Scranton/Wilkes-Barre Yankees-Alex Magid<br />
Client Overview<br />Triple A affiliate for the New York Yankees<br />Moosic, Pennsylvania<br />Mandalay Baseball Property...
Branding Strategy<br />Mandalay Baseball is quality family entertainment, provide unsurpassed customer service, community ...
SWOT Analysis<br />Strengths<br />Family fun environment<br />Great Customer Service<br />Low Prices for a great quality o...
SWOT Analysis continued<br />Opportunities<br />Reach out to more families<br />Newer marketing opportunities<br />Freedom...
Budget and Timetable<br />$5,000<br />$4,500 postcards<br />$500 towards non-traditional advertisement and Youtube clips<b...
Communications Strategy<br />Marketing Team<br />Postcards sent out to 4,500 past attendees<br />Videos continuously uploa...
Creative Brief<br />Deliverables Needed<br />Primary Audiences<br />		- Families<br />		- Younger children<br />		- Parent...
Media Plan<br />Goals<br />Audience<br />Messages<br />Media Tactics<br />Budget distribution<br />Media List<br />Evaluat...
Tactics<br />Print/Mailing Advertisement<br />Different postcards<br />Uncle Sam Poster<br />Youtube Clips<br />Rocky Mont...
Questions?<br />Comments?<br />Concerns?<br />
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CHAMPionship Advertising

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CHAMPionship Advertising

  1. 1. Scranton/Wilkes-Barre Yankees-Alex Magid<br />
  2. 2. Client Overview<br />Triple A affiliate for the New York Yankees<br />Moosic, Pennsylvania<br />Mandalay Baseball Property<br />Focused on a fun family environment<br />Different on-field activities for children<br />“Oh Say Can You Sing?”<br />
  3. 3. Branding Strategy<br />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. <br />Position within the market place<br />Promise to focus on their 5 core business strategies <br />Champ <br />Story – Yankees history at Lackawanna Stadium<br />Association<br />Wendy’s Family Fun Night<br />Pinstripes<br />
  4. 4. SWOT Analysis<br />Strengths<br />Family fun environment<br />Great Customer Service<br />Low Prices for a great quality of baseball<br />Interaction with many future Major League players<br />Community outreach programs<br />Size of the stadium<br />Weaknesses<br />Location<br />Lack of economy in the surrounding areas<br />Older stadium that needs renovations<br />No “picnic areas” or family oriented spaces at ballpark<br />Fans aren’t close to the field<br />Surrounding areas known as “football towns”<br />
  5. 5. SWOT Analysis continued<br />Opportunities<br />Reach out to more families<br />Newer marketing opportunities<br />Freedom to create “wacky” promotions<br />Threats<br />Proximity of other baseball teams<br />Major League games vs. Minor League games<br />Older stadium may make fans shy away<br />
  6. 6. Budget and Timetable<br />$5,000<br />$4,500 postcards<br />$500 towards non-traditional advertisement and Youtube clips<br />Prior to season<br />During Little League season<br />
  7. 7. Communications Strategy<br />Marketing Team<br />Postcards sent out to 4,500 past attendees<br />Videos continuously uploaded on Youtube throughout season<br />Goals<br />Target Audience <br />Research<br />Frame the Issue<br />Message<br />Problem<br />Solution<br />Action<br />Spokespeople<br />Newshooks<br />Communications, Channels, and Outlets<br />
  8. 8. Creative Brief<br />Deliverables Needed<br />Primary Audiences<br /> - Families<br /> - Younger children<br /> - Parents<br /> - Baseball Enthusiasts<br /> - Camps (group rates)<br /> - Little Leagues<br />Tone and Image<br />Messages: Features, Benefits, and Values<br />
  9. 9. Media Plan<br />Goals<br />Audience<br />Messages<br />Media Tactics<br />Budget distribution<br />Media List<br />Evaluation<br />
  10. 10. Tactics<br />Print/Mailing Advertisement<br />Different postcards<br />Uncle Sam Poster<br />Youtube Clips<br />Rocky Montage<br />Non-traditional<br />Little Leagues<br />Streets of Scranton and Wilkes-Barre<br />
  11. 11.
  12. 12. Questions?<br />Comments?<br />Concerns?<br />
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