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There Is No Off-Season Agency Bios

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There Is No Off-Season Agency Bios THERE IS NO OFF-SEASON AGENCY BIOS Kate Brunson Nia Skeete Account Management Media & Consumer & Strategy Development Connections Planning [email protected] [email protected] (912) 531-1948 (516) 317-3125 Carter Barnett Kaitlyn McManus Brand Planning, Marketplace Art Directior & Jazzvertising is all about Analysis & Consumer Insights Graphic Designer taking the free-flowing and creative nature of jazz into [email protected] [email protected] the advertising world. Like the (804) 397-0566 (404) 578-2674 trumpets, pianos, bass, and drums of a jazz ensemble Katy Thompson Phillip Jones – each team member of Jazzvertising contributes their Multi Touchpoint IMC Creative Ideation unique sense of rhythm and [email protected] & Copywriting tone to our agency harmony. (404) 357-1840 [email protected] (770) 349-5199 Jazzvertising believes in expression; in communicating the human connection. This Bobby Struble Julia Repisky passion for finding the right Multi Touchpoint IMC Creative Ideation outlet translates directly into [email protected] & Copywriting melodious client solutions from a full-service agency (404) 825-3435 [email protected] that is full of character. (678) 622-8154 TABLE OF CONTENTS Executive Summary........................................................02 Creative Concept.................................................33 Situation Analysis Campaign Timeline.............................................34 Peach Bowl History............................................04 Phase 1: #Gear Up............................................35 Industry Trends....................................................05 Phase 2: #Kick-Off..............................................46 Competitive Landscape....................................06 Phase 3: #Instant Replay.................................53 Consumer Trends...............................................08 Phase 4: #Get In Position................................57 Objectives + Methodologies............................12 Phase 5: #Final Play..........................................61 Summary of Findings.........................................13 Media Consumer Analysis..................................14 Media Summary + Objectives........................68 Product Analysis.......................................15 Traditional Media................................................69 Brand Associations.................................16 Non-Traditional Media.......................................72 Market Analysis........................................17 Budget Breakdown.............................................74 Competitive Analysis...............................18 Campaign Evaluation.....................................................76 SWOT Analysis.....................................................19 Future Recommendations .........................................79 Marketing and Communication Direction Appendix Objectives...............................................................21 Average Media Figures.......................................A.1 Target Market ............................22, 24, 26, 28 Budget Summary...............................................A.2 Consumer Profiles...........23, 25, 27, 29 Supporting MRI+ Data....................................A.3 Brand Essence.....................................................30 2015 Media Expenditures.................................B Creative 2016 Media Expenditures.................................C Creative Brief.......................................................31 Media Flowchart....................................................D EXECUTIVE SUMMARY EXECUTIVE SUMMARY THE CAMPAIGN “There Is No Off Season” is a consumer-focused campaign aimed to engage the college football fanbase from the very beginning of the regular season to after football season has ended. The campaign will keep the consumers connected through hyped events, consumer generated social media contests, THE BRAND and brand interaction. The constant connection For the last 47 years the Peach Bowl has been a fixture of the and high energy of the campaign resembles the college football world. Chick-fil-A became the primary sponsor of atmosphere surrounding college football in order to the bowl game in 1997. With the installment of the new keep fans invested and entertained year-round. College Football Playoff system in the 2014 – 2015 season, the Chick-fil-A Peach Bowl rose to even greater prominence and will host playoff semifinal games every THE IMPACT few years. This national spotlight marks a big step in the journey The campaign will encourage the target market of the brand – one built on a lasting legacy of integrity, the highest to hold on to their football spirit, even during the level of athletic competition, and the fervor of a dedicated fandom. off-season. Consumers will create a long-lasting relationship with the Chick-fil-A Peach Bowl through THE PROBLEM continuous engagement and positive brand interactions. How do you keep fans interested all year long? When college With consumers’ minds completely immersed in football is over what keeps consumers interested? Consumers the football mindset year-round, strong ticket want constant streams of new content, rewards for sales will be maintained, awareness of the their loyalty, and different ways to engage with other play off system will be secured, and brand sports fans. Since The Chick-fil-A Peach Bowl centers around engagement will increase among all digital a single, annual event, fans are not likely to engage with the brand channels. Consumers will stay engaged with a long all year long. The campaign must ignite a level of enthusiasm that term campaign that resonates with their favorite time will keep consumers engaged throughout the entire year. of the year, regardless if it is football season or not. Chick-fil-A Peach Bowl fans of all types can unite and celebrate that “There Is No Off Season”. Executive Summary | 02 SITUATION ANALYSIS PEACH BOWL HISTORY PEACH BOWL TIMELINE 1968 The creation of the Peach Bowl by the Atlanta Lions Club, with the first three games held at Georgia Tech’s Grant Field 1971 The host stadium switches from Grant Field to Atlanta-Fulton County Stadium 1986 The Bowl comes under the management of Metro Atlanta Chamber of Commerce 1991 ESPN becomes the exclusive TV partner 1992 The Bowl makes the Georgia Dome its new home and agrees to have permanent match-ups between ACC and SEC schools 1996 Chick-fil-A becomes the title bowl sponsor, officially changing the name to the Chick-fil-A Peach Bowl 2008 Changing the name once more, the Chick-fil-A Bowl hosts the first ever Chick-fil-A Kick-Off game 2009 The Bowl Partners with National Football Foundation (NFF) to bring College Football Hall of Fame to Atlanta in 2014 2010 Peach Bowl Inc. becomes a standalone sports event management company, dropping ties with the Metro Atlanta Chamber of Commerce 2012 The Bowl opens the college football season by hosting two back-to-back Kick-Off games 2013 As a part of the new College Football Playoff System, the Chick-fil-A Bowl is selected as one of Elite 6 playoff games 2014 The Bowl adds “Peach” back to its name becoming the Chick-fil-A Peach Bowl 2016 The Chick-fil-A Peach Bowl will host a national semifinal game Situation Analysis | 04 INDUSTRY TRENDS THE GOOD • In it’s inception, the College Football Playoffs attracted more than 28 million viewers. • Bowl Game advertising is less expensive and risky than the Super Bowl, while reaching a large audience and broad demographic. • In the 2012-2013 season, Chick-fil-A Peach Bowl ticket sales ac- counted for $150 million — about one-third of the $445 million in CFAPB CFAPB total earnings for all bowl games has an sales Atlanta • CFAPB Leads all BCS Bowls in scholarship distributions with over annual accounted has gained $17.3 million awarded since 2002. average for 1/3rd $2 billion in • Chick-fil-A leads in scholarship giving with 1.8 million this past year economic of gross sales alone impact of sales for all due to the • Continuous upward payout $31.1 Bowl games Bowl game • The elevated profile of the game will increase the demand for tick- million ets and is expected to raise the Bowl’s annual economic impact on College Atlanta’s hospitality industry. Declining Playoff football • The Bowl has accumulated $2 billion of economic impact over the ticket attendance attendance past decade in Atlanta, $31.1 million per year. prices for is down 4% is at its football across the lowest in games board THE BAD 14 years • The playoff system announced attendance was down 4% across the board. • College football attendance was down 4% this year, lowest total in 14 years • Fans prefer opening season games over closing games • There has been a decline in ticket prices. For example, the ticket prices for the National Championship game fell 30% from last year. • -The CFAPB crowd of 65,706 for TCU-Ole Miss was down 3 per- cent from Texas A&M-Duke last year. It marked the third straight year the game was under 69,000. The bowl averaged 73,359 from 2006 to 2011. Situation Analysis | 05 COMPETITIVE LANDSCAPE Featuring bands and DJ’s at the Grand Hyatt in • Formal ATLANTA, Buckhead. Includes confetti blasters, CO2 blasts, • Balloon drop GA and a balloon drop. • 21+ • VIP option offered Buckhead Ball Played annually and one of the six bowl games in- • Semifinal game in GLENDALE, volved in the college football playoff. Ticket prices 2016 AZ tend to be more expensive than competing bowl • Hosted at games. University of Phoenix
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