s ports m arketing for t raffic s afety 2006 michigan traffic safety summit presented by jill...

SSPORTS PORTS MMARKETING ARKETING

FOR FOR TTRAFFIC RAFFIC SSAFETYAFETY

2006 Michigan Traffic Safety 2006 Michigan Traffic Safety SummitSummit

Presented byPresented byJill Pepper, TEAM CoalitionJill Pepper, TEAM Coalition

SSPORTS PORTS MMARKETINGARKETING

Slide Slide 22: 2006 Michigan Traffic Safety Summit: 2006 Michigan Traffic Safety Summit

• Why Sports and Entertainment?Why Sports and Entertainment?

• Fan Behavior and Traffic SafetyFan Behavior and Traffic Safety

• Responsibility Has Responsibility Has Its RewardsIts Rewards

• Events with the Michigan Office of Events with the Michigan Office of Highway Safety PlanningHighway Safety Planning

• Resources and OpportunitiesResources and Opportunities

DDISCUSSION ISCUSSION TTOPICSOPICS



• NHTSA’s statistics show that the NHTSA’s statistics show that the demographic at greatest risk of being demographic at greatest risk of being involved in a fatal crash are males 18-involved in a fatal crash are males 18-34 years of age. 34 years of age.

• Market research also shows this Market research also shows this demographic has a high interest in demographic has a high interest in sports and entertainment as well as sports and entertainment as well as related consumer products. related consumer products.

WWHY HY SSPORTSPORTS A ANDND E ENTERTAINMENTNTERTAINMENT??



• Program based initiativesProgram based initiatives

– Employee training in effective alcohol Employee training in effective alcohol managementmanagement

– Designated driver programs in stadium for fansDesignated driver programs in stadium for fans

• Marketing supports the program through Marketing supports the program through consistent exposure to target audience consistent exposure to target audience in a potentially high risk situationin a potentially high risk situation




Social norms complement to Social norms complement to

High Visibility Enforcement periodsHigh Visibility Enforcement periods


• Buckle Up America – Buckle Up America – Every Trip, Every TimeEvery Trip, Every Time

• Fans Don’t Let Fans Fans Don’t Let Fans Drive DrunkDrive Drunk

• Click It or TicketClick It or Ticket

• You Drink & Drive, You Drink & Drive, You LoseYou Lose



DDEDICATED EDICATED MMEMBERSEMBERS



• Cause Marketing: community partnerships Cause Marketing: community partnerships generate greater value than traditional generate greater value than traditional marketing sponsorshipmarketing sponsorship

• Traffic Safety: an important message for Traffic Safety: an important message for fansfans

• Fan behavior is high priority security focusFan behavior is high priority security focus

• Recognizing positive behavior supports Recognizing positive behavior supports guest services focusguest services focus

CCOMMITMENTOMMITMENT F FROMROM L LEAGUESEAGUES



• Most fans drive to sports facilities to Most fans drive to sports facilities to watch the game watch the game

• Alcohol consumption before, during, Alcohol consumption before, during, and after the game are great concernsand after the game are great concerns

– TailgatingTailgating

– Alcohol service policiesAlcohol service policies

– Safe ride home programsSafe ride home programs

FFAN AN BBEHAVIOR AND EHAVIOR AND TTRAFFIC RAFFIC SSAFETYAFETY



A sobering reality for NFL concessionaires

Tom FitzGerald, Chronicle Staff Writer

Sunday, September 25, 2005 (SF Chronicle)

Fans who drive after drinking excessively at 49ers or Raiders games, or any other sporting event, would be

well advised to consider the plight of an 8-year-old New Jersey girl.

And a vendor who sells an intoxicated fan another beer should think not only about the little girl but

about the multimillion-dollar judgment a jury ruled she and her family were entitled to receive earlier

this year from the New York Giants' concessionaire.

"Concessionaires throughout the country are well aware of that case," NFL

spokesman Greg Aiello said.

In January, a jury awarded $135 million to the family of Antonia Verni, who was paralyzed from the neck

down in a car wreck caused by a drunken football fan. The fan is serving a five-year prison sentence, and

the concessionaire whose employees sold him beers when he was already clearly intoxicated will pay

the family $110 million unless the verdict, currently on appeal, is reduced or reversed.

The NFL, the 49ers and the Raiders say the Verni case was a wakeup call for the league and the people

who serve fans millions of dollars worth of beer and other alcoholic beverages each season.

A spokesman for Aramark Corp., the concessionaire that was hit with the judgment, says the company "has

established the highest standards in the industry for the safe service of alcohol."

But the attorney who represented the Verni family doubts it. He says NFL games operate in "a culture of

intoxication" and adds, "It's got to stop.“

A sobering reality for NFL concessionaires

Tom FitzGerald, Chronicle Staff Writer

Sunday, September 25, 2005 (SF Chronicle)

Fans who drive after drinking excessively at 49ers or Raiders games, or any other sporting event, would be

well advised to consider the plight of an 8-year-old New Jersey girl.

And a vendor who sells an intoxicated fan another beer should think not only about the little girl but

about the multimillion-dollar judgment a jury ruled she and her family were entitled to receive earlier

this year from the New York Giants' concessionaire.

"Concessionaires throughout the country are well aware of that case," NFL

spokesman Greg Aiello said.

In January, a jury awarded $135 million to the family of Antonia Verni, who was paralyzed from the neck

down in a car wreck caused by a drunken football fan. The fan is serving a five-year prison sentence, and

the concessionaire whose employees sold him beers when he was already clearly intoxicated will pay

the family $110 million unless the verdict, currently on appeal, is reduced or reversed.

The NFL, the 49ers and the Raiders say the Verni case was a wakeup call for the league and the people

who serve fans millions of dollars worth of beer and other alcoholic beverages each season.

A spokesman for Aramark Corp., the concessionaire that was hit with the judgment, says the company "has

established the highest standards in the industry for the safe service of alcohol."

But the attorney who represented the Verni family doubts it. He says NFL games operate in "a culture of

intoxication" and adds, "It's got to stop.“

HHIGH IGH PPROFILE ROFILE NNEGATIVE EGATIVE BBEHAVIORSEHAVIORS



FFAN AN CCODE OF ODE OF CCONDUCT ONDUCT SSETSETS EEXPECTATIONSXPECTATIONS



HHISTORY OF ISTORY OF SSPORTS PORTS AND AND TTRAFFIC RAFFIC SSAFETYAFETY

• 2003 YDYDYL: 2003 YDYDYL: Press conferences at Press conferences at stadiumsstadiums– Atlanta BravesAtlanta Braves– Kansas City RoyalsKansas City Royals– Tampa Bay Devil RaysTampa Bay Devil Rays– Florida MarlinsFlorida Marlins



HHISTORY OF ISTORY OF SSPORTSPORTS AND AND TTRAFFIC RAFFIC SSAFETYAFETY

• 2004 CIOT: 2004 CIOT: Pre-game, on-field ceremoniesPre-game, on-field ceremonies St. Louis CardinalsSt. Louis Cardinals– Boston Red SoxBoston Red Sox Colorado RockiesColorado Rockies Milwaukee BrewersMilwaukee Brewers– Detroit TigersDetroit Tigers

Brewer involvement increased awareness of promotional Brewer involvement increased awareness of promotional opportunityopportunity



RRESPONSIBILITY ESPONSIBILITY HHASAS IITS TS RREWARDSEWARDS



• Sweepstakes encouraging fans to be Sweepstakes encouraging fans to be designated drivers at professional sports designated drivers at professional sports stadiumsstadiums

• MLB, MLS, NFL participatingMLB, MLS, NFL participating• 225,000 MLB & MLS fans participated in 2005225,000 MLB & MLS fans participated in 2005• 90,000 NFL fans participated in 2005/0690,000 NFL fans participated in 2005/06• Winners attended World Series, MLS Cup, and Winners attended World Series, MLS Cup, and

Super Bowl XLSuper Bowl XL• Combined 120 million impressions from Combined 120 million impressions from

national TV and radio PSAs in 2005national TV and radio PSAs in 2005

RRESPONSIBILITY ESPONSIBILITY HHASAS IITSTS R REWARDSEWARDS



DDETROIT ETROIT TTIGERS & IGERS & MMICHIGAN ICHIGAN OHSPOHSP

• 2004 Events2004 Events– 5/26/2004: Click It or Ticket; “Saved by 5/26/2004: Click It or Ticket; “Saved by

the Belt” survivor recognized at gamethe Belt” survivor recognized at game– 8/24/2004: Click It or Ticket; first 10,000 8/24/2004: Click It or Ticket; first 10,000

fans received clickers to remind them of fans received clickers to remind them of enforcement effortenforcement effort



DDETROIT ETROIT TTIGERS & IGERS & MMICHIGAN ICHIGAN OHSPOHSP

• 2005 Events2005 Events– Financial support for TEAM training for Financial support for TEAM training for

Comerica Park operations staffComerica Park operations staff– Click It Or Ticket promotions with Click It Or Ticket promotions with

TigersTigers– Responsibility Has Its Rewards Responsibility Has Its Rewards

partnership – MLB, NASCAR, and NFLpartnership – MLB, NASCAR, and NFL



2005/06 RHIR & 2005/06 RHIR & MMICHIGAN ICHIGAN OHSPOHSP

• MLB All-Star Game: Fan FestMLB All-Star Game: Fan Fest• NASCAR Race at Michigan NASCAR Race at Michigan

International SpeedwayInternational Speedway• NFL Super Bowl: NFL ExperienceNFL Super Bowl: NFL Experience




• Fans filmed traffic safety messagesFans filmed traffic safety messages• Branded photo frames with Polaroid Branded photo frames with Polaroid

pictures pictures • Give away items – clickers, postcards, lip Give away items – clickers, postcards, lip

balmsbalms• Retail promotion for state-level Retail promotion for state-level

sweepstakessweepstakes• Credit card sleevesCredit card sleeves• Designated Driver program at Super BowlDesignated Driver program at Super Bowl



• 1-877-2-TEAM-CO (877-283-1-877-2-TEAM-CO (877-283-2626) 2626)

• www.teamcoalition.orgwww.teamcoalition.org

– TV, Radio, and Print Public Service TV, Radio, and Print Public Service AnnouncementsAnnouncements

– Sports Marketing PlannersSports Marketing Planners

RRESOURCESESOURCES A ANDND O OPPORTUNITIESPPORTUNITIES

s ports m arketing for t raffic s afety 2006 michigan traffic safety summit presented by jill...

Documents

arketing slide

eagues slide

traffic safety responsibility

t raffic s afety slide

fanstraffic safety

traffic safetyfan behavior

fans marketing

team coalition slide