Marketing Leadership Discussion Presented by Al Leong MBA

Marketing Leadership Discussion Presented by Al Leong, MBA Marketing Manager Candidate Win.

This presentation is designed to provide a glimpse of the approach that will be used to develop strategy and actions to deliver gamewinning results. 1. First 60 Days Defining the process 4. Synergy Strategy 2. Victoria Royals Strategy, Tactics Q&A 3. Save-on-Foods Memorial Centre Strategy, Tactics

How would you familiarize yourself with existing marketing efforts and resources across all lines of business and develop a plan to address any weaknesses?

Marketing Assessment & Planning Six Sigma Quality Process Management (DMAIC) Define Issues, Problems, Opportunities (e. g. , Attendance) Measure Analyze Improve KPIs, metrics, fan / show surveys Root cause, efficiency, budget, ROI Brainstorm, market strategy, promo mix testing Control Performance management and budget adherence MARKETING PROGRAM PLATFORM ANALYSIS ACROSS ALL GSL BUSINESS LINES: ARENAS, FACILITIES, ECOMMERCE, HOSPITALITY, SPORTS & ENTERTAINMENT, FITNESS, FARMING Within the first 60 days, deliver a precise, clear, and powerful marketing framework to improve company-wide marketing programs, processes and effectiveness. Restructure marketing organization to optimize if necessary. • Do a “GAP” analysis, issues/problems, root cause analysis and find ways to address weaknesses.

Marketing Process Improvement Approach t. U So m ai ns Br ta Da ize he s nt Sy p In te rv ie w s 1 Se lu tio n s • • • “Blue-Sky” anything is possible, innovative solutions • • to r 2 Analyze information Clarify, organize and structure issues, and root causes Leverage existing team knowledge, insights, problems, and gather new research 3 Marketing Plan across all business lines Vision, Goal, Objectives Go To Market Strategy Research, Market Segmentation Product design & innovation, packaging Brand creative development Pricing & financial analysis Promotional mix Team/staffing Budget Milestones, Project Plan, KPIs Risk Analysis & mitigation

Attendance WHL league-wide issue • Stats show across all teams attendance was down nearly 7% in 2014 • General declining audience issue is shared by many teams • 4 teams out of 22 saw attendance increases: Kelowna, Brandon, Regina and Prince George • 5 teams saw huge drops including Vancouver Giants & Portland • Identify root causes – entertainment substitutes (Netflix, etc. ? ) • Do a Victoria Royals fan/attendee survey and gain insights to spending and entertainment options

Income Gap Analysis Capacity and NPV Analysis of Income Streams: A Big Opportunity • • 7, 400 seating capacity; average attendance 4, 840; gap of 2, 560 fans Tickets at @ $13 -15 ea. = $33, 280 Concessions & Merchandise gap $15/pp @ 50% = $19, 200 Total: $52, 480 x 36 home games/season = $1. 9 Million gap/year Sponsorships gap $5 k-10 k/sponsor 5 year NPV; r=1%, $9. 4 Million opportunity What are we willing to spend and do, to tackle this issue?

Track Promotional Effectiveness Over Time Game Attendance (2015 -2016 Regular Season actual figures) promo numbers for visualization only and not actual. 7006 6627 6545 5803 4699 3449 3068 5227 4885 4781 5138 4101 4593 3783 2701 3169 3517 5171 4905 3709 3057 2, 102 3451 1, 954 994 705 621 820 307 378 696 1, 285 1, 324 1, 195 176 S-25 S-26 O-2 O-3 O-6 O-7 O-16 O-27 N-13 N-14 N-18 N-27 N-28 D-1 Game Attendance Loyal fan base, regular ticket holders 634 689 982 883 764 556 784 D-5 D-12 D-13 D-27 D-28 J-5 776 69 J-6 J-15 Promos redeemed Incentives/discounts taken

Income & Marketing Opportunity Gap Game Attendance (2015 -2016 Regular Season actual figures) promo numbers for visualization only and not actual. Shaded blue area represents $1. 9 MM/year; $9. 4 MM opportunity over 5 years. 7006 6627 6545 5803 4699 3449 3068 5227 4885 4781 5138 4101 4593 3783 2701 3169 3517 5171 4905 3709 3057 2, 102 3451 1, 954 994 705 621 820 307 378 696 1, 285 1, 324 1, 195 176 S-25 S-26 O-2 O-3 O-6 O-7 O-16 O-27 N-13 N-14 N-18 N-27 N-28 D-1 Game Attendance Loyal fan base, regular ticket holders 634 689 982 883 764 556 784 D-5 D-12 D-13 D-27 D-28 J-5 776 69 J-6 J-15 Promos redeemed Incentives/discounts taken

Marketing Assessment & Planning Six Sigma Quality Process Management (DMAIC) Define Issues, Problems, Opportunities (e. g. , Attendance) Measure Analyze Improve KPIs, metrics, fan / show surveys Root cause, efficiency, budget, ROI Brainstorm, market strategy, promo mix testing Control Performance management and budget adherence MARKETING PROGRAM PLATFORM ANALYSIS ACROSS ALL GSL BUSINESS LINES: ARENAS, FACILITIES, ECOMMERCE, HOSPITALITY, SPORTS & ENTERTAINMENT, FITNESS, FARMING Within the first 60 days, deliver a precise, clear, and powerful marketing framework to improve company-wide marketing programs, processes and effectiveness. Restructure to optimize if necessary. • Do a “GAP” analysis, issues/problems, root cause analysis and find ways to address weaknesses.

Improve The Entertainment Product Understanding entertainment options/substitutes What gets us excited? • Netflix: Movies with epic battles like Avengers, XMEN, Iron. Man, Man of Steel, Batman v. Superman, Avatar, Star. Wars, Hunger Games • We want heroes and a fight between good vs. evil. • I want to be part of the action and feel it, not just watch it • I love the players; they are great guys • I love my hockey family • I love my team • I am an evangelist for the Royals • I am a Royal

Powerful Emotional Community Engagement Brainstorm and measure marketing tactics ROI. Inspire, Engage, Empower 16 Heroes, Stories, Relationships, Experiences • • • • • • Amplify rivalry, stories, heroes Engage students, fans and team for crazy new ideas As part of a UVIC Marketing / PR course – viral engagement Set up a VR Ambassador Program Get personal with the team heroes, 1 -1 s Cause-related events (Pink in the Rink-breast cancer) Canucks collaboration (practice session for charity) Promote VR players as celebrities and go on tour Hockey sweepstakes (experiential low cost prize) Worn/Youth Jersey giveaway (sponsored) Special Pricing for family night ($1 hot dogs, fries) Theme Nights (Latino night, church night dollar-beer night) Team up with Partner/Sponsors Biggest Fan Photo Contest Hockey Quiz Hockey Ballot (awards, best players of all time) Children-under-12 get in free when adult pays Autographed jerseys/sweaters, sticks, pucks, merch nights Meet & Greet with players, practice sessions (free food) Player haircut contest Tagline creative contest

Control (Performance Management) Build The Best (Marketing) Team. Assign Responsibilities, Timeline. Score Wins. Allocate Marketing Budget. Celebrate.

Marketing Assessment & Planning Six Sigma Quality Process Management (DMAIC) Define Issues, Problems, Opportunities (e. g. , Attendance) Measure Analyze Improve KPIs, metrics, fan / show surveys Root cause, efficiency, budget, ROI Brainstorm, market strategy, promo mix testing Control Performance management and budget adherence

How would you support the management teams of the Victoria Royals (VR) and Save-On-Foods Memorial Centre (‘SOFMC’) with a) increased qualified web traffic to the VR and SOFMC websites; b) increase user engagement through VR’s social media channels on their website; and c) drive incremental ticket sales for VR games as well as events/concerts at SOFMC?

Driving Traffic Victoria Royals Marketing Profitability & Performance Increase Web Traffic • Organic search, paid search (PPC), keyword review, display ads, remarketing ads, Facebook • Online content marketing • Player fan clubs, fan videos (Kiss. Cam feeds) • Friends and family/viral video • Creative and tactical marketing support, optimization, SEO • Online PR • In-game and post-game engagement, evangelism, • Heroic, epic stories • Media coverage (Shaw/radio) • UVIC/high-school tours • Charity & Community events • Outdoor /viral ad campaigns • You. Tube videos, fan videos • Merchandise sales, promotions • Corporate Sponsorships

Social Media Engagement Victoria Royals Marketing Beyond Social/SEO/Twitter. Engage the City of Victoria. • • • Online Enhancement • Twitter/Facebook pics/Pinterest contests at the game (Game Twitter Feed Team) – Tweet #Victoria. Royals for a chance to win (cash/sponsor prize) • Trend #1 on Game Day for Victoria to drive buzz for future events, then get picked up by media • • • Tell powerful, heroic stories Offline outreach VR Street team Find diehards/VR Evangelists, tell your friends program Find VR youth volunteers and reward them, have them tweet it to their friends; go viral Work with Victoria Mayor, MLAs & community leaders for ingame announcements, partnerships Deliver more experiences between players and fans (practice sessions, post-game beer hangouts after wins) Case: We are all CANUCKS • Canucks for Kids Fund • Education • 19 programs

Intensify The Rivalry generates excitement, engagement, and evangelism. An Epic Battle 16 Highlight our heroes Alex Forsberg, Matthew Phillips. Leverage fans to motivate team to #1. VR’s own Don Cherry, stir controversy VS Victoria Royals “BOOOOOO!!!!!!” Tyson B. Invite the Mayors of Kelowna and Victoria (tie with charity donation) Kelowna Rockets Engagement 90 55 40 45 20 Merch/Conc. 22 60 70 Social/Viral 35 80 80 Loyalty 60 100 24 30 Attendance 20 0 0 20 40 60 80 100

How would you support the management teams of Save-On-Foods Memorial Centre (‘SOFMC’) with a) increased qualified web traffic to SOFMC websites; and drive incremental ticket sales for events/concerts at SOFMC?

SOFMC Income & Capacity Gap Analysis What will it take to get there? Numbers for visualization only. Current 65% 40% 60% Target 50% Capacity $5 MM Revenues 90% Capacity $12 MM Revenues 90% 90% Show Attendance Concessions, Retail Sponsorships & Other Income

Top Show Attendance Artists Chart Tours/Shows at SOFMC Current Event Promotional Attendance Targets Drive Incremental Show Promotions Effort & Attendance Enhanced Venue / Event Marketing 80 70 45 30 20 Artist 1 Artist 2 Artist 3 Artist 4 Artist 5 Integrated event marketing programming: Creative services / agency management, social, viral, traditional media, online/digital, outdoor/billboard, street teams, radio, contests, mobile = incremental ROI % 60 50 30 45 20 Artist 1 Artist 2 Artist 3 Artist 4 Artist 5

Marketing Concerts & Shows Increase Ticket Sales Inspire, engage and empower fans, ambassadors, event hosts Work with concert tour promoters on artist fan engagement • Radio, TV interviews, contests • Social media contests, meet and greet opportunities • PR/News releases • Charity engagement • Post-event fan parties, 1 -1 s • Autograph & pic ops, merch • Post-show singalongs (small groups) • Activate channels /accounts on Soundcloud, Reverb. Nation, Myspace, Spotify, i. Heart. Radio, Jango, top 20 music sites • Fan mobile game for engagement and ticket distribution/prizes

Marketing Concerts & Shows Increase Ticket Sales Enhanced Artist Ticketing; Integrated Promotions; Throw intimate fan (autograph) parties.

Marketing Concerts & Shows Increase Ticket Sales Mobile Ticketing Experience/Enhanced UX Design leads to Enhance Synergy with Select Your Tickets. • SYT becomes the “go to place” for information all local events • Drive events listings • Regional ad campaign: rebrand from a IT Ticketing provider to an social/events destination • Free download Android / i. Tunes app

Drive SOFMC Synergy Create a virtuous cycle. (Matrix / Verticalization Analysis) Attendance & Profitability Improve attendance through digital, social and mobile branded experiences and fan engagement—The best venue for artists and tour promoters to reach a mass audience in Victoria Venue Performance Community Engagement Drive synergy and external engagement that brand SOFMC and Sell Your Tickets as the ‘go to place’ for the best events in Victoria and the region for fans.

Inspire. Engage. Empower.

Inspire. Engage. Empower. Q&A THANK YOU