New England Patriots

Creative
Taylor Bentall Taylor Ann Markus Cameron Dayley Davon Larson Samantha Shelley Addison Montgomery

New England Patriots:

Creative

Advertising Strategy Statement.....................................................1 Big Idea .........................................................................................2 New Slogan/Tag ............................................................................3 Advertising....................................................................................4 TV Advertisement..........................................................................8 Radio Spot ...................................................................................10 MarCom Matrix...........................................................................12 Survey..........................................................................................18

Table of Contents

New England Patriots:

Creative

Strategy Statement

Advertising will show that New England Patriots apparel is more than just supporting your team, its about coming together. It will target males from ages 18-24. Patriots apparel provides a way to show loyalty even when they are not attending the games. It will show men that you dont have to go to the game to support the Patriots. The support will be letting the fans create their own jerseys to reinforce the the importance of the merchandise. They will get 20 percent off anything at the Patriots store when they create a jersey. The tone of the brand will be exciting, information and interactive.

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New England Patriots:

Creative

Big Idea

Research conducted through a survey showed that the biggest association people make with the New England Patriots is with Tom Brady. We based our big idea off of this research, and made Tom Brady the focus of our campaign. He is the face of the franchise and will be incorporated into all aspects of the IMC campaign. Even those who are unfamiliar with the Patriots can recognize Tom Brady. He serves as effective publicity.

Word Cloud Results:

Patriot

Tom Brady

legendary clutch red&blue football

strong

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New England Patriots:

Creative

New Slogan/Tag

We Are New England will be the new team slogan. Fans in New England (which covers six states) are united through sports. The new slogan will united Patriots fans in a common causethey arent just Patriots fans, theyre New Englanders, and proud of it! We will incorporate this theme in all print and visual media, using the hashtag #WeAreNE. This will create unity across the different media platforms.

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New England Patriots:

Creative

Advertising

The advertising will promote the jersey contest. Print Advertisements will include flyers, business cards, posters, and billboards. They will all have the same consistent design, including the copy. A QR code will be added to the flyers, business card and posters. This will lead the fans to a packaged file with a template with everything they need to design the jersey. The billboard will still have Tom Brady and his missing jersey, but with less copy. Billboards will be placed on major interstate highways throughout New England. Flyers and business cards will be handed out at the games, gas stations, convenience stores, and Dunkin Donuts. Since the Patriots already have a partnership with Dunkin Donuts this will very easy to accomplish. If working for the Chamber of Commerce, they can print posters and hang them up. Posters will be hung in gas stations, convenience stores, grocery stores, Dunkin Donuts, cooperating small businesses and the schools the team visits. The advertising goal is to have people interact with the website and create a jersey. They will then receive a promo code to the Patriots store for 20% off any purchase. This will help increase merchandise sales.

Patriots

Jersey Graphic Design

Contest
Win a chance to meet Tom Brady on the eld!

#WeAreNE

this could be your jersey!

Business Cards

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New England Patriots:

Creative

Patr i ot

Cont ign est

Win mee a chanc t on t Tom B e to he rady eld!

J e G rs
raph i

#W eAre

NE

e c Des y

this could be your jersey!

Flyers

Billboard
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New England Patriots:

Creative
Poster

this could be your jersey!

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Patr i ot

Cont ign est

Win mee a chanc t on t Tom B e to he rady eld!

J e G rs
raph i

#W eAre

NE

e c Des y

New England Patriots:

Creative
#WeAreNE

Patriots

Template

Contest

Stays the same Jersey Graphic Design

-Jersey Number (12) -Patriots Logo (provided) -Tom Bradys Name -Nike Logo

B r a dy

12
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Once you are nished design please upload jpg to www.patriots.com/jerserycontest

New England Patriots:

Creative

TV Advertisement

Brady walks into a sports store to pick up some new tape. He sees a college student buying his team jersey. Brady asks him what he is doing. The boy responds, Everyone wants to be like Brady! I figured if I bought your jersey I would play like you! Closing tagline: Be Like Brady. (Slice of life)

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New England Patriots:

TV Storyboard
PAN: CAMERA PANS ACROSS A SPORTS STORE. THE PAN STOPS AND FOCUSES ON TOM BRADY JERSEYS.

Creative

SFX: STORE NOISES, OCCASIONAL BEEP OF REGISTER

YOUNG, COLLEGE-AGED MAN ENTERS THE FRAME AND STARTS TO REACH FOR THE TOM BRADY JERSEY.

YOUNG MAN: (GRUNTING AS HE REACHES)

TOM BRADY CASUALLY WALKS INTO THE FRAME BUT THE MAN DOESNT NOTICE. HE IS FOCUSED ON GETTING THE JERSEY. BRADY HANDS HIM A JERSEY BRADY EXITS FRAME

BRADY: Can I help you out buddy? MAN: (GASPS) Tom Brady! Yes you can! I am trying to get your jersey, but I cant reach it. BRADY: Why do you want my jersey? MAN: (SHYLY) My friends said if I wanted to be the best, I should wear your number. BRADY: (LAUGHS) Well, here you go then.

CROSSFADE TO THE PATRIOTS LOGO WITH THE HASHTAG #WEARENE

VO (ANNOUNCER): We do what it takes to make the community a better place to live, one thing at a time. We are New England, are you? Visit one of your local sporting good stores or the Patriots official website to pick up your fan gear.

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New England Patriots:

Creative

Radio Spot

Our radio ad will be consistent with our TV ad, and will follow the same idea, so viewers will have imagery transfer.Theyll see the TV ad in their mind while hearing the radio ad.

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New England Patriots:

Creative

The New England Patriots Tom Brady: My Friends Say 30 December 8, 13 SFX: STORE NOISES, OCCASIONAL BEEP OF REGISTER

COLLEGE MALE: (GRUNTING AS HE REACHES FOR SOMETHING) TOM BRADY: Can I help you out buddy? jersey,

COLLEGE MALE: (GASPS) Tom Brady! Yes you can! I am trying to get your but I cant reach it. BRADY: Oh yeah? (CHUCKLES) Why do you want my jersey?

COLLEGE MALE: (SHYLY) My friends said if I wanted to be the best, I should wear your number. BRADY: SFX: ANNOUNCER: (LAUGHS) Well, here you go then. SOUND OF METAL HANGERS CLANGING We do what it takes to make the community a better place, one act at a time. We are New England, are you? Visit one of your local sporting goods stores or the Patriots official website to pick up your fan gear.

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New England Patriots:

Creative

MarCom Matrix
Advertising
The advertising will be promoting the jersey contest. The print ads, posters, billboards and business cards will all have the layout to keep it consistent. The posters will be hung out in schools around New England. The billboards will be placed on major interstate highways.The businesses cards will be handed out to fans that attend the games and will also be at all the Dunkin Donuts in New England. Since the Patriots already have a partnership with Dunkin Donuts this will very easy to accomplish. The advertising goal is to make people interact and create a jersey. They will then receive a promo code to

Public Relations
This will be the capstone of the entire campaign. From all of the jerseys that were submitted a photo mosaic will be made of Tom Brady. This image will then be placed on the parking lot at Gillette Stadium. Fans will be invited to come and find their jersey. There will be a computer that has an overhead shot of the picture so fans can zoom in to find their jerseys. Once they find their jersey if the fans tweet or share them on Facebook the New England Patriots will donate $1 to Children Bostons Hospital and fans will get a free burger at the event. At the event there will be food and fans will be able to take a tour of the stadium. Childrens Boston Hospital will be invited to the event so they can meet the team.

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New England Patriots:

Creative

Promotion
Fans will be able to create a jersey for Tom Brady. It can be the most ridiculous design ever, or it can be legitimately creative. There will be five finalists and a social media contest.Whoever gets the most likes will get to go to the game and toss a football around with Brady as he wears the jersey. Brady will wear the jersey for the rest of the pre-game warm-ups. When the jerseys are submitted the fans will need to put in their information. This will help increase the email list for direct marketing. The second part is children from surrounding areas will have to chance to participate in a promotional event. They will also have a chance to create a jersey for Tom Brady. This will be easier for the children to participate because it will eliminate the need to use the internet. After completion, the templates will be sent to the New England Patriots office. They will be sorted, and the top ten will be voted on by the players.The top three winners will be able to come on the same day and meet the team, take pictures, and obtain signatures.

Event Marketing

The huge event will be when Childrens Boston Hospital comes to the stadium. They will have the chance to have a private meeting with the team and take pictures. The hospital will coordinate with the children that are going ahead of time so they can get pictures with their favorite players. They will also get a private tour of the stadium. The shirts that they created are going to be in an easy accessible part of the photo mosaic in the parking lot. They will then get to take pictures by their jerseys.

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New England Patriots:

Creative

New Media
The new media will be a template on their website. Patriots fans will be able to design their own team jersey by using an online template. The jersey will be blank on the template. The the teams logo and Tom Bradys name and number will be on a side bar so fans dont have to recreate them.. It will be interactive, enabling people to decide what colors they want, as well as a few other design elements. We plan on directing people to our jersey design template through email, QR codes, and links on the teams website. Fans wanting to participate in the competition will be required to create a login for the website, which will enable us to target them in the future for promotions and other things.

Email
Subject Title:What will you say to Tom Brady before the big game? If youve always wanted to meet Tom Brady, then this is your shot! Were looking for a cool new jersey for the Patriots to sport at their next game, and we want YOU to design it! By clicking the link below, youll be taken to a template to help you get creative, and be in with a chance to meet your favorite Patriots quarterback. Get your motivational speech ready, because Tom is waiting for YOU to psych him up before he hits the field. Also, as a thank you to you for supporting the New England Patriots, were giving you 20% off all merchandise for the next week when you use the promotional code: WeAreNewEngland. We couldnt be the best team in the NFL without you. ;)

Direct Marketing Email

We will use email to target Patriots fans and invite them to participate in our jersey design competition. The email will also contain a promotional code for 20% off team merchandise online for one week. We believe that emails will be an effective method of broadcasting our competition, in terms of cost and ability to reach people. We will make our competition, the prize for which is meeting Tom Brady, apparent in the subject line, encouraging fans to open the email to find out how to meet him.

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Marcom Matrix
Event marketing. We are going ot invite boston children's Hospital to an event where the collage will be printed on the parking lot and tweet it and meet the team. Promotion: Fans will be able to create a jersey for Tom Brady. It can be the most ridiculous design ever or it can be there will be a social media contest. Who ever gets the most likes will get to go to the game and toss a football around with Brady as he wears the jersey. jersey on an online app and tweet it.

Direct: use email to target Patriots fans and invite them to participate in our jersey design competition. The email will also contain a promotional code for one week

Big Idea:

Advertising: Ad of Brady, with his jersey blacked out. Copy that says this could be your design. School poster, billboard, Point of sale ad.

Use Tom Brady as the Spokesmen, and create unity through the tagline We are New England

PR: . We are going ot invite boston children's Hospital to an event where the collage will be printed on the parking lot

the Patriots will donate $1 to charity. New media: Online app, where you can design Tom Bradys next jersey and then Tweet it to your friends. also hashtag #WeAreNE and submit it to be.

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New England Patriots:

Creative

Survey

Research was conducted to see how the campaign would be most effective. This survey was created specifically for New England Patriots fans. We didnt want to use a big idea that would be ineffective with the target audience, that is why the survey was created. The survey was sent out over social media. The Patriots survey was posted by several people in New England to get a broader reach. The results were used to create the campaign so if would have the greatest effect on the target audience.

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New England Patriots:

Creative

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New England Patriots:

Creative

Survey Results

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New England Patriots:

Creative

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New England Patriots:

Creative

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New England Patriots:

Creative

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