Milwaukee Bucks

STUDENT RUSH CAMPAIGN

MAY 2018
Bridget Graper, Marisol Garcia, John Vang, Shiloh Weber
The Company/Brand: MBI
Key Points
KEY POINT SOURCE OF KEY POINT
(WHERE DID YOU FIND THIS INFORMATION?)
50 Year anniversary of first season http://www.nba.com/bucks/?tmd=1

Ownership: Marc Lasry, Wes Edens, and Jamie Dinan are in the process of https://docs.legis.wisconsin.gov/misc/lrb/blue_book/2015_2016/820_ed
developing a new sports and entertainment complex to serve as the home ucation_stats.pdf
for the next era of Bucks basketball.

The Wisconsin Entertainment and Sports Center will be much more than http://wisconsinesc.com/#vision
just the new home for the Milwaukee Bucks basketball. It is designed to
reflect the heritage, history and personality of Milwaukee. The state of the
art, 714,000 square foot arena will be the hub of entertainment in
Wisconsin.
Giannis Antetokounmpo (Greek Freak) Is the first superstar player the Personal experience as a fan.
Bucks have had in many years. With his Athletic and freakish ability on the
court he has put the bucks back on the NBA map.
The Bucks have had 4 main logos throughout their 50 year history. http://www.nba.com/bucks/history/logo
The Student Rush Program:
Key Points
KEY POINT SOURCE OF KEY POINT
(WHERE DID YOU FIND THIS INFORMATION?)

Pricing- $10 avg, low as $7, higher depending on game and seat http://www.nba.com/bucks/tickets/studentrush/

Distribution- Mobile (sign up, ticket code, phone number) http://www.nba.com/bucks/tickets/studentrush/

Rebooted October 12, 2017 first 50 get free tickets https://twitter.com/BucksRush/with_replies

March 10, 2017 bogo hotdogs and concessions
Not much of a reputation- little awareness, twitter- 170 followers, https://twitter.com/BucksRush/with_replies
but est 2 ys. ago- this could be a huge opportunity
Unawareness- few students know to take advantage of this https://docs.legis.wisconsin.gov/misc/lrb/blue_book/2015_2016/
opportunity (109k+ Students in the area, less than 100 followers 820_education_stats.pdf ; social media platforms
on Twitter)
The Competition:
Key Points
KEY POINT SOURCE OF KEY POINT
(WHERE DID YOU FIND THIS INFORMATION?)

Marcus Theatres have $6 tickets for students on Thursdays with and https://onmilwaukee.com/market/articles/college-student-disco
$5 tickets on Tuesdays. unts-marquette-uwm.html

Bars 3rd Street Classmates/other students/Word of mouth

Marquette Basketball Game https://oss.ticketmaster.com/html/home.htmI?l=EN&team=mar
qstudent

Admirals Game $9 when purchased to Admirals Student Pass. Need http://desktop.expapp.com/admir/pass_one/451

Iphone or Android phone.

Milwaukee Brewers offer $10 Terrace Reserved Tickets and $15 https://onmilwaukee.com/market/articles/college-student-disco
Bleachers Tickets with a Special $3 concession menu. unts-marquette-uwm.html
Audience/Potential Customers:
Key Points
KEY POINT SOURCE OF KEY POINT
(WHERE DID YOU FIND THIS INFORMATION?)

Male college students Survey Monkey (click here for link to survey)

Age range 21-25 Survey Monkey

Income less than 11k Survey Monkey

Not aware of Student Rush Survey Monkey

Preference to bringing a guest or some other extra benefit or Survey Monkey

privilege
SWOT
STRENGTHS WEAKNESSES

Mobile access Inventory not guaranteed

Inexpensive tickets- great prices Only Android/apple
Lack of Social media presence- 100k+
Students in area

OPPORTUNITIES THREATS

Use social media- 51% students prefer to Marquette Basketball (Direct)

use social media Admirals Student Nights $9 Fridays,
Concerts
Guest appearances- Fans can meet and
greet players around Milwaukee
 Target Audience:
Positioning Statement College Students (18-25) in the Milwaukee Area…

Frame of Reference:
Who are fed up with the stress that comes with college life, and are seeking a
chance to rebound their current situation with a venue that offers entertainment at
an affordable cost.

Point of Difference:
Milwaukee Bucks Student Rush offers mobile setup with ease and an opportunity to
enjoy competing basketball teams at a national level, as well as special appearances
and rebundled deals.

Reason Why:
Milwaukee Bucks Student Rush is an exciting program that offers students a way to
get the rebound from decisions to dreams.
Creative Brief
Problem the Advertising Must Address How did your Research & Situation
Analysis/SWOT lead you to this Problem?
Very few college students utilize MIlwaukee Bucks Student Rush The data shows us that student rush program lacks content on
program. social media which is stopping them from growing. Also, the data
shows that students are more likely to attend a bucks game if a
friend comes along.

Objective(s) How did your Research & Situation

Analysis/SWOT lead you to this Objective?
Attract more college students to Milwaukee Bucks games, and Milwaukee Bucks student rush is underachieving not due to lack of
persuade them into becoming repeat customers. entertainment or availability, but in fact due to unawareness.
Students do not know such a program exists.
Creative Brief
Target Audience How did your Research & Situation
(Must be described demographically, Analysis/SWOT lead you to this Target
geographically, and psychographically) Audience?
Male and female college students Located in Milwaukee, Wi

18-25 years old Over 100,000 Students live in this area- untouched market

Living in Milwaukee, Wi and/or the surrounding area (within half Become repeat customers even after graduation (spend more
hour) money on better seats, and more tickets; investment)

Make less than $20,000 a year Students are typically between ages of 18 and 25 years old, and
have a much smaller disposable income
Creative Brief
Key Benefit/Message
The Milwaukee Bucks Student Rush programs offer
discounts tickets to college students in the Milwaukee area.
Rebound With the Bucks allows student to take back their
joy for life for one night with a friend.
How did your Research & Situation
Analysis/SWOT lead you to this Key
Benefit/Message?
Our research and situation analysis/SWOT led us to believe
that students aren’t aware of the Student Rush program,
and those who are aware of it are more likely to go if a
friend was to come. Free parking and food vouchers will also
increase their came of attending the event.
Creative Brief
Support
When Students purchase the student rush tickets they will have a choice to attend the game by themselves or go to the
game with other students. If they choose to go by themselves they will have an option of paying for the 400 section
ranging from $7-$10 or the 200 section ranging from $16-$20. If Students want to attend the game with other students
they will have the option of a bundle deal. The deal will include: 400 Section 2-$20 or 200 section 2-$30. All offers
include the option of free parking or free food. Shuttles will also be available 2 hours before game time at select locations.

Brand Personality
The Milwaukee Bucks offer students a rebounding way to watch high quality NBA games. With excellent service
throughout the night, students will feel like they are part of a rising franchise.

Special Requirements
The only Requirements that students need is a valid student ID. They will need to take a picture of it when purchasing
tickets and they need to also bring it to the arena to verify their purchase.
Creative Big Idea/Creative Concept
Big Idea:
“Rebound your night with the Bucks”
Creative Approach: A bundle Deal that offers savings throughout the course of the night. Which includes
the Ticket, Parking, Food, and the Bus Shuttle.
● Based on the Bucks Marketing Survey and the groups conversations, we chose this approach because
in order for college students to relieve stress they need a night out to enjoy a Bucks game
experience. Just like the Bucks can rebound at their games and potentially have a winning season,
students can also rebound and win at college life to reach their goals.
Spokesperson: Current Milwaukee Bucks Player Giannis Antetokounmpo will communicate the student
rush benefits to the college students that are part of the target audience. Since he is the superstar player
it only makes sense for him to be the active spokesperson for the team.
Slogan: Don't let a perfect night go to waste. Bounce back from the mundane.
Digital with Video
https://animoto.com/play/B5hJvXwVHTkXSgog51iSbQ
 Media Flowchart & Rationale
Media Flowchart: Milwaukee Bucks Student Rush (Milwaukee Market)
Media Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. % of Budget
Radio                        
Television                        
End  Start 
Print 2.5   2.5%  2.5% 2.5%         2.5%  2.5%  2.5%  2.5% 20%
Digital End   Start
(Online)  7%  7% 9%  9%       2% 7%  7% 6%   6%  60%
Outdoor/
End Start
Out-of-Home 2% 2% 2% 1% 1% 3% 3% 3% 3% 20%
Direct Mail
Media Flowchart & Rationale
Recommended Survey Results
Budget Allocation We set up a survey to understand how students would like to learn about the
▶ #1 Digital (online) 60% Student Rush program and we received 173 responses. Out of those 173,
▶ Social media (89) 89(51.45%) responded Social Media is their number one medium to learn
▶ Facebook
▶ Twitter about the program. 66 (38.15%) responded School Email and 72(41.62%)
▶ Instagram responded they would like to learn about the program while on campus.
▶ Snapchat
▶ School Email (66) Since Social media and school email score the highest we allocated 60% of the
Media budget to Digital and Online. Which will include all the social media
▶ Print 20% sites and sign-up links through school email.
▶ School Flyers (72)
20% of the budget will go to print Media and the other 20% will go to Out of
▶ Outdoor/Out of Home 20% Home. We will have billboards near the schools and also the bus stops that are
Billboards
▶
▶ Near School
near the campuses. Flyers would be distributed on campus and posted on
▶ Bus stops informational boards within the campuses.