Cleveland Browns -

Plan of Work
04.24.2018

Coast to Coast mktg.

33 Hampton Tower
127 Temple Street
New York, NY 12345
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Coast to Coast mktg. Staff

President: Juliana Nikac

Cell - 941•350•9310
Email - juliana.nikac@coasttocoast.com

Chief Financial Officer: Liz Flynn

Cell - 516•474•1994
Email - liz.flynn@coasttocoast.com

Art and Interactive Communications Director: Charlotte Edmunds

Cell - 203•809•4272
Email - charlotte.edmunds@coasttocoast.com

Copywriter: Sophia Alfieri

Cell - 516•448•5049
Email - sophia.alfieri@coasttocoast.com

Research Director: Katie Masler

Cell - 607•738•4885
Email - katie.masler@coasttocoast.com

Special Events Coordinator: Kirby Paulson

Cell - 617•671•5540
Email - kirby.paulson@coasttocoast.com

Goals
1. Build and maintain a competitive, loyal and supportive fan base for the team.
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2. Improve engagement with fans via social media and events.

3. Reconstruct relations with the city of Cleveland and the surrounding area.

Objectives
1. Rebrand the organization and identify the culture surrounding the team with greater
consistency.

2. Increase fan engagement through social media and events by 15% by January 2019.

3. Identify needs of the city of Cleveland and work with local government, businesses and charities
to build relationships with the community and target publics.

Background & History

The Cleveland Browns are located in Cleveland, Ohio. The team plays in the AFC North Division of the

National Football League. The official colors of the Browns are orange, brown and white. The team

currently plays at FirstEnergy Stadium which opened in 1999. The stadium is located on the shore of

Lake Erie. Established in 1946, the Browns are named after Paul Brown, the first coach and manager of

the organization. This is the only team in the NFL that is named after a person. The Cleveland Browns

are also the only team in the NFL that does not have a logo on their helmets. Since its beginnings, the

Cleveland Browns have had seven different owners, which is unusual for any sports franchise. Also, the

franchise has never won a Super Bowl. The Browns are tied with the Detroit Lions for being the only two

teams to have a winless season in the NFL, and that losing season for the Browns was the 2017 season.

The Browns have not recorded a win since late December of 2016.

In the spirit of embracing the losing season, the team held a parade in January to celebrate their

“perfect season.” A few thousand fans showed up to support their team at the parade that circled

FirstEnergy Stadium. Normally, these types of parades are only for teams that win championships, but

the Browns looked at it differently. Throughout the event, the fans of the Cleveland Browns showcased

their loyalty. A team that could not have lost more during the season, still had many fans supporting
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them and wanting to participate in events for the team. The team and the Cleveland community

celebrated the team and it encouraged fans to still have a positive attitude about the team. The parade

created a good feel around the team even after yet another disappointing season.

Throughout the team’s history, there have been many changes, which is not always typical for sports

organizations. Since 1999, there have been 24 different quarterbacks. The team has had seven different

owners since its start in 1946, which is also unusual for professional sports organizations. The team’s

current owner is Jimmy Haslam, who has owned the Browns since 2012. Arthur B. McBride, the first

owner of the Browns, owned the team from 1946 to 1953. Art Modell, the owner of the Browns from

1961 to 1995, announced he wanted to move the team from Cleveland to Baltimore in 1995, which

angered the fans. The first home game of the season after Modell announced the move recorded the

lowest attendance at a home game for the Browns until 2017.

The Cleveland Browns have had a variety of quarterbacks in the history of the franchise. Possibly the

most controversial of those quarterbacks was Johnny Manziel. He was the Heisman Trophy winner in

2012 and was drafted by the Browns as the 22nd pick in the 2014 draft. Manziel often became involved

in fights and partying, and he ended up causing a lot of trouble for the Browns. Although he caused

trouble for the Browns after being drafted, his jersey became the highest selling in the league even

though he never played a game for the Browns. Manziel definitely brought some attention to the

organization.

The Cleveland Browns have a number of efforts to give back to their community. There is the Cleveland

Browns Foundation, which focuses on education efforts for Cleveland area schools. The Cleveland

Browns Foundation has programs and initiatives that are provided for students in the Cleveland area

including scholarship programs, attendance encouraging initiatives for young students and youth sports
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programs with the team. The Cleveland Browns also support a 5K presented by University Hospitals that

finishes in FirstEnergy Stadium. The race encourages fans to support the Adapted Football League and

the Achievement Centers for Children while having fun with the Browns.

There are social media accounts for the Browns on Facebook, Twitter, Instagram, Snapchat and

YouTube. Additionally, the Browns have their own app. According to Meltwater, the Browns got their

largest social reach on Facebook, which is followed by Twitter, between March 1, 2018 and March 20,

2018. Their Twitter has over one million followers, and their instagram has over 500,000 followers. Over

one million people have liked and followed the Browns Facebook page. The Browns use their social

media to post multiple times a day about their team and players. Most of their posts include images or

videos.

Stakeholders
There are many different publics the Cleveland Browns have to consider. The fans are an important

public. They are the people that care about the team so much they will show up to games and buy

merchandise, even when they know their team is going to lose. They support the team in many ways.

Employees of the team and stadium including coaches, doctors, trainers and the families of employees

are also a key public. Their income depends on the organization and whether it is still selling tickets and

merchandise. Players and owners can also be considered part of this segment of publics for the Browns.

The players and their families also depend on the success of the organization, not on just whether they

can win games. The Cleveland Browns have a long list of sponsors as part of their key publics. Some of

these sponsors include First Energy, Ford, Aramark, PNC, Cree Inc, KeyBank, Excedrin, Fifth Third Bank,

AT&T, Visa and Nike, who sponsors the team’s uniforms. The organization is relying on these sponsors

for money and support. It is important to keep a good relationship with them so they still want to

sponsor the team. Vendors are a similar and important as well. There are vendors in the stadium and at
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different events for the organization. The NFL is a public that the Browns have to think about and they

have to abide by the league’s regulations. The media is another important public and maintaining a good

relationship with reporters can be helpful, as well as help fan engagement.

The Cleveland Browns are partnered with many organizations and foundations. There are also players

that are partnered with organizations. Foundations that are supported by either the Browns

organization or players are included in the publics the Browns have to keep in mind. The Browns also

have their own organization, The Cleveland Browns Foundation. Some of the organizations the Browns

are partnered with are the B3 Foundation, the Cleveland Clinic Foundation, Hands Against Hunger, Dade

County School District, the American Heart Association, the Dyslexia Foundation, Boo2Bullying, Tackle

Sickle Cell Foundation and Ross Initiative in Sports for Equality. Another key public for the Cleveland

Browns is the Cleveland community, which includes residents of Cleveland and other tourist attractions

in Cleveland. Examples of other tourist attractions include the Rock & Roll Hall of Fame, and other

professional sports teams in Cleveland. If the Cleveland Browns are drawing in fans for games, it will

help the community and bring tourists to attractions in Cleveland or other professional sports events.

Other professional sports teams in Cleveland include the Cavaliers in the NBA, the Indians in the MLB

and the Monsters in the AHL.

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Fact Sheet
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Browns Week Brochure

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Cleveland Browns Foundation Brochure

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SWOT Analysis
Before diving headfirst into a campaign, agencies need a platform in order to determine and understand

the intended market on a significantly deeper level. A SWOT analysis can help with developing and

branding in a way that highlights strengths, improves weaknesses, considers opportunities and

eliminates threats. The weaknesses and threats discovered have the ability to transform into more

strengths and opportunities for the overall brand. Coast to Coast Marketing has discovered various

strengths, weaknesses, opportunities and threats for our client, the Cleveland Browns, to help us

determine our campaign direction, create our goals and tactics and identify different strategies that we

can use.

The team has only a handful of strengths, making it extremely important for us to capitalize on them for

this campaign. For one thing, this is a professional sports team, which means that they should always be

receiving traction to a good extent, no matter what their record is. Going along with this, their second-

rate performance has the ability to bring about more attention and discussion among fans, professional

athletes, sports commentators, and more significant people within the industry. The Cleveland Browns

are also the only NFL team within a three-hour radius of the city, meaning that as years go on there is

less of a chance for competition to emerge and take people away from the team. We can use this

attention to our advantage, especially for building the brand.

FirstEnergy Stadium, where the Browns play, can also be a strength for the campaign. It is almost exactly

in the heart of the city, making it easily accessible. The stadium is beautifully crafted, has various seating

options, and sits on the waterfront. Additionally, the city owns the stadium, which means there are

continuous municipal services and investment to keep Cleveland citizens, fans, players, and staff

satisfied. These features have the ability to draw people in and keep them coming back for football

games during the season.

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The Browns, as we have discovered, seem to have more weaknesses than they do strengths at this point

in time. Although listed as a strength, the fact that the team performs poorly during season after season

can also be a disadvantage. The Browns are currently one of the lowest value teams in the NFL, a fact

that can seriously damage their reputation and repertoire. Such poor records could eventually turn fans

away and encourage them to root for a different, more successful team. The attendance for games is

already extremely low, which is another weakness, so turning fans away would obviously not be of any

help. Also, the stadium does not have any sort of public parking facilities. This could highly discourage

attendees, especially those who may be from outside of the city or visiting from another state, from

buying tickets.

Especially in this day and age of advanced technology, keeping up and staying connected with various

audiences is crucial for a successful campaign. The Cleveland Browns social media is quite bland and in

dire need of revamping if they want to maintain a good relationship with their publics. Their website,

Twitter, Facebook, Instagram and Snapchat are not as up-to-date as they have the possibility to be and

rarely exhibit entertainment, investment or dialogic loop. The Browns also do not offer many

opportunities for game day loyalty programs to connect with fans, which does not help with ensuring

return visits.

Turning weaknesses into strengths should not be difficult for this campaign. Having no public parking

presents the chance to allocate space to build a top-notch parking facility large enough to fit all types of

vehicles and more. The art and interactive communications director could find more ways to interact

with fans online, such as through giveaways and polls, or simply by replying to their messages of support

or concern. The special events manager could think of game day activities that would entice fans, such

as giveaways, themed nights, or pregame shows. Anything that involves keeping the fans engaged in the

team and what they are doing will help. Each of these transformations has the ability to boost

attendance and build a strong and loyal fan base for the team.
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Opportunities will play a critical role for this professional team, and there are a few specific ones that we

could invest in. For one thing, the Browns had the number 1 draft pick in 2017. We can take this

information and use it to build fan confidence in the team and create online discussion and content.

There is an opportunity for the Browns to gain a sister team, which is a team that is owned by the same

people or company. The teams affiliate with one another and work together for promotions, events, and

more. Getting a sister team would allow the Browns to build new relationships and extend their

influence in the sports industry.

Other opportunities exist in their social media and events. Due to the fact that their social media is

lacking, there is an opportunity to rebuild it completely and bring it up to date with current trends and

norms. There could even be a greater emphasis and push on the social media, since it is one of the

quickest and easiest ways to stay connected with audiences. There also lies an opportunity for more

game day engagement. As mentioned before, the creation of giveaways, themed nights, or pregame

shows presents the opportunity to bring more loyal fans to the stadium and possibly gain news

supporters.

Strengths should always attempt to match opportunities. For our campaign, matching is successfully

done through the location and engagement aspects. The sister teams that they could create or adopt

could be located in the city or not too far from it to promote engagement and attendance. The location

as a city also allows for different ways to provide entertainment and fan engagement outside of the

stadium. Additionally, we can use the fact that the Cleveland Browns are a professional football team

with a bad record as a social media strategy, whether it be for humor/entertainment, the maintenance

of dialogic loop, or trust and openness between the fans and the team.
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Coast to Coast has identified various threats to the Cleveland Browns and this campaign. As mentioned

before, the team is continuously losing fans and is experiencing a harmful dip in attendance. This is not

good for the team’s brand and popularity. Many other teams have large fan bases that are extremely

loyal and supportive, and in turn they are very engaging back. Such a situation could coax fans into

joining other fan bases and rooting for other teams so that they can have a better sports experience.

Additionally, 35% of citizens in Cleveland are living below the poverty line, and that number is only

growing. This fact will not assist in attendance at games, support of the team, or developments within

the city itself.

Like with weaknesses and strengths, transforming threats into opportunities should not be a hard task.

We can create strategies to keep and gain fans, leading to an increase in attendance. These could

include the game day engagement ideas mentioned or more loyalty programs. While other teams exist

with larger fan bases, the Browns still have a decent following. Capitalizing this fact and using it to rally

fans together may be an opportunity, especially since they continue to stick together as the Browns

continue to perform poorly. We can use it to encourage fans that are loyal to stay loyal, as well as

possibly bring back those fans who have been turning away from the team. To deal with the poverty in

Cleveland, there presents an opportunity to provide affordable entertainment for the public, as well as

engage in community affairs to build relationships among the team, the city, and all within its

boundaries. Such an attempt could also bring popularity and attention to the team.

Overall, the SWOT analysis for the Cleveland Browns reveals certain objectives and tactics for the Coast

to Coast Marketing campaign. We want to build and maintain a competitive, loyal, and supportive fan

base for the team. This can be done by exhibiting better engagement through forms of media relations,

specifically social media and event planning. Using proactive tactics can give depth to the team, its

history and its players. Consideration of community involvement and events could build stronger
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relationships with fans and the city. The information tells us that while the team has a handful of

weaknesses and faces some threats, there are many strengths and opportunities we can act upon in

order to improve the team’s marketing strategies in the present and future. Coast to Coast Marketing is

determined to use this analysis as the base of the campaign and its various considerations.

Tactics
Create more events to support the Greater Cleveland community. The Browns will create a better

sense of community by holding more events in and around the Cleveland area. Participating in volunteer

work such as food drives, players working at soup kitchens and partnering with Habitat for Humanity to

build homes for those in need will form a bond with the local community and establish a solid

foundation for the fan base.

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Link the website in all social media posts to improve website traffic. When including the link to the

website or a specific page for the website in all of the social media posts, the Browns will increase their

website traffic and bring more visitors to explore all Browns content. Fans and website visitors can see

the Browns’ schedule and theme nights, check the standing and results, shop for apparel and so much

more. The end goal is for website visitors to gain interest in the organization and buy tickets to the

games.

Promote social media and utilize images, videos and hashtags to increase interaction. Throughout the

season, the Browns will use a variety of hashtags fans on social media can work into their tweets to

increase their own engagement as well as the Browns’. Hashtags will include #BacktheBrowns,

#BrownsNation and #Clvlnd. Additionally, the Browns social media team will modernize their social

media accounts by using images, GIFs and videos to draw a surplus of users to the Browns’ content and

drive up the number of interactions the organization has.

Partner with other Cleveland professional sports teams to unite the city. The Browns are one of four

professional sports teams in the city of Cleveland, along with the Cavaliers (NBA), Indians (MLB) and

Monsters (AHL). Partnering with these teams to connect to the city will strengthen Cleveland’s

relationship with the residents of the city as well as strengthen the fan base of the organization. The

Browns will have special nights dedicated to each Cleveland professional sports organization and their

fans. The Cavaliers, Indians and Monsters will each host their own Browns’ Night in support of the

Browns’ organization and their fans.

Modernize and simplify the new branding. With a new branding proposal, the Browns will improve the

current logo and style of the organization while adding a modern twist to keep up with the times. Simple
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visuals will draw more eyes to the brand and create a contemporary look to the website and social

media accounts.

Create a media guide/press kit. The media guide will provide information about the Browns to the

media, stakeholders and fans. The media guide will include statistics, player biographies, team

schedules, the history of the team, team personnel, current and former team rosters, and other general

information. The Browns’ media guide will be distributed at every home game and will be available

online for the press and fans to access for free.

Brand Proposal

Overview: The Cleveland Browns are currently the only National Football League team without a helmet

logo. The orange logo-less helmet has been the primary trademark of the Cleveland Browns since 2015

when they changed the face mask from grey to brown to represent Cleveland’s ‘toughness’. The team's

primary colors are brown, orange and white, all of which are seen in their game day jerseys and helmet.

In previous years, the organization's branding team speculated over several different promotional logos.

These include the players numbers from the 1957 to 1960 season, and in 1965 confusion stemmed

when advertisement drawings commissioned by the NFL depicted a CB (Cleveland Browns) on the

team’s helmet. However, that never materialized and there has been no logo since the team came into

existence in 1946.
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The Browns trademark logos through the years;

1948-1958 1959-1969 1970-1985 1986-1991

1992-1995 1999-2005 2006-2014 2015-Pres

Proposal: The main aim for the rebranding is subject to modernization. Trends and styles change over

time and as a brand, we need to not only keep pace with the current market but also delve into the

possible future trends to keep ourselves ahead of the game. We also have seen it as an opportunity to

create a turning point and a fresh start for both the team and the corporation itself. The proposal stays

in line with the simplicity and timelessness of the current identity system, yet now has a injection of

contemporary flare with a modern twist. The abbreviated Cleveland typing will bring a new unique look

to the traditional brown background. The brown, white contrast resembles the colors that are the NFL

footballs.

Goals:

(1) Build awareness - awareness can lead to marketplace dominance and can make the end of goal

of selling, much easier. Building awareness can in turn result init becoming the main proxy for

the Browns. We want the brand to speak for the Browns when the stakeholders can’t.
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(2) Create credibility and trust - We know the importance of building on and back up the Browns

credibility. Essentially brands are reputations that result from promises made by the Browns and

furthermore and consistently kept.

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Specifications
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Quantitative Research

Coast to Coast ran a week-long survey on

our Instagram page to get a general
perception of the public's thoughts on what
we are wanting to create.

The easiness of the online survey allowed

general members of the public and
followers of the account to cast their vote
quickly and anonymously. The importance
of having the public's opinion into our
design is integral for us moving forward. We
are wanting to gain trust and loyalty of new
and current fans, and us giving them a
voice, in return for them to be listened to is
a step in the right direction.

Out of the three designs on this page, the

middle came out on top with 52% of the
votes, followed by the white background
with the orange bulldog on that had 28% of
the vote.

As part of the new branding proposition, we

will introduce the middle concept seen here
onto billboards, posters and flyers to bring
in the new era for the Browns.

It would bring in the three colors within the

Browns Jerseys as well as the new
abbreviated Cleveland tag.
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Website & Social Media

Website: qucoasttocoast.wixsite.com/clvlndbrowns

Twitter: @ClvlndBrowns

Instagram: @clvlndbrowns
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Tumblr: clvlnd-brwns.tumblr.com
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Timeline

February 2018
● 15 - Preliminary schedule of team events for 2018 season
● 16 - Draft new branding (logos, helmets, jerseys, etc.)

March 2018
● 11-17 - Make calls to season ticket holders, sponsors and partner organizations regarding ticket
and box renewals
● 26-30 - Players and Chomps (mascot) make visits to local schools for Browns School
Appreciation Week; Cleveland Browns will donate supplies to schools in the Cleveland
Metropolitan School District

April 2018
● 7 - Begin website reconstruction
● 13 - Finalize new branding (logos, helmets, jerseys, etc.)
● 25 - 2018 NFL Schedules released
● 26 - NFL Draft Watch Party at Quicken Loans Arena (12 p.m. - 11 p.m.)

May 2018
● 1 - Sneak preview #1 of new branding (logos, helmets, jerseys, etc.)
● 18 - Release schedule of theme nights for 2018 season
● 25 - Sneak preview #2 of new branding (logos, helmets, jerseys, etc.)

June 2018
● 2 - Browns players and personnel surprise people at the Pro Football Hall of Fame
● 4-8 - Browns Youth Player Development Camp at FirstEnergy Stadium; guests include current
and former Browns players and coaches
● 12 - Sneak preview #3 of new branding (logos, helmets, jerseys, etc.)
● 23 - Locker Room Sale: buy gear straight from the Browns’ locker room to support the Cleveland
Browns Foundation

July 2018
● 1 - Reveal new branding (logos, helmets, jerseys, etc.)
● 3 - Finalize website reconstruction
● 8 - Release 2018 training camp dates and open practices

● 13 - Reveal new website

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● 15-21 - Deliver season tickets to those from the Greater Cleveland area
● 26 - Browns 2018 training camp begins
● 28 - Browns Annual Blood Drive: partnership with American Red Cross, donate blood at any
blood drive site throughout northeast Ohio

August 2018
● 3 - Orange and Brown Scrimmage: training camp scrimmage held at FirstEnergy Stadium, meet-
and-greets and autograph sessions held prior to scrimmage
● 6 - Cleveland Browns Foundation Golf Tournament at Barrington Golf Club: attended by
corporate partners, players, coaches and front office members
● 16 - Preseason Game 2 vs. Buffalo Bills at FirstEnergy Stadium
● 23 - Preseason Game 3 vs. Philadelphia Eagles at FirstEnergy Stadium
● 26-31 - Browns Week

September 2018
● 4 - Browns Opening Day (ceremony and game)
● 22 - Cleveland Browns Foundation Radiothon: partnership with ESPN 850 WKNR to raise money
benefiting education and youth development in the Greater Cleveland area

October 2018
● 12 - Browns Night at the Cleveland Monsters: Browns player drops puck, Monsters wear Browns
jerseys during warmups, 50% of proceeds go to Cleveland Browns Foundation
● 15-19 - Cleveland Browns Annual Food Drive

November 2018
● 8 - Browns Night at the Cleveland Cavaliers: 50% of proceeds go to Cleveland Browns
Foundation
● 17 - Cleveland Browns Thanksgiving: Browns players work at Rock & Roll Hall of Fame, serve at
local food kitchens, eat “Thanksgiving dinner” with fans who purchased tickets, all proceeds go
to Cleveland Browns Foundation

December 2018
● 1 - Cleveland Browns Toy Drive: all toys donated to Toys for Tots
● 15 - Cleveland Browns Christmas Party with members of the team and fans

Budget
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Events
Browns Week

Browns Week is designed to give fans of all ages a memorable and immersive experience with the brand
of the Cleveland Browns. In hopeful partnership with the city of Cleveland, the team will be advertised,
promoted and involved in events throughout the area.

Important note: The Browns will be practicing every day from 9 a.m. – 2 p.m. in preparation for the
season and thus non-press conference availability may be limited.

Dates: August 26 – August 31

Possible Partners: City of Cleveland, Cleveland Indians, Boys & Girls Clubs of Cleveland, Cleveland
Browns Hospitality Group

Possible Sponsors: FirstEnergy Corp, Progressive, Cleveland Clinic

August 26 – Sunday
● Browns Week Kickoff Party
○ 4 W’s
■ Who: Browns fans and media
■ What: A celebration to kickoff Browns week and give fans an idea of what to
expect.
■ When: 4 p.m
■ Where: Voinovich Bicentennial Park
○ Details:
■ Disc Jockey onsite
■ Carnival style football themed games
■ Photos with Chomps
■ Local food vendors and trucks
■ Browns merchandise tents
■ Ticketing information stands
■ Main stage: Head Coach Hue Jackson, Wide Receiver Josh Gordon, Mayor Frank
Jackson
■ Browns Cheerleaders
■ Screening of ESPN’s “Believeland”
■ 50 fans could be chosen at random as a flag escort

August 27 – Monday
● Browns in the Community – Day One
○ 15 players and fan engagement members depart from stadium at 3:30, fan out among
the 15 Boys and Girls Clubs of Cleveland
○ Players and fan engagement will take part in football and wellness activities, players will
also be available for a short Q&A
● Details
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○ Two kids will be chosen to be ball kids for the Opening Ceremony

August 28 – Tuesday
● Browns Night at the Cleveland Indians
○ Special tickets to the game be sold, each will come with either a discount or free
voucher for a future Browns game
○ Three Browns players to throw out first pitch
○ Players available for autographs in concourse
○ Promos and advertisements run in game

August 29 – Wednesday
● Browns in the Community – Day Two
○ Four players will depart from stadium at 3:30, head to the Cleveland Clinic Children’s
Hospital to visit with patients and their families
○ Four players will depart from stadium at 3:30, head to a local youth football program’s
practice to assist coaches and meet players

August 30 – Thursday
● Browns Week Gala to benefit Cleveland Browns Foundation
○ Held at the Rock n’ Roll Hall of Fame
○ Idea is to get major sponsors and city bigwigs to attend
○ Food: Cleveland Browns Hospitality Group
○ Music: OAR (attended college at THE Ohio State University)
○ 400 person cap

August 31 – Friday
● Fan Day at FirstEnergy Stadium
○ Open practice for fans
○ Concessions open
○ Ticketing, merchandise, fan services, fan engagement members on site
○ Social media lounge:
■ Way for Browns to engage with fans and offer fun giveaways
■ Can promote different social media channels
○ Family friendly:
■ Kids have the opportunity to catch a pass on the field following practice and
high five the players
■ First 200 fans will be able to attend a Brown’s Town Hall held at the stadium,
town hall will be streamed on Twitter and Facebook
● Attendees: Jimmy and Dee Haslam, Hue Jackson, DeShone Kizer, Josh
Brown
■ Opportunity to meet newly signed draft picks
○ Two major raffles:
■ Two (2) opening game tickets
■ Two (2) owner’s suite tickets

Browns Week Press Release

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Browns Week Pitch Letter

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Browns Week Social Media Posts

Tumblr
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Twitter
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Instagram

Browns Opening Ceremony

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Date: September 4

● Ball kids: chosen from Boys & Girls Club of Cleveland visit during Browns week
● Special guests: Browns legends on hand for recognition
○ Meet and Greet with Browns legends
● DJ on hand for pregame party
● Opening montage:
○ It’s My Life by Bon Jovi
○ Video of highlights from then and now
○ Final shot: A paper bag with a face cut out, a lighter appearing and burning it to reveal a
Browns helmet underneath
● National Anthem:
○ Singers: Akron natives The Black Keys
○ Color guard: Cleveland Fire Department
○ Flag escorts: Fifty fans selected from Browns Week
● Coin flip: John Kasich, Frank G. Jackson
● Pre-kickoff song: Cleveland Rocks by the Presidents of the United States of America
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Browns Opening Ceremony Press Release

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Browns Opening Ceremony Pitch Letter

Browns Opening Ceremony Social Media Posts

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Tumblr

Twitter
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Instagram
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Metrics & Measures of Success

Social media impressions and website traffic

One measure the Browns will use to measure social media success is through impressions and

engagement on every platform, including Twitter, Instagram and Tumblr. We would like to reach over

75,000 impressions on Twitter every day for at least two weeks straight. On Instagram, we would like to

see a 20% increase on the number of likes for each post in the first six months. Additionally, we hope to

see major improvement in website traffic through links posted on social media. The Browns’ goal is to

have at least 20,000 visitors per day, an increase from the Browns’ average of 18,200 visitors per day in

the 2015 off-season.

Increase average attendance per game

For the past two seasons, the Browns have placed in the bottom 10 of the NFL for average home game

attendance. In 2016, Cleveland averaged 64,311 fans per home game and in 2017, their average fans per

home game decreased to 63,882. The Browns hope to increase their average attendance per game by

0.05% each season until they reach capacity at FirstEnergy Stadium, which is 73,200. We believe the

new branding and connection to the city of Cleveland will build a solid foundation for the Browns’ fan

base and increase the number of fans that attend home games slowly season after season.

Fan and community events

One of the main goals for the Browns is to build strong relationships with the city of Cleveland through

special events for Browns’ fans and the residents of the area. We hope to increase the number of events

the organization holds for the fans by two each year. Additionally, we would like to see the Browns hold

more service-based events in the community, such as food drives, soup kitchens and fundraisers. The

Cleveland Browns Foundation will also continue their current initiatives and programs for education and

youth development.