BRANDING SERVICES PROVIDED
BRAND DEFINITION • BRAND POSITIONING • BRAND IDENTITY & DEVELOPMENT • LOGO & IDENTITY DESIGN • TEAM NAMING • CREATIVE DEVELOPMENT & EXECUTION • MARKETING STRATEGY & POSITIONING • DIRECT-TO-CONSUMER MARKETING COMMUNICATIONS STRATEGY & EXECUTION • ADVERTISING STRATEGY & PLANNING • ADVERTISING ELEMENT DEVELOPMENT • MARKETING COLLATERAL DEVELOPMENT • BUSINESS COLLATERAL DEVELOPMENT • EVENT PLANNING & PRODUCTION • EMAIL MARKETING & COMMUNICATION • SOCIAL MEDIA MARKETING & COMMUNICATION • WEBSITE DESIGN & DEVELOPMENT • VIDEO CONCEPTING & PRODUCTION • MEDIA RELATIONS STRATEGY & IMPLEMENTATION • BRANDED MERCHANDISE PROGRAM • MOBILE MARKETING STRATEGY & EXECUTION
As the Dallas Vigilantes Arena Football team entered its second season, the team sought a marketing strategy that would help boost attendance. Already hampered with non-traditional kickoff times early in the season due to the lack of arena availability (12 noon kickoffs for its first two home games), the team also had to overcome what proved to be a disappointing season on the field during its inaugural year. As the team launched its annual ticket sales drive, it sought a marketing angle that would excite the fan base and increase ticket sales for the season. Understanding that Arena Football has proven to be an exciting sport for fans who attend games due to the combination of the fans’ close proximity to the field, the fast-paced action, and the rock concert-type atmosphere in the arena, The Remedy also understood that many of these unique fan-friendly qualities do not necessarily translate to the television broadcasts of the games. The Remedy‘s solution was to market the fan experience and the fast-paced action and entertainment that could only be experienced inside the arena and not by watching the game from a couch in a living room.
The marketing slogan YOU GOTTA SEE IT LIVE was developed, along with a branded “slogan logo.” This campaign was integrated into all of the team’s print, online, television, radio, and grassroots marketing and advertising initiatives, including posters, pocket schedules, PC wallpapers, viral videos, web banners, newspaper ads, specialty publication ads, etc. Additionally, the in-your-face, fast-paced, rock-and-roll football concepts behind the marketing message were also depicted in the various marketing and advertising collateral to further amplify the message. With a new integrated marketing campaign, the Dallas Vigilantes were able to nearly double their total attendance from the previous season. This resulted in an enhanced in-arena atmosphere, which also helped to propel the team on the field. In addition to filling the stands and generating a greater buzz around the brand throughout the market, the team was able to ride the wave of the growing and more energized fan base to a winning season and a No. 3 seed in the playoffs.
THE REMEDY DEVELOPED THE OVERALL BRAND IDENTITY FOR THE ARENA FOOTBALL LEAGUE’S DALLAS VIGILANTES, WORKING WITH ITS PARTNER THE TEAM: SPORTS, ENTERTAINMENT, & MEDIA. IN ADDITION TO THE DEVELOPMENT OF A PRIMARY LOGO, THE REMEDY DEVELOPED ADDITIONAL SECONDARY MARKS TO USE IN MARKETING CAMPAIGNS, ADVERTISING, MERCHANDISING, AND OTHER BRANDING INITIATIVES.
THE REMEDY SCRIPTED AND PRODUCED ALL OF THE VIGILANTES’ HOME GAMES AT THE AMERICAN AIRLINES CENTER IN DALLAS. THIS INCLUDED DEVELOPING THE GAME DAY EVENT LOG AND THE LOGS FOR THE TELEVISION AND RADIO BROADCASTS OF THE GAMES, WRITING SCRIPTS FOR THE IN-ARENA HOSTESS AND PUBLIC ADDRESS ANNOUNCER, AND SCRIPTING ALL OF THE AUDIO/VISUAL ELEMENTS THAT RAN IN THE ARENA AS PART OF THE GAME DAY PRESENTATION. THE REMEDY ALSO SERVED AS GAME DAY PRODUCER FOR ALL GAMES, DIRECTING ALL GAME DAY OPERATIONS STAFF AND ENSURING THAT THOSE IN ATTENDANCE EXPERIENCED AN EXCITING ATMOSPHERE THAT LEFT FANS EAGER TO COME BACK.
THE REMEDY DEVELOPED ALL OF THE ADVERTISING CREATIVE FOR THE DALLAS VIGILANTES, FROM PRINT AND DIGITAL ADS TO BILLBOARDS TO RADIO AND TELEVISION SPOTS.
AS PART OF THE CREATIVE AND BRANDING SERVICES THE REMEDY PROVIDED TO THE VIGILANTES, THE REMEDY DESIGNED ALL OF THE TEAM’S MARKETING COLLATERAL. THIS INCLUDED TICKET SALES AND PROMOTIONAL FLYERS, MARKETING AND PROMOTIONAL POSTERS, GAME DAY POSTERS/ROSTER CARDS, TICKET SALES BROCHURES, POCKET SCHEDULES, TEAM SCHEDULE POSTERS, TICKET VOUCHERS, POSTCARDS AND RACK CARDS, TEAM SPONSORSHIP DECKS, AND MORE.
FROM BUSINESS CARDS AND LETTERHEAD TO ENVELOPES AND NOTE PADS, THE REMEDY DEVELOPED AN ATTRACTIVE, COHERENT SET OF BUSINESS COLLATERAL THAT BRANDED THE ORGANIZATION THROUGHOUT THE LOCAL BUSINESS COMMUNITY.
THE REMEDY DESIGNED A LINE OF BRANDED MERCHANDISE FOR THE DALLAS VIGILANTES THAT FEATURED ITEMS FOR FANS OF ALL AGES, INCLUDING T-SHIRTS, POLOS, CAPS, VISORS, UNIQUE ACCESSORIES, COLLECTABLES, AND MORE.
THE REMEDY ASSISTED THE VIGILANTES’ WITH ITS SOCIAL MEDIA STRATEGY AND DEVELOPED ALL OF THE GRAPHICS THE VIGILANTES USED IN PROMOTING THE TEAM ON FACEBOOK, TWITTER, AND INSTAGRAM.