2. 1
Table of Contents
Item Page
Executive Summary 2
Situational Analysis 3, 4
Statement of Purpose 5
Target Publics 6, 7
Key Messages 8, 9
The Plan 10, 11
Campaign Schedule 12
Line-item Budget 13
Evaluative Measures 14
3. 2
Executive Summary
Within this research proposal, one will find several different tactics, strategies,
and methods that will create a successful platform for the Bloomington 494ers. To
accomplish this, I first evaluated the mission statement of the franchise itself. This
mission reads as follows: “The Bloomington 494ers are dedicated to playing quality
softball on the field while also furthering softball and women’s sports as a whole off the
field.” In order to develop a successful PR plan for this client, I took their goals and
wishes into perspective.
Early on in my research, I identified several key publics for the organization to
target. As a new professional sports franchise, the 494ers need to establish a fan base
quickly and effectively in order to survive as both a team and a business. I also
developed strategies for the 494ers to implement in trying to reach these demographics.
I have written several different iterations of the goals shared by the organization
and myself throughout this proposal, as seen on pages 5, 8, and 9. It is important to
remain focused on the goals of the organization while developing a successful
comprehensive PR plan such as this.
Also included within this project proposal is a schedule that outlines when and
how these tactics should be executed. Immediately after the schedule, one can find a
budget that exhausts the amount of money that the 494ers are working with. However,
this budget is thorough and detailed.
I hope that the Bloomington 494ers find this project proposal to be in their best
interest, and I thank them for their time. Go 494ers!
4. 3
Situational Analysis
During my client research, I received several positive answers to my questions. It
was made clear that the 494ers are committed to establishing a large fan base in a
crowded professional sports market. In order to help them achieve this, I also
researched past expansion teams across several different sports, and how they were able
to draw fans. Through this research, I discovered that many expansion teams promoted
a fun, fresh atmosphere. I also learned that many teams attempted todifferentiate
themselves from other area professional sport franchises. If the 494ers were able to
successfully execute both of these aspects, they could expect tosee many faces in their
crowd.
I had several thoughts and questions regarding stakeholders as well.
Stakeholders generally meant potential fans and business partners for the sake of this
research. Ticket prices, communication skills, and competition were vital pieces in most
of the questions I pressed during my research. I found that stakeholders value
reasonable ticket prices, as they have increased in price exponentially in this market
over the past few years. If the 494ers were able to keep their prices reasonably low in
comparison to other Minneapolis-St. Paul professional sport franchises, they would be
much more likely to see interest in attending 494ers games from potential fans. I also
asked several stakeholders if they value good communication, and what they would
expect from the 494ers’ brass if something were to go wrong during their tenure in
Bloomington. I learned that stakeholders value honesty and transparency from teams
that they care about. I also discovered that since the league was also new, they expected
a high level of parity amongst the teams. Expectations are not exactly high for the
5. 4
494ers as they take the field for their inaugural season, but the 494ers should still
promote a competitive team that has its’ collective eyes on the prize.
In my problem-opportunity research, I asked several hypothetical questions that
had to do with how the 494ers would respond to an issue if one were toarise. Like I
found during my stakeholder research, communication and honesty are key traits. A
local professional sports franchise, the Minnesota Vikings, fumbled with the Adrian
Peterson scandal quite a bit. After initially suspending him only one game for a grave
offense (child abuse), several sponsors and fans of the team responded negatively. This
resulted in the Vikings effectively suspending him for the remainder of the year. This is a
perfect example of a PR plan gone wrong! This organization went to twoopposite
extremes with their discipline of a misbehaving star player, confusing fans and leading
them to believe that they only reacted due to the backlash received from sponsors and
national media members. Minnesotans were disgruntled with this situation, and the
494ers’ organization can look at it as a perfect example of what not to do if a similar
situation were tooccur internally in Bloomington.
6. 5
Statement of Purpose
I believe the Bloomington 494ers have a golden opportunity despite the
oversaturated professional sports market that they will be operating in. A brief list of
their strengths include the fact that they will be the only sports franchise operating in
suburbia, they are one of only two female professional sports teams, and they are the
first-ever professional softball team in the Twin Cities. However, gaining attention and
fans will be difficult, but any weaknesses can be addressed swiftly with a good PR plan.
By targeting the proper publics and promoting the correct aspects of the organization,
the 494ers can have a fruitful existence in Bloomington for years tocome. Through
promotion of the organization’s strengths and smart communication, this organization
can succeed.
7. 6
Target Publics
Primary Target Publics –
1.) Female athletes of all ages. This can range from young, developing athletes to elderly
women who enjoy low-intensity recreational fitness activities. As the sport is played by
females, something uncommon in professional sport, the 494ers should make an effort
to welcome all female athletes to their business and their mission in a warm fashion.
2.) Families with children ages 6 to 12. Professional sport organizations have always
made a concerted effort to engage with children by creating a family-friendly
atmosphere at their events. The 494ers would be wise to follow suit, as children within
this age range are impressionable to the point that their positive mission could truly
resonate with them for an extended period of time. If they were toindulge this
experience with their family/loved ones, this would enrich the process.
3.) College-aged athletes/sport fans. College-aged athletes/sport fans bring an
exuberance to a game that is generally unmatched by other demographics. This is also
the new wave of young professionals, so it is vital to start and harbor healthy
relationships with people within this target public.
Secondary Target Publics –
1.) Members of women’s organizations. It is essential to target women as consumers for
this new franchise, so it is only natural to harbor healthy relationships with those within
this target public.
8. 7
2.) Members of the Twin Cities’ counterculture. This idea may come as a surprise
initially, but I believe that this is a solidified concept. The definition of counterculture
reads as, “a way of life and set of attitudes opposed to or at variance with the prevailing
social norm.” The Bloomington 494ers would be wise to stay open to this target public,
as they can relate to women’s professional sport. Within the culture of professional
sport, women’s professional sport is rare and often mocked by the people that are
considered “normal” by society’s standards; by the people that engage in activities that
are in accordance with the social norm of the culture of professional sport. By remaining
open to this target public, the 494ers would be allowing them to experience a culture
that they otherwise may not enjoy/attend.
It would be rational for the 494ers to target specific publics to maximize their
potential on several different levels, but it would also be rational for this franchise to
remain open to target publics that typical professional sport organizations might not
necessarily cater to.
9. 8
Key Messages
Primary Target Publics –
1.) Female athletes of all ages. A good message to send to this demographic would be
emphasizing the fact that the 494ers is a female team participating in an almost-
exclusively female sport. Professional female sport leagues are rare, so they should make
use of the 494ers and get to a few games.
2.) Families with children ages 6 to 12. Sporting events have typically high-energy, fun
atmospheres. The 494ers should be no different, and 494ers games should be a
destination for families with children aged 6 to 12. If children at this age are exposed to
the 494ers, they may just latch on and become fans for life.
3.) College-aged athletes/sport fans. A good message to this public would regard the
fun, competitive atmosphere that accompanies professional sporting events. The 494ers
are also a fresh new face in a market littered with professional sport franchises, so they
ought to check out the new team and see what all of the excitement is about.
Secondary Target Publics –
1.) Members of women’s organizations. For this public, it would be wise to emphasize
the role played by women for the 494ers. Most professional sports are played and
watched by males, but the Women’s Professional Softball Association is a different
organization. It is a league that embraces women, and promotes their place in society.
The 494ers use softball as a microcosm of society, and shows how women are equal to
men.
10. 9
2.) Members of the Twin Cities’ counterculture. Tothis public, it would be very wise for
the 494ers to promote a fun, non-judgment zone. 494ers games should become
happening events for this public in the Twin Cities.
11. 10
The Plan
PR Plan - My overall goal for the Bloomington 494ers is for the organization to
make a smooth, seamless transition from new, upstart franchise to a factor in the Twin
Cities on several different levels (including on-field success, financial success, consumer
relationship success, and off-field/humanitarian success). Below is a grid that displays
how I would want to achieve these goals by targeting specific publics.
PIPP
Public Important
Segments
Profile Priority
Female athletes of
all ages
Live near Bloomington,
exercise regularly, enjoy
watching female sporting
events
2
Families with
children aged 6-12
Live near Bloomington,
children still developing
interest in sports, young
1
College-aged
athletes/sports fans
Students at local
colleges/universities
Live/study near Bloomington,
enjoy watching sporting
events, bring excited and fun
attitude to competition
3
POST
Publics Objectives Strategies Tactics
Female athletes of
all ages
To make at least
50 percent of
female athletes
in the metro area
aware of the
494ers within
the next three
months.
Advertise on social
media sites, local
television, local radio,
local newspapers, and
local gyms/sport
programs.
Contact all potential
advertisers within
the next two weeks,
and send
information to be
distributed by local
gyms/sport
programs in same
timeframe.
Families with
children aged 6-12
To make 20
percent of
Advertise on social
media sites, local
Contact local
schools within the
12. 11
children aged 6-
12 in the metro
area aware of the
494ers within
the next three
months.
television & radio
channels that are
popular amongst
children, offer group
specials to local
schools. Promote the
fun atmosphere of
events.
next month
regarding field trips,
other information.
College-aged
athletes/sports fans
To make 75
percent of
college-aged
athletes/sports
fans aware of the
494ers within
the next three
months.
Advertise at local
campuses, offer cheap
tickets for college
students on designated
nights, advertise on
social media and local
television & radio.
Contact all local
colleges/universities
within the next
week about
advertising.
Advertise any
college student
deals on social
media.
Members of
women’s
organizations
To make at least
80 percent of
women’s
organizations
members within
the metro area
aware of the
494ers within
three months.
Hold
presentations/meetings
with various local
women’s organizations,
advertise on local
television & radio,
advertise in local
newspapers.
Contact all local
women’s
organizations about
meeting within the
next month. Contact
all potential
advertisers within
the next week.
Members of Twin
Cities
counterculture
To make at least
50 percent of the
metro area’s
counterculture
aware of the
494ers within
three months.
Advertise in local
newspapers, social
media, local television
& radio. Promote the
fun, judge-free
atmosphere of events.
Contact all potential
advertisers within
the next week.
Students at local
colleges/universities
To make at least
50 percent of
students at local
colleges aware of
the 494ers
within three
months.
Advertise at local
campuses, offer cheap
tickets for college
students on designated
nights, advertise on
social media and local
television & radio.
Promote the fun,
exciting atmosphere of
events.
Contact local
colleges/universities
about advertising
within the next
week. Contact other
potential advertisers
within the next
week. Advertise any
college student
deals on social
media platforms.
13. 12
Campaign Schedule
Opening Day for the Bloomington 494ers is on April 8, 2016. In preparation, here
is a timeline that I have assembled for the organization to be ready for their inaugural
season.
January 8, 2016 - Contact local schools regarding field trips, other information.
Advertise on social media sites, local television, & radio channels that are popular
amongst children.
January 8, 2016 - Contact all local colleges/universities within the next week
about advertising. Advertise on social media and local television & radio.
January 8, 2016 - Hold presentations/meetings with various local women’s
organizations. Make it clear that the 494ers are interested in beginning fruitful
relationships with local women’s organizations. Emphasize the fact that the
494ers are one of the only professional female sports clubs in the area.
February 8, 2016 - Identify and contact local advertisers (television, radio,
internet, social media, print) regarding opportunities to spread information
about the 494ers.
March 18, 2016 - Contact all potential advertisers that reach female athletes.
Send information to be distributed by local gyms/sport programs in twoweeks as
well.
March 18, 2016 - Advertise in local newspapers, social media, local television &
radio that have audiences that fit the target public of the Twin Cities’
counterculture.
14. 13
Line-item Budget
The following budget was created with the idea that the $2,000 non-salary
spending limit is still accurate.
$750 - Contact local schools regarding field trips, other information. Advertise on
social media sites, local television, & radio channels that are popular amongst
children/families.
$350 - Contact all potential advertisers that reach female athletes. Send
information to be distributed by local gyms/sport programs in two weeks as well.
$300 – Hold presentations/meetings with various local women’s organizations.
Make it clear that the 494ers are interested in beginning fruitful relationships with local
women’s organizations. Emphasize the fact that the 494ers are one of the only
professional female sports clubs in the area.
$200 - Advertise in local newspapers, social media, local television & radio that
have audiences that fit the target public of the Twin Cities’ counterculture.
$200 - Identify and contact local advertisers (television, radio, internet, social
media, print) regarding opportunities to spread information about the 494ers.
$200 - Contact all local colleges/universities within the next week about
advertising. Advertise on social media and local television & radio.
15. 14
Evaluative Measures
Once the Bloomington 494ers would like to learn if the goals/mission of my
public relations firm, the organization, and the stakeholders were met, these are the
steps they should take in order to find out.
Focus groups would be helpful in giving a perspective as to how they felt we
executed our plans. For the Bloomington 494ers, the name of the game is satisfying
their stakeholders. In order to accurately evaluate ourselves, it is important to have open
discussion with small samples of the target publics we wish to please.
Feedback research is useful here as well, and it can compound itself with focus
groups quite well. End-of-season surveys are common amongst professional sport
franchises, and the 494ers would benefit from receiving some representative samples
from their stakeholders. If stakeholders are able to be open and honest with the
organization about potential changes, everyone can benefit from such surveys.
