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Cleveland Indians Rebranding

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Sports Marketing Final 2nd Hour

Sports Marketing Final 2nd Hour

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Cleveland Indians Rebranding Cleveland Indians Rebranding Presentation Transcript

  • Rebranding the
    Cleveland Indians
    By: Anthony Broome
  • General Information
    Based out of Cleveland, Ohio
    Play at Progressive Field in Downtown Cleveland (holds 45,274 people)
    Play in the American League Central of Major League Baseball
  • Cleveland Finances
    Population- Approximately 431,000
    Median Resident Age- 33
    Median Household income- $24,687 (Ohio income $45,395)
  • Cleveland Finances
    Price is a factor in this market because residents of the city do not have very much income coming in, so it is important to make us affordable to all
    Unemployment rate- 10.9%
  • Cleveland CPI Graph
    Source: bls.gov
  • 2010 Franchise Finances
    2009 wins to cost ratio: 87
    Source: Forbes.com
  • Finance
    Graphs
    Source: Forbes.com
  • How We Will Build Team
    The plan is to keep on developing the young players and make it an emphasis to sign veterans that can fill in and be leaders.
    The thing that most needs to be focused on is the scouting department. Building your team and finding solid prospects throughout the entire draft is what wins championships.
  • Target Market
    Our target market is teens and families
    We plan to market to teens by having unique contests and ticket giveaways over social networking sites, such as Facebook and Twitter
  • Ticket Prices
    Single game ticket prices will be as follows
    $10 bleacher seats
    $17 upper reserved
    $30 baseline seats
    $60 behind home plate
    $500 suites
  • Packaging
    The jersey style will change from tradition color scheme to that same color with an alternate color stripe running down the sides of the jerseys (see examples)
    Hats will remain the same
    Chief Wahoo will remain, because he is such a big part of traditions, but the Indians are going to market him more towards kids and families.
  • Hats
  • Home Jerseys
  • Away Jerseys
  • Alternate Jerseys
  • How this change will relate to the target market
    We want to market ourselves to the high school age kids who have ten dollars in their pocket and are looking for something to spend it on, along with families.
    This is an attempt to look more modern and appealing to the younger crowd.
  • Mission Statement
    The Cleveland Indians will represent the city by their hard work ethic and blue collar mentality. Cleveland deserves a winner and will have one with us.
  • Management Keys
    We want winning men and personalities working in our organization. We will run a clean franchise and want men of high character.
    We believe we have the ownership and management in place to restore the Indians back to the top of the standings.
  • Ownership
    The Indians are owned by Larry Dolan, who bought the team for $323 million in 2000
  • Management
    The General Manager of the Indians is Chris Antonetti
    The President of Baseball Operations is Mark Shapiro
  • Management
    The Cleveland Indians are coached by Manny Acta
    We like what he brings to the table because he is known best for developing young talent, something the Indians are rich in.
  • These are our most marketable players, along with ticket plans that go along with them.
  • Fausto Carmona
    Best starting pitcher on team
    27 years old
    2010 stats: 13-14, 3.77 ERA, .258 BAA, 124 SO in 210.1 innings pitched (Team Record 69-93)
  • The Fausto Four Pack
    Four upper reserved seats for $55, includes voucher for free souvenir in the Indians Team Shop
  • Carlos Santana
    Best young prospect on team
    24 years old
    2010 Stats: .260 BA, 6 HR 22 RBI, .467 SLG in 46 games
    Called up in June 2010 from AAA, suffered season ending knee injury in August
  • Santana’s Black Magic Half Season Plan
    41 game plan (ticket prices include all 41 games)
    $500- bleacher seats
    $700- upper level seats
    $1000- lower level baseline seats
    $2500- lower level behind home plate seats
  • Shin SooChoo
    One of teams more talented players
    Led team in batting average and home runs last season
    Fan favorite in Cleveland
  • Choo Crew Ticket Plan
    $17 (same as his number)- 1 bleacher seat, 1 hot dog, 1 pop
    Bleacher seats
  • This will be our season ad campaign.
  • Chief Wahoo Wants You!
    Don’t Miss A
    Single Out!
    Season ticket packages start at $500
    Call 1-800-GO-TRIBE
  • The End