Harvard Case - Cougars Cub Club: Charlotte Cougars
"Cougars Cub Club: Charlotte Cougars" Harvard business case study is written by Lauren Mishner, Sherwood C. Frey. It deals with the challenges in the field of Negotiation. The case study is 9 page(s) long and it was first published on : Jul 22, 2005
At Fern Fort University, we recommend a strategic alliance with the Charlotte Cougars, focusing on joint marketing initiatives and shared resources to enhance the Cougars Cub Club program. This approach leverages the university's brand recognition, academic expertise, and community engagement to create a mutually beneficial partnership that strengthens the Cougars Cub Club and expands the university's reach.
2. Background
The Charlotte Cougars, a professional basketball team, face a challenge in attracting and retaining young fans through their Cougars Cub Club program. The program lacks engagement and struggles to provide meaningful experiences for its members. Fern Fort University, a local institution with a strong commitment to community outreach, seeks to expand its brand awareness and connect with potential student recruits.
The main protagonists in this case are:
- Charlotte Cougars: Seeking to revitalize their youth program and increase fan engagement.
- Fern Fort University: Aiming to enhance brand recognition, attract potential students, and engage with the local community.
- Cougars Cub Club members: The target audience for the program, seeking engaging and enriching experiences.
3. Analysis of the Case Study
This case study can be analyzed through the lens of strategic alliances and nonprofit marketing. The Cougars Cub Club program presents an opportunity for both organizations to leverage each other's strengths and achieve shared goals.
Strategic Alliance Framework:
- Complementary Strengths: Fern Fort University possesses strong academic resources, community engagement programs, and brand recognition within the region. The Charlotte Cougars offer access to a passionate fan base, a professional sports platform, and established marketing channels.
- Shared Objectives: Both organizations aim to engage with the local community, attract young audiences, and foster positive brand associations.
- Mutual Benefits: The alliance would allow the Cougars to enhance their youth program through university resources and expertise, while Fern Fort University gains access to a wider audience and strengthens its community ties.
Nonprofit Marketing Framework:
- Target Audience: The Cougars Cub Club program focuses on young children and their families, representing a crucial demographic for both organizations.
- Value Proposition: The alliance can offer unique experiences and educational opportunities, creating a compelling value proposition for members.
- Marketing Channels: The Cougars' established marketing channels, combined with Fern Fort University's community outreach programs, provide a diverse platform for promoting the program.
4. Recommendations
Phase 1: Initial Partnership Development (6 Months)
- Formalize the alliance: Establish a formal agreement outlining roles, responsibilities, and shared goals. This agreement should be reviewed by legal counsel to ensure compliance with relevant regulations and intellectual property rights.
- Develop joint marketing initiatives: Create a comprehensive marketing plan that leverages both organizations' strengths. This plan should include:
- Co-branded promotional materials: Develop joint marketing materials featuring both logos and branding elements.
- Cross-promotion: Encourage cross-promotion through each organization's communication channels, including social media, email marketing, and website integration.
- Joint events: Organize joint events such as educational workshops, basketball clinics, and community outreach programs.
- Establish a dedicated team: Form a joint team consisting of representatives from both organizations to manage the alliance, oversee program development, and ensure smooth communication.
Phase 2: Program Enhancements (12 Months)
- Integrate academic resources: Leverage Fern Fort University's academic expertise to enhance the Cougars Cub Club program. This could include:
- Educational workshops: Offer workshops on topics relevant to youth development, sportsmanship, and healthy living.
- Mentorship programs: Establish mentorship programs pairing university students with Cub Club members.
- Academic scholarships: Offer scholarships to Cub Club members who demonstrate academic excellence.
- Develop interactive experiences: Create engaging and interactive experiences for Cub Club members, such as:
- Behind-the-scenes tours: Organize tours of the Cougars' facilities, including the practice court and locker room.
- Meet-and-greets with players: Arrange opportunities for Cub Club members to meet and interact with Cougars players.
- Exclusive events: Host exclusive events for Cub Club members, such as pre-game parties or birthday celebrations.
- Implement a loyalty program: Develop a loyalty program that rewards Cub Club members for their engagement and participation. This could include:
- Points system: Award points for attending games, participating in events, and completing activities.
- Rewards tiers: Offer different levels of rewards based on accumulated points, such as exclusive merchandise, VIP access, or special experiences.
Phase 3: Continuous Improvement and Expansion (Ongoing)
- Regularly evaluate program effectiveness: Conduct ongoing assessments of the program's impact on Cub Club members and overall engagement.
- Gather feedback and implement improvements: Regularly gather feedback from Cub Club members, parents, and stakeholders to identify areas for improvement and enhance the program's value proposition.
- Explore new opportunities for collaboration: Continuously explore new ways to leverage the partnership and expand its reach. This could include:
- Joint fundraising initiatives: Collaborate on fundraising events to support the program and other community initiatives.
- International outreach: Explore opportunities for international collaboration, leveraging the Cougars' global brand and Fern Fort University's international partnerships.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The alliance aligns with both organizations' core competencies and missions. Fern Fort University's commitment to community engagement and student development is strengthened by the partnership, while the Cougars benefit from the university's academic resources and brand recognition.
- External customers and internal clients: The recommendations directly address the needs of the target audience, the Cougars Cub Club members, and their families. The program offers engaging experiences, educational opportunities, and a sense of belonging.
- Competitors: The alliance helps the Cougars differentiate their youth program from competitors by offering unique experiences and academic resources.
- Attractiveness ' quantitative measures: The partnership is expected to generate positive returns on investment through increased attendance, membership growth, and brand awareness.
- Assumptions: The success of the alliance hinges on the commitment of both organizations, effective communication, and a shared vision for the program's development.
6. Conclusion
A strategic alliance between Fern Fort University and the Charlotte Cougars presents a unique opportunity to revitalize the Cougars Cub Club program and enhance both organizations' brand recognition and community engagement. By leveraging their complementary strengths and shared objectives, the partnership can create a mutually beneficial relationship that benefits the Cougars Cub Club members, the university, and the wider community.
7. Discussion
Alternatives:
- Independent program development: The Cougars could choose to develop their youth program independently, but this would require significant investment and may not leverage the university's resources effectively.
- Limited partnership: A less comprehensive partnership focusing only on marketing or event co-hosting could be less impactful and may not fully realize the potential of the alliance.
Risks and Key Assumptions:
- Commitment and communication: The success of the alliance depends on the commitment and effective communication between both organizations.
- Program development and implementation: The program's success relies on the ability to develop and implement engaging and valuable experiences for Cub Club members.
- Financial sustainability: The partnership should be financially sustainable and generate sufficient revenue to support its operations.
Options Grid:
| Option | Benefits | Risks | Assumptions |
|---|---|---|---|
| Strategic Alliance | Enhanced program, increased engagement, brand recognition, shared resources | Commitment, communication, program development | Both organizations are committed to the partnership, effective communication channels are established, program development aligns with member needs |
| Independent Program Development | Full control over program development | High investment, limited resources, potential for duplication | Sufficient resources are available, effective program development and implementation |
| Limited Partnership | Reduced investment, limited scope | Reduced impact, potential for misalignment | Limited goals and objectives are defined, clear roles and responsibilities are established |
8. Next Steps
- Establish a joint task force: Form a team consisting of representatives from both organizations to develop the partnership agreement and initial program plan.
- Develop a comprehensive marketing plan: Create a joint marketing plan outlining strategies for promoting the program and engaging the target audience.
- Pilot program launch: Launch a pilot program with a limited number of Cub Club members to test program elements and gather feedback.
- Formalize the partnership: Finalize the partnership agreement and secure necessary approvals from both organizations.
- Ongoing program evaluation and improvement: Continuously monitor program effectiveness, gather feedback, and make necessary adjustments to ensure its long-term success.
By implementing these recommendations and fostering a collaborative spirit, Fern Fort University and the Charlotte Cougars can create a thriving Cougars Cub Club program that benefits both organizations and the community they serve.
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Case Description
The Charlotte Cougars are in the midst of discussions regarding the sponsorship by Burger Bell of the Cougars Cub Club. Negotiations are nearly complete, but eight issues remain before the contract can be signed. This case, together with its companion case, "Cougars Cub Club: Burger Bell" (UV0701), offers the opportunity for a one-on-one negotiation experience in which differences in priorities provide the basis for creating mutual value. In addition, there are issues that can be classified as congruent as well as those that are unavoidably distributive. As a result, debriefings can focus on both the creation and the claiming of value.
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