The Miami Marlins ranked 30th in attendance in 2019 and want to increase fan attendance and engagement. Their marketing plan aims to increase attendance by 40% and fan engagement by 30% by 2021 through digital tactics like social media, iBeacons, and in-stadium technologies. The plan targets millennials aged 20-35 who enjoy sports and entertainment. Tactics include targeted content, contests, and promotions to reach, engage, and convert more fans into ticket buyers. Progress will be monitored through analytics on website traffic, social media, iBeacons, and game attendance.

1. Evaluation Of Marketing
Miami Marlins

2. Table Of Contents
•Executive Summary
•Digital Marketing Plan
•Situation
•Objective
•Strategy
•Tactics
•Actions
•Monitor & Measure
•Questions

3. Executive Summary
• The Miami Marlins organization were ranked 30th
in overall attendance for the 2019 season. There
was a total of 811,302 fans throughout the whole
season (10,016 per game avg.) There was only a
slight increase from the 2018 season, which had a
total of 811,104 fans throughout out the 2018
season. The goal of this marketing plan is too
Increase fan attendance by 40% by the end of the
2021 season. We also want to increase our fan
engagement by 30% by implementing technologies
at Marlins Park and to our organization in order to
track the fan engagement. We also want to make
sure that our apps and the fan experience is user
friendly and they are always up to date.

4. Digital Marketing Plan

5. Situation
•The Miami Marlins ranked 30th in overall
attendance for the 2019 season.
• There was a total of 811,302 fans throughout
the whole season (10,016 per game avg.)
•Technology in stadium & around organization
not as implemented yet.

6. Objective
• Increase fan attendance by 40% by the end of
the 2021 season.
•Increase our fan engagement by 30% at our
stadium and social media platforms by the end
of the 2021 season.

7. Strategy
• Generation: Millennials
• Age: 20-35 years old
• Salary: $50,000 - $100,00
• Baseball Fans in the city of Miami
• Targeting males who have a family
• Enjoy watching sports and
entertainment
Target Segments
• Educate fans about the entertainment they will
be able to enjoy when they attend a Marlins
game.
• Inspire purchase of tickets through promotions
and sales during the season, as well as events.
• Convince fans to attend games with current
player promos and autograph incentives.
Content Marketing

8. (Continuing) Strategy
• In-game contests/ra
ffl
es
•Concessions available for fans
•Accessible parking for all fans
•Assistive listening devices (during game)
•Autograph opportunities before game
•Billy’s Kid Zone
•Fan Text Messaging (assistance)
•Silent auctions
•Season ticket holder incentives
•QR Code ticketing
Value Proposition
•Team website
•Email
•Social Media (Twitter, Instagram)
•iBeacon
•Stadium (Banners, Jumbotron)
•Radio ads
Communication Strategy

9. Tactics
Reach: We want to reach fans through iBeacons, ping their phones with alerts
about up-coming season.
We will be posting content on social media and our team website to inform
fans about ticket sales and promotions.
Act: We will be posting infographics and video on social media. Radio
commercials on local radio stations. Post banner ads and Jumbotron ads, and
we will be emailing our fans about promos and deals.
Convert: We will be including call to action button (link) on all our infographics
and video with the words: CLICK TO BUY HERE
Engage: Ticket giveaways to contest winners and Have staff readily available
for response to fan text messages.
Leverage social media to engage with fans.

10. Plan Actions
•Create content for the upcoming digital marketing
campaign (videos, infographic, record radio ad, email
marketing )
•Marketing team will post content during o
ff
-season
before upcoming season on social media and team
website
•Marketing team will program iBeacons, set up banner
ads around stadium, program Jumbotron, create
signage during o
ff
-season
•QR code ticketing must be programmed during the
o
ff
-season for each game throughout the season
•Sales department will calculate and best deals and
promos for the fans
•Stadium sta
ff
will create games and contests for the
fans

11. Monitor & Measure
•We will monitor web tra
ffi
c and tickets sales
though our website with google analytics
•Use Twitter analytics to monitor impressions
and engagement as well as likes and retweets
•Utilize Instagram insights to monitor
impressions, likes, and follows
•Monitor email engagement and impressions
using G Suite
•Monitor iBeacons use and measure ticket
sales through the links sent out
•Measure attendance each game to monitor
our success

12. Questions ?