teams: Boston Redsox, Boston Celtics, Boston Bruins, New England Revolution Strengths -2nd highest NFL team value -Large fan base -Loyal fan base -Large market share -Extremely Popular players, not just in New England

Target Market The target demographic for those who attend games: 24-54 year old male who is educated who graduate from college or better. His income is $75,000-$150,000. A married 18-49 year old female who graduate from college or better. Her income is $75,000-$150,000. The demographic for those who buy team sports clothing under $100 is a unmarried 18-24 year old who has attended college and makes $30,000-$39,000. A now married 24-34 year old female who graduated college or better and makes $75,000-$150,000.

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New England Patriots:

Case Study

Weaknesses -Some fans dont want to be perceived as a bandwagon fan. -lack of traditional advertising -Merchandise sales are based on how well the team is doing, how they are perceived in the media, which are factors that are out of control externally. -QB has been playing for over 10 years and may be at the end of his career.

patriots as the most exciting teams in the NFL. Readers should see the brand as exciting, powerful and filled with rich tradition.

Supporting feature and benefitsProduct features: The Patriots have only lost 45 games in the last 14 years. Thats only three losses per season. If you go to a game the odds of seeing them win are very high. Star quarterback and future Hall of Famer Tom Brady is amazing and always puts on a show.

History The Patriots have a rich history, they represent the classic american success story. They went from the underdog without a home or stadium to debatably one of the most popular team in NFL history. After being bought by Robert Kraft in 1994, The Patriots built a stadium (2002) and received a new coach Bill Belichick (2000). Bill Belichick has led the Patriots to five Super Bowls and won three of them. Including their first superbowl win in 2002. The Patriots most notable player is probably Tom Brady, whose name even non-football fans recognise. With three Super Bowl wins, Brady is arguably one of the greatest QBs of all time. He has a NFL-record 50 touchdown passes in a single season. and after more than 10 years Tom Brady its still the Patriots lead QB.

Buyer benefit There is always going to be great entertainment no matter what game is attended. The community is so tightly knit that during the game you celebrate like a family. The team exciting and that energy transfers to the fans.

Perception When fans hear The Patriots, they perceive a quality team with years of tradition and accomplishment. The perception that we want to fight, is that the Patriots are at the end of their dynasty, or that Tom Brady just doesnt have it any more. We want people to continue to see the

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New England Patriots:

Case Study

sources

http://www.nfl.com/careers/values (Cam) http://www.forbes.com/teams/new-england-patriots/ http://www.thehallatpatriotplace.com/patriots-history/ (HIstory) http://www.forbes.com/sites/aliciajessop/2012/08/06/top-25-nfl-player-jerseys-sold-since-nike-and-the-nflentered-into-new-uniform-partnership/ http://www.forbes.com/pictures/mlm45efhhk/2-new-england-patriots-2/ http://www.prnewswire.com/news-releases/pepsi-nfl-anthems-program-expands-with-grammy-awardwinning-artists-aerosmith-and-lenny-kravitz-to-create-original-anthems-for-new-england-patriots-and-new-yorkjets-174982611.html http://corporate.visa.com/_media/visa-nfl-campaign.pdf https://twitter.com/Patriots https://www.facebook.com/newenglandpatriots http://en.wikipedia.org/wiki/Information_Age (Era name only) http://www.slideshare.net/axsystechgroup/advantages-of-facebook-and-twitter-for-business http://wallii.com/new-england-patriots-tom-brady-wallpaper.html

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