2. Client Overview Triple A affiliate for the New York Yankees Moosic, Pennsylvania Mandalay Baseball Property Focused on a fun family environment Different on-field activities for children “Oh Say Can You Sing?”
3. Branding Strategy Mandalay Baseball is quality family entertainment, provide unsurpassed customer service, community involvement, provide business partners with a unique marketing strategy, and by offering affordable products. Position within the market place Promise to focus on their 5 core business strategies Champ Story – Yankees history at Lackawanna Stadium Association Wendy’s Family Fun Night Pinstripes
4. SWOT Analysis Strengths Family fun environment Great Customer Service Low Prices for a great quality of baseball Interaction with many future Major League players Community outreach programs Size of the stadium Weaknesses Location Lack of economy in the surrounding areas Older stadium that needs renovations No “picnic areas” or family oriented spaces at ballpark Fans aren’t close to the field Surrounding areas known as “football towns”
5. SWOT Analysis continued Opportunities Reach out to more families Newer marketing opportunities Freedom to create “wacky” promotions Threats Proximity of other baseball teams Major League games vs. Minor League games Older stadium may make fans shy away
6. Budget and Timetable $5,000 $4,500 postcards $500 towards non-traditional advertisement and Youtube clips Prior to season During Little League season
7. Communications Strategy Marketing Team Postcards sent out to 4,500 past attendees Videos continuously uploaded on Youtube throughout season Goals Target Audience Research Frame the Issue Message Problem Solution Action Spokespeople Newshooks Communications, Channels, and Outlets
8. Creative Brief Deliverables Needed Primary Audiences - Families - Younger children - Parents - Baseball Enthusiasts - Camps (group rates) - Little Leagues Tone and Image Messages: Features, Benefits, and Values
9. Media Plan Goals Audience Messages Media Tactics Budget distribution Media List Evaluation
10. Tactics Print/Mailing Advertisement Different postcards Uncle Sam Poster Youtube Clips Rocky Montage Non-traditional Little Leagues Streets of Scranton and Wilkes-Barre
