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

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

3. 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.

4. Situational Analysis Commercials Youtube Twitter Facebook Email Mascot
Players/coaches

5. 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

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

7. 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

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

9. 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

10. 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

11. 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%

12. Target Audience
Primary
Demographic
Psychographic
Secondary

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

14. Creative
Slogan - #maytheforcebwithu
Logo
WordPress Site - Examples

15. 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

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

17. 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.