The Fargo Force #maytheforcebwithu David Hanson, Brandon Luehring, Jake Ferguson, Mitchell Cottew

Executive Summary Client – The Fargo Force Primary Focus Target Audience Research Type and Reason Public Relations Goals Creative Strategy

Rationale of Campaign Find a way to increase ticket sales, attendance, revenue, participation and consumption of Fargo Force Hockey. Implement certain media strategies and advertising tactics. Campaign aided by visual media and also by secondary and primary research. Trying to figure out how many people attend games, and analyze those results.

Situational Analysis Commercials Youtube Twitter Facebook Email Mascot Players/coaches

SWOT analysis Strengths Exclusive to region Social habits Mascot Weaknesses Unremarkable Social media following Unknown outside immediate area Creepy mascot Summer offseason, no games Opportunities Chance to increase presence in MN New Ad campaign Radio Presence Threats No visible advertising Performance affects popularity

SWOT analysis continued Upper 50% of USHL Only Hockey team in ND 10,000 FB likes 6,000 on twitter Minimal Advertising Horrifying mascot

Primary Research Sat down with various members of the Fargo Force box office Attendance/Revenue records- Tim How Whitney Baumgartner- VP of Business Operations- Revenue/ticket sales

Primary Research Findings Organization is sitting pretty well with their finances Interested in selling more tickets/merchandise Bigger name in the community

Secondary Research Consisted of surveys To gain knowledge of type of people attending Different demographics (age, gender, income, race) Also to promote the franchise to new audiences

Survey Results Favored toward males- age range 21-35 A lot of people mention that they go with their families for a bonding experience. A question that we wanted to know about was social media use. A lot of people rely on it for game reminders, stats, promotions, and community events

Research Charts (Taken by 75 people) Based on Age Range Age: Percent who attends a game weekly (of people surveyed) Percent who attends a game monthly(of people surveyed) Percent who attends a game annually (of people surveyed) 15-18 21% 45% 100% 19-25 24 % 40% 25-40 32% 60% 75% 40-60 15% 25% 60+ 8% 16%  

Target Audience Primary Demographic Psychographic Secondary

Campaign Goals Broaden fan base Increase demand for season tickets Increase single game tickets

Creative Slogan - #maytheforcebwithu Logo WordPress Site - Examples

Public Relations Goals Strategies Tactics Social Media Press release for new ads Social media Strategies Community events Maintaining Social media New PR campaigns targeting youth and young adults Tactics Gimmick giveaways Press releases regarding major events with team, eg player hires or trades, injuries, or rank changes Social Media Live game updates on twitter Frequent offseason updates

Media/Media Mix Paid Media Owned Media Earned Media/PR Budget

Campaign Timetable February 23, 2015 Decided we will campaign for the Fargo Force. February 25, 2015 Went over our campaign goals and our target audience March 9, 2015 Began working on Rational of Campaign, Situation Analysis, and SWOT analysis. March 16, 2015 Got together in class and talked about what we had done so far. April 6, 2015 Met and talked about who will work on what. April 20, 2015 Met and went over what we have done and what we need to complete. Took pictures for flyers. April 23, 2015 Met to gather everything together.