Warrior

Compelling Creations

Introduction Our Team:

– Melissa Gebauer– Tyler Griffith– Jessica Knopp– Lindsay Rego– Zach Miller– Christa Wynalek

Agenda What you Want How We’ll Do It Creative Brief Media Wrap Up

What You Want

1. Remain the category leader2. Do it with less staff3. Do it with less marketing dollars

The How How We’re Going to Do It:

– Making Warrior the number one choice of expressive equipment among individualistic lax heads

Revamp the ad campaign with a more personal theme that relates the [hip] individual to Warrior

Align the marketing campaign with the product design One year campaign

Basic Strategy:– Changing the appeal to make Warrior seem less mainstream– Focus on the individuality that is unique to stickheads– Emphasize that Warrior is a lacrosse-specialized brand

The Who Demographics:

– 90,000 male lacrosse players in the United States between the ages of 13-17

– One of the fastest growing sports in the US– 44% of all players are under 14 years of age – People playing lacrosse at much younger ages

Capture these new players early and keep them hooked to the Warrior brand

The Why: Target Market Insights

They're all individualistic: not just “lacrosse players”

All involved in many other sports/activities but lacrosse holds the number one spot

Lingo plays a large role in the lax scene Younger players know just as much about

lacrosse culture as the older players

Positioning Most “with it” brand Brand that allows the player to express

their individuality We want to be popular without being

mainstream Community of quirky lacrosse players

Expensive

Affordable

ClassicFlashy

Perceptual Map

Communication Objectives Increase awareness of the individualistic

products Warrior has and how it complements the players style– Change brand attitude– Shift brand perception

Downplay the raunchiness More interactive media More personal interaction with the brand Increase Warrior Nation membership

Consumer Profile: Ricky Varnes

13 year old seventh grader in Canton, OH Shaggy hair style and class clown in school Older brother plays lacrosse in high school

and is his biggest influence Shops at PacSun, Dick’s, and Journey’s Cell phone with AT&T on the family plan Uses the family computer in the kitchen (a

PC) Has a 20GB ipod

Positioning Statement “For individualistic stick heads who live for

the game 24/7,Warrior gives you the opportunity to express your unique personality both on and off the field, because compared to Brine, STX, and other competitors, Warrior recognizes the components of YOU.”

Tagline “Lacrosse or Bust” Individualistic Theme:

– 20% protein pumper, 30% underhanded playa, 50% slope shredder, 100% stick head

– 35% artistic wonder, 20% rock junkie, 45% board buster, 100% stick head

– 25% carb smasher, 15% style maverick, 60% sketch genius, 100% stick head

– 30% collar popper, 25% line spitter, 55% card shark, 100% stick head

Supports Lacrosse is everything

– These guys live for the game

Individualism – Lacrosse attracts many types of guys– Relate brand to consumer in a new personal way

Creative Strategy Interactive Media

– Heavy print ads Inside Lacrosse Lacrosse Magazine MCLA: The Lax Mag

– Contests Real people and teams compete to be featured in print ads Send in competing designs for equipment graphics

– Text messages Survey contests New equipment updates/discounts

Creative Strategy Website

– Revamp the entire website to keep members engaged, tone down the raunchiness

– Increase Warrior Nation membership– Allow members to post videos

Warrior Nation members vote on videos every month and the winner of the best video receives free gear

– Enable a chat mechanism to build a strong network of lax players

– Incorporate the ad campaign into the member’s profiles Have players fill in “I’m 40% of this, 30% of that, but always

100% stick head.”

IMC Flow

Banner Ads

Print Ads

Text Alerts

WarriorLacrosse.com

Word of Mouth

Videos

Contests

Grassroots Events

Advertisements Emotional Appeal that is High Involvement

– Want consumers to identify personally with the ad– Use similar sources– Display emotional authenticity

Achieve this by:– Combination of humor and imagery

Print Ads

Print Ads

Print Ads

Print Ads

Text Messaging

Website Banner

Consumer Profile Update on Website

Video

Media CostsProduction Costs $1,061,000Industry Magazine $1,860,000Contests $450,000Web Presence $2,520,000Text Promotion $81,000Total Costs $5,972,000

Production # of units Unit Cost Total CostIndustry Magazine 4CP ad 6 $15,000.00 $90,000Web Banner 4 $10,000.00 $40,000Event Production 4 $25,000.00 $100,000Website Revamp 1 $750,000.00 $750,000Trumpia SMS Text Blasts 900,000 $0.09 $81,000Total Production Costs $1,061,000

Industry Magazine Ads Issues per year # ads per issue ads per year cost per ad Total CostInside Lacrosse 12 4 48 $15,000 $720,000Lacrosse Magazine 12 4 48 $15,000 $720,000MCLA: The Lax Mag 7 4 28 $15,000 $420,000Total Magazine Ad Costs $1,860,000

Internet Ads Dynamic Banner Impressions CPM Costespn.com 1 20,000,000 $30 $600,000ncaa.com 1 10,000,000 $30 $300,000youtube.com: keyword "lacrosse" 1 5,000,000 $30 $150,000insidelacrosse.com 1 5,000,000 $30 $150,000e-lacrosse.com 1 5,000,000 $30 $150,000lax.com 1 5,000,000 $30 $150,000laxmagazine.com 1 2,000,000 $30 $60,000mclamag.com 1 2,000,000 $30 $60,000laxpower.com 1 2,000,000 $30 $60,000uslacrosse.org 1 2,000,000 $30 $60,000majorleaguelacrosse.com 1 2,000,000 $30 $60,000lacrosse.com 1 2,000,000 $30 $60,000mcla.us 1 2,000,000 $30 $60,000lacrosseunlimited.com 1 2,000,000 $30 $60,000lacrossemonkey.com 1 2,000,000 $30 $60,000lacrosseforums.com 1 2,000,000 $30 $60,000comlax.com 1 2,000,000 $30 $60,000shoplacrosseamerica.com 1 2,000,000 $30 $60,000laxnews.com 1 2,000,000 $30 $60,000laxnation.com 1 2,000,000 $30 $60,000lacrosseinsidethegame.com 1 2,000,000 $30 $60,000thetotalathlete.com 1 2,000,000 $30 $60,000laxfiles.com 1 2,000,000 $30 $60,000Total Internet Ad Costs $2,520,000

Measuring Results Print Ads

– Count impressions based on circulation, reach and frequency

Text Messaging– Include a special “code” that allow users to enter the site.

Web Banner Ads– Track number of banner views– Track Click-through rates

Consumer Profiles on website– Track the number of time the user logs in– Track the number of times visitors view the user

Online Videos– Track number of views– Track click-through rates

Wrap Up

1.Remain the category leader– Lacrosse or Bust campaign– Increasing interaction with target market

2.Do it with less staff– Receive advertising ideas straight from the consumers– Website more user intensive than staff intensive

3.Do it with less marketing dollars– Same basic ad tweaked– Still interesting, still hook in consumers

Thank You! Questions?