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Watch the video then respond to the following prompt. Understanding the importance of team identity for an expansion franchise to establish brand identity and cultivate a loyal fan base, what steps would you take to ensure your team identity created excitement? Consider the steps taken by the Kraken. What would you adopt and why? Consider the steps in a marketing plan. How would you navigate those steps for an expansion franchise?

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To successfully establish a brand identity and cultivate a loyal fan base for an expansion sports franchise, it is essential to develop a strategic approach that emphasizes team identity creation and fan engagement. Drawing from the case of the Seattle Kraken, a relatively new NHL team that successfully built excitement around its brand, several key steps and strategies can be adopted to foster enthusiasm and loyalty in an expansion franchise. A comprehensive marketing plan must be employed, focusing on various phases including brand development, community engagement, and targeted marketing communications.

The first crucial step involves creating a compelling and authentic team identity. For the Kraken, this entailed designing a distinctive logo and team colors that evoke maritime themes, emphasizing a connection to Seattle’s maritime history and culture. As an expansion franchise, adopting a similar approach—developing a unique visual identity that resonates locally—is essential. This could involve in-depth research into regional history, culture, and values, translating those elements into the team’s branding to foster emotional connections. By doing so, the team can generate initial excitement and establish a memorable presence within the community.

Next, engaging stakeholders and building community partnerships is vital. The Kraken’s strategy included interactive fan events, social media campaigns, and community outreach programs to create a sense of inclusivity and shared ownership among fans. For an expansion team, initiating outreach early—through local events, youth programs, and collaborations with community organizations—can foster a grassroots movement and build a loyal customer base. These interactions humanize the franchise, making it more than just a team but a valued part of the local community.

A third step involves leveraging digital marketing strategies. The Kraken utilized social media platforms effectively to release teaser content, behind-the-scenes footage, and interactive polls that sparked curiosity and engagement. An expansion franchise should adopt a multichannel digital approach—creating compelling content that tells the team’s story, highlights players, and integrates fan-generated content. This approach not only enhances visibility but also creates a sense of participation and ownership among fans, turning them into brand ambassadors.

Brand activation is another step critical for creating excitement. The Kraken hosted launch events and merchandise campaigns that heightened anticipation. To replicate this, an expansion franchise can organize exclusive fan experiences, pre-season events, and promotional offers to generate buzz. These events build momentum and give fans tangible connections to the team, reinforcing their enthusiasm.

Pricing strategies and ticket packages are also important in this process. Initially, offering affordable ticket packages or season-long promotions can attract a broader demographic, particularly young fans and families, fostering early loyalty. The Kraken’s approachable pricing and innovative ticketing options contributed to rapid fan base growth. An expansion team should develop flexible, inclusive pricing models to accommodate diverse fan interests and financial means.

Finally, continuous feedback and assessment are necessary to adapt strategies effectively. The Kraken’s management monitored fan responses and engagement metrics, adjusting their messaging and offerings accordingly. For an expansion franchise, establishing channels for fan feedback—such as surveys and social media listening—will help refine marketing efforts, deepen fan relationships, and sustain excitement over time.

In conclusion, adopting a multi-phase marketing plan centered on authentic brand development, community engagement, digital outreach, experiential marketing, and flexible pricing can significantly enhance the excitement around an expansion team’s identity. The Kraken’s approach offers valuable lessons in creating a compelling brand narrative and engaging fans emotionally and practically. By tailoring these strategies to local context and maintaining a focus on authentic connection, an expansion franchise can effectively build a respected, beloved team that inspires loyalty and lasting enthusiasm within its community.

References

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