Honestly, this has been a post two years in the making. Really, Jessica?? Two years?? Yes, because, frankly, my initial post was coming off like an attack, and while that isn't my intentions, this most certainly has that underlying vibe. I started this as a response thread on Twitter (TWICE, mind you!), but once I got started it got longer and longer so I thought moving it here was best.
Before I get to the purpose of this post, I must first give kudos to the League. Absolute hats off to the current leadership group for putting the proverbial foot down and getting control of things. But, there are SO MANY obvious answers to many of the challenges faced that are simply not being utilized. The initial response to this was drafted two years ago because of this Twitter exchange:
Now, I am finalizing it due to this Twitter quote and question that I simply couldn't resist responding to:
To make it easier to digest, I am going to break this down into a few categories.
Timing
Listen, quite simply, NONE of this will even matter as long as the league continues to do their heaviest investment during the actual season from May - October. The WNBA is a year-long season with their actual work on display from May-October. The problem is most teams' administration takes a mental break as soon as the playing season ends, and for some they cut staff in the off-season to preserve funds. The actual work is in the off-season. The reward is in-season. Adam Silver addressed changing the season's window on Get Up! a few years ago:
Video courtesy of WNBAKicks via YouTube
I mean... he is Adam Silver and while I appreciate the notion to change the playing schedule for the WNBA in hopes to solve the challenge of growing the business, in my humble opinion, that's like attempting to kill a spider with an axe. (Unfortunately, I have never been one who has dealt well with being politically correct all the time (i.e. - this post), but I wasn't clear if that was the approach on Get Up! or if you were genuinely offering insight based on what knowledge you have gained yourself, Mr. Silver.) If the current practices are still being executed, you can play from January - December AND STILL get the same results. ¯\_(ツ)_/¯
In my opinion, there should always be a small group of individuals in the league office who are already working on the next season at the start of the current season. Forward thinking is a must versus the rushed vibe of putting together a season at the last minute.
Marketing/Communications/PR
The quote in the above tweet stated:
"WNBA's biggest marketing issue is society. And once society catches up to who the players are then the league is going to take off."
Respectfully, that is such a cop-out response. The biggest marketing issue for the WNBA is the WNBA.
Presently in Major League Sports, there are:
NFL: 1696 players*
NBA: 529 players*
NHL: 903 players*
MLB: 1026 players*
MLS: 768 players*
*Courtesy of a Google search
The W? 144 PLAYERS!
That is an additional 144 platforms to promote the WNBA aside from the league and team platforms. That number is certainly MUCH easier to "manage" than any of the other major leagues. These ladies have worked their tails off to make it to the highest stage, and they are left to develop their "brand/image" on their own. That is why there are typically only 8-12 players being marketed heavily, because they already have built-in or established platforms (The "franchise" players, if you will). Why not help the others?
Sue Bird said it best on the film 144:
"We need to start thinking of ourselves as our own league who makes our own decisions."
So why leave these ladies to their own devices when THEIR platform enhances the OVERALL platform? Prior to training camp, the league COMMS/PR team should have a social media plan (complete with graphics) around the season's theme for the players to help expand the brand. Roughly 80 - 90% of the teams are alreay pre-set by March/April, so why not get them started in advance (even if they are overseas)?
One of the GREATEST marketing/PR lessons I learned came from my time with NASCAR (I sure hope they don't mind me sharing this. :/)
In 2007, even with their big stars at the time like Jeff Gordon, Jimmie Johnson and Dale Earnhardt, Jr., NASCAR was still not getting the mainstream coverage they desired. So you know what they did? Created an internal campaign to go after what they wanted and were relentless in pursuing it! I was so stoked to be a part of that team! The PR team CREATED the information needed regarding every track and any specific stories or history pertaining to that track, race or driver. Instead of waiting for the media to recognize how special the talent and sport was, they TOLD them themselves! And this was pre-social media (except Facebook, but you get my point)! Every week, multiple times a week, emails went out to media contacts EVERYWHERE (not just the market of the week) preparing them for the upcoming races. Within 8 months, NASCAR was being covered in EVERY national and local newspaper, as well as featured shows on ESPN like SportsCenter and The Jim Rome Show. It was pure brilliance! In addition to this, NASCAR has an online portal dedicated specifically (and only) to PR and media covering their races that is filled with great history, upcoming races and any information surrounding it, contact info for every race team, driver and track in case a media outlet would like to reach out, AND stock photos of the drivers, cars and tracks. The LEAGUE didn't wait for the drivers, teams or tracks to lead the charge, they did it themselves! (And based off of recent media challenges in the W, I really hope you at least utilize this suggestion :/).
Sue was 100% on the money with what she said. You have to CREATE the league you want people to see! Stop assuming "if you build it they will come." 25 years later and you're still trying to persuade people to come. Stop waiting for someone else's validation and create your own. It's time to try a different tactic to reach the ones "not coming."
Sometimes the marketing/PR answers are super simple, but because you're looking to make "HUGE impressions" they are simply missed.
Sidebar Example: A truly MISSED opportunity occurred three years ago with the 2018 draft class. From what I did see that season, that marketing campaign remained centered around "Watch Me Work." Just a quick touchpoint: was anyone within the marketing department aware that the 2018 draft class was the literal dream and manifestation of the WNBA? Let me help: the WNBA was founded on April 24, 1996. 2018's #1 draft pick, A'ja Wilson, was born August 8, 1996, a little over 3 months after its inception. Now while every draft class since its inception has been influenced by the WNBA, one could argue that the 2018 class was a little different, yes? (And frankly everyone of them after) With that being said, and with the pull of the new found women's college basketball fans who are now following their favorite player in the league, shouldn't the campaign "Now WE Got Next!" have made more sense? Imagine the draw this would have had on the fans who were initially drawn to the WNBA who have since disappeared. The marketing and PR opportunity was literally sitting right before your eyes. You just need to ensure the right individuals are in place to see and execute it.
Extra Sidebar: Speaking of 144, why is it not available for viewing on the website? Is it on League Pass? If not, why would you not proudly display that magnificent work of art that highlights YOUR league?! I saw the opening credits. It stated ESPN in ASSOCIATION WITH the WNBA, so....??
Alliances
Well, they're out there, but this is another great missed opportunity. To address the initial tweet shared with Adam Silver addressing getting young women and girls to the game.... who is reaching their coaches??
(Enter the WBCA....)
I get the rules and regulations of not engaging with collegiate coaches, but middle and HS coaches though?? Even local Rec teams or AAU?? They're the ones building the game, and if they're anything like my high school alma mater, they're just promoting the local History coach to the position with a nice stipend (Sorry, guys.). All coaches don't necessarily have the drive and goal of winning state championships, and most have never done it before. But what if I, a middle or high school coach just starting, could get some tips/engagement with the Pros? That may (and it has been done successfully in ATL, by the way) drive more interest. Get the coaches, get the players/parents. The only people who reach out to these coaches and young players? The ticket sales team (TRUST ME, I know! I drove the process hard!). But why not reach out to build an alliance with the individuals preparing the future of your sport? And it would be a great win for the WBCA in increasing memberships and HS ambassadors because you're giving them an additional incentive by hearing from someone other than collegiate coaches. This would be a GREAT off-season activation.
Speaking of collegiate coaches... hello WNBA Alumni!! I definitely lost count of how many it is, but mercy it's A LOT of them making a HUGE impact on collegiate basketball (AND high school (BOYS, at that!).. Hey Merlakia Jones!... and NBA.... Hey Becky Hammon and Lindsay Harding!!)! Aside from basketball, there are MANY who are making an impact outside of the sports world (Hey Dr. Alison Bales!), and none of them are featured on the website other than being listed in the players archives. Hello 25 year highlights!! (Which by the way, the 25th anniversary coverage is a bit heartbreaking. There is literally nothing currently listed on the website, and that was a HUGE initiative entering the season. Nonetheless...)
There are literal built-in allianes that are not being utilized. Create a special WNBA Alumni pin or something that they can wear, or more specifically, those with social platforms, create a special filter they can utilize to show their status proudly. Create a platform for them highlighting their playing career and "where are they now?"
I know for an absolute fact former (successful) WNBA Executives are not being utilized, especially with the likes of Felicia Hall-Allen existing in this world! Her footprint would be FELT if she was consulted to help team leadership. The leaders need help from other leaders too, so a league leadership consulting team might be helpful (outside of TMBO, of course). Just a thought.....
Sponsorships
I'll keep this simple. 144 players = 144 different personalities, perspectives and social platforms. With the right sales/performance marketing folks, that is 144 new/different sponorship deals. 12 per team. Each player aligns with something in their market.
Sidebar Example for Sponsorship/Ticket sales: Align each player with a 501c3 they care about in their market and highlight each 501c3 at a different game. Have most of the marketing centered around that player, like a "get to know the player kind of deal," and let the group tickets be a fundraiser for that 501c3 that the player helps promote. Can't do this in May though and expect a sell out crowd in June. ¯\_(ツ)_/¯
I'll leave ticket sales alone, because as a performance marketer focused on profits, sales is my jam! And this is already long enough.
League Pass
Seriously. $16.99 to JUST watch games?? AND it's ONLY applicable in season, for a handful of games?? Simple... CREATE content ONLY available on League Pass such as players specials, interviews, townhalls, panels, overseas player vlogs in the off-season etc. that fans would LOVE!! (This is your "build it and they will come" platform) Make year round content available, and maybe even bump the price to $20 - $30 for an annual pass. This is truly a remarkable tool, and could be a gamechanger for promoting the league well. Well, if utilized as such.
Alright... I'm done. FOR NOW. The work is just beginning, and I will always be here to do my part. :)
