The document provides a marketing plan for the Conroe Challengers, a new Triple-A baseball team affiliated with the Houston Astros. It includes sections on the team's mission, goals, location, demographics of the area, business partners, branding strategy, target consumers, and stadium pricing plans. The team aims to become an integral part of the Conroe community by advocating for local charities and businesses and creating memorable experiences for fans.

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Conroe Challengers
Triple a baseball team
Marketing plan by
Jessica Alvarez

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Index
Summery and Mission statement….....…… 4
Goals and values……………………………..…… 5
Location………………………………………………..… 6
Demographics ……………………………….……….. 7
Business partners ……………………………...8-9
Building the brand…………………………..10-15
Target consumers……………………………16-19
Swot analysis ………………………………….20-23
Stadium pricing……………………………………..24

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Weekly promotions………………………..…25-26
Food Pricing……..…………………………………….27
Our promise…………………………………………….28

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Summary
Marketed in this program is the development of the new Triple A
affiliate, ConroeChallengers, baseball team of the Houston Astros relocation site.
Within, you will find an incorporated summary of how we plan to capture the
heart and spirt of the community. The new location will be placed in the ever
expanding county Montgomery, Texas. Our team is dedicated to its loyal
followers, striving to insure an experience unmatched by any other sports
team. The ConroeChallengers are looking to set a new standard of baseball by
promoting our gentlemen in a personable, respectable, reliable way. Our
staff and team of players are focused formally on giving back to the
community in as many ways as possible. From advocating charities,
businesses, schools, sponsors to providing memorable experiences within
our stadium walls. We Challengeour players and our community to be involved
and be the best players and individuals they can be.
Mission Statement
ConroeChallengers is dedicated to the philosophy that a triple a baseball
team can become an intragyral part of the Conroe community. The Houston
Astros Triple-A affiliated baseball team has chosen the growing Montgomery
county to relocate its new baseball facility.
The Challengers recognize the importance of giving back to the community
that supports its players. That is why the baseball team strives to advocate
local charities, inspire businesses, promote sponsors, support schools and
entertain its fans above all else. It is important for our athletes to personify
themselves as gentlemen and hope to strike the hearts of every follower.
Creating personable relationships with every individually that passes through
our stadium doors, eyes watching from home or ears listening on the radio
will give the Constellations a chance to become a Conroe tradition meant to
last a lifetime.

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Goals
 Deliver the best atmosphere for family, friends, staff and players
to enjoy by competing in highest minor league level through
improving player’s states to become a winning team.
 Generate opportunity for local organizations to grow and expand
through sponsorships, promotions and volunteer work.
 Create an environment by the staff that consistently provides the
best quality services to spectators, insuring quality personal.
 Develop a following to encourage active precipitation in all
aspects of the game including accountability to uphold each
mission, goal and value.
Values
 Produce gentlemanly players invested in their fan base and the
community they resigned in.
 Provide guests with a safe, clean, comfortable environment.
 (Winning or losing)
 Emphasizing admiration, compassion, thoughtfulness and
understanding within the community and its needs.
 Encouraging self-improvement through constant feedback from
fans on how to be better for them and their experience.
 Continuously pushing our own boundaries to strive for better
field and spectator experiences.
 Our players strive to be the best possible player on the field and
person off the field and encourage the community to take pride
in their team’s surroundings. We as a staff strive to be the best
and applaud constant feedback from our fans on how we can
evolve into the best possible program available.

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Location
Located lakeside in the fastest growing county in
Texas, The triple A affiliated baseball team of the
Houston Astros will be set off of I45 and loop 36.
The Johnson Development Corporation has chosen
to take on this project to add to their already
existing grand central park. The stadium being off
the highway allows for easy transportation and
visibility for passing travelers.

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Demographics
Population
2013: 63,032 (94% urban, 6% rural). +71.2% increase since 2000
Education 25 years and over: Marital Status
15 years and over:
High school or higher: 72.7% Divorced: 13.4%
Bachelor's degree or higher: 19.3% Widowed: 6.3%
Graduate or professional degree: 6.0% Separated: 3.1%
Employment Now married: 44.4%
Unemployed: 6.1% Never married: 32.7%
Mean commute to and from work: 24.9 minutes
Unemployment in June 2014- 4.3%
Median resident age: 31.5 years
Salary
Estimated median household income in 2012: $44,068. From $34,123 in
2000.
Conroe: $44,068
Estimated per capita income in 2012: $21,376. From $16,841 in 2000.
Estimated median house/condo value in 2012: $132,205. From $71,800 in
2000.
Conroe: $132,205
Ethnicity
Most common industries in 2008-2012
Construction (17%) Administrative and support and waste
management services (9%)

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Manufacturing (15%) Retail trade (9%) Accommodation and food
services (8%)
Transportation and warehousing (7%) Educational services (5%)
Business partners
In order to establish ourselves as a strong reliable brand we as a team need
to go out in the community and partner up with a well-established business.
Together we can all help each other achieve a common goal. Having a
partner to help us reach out to people, we in return, can provide a space for
their logo inside the stadium allowing them to enter another market to
advertise to.
Main Event: Later on in this plan Main Event will be a major player in the
entertainment of our fans while at the game. The stadium will have a “mini”
version of Main Event for everyone to participate in. having them come in,
set up their game system will give them a new market they have not
previously been a part of, while we get people in eating our food and buying
our tickets/wrist bands to play in our game room.
Academy: We are a sport. We need a sporting store behind us and academy
being the major player in Conroe, having them as an ally will not only help
us have credibility, we will inspire people to shop for their sporting needs at
this particular store.
H-E-B, Chick-Fil-A, Hastings: are all local stores that do not have a major
marketing climate. Having all three of these build boards will let people know
what Conroe has to offer them. Starting out in our beginning phases
partnering up with these three and them allowing us to sit outside their
stores to let people know who we are is a sure way to get the name out.
Details of this exact process will be in the building the brand portion of this
plan.
The Ark Church, The Vineyard Church of Conroe, Conroe Community
Church: This team is striving to be a community oriented business.
Partnering up with the local churches will open up volunteer opportunities for
our fans, players, employees and anyone else interested while giving the
church more advertisement on local charity events.
Russel Construction Co, Questar Construction, Hoffman
Construction: Everything in the community of Conroe has to be built from

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someone. Partnering up with the construction crews will give us them an
opportunity for their business to be seen and advertised by every single
person that comes through our stadium doors. Being partners with major
construction companies also gives us an opportunity to get them direct
access to our games, encouraging people to buy tickets to enjoy the fun.
Budweiser, Gatorade, Pepsi: Drinks are a part of every sporting event out
there. It only makes sense to have our stadium have some of the major
beverage industries on our walls.
AT&T and Master card: Both credible card holders companies that
everyone recognizes and will be good to help us have a financial business
believing in our cause.
Bank of America, First Financial Bank, Regions Bank: these three
Banks are the closest in the Conroe area. Going to the game and need some
quick cash on the way in or out? New to town? Wanting to switch banks
because you don’t like your current one? BAM! The names of the three major
banks in town are right in your face at our stadium.

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Building the Brand Phase 1:
Brand awareness
Establishing our brand first means
partnering with the strong allies listed in the
previous pages. Once we have established a
foundation with a few local businesses, we
must go to the public directly.
Getting our name out and who we are
starts simply by going out and talking to
people. With the local communities such as
Hastings, Academy, H-E-B and the churches
we as a team can set up a table full of
goodies and prizes.

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The idea is to reach as many
people as possible. Having a table set
up with our team name and logo on;
t-shirts, hats, wrist bands, draw string
bags, key chains and cozies we will
have a chance for people to win free
give always by simply adding us on
Facebook, twitter, and Instagram.

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Once we have a visual confirmation that
an individual has followed our page, they then
get to spin a wheel, divided up equally among
the prizes along with one, “Grand Prize” of 2
free tickets to our opening game.
This not only puts our face directly in front
of our audience, nothing spreads faster than
word of mouth and people talk on Social
Medias. Reaching out by having people follow
our various pages will allow for a much wider
audience to see our brand.

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Building the brand phase 2:
Getting People Involved
Having people know who we are will only go so
far, know we must get people involved in buying
tickets for the game.
Partnering up with some of the major
construction firms, the team can give the
businesses a set number of tickets for the
company to raffle off to its employers at their
choosing.
Children are a great incentive for getting
parents to come to the games. Rewarding children
in school for AR points, box tops, top scores on
fitness grams, they can earn their way to receiving
free tickets for the games as well.
Local churches and community organizations
can also get in on the action. Having people
volunteer with their organization can be rewarded
by $5 vouchers for tickets. Every hour worked for
the specific organization we are partnered up with,
an individual may use their voucher anywhere in
the stadium or for purchasing tickets to the games.

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Building the Brand Phase 3:
Game Time
Since we are an affiliation
of the Houston Astros
team, it is only right to
pay them tribute. The
stadium will have an
Astros Memorabilia wall
for Houston fans to gaze
upon and run down
memory lane with friends
and family.
Keeping with the Astros
theme, there will be a life size
NASA rocket control center.
This center will be a
functioning, interactive
command center. People will be
able to go inside and see what
it is like to run their own rocket
ship. They will go through a
brief intro on how to command
the ship, and then get the

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chance to navigate through a virtual space trip.
Time for the Main Event “mini” version; inside our
walls we will have a Main Event arcade room (minus the
laser tag, bowling, and pool) for everyone to enjoy. The
games will be set up through main event, as well as the
cards that swipe the games; however we will get a
percentage of the game play along with selling specific
wrist bands to enter the game room for a single day at a
time.

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Target Consumers
College Students (18yrs-24)
College students have been proven time and time
again to meet more people on a more frequent basis
than any other age group out there. They travel to
go home, go on vacation and go to work, which is
why they need to be the ones we target most for
social media purposes. Social media contests
throughout the year for chances to win tickets is a
sure way we can get the surrounding college (Sam
Houston State, Lone star, Rice University) to be a
part of our tea. Students are low on money but high
on creativity. For example; having a video dub over
contest to the classic, Take me out to the Ball Game,
and having them upload it to their social media
streams for a chance to win free tickets. Within the
video they will have to have a tribute to our brand
and our team in some way, be creative, new,
exciting and capture the audience watching it. The
group of people with the most views, shares, and/or
likes will when tickets to our games.

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Young Professionals (25-29)
First years out of college can be a rough time for the
young professionals group. They are busy trying to
network their way into high paying positions and more
likely than not doing most of the grunt work in whatever
job they do have. Our team partnering up with local
businesses can give young professionals the edge they
need. Reaching out to our partners, we can ask them to
hold seminars on how interview, give resume critiques,
paying back loan money. Once a month we can open up
our doors and invite not only our business partners but
any company in that is looking for new, young, eager
employers to join their teams. The possibilities are
endless; along with using our stadium as a career fair,
we can use it to hold a seminar on how to finance, pay
back loans, save for a house, crucial life skills that may
not have been taught at the colleges these individuals
attended.

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Families (young/teenage children)
Families make up a little less than half of the Conroe
population. No one is busier than a family going from
school, day care, to work, back to school, then soccer
practice, band practice, grocery store, and back home to
start all over again in the mornings. Families are always
on the move, going from one place to another and this is
where radio advertisement comes into play. Either
partnering up with local radio stations or having our own
contests, we will reach consumers while on the road.
Having baseball trivia in high traffic times to chances to
win tickets, discounted package tickets for families of 4-
6, our amazing game room for the kids to enjoy,
rewarding A-B honor roll from the kids by $5 free play in
our mini Main Event are all ways to get our stadium into
the homes and lives of Conroe’s families. Much like the
young professionals, families need help budgeting,
retirement funds, saving to send their kids to college and
stress management skills. We will open up our stadium
doors to families on how to do all of these things along
with simple tips and tricks to manage time efficiently,
cook simple healthy meals, behavioral techniques for the
kids and how to balance work life with family life.

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Middle Age/ Recent Empty Nesters
Middle age is a great time to be alive. Kids are gone,
finally at a good point in your career and are looking for
things to do to keep yourself busy and happy. Our
stadium is the place to be enjoying our atmosphere, box
seats, and fine drinks. We will have a section of our
stadium dedicated to the “Finer Things in Life” with
higher end food, fine wine, cocktails, air conditioning all
at a spot where you can watch and enjoy our game with
a vacation getaway feel.
Retirement age (65+)
Good old Fashion newspaper becomes our best friend
for this population. Just because someone is retired does
not mean they are not still very active. Our stadium will
present a fun, safe, enjoyable environment to enjoy while
having its own bridge and bingo tournaments. Not your
cup of tea? That’s fine, come enjoy our games at special
discounted prices and have a chance to eat for free every
other month of the in season games.

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Strengths
Convenient location for baseball fans to enjoy
without having to make the trip to Houston for
quality baseball
Putting up and filling a brand new stadium will
open up new job opportunities for the Conroe
area
The local economy will boost during the season
as people come from out of town
New entertainment and experience
opportunities that you cannot get without
leaving town
Montgomery county is one of the fastest
growing counties in Texas
Location off I45 allows for people to pass by
our stadium as they commute and travel to
various locations
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Weaknesses
Our brand is not yet established with no
proof of positive revenue outcomes
Being a minor league team, our players may
not stay long enough to establish a strong
fan base
Starting out, financial support can be hard to
come by
Limitations on resources and budget
Gaining publicity or air time on television is
almost non-existent
W

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Opportunities
Economic boost by creating new forms of
revenue
Community-driven fundraising results are
benefiting from our fans, players and employee
involvement
Major donors/sponsors have only scratched the
surface of potential business plans
Networking increases strategic alliances with
businesses we have partnered up with
Untapped market for several parties involved
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New local entertainment and experiences
Threats
Competition with the Houston Astros and
all major league baseball teams
Seen as an “inferior” product
Shifts in consumers demand
People not buying into our product
The woodlands area offering a much wider
array of activities only minutes down the
road
Cynthia Woods Mitchell Pavilion
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Pricing
Ticket pricing will follow the model exampled below
Conroe Challengers

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Promotion Nights
Monday: Makeover MONDAY (everyone)
Time to get a confidence boost while enjoying the
constellations play! Men, women, kids, come in and get a very
literal sports clips! You will get to enjoy the game while getting
your favorite constellation buzzed/colored into your hair.
Don’t need a haircut? Here’s a chance to make over your
diet. Have a chance to spend 15-30 minutes with a nutritionist
about why your diet isn’t working and a few tips you can follow to
lead an overall healthier, happier, lighter lifestyle.
Have perfect hair and a perfect body? Come in and get a
look at the most recent fashion around the world. Take a look at
some of the top designs trending worldwide including Paris, New
York and Milan.
Tuesday: Take a chance TUESDAY (everyone)
Take a chance to win points adding up to free box seats for
you and 10 of your closest friends to enjoy. On our Constellations
Chance APP, take a guess at the number of runs each team will
score in every inning, resulting in the prediction of the final game
score. Each inning you guess right is 3 points, guessing a perfect
game is 30 points. With 9 chances to win every inning it will take
you no time at all to rack up 100 points for you and 10 of your
closest friends to come back and enjoy box seats!
Wednesday: Workaholics WEDNESDAY (young professionals)
About to graduate? Or recently hired and looking for ways to
network and meet other young professionals in the same work
force as you? Come out to the stadium on Wednesdays as we

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have local Conroe, Houston and woodlands businesses here
looking for eager minds to join their workforce.
Thursday: Triple play THURSDAY (college kids)
College kids come with you and your friends and enjoy our
triple deal combo packs. Buy two beers, get the third one free.
Chose two options on our food menu and receive a third option of
equal or greater value free. The more people you bring the more
you can share and split up our giveaways.
Friday: Flash back FRIDAY (older population)
On Fridays we will take a look back to where baseball came
from and originally started. Going back to the beginning of
baseball, we will pick a decade and theme the stadium
accordingly. The staff, players, and prices inside the stadium will
reflect the era that has been chosen. Uniforms will be from the
chosen decade along with going the extra mile in the box seats to
have specialty food and drinks from that era. So come join us for
a flash back to the past of baseball!
Saturday: Starry Night SATURDAY (families)
Join the Conroe Constellations team and enjoy the starry
night sky during and after the game. On Saturday we will have
telescopes around the stadium along with a map of the stars and
planets for you to enjoy the vast galaxy we are a part of. We will
have a mega telescope set up on the pitcher’s mound after the
game for guests to enjoy the experience of watching the starts
where several of our star players have stood before them.
Sunday: SUNDAY sippers (upper class)
Feeling fancy? Join us on Sundays for beer, wine, martinis
and cocktails tastings. Full body win to a refreshing Tom Collins
are only a few of the possibilities to choose from. We will have
imports from around the US, aged wines, clever martinis and
unique cocktails for you to try and enjoy. You have the option to

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buy sample sippers or purchase an old favorite to enjoy while
watching your team steal the win.
Food pricing
We will of course keep to our baseball tradition and
have all the classic foods. We will have variations
of hot dogs, burgers, chicken strips and drinks for
you to come enjoy while you enjoy your time at
our stadium.

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Our Promise
To keep the highest level of
competition in a state of the art
facility within an atmosphere that
will have a new exciting experience
for every age. We will always be
adaptable to our customers’ needs
and take any suggestion and keep
adapting to changes. We are and
will always be a first class
organization.

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