Miami Dolphins Case study

Situation

  • maintain/increase targeted exposure
  • reduce cash spending
  • drive ticket sales (season/plan/single)

Challenges

  • fragmented/diverse media market
  • relatively high priced
  • history trading at 1 to 1

  • [Pre A/S]/Cash = 71% of media value 

  • [With A/S (year 2)]/Cash = 34% of media value 

  • Post A/S

    • 43% MORE Value

    • 32% LESS Cash 

 

  • Pre A/S

    • Dollar for dollar trade

    • Index = 100

  • With A/S (year 2)

    • 60% more value received than given

    • Index = 160

    • A/S “Lift” = 60%
  • Post A/S

    • Trade value received  is 50% higher

    • 32% LESS Cash