1. NNNEEEWWW HHHAAAMMMPPPSSSHHHIIIRRREEE FFFIIISSSHHHEEERRR CCCAAATTTSSS
MMMAAARRRKKKEEETTTIIINNNGGG PPPLLLAAANNN
PAUL COSTA

2. EXECUTIVE SUMMARY
The New Hampshire Fisher Cats is a minor league baseball team located in Manchester,
New Hampshire. They are the Double-A Affiliate team to the Toronto Blue Jays Major
League Baseball team. The Fisher Cats have a captivated audience of devout baseball fans
and blue collar, working class families that enjoy spending time outside of their homes
during the summer months in New Hampshire.
The Fisher Cats have always been a highly regarded business venue, voted as one of the top
entertainment values in New Hampshire, as well as one of the most popular events for
businesses to take prospective clients to.
The Fisher Cats play in Northeast Delta Dental Stadium, a $25 million baseball diamond
built in 2008. The stadium boasts state of the art amenities, including the Samuel Adams Bar
& Grill restaurant in left field. The restaurant is a popular location that often plays host to
many special events, including weddings, banquets, awards ceremonies, and many more.
Next to the Bar & Grill is the Hilton Garden Inn, one of the more extraordinary facets of the
ballpark. The Hilton Garden Inn presents a unique opportunity for both Fisher Cats fans as
well as hotel goers. The Hilton Garden Inn is positioned so half of the residents are able to
watch the Fisher Cats games from the comfort of their hotel balconies. The hotel also plays
host to various professional events, and has an outdoor restaurant that overlooks the field
of play while the Fisher Cats are in town.
In looking at new opportunities to market, this plan outlines several. This marketing plan
outlines the goal and strategies to achieve new, creative avenues of profit. However, the
overarching goal of this marketing plan is for the New Hampshire Fisher Cats to become the
premier summer entertainment destination in the state of New Hampshire.
This marketing plan details the fan base, target markets, competitors, and it all points to the
opportunity for the Fisher Cats to realize the goal of becoming the number one summer
entertainment option for New Hampshire residents.
The plan talks through multiple revenue-generating strategies and tactics, as well as some
new and innovative tactics that when viewed through a long-term thought process, enable
the Fisher Cats to realize their full potential.

3. TABLE OF CONTENTS
INTRODUCTION----------------------------------------------1
SITUATIONAL ANALYSIS---------------------------------------3
INTERNAL ANALYSIS--------------------------------------3
EXTERNAL ANALYSIS--------------------------------------4
POSITIONING--------------------------------------------5
COMPETITOR ANALYSIS------------------------------------6
CUSTOMER ANALYSIS--------------------------------------8
TARGET MARKET-----------------------------------------8
MARKETING GOALS---------------------------------------10
VALUE PROPOSITION-------------------------------------10
MARKETING STRATEGIES/TACTICS--------------------------11
STRATEGY 1--------------------------------------------11
TACTIC 1A----------------------------------------11
STRATEGY 2--------------------------------------------12
TACTIC 2A----------------------------------------12
TACTIC 2B----------------------------------------12
STRATEGY 3--------------------------------------------13
TACTIC 3A----------------------------------------13
TACTIC 3B----------------------------------------14
TACTIC 3C----------------------------------------14
TACTIC 3D----------------------------------------15
IMPLEMENTATION----------------------------------------16
BUDGET------------------------------------------------17
EVALUATION--------------------------------------------19
APPENDIX 1---------------------------------------------20
APPENDIX 2---------------------------------------------21
APPENDIX 3---------------------------------------------25
REFERENCES--------------------------------------------29

4. 1
INTRODUCTION
MISSION STATEMENT
“Through extensive community outreach programs, affordable pricing and a first class
entertainment experience at Northeast Delta Dental Stadium, the Fisher Cats have become
New Hampshire's premier outdoor entertainment destination.”
BACKGROUND
In previous years, the Fisher Cats have used a variety of marketing methods to achieve the
goals of generating more awareness, and in turn creating new revenue streams.
The Fisher Cats primarily utilize a grassroots marketing technique, in which employees are
assigned towns and cities to travel to with various merchandise (poster, game tickets, etc).
Their job is to walk around town, hanging up posters with various promotions outlined on
them, and to generate some free business through the good will of giving away game tickets
to random passerby. These tactics are indeed measurable and affordable for the
organization.
The team also utilizes many different promotional events during the course of each season.
They have theme nights, in which employees and fans are encouraged to wear specific
costumes celebrating different movies or themes. This past summer, fans were encouraged
to dress like Star Wars characters, Back to the Future characters, Hunger Games characters,
Pirates, Princesses, and various other characters, all for the enjoyment and inclusion of the
fans. These theme nights proved to be very successful for the Fisher Cats, as these have
often times been their most popular and profitable games during the season.
The Fisher Cats have also played to their surrounding fan base as well. They continue to
heavily market games in which the Fisher Cats play the Portland Sea Dogs. The Sea Dogs are
the Double-A Minor League affiliate to the Boston Red Sox. The front office of the Fisher Cats
understands that their clientele show supreme loyalty to the New England based
professional teams, and market the opportunity for their fans to come see “Future Red Sox
Stars” play in their home town. These games are some of the most exciting and profitable
for the Fisher Cats.
Involvement with the surrounding community is the most profitable marketing venture that
the Fisher Cats have implemented. The organization has a long-standing mindset that if they
support their community, the community will support and welcome them with open arms.
To this point, that strategy has proven wildly successful. The Fisher Cats participate in
countless community service acts, utilizing their players as the “Star Power” that allows
many nonprofits in the area to generate crowds of people willing to donate their time and
money to their causes. The Fisher Cats participate in food drives, community outreach and
cleanup programs, and initiatives to help provide poverty stricken children with proper
school equipment each year. The community has recognized these efforts, and make every
opportunity they can to come out to the stadium to show their support for the organization
that has given so much to them.

5. 2
SITUATIONAL ANALYSIS
INTERNAL ANALYSIS
STRENGTHS
1.) The Fisher Cats have extremely affordable food prices available to consumers. Food
options range from your classic baseball snacks (burgers, hot dogs, peanuts) to local
cuisine that is popular in the New England area (clam chowder, lobster).
2.) The Fisher Cats pride themselves on their ability to provide an in-game promotion
during every half inning of every ball game. This provides a constant level of
entertainment that isn’t always available at other stadiums.
3.) Ticket prices are intentionally kept low to allow families an opportunity to enjoy
the stadium and the game without worrying about spending too much money.
4.) Northeast Delta Dental Stadium is easily accessible and parking is abundant in the
middle of the city of Manchester. Unlike Fenway Park and other big stadiums, fans
are able to park within easy walking distance.
5.) Northeast Delta Dental Stadium is relatively new. Finished in 2008, it boasts state of
the art facilities, a freshly groomed field, and well-maintained seating and amenities.
The Stadium has been widely regarded as one of the most beautiful stadiums in
Minor League Baseball, and was chosen to host the 2008 Eastern League All-Star
game as a result.
6.) The Fisher Cats have consistently won the awards for “New Hampshire’s Best
Sporting Event to Take Clients To” eight years running, “The Best New Hampshire
Sports Team” four years running, and “New Hampshire’s Favorite Sporting Event for
Families” four years running. These awards and the consistency with which they
have been won clearly show that the New Hampshire Fisher Cats are the premium
sport program in New Hampshire.
7.) With prominent awards for providing tremendous services and atmosphere to
businesses around the area, the Fisher Cats are able to provide more than just a
baseball experience to companies. Companies often host work parties, business
outings, and networking events at Northeast Delta Dental Stadium, providing an out
of the ordinary opportunity for employees and prospective business partners to
build relationships.

6. 3
WEAKNESSES
1.) A location in the northeast comes with difficulties. The climate makes it
difficult to advertise and fill seats for early season games, as the temperatures are
still low, and snow is always a possibility.
2.) Fisher Cats games start at roughly 7:00pm during weekdays. This late start time
gives parents an opportunity to have plenty of time after getting out of work to
decide to come to games or not. The weakness occurs however when games run
longer than 9:30. Smaller children get tired; parents have work in the morning, and
the stadium empties before the game ends, leading to a drop in possible revenue.
3.) New Hampshire has a population just shy of 1.5 million. In comparison with other
teams located in more populated states, the Fisher Cats have a unique challenge.
They have a relatively small market to pull from, and in turn must brainstorm new,
unique advertisements and marketing plans every year.
EXTERNAL ANALYSIS
OPPORTUNITIES
1.) The Fisher Cats host the High School baseball championship games for all of the high
school divisions in New Hampshire. They could expand upon this by hosting the
high school football divisional championship games in the future.
2.) Minor League Baseball implemented a Pitch Clock during the past season in the
hopes of speeding baseball games up. With the implementation of Pitch Clocks and
other efforts to speed the game up, we can hope to see an increase in attendance
towards the end of ballgames.
3.) With outdoor concerts becoming more popular, it would be in the best interest of
the Fisher Cats to begin hosting more outdoor concerts during periods when the
team is on a road trip. This would provide more opportunities for revenue.
4.) With frequent turnover being the nature of Minor League Baseball programs, new
perspective and ideas can be brought in more frequently from the outside, as young
professionals are looking for ways to differentiate themselves.
5.) Social media is a relatively unexplored media outlet for the Fisher Cats. They have a
budding presence on Twitter, Facebook, and Instagram. To reach more modern
customers, the Fisher Cats should be looking to expand their social media offerings
and presence. Social media is the new word of mouth, and information can be
spread quickly through this media.

7. 4
THREATS
1.) There are several Minor League teams in the immediate area that have the potential
to steal customers from the Fisher Cats. The Manchester Monarchs are a Minor
League Hockey team, with the Keene Swamp Bats, a collegiate baseball league also
drawing crowds from Western New Hampshire away from the Fisher Cats stadium.
2.) The office staff of the New Hampshire Fisher Cats is generally susceptible to a lot of
turnover during off seasons. This is due to the nature of Minor League Baseball.
Most employees are younger, and looking to acquire experience in order to move on
to a more prominent team with a higher pay structure. Frequent turnover can cause
a lack of consistency within an organization, and it can be difficult to maintain goals
that have been set.
3.) Long winters or early winters can sometimes inhibit the Fisher Cats ticket sales
during the beginning or end of each season. With weather being unpredictable, it is
difficult to forecast whether or not snowfall will occur. New Hampshire is one of the
most prominent snow sport states in the nation, and people often choose heading up
into the mountains as a first resort for leisure. Being weather dependent can impact
sales.
POSITIONING
The New Hampshire Fisher Cats have been and continue to be New Hampshire’s most
prominent and successful sports team. They consistently achieve sales goals while
entertaining fans, and providing them with affordable fun outlets. Attendance had
consistently increased over the first seven years of the team’s existence, however over the
past five years, attendance numbers have not been growing as consistently. This could be
due to fragmentation, lack of creativity, or just economic trends. The Fisher Cats have a
large share of the market, however there are opportunities to improve.
POSITIONING STATEMENT
The New Hampshire Fisher Cats provide an affordable, exciting, and entertaining product to
the majority of families in South New Hampshire and Northern Massachusetts. With a top of
the line stadium, easy access to the park, and multiple dining and entertainment options,
the Fisher Cats continue to be “New Hampshire’s Favorite Sporting Event for Families”.
UNIQUE SELLING PROPOSITION
“When it’s not Ski Season, it’s Fisher Cats Season!”

8. 5
Competitor Analysis
MANCHESTER MONARCHS
The Manchester Monarchs are a Minor League Hockey Affiliate team to the Los Angeles
Kings NHL team. They have boasted one of the more successful teams in their league for the
past few years, and being the affiliate to a recent Stanley Cup Champion also helps them
draw crowds. In terms of demographics and psychographics, the Monarchs often draw a
very similar crowd to their stadium that the Fisher Cats attempt to draw. This is due to the
fact that both organizations offer a minor league program in the same city, and thus use the
same market to generate revenue.
While the Monarchs offer a different product in hockey, and during an entirely different
season, I still believe the Monarchs are direct competitors to the Fisher Cats. The Monarchs
target lower to middle class families looking for an entertainment outlet outside of their
homes. And while they don’t play in the same season, the money that some of these families
have may be limited to a few entertainment options per year. If lower-middle class families
are spending their money on Monarchs games, they may have less money to spend when
Fisher Cats season rolls around.
The Monarchs have similar a similar ticket pricing structure to the Fisher Cats, as well as a
dedicated effort to provide entertainment and promotions during as many games during the
season as possible.
VERIZON WIRELESS ARENA
The stadium that hosts the Manchester Monarchs, the Verizon Wireless Arena, is also a
direct competitor to the New Hampshire Fisher Cats. During each summer, Verizon Wireless
Arena hosts numerous concerts, featuring artists like Ariana Grande, Nickelback, The Who,
as well as various Monster Truck Rallies. These concerts impact Fisher Cats ticket sales for
individual games during the course of the season. People may be willing to spend more
money on concert tickets than Fisher Cats tickets, and again, these purchase decisions could
impact the ability of lower-middle class families to make Fisher Cats purchases.
BOSTON RED SOX
The Boston Red Sox are one of the most obvious competitors to the New Hampshire Fisher
Cats. Located in Boston, just an hour drive away, they have the ability to steal a large share
of the Fisher Cats customer market. New England primarily holds the Boston Red Sox as one
of their most beloved franchises, and a devout loyalty is seen in the Southern New
Hampshire region. The Red Sox offer the same product as the Fisher Cats, but at the highest
level of competition. This high level of competition draws families from all around New
England, and is responsible for a lot of missed revenue. Moreover, the Red Sox are able to
offer a longstanding history as one of baseballs most famous teams, which is a strength that
the Fisher Cats will never be able to outdo. The Red Sox have a reach that covers the reach

9. 6
of the Fisher Cats and then some, but they don’t always boast the most affordable ticket or
food prices, which is where the Fisher Cats must focus efforts to gain an advantage.
PORTLAND SEA DOGS
The Portland Sea Dogs offer a much more compelling threat to the Fisher Cats. As the
Double A Affiliate to the Boston Red Sox, they are able to draw a crowd that is very similar
to the target market of the New Hampshire Fisher Cats. The most important thing that they
are able to market however is their affiliation with the Boston Red Sox. As a farm team for
the most popular professional team in the area, the Sea Dogs are able to advertise “Future
Red Sox Stars” on a regular basis, as well as rehabilitating professional players. These
offerings draw large crowds, some of which are members of the Fisher Cats target market.
The Sea Dogs are also able to offer a promotion every half-inning, similar to the Fisher Cats.
Portland is also a more popular vacation spot for New England residents than Manchester
is, as Portland is located close to the ocean and other recreational options in comparison
with Manchester, which is located in the middle of New Hampshire.
WATER COUNTRY
Water Country is an indirect competitor, as it offers a water park experience. However, it
should still be listed because its most prominent revenue-generating season occurs at the
same time as the New Hampshire Fisher Cats season. Water Country offers families an
opportunity to cool off during the summer months with a variety of different water slides,
wave pools, lazy rivers, concerts, food, and fireworks at the end of the day. The Fisher Cats
can often times compete with Water Country by offering their low ticket and food prices,
but when it gets hot during the summer, Water Country often has the advantage. Families
located in the middle class are the main target market for Water Country, as they are trying
to persuade families to spend their discretionary funds at their water park. Again, middle
class families often times have fewer discretionary funds, and as a result, aren’t always able
to purchase tickets to Water Country as well as Fisher Cats games, so they must decide
between the two.
CANOBIE LAKE PARK
Canobie Lake Park is similar to Water Country in that they both offer water rides, slides,
wave pools, and other opportunities to cool off, but they also offer roller coasters and other
rides that don’t involve getting soaked. Canobie has more to offer its park goers, and a result
can ask for higher ticket prices than Water Country. Canobie Lake Park shares target
markets with Water Country and the Fisher Cats, so naturally there is pressure on the
Fisher Cats to become a more popular destination for families in the middle class.

10. 7
CUSTOMER ANALYSIS
According to SBR.net, the majority of Minor League Baseball game attendees, and the most
prominent age ranges for fans in the past two years have been 18-34 year olds, with 35-49
year olds making up the next largest amount.
The next telling demographic on SBR.net has been the income levels for fans. The most
popular income range has been lower middle class, and middle class households. This tells
us that the majority of fans are looking for affordable pricing, as they are trying to make
other payments as well as make time for leisure and other activities for their families.
In observing fans during this past summer, it was very unlikely to see fans at the stadium by
themselves. They were more often than not with either family or significant others, which
tells us that people are using the Fisher Cats product as a social event, or for the purpose to
fulfilling a relationship need. The avid fans, fans that come to as many games as possible
regardless of family, are still present at the stadium, but they aren’t as profitable to market
to, because they have already reached the top of the Consumer Escalator.
Children seem to be a driving factor in purchases at the stadium as well. Whether the
purchase was food, merchandise, a promotional activity, or raffle tickets, children seem to
be the driving factor behind most purchases made during Fisher Cats games. While it is
unethical to market directly to youth, it definitely seems like parents are motivated by their
children’s happiness, which is something that the Fisher Cats should look to provide.
A very telling product usage data set that I thought was interesting on SBR.net showed me
that a very small percentage of fans are using media to view minor league baseball games.
Out of everybody surveyed, over 27 million people admitted to viewing a sporting event on
a computer, tablet, or smart phone, with only about 2.5 million of those viewers watching
Minor League Baseball games. This tells me that Minor League Baseball has little reach in
online media and viewership, and should be explored more as we advance technologically.
TARGET MARKET
In looking specifically at the New Hampshire Fisher Cats, you see a geographical trend. Most
customers are located in the Southern New Hampshire, Northern Massachusetts area, or
within less than 45 minutes from the stadium.
Demographically speaking, the majority of customers are located in the lower to middle
class, have families with young children, and are between the ages of 18 – 50, excluding
children.
Psychographically, most customers align themselves as Boston Red Sox fans. Over the
course of the season, you will see fans all around the stadium wearing Red Sox hats, jerseys,
and shirts. Fisher Cats apparel is visible, but for the most part, Red Sox equipment is the
most popular.

11. 8
In terms of product usage, most customers that enter the stadium are casual fans. These
fans come to the stadium a few times per season as a chance to enjoy a night at the ballpark
and get out of the house. They use the Fisher Cats product as a way to entertain their
families without spending too much money.
In terms of perceived benefits, most families enjoy the low ticket and food prices, and find
that the most important thing for them at the ballpark is the entertainment either between
innings or after the games. This further provides marketers with reasoning behind the
promotions and events they brainstorm, as they are aware that the main reason that
families come to the game is for entertainment separate from just a baseball game.
In summary, the main Target Market for the New Hampshire Fisher Cats is middle class
families, aged 18-50 with a median household income of about $60,000. These families
enjoy the low prices associated with the Fisher Cats games, and are primarily interested in
the entertainment value separate from the baseball game itself, more so consisting of
entertainment that provides their children with memories that can last a lifetime.
This market is the most populous market for the Fisher Cats to draw from, and it provides
more opportunity to move customers farther up the Consumer Escalator than trying to
market to an avid fan base or members of the market that have no product awareness. Avid
fans do not need any more convincing to come to the stadium, as they are already fans of the
game of baseball or the team, and unaware consumers may already be avid fans of another
team, or be avid consumers of another competing product. It makes the most financial sense
to market to the Target Market previously discussed.

12. 9
MARKETING GOALS
The Fisher Cats have various goals, mainly related to generating revenue for the
organization. We would like to explore some new options in generating revenue with local
business through sponsorships and other affiliations, but there are more avenues to
explore. We believe that there are some revenue streams that could be capitalized upon that
are unrelated to the Fisher Cats baseball product. These revenues could be associated with
outdoor concerts, hosting various events around the area, and other options that could
generate revenue without being directly linked to the Fisher Cats baseball product. It is our
hope that through these new initiatives and long term goals, the Fisher Cats will in turn
become the premier destination for summer entertainment in New Hampshire. We rank
highly in that regard, but we do believe there is room for improvement.
Aligning with our long-term goals, we expect that the revenue streams from more classical
sales routes will increase as a result. We have set short-term goals of increasing ticket sale
revenues, as well as increasing season ticket holder numbers over the course of the
upcoming season, along with an expected increase in overall attendance.
VALUE PROPOSITION
We provide our fans with affordable seating options, a family friendly environment, and
more entertainment than just a baseball game can offer. Take your family to the stadium
and relax while you enjoy a baseball experience fit for all ages.

13. 10
MARKETING STRATEGIES/TACTICS
STRATEGY 1 ! INCREASE REVENUE FROM LOCAL BUSINESSES BY
15%
In an effort to increase revenue from sources outside of ticket and merchandise sales, we
have decided to look towards local businesses for deals that benefit both parties. We believe
that there are numerous options available for local businesses in the area to gain
recognition and easy advertisement in an effort to separate them from the “noise”.
TACTIC 1A ! INCREASING SPONSORSHIPS AROUND THE STADIUM
To increase revenues, there is an obvious method that hasn’t been fully capitalized upon
just yet at Northeast Delta Dental Stadium. There are numerous areas around the stadium
that can be sponsored by local business that will generate revenue for the Fisher Cats, as
well as provide businesses an opportunity to separate themselves from the “noise”.
To start I would like to name the foul pole in the left field of the stadium. Similar to Pesky’s
Pole at Fenway Park, we could sell the naming rights of the pole to a local business, and
ensure that any time a baseball is hit in the poles direction, the name of the pole is
announced over the radio. I believe we could approach Bob’s Furniture Store, a local
furniture franchise located all throughout the New England area. Bob’s is a proud sponsor of
the Boston Red Sox, and I think they would be greatly interested in sponsoring a team that
is very popular in the state of New Hampshire. We could rename the pole “Bob’s Pole” and
ensure that our radio announcer calls out the name of the pole whenever a baseball is hit in
the direction of the pole.
Another sponsorable area of the stadium that has yet to be capitalized on are seat sections.
We could approach a local business and ask them to sponsor a row of seats in the stadium.
These seats could be reserved, and located in a preferable area of the stadium, right behind
home plate, or closely located by home plate, and a few lucky fans during each game will be
randomly selected to sit in these seats as opposed to seats that may be further away from
the action. I think it would be appropriate to approach the Hilton Garden Inn, which owns
the hotel located behind left field. Asking them to sponsor our premium seats links directly
to their goals of portraying themselves as a provider of “premium” quality.
This tactic would help achieve the goal of generating more revenue from local businesses, as
well as provide some unique characteristics to the stadium that other minor league
ballparks have yet to capitalize on.

14. 11
STRATEGY 2 ! GENERATE $50,000 IN REVENUES UNRELATED TO
FISHER CATS GAMES
As previously explained in the Goals section, I believe that there are numerous options
outside of the baseball product the Fisher Cats offer that can help generate more revenue.
The Fisher Cats hosted Craig Morgan at the tail end of this past season. His concert helped
bolster sales revenue, but I believe there are opportunities outside of one concert per
summer.
TACTIC 2A ! HOSTING THE “SUMMER CONCERT SERIES”
The Summer Concert Series would be an event that spans the duration of the summer. Over
the course of the baseball season, various artists would be brought in to perform at the
stadium, while the Fisher Cats are away on a road trip. One artist per month would be an
ideal scenario. New Hampshire residents get to enjoy roughly three months of warm
summer weather, and prefer to spend as much time outdoors as possible during the
summer. Instead of being cooped up in the Verizon Wireless Arena to watch a concert, why
not have the concert in an outdoor stadium, with much more room to enjoy the warm
summer night? The lineup could look something like this:
May 13/ 2016 Luke Bryan
June 17/ 2016 Meghan Trainor
July 15/ 2016 The Weeknd
August 12/ 2016 Fall Out Boy
September 8/ 2016 The Rolling Stones
The Summer Concert Series would be a great way to increase sales revenue during the
season, during a period in which the team has no home games and the stadium isn’t being
used for anything. The stadium would be open to all, offering the same food, beverages, and
merchandise as normal, but with the added bonus of having popular artists performing for
larger crowds that will be able to spread out on the outfield grass.
We could offer package deals to customers, where the purchase of the five concerts from
May through August would be cheaper than buying tickets to all five events individually. We
could also provide a “choose three” option, in which customer can choose three concerts to
attend and pay for them in advance at a discounted rate. This opportunity could generate a
lot of revenue where there otherwise would be none, as the stadium would be empty.
TACTIC 2B ! HOSTING THE HIGH SCHOOL FOOTBALL STATE CHAMPIONSHIP
GAMES
Currently, the New Hampshire Fisher Cats play host to the high school baseball
championship games of every division in New Hampshire. This is a day during the summer
in which thousands of fans from across New Hampshire come to watch their children play

15. 12
or support their schools as they play for a state championship. This event generates
thousands of dollars in sales, as the Fisher Cats charge $10 per person to enter the stadium.
I propose that the Fisher Cats become the new venue for the high school football state
championship games in New Hampshire. I believe there is a similar, if not more populous
market of football fans that would pay $10 to watch their high school play for a state
championship if it was held in Northeast Delta Dental Stadium. Painting the field to
accommodate football playing field requirements wouldn’t be difficult, and the Fisher Cats
season has ended well before high school championship games are played.
This is another effort to use the state of the art facilities that the Fisher Cats own while they
otherwise wouldn’t be utilized. It is another opportunity to earn revenue outside of the
product of baseball.
STRATEGY 3 ! INCREASE ATTENDANCE BY 20% DURING THE
UPCOMING SEASON
This strategy is straightforward. We have goals centered on becoming the premier summer
entertainment destination in New Hampshire, and an increase in attendance directly
connects to that goal. We also have short-term goals based on attendance and ticket sale
increases, and increased attendance during the upcoming season allows us to monitor and
strive towards those goals.
TACTIC 3A ! ONLINE TESTIMONIALS FROM SEASON TICKET HOLDERS
Social proof is a concept that I believe would work very well in an effort to increase the
number of season ticket holders. Season ticket holders are already the most supportive and
involved group of fans in regard to the Fisher Cats, and they would be more than willing to
provide some of their pleasures with purchasing season tickets.
I would like to approach some of the current season ticket holders during a game, and ask
them to share their experiences with being a season ticket holder. These people have had
countless positive experiences around the stadium, and I think a prospective customer
having somebody to relate to will directly influence their decision to make a purchase.
There is also a perceived authority from the standpoint of a regular fan that season ticket
holders have a more expansive knowledge of the stadium and the product being offered. If a
season ticket holder conveys a recurring positive experience with the Fisher Cats, the
perceived authority of the season ticket holder will likely encourage a prospective
consumer to purchase tickets.

16. 13
TACTIC 3B ! SECURING A FAMOUS NH RESIDENT TO SELL THE FISHER CATS
PRODUCT
Budding off of the “Liking” Social Proof, a person is more willing to purchase something if
they like the person trying to sell the product. New Hampshire may be small, but there have
been some famous and successful people that have come from the state. I think securing a
local celebrity and asking them to showcase their support for the Fisher Cats would be an
effective method for generate some more ticket sales, and higher attendance rates in turn.
Adam Sandler is one of the most famous individuals to come from New Hampshire. He is a
national comedic icon, and is widely celebrated around NH when he comes back to visit.
Approaching him and asking him to publicly support the Fisher Cats would be a very
successful public relations maneuver by the Fisher Cats. We could negotiate a price that
works for him, and he could use his social media presence and star power to help build
some hype about the Fisher Cats.
Bode Miller; a wildly talented Olympic Skier is also from New Hampshire. New Hampshire
residents in large part enjoy winter sports, and view Bode Miller as a winter sports icon. If
he would be willing to use his star power to support the Fisher Cats, we would see an
increase in attendance and sales as well.
TACTIC 3C ! NEW HAMPSHIRE CELEBRITY NIGHT
New Hampshire Celebrity Night would take place during a home game during the Fisher
Cats season. During Celebrity Night, we would invite local New Hampshire celebrities to
participate in various events around the stadium, in an effort to draw a large crowd. The
schedule for the game would look as follows:
Before the game: Celebrities are brought onto the field for ceremonial first pitches
After 1st inning: Celebrity trivia! One random fan is asked trivia about the celebrities
for the chance to win autographed Fisher Cats merchandise.
After 3rd inning: Celebrity Dunk Tank! Pay $5 for the chance to knock your favorite
celebrity into a tank of water.
After 5th inning: Race a celebrity! One lucky fan gets to race a celebrity around the
bases for the chance to win a prize
After 7th inning: Celebrity 7th inning stretch. Celebrities take to the stands and stretch
out with some of the fans
After 9th inning: Celebrity Autograph Booths. Celebrities are given booths to sit in
while they sign autographs for fans.
This would give fans an opportunity to meet famous celebrities, and creates a memory that
will last a lifetime. Fans that have positive experiences and great memories will be more
likely to purchase tickets for games in the future.
I would like to provide merchandise to sell to fans during the game. Merchandise can
include shirts with room for the celebrities to sign them, and posters to be autographed by
the celebrities after the game.

17. 14
TACTIC 3D ! PARTNERING WITH COMPETITORS
Offering package deals to consumers could benefit both the Fisher Cats and their
competitors. If the Fisher Cats implement a deal in which the consumer purchases a set
amount of tickets, and receives tickets or passes to another venue, it would create a deal
that is perceived as more valuable to the consumer, and will likely trigger the decision to
purchase more tickets.
The Fisher Cats could partner with Verizon Wireless Arena in this fashion. If a customer
purchases four tickets to an upcoming game, they are given 1 free ticket to an upcoming
concert at the Verizon Wireless Arena. This captures multiple markets. It captures the
market that is looking for the best possible bang for their buck, as well as the market that
consists of avid fans of a specific artist that may be coming into town. They get a discounted
ticket for a much better price than they would have to pay individually, and they also get
tickets to the Fisher Cats.
The Fisher Cats could also partner with Water Country, or Canobie Lake Park to provide
free passes to the parks with the purchase of four Fisher Cats tickets. This directly impacts
the middle class families, which make up the target markets of both the Fisher Cats, and its
competing water and amusement parks. Middle class families often times have budgetary
restraints, and providing an opportunity for them to cut back on costs and still provide
entertainment for their children is a unique opportunity that a lot of families will be happy
to capitalize on.

18. 15
IMPLEMENTATION
12/31/15 2/19/16 4/9/16 5/29/16 7/18/16 9/6/16 10/26/16
Sponsorships
Summer Concert Series (1)
Summer Concert Series (2)
Summer Concert Series (3)
Summer Concert Series (4)
Summer Concert Series (5)
High School Football State Championships
Online Season Ticket Holder Testimonials
Securing Famous NH Resident
NH Celebrity Night
Partnering with Competitors
Start Date
Duration

19. 16
BUDGET
TACTIC 1A ! INCREASING SPONSORSHIPS
It should cost little to rename a row of seats or name the left field foul pole. I believe stickers
with the sponsor names could be purchased and attached to each seat, while the pole could
have a sign or large sticker attached to it as well. These costs would be estimated at about
$250.
TACTIC 2A ! SUMMER CONCERT SERIES
The Summer Concert Series Budget will be entirely dependent on which artists agree to
come play at the stadium. Assuming the above listed bands and artists agree to come, fees
could be negotiated at around $20,000 - $30,000 per show, totaling between $80,000 and
$150,000. The cost of advertising would also have to be taken into consideration. Fliers
advertising each artist would cost about five cents each, and printing 3,000 of each poster
would generate a total expense of $750.
TACTIC 2B ! HOSTING THE HIGH SCHOOL FOOTBALL STATE CHAMPIONSHIPS
Being the host of the high school football state championship games will be set up in very
similar fashion to the baseball state championship games. There will be four games over the
course of the day, and the only expenses we should expect to incur would relate to the
salaries of the game-day staff brought in to provide services around the stadium. We can
estimate that we would need about 25 people, being paid wages of $8 an hour, totaling
about $2,500.
TACTIC 3A ! ONLINE SEASON TICKET HOLDER TESTIMONIALS
This tactic should cost nothing, as it requires a video recording of a fan that is donating their
time to speak about our product. We have the equipment required, so no costs should be
associated.
TACTIC 3B ! SECURING A NH CELEBRITY
The budget for this is dependent on the willingness of the celebrity to provide their services,
and to what extent they are willing to provide said service. If they simply allow us to use
their image as an advertising tool, it would cost an estimated $5,000 for the rights to their
image, and about $150 to print and post fliers advertising their support for the Fisher Cats.
If the celebrity is willing to help film a commercial, we can expect the budget to increase to
$10,000 to pay the celebrity, and about $10,000 to secure television time to broadcast the
commercial on local New Hampshire channels.

20. 17
TACTIC 3C ! NH CELEBRITY NIGHT
Celebrity Night will hopefully be a night in which local New Hampshire celebrities desire to
give back to the community that they grew up in, and as a result, should cost little outside of
merchandising and advertising.
Advertising costs will generally consist of fliers to be posted in surrounding towns, and all
around the stadium. I would like to print out 5,000 fliers to be posted around New
Hampshire at a cost of 5 cents each, totaling $250.
The dunk tank to be used during the game will cost $600 to rent.
Merchandise will consist of tee shirts and posters for the celebrities to sign. I would like to
produce 5,000 tee shirts at about $8 per shirt, totaling $40,000. Posters can be produced at
5 cents per poster, with a total cost of about $500.
TACTIC 3D ! PARTNERING WITH COMPETITORS
In partnering with competitors like Water Country, Canobie Lake Park, and the Verizon
Wireless Arena, I expect the only expense to come from the tickets that we choose to give to
them in return for passes and tickets for their events. I would like to start by giving away
500 tickets to each organization. These tickets would be General Admission seating, and
would cost $8 per ticket, with the total cost to our organization being $4,000.
TOTAL BUDGET
In total, our budget would range between $134,000 and $215,000, with variations revolving
around the artists that do agree to perform at our stadium, and the willingness with which
New Hampshire celebrities agree to provide their star power.

21. 18
EVALUATION
The goals and strategies set in this marketing plan are oriented towards the long-term. The
overarching goal of this plan is to put the New Hampshire Fisher Cats at the forefront of
everyone’s thought when they think about summer entertainment. The budget for this
marketing plan is costly, however I firmly believe that if implemented correctly, the Fisher
Cats would see a large increase in overall attendance over the next five years, and as a
result, would become the most prominent source of summer entertainment in the Southern
New Hampshire, and Northern Massachusetts regions.
To evaluate these tactics, we would use a number of methods. To evaluate the Celebrity
Night game, we would look at the increase/decrease in ticket sales, merchandise sales,
attendance, and other revenues and compare them to other promotional nights during the
season. If we generate more revenue as a result of Celebrity Night, then the tactic was a
success.
To evaluate the effectiveness of the online testimonials and the celebrity spokesperson, a
survey could be conducted at the stadium during games, in which fans are asked for their
primary reasons behind purchasing season tickets or individual game tickets.
To evaluate the effectiveness of the new sponsorship deals, another question could be
added onto the survey, asking fans to point out sponsors that they recognize around the
stadium, with the hopes that they do in fact recognize the sponsored seating section, as well
as the newly named left field foul pole.
Evaluating the high school football state championship day is straightforward. We would
analyze the revenues earned on that day to see if there is a profit when compared with the
expenses associated with hosting the event. This is similar to how we should evaluate the
effectiveness of the Summer Concert Series. If we end up earning a profit at the end of the
season, we can say that the Summer Concert Series was successful.

22. 19
APPENDIX 1
Script for radio broadcaster:
“A fly ball hit to left field, and that ball will sail past Bob’s Furniture Pole for a homerun!”
“Fly ball hit to left field, and that ball will land to the left of Bob’s Furniture Pole for a foul
ball. Bob’s Furniture just recently began sponsoring the Fisher Cats, and decided to name
the left field foul pole after their company”.
The “Hilton Garden Inn Premium Seats”
APPENDIX 2
“Bob’s Furniture Pole”

23. 20
APPENDIX 2

24. 21

25. 22
These are the fliers I would like printed and posted around the stadium, as well as around
the surrounding towns that we would market to. I think creating a similar theme will allow
consumers to recognize the Summer Concert Series, and it will trigger their desire to call
the Fisher Cats to request more information on the events.

26. 23
HIGH SCHOOL FOOTBALL STATE CHAMPIONSHIP DAY SCHEDULE
Tickets - $10 per person, cash only
Tickets allow entry into stadium for duration of the entire day
8:00am Employees arrive to receive responsibilities and begin setting up.
9:00am Gates open for all customers
10:00am DIVISION 4 STATE CHAMPIONSHIP GAME
12:30pm Division 4 Awards Ceremony
1:00pm DIVISION 3 STATE CHAMPIONSHIP GAME
3:30pm Division 3 Awards Ceremony
4:00pm DIVISION 2 STATE CHAMPIONSHIP GAME
6:30pm Division 2 Awards Ceremony
7:00pm DIVISION 1 STATE CHAMPIONSHIP GAME
9:30pm Division 1 Awards Ceremony
10:00pm Stadium sweep and cleanup
This is a sample schedule for the High School Football State Championship Day. It would
give each team ample time to prepare for the game, play the game, and then participate in
the awards ceremony. Similar to the way the Fisher Cats host the baseball State
Championships, fans are allowed to pay $10 for all day access to the stadium, but they must
pay in cash.

27. 24
APPENDIX 3
This is a sample of a page I would like to include on the Fisher Cats website. When the link
to Season Tickets is clicked, this page would be brought up, including testimonials of
current season ticket holders, pictures, and an outline of the benefits of being a season
ticket holder.

28. 25
Script for NH Celebrity Adam Sandler:
“Hi, I’m Adam Sandler. I grew up in Manchester, New Hampshire, and like you I enjoy
watching great sports teams. I know, I know, being a Yankee fan doesn’t help my credibility
around here, but I do know a great team in the New Hampshire Fisher Cats!”
“The stadium is great, the staff is friendly, and the games are always enjoyable for my family
and I, and I recommend heading to the stadium today if you and your family are looking for
some affordable baseball to watch!”
“So head on down to Northeast Delta Dental Stadium today and catch a Fisher Cats game
with me!”
Script for NH Celebrity, Bode Miller:
“Hi, I’m Bode Miller. Being from Franconia, I know a lot about New Hampshire winters. They
can get cold, and they sure can get snowy. I love being outdoors and participating in winter
sports, but during the summer I was often left with nothing to do.”
“Then the Fisher Cats came along. The Fisher Cats provided my family and I with countless
hours of fun during the summer, and after a while, we were looking forward to summer just
as much as winter. “
“The Fisher Cats give me something to do during the summer, and they can give you
something to do too while you wait for Ski season to come back around!”

29. 26
Celebrity Game Tee Shirts
The shirts have been specifically designed to leave room for signatures from each celebrity
present at Celebrity Night.

30. 27
This is an example flier that I would like to print and hang in the stadium and in
surrounding towns as the Celebrity Game approaches.

31. 28
REFERENCES
Minor League Baseball Fan Market Summary. (2014). Retrieved October 28,
2015, from http://www.sbrnet.com.prox.lib.ncsu.edu/default.aspx
For T-Shirt creation:
http://www.customink.com/
Pictures:
http://www.milb.com/news/article.jsp?ymd=20150727&content_id=139099668&fext=.jsp
&vkey=news_t463&sid=t463
https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcTo-
ajJg1tN0xwIPRrRCh_S9TobzTa2vI76WQtaWL4acnjXX0k4PA
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=&url=http%3A%2F%2Fphotobucket.com%2Fimages%2Fnew%2520hampshire%2
520fisher%2520cats&psig=AFQjCNFVjhAaGMBhtbGVrzHnwNEXFmqhmA&ust=144961207
9516980
http://mlblogstheballparkguide.files.wordpress.com/2014/04/northeast-delta-dental-
stadium-rain.jpg
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=0ahUKEwiEk9ek4crJAhXGHT4KHUiqAgYQjRwIBw&url=http%3A%2F%2Fnews.hilt
onworldwide.com%2Fmediakit&psig=AFQjCNFYFqSUBD9UFtr81HFeG9idp4_-
jg&ust=1449612433352399
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=0ahUKEwiH_N2x4crJAhWDcj4KHbynDAoQjRwIBw&url=https%3A%2F%2Ftwitter.
com%2Flukebryanonline&psig=AFQjCNHx4X6fEGX1neDmWxbmLLWptBZHNQ&ust=1449
612460529415
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=0ahUKEwi5nrTM4crJAhXJVj4KHX_aCToQjRwIBw&url=https%3A%2F%2Fwww.you
tube.com%2Fwatch%3Fv%3DlZthii6LLNc&psig=AFQjCNHyhxW5ThlcQSiV0ffdk-
Wfx5MC0w&ust=1449612486869379
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=0ahUKEwihnKbY4crJAhUJOD4KHe2DCOoQjRwIBw&url=http%3A%2F%2Fwww.ra
p-up.com%2F2015%2F09%2F01%2Fthe-weeknd-miley-cyrus-to-perform-on-
snl%2F&psig=AFQjCNG6yq3u1cQIfM74045KXj6SmMXXPw&ust=1449612541572002
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=0ahUKEwjV2uDj4crJAhUCHT4KHQYMA_wQjRwIBw&url=http%3A%2F%2Fwww.m
aguzz.com%2Ffall-out-
boy.html&psig=AFQjCNHJHowMWnYtQPKeSS9BURriYQgMuQ&ust=1449612560396377
https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=
8&ved=0ahUKEwjX7fXv4crJAhUFWz4KHctuCqAQjRwIBw&url=http%3A%2F%2Fwww.all
music.com%2Fartist%2Fthe-rolling-stones-
mn0000894465&psig=AFQjCNHjETmxBc3ur4z6PylsnCjmPjRSIw&ust=144961258528728
8

32. 29
http://www.milb.com/content/page.jsp?ymd=20100426&content_id=9586640&sid=t463&
vkey=team3