Transcript Day 8 slides

How The Clippers Can
Communicate With Teens
Professor Pat West
Our Mission
 Objective:
 Increase teenager attendance at Clippers
games
 Stimulate buzz among teens
 Strategy:
 Identify thought leaders
 Understand the “laws of cool”
 Break the “communication code”
Situation Analysis: Company
 Columbus Clippers:
 Fan Perceptions
 Resources Available
 Strengths & Weaknesses
Situation Analysis: Consumers
 Current & Potential Fans:
 Demographics & Geographical Locations
 Psychographics
 Entertainment motives, needs, & wants
 Social networks
 How do they communicate with their friends in and
out of school?
 Dynamics of group decision making
 How can the clippers get on the teen agenda?
Situation Analysis: Consumers
 Current & Potential Fans:
 Time schedule
 When do they go out with friends?
 Resources
 How much money do they have in their
entertainment budget?
Situation Analysis: Competition
 Teen Lifestyle & Activities:
 Preferences
 Sports, Music, Food
 Habitual activities
Situation Analysis: Collaborators
 Current:
 Media (News coverage & Radio stations)
 Potential:
Situation Analysis: Context
 PEST Analysis:
 Political factors
 Economic factors
 Social factors
 Technological factors
SWOT Analysis
 Areas of strength, weakness
 Potential opportunities and threats
 Prioritize!!!
Understanding the Laws of Cool
 Teens look to “aspirational peers” to know
what is cool
 We want to identify who these people are and
find a way to connect with them
 Teens are particularly susceptible to
“herding behavior”
 If you can offer an incentive to attract the right
kind of people others will follow
 Teens need to feel like they will be in the
company of their peers
Social Networks
 Information travels via social networks
 We need to understand how communication
travels through the networks
 How can the Clippers most effectively infiltrate
these networks to attract teens who would be
most receptive to Clippers baseball?
Breaking the Communication Code
 Where would teens be most likely to hear
about the Clippers?
 What message will they be most receptive
to?
 How do the dynamics of groups impact
communication?
Assignment:
 Review your “data” and being the process
of idea generation