2. Table of Contents
Boobies
Executive summary------------------------------------------------------------------------------------Pg. 1-4
Organizational History-------------------------------------------------------------------------------Pg. 5-26
- History
- Current Programs
- State of the Team
Situational Analysis---------------------------------------------------------------------------------Pg. 27-35
- Current Customers
- Competition #1
- Competition #2
- Competition #3
- Competition #4
- Climate
- SWOT Analysis
Promotional Targeting and Objectives-----------------------------------------------------------Pg. 36-39
- Message
- Target Market Profile
- Objectives
Promotions-------------------------------------------------------------------------------------------Pg. 37-50
- Promotional Concept
- Promotion Number One
- Promotion Number Two
- Promotion Number Three
Works Cited------------------------------------------------------------------------------------------Pg. 51-54
3. 1
Executive Summary
Introduction
The Philadelphia Phillies are a team with a rich history and a great story. Unfortunately,
in recent years the Phillies have not performed up to the expectations of fans and viewers. This is
partially because of players, coaches, and other in game factors. I believe that the Phillies have
not been performing up to the fans expectations because of a lack of fan support. Throughout the
Philadelphia area there are many different markets. This plan is to implement new strategies and
tactics to bring those markets to the Phillies.
Organization
Since Major League Baseball (MLB) was created, the Phillies have been there. (Source
#1) Originally called the Quakers, the Phillies are the oldest one-name, one city franchise in all
of Professional American sports. (Source #1) The Phillies got their start in Recreation Park, a
small 6,500 seat stadium in downtown Philadelphia. (Source #2) Since then the Phillies have
moved up the ranks from the Baker Bowl, to Shibe Park, then Veterans Stadium, and finally
Citizens Bank Park. (Source #2) Being one of the oldest teams in professional sports, in one of
the most loyal cities on earth, the Phillies strength lies in its city and with its fan base that
stretches back through generations. Unfortunately throughout history there are very few times
where most people would consider the Phillies a great team. That means that keeping supporters,
and gaining new fans is next to impossible, until now.
Competition/Climate
Right down the road from Philadelphia is Lehigh Valley. Lehigh Valley is home to the
Phillies affiliate team the IronPigs. The IronPigs have a big advantage on the Phillies because of
4. 2
where they are located. Lehigh Valley is slightly more upscale then Philadelphia. (Source #3)
Unfortunately, Lehigh is not quite wealthy enough to make a target market to try and get to
travel to Philadelphia regularly for the Phillies. The answer to their problems? The IronPigs. The
IronPigs host a good game, at a very moderate cost. The other big competitor of the Phillies is
the city of Philadelphia itself. Being a city known for its history, it is next to impossible for the
Phillies to draw in tourist to their games simply because of how much there is to do around the
city. Some residents also seem to be getting caught up in Philadelphia’s new art phase. Like a lot
of cities around the United States, Philadelphia is making a big push towards the arts. Both of
these big competitors are making waves for the Phillies and making it hard for them to bring in
new fans, and costing them former fans.
Message/Target Market
“The Phillies are a part of the Philadelphia college experience.”
My message statement has one primary target: college students. However, within that
market there is a subgroup of recent graduates that have relocated to Philadelphia, and another
group to keep satisfied. There are two big markets that I want to take aim at. The first market is
college students. Philadelphia has over 80 colleges and higher education facilities. (Source #4) It
is home to over 80,000 students. Well over half of those students are not from Philadelphia
originally. (Source #4) That means that there are over 40,000 students who are potential Phillies
fans. The other market is our current Phillies fans. Although they are currently attending games
and supporting the Phillies on a regular basis this market is the one that we want to keep happy.
By keeping the loyal Phillies fans happy enough to tell their friends we are generating publicity
for the Phillies themselves.
5. 3
Objectives
My first objective is to increase ticket sales in the college age (18-22) by 25% by the
beginning of next season. If the Phillies are able to successfully target, and reel in college age
spectators they will be able to cultivate a whole new generation of Phillies fans. This objective
will be measured by offering lottery giveaways to fans who complete a questionnaire. My second
objective is to increase the overall satisfaction of Phillies fans by 50% by the end of the regular
season. It is easier to keep an old customer then to get a new one. By going the extra mile to
make sure our current fan base stays happy, and gets happier we are keeping customers and
encouraging them to tell others about what a great Phillies experience they had. My final
objective is to get a combined total of 20,000 new likes/followers on Facebook and twitter by the
end of the Phillies overall season. Social media is an ever changing ever growing field that the
Phillies need to keep up with. By gaining followers/likes on social media we are generating more
publicity that in return will generate new Phillies fans.
Promotional Concept
My promotional items combine all of my objectives and target market into one
promotional concept. My first promotional idea is to partner with the Temple Owls to generate
more college fans at the Phillies games by hosting an exhibition Temple basketball game before
a Phillies game in Citizens Bank Park. My second promotional concept takes advantage of both
social media and the technology craze to create a game app that will both entice fans to follow
along as the Phillies travel and keep tabs on the games when they are at home. This app will
allow fans to play mini-games against their friends using Phillies teams of the past and present.
My final promotional idea is to host a special game called “Phillies Generations.” This
promotion will offer discounted tickets to our loyal Phillies fans. There will be old players
6. 4
signing autographs and giveaways for the fan that can bring in the most past ticket stubs, pictures
in citizens bank park or other stadiums, or autographs of former Phillies players.
Conclusion
This promotion is going to work because it combines all of the interests and abilities of
Phillies fans past, present, and future into one full concept. The Phillies are a team with a legacy
that stretches past the start of almost in team in the country. It has a hidden fan-base just waiting
to be tapped into. By cultivating new Phillies fans and nursing current fans we can expect to see
nothing but bright things and wins in the near future for the Phillies.
7. 5
Organizational History
Establishment
The Philadelphia Phillies, formerly known as the Quakers, were established in 1883.
Born in Philadelphia Pennsylvania the Phillies boast that they are the oldest continuous, one-
name, one city franchise in all of professional American sports. (Source #1) The Phillies have
been Philadelphia and the state of Pennsylvania’s team for nearly 134 years. The first Phillies
game was played on May 1st
1883 at Recreation Park, that first season the Phillies only won 17
of 98 games.
Ownership
The Phillies are currently owned by John Middleton, Jim and Pete Buck, and former team
president David Montgomery. (Source #5) John Middleton, the richest man in Pennsylvania,
leads the ownership group. (Source #5) Previous owner Bill Giles at one point was a major face
of the Phillies for many years until recently when he slowly started to remove himself from the
Phillies. (Source #6) Giles recently announced with a heavy heart that he sold his share of the
Phillies to John Middleton. Middleton, the new face of the Phillies ownership, has not been in his
position for long enough to develop a community presence.
General Manager
Former General Manager and Rubén Amaro, Jr. recently left the Phillies to pursue a
career in coaching. He accepted his first coaching position as the first base coach for the Boston
Red Sox. The current general manager, Matt Klentak, started his career as a general manager
with the Phillies after serving as the assistant general manager with the Los Angeles Angels.
8. 6
(Source #7) Only having been in the position of general manager for the Phillies for less than a
year he has yet to make a substantial impact on the community.
Venue
The Phillies got their humble
beginnings at Recreation Park in downtown
Philadelphia. After spending three years at
the local 6,500 seat Ball Park (1883-1886)
the Phillies moved to National League
Park, or the Baker Bowl. (Source #2)
Not only was the Baker Bowl home to a young Phillies team, it also played a huge role in
the early sport of baseball. The Baker Bowl was the site of the first World Series, the first Negro
World Series, and Babe Ruth’s last major league game. (Source #2) The still young Philadelphia
Phillies then moved to the 33,000 seat capacity Shibe Park/Connie Mack Stadium from 1938-
1970.
Originally home to the Athletics from 1909-1954 Shibe Park was the site of three Negro
World Series, and five Athletics World Series Victories. (Source #2) Shibe Park was among the
first baseball stadiums to host night games. Shibe park was shared by the Athletics and the
Phillies for 16 years from 1938-1954. After spending decades at Shibe Park the Phillies moved to
Veterans Stadium.
Recreation Park
Photo Courtesy of ballparkhistory.com
9. 7
Veterans Stadium, although still the largest
stadium in Phillies history (62,623) the stadium was
not somewhere the Phillies could call home. The
multi-purpose (football, baseball, concert hall) stadium
hosted the Phillies, (Source #2) among other events,
for 32 years before the Phillies finally found a place
they could call home at Citizens Bank Park. Built in
2004 specifically for the Phillies, Citizens Bank Park was, and is one of the more beautiful and
elaborate stadiums in the MLB today.
Citizens Bank Park is located in Philadelphia’s south side near the home stadiums of the
Eagles, Sixers, and Flyers. The stadium is
one of the more modern stadiums in the
MLB today, when it was built it was ahead
of its time. The stadium in 2004 was said to
look strange and out of place but fits in
with current architectural themes
throughout the decade. (Source #2) The stadium is one of the largest in the world at 43,647 seats.
When the stadium was built it was noted for its state of the art viewing angles. (Source #2) What
makes this stadium so unique and unlike any other stadium in the world is the scene outside of
the stadium. Just outside the stadium you can find some of Philadelphia’s most famous
attractions including some of their world famous cheesesteaks, and local shops.
Citizens Bank Park
Photo Courtsey of ESPN
Veterans Stadium
Photo Courtesy of ballparksofbaseball.com
10. 8
Former Players
Player Name
Position
(Years at
Phillies)
Notable
Achievements
Impact on the Community
Curt Simmons Pitcher
(1947-1960)
(Source #8)
- 1952 All-Star
- 1953 All-Star
- 1957 All-Star
(Source #8)
Although Curt Simmons
may not have been the most
successful player in Phillies history,
he is one of the most well-known.
Born and raised in Whitehall
Pennsylvania Simmons was a text
book hometown hero. In the late
1940s when the Phillies were
struggling to keep a fan base one
promotion they tried was having
the Phillies face off with a high
school all-star team. The pitcher on
that team was none other than Curt
Simmons. This game caught the
Phillies attention, and offered
Simmons a contract later that year.
Chase Utley Second Base
(2003-2015)
(Source #9)
- 2006 All-Star
- 2007 All-Star
- 2008 All-Star
Chase “The Man” Utley
played for the Phillies for 12
seasons. He has since been traded
11. 9
- 2009 All-Star
- 2010 All-Star
- 2014 All-Star
- 2006 Silver
Slugger Award
Winner
- 2007 Silver
Slugger Award
Winner
- 2008 Silver
Slugger Award
Winner
- 2009 Silver
Slugger Award
Winner
(Source #9)
to the Los Angeles Dodgers. Utley
was the face of the Phillies for
many years. Although he is no
longer with the Phillies, Utley is
still one of those memorable
players that some fans can only
wish they got to see play.
Pete Rose Outfielder
(1979-1983)
(Source #10)
- 1979 All-Star
- 1980 All-Star
- 1981 All-Star
- 1981 Silver
Slugger Award
Winner
(Source #10)
Although Pete Rose’s only
played for the Phillies for 5 seasons
his career was outstanding. There
very few players that are able to
encompass a team’s persona and
belief in the game in such a short
amount of time. Although there was
12. 10
a lot of controversy following his
retirement between gambling
scandals and tax evasion, he is
mostly forgotten in the Phillies
legacy.
Steve Carlton Pitcher
(1972-1986)
(Source #11)
- 1968 All-Star
- 1969 All-Star
- 1971 All-Star
- 1972 All-Star
- 1974 All-Star
- 1977 All-Star
- 1979 All-Star
- 1980 All-Star
- 1981 All-Star
- 1982 All-Star
- 1981 Golden
Glove Award
Winner
(Source #11)
The Phillies obtained Steve
Carlton through one of the strangest
trades in baseball history. After a
salary dispute with his former team,
the cardinals, Carlton was traded to
the Phillies for pitcher Rick Wise.
In his first season with the Phillies
Carlton led the league in wins,
complete games, strikeouts, and
ERA. Carlton ended his career with
329 wins, and 4,136 strikeouts.
Carlton was a player that everyone
wanted to see pitch. He is one of
five players to have a statue outside
Citizen Bank Park.
Mike Schmidt Third Base
(1972-1989)
(Source #12)
- 1974 All-Star
- 1976 All-Star
- 1977 All-Star
Mike Schmidt, named
Sporting News “Player of the
Decade” of the 1980s is one of the
13. 11
- 1979 All-Star
- 1980 All-Star
- 1981 All-Star
- 1982 All-Star
- 1983 All-Star
- 1984 All-Star
- 1986 All-Star
- 1987 All-Star
- 1989 All-Star
- 1980 MVP
- 1981 MVP
- 1987 MVP
- 1976 Golden
Glove Award
Winner
- 1977 Golden
Glove Award
Winner
- 1978 Golden
Glove Award
Winner
greatest third basemen, and hitters
of all-time. Elected as the Baseball
Writers Association of Americas
starting third baseman in their MLB
All-Time Team. In 1995 Schmidt
was voted into the hall of fame.
Along with his .961 fielding
percentage, Schmidt also boasts a
.267 batting average and 548 home
runs. Schmidt is one of five players
to have a statue outside of Phillies
home ball park, Citizen Bank
Stadium and his number has been
retired for over 20 years. In 2006
Schmidt was announced as the
most outstanding player in Phillies
history as a part of their DHL
hometown heroes’ promotion.
14. 12
- 1979 Golden
Glove Award
Winner
- 1980 Golden
Glove Award
Winner
- 1981 Golden
Glove Award
Winner
- 1982 Golden
Glove Award
Winner
- 1983 Golden
Glove Award
Winner
- 1984 Golden
Glove Award
Winner
- 1986 Golden
Glove Award
Winner
- 1980 Silver
Slugger Award
15. 13
- 1981 Silver
Slugger Award
Winner
- 1982 Silver
Slugger Award
Winner
- 1983 Silver
Slugger Award
Winner
- 1984 Silver
Slugger Award
Winner
- 1986 Silver
Slugger Award
Winner
(Source #12)
Current Players
Player Position Summary
Ryan Howard First Base Ryan Howard has been
playing first base for the Phillies
since they drafted him in the 5th
16. 14
round in 2001. Howard was voted
the Rookie of the year in 2005.
Since then he has played on three
all-star teams (2006, 2009, 2010)
and was the league MVP in 2006.
For a long time following his MVP
season Howard was viewed as a
leader, and one of the best players
to put on a Phillies Uniform.
Unfortunately in recent years
Howard’s performance has been
subpar. Having one of the largest
contracts in the MLB (125M over 5
years) it is hard not to view Howard
as the face of the Phillies. (Source
#13)
Franco Maikel Third Base Born and raised in the
Dominican Republic Franco Maikel
is the story that every baseball fan
dreams of hearing about. Maikel
has been playing third base and first
base for the Phillies since 2010.
Maikel has been making a name for
17. 15
himself and the Phillies despite
having such a short career in
comparison to past and present
Phillies. Maikel is not viewed as the
face of the Phillies because he is the
league MVP every year,
consistently making All-Star teams,
or because of a huge contract.
Maikel is a face of the Phillies
because of the hope he gives fans.
Maikel is a young face, a part of a
team in a slump. (Source #14)
Aaron Nola Pitcher Despite only having played
3 seasons with the Phillies, Aaron
Nola has made an immediate impact
within the Phillies franchise. At
only 22 years old Nola has lots of
room for growth. Nola was drafted
by the Phillies in the first round in
2014. Although it is to early to tell
what kind of a legacy Nola will
leave the Phillies with, fans know
that it will be one worth
18. 16
remembering. The sense of hope,
and awe that Nola gives fans is one
that cannot be matched by any of
the other Phillies playing the game
right now. No one has any doubt
that Nola will continue to develop
into a great leader and player.
(Source #15)
Coaches
Name
Year with the
Phillies/Position
Noteworthy
accomplishments
Summary
Pete Mackanin Second/Manager - 2009 National
League Coaching
Staff
- 2010 National
League Coaching
Staff
(Source #16)
Pete Mackanin is
one of eight men to both
manage, coach, and play
for the Phillies. Pete was
with the Phillies through
the “Golden Years” and
continues to strive for
that greatness again.
Although it is only his
19. 17
second year with the
Phillies fans have yet to
develop a lasting
opinion on his coaching
style and decisions.
(Source #16)
Larry Bowa Thirty
Second/Bench
Coach
- 2013 Team USA
Bench Coach
- Five Time National
League All-Star
(Source #17)
Larry Bowa is a
name that any long time
Phillies fan will know
and understand. Having
been with the Phillies for
32 years he has been
through it all. Fans know
Bowa better than most
fans know their teams
bench coach just
because of how long
Bowa has been in the
MLB (52 years) and
how long he has been
with the Phillies.
(Source #17)
20. 18
Most of the Phillies coaching staff has undergone an overhaul in the past three years. Few
of the current coaches for the Phillies were with the Phillies in 2009.
Legacy
The Phillies legacy has been shaped by
many players throughout the years. The most
notable of which have been named above. The
Phillies legacy is one of hard work,
determination, and grit. It encompasses much
of what the city is about. Riding the downs to
fuel you for the way back up.
The Phillies are a team with a long
rich history in baseball. Unfortunately the
Phillies have been in a slump since what Phillies fans consider “The Golden Years” (2005-2012).
(Source #18) After a long streak of losing, and little success, the Phillies finally lost their
10,000th
game in 2007. (Source #19) After losing that game many young players on the team
such as Chase Utley, Ryan Howard, Jimmy Rollins, and Cole Hamels found a new sense of
motivation and Phillies pride that resulted in a National League East division championship.
(Source #19) Unfortunately after that they Phillies were swept by the Rockies in the Division
Funny Fan Made Meme
Photo courtesy of quickmeme.com
21. 19
Series. After that season the Phillies were rolling. The Phillies went on to win the World Series
in 2008 against the Rays, and make a World Series appearance in 2009. From 2010-2012 the
Phillies never made it to the World Series. Within those years the Phillies won two more
National League East championships
(five in a row, second most all-time),
Roy Halladay pitched a perfect game in
2009, and a no-hitter in 2010 (the
second post-season no-hitter ever).
(Source #20) In 2012 the Phillies fan
base was at an all-time high, but
unfortunately the team was unable to
capitalize and experienced a season full of ups and downs. Since 2012, the Phillies haven’t been
the same team.
Phillies 2008 World Series Ring
Photo Courtesy of nbcphiladelphia.com
22. 20
Current Marketing Programs
The Phillies currently have many programs and outreaches through their games. One of
their largest marketing programs involves Phillies mascot Phanatic. Others include mother
appreciation events and other events that offer many outreaches to kids.
On April 17th
the Phillies are having a Phantic Birthday party for children 14 and under.
The plan behind the outreach is to get more kids at the games by throwing a birthday party for
the Phillies beloved mascot Phanatic. At that game against the Washington Nationals the Phillies
will be giving away Phanatic Visors as seen below. The Phillies also have several other Phantatic
themed events throughout the year. (Source #21)
Along with Phanatic, the Phillies also
appeal to kids by offering special events to
allow kids to run the bases. They have three of
these events scheduled that will hopefully get
more kids in attendance at games. (Source
#21)
Another unique way that the Phillies
appeal to their audience is by hosting separate giveaways that are supposed to appeal to women.
For example on May 1st
the Phillies are giving away infinity scarves to the ladies in the crowd,
along with celebrating mother’s appreciation day. The impact that will hopefully encourage more
ladies to attend the games.
Current Philanthropic Programs
Phillies Phanatic Children’s Visor
Photo Courtesy of stadiumgiveawayexchange.com
23. 21
One of the largest community outreaches that the Phillies support is the Phillies Phestival.
Started in 1984, the Phillies Phestival raises money to help find a cure for Amyotrophic Lateral
Sclerosis (ALS). (Source #22) Since 1984 the Phillies Phestival has raised over 16 million
dollars for ALS research. (Source #22) The money is raised through autographs and auctions put
up by the Phillies. The Phestival takes place in Citizens Bank Park. Players, coaches, and game
day operations all step in to help out at this event. (Source #22) Fans can come in and get
autographs, take pictures with current and former players, bid in the silent auction, and play
games to win memorabilia. This is one of the largest charity events hosted by the Phillies,
thousands come out every year to show their support.
The Phillies Family is another outreach program supported by the Phillies. The entire
Phillies Family from players, coaches, ball girls, batboys, and
office staff take great pride in giving back to the community.
(Source #23) Phillies Charity Inc. is what organizes and
structures the Phillies charitable acts. Phillies Charity Inc.
raises funds to go towards several worthwhile causes. Last year over $2 million grants were
awarded. (Source #23)
The Phillies also strongly advocate for community health and wellness through Phillies
Phitness. Phillies Phitness educates children about the steps that they can take to ensure a healthy
future. The program educates in physical fitness, nutrition, and different wellness related
activities.
Phillies Charity Logo
Photo Courtsey of phillywordart.com
24. 22
State of the Team
3 Key Players
Player Summary Strengths Weaknesses
Ryan
Howard
Ryan Howard has been
playing first base for the
Phillies since they drafted him
in the 5th
round in 2001.
Howard was voted the Rookie
of the year in 2005. Since then
he has played on three all-star
teams (2006, 2009, 2010) and
was the league MVP in 2006.
For a long time following his
MVP season Howard was
viewed as a leader, and one of
the best players to put on a
Phillies Uniform.
Unfortunately in recent years
Howard’s performance has
been subpar. Having one of the
largest contracts in the MLB
(125M over 5 years) it is hard
- Has been viewed
as a leader in past
years
- Very decorated
player
-
- Has been involved
in some PED
scandals
- In recent years is
the face of the
Phillies for the
wrong reasons
- Big face of the
Phillies because of
contract size
25. 23
not to view Howard as the face
of the Phillies. (Source #13)
Franco
Maikel
Born and raised in the
Dominican Republic Franco
Maikel is the story that every
baseball fan dreams of hearing
about. Maikel has been playing
third base and first base for the
Phillies since 2010. Maikel has
been making a name for
himself and the Phillies despite
having such a short career in
comparison to past and present
Phillies. Maikel is not viewed
as the face of the Phillies
because he is the league MVP
every year, consistently making
All-Star teams, or because of a
huge contract. Maikel is a face
of the Phillies because of the
hope he gives fans. Maikel is a
young face, a part of a team in
a slump. (Source #14)
- Young
- Gives fans hope
- Has a lot of room
to grow
- Great Story
- Young
- Hasn’t reached his
potential on the
current Phillies
team
26. 24
Aaron
Nola
Despite only having
played 3 seasons with the
Phillies, Aaron Nola has made
an immediate impact within the
Phillies franchise. At only 22
years old Nola has lots of room
for growth. Nola was drafted
by the Phillies in the first round
in 2014. Although it is to early
to tell what kind of a legacy
Nola will leave the Phillies
with, fans know that it will be
one worth remembering. The
sense of hope, and awe that
Nola gives fans is one that
cannot be matched by any of
the other Phillies playing the
game right now. No one has
any doubt that Nola will
continue to develop into a great
leader and player. (Source #15)
- New to the game
- Lots of room to
grow
- Strong fan base
- Leaves fans with a
sense of curiosity,
wanting to see
what he will do
next
- New to the game
- Has battled injury
27. 25
These players are just a few of the best leaders, hitters, and catchers that the Phillies have
on their roster right now. Other faces of the Phillies come from the past those include but are not
limited to Curt Schilling, Harry Kilas, Chase Utley, and Pat Burrell. (Source #24) Some of these
players are hall of famers and are considered to be legends among long standing Phillies fans.
Team Personality and Brand
Because “The Golden Years” sit so fresh in Phillies fans memory it is almost as if they
are unable to let go. Since most Phillies fans are old enough to be able to recall their recent
success they seem to be very disappointed with how they have been playing recently. Fans are
slowly moving towards a “fair weather fan” mentality, a mentality that can best be described as
‘the Phillies are my team, I’ll watch them if they are on, but I am not going to go out of my way
to watch them play’ a mentality that can usual does not indicate success coming anytime soon.
The Phillies are a team that receives many wishes from many people, but those wishes remain
ungranted.
Coaching Staff
Throughout their career the Phillies have had many different all-star coaches. Manager
Charlie Manuel who lead the team through “The Golden Years” was fired in 2013, bring along
the coaching staff that we see today. Manager Pete Mackanin has been with the Phillies through
it all. (Source #16) Unfortunately, Mackanin and his coaching staff do not bring anything
particularly unique or special to the Phillies team. Their mentality and techniques accurately
reflect in how they are viewed by the Phillies fan base. The coaching staff is seen as one that is
there, but doesn’t seem to do much. (Source #25)
Team Goals
28. 26
Pete Mackanin has been praised in past seasons, and this upcoming season for how he
sets his team goals. The Phillies go into every season with very modest, and easily obtainable
goals. This is one of the things that makes Mackanin dull. The whole team lately seems like they
don’t dream. The team will likely accomplish the goals that they have set simply because really
anyone could attain them. From my research I was unable to find any attainable, measurable
goals that have been “declared” by the Phillies coaching staff. The Phillies goals for this season
could be simplified by just saying “we want to win games.” The coaching staff does seem
hopeful this season when it comes to the talent they have in their locker room. Multiple sources
stated “we expect big things out of the talent in our locker room” (Source #26) but never
specified what a “big thing” is.
Fan Expectations
Going into the 2012 year after winning five straight National League East titles Phillies
fans had high expectations just to be let down. Since then the expectations going into the season
have gotten lower each year. At this point Phillies fans really want them to do well, they would
love to see their hometown team get back to their former glory. But do the fans expect that kind
of a comeback this year? Absolutely not. To the casual Phillies fan they are just a team that was
good once upon a time but today are the worst team in the MLB. The diehard Phillies fans expect
even less. According to forums, the true Phillies fans expect nothing more then what the coaches
do; mediocrity. (Source #25) The in depth fans realize that the coaching staff shows no sense of
urgency when it comes to winning games and therefore expect nothing more.
29. 27
Situational Analysis
Current Customers
Being one of the oldest teams in baseball it is no surprise that the Phillies have one of the
most loyal fan bases in the world. (Source #27) While being some of the most loyal fans in the
MLB there are bound to be some people who disapprove. According to NBC Philadelphia, the
Phillies fans have been voted the most obnoxious fans in the MLB. (Source #28) The Phillies fan
base for most of their history has consisted of an older generation, born and raised in
Philadelphia. However, in more recent years the Phillies have been taking aim at some different,
less traditional fans and it seems to be working. The Phillies have been taking aim at an untapped
fan base with women, Asian-Americans, the Latino community, and particularly college
students. The Phillies new plights to seek out new young and “hip” fans is one that came from
demographics before “The Golden Years” that showed over half of the fans at games were over
the age of 50. Through the Phillies five year success streak the fan base evened out. The Phillies
saw more families and other demographics at the games. In the past four years the Phillies have
seen their game attendance even out with just under half being between the ages of 18-21 and
just under half being over the age of 50. This is really a genius marketing strategy put in place by
the Phillies. If they are able to hold on to even half of the college students they drew in as
lifetime fans, they will see high attendance numbers for many years to come.
Demographics and Psychographics Profile
On social media there are 1,686,160 fans who ‘Like’ the Phillies on Facebook, they have
1,104,617 followers on Twitter. (Source #29) This is just a sample of a technologically savvy
Phillies generation. Twitter followers range from common, everyday twitter users to single login
30. 28
users ages 12-64. 42% of the Phillies twitter followers are “twitter junkies,” or persons who
check twitter on a regular basis. 18% of followers are single login twitter users, or users who
have only logged onto twitter a couple of times. It seems obvious that a majority of Phillies
twitter followers are from Philadelphia, are interested in sports, and come from the United States.
(Source #29) However, the Phillies did have a surprisingly large following in the United
Kingdom, and New York. The Phillies other social media account, Facebook, showed very
similar demographics. (Source #29) The Phillies psychographics are based on family, and hard
work. Philadelphia as a whole is a city built on hard work.
Competition
The IronPigs
The Phillies main competition is a minor league team in a suburb near Philadelphia called
the Lehigh Valley Ironpigs. Although the Ironpigs are associated with the Phillies they still take
spectators from the Phillies themselves. The Ironpigs are viewed throughout downtown Philly as
a rich, preppy, inferior version of the Phillies. Although most of the players probably work their
butts off day in and day out in order to make the “Big Leagues” because they are located in a
well off suburb they have gained a reputation of being “soft” throughout the Philadelphia area.
Being located in a well off suburb may have branded the
Ironpigs as “soft” but it may be one of the best things for them.
(Source #3) Because they are located in such a high income area
the Ironpigs have very high ticket sales, merchandise sales, and
concession sales. However, the Ironpigs also lose out on many
VIP, high income fans because those fans are able to affordLehigh Valley IronPigs Logo
Photo Courtesy of pbs.twiming.com
31. 29
season tickets and such to the Phillies themselves. The Ironpigs location is both their greatest
strength and weakness.
The Ironpigs, like most minor league teams are very family oriented. They seek to bring a
great viewing experience to demographics. By doing this they can give dad a great baseball game
to watch, the kids fun activities to do during in game breaks, and mom some time to relax. For
many years this target market was completely opposite of the Phillies. In the early 2000s the
Phillies and Ironpigs had many similar targets on who they were drawing into games. But since
the Phillies have recently been trying to attract other demographics, the competition has been
less fierce.
Temple University
Another big Phillies competitor is Temple University. Temple University is located in the
heart of downtown Philadelphia. Temple is viewed as a university with a rich history. When
Temple is doing well in sports, the people of Philladelphia know about it.
On the field it is no question that the Phillies would beat the Temple Owls. What Temple
has that the Phillies do not is diversity. When Temple is playing well or poorly in basketball the
baseball team gains viewers simply because of the publicity. When the Phillies play poorly they
lose viewers. What Temple lacks is a marketing program geared towards drawing in new fans.
Temple fans are Temple fans, but they haven’t gotten any new fans in years.
32. 30
In the past Temple and the Phillies have had very different
targets. The Phillies went from drawing in mostly men, to drawing in
families. Temple, for the most part, has settled with drawing in their
student body. Recently since the Phillies have been attempting to draw
in a younger aged population Temple has become a big competitor.
The City
Outside of the sports world the Phillies biggest competition is the city itself. The Phillies
have next to no chance of bringing in tourist to games simply because of the rich history located
in Philadelphia. Philly is where most of the United States was founded. Downtown Philadelphia
is filled with historic artifacts such as the Liberty Bell, Independence hall, and Benjamin
Franklin Parkway just to name a few. (Source #30)
For the Phillies the city of Philadelphia means that tourist at Phillies games is almost out
of the question. There is just too much to see and do that you can’t see or do anywhere else to fit
in a baseball game that you can watch on TV. Fortunately for the
Phillies these attractions mean almost nothing to Philadelphia
residents. The attractions scattered throughout Philadelphia are
there all the time and have less significance to Philadelphia
residents.
The tourist attractions around Philly don’t necessarily have
a target market because they are known about by almost all
Americans. This is both good and bad. It is good for the Phillies
because it makes residents more likely to attend games rather than go see the liberty bell, a piece
Temple Owls Athletics
Photo Courtsey of
prepsportswear.com
Liberty Bell
Photo Courtesy of dreamstime.com
33. 31
of American history that they might pass everyday on their way to work. These attractions may
interfere with the Phillies college student target. Since most college students in the Philadelphia
area are likely from out of town it is to be expected that their first year of school will be spent
sightseeing, and visiting tourist attractions. This first year of school is the prime age that the
Phillies would want to reel in college students and convert them, or make them Phillies fans.
The Flyers
Philadelphia has ten professional sports teams. To name a
few, Philadelphia has the Eagles, the 76ers, the Union, the Soul, and
of course the Flyers. The Philadelphia Flyers stadium is located just
around the corner from Citizens Bank Park. This ruthless, tough, nose
to the grindstone team has been in Philadelphia since 1967 when the
NHL expanded. Historically the Flyers have been a very successful team. (Source #31)
The Flyers strength lies in their sport. Hockey fans have a tendencies to be very loyal,
supportive, and rowdy. It is these kinds of fans that sell out almost every Flyers game. On top of
the fans is the game. Hockey is a much quicker fast paced game compared to baseball. The flyers
weakness lies in their game play. In the past two years the Flyer have been slowly moving
downhill. Last season they finished with a record of 33-31-18. (Source #31)
The Flyers current target market is aimed at
middle age (35-54) upper middle class white males. According to a recent demographics survey
Flyers Logo
Photo Courtesy of
fansedge.com
NHL Demographics
Photo Courtesy of opendorse.com
34. 32
on the NHL over 35% of NHL fans are between age 35-54, and over 25% of NHL fans make
over $100,000 per year. (Source #32) Luckily this market does not interfere with my current
target market. However, the Flyers do appeal to a very broad, and well versed market, one that
could mean great things for the Phillies if we were able to tap into that target market as well.
Climate
Philadelphia is a very political city partially due to the rich history that was made there.
Through my research it seemed to me that most Philadelphia residents see it as their duty to
make sure America is on the right track. (Source #33) This could be an issue because it could
mean a more conservative approach throughout the whole city. If the city becomes more
conservative it is less likely that the Phillies will have the people on their side when they need
something such as a new stadium, or a new practice field.
Because of Philadelphia’s historic background the economy has never seemed to
struggle. Philadelphia is constantly bringing in tourist, businesses, and residents making it one of
the most prosperous cities on the east coast. The average salary in Philadelphia is around
$40,000/year making it what I would describe as a middle class city. (Source #34) The overall
economy in Philadelphia has remained consistent over the past couple of years, and spending has
been roughly the same.
Many cities around the United States have recently been making a push towards
supporting the arts. Between music, theatre, gallery, and sculpture it seems like every city you go
to in the past five years has sculptures and such scattered throughout the city. Philadelphia is not
exempt. (Source #35) Although Philadelphia is making a push towards supporting the arts most
residents don’t foresee it taking off any time soon. Being what most Philly locals call a “blue
35. 33
collar” city the arts are not something that a city with a rough and tough image will prosper in.
However, there are many people in the surrounding Philadelphia area that could be interested in
the arts more than those residing downtown. This could potentially draw spectators from Phillies
games.
Every year the city of Philadelphia hosts a convention called the “Philly New Technology
Meetup.” At this meetup residents, visitors, and everyone in-between get together and do exactly
what the name says, meet about new technology. (Source #36) The event itself has the potential
to draw many spectators from Phillies games, but fortunately they do not seem to attract the
same demographics. What was great about this past years meet-up was that they specifically
addressed all of the new technology coming to Citizens bank Park and the Phillies. According to
the directors of the meet-up Citizens Bank Park is partnering with Comcast to bring a whole new
wireless internet set-up. (Source #37) With the new wireless they are also overhauling the food
and concessions, details to be announced soon. These technology changes can only mean big
things for the Phillies home stadium in the future.
Outside of political, economic, and society influences is the weather. History shows us
that Philadelphia in March has been colder (30-40 degrees) with almost 80% cloud cover.
Unfortunately, this kind of weather doesn’t scream ‘Hey Phillies fans! This is a great day for a
baseball game!’ This is something that the Phillies have zero control over, and unfortunately
seems to be fairly consistent.
36. 34
SWOT Analysis
The Phillies competitive advantage is something that no other team in the MLB has. The
Phillies have such a rich and eventful history both within their team and within the city they have
so many more possible markets that they can reach out to and draw in.
Strengths Weaknesses
History
- The Phillies are one of the
oldest teams in history, in any
sport
- The Phillies are located in one
of the most historic cities in
the country
Fans
- The Phillies have some of the
most loyal fans in the country
Tourism
- Because it is such a historic
city, Philadelphia has a surplus
of tourist
Stadium
- Citizens Bank Park, as of now,
is fairly old and out of date
Economy
- The city itself would not be
considered “wealthy”
- Not a lot of extra spending
money for a baseball game
Weather
- Beginning of the season
weather is not ideal for
baseball games
Opportunities Threats
Technology The Arts
37. 35
- Technology only has room to
go up
- New technology means more
publicity which means more
fans
Tourism
- Tourist are a fairly untapped
market for the Phillies
- Lots of room to draw in tourist
to games
The City
- There could be a way to
combine the history of the city
of Philadelphia with Phillies
games
Ironpigs
- The Phillies and the Ironpigs
could team up to offer a
competitive “2 for 1” deal
- New push towards the arts
could take away from the
Phillies
- Tourist will be even harder to
tap into
The City
- As of now, the history of the
city takes spectators from both
the tourist market, as well as
the college student market
- Philadelphia is filled with cool
things to do
Ironpigs
- Offer a cheaper baseball
experience
- Quality of the game in recent
years is not much worse than
the Phillies
College Teams
- Colleges have many different
teams that all steal spectators
from the Phillies
38. 36
Promotional Targeting and Objectives
Message Statement
In baseball right now there is an age problem. Normally you would think of an age
problem of being too young. In baseball it is that the majority of baseball fans are too old. This is
a problem because as the sport of baseball continues to move forward we will slowly start to see
less and less fans each year. That is why my message and target market primarily takes aim at a
younger generation.
“The Phillies are part of the Philadelphia college experience.”
The goal of my message statement is to make the Phillies a part of something that nearly
70% of the American population has, the college experience. (Source #38) Every city has
something unique that their college does within their city. My goal is to make the Phillies that
unique thing that college students do. By doing this not only will we be bringing in new revenue
and filling seats at Phillies games, we will also be cultivating a new generation of Phillies fans
and bridging the aging gap that currently exists in professional baseball.
Target Market Profile
Our message tackles one group but needs to tackle two different groups of people. One
group is one that has yet to be drawn in and that is a younger generation of college students, and
young new Philadelphia residents. Our other group of people are the older generation of long
time Phillies supporters. The fans that have stuck with the Phillies through thick and thin. The
fans that can remember all the historic players, and have watched the Phillies through their good
and bad years.
39. 37
Our first group, the younger generation, is split into two categories each with the same
goal. Our first category is college students. This group is age 18-23, currently earning their
education, with little to no income. This sub-group seeks entertainment that allows a good time
with friends, at a low cost. Most of the time students are thinking about money, homework, or
social life. They are old enough to make their own decisions and are motivated to purchase by
great values or “deals.”
The other sub-category is recent graduates, who have relocated to Philadelphia. This
group has an age range of 22-26. Although this group has a bit of a different age range, what
motivates them seems to be about the same. Recent graduates generally do not have much
money, but may have more than current college students. They are on their own and are plenty
old enough to make their own decisions. These graduates are motivated to purchase by an
attempt to find new people to hang out with, while also getting entertained at a modest price.
These groups are very different from the Phillies current fan base.
The older generation of Phillies fans are the ones who drive the organization. These fans
are the people who have kept the Phillies relevant in the MLB throughout the history of the
program. It is crucial that throughout the process of appealing and bringing in a new
demographic that these fans stay happy. The specific group that we need to keep happy ranges
from age 40-60. These spectators are generally uneducated and are the primary subjects of the
average income of Philadelphia. These fans are genuinely interested in the Phillies as a team and
what happens within it.
40. 38
Objectives
The objectives I have created for the Phillies are all geared towards the idea of generating
new fans and spectators by bringing in a younger generation of Phillies fans while also keeping
the current fans happy. I hope to do this by offering plenty of options for Phillies fans to get the
whole community involved.
Sales: To increase ticket sales within the college age (18-22) by 25% by the beginning of
next season.
This objective is crucial to not only the current state of the team, but also the future of the
team. By generating more ticket sales to a younger generation we are bringing in more prfit in
the present time while also creating new life long Phillies fans. By engaging students while they
are in college the Phillies will forever be the team that they think back to and associate many of
the good times they had in their college days. This objective will be measured by using the date
of birth used when tickets are sold online.
Branding: To increase the overall satisfaction of Phillies fans by 50% by the end of the
regular season.
While bringing in new fans is excellent for the state of the Phillies team it will also mean
a more crowded and potentially more rowdy ballpark. This, at times, may take away from the
viewing experience for some fans who are genuinely interested in how the Phillies are playing.
By incorporating this objective w we will create an experience that is associated with positivity
and happiness, thus associating the Phillies brand with similar emotions. This objective will be
measured by offering giveaways and lottery drawings for filling out a simple customer
satisfaction survey.
41. 39
Social Media: To get a combined total of 20,000 new likes/followers on Facebook, and
twitter by the end of the Phillies overall season.
Social media is an ever growing way to reach customers. In the past social media has
almost primarily been used by a younger demographic but more recently has been expanding to
all generations. By gaining more likes/followers we will be able to reach and spread the word on
our promotions and happenings more efficiently, and at a lower cost. I will measure this
objective by simply taking the amount of likes/followers that we have now and seeing where it is
at in the future.
42. 40
Promotional Concept
Promotional Overview
My promotions all follow the same theme of getting college students at the game while
not disregarding the timeless, loyal, hard-working Phillies fans. My concept is to take as much as
I know about what motivates college students and wrapping it into multiple different events
throughout the season while also not neglecting our long-time Phillies supporters.
College students live fairly simple lives. The life of a typical college student consists of
class, homework, hanging out with friends, supporting your school, drinking beer, and doing
things for as cheap as possible. My first promotional concept incorporates all of these activities
into one by partnering with the Temple Owls to host an exhibition basketball game in Citizens
Bank Park before a Phillies game. Contrary to what you might think this event would be geared
towards women. Why would I gear it towards women when over half of the MLB demographic
is men? Because if there are college girls somewhere college guys won’t be far behind. To sell
this event to women there will be incentives at the door geared towards women and discounted
drinks and other concessions for women.
My second promotional concept tackles the social media by creating a super addicting
app, similar to flappy bird, that would encourage users to like the Phillies on Facebook and
twitter while also keeping the Phillies fresh in people’s heads at all times. This app would allow
users to follow along with the Phillies team as they travel as well as play mini-games with
friends. Users could challenge their friend to a trivia crack like game based on Philadelphia,
specifically the Phillies, history, facts, and stats.
43. 41
Because the Phillies have such a long and sought after history it is imperative that we
keep our current fan base happy. These fans have been with the Phillies through it all. Most are
able to remember all of the all-stars, and World Series titles. By offering a special night called
“Phillies Generations” we will be able to keep our special fan base happy. This night will offer
special discounts on tickets to long-time Phillies fans. There will be prizes to fans who can show
the most Phillies game ticket stubs, pictures inside Citizens Bank Park, or autographs by Phillies
players. At this game there will be old Phillies superstars like Mike Schmidt, and Curt Simmons
signing autographs and hanging out with fans. Combining this promotion with Phillies Phanatics,
or long time Phillies fans, seating at the Temple and Phillies partnership we are sure to keep our
long-time fans happy.
I chose this mix because it appeals to the largest amount of people. With a large
population of Philadelphia being college students it makes the most sense to try and appeal to
this population. However, I also know that it is easier to keep old customers then it is to gain new
ones. That is why it is crucial to keep our lone-time Phillies supporters happy throughout the
process of integrating a new market.
Promotional Mix
Promotion Number One- Temple Partners with the Phillies
Overview
My first promotional idea is to partner with one of the largest universities in the United
States, Temple University. Temple University is one of the largest universities in the world. Over
30,000 students call Temple their “home away from home.” The college student population is
44. 42
one that is untapped by most if not all professional sports organizations. By partnering with
Temple University the Phillies will be among one of the first to tap into that market fully.
When they are not doing homework, typical college students enjoy hanging out with their
friends, supporting their school, drinking beer, and doing things as cheap as possible. This
promotion hits on all of those. There will be discounted food and beer, Phillies run tailgating,
group discounts, and discounts for those with their student ID. The goal of this promotion is to
incorporate the Phillies into the lives of these students making the Phillies the team they
associate with their “college experience” making them life-long Phillies fans. Our primary
audience, the people who are going to become the long-time Phillies fans are the men, that is
why this promotion is geared towards women because if there are college girls somewhere
college guys are not far behind. College girls will be drawn to this event because it will be a
“ladies night” of sorts. Girls will be offered discounted drinks, better seating, and giveaways
geared towards women.
This idea is different than anything else because to my knowledge it has never been done
before. I have never heard of a professional sports team hosting a college team beforehand.
Because of Citizen Bank Parks versatility this will be possible. I chose the Phillies to host
Temple Basketball one because it is Temples most popular and most successful sport, and two
because it would not require fans to watch back-to-back baseball games, a sport that is known
notorious for its slow pace.
Analysis
I chose this incentive because it aligns perfectly with our objectives for the Phillies. This
incentive will increase ticket sales because of the group mentality. We could also incorporate our
45. 43
social media objectives by offering more discounts, savings, and giveaways by hosting an
Instagram contest with a particular hashtag, or to those who like the Phillies on facebook. By
incorporating the “Phillies Phanatics” seating for long time Phillies fans we will also be able to
increase our overall customer satisfaction.
This promotion will impact all of our target markets in some way. Our college student
market, that this promotion is directly geared towards, will be estatic to find a new activity that
they can go to with friends at a low cost. This incentive may have the opposite effect on our
secondary market of long-time Phillies fans. It could potentially be very distracting for a fan who
is at the game for the love of the Phillies if there are college students being rowdy throughout the
whole game. By incorporating special seating for Phillies fans hopefully we will be able to keep
their dissatisfaction at bay.
I feel that this idea is plausible because of how many college students are in Philadelphia.
If this special event can bring in even 25% of the Temple student body it will be very successful.
If there are places in the schedule where this incentive can be offered multiple times I foresee
each game becoming more and more popular among college aged students.
The strengths of this idea is the amount of common interest people it appeals to. Most
college students share very similar interests and opinions. Although the city of Philadelphia as a
whole has many more people than just Temple University, there are not very many groups that
are so close knit such as college students. The weaknesses of this idea are its scale. Because we
are reaching out to such a large demographic we are putting all of our eggs in one basket and
hoping that it works. The biggest problem is the price of the tickets themselves, whether or not
we will be able to make tickets cheap enough to draw in college students.
47. 45
Promotion Number Two- Phillies Phantics App
Overview
My second promotional idea is to create an app for the Phillies that stretches beyond what
a normal team app does. Most team based apps simply give stats about the program, score
updates, player injuries, and team news. This app will go beyond the basics. By offering those
things while also offering the opportunity to play mini-games with friends and earn prizes.
Flappy Bird was an app that was very popular among smart phone users for an extended amount
of time. This game was highly addicting and was eventually taken off the market because of how
out of control it got. By incorporating mini-games similar to flappy bird we will be able to draw
people to like the Phillies Facebook page to gain more in game lives and potentially even charge
money to get lives. Other mini-games could offer prizes to people with at the top of the
leaderboards. These prizes could range from a free drink at the concession stand to VIP tickets.
This officially licensed app is different from other sports apps because of how it allows
users to connect with the team and their friends. On the team side of the app users will be able to
follow the Phillies more closely than ever. By doing this the Phillies will be instilling an idea that
users are a part of the action, and supporting the team even when they can’t be there. This will
also keep the Phillies name fresh in users heads at all times making the Phillies the team they
think of when they hear baseball.
Analysis
The officially licensed app for the Phillies will help us achieve our objectives. The
objective this app will most help accomplish is social media based. It seems like every time
people get on Facebook they have an invitation to play a game. Even though a majority of people
48. 46
hate these notifications, they work. People continuously sign on to play candy crush, or trivia
crack because they have received notifications. Whether out of spite to make the notifications
stop, or because they are genuinely interested, people play. The Phillies app will become one of
those games.
This app will be a hit among our college aged target market and younger. These users
will fall in love or become addicted to the fast paced action. This app could also become very
popular with an older generation of smart phone users because of how close the game following
features allow you to get to the action. Fans will be able to follow along with the game and feel
closer to their team than ever before. All of these things coupled with the app simply putting the
Phillies names into their head makes this a stellar combination.
People make apps every day this means that this app will be more then plausible. The
start-up of the app will be the hardest part, but once it gets going it will be hard to get people to
look away. What separates this app from other sports team apps is the mini-games features. As of
right now sports apps are primarily used by people ages 25-40. By incorporating mini-games into
the app we will be able to mold a younger generation into thinking about the Phillies whenever
they hear of baseball.
The largest weakness in this idea is the start of the app itself. This app may be difficult to
create and get popular but once it does the whole city of Philadelphia and beyond will know
about what is going in with the Phillies. The strengths of this idea is the market it will be able to
reach. 64% of adult Americans own a smartphone. That percentage does not include people
under the age of 18. That is a staggering amount of people who will be able to access this app
and follow along with the Phillies.
50. 48
Promotion Number Three- “Phillies Generations” Night
Overview
My third and final promotional idea is to offer a special night for Phillies fans throughout
the generations. This night is completely dedicated to the fans who have stuck with the Phillies
through it all. Through the good times and the bad. Using online order receipts customers will be
given discounts and rewards depending on how many games they have been to in the past. Other
awards will be given in the game to fans who can show the most ticket stubs, the most pictures in
Citizen Bank Park, pictures in Veterans Park, and player autographs. During the game Phillies
from the past will be around to sign autographs and talk with fans. To add extra incentive, this
could take place against Phillies longtime rival, the New York Yankees.
This idea is similar to other ideas in the sense that we are bringing back former players to
be at the game. However there has never been a game that rewards spectators for having ticket
stubs, pictures, and other Phillies memorabilia. This is the leg up we have on past promotions.
The extra activities, the former players, and the added giveaways will bring fans in the door.
Fans that have been hiding, or unable to make it to games in a long time will come out of the
woodwork and be there. This game is a time for the city of Philadelphia to come together and
celebrate their historic team.
Analysis
This atmospheric and incentive game is one that is sure to draw in fans from all over the
city. This game is perfect in achieving our secondary objective of keeping our long time Phillies
fans happy. They are what make this program run. I chose this idea in particular because it is
51. 49
easier to keep a current customer then it is to gain new ones. Although it does not specifically
bring in a college age demographic I believe that it helps accomplish a very important goal.
Creating a game that brings pieces of Phillies history together will make a lasting impact
on all of our target markets. The Phillies longtime fans will be satisfied and very pleased that
they are being recognized for how long they have been supporting the team. This will impact the
target market positively because it will cause customers to speak positively with friends,
relatives, and coworkers with what is going on with the Phillies which in return will result in
more support.
Rivalry games happen all the time. This idea is plausible. The hardest part of this idea
comes from organizing everything. From ticket sales, to getting former players back, to
decorating, everything has tiny details that need to be worked out. Although this idea may take a
lot of man power to get up and running, the idea behind it and the amount of work that will need
to go into making it possible is something that happens at baseball games all the time.
The strongest part of this idea is that we are simply making our already happy customers,
the longtime Phillies fans, happier. The weaknesses are in everyone else. Being able to convince
the other “fair weather” Phillies fans to come out and support on this historic game night will be
the most difficult.
52. 50
PHILLIES GENERATIONS!
COME MEET ALL OF YOUR
FAVORITE PHILLIES PAST AND
PRESENT!
GIVEAWAYS TO SPECTATORS WITH
THE MOST…
oOLD TICKET STUBS!
oPICTURES IN CITIZENS BANK
PARK!
oOLD PHILLIES AUTOGRAPHS!
AUTO GRAPH SIGNINGS!
DISCOUNTS TO LOYAL PHILLIES
FANS!
