How The Clippers Can Communicate With Teens Professor Pat West

Our Mission  Objective:  Increase teenager attendance at Clippers games  Stimulate buzz among teens  Strategy:  Identify thought leaders  Understand the “laws of cool”  Break the “communication code”

Situation Analysis: Company  Columbus Clippers:  Fan Perceptions  Resources Available  Strengths & Weaknesses

Situation Analysis: Consumers  Current & Potential Fans:  Demographics & Geographical Locations  Psychographics  Entertainment motives, needs, & wants  Social networks  How do they communicate with their friends in and out of school?  Dynamics of group decision making  How can the clippers get on the teen agenda?

Situation Analysis: Consumers  Current & Potential Fans:  Time schedule  When do they go out with friends?  Resources  How much money do they have in their entertainment budget?

Situation Analysis: Competition  Teen Lifestyle & Activities:  Preferences  Sports, Music, Food  Habitual activities

Situation Analysis: Collaborators  Current:  Media (News coverage & Radio stations)  Potential:

Situation Analysis: Context  PEST Analysis:  Political factors  Economic factors  Social factors  Technological factors

SWOT Analysis  Areas of strength, weakness  Potential opportunities and threats  Prioritize!!!

Understanding the Laws of Cool  Teens look to “aspirational peers” to know what is cool  We want to identify who these people are and find a way to connect with them  Teens are particularly susceptible to “herding behavior”  If you can offer an incentive to attract the right kind of people others will follow  Teens need to feel like they will be in the company of their peers

Social Networks  Information travels via social networks  We need to understand how communication travels through the networks  How can the Clippers most effectively infiltrate these networks to attract teens who would be most receptive to Clippers baseball?

Breaking the Communication Code  Where would teens be most likely to hear about the Clippers?  What message will they be most receptive to?  How do the dynamics of groups impact communication?

Assignment:  Review your “data” and being the process of idea generation