1. Notre Dame Baseball
Meghan Freeman, Jack Cobain, Christopher Mire, Kelsey O’Brien, Daniel Turturea

2. IrishIntel
Christopher Mire
Jack Cobain
Meghan Freeman
Kelsey O’BrienDaniel Turturea

3. Project Objective
●Reposition Notre Dame baseball as a more
attractive presence both on the Notre Dame
campus and in the local community
●Work to make the baseball experience more
accessible to a broader audience and increase
overall attendance

4. Major Recommendations
1. Increase social media presence
2. Make the stadium more attractive
3. Host student club and dorm nights with free
giveaways
4. Provide more engaging and interactive
activities for children and families
5. Increase Little League Involvement

5. Strategic Marketing Plan

6. Our Mission
To rekindle a passion for baseball in the
Notre Dame community by celebrating the
past and embracing an exceptional
tomorrow.

7. Our Vision
Notre Dame Baseball.
Reborn. Rediscovered. Reimagined.

8. Strengths of ND Baseball
● Product
○ Powerful sports atmosphere/tradition at Notre Dame
○ .750 historic winning percentage
● Price
○ Inexpensive for all
● Place
○ The Notre Dame campus is itself a visitor attraction
● Promotion
○ Leprechaun Legion and The Week @ ND already established as effective communication
channels
● People
○ Friendly staff at the Eck
● Process
○ Easy access to key facilities i.e. entry, concessions, bathrooms, parking

9. Weaknesses of ND Baseball
• Product
– Unsuccessful/unpopular program relative
to other Notre Dame sports
• Place
– Distance from the center of campus
– Weather in South Bend
• Promotion
– Few high-profile games
– Do not capitalize on big conference games
– Little advertisement in South Bend
– The team itself is not very visible on campus
• People
– Little network effect
– Baseball team is disconnected from
student body
• Process
– Cash-only ticket sales
– Fans must walk to Murnane Ticket Office to
use credit/debit cards
• Physical Evidence
– Lack of attractions
– Limited food/drink options
– No display of team history visible in the Eck
– Can’t buy merchandise on site at the
stadium

10. Opportunities
Political Economic Social
Technologica
l
-South Bend’s tourism
industry is largely
focused on the visitors to
the university
- Notre Dame’s
administration is dedicated
to building dominant
athletic programs
-University clubs and
organizations often host
club-specific events to
raise money and socialize
as a group
-Families are always
looking for cheap/free
entertainment events
- South Bend has a
population of over 100,000
people
- Many students are keen
to explore alternatives to
the traditional social scene
- Students are drawn to
events with free
memorabilia
- Notre Dame fans are
passionate about the
histories of the university’s
athletic programs
- South Bend has a large
Little League presence
- New social media
technology can be used to
more effectively market
ND baseball

11. Threats
Political Economic Social
Technologica
l
- South Bend residents
are more likely to
support a local city team
than a university team
because they associate
with their hometown
- No alcohol allowed for
game
- Baseball must compete
against other ND spring
sports for ticket sales
- People from the South
Bend community favor
spending their money
with the SB Cubs
- Students have
schoolwork and other
obligations
- South Bend Cubs seen
as more of a community
event
- National media is not
interested in college
baseball except at the
very highest level

12. Core Needs
• Clean Stadium
• Good weather
• Food and Drink Options
• Safe Environment
• Convenient Parking
• Comfortable Seating
• Fairly priced tickets

13. Market Segmentation Analysis
• I Have To Be Here, 5%
• The Minority, 5%
• The Party People, 35%
• Family Funseekers, 25%
• Work Hard, Play Harder, 5%
• The Boys Are Back in Town, 15%
• The Oldies but the Goodies, 10%

14. Benefit Segmentation
The Party People
• Opportunities for socialization
• Lively atmosphere and loud music
• Strong student section
• Want a fun social event that
promotes school spirit
Family Funseekers
- Fun attractions for children
- Opportunities for engagement
- Relaxed, traditional baseball
feel
- Want a family bonding
experience

15. The Party People 35%
Determining needs: Lively atmosphere, friends present, defined student section
Sophomore
in Mendoza
Avid
tailgater
Looking for a
good time with
friends, food
and music
Courtney

16. Survey Monkey Results
Sample of 140+ students

17. Family Funseekers 25%
Determining Needs: Fun, engaging activities for kids, more relaxed and traditional
environment, educational opportunities
29 year old
mother of two
young kids
Loves to go out
to a SB Cubs
game
Cares mostly
about
entertainment
for her children
Emily

18. Population Estimates
Total of Households in South Bend: 52,807
Family Households in South Bend: 32,833
Estimated percent of households interested in ND baseball: 10%
(3,283)
Average family household 2014: 3.13
Estimated percent who would actually attend: 5% (164*3.13)= 513
Total Notre Dame Student Population: 12,124
Undergrad: 8,448
Grad: 3,676
Estimated % interested in attending any given game:
5% of student body (606)

19. Core Strategy Analysis
• Specialty Good for
Family Funseekers
-product most important,
promotion also effective
• Unsought Good for
Party People
-promotion most
important

20. Experiential Marketing Analysis
Entertainment Educational Escape Esthetic
Product Food/Music, Band Stadium Tours, ND
Baseball History
Exhibits
Strong baseball
program that fulfills
basic fan expectations
Classic Baseball
Stadium, Well
Manicured Field
Pricing
Place Clear on-campus
directions to Eck,
campus is beautiful
towards the end of
the season
Promotion T-shirt gun, Themed
games
Scorecards, Player
Stats
Personnel Excited Staff, Players
can get the crowd
excited
Staff knowledgeable
about ND Baseball
Physical Evidence Picnic Areas Banners, Posters Souvenir Tickets,
Banners, Landscaping
Processes Easy parking

21. Major Recommendations
1. Increase social media presence
2. Make the stadium more attractive
3. Host student club and dorm nights with free
giveaways
4. Provide more engaging and interactive
activities for children and families
5. Increase Little League Involvement

22. Increase Social Media Presence
• Snapchat stories
–Eck Filter
• Revamp Instagram account
–More photos of players with fans
and children at Eck
• Use Leprechaun Legion emails
to emphasize weekend
games specifically

23. Improve Stadium Appearance
• Eck Stadium currently lacks any real character
• Banners of past greats and present stars
• Classic Fenway-esque and out-of town Scoreboard
• Spectators in outfield
• Renovate Ticket Window
• Prominent display of past
trophies and honors

26. Club/Dorm Nights
• Allow student clubs or dorms to
host a game in order to draw
attendance and increase awareness
• President of club/dorm can throw out
first pitch
• Set up a system to swipe in and hold a
competition to see which dorm/club can
draw the largest attendance
• Provide prizes for the winning group
• Can be the first step to creating
relationships between ND Baseball and
various student groups
• Free giveaways

27. Engaging Activities for Children and Parents
• Family Nights for midweek games/Sunday
afternoons with kid-centric
events/marketing mix
• Scorecards for kids with prizes
• Allow kids to run around bases at the end of
games
• Meet-the-Team events after games for kids
to get autographs/pictures with the players
• Have a couple of players hit ground balls to
kids in outfield while other players
maintenance the infield/mound after games

28. Increase Little League Involvement
• Capitalize on the many Little
League organizations in the
South Bend area
• Invite them to the Eck for
Little League nights before
games
• Increase Little League
involvement in Notre Dame
summer baseball
programs
• Little League Bat Boys
• National Anthem with players

29. Marketing Mix for The Party People
• Product
• High energy, fun environment
• Between inning entertainment
• Lively student section
• Want to feel a connection to the
players as representatives of their
school
• Price
• Free student tickets
• Fair concession prices
• Place
• Prominent displays of honored past
and present players
• Stadium set-up that allows for easy
social interactions
• Easy access to the stadium, e.g. shuttle
rides
Promotion
Advertising games on relevant social
media
Promoting through dorms and clubs
Personnel
Friendly, welcoming, and knowledgeable
staff
Physical Evidence
Free merchandise to both draw them to
the game and help remember the
experience
Increase photo opportunities and
encourage social media interaction
Process
Expedited entry process

30. Marketing Mix for Family Funseekers
• Product
• Relaxing, traditional atmosphere for
parents
• Interactive, engaging activities for
children
• Educational opportunities to connect
parents and their children together
with the game
• Price
• Inexpensive adult tickets
• Free or discounted child tickets
• Fair concession prices
• Place
• Easy directions to parking and
stadium
• Accessibility to rest of campus
• Promotion
- Advertisement in relevant
media outlets
- Family-friendly themed games
• Personnel
- Staff that engages children
- Accessible coach and team
• Physical Evidence
- Increased photo opportunities
with team and mascot
- Memorabilia to take home
• Process
- Convenient will call window
and debit/credit card ticket

31. General Ideas for Improving Experience
• Student/family “movie night” on the field after the game
• Market games more by having the players hand out cards for
ESPN games
• Invite famous alums back
• “Bark in the Park” - Event where fans can bring their dogs to
game
• Get the team to reach out on campus- recruit their friends and
peers to come
• Potential in IU games. Last years turnout and profits were much
better than expected
• Set up speedometer for fun
• Create a museum type area (similar to the Gug for football)
displaying the history of Irish baseball
• Improve quality/range of food and drink options
• Revamp playlists

32. IrishIntel
Thank you for your time!
Questions?