Jordan eastern division because the New York Giants were

    

Jordan Tucker 
  Sports and Entertainment Marketing Team Decision Making

Table of Contents 

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Executive Summary
Company Description 
Objectives
Schedule of Events

Special Events
Advertising
Seating Display
Publicity

Responsibility Sheet
Franchise Value
VII.Statement of Benefits to Organization 

Executive Summary 

Situation: The Dallas Cowboys Football Club entered the NFL as an expansion team in 1960. The driving force behind the team was its first owner, Clint Murchison, Jr., who paid $600,000 for the franchise. Even before he was awarded the team, Murchison had settled on his coaching staff, hiring Tex Schramm, then a public relations employee to serve as the Cowboys’ general manager and former legendary head coach Tom Landry. Schramm and Landry would lead the team for the next 30 years. The Cowboys’ first years were difficult because they had no permanent stadium or training facility and also the young team finished the 1960 season winless. Although Dallas recorded its first victory in the 1961, it would not boast a winning season until 1966. Despite its early on-field struggles, the team gained a great deal of exposure and a loyal fan base. With his marketing, Schramm recognized the importance of image to the Cowboys’ long term success both on and off the field. When Dallas negotiated the terms of its entrance into the NFL, Schramm had lobbied hard for the Cowboys to be included in the league’s eastern division because the New York Giants were the face of that division who had played in the single largest television market in the country.  
Target Marketing:

Demographics 

Males: Ages 25-55 with families (usually have sons)
Females: Ages 25-45 with families (usually with husbands that have an interest)

Psychographics 

Sports Fans
Enjoy live entertainment 
Active social media users

Main Objectives:

Increase television ratings by 30%
Increase fan base internationally
Increase merchandise sales 20%

 

Company Description

The Dallas Cowboys Football Club, Ltd. is the most profitable professional sports operation in the United States. Since entering the National Football League (NFL) as an expansion team in 1960, the franchise has appeared in more Super Bowls than any other team and is one of only two teams to have won five of them. Under the direction of owner Jerry Jones, the Cowboys have excelled off the field as well. Jones has run the team as a business, boosting revenue and profits through marketing deals, as well as the sales of stadium suites and tickets. With Jones’s independent and unusual ways have led him into disputes with the NFL’s power structure, they have benefitted himself and his team financially.

SWOT Table 

Strengths

1. Wealthiest team in the NFL, recording an annual revenue of over $270 million
2. Excellent marketing and merchandising in the United States
3. Owns the record for one of the most Super Bowl appearances (5)
4. Cowboys stadium is one of the largest domed stadium in the world, and has the facilities of the highest quality
5. Strong fan-following and good business from merchandise sale

Weaknesses

1.Very few fans outside USA
2.Low popularity of NFL in emerging economies like India and China affects the franchise
3. Unfortunately no Super Bowl championships for a long time shows that the franchise is not living up to its reputation in the recent past

Opportunities

1.Trying to grow global fan bases like India and China, and developing a loyal fan base outside the United States 
2.Attract and retain the top talent in the NFL which will help them to win the Super Bowl again in the future
3.Keep the rivalry going with the New York Giants, Washington Redskins and Philadelphia Eagles to attract more fans

Threats

1.Other top franchises buying Cowboys’ better players
2.Threat from its major rivals like Washington Redskins and Philadelphia Eagles
3. Stealing younger fans or people undecided of a favorite NFL team (eGaming)

  

Objective:

Main Objective:

Increase television ratings by 30%
Increase fan base internationally
Increase merchandise sales 20%

Promotions and Entertainment

76,000 rally towels will be passed out to fans courtesy of Nationwide (gets fans more involved in the game with cheer and excitement).
Many famous artists of all genres will perform the national anthem on game days.
Halftime entertainment will be performances by different high school marching bands.
Party Band, a Top 40 cover band, will be performing on the West Plaza Stage for 2 hours pregame and postgame.

Schedule of Events

Special Events:  AT Stadium, the home of the Dallas Cowboys, will host many different special events for everyone. 

We look forward to assisting with corporate and private events such as:
• Company Meetings
• Conferences and Conventions
• Meet the players night where anyone can buy a ticket to meet the players in the stadium (money will go to different charity funds)
• Concerts with famous artists from all genres 
• Kids’ Birthday Parties

Advertising: The advertising team for the Dallas Cowboys will establish their online presence using social media. Social media plays a big role in the teams success before and after the season. Facebook, Instagram, Snapchat, and Twitter contributed to the success of the Dallas Cowboys online advertising. The popular use of the hashtag #finishthefight inspired by former Cowboy Michael Irvin during the playoffs got a lot of online attention when using social media. Dallas Cowboys owner Jerry Jones secured agreements with big brands like Nike, Pepsi and American Express to get around the NFL’s control of sponsorships for teams. 

Seating Display:

AT Stadium Club Seating

There are three different tiers of club seating at AT Stadium, in the 100, 200 and 300 levels. All club levels will provide access to private entrances, premium club lounges, upscale food and beverage options.
The 100 level club seats are located along the sidelines. These are the premium seats in the stadium, offering the best view of the game, and include exclusive access to the Lower Level Club Concourse, where you can watch the players take the field.
The 200 level club seats are located along the sidelines. Unlike the 100 level  seats, these provide perfect views of not only the field, but also that massive video screen above the field. 
The 300 level club seats are located along the sidelines. These are the farthest club seats from the field, but like the other seats they provide a great view of the massive video screen.

Best Seats for Dallas Cowboys Games

The best seats for a Dallas Cowboys game at AT Stadium are located in any of the club level seats closest to 50 yard line. 

D.  Publicity: 

Youth Flag Football is a recreational program designed for youngsters new to football as well as those not quite ready for tackle football. 
Youth flag football is for boys and girls 4-14 years of age. Participants should anticipate a challenging program that focuses on fundamentals, good sportsmanship and fun.
The benefit of these camps allows young Cowboys to play football. This will attract the next generations of fans ensuring for fan loyalty and potentially spark interests for young fans.

Responsibility Sheet

COACHES AND EXECUTIVES
Jason Garrett
Head Coach
Jason Garrett was named the eighth head coach in Dallas Cowboys history on January 5, 2011. Coach Garrett is the first head coach to have been a player of the same team before.  He served as the quarterback of the Dallas Cowboys from 1992-1999. Garrett owns a 46-44 overall record, including playoffs as a head coach.

 Jerry Jones
Owner / President / General Manager
Jerry Jones is the owner of the Dallas Cowboys since 1989. He has made the Dallas Cowboys franchise into a business with the increase in revenue and merchandise and his successful business approaches. Jerry Jones is a well-known owner in the NFL for his contribution to his team and the NFL.

Stephen Jones
Chief Operating Officer / Executive Vice President / Director of Player Personnel
With 26 years of NFL experience, Stephen Jones has established himself as one of the brightest and most versatile executives in professional sports. Following his father’s footsteps, he has made a huge contribution to the Dallas Cowboys.

Jerry Jones, Jr.
Executive Vice President / Chief Sales & Marketing Officer
Jerry Jones, Jr. is a key member of the Dallas Cowboys front office as the club’s entire sales and marketing efforts. Jones was instrumental in the design and planning of AT Stadium, viewed as one of the world’s truly unique sports and entertainment venues as well as the team’s new training complex set to open in Frisco, Texas in 2016.

Charlotte Jones Anderson
Executive Vice President / Chief Brand Officer
Charlotte Jones Anderson is the Dallas Cowboys Executive Vice President and Chief Brand Officer. She creates all strategies and applications surrounding the team’s brand as it is presented to fans world-wide. 

Franchise Value

The Cowboys are the world’s most valuable sports franchise, according to Forbes’ estimates, based largely on 2014’s revenue of $620 million a record for a U.S. sports team and on having the highest average NFL attendance, premium seating revenue ($120 million) and stadium revenue generated from non-NFL events ($30 million). The Cowboys owe much of their skyrocketing value to their $1.2 billion home in Arlington. The capacity of AT Stadium is 80,000 (expandable to 100,000).
The Dallas Cowboys are worth more than any other team in the NFL. The Dallas Cowboys franchise holds the top value of any franchise team in the world. The Cowboys have overtaken the number 1 spot from Real Madrid, which is worth $3.26 billion according to Forbes. Forbes valued Dallas at $4 billion.
 

VII.Statement of Benefits to Organization 

The franchise has achieved the gold standard in sports business: making money and remaining relevant regardless of their performance on the field. The main objectives for the Dallas Cowboys were increase television ratings by 30%, increase fan base internationally, and increase merchandise sales 20%. The Dallas Cowboys can strive to achieve a positive establishment of their business and team. Through offering special events such as concerts during the game, it can expand the Cowboy fanbase internationally and directly benefit the fans.