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Marketing Plan for 2011 Cincinnati Reds

Marketing Plan for 2011 Cincinnati Reds

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Reds Marketing Presentation Reds Marketing Presentation Presentation Transcript

  • CINCINNATI REDS MARKETING PLAN PRESENTED BY: THE “ A TEAM”
  • THE CINCINNATI REDS ARE A MAJOR LEAGUE BASEBALL TEAM BASED IN CINCINNATI, OHIO. THEY PLAY IN THE CENTRAL DIVISION, WITHIN THE NATIONAL LEAGUE. THEY ARE THE OLDEST PROFESSIONAL BASEBALL TEAM, TRACING THEIR HISTORY BACK TO 1869. THE CINCINNATI REDS HAVE A LONG AND SUCCESSFUL HISTORY. THEY HAVE WON THE WORLD SERIES FIVE TIMES AND THE NATIONAL LEAGUE PENNANT NINE TIMES. THEIR LAST WORLD SERIES VICTORY WAS IN 1990.
  • PRODUCTS
    • The primary product that the Cincinnati Reds produce is the team on the field, but this can be considered to be just part of the overall product.
    • The entire experience of a baseball game
      • atmosphere of the stadium
      • smell of hotdogs
      • “ Take Me Out to the Ballgame”
      • 7 th inning stretch
      • mascots
      • fly balls
      • merchandise
    • Overall the Reds strive to sell a family friendly form of entertainment to the greater Cincinnati area.
  • DEMOGRAPHICS
    • ** Demographic information is information for the Cincinnati metro area in 2008
    • Gender (male/ female ): 48.5%/ 51.5%
    • Median household income: $50,885 (Not in the top 50 US metro areas)
    • Percentage of family households: 67%
    • Median age: 37
  • COMPETITION
    • Newport on the Levee
    • Fountain Square entertainment
    • Riverbend Music Center
    • The Cincinnati Bengals:
    • The overlap is about a month long (longer if the Reds are in the playoffs).
    • Minor league baseball:
    • Columbus, Indianapolis, Louisville, Dayton, Lexington and Florence KY.
    • Kings Island
    • Cincinnati Zoo & Botanical Garden
    • Lindner Family Tennis Complex
  • ECONOMIC ENVIRONMENT
    • Unemployment rate in the city is at 10.5%, higher than the national average of 9.5%.
    • Cities that once relied on manufacturing jobs, such a Cincinnati, have an especially hard recovering from the recession.
    • Cincinnati women have also been hit harder than the men. Data from the U.S. Census Bureau shows that women in Ohio are paid 74 cents for every dollar that men make. This is compared to the national average of 77 cents on the dollar.
  • A SOCIAL & CULTURAL RELATIONSHIP
    • Baseball is women's favorite professional sport to watch both at the stadium and on television.
    • Women make up almost half (46%) of the audience at professional baseball games, but 43% of women cannot name a single player on their home team.
    • Almost two thirds of women (65%) say they would attend more games if they were informed about discount tickets.
    • Women describe baseball as the most family-friendly and accessible sport.
    • Believe baseball players are better role models for their children than other pro sports players.
    • 7 in 10 women (72%) consider baseball games a "wholesome" environment
    • 90% say baseball games offer a positive way for family and friends to spend time together. 
    • Women make 58% of decisions for family leisure activities and 76% of decisions for household purchases.
    • ( Marketing to Women , August 2000)
    • Between baseball
    • … and women
  • TECHNOLOGY
    • The Reds official website
    • Facebook
    • Twitter
    • Official Reds forum
    • Blogging
    • Chat
    • E-mail newsletter
    • The Reds also share up-to-the-minute scores, team updates, injury reports and weather information via text messaging and other cell phone applications for anyone who wishes to sign up for those services.
  • STRENGTHS
    • T he family friendly atmosphere makes a baseball game appealing for a mother.
    • The cost of attending a Reds game still compares favorably with other popular activities in the Cincinnati area.
    • The Reds are currently having a very good season and could win their division. This has raised interest in the Reds and should help ticket sales in 2011.
    • Great American Ballpark is regarded by most fans to be an excellent place to watch a game. The atmosphere is good and there really aren't any bad seats.
  • WEAKNESSES
    • You are more likely to find a father and son at the game than a mother and daughter. A group of men would be more likely to chose a baseball game as a way to spend an afternoon or evening than a group of women.
    • A frequent criticism of baseball games are that they are too long and the pace is too slow. The average length of a baseball games is close to three hours. A concert or a movie would not take nearly as long.
    • The slow pace of many baseball games has caused many people to dismiss the game as boring.
  • OPPORTUNITIES
    • There are many opportunities for partnerships and sponsorships with local businesses in Cincinnati. By targeting businesses that cater especially to women, the Reds can reach out to that demographic (51%).
    • A baseball game is more than a sporting event today- it is an entertainment option.
    • Providing more forms of entertainment at the ballpark (such as parties, shows, demos, etc) the Reds can attract more women who want to get out and have fun.
    • Breaks between innings allow for short periods of entertainment to be integrated into the baseball game experience.
    • Expansive pavilion outside stadium allow options for entertainment area
  • THREATS
    • Other entertainment options
    • Weather is always a threat to baseball attendance. Day of game ticket purchases will be low if people hear that it might rain on that day. They will be more likely to find an indoor activity. Hot and muggy weather also makes it difficult for many to endure sitting through a baseball game.
    • The economy is an on-going threat to baseball attendance. The recession has led to an overall drop in baseball attendance over the past two years.
  • CINCINNATI REDS MARKETING OBJECTIVE
    • Increase Reds pre-sale and in-season ticket sales for females between the ages of 28-40
    • Women
    • Tickets
  •  
  • MARKETING TIMELINE
    • December 2010: Introduce event at RedsFest
    • February 2011: Package information on Spring Training brochure, Official website
    • April 2011: Following Opening Day events, begin advertising on social media websites, game announcements
    • Late April 2011: Signage with sponsors, advertising with media partners (print, radio, tv, phone)
    • May 2011: Increase social media advertising, radio advertising during high traffic timeslots, announce at Mother’s Day game
    • June 2011: (Week of event) Rosie Red appearances {channel 12 WKRC morning news, Krogers, Kenwood Mall} heavy radio, Cincinnati Bell cell phone texts, social media, game announcements
  •  
  •  
  • MARKETING TIMELINE
    • October 2010: Collect partners and businesses for BacheloReds Party packages.
    •  
    • November 2010: Finalize packages and pricing as well as set businesses to use for packages. Add package availability to Official Reds website.
    •  
    • December 2010: RedsFest- Introduce BacheloReds Party packages to public.
    •  
    • January 2011: BachelorReds booth at Cincinnati Bridal Expo and bridal shows in neighboring states.
    • March 2011: Email blasts, Social network Marketing, Advertising with radio partners, cell phone providers, sponsors, and television during Spring Training games.
    • May/June 2011: Heavy radio, news, text, social media, email, print ads
    •  
    • 2012 Season: Add packages to Spring Training brochures in Goodyear, Arizona.
  •