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Home , Andrew Barroway, Anthony Duclair, Arizona Coyotes, Winnipeg Jets

Arizona Coyotes Marketing Plan

Jacob Albin, Jake Bringgold, Jordan Dyck Jordan Wick, Seth Auger, Grace Czeczok Introduction and Team History ● Jets ○ 1972-1979 (WHA) ■ 3-time Champions ○ 1979-1996 (NHL) ■ Struggles, 2nd smallest market ● Phoenix Coyotes ○ 1996-2014 ■ Bought by ■ In the desert, not much interest ■ 2012 Playoffs - one series away from Finals ■ Bankruptcy ● Coyotes ○ 2014-Present ■ IceArizona, new owners ■ No playoff appearances Objectives

GOAL: ToGOAL: increase To increase overall attendance overall attendance at Arizona at ArizonaCoyotes’ Coyotes’ games games 2013-14

2014-15

2015-16

2016-17

Arizona Coyotes attendance - year by year results Target Audience

● Quantitative Data ● Middle-upper class families ○ U.S. Census and NHL data ● Maricopa County ● Qualitative Data ○ Wide variety of people ○ Fan/local resident feedback ● Males (18+) ● Behavioral ○ Previous ticket purchasers Benchmarking Research

● Arizona Coyotes ranked 29th out 30 NHL teams in average attendance in 2016-17 season. ● Viewed sales strategies of NHL teams with high attendance this past season. ● Teams researched include , Wild, , Blackhawks, , and . ● All ranked in top-12 in average attendance this past season. All had a noticeable pattern including creative benefits for season ticket members and many promotions, both in-game and community. Benchmarking Research: Creative Benefits for STM

Tampa Bay Lightning Washington Capitals

● Similar Climate ● Ranked 9th in avg. attendance ● Ranked 12th in avg. ● Ranked 8th in attendance in in 2016-17. attendance in 2016-17. ● ● 2016-17. Invite season ticket members Team has created exclusive at the end of every season to club for its season ticket ● Website dedicated to its season come paint the ice at the Xcel members called Club Red ticket members Energy Center. 365. (BeTheThunder). ● Allows fans to put their own ● Gives members access to ● Benefits include discounts on “mark” on the team. team-related events every food and beverage, early entry month of the year. to every home game, etc. ● Fan engagement all year. Benchmarking Research: Gameday Promotions

● Teams with high attendance rates this past season had more promotion game days with giveaways than the Coyotes. Benchmarking Research: Community Engagement

Detroit Red Wings Pittsburgh Penguins

● Detroit Red Wings Foundation: host charity ● Ranked 4th in avg. attendance in 2016-17 raffles, poker tournament. ● Have separate website dedicated to ● Had promotion with Tim Horton’s. Donated community work. sales generated from their “I Love the Red (http://pittsburghpenguinsfoundation.org/) Wings” donut to DRWF. ● Work includes charitable raffles, Tablets in ● Hold school assembly program. Each school education, Project Power Play, and PensFIT. visited receives free floor hockey equipment. Marketing Plan

● Increase fan engagement on Social Media ○ Giveaways, Surveys, Announcements ● Reaching New Demographics ○ Breast Cancer Awareness- October ○ Diabetes Awareness- November ● Tickets ○ 5 Wins Pass for $155 ○ Incentives for purchasing tickets on smartphone ■ Food discounts and mobile ordering ● Promotions ○ Theme Nights ■ Senior Day, Ladies Night, Family Night Marketing Plan

● Community Involvement ○ Become more involved and create a positive image of the team. ■ Playground build (Minnesota Vikings) ■ Charity events () ■ Hospital visits (Iowa and Florida football) ● Create more rewards for season ticket holders ○ Encourage new customers to buy and increase renewal rates ● Promote the “next generation” of players to create excitement through marketing campaigns ○ Oliver Ekman-Larsson, , ■ All 25 and under Marketing Mix

● Product ● Place ○ On-ice ○ - Located in Glendale, AZ ■ Young starpower hockey ■ Majority of Coyotes fans reside in players, but need a “face” of Phoenix and the East Valley the franchise ○ Media channels ○ Off-ice ○ In the community ■ Entertainment ● Price ● Promotion ○ Avg. Attendance: 13,094 in 2017, perhaps ○ Has been a struggle for the due to lack of hockey fans organization ○ FCI: $310.71 = $52.87 below NHL average ■ Focus groups, surveys, ○ M-Pricing--potential to influence fans to interviews purchase tickets at a discounted rate ■ TV ads, radio, newspaper, social media ■ Contests ■ Theme nights Evaluation Mechanisms

● Season-ticket holders ○ Focus groups, feedback, and surveys ● Data from ticket purchasers, promotional/contest participants ● Social media followers and interactions ● Promotional effectiveness ● of people reached by advertisements ● Attendance, ticket sales ● Fan engagement Thank You

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