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Miami Dolphins - “Marketing Campaign”

RSM 369: Marketing and Promotions in RSM

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Table of Contents

1. Executive Summary

2. Introduction

3. Business

4. Situational Analysis for the Miami Dolphins

5. Summary of Consumer Information

6. Marketing Strategies

7. Product/Service Provided

8. Specific promotions, advertisements, and other posts that you will make on social media

platforms

9. Timeline for implementation/plan of action

10. Methods of evaluating the marketing plan

11. Examples of marketing materials

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Executive Summary

Exsportise’s marketing plan is centered around helping the environment in many

different cities within Florida. We talked about the Miami Dolphins’ current consumer

information and where we wanted to expand the Miami Dolphins brand to other markets. We

then talked a little bit about the economic climate in Miami, Florida, and how they are struggling

in some senses. We aim our campaign to help fix some of these struggles for residents of Miami.

Next, we aim to explain the financial status and demand of the Miami Dolphins as an

organization and how much money they bring in from revenue, and how much they charge for

single tickets as well as season tickets. We will then get into talking about the Miami Dolphins

SWOT Analysis. SWOT means strengths, weaknesses, opportunities, and threats. After we

communicate those topics to our audience, we will talk about Miami’s political and social

environment with its popularity coming from nightlife and local beaches visited by hundreds of

thousands of tourists. The next point we would like to make during our marketing campaign

would be the struggles of the Florida ocean life going on at this very time and what Florida is

projected to look like in the near future if change does not happen. Our campaign is going to be

based around the Tampa Bay, Jacksonville, and West Palm Beach areas of Florida because that

would maximize the amount of success, we would get from marketing the Miami Dolphins. We

will be doing community service with players of the Miami Dolphins and putting on beach

cleanups with local organizations. We will be posting all updates and players who will be

attending on social media such as Instagram, Twitter, TikTok, and Facebook. We expect this to

work very well with the vast number of followers that the Miami Dolphins have. The Dolphins

have 1.4 million Instagram followers, 915.1k followers on TikTok, and 1.1 million followers on
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Twitter. We have created flyers and will talk about our timeline to finish off our marketing

campaign for the Miami Dolphins. We believe that this idea could be very profitable for not only

the Miami Dolphins but also for the beaches of Florida to keep them healthy for the future.

Introduction

The Miami Dolphins is a professional football organization of the National Football

League (NFL). The Miami Dolphins was established in 1966 and began playing football in the

American Football League (AFL) that same year. “The Dolphins were founded by attorney-

politician Joe Robbie and actor-comedian Danny Thomas” (Miami Dolphins Team History

2022). The Miami Dolphins joined the NFL in 1970 when the NFL and AFL merged as one.

They hold the title for the oldest sports team located in Florida. The product being provided by

the Miami Dolphins is professional football. But more than just football, they are providing

entertainment. It is giving people the opportunity to watch professional football where

everything is on a larger scale in a more luxurious setting. It is not a peewee football game or a

high school football game, it is meant to be an experience for the viewers while getting to enjoy

watching the game they love. There are a variety of services offered throughout the venue. With

the Hard Rock Stadium being a newer stadium, with many upgrades, it offers state of the art

equipment to provide the best experience possible for those in attendance. Miami has partnered

with Samsung to create an unbelievable fan experience within Hard Rock Stadium. Samsung and

the Miami Dolphins have created brand new living rooms within the box seats that allow

spectators to watch 24 channels at once while at the game. Samsung has also provided TVs for

the concessions around the stadium so spectators can view the menus and then pay for items

using their smartphones allowing a quicker, more productive experience for fans. The fans and

consumers are not the only ones benefiting from this partnership with Samsung providing “high-
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speed, multi-functioning printers that allow players to get up to 60 pages of key strategies and

plays” (Andrews, 2016). These high-speed printers allow for quicker decisions from coaches and

players, creating a more upbeat and intense football game which will result in the Miami

Dolphins selling more products and creating more services for the Dolphins. A winning football

team will always attract more services and bring in more revenue. The Miami Dolphins provides

parking and transportation services, 19 different art galleries, a team store with every Dolphins

product an individual could ever ask for, luxury seating for those who pay, and much more. They

offer a variety of things and activities to ensure it is an incredible experience for everyone in

attendance. And of course, Hard Rock Stadium offers a plethora of food options. They have over

78 restaurants, food stops, and bars located throughout the 3 levels of the stadium for customers

to choose from. They range from cheeseburgers and sloppy joes to ice cream and donuts, to

salads and vegan options. (Hard Rock Stadium) Rather than just providing football, the Miami

Dolphins and Hard Rock Stadium are providing an incredible experience, and good memories -

for football fans, and those who could care less about football, alike. The Stadium itself also

provides more than just professional football. The Hard Rock Stadium also hosts events like

University of Miami football games, the Miami Open and will host the World Cup in 2026.

Business

The Miami Dolphins’ mission statement is “leveraging the power of sports and

entertainment to inspire a healthier, more educated and united South Florida community” (Miami
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Dolphins, 2022). Their main goal and objective are to entertain people with the game of football

and build their fanbase. The marketing objective of the Miami Dolphins is to use their players to

grow their business. If they have popular players that constantly have hype around them, then the

entire team will constantly get attention. Any type of attention is good in marketing terms. Our

marketing campaign uses this strategy to gain hype around the Dolphins. We will be flying some

of the Miami Dolphins players to several different locations in Florida to participate in beach

cleanups. We will have players promote the events on social media so fans can come to the

beach cleanups and help the state of Florida economically as well as meet their favorite players.

Hopefully, some people that just enjoy helping the environment will come and meet the players,

which might just turn them into Miami Dolphins fans. This marketing campaign also keeps the

Miami Dolphins’ mission statement true because it will show that they care about the Florida

community and economy. Florida is projected to be partly underwater in the near future, so the

citizens of Florida must make a drastic change in the way they treat their state. Exportise’s

marketing campaign provides an enjoyable and pleasing solution for both the environment, but

also for fans of the Miami Dolphins. The Dolphins want to expand their target market to 18–24-

year-olds because that is the weakest age of their fanbase. Almost every individual in that age

range has Instagram, Twitter, or TikTok, so what better way to reach that age group than to let

the players of the Dolphins create social media posts on these apps promoting beach cleanups

that they will be attending?

Situational Analysis for the Miami Dolphins

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The South Florida area is now experiencing inflation, much like the rest of the United

States. Monthly expenses are currently ten times the national average. According to number.com,

it costs approximately $4,300 a month to live in Miami. This is making it harder for the average

family to pay rent, utilities, and buy necessities in the South Florida area.

As stated on the Forbes website, the Miami Dolphins ranked the 13th most valuable

organization in the NFL. The team value was calculated to be $4.6 billion in August of 2022.

This is a $1.2 billion increase since 2021. During the 2021 season, the team brought in $533

million in revenue.

Due to the successful season, the Dolphins are currently having, the demand for tickets is

higher than it has been in the past. Miami Dolphins ticket prices during the 2022/2023 season

average at about $222.00 a seat, with the lowest prices available starting at $52.00. The season

tickets in 2021 started at about $600. The Dolphins rank just above the NFL average of prices for

spectators. The NFL average for a family of four is about $537.00 including tickets, parking, and

concessions. The Dolphins estimated price for a family of four is located at $545.00. “In Miami,

that's $463 for tickets, $25 for parking, $22 for 16-oz beers, $8 for 20-oz sodas, and $27 for hot

dogs'' (Vassolo, 2022). Miami is ranked 15th in the NFL for average prices with the San

Francisco 49ers ranked at number 1. Compared to Florida’s other two football teams the Tampa

Bay Buccaneers and the Jacksonville Jaguars, the Dolphin’s stadium prices are located in

between both teams with the Jacksonville Jaguars’ average price being $293.00, and the Tampa

Bay Buccaneers average price located at $948.00. The Miami Dolphins is about as close as you

can get to the NFL average for stadium prices.

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Miami is well known for its beaches and nightlife. The city is a great destination for

tourists. With this comes heavy traffic. An increase in tourism is good for the economy but can

lead to an increase in pollution along the coast, and damaging effects on marine life. Our firm is

hoping to introduce an idea to help slow the damaging effects around all of Florida, not just

Miami.

The Dolphins have many different competitors. Direct competitors, those who deliver the

same product as the Dolphins, include the Tampa Bay Buccaneers and the Jacksonville Jaguars.

Indirect competitors that deliver a similar sport product in the South Florida area include the

Miami Heat basketball team and the Miami Marlins professional baseball team. Substitute

competitors or those that satisfy similar wants of consumers include Miami’s notorious nightlife,

concerts, and surrounding area amusement parks. These competitors give consumers other ways

to spend their money, threatening the Dolphins revenue in some ways.

The Miami Dolphins organization has many internal strengths. As stated in the demand

trends, pricing for tickets to a Dolphins game is accessible to the average family, making this a

huge strength for the organization. On the field, the Dolphins are excelling, leading the AFC East

as of week twelve, ranking above their competitors, the New York Jets, New England Patriots,

and Buffalo Bills. They are an exciting team to watch this season, with star players like Tua

Tagovailoa, Tyreek Hill, Jaylen Waddle, and many more. The Dolphins play in a state-of-the-art

facility. Hard Rock Stadium provides the ultimate experience for fans, with a variety of activities

and food and drink to enjoy during the games. The stadium offers fans a luxury experience,

offering theatre boxes and party terraces, as mentioned in an article on CBS news. (CBS Miami,

2017) The Dolphins also have some weaknesses within their organization. They haven’t had

much postseason success recently, with their last trip to the playoffs being in 2016. The Dolphins
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organization was also in the spotlight before the 2022 season due to the scandal with owner

Steven Ross. Ross was caught tampering, “The Dolphins had impermissible communications

with Brady as early as August 2019 through the 2020 postseason, while he was under contract to

the New England Patriots.” (CBS News 2022) This resulted in a suspension and a $1.5 million

fine, along with some bad publicity. During week two of the 2022 season, the organization was

negatively in the spotlight once again. Star quarterback, Tua Tagovailoa, was hit during a game

and cleared to continue playing. When week three came around, he was hit once again, leading

to a scary scene on the field. The situation put the organization under fire for risking their

quarterback’s safety. Recently, a lack of community outreach has been noted. This is a big

weakness for the organization, as one of its standards is, “We are a positive impact on those

around us.” (Miami Dolphins Guidelines, 2022) The Dolphins organize a large Challenge cancer

fundraiser, but there are not many other community events put on by the organization. There are

multiple opportunities arising for the Miami Dolphins. Due to the lack of outreach recently, there

is room for growth. Community outreach would bring in good press and publicity for the

organization. The Dolphins should look towards making a positive impact on the South Florida

community. Social media is a huge tool in today’s world. The Dolphins have the opportunity to

increase brand awareness and make a positive impact through social media. Due to the location

of the Dolphins organization, hurricanes are a constant threat. The organization could be forced

to find new practice facilities and gameday facilities on short notice if a hurricane’s path runs

through Miami. Climate change is also an ongoing threat. Being located at the bottom of the

peninsula of Florida, rising sea levels take a toll on the South Florida community over time. As

listed above, competitors also pose a huge threat to the Dolphin’s organization and revenue.
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Summary of Consumer Information

Through the primary source of the Dolphins Partnerships website, consumer

demographics are easily obtainable. Most of the Dolphin fanbase are males. The majority of their

fans also lie within the 45–54-year age range. Their smallest age range is 18-24, with only 1% of

fans in this range. With our marketing campaign, we hope to gain more young consumers. 58%

of Dolphins fans are married. This resonates with the common NFL consumer persona of

middle-aged, married men.

According to a secondary source, dstillery.com, Miami Dolphins fans resonate the most

with ages ranging from 35 to 44 and males. (dstillery) This is a close range to what the Dolphins

consider their primary market, but not the exact same. This is, based on common knowledge

about the NFL, the target market of the NFL as a whole – middle-aged men. Naturally, the

Dolphins are going to continue to target this market as they will receive most of their business

from them.

NFL fans in general watch football games because they crave the excitement and

unpredictability that comes along with the game. Unlike reading reviews before going to the

movie theater, there is no way to find spoilers to a live game, as there are many ways for the

game to play out. Competition is also a driving factor for fans of the NFL. Catharsis also is a

psychographic characteristic of many NFL consumers. Football is a sport where you get to watch

athletes tackle each other, this can give consumers that release of aggression through watching.

Miami Dolphins consumers watch football games for many of the reasons listed above,

but there are also some characteristics specific to the Dolphins organization. Some fans only

claim their teams when they succeed. If that is the case for someone, the Dolphins are currently a
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great team to choose to watch. The Dolphins also appeal to those who crave luxury, due to their

game day facilities at Hard Rock Stadium. Although the Dolphins target those luxurious fans,

they also strive to be family-friendly, offering activities and incentives for bringing the whole

family to get the full game day experience. All information for the current consumer profile is

found on the Dolphins Partnerships website and dstillery website.

Market Segmentation

The breakdown of the Miami Dolphins segmentation, provided by

DolphinsPartnerships.com, shows that a majority of current consumers fall into the category of

middle-aged men. 80% of consumers are male while only 20% are female. A majority of

consumers fall into the 45-54-year-old category at 30% with the second highest amount in the

55-64-year-old range at 21%. Only 1% of Dolphins consumers fall into the 18-24-year-old range.

With that being said, our target market is going to be those 18-24-year-olds. Since there is such a

low amount of consumption within that age range, we believe that is the best group to target

since this is the age when people are easy to market to through social media and the internet as

well as the age group with most influence for change. We will reach this market mainly through

social media. Many people already know young adults are often involved in social media in

many ways, but when taking a closer look at the demographics of the various popular social

media platforms right now, there is evidence of this being true. Here are graphs of a few of the

top social media platforms within this age group, TikTok, Instagram, and Twitter, and their

breakdown of age demographics. Graphs are provided by Statista.com

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As you can see, a majority of consumers for all three of these social media platforms fall

into that 18-24-year-old age range we are trying to reach. This makes social media a great way to

access our target market. We will also be marketing to both men and women. From a more

psychographic approach, we will be creating content appealing to environmentalists and

conservationists or just anyone concerned with climate change. After looking at the current

climate of Florida specifically, home to the Miami Dolphins and 21.78 million Americans as of

2021 (United States Census), we concluded that there are some serious climate change issues

facing the area. According to the Environmental Protection Agency, Florida is projected to be

completely underwater as early as 2050. This only gives us 27 years to try and reverse the

damaging effects of climate change that are taking a toll on the Southern portion of Florida,

specifically. This is the reason that we are hoping to target those who consider themselves

environmentalists.
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Product or Service Provided

With that being said, the initiative that we have created for the Dolphins is an

environmentalism campaign. To make this happen, athletes and staff will take turns traveling to a

variety of popular locations throughout Florida to participate in beach clean-ups and various

environmental preservation activities. The cities include Clearwater Beach, Jacksonville Beach,

West Palm Beach and of course Miami beach. The team will work closely with local public

schools as well as non-profit organizations in the area. Below is a list of the public schools and

organizations located within each city.

Clearwater Beach, FL
Elementary School Middle School High School Non-Profit
Organization

- Eisenhower - Clearwater - Clearwater - Keep Tampa

Elementary Fundamental High School Bay Beautiful
School Middle School - Countryside
- Plumb - Oak Grove High School
Elementary Middle School - Enterprise
School - Clearwater High School
- Davis Intermediate
Elementary School
School

Jacksonville Beach, FL
Elementary School Middle School High School Non-Profit
Organization

- Kernan Trail - Kernan - Ponte Vendra - Beaches go

Elementary Middle School High School Green
School - Landmark - Bartram Trail
- Hendricks Middle School High School
Avenue - Mandarin - Douglas
Elementary Middle School Anderson
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School School of the

- John Stockton Arts
Elementary
School

West Palm Beach, FL

Elementary School Middle School High School Non-Profit
Organization

- Palmetto - Roosevelt - Palm Beach - Keep Palm

Elementary Middle School Lakes Beach
School - Jeaga Middle Community Beautiful
- Hope- School High School
Centennial - Conniston - Worthington
Elementary Middle School High School
School - Forest Hill
- Egret Lake Community
Elementary High School

Miami Beach, FL
Elementary School Middle School High School Non-Profit
Organization

- South Pointe - Miami Beach - Miami Beach - Clean Miami

Elementary Nautilus Senior High Beach
School Middle School School
- North Beach - Mater Beach - Holtz High
Elementary Academy School
School - Rabbi
- Biscayne Alexander
Beach Gross High
Elementary School
School

Of course, these activities will not fix climate change. The goal is to educate the

community and allow everyone to do their part when it comes to taking care of the environment.
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We chose this time of year because students are in school, won't interfere with the regular

season, and athletes will only have to travel once as they will all take turns participating in the

event.

We project that this campaign will cost the organization approximately $25,000 per

beach cleanup. This cost accounts for travel, security, meals for players during the campaign,

marketing materials, and supplies for the actual cleanups. This will total $100,000 for the entire

campaign. The events are not meant to be over the top and extravagant, but rather accessible and

inviting to all. There is no need to spend insane amounts of money on the campaign, as that will

not bring us closer to our common goal. The events will be free to the public, to help encourage

all types of people to contribute to making the world a better place. We do not want to limit the

event to only those who can afford it, so our goal is to make it accessible to anyone and

everyone.

The event will take place along the coast of Florida, with stops at Clearwater Beach,

Jacksonville Beach, West Palm Beach, and of course Miami beach. At each stop, players will

invite fans of the Dolphins organization to come out and clean up the beaches together. Players

will also make stops at the schools listed in the table above to educate students on the harmful

effects of climate change, and how to prevent it. The Dolphins will partner with the

organizations listed above at each beach, to help bring awareness to the organizations helping

protect our home, the Earth. We are also considering working with the NFL teams in the

surrounding areas, such as Tampa Bay and Jacksonville, as this would bring all parties involved

positive publicity. This is still in the works, and subject to the opinions of those working within

the Miami Dolphins organization.

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As our campaign is not offering a new product, the only thing that we are distributing is

knowledge. We will advertise our events on social media, to make accessing the events easy for

fans of the Miami Dolphins.

Promotion Examples

The slogan for this campaign would be “Working together to protect our house and our

home”.

We chose this because we as a firm believe this is a great way to appeal to both the

Dolphin’s current consumer market as well as their new market. It appeals to Dolphins fans

when referring to the team and the stadium as their “house” as sports fans love being involved

and included in their favorite team. It also appeals to the target market of environmentalists or

people concerned with climate change by referring to the world as our home.

The Miami Dolphins have a pretty established social media base for their team already.

They currently have 1.4 million followers on Instagram, 1.2 million followers on Twitter, and are

just short of 1 million followers on TikTok at 969 thousand followers. When looking through the

content posted on the various sites currently, we can see that the Dolphins already have a strong
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social media team. They very clearly appeal to their current target audience which is shown by

post interaction via likes, comments, and shares. Their usual posts consist of game day

preparation, athlete interviews, and game updates. They keep up to date on the latest TikTok

trends, increasing fan interactions on posts. Below are a few examples of their current social

media posts.

As we said before, our target market for this campaign is that 18-24-year-old range that

uses social media often. To get information out about our events we will make posts on the

various platforms through the Miami Dolphins’ official accounts. Following the current aesthetic
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of the accounts already, our posts will be colorful, fun, and of course in teal and orange. Here is

an example of a potential Instagram post advertising our event.

Throughout the event itself, we will post things on all platforms to show what the team is

doing within their community. Our goal is to get current fans and new consumers to interact with

the content. To do this, we will post current social media trends - specifically TikTok trends.

Some trends that have done well recently are “A Day in the life” videos where someone records

what they do throughout the day and then does a voiceover explaining all of it. Another popular

trend right now is the “mini mic” videos. These consist of someone holding, you guessed it, a

miniature microphone and walking around interviewing people.

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To make this trend for our campaign, we would have a mini microphone and interview

the athletes on the beach with kids from various communities. We would ask them questions

like, “Why are you here today?” and “Why is protecting the environment important to you?”

This will encourage more people to come to our events. Who would not want their child to have

the opportunity to meet their favorite players, and be featured on their favorite team’s social

media account? We would also do a social media takeover with one of the athletes. They would

have access to the Instagram account for an entire day during the campaign event. They would

be able to post Instagram stories of themselves or others helping on the beaches. They would

post polls asking the fans questions and just getting the community to interact. Featuring star

players will encourage more people to come out and learn about the effects of climate change

and environmentalism.

Timeline for implementation/plan of action

Planning for our beach cleanup plan will officially begin in January 2023. During the

month of January, we will gather resources and information needed for future cleanups such as

confirming certain players and coaches at each stop and official partnerships with cleanup

organizations in each city. The actual beach cleanups will take place during the offseason. On

March 12, we will fly certain players to the first stop, which is Clearwater Beach. A beach

cleanup will take place, along with some environmental conservation information sessions.

Personnel will return to Miami after the cleanup. On April 3, we will move on to our second

stop, Jacksonville Beach. The same activities will be happening here. On May 15, players and

workers will fly to West Palm Beach. After returning to Miami from West Palm Beach, a final

cleanup will take place in the Dolphin’s hometown on May 25. After the Florida coast beach
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cleanup trips end, the tour will be evaluated, and consumer feedback will be reviewed in a

meeting between Exsportise employees and Miami Dolphin representatives.

Discuss methods of evaluating the marketing plan

After the final event wraps up in May in Miami, our team will sit down with

representatives of the Miami Dolphins organization to evaluate the success of our campaign. We

will review consumer responses and replies. We will fill out a questionnaire regarding the

service completed at each location and compare them to one another. We will review consumer

and participant numbers at each location, to see if any were more successful than others. During

the events, we will ask participants for their feedback, and ask if there is anything we could do to

make their experience better. We will rank the pros and cons of our campaign to see if it is worth

doing for years in the future. We are always open to improvements and want the events to be as

successful as possible.

We will also keep up with the social media posts posted during our campaign. We will

monitor interactions on those posts, as part of the goal is to increase foot traffic on the Dolphins’

social media accounts. Comments on those posts will also help our organization gauge how

successful the campaign was overall, as the Dolphins usually receive upwards of 350 comments

on TikTok posts. Feedback on social media could be very beneficial to the Miami Dolphins

organization.

The ultimate goal of this campaign is to educate the community on how severe the arising

issue of climate change is. Of course, we want to increase sales and viewers of the Miami

Dolphins, but there is a much bigger picture than just football. If the sea levels continue to rise at

the rate they are now, the Miami Dolphins stadium could be underwater. As a firm, we at
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Exsportise see how dire the situation is becoming and want to appeal to the upcoming

generations, as they are the ones that can make the most change. Our goal is to encourage those

living around the coast to consider the effects that their actions can have on their homes.
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References

Andrews, M. (2016, December 16).Samsung Takes Miami Dolphins Fan Experience At

Hard Rock Stadium To The Next Level. (n.d.). Www.sporttechie.com. From

https://www.sporttechie.com/samsung-boosts-miami-dolphins-fan-experience-to-the-

next-level/

Miami Dolphins. (n.d.). Www.miamidolphins.com.

https://www.miamidolphins.com/community/foundation/#:~:text=Leveraging%20the%20

power%20of%20sports

Miami Dolphins team history: Sports team history. Sports Teams History | Historical Sports

Teams. (2022, May 3). From https://sportsteamhistory.com/miami-dolphins/

Miami Dolphins fans: Learn actionable insights about Miami Dolphins fans: Dstillery

audiences. Dstillery Audience Explorer. (n.d.). Retrieved December 9, 2022, from

https://audiences.dstillery.com/explore/interest/Miami-Dolphins-Fans-34081#interests

NFL suspends and fines Dolphins owner Stephen Ross $1.5 million for tampering with Tom

Brady and Sean Payton. (n.d.). Www.cbsnews.com. Retrieved December 9, 2022, from

https://www.cbsnews.com/news/nfl-suspends-fines-miami-dolphins-owner-stephen-ross-

for-tampering-with-tom-brady-sean-payton/

Hard Rock Stadium Unveils New Luxury Seating & Fabulous Food. (n.d.). Www.cbsnews.com.

Retrieved December 9, 2022, from https://www.cbsnews.com/miami/news/hard-rock-

stadium-unveils-new-luxury-seating-fabulous-food/
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Miami Dolphins on the Forbes NFL Team Valuations List (no date) Forbes. Forbes Magazine.

Available at: https://www.forbes.com/teams/miami-dolphins/?sh=1bd65bea5f0b

(Accessed: December 4, 2022).

Vassolo, M. (2022, September 8). Dolphins game prices rank above NFL average for family

outings. Axios. https://www.axios.com/local/miami/2022/09/08/miami-dolphins-game-

prices

Miami Dolphins Tickets - 2022 Dolphins Games. (n.d.). SeatGeek. From

https://seatgeek.com/miami-dolphins-tickets

United States Census Bureau. (2018). Population Estimates. Census.gov.

https://www.census.gov/glossary/#term_Populationestimates
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