A Student Designed Strategy for the Brand Enhancement of

the Denver Roller Dolls

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Current Areas of Strength:

Denver Roller Dolls understands what their current audiences likes & dislikes

The Denver Roller Dolls brand has a great moral foundation

Denver Roller Dolls understand fun! From the way your business is run to the action packed bouts

Denver Roller Dolls use social media to your advantage

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Opportunities:

Chance to capitalize on Students, currently a weaker audience group

Room to better promote the charitable and local value side of the DRD brand

Optimize the venue, arena, and little details

Capitalize even further on the strong following of Denver Roller Doll fans on social media

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The Denver Roller Dolls Target: The

LoyalistThe Family The Student

• Regularly attends bouts

• Is loyal to a specific DRD team or skater

• Often a friend, family member of a skater

• Often a skater from another roller derby

team, for example the Rocky Mountain Roller

Girls

• Often their first or second DRD bout

• Attends with their family, kids included

• Enjoys the fast paced action, family friendly

atmosphere, and ability to drink beer

• Unsure or learning about derby rules

• Purely entertainment

• Often their first or second DRD bout

• Attends with their friends who may have

been before • Sees a bout as an

alternative form of entertainment • Appreciates reasonable ticket prices and close

location• Purely entertainment

Consumer Perceptions:

#1: This is a really great alternative form of fun… but what else?

We found that although fans are pumped about coming to bouts, they sometimes get a little…bored. We need to find ways to keep the fans engaged throughout the entire bout to make them want to come back for seconds!

“I feel bad leaving at half time…but I feel like I get the experience

within the first half hour…and then I’m ready for something

else.”

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Consumer Perceptions:

#2: chicks…beer…full contact sports…this is AWESOME!@#$%

Lets face it…hot girls in booty shorts beating the $h!t out of each other is every guy’s dream come true. We love it! But we love the fact that these girls are bad-ass volunteers, business women, moms, and students even more!

“My roommate was telling me all about DRD and I knew I had to get in on the action. Beer, girls,

and sports…what could be better!”

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Consumer Perceptions:

#3: The Roller Dolls are my idols: strong, athletic, beautiful women!

The Denver Roller Dolls are roll models to tons of young girls and women in the Denver/Boulder communities. A lot of these girls are interested in getting involved in derby and love the strong female presence that the Dolls personify.

“My favorite skater is Disco. She is an aggressive skater but also really nice! It’s cool to see how

the girls are all friends, they remind me of one giant sorority!”

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Objectives: Based on our strength and opportunity findings we have identified six

core objectives to further the Denver Roller Dolls Brand. • Enrich the experience of attending a Denver Roller Doll event.

• Enhance the look and feel of the Denver Roller Dolls brand. This includes developing brand standards around logo usage, ensuring brand consistency, and standardizing both the visual and sonic brand of DRD.

• Raise awareness and integrate the Dolls into the Denver Boulder community. Includes developing relatable touch points for all three DRD targets.

• Inspire other entities to co-opt their brand with the Dolls. Includes building on the current DRD sponsors with sponsors that support our six objectives.

• Develop clear communication of Denver Roller Doll team structure.

• Promote and develop the all volunteer and non-profit status of

DRD.

So…

Let’s Make This Happen

Social Media Integration and

Custom Programs

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Goals: To build on the Denver Roller Dolls strong presence in their social media vehicles by implementing custom programs

Current Strengths: • Frequent and consistent presence across multiple platforms • Quality content that encourages fans to interact with the brand

Opportunities and Objectives Met: The Dolls do a great job at using social media to build their brand identity and communicate with fans which gives the following custom programs a great potential to successfully:

• Reward fans for interacting with prizes and incentives • Educate fans on the community and service aspect of DRD and

encourage them to get involved • Create Hype around upcoming bouts by using social media to support

and promote theme nights, half time events, etc.

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Even though the Dolls have a great handle on their current social media platforms, they are a strong tool to continue to optimize and utilize. By approaching social media as another marketing vehicle and not just a way to get in touch with fans, the Dolls will see higher sales and an increase in both derby and specific DRD knowledge.

• Add Foursqaure to the DRD digital landscape • The DRD target is active with the Foursquare

platform• On the September 23rd bout, 25 fans were

“checked in” at the 1st Bank Center before the bout had begun

• Supplements Twitter and Facebook with the option to link all three

• Implement custom programs • Get Fans involved with Twitter and Foursqaure

by implmenting the “Meet a Doll” contest

• Use the strong DRD Facebook following to get fans to generate content and ideas

Details & Ways In

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Get Fans Involved with Location Based Social Media

The “First 10 People to Meet a Doll…” program is a way to take the engaged DRD fans one step further by enticing them to take action• Using Foursquare, Twitter, and Facebook, create a contest for fans to

win prizes • Ask fans to meet a Doll where ever she “checks in” on Foursquare,

could be at the A Loft Hotel after party, at a Project Angel Heart event, etc.

• The first ten fans to “Meet the Doll” win a prize whether it be a DRD T Shit or even a free ticket to the next bout

Not only does this reward fans who are already engaged with DRD in the digital space but it educates fans on all the aspects of the community DRD is involved in.

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Details &Ways InUse Facebook to Generate Content for DRD Bouts

Getting fans involved in generating half time show entertainment is a way to encourage rich interaction online. Most importantly, it connects a promotional tool to reality and will drive the engaged DRD fans to the event

• Costume Contest “Dress Like Your Favorite Doll” • Prompt fans to dress up like their favorite doll or another form of DRD

Spirit • Upload a photo of them in their costume to the DRD Facebook page • Fans can comment “Vote”• Top three submissions will be judged live at a bout or put to a contest• Winner gets an incentive

• Theme Night Contest • Start a discussion on Facebook and Twitter around what kind of theme

night fans would like to see

Create Dynamic Content for Halftime

Shows

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Goal: Utilize the valuable time between bouts to maintain the audience’s energy, get fans involved, and enhance the Denver Roller Dolls Brand.

Current Strengths:

Opportunities: Halftime shows are a prime opportunity to keep fans engaged, get them involved, and communicate the attitude of DRD:

• Highlighting sponsors of the event by handing out free swag and merchandise

• Connecting to the community by showcasing local talent, bands • Interacting with fans

• Sorority Vs. Sorority Bout • CU Men and Women’s Hockey Bout • Get To Know The Refs - Dating Game

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• Teach Sorority members from two separate Sororities the rules of roller derby

• Have them engage in a mini-bout during a half time segment• Generate an audience of girls coming to support their friends

Sorority vs. Sorority Mini Bout Sororities are an ideal organization for DRD to get involved in. Not only will they help DRD reach their college target market, but sororities themselves have similar values and organization structure to DRD – involved with philanthropy and the community, and are run by their members.

Details & Ways In

Future Opportunities:

• Partner with CU Sororities to feature Project Angel Heart at on campus events

• Partner with CU Sororities for seminars on women empowerment for incoming new members

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CU Men’s Vs Women’s Hockey Bout

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Getting the Denver Roller Dolls name associated with other sports organizations is a great promotional tool. While getting professional athlete teams in for a bout might be a stretch, both the CU men’s and women’s hockey teams would be a nice match for DRD halftime entertainment. • Possibility to tie the event to a fundraising effort that

supports both the Denver Roller Dolls and CU Hockey Leagues

• With proper promotion, the “partnership” will extend reach to families both of CU hockey parents as well as younger hockey families

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• Bring a volunteer out from the crowd or select a fan/follower through Facebook or Twitter

• Hold a mock dating game where the contestant asks each ref three questions

Questions should highlight each refs unique personality and roll in the bout

Questions can also be skewed to educate the fans on the rules of derby

• Encourage fan involvement by having them cheer for the ref they want to win the game

Get To Know the Refs – Dating GameThe derby referees add a lot of personality to the game. They too are a extension of the Denver Roller Dolls brand. Their attitude and presence on the track is a valuable tool we can leverage to connect with the DRD target.

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Arena Set-Up and Venue Experience

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Goals: To capitalize on the space of the 1st Bank Center to best represent the Denver Roller Dolls brand and enhance the bout experience - includes the layout of the arena, areas to improve on merchandising, appeal to the wide demographic of DRD fans.

Current Strengths: • Use of floor seating gets fans up close to the action• Merchandise is appealing to fans

Opportunities and Objectives Met: • Add merchandise that strengthens both the DRD identity and

team identities • Add merchandise that caters to the personality and attitude of DRD

target • Make the 1st Bank center more reflective of the DRD brand

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Adding the following elements to both the design and function of the arena will increase energy, help define team structure, and get the fans riled up

• Light the stage • Set the main entrance to be more inviting • Color Code the stands based on team• Offer family seating

Like the Roller Dolls themselves, the fans enjoy dressing up and going a little wild with their outfit for the bout. This is a unique characteristic of the DRD demographic and the merchandise department has full opportunity to capitalize on it. • Partner with “Knock Your Socks Off” to bring a sock stand in to the bouts • DRD Uniform Elements - ex. Booty Shorts

Overview

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Light The Arena People love a show…So light it like a showHighlight the bout while keeping the stands dark.

• As you walk into the arena, a big table obscures your vision• Table takes up valuable seating - audience loves being up in

the action• Moving the table will open up valuable seating space. Move the

table:• To one of the upper booths• The stage• Where the merchandise stand is

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An Inviting EntranceThe main entrance is your first impression of the venue. It should set the tone for what the fans will experience for the remainder of the night.

• DRD is a sport for the girls: Show for the audience• Keeps attention on the bout• Visual queue for audience to get concessions

Color-Coded Fan Section • Separate sections for hard-core

fans• Light part of the stands based

on team colors• Fans with team loyalties can

join other fans• Place these fans behind team

benchesFamily Seating• Offer Family section

• Kids get to interact with each other • College age students would be

more interested if they weren’t surrounded by small children

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Partner with Knock Your Socks Off

• Team colored knee high socks• Creates team loyalty and help define the DRD team structure

• Can be incorporated into a costume discount• Knee socks are alternative - will resonate with target audience

DRD Uniform Inspired Merchandise

• DRD Booty shorts like they wear• Embroider or silkscreen team icons• Can be incorporated into a costume -

discount

Introduce a booth or section of the merchandise booth that sells socks. Socks are a huge hit right now and would be a fun, easy, addition to the merchandise stand. Overall, socks are less predictable than t-shirts and is a trendy item for roller derby practices and scrimmages.

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Pink and Black Carpet Event

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Current Strengths:

• The Denver Roller Dolls involvement in the community is showcased in their marketing vehicles including program and social media

Goal: Organize an event that showcases all aspects of being Denver Roller Doll, including the sport, the teams charity work, and their connection to the Denver Boulder community.

Opportunities: The Pink and Black Carpet event provides the opportunity for The Denver Roller Dolls to become active in a charitable/promotional event and engage with parents, kids and fans. This is an area that we know the Dolls are proud of and is a huge aspect of Derby. By organizing an event around charity and community the Dolls have an option to not only connect with fans but educate them on the Derby lifestyle.

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t• Event will be held towards the end of the season and will be advertised for, promoted, and organized through social media • Opportunity to recruit an event planning intern who is looking for

resume building experience to organize the event

• Keep ticket prices low - $10 plus any donation

• The carpet will be placed on the first floor and will allow teams to separately or individually enter and greet fans, media, publishing companies or even reporters

Overview

• Use strong branding symbols to communicate the essence of DRD brand

• Music, logo usage, merchandise

• Opportunity to highlight players with MVP awards, honorable mentions

• Possibility to extend this into “Fan Awards” for example, “Most Loyal Fan” or “Most Spirited.”

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tHold an art show• Can be DRD related - photography, artwork, digital art - or non DRD

related• Can be initiated through social media • Local artists are always looking to showcase their talent and in their

early stages are happy to submit their work for no incentive Bring in local musicians • Opportunity to draw in the wide demographic of DRD fans by bringing

in multiple bands • Since this is a charity event many bands will do for free Invite local sports stars

• This not only strengthens brand identity but allows for raising brand awareness within the community by also creating opportunity to pair this event with sponsors and local businesses to participate in support.

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The success of this event will showcase the strength of the DRD brand including all elements they’re involved in outside the arena. Most importantly, it gives local businesses an idea of who they are and what they stand for which could lead to partnerships in the future.

Strengthening Team Identities

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Current Strengths: • The program outlines the separate teams and introduces the

demographic to their very different identities • Mascots for each team create friendly team rivalry and contributes

to the team identity

Opportunities: Unless the audience is familiar with the structure of a Roller Derby league, the multiple teams all under names.• Distinguish with merchandise • Create team cheers, team theme songs, victory songs • All stars

Goal: To clearly communicate the Denver Roller Dolls league team structure by using interactive practices and incorporating the team structure into the whole derby experience.

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Seating Areas

• Each team should have its own cheering section within the 1st Bank Center. It obviously wouldn’t be mandatory for fans to sit in particular sections but there could be the option for those who so desired. Signs indicating each team’s section could be placed at the designated spot in the arena.

Fan Spirit

• Encourage fans to wear their team’s colors and/or buy team merchandise at the bout. Offer a discount to groups of dressed up fans, like “bring 4 and the 5th gets in free.”

• Opportunity to play off the enhanced merchandise division that features apparel and uniform elements affiliated with certain teams, skaters, etc.

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Merchandise• Create new merchandise to accommodate fan spirit—headbands, socks,

sweatshirts, and even props related to the teams like fake shotguns for Shotgun Betty fans.

Music• Each team needs to have a theme song and a cheer/victory song be

played throughout the bout at defining moments. This would make it easier for fans to identify with their teams and boost crowd morale.

All-stars• All-star players need to be identified either by wearing different helmets

or bright (pink?) armbands. This would make it easier for fans to follow the best skaters and cheer for them on all levels of the competition.

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Update Promotional Materials

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Current Strengths: • Plenty of marketing vehicles are currently being utilized

Opportunities: Ensuring that each marketing vehicle meets all brand standards will strengthen the DRD brand identity

• Create brand standards that outline logo usage, design elements to ensure consistency between vehicles

• Optimize current creative of the program that is handed out at bouts - simplify and streamline cover design, optimize individual team pages,

• Carry new design throughout the rest of the marketing vehicles

Goals: Create a brand standards document and execute new designs for promotional materials based on said document. All new promotional materials should be heavily and clearly branded to most effectively communicate the essence of the DRD brand

Program Cover Rules Handout

Beer of the DRD Brewery Competition

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Goal: Increase presence in the Boulder/Denver community and offer local companies the chance to get involved with the 1st Bank Center and DRD.

Opportunities: This competition will bring a new light to the DRD. It will strengthen the relationship between the 1st Bank Center and the DRD. It will also create a constant presence at the DRD throughout the season during non-bout events. The competition will help reach an audience that they currently might be missing:

• Local Breweries

• Denver/Boulder foodies

• College-aged males “Beer

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Current Strengths: Between the Denver Roller Dolls involvement in community and local charities and their bad ass attitude, they are able to balance the two to create a unique community experience.

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The Denver Roller Dolls will host a competition amongst local breweries to find a beer that best represents the Dolls best (or maybe just their favorite wins!). The chosen beer wins a priceless prize: the chance to have their beer on tap a the 1st bank center for the entire fall season.

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• In early summer, the dolls should issue a flyer to all local breweries declaring the competition. Use social media to support the efforts.

• The Dolls should host a party towards the end of the summer where all of the competing breweries will bring their best brews. The event should be open to the DRD’s loyal fans and family. During the party, the dolls will cast votes as to which beer they wish to showcase all season at the 1st bank center. • Regardless of if they win or loose, the breweries will be excited to compete

because it is another chance for them to introduce their beer to a broad range of people.

• The winning beer will be available on tap for the entire fall season.

• Since there are many events that take place at 1st Bank Center all season, guests coming to other concerts and shows will be introduced to the DRD when they go to buy a beer, thus increasing the Denver Roller Doll Presence at the 1st Bank Center.

CU Student Night

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Goal: To increase the DRD presence amongst University of Colorado Students. To place the DRD as an alternative fun night out!

Opportunities: By engaging the college audience with this event, the DRD will be able to:

- Build a loyal audience at the University of Colorado

- Expand on the idea of college night to keep momentum going

- Create a more exciting bout experience with excited college fans

- Sell more tickets

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Current Strengths: The strength behind this idea is that not much will have to change at the actual bout-- the DRD is something that college students would love, you just have to get them there!

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On the Saturday Night of a particular bout in the fall season, we think it would be great to offer a college night! We know that in the past, the Goose Bar on the hill has a had a“pregame” at their bar and then students get on a bus outside the bar and go to a show. We want to use this same idea, but bus them to a bout instead of to a concert!

Transportation is a big concern for CU students so if you arewilling to provide a bus, students will come.

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Details & Ways In • In order to reach out to the college audience, the DRD should partner

with a bar that primarily caters to college students (probably something located on the hill like The Goose or The Sink).

• After researching other events like this, we think the best way to go about it is to have a flat rate price that includes a ticket to the bout, transportation to the 1st Bank Center, and a wristband for drinks at the bar.

• Two hours prior to the beginning of the bout, students of age can go to the bar and have an all you can drink special with purchase of a wristband. Following bar time, the students will be bussed to the 1st Bank Center

• During this particular bout, there should be a separate section where college students will sit and cheer.

DRD Videos

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Goal: To give potential audiences an idea of what a bout experience is really like by using real footage and distributing it across multiple touch points.

Current Strengths:

Opportunities and Objectives Met:

• Strong, branded YouTube Channel • Use of videos as entertainment at bouts

• Use videos to communicate attitude of the DRD brand • Chance to strengthen sonic branding • Encourage fans to interact with the DRD brand through social media

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The Denver Roller Dolls have a successful collection of multimedia and videos to advertise their sport. The DRD YouTube page is well branded and is connected effectively with other channels of social media.

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Details & Ways In Individual player bios on the website• Have a quick shot of the skater introducing themselves: Name, Team,

and Position, and then have them demonstrate their favorite move or skill on the rink

• This would allow each skater to show off their individual personality and give some insight into the game of Roller Derby

• Videos would fit nicely in the “Featured Skater” section of the DRD website

Conduct a DRD Music Video Contest • This would get fans involved in the

intricacies of the sport and put more quality videos of the Dolls out in cyberspace. The more multimedia that people can find the more likely they will be to get a glimpse and become intrigued.

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• People will see the hardcore contact of the sport at its best and influence them to see the Denver Roller Dolls as anything but “Dolls.”

Big Hits and Season Highlight Videos

Allow for fans to submit their best video clips of the “Big Hits” during a bout and compile them into a collage of the top collisions from a night.

THEPOD

Jenna

Alex

Shanley

Nick

Ben

Chris

I come from the East and the West

and cherish the oddities, the

counter intuitive, and the subjective. I

enjoy teaching

dolphins to swim.

I stand on my hands in heated rooms. I sleep on floors, in

cars, and even once went to sleep while standing up. I was born in Brazil but I live in America.

Enthusiastic hard working student with a desire to travel, I seek

to learn, explore & immerse myself into new opportunities &

experiences to enlighten the mind.

Advertising student and coffee addict. Rule

breaker and curious student. Lover of

cheeseburgers and hater of chipped nails. Fearful of the plain and

mundane.

Benjamin Batten From Westminster, Maryland. Born Dec. 6, 1985. Film

Studies Major at CU-Looking forward to

being done. Living in Colorado to Ski and Film

Ad student, writer, designer in training. Optimist, curious,

therapist. Trying to get someplace good and wear sparkly things

along the way.