The Proper Chopper

Ultimate Fan Guide

Kerry Steingraber

Jessica Gaylord

Karly Brooks

Faire Davidson

Gabriel Reynolds

Contents

Situation Analysis

Marketing Objectives & Strategies Creative History of the Brand Target Audience SWOT Analysis

Objectives & Strategies

Big Idea Strategy Objectives Overview

Situation Analysis

Marketing Objectives & Strategies

Increase ticket sales

Increase viewership

on Fox Sports South

Create an in-stadium experience

You at Fox Sports South gave us two rules for this challenge: to put remote controls in hands and butts in stadium seats. We want to increase ticket sales at

the stadium, while at the same time increase viewership from the home. Any campaign can be interactive or engaging, but how do you draw people to that final destination? How do you get fans right where you want them, when you want them? We’re glad you

asked.

Creative History

The Proper Chopper Ultimate Fan Guide will build off of previous Braves

campaign “This is Why We Chop.” Instead of a dramatic tone, we will take a more lighthearted, fun approach to the

famous Tomahawk Chop that will appeal to our targeted audience of children,

parents and avid fans.

Target Audience

Our campaign targets three very specific groups based on Braves fan demographics. The first group is what we call “Lil Choppers.” These are children, approximately 6 to 12 years old, who love games, competing, and being able to brag to their friends about their accomplishments. They love sports, and they love knowing about sports. These children participate in the campaign not only because it’s about baseball, but because it gives them the chance to achieve new things and be rewarded.

With children come of course their parents, whom we’ve nicknamed “Mom and Pop Chops.” These parents want to pass the torch to their kids. They want to teach their children the virtue of learning, the love of the game. They want to unite their family over a common passion: The Atlanta Braves. So, they encourage their children to participate by participating themselves.

Combined, Lil Choppers and Mom and Pop Chops present a great opportunity for growth in the family category, which had a 9.6% attendance rate in 2011.

Lastly, we’ve targeted a group of loyal fans called the “Seasoned Choppers.” These guys are experts on all things Braves. They have a Braves bedspread and toothbrush, and a picture of the Tomahawk chop as the background on their smartphone. There’s a distinct chance their email address is a variation on bravesfanforever. When given the opportunity to prove their devotion, they jump on it wholeheartedly. With our avid choppers making up a bulk of fan demographics at 57.4%, we can work to increase this percentage even more.

SWOT Analysis

Strengths

Weaknesses

Threats Opportunities

Main baseball team of the “South.” (Can create a wide spread fan base)

Not an abundance of inter-activity between fans and the team as of now

Opportunities to build off of the previous campaign

Loyal fan base that we can build off of to bring new fans on board

Team that can provide uniqueness (Team of the south, Tomahawk Chop)

Loss of one of their top players

Not among the most “popular” teams for new baseball fans

Many competing teams creating a need to really stand out

Objectives & Strategies

So we want to put eyes on Fox Sports South and butts in seats, and we want to make sure that these butts don’t

belong to just anybody, but that we effectively reach our Little Choppers, Mom and Pop Chops, and Seasoned

Choppers.

Enter Proper Chopper, The Ultimate Fan Experience. Proper Chopper is a multimedia campaign,

encompassing digital, print, and in-stadium mediums.

It promotes the furthering of their Braves education by guiding them through step by step challenges that earn

them “Braves badges,” bragging rights, promotional incentives, and more. It works 360 degrees, engaging the

fans with the team and the team with the fans, so that communication is never just a one-way street.

Finally, and most importantly, it works within the ultimate goal of encouraging viewership, whether from the couch

or from the stands.

Big Idea

The Proper Chopper Ultimate Fan Guide campaign will provide an

integrated approach to reaching fans on a whole new level. In addition to television spots, it will take advantage of social media,

including Twitter, YouTube, Facebook and Instagram, as well as outdoor media. We envision an interactive campaign that will reach

lil choppers and seasoned choppers alike to reinvigorate the “Braves experience” while increasing viewership and ticket sales.

Strategy Overview

For our commercial, we will open with a shot of a classic green chalkboard with CHOP101 written in decisive chalk lettering. The camera pans down, down, down to the teacher’s face, standing in

front of the board , and he says “It’s time for a chop quiz.”

Dramatic music kicks in.

The players groan, but after a stern look from teacher they immediately assume the position to show off their chops. The kid teacher proceeds to correct the players on their chopping form:

“Elbow up, fingers straight!” “Is that all you’ve got?!” “My

babysitter could chop better than that!” “You call that a chop?!”

By the end of the commercial, the students have perfected their form. The teacher looks into the camera and says, “I think they’re

ready. Are you?”

The camera returns to the chalkboard, the music fades out, and the child’s hand appears, writing “.com” after “proper chopper,” then the Proper

Chopper soundbite plays. It fades to a black screen containing information on the next game:

“Tune in on _____ as the Braves take on the ______s. Only on Fox Sports South.”

Now, who doesn’t love kids bossing adults

around? This commercial will cater to the humor of our entire target audience, and it also

includes a promotional element that can change throughout the season. It will drive curious

viewers to the Proper Chopper website, where they can enter virtual Braves country to play games, trivia, earn badges, and a whole lot

more.

Television

We will create a website, www.properchopper.com, that will have two different portals: one for our lil choppers and one for our seasoned/

Mom and Pop choppers.

The kid-friendly site will allow children to create their own virtual character who runs around a baseball field to the various “bases” that will contain badges that they can earn through different activities, like

watching a game with Mom and Dad, playing an online game of baseball, trivia, etc. Once they’ve earned all the necessary badges, they’ve become the best little proper choppers they could ever be.

Mom and Pop Chops are so proud. But they’re also busy on their

own portal on properchopper.com, that’s filled with game forums, Jib-Jab-esque interactive/shareable app, adult trivia battles, and a

real-time animated gamecast.

Online Presence

Social Media Because all of our targeted choppers are more digitally

connected than ever, we are stressing the digital aspect of our campaign. First, we will incorporate the chop into pre-existing

Braves social media including Instagram, Facebook, YouTube and Twitter with various contests, games, photos & more. The

possibilities to interact with fans will essentially become endless. With increasing numbers of likes, comments & shares of our web

content, these fans will have greater exposure to all things Braves. The following pages will go more in-depth with what to expect on

each platform.

Our Facebook page will provide a key tool to gathering new fans. With the ‘share’ feature, our most loyal fans will have the chance to share status’, photos, and updates to let their friends know what’s

going on in the wonderful world of Braves. Users can have a chance to submit their own photos via our wall for a chance to be featured on

the page and entered into weekly contests.

Our Twitter page (@proper_chopper) will feature opportunities for further interaction between Fox

Sports, the Atlanta Braves, and fans nationwide. Our twitter will broadcast any contests, promotions, or trivia questions that we have as well re-tweet feedback from fan along with their photos, videos, jib-jabs and trivia

results.

Our Instagram will be particularly handy in stadium, where we’ll be able to Instagram photos of fans doing the Chop in action!

These can include candid shots as well as planned, humorous shots around the field.

Every now and then, we will feature contests where photos with the most likes, submitted by fans, will have a chance to win a prize if

they are present at the game.

Our Twitter page (@proper_chopper) will feature opportunities for further interaction between Fox

Sports, the Atlanta Braves, and fans nationwide. Our twitter will broadcast any contests, promotions, or trivia questions that we have as well re-tweet feedback from fan along with their photos, videos, jib-jabs and trivia

results.

Outdoor

Radio Spot ATTENTION. If you’re an Atlanta Braves fan, then the following

message applies to you: The famous Tomahawk Chop is a tradition meant to be enjoyed responsibly. We know you love to chop ‘til you drop, but there’s a proper time and place for responsible Southern fun. For example, there’s nothing wrong with chopping your heart

out on Friday night as the Braves take on the Mets at 7 pm at Turner Field or chopping with friends in the comfort of your home. However, behind the wheel of an automobile is no place to be dis-

tracted. Remember, friends don’t let friends drive chopping. (quietly) This has been a Public Service Announcement from Fox

Sports South and the Atlanta Braves.

The Proper Chopper ultimate fan experience is the epitome of “engaging.” It gets our target

audience excited about learning about and interacting with the

Braves—excited enough to share Proper Chopper with their family

and friends. It’s unique to the team, and reaches audiences from all

angles. It provides a new spin on the Braves classic image. Finally, and most importantly, Proper Chopper drives viewership to Fox Sports

South and Turner Field: it puts eyes on the TV, and butts in seats. We’re excited that Fox Sports can bring the Proper Chopper experience to

the fans.