The Cleveland Indians are looking to rebrand to appeal to younger fans and families by making their uniforms and logo look more modern while still honoring traditions. They will focus on developing young talent and signing veteran leaders. Targeting teens and families, they will market through social media contests and affordable ticket packages centered around popular players like Fausto Carmona, Carlos Santana, and Shin Soo Choo to put butts in seats and win games.

1. Rebranding the Cleveland Indians By: Anthony Broome

2. General Information Based out of Cleveland, Ohio Play at Progressive Field in Downtown Cleveland (holds 45,274 people) Play in the American League Central of Major League Baseball

3. Cleveland Finances Population- Approximately 431,000 Median Resident Age- 33 Median Household income- $24,687 (Ohio income $45,395)

4. Cleveland Finances Price is a factor in this market because residents of the city do not have very much income coming in, so it is important to make us affordable to all Unemployment rate- 10.9%

5. Cleveland CPI Graph Source: bls.gov

6. 2010 Franchise Finances 2009 wins to cost ratio: 87 Source: Forbes.com

7. Finance Graphs Source: Forbes.com

8. How We Will Build Team The plan is to keep on developing the young players and make it an emphasis to sign veterans that can fill in and be leaders. The thing that most needs to be focused on is the scouting department. Building your team and finding solid prospects throughout the entire draft is what wins championships.

9. Target Market Our target market is teens and families We plan to market to teens by having unique contests and ticket giveaways over social networking sites, such as Facebook and Twitter

10. Ticket Prices Single game ticket prices will be as follows $10 bleacher seats $17 upper reserved $30 baseline seats $60 behind home plate $500 suites

11. Packaging The jersey style will change from tradition color scheme to that same color with an alternate color stripe running down the sides of the jerseys (see examples) Hats will remain the same Chief Wahoo will remain, because he is such a big part of traditions, but the Indians are going to market him more towards kids and families.

12. Hats

13. Home Jerseys

14. Away Jerseys

15. Alternate Jerseys

16. How this change will relate to the target market We want to market ourselves to the high school age kids who have ten dollars in their pocket and are looking for something to spend it on, along with families. This is an attempt to look more modern and appealing to the younger crowd.

17. Mission Statement The Cleveland Indians will represent the city by their hard work ethic and blue collar mentality. Cleveland deserves a winner and will have one with us.

18. Management Keys We want winning men and personalities working in our organization. We will run a clean franchise and want men of high character. We believe we have the ownership and management in place to restore the Indians back to the top of the standings.

19. Ownership The Indians are owned by Larry Dolan, who bought the team for $323 million in 2000

20. Management The General Manager of the Indians is Chris Antonetti The President of Baseball Operations is Mark Shapiro

21. Management The Cleveland Indians are coached by Manny Acta We like what he brings to the table because he is known best for developing young talent, something the Indians are rich in.

22. These are our most marketable players, along with ticket plans that go along with them.

23. Fausto Carmona Best starting pitcher on team 27 years old 2010 stats: 13-14, 3.77 ERA, .258 BAA, 124 SO in 210.1 innings pitched (Team Record 69-93)

24. The Fausto Four Pack Four upper reserved seats for $55, includes voucher for free souvenir in the Indians Team Shop

25. Carlos Santana Best young prospect on team 24 years old 2010 Stats: .260 BA, 6 HR 22 RBI, .467 SLG in 46 games Called up in June 2010 from AAA, suffered season ending knee injury in August

26. Santana’s Black Magic Half Season Plan 41 game plan (ticket prices include all 41 games) $500- bleacher seats $700- upper level seats $1000- lower level baseline seats $2500- lower level behind home plate seats

27. Shin SooChoo One of teams more talented players Led team in batting average and home runs last season Fan favorite in Cleveland

28. Choo Crew Ticket Plan $17 (same as his number)- 1 bleacher seat, 1 hot dog, 1 pop Bleacher seats

29. This will be our season ad campaign.

30. Chief Wahoo Wants You! Don’t Miss A Single Out! Season ticket packages start at $500 Call 1-800-GO-TRIBE

31. The End