Jazzing Up Brand Awareness


 

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The National Sports Forum's SELLING IT...

 May 14, 2008| Volume 6, Issue 30


  

Selling It is a free bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

        

 
 

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CONTACT:
Eric Schulz, Vice President, Marketing
Meikle LaHue, Brand Manager, Marketing
www.utahjazz.com

 
ORGANIZATION: Utah Jazz
 

PROGRAM TITLE: “True Blue Jazz Fan” Contest
   

OBJECTIVES: Increasing brand awareness and loyalty is essential when trying to create a competitive advantage in any market, with professional sports being no exception. Realizing that fan association with the team and brand are crucial, the Utah Jazz differentiated their team by using experiential marketing in a unique and interesting way. The marketing department wanted to connect with fans and give them a once in a lifetime Jazz experience through a contest which allowed winners to become honorary members of a variety of positions throughout the Jazz organization during home games.
  
A winning Jazz fan experiencing a
"difficult day" on the court
 
PROGRAM DESCRIPTION: 36 winners of the “True Blue Jazz Fan” contest were able to work a “dream job” for a night, fulfilling specific duties relating to positions and inner workings of an NBA franchise. The positions and duties fans had the chance to fill during a Jazz home basketball game were:

• Team President
• Game Operations Director
• Game Night Promotions Crew
• Game Night Public Relations Staff
• Music Director
• TV Game Producer
• Super Screen Operator
• Ball Boy
• Court Security
 
Each position was filled by two contest winners for two Jazz home games on February 19th and 23rd. The exciting nights began with a VIP dinner, where winners conversed with Utah Jazz Team President, Randy Rigby. Contest winners then met with the experts of their assigned positions, and were able to witness and perform a significant role that contributed to the production of a Utah Jazz game. At half-time, contest winners were recognized on the court and awarded plaques while being shown on the super screen.
 
MEDIA: The “True Blue Jazz Fan” contest was promoted on the team’s website, www.utahjazz.com, sister television station KJZZ, as well as local Salt Lake radio stations. In-arena commercials were created as well and shown on the super screen in EnergySolutions Arena. Posters for the promotion were put all over EnergySolutions Arena and at local Fanzz stores.

PARTNERS:   Along with the help in promotion from KJZZ and local Fanzz stores, the Jazz’s main sponsor for many of their
promotions is Zions Bank. The company contributed to the half-time ceremonies and introductions of the contest winners.  They also distributed entry forms at all local branches.
 
 
Zions Bank truly supports "True Blue"
 
 
 

"Our involvement in the Utah Jazz True Blue promotion provided a unique opportunity for us to extend our brand of giving back to the community," said Rob Brough, executive vice president of Marketing and Communications at Zions Bank. "By helping individuals fulfill their dream of 'working for the Jazz' we further strengthened the tie between our organization and the Jazz. It's these types of opportunities that allow us to build stronger relationships with the community and associate ourselves with the most well known brand in our marketplace."

RESULTS: The promotion was a huge success for the lucky fans that participated in their “dream job” experience. “It was interesting to see how much work goes into putting on a game. I learned how and why music was selected and played,” said one Jazz fan who worked as a Music Director for the night. Fans further described their experiences as “eye-opening” and “unique”. Widespread appreciation and approval from contest winners reflected how unique and exciting the experience was for them. 
  
  
"True Blue" fans try to distract any opposing player
 

LOOKING AHEAD: Due to the overwhelming success and interest of the promotion, the contest will most likely be used again next season. The Jazz will give more opportunities for fans to experience what working for a professional sports franchise is all about.

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