blake griffin marketing plan_final compressed
TRANSCRIPT
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Blake GriffinSports Marketing Plan
Catherine BarnettNick ChangTodd Crabb
Deena ElkassedJames HuntingtonPhillippe Keutgen
Matthew KoellikerGaetan Pierrefeu
Sarah Walker
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Agenda
1. Player Overview
2. Major Career Endorsements
3. Athlete Marketabilityi. Athlete Marketability Formulaii. Current Imageiii. Current Social Media Activation
4. Competitive Landscapei. Comparison to Other Top Playersii. SWOT
5. Marketing Strategy & New Endorsement Opportunities
6. Athlete Marketing Pitch
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Early Years – High School and Oklahoma Sooners!• Won four state championships (2003-2007)!• Voted National Player of the Year in his sophomore year at Oklahoma• Selected 1st overall in the 2009 NBA Draft
NBA – Clippers!• Won the Rookie of the Year award in 2010-2011!• Five-time NBA All-Star!• Selected to the U.S. Olympic team, but could not play due to an injury• First Pacific Division title for the Clippers in 2012-2013!• Career-high 24.1 points per game in 2013-2014!
Profile!
- 26 years old- 6’10”, 251 lbs- $24.7M total earnings (2015)- $17.7M salary- $7m endorsements- #46 (▲)World’s Best Paid Athletes
(2015)- Single, 1 child- Agency: Excel Sports- Agents: Jeff Schwartz, Sam Goldfeder- 3.4M Twitter followers
Player OverviewBlake Griffin – Power Forward, Los Angeles Clippers
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Major Career Endorsements
2009 2015
• Subway• Electronic Arts• Nike• Foot Locker• Kia• AT&T
• Vizio• Gamefly• Rage• PowerBar• Jordan• Red Bull
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On-court performance = talent + success• 5-Time All-Star• Rookie of the Year• Slam Dunk Champion
BUT• Little post-season success
Off-court persona = integrity + charisma• No significant off-court incidences• Likable: 76% of those surveyed would want to hang
out with Blake• Over half of survey respondents view Blake as a
positive role model
Characteristics Describing Blake – !Top Survey Results!
1. Unique
2. Exciting
3. Respected
4. Funny
5. Good Sport
Athlete MarketabilityAthlete Marketability = On-Court Performance + Off-Court Persona
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Athlete MarketabilityCurrent Image – Survey
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Athlete MarketabilitySocial Media Activation
9th!
76th!
+1,100!
most followedNBA player
most followedathlete
avg. daily increaseIn Twitter followers
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The Most Influential NBA Players on Social Media LeBron James
Kevin Durant
Kobe Bryant
Carmelo Anthony
Dwight Howard
Dwayne Wade
Chris Paul
Paul Pierce
Blake Griffin
25.2M22.2M
15.4M
12.3M9.9M
5.9M
7.9M20.4M
4.4M
7.1M
Steph Curry
5.3M3.2M
6.2M
4.9M1.4M
5.0M11.1M
5.4M
3.3M4.4M
6.1M
4.6M4.6M
3.8M
3.8M3.7M
0.2M
3.4M3.9M
2.1M
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Source:“TheWorld’sHighestPaidAthletes,”Forbes,2015(h=p://www.forbes.com/athletes/list/)
Competitive LandscapeComparison to Other Top Players
Forbes Ranking! Name ! Age !
Pay!($)!
Salary!($)!
Endorsements!($)! Team!
6 LeBron James 30 64.8 20.8 44.0 Cleveland Cavaliers
7 Kevin Durant 27 54.2 19.1 35.1 Oklahoma City Thunder
10 Kobe Bryant 37 49.5 23.5 26.0 Los Angeles Lakers
20 Derrick Rose 27 33.9 18.9 15.0 Chicago Bulls
25 Carmelo Anthony 31 30.5 22.5 8.0 New York Knicks
31 Dwyane Wade 33 27.2 15.2 12.0 Miami Heat
37 Chris Paul 30 26.1 20.1 6.0 Los Angeles Clippers
41 Dwight Howard 29 25.5 21.5 4.0 Houston Rockets
44 Amar’e Stoudmire 33 25 22 3.0 New York Knicks
46! Blake Griffin! 26! 24.7! 17.7! 7.0! Los Angeles Clippers!
49 Joe Johnson 34 24.2 23.2 1.0 Brooklyn Nets
52 Chris Bosh 31 23.8 20.8 3.0 Miami Heat
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Competitive LandscapeSWOT Analysis
Strengths!-Charismatic
-Player for a large-market team-5-time NBA All-Star
-Known for powerful dunks (2011 Dunk Contest Winner)
-Made the playoffs the last 4 years
Weaknesses!-Little post-season success
-No MVP seasons -Although he is improving, not known as a great all-
around player -Not clearly viewed as a number one player on a
team
Opportunities!-Improve on-court
Performance-Owner who is willing to spend-Kobe Bryant’s retirement and
Laker struggles-Successful endorsements that
resonate with younger audience could lead to
other deals
Threats!-The Warriors
continued dominance-Clippers post-season performance
could cap his marketability -Chris Paul injury/leaving the team
could hurt team performance-Could be traded to the
Milwaukee Bucks…
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New endorsement opportunities:!• Personal Care
• e.g. Dollar Shave Club, Harry’s• Technology
• e.g. Flipagram, Samsung, Skull Candy
• Fashion• e.g. H&M, J Crew
• Health & Wellness• e.g. Thrive Market
• Lottery & Gaming• e.g. DraftPot
Focus:!• Current top priority is on-court
performance • Thoughtfully curate brand
partnership opportunities
Marketing Strategy & New OpportunitiesThe Future of Blake Griffin
Increasing brand value:!• On-court and team
performance• Consistent brand visualization• Increase visibility of
community engagement
Social media strategy:!• Strategy to expand social
media reach via Facebook & Instagram
• Increase YouTube presence
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Endorsement Pitch
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ELITE NBA PLAYER2009 NBA DRAFT 1ST OVERALL PICK2011 ROOKIE OF THE YEAR5-TIME NBA ALL-STAR
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IMAGE & PERSONALITYUNIQUE, EXCITING, FUNNYCREATIVE & ENGAGINGHUMAN HIGHLIGHT REEL
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SOCIAL MEDIA INFLUENCE
3.9M FACEBOOK FOLLOWERS3.4M TWITTER FOLLOWERS
2.1M INSTAGRAM FOLLOWERS9TH MOST FOLLOWED NBA PLAYER
+1,100 TWITTER FOLLOWERS PER DAY
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DELIVERS VALUE
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COM
MU
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VOLV
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CREATIVE & ENGAGED PARTNERAPPEALS TO A BROAD AUDIENCEACTIVELY ENGAGED AMBASSADORCREATIVE, COLLABORATIVE PARTNERAUTHENTIC – GENUINE – CHARISMATIC
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