Marketing Plan Assignment Due

Harlem Heritage Zachary Spaulding, Seba, Fuentes, Eddie Ross

Introduction

● There is going to be an NBA game hosted in Harlem, New York that will be like the MLB Field of Dreams game and this will definitely increase the viewership of

the NBA for this night game and most people do not watch the NBA everyday because it is such a long season

● Since this game is in Harlem it is going to be between the Brooklyn Nets and the New York Knicks. These are two different NBA teams that have extremely good

talent right now

● The New York Knicks have extreme talent but have not won many games this season. The Brooklyn Nets also have a huge amount of talent, but unlike the Knicks

have one of the best records so far in the NBA

● There are a lot of NBA games and with these teams playing each other in Harlem, it would allow many fans to see a thrilling game between these two exciting

organizations

● This game is going to be played outside on one of the outdoor basketball courts in Harlem that will be built to hold ten thousand fans. This is unlike a regular

basketball game because all NBA games are played inside arenas

● There is a need to implement a marketing plan for this game because the Knicks are not a very good team this year even though they have some amazing upcoming

players with huge talent

Introduction Continued

● A franchise such as the New York Knicks, which has been decent with five playoff appearances since two thousand, will definitely put on a good show against the

Brooklyn Nets

● The Nets have been one of the best teams in the league for the last three years which will make for an exciting and lively game

● This will definitely increase viewership for the NBA because people usually don’t watch all the games during the regular season and this will also help people

become more interested in the NBA and want to follow more upcoming games in the future

Overall marketing Strategy

- The overall goal of this event is to bring awareness to the game while generating more interest for the NBA, promoting attendance and an increase of interest within the NBA season.

- Within the past two years, the NBA has lost 25% of their audience

- This event would be the start of an annual game where the two teams can play blacktop basketball with outdoor seating and fans.

- Our first and most important goal is to sell out every ticket to the event and for that to happen, it would require there to be

enough hype and excitement surrounding the game.

- The other aspect and crucial point to the marketing campaign is the social media aspect

Target Customers

-Our primary target audience are adults aged from 35-4 - they are the largest proportion of fans within the NBA, 33% consider themselves an avid fan while 30% consider themselves casual fans

- The next group we are targeting are young adults between the ages of 18-34 they account for the largest group of fans who consider themselves casual fans with 35%, our goal with this group is to stir excitement and create a buzz around the league and change them from casual to avid fans

- The last target group we have are the actual fans of the Knicks and Nets

Implementation Timeline

3-5 months before the event:

- Begin creating content with players, teams, fans, etc. to start getting the hype around the event posting weekly and surveying ticket sales to understand how many people

want to attend

- Start educating fans and the public about the event including date, time, amenities, cost, etc.

2 months prior to event:

- Begin to start selling tickets and see the effect of the supply and demand issue

- Talk with sponsors and realize how they want to promote their brand awareness at the event and begin coordinating their wants and needs.

- Have a booth and interactive event at All-Star weekend where we answer questions, provide giveaways of apparel and maybe even tickets, and begin interactive social

campaigns to hype up the event

2 weeks before the event:

- Provide a countdown so fans and the public understand when the event is happening, plus partner with NBA players to help us spread awareness and have them specifically

speak about the event and its impact on the NBA.

Social Media

- Social Media is going to be one of the largest and most important marketing campaigns because of it’s growing influence and impact it is creating in the world today.

- Instagram, Twitter, and Tik Tok are the 3 sites where we would do the most promotional work

and advertisement.

- Using social media such as Tik-Tok will help us interact and get our message out to the

younger generation as they are the most prominent group on social media.

- Social Media will be used as an informational directive providing updates and hype videos

surrounding the event and providing fans an opportunity to learn what the event entails and

how they can get tickets, share posts with their friends, and spread awareness for the game.

Ticketing

- For the Harlem Event our main goal is brand awareness and fan engagement so this means our ticket prices must be inviting to all people.

- Rucker Park lacks sufficient seating to host a full event and based on the time of year certain fans may be less willing to come

out to a game depending on the weather.

- With this being said though we hopefully would have around 750-1,000 available tickets to sell to the public to hopefully max

out the event.

Strengths

● NBA has strong roots in New York ● The Rucker influenced the playstyle of the

modern NBA ● Many Future Hall of Famers grew up playing

at the Rucker ● The Knicks and Nets are both based in New

York City

Kevin Durant at the Rucker (2011)

Kobe Bryant at the Rucker (2002)

Weaknesses

● Seating Capacity ● Adverse Weather ● Player Cooperation

The Film Uncle Drew (2018)

Opportunities

● Establish Positive Fan Connections

● Attract New (Repeat) Consumers

● New York City ● Similar to the MLB Field of

Dreams

Threats

● Competition from other attractions in New York Metropolitan Area

Projected Costs

● Seating Modifications ○ $5,000,000 ($1,000 X

5,000) ● Field of Dreams Cost

○ $8,000,000 ($1,000 X 8,000)

● NBAPA Donations ○ $500,000

Revenue

● Ticket Price ○ $1,000

● Field of Dreams Tickets ○ $400

● Special Edition Gear ○ Jersey ($100) ○ T-Shirt ($40) ○ Hat ($30)

Kyrie Irving at the Rucker (2013)

Tyreke Evans at the Rucker (2013)