3/25/2011           Michael Best   Maria Parfenova        Eric Maleczkowicz Patrick Keenan          Justin Wentzel   Richa...
3/25/2011     455• June 12, 1995 - April 4, 2001• Sold out 455 straight games• All 81 home games sold out before Opening D...
3/25/2011         2010-2011 Indians• Core: Shin-Soo Choo, Carlos Santana, Grady  Sizemore• Fans: Loyal to a point – want a...
3/25/2011                            Theme• “Progressive Rocks”   – Value for the fans      • Fan appreciation   – Remembe...
3/25/2011               Ticketing Overview•   2010 performance•   2011-2012 goals•   Plans for each ticket segment•   Targ...
3/25/2011              Season Tickets• Currently offer full, half, and 20-game plans• Renewal rates are down• Expand offer...
3/25/2011                             Advanced Tickets    • Tough to sell because of recent      performance and economy  ...
3/25/2011Target Market • Current season ticket holders    – Renew their plan for 2011    – Upgrade to better (more expensi...
3/25/2011                   Ticket Sales        • Where to buy now:           – Box offices & 6 team shops           – Ind...
3/25/2011                   Current Sponsors    •   Budweiser               •   FirstEnergy    •   PepsiCo                ...
3/25/2011           New Assets/Goals• Naming rights• New promotions/giveaways• New areas for signage• Increase renewal rat...
3/25/2011                       Levi‟s• San Francisco, CA    – Splash Landing – AT&T Park• Natural Fit with Team/City• His...
3/25/2011•   Official Tourism Bureau of Cleveland•   Team is very community oriented•   Bring fans in from surrounding are...
3/25/2011                 Authentic Films•   Local start-up film company•   Young company, growing company•   Fan commerci...
3/25/2011•   Regional beer started in 1988•   Local identity is huge•   Concession Night•   Cleveland Night•   Social entr...
3/25/2011            Current Concessions– Club Lounge– Terrace Club– Concourse  Options– Complaints:   • Long lines   • Ba...
3/25/2011              Current Merchandise • MLB team shop    – 5 team stores throughout northeast Ohio    – 1 in stadium ...
3/25/2011       New Merchandise Apparel• New Shirts  – Shirts tied to concert series  – “Cleveland” shirts – focus on city...
3/25/2011         New Revenue Overview• Build off available assets• Must become more than a  baseball team• Connect with t...
3/25/2011            New Revenue Streams• Concert series   – Tie-in with Rock & Roll Hall of Fame• Charge card• Career Fai...
3/25/2011            Promotions Overview•   Sales Promotions•   Advertising•   Social Media•   Public Relations•   Communi...
3/25/2011Current Promotions•   Budweiser Two for Tuesdays•   KeyBank Kids Fun Day•   Dollar Dog Night•   Bobblehead Nights...
3/25/2011            Ohio Lottery Nights• Based on seat location• Could do several games with many winners or have  few wi...
3/25/2011                 Levi‟s Denim Night   • All fans wearing denim receive discount/coupons on     concessions or mer...
3/25/2011                  Slider Sundays• Sponsored by Great Lakes Brewing Company• Ties in with the mascot, Slider• Conc...
3/25/2011               Cleveland Night• Celebrate the whole city and its history• Sponsored by Positively Cleveland and i...
3/25/2011Ladies‟ Night•   Discounts for groups of women•   Attendance split very well 53% M – 47% F•   Offer drinks other ...
3/25/2011           Advertising Overview• Social Media• Traditional Media• Grassroots/Guerilla Marketing            Curren...
3/25/2011    New and Improved Advertising• More effective social media plan• New radio/T.V./print ads that convey new them...
3/25/2011• Indians heavily invested in social media• Large footprint but small presence• Need to increase fans/followers  ...
3/25/2011                 Social Media• Consolidate team accounts  – @Indians – 10,000 followers by end 2011• Increase pla...
3/25/2011 •Recycling and trash:    •In 2009, 150 tons of material were recycled •Environmentally friendly products:    •In...
3/25/2011     Youth ProgramsSt. Martin de Porres High School Corporate Work   July 1-4th: Cleveland Indians Charities Cont...
3/25/2011New CR Initiatives:   • FanFest   • Support Local Vendors   • Involve Players and Mascot          Public Relation...
3/25/2011Keep our fans close:   The Official Site of the Cleveland   Indians  Indians News   Tribe TALK   Indians Mobile ...
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Cleveland Indians Marketing Campaign

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This is the PowerPoint portion of a presentation my team made during our Sports Marketing course. I was the leader of the group and have since sent the project to the Indians\' President, Mark Shapiro, which he responded to and thanked our team for our work.

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Cleveland Indians Marketing Campaign

  1. 1. 3/25/2011 Michael Best Maria Parfenova Eric Maleczkowicz Patrick Keenan Justin Wentzel Richard Hood History• Cleveland Blues - 1901• World Series Championships: 1920 and 1948• Bill Veeck – 1946 -1949• 12 Indians enshrined in the Hall of Fame• Glory Days: 1990s• Rebuilding Phase 1
  2. 2. 3/25/2011 455• June 12, 1995 - April 4, 2001• Sold out 455 straight games• All 81 home games sold out before Opening Day 3 times• “Retired" the number “455 – The Fans” 2010 Indians• 4th place in AL Central; 69-93 W-L• 1st year manager - Manny Acta• Attendance 1,391,644 – Lowest total in MLB – Tied for 2nd lowest based on % 2
  3. 3. 3/25/2011 2010-2011 Indians• Core: Shin-Soo Choo, Carlos Santana, Grady Sizemore• Fans: Loyal to a point – want a healthy and competitive team• Value to City: Reminder of the Glory Days• April 4, 1994 – Jacobs Field• Capacity: 43,345• Renamed Progressive Field in 2008• One of largest video screens in MLB• 122 suites• 1997 All-Star Game 3
  4. 4. 3/25/2011 Theme• “Progressive Rocks” – Value for the fans • Fan appreciation – Remember “455” – Closely working with the city of Cleveland • Blue collar town, football town • Economy is major influenceSales Plan Overview• Tickets • Sponsorships • Concessions • Merchandise • New Revenue Streams 4
  5. 5. 3/25/2011 Ticketing Overview• 2010 performance• 2011-2012 goals• Plans for each ticket segment• Target markets• New sales initiatives• Lowest attendance in MLB in 2010• Averaged about 17,400/game – 40.1% capacity• Goal: average 50% capacity (21,673) – 24.5% increase – 2 million fans by 2012• How to achieve this? – Within ticketing: different plans for each ticket segment 5
  6. 6. 3/25/2011 Season Tickets• Currently offer full, half, and 20-game plans• Renewal rates are down• Expand offerings: – Smaller packages – Named after former greats – Tailor to divisional games or interleague games• Sell larger packages to current season ticket holders• Least affected by team performance• Groups offer great chance to expand grassroots marketing• New Initiatives: – Concession deals – Pre-game tour – End of year receptions/meet and greets – In-game recognition 6
  7. 7. 3/25/2011 Advanced Tickets • Tough to sell because of recent performance and economy • New Initiatives: – Build on „loaded tickets‟ – Public transportation vouchers with tickets – Sell package tickets – Improve stadium experience Day-of Ticket Sales• Heavily dependent on performance and weather• Boosting walk-up attendance: – Social Media – Promotions – Up-to-date advertising 7
  8. 8. 3/25/2011Target Market • Current season ticket holders – Renew their plan for 2011 – Upgrade to better (more expensive) seats – Upgrade to a larger plan (with more seats or more games) • Potential season ticket holders – Increase % of fans with income over $100K – Suburbanites – huge market in metro areaTarget Market• Advanced Ticket Sales – Lower middle class – Families – Cavaliers fans • Take their passion and convert it to baseball during April-September 8
  9. 9. 3/25/2011 Ticket Sales • Where to buy now: – Box offices & 6 team shops – Indians.com – Stubhub.com • New ideas: – Museums/attractions in the city – Reach those in suburbs – Tickets available through smartphone app Sponsorship Overview• Current Sponsors• Current Assets• New Sponsors• New Assets• Activation Ideas 9
  10. 10. 3/25/2011 Current Sponsors • Budweiser • FirstEnergy • PepsiCo • Giant Eagle • KeyBank • Sherwin-Williams • Cleveland Clinic • Continental Airlines Assets• Ballpark advertising• Broadcast media• Community advertising• Online advertising• Print media• Promotions – logos, brand affiliation 10
  11. 11. 3/25/2011 New Assets/Goals• Naming rights• New promotions/giveaways• New areas for signage• Increase renewal rate• Increase number of sponsors• Help sponsors activate more New Sponsorships 11
  12. 12. 3/25/2011 Levi‟s• San Francisco, CA – Splash Landing – AT&T Park• Natural Fit with Team/City• History of Sports Sponsorship• Premier Sponsor of Concert Series – Follows company history Cedar Point• Roller Coaster Capital of the World• Local Institution, World Famous• 1st Exclusive Amusement Park Sponsor• Sponsor “Thrilling Moments in Tribe History”• Work with Indians on joint tickets 12
  13. 13. 3/25/2011• Official Tourism Bureau of Cleveland• Team is very community oriented• Bring fans in from surrounding areas• Giveaways – tickets, hotel rooms• City Event Calendar• College Nights• Career Fair• City’s only major newspaper• #1 in readership percentage on Sundays – #2 on weekdays• Giveaways and raffles – Historic newspaper prints – Event calendar with Positively Cleveland 13
  14. 14. 3/25/2011 Authentic Films• Local start-up film company• Young company, growing company• Fan commercials• Music videos for local bands – concert series• Started on East 9th Street in 1920s• Target market matches the Indians‟ target market• Nutrition program with players and young fans• Foods of Cleveland video• Premier sponsor of Local Vendors Night 14
  15. 15. 3/25/2011• Regional beer started in 1988• Local identity is huge• Concession Night• Cleveland Night• Social entrepreneurship mission aligns with team’s commitment to being “green” Concessions & Merchandise Overview • Current concession offerings • New ideas – Goals/Objectives – Marketing changes • Current merchandise offerings • New Ideas – Tie-in with promotions – Marketing of new ideas – Tie-in with themes 15
  16. 16. 3/25/2011 Current Concessions– Club Lounge– Terrace Club– Concourse Options– Complaints: • Long lines • Bad service New Concession Improvements• Improve fan experience and increase revenue – Faster payment options • Text for food service • Loadable tickets – Improve customer service • Replacing Delaware North with local restaurants/vendors• Great Lakes Brewing Company – Sliders – Craft Brews 16
  17. 17. 3/25/2011 Current Merchandise • MLB team shop – 5 team stores throughout northeast Ohio – 1 in stadium • New uniforms in 2011 • Photo store Merchandise Goals Each fan means $54 (AVG) in revenue……Our Goal• Increase player presence – Push the players’ identities to establish favorite players – Increase fan affinity – Reach out to community• Help sponsors activate 17
  18. 18. 3/25/2011 New Merchandise Apparel• New Shirts – Shirts tied to concert series – “Cleveland” shirts – focus on city as a whole – Limited editions – Tribe Tees – Fedoras – Manny ActaTHE MANNY ACTA FEDORAS 18
  19. 19. 3/25/2011 New Revenue Overview• Build off available assets• Must become more than a baseball team• Connect with the city/fans• Increase overall revenue – $170 million in 2009 19
  20. 20. 3/25/2011 New Revenue Streams• Concert series – Tie-in with Rock & Roll Hall of Fame• Charge card• Career Fairs – Charge companies to attend• Exhibition Games – Indians vs. John Carroll; Indians vs. Browns; Softball tournaments• Movie Nights Sales Plan Summary• Increase overall attendance 24.5%• Improve sponsorship sales – higher renewal rates, more sponsors• Increase individual fan revenue – concessions/merchandise• Increase overall revenue through new revenue streams 20
  21. 21. 3/25/2011 Promotions Overview• Sales Promotions• Advertising• Social Media• Public Relations• Community Relations Promotions Overview• Tie-in with theme• Connect fans to the team and city• Promotions meant to connect team with fans on a deeper level• Drive revenue – Sponsorships – Concessions – Merchandise – Tickets 21
  22. 22. 3/25/2011Current Promotions• Budweiser Two for Tuesdays• KeyBank Kids Fun Day• Dollar Dog Night• Bobblehead Nights – Add More• Bob Feller Opening Day – Focus on his Opening Day no-hitter• Student ID Night• Giant Eagle Advantage Card Night Concerts • Sponsored by Levi’s and/or Rock & Roll Hall of Fame • Drive attendance to HOF • Drive attendance for games followed with concert • New revenue when it’s not a game day 22
  23. 23. 3/25/2011 Ohio Lottery Nights• Based on seat location• Could do several games with many winners or have few winners every game• Prizes range from a free hat to full season ticket plans Fan Appreciation Night • Appear to not have Fan Appreciation Night • Theme of giving back to fans; creating more value • Emphasis throughout the year on this night – last home game • Special prizes for those in attendance • Connect fans with players 23
  24. 24. 3/25/2011 Levi‟s Denim Night • All fans wearing denim receive discount/coupons on concessions or merchandise • Good chance for PR with thousands of fans in denim • Promotes activation by fans – helping Levi’s Plain Dealer Print Night• Communicate important upcoming events• Increase awareness of the newspaper and how they connect with the city and what’s going on in Cleveland• Commemorative newspaper prints – 1948 World Series – Bob Feller’s Opening Day No-hitter 24
  25. 25. 3/25/2011 Slider Sundays• Sponsored by Great Lakes Brewing Company• Ties in with the mascot, Slider• Concessions promotion – team needs to improve concessions Social Media Contests• Reach fans on Facebook and Twitter – First 455 fans to tweet “Progressive Rocks!” – Build fan base on these websites – Increase ticket sales on game day • These tickets likely will not have been sold • Team currently offers discounts to Twitter followers with similar promotions 25
  26. 26. 3/25/2011 Cleveland Night• Celebrate the whole city and its history• Sponsored by Positively Cleveland and its members• Concessions offer microbrews and pierogies• Concert after the game• Perfect game for Cedar Point‟s “Thrilling Moments in Tribe History” Drew Carey Price is Right Night• On field games with fans – “Come on down!”• Fans bid on prizes• Drew Carey throws out first pitch• Goal is to drive attendance 26
  27. 27. 3/25/2011Ladies‟ Night• Discounts for groups of women• Attendance split very well 53% M – 47% F• Offer drinks other than beer• Ohio Lottery prizes centered around spas, massages Labor Day Special• Tribute to workers of the blue collar town• Discounts for those with time cards – Merchandise – Concessions• “Workers of the Year” – Work-day stories – Submitted all year long – Three winners 27
  28. 28. 3/25/2011 Advertising Overview• Social Media• Traditional Media• Grassroots/Guerilla Marketing Current Advertising• Social Media – Twitter – Facebook• Traditional – Newspaper – TV Commercials 28
  29. 29. 3/25/2011 New and Improved Advertising• More effective social media plan• New radio/T.V./print ads that convey new theme – Cover bands – “Cleveland Rocks!” – “Thrilling Moments in Tribe History” – Radio contests• Up-to-date ads with upcoming promos – Interactive billboards Advertising Initiatives• Grassroots/Guerilla campaign before Opening Day – Go around to work sites – Plaster logo across the city• Billboards – Digital & up-to-date with opponents, promotions – Slogans • “Indians Fans work 9-5” • “You work for Cleveland, we win for you” 29
  30. 30. 3/25/2011• Indians heavily invested in social media• Large footprint but small presence• Need to increase fans/followers Tribe Social Deck• 10-person section in LF for those active in social media• Application for seat on team website• First of its kind• Networking for these ten fans 30
  31. 31. 3/25/2011 Social Media• Consolidate team accounts – @Indians – 10,000 followers by end 2011• Increase player presence• Expand “Tribe Social Deck” beyond an exclusive club of 10 people• Live Twitter feed on scoreboards• Blogs by front office 31
  32. 32. 3/25/2011 •Recycling and trash: •In 2009, 150 tons of material were recycled •Environmentally friendly products: •In 2009, over 42,200 carbon dioxide emissions were avoided •Solar: •First American League ballpark to go solar •Designed and installed 42 solar panels that provide 8.4 kilowatts of clean and renewable energy •April 17th: Green Awareness DayDiversity Speaker SeriesEsperanza ScholarshipApril 15th: MLB Jackie Robinson DayMay 8th: Faith and Family Day at the BallparkJune 28th: Diverse Vendors SummitJune 28th and 29th: International FestivalAugust 7th: Negro League Turn Back the Clock - Hallof Fame & Heritage WeekendAugust 10th: Wahoo WomenSeptember 25th: Catholic Family Day 32
  33. 33. 3/25/2011 Youth ProgramsSt. Martin de Porres High School Corporate Work July 1-4th: Cleveland Indians Charities ContinentalStudy Program CupSandy Alomar Junior Scholarship June 30th: PLAY (Promoting Lifetime of Activity forCleveland Indians KeyBank High Achievers Club Youth) ClinicCleveland Indians Charities (CIC) June 24th: Pepsi Refresh ProjectImpACTA Kids Foundation June 21st: NEOBSCA All-Star GamesPronk’s Peeps June 12th: MLB Pitch Hit & RunMajestic Steel Diamond Improvement Grant June 3rd: Senate League Championship GameCleveland Metropolitan School District Baseball May 19th: The Plain Dealer – Tribe Reporterand Softball Programs for a DayReviving Baseball in Inner Cities (RBI) and May 3rd and 4th: Buses for Baseball and ActionRookie League Programs TeamSeptember 28th: Internship Fair May 2nd: Global Youth Service Recognition DayAugust 28th: Shop with a Pro April 23rd and 24th: High School Hardball ClassicJuly 18th and August 14th: UMPS CARE Charities April 23rd: Global Youth Service Day July 29th: Wives Association Shirts Off the Fundraising at the Park Players’ Backs Jersey Auction Fill the House for Charity July 24th: Indians Player Appearance and Indians in the Community Autograph Signing Community Relations Donations Program June 13th: Father’s Day / Prostate Cancer Sight Center Project Foundation December 2010: The Giving Tree May 23rd: Equipment Drive November 21st: Thanksgiving Dinner May 22nd: Wives Association Tribe Treasures November 19th: Cleveland Foodbank Visit Auction November 17th: Cleveland Foodbank Food Drive May 21st: Player Autograph Signing September 24th: Cleveland Foodbank and Lift May 14th: Indians in the Community volunteer Up America Local Donation day September 11th: Komen Race for the Cure May 9th: Mother’s Day / Susan G. Komen for the August 23rd: Rebuilding Together Cure August 9th: CIC Celebrity Golf Classic May 7th: Kick-It Celebrity Kickball Game May 6th: Big Brothers Big Sisters Bowl-A-Thon 33
  34. 34. 3/25/2011New CR Initiatives: • FanFest • Support Local Vendors • Involve Players and Mascot Public Relations 34
  35. 35. 3/25/2011Keep our fans close: The Official Site of the Cleveland Indians  Indians News Tribe TALK Indians Mobile Indians RSS Feed Indians Toolbar Keep the media closer: Cleveland Internet news sites: Cleveland newspapers: Cleveland television stations: 35

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