Cleveland Indians Rebranding


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Sports Marketing Final 2nd Hour

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Cleveland Indians Rebranding

  1. 1. Rebranding the<br />Cleveland Indians<br />By: Anthony Broome<br />
  2. 2. General Information <br />Based out of Cleveland, Ohio<br />Play at Progressive Field in Downtown Cleveland (holds 45,274 people)<br />Play in the American League Central of Major League Baseball<br />
  3. 3. Cleveland Finances<br />Population- Approximately 431,000<br />Median Resident Age- 33<br />Median Household income- $24,687 (Ohio income $45,395)<br />
  4. 4. Cleveland Finances<br />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<br />Unemployment rate- 10.9%<br />
  5. 5. Cleveland CPI Graph<br />Source:<br />
  6. 6. 2010 Franchise Finances<br />2009 wins to cost ratio: 87<br />Source:<br />
  7. 7. Finance<br />Graphs<br />Source:<br />
  8. 8. How We Will Build Team<br />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.<br />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.<br />
  9. 9. Target Market<br />Our target market is teens and families<br />We plan to market to teens by having unique contests and ticket giveaways over social networking sites, such as Facebook and Twitter<br />
  10. 10. Ticket Prices<br />Single game ticket prices will be as follows<br />$10 bleacher seats<br />$17 upper reserved<br />$30 baseline seats<br />$60 behind home plate<br />$500 suites<br />
  11. 11. Packaging<br />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)<br />Hats will remain the same<br />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.<br />
  12. 12. Hats<br />
  13. 13. Home Jerseys<br />
  14. 14. Away Jerseys<br />
  15. 15. Alternate Jerseys<br />
  16. 16. How this change will relate to the target market <br />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.<br />This is an attempt to look more modern and appealing to the younger crowd.<br />
  17. 17. Mission Statement<br />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.<br />
  18. 18. Management Keys<br />We want winning men and personalities working in our organization. We will run a clean franchise and want men of high character.<br />We believe we have the ownership and management in place to restore the Indians back to the top of the standings. <br />
  19. 19. Ownership<br />The Indians are owned by Larry Dolan, who bought the team for $323 million in 2000<br />
  20. 20. Management<br />The General Manager of the Indians is Chris Antonetti<br />The President of Baseball Operations is Mark Shapiro<br />
  21. 21. Management<br />The Cleveland Indians are coached by Manny Acta<br />We like what he brings to the table because he is known best for developing young talent, something the Indians are rich in.<br />
  22. 22. These are our most marketable players, along with ticket plans that go along with them.<br />
  23. 23. Fausto Carmona<br />Best starting pitcher on team<br />27 years old <br />2010 stats: 13-14, 3.77 ERA, .258 BAA, 124 SO in 210.1 innings pitched (Team Record 69-93)<br />
  24. 24. The Fausto Four Pack<br />Four upper reserved seats for $55, includes voucher for free souvenir in the Indians Team Shop<br />
  25. 25. Carlos Santana<br />Best young prospect on team<br />24 years old<br />2010 Stats: .260 BA, 6 HR 22 RBI, .467 SLG in 46 games<br />Called up in June 2010 from AAA, suffered season ending knee injury in August<br />
  26. 26. Santana’s Black Magic Half Season Plan<br />41 game plan (ticket prices include all 41 games)<br />$500- bleacher seats<br />$700- upper level seats<br />$1000- lower level baseline seats<br />$2500- lower level behind home plate seats<br />
  27. 27. Shin SooChoo<br />One of teams more talented players<br />Led team in batting average and home runs last season<br />Fan favorite in Cleveland<br />
  28. 28. Choo Crew Ticket Plan<br />$17 (same as his number)- 1 bleacher seat, 1 hot dog, 1 pop<br />Bleacher seats<br />
  29. 29. This will be our season ad campaign.<br />
  30. 30. Chief Wahoo Wants You!<br />Don’t Miss A<br />Single Out!<br />Season ticket packages start at $500 <br />Call 1-800-GO-TRIBE<br />
  31. 31. The End<br />