1. Legends
Presented by: Shakaria Buckson, Kayla Vales, Isaiah Maxwell, Jasmine Roberson, and Gladys Creppy-Hetherington
December 4, 2014

2. Legends
table of contents
Executive Summary.....................................................................................................4
Situational Analysis......................................................................................................8
History of Fox................................................................................................................................9
Industry and Miscellaneous Trends.......................................................................................................10
Objective......................................................................................................................................11
Campaign Rationale........................................................................................................................12
Consumer Analysis......................................................................................................13
Market Analysis.........................................................................................................16
Market Analysis (Heritage)...............................................................................................................17
Opportunities................................................................................................................................18
Creative Strategy .......................................................................................................19
Creative Strategy............................................................................................................................20
Campaign Synopsis.........................................................................................................................21
The Look & Feel.............................................................................................................................22
Major Selling Ideas & Key Benefits to Communicate...................................................................................24
Distribution & Rollout....................................................................................................................25

3. Legends
table of contents
Campaign Deliverables.................................................................................................26
Pop-Up History Cave........................................................................................................................27
Pop- Up History Cave Interactive Timeline...............................................................................................28
Interactive Timeline “Website”.............................................................................................................29
Become A Legend..........................................................................................................................30
Legend Session.............................................................................................................................31
Social Responsibility.......................................................................................................................32
D-Day.......................................................................................................................................33
Social Media................................................................................................................................34
Commercial.................................................................................................................................36
Evaluation...............................................................................................................37
Summary................................................................................................................40
Credits....................................................................................................................42
Appendix................................................................................................................44

4. Executive
Summary

5. Legends 6
executive summary
The challenge is creating an advertising campaign focused on increasing viewership for MLB on FOX across
the 18-34 demographic. Fox Sports 1 is currently under construction for enhancement and brand development. The
network’s goals are to reach a younger audience and to establish top of mind positioning within the world of sports
networks.
To reach these goals, we have developed a multi-platform strategic advertising campaign that features IMC called
campaign “Legends.” This campaign is rooted in the overarching theme of heritage. Baseball has a rich and long-
standing history that FOX Sports can leverage to connect with audiences. MLB has one of the longest histories of any
professional sports leagues, which can create a rich heritage to pass down among generations. The history of the United
States can be traced through baseball and vice versa. We want to maximize this history and create new opportunities
for new meaning for “the nation’s pastime” to evolve through using the past as a guide to move forward.
This approach solves major challenges facing viewership of MLB on Fox including, brand perception, game
perception, and major issues affecting the target audience. This campaign passes the tradition of baseball to future
generations through stories and narratives, which the target audience enjoys. It also provides excellent opportunities to
create content that can be shared throughout various media resulting in increased awareness, esteem, and education.

6. Legends 7
executive summary
The slogan for this campaign is “Become A Legend.” This slogan inspires interactivity through motivating your
audience to interact with Fox and MLB.
We want viewers to know that they can “Become A Legend” through participating in fun ways to celebrate the
past and creating new legends for the future. This campaign will grab the attention of the audience through different
marketing mediums and tactics, while increasing the viewership of MLB on Fox.

7. situational
analysis

8. Legends 9
History of Fox
Rupert Murdoch founded the Fox Broadcasting Company in October 1985. Both the Fox Entertainment Group and a
division of 21st Century Fox own the company. Based on total revenues, assets and worldwide coverage, 21st Century
Fox is the world’s third largest major network competing with longer-established networks such as ABC, NBC and
CBS. Fox headquarters is located in Los Angeles, California. Fox is known for being very innovative, this has resulted
in the creation of many Fox networks, including Fox Sports Networks, which was formed in 1994 in hopes of competing/
replacing the current number one sport network, ESPN (Business Insider, 2012).

9. Legends 10
industry & miscellaneous trends
People learn through storytelling. It is an ancient way from passing things down from generation to generation. It has
become a dynamic and vital element to many successful contemporary ad campaigns and the key to effective use of
social media (Social Media Explorer, 2011). In addition to this, millennial audiences love to learn about the history of a
brand and will actively engage with it in order to learn more about their history.
21st Century Fox covers five continents across multiple industry segments including:
A. Filmed Entertainment
B. Cable Network Programming
C. Television
D. Direct Broadcast Satellite TV

10. Legends 11
objective
Create an IMC ad campaign that increases viewership for MLB on FOX across a younger and more diverse demographic.

11. Legends 12
Campaign rationale
A. Area 1: The Legends campaign will use the history of baseball to influence a new meaning for “the nation’s pastime”
by using the past as a guide to moving forward in the United States and internationally. This will help solve major
challenges facing the viewership of MLB on Fox when dealing with brand perception and creating positive game perception.
B. Area 2: The Legends campaign will use stories/narratives to pass the tradition of baseball to future generations,
which is a method the target audience has been known to enjoy.

12. consumer
analysis

13. Legends 14
Consumer analysis
Millennials, those between the ages of 18-24, are the targeted audience and consumers for this campaign. African
Americans and Latino in this age group are specifically targeted, as they represent those who are least likely to watch MLB
on Fox Sports. In addition, African American audiences have a long-standing history as “tastemakers” and “trendsetters”
within American culture. Black audiences also have tremendous buying power. Black female audiences are slated to become
one of the strongest and most educated audiences in America’s changing demographic. Latino audiences represent an
emerging demographic which is slated to comprise the majority of the viewing public in years to come.
Millennials are easily bored. They like for things to be interactive and desire authenticity. Technology defines
millennials. They like to feel connected and want products to have a personal touch. These direct interactions with the
brand allow for millennials to endorse and advocate on the product’s behalf. (Pew Social Trends, 2010)
This campaign utilizes social media, philanthropic efforts, gives a sense of history, and offers a way to obtain new
knowledge with the Pop Up History Cave. These elements are all especially important to millennials, as they are the most
educated group to date.

14. Legends 15
Consumer analysis
18-34 year olds are the digital generation. They are known for their digital connectivity, making up 27 percent of
online video watchers, 27 percent of social network site visitors and 33 percent of tablet and Smartphone users, using most at
simultaneously. In relation to MLB on FOX Sports, 18-34 years olds share an appreciation for digital innovation and being
unique and unlike others.
The target consumers also value family, heritage, and time. Legends focuses on heritage which is one of area which
the target consumers value. Legends uses heritage as a main theme throughout the campaign which will capture and
further engage the target consumer.
18-34 years olds are very digitally active, which is an aspect that the Legends campaign also utilizes. Through the use
of social media and media devices, this campaign offers a way for consumers to learn about the history of baseball and how
it came to be the way it is today. The target audience need for interactivity is also satisfied by this campaign through the use
of the Pop Up History Cave.

15. market
analysis

16. Legends 17
market analysis
After analyzing the market, we found the heritage trend has brought brands such as Dodge, Cheerios, and Chanel great
success. Due to Millennials interest in their own heritage, many brands are now creating campaigns utilizing the heritage
trend. Millennials are fascinated with how brands incorporate their innovativation and creativity to tell the story many
grow to love. No two brands have the same story. We found this as an opportunity for the campaign to utilize this trend to
educate, and generate engagement amongst the target audience.

17. Creative
Strategy

18. Legends 20
Creative strategy
The strategy used is the Heritage Strategy. The Heritage Strategy is used to emphasize the historical and family values
that Fox and MLB represent. The strategy used will allow the campaign to harness emotions and family traditions, which
are relatable across all cultures, ethnicities and regions of the world. Legends passes the tradition of baseball to viewers
through stories and narratives, which our audience enjoys.
This is an effective strategy because both FOX and MLB have a powerful yet unique history about their brands. The
history of each organization gives us the ability to highlight a unique selling proposition each brand has to offer to the
target audience. It is important that brands leverage their heritage and brand story in order to reach the millennials.
Millennials pride themselves on unique and memorable experiences. We have planned an extensive Integrated Marketing
Campaign that highlights education, interactivity, and philanthropy for Fox Sports 1.

19. Legends 21
Campaign Synopsis
The name “Legends” derives as a play off the heritage theme of Fox and MLB. The idea of legends and tales is common
amongst all age ranges and ethnicities. Human cultures preserve historical records in human languages to pass down
history to future generations. According to sources, a legend is a narrative of human actions that are perceived both by
teller and listeners to take place within human history. Fox Sports 1 will tell the story of Legends while the target audience
(listeners) gain a sense of history creating a new buzz around Fox Sports 1 and MLB.
The Slogan: Become a Legend
Become a Legend is used to inspire and motivate your audience through interactivity with Fox and MLB. Using the phrase
and hashtags gives the consumer the power to tell their narratives and stories about Legends.

20. Legends 22
the Look & Feel
The Look & Feel: The reminiscence of a pastime
The overall look and feel of the campaign will be modern vintage. Legends will use sepia tones for images and other design tools
to create special effects to deliverables. The typeface used is entitled Old School United. The campaign will include rich colors like
gold, black and maroon. These colors will highlight our theme of heritage and help support the functionality of campaign.
Pantone Metallic C=8 M=100 Y=64 K=68 C=0 M=0 Y=0 K=100
10123c
Gold: The color gold is the color of success, achievement and triumph. It is often associated with abundance and prosperity.
Fox Sports 1 and MLB brands resonates with this color because of their many success and longevity.
Maroon: The red color family is one of the most useful colors in an advertiser’s pallet. Red is a warm color which is associated
with love, passion, strength, energy, excitement, and intensity.
Black: Black is the color of the hidden, the secretive and the unknown, creating an air of mystery. It is perfect for the campaign
because it gives an element of surprise and boldness.

21. Legends 23
the Look & Feel
Typeface: The typeface is named header Old School United and its purpose is to resonate amongst all ages and develop a vintage
element to the campaign.
Header: OLd school united alt inline
Sub-Header:Old school united alt inline italics
Body Copy: Old Style
The Tone: The tone during the campaign should be informational, clear and concise, yet fun and lighthearted. The writing level
of ads and scripts should be mature for our target audience and relatable. The ads will use everyday language that millennials
and sports fan use in conversations about the latest news and trends in the sports world.

22. Legends
Major Selling Ideas & Key Benefits
This campaign is driven by its desire to educate, interact with and contribute to its audience. These goals will be accomplished
through the following:
Education and Heritage
Education and Heritage go hand and hand. Leveraging MLB’s existing heritage through FOX gives the target audience the
opportunity to become educated on the history of the game increasing overall viewership. Also this education sub-theme allows
younger generations to follow the brand increasing brand loyalty as they increase in age.
Interactivity and Heritage
Interactivity will allow us to connect with audiences. Giving us the ability to educate and inspire using social media and the
World Wide Web. This gives us the ability to make improvements to technologies already being utilized by Fox Sports 1.
Philanthropy and Heritage
Both Fox Sports 1 and MLB have a rich history when it comes to philanthropic efforts. Highlighting each brands efforts to
the target audience will help cultivate and show the great activities that are happening in the community because of these two
organizations.
24

23. Legends
distribuition & rollout
Legends, is an IMC advertising campaign that will feature continual interactivity to connect with audiences. Interactivity will be
emphasized through opportunities to educate and inspire within legends sessions, the Fox pop-up history cave, and philanthropic
efforts.
The campaign is designed to not only extend throughout the upcoming Major League Baseball season, but to be able to be used
year round. Many of our tactics, are tactics that do not only compliment watching the game during the season, but also allow
consumers to have a way to connect with baseball during the off-season.
The rollout of the campaign will begin in the spring. This is sometime before the Major League Baseball Draft, which is set to
take place June 8th-10th, 2015.
25

24. campaign
deliverables

25. Legends 27
pop-up history cave
Experiential

26. Legends 28
Pop up Cave: Interactive timeline

27. Legends 29
Interactive Timeline (website)

28. Legends 30
Become a legend

29. Legends 31
Legend session

30. Legends 32
SOCIAL RESPONSIBILITY
The Boys & Girls Club and RBI tactic will allow us to create content surrounding the evolution of a baseball player. This
tactic shows growth between the rookie to a legend and to a hero, while telling their stories through media usage and
featuring some of the content in the Pop-Up History Cave. This tactic is a philanthropic effort and highlights the success
of RBI and the Boys and Girls Club in surrounding communities. It will highlight modern heroes and they will have the
chance to tell their stories to America through social media and FOX sports 1,
It also aims to educate, create understanding, and increase awareness among younger generations
about the game of baseball. “Modern Baseball Heroes” will be created so that younger generations can
identify with and increase the visibility of Baseball’s iconic players. Older MLB stars will have casual
interviews with younger baseball players and discuss their individual challenges and victories in baseball.

31. Legends 33
d-day
D-Day ads will be apart of the first distribution
and rollout for June 2015. The purpose of the
legend campaign theme is to trace the history of
baseball through America’s History.D-Day is a
huge day in American History so why not make
it relevant with the MLB draft.
Coincidently, MLB Draft Day and World War II
D-Day are celebrated on the same day. It would
be great to give the audience anticipation of
D-Day invading the sports world on June 6th.
Ads for the MLB Draft in 2015:
Who is the next baseball legend?
Tune in to FS1 to find out on D-DAY!

32. Legends 34
social media
Social media will be used extensively throughout this campaign. It is a tactic
and will be extremely significant to the success of it. Facebook, YouTube,
Snapchat, the Twitter FOX Go App, Instagram, and Buzzfeed quizzes will
all be used to leverage the campaign and will serve as a resource for viewers,
giving them access to updates and other information 24 hours a day.

33. Legends 36
commercial
30 Second Legends Commercial Script
Voice: This is how legends are made.
Voice: One day at a time,hour-by-hour, minute by minute, second by
second.
Voice: History is made everyday when one decides to work hard, listen,
and sacrifice.
Voice Over: A legend is considered a story of human actions that are
perceived both by the teller and listener to take place within human
history.
Fox Sports 1 wants you to listen and watch the stories of legends.
Tune in on Saturdays or Whip Around to learn more about Legends.
While the overlay of a male voice is going on..pictures of a little boy/
boys growing up playing baseball and then eventually making it major
league as they get older.

34. Evaluation

35. Legends 38
Evaluation
The evaluation of this campaign will be divided into two different evaluations. There will first be an evaluation
of the proposed ideas and strategies for this campaign in order to determine the overall effectiveness the campaign
strategic plan. This will be done by utilizing concept testing through the use of one-on-one interviews. Consumers will
be able to state their personal opinions providing feedback for those working on the campaign.
Once the campaign strategy plan has been revised and implemented, a post evaluation will be conducted in order
to measure the effectiveness of this campaign by assessing the performance of individuals who worked on the campaign
and serve as an example for any future campaigns. It will also measure both the communication and behavioral effects
of the campaign.
The effectiveness of this entire campaign will be measured base on the following:
The change in consumer awareness of MLB on Fox Sports
The change in television ratings during MLB games on Fox Sports
The change in consumer awareness of the history of baseball
The change in consumer interest in the game of baseball

36. Legends 39
Evaluation
Pretesting will include one-on-one interviews that will provide feedback that will be used to edit and finalize
campaign strategy plan.
The post testing will measure the communication and behavioral effects of the campaign by:
Compare and analyze the number of viewers amongst the target audience who tune into Fox Sports to
watch MLB on Fox Sports.
Compare and analyze the difference in the number of likes and follows on different social media sites:
Twitter, Snapchat, YouTube, and out of home media such as build boards.
Measure the number of participants interacting with pop-up cave in each city.

37. summary

38. Legends 41
summary
We have developed a strategy, complete with tactics, to address the issues presented to us by FOX Sports. The goal of
this campaign is to increase MLB viewership on FOX Sports by multicultural millennias. We have come up with an
IMC campaign that incorporates the use of technology, education, social media, and fun that will allow for millennials
to fall in love with America’s favorite pastime.
The Popup History Cave will allow for guests to take a trip down baseball’s memory lane. It will structured similar to
a museum and will include different baseball facts and artifacts. It will also house another tactic, our Legend Sessions,
where in depth interviews will take place between current baseball stars and older, retired legends. Matt Kemp and
Hank Aaron are examples of the types of players we would like to bring together. It will allow for the baseball gap to
be bridged while teaching its participants about the history of the game. The sessions will be broadcasted on the FOX
Sports site in addition to being televised and shared via snippets on Snapchat.
Social media will play a crucial role in the success of the campaign. Interest will be sparked through the social media
output and will be a way for fans and viewers to stay connected to the game at all times of the day. Moreover, we
focused on charitable efforts for our last tactic. Through a partnership with the Boys and Girls Clubs of America, we
will launch the Become a Legend campaign that will continue to allow viewers to interact. Through the use of our
hashtags, they will be able to share their charitable acts and will have a chance to be broadcasted during MLB games.

39. credits

40. Legends 43
Credits
Acuna, Kirsten. 6 Things You Didn’t Know About the FOX Network. (2012, May 24). Business Insider. Retrieved
October 26, 2014 from http://www.businessinsider.com/fox-network-history-facts-2012-5?op=1.
Dua, Tanya. Millennial media-consumption habits explained, in 5 charts. (2014, October 21). Digiday. Retrieved
November 13, 2014 from http://digiday.com/brands/millennial-media-consumption-habits-debunked-5-charts/
Illiano, Diana. Millennials - an interesting and influential demographic. (2013, March 5). Experian. Retrieved
November 13, 2014. http://www.experian.com/blogs/marketing-forward/2013/03/05/millennials-an-interesting-
and-influential-demographic/
Ivey, Mark. Steve Jobs and the Power of Storytelling. (2011, April 28). Social Media Explorer. Retrieved November 12,
2014 from http://www.socialmediaexplorer.com/social-media-marketing/power-of-storytelling/
Millennials: Confident. Connected. Open to Change. (2010, February 1). Pew Research Group. Retrieved September 21,
2014, from http://pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf