The document proposes creating a smartphone app for Red Sox fans to follow players, learn team history, play games, and purchase merchandise and tickets. The goals are to expand the Red Sox fan base internationally, increase profits and popularity beyond the Yankees. The budget for the app is $8 million and will be promoted on Red Sox social media channels with over 500,000 Twitter followers and 3.8 million Facebook likes. Key metrics to track include app downloads, revenue increases, and user ratings to make the Red Sox the most recognized franchise in baseball.

1. Boston Red Sox
John Martinez

2. Goals
• Expand the national and
international fan base
• Make the Red Sox the most
profitable and well-known
team in Major League
Baseball
• Increase accessibility
• Become more popular than
the New York Yankees

3. Target Audience
• Boston Fans from:
▫ New England Area
▫ International
▫ Baseball Fans Across the Country

4. Big Idea
• Create an application
for Smartphone's that
allows fans to follow,
learn, play, and
purchase anything and
everything Red Sox.

5. Big Idea Cont.
• Follow
▫ Players twitters and stats
▫ Scores
▫ Traders
• Learn
▫ About players through
biography
▫ History about team

6. Big Idea Cont.
• Play
▫ Create games with current players
to reach out to younger audiences
• Purchase
▫ Merchandise
▫ Tickets

7. Tools and Tactics
• Use app to sell merchandise and tickets
• If users spend more than $250, they will receive
two tickets to a home game
• Give 5% of store revenue to a non-profit charity

8. Red Sox Social Media
• Over 500,000 followers
on Twitter
• Over 3.8 million likes on
Facebook
• With the amount of
popularity of our social
media, this would be a
good way to promote
ourselves and our
application.

9. Key Performance Indicators
• Easy and cost effective
• Number of downloads and user ratings
• Compare merchandise revenue from previous
years

10. Budget
• $300,000,000 annual revenue
• $157,000,000 payroll in 2013
• $8,000,000 budget
▫ Programmers
▫ Social media
▫ Merchandise stores

11. Summary
Overall, the goal of our
idea and strategy is to
make the Boston Red Sox
the most recognized franchise in Major League
Baseball and possibly the world. We hope to jump
start
this process with our Smartphone app and by
increasing revenue. By the time our market
strategy
ends we will be Americas Team!