SPORTS MARKETING FOR TRAFFIC SAFETY 2006 Michigan Traffic

SPORTS MARKETING FOR TRAFFIC SAFETY 2006 Michigan Traffic Safety Summit Presented by Jill Pepper, TEAM Coalition

DISCUSSION TOPICS • Why Sports and Entertainment? • Fan Behavior and Traffic Safety • Responsibility Has Its Rewards • Events with the Michigan Office of Highway Safety Planning • Resources and Opportunities SPORTS MARKETING Slide 2: 2006 Michigan Traffic Safety Summit

WHY SPORTS AND ENTERTAINMENT? • NHTSA’s statistics show that the demographic at greatest risk of being involved in a fatal crash are males 18 -34 years of age. • Market research also shows this demographic has a high interest in sports and entertainment as well as related consumer products. SPORTS MARKETING Slide 3: 2006 Michigan Traffic Safety Summit

WHY SPORTS AND ENTERTAINMENT? • Program based initiatives – Employee training in effective alcohol management – Designated driver programs in stadium for fans • Marketing supports the program through consistent exposure to target audience in a potentially high risk situation SPORTS MARKETING Slide 4: 2006 Michigan Traffic Safety Summit

WHY SPORTS AND ENTERTAINMENT? Social norms complement to High Visibility Enforcement periods • Buckle Up America – Every Trip, Every Time • Click It or Ticket • Fans Don’t Let Fans Drive Drunk • You Drink & Drive, You Lose SPORTS MARKETING Slide 5: 2006 Michigan Traffic Safety Summit

DEDICATED MEMBERS SPORTS MARKETING Slide 6: 2006 Michigan Traffic Safety Summit

COMMITMENT FROM LEAGUES • Cause Marketing: community partnerships generate greater value than traditional marketing sponsorship • Traffic Safety: an important message for fans • Fan behavior is high priority security focus • Recognizing positive behavior supports guest services focus SPORTS MARKETING Slide 7: 2006 Michigan Traffic Safety Summit

FAN BEHAVIOR AND TRAFFIC SAFETY • Most fans drive to sports facilities to watch the game • Alcohol consumption before, during, and after the game are great concerns – Tailgating – Alcohol service policies – Safe ride home programs SPORTS MARKETING Slide 8: 2006 Michigan Traffic Safety Summit

HIGH PROFILE NEGATIVE BEHAVIORS s r NFL concessionaire A sobering reality fo icle Staff Writer Tom Fitz. Gerald, Chron 5, 2005 (SF Chronicle) Sunday, September 2 t, would be ny other sporting even r a , o es am s g er aid r R 9 ers o rinking excessively at 4 ey girl. Fans who drive after d girl but -o n 8 -year ld New Jers f a o ht lig p t only about the little he no r t k ide in ns th ld co to ou d sh ise er dv be ll a we another ceive earlier lls an intoxicated fan ily were entitled to re m fa r he d an e sh d And a vendor who se le ry ru n-dollar judgment a ju about the multimillio sionaire. es w York Giants' conc ase, " NFL this year from the Ne re well aware of that c a try un co he t t ou gh ou "Concessionaires thr neck down as paralyzed from the said. w o ho ell Ai i, w g rn re Ve G ia an on m nt es f A spok e family o ence, and the rded $135 million to th five-year prison sent a g in rv se is n fa In January, a jury awa he pay the early intoxicated will drunken football fan. T cl y a y b ad ed re us al s ca ck wa re he r w in a ca beers when versed. e employees sold him peal, is reduced or re ap le who concessionaire whos on ly nt rre cu t, ic e verd e league and the peop th th ss or le ll f un ca n p io eu ill ak m w 10 a family $1 Verni case was on. nd the Raiders say the a rs 9 e 4 he , t beverages each seas lic FL ho N he lco a T er th o nd r a says the company "has th of bee t, or en s w gm ar oll jud e f d th s o ith on illi it w h serve fans m naire that was k Corp. , the concessio ar m lcohol. " ra r A fo an m es ok A sp for the safe service of a try culture of us ind e th in ds ar stand FL games operate in "a N ys sa He t. s i bt ou established the highest d i family represented the Vern But the attorney who s, "It's got to stop. “ intoxication" and add SPORTS MARKETING Slide 9: 2006 Michigan Traffic Safety Summit

FAN CODE OF CONDUCT SETS EXPECTATIONS SPORTS MARKETING Slide 10: 2006 Michigan Traffic Safety Summit

HISTORY OF SPORTS AND TRAFFIC SAFETY • 2003 YDYDYL: Press conferences at stadiums – – Atlanta Braves Kansas City Royals Tampa Bay Devil Rays Florida Marlins SPORTS MARKETING Slide 11: 2006 Michigan Traffic Safety Summit

HISTORY OF SPORTS AND TRAFFIC SAFETY • 2004 CIOT: Pre-game, on-field ceremonies v – v v – St. Louis Cardinals Boston Red Sox Colorado Rockies Milwaukee Brewers Detroit Tigers v Brewer involvement increased awareness of promotional opportunity SPORTS MARKETING Slide 12: 2006 Michigan Traffic Safety Summit

RESPONSIBILITY HAS ITS REWARDS SPORTS MARKETING Slide 13: 2006 Michigan Traffic Safety Summit

RESPONSIBILITY HAS ITS REWARDS • Sweepstakes encouraging fans to be designated drivers at professional sports stadiums • MLB, MLS, NFL participating • 225, 000 MLB & MLS fans participated in 2005 • 90, 000 NFL fans participated in 2005/06 • Winners attended World Series, MLS Cup, and Super Bowl XL • Combined 120 million impressions from national TV and radio PSAs in 2005 SPORTS MARKETING Slide 14: 2006 Michigan Traffic Safety Summit

DETROIT TIGERS & MICHIGAN OHSP • 2004 Events – 5/26/2004: Click It or Ticket; “Saved by the Belt” survivor recognized at game – 8/24/2004: Click It or Ticket; first 10, 000 fans received clickers to remind them of enforcement effort SPORTS MARKETING Slide 15: 2006 Michigan Traffic Safety Summit

DETROIT TIGERS & MICHIGAN OHSP • 2005 Events – Financial support for TEAM training for Comerica Park operations staff – Click It Or Ticket promotions with Tigers – Responsibility Has Its Rewards partnership – MLB, NASCAR, and NFL SPORTS MARKETING Slide 16: 2006 Michigan Traffic Safety Summit

2005/06 RHIR & MICHIGAN OHSP • MLB All-Star Game: Fan Fest • NASCAR Race at Michigan International Speedway • NFL Super Bowl: NFL Experience SPORTS MARKETING Slide 17: 2006 Michigan Traffic Safety Summit

2005/06 RHIR & MICHIGAN OHSP • • • Fans filmed traffic safety messages Branded photo frames with Polaroid pictures Give away items – clickers, postcards, lip balms Retail promotion for state-level sweepstakes Credit card sleeves Designated Driver program at Super Bowl SPORTS MARKETING Slide 18: 2006 Michigan Traffic Safety Summit

2005/06 RHIR & MICHIGAN OHSP SPORTS MARKETING Slide 19: 2006 Michigan Traffic Safety Summit

RESOURCES AND OPPORTUNITIES • 1 -877 -2 -TEAM-CO (877 -283 -2626) • www. teamcoalition. org – TV, Radio, and Print Public Service Announcements – Sports Marketing Planners SPORTS MARKETING Slide 20: 2006 Michigan Traffic Safety Summit

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SPORTS MARKETING Slide 22: 2006 Michigan Traffic Safety Summit