WHITNEY JONES and MICHAEL COMETA

SWOT ANALYSIS

Ravens Rookies Booth Strengths Weaknesses Opportunities Threats

◦ Ways of improvement Rookies Interactive

◦ Ways of improvement Set-up/Breakdown Fans likes and dislikes Suggestions

RAVENS ROOKIES CLUB

•More information and list of events that rookies can participate in throughout the year•Get rid of all paper registrations•Cut out some of the online steps (save time and frustration)•Collage of pictures•Immediate giveaways•Enter to win a free membership

•Fans who have had a bad experience with the club•Other sponsored table giveaways•Weather •Fan residence

•Great kids club with many activities to offer•Location next to bounce house, interactive and autograph tent•Technology of computer- fast and convenient•Two types of memberships (fit everyone's needs)•Issue cards

•Autographs not exclusive to ultimate members only•Some parents do not have access to computer or have email•Gift bag display•Internet connection•Confusion between autograph wristband area and rookies signups•Unattractive sign

Opportunities Threats

Strengths Weaknesses

◦ Make multiple events to make up for new autograph policy for all kids

In the past, there was a longer time period for members to attend training camp if lived further away

During the fall it is much harder for families to make a trip during a weekend with sports and activities

Many fans were disappointed about the change in autograph policy

◦ Make available more information and list of events that rookies can participate in throughout the year

Specific dates, times and locations Relate to website (bring website to Rookies Booth)

◦ Cut out some of the online steps (save time and frustration)

◦ Collage of pictures (next slides) Makes booth more attractive Gives visual versus verbal explanation

◦ Immediate giveaways Many parents and children ask what

they can get now Makes the club more appealing

◦ Enter to win a free membership for Official Rookies to upgrade to Ultimate membership for 1 year

Gives them the opportunity to get more involved and experience the membership therefore ultimately wanting to renew each year

Word of mouth to friends and family

ROOKIES INTERACTIVE•Fun activity for kids •Familiarizes fans with the new players•Attracts kids and families to the Ravens Rookies Club Booth•Papa Johns coupons

•Did not update players early enough•Tears easily•Hard to keep interns focused and enthused•Inconvenient to fetch footballs all day

•Rotate between Interactive and Gatorade to keep interns interested

•4 shifts every half hour

•Other sponsored activities•FORD, GIANT, ASG, VERIZON

•Stronger and larger kids

Strengths Weaknesses

Opportunities Threats

– Create shifts to keep workers interested • Rotate between

Gatorade and Interactive• Four shifts of half-hour

intervals

– Have better material for backboard so holes will not tear. Tape before use. (clear tape so it doesn’t look that bad)

Ways of Improvement

Sea crate◦ 2 computers from orange casing◦ 1 table◦ 1 table clothe◦ Ravens Rookies moving table (from M&T tent)◦ 1 tent◦ Ravens Rookies bin

Gift bag (for display) Paper registration Pens Clipboard Giveaway for sign-up (Ravens Rookie Draft Class

Poster) Ravens Rookies Mini Sign

◦ Ravens Rookies black box Overall, efficient set-up and breakdown

each day

Likes◦ Opportunity to be apart of the official Ravens Kids

Club◦ Items they receive when they join◦ Option of free membership

Option to upgrade when they wish to◦ Quick paper registration◦ Events offered to kids throughout the season

Fans Likes/Dislikes

• Dislikes– Computers• Server errors / internet

connectivity– Some complaints about not getting

anything now when signing up (make sure we are giving away Raven Rookie Draft Class poster)

– “I never received my gift bag/name ID/etc…”

– Ultimate Rookies do not get any benefits in regards to autographs (why did I pay $25).

◦ Face in hole photo opportunity Attract more fans to Rookies Booth Easy to manage (no workers needed) Memorable (could be sponsored) People always use interactive as a photo-op

◦ Ravens Feet Walkway Stenciled leading toward Rookies area Fun for kids (gets them excited about where the feet prints lead)

◦ Explain to fans further benefits/possibilities of Ravens Rookies Club

Rookie of the Game Youth Football Ravens Rookie Autograph Signing Arcade Games Online

◦ TV Screen for photos of events

Suggestions

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Ravens Rookies is nice…with the Spice