Analyzing the Dallas Cowboys

In my PR Publications course, we are designing a business card and letterhead for an organization of our choice, mine being the Dallas Cowboys. I chose the Cowboys because I have been able to volunteered and work for their public relations and marketing teams for the past year. For this assignment, I am analyzing the state of the current organization’s resources, processes, and overall values and comparing them to their competitors.

Their Mission

As any sports team would probably agree, the goal of the Dallas Cowboys organization or any organization is to increase ticket, merchandise, suite, and overall franchise growth and create a winning team.

Main Competitors

Professional sports are unique in that they rely on fan bases, whether that is bandwagon fans or loyal fans, instead of a standard consumer that many other companies deal with. For example, good advertising could sway a consumer from going to Target rather than Wal-Mart based off of prices and quality of goods. Although, any amount of advertising could never sway a avid Dallas Cowboys fan to become a Washington Redskins fan or vice versa because of the pride and joy you receive from being a fan of a sports team or city that is apart of your heart.

With that being said, the Philadelphia Eagles, Washington Redskins and New York Giants are the Cowboys’ largest competitors because they are some of the wealthiest franchises in the NFL and have past rivalries with the Cowboys.

Core Values

The Dallas Cowboys are dedicated to certain values that make up the Cowboys Five Points; integrity, respect, teamwork, commitment and excellence. They believe in helping the community and committing to their fans by showing respect, integrity and allowing not only the players but their audience as well to be apart of the team.