Arizona Coyotes Marketing Plan

Jacob Albin, Jake Bringgold, Jordan Dyck Jordan Wick, Seth Auger, Grace Czeczok

● Winnipeg Jets○ 1972-1979 (WHA)

■ 3-time Champions○ 1979-1996 (NHL)

■ Struggles, 2nd smallest market

● Phoenix Coyotes○ 1996-2014

■ Bought by Jerry Colangelo■ In the desert, not much interest■ 2012 Playoffs - one series away from Stanley Cup Finals■ Bankruptcy

● Arizona Coyotes○ 2014-Present

■ IceArizona, Andrew Barroway new owners■ No playoff appearances

Introduction and Team History

ObjectivesGOAL: To increase overall attendance at Arizona Coyotes’ games2013-14

2014-15

2015-16

2016-17

Arizona Coyotes attendance - year by year results

GOAL: To increase overall attendance at Arizona Coyotes’ games

Target Audience

● Quantitative Data○ U.S. Census and NHL data

● Qualitative Data○ Fan/local resident feedback

● Behavioral○ Previous ticket purchasers

● Middle-upper class families● Maricopa County

○ Wide variety of people

● Males (18+)

Benchmarking Research

● Arizona Coyotes ranked 29th out 30 NHL teams in average attendance in 2016-17 season.

● Viewed sales strategies of NHL teams with high attendance this past season. ● Teams researched include Tampa Bay Lightning, Minnesota Wild, Washington

Capitals, Chicago Blackhawks, Detroit Red Wings, and Pittsburgh Penguins. ● All ranked in top-12 in average attendance this past season. All had a

noticeable pattern including creative benefits for season ticket members and many promotions, both in-game and community.

Benchmarking Research: Creative Benefits for STMTampa Bay Lightning

● Similar Climate ● Ranked 8th in attendance in

2016-17. ● Website dedicated to its season

ticket members (BeTheThunder).

● Benefits include discounts on food and beverage, early entry to every home game, etc.

Minnesota Wild

● Ranked 9th in avg. attendance in 2016-17.

● Invite season ticket members at the end of every season to come paint the ice at the Xcel Energy Center.

● Allows fans to put their own “mark” on the team.

Washington Capitals

● Ranked 12th in avg. attendance in 2016-17.

● Team has created exclusive club for its season ticket members called Club Red 365.

● Gives members access to team-related events every month of the year.

● Fan engagement all year.

Benchmarking Research: Gameday Promotions● Teams with high

attendance rates this past season had more promotion game days with giveaways than the Coyotes.

Benchmarking Research: Community EngagementDetroit Red Wings

● Detroit Red Wings Foundation: host charity raffles, poker tournament.

● Had promotion with Tim Horton’s. Donated sales generated from their “I Love the Red Wings” donut to DRWF.

● Hold school assembly program. Each school

visited receives free floor hockey equipment.

Pittsburgh Penguins

● Ranked 4th in avg. attendance in 2016-17● Have separate website dedicated to

community work. (http://pittsburghpenguinsfoundation.org/)

● Work includes charitable raffles, Tablets in education, Project Power Play, and PensFIT.

Marketing Plan● Increase fan engagement on Social Media

○ Giveaways, Surveys, Announcements● Reaching New Demographics

○ Breast Cancer Awareness- October○ Diabetes Awareness- November

● Tickets○ 5 Wins Pass for $155 ○ Incentives for purchasing tickets on smartphone

■ Food discounts and mobile ordering● Promotions

○ Theme Nights■ Senior Day, Ladies Night, Family Night

Marketing Plan ● Community Involvement

○ Become more involved and create a positive image of the team.■ Playground build (Minnesota Vikings)■ Charity events (Vancouver Canucks)■ Hospital visits (Iowa and Florida football)

● Create more rewards for season ticket holders○ Encourage new customers to buy and increase renewal rates

● Promote the “next generation” of players to create excitement through marketing campaigns○ Oliver Ekman-Larsson, Max Domi, Anthony Duclair

■ All 25 and under

Marketing Mix● Product

○ On-ice■ Young starpower hockey

players, but need a “face” of the franchise

○ Off-ice■ Entertainment

● Promotion○ Has been a struggle for the

organization■ Focus groups, surveys,

interviews■ TV ads, radio, newspaper,

social media■ Contests■ Theme nights

● Place○ Gila River Arena- Located in Glendale, AZ

■ Majority of Coyotes fans reside in Phoenix and the East Valley

○ Media channels○ In the community

● Price○ Avg. Attendance: 13,094 in 2017, perhaps

due to lack of hockey fans○ FCI: $310.71 = $52.87 below NHL average○ M-Pricing--potential to influence fans to

purchase tickets at a discounted rate

Evaluation Mechanisms

● Season-ticket holders○ Focus groups, feedback, and surveys

● Data from ticket purchasers, promotional/contest participants

● Social media followers and interactions● Promotional effectiveness● Number of people reached by

advertisements● Attendance, ticket sales● Fan engagement

Thank You

Questions?