Perfect Game is an indoor batting cage facility in Mesa, AZ that provides softball and baseball lessons to athletes of all ages and skill levels. It offers hitting, pitching, and defensive skills training in a fun environment. The facility has climate-controlled batting cages, a lounge area, snack bar, and video analysis equipment. It aims to empower athletes and help them improve their techniques through individual or group training sessions. Perfect Game also hosts clinics and offers affordable lessons and memberships to make training accessible for all customers.

2. POSITIONING STATEMENT
Perfect Game is an indoor batting cage facility that provides lessons
to all aspiring softball and baseball athletes in Mesa, AZ. Our
batting cages provide empowering mental training courses and
clinics, hitting, pitching, and defensive skills training in a fun,
energetic environment. We offer competitively priced lessons,
cages and more while also offering scholarships for students in
need.

3. FEATURES AND BENEFITS
• Benefit 1- Comfortable environment
even in hot summer months and cold
winter months.
• Benefit 2- Parents get to sit and
hangout while their kids have lessons.
• Benefit 3- To re-energize the athletes.
• Benefit 4- Convenient for in season and
offseason training.
• Benefit 5- They have one on one
training to learn proper mechanics with
a highly qualified training.
• Feature 1- Climate Control
• Feature 2- Lounge with free wifi
• Feature 3- Snack Bar
• Feature 4- Available year round
• Feature 5- Offer hitting, pitching,
and defensive skills training

4. FEATURES AND BENEFITS CONT.
• Benefit 6- Teams can receive extra practice
without any distractions.
• Benefit 7- Breaks down mechanics step by
step and makes it convenient for coaches and
players to have the equipment.
• Benefit 8- Improve athlete techniques in a
group setting.
• Benefit 9- Convenient for pitching and hitting
lessons.
• Benefit 10- Fair for all customers.
• Feature 6- Individual cages or entire facility
can be rented
• Feature 7- Video analysis for hitting and
pitching and equipment is provided upon
request
• Feature 8- Clinics
• Feature 9- Individual hitting lanes with
portable mounds for pitching and screens
for live hitting and extra
• Feature 10- First come, first serve basis

5. COMMUNICATION ATTRIBUTES
1. Empowerment
2. Welcoming
3. Innovative
4. Relaxed Atmosphere
5. Organized
6. Affordable
7. Flexible
8. Knowledgeable
9. Inviting
10. Helpful

6. BRAND ESSENCE:
Empowerment: This is the
heart of our brand and will
guide every touch point. At
Perfect Game we strive to
improve aspiring athletes
confidence by providing
them with skills and
knowledge to enhance their
level of play.

7. TARGET AUDIENCE
• Baseball and softball players of
all ages
• Primary: Parents, coaches and
athletes
• Secondary Influencers: Friends,
teammates and coaches

8. MCKENNA MICHAEL
“Over Achiever”
Mckenna is a 12 year old Caucasian girl living in
Mesa, Arizona. She currently attends Mesa Middle
school and plays softball for the AZ Redhawks. She
strives to be the best, and is a perfectionist. She
wants to get all the practice she can get, but her
parents are middle class and do not have extra
money to afford weekly batting cages. They are
looking for an affordable batting cage facility.

9. DEMOGRAPHICS
• Age: 12
• Gender: Female
• Marital Status: Parent are married
• Family Status (Kids 0-18?; How
many): Family of 2 kids
• Income Range: Middle class
family
• Occupation: Middle School
Mother is a teacher, Father is a
construction worker
• Education level: Middle School
and mother has a degree in
teaching and the father has a high
school diploma.
• Industry: None
• Geographic location:
• City: Mesa
• State: AZ
• Region:
Maricopa,
• Country: USA
• Nationality: American
• Ethnicity: Caucasian
• Religion: Christian

10. PSYCHOGRAPHICS:
• Consumer Behavior:
• Movies: comedy, action, and fiction 6 times a month
• TV: Andy Mac, Pretty Little Liars, Switched at Birth Every day
(According to www.livestrong.com teens watch an average
of 4.5 hours of tv a day).
• Radio: 102.7 KISS FM every morning
• Sports: Soccer, Football, Basketball, Baseball (whenever their
sports team is on when they’re in season, 3 times a week)
• Concerts: One Direction, Justin Bieber (every other year)
• Online Consumer Behavior:
• Websites: Forever21, Footlocker, Charlotte Rouse, Nike (2
times a week for 30 minutes usually just browsing).
• Social Media: Snapchat, Instagram, Facebook, Twitter
(everyday for about 25 min on snapchat and instagram, 35
min on facebook according to www.socialmediatoday.com).
• Hobbies: After school softball, phone, playing
with brother, going to church
• Interests: Playing softball, hanging out with
friends, painting, drawing
• Brand Affinities: Abercrombie and Fitch,
Forever21, Pink, thrift stores

11. PHYSCOGRAPHICS CONT.
• Values: Achievement (always must be at the top), Honesty, Appreciation, Trust, and Respect
• Beliefs/opinions: Christian (believe in God and Jesus)
• Goals: Pass 7th Grade with all A’s, get onto a travel-ball team, do something out of comfort zone
• Pain points: Trusting people, keep up grades, no patience, gets bored easily so likes to change
the routine, perfectionist
• How your product/service/technology solves your persona’s pain points:
• Our service solves our persona’s pain points by helping her practice because practicing
becomes difficult for anyone if they have no motivation, so we will give them the best
experience and so much motivation to strive for success. Our staff will provide fun and
productive strategies to fix the players mechanics that may bring the customers out of their
comfort zone, but will help succeed.

12. MARKETING OBJECTIVE
• OUR GOAL IS TO INCREASE BRAND AWARENESS BY 200%
• INCREASE SALES BY 50%

13. MARKETING MIX
• Digital Marketing:
• Twitter
• Instagram
• Email
• Facebook
• TraditionalMarketing
• Radio
• Direct Marketing:
• Flyers
• Promotions

14. MARKETING MIX RATIONALE• A mix of these channels will help meet our marketing objective
because it will help spread brand awareness and increase sales. The
channels chosen are Traditional Marketing for radio, for Direct
Marketing are Flyers, and Promotions. For Digital Marketing, Twitter,
Instagram, and email. We included both direct marketing strategies
and digital marketing strategies because it will allow a larger
audience to become more aware of our facility; Perfect Game.
• We primarily focused on Instagram because 76 percent of American
teens use Instagram.
• We chose flyers because Arizona has softball and baseball
tournaments year around so we will hand them out at their games.

15. MARKETING RATIONALE CONT.
• By using direct marketing we are able to see customers face to face by
handing out flyers at softball and baseball tournaments. On any given day
at a tournament theres an average of about 300 people which will allow us
to reach a huge audience and build personal face to face connections with
them.
• We chose digital marketing because we are able to reach are target
customers on a consistent basis.
• We chose traditional marketing because we found that our target
customers listen to the radio almost every morning on 102.7 KISS FM which
will reach to current players and reach out to those who want to get
started.

16. Instagram:
Per f ect _Gam e_Mesa
Sponsored
100,000 Lik es
Per f ect _Gam e _M esa Our f acilit y of f er s special iz ed clinics, hit t ing, p it ching, an d
d ef en sive skills t rai ning. Fi r st com e, f irst ser ve f or ind ivid ual t rai ning, an d can
mak e r eser vat ions f or p ar t ies. We ar e open f rom 6am t o 10p m , 7 d ay s a w eek . Cl ick on t he
Lear n More link for more d etai ls or call us at 480-555-4565 to get started today!. #sof t bal lan d baseb al l
#imp rovem en t
#success
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