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1
BLUE JAYS
Marketing Collaboration Presentation
Agenda
2
Blue Jays Overview
TimePlay Partnership
Argos Partnership
Repurposing Stadium Plan
Implementation and Risks
Where are the Jays at?
Key Statistics
3
$1.68
Billion USD
valuation today.
15th
In valuation out of
30 MLB teams. Attendance has
been decreasing
and cost of tickets
have been
increasing.
30-44
represent most
engaged fans.
What is the big problem? – The jump
The Blue Jays are at a critical point in their journey. If the Jays do not act
they face an uncertain future.
Younger
generation not
as interested.
COVID-19
Impact.
Fan experience
is ranked low.
4
Collaboration with TimePlay
5
Fan engagement
Cobranded content
Low barriers to entry
Sections Compete
TimePlay Target Audience
6
Gen Z: aged 21 and younger
What they do:
• 8 second attention span
• Digital natives
• Spend up to 6 hour /day
on their phones
TimePlay doesn’t
compete with their
screen time, rather
it leans into that
tendency​
Why this works
Marketing Communications Plan
7
Social Media Stadium
Marketing
Traditional
Marketing
TimePlay x Blue Jays Partnership
Toronto Goes Double Blue
Argonauts x Blue Jays
Contest and
Interactive Pop-Up
• Competition based on-site activities​.
• Souvenir creation.​
• Interactivity with Social Media.
• Overarching contest giving
away dinner, drinks and tickets
to games.
8
Toronto Goes Double Blue Pop-Up
9
6ix Reppers
Primary Audience
10
18 and Under
Secondary Audience
Marketing Communications Plan
11
Social Media Location
Selection
Traditional
Marketing
Mascot
Dance Off
Weddings are allowed in outdoor
venues, as long as
people are properly
distanced in Toronto.
Weddings
Repurposing Stadium
12
Conclusion
13
TimePlay
Argos
Weddings
14
THANK YOU
ANY QUESTIONS?
15
Current Position
How do the Blue Jays make money?
Top revenue sources: subscription revenues, ticket sales, and advertising​
41880
39554
29066
21606
0
10000
20000
30000
40000
50000
2016 2017 2018 2019
ATTENDANCE
Attendance
31
32.44
32.99
34.04
29
30
31
32
33
34
35
2016 2017 2018 2019
TICKET PRICE
Ticket Price
Where Is The Opportunity?
16
Opportunity to target under 18 age category​
Risk Mitigation
17
Strategy Risk
Identified
Risk
Likelihood
Risk
Severit
y
Risk
Severit
y
Risk Mitigation Plan
All
strategies
Rogers
Centre
remains
closed
High High High Incorporate TimePlay in Florida
and New York stadiums
Continue rivalry between football
vs baseball with US football
teams.
Argos
partnership
COVID-19
health risk
Medium High High Partnership marketing plans dealt
with COVID-19 in mind. Rigorous
testing will be done for in person
activity.
TimePlay
partnership
Slow
adoption of
TimePlay
Medium Low Low Promotional marketing on tickets,
promo videos on social media.
Cross promo branding with Rec
Room.
Risk Mitigation
18
Strategy Risk
Identified
Risk
Likelihood
Risk
Severit
y
Risk
Severit
y
Risk Mitigation Plan
Argos
partnershi
p
Brand
perception
issues with
Ace
mascot
High Medium Medium Essence of Ace's fun and
competitive personality will be kept
throughout all activities. Will not
steer away and make Ace non kid
friendly.
Argos
partnershi
p
Permits for
pop ups
Low Medium Medium Permits will be obtained prior to
events and City of Toronto by-laws
will be consulted.
TimePlay
partnershi
p
TimePlay
dropped
by
Cineplex
High Low Low Make business case to Cineplex
that partnership can bring together.
If still not able to bring back
specifically partner with just
TimePlay technology company.
Short-Term
Set-up infrastructure
for TimePlay and
develop content.
Begin promotions
about TimePlay and
Argos partnership.
3 Months
Medium-Term
Release Toronto
goes double blue
pop-ups across city
of Toronto for
Months 4 and 5.
Launch TimePlay at
Rogers Centre in
month 5.
6 Months
Long-Term
Continue to update
TimePlay content
based on feedback.
Work on series of
videos with Jason
the Argonaut and
Ace.
12 Months
Implementation-One Year For TimePlay Partnership

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Blue Jays Marketing Partnerships Presentation

  • 2. Agenda 2 Blue Jays Overview TimePlay Partnership Argos Partnership Repurposing Stadium Plan Implementation and Risks
  • 3. Where are the Jays at? Key Statistics 3 $1.68 Billion USD valuation today. 15th In valuation out of 30 MLB teams. Attendance has been decreasing and cost of tickets have been increasing. 30-44 represent most engaged fans.
  • 4. What is the big problem? – The jump The Blue Jays are at a critical point in their journey. If the Jays do not act they face an uncertain future. Younger generation not as interested. COVID-19 Impact. Fan experience is ranked low. 4
  • 5. Collaboration with TimePlay 5 Fan engagement Cobranded content Low barriers to entry Sections Compete
  • 6. TimePlay Target Audience 6 Gen Z: aged 21 and younger What they do: • 8 second attention span • Digital natives • Spend up to 6 hour /day on their phones TimePlay doesn’t compete with their screen time, rather it leans into that tendency​ Why this works
  • 7. Marketing Communications Plan 7 Social Media Stadium Marketing Traditional Marketing TimePlay x Blue Jays Partnership
  • 8. Toronto Goes Double Blue Argonauts x Blue Jays Contest and Interactive Pop-Up • Competition based on-site activities​. • Souvenir creation.​ • Interactivity with Social Media. • Overarching contest giving away dinner, drinks and tickets to games. 8
  • 9. Toronto Goes Double Blue Pop-Up 9
  • 10. 6ix Reppers Primary Audience 10 18 and Under Secondary Audience
  • 11. Marketing Communications Plan 11 Social Media Location Selection Traditional Marketing Mascot Dance Off
  • 12. Weddings are allowed in outdoor venues, as long as people are properly distanced in Toronto. Weddings Repurposing Stadium 12
  • 15. 15 Current Position How do the Blue Jays make money? Top revenue sources: subscription revenues, ticket sales, and advertising​ 41880 39554 29066 21606 0 10000 20000 30000 40000 50000 2016 2017 2018 2019 ATTENDANCE Attendance 31 32.44 32.99 34.04 29 30 31 32 33 34 35 2016 2017 2018 2019 TICKET PRICE Ticket Price
  • 16. Where Is The Opportunity? 16 Opportunity to target under 18 age category​
  • 17. Risk Mitigation 17 Strategy Risk Identified Risk Likelihood Risk Severit y Risk Severit y Risk Mitigation Plan All strategies Rogers Centre remains closed High High High Incorporate TimePlay in Florida and New York stadiums Continue rivalry between football vs baseball with US football teams. Argos partnership COVID-19 health risk Medium High High Partnership marketing plans dealt with COVID-19 in mind. Rigorous testing will be done for in person activity. TimePlay partnership Slow adoption of TimePlay Medium Low Low Promotional marketing on tickets, promo videos on social media. Cross promo branding with Rec Room.
  • 18. Risk Mitigation 18 Strategy Risk Identified Risk Likelihood Risk Severit y Risk Severit y Risk Mitigation Plan Argos partnershi p Brand perception issues with Ace mascot High Medium Medium Essence of Ace's fun and competitive personality will be kept throughout all activities. Will not steer away and make Ace non kid friendly. Argos partnershi p Permits for pop ups Low Medium Medium Permits will be obtained prior to events and City of Toronto by-laws will be consulted. TimePlay partnershi p TimePlay dropped by Cineplex High Low Low Make business case to Cineplex that partnership can bring together. If still not able to bring back specifically partner with just TimePlay technology company.
  • 19. Short-Term Set-up infrastructure for TimePlay and develop content. Begin promotions about TimePlay and Argos partnership. 3 Months Medium-Term Release Toronto goes double blue pop-ups across city of Toronto for Months 4 and 5. Launch TimePlay at Rogers Centre in month 5. 6 Months Long-Term Continue to update TimePlay content based on feedback. Work on series of videos with Jason the Argonaut and Ace. 12 Months Implementation-One Year For TimePlay Partnership