STEEL CITY GATORS

Hamilton’s New Slamball Franchise

• Based mainly around basketball…

• With trampolines

• Hard Hits

• Amazing Dunks

• Acrobatic Moves

• Different scoring system than basketball

• Generate revenue for Hamilton

• Provide jobs for citizens

• New form of entertainment

• Not like any other sport

• Reach a new target market

• Males aged 14-35

• Low-mid income

• High School diploma / post-secondary

• Lower social class

• Athletes

• Hamilton & surrounding areas

• Action and violence

• Bulldogs

• Local

• Schedule Interference (Gators – Nov. to Jan.)

• Same price range

• Hockey in Canada

• Raptors

• Closest thing to Slamball

• Expensive & Far away

• Clothing – Nike

• Sporting Goods – Wilson

• Food – Tortillas, Franks, Pepsi, Kernels

• Cards – Upper Deck

• Figurines – McFlarens

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Pe

rce

nta

ge o

f To

tal R

eve

nu

e

Item

Revenue Breakdown

Expenses Breakdown

Advertising Expense

Employee Wages Expense

Player Wages Expense

Hydro Expense

Telephone Expense

Utilities Expense

Transportation Expense

Bank Charge Expense

Strengths

• No direct competition

• Lots of opportunities

• Easy access to arena

Weaknesses

• Sport is unknown

• Too violent?

Opportunities• Sponsorships •Endorsements•New sport/team•Media/TV Threats•May not appeal to all of target market•Competition •Similar to basketball

• Food – meals, snacks, candy, drinks

• Jerseys – replica, authentic, women, kids

• Clothing – T Shirts, Hats, Sweaters

• Collectables – Cards, pins, autographs, coins, figurines

• Home & Office – Lamp, tables, magnets, pillows, bags, stool

Orange - $49.99Yellow - $44.99Pale Green - $39.99Green - $34.99Light Blue – $29.99Grey - $24.99Purple – $19.99

• Short distribution channels

Manufacturer -> Gators -> Consumer

Manufacturer -> Wholesaler -> Gators -> Consumer

• Local products

• Trucks

• In expensive and easy to track

• Quick arrival

Advertising

• Billboards

• Bus & Bus Shelters

• Newspaper

• TV and radio commercials

Personal Selling

• Meeting with business and schools

• Endorsements

Sales Promotion

• Ticket Promotions (holiday, Tuesdays, Flex)

• Contests/Sweepstakes

• Kids Specials

• Free Giveaways

• Meet the players

• Coupons

Public Relations

• Sponsoring charity events

• Players meeting with kids/fans

• Press conferences

• Press releases

Theme of all promotional activities is to get the Gators and concept of Slamball to Hamilton citizens

• Coca-Cola Center

• 2633 Upper James, Hamilton Ontario

• Red Hill Expressway

• Restaurants

• 17 500 seat capacity

• Room for expansion

• Room for plenty of parking

http://upload.wikimedia.org/wikipedia/en/d/d9/Court_plan.jpg

• Buy ticket (phone, at arena, website)

Use season tickets or flex pack

• Fans can drive (parking available) or take bus

• Buy food or products

• Participate in or watch events

• Watch game on TV or listen on radio

• Buy products from website

• Listen to game on the internet

• Lots of jobs available

• Different skills required in different levels

• Maintenance

• Business aspect

• Entertainment

• Game-day

• Marketing research - $500 000

• Billboards - $125 000

• Radio - $1.5 Million

• Fan Interactive activities - $1.5 Million

• TV Commercials - $8 Million

• Publicity Events – $2 Million

• Co- Branding - $3 Million

• Total Marketing Expenses – $23 140 000

• Billboards – seen by nearly everyone but only seen for a short time

• Can’t put too much info.

• TV – nearly every household has one (target who you want).

• Offers audio and video

• Radio – inexpensive but not many people use it (target who you want)

• Offers Audio

Jobs required to run marketing events:

• Human Resources

• Marketing specialists (research)

• Accounting

• Advertising

• Media Buyer

• Event Planning

• Project Manager

• Traditional basketball jersey

• Black and green (home)

• White and Green (road)

• Nike

• Front – “Gators” & Number

• Back – Player name & Number

• Gary the Gator

• Entertain fans

• Be part of promotional activities

• Free calendar and stationery set

• Free t-shirt

• Free replica basketball

• Free bobble head

• Free duffle bag

• Free toque

• Free player’s cards

• Free poster book

• Post game celebrations on New Years