The campaign, which is an extension of the Pistons Goin’ to Work. Every Night. philosophy, plays upon the fact that Labor Day has come and gone and everyone needs to get Back to Work. The 2005-06 campaign is being launched earlier and more vigorously than in previous years and a main initiative of the campaign involves a community relations effort, the Back in School program.

BACK IN SCHOOL, BACK TO WORK
The Detroit Pistons are looking for elementary and middle schools to get involved in their Back in School, Back to Work program. Schools can register for the program online and will receive Ben Wallace bookmarks for students and Back in School, Back to Work posters for the school.

Randomly selected schools will also receive a Back in School, Back to Work life and basketball skills assembly hosted by a director of the Pistons Camps and Clinics program. All schools in Michigan are eligible to participate in the program.

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“We have the most recognizable players, between Big Ben , Rip, Chauncey, Tayshaun and Rasheed, in Detroit, with the most popular sayings and sounds,” said Tom Wilson, Detroit Pistons CEO. “Who doesn’t know the response when someone yells, ‘Deeeetroit …’? And who hasn’t responded with ‘Yessssiiiirrrrr!’ when someone asks them a question?

“We are certainly fortunate to have an extensive collection of identifiable assets that have become part of the popular culture. Now, as the season approaches, we want to remind our fans how close we were to back-to-back NBA titles and that we are focused on going Back to Work to win a championship in 2006. Perpetuating our brand identity and getting our fans involved can only enhance the unique and unforgettable experience of being a part of the Detroit Pistons.”

The Back to Work campaign incorporates elements of advertising, brand messaging and marketing and uses all of the assets of the organization; from well-known player sayings (e.g. “Ball Don’t Lie” from Rasheed Wallace) and player nicknames (e.g. Mr. Big Shot for Chauncey Billups) to messages from new Head Coach Flip Saunders and video skits from Hooper, the Pistons mascot.

MESSAGING
The main initiative for messaging is to raise awareness for the Pistons Opening Night, November 2, 2005. Each aspect of the campaign will convey the Back to Work message, along with the additional tag of the Opening Night date. Beginning immediately after Labor Day, and continuing to November 2, the Pistons hope to build momentum, increase anticipation and raise a great deal of awareness for Opening Night.

ADVERTISING
Beginning September 6, the Back to Work message will be conveyed on billboards throughout the metro Detroit area. These billboards will have a player image and unique phrase associated with the player on the board. Thirty second and one-minute radio spots will begin on metro Detroit stations and ten and 30-second commercials will begin being aired on local television. The Back to Work campaign will also have a presence in print advertising in the major newspapers as well as on the Web.

PROMOTION
Various mediums will be used to promote the Back to Work message. The official Web site of the Detroit Pistons, www.pistons.com will host various audio messages, videos, chats and contests. Email in the form of newsletters and a viral campaign will be introduced. Audio messages from the players and coaches will be used on The Palace voicemail and on-hold phone systems. Television, radio and print media partners will go Back to Work to promote the messaging. Signage at The Palace, as well as video presentations before events at DTE Energy Music Theatre and Meadowbrook Music Theatre, will reflect the messaging of the Back to Work campaign. Potential Crew Members (Pistons ticket plan holders) will receive a mailer with the message and ticket information.

ORGANIZATIONAL INVOLVEMENT
The staffs at the Pistons Locker Room stores and the Pistons Hoop City Grille will promote the Back to Work campaign with weekly specials on merchandise, food and beverages. All staff members of PS&E will participate in a Random Acts initiative which empowers them to reward, with key chains, stickers and other swag, any Pistons fan that they feel is truly ready to get Back to Work. Employees will participate in internal contests and will receive weekly reminders regarding the Back to Work campaign. Rock Financial will also be involved in both internal and external messaging and programs as they relate to the Back to Work initiatives.

Opening Night is scheduled for November 2, when the Pistons host Allen Iverson, Chris Webber and the Philadelphia 76ers for an 8:00 p.m. game. The Pistons will hold a lottery for a select number of remaining Opening Night tickets.

Rock Financial is the presenting sponsor for the Detroit Pistons. For more information regarding the Detroit Pistons pre-season or to purchase ticket packages for the 2005-06 regular season, please contact the Palace at (248) 377-0100 or visit www.pistons.com.