1. Berlin Miami Welcome

2. Berlin Miami Agenda 1.Briefing 2.Background 3.Targets 4.Targetgroup 5.SWOT 6.Strategy 7.Measures 8.Conclusion

3. Berlin Miami Briefing Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Increase the relevance of American Football Strength the brand “Berlin Thunder” Activities to close the 9 month gap

4. Berlin Miami Background Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Berlin Thunder is a German Football team from NFL-Europe started in 1998 Berlin Thunder is in competition with Amsterdam Admirals, Cologne Centurions, Frankfurt Galaxy, Hamburg Sea Devils and Rhein Fire 2001/ 2002/ 2004 Champions of World Bowl Very involved in various events & activities around the community Average attendance of 16,000 spectators Home Stadium: Olympia Stadion

5. Berlin Miami Targets Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Increase popularity of Berlin Thunder Increase awareness of Football Improve Social Responsibility of Berlin Thunder Attract press attention

6. Berlin Miami Target Group Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Who? Primary: Boys and girls from the ages of 9-18 Secondary: Residents of Berlin Where? Schools from Berlin with the highest need of social reform

7. Berlin Miami SWOT Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Strengths: -constant brand image -American lifestyle is very popular ( trendsetting ) -Colors of Berlin Thunder -Diverse Sport with a big Half time Show - 2 mil. Web-hits per year Opportunities: - to increase awareness -globalization of american spirit through American football -Football playing  Gaining knowledge of rules - Social responsibility Threats: -often misunderstood because of the unknown rules - lack of knowledge  lack of involvement Weaknesses: -lots of freetime activities in Berlin -Rules are to complex to understand -Ritual of explaining the rules real fans: annoying new fans: not clear enough -Low social involvement

8. Berlin Miami Strategy Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion ARE YOU TOUGH ENOUGH ?

9. Berlin Miami Strategy Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion To take football & cheerleading to the schools in which there are high crime rates Educate the students in the game Influence them to play football or cheerlead Sway them from a life of crime to a life of opportunity

10. Berlin Miami Measures Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Players & cheerleaders will visit schools as mentors They will explain the rules of the game The mentors will challenge the students Boys will be challenged to play football Girls will be challenged to cheerlead “Are you tough enough?” Berlin Thunder players will continue to mentor the students beyond the playing field to strengthen their social habits Neighborhood clean-up, de-escalating-training, etc.

11. Berlin Miami Measures Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Participating Schools Rütli-Schule Pommern-Schule Plievier-Hauptschule Johann-Thienemann-Hauptschule

12. Berlin Miami Measures Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion A tournament will be held between the teams (schools) before the beginning of the football season The final game will be played inside the Olympia Stadion where there will be a big halftime show Cheerleaders will also have final competition players & cheerleaders (students) feeling a sense of pride, unity & accomplishment

13. Berlin Miami Measures Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Schools will be divided into teams of two age groups: 12-15 year 16-18 year Resulting in 8 different teams Several players from Berlin Thunder will visit the schools regularly within the nine months to train the students Cheerleaders will accompany the players to the schools to train the girls

14. Berlin Miami Measures Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Time table Final End Jan 1. Press Conference End July start school program 2. Press Conference End Nov 3. Press Conference End Feb Middle Event Nov

15. Berlin Miami Measures Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Pros of our solutions time period is variable transfer the football feeling option to work together with the other NFL teams Positive image transfer Kids will lead their parents to the footballstadium High media interest because of current social problems at school

16. Berlin Miami Conclusion Agenda Briefing Background Targets Target Group SWOT Strategy Measures Conclusion Increase popularity of Berlin Thunder  Positive social responsibilty = positive brand image Increase awareness of Football  Introduce football in schools to build up tradition Improve Social Responsibility of Berlin Thunder  Social Program at schools with the highest need of reform Attract press attention  Build PR through community affairs & school programs

17. Berlin Miami Thanks for your attention