While there was an initial love affair between the Seattle Seahawks NFL team and the Seattle community, several ownership and management changes had severely eroded the relationship with even the most loyal fans. The result, in spite of a new stadium that received rave reviews, was a significant drop in season ticket sales.
Prior to the 2005 season executive management of the Seahawks realized the situation required development of a Brand Strategy which would result in target fans increasing their affinity to the team and buying season tickets. Additionally, it was critical for the Seahawks to strengthen their relationship with corporate sponsors and the broader Pacific Northwest community.
We were engaged to guide the Seahawks’ cross-functional management team through the creation of a Brand Strategy that would ensure achievement of the Seahawks’ growth and profit plans by emotionally connecting with target fans. At the heart of the strategy is the Brand Essence – how management wants fans to relate to the brand. Additionally, we mined customer information to understand the needs and motivations of current and prospective fans, and analyzed competitor promises so the Seahawks Brand Promise would be distinct from local professional sports and entertainment alternatives.
Following the 2005 season the Seahawks were awarded the NFL Sports Fan’s Quality Award as the league’s “Fan Friendliest” team. In 2006 the Seahawks sold out season tickets for the first time since the early 90’s.
- Tod Leiweke, Chief Executive Officer
- John Rizzardini, Vice President, Marketing and Customer Sales
- Martha Fuller, Chief Financial Officer
- Gary Wright, Vice President, Administration
- Susan Darrington, Vice President, Facility Operations and Services
- Mike Flood, Vice President, Community Relations
- Lance Lopes, Vice President, Corporate Partnerships and Legal Affairs
- Chuck Arnold, Director of Ticket Sales/Operations
- Bill Chapin, Director of Marketing
- Dave Pearson, Director of Communications and Broadcasting