Blake Griffin Marketing Plan Final Compressed

Blake Griffin Sports Marketing Plan Catherine Barnett Nick Chang Todd Crabb Deena Elkassed James Huntington Phillippe Keutgen Matthew Koelliker Gaetan Pierrefeu Sarah Walker 1.  Player Overview 2.  Major Career Endorsements Agenda 3.  Athlete Marketability i.  Athlete Marketability Formula ii.  Current Image iii.  Current Social Media Activation 4.  Competitive Landscape i.  Comparison to Other Top Players ii.  SWOT 5.  Marketing Strategy & New Endorsement Opportunities 6.  Athlete Marketing Pitch Player Overview Blake Griffin – Power Forward, Los Angeles Clippers Early Years – High School and Oklahoma Sooners! •  Won four state championships (2003-2007)! •  Voted National Player of the Year in his sophomore year at Oklahoma •  Selected 1st overall in the 2009 NBA Draft NBA – Clippers! •  Won the Rookie of the Year award in 2010-2011! •  Five-time NBA All-Star! •  Selected to the U.S Olympic team, but could not play due to an injury •  First Pacific Division title for the Clippers in 2012-2013! •  Career-high 24.1 points per game in 2013-2014! Profile! -  -  -  -  -  -  -  -  -  -  26 years old 6’10”, 251 lbs $24.7M total earnings (2015) $17.7M salary $7m endorsements #46 (▲)World’s Best Paid Athletes (2015) Single, child Agency: Excel Sports Agents: Jeff Schwartz, Sam Goldfeder 3.4M Twitter followers Major Career Endorsements 2009 •  •  •  •  •  •  Subway Electronic Arts Nike Foot Locker Kia AT&T 2015 •  •  •  •  •  •  Vizio Gamefly Rage PowerBar Jordan Red Bull Athlete Marketability Athlete Marketability = On-Court Performance + Off-Court Persona On-court performance = talent + success •  5-Time All-Star •  Rookie of the Year •  Slam Dunk Champion BUT •  Little post-season success Off-court persona = integrity + charisma •  No significant off-court incidences •  Likable: 76% of those surveyed would want to hang out with Blake •  Over half of survey respondents view Blake as a positive role model Characteristics Describing Blake – ! Top Survey Results! Unique Exciting Respected Funny Good Sport Athlete Marketability Current Image – Survey Athlete Marketability Social Media Activation 9th! most followed NBA player 76th! most followed athlete +1,100! avg daily increase In Twitter followers The Most Influential NBA Players on Social Media Dwayne Wade LeBron James 5.0M 25.2M 22.2M 11.1M 5.4M 15.4M Kevin Durant Steph Curry 12.3M 3.3M 9.9M 4.4M 5.9M 6.1M Kobe Bryant Chris Paul 7.9M 4.6M 4.6M 20.4M 3.8M 4.4M Carmelo Anthony Paul Pierce 3.8M 7.1M 3.7M 5.3M 0.2M 3.2M Dwight Howard 6.2M 4.9M 1.4M Blake Griffin 3.4M 3.9M 2.1M Competitive Landscape Comparison to Other Top Players Forbes Ranking! Name! Age! Pay! Salary! Endorsements! ($)! ($)! ($)! LeBron James 30 64.8 20.8 44.0 Cleveland Cavaliers Kevin Durant 27 54.2 19.1 35.1 Oklahoma City Thunder 10 Kobe Bryant 37 49.5 23.5 26.0 Los Angeles Lakers 20 Derrick Rose 27 33.9 18.9 15.0 Chicago Bulls 25 Carmelo Anthony 31 30.5 22.5 8.0 New York Knicks 31 Dwyane Wade 33 27.2 15.2 12.0 Miami Heat 37 Chris Paul 30 26.1 20.1 6.0 Los Angeles Clippers 41 Dwight Howard 29 25.5 21.5 4.0 Houston Rockets 44 Amar’e Stoudmire 33 25 22 3.0 New York Knicks 46! Blake Griffin! 26! 24.7! 17.7! 7.0! Los Angeles Clippers! 49 Joe Johnson 34 24.2 23.2 1.0 Brooklyn Nets 52 Chris Bosh 31 23.8 20.8 3.0 Miami Heat Source: “The World’s Highest Paid Athletes,” Forbes, 2015 (h=p://www.forbes.com/athletes/list/) Team! Competitive Landscape SWOT Analysis Weaknesses! -Little post-season success -No MVP seasons -Although he is improving, not known as a great allaround player Strengths! Opportunities! -Not clearly viewed as a -Charismatic -Improve on-court number one player on a -Player for a large-market team Performance team -5-time NBA All-Star -Owner who is willing to spend -Known for powerful dunks -Kobe Bryant’s retirement and (2011 Dunk Contest Winner) Laker struggles -Made the playoffs the last -Successful endorsements that years resonate with younger audience could lead to other deals Threats! -The Warriors continued dominance -Clippers post-season performance could cap his marketability -Chris Paul injury/leaving the team could hurt team performance -Could be traded to the Milwaukee Bucks… Marketing Strategy & New Opportunities The Future of Blake Griffin Focus:! •  Current top priority is on-court performance •  Thoughtfully curate brand partnership opportunities New endorsement opportunities:! •  Personal Care •  e.g Dollar Shave Club, Harry’s •  Technology Increasing brand value:! •  On-court and team performance •  Consistent brand visualization •  Increase visibility of community engagement Social media strategy:! •  Strategy to expand social media reach via Facebook & Instagram •  Increase YouTube presence •  e.g Flipagram, Samsung, Skull Candy •  Fashion •  e.g H&M, J Crew •  Health & Wellness •  e.g Thrive Market •  Lottery & Gaming •  e.g DraftPot Endorsement Pitch ELITE NBA PLAYER 2009 NBA DRAFT OVERALL PICK 2011 ROOKIE OF THE YEAR 5-TIME NBA ALL-STAR ST IMAGE & PERSONALITY UNIQUE, EXCITING, FUNNY CREATIVE & ENGAGING HUMAN HIGHLIGHT REEL SOCIAL MEDIA INFLUENCE 3.9M FACEBOOK FOLLOWERS 3.4M TWITTER FOLLOWERS 2.1M INSTAGRAM FOLLOWERS MOST FOLLOWED NBA PLAYER +1,100 TWITTER FOLLOWERS PER DAY TH DELIVERS VALUE COMMUNITY INVOLVEMENT CREATIVE & ENGAGED PARTNER APPEALS TO A BROAD AUDIENCE ACTIVELY ENGAGED AMBASSADOR CREATIVE, COLLABORATIVE PARTNER AUTHENTIC – GENUINE – CHARISMATIC Contact us for new opportunities