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Revitalizing Game Day: A Comprehensive Marketing Plan for St. Louis Rams Tailgating

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The St. Louis Rams face significant attendance issues, ranking 31st in NFL attendance in 2011 with only 86.3% of the stadium sold out. To address this, our marketing plan aims to increase attendance by 5% for the 2013-14 season by targeting families and active sports fans. We propose "Ram Range," a family-friendly tailgating experience featuring games, food, and engaging contests via social media. Our budget includes $132,000 for paid media and experimental outreach, focusing on enhancing the game day atmosphere and tapping into the enthusiasm of both existing and new fans.

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Revitalizing Game Day: A Comprehensive Marketing Plan for St. Louis Rams Tailgating

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  1. RAMP UPYour Tailgate A Marketing Communication Plan for the St. Louis Rams

  2. The Problem • Poor Attendance • 31st in attendance in 2011 • Only sold out 86.3 percent of stadium • Average just over 56,000 • Unimpressive Game Day Atmosphere • 116 out of 120 pro-teams in game day experience according to ESPN

  3. SWOT Analysis • Strengths • Rich Owner • New Leadership • Young Talent • Draft Picks • Optimism • Opportunities • Ride Wave of Other STL Teams • Target Younger Fans • International Fans • More TV Coverage • Weaknesses • Losing Team • Outdated Facilities • Short History in STL • Weak Tailgating • Low Attendance • Small Market • Threats • Moving to LA • Other STL Sport Teams

  4. St. Louis Rams Promotional Strategy

  5. Objective • Increase attendance by 5 percent for 2013-14 season • Go from selling out 86.3 percent of stadium to around 91 percent

  6. Target Market • 25-40 year old couples with small children • Active • Casual Sports Fans • Upper Middle Class • Social Media Users

  7. Tailgating • St. Louis scores low in tailgating experience • Teams that score high also have better attendance • Texans and Bills examples of success

  8. Solution: Ram Range • Family-friendly tailgate zone • Games • Food • Raffles

  9. iBook: Tailgating Tutorial

  10. Cook Book • Pinterest is 3rd most popular social media site • Recipe submissions via Pinterest, contest for best RAMP Up Your Tailgate dishes

  11. Social Media • Facebook is pretty strong • Twitter is not so much • Fan of the week • Little Ram of the Day • Pinterest

  12. Media Plan • “Ramp Up Your Tailgate” Cookbook • Social Media • Suburban Journals

  13. Media Plan • Ram Range (Paid) • Print (St. Louis Post-Dispatch) • Radio • Television • Out-of-Home • Ram Range (Unpaid) • Social Media • Online • Unpaid Publicity • Talk Show Appearances

  14. Ram Range Budget •Paid Media: $132,000 • Post-Dispatch: $50,000 • Radio Ads: $25,000 • Television Ads: $50,000 • Bus Stop Ads/App Creation: $7,000 • Unpaid Media (man hours): $10,000 • Miscellaneous: $8,000

  15. Cookbook Budget •Paid Media: $20,000 • Suburban Journals: $20,000 • Unpaid Media (man hours): $10,000 • Facebook/Pinterest Promotions

  16. Questions?

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