CHAMPionship Advertising
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CHAMPionship Advertising

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CHAMPionship Advertising CHAMPionship Advertising Presentation Transcript

  • Scranton/Wilkes-Barre Yankees-Alex Magid
  • 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?”
  • 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
  • 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”
  • 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
  • Budget and Timetable
    $5,000
    $4,500 postcards
    $500 towards non-traditional advertisement and Youtube clips
    Prior to season
    During Little League season
  • 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
  • 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
  • Media Plan
    Goals
    Audience
    Messages
    Media Tactics
    Budget distribution
    Media List
    Evaluation
  • Tactics
    Print/Mailing Advertisement
    Different postcards
    Uncle Sam Poster
    Youtube Clips
    Rocky Montage
    Non-traditional
    Little Leagues
    Streets of Scranton and Wilkes-Barre
  • Questions?
    Comments?
    Concerns?