PR Plan

1. Organizational Overview
a. The Montana Drivers are an expansion professional football team
located in Bozeman Montana. They are an organization built on
winning and being contributing members of their community,
making the area around them a better place to be.
2. Plans for Growth
a. The plans for growth for the organization is to build a winning
team that competes for a Super Bowl year in and year out. When
teams win, fans will stay connected, especially with newer
teams. Winning is the cornerstone of any successful franchise.
3. Objectives
a. The Drivers will aim to sell out every home game
b. The Drivers will aim to make the playoffs
c. The Drivers will aim to be in the top half of merchandise sales in
the league
d. The Drivers will aim to increase youth activity and involvement in
the city of Bozeman
4. Audiences
a. Young working adults aged 21-30 with an annual income of
$50,000 or more

i. Targeting this group at that stage in life creates a lifelong

fan who is likely to spend more money on the team as their
own salary increases
ii. Targeting this group creates a fun and exciting tone for the
team and the fan base
b. Families in the area with a combined household income of
$75,000 or more
i. Targeting families creates a fun, laid back atmosphere
where all feel welcome
ii. Targeting this income group makes going to the game and
spending money on merchandise less of a financial burden
iii. Targeting families captures the attention of children, who
could potentially be lifelong fans
c. Children ages 8-14
i. Could potentially create lifelong fans
ii. Have a positive influence in the community
d. Corporate Sponsors
i. Income stream for the team
ii. Positive brand identity with good sponsor brands
5. Strategies & Tactics
a. Have 25% of home game attendees be in the age range of 21-30
i. Build a team that is highly marketable and exciting to this
age group (high powered offense, competing) that can also
be personable enough to do radio interviews on location at
local bars or other venues
ii. Create a ticket and food pricing schedule that will not kill
anyones budget
b. Obtain a high level corporate sponsorship for the stadium
i. Sell out home games and sell $100 millon+ in merchandise
to show a large, reachable audience
ii. Create a positive brand identity to associate with by
attracting families and young adults

iii. Build a high class stadium that hosts more than just games
during football season (NCAA basketball tourney, concerts,
other sporting events, etc.)
c. Put on 10 community projects in the first year of the franchise
i. Partner with local charities and organizations and help
them where the need it, not compete with what they do
ii. Leverage the visibility and popularity of high level players
to get more of the community involved
iii. Have a dedicated position on the office staff to manage all
community projects