The Springfield Nor’easters

2. Overview
Minor league baseball team
Single-game tickets at $6.00 a piece
Target Market:
Families
Population in Springfield- 55,000
Positioning:
Local, affordable entertainment for the whole family
Distribution:
Tickets sold at box office and team website

3. Marketing Plan
Promote team through various events throughout the
year
Get community involvement before the start of the
season
Events create unique and memorable experiences that
other IMC tools cannot

4. Opportunities/Threats
 Threats:
Other affordable entertainment:
 Movies, bowling, theatre, etc.
Professional sports teams
 Opportunities:
Providing shuttle/transportation to games
Sponsorships from local businesses
Potential economic growth
 External environmental factors:
Mainly low income
Lack of public transit
Restrictions on sales of alcohol at games

5. Review of Competition
Boston Red Sox
Tickets prices: $12 - $325
Minor League Baseball and hockey teams
 Ticket prices: $6 - $26
Local Colleges
Ticket prices: $5 - $6, $3 for children
Other forms of entertainment:
Prices: $5 - $30

6. Objectives
Objectives:
Break even through sales of tickets and concessions
Build team’s brand awareness through events/experiences

7. Product Strategy
Selling affordable and convenient entertainment
Core offerings:
Baseball game tickets- entertainment (intangible)
Concession goods (food, souvenirs, beer)
Points of Parity:
Category- ticket sales, concessions, entertainment
Points of Differentiation:
Low ticket pricing, community-oriented environment

8. Pricing Strategy
Establishing price as reaction to information from
surveys
The most profitable price is $6 for single game tickets
Pricing position – affordable/low cost
Flanker brand of its major league team organization
Low price is consistent with brand’s positioning

9. Place Strategy
Distribution:
Relatively selective, solely through the box office at the
stadium and online
Consistency with positioning-
Community based
Convenience (online)

10. Integrated Marketing
Communications
$175,00 allocated towards advertising
PR plan:
To promote events
Build brand equity
Plan to create events and experiences for the
community
Help build awareness and support

11. Action Plans
Summer event
Fall event
Winter event
Spring events
Restaurant and local business
sponsors events

12. Summer Event
Announced through official press release
Team will build float for town’s 4th of July Parade
Build awareness

13. Fall Event
Booth at local town’s fall carnival
Will include information about the team
Provide games
Dunk team members in water for prizes

14. Winter Event
0 Team will sponsor holiday event in the town’s center
square
0 Events will include:
0 Christmas tree lighting
0 Snowball fights against players
0 Sledding, snowman building, ice sculpting

15. Spring Events
0 Invite town to spring training
0 Meet and greets with the players
0 Q and A
0 Sponsor the local Little League organization

16. Restaurants and Businesses
0 Bi-monthly events at the various businesses that
sponsor the team
0 Restaurants and other local shops
0 Raffles and prize giveaways
0 Community members will be able to interact with
players in a casual environment

17. PR for events
0 Local radio ads for quarterly events
0 4 weeks prior
0 Local radio ads for bi-weekly events
0 Week prior

18. 0 Advertising spending
allowance: $175,000
0 Summer event:
0 Press release: $10,000
0 Parade float: $3,500
0 Fall event:
0 Fair booth: $1,000
0 Dunk tank: $239
(rental)
0 Prizes: $1,000
0 Winter event:
0 Tree: $500
0 Light, Décor, Maintenance:
$2,500
0 Ice sculptors: $1,000
0 Sled rentals: $500
0 Prizes: $1,000
0 Spring event:
0 Little League Sponsorship:
$5,000
0 Bi-Monthly events:
0 Prizes: $6,000 (24 events
* $250 for each

19. Event Promotions
0 Radio Cost: $40,000 (one week of radio ad = $1,000)
0 16 weeks of radio promo for the quarterly events
0 24 weeks of radio promo for the bi-weekly events
0 Remaining Budget:
Roughly $100,000

24. Price per ticket
Ticket
Type
Less
than
$4
$4 $6 $8 $10 $12 $14
Single
Ticket
0% 2% 5% 13% 37% 27% 22%
5 game
ticket
1% 2% 3% 19% 36% 34% 5%
20 game
Half
Season
1% 7% 23% 28% 25% 15% 1%
38 game
Full
Season
18% 26% 20% 14% 11% 10% 1%

26. 21% willing to
attend a game
That is
11631/55338

30. 76% are willing to
pay
At least 10% more
for
Grandstand seats

32. 80% are willing to
spend
$10-$14
Therefore
Bleacher seats-$10
Grandstand seats-$12

52. - VAIBHAVSANCHETI