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Buffalo Bills | Promotional Plan for Buffalo Bills | CAP 305, Section 2, 2011 Fall Semester | | Trevor Ames | 11/9/2011 |

Table of Contents
Executive Summary: 3 Introduction 3 Organizational Information / State of the Team 3 Competition / Climate 4 Product / Target Market 4 Objectives 5 Promotional Component Brief 5 Conclusion 5
The Organization: 6 Organizational History/Background 6 Organizational Goals 8 Current Programs, Activities, Accomplishments 8 Organizational Chart 9
Situational Analysis: 11 Current Customers 11 Competition 12 Climate 12 SWOT Analysis 12
Promotional Targeting and Objectives: 12 Product 12 Target Market Profile 12 Objectives 12 Objective One 12 Objective Two 12 Objective Three 12
Promotions: 12 Overall Concept 12 First Promotion 12 Second Promotion 12 Third Promotion 12
Works Cited 12

Executive Summary:
Introduction
The point of this promotional plan is to create awareness about the Buffalo Bills. The team has been so bad for so long and the fans as well as the team is getting restless about it. This year the team has had a lot of success and are contenders in their division for the first time in many years. The team needs to foster this positive energy and gain support for the team. In order for this to happen the team needs to have a good promotional strategy that will gain awareness for the team to have a larger fan base.

Organizational Information / State of the Team The strengths of the team is that they have a city that really likes the team. They also have stable ownership with Ralph Wilson [ (Buffalo Bills History) ]. He has been the owner ever since the team started. They also have a well liked General Manager. The weaknesses are that the owner isn't too well liked because of the success of the team. However, this would happen with any owner where the team has not played very well. The Buffalo Bills play in Ralph Wilson Stadium named after the owner. The Bills started playing in this stadium in 1973 because their old stadium was too small for NFL standards. This stadium holds 73,079 people (Stadium). The stadium is located Orchard Park, NY which is a suburb of Buffalo (Stadium). People like this because since it is not located right downtown people have lots of room to tail gate. The team has had one of the worst records in the league for the past decade and were not planning on getting any better. However, this season something clicked and they started playing the best they have ever played. They are young and seem to be on the rise.
Competition / Climate There is only one other major professional sports team in Buffalo. They are the Buffalo Sabers. The fan following of the Sabers are different than the following of the Bills. There are many people in Buffalo that do not really understand hockey so it is hard for them to follow the Sabers [ (Ciemcioch) ]. When the Bills play in Toronto they have the competition of the Canadian Football League team Toronto Argonauts. People in Toronto are a little bit wary about the Bills playing in Toronto because they do not want an NFL team to take over the status of a CFL team. The economic climate in Buffalo was hit pretty hard by the recession just like every other city however, the work force in Buffalo is very diversified so the recession did not hit Buffalo as bad as other cities [ (Shillabeer) ]. This could work in the Bills favor as well. Because of this economic climate, the image of the Bills fans and team is that they are hard working and determined. The fans may be a little rough around the edges sometimes but they also have to work hard to get to where they are at now. This is sort of like the team itself. Out of their three star offensive players two of them were seventh round draft choices and one was an undrafted free agent.

Product / Target Market The Bills are selling a hard working, never say never, and nothing comes easy product. The team this season is on a mission to change their recent fortunes and become relevant in the NFL. This is what the city of Buffalo wants to do too. The target market that this plan will reach out to are thirty to forty year old men. These men are blue collar with an income of forty to sixty thousand dollars per year. These men are family men have a family with kids but the main thing is that they like to go out and have fun.

Objectives The three objectives are in three very different areas. The first objective deals with gaining a larger fan base. The second deals with the fan experience. The third objective deals with the wealth of the team. I choose this because these are all things that the team is having trouble with and need to improve on. If they improve on these things it will have a major impact on the team compared to other things they could have done.

Promotional Component Brief The overall concept of the promotional mix is to create awareness. The Buffalo Bills could have a vast fan base spread over a lot of land and so creating awareness for the team is the main aspect to be attacked. The components of the promotional plan will fit together in many ways. For example an advertisement may talk about an atmospheric or an incentive to go to the game. Another example might be personal selling may lead to a sponsorship. This approach was taking for many reasons. The main one is the recent success of the team. People like the underdog and will hop on ban wagons even though they may not have any previous relation to the team. People also like young teams that are doing well because of the potential teams have. People like them because they have a lot of energy and are young. Since the Bill fit this recipe perfectly they need to create awareness and a buzz about the team in order for people to jump on that band wagon.

Conclusion This promotional plan will work because the things that are being brought up are simple and easy to be done things. They are not complicated. That is the main point if something being proposed is complicated the idea will be harder to be implemented compared to something more simple. The reader can expect a thought out plan that deals with a team that is hard working and is on the rise to make a splash in the NFL.

The Organization:
Organizational History/Background The Buffalo Bills were established in 1959 and played their first season in 1960. They were founded by their current owner Ralph Wilson and played their first ten seasons in the AFL [ (Buffalo Bills History) ]. The Bills have stable ownership as they have had only one owner. The city of Buffalo does not look so highly at Ralph Wilson, as is the case in any city that has more losses than wins. Buddy Nix is the General Manager of the Buffalo Bills. He came into this job in 2009 and he is in his third season on the job [ (Kasprzak, 2009) ]. The community thinks very highly of the hire because of his experience as a scout for the Bills and as an assistant to the general manager of the San Diego Chargers. With the recent success of the Chargers the Bills fans are very happy. The Buffalo Bills play in Ralph Wilson Stadium appropriately named after the owner. The Bills started playing in this stadium in 1973 because their old stadium was too small for NFL standards. This stadium holds 73,079 people (Stadium). The stadium is located Orchard Park, NY which is a suburb of Buffalo. People like this since it is not located right downtown, which gives them lots of room to tail gate. There are a few things about this stadium that make it unique. One thing is the playing surface. Ralph Wilson stadium has never had a natural playing surface. It started off with Astroturf. They played on Astroturf until 2002 when they switched to Astroplay for the 2003 season. Astroplay was just a newer type of Astroturf. In 2011 Buffalo will be the first team to play on a new product called A-Turf Titan [ (Glynn, 2011) ]. The other thing that makes this stadium unique is that it is located downwind of Lake Erie, which makes Buffalo one of the nations windiest cities. This makes the stadium difficult for kickers. The Bills have not had many superstars play for their team however, they have had a few good ones. In 1969 the Bills drafted O.J. Simpson who became the face of the franchise going into the AFL-NFL merger. He became the league's most valuable player in 1973 (Historical Moments). This was also the year where the Bills had their first winning season in the NFL. After a few successful seasons the Bills fell off again and ended up trading O.J. Simpson to the 49ers after the 1977 season. In 1978, Chuck Knox was hired as the new head coach (Historical Moments). This coach lead the team to a couple playoff berths and lead the team to their first playoff win against the New York Jets. After a number of successful years Chuck Knox left the team to coach the Seattle Seahawks, and the team slipped off again. In 1986 Jim Kelly came back to the Bills after a stint in the USFL (Historical Moments). Jim Kelly became the face of the franchise and lead the team to some of the best years the franchise has ever known. Between 1990 and 1993 the team made the Super Bowl in all of those years. Unfortunately, the Bills were the losing team in all four of the trips. In 1998 the Bills signed former Heisman trophy winner and CFL star Doug Flutie to be the backup (Historical Moments). Because Buffalo is so close to Canada, Doug Flutie quickly became the fan favorite. However, not to coach Wade Phillips. When Rob Johnson went out with an injury Flutie took over the starting job. He led the team to an 8-3 record the rest of the season and was selected to the pro bowl. The next season the Bills had a 10-5 with Flutie as the starter but was benched by Wade Phillips in favor of Rob Johnson to start the playoffs. The Bills lost that game to the Tennessee Titans in a game which is now known as the Music City Miracle (Historical Moments).
Organizational Goals The Bills are very big on helping the youth, as will be explained below there are many programs that the team is involved in that help the youth of the Buffalo area. The Bills are all about making a difference. They know that they are role models in the community and try to use that status to their advantage to create change.

Current Programs, Activities, Accomplishments The main marketing program the Bills are in right now is the Toronto Bills series. Throughout the years there have been many rumors about the Bills leaving Buffalo. One of the main cities that have been in the rumors is Toronto. What better way to test out the market than play some regular season games in Toronto. So far these have been a great success, but there have been some problems with it as well. In Toronto, some football fans do not like having an NFL team in their city because they feel as if it will take away from their own league, which is the CFL. Another problem that they have come across is that in Toronto the stadium, the Rodgers Centre, is right downtown and so fans have nowhere to tailgate before the compared to Ralph Wilson stadium. One of the main community goals is their Billieve Campaign. This is a campaign that is designed to raise awareness for breast cancer. There is a game dedicated to this campaign and this year it is the game against the New York Jets on October 3rd (Community). The Bills also participate in many other programs along with many other teams like, for example, Play 60 Challenge. Another thing the Bills participate in are foundations. The Bills have multiple youth, player, and alumni foundations to help the youth, people in need, or cancer research (Community).
Organizational Chart

State of the Team There are three faces of the Buffalo Bills. These three faces were not the faces of the team last year. This year the team broke out to become a contender in the east. Three players have also broken out to stardom. The first face of the franchise is Ryan Fitzpatrick. Fitzpatrick is the current starting quarterback. He is the first person from Harvard to start an NFL game at quarterback (Fitzpatrick). The Bills have been looking for a solid starting quarterback ever since Drew Bledsoe left. Fitzpatrick just signed an extension worth six year fifty-nine million dollars. [ (ESPN.com, 2011) ] It is safe to say the fans as well as the team think he is the right fit. The next player is Stevie Johnson. He is a very exciting player. He is a fourth year wide receiver from Kentucky (Johnson). Johnson had a breakout year last year with his impressive play but also in the media. After scoring a touchdown he lifted up his jersey and on his shirt is said why so serious? This gained a lot of attention from ESPN and others but only gained his popularity with the fans. He also gained a lot of respect from his fans and around the league for his actions after dropping a game winning catch. After the game he apologized for missing the catch and said it was all his fault they lost the game. This was a great sign for the team because it showed how much he cared about the team. The last and probably the most successful player on the team this year is Fred Jackson. Fred Jackson has had a very interesting path to the NFL. He went to COE college in Cedar Rapids, Iowa. Their football team competes in Division III (Jackson). Having a player from Division III make it to the NFL is almost unheard of. One reason why Fred Jackson had a shot in the NFL is because the General Manager at the time of his draft was Marv Levy. Marv Levy was a graduate of COE college this was probably why Fred Jackson got a shot in the NFL. Fred Jackson fits the target market and the product perfectly because he has had to work for everything he has, just like the city of Buffalo. This year Fred Jackson is one of the top running backs in the league and is the main reason why the Bills are doing so well. The team personality is very simple. The Buffalo Bills have been disappointing as of late and have something to prove. They are sick being the laughing stalk of the AFC East. The attitude this season is that the Bills are going to break out to be a contender in the East. The coaching staff is new lead by the head coach, Chan Gailey who, was hired on January 19, 2010 [ (Associated Press, 2010) ]. Chan Gailey is a veteran coach who has also coached the Dallas Cowboys and Georgia Tech University. Hiring Gailey is a sign that the owner wants to win now. The next main coach is Dave Wannstedt he is the former coach of the University of Pittsburgh. This is also a big name coach that will in still a winning attitude. Chan Gailey was the assistant coach to Dave Wannstedt when Wannstedt coached the Miami Dolphins (Wannstedt). As stated in the team personality, the Bills want to win now. They feel they have the right pieces in place to turn the team around. They feel they are just a couple players away from having a great team to challenge for the division crown. The fans have other expectations. The Bills have been so bad for so long that the fans just believe that the next season will be just as bad. They would like to say the Bills will be good again however, they have just been so bad for so long that they never want to get their hopes up. The Bills fans are loyal though and are waiting for the day that they can be relevant again.

Situational Analysis:
Current Customers The current customers of the Buffalo Bills are mostly just the city of Buffalo. There are not many people outside of Buffalo that like the Bills, besides Chris Berman. Although with their recent success there may be more people who will join the bandwagon. A typical Bills fan is a little rough around the edges. These fans are not your fair weather fans, figuratively and literally. The weather in Buffalo is not the best weather and so the people in Buffalo who are fans of the Bills are diehard fans. They will go to their games even when it is snowing or raining. The current local trends in Buffalo are very interesting. The economy hit Buffalo pretty hard just like every other city in the U.S. However, since the work in Buffalo is so diverse the recession did not hurt the city of Buffalo as much as other cities. In fact Bloomberg Businessweek said that Buffalo was one of the top cities to ride out the recession because of the city being known for its blue collar roots and low cost of living [ (Shillabeer) ]. The secondary market is in Toronto. Since the Bills play some of their games in Toronto there are many Bills fans in Toronto. As stated before the people in Toronto are a little hesitant about having the Bills play in Toronto because they like having their own league and would not want an NFL team to come in and take over. But, not everyone feels that way so there is a lot of fan base the Bills could capture if they promote the team the right way.

Competition There is only one other major professional sports team in Buffalo. They are the Buffalo Sabers. The fan following of the Sabers is different than the following of the Bills. There are many people in Buffalo that do not really understand hockey so it is hard for them to follow the Sabers [ (Ciemcioch) ]. When the Bills play in Toronto they have the competition of the Canadian Football League team Toronto Argonauts. The Sabers have had the same sort of luck as the Bills. Until a few years ago, the Sabers were one of the worst teams in their division. They have also had the same sort of misfortune as the Bills in the Playoffs. When the Sabers played the Dallas Stars in the Stanley Cup Finals, Brett Hull scored the Cup clinching goal while his foot was in the crease. This goes right along with the Bills losing to the Tennessee Titans because of the "Music City Miracle" where the Titans did what looked like a forward pass across the field on a punt return to win the game. The competition strengths is the fact that they are a NHL team located near the Canadian border, which means there will be a lot of fans of the Sabers just across the border. Another strength is that the Sabers have done pretty well lately making the playoffs the last couple years. This will generate a larger fan base. The main weakness however, is the fact that the Sabers are not an NFL team like the Bills. The NFL is so much more popular than the NHL which means the Bills get more press than the Sabers. When the Bills play in Toronto, and their competition is the Argonauts, the strengths of the Argonauts is that the Argonauts are actually from Toronto and they are in the CFL. Fans can better relate to that team just because they have "Toronto" in front of their name and because they have been in Toronto for a number of years. The weakness that the Argonauts have is talent. Since the Bills are in the NFL, their team has a lot more talent and star power than the Argonauts will ever have. The target markets of the Bills competition do overlap with the Bills, but not as much as other cities. As stated above, there are many people in Buffalo who do not understand hockey, therefore the Sabers target market is a little bit different than the target market of the Bills. In Toronto, the target markets are pretty much the same between the Argonauts and Bills. The Bills target market may be more towards Americans living in Toronto than the Argonauts would be. Outside of professional sports in Buffalo, there is still is competition but not as much as other cities like a New York or Chicago. Buffalo does have theaters and other attractions however, most people go to football games or hockey games if they do something on the weekends. Climate As stated before the recession hit Buffalo but not as hard as other cities. Because of this economic climate, the image of the Bills fans and team is that they are hard working and determined. The fans may be a little rough around the edges sometimes, but they also have to work hard to get to where they are at now. This is sort of like the team itself. Out of their three star offensive players two of them were seventh round draft choices and one was an undrafted free agent. Television is making it very easy for people to access NFL games from home. With HD definition and all the places you can watch television, every NFL team should be worried about losing some of their fans that usually come to see their games to staying at home and watching it on TV. This is especially noticeable with the Tampa Bay Rays. The Ray’s have one of the lowest attendance rates in all of the MLB, however, they have one of the highest TV ratings [ (Jones, 2010) ]. This just shows that people would rather just watch the games on TV rather than actually go to the games. This could be especially relevant in Buffalo because of the weather.
As stated above, the weather plays a very important role with the Buffalo Bills. One example, Buffalo is one of the most northern teams in the NFL and so as the season gets later into the year the weather becomes very cold. This may scare off many people but not Bills fans. They seem to identify with the cold weather and people still will come to the games. The other weather factor that affects games is the wind. As stated before Buffalo is located near Lake Erie and so it can be very windy in Buffalo that will affect the ball.

SWOT Analysis Strengths * Young * High Draft Picks * High Potential * Lack of Competition in the Area * Passionate Fans * High Attendance (Attendance) | Weaknesses * History of Losing * Climate * No One Wants to Play There | Opportunities * Breakout Year [ (Walker, 2011) ] * Playing Games in Toronto | Threats * Playing Games in Toronto * Fear of Leaving Buffalo |

The main strength of the Bills is the fact that they are young. They have a lot of high draft picks on their team meaning they have a lot of potential. The second strength that they have is the lack of competition in the area. Right now a majority of NFL teams have to deal with the end of Baseball season and for cities like New York, Detroit, and Philadelphia their baseball teams are in the playoffs. Buffalo has no baseball team so sports fans are more likely to go to Bills games. Another strength that the Bills possess is their fans. Bills fans are very passionate. Even though the Bills have not been very good, they are in the top half of the average attendances in the NFL (Attendance). There are a couple weaknesses that the Bills have. The main one is how bad they have been. They have not made the playoffs since 1999. They are not made fun of anymore because of how bad they have been. Another weakness they have is the city they play in. Buffalo is one of the least attractive cities to play in the NFL. If a player is from south the climate of Buffalo is not what they are used to. If they have a choice of which team to go to Buffalo is usually down on the list. However, this can work to their advantage as well. It helps with the image of the team. From the post-game interviews, you will notice that these players love the city of Buffalo and they really want to prove to the NFL that Buffalo is a great city and now have a great team. There are a few opportunities that the Bills have. The main one is that the team is on the rise. As of now the team is 3-0 and just had one of the biggest wins in the past ten years coming back from twenty-one points down to beat the Patriots. Finally the team has some buzz and ESPN is talking about the team. Many people are thinking that this is the year the team is going to break out and make the playoffs [ (Walker, 2011) ]. The next opportunity the Bills have is playing some games in Toronto. Playing these home games in Toronto may increase their fan base in Canada. Canada has its own league called the CFL but Canadians still follow the NFL pretty closely. If Buffalo plays some games in Toronto they can work on becoming Canada’s NFL team. This is what the Toronto Blue Jays and Toronto Raptors have done. Buffalo does have a few threats. The main one is that they play some home games in Toronto. By doing this, fans in Buffalo are worried about the team moving to Toronto. This does not help with the loyalty with the fans. The fans are very passionate about their team and so they do not like the rumors about leaving Buffalo. When they play games in Toronto it does not help. The main strategic advantage the Bills can gain is playing in Canada. Even though playing in Toronto can be perceived as a threat if the Bills play it right they can gain a much larger fan base. They are the only team to do something like this. If the Bills execute properly do this right they will have fan bases in two cities. While most teams have a lot of competition of other teams in their city, or maybe even having two NFL teams, the Bills can have two cities behind them. There can make an impact with the Bills playing in Toronto. If there can be an agreement where the Bills play one game in Toronto every year like they are doing this would be the best option.

Promotional Targeting and Objectives:
Product
The Bills are selling a hard working, never say never, and nothing comes easy product. The team this season is on a mission to change their recent fortunes and become relevant in the NFL. This is what the city of Buffalo wants to do too. There are a few emotions that this product appeals to. One is a feel good story, the Bills were not supposed to be very good this year but to the surprise of most people they are doing very well. With a team that has very little star power the Bills are turning into the feel good story of the season. The next emotion this team captures is team is bringing the city together by the team doing well. When any sports team does well, people hop on the bandwagon and then more people cheer for the city and the team. The third emotion the Bills captures is determination. As stated many times, the Bills star players were not drafted high and so not many people outside of Buffalo know who they are. The players have the determination to become known. There are a couple values that Bills appeal to. One is the value of nothing comes easy. The Bills have had to work for what they have received this year just like the rest of the city of Buffalo. There are two ideals the Bills represent. The first one is that they are looked down upon. When people think of the Buffalo Bills they think of team that has not won in a long time. This year the Bills are taking this to heart and is determined to make a statement.

Target Market Profile The target market that this plan will reach out to are thirty to forty year old men. These men are blue collar with an income of forty to sixty thousand dollars per year. These men are family men and have a family with kids but the main thing is that they like to go out and have fun. This target market is not very much different than the current customer base. The reason why this target market was chosen is because the Bills image and the image of the target market are the same. These are the people who can relate to the team the best. This target market is the market the team appeals to. The men seek the benefits of having a good time to relax from the long week they had. They want to go out in a social environment with either just their family or with other families to eat and tailgate before the game. Then they want to feel the adrenaline of the actual game. This is hard to feel when the team is not doing well. However, this year it is a different story. More people will want to feel that adrenaline to better the Bills do. The man in the family will make most of the decisions that is why we have to appeal to him the most. There are seasonal factors to buying football tickets, especially in Buffalo. As the season gets later in the year the weather becomes a lot colder. This may prevent some people from coming later in the year. This is when we want to implement our promotional plan. The dads may not want to get their family all bundled up and may not be worth the potential of the family being cranky because how cold it is. However, the city of Buffalo is used to this weather, and more people in the city would go to the games compared to almost any other city. Some people even like going to the games in the cold weather, it adds character and it adds to the game experience. If we give the target market just a little more incentive to come then they will probably want to go to the Bills games. One thing that motivates the target market to purchase tickets is the fact that Buffalo is the only NFL team in the area. Buffalo is close to Canada and there is a lot of people from Canada that come to Bills games. If people from that area in Canada want to see the top level of football the Bills are their best choice.

Objectives The three objectives are in three very different areas. The first objective deals with gaining a larger fan base. The second deals with the fan experience. The third objective deals with the wealth of the team.

Objective One The first objective is to increase the fan base for the Bills. The easiest and best way to do this is to sign another deal with the Rodgers Centre in Toronto Ontario. The Bills have an opportunity that no other team has with this. Playing in Toronto has many benefits. Since Buffalo is so close to Canada there are already many Canadians that come across the border on Sundays to watch the Bills. The Bills have the chance to be Canada's NFL team, just like the Toronto Raptors and Toronto Blue Jays in the NBA and MLB respectively. If the Bills sign another contract with the Rodgers Centre the Bills have the chance to increase their fan base by a lot. The goal they should look for is an increase by ten percent in Canada. This task should be much easier for the Bills than any other team because not only are they doing well this season but they are also getting a lot of good publicity from television networks. In Canada, they already have their own league called the CFL. Canadians are very proud of this league, so some people are weary of having the Bills play in Toronto. However, if the Bills market their team to be not better, but different, they have the chance to win over many fans.

Objective Two The second objective is to increase the quality of the stadium food at Ralph Wilson Stadium. According to Stadium Journey, Ralph Wilson Stadium received a 2/5 rating on their food and beverages. After reading the review, there are two things that the Bills can improve on. The first aspect of food they can improve on is the selection. Right now the choices are hot dogs, nachos, beer, pop, peanuts and popcorn. These aforementioned choices are very basic and may not be the most healthy choices. The goal of this objective is to offer four more choices the menu. Two of them may be not as healthy like hamburgers or pizza, and the other two added choices should be more healthy like, for example, pre-made sandwiches or a healthy alternative to chips like for example, Baked Lays, Sun Chips, or Pretzels. The second thing they can improve on is the Beer sales. The goal is to increase beer sales by twenty percent. This can be easily obtainable by doing one thing. Right now the stadium stops selling beers at the start of the third quarter. If they delay that cut off point until the start of the fourth quarter the sales would increase by a lot.

Objective Three The third objective is to improve sponsorship sales. This would increase the wealth of the team. According to Forbes the Buffalo Bills are the third to last wealthy team in the NFL worth $792 million dollars. To help raise the wealth of the team the team could increase sponsorship sales. The goal is to increase sponsorships by fifteen percent. This can be easily reached by having a stadium sponsor. Right now the stadium is called Ralph Wilson Stadium. The Bills could sell the naming rights to the stadium for a lot of money. For example, the Carolina Panthers stadium sold the naming rights to their stadium to Bank of America for seven million dollars a year. This would be a large increase to the sponsorship sales that the Bills have not acquired yet.

Promotions:
Overall Concept The overall concept of the promotional mix is to create awareness. The Buffalo Bills could have a vast fan base spread over a lot of land and so creating awareness for the team is the main aspect to be attacked. The components of the promotional plan will fit together in many ways. For example an advertisement may talk about an atmospheric or an incentive to go to the game. Another example might be personal selling may lead to a sponsorship. This approach was taken for many reasons. The main one is the recent success of the team. People like the underdog and will hop on ban wagons even though they may not have any previous relation to the team. People also like young teams that are doing well because of the potential teams have. The Buffalo Bills fit this recipe perfectly like the Oklahoma City Thunder in the NBA or the Pittsburg Penguins in the NHL a few years ago. People like them because they have a lot of energy and are young. Since the Bills fit this recipe perfectly they need to create awareness and a buzz about the team in order for people to jump on that band wagon. First Promotion The first promotion is going to be a radio advertisement near the Buffalo area. It will be a radio advertisement saying that the tickets will also be used as a coupon for Buffalo Bill licensed gloves from Dick's Sporting Goods. The coupon will be good a week before the game until a week after the game. This promotion will use advertising as well as an incentive. It will be used for the second to last home game of the year because the weather will be cold. It has to be valid one week before the game because more people would be willing to get the gloves. Especially if it is the fan's first and only game they are going to go to that season. They will want something tangible to remember the game by. An incentive will work well for this time of year because some people will think that it is too cold to go to the games. The gloves can satisfy two idea's by this; 1.) The fans get something free out of going to the game and 2.) They get something that satisfies the want to stay warm. Also, the gloves would not be a one-time use thing like a bobble head or towel. These gloves could be used all winter over and over again. The target market would like this idea because of the fact that it can be used over and over again. This idea is plausible. The main worry would be that it is too expensive, however, by making them available from Dicks Sporting Goods not everyone will get them. Also, a deal could be worked out with Dicks that they pay for the gloves because it would mean that people will be coming to their store and more than likely buy something else.

Second Promotion The next promotional piece will be a TV commercial. This commercial will try to prove a point but also create some hype about the team in the city. The main thing this commercial is to try to prove to the city that the Bills are finally for real. This commercial will have a lot of the team's players and coaches faces on the commercial going one by one saying "we are sick of losing" slowly getting faster and faster, then at the end have Fred Jackson's face saying "we are sick of losing" slowly. It will be different than other commercial's because the commercial will be using a lot of different people. Another difference will be the fact that this commercial will be about winning, something that the Bills have not thought about in a long time. Another thing that will be different about the commercial is it will not ask people to come to games or buy their jerseys it will just let the fans know that, "hey support us we are finally on the rise." The category is an advertisement because it is being paid for and it is something that promotes the product which is the Bills. This idea will affect the target market in a couple ways. The first one is the city of Buffalo has been through some rough times since the economy fell. With the Bills doing so bad, it would just bring the city down even further. Finally, this year the Bills have started to win. Doing this commercial will not only prove to the city that the Bills are sick of losing but hopefully will get the population of Buffalo to think to themselves that they are sick of losing and get them more excited about the city getting back on the rise. There are two parts of the promotional mix that is used with this commercial. The first one is advertising. This is because it is paid for and it creates awareness for the product. The other is personal selling because the Bills would be trying to relate their product, which is the hard working team that is trying to turn around their image, to the people in the city who are trying to turn their lives around too. I feel that idea is plausible because of a few reasons. The first one is that the Bills have done commercials before and so that would not be a problem. The second reason is that this would be something that the players would want to do. Since the Bills best players were drafted late in the draft, or not at all, they want to win more than anyone. Also, just like the rest of the city they know what it is like to work for what they have. They want to show the city that they can win. The strengths of this promotion are that it will create a positive hype about the team. Another positive is it will show the city that the Bills are ready to take center stage in the NFL. There are not many weaknesses about this promotion, however, there is one main one. The main one is that it is not selling anything tangible, just an idea. The hope is that people will support the Bills because of the change of identity instead of giving them an incentive to come to the game. Third Promotion The third promotion will involve the face of the franchise, Ryan Fitzpatrick. Ryan Fitzpatrick went to Harvard and so is very smart. In this third promotion he will go to the local middle schools and teach math in one of the classes. It will take place after the season is over in the spring. This will make the children more excited for the next season. This will be good for the team for many reasons. The main one is that it will create good publicity for the team. People will like the fact that the team is giving back to the community. Parents will like it too because someone their kids look up to will be teaching them and encouraging them to do well in school. The second big reason is that if Fitzpatrick does this the middle schoolers will remember it for the rest of their lives. They will be able to relate to the Buffalo Bills for their life and probably be a fan of them for the rest of their lives. This will create a larger fan base. Athletes, coaches, celebrities go into schools all the time however, never has someone actually taught a class. Also, this is different because of how much sense it makes. Athletes have a negative stigma attached to them that they do not care about school. This shows the kids that if they think they can make it in sports they do not have to try in school. The reality is that only a small portion of people can make it in sports. The rest need schooling in order to be successful. Having a player come in, teach them, and talk to them about the importance of school will be very beneficial to their learning curve. There are two categories from the promotional mix that will be used with this promotion. The first one is personal contact. The reasons for this are Ryan Fitzpatrick will actually be talking to children. People may think that this does not play a role, however, children have a lot of influence towards their family. If the children want to go to a Bills game the parents would probably take them. The other part of the promotional mix that is used is publicity. Because of him doing this the news stations will probably be there talking about it which will induce publicity. This publicity will be good publicity because he is helping middle schoolers with math and telling them how important school is. The target market will also be affected in many ways. The target market is mid forty males, with children. In this case most of the children being taught by Fitzpatrick will have parents who are the age of the target market. These children will go home and tell them about how cool it was to have a player of Fitzpatrick stature come and talk to them. They may even want to go to a Bills football game which will only create a larger fan base. This idea is plausible. One of the Bills main values is helping the children. Fitzpatrick will also more than likely want to do this. He has a great personality to where he would want to do it. Also, schools would love to have the opportunity to do this. With this promotion there are many strengths most of them were stated above. The main one is getting good publicity about the team. The next one is that it will have a positive on the students in the Middle Schools. The last one is that the students may go home and tell their parents that they want to go to a Bills game. There are not too many weaknesses about this one. The only problem with this would be getting Fitzpatrick to agree in going along with it. The belief is he will.

Works Cited
Associated Press. (2010, January 20). Bills Hire Gailey as Coach. Retrieved November 28, 2011, from ESPN: http://sports.espn.go.com/nfl/news/story?id=4838361
Buffalo Bills History. (n.d.). Retrieved November 28, 2011, from History Buffalo Bills: http://www.history.buffalobills.com/Buffalo+Bills+History
Ciemcioch, M. (n.d.). The Psychological Breakdown of the Bills Fan. Retrieved November 28, 2011, from Buffalo Comedy: http://buffalocomedy.com/2010/10/the-psychological-breakdown-of-the-bills-fan/
ESPN. (2011). NFL Attendance. Retrieved November 28, 2011, from ESPN: http://espn.go.com/nfl/attendance
ESPN.com. (2011, October 28). Ryan Fitzpatrick, Bills Agree to Deal. Retrieved November 28, 2011, from ESPN: http://espn.go.com/nfl/story/_/id/7160727/ryan-fitzpatrick-buffalo-bills-agrees-new-contract
Glynn, M. (2011, May 8). Cheektowaga Firm Hopes to Score Points with Bills New Field. Retrieved November 28, 2011, from Buffalo News: http://www.buffalonews.com/business/article416719.ece
Historical Moments - Buffalo Bills. (n.d.). Retrieved November 28, 2011, from Sports Ecyclopedia: http://www.sportsecyclopedia.com/nfl/buffalo/bills.html
Jones, T. (2010, July 27). Televison Ratings For Tampa Bay Rays Rise. Retrieved November 28, 2011, from Tampa Bay Times: http://www.tampabay.com/sports/baseball/rays/television-ratings-for-tampa-bay-rays-on-the-rise/1111241
Kasprzak, P. (2009, January 26). Buffalo Bills Hiring Buddy Nix a Major Win. Retrieved November 28, 2011, from Bleacher Report: http://bleacherreport.com/articles/115992-buffalo-bills-hiring-buddy-nix-a-major-win
Shillabeer, J. (n.d.). The Best Cities for Riding Out a Recession. Retrieved November 28, 2011, from Business Week: http://images.businessweek.com/ss/08/10/1014_recession_cities/15.htm
The Buffalo Bills. (n.d.). Community. Retrieved November 28, 2011, from Buffalo Bills: http://www.buffalobills.com/community/community-news.html
The Buffalo Bills. (n.d.). Dave Wannstedt. Retrieved November 28, 2011, from Buffalo Bills: http://www.buffalobills.com/team/coaches/dave-wannstedt/b67342fa-3dfe-46ad-9d0e-305eda74a39d
The Buffalo Bills. (n.d.). Ryan Fitzpatrick. Retrieved November 28, 2011, from Buffalo Bills: http://www.buffalobills.com/team/roster/Ryan-Fitzpatrick/d260ac2d-12f2-4322-b794-02830c8319c8
The Buffalo Bills. (n.d.). Stadium Facts & Figures. Retrieved November 28, 2011, from Buffalo Bills: http://www.buffalobills.com/tickets/stadium/facts-and-figures.html
The Buffalo Bills. (n.d.). Steve Johnson. Retrieved November 28, 2011, from Buffalo Bills: http://www.buffalobills.com/team/roster/Steve-Johnson/5ba06129-bba4-45ff-ba53-7ea81833517c
The Buffalo. (n.d.). Fred Jackson. Retrieved November 28, 2011, from Buffalo Bills: http://www.buffalobills.com/team/roster/Fred-Jackson/9197889b-672f-42fb-ba04-3b75b8afb81a
Walker, J. (2011, September 25). Football is Back in Buffalo. Retrieved November 28, 2011, from ESPN.
Photos Courtesy of www.buffalobills.com

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