SlideShare una empresa de Scribd logo
1 de 10
Descargar para leer sin conexión
Brand Playbook
Laura
                                    Buchholtz                                            10/29/2010
     Welcome
        I am excited to welcome you to the NFL the #1 sport within the United States. I am confident
you will be valuable asset to the NFL and will find the work challenging as well as fulfilling. Your
position will be in the Brand Management department as the AFC’s Brand Representative. Your start
date will be on May 20th 2010 which will start with a two week orientation to get you better ac-
quainted to the NFL brand as well as your role and our expectations.
        Until then I have included the NFL Brand Playbook to give you an overview of the NFL’s
branding strategy. Below you will gain knowledge on our brand history, current situation, future
roads, as well as some personal perspectives from myself to give you an overview of not only the
position but of the NFL as a whole. In the pages that follow is the playbook of the different branding
experiences the NFL has had and why.

NFL Branding History 1920 - Today
         The NFL, National Football League, was originally known as the American Professional Foot-
ball Association which was established in 1920 and the name was change two years later. The NFL is
the top tier in football professional sports currently with 32 teams and two divisions: AFC (American
Football Conference) and NFC (National Football Conference). However to better understand how
we got to the now, light needs to be shed what happened since 1920.
         From 1920 – 1933 no championship games were held during this time regular season games
were only played between fluctuating 8-22 teams. In 1933 a championship game established as well
as having a set number of teams allowed to play within the league. During this time the perception
of the NFL was associated with that of professional wrestling: bloodthirsty and brutal. This harmed
their fan base because fans of college football did not transfer to professional football.
         The NFL did not try to alter fans perception till the 1950s when Bert Bell became commis-
sioner. He did not apologize for the NFL’s past rather he started to focus on the idea that the game
is for everyone. The games allowed for fans to escape from boredom of reality and watch what some
call “sanctional savergy” The games during these times had no cheerleaders and had very lim-
  ited fan spirit. Very bland but very raw game.
         On 12/28/1958 when the Balitmore Colts and New York Giants championship game was
           televised and had over 30 million viewers, this became the catalyst for change.
                    Pete Rozelle, NFL commissioner during this time period, started
                                  to grasp the power and transformation

                                                  1
abilities TV may have on the NFL. Over the next year the NFL created their own regional networks
and signed contracts with these stations as well as entered into the memorabilia market through NFL
Enterprises. Within a year NFL Enterprises had over 45 manufacturers making and selling 300+
items. By monetizing their logo and copyrights NFL reined in the money.
         Pete Rozelle did not stop there. Prior to his time in the office the NFL did not have a public
relationships department, his first acts as commissioner was to es-
tablish the NFL’s PR department. From here additional moves were
rolled out where Pete saw the opportunities to make fans not only fans
of their teams but also of the game. Pete ended the separate TV deals
amongst teams and created a single TV deal for all of the NFL which
was around $4.6 million however in the 1970s contract deal was worth
around ten times that at $46.25M. Pete marched on by controlling the
brand image by suspending players and sending a message to the fans
that he wants to safeguard the NFL’s integrity as well as the idea the
NFL cares about the game.
         The theme of the NFL caring continued on with Paul Tagliabue as commissioner from 1989-
2006. During this time salary caps and profit-sharing was inacted amongst teams and franchises to
create equal opportunities amongst the large and small teams. Player payouts and cost of tickets rose
during this time and talks of team owners not making money brought up the idea of a strike left a bad
taste in the mouths of customers because of the high ticket prices as well as not understanding the
finances due to the NFL being a private organization.
         The current commissioner is working diligently to ensure a player strike does not occur so the
integrity of the game is not injured. Roger Goodell took over in 2007 and has several potential issues
before him he is trying to divert and this is where you will be stepping in to help. Roger current issues
are:

	      	       •	Cable	providers	wanting	to	place	NFL games in a special sports package, which
                 customers have to purchase. While the NFL wants some games in the basic cabl
                 package.
	      	       •	Steriod	and	player	misconduct	issues.	Setting	the	proper	tone	to	ensure	fans	as	well	
                 as send a message to the players.
	      	       •	Player	safety	concerns	regarding	concussions	and	illegal	hits.




                                                   2
Although Roger has come into office during some hard times he has
                        also seen the wonders NFL has showcased to the fans as well as the impact it
                        has on it’s communities: LT touchdown run, Romo coming forth and bring-
                        ing Dallas back from the ashes, Manning finally getting a ring, and the Saints
                        winning a superbowl that reguvenated a city. Sprouted by the NFL shows fans
                        got a more in-depth and revealing look at the NFL and players during cham-
                        pionship games. Alongside the players the NFL has taken their position and
                        used that to iniate and help charities and organizations such as the United
                        Way, American Cancer Society, and America Play for 60.
                               As you can see the NFL brand has continued to morph and change
with three things in mind: players, fans, and their communities. However media struggles will consist
because without the media the NFL will have a hard time surviving due to bringing entertainment to
the fans which establishes an emotional tie and a reason for people to congregate together to enjoy the
presence of one another as well as America’s number one sport: professional football.




                                                  3
An NFL Insider Exclusive

        Having the opportunity to run the offfensive spreads and plays in the brand department I
have learned many more than I can put down on paper. But I will give you some exclusive tips on
about the NFL. They are caring and entertainment conscious. The current administration continues
to find ways to utilize their power to help charities out and highlight the good things the the players
and teams are doing around the nation. Of course this is also the department next door, PR, way of
offsetting senseless and arrogant players who get in trouble for drugs, women, drinking, and even
dog issues. They are people just like you and I but coming into the NFL makes them entertainment
figures which are held at a higher standard than you and I are.
        What I mean by entertainment conscious is that they understand how it works. The NFL is
continuous being proactive in finding innovative ways to engage the customers to create a relation-
ship with them. They just updated the fantasy leagues where it involves videos instead of their cur-
rent system. Before starting I was not involved in fantasy lagues but when I started I thought it was
required, although it is not. However I instantly became hooked. I go to the site at least once a day
and for any customer that is several impressions for NFL. Personally this has lead me to pay more at-
tention and have more ties with other players that are not on my team, which ties into being a fan of
the game and not just my team. If you are not currently in one I highly encourage it.
        The last thing I will pass along to you are some brand guiding principes that will help you
become the MVP in the brand department as well as some common themes to keep in mind as you
proceed in your position. Good luck in your position and if you need anything feel free to get ahold
of me. My contact information is at the back of this pamphlet.



               Guiding Principles                                Common Themes
                  Choreographed                                        Safety
                     Enduring                                            Fun
                     Engaging                                          Family
                    Innovative                                         Caring
                   Entertaining                                        Ritual
                   Philanthropy                                      Year-Round




                                                  4
Play #1                                             Play #2
                  Supplier                                          Television
Defense                                             Defense
 Equipment and gear needed by teams, players,          TV meidia outlets trying to control how and
and fans                                            when customers watch games via special or basic
                                                    tv packages
Offense
 UnderArmor, Nike, Reebok, Adidas                   Offensive
                                                        NBC, ABC, CBS, ESPN, MNF, and TNF
Overview
  These offensive weapons endorse and sponsor       Overview
players as well as teams. They compete against       A changing NFL strategy to allow customers
  one another to grab the pass and score a          viewing options. However having a mutual
      contract, ensuring that team only uses them   respect because without an oponent their is
           for their equipment needs.               no game. No TV is no NFL.



                                                    5
Play #3                                           Play #4
                 Sponsors                                              Events
Defense                                           Defense
 Plateaued customer views and conversions            Customers pre-occupied or not engaged

Offensive                                         Offensive
  Endorse non-football related products to in-       Draft Day, Fantasy Football, MNF, SNF, TNF
crease awareness and interaction
                                                  Overview
Overview                                               Finding holes in the defense to engage the
 Montetize league and player assests to              customers to come back for another game. Inter-
capitalize on profits. Searching for new oppor- acting by being a team manager or establishing a
  tunities and ways to get the fans on their feet to ritutal to congregate with friends to compete or
     cheer and show their NFL spirit.                hear the NFL’s theme songs.




                                                 6
Play #5                                            Play #6
                  Charities                                           Services
Defense                                            Defense
  Negative persecptions from the league and it’s    Fans and spectators are not getting any enough
players                                            NFL

Offensive                                          Offensive
 United Way, Boys/Girls Club, NFL Charities            NFL Insider, NFL Sunday Ticket, NFL Network

Overview                                           Overview
 Need to show people the positive aspects the        Creating the ability to make the teams more
NFL has done so they can pick up their fumbles     transparent so fans can follow and cheer on their
and return it for a touchdown to win the hearts    players. Establishing a way for fans to follow the
  back of their fans.                              game and players making them more knowledge
                                                   and potentially passionate.




                                                   7
Adam Bischoff
NFL Branding Coordinator
Adam.Bischoff@NFL.com
 (260)-416-9125 ext. 007

           8
Sources

http://www.sportsbusinessdaily.com/article/142006

http://www.seniormarketadvisor.com/News/2010/10/Pages/Sideline-strategy-Marketing-tips-from-
the-NFL.aspx

http://www.sportsbusinessdaily.com/article/104293

http://www.openforum.com/idea-hub/topics/marketing/article/5-reasons-the-nfl-is-dominating-
the-sports-industry-rohit-bhargava

http://www.allbusiness.com/marketing-advertising/branding-brand-development/4679817-1.html

http://retailleverage.com/2010/04/21/private-brand-nfl/

http://www.brandchannel.com/features_profile.asp?pr_id=316

http://www.amazon.com/Brand-NFL-Selling-Americas-Favorite/dp/0807831425




                                                9

Más contenido relacionado

Destacado

Iam playbook
Iam playbookIam playbook
Iam playbookohadsan
 
Blackberry Playbook
Blackberry PlaybookBlackberry Playbook
Blackberry PlaybookArief Akbar
 
Employer Brand Playbook
Employer Brand PlaybookEmployer Brand Playbook
Employer Brand PlaybookMike Heslin
 
Little Black Sheep - Brand Playbook
Little Black Sheep - Brand PlaybookLittle Black Sheep - Brand Playbook
Little Black Sheep - Brand PlaybookRonald de Vreede
 
The Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookThe Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookHootsuite
 
Work in Progress Social Brand Playbook
Work in Progress Social Brand PlaybookWork in Progress Social Brand Playbook
Work in Progress Social Brand PlaybookLauren Kashuk
 

Destacado (6)

Iam playbook
Iam playbookIam playbook
Iam playbook
 
Blackberry Playbook
Blackberry PlaybookBlackberry Playbook
Blackberry Playbook
 
Employer Brand Playbook
Employer Brand PlaybookEmployer Brand Playbook
Employer Brand Playbook
 
Little Black Sheep - Brand Playbook
Little Black Sheep - Brand PlaybookLittle Black Sheep - Brand Playbook
Little Black Sheep - Brand Playbook
 
The Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookThe Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand Playbook
 
Work in Progress Social Brand Playbook
Work in Progress Social Brand PlaybookWork in Progress Social Brand Playbook
Work in Progress Social Brand Playbook
 

Similar a NFL Brand Assessment

Vikings Vs Packers Marketing Strategy
Vikings Vs Packers Marketing StrategyVikings Vs Packers Marketing Strategy
Vikings Vs Packers Marketing StrategyDawn Robertson
 
Fmp pre proposal filled
 Fmp pre proposal filled Fmp pre proposal filled
Fmp pre proposal filledAJ
 
49ers Intrapreneurially Proposal
49ers Intrapreneurially Proposal49ers Intrapreneurially Proposal
49ers Intrapreneurially ProposalCalvinWescom
 
Compare And Contrast The Nfl Vs Canada
Compare And Contrast The Nfl Vs CanadaCompare And Contrast The Nfl Vs Canada
Compare And Contrast The Nfl Vs CanadaSarah Mitchell
 
Chris ostrow philosphypaper2
Chris ostrow philosphypaper2Chris ostrow philosphypaper2
Chris ostrow philosphypaper2cig4life
 
SOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docx
SOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docxSOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docx
SOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docxjensgosney
 
The NFL And The Steroid Ban Of 1987
The NFL And The Steroid Ban Of 1987The NFL And The Steroid Ban Of 1987
The NFL And The Steroid Ban Of 1987Amy Alexander
 
NFL sponsorship proposal LinkeIn
NFL sponsorship proposal LinkeInNFL sponsorship proposal LinkeIn
NFL sponsorship proposal LinkeInDouglas Johnson
 
Swot Analysis of the NBA
Swot Analysis of the NBASwot Analysis of the NBA
Swot Analysis of the NBAJordan Meleski
 
Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Ariana Spang
 
David pekush
David pekushDavid pekush
David pekushMediaPost
 
Fmp pre proposal filled
 Fmp pre proposal filled Fmp pre proposal filled
Fmp pre proposal filledAJ
 
Major League Baseball
Major League BaseballMajor League Baseball
Major League Baseballguest9db120
 
National Football League Vs National Basketball Association
National Football League Vs National Basketball AssociationNational Football League Vs National Basketball Association
National Football League Vs National Basketball AssociationErin Thompson
 
Thesis comp
Thesis compThesis comp
Thesis compcig4life
 
NY Giants Intrapreneurial Business Proposal
NY Giants Intrapreneurial Business Proposal NY Giants Intrapreneurial Business Proposal
NY Giants Intrapreneurial Business Proposal RyanRoss77
 
Portrayal Of Women In The Media Essay
Portrayal Of Women In The Media EssayPortrayal Of Women In The Media Essay
Portrayal Of Women In The Media EssayTrina Jackson
 
National Football League Essay
National Football League EssayNational Football League Essay
National Football League EssayBritney Hill
 

Similar a NFL Brand Assessment (20)

Vikings Vs Packers Marketing Strategy
Vikings Vs Packers Marketing StrategyVikings Vs Packers Marketing Strategy
Vikings Vs Packers Marketing Strategy
 
Fmp pre proposal filled
 Fmp pre proposal filled Fmp pre proposal filled
Fmp pre proposal filled
 
49ers Intrapreneurially Proposal
49ers Intrapreneurially Proposal49ers Intrapreneurially Proposal
49ers Intrapreneurially Proposal
 
Compare And Contrast The Nfl Vs Canada
Compare And Contrast The Nfl Vs CanadaCompare And Contrast The Nfl Vs Canada
Compare And Contrast The Nfl Vs Canada
 
Chris ostrow philosphypaper2
Chris ostrow philosphypaper2Chris ostrow philosphypaper2
Chris ostrow philosphypaper2
 
SOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docx
SOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docxSOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docx
SOCIAL PERFORMANCE OF ORGANIZATIONS1Social Performance Of Org.docx
 
The NFL And The Steroid Ban Of 1987
The NFL And The Steroid Ban Of 1987The NFL And The Steroid Ban Of 1987
The NFL And The Steroid Ban Of 1987
 
NFL sponsorship proposal LinkeIn
NFL sponsorship proposal LinkeInNFL sponsorship proposal LinkeIn
NFL sponsorship proposal LinkeIn
 
Swot Analysis of the NBA
Swot Analysis of the NBASwot Analysis of the NBA
Swot Analysis of the NBA
 
Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership
 
Radio campaign project
Radio campaign projectRadio campaign project
Radio campaign project
 
David pekush
David pekushDavid pekush
David pekush
 
Fmp pre proposal filled
 Fmp pre proposal filled Fmp pre proposal filled
Fmp pre proposal filled
 
Skitlles + NFL Campaign
Skitlles + NFL CampaignSkitlles + NFL Campaign
Skitlles + NFL Campaign
 
Major League Baseball
Major League BaseballMajor League Baseball
Major League Baseball
 
National Football League Vs National Basketball Association
National Football League Vs National Basketball AssociationNational Football League Vs National Basketball Association
National Football League Vs National Basketball Association
 
Thesis comp
Thesis compThesis comp
Thesis comp
 
NY Giants Intrapreneurial Business Proposal
NY Giants Intrapreneurial Business Proposal NY Giants Intrapreneurial Business Proposal
NY Giants Intrapreneurial Business Proposal
 
Portrayal Of Women In The Media Essay
Portrayal Of Women In The Media EssayPortrayal Of Women In The Media Essay
Portrayal Of Women In The Media Essay
 
National Football League Essay
National Football League EssayNational Football League Essay
National Football League Essay
 

Más de Adam Bischoff

Más de Adam Bischoff (7)

Pledge Card
Pledge CardPledge Card
Pledge Card
 
Ryalin's Biography
Ryalin's BiographyRyalin's Biography
Ryalin's Biography
 
NFL Brand Trading Card Front
NFL Brand Trading Card FrontNFL Brand Trading Card Front
NFL Brand Trading Card Front
 
Awareness Assignment
Awareness AssignmentAwareness Assignment
Awareness Assignment
 
Overcoming Barriers Placemat
Overcoming Barriers PlacematOvercoming Barriers Placemat
Overcoming Barriers Placemat
 
World Is Flat Review
World Is Flat ReviewWorld Is Flat Review
World Is Flat Review
 
Getting to yes
Getting to yesGetting to yes
Getting to yes
 

Último

Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 

Último (19)

Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 

NFL Brand Assessment

  • 2. Laura Buchholtz 10/29/2010 Welcome I am excited to welcome you to the NFL the #1 sport within the United States. I am confident you will be valuable asset to the NFL and will find the work challenging as well as fulfilling. Your position will be in the Brand Management department as the AFC’s Brand Representative. Your start date will be on May 20th 2010 which will start with a two week orientation to get you better ac- quainted to the NFL brand as well as your role and our expectations. Until then I have included the NFL Brand Playbook to give you an overview of the NFL’s branding strategy. Below you will gain knowledge on our brand history, current situation, future roads, as well as some personal perspectives from myself to give you an overview of not only the position but of the NFL as a whole. In the pages that follow is the playbook of the different branding experiences the NFL has had and why. NFL Branding History 1920 - Today The NFL, National Football League, was originally known as the American Professional Foot- ball Association which was established in 1920 and the name was change two years later. The NFL is the top tier in football professional sports currently with 32 teams and two divisions: AFC (American Football Conference) and NFC (National Football Conference). However to better understand how we got to the now, light needs to be shed what happened since 1920. From 1920 – 1933 no championship games were held during this time regular season games were only played between fluctuating 8-22 teams. In 1933 a championship game established as well as having a set number of teams allowed to play within the league. During this time the perception of the NFL was associated with that of professional wrestling: bloodthirsty and brutal. This harmed their fan base because fans of college football did not transfer to professional football. The NFL did not try to alter fans perception till the 1950s when Bert Bell became commis- sioner. He did not apologize for the NFL’s past rather he started to focus on the idea that the game is for everyone. The games allowed for fans to escape from boredom of reality and watch what some call “sanctional savergy” The games during these times had no cheerleaders and had very lim- ited fan spirit. Very bland but very raw game. On 12/28/1958 when the Balitmore Colts and New York Giants championship game was televised and had over 30 million viewers, this became the catalyst for change. Pete Rozelle, NFL commissioner during this time period, started to grasp the power and transformation 1
  • 3. abilities TV may have on the NFL. Over the next year the NFL created their own regional networks and signed contracts with these stations as well as entered into the memorabilia market through NFL Enterprises. Within a year NFL Enterprises had over 45 manufacturers making and selling 300+ items. By monetizing their logo and copyrights NFL reined in the money. Pete Rozelle did not stop there. Prior to his time in the office the NFL did not have a public relationships department, his first acts as commissioner was to es- tablish the NFL’s PR department. From here additional moves were rolled out where Pete saw the opportunities to make fans not only fans of their teams but also of the game. Pete ended the separate TV deals amongst teams and created a single TV deal for all of the NFL which was around $4.6 million however in the 1970s contract deal was worth around ten times that at $46.25M. Pete marched on by controlling the brand image by suspending players and sending a message to the fans that he wants to safeguard the NFL’s integrity as well as the idea the NFL cares about the game. The theme of the NFL caring continued on with Paul Tagliabue as commissioner from 1989- 2006. During this time salary caps and profit-sharing was inacted amongst teams and franchises to create equal opportunities amongst the large and small teams. Player payouts and cost of tickets rose during this time and talks of team owners not making money brought up the idea of a strike left a bad taste in the mouths of customers because of the high ticket prices as well as not understanding the finances due to the NFL being a private organization. The current commissioner is working diligently to ensure a player strike does not occur so the integrity of the game is not injured. Roger Goodell took over in 2007 and has several potential issues before him he is trying to divert and this is where you will be stepping in to help. Roger current issues are: • Cable providers wanting to place NFL games in a special sports package, which customers have to purchase. While the NFL wants some games in the basic cabl package. • Steriod and player misconduct issues. Setting the proper tone to ensure fans as well as send a message to the players. • Player safety concerns regarding concussions and illegal hits. 2
  • 4. Although Roger has come into office during some hard times he has also seen the wonders NFL has showcased to the fans as well as the impact it has on it’s communities: LT touchdown run, Romo coming forth and bring- ing Dallas back from the ashes, Manning finally getting a ring, and the Saints winning a superbowl that reguvenated a city. Sprouted by the NFL shows fans got a more in-depth and revealing look at the NFL and players during cham- pionship games. Alongside the players the NFL has taken their position and used that to iniate and help charities and organizations such as the United Way, American Cancer Society, and America Play for 60. As you can see the NFL brand has continued to morph and change with three things in mind: players, fans, and their communities. However media struggles will consist because without the media the NFL will have a hard time surviving due to bringing entertainment to the fans which establishes an emotional tie and a reason for people to congregate together to enjoy the presence of one another as well as America’s number one sport: professional football. 3
  • 5. An NFL Insider Exclusive Having the opportunity to run the offfensive spreads and plays in the brand department I have learned many more than I can put down on paper. But I will give you some exclusive tips on about the NFL. They are caring and entertainment conscious. The current administration continues to find ways to utilize their power to help charities out and highlight the good things the the players and teams are doing around the nation. Of course this is also the department next door, PR, way of offsetting senseless and arrogant players who get in trouble for drugs, women, drinking, and even dog issues. They are people just like you and I but coming into the NFL makes them entertainment figures which are held at a higher standard than you and I are. What I mean by entertainment conscious is that they understand how it works. The NFL is continuous being proactive in finding innovative ways to engage the customers to create a relation- ship with them. They just updated the fantasy leagues where it involves videos instead of their cur- rent system. Before starting I was not involved in fantasy lagues but when I started I thought it was required, although it is not. However I instantly became hooked. I go to the site at least once a day and for any customer that is several impressions for NFL. Personally this has lead me to pay more at- tention and have more ties with other players that are not on my team, which ties into being a fan of the game and not just my team. If you are not currently in one I highly encourage it. The last thing I will pass along to you are some brand guiding principes that will help you become the MVP in the brand department as well as some common themes to keep in mind as you proceed in your position. Good luck in your position and if you need anything feel free to get ahold of me. My contact information is at the back of this pamphlet. Guiding Principles Common Themes Choreographed Safety Enduring Fun Engaging Family Innovative Caring Entertaining Ritual Philanthropy Year-Round 4
  • 6. Play #1 Play #2 Supplier Television Defense Defense Equipment and gear needed by teams, players, TV meidia outlets trying to control how and and fans when customers watch games via special or basic tv packages Offense UnderArmor, Nike, Reebok, Adidas Offensive NBC, ABC, CBS, ESPN, MNF, and TNF Overview These offensive weapons endorse and sponsor Overview players as well as teams. They compete against A changing NFL strategy to allow customers one another to grab the pass and score a viewing options. However having a mutual contract, ensuring that team only uses them respect because without an oponent their is for their equipment needs. no game. No TV is no NFL. 5
  • 7. Play #3 Play #4 Sponsors Events Defense Defense Plateaued customer views and conversions Customers pre-occupied or not engaged Offensive Offensive Endorse non-football related products to in- Draft Day, Fantasy Football, MNF, SNF, TNF crease awareness and interaction Overview Overview Finding holes in the defense to engage the Montetize league and player assests to customers to come back for another game. Inter- capitalize on profits. Searching for new oppor- acting by being a team manager or establishing a tunities and ways to get the fans on their feet to ritutal to congregate with friends to compete or cheer and show their NFL spirit. hear the NFL’s theme songs. 6
  • 8. Play #5 Play #6 Charities Services Defense Defense Negative persecptions from the league and it’s Fans and spectators are not getting any enough players NFL Offensive Offensive United Way, Boys/Girls Club, NFL Charities NFL Insider, NFL Sunday Ticket, NFL Network Overview Overview Need to show people the positive aspects the Creating the ability to make the teams more NFL has done so they can pick up their fumbles transparent so fans can follow and cheer on their and return it for a touchdown to win the hearts players. Establishing a way for fans to follow the back of their fans. game and players making them more knowledge and potentially passionate. 7
  • 9. Adam Bischoff NFL Branding Coordinator Adam.Bischoff@NFL.com (260)-416-9125 ext. 007 8