Meg Ryan MediaPost OMMA Atlanta
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Meg Ryan, Atlanta Hawks Basketball Club
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Meg Ryan MediaPost OMMA Atlanta
- 2. BRAND MANTRA “True to Atlanta” is a promise to our fans and our city to always give our best and represent them in a manner that is honest, authentic and instills pride. It is a rallying cry and a filter for everything we do.
- 3. MULTICULTURALS BUSINESS TO BUSINESS NEXTGEN ATLANTANS MULTICULTURALS BUSINESS TO BUSINESS DEFINING OUR TARGET AUDIENCE
- 4. To ENTERTAIN and UNITE the city of Atlanta through basketball. BRAND PROMISE
- 5. PHILIPS ARENA PROMISE CREATING EXTRAORDINARY MOMENTS FOR OUR GUESTS WITH SOUTHERN HOSPITALITY 200 EVENTS + 1.6 MILLION GUESTS ANNUALLY
- 7. BRAND PERSONALITY PLAYFUL • BOLD • RESILIENT • CAPTIVATING • HUMBLE
- 16. ATLANTA HAWKS SCORE SHEET TV RATINGS UP 42% INSTAGRAM UP 77% TWITTER UP 275% FACEBOOK UP 66% RETAIL: IN STORE UP 115% RETAIL: ONLINE UP 191% ATTENDANCE UP 19% MEMBERSHIP SALES UP 72% BY THE NUMBERS *Data collected beginning from the team re-brand in 2014-present. Source: Atlanta Hawks Analytics Group
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- Next, to build our Atlanta Hawks brand - we a similar branding process used in television/brand-marketing based on the background of our CEO, Steve Koonin. We used a data-based approach to define our target audience. At the Atlanta Hawks, everyone is welcomed - but this target audience strategy is unique within the NBA and really capitalizes on the future growth of this city. We’re targeting: NextGen Atlantans aka Millennials and Young Xers A 18-45 Multicultural audiences, primarily African-American and Hispanic and B2B for - brands that want to reach our target audiences, be linked to a professional sports team doing good work in the community and want connections to a live sports/entertainment experience
- So we defined our brand - Our brand positioning OR brand promise to the consumer is to “Entertain and Unite the city of Atlanta through basketball” - and HOW we plan to do that when you come into our building (Philips Arena) is to “Create extraordinary moments for our guests with Southern Hospitality”
- Let’s circle back to our fans. They are raised outside of ATL Socially Savvy ITP Desire Networking opportunities & value input from others Passionate about causes Now let’s focus on content - NBA extended TV rights deals to a total of $24B previously it was $930 million a season - We’ve seen over the past year double digit declines in TV viewership - Teams and Leagues are concerned about the shift in content consumption What does that mean for us? - We are finding new and unique ways that align to our customer to be introduced and interact with our brand.
- A key part of our game experience is our 3D projections system we unveiled last season. We have done a lot of exciting things with projection and continue to innovate with the technology to raise the bar in fan experience. We start all of our games with the best 3D game open in the league… (VIDEO OF PLAYER 3D OPEN NEXT)
- This season we unveiled a BOLD new look for our brand and players. This look targets the Next Generation of Atlanta Hawks fans - and is inspired by super heroes, fashion and ATL’s hip hop culture. One our our goals in designing this new look was to make sure any kid playing NBA 2K16, would want to make the Hawks their team because we had the coolest court and jerseys. Based on our 71% increase in retail sales (YOY), the new look is a hit with our fans.
- THANK YOU! Q&A