Table of Contents
Executive Summary………………………………………………………………………………………3
Team Overview………………………………………………………………………………………7
Team Market……………………………………………………………………………………………12
Team Objectives……………………………………………………………………………………………19
Future Promotions…………………………………………………………………………………..24
Sources ……………………………………………………………………………………………………35
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Executive Summary
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Executive Summary
Over the past few seasons attendance for Tampa Bay Buccaneers games have dwindled. A lengthy waiting list for season tickets has rapidly dried up and more and more empty seats at Raymond James Stadium can be spotted on TV. It is imperative that the management and marketing departments take a step back and analyze the franchise as a whole, it’s history, fan perception, strengths, weakness, economic climate and target market in order to locate and remedy this problem and determine a new set of goals/objectives that can be attained in a set, reasonable and definable manner. If this problem can be solved by a new promotional campaign than the organization must be certain that it addresses the right components of the promotional mix.
The Bucs have developed a very distinct reputation amongst its core fan base. Previous owner Hugh Culverhouse and current owner Malcolm Glazer have developed a reputation for being cheap, which has frustrated fans and has hampered the quality of the roster. The Bucs have historically suffered because of these reasons as they are among the losingest franchises in the NFL and have been devoid of many franchise stars especially at the quarterback position. The current marketing staff has also failed to recognize and adapt to the unfavorable market that the Bucs are located in. The current economic recession caused by a severe crash in the housing and construction markets has limited many fans pockets while a multitude of other competitors compete for their shrinking pockets. The state has two other football teams, The Miami Dolphins and the Jacksonville Jaguars, outside of the Bucs, compete with successful MLB, NHL, and college football teams and a multitude of tourist attractions, beaches and nightlife. Despite these factors effecting an already relatively small primary market ticket prices remain the highest of the states pro sport teams.
The Bucs have several strengths that do work in their advantage. Despite entering the 2010 and 2011 seasons with the youngest team in the NFL lead by the youngest coach in the NFL, the Bucs were the only NFL team in the state to finish with a winning record. They are by far the most talented and likely best team in the state. They also play in a world class venue in Raymond James Stadium (the state’s newest pro football stadium) which along with Tampa’s world renowned weather, beaches, tourist attractions and theme parks attracts many Super Bowls, bowl games, tourists and fans.
The Bucs need to reach three new target markets located throughout the state and in nearby bordering states. These targets are: families, former fans who have become stale with the team and young and/or casual football fans. In order to appeal to this market the Bucs need to promote themselves as a young but immensely talented pro football team lead by a young dual threat quarterback that has the potential to translate its diverse set of exciting and dynamic talent into a wins and prestigious accolades.
The Bucs new objectives revolve around the concept of attracting and promoting to three groups, families, “bandwagon” fans, and young and/or casual football fans. The first and forth most goal is to create enough publicity that attracts prospective fans to an incredible atmosphere. It should be a goal to eliminate TV blackouts entirely by the year 2012. By following this formula it is also intended to increase family attendance and season ticket sales by 15% in 2012.
In order to attract fans and keep them coming to games and to fulfill the team objectives, it is imperative that the Bucs adopt a bold, aggressive yet do-able and financially responsible promotional plan. This promotional plan needs to stress the Bucs young, explosive talent while also creating an world-renowned atmosphere that gets fans hooked. In order to accomplish this the promotional plans need to create a great deal of publicity through proper advertising which offer fans various incentives that are provided by sponsors to come to future Bucs games. Some proposed promotional events include: Pirates of the Caribbean Day, Theme Park Day, The Champs Return, Josh Freeman/Quarterback Day and Lunch with the Bucs.
To summarize the Bucs need to adopt a bold yet financially responsible promotional plan that promotes its product of a young but immensely talented pro football team lead by a young dual threat quarterback that has the potential to translate its diverse set of exciting and dynamic talent into a wins and prestigious accolades to its target market. The promotional strategy should be successful as it covers all of the target markets while meeting all the intended elements of the promotional mix. Not only are the events doable but they create enough publicity to attract people to a heightened atmosphere through the advertising of several incentives that are available through various sponsorships. These events will also increase the public perception of the Tampa Bay Buccaneers.
Organization Info
The Tampa Bay Buccaneers were established in 1976 by owner Hugh Culverhouse. It was rumored that he won the expansion franchise as part of an agreement to end an anti-trust lawsuit against the owners after he claimed that they conspired to prevent him from buying the Los Angeles Rams. A name-the-team competition resulted with the name Buccaneers as a tribute to all the pirate legends in southwest Florida. The original colors were red and orange as a tribute to local universities (red-Florida State and University of Tampa) (orange-Florida and Miami.) The team got off to a slow start losing their first 26 games and won their division only three times prior to 1997.
The current owner of the Buccaneers is businessman Malcolm Glazer who also owns the controlling stakes in the world renowned Manchester United Football Club. Upon his initial purchase of the Bucs in 1995 for a then NFL record $196 million, Glazer was viewed as a savior to the franchise. He was instrumental in getting the city of Tampa Bay to build a new $200 million stadium in 1998. The new stadium, Raymond James Stadium, had one of the most favorable leasing agreements in the NFL. In contrast to Culverhouse, Glazer began to spend lots of money on player contracts allowing the team to build a winning franchise eventually winning a Super Bowl in the 2002 season. However community perception of Glazer has quickly deteriorated since he gained the controlling stake in Manchester United in 2005. Since then he has spent considerably less on the Buccaneers, increasd ticket prices and has earned the reputation of being cheap angering and driving away fans (Every home game in the 2010 season was blacked out). At the start of the 2011 season the Bucs had roughly $27.5 million in cap space, third highest in the NFL.
The current General Manager is Mark Dominik who was hired in 2009. Dominik has shown a tendency to build his team slowly through the NFL Draft as wells gambling heavily on players with character and injury issues. Since 2009 he has drafted young talented players such as QB Josh Freeman, DT Roy Miller, DE Kyle Moore and WR Sammie Stroughter, DT Gerald McCoy, DT Brian Price, WR Arrelious Benn, CB Myron Lewis and WR Mike Williams. He also traded for TE Kellen Winslow in 2009. Although fans are split on the thought of playing so many rookies at one time and annoyed with the lack of money being spent on free agents, Dominik is viewed as a competent general manager who has built a team loaded with young talent and common perception of him is that he will continue to build the team in a positive direction. Fans quickly point to the fact that despite the 2010 team was the youngest in the NFL; they still went 10-6.
The Tampa Bay Buccaneers play in Raymond James Stadium which was built in 1998. As is normal for a stadium in a warm weather climate the stadium has hosted numerous Super Bowls (2001 and 2009). It is widely believed that construction of 65,857 seat stadium which fans call “Ray Jay” kept the Buccaneers in Tampa and helped renew interest in the team until the teams recent ‘financial conservatism’ since 2005. “Ray Jay’s most famous feature is a 103 foot replica pirate ship which has numerous interactive features and shots confetti out of its cannons when the team score a touchdown, enters the red zone, kicks a field goal or gets a safety. It is common for the stadium to play the song “It’s a Pirates Life for me” on game days. However the stadiums greatest strategic benefit to the Bucs may be its climate which is the normal hot humid Florida weather. Early in the season when it is the hottest, the Bucs usually wear their road whites, their-by forcing the away team to sweat in their darker color jerseys.
Despite being a Super Bowl winning franchise that has been in the NFL for 35 years, the team has been surprisingly void of star players. The franchise has only had one Hall of Famers that played in his prime for the team in Defensive End Lee Roy Selmon (who tragically passed on September 4th). Other notable players involved linebacker Derrick Brooks, DE Simeon Rice, Running Back Warrick Dunn, Defensive Tackle Warren Sapp and QB Doug Williams, all of which except for Dunn and Williams played on their 2002 Super Bowl Team. The short number of established stars is a result of the team’s previous history in which they were one of the cheapest teams in the NFL. Almost all of these players have founded local charities and have been involved in the community. Selmon was instrumental in getting a Division 1 football program at South Florida University and in 2009 Dunn won the Bart Starr Award for his work in the Warrick Dunn Foundation and the Homes for the Holidays program which the latter helps struggling single parents purchase homes. The players mentioned above as well as other players and coaches still live in the area and are involved with the team. Former Buccaneer Don Bailey is the team’s radio broadcaster.
Despite winning a Super Bowl in 2002 and making the playoffs seven times since 1997, the Buccaneers historically have been one of the losing’s franchises in the NFL with a career record of 218-330-1. They started their franchise by losing their first 26 games (still an NFL record) and only made the playoffs three times prior to 1997. Although the team has put together some historic defenses (especially in the Monte Kiffin Tampa-2 era) they have traditionally had a bad offense throughout their years of existence, perhaps adding to the history of poor attendance. Since their inception they have only finished in the top 10 in total offense once.
Despite just winning lots of games, the Buccaneers are focused on continually developing a product based on exciting young talent. The team has made an effort to show pride in the Tampa Bay community by sponsoring many promotions, charities, and community outreach programs that intend to help children, families, and anyone in need. Also by possessing a football stadium in a warm weather environment, the team is able to pump money into the Tampa Bay economy by attracting bowl games, Super Bowls and other sports organizations. Through this they have dramatically improved their public image despite some fans skeptical view after drafting some players with character concerns.
Due to the fact that the Buccaneers are one of the few winning NFL teams that struggle in attendance, marketing is an important aspect of their business plan. The team primarily relies on promotions which are held numerous times throughout the year; examples include: The Publix Tailgater of the Game which awards the ‘best tailgater’ each game with a prize pack that includes numerous gift cards and expensive tailgating equipment. A Kickoff Party with a live band, drinks, a chance to meet coaches and players and of course a performance by the cheerleaders which in itself is another important marketing asset they possesses.
According to their website the Buccaneers are involved in numerous community service programs that strive to benefit children, families and those in need. There are five player lead charities that strive to accomplish this goal including the Better Us Foundation which offers support services to adolescents in their final three years of high school to help them graduate and attend a college or vocational school. Earnest Giving, Inc., which assists disadvantaged youth through Big Brothers/Big Sisters of Southwest Florida, The Heights Foundation, Boys and Girls Club of Southwest Florida and Heights Elementary School. And the Kellen Winslow Jr. Foundation which strives to give back to the Boys & Girls Clubs as well as other children's charities in the cities of Tampa (FL) and San Diego (CA) The Bucs also host numerous events within the community. Such events include an annual fan fest which gives fans the chance to meet players and coaches as well as tours of team facilities and of course the chance to meet team cheerleaders. The team also puts on a wide variety of youth football programs as well as the Women’s Organization which is made up of front office and player wives and girlfriends that put on various events throughout the community.
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As stated above the team is centered around its young, team grown talent in which it is the teams hope that they will continue to get better with game experience while exciting its skeptical fan base. Despite the teams surprise 2010 in which the team finished 10-6, many fans are excepting the team to take a step back due to a hard schedule and a young defensive line. The team is lead by young QB Josh Freeman who although is a young quarterback he has demonstrated leadership beyond his years while proving to possess the ability to lead his team back in the 4th quarter. WR Mike Williams was the steal of the 2010 draft, quickly becoming one of the game’s elite and explosive talents despite being drafted in the fourth round. Williams does, however have legitimate character concerns after having numerous academic and team issues at Syracuse and having recently been arrested for a DUI. Cornerback Rondee Barber has proven through the years that he has been one of the games most consistent defensive backs while also having a very marketable personality. However he is 36 years old and his time in the league is coming to an end. The team is coached by Raheem Morris who is the youngest coach in the NFL at 34. He has proven to light a fire under his team and has made headlines by surprisingly claiming his team was the best in the NFC. He is also one of the few African American head football coaches in all of football which may provide a value to the marketing division.
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Tampa Bay Market
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Situation Analysis
The Tampa Bay Buccaneers market can be summarized as one of extreme high risk and high reward. Although located in one of the most desirable climate areas in one of the most populated states, the Bucs market has proved more difficult and challenging than rewarding.
The Tampa Bay Buccaneers are located in the Tampa Bay metropolitan area which makes up the heart of the Tampa-St. Petersburg-Clearwater Metropolitan Statistical Area which for this report will be labeled as TSPCMSA. The after mentioned TSPCMSA has a population of roughly 4.2 million people while the Tampa Bay Area where the majority of the Bucs fan base lies has a population of 2.7 million people. The people in this area are roughly between the ages of 18-54 which makes up 47 percent of the area’s population in a region known for being labeled as a retirement community (almost 20 percent are over the age of 64). The area is also known for its diversity with almost 23 percent of the population labeled as Latino or African American. Because the team has been in existence since 1976, it is likely that there are many fans in the area that can be classified as ‘lifelong fans.’ Besides the tourism industry, the region’s main employer has been through several technological manufacturing companies which specialize in designing, creating, making and selling nanotechnology and manufacturing for the defense industry. Tampa Bay ranks in the top 20 nationwide for medical device manufacturing clusters.
The TSPCMSA has been known to go through stretches of migration due to its preferred climate and has seen a steady increase in population throughout the years. Despite this migration the area has been hit hard economically. In 2008 the area's construction based boom was brought to a sudden halt by the financial crisis beginning in 2007, and by 2009 it was ranked as the fourth worst performing housing market in the United States. The local recession has yet to see an impact on the average ticket price which in 2009 was $75, slightly higher than the average NFL Ticket. The price has dropped to $72 however this is still the highest among all of Florida’s NFL Teams. This along with some previous poor performances in the past (the 10-6 performance in 2010 the exception) has lead to the season ticket wait list (which in the past has been one of the lengthiest) to dry up and ticket sales to dwindle. Every home Bucs game has been blacked out since 2010 and before than the owner Malcolm Glazer was known to buy all remaining empty seats before the NFL Ticket sail deadline. This has lead to numerous complaints and a bad image for the aforementioned owner. In the past five years the Bucs have spent $35 million less than any other NFL Team.
Overall the Tampa Bay Buccaneers primary market is the Tampa Bay area which consists of one of the largest cities in the U.S. in Tampa, Florida. The larger area that the Tampa Bay Area is in, The TSPCMSA, is made up several primary and secondary markets with the largest cities such as Clearwater, St. Petersburg, and Brandon following into the primary fan base. The Bucs find a secondary market in some of The TSPCMSA smaller cities such as Largo and Gulfport as well as several other nearby metropolitan areas including the Orlando and Tallahassee areas. The Orlando and Tallahassee markets have the most potential as the two areas have shown no relative support to either the Bucs or Florida’s two other teams in the Jacksonville Jaguars and the Miami Dolphins. The Tallahassee market has a potentially large fan base due to the hometown Florida State Seminoles football which at times has turned the metropolitan area into a football mad area. Of the three teams, the Buccaneers are the closest team geographically. Another potentially untapped metropolitan is the Orlando market which although distributes fans to all three teams, it is heavily dominated by the Jacksonville Jaguars. However with the Jaguars compared to the rest of the NFL are considered a struggling franchise. Although the team has control over two metropolitan areas in Jacksonville and Orlando, its fan base is still one of the smallest in the NFL and on top of that has struggled putting fans through the gate. The Jaguars have been mentioned as a potential team for relocation potentially to Los Angles. Due to the teams shaky future perhaps the Orlando as well as Jacksonville areas have a certain amount of long term potential. Due to the tourism options near Tampa the team potentially could attract fans out of the state in nearby “SEC Country” states such as Georgia, Mississippi and Alabama.
Although the Buccaneers are located in one of the most populated states and in an area that has some of the warmest weather, the team has struggled primarily due to all the other sport and entertainment options that can be found nearby. Every year the Bucs have to compete with two other in-state teams in the Miami Dolphins, which has a metro area of approximately 5.4 million, and the Jacksonville Jaguars which has a metro area of approximately 1.4 million. Also during the football season, the Bucs have ongoing competition from several established college programs such as the University of Miami, Florida State, Florida, and South Florida. Several other sport teams in Tampa Bay have seasons overlapping with the NFL season such as the successful Tampa Bay Rays baseball team and the Tampa Bay Lightning hockey team. On top of all the sport competition the Bucs face numerous entertainment/tourist options such as the nearby mega theme parks such as Walt Disney World, Universal Orlando, Sea World Orlando, and Busch Gardens. The area is also renowned for its beaches and nightlife. Other attractions include the Salvador Dalí Museum, the Florida Aquarium, Museum of Science and Industry, the Florida Holocaust Museum, Lowry Park Zoo and Weeki Wachee Springs. In 2004, 5.6 million people attended plays, musical performances, museum exhibits and other cultural institutions in Tampa Bay, spending almost $521.3 million. With the diverse amount of competition that the Tampa Bay Buccaneers face and a struggling economic climate in the Tampa Bay Area has shrunk attendance and has limited the Bucs metro area fan base to approximately 2.7 million people, larger than only 12 teams in the NFL; the majority of those teams are the only in their respective state.
Of the three NFL teams in the state, The Miami Dolphins are the most popular. The Dolphins fan metro fan base almost triples the Bucs and they are the most established and successful as they were the first team in Florida and have made it to several Super Bowls. The Dolphins are also located in Miami which has attracted the attention of numerous celebrities, some of which, such as Serena Williams for example, partially own the team. The Jacksonville Jaguars are the youngest team in Florida and have the fourth smallest metro area market and one of the smallest fan bases overall in the NFL. Despite having some reasonable success in a small period of time and having the cheapest average ticket price in the NFL at $57, the Jaguars have struggled mightily attracting fans. This is in part to the mighty local competition; a small-not yet established fan base, and a stadium deal that straps the team financially. These combining factors have made the Jaguars a heavily rumored candidate of relocation, potentially to Los Angeles, giving the Bucs a potential untapped market in the long run. Compared to these two teams the Bucs have the highest average ticket ($72) among the three teams in Florida despite their small market. The Bucs play in the newest venue providing perhaps the most amenities. They have a long history that although has been synonymous with losing has had success such as their Super Bowl in 2002. Although the franchise is devoid of recognizable former stars such as Dan Marino, the current Bucs roster is the youngest, most talented and likely best among the three teams in the NFL. However the team has yet to prove it can capitalize on maximizing this benefit as it has continued to struggle in attendance as of late.
In a SWOT analysis, The Bucs have several strengths: They are the youngest, most talented and potentially best team in the state. They play in a great venue in Raymond James Stadium which is the newest NFL facility in the state. They play in an area that has a great climate which has lead to the emergence of several world renowned tourism industries such as several mega theme parks, beaches, nightlife, concert halls, museums, etc. The state of Florida is one of the most diverse and populated states. The current team has a young and talented quarterback in Josh Freeman who fans see as a hard worker and a leader. The team has had some significant success in the past ten years including a Super Bowl win in 2002.
Some Weaknesses are their ticket price which is the highest in the state (at a $72 average) and abnormally high considering their attendance and local economic climate which has been devastated by unemployment and the housing market. They have a small metro area and thus a small fan base. There is a lot sport and entertainment competition with the Bucs. The Bucs have a poor history outside of the 1990’s as the organization has a career losing record and is significantly devoid of stars. Rival Miami Dolphins are considered the premier NFL organization in Florida as they have been around longer, have a greater tradition and are located in a larger primary market. Malcolm Glazier has an unfavorable view among fans and has been criticized for recent cheap spending practices. Some recent poor seasons combined with the economic market and rising ticket prices have lead to attendance problems.
The Bucs however face numerous opportunities that few NFL teams have. The Bucs have several undeveloped markets such as the Tallahassee, Orlando and edge of SEC country states that the Bucs could expand and promote their product to. The Jacksonville/Orlando market could eventually benefit the Bucs as a potential long term market due to the Jaguars shaky standing which has lead to the team being sold and rumored as a candidate to move to Los Angeles. The warm weather has created a booming tourism industry which very well could allow the Bucs to attract new fans as well as out of town fans. Raymond James Stadium presents great marketing and entertainment options potentially creating a unique and distinguishable stadium atmosphere whci would mean greater retention and more visits from football fans who enter through its gates. Current Buccaneer Josh Freeman is a young and talented quarterback, something that the team hasn’t really had very much of in its history and could excite and rejuvenate fans. The young and talented team could develop excitement and over time may become a Super Bowl contending team.
However they also have several worrisome problems that could mean trouble for the team. The Bucs have an owner that is viewed as cheap which could drive its talented players and fans away. The team is young which means it’s inexperienced and may never develop its potential. The local sports and entertainment options may take away its fans time and money that is continually shrinking and quickly becoming unable to cover the cost of its high NFL ticket. High ticket prices in a small market and current recession could lead fans to find alternative ways of watching a Buccaneers game. Because it has had a hard time attracting fans, there is the potential that they could be blacked out more in the future harming their national exposure.
Tampa Bay Buccaneers SWOT Analysis
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· Youngest, most talented, best team in
the state
· Raymond James Stadium
· Florida climate
· Around several world renown tourist
attractions (mega theme parks, beaches
nightlife, concert halls, museums)
· State of Florida one of the most diverse
and populated states
· Have a potential franchise quarterback
· Some recent success
Opportunities Threats
· Several undeveloped markets that the
Bucs can expand and market to
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standing and have been rumored to move
to Los Angeles creating a potential long
term opportunity
· Warm weather has created a booming
tourism industry which could allow the
Bucs to attract new and out of town fans
· Raymond James Stadium is the newest
football stadium in Florida and presents
great marketing and entertainment
options, potentially creating a unique and
distinguishable stadium atmosphere
· Young and talented team could develop
excitement and over time become a
Super Bowl contender
· Josh Freeman is a young and talented QB
something the organization has lacked
Buccaneers Objectives
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Tampa Bay Buccaneers Objectives:
Based on the current makeup of the team, its history and fan base, it can be concluded that the Tampa Bay Buccaneers have the potential of selling a product that appeals to many sectors of fans. The product of the Tampa Bay Buccaneers can be defined as a young but immensely talented pro football team that has the potential to translate its diverse set of exciting and dynamic talent into a wins and prestigious accolades. Because our product is one of the oldest in the NFL and had firmly established itself in the Tampa area with a recent history of success and tradition it posses appeal to many old-time/ lifelong Bucs/football fans as well as many sport fans in the state of Florida. Because the current makeup of the product is heavily based on young exciting talent it provides an opportunity to attract a new/younger fan base as well as rejuvenating current fan that may have become stagnant in their perception of the team; the youth provides the chance for fans to latch onto a new generation of Tampa Bay Buccaneers that they can root for and watch have success.
In recent years, fans have identified Bucs football of maintaining an identity that was set by the 2002 Super Bowl championship team. That identity the product of that time as providing fans with an NFL team that won games based on their star-studded Tampa-2 defense which crippled opposing offenses and an efficient offense characterized by a good running game and lead by game managing quarterbacks. However the Bucs product now can and should be characterized by an offense made up of young explosive players lead by a game changing dual threat quarterback backed by a young but nasty Tampa-2 defense team that is always conscious of its roots and traditions that it has been founded on. Obviously the change in our product definition is due to the need to market the teams overall youth especially the talent on offense lead by quarterback Josh Freeman. The Bucs need to promote the youth and talent as it will appeal to a new generation of fans as well as fans who have developed a stale mindset on the team by comparing it to the 2002 team. This would allow this rejuvenated and new fan base to fall in love again with a new generation of Buccaneers. It is important to market the dynamic talents in the new offense especially Josh Freeman because Tampa Bay teams in the past have developed a reputation for rolling out bland and talentless offenses. The Bucs as a team have only finished in the top ten of total offense once since their inception in 1976. Bucs teams in the past have been especially void of elite NFL talent having only one NFL Hall of Famer play for the team in the prime of their career. The position of Quarterback has been especially uninspiring continually employing old washed out quarterbacks at the end of their careers; this list includes Vinny Testaverde, Trent Dilfer, and Jeff Garcia. In the minds of fans the Bucs haven’t had a young and talented player at the quarterback spot since Doug Williams in the late 70’s early 80’s. Promoting young talents at offense and at the quarterback position may excite the fan base.
Because the Bucs have the potential to appeal to both a new generation of fans and those that have become stagnate its new target market should appeal specifically to those groups. Right now the fan base that attends home games can be characterized as the die-hard fans and/or the lifelong Bucs fans. This fan group is the type that will show up to home games no matter how bad the team is. Unfortunately this fan base is not enough to fill Raymond James Stadium as the current economy has made it hard for them to afford games, this is why the Bucs should stretch out and seek new areas to fill the gaps in this fan base. Because of the current makeup of the team, the youth and talent that is may appeal to a slightly younger fan base such as the 30-50 fan base. This group in theory should be a nice mix between the college grads that has a job and fewer financial obligations to commit to and would be interested in the surrounding beaches and nightlife Tampa has to follow. The other part of this demographic would be they are at an age where they have young families that might be interested in attending a family friendly football environment in the heart of a world renowned tourist hotspot. This demographic also consists of football fans that have nearby jobs who attended Bucs games in the early 2000’s when the team was making Super Bowl runs. This fan base fell away when the team began to struggle. The Bucs could market their young talented team in an attempt to re-excite those “bandwagon” fans as well as younger fans and families to come out, attend games and become latched to a team of new players that has similarities to the 2002 team yet breaks traditional stereotypes of the organization.
This Target Market can be characterized by an interest to latch onto the pro football team in Tampa Bay. The families want to have a safe family friendly yet fun football environment while the stagnant fan wants to experience exciting football (they want to be entertained). In order to bring them to the games, it is imperative to stress the amenities that one could experience at Raymond James Stadium: the outdoor venue, the tailgating, the family friendly features and the exciting product on the field. The product that is being marketed also must fit into an affordable price range that won’t interfere with these two groups financial commitments in a tight economy.
In order to establish this new brand of a young but immensely talented pro football team that has the potential to translate its diverse set of exciting and dynamic talent into a wins and prestigious accolades while playing in a family friendly environment that is honest and open with its historic roots must be fulfilled through the use of predetermined objectives: Appealing to the families, bringing back old fans and establishing a reputation of a talented football team.
It is imperative to establish and promote the Buccaneers young talent especially Josh Freeman as it is the heart and soul of the comparative advantages that the team has over other franchises in the NFL (especially in Florida). Establishing a reputation of explosive offense lead by a young dual threat QB who has a positive image in the community while displaying a knack for leading 4th quarter comebacks is necessary as new fans who are interested in football will have the opportunity to latch onto the team and watch its players develop over the next decade. This will also once again rejuvenate that fan base that has seen little offense, elite talent and young dynamic quarterbacks. This is also holds onto the fans that we bring in. The Bucs need to use this talent to grab a hold of new markets and place a positive long lasting view in the minds of fans which will inspire them to become new lifelong fans of the team. The Bucs also need to use this young talent and a creative promotional plan that will garner enough publicity to attract the causal/light football fan. It should be a goal to reduce TV blackouts entirely by the 2012 season.
Another objective the Bucs should establish is to attract families to its venue in order to experience the product that it offers. Currently the Bucs have all the necessary ingredients of a family friendly environment; they have a diverse amount of community outreach programs that are centered around kids, they put on many kids clubs that spark children’s interest in football and they play in a venue that has may family friendly features such as a giant pirate ship in the south end zone. The Bucs just need to exploit these advantages, they need to advertize the family features they poses while also focusing on unrealized advantages such as the immense amount of tourist attractions in the area which could lead to many family vacations centered around the Bucs game as well as attract families outside Florida. In order to do this it is a must for the Bucs to address their pricing situation as their tickets are the highest in Florida (the Jaguars average ticket is almost $20 lower than a Bucs ticket). Thus the Bucs need to either lower tickets or have more family pricing deals and packages. The amount of families that attend Bucs games should be increased and it would be expected and hoped that family admissions would rise 15%.
The last objective should bring back fans that have lost interest in the Bucs. This would be done by heavily marketing its young offensive talent particularly Josh Freeman in an attempt to raise intrigue and excitement about the team and to get them “back on the band-wagon.” The most successful time in the Bucs history was in 2002, although the organization should move away from that image slightly it should still be used to attract fans back to the team. By using the new identity on offense and reminding them of the team’s recent tradition and success it may lead for those ‘bandwagon’ fans to experience emotions similar to what they had in the early 2000’s. It is imperative that the Bucs convince those old fans to renew their season tickets that they may have had in the early 2000s. Season ticket sales should increase by 15%
Future Promotions
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Promotions
Earlier in this report, it was determined that the Tampa Bay Buccaneers have the potential of fielding a dynamic product that could not only captivate its current an loyal fan base but it could also attract a new diverse audience through the gates of Raymond James Stadium in the near future. It is imperative that the product that is the Tampa Bay Buccaneers be marketed as a young but immensely talented pro football team lead by a young dual threat quarterback that has the potential to translate its diverse set of exciting and dynamic talent into a wins and prestigious accolades. In order for the objective to be achieved, it is imperative that the Buccaneers market and promote themselves to three football groups. The Bucs fan who lost interest in the team, families and new football fans.
The team needs to promote its young and diverse talent to old fans who have lost interest in the team or have become frustrated with poor performances in recent seasons. In order to successfully appeal to this group, it is imperative that the Bucs market its young talent which has already lead the Bucs to some success, It needs to market quarterback Josh Freeman heavily as the history of the Tampa Bay franchise as remarkably been devoid of young talented quarterbacks. The Bucs also must continue to stay true to their roots and continue to remind fans of successful moments in Bucs history such as the 2002 Super Bowl and compare the current Bucs team to those great teams of the past.
Second the Bucs need to improve itself with the all important family graphic. The Bucs have all the tools needed to appeal to the family market, a family friendly stadium with numerous interactive features, a diverse set of kid friendly programs, initiatives and clubs, and they have a young team which kids could potentially latch onto and watch develop as they grow up. The Bucs have a unique advantage in that they are located near the tourist capital of the United State and thus has the opportunity to market itself across the state of Florida as well as into nearby states which could attract families looking to go on a small vacation. The only thing missing is the value aspect. The previous and current owners of the Bucs have received a negative reputation as being among the cheapest owners in the NFL. They have a history of keeping payroll down which has hampered the team’s ability to attract and develop top flight talent. Recently they have risen the cost of attending a Bucs game. The average ticket to a Bucs game is $72 which is the highest among the three NFL teams that play in the state. (The Jaguars have the lowest price at $57). Many have seen this as unacceptable considering the owners reputation, the payroll of the team, the poor performances of recent teams (outside the 2010 team), the size of the current market and the severe economic recession that is impacting their primarily market. In order to attract the family market the Tampa Bay marketing team needs to come up with promotions that help to mask these deficiencies while bringing in new families.
Finally the Bucs need to appeal to the new prospective football fan who is looking for a team to cheer for. Half of this objective will be fulfilled if the Bucs are successfully able to market and promote its product to the family target market. If families are able to bring their kids to a game, and the game provides a memorable atmosphere for the kids chances are that they will grow up following the Bucs. The Bucs also have a favorable advantage in that young kids can become attached to the team and watch it young players develop throught their time growing up. The Bucs are also currently the youngest and likely best team in Florida with the potential to win a great deal of games an accolades in the future. Attracting families to games is only one part of the equation. The Bucs need to be involved in youth football initiatives as well as schools in order to get kids attention and to draw them into the exciting product that is the Buccaneers. This creates a long term potential market for the organization. The Bucs also need to put on promotions that not only add to the already great atmosphere in Raymond James Stadium but also draw a great deal of publicity in order to attract curious people through the stadium gates and fill the empty seats. The goal of these promotions is to target the “casual/light” football fan who is curious in the potential atmosphere and publicity that the promotion creates.
In order to accomplish these promotional objectives, several aspects from the promotional mix are going to have to be addressed especially atmosphere, publicity, incentives, sponsorship, and advertising. Most of the promotions are intended to further expand on the already great atmosphere at Raymond James Stadium. A phenomenal atmosphere will provide incentive for fans to come back to future games, renew their passion for the team and/ or allow for new fans to become attached to the team. In order to bring these fans in and fill the empty seats publicity must be created to draw fans attention and help increase the atmosphere. Incentives in the promotion will give fans a reason to come to the game and potentially become enamored with the atmosphere and the team. Good incentives may even increase publicity around the event. Many of the promotions have the chance to provide considerable buzz in the business/entertainment world attracting sponsors which will help offset costs of the event. And finally advertising is imperative as it is the sole way that initial word of the event is spread. The Bucs also need to use advertising to reach new audiences which can be accomplished by promoting the Bucs product (especially stressing the young quarterback part) and advertising to the new markets that may be enticed to travel to a Bucs game on a potential vacation. In order to accomplish these objects and attract the target markets several potential promotions have been created
1) Potential Promotion:
Pirates of the Caribbean Day
The original owner Hugh Culverhouse decided that the Bucs should be named after pirate legends that were synonymous with southwest Florida. What’s a better way to remind fans of this fact than have a day were you can salute those same legends and the swashbuckler image that Disney’s Pirates of the Caribbean films have so embedded in our culture. There is no better venue to have this event in than Raymond James Stadium which not only the home of real life Buccaneers but features a 103 foot replica pirate ship which has numerous interactive features and shoots confetti out of its cannons when the team score a touchdown, enters the red zone, kicks a field goal or gets a safety. It is common for the stadium to play the song “It’s a Pirates Life for me” on game days. Numerous events will be going on throughout Raymond James Stadium to celebrate the event.
First off before entering fans will be encouraged to dress up as a pirate, if they are deemed to have a worthy enough costume they can receive a certain percentage off of their ticket price. Throughout the day there will be various costume competitions, pirate trivia for prizes, random DVD prize drawings, pirate songs played throughout the day, scenes from the films will be shown on the big screen in breaks in play and the Tampa Bay cheerleaders will be dressed up as “pirates” as well. Another feature that could be done is that actors who played minor roles in the movies could be potentially invited to sign autographs throughout the stadium. People who are not that into movies or pirates in general wouldn’t be left out. The song “Yo Ho Ho (and a Bottle of Rum)” would still apply to everyone, literally. Throughout the game fans over the age of 21 will have the chance to buy a limited amount of rum. Also beer prices would be slightly reduced. The main event however would happen after the game. Fans could be invited to stay afterwards and receive the chance to either watch: one of the movies on the scoreboards, the worldwide premier of the trailer for the next Pirates of the Caribbean film (let’s face it they’re going to make another one at some point), or a firework show.
Because the Pirates of the Caribbean film series is made by Disney, they would be the perfect sponsors for the event especially if they are marketing a fifth Pirates film. Both sides would benefit tremendously from a joint partnership as Disney would be able to gain publicity for the film and market it to 60,000+ people while the Bucs would have the price offset or even covered for. Who knows Disney may even like the event so much that they may allow for additional events to be put on throughout the day (Jack Sparrow is allowed to do the coin toss perhaps).
Although this event can be very plausible especially if there is a fifth pirates film in the works and there is proper organization and planning, their would be some concerns. First off the amount of rum sold would have to be seriously monitored for obvious reasons. Also it would be difficult to watch an entire Pirates film after a game as that will lead to overtime costs for the employees. This is why the world-wide premier of a new trailer would be perfect, however if there is no trailer then that’s an obvious problem. If both of these occur than the team could just do something simple like fireworks synced to pirate songs.
This event would be great as it covers several areas of the promotion mix as well as several target objectives. It would create a great atmosphere (even more so if there was rum available for purchase), and it would create a lot of publicity. The incentives given out would entice multiple people from the target market to come out such as families, first time football fans, the occasional fan interested in the atmosphere and even fans of the films.
2.) Potential promotion
Theme Park Day
Another event that Disney could sponsor (as well as any theme park in the area) is Theme Park Day, which gives salute to the nearby theme park capital of the world. Tampa Bay is located near several world class mega theme parks that attract tourists from around the world. These theme parks include: Walt Disney World, Universal Orlando, Sea World Orlando, and Busch Gardens. Theme Park Day would be marketed towards nearby and distant families. Upon admission to the stadium fans can receive vouchers for a certain percentage off to the theme park that is sponsoring the event. Mickey and Minnie Mouse will partake in the coin toss and through the day they could be found throughout the stadium along with other theme park characters. Throughout the day there will be various drawings/contests were fans could win free tickets to one of the amusement parks. Also throughout the day fans will have the opportunity to purchase classic amusement park food such as ginormous turkey legs, funnel cakes, elephant ears, corn dogs, deep fried Oreos, Twinkies, candy bars, Coke, brownies and potentially food from the recently opened Harry Potter world at Islands of Adventure (aka Butterbeer) at concession stands. If the Bucs win then fans have the opportunity to receive another voucher for a nearby amusement park such as percentage off admission or free food. Another option is if the event is sponsored by Busch Gardens, there is the potential that live exotic animals could be brought in for the kids throughout the park.
The purpose of theme park day is to attract nearby residents and families across the state and in nearby states who are considering going on a vacation and visiting one of the theme parks Especially in the new target markets of the Tallahassee region and southern Georgia, Alabama and Mississippi. Because the Bucs are located in such a tourist hotspot it would potentially be a good idea to further market this too people and entice them to also come and watch a Bucs game. This event could also attract out of town Bucs fans and entice them to come back to the Tampa region for a mini-vacation. The various child friendly events throughout the game would further enhance their game experience and leave a lasting impression on them and their families.
Theme Park day wouldn’t be that hard of an event to put on as their isn’t much pre-work/costs that would have to be put into the event. Bringing in exotic wild animals from Busch Gardens may provide serious liability problems but outside of that this event could be put on providing that a sponsor is found to offer the vouchers needed for this event. This event would heavily really on the use of these incentives which will entice fans who live outside of the primary markets to come and attend a Bucs game. This event would also have to rely on prober advertisement of the event and would need a sponsor to put it on.
3.) Potential promotion
The Champs Return: 2002 Team Reunion
The 2002 Tampa Bay Buccaneers team was the most successful in team history. After finishing the season 12-4 lead by a dominating defense that finished first in the NFL in total defense, points allowed and interceptions while also holding opposing quarterbacks to a 48.4 passer rating. In the playoffs team MVP Brad Johnson lead the Bucs to wins over the 49ers, Eagles and the Raiders in Super Bowl XXXVII where safety Dexter Jackson was named Super Bowl MVP.
The 2002 season inspired many Bucs fans and caused the entire southwestern portion of Florida to go into a state of Buccaneers fever. Unfortunately poor seasons after 2002 drove some of those fans away. The 2011 Bucs have many similarities to that 2002 team however attendance still struggles. The Champs Return promotion is intended to bring back some of those fans that left the organization to honor the 2002 team that they fell in love with, with the hopes that they will also get to see the talent of the new team.
The 2012 season will mark the tenth anniversary of the 2002 Super Bowl team, which will mark a perfect opportunity to honor those members. The Champs Return will start off with a pregame ceremony honoring those who were on the roster in 2002 which include Brad Johnson, Warren Sapp, Keyshawn Johnson, Mike Alscott, Simeon Rice, Derek Brooks. Invitations will also be sent out to members of the 2002 Oakland Raiders team to play a flag football game against players from the 2002 Bucs at halftime (If this proves unfeasible then a pee-wee football game will be played at halftime with the two teams dressed in Bucs and Raiders jerseys). Upon admission fans will be given a team photo/poster of the 2002 team. Throughout the stadium select players from that team will be signing autographs. In breaks in play highlights from the 2002 season will be played on the scoreboards
Because this event is honoring a former Super Bowl winning team it wouldn’t be very hard to find a sponsor for the event. For the most part an event such as this wouldn’t be too hard to put on as their isn’t a whole lot of cost that would be required. The hardest part of this event would be getting 2002 Raiders alumni at the event. In order to do this maybe you could perhaps put it on as a charity event and donate the proceeds to an Oakland charity/foundation. If that proves unfeasible the Bucs could always put on a pee-wee football game where players are dressed up in Bucs and Raiders uniforms which both fans, alumni and the kids on the field would get a kick out of. Other options include moving the pregame ceremony to halftime.
This event is intended to bring back Buc fans that have either lost interest in the team or fans who used to own season tickets at one point but for some reason had to drop them. Honoring the 2002 team would create an unbelievable atmosphere and a lot of publicity. A simple sponsorship could eliminate the cost of this event.
4.) Potential promotion
Josh Freeman/Quarterback Day
When drafted in the first round of the 2009 NFL Draft, quarterback Josh Freeman was hailed as a potential franchise quarterback. So far in his young career Freeman has already lived up to the hype and is on pace to shatter almost every significant Buccaneers passing record including most throwing yards, games started, completions, touchdowns, fourth quarter comebacks, game winning drives and rushing yards for a quarterback. Needless to say Josh Freeman is the Bucs first franchise quarterback since Doug Williams who played for the team between 1978-1982 and is on pace to be the best quarterback in team history. The sole purpose of the promotional event Josh Freeman/Quarterback Day is to honor Freeman and stress to fans how talented he is therefore increasing the excitement around the team. This promotional event will also honor all the quarterbacks who have played for the Bucs which will imply to fans how Freeman’s talent stacks up to other quarterbacks.
Highlights of the event include a pre-game ceremony that will attempt to bring back as many former Bucs quarterbacks as possible. At halftime a few of the former quarterbacks will engage in a skills competition that is similar to the one that Pro-Bowlers participate in. The winning quarterback will get to donate a predetermined reward to the charity of his choice. Fans will receive Freeman bobble-heads and will be treated to Freeman and other Bucs quarterback highlights on the scoreboard between breaks in play. Also the scoreboards will run small info-graphics/features that show how close Freeman is to breaking a Bucs quarterback record (for example one such stat might read “Freeman needs 34 more touchdowns to pass Vinny Tetaverde for most touchdown passes in Buccaneers history.”) Also throughout the game beer prices will be reduced by 34 cents, representing the 34 different quarterbacks that have started games for the Bucs.
Once again this promotional event is intended to show people how special Freeman is to the Bucs organization in an attempt to light a fire under fans who may have lost interest in the team prior to Freeman’s arrival. As well as new fans to the sport. This event will also benefit children/families as kids will be able to become attached to Freeman and cheer for him as they grow up therefore creating a new lifelong Bucs fan. This event wouldn’t be hard to put on at all and is a small cost event that shouldn’t have to many problems. Once again this is an event that relies heavily on creating a great atmosphere that entices fans to come back while bringing back the quarterbacks creates a good deal of publicity for fans who have been Bucs fans but have lost interest the past few years.
5.) Potential promotion
Lunch with the Bucs
The Buccaneers have shown a commitment towards community relations over the past few years starting several community service events and opportunities that help out the surrounding Tampa community. They’ve also enacted several youth football development programs that teach the game to kids as well as stress the importance of staying out of trouble. The Bucs can merge this commitment to community relations into an event that combines several elements of a community relations, public relations and promotions program. This is where Lunch with the Bucs comes in. Lunch with the Bucs serves as a reward luncheon for elementary school kids and their families in the Tampa, Miami, Orlando, Jacksonville, and Tallahassee area that have gotten good grades in school. Kids who get a certain amount of A’s in these selected schools district will be invited along with their families to a luncheon with Bucs players and coaches held at Raymond James Stadium. Not only will the families have the chance to meet and have lunch with Bucs players and coaches but they will be treated to several amenities throughout the day. Before lunch the families will get to partake in a special “mini-camp” with the Bucs. Kids can either catch a pass from Josh Freeman or backup quarterback Josh Johnson, receive a blocking lesson from All-Pro tackle Donald Penn, run an obstacle course with running back LeGarret Blount, hit a tackling dummy with middle linebacker Mason Foster, kick a field goal with kicker Connor Barth and long snapper Andrew Economos or even learn some cheerleading moves from the Tamp Bay cheerleaders. From their families will get to tour the stadium and visit the locker rooms. The families then will get to eat lunch with the Bucs and get autographs from the team.
This event is great long-term advertising for the team as an event like this will leave a lasting impression with the Bucs. Chances are the kids at this event will become Bucs fans as they grow up and proceed to bug their families for years to take them to games. This event also creates great PR for the Bucs in the community and these families that will leave a lasting impression. This event would cost next to nothing if a sponsor is found and would accomplish several long term goals of the franchise; market itself to new secondary markets especially those that are controlled by the Jaguars, attract families, market its young players and leave a lasting impression on potential new football fans.
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Sources
Bucs Nation.com
ESPN.com
Forbes.com
JoeBucsFan.com
Pewter Plank
Pro-Football-Reference.com
Sportscyclopedia.com
Stadiums of Pro Football
Tampa Bay Buccaneers.com
Tampa Bay Online
Time Magazine
U.S. Census Bureau
VisitTampaBay.com
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