Charleston Cougars

Table Of Contents
Page 1: location information
Page 2: target market information
Page 3: branding
Page 4: promotional plan
Page 5: stadium information
Page 6: financial plan
Page 7: management decision making
Page 8: Season Schedule for 2023 Season
Page 9: appendix
Location Information
Bella Karson and Bailey
Buttram
Sports and Entertainment Marketing
9/6/22
I. City information

In the state of South Carolina there is a city named Charleston. Charleston is the largest city in
the U.S. state of South Carolina, the county seat of Charleston County, and the principal city in
the Charleston–North Charleston metropolitan area. The city lies just south of the geographical
midpoint of South Carolina's coastline on Charleston Harbor, an inlet of the Atlantic Ocean
formed by the confluence of the Ashley, Cooper, and Wando rivers. The Total Population in
Charleston city, South Carolina 150,227. The three largest suburbs outside of Charleston are
Mount Pleasant, (population 92,398) North Charleston (population 117,472) and Summerville
(population 51,216) we can depend on them decently as customers seeing as though they are a
wealthier part of town with a constantly growing population. The people within the 18–65-year
age gap in these suburbs is 7.8% in Charleston. In mount pleasant 39.6%. In North Charleston it
is about 34.9% and in Summerville is about 38.1%.

II. City Economy

In Charleston’s economy the top industry for work in the city of Charleston is
healthcare. The three largest companies within and near Charleston are The Boeing Company
which is an American multinational corporation that designs, manufactures, and sells airplanes,
rotorcraft, rockets, satellites, telecommunications equipment, and missiles worldwide.
Charleston County School District which is a school district within Charleston County, South
Carolina, United States. It educates roughly 50,000 kindergarten to 12th grade students in 80
schools. Gerrita Postlewait became Charleston County’s Superintendent of Schools on July 9,
2015. And The College of Charleston which is a state-supported comprehensive university
providing a high-quality education in the arts and sciences, education and business. In
Charleston the median household income is $67,182. The Per capita income is $43,14. For
quotations of more than four lines, indent the quote one inch from the left margin and do not
use quotation marks. To apply this formatting, on the Home tab, in the Styles gallery, click
Quote. For shorter quotations, you can put them in quotation marks and incorporate them
directly into text.

III. City Climate

The average hi and low temperature for each of the months of the NFL season in
Charleston South Carolina are September- 71 degrees (low) 94 degrees (high) October- 55
degrees (low) 79 degrees (high) November- 47 degrees( low) 69 degrees (high) December-
39 degrees (low) 60 degrees (high) January- 73 degrees (high) 43 degrees (low). During the fall
months Sunrise is typically around 7:26am and sunset is around 7:15pm. Typically, in the fall
months, Charleston only gets about 2.3 inches of rainfall. However, in the summer months they
get an average of 5.3 inches of rainfall.

IV. Sports History/ Environment

Current sports teams in the state of South Carolina are South Carolina gamecocks are a
college SEC team that exists in Columbia SC as well as the Clemson tigers in Clemson SC. These
teams are known for having a larger and LOYAL fan base. Both teams will be playing at the
same time our team will so we will have some direct competition. However, these are both
college teams and an NFL team does not exists for this state. Charleston is home to minor
league baseball, professional soccer, tennis and hockey. None of these professional teams have
folded or failed.

V. Team Name
The name we will be giving our NFL team is the Charleston South Carolina cougars. The
state of South Carolina is home to many large cat species. However, cougars are a species that
doesn’t live in this state. So, with bringing the state a brand-new team of a brand-new league
we also will be introducing a new cat species to go with it. We also wanted to incorporate the
first letter of our city with the name/mascot. By doing so it gives the effect of the name a
catchier simple sound.
Target Market Information
When companies buy ads during NFL games, they're paying $75 CPMs for the NFL's target
demographic: adults 18 to 49. If a company's just trying to reach NFL-watching women ages 25-
54, however, that ends up costing a $181 CPM. More than half (55%) of all NFL fans are over the
age of 35. Charleston Cougars football fans are a combination of male and female sports
enthusiasts who live in rural areas, small towns, or subdivisions outside mid-sized cities. The
National Football League comprises 32 teams from across the United States competing in two
conferences split roughly by region. The NFL is one of the most popular professional sports
leagues in the United States, with televised games attracting millions of viewers each week.
This survey depicts the level of interest in the NFL in the United States, and it showed that 34
percent of respondents aged 35 to 44 were avid fans of the NFL as of May 2022.
Branding

1. Brand Awareness 2. Brand Image

The image of the cougar gives off fierce
For our logo, we chose a cougar because our mascot is a vibes, just like our football team who is all
cougar. A very wide span of people are familiar with about what they do.
cougars, so it makes our logo easy to read.
3. Brand Equity 4. Brand Loyalty
With our logo being a cougar, it gives off potential in our Since we are a newer team to the NFL,
actions, like when we play football we like to win. Just our cougar logo can help us reach more
like cougars never want to lose a fight. It represents who and more people because of our
we are and what our goal is in a positive way. attractive appearance that catches fans'
eyes.
5. Brand Extension
For our brand extension we have a series of films of behind the scenes of our football team. This
way you can get a good look at the effort and determination of our work during practices and
even outside of football.
Promotional Plan

Bailey, Karson, Bella

Branding project

9/21/2022

Marketing

Charleston Cougars

1.
When companies buy ads during NFL games, they're paying $75 CPMs for the NFL's target
demographic: adults 18 to 49. If a company's just trying to reach NFL-watching women ages 25-
54, however, that ends up costing a $181 CPM. More than half (55%) of all NFL fans are over
the age of 35. Charleston Cougars football fans are a combination of male and female sports
enthusiasts who live in rural areas, small towns, or subdivisions outside mid-sized cities. The
National Football League comprises 32 teams from across the United States competing in two
conferences split roughly by region. The NFL is one of the most popular professional sports
leagues in the United States, with televised games attracting millions of viewers each week. This
survey depicts the level of interest in the NFL in the United States, and it showed that 34 percent
of respondents aged 35 to 44 were avid fans of the NFL as of May 2022.
2.
For our logo, we chose a cougar because our mascot is a cougar. A very wide span of people are
familiar with cougars, so it makes our logo easy to read. The image of the cougar gives off fierce
vibes, just like our football team who is all about what they do. With our logo being a cougar, it
gives off potential in our actions, like when we play football we like to win. Just like cougars
never want to lose a fight. It represents who we are and what our goal is in a positive way. Since
we are a newer team to the NFL, our cougar logo can help us reach more and more people
because of our attractive appearance that catches fans' eyes.
We have chosen to Co-Brand with Red Bull. Red Bull's brand building is largely based on
associating its brand with an amazingly wide range of people, teams and events. Red Bull
believes in owning teams and events rather than being one of several sponsors. Because of this
ownership model, they can and have turned this buzz machine into a profit center. By connecting
to extreme sports, Red Bull gives off an exciting image to customers. Red Bull's brand resonates
with its target audience, another key to their success.
3.
Our main vision for this team is to be successful enough to make it into the playoffs. We are
going to condition, practice, and train at least 6 times a week so by the time we're playing teams,
we’re confident enough in ourselves to perform the way we practice to reach our goal.
4.
Pre- game promotional event: a meet and greet for the fans to get a chance to meet our team one
on one.
Half time promotional event: We get two big groups of people from the stands to play a
competitive game of tug-of-war, the winners get a free gift.
Post- game promotional event: lady gaga will be performing live as a concert for the fans
5.

6. The Charleston Cougars are involved with the American Red Cross Charity. “Your donation
powers the Red Cross to provide compassionate care to those in need, for those down the street,
across the country and around the world. By making a charitable donation to the Red Cross, your
organization will be there for millions of people who face emergencies every year and help as
they rebuild their lives. While the programs listed below are our signature funding opportunities,
we welcome the opportunity to discuss the impact your gift of any size can make.”
Stadium information
In the state of South Carolina there is a city named Charleston. Charleston is the largest

city in the U.S. state of South Carolina, the county seat of Charleston County, and the principal

city in the Charleston–North Charleston metropolitan area. The city lies just south of the

geographical midpoint of South Carolina's coastline on Charleston Harbor, an inlet of the

Atlantic Ocean formed by the confluence of the Ashley, Cooper, and Wando rivers. The Total

Population in Charleston city, South Carolina 150,227. The three largest suburbs outside of

Charleston are Mount Pleasant, (population 92,398) North Charleston (population 117,472) and

Summerville (population 51,216) we can depend on them decently as customers seeing as though

they are a wealthier part of town with a constantly growing population. The people within the

18–65-year age gap in these suburbs is 7.8% in Charleston. In mount pleasant 39.6%. In North

Charleston it is about 34.9% and in Summerville is about 38.1%. In Charleston’s economy the

top industry for work in the city of Charleston is healthcare. The three largest companies within

and near Charleston are The Boeing Company which is an American multinational corporation

that designs, manufactures, and sells airplanes, rotorcraft, rockets, satellites, telecommunications

equipment, and missiles worldwide. Charleston County School District which is a school district

within Charleston County, South Carolina, United States. It educates roughly 50,000

kindergarten to 12th grade students in 80 schools. Gerrita Postlewait became Charleston

County’s Superintendent of Schools on July 9, 2015. And The College of Charleston which is a

state-supported comprehensive university providing a high-quality education in the arts and

sciences, education and business. In Charleston the median household income is $67,182. The

Per capita income is $43,14. For quotations of more than four lines, indent the quote one inch

from the left margin and do not use quotation marks. To apply this formatting, on the Home tab,

in the Styles gallery, click Quote. For shorter quotations, you can put them in quotation marks
and incorporate them directly into text. The average hi and low temperature for each of the

months of the NFL season in Charleston South Carolina are September- 71 degrees (low) 94

degrees (high) October- 55 degrees (low) 79 degrees (high) November- 47 degrees( low) 69

degrees (high) December- 39 degrees (low) 60 degrees (high) January- 73 degrees (high) 43

degrees (low). During the fall months Sunrise is typically around 7:26am and sunset is around

7:15pm. Typically, in the fall months, Charleston only gets about 2.3 inches of rainfall.

However, in the summer months they get an average of 5.3 inches of rainfall. Current sports

teams in the state of South Carolina are South Carolina gamecocks are a college SEC team that

exists in Columbia SC as well as the Clemson tigers in Clemson SC. These teams are known for

having a larger and LOYAL fan base. Both teams will be playing at the same time our team will

so we will have some direct competition. However, these are both college teams and an NFL

team does not exists for this state. Charleston is home to minor league baseball, professional

soccer, tennis and hockey. None of these professional teams have folded or failed.
Financial Plan

Seats Price Revenue Percent

13,490 $65 876,850 19%

16,330 $50 816,500 23%

24,850 $75 1,863,750 35%

16,330 $90 1,469,700 23%

130 $10,000 $1,300,000

Suites - 20 per

Total Revenue $6,326,800.00

2022-2023 Season Budget

Total Forecasted Revenue: $3,126,000,000
Total Forecasted Expenses: $220,070,000
Total Forecasted Profit: $2,905,930,000

Revenue Forecasted Amount

Ticket Sales (8 Home Games) $50,614,400
Sponsorships $1,800,000,000
TV Contracts $1,110,000,000
Merchandise Royalties $50,600,000
In Stadium Advertising $480,000
Parking/Concessions $6,400,000
Total $3,126,000,000

Player Expenses Annual Salary

Kyler Murray $46,100,000
Austin Ekeler $1,670,000
Leonard Fournette $24,000,000
Ja’Marr Chase $30,800,000
Tyreek Hill $72,200,000
Mark Andrews $14,000,000
Jaylen Waddle $27,000,000
Brandon McManus $4,300,000

Total $ 220,070,000
Season Schedule for 2023 Season