WNBA: A Fast Start

WNBA Across the United States Do YOU Know Where The WNBA Calls Home? Chicago? Houston? Seattle? Denver? Phoenix? Minneapolis? Miami? Los Angeles? New York? Nashville? Portland? Atlanta? Hartford? Indianapolis? Sacramento? Charlotte? Detroit? Las Vegas? Washington DC? Omaha? San Antonio? Cleveland?

WNBA Across the United States  The WNBA is located in 14 cities across the U.S.  Although the teams’ locations seem scattered and without a pattern, years of market research is done to identify prime locations for WNBA teams.  Today we will discuss how those teams were chosen and how to evaluate prospective cities.

Role of Marketing Research in the WNBA Expansion  Marketing Research is useful in determining which new cities to expand to and how to best target their audience.

Environmental Context  With the success of the addition of women’s basketball to the Olympics in 1996, the WNBA appeared to be a profitable branch of professional sports.

What is a Management Decision Problem?  “Awww, Man, we have a problem here… What am I going to do? I need a Marketing Researcher!” -Manager

WNBA Management Decision Problem  Which cities to expand to?  Why?  How do we reach our target market?

Which Cities to Expand to?  The WNBA aims to have teams in cities with large populations of women, families, and children.  The WNBA does not target heavily towards diehard male sports fans passing time between seasons.

Ladies’ Home Journal  Top 100 Best Cities for Women -#7 Minneapolis, Minnesota -#13 Washington, D.C. -#20 Charlotte, North Carolina -#23 New York, New York -#25 Seattle, Washington -#26 Sacramento, California -#27 Los Angeles, California -#27 Hartford, Connecticut

Continued -#38 San Antonio, Texas -#41 Phoenix, Arizona -#48 Houston, Texas -#54 Cleveland, Ohio -#56 Detroit, Michigan  Based on crime rates, educational achievements, child-care quality, presence of women in the local government, healthcare coverage, and the availability of well paying jobs and business opportunities.

Center for Women’s Business Research  The 10 largest metropolitan areas for women-owned firms as of 2002, based on an average of number of firms, employment of sales, are: #1 Los Angeles #3 New York #4 Washington D.C. #5 Houston #6 Detroit

Continued  The 10 fastest growing metropolitan areas for women-owned businesses, based on an averaging of the percent growth in number of firms, employment and sales between 1997 and 2002, are: #3 Phoenix #8 Houston and San Antonio (tied)

Continued  The metropolitan areas with the greatest share of women-owned firms are: #3 Seattle #5 Washington D.C. #6 Minneapolis #10 Sacramento

Graphical Model of the Selection Process Selection of Expansion City Atlanta, Chicago, Philadelphia Selection Criteria Selection of City Other Cities

Which city?  Atlanta, Philadelphia, or Chicago?

Selection Criteria

Our Choice  Chicago is the best choice for a WNBA expansion team because of the high percentages of women and of families with children under 18.

How do we reach our target market?  Charities  Promotions and Advertising

Charities- “WNBA Mind. Body. Spirit.”  Because of the league’s strong emphasis on community and cause-related outreach programs, the WNBA is constantly improving conditions for women and children in their teams’ respected cities.  All teams are involved with their own charities. Not only does this involvement affect their community, but it also positively impacts attendance at their games.

WNBA Community Partners  Girl Scouts of the USA  Girls, Inc.  Amateur Athletic Union  Boys and Girls Clubs of America  National Recreation and Parks Association  Police Athletic League  Jewish Community Centers Association  National Senior Games Association  National Association of Female Executives  State Games of America

WNBA and the Susan G. Komen Breast Cancer Foundation  Because of Edna Campbell, a player from the Sacramento Monarchs, and her struggle with breast cancer, the WNBA and the Susan G. Komen Foundation have teamed up to raise breast health awareness.  Annual Breast Health Auction  Provide public education about breast health and breast cancer

Read to Achieve  Supported by WNBA and NBA teams year-round  Promotes the value of reading and online literacy  Encourages families and adults to read regularly with young children  Most extensive educational outreach initiative in the history of professional sports

Promotions  Pricing Under $20 for most seats  Meal Deals  Appearances and Concert Series  Photo Days  Birthday Plans  Attire, Gifts, and Novelties