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The Cleveland Browns

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by

Monica Montanari

on 24 April 2014

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Transcript of The Cleveland Browns

Paint the Town Brown
A Cleveland Browns Marketing Plan by Monica Montanari,William Rajnus, & Benjamin Vega
Executive Summary
Definition of Offering
Situational Analysis
Competitive Analysis
Target Audience
Marketing Objectives
Marketing Tactics
Measurement of Success
Utilize loyal fan base
Our main objectives
Specific recommendations


1. Redefine The Target Market
2. Increase Fan Involvement
3. Increase Team Presence
Marketing Strategies
1.
a. Research
b. Unaffiliated Fans
2.
a. Game Experience
b. Connectivity
3.
a. Staff and Players
b. Wins
1.
a.
i. Fan Buying Habits
ii. Psychographics and Fan Lifestyles
b.
i. Marketing and Fan Involvement
2.
a.
i. Better Stadium
ii. Fan/Athlete Relationships
iii. Individualism
iv. Time Pressure
b.
i. Social Media
ii. Physical Advertising
iii. Community Outreach
iv. Local Businesses
v. Business Buy-Outs
vi. Unifying Slogan
3.
a.
i. Team Community
ii. Individual Star Power
iii. Team Star Power
iv. Unconventional Star Power
v. Permanence
b.
i. Focused Marketing


Competitive Forces
Economic Forces
Political Forces
Legal Forces
Technological Forces
Socio-Cultural Forces
College Football
NFL Football
Other Sports
NBA
MLB
Blue-collar families
Children
Women
Season ticket holders

Attendance
Traffic
Media Contracts
Sponsors
Sales
Community
Overview
Poor Management Decisions
Poor team performance
Strong Roster for next year
Needs a Franchise Quarterback
Full transcript