Real Time Cases
September 01, 2017
Focus: The marketing director of the Washington Mystics of the WNBA wants advice in reinvigorating their audience via more trial from male Wizards fans. Case Introduction: Dana Campbell, Marketing Director for the Franchise Division of Monumental Sports & Entertainment (MSE), sees an opportunity to solidify the relevance of their WNBA team, the Mystics, amongst Monumental’s current fan base. If Monumental's base is any indicator, the market for either male or female sports entertainment is about 64% male to 36% female consumers. For Dana, this means that growth is a matter of opening the door to women's leagues from within to leverage the existing fan-base of their male counterpart teams. How can Dana market to "the movable middle" to show that they can double their entertainment by following Monumental's female teams? How can the Mystics get male basketball fans to try a mystics game and experience DC's WNBA?