The Dallas Wings
Sports marketing Communication
Data
My team and I conducted our consumer research on Simmons OneView, a host of U.S. consumer data including demographics, psychographics, product usage, spending behavior and media habits. After extracting the numbers and calculating the index and horizontal percentages, we had a better understanding of our target audience.
I enrolled in Journalism 350: Sports Marketing Communication for Spring 2020. This course was memorable for so many reasons. It allowed me to explore a number of strategies related to the promotion domain of sports marketing including marketing research, sports branding, image management, advertising promotion, event promotion, sports sponsorships, and public relations. Additionally, it was the last lecture I ever attended on a random Thursday in March, all due to COVID-19.
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Nonetheless, my teammates and I created a semester-long campaign for the Dallas Wings, a WNBA team that recently relocated to Dallas, Texas. Our project began with extensive background research and consumer data collection before moving into branding strategies, advertising promotions, cause-related marketing and event promotion campaigns.
Simmons Research
Branding
Following our consumer research, we completed an in-depth assessment of the Dallas Wings' brand. We then began to think creatively about strategies that would take the brand to the next level. This included brand color adjustments, logo renovations and more.
Proposed Logo
Ads
Here, my team used what we learned from our background research, as well as our thoughts on branding strategy, and brainstormed ideas for our advertising messages to achieve our brand objectives. We created three billboard advertisements and three print advertisements.
Print Advertisement
The Pitch
We finished out our semester-long campaign with a ~virtual~ pitch meeting (thank you, Coronavirus). We compiled all of our hard work and creative ideas into a presentation where we highlight our SWOT analysis, brand and advertising strategies, as well as organization events and marketing tactics. Click the slide below to view our entire pitch presentation!
Events
After establishing our brand strategy and our desired message to our target audience, we created an in-game event and out-of-season and a few other campaigns that would better involve the Dallas community and our target market.
In-game event
Cause-Related Marketing
We established our brand to have a strong focus on female-empowerment and health and wellness, so we carefully chose our cause-related marketing partner to fit our vision. We decided on the Susan B. Komen Breast Cancer Foundation. Considering the league we are in is dominated by women, we felt that this cause could be a great initiative that our athletes and fans could connect to. We also think the general public is at least somewhat knowledgeable of the cause, which makes us hopeful that they would be willing to participate.
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Our cause-related marketing plan focused mostly on a "Pink Out" in-game event to raise funds for the foundation and honor the fighters and survivors of breast cancer.
Pink out game
