4
Calvin Jackson
Southern New Hampshire University
SPT 200: Sports Business
December 5, 2021
5-2 Final Project One Milestone Two
A media strategy implements media usage to achieve outlined marketing goals. Often used in advertising campaigns aiming to increase the awareness of the brand and interest in the products and services of the company. New Orleans Saints significantly uses media dispersion in using the media to access a great audience. It is used so that the target audience does not breach by a few platforms’ marketing. The company places advertisements in several media categories, including television, radio, and search engines. The strategy allows the business to reach an audience not interested in the services and goods. Also, the company uses Earned Media Strategy, which aims to gain the media’s publicity (Ostertag, 2021). The strategy increases trust in the brand through brand promotion. For example, a customer watches a club match because an influencer has watched the game. These include blog posts, testimonials of customers, and mentions on social media.
Ethics is paramount to the success of organizations. New Orleans Saints considers ethical issues such as being honest, transparent, not exploiting emotions, no data compromisation. The organization is entitled to tell its products and services depending on the brand personality. Transparency is an attribute the organization holds, and no intentions are to hide. The company also organically builds the followers and audience to market to opted-in folks to understand the team well. Team selection and training programs for New Orleans are aired publicly on the media showing the accurate picture of the club (Burns, 2017). The team’s mission is to ensure volunteerism both inside and outside the organization—effective planning and recruitment program to encourage more members to volunteer.
The organization engages in outreach by setting community programs like; The Second Line project, Gator Raffle Drawing, Saints Military Moment, That Deserves a crown and many others. Players and coaches have introduced a foundation known as Terron Armstead Foundation. New Orleans Saints serves as a beacon of hope and a reliable source for many communities in the States. Its vision is to offer education and challenge the community to become the best of its version. It has hosted many events that raise funds for the needy in the communities.
New Orleans Saints team comprises professional players who aid in the growth of young talents in the group. The team participates in the national football league being a member of the National Football Conference of division south. The clubs ensure fans meet with players virtually, interviews with the players, coaching sessions, and hashtag challenges (Lyons, 2017). The organization had B2C and B2B training, AE mentorship program, leadership development, role plays, and weekly one-on-one when Pope Francis tweeted supporting the New Orleans Saints.
New Orleans Saints primarily uses super bowl ads, these being ads in the stadium and player endorsements. The images add brand credibility and make an appealing opinion in the consumer’s eyes – attractive branding attracts clients. The team creates engaging content, ensuring timely message and content delivery, and develops a target audience through target trace, brand partnerships, and sports contests. The demographics include race, gender, age, and income (Ostertag, 2021). People of all genders are welcome to participate in the club’s activities, not forgetting all races and even the aged.
As of September 2021, the statistics show that the annual tickets for the New Orleans Saints from 2010 to 2020 generated up to an amount worth six hundred and thirty-seven (637) million US dollars. In 2010, the yearly tickets sale was 55 million us dollars. In 2019, before the strike of the coronavirus pandemic, the club had made annual tickets sale of around 83 million us dollars, an increase of 18 million us dollars. The New Orleans Saints aim to win the second super bowl championship. The defense depth is ensured across the board and an O-line configuration to play in the center and guard.
References
Burns, E. B. (2017). When the Saints went marching in Social identity in the World Champion New Orleans Saints football team and its impact on their host city. Journal of Sport and Social Issues, 38(2), 148-163.
Lyons, T. E. (2017). Marketing and social media content strategies for mid-major Division I athletic departments.
Ostertag, S. (2021). Building Trust through Social Media in Times of Crisis: Cultural Persuasion, Citizen News, and the Cultural Affordances of Blogs. Global Perspectives, 2(1), 24961.
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