Boosting Tennessee Titans Season Ticket Holder Loyalty and Sales

By Luke Bolanos and Crimsynn Dover

Executive Summary
Marketing Plan: In order to change the Tennessee

Titans cultural of un-loyal season ticket holders and the recent decline of team identification, we have developed a plan that not only increases long-term attendance but also creates a cultural of loyalty and enthusiasm for the Titans. Targets:
Young professionals a few years removed from

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college White-collar workers Making over $30,000 a year Recently moved to the greater Nashville area

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Tennessee Titans Background

Founded 1999 by late owner Bud Adams
Bought organization for $25,000 Currently valued at $964 million

Six playoff appearances, 2 AFC championships,

and a Super Bowl appearance Typical marketing techniques - radio and TV advertisements 2012 gross revenue - $270 million 2012 average revenue - $286 million

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Titans Background Cont.

NFL motto: 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
Participate in NFLs three major initiatives Salute to Service A Crucial Catch Play 60 Local community involvement Kids Club Junior Cheerleaders Junior T-Racs Titan True

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Situational Analysis
Economic Climate: Greater Nashville Area
Ranked among the top 100 places to live in America

based on education, employment, and economy

(Metropolitan Planning Organization)

1.5 million people 10 counties Top industries are manufacturing, entertainment,

distribution, health care, and technology 40,000 businesses Headquarters to 4 Fortune 500 companies: Nissan North America, Asurion, Gaylord Entertainment, and HCA
(Business Climate, 2013)

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Situational Analysis
Greater Nashville Area Demographics
Very young city Median age of population 34.04 More than 75% of the population between 20 54

years of age Population is dominated by white collar workers Decently affluent population Average household income $64,268 Per capita income $28,135 Median disposable income $39,962
(Business Climate, 2013)

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Situational Analysis
Legal Environment
Governed by the National Football League Titans must abide by the NFLs rules and

procedures
NFL is heavily regulated by the NFL Players Union NFL and local broadcasting networks do not allow a

NFL team to market the team or locally broadcast games outside a 75-mile radius
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Situational Analysis
Demand Trends and Technology
Demand for an actual live sporting events decreasing

due to increase in technological trends

Demand for the quality and satisfaction of live sporting

events has greatly increased

HD-TV and DVR Live updates, stats, injury reports via social media (i.e.

Twitter)
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Situational Analysis
Titans Product Life-Cycle
In maturity stage (longest and most consistent stage)
First couple of years for the Titans = introduction stage Playoff appearances and reaching the Super Bowl =

growth stage Since early 2000s, the Titans have hit a plateau and continue to slowly mature Revenue and profit continues to grow annually Value of the team $1,055,000,000 is highest ever Revenue per fan has increased through the years, currently at $63 but was only at $54 in 2011
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Competitor Analysis
Direct Competitors
1. Nashville Predators
2. Vanderbilt Commodores Football 3. Nashville Sounds

Indirect Competitors
Concerts: big-name acts/celebrities Tourist destinations: Opryland Mall, Ryman Auditorium,

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Grand Ole Opry Major sport teams located within a 4-5 hour radius: St. Louis Rams, Cincinnati Bengals, Indianapolis Colts, Tennessee Volunteers, Alabama Crimson Tide, Georgia Bulldogs, Kentucky Wildcats, Louisville Cardinals,12/2/2013 Bolanos & Dover Grizzlies, and Atlanta Braves Memphis

SWOT Analysis
Strengths
Location
Rich football history: much success in early years,

Music City Miracle New stadium upgrades

Weaknesses
Poor results the last few years Weak fan base (mainly due to move)

Jumbotrons
Lousy atmosphere
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SWOT Analysis
Opportunities
One of two major professional sports team: few in

surrounding areas Rapidly growing city with many young people Entertainment hungry area Many affluent communities
Threats
New technological advancements for at-home viewing

of NFL football games New NFL policies

Ever-growing entertainment options and events
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Analysis of Target Markets

Target Market
General Population: younger professionals, between

the ages of 21 and 49 Specifically including: males & females, college students, graduate students, recent graduates, new residents, and young couples Specific Population: young consumers of professional sports, collegiate sports, and those seeking entertainment within the greater Nashville area

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Analysis of Target Markets

Target Market
Potential Market Size: 448,594 people
Based on: Average of more than 12,000 people migrating to the area per year
(Nashville Area Chamber of Commerce, 2013)

Exact population 1,726, 693 and 43.3% of the population being

between the ages of 20-49 (Nashville Area Chamber of Commerce, 2013) Adding an estimated 4,000 people to that number for those who migrate in a year (within our age range) Targeting those whose income is $25,000 -$55,000, assuming 60% of the 747,658 people within our age range are also in this income range
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Analysis of Target Markets

Exact Target Market: Ideal Example
Male or female Single or recently married Working as a white collar worker with an office job Making around $33,000 a year 2-8 years removed from college graduation 27 to 33 years old Moved to the Nashville area within the past 5 years

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Marketing Objectives
Increase brand awareness throughout the greater Nashville area and throughout the target market over the next three months 2. Make Titans game days one of Nashvilles most desirable tourist destinations within the next two years 3. Retain 98% of the current season ticket holders each year for the next three years. 4. Increase season ticket holder numbers by 10% annually over the next four years.
1.
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Objective 1: Increasing Brand Awareness

Double presence in local media through initiating

partnerships
104.5 The Zone 102.5 The Game The Big 98 WSIX

107.5 The River

Community involvement with players and

coaches

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Objective 1 Implementation
1.

Identify current media partners use of advertising and evaluate the effectiveness

Implementation: 2 months

2.

Identify the media outlets where the Titans are not prominent in advertisements and work together to increase brand awareness.

Implementation: 1 month

3.

Create partnerships with local businesses to allow fans to have direct contact with Titans organization members.

Task 1

Implementation: 3 months
1/1/14 1/8/14 1/15/14 1/22/14 1/29/14 2/5/14 2/12/14 2/19/14 2/26/14 3/5/14 3/12/14 3/19/14 3/26/14

Start Date Task 2 Duration

Task 3

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Objective 2: Tourist Attraction

Create a memorable sport product with exciting

game day experiences Partners:

Hotels and local businesses promotions Nashville Chamber of Commerce and Nashville

Convention Center publicity and promotions

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Objective 2 Implementation
1.

Identify the current number of single game tickets sold through our organization and on the secondary market and compare these numbers to previous years.
Implementation: 1 month

2.

Identify and address compliments and complaints about our organization to better serve tourists and fans.
Social media data compilation Implementation: 6 months

3.

Partner with downtown hotels and the Nashville Convention Center to recruit tourists to attend Titans games.
Implementation: 6 months
1/1/14 1/31/14 3/2/14 4/1/14 5/1/14 5/31/14 6/30/14 7/30/14 8/29/14 9/28/14 10/28/14 11/27/14 12/27/14

Task 1a

Task 1b Start Date Task 2a Duration

Task 2b

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Task 3

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Objective 3: Retain 98% of STH

Music City flavor

Annual events:

luncheons, tailgates, and parties Incentives: player interactions, facility tours, suite visit

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Objective 3 Implementation
1.

Use Music City flavor to create an atmosphere current STHs can enjoy through pre-game and halftime performances, tailgate concerts, and the National Anthem.
Implementation: 2 years

2.

Host annual events for our STHs

Luncheons, tailgates, cocktail parties, tour LP Field Implementation: duration of football season

3.

Evaluate STH perceptions of the team and their current and previous experiences after each home game.
Incentives for completing surveys (voucher for free beverage at next game) 1/1/14 5/1/14 8/29/14 12/27/14 4/26/15 8/24/15 12/22/15 4/20/16 8/18/16 12/16/16 Implementation: 3 seasons
Task 1

Start Date Task 2 Series2

Task 3

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Objective 4: Increase New STH

Change brand perception toward younger generation
Tailgates
Refreshments Games Entertainment Giveaways (e.g., Munchaks pep talk, mascot for a

quarter, tandem skydiving into stadium) Cost - $100 (ticket, tailgate, park spot adjacent to stadium)

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Objective 4 Implementation
1.

Identify how many STHs we have now, in order to judge if we meet our 10% increase
Implementation: 1 day of the end of each season

2. 3.

Utilize our media contacts to advertise tailgates.

Implementation: 5 months

Plan and execute tailgates

Implementation: 2 months

4.

Evaluate attendee perceptions of Titans football after their game day experience through the use of surveys.
Implementation: 4 seasons
6/1/14 9/29/14 1/27/15 5/27/15 9/24/15 1/22/16 5/21/16 9/18/16 1/16/17 5/16/17 9/13/17

Task 1

Task 2

Start Date
Duration Task 3

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Task 4

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QUESTIONS

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Sources

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Badenhausen, K. (2013, August). The most valuable NFL teams. Retrieved from http://www.forbes.com/teams/tennessee-titans/ Business Climate. (2013). Nashville, TN Area Economic Development. Retrieved from Business Climate : http://businessclimate.com/nashville-tn-area-economic-development Business Climate. (2013). Nashville, TN Area Economic Development: Demographics. Retrieved from Business Climate: http://businessclimate.com/nashville-tn-area-economicdevelopment/demographics Crompton, J. (September 2013). Industry Market Research>U.S. Industry Reports (NAICS)>Sport Franchises. IBISWorld. Forbes. (2013, August 12). NFL Team Valuations: Tennessee Titans. Retrieved from Forbes: http://www.forbes.com/teams/tennessee-titans/ Metropolitan Planning Organization. (n.d.). Economic & Market Profile. Retrieved from Nashville Area Metropolitan Planning Organization: http://www.nashvillempo.org/growth/economic_and_market.aspx Nashville Area Chamber of Commerce. (2013). A Climate for Success/Demographics. Retrieved from Nashville Area Info: http://www.nashvilleareainfo.com/homepage/researchmapping/demographics NFL. (2013). A crucial catch. Retrieved from http://www.nfl.com//pink NFL. (2013). Our values. Retrieved from http://www.nfl.com/careers/values NFL. (2013). Play 60. Retrieved from http://www.nfl.com//play60 NFL. (2013). Salute to service. Retrieved from http://www.nfl.com//salute Ozanian, M. (2013, August 14). NFL team valuations. Retrieved from http://www.forbes.com/lists/2011/30/nfl-valuations-11_Tennessee-Titans_308897.html Tennessee Titans. (2012). Football 101. Retrieved from http://www.titansonline.com/fans/football101-for-women.html Bolanos & Dover 12/2/2013 Tennessee Titans. (2012). Titan true. Retrieved from http://www.titansonline.com/fans/titantrue.html Titans' owner Bud Adams Jr. named first winner of salute to service award. (2012, February