Consumer Relations and Marketing Case StudyThe Kansas City Chiefs: “New Arrowhead” Campaign

Overview Introduction Background

Chiefs Communication Structure Mission Statement: Jackson County Sports Complex Authority Stadium Renovation Project Goals of Renovation Project New Arrowhead

Communications Challenge Target Audiences

Analysis Where the communications efforts effective? My Analysis Public Relations Theories Practiced What I would have done differently

Suggestions Summary

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Introduction A three-year and $375 million renovation project for

Arrowhead Stadium was completed prior to the start of the 2010-2011 Kansas City Chiefs season.

The Chiefs launched a campaign for the “New Arrowhead” prior to and continuing throughout the season.

Marketing and Public Relations Departments are separate, but overlapping for this campaign. Had to work together to create a unified campaign

message, but implemented different tactics Both departments worked to publicize the New

Arrowhead and build customer relations

Background Kansas City Chiefs

Founded by Lamar Hunt Changed name from Dallas Texans after franchise moved to

Kansas City, Missouri in 1963 Western Division of the American Football Conference in the

National Football League

Arrowhead Stadium Together with Kauffman Stadium, make up the Harry S. Truman

Sports Complex Maintained by the Jackson County Sports Complex Authority “Home of the Chiefs” Kansas City Wizards Border Showdown: Missouri vs. Kansas Iowa State vs. Kansas State Fall Classic: Northwest Missouri State vs. Pittsburg State Dr. Pepper Big 12 Championship Concerts: The Rolling Stones, Elton John, The Jacksons, The

Who, Guns N’ Roses, Paul McCartney, ‘N Sync

Communications Structure Sales and Marketing

Vice President of Sales and Marketing Director of Sales and Marketing Director of Special Events Marketing Manager Manager of Culinary & Merchandise Operations Senior Sponsorship Manager Group Sales Manager Ticket Sales Manager Inside Sales Manager Sponsorship Sales Managers Premium Services Manager Premium Services Coordinators Mascot Coordinator Cheer Director/Cheerleaders Sponsorship Coordinators Creative Services Coordinator Suite Sales Manager Premium Seating Sales Executives Senior Account Executive Account Executives Ticket Sales Representatives Group Sales Account Executive Group Sales Administrator Graphics Designer Sports Lab Coordinator Administrative Assistant to the V.P. of Sales and Marketing

Communications Structure Media and Marketing

Vice President of Media and Marketing Creative Services Director Manager of Digital Media Producers Chiefs Insider

Public Relations Associate Director of Public Relations

Manager of Football Information Public Relations Coordinator Seasonal Assistant

Community Relations Director of Community Relations

Community Relations Manager Community Relations Assistant

Customer Relations Four Associates

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Mission Statement:Jackson County Sports Complex Authority To plan, construct, operate and maintain a sports stadium field house,

indoor and outdoor recreational facilities center, playing fields, parking facilities and other suitable concessions within Jackson County, Missouri;

To negotiate and perform its obligations as Landlord under Lease Agreements with the Kansas City Royals Baseball Corporation and the Kansas City Chiefs Football Club, Inc.;

To oversee the maintenance and operation of the Harry S. Truman Sports Complex in fiscally responsible manner that will allow it to maintain its stature as a premier sports facility in the nation;

To administer funds received from the State of Missouri; Jackson County, Missouri; Kansas City, Missouri; or any other source that are to be used for furtherance of its statutory duties;

To serve as an agent to Jackson County, Missouri, under the terms of the Agency Agreement;

To develop a land use plan for potential development of the Sports Complex and to recommend to the County appropriate long-term leasing arrangements for the Sports Complex facilities;

To work with other political subdivisions, agencies and commissions for the furtherance of all types of sports, either professional or amateur, commercial or private, within Jackson County, Missouri.

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Stadium Renovation Project August 12, 1972: The Kansas City Chiefs and St. Louis

Cardinals played the inaugural game at Arrowhead Stadium. Original plans included a rolling dome, but actual construction costs were too expensive.

1984: Jackson County Sports Authority revisited the idea of a dome, but scrapped the idea because of financial impracticality.

April 4, 2006: Jackson County, Missouri taxpayers approved a 3/8 cent sales tax that is expected to raise $212.5 million for the Sports Complex (53 percent approval) Voters rejected tax increase for $170 million for a rolling roof

over the stadium. (52 to 48 percent)

August 15, 2007: Chiefs announced final plans for the renovation, which would cost $375 million with the addition of a $125 million donation from the Hunt family

August 22, 2007: Groundbreaking Ceremony September 13, 2010: Debut of New Arrowhead Stadium

Kansas City Chiefs play the San Diego Chargers, featured on Monday Night Football

Goals of Renovation Project“These improvements will maintain

Arrowhead’s longstanding status as one of the nation’s top venues for fans to experience the excitement of collegiate or NFL football.” – History of Arrowhead, Chiefs Website

“Our vision for the New Arrowhead was to provide our fans with all of the amenities of a brand new, first-class stadium while preserving the iconic elements that make up the soul of Arrowhead.” –Clark Hunt, Chairman of the Board, Customer Relations Guide

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The New Arrowhead

360-degree video ribbon board, upgraded sound and scoreboard system

The New Arrowhead

All concourses widened by 60 percent

The New Arrowhead

Increased size of concession stands and added options for food and beverages

The New ArrowheadFounder’s Plaza

Team Store

The New Arrowhead

The Horizon Level

Club Level

The New Arrowhead

Chief’s Sports Lab

Penthouse

The New Arrowhead

Hall of Honor

The New Arrowhead

Founders Club

The New ArrowheadNew Suites

Communications ChallengeThe Chiefs must communicate the completion

of the $375 million renovation project of Arrowhead Stadium to primary audiences in order to increase ticket sales.

Losing season in 2009-2010 (12-4) Low attendance Low ticket value Low fan support

New coaches and players hired to improve the Kansas City Chiefs team before the season with new stadium began, but fans are not confident in program.

Primary AudiencesGreater Kansas City AreaKansas City Chiefs Fans

The consumer

NFL Community Jackson County Taxpayers

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Communications Efforts Before taxpayer vote:

Beginning of 2006 News media attention

Highlighted the controversy of tax increase and how project will affect Jackson County

Television commercials Billboards Print advertisements

Local newspaper, The Kansas City Star

Immediately after initiative passed August 2006 Press release about final fiscal plans Press release about removing bid for Super Bowl

During construction Periodic updates about progress

Communications Efforts Big surge of promotions prior to the beginning of the 2010-2011

season Logo and slogan Open House

Advertised heavily on radio and television Print advertisements

Kansas City Star newspaper Local magazines

Television commercials Radio commercials and support from the Chiefs Official Radio Network Fan Guide Media Guide Billboards in Kansas City

Especially in the downtown areas near the stadium Social Media

Facebook Twitter

Word of mouth Website

Promotions have continued throughout the season Stadium referred to as the “New Arrowhead” in every promotional

material produced

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Communications Efforts

Communications Efforts

Communications Efforts

Twitter:18,780 followers

Facebook:220,760 people Like page

Were the communications efforts effective? Wide recognition of the new stadium in the Greater

Kansas City Area A majority of fans do not refer to the stadium as the “New

Arrowhead” Strong presence in news media and local Kansas City

discussions

Audiences found new excitement for the Chiefs this season Increased attendance Increased ticket sales Increased fan support

Winning season so far (5-2) 12th man?

My Analysis Uniform promotion and message throughout all marketing

and public relations efforts Fans are excited because they know the improvements

were aimed toward their game experience People don’t call the stadium the New Arrowhead, but

that’s ok because people believe it is still the same stadium, just new and improved

Maintained the integrity of the Kansas City Chiefs football program tradition

Opportunity for fans to see the stadium was huge because it made people excited, maintained good relations with taxpayers and ignited word-of-mouth promotion

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Public Relations Theories Practiced Two-Way Symmetrical Model

Customer Relations: Fan First Stadium improvements for fan experience

Boundary Spanning Built relationships with consumers

Situational Theory Super Bowl Bid Tax Increase

Agenda Setting Theory Made the new stadium experience priority over the team

Environmental Scanning Public opinion prior to vote and after renovation

What would I have done differently?Connect renovations more to the individual fan

experience rather than the “shock and awe” approach of the impressive stadium

More promotion about new event space in the stadium

Abbreviated, free fan guide for all visitors

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RecommendationsEmphasize the fan experience in the stadium

Consumer testimonials Show fans using and benefiting from the

renovation

Maintain consistent messages about stadium “New Arrowhead” in all promotions

Promote how the New Arrowhead is more than the stadium renovation Showcase the improvements on the field as well

Lessons LearnedConsumer experience is keyConsumer satisfaction results from building

and maintaining a relationship Open house involved the audience in the process Proved to taxpayers that their contributions were

important and appreciated

When marketing and promotions work together, the message is uniform, complete and effective Equal, but overlapping departments

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Sources Chiefs Website

http://www.kcchiefs.com/ http://www.kcchiefs.com/arrowhead/history.html http://www.kcchiefs.com/arrowhead/customer-relations.html http://www.kcchiefs.com/team/chiefs-history.html

Fan Guide Media Guide Interview with communications contact, Pam Kramer Jackson County Sports Complex Authority

http://www.jcsca.org/content/45/mission-statement.html

Outside articles http://www.kcchiefs.com/news/article-1/Chiefs-Unveil-The-New-Arrowhe

ad/6894B889-ED7E-4684-B64A-BDB635CE1048 http://www.jcsca.org/content/45/mission-statement.html http://www.zimbio.com/Watch+NFL+Football+Games+Online+Live+O

n+Your+Computer/articles/WFUQJFrPYWy/Arrowhead+Stadium+Renovation+June+Update

Interviews with Kansas City citizens Pictures

http://www.arrowheadpride.com/2009/2/14/759204/the-new-arrowhead http://www.allvoices.com/s/event-6378704/aHR0cDovL3d3dy5rd2NoLm

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