Phoenix coyotes

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Phoenix Coyotes Phoenix Coyotes Matt Stanley

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Transcript of Phoenix coyotes

Page 1: Phoenix coyotes

Phoenix CoyotesPhoenix CoyotesMatt Stanley

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The teamThe team

The Phoenix Coyotes are an NHL team currently playing out of the Pacific division of the Western Conference.

The team has struggled since it joined the league in 1979 as the Winnipeg Jets and has continued to struggle since moving to Arizona in May of 1995.

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Reasons to rebrandReasons to rebrand

There are many reasons to rebrand the Phoenix Coyotes. The first is the low attendance figures, the team has been in the bottom of the attendance rankings each year.

In addition to a small fan base, the team is bankrupt and currently being operated by the NHL.

With a small fan base and low performance on the ice, the obvious decision is to rebrand the team.

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How to rebrandHow to rebrand

The team will be rebranded under a new name, logo, uniforms, and fundamentals.

The Phoenix Coyotes will now be known as the Arizona Coyotes in order to reach a larger target area.

The team will be built on the fundamentals of hard work, dedication, and commitment.

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New Logo New Logo

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DemographicsDemographics

The team will be advertised to the entire state of Arizona, but mainly the areas of Phoenix, Glendale, Scottsdale, and Mesa City.

Population: Glendale- 253,209, Phoenix-1,593,659, Scottsdale-237,844, Mesa City- 467,157.

The median household income is $41,930

Unemployment is 9.4%

CPI for food and energy is up 1% since January of 2010

Employment for the area is around 1,763,410 jobs.

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Primary Target marketPrimary Target market

Ages 16 to 25 of either sex, but more typically males.

Parents hold an annual income of around $40,000

Older half of the target market have an annual income of around $35,000.

This is the target market because these fans are young and will be coming to the games for a long time.

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Secondary target marketSecondary target market

The secondary target market is the fans who have stayed loyal to team since it began.

They are typically males 30 to 40 with an annual income of around $40,000.

These fans have been supporting the team since the move to Phoenix from Winnipeg.

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pricesprices

Season tickets shall range from $350 to $10,500.

Single game tickets shall be around $25 on average.

Lowering ticket prices will attract more fans because they will be able to afford to go to the games.

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promotionspromotions

The team will be running new state-wide internet and television ads. These ads will feature our players and other aspects of the team.

The internet ad will some in the form of banners or pop-ups. When clicked on, the customer will be given the option to complete a survey. Once completed, the survey will give customers discounts on merchandise and tickets.

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Promotions (cont.)Promotions (cont.)

In addition to these new internet and television ad campaigns, the team will also be teaming up with McDonalds.

When the customer makes a purchase at any Arizona McDonalds, they will be able to redeem their receipt to earn team points. These points can be used to buy merchandise or tickets.

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Reasons for successReasons for success

This rebranding will succeed because it will give the team a new identity. This new identity will attract a new generation of fans from a larger target area. Rebranding the team is the only way the Phoenix Coyotes can become one of the league’s elite teams.