This document summarizes a marketing strategy plan for the Cleveland Indians. It includes an analysis of the external environment, customer demographics, and a SWOT analysis. Two target markets are identified: younger professional males aged 25-34 and older "traditional" males aged 48-60. The 4Ps of product, price, place, and promotion are analyzed for each target market. Key recommendations include increasing perceived value through happy hour discounts, using business incentives to attract more professionals to games, and raising awareness of Rally Alley through targeted social media promotions. The overall goal is to increase attendance, profitability, and perceived value for the Cleveland Indians.

1. Cleveland Indians
Marketing Strategy Plan
Ashlee Anderson – Hollie Ballard – Kristin Barnes – Julie Berk

2. Agenda
! External Environment
! Customer Environment
! SWOT
! Target Markets
! 4 Ps
! Recommendations

3. Marketing Goals
and Objectives
! Overall Goal of the Cleveland Indians
! Create lasting memories
! Provide entertainment
! Marketing Goals
! Increase attendance
! Increase profitability
! Increase Perceived value

4. External Environment
! Competitive pressures
! Competition growth
! Industry drivers

5. Customer Environment

6. Gender Demographics
! 62% Male
! 38% Female

7. Age Demographics
0
5
10
15
20
25
30
35
Under
18
18-24 25-34 35-44 45-54 55-64 65+
! 75% between 35-64
! Family Members
! 51% to Family Friendly
! 59% to Gate C

8. Geographic
Area Code! Region!
Frequ
ency! Percent!
614! Columbus! 3! 1.4!
419! Northwest Ohio! 8! 3.7!
440! Greater Cleveland! 50! 23!
216! Cleveland! 73! 34.3!
330! Akron! 32! 15!
567! North Central! 7! 3.3!
! ! 173! 80.7!
! 80% from Ohio
! 34% Cleveland
! 23% Greater Cleveland
! 15% Akron

9. Psychographic
! 65% do not consider themselves baseball fans
! 22% do consider themselves baseball fans
! Attendees there for the entertainment and
atmosphere

10. Product Usage
! Family Friendly
! 44% spend majority of time here
! 46.7% spent money
! Gate C Music & Beer
! 56% spent majority of time here
! 64.4% spent money
! Customers passing through FF area
! Stopping to spend time and money in Gate C
Family Friendly
Gate C

11. SWOT Matrix
STRENGTHS
! Strong Fan Base
! Rally Alley Attendance
WEAKNESSES
– Knowledge of Rally
Alley prior
– Current amount spent
OPPORTUNITIES
– Advertising/
Awareness
– Collaborations with
surrounding
competition
THREATS
– Downtown
competition
*Refer to Marketing Strategy Plan for full list of SWOT

12. STRENGTH: Fan Based
! Season Ticket Holders
! Cleveland Based Fans
Area
Code! Region!
Frequen
cy! Percent!
614! Columbus! 3! 1.4!
419! Northwest Ohio! 8! 3.7!
440!
Greater
Cleveland! 50! 23!
216! Cleveland! 73! 34.3!
330! Akron! 32! 15!
567! North Central! 7! 3.3!
! ! 173! 80.7!
!
Frequenc
y! Percent!
Valid
Percent!
Cumulative
Percent!
Valid! No! 144! 56.3! 56.3! 56.3!
Perfect 10 Flex
Pack
6! 2.3! 2.3! 58.6!
Game plan 20 48! 18.8! 18.8! 77.3!
Game plan 40 8! 3.1! 3.1! 80.5!
Full season plan 50! 19.5! 19.5! 100.0!
Total 256! 100.0! 100.0! !

13. STRENGTH: Rally Alley
Attendance
! Almost 60% of participants had attended at least
one Rally Alley
! 43% of participants had attended 2 or more Rally
Alley Street Festivals this summer
!
Frequenc
y! Percent!
Valid
Percent!
Cumulative
Percent!
Valid! 1! 144! 56.3! 56.9! 56.9!
2 57! 22.3! 22.5! 79.4!
3 33! 12.9! 13.0! 92.5!
4 14! 5.5! 5.5! 98.0!
5 or more 5! 2.0! 2.0! 100.0!
Total 253! 98.8! 100.0! !
Missing! System! 3! 1.2! ! !
Total! 256! 100.0! ! !

14. WEAKNESS: Prior Knowledge of
Rally Alley
! 64.1% of participants knew very little or less about
Rally Alley prior to attending the first time.
! 28.9% had never heard of it
! 79.8% were somewhat aware or less about
R.T.A.’s sponsorship of Rally Alley
! 60.2% just dropped by the Family Friendly section
without advance planning
! 77.5% of participants just dropped by Gate C
section without advance planning

15. WEAKNESS: Current Amount
Being Spent
! Amount spent on food and drink in the Family Friendly section
! Amount spent on food and non-alcoholic drinks in Gate C
! Amount spent on alcoholic beverages in the Gate C
$ Spent!
Percen
t !
$0 ! 53.3!
$1-9! 14.9!
$10-19! 16.8!
$20-29! 11.3!
$30 or more! 3.7!
$ Spent!
Percen
t!
$0 ! 57!
$1-9! 17.8!
$10-19! 17.1!
$20-29! 5.9!
$30 or more! 2.2!
$ Spent!
Perce
nt!
$0 ! 35.6!
$1-9! 18.5!
$10-19! 22.2!
$20-29! 15.6!
$30 or more! 8.1!

16. OPPORTUNITY: Awareness
! Time spent at Family Friendly section and Gate C
! Demographics
! Age: 35 – 64 years
! 62% of customers male
! Location: Ohio, mainly Cleveland
! Important factors
! Quality, atmosphere, value, variety
! Previous purchases
! Food, alcoholic drinks, non-alcoholic drinks

17. OPPORTUNITY: Collaborations
! Can collaborate with local restaurants and bars
! Extra promotions
! Loyal customers
! Added benefit of attending Rally Alley
!
Frequenc
y! Percent!
Valid
Percent!
Cumulative
Percent!
Valid! Never! 61! 23.8! 23.8! 23.8!
Rarely 53! 20.7! 20.7! 44.5!
Sometime
s
77! 30.1! 30.1! 74.6!
Often 48! 18.8! 18.8! 93.4!
Always 17! 6.6! 6.6! 100.0!
Total 256! 100.0! 100.0! !

18. THREAT: Downtown
Competition
! Horseshoe Casino (May 2012)
! 2.5 million visits
! $25 million in revenue
! Theatre District
! Playhouse Square Center
! Second largest performing arts complex (outside of New
York)
! Restaurants and Bars
! Twelve restaurants and bars in walking distance
! Over 100 restaurants and bars in downtown area
! Other Sport Teams
! Basketball: Cleveland Cavaliers
! Football: Cleveland Browns
*Entertainment based

19. Target Markets

20. Target Market 1
! As 53.1% of participants in the survey were male
the first target market consists of professional
males who reside in the North Olmstead and
Twinsburg area of Ohio, with 2.8% of respondents
residing at 44070 and 4.2% residing at 44087.
! Section 1:
! Beginning Career
! Recently Married
! Tech-Savvy
! College Degree
! Enjoy time spent with friends and at work events
! Avid Sports Fans

21. Young Professional Pete
! Recently Married College Graduate
! He attended Indiana University where is received a Bachelor of
Science in Finance.
! He currently works for Geico Insurance in North Olmstead, Ohio where
he now lives.
! Young Professional Pete enjoys watching sporting events and considers
himself to be a casual baseball fan as 35.2% of respondents strongly
agreed with this statement and 54.3% consider themselves to be a
huge sports fan.
! As an employee of a billion dollar company Young Professional Pete
enjoys attending employee events, some of which consist of attending
Cleveland Indians games. 17% brought someone from work/other
organization to the Gate C Music & Beer area.
! While attending games Young Professional Pete enjoys drinking a
couple of beers prior to the game, as 22.2% of respondents spent
$10-19 on alcoholic beverages.
! His house is valued at $157,800 and is personal income is $57,958
(United States Census Bureau)
! While Young Professional Pete does not mind spending money of
entertainment and things he believes to be of importance he tries to
keep costs to a minimum whenever possible.

22. Target Market 1 Cont’d
! Section 2:
! Empty Nesters
! College Graduates
! Upper Social Class
! Enjoy playing golf and going out with colleagues
! Conservative
! Value Family, Religion, and Status

23. Traditional Ted
! Traditional Ted is 48 years old. 4.1% of respondents were this age.
! He attended Xavier University where he received his Bachelor of Arts in
History and two years later his Masters.
! Traditional Ted currently works as a professor at the University of Akron
teaching several undergraduate history courses.
! He resides in Mayfield Heights, Ohio, his wife’s hometown, and commutes
three days a week in order to teach at the university.
! Traditional Ted has been married for over twenty years and has one
daughter who lives in Chicago, IL and works as a journalist for the Chicago
Tribune. 58.5% were accompanied by 1-2 family members in the Gate C &
Beer area.
! Traditional Ted enjoys spending his downtown with his fellow colleagues
and friends attending sporting events and going out for happy hour. 44.4%
brought friends to the Gate C & Beer area.
! He considers himself to be a huge baseball fan, as 54.3% of respondents
consider themselves sports fans.
! He attends 10-14 Cleveland Indians games per year, with 19.9% of
respondents attending this amount and he more likely to attend if the Gate
C Music & Beer section is open as 20.9% of respondents agree with this
statement.
! His house is valued at $250,000 and his annual income is $104,321

24. The 4 P’s of Target Market 1

25. Product
! 55.5% sometimes or always eat or drink at a bar
or restaurant before a game
! 35.1% current food and beverages in FF section
are average
! 45.1% variety of food and beverages in Gate C
are average
! 42.7% variety of food and beverages offered is
important in Gate C Music & Beer area

26. Cleveland Restaurant Options
1. Current stadium offerings
! Strickland's, Subway, Cleats, Food Network Star
2. Quicken Loans Arena
! The B Spot, Quaker Steak & Lube
3. Popular Cleveland restaurants
! Winking Lizard Tavern, Vincenza’s Pizza and Pasta,
Wilbert’s

27. Product
! 39% rated value of alcoholic beverages in Gate
C to be Good or Excellent
! Room for improvement
! 63% rated value of products in Family Friendly
section Good or Excellent

28. Happy Hour Discounts
! Happy hour discounts on Budweiser beers
between 4:30-5:30
! Increase perceived value customers have on
alcoholic beverages
! Increase alcohol sales
! Attract customers to attend Rally Alley earlier

29. Price
! Increasing perceived value will increase
purchasing
! 47.3% believe value for the money spent on
products in Gate C is very important
! 83% customers brought 0 coworkers to Gate C

30. Recommendation
! Perceived value that customers are receiving more for a better
price
! Business incentives
! ½ beer buckets and discounted food options for businesses
! Increase number of professional attending Gate C
! Increase value customers have of Gate C products

31. Promotion
! 28% customers never heard of Rally Alley before
attending
! 60% attended Family Friendly section without
advanced planning
! 50% never heard of/only heard name of Gate C
! Male Facebook users
! 17.5% between ages 21-24
! 115% between ages 35-44

32. Recommendation
! Cleveland Indians Facebook
! 551,000 Friends
! Cleveland Indians Twitter
! 83,000 Followers
! Create Facebook and Twitter for Rally Alley
! Post food and entertainment on event days
! Promotions for Facebook friends

33. Target Market 2
! Target Market 2 consists of males between the ages
of 48 and 60 as this age group accounts for 32.6% of
all respondents. Furthermore, target market 2 is
expected to live in the cities of Cleveland and
Mayfield with 2.3% of residents residing at 44124 and
3.8% of residents residing at 44143.
! Section 1:
! Established Men with a Set Career Path
! Have a Family
! Focus on Children and Providing for Their Children
! Consider Themselves Avid Sports Fans
! Baseball Fans Since Childhood

34. Settled Down Seth
! Settled Down Seth attended the University of Dayton in his hometown
Dayton, OH where he graduated with a Bachelor of Science in
Engineering.
! Settled Down Seth went on to work for GE Energy in Twinsburg, OH as
a Lead Engineer where he works to develop ceramic composite
materials.
! He is 36 years old. 2.8% of respondents were 36 years old.
! He is married to his college sweetheart and has two children of the
age 7 and 11, as 53.8% of respondents have one child between the
ages of 6-8 and 42.1% of respondents have one child between the
ages of 9-11.
! Settled Down Seth makes a yearly income above the average
household in Twinsburg at $85, 643.
! Settled Down Seth enjoys spending time with his family and finds it
extremely important to attend events that provide entertainment for
children as 36.2% of respondents find this to be very to extremely
important.
! Settled Down Seth considers himself to be a huge sports fan and has
been a baseball fan since he was a kid, as 68.5% of respondents agree
with this statement. That being said Settled Down Seth hopes to pass
the tradition down to his children.

35. Target Market 2 Cont’d
! Section 2:
! Male Empty Nesters
! High School Degree
! Feel They Have Been Dealt a Bad Card, Fate
! High Hopes for Children
! Casual Baseball Fans
! Enjoy Spending Time With Their Family and Being
Outdoors

36. Still With It Steve
! Still With It Steve spent his childhood in Cincinnati where he graduated from
a local high school.
! At the age of 23 Still With Steve moved into Cleveland for work at Cliffs
Natural Resources where he started out mining and worked his way up into
HR over the years.
! Still With It Steve never attended college, yet he is a valued employee at
Cliff and makes a decent living through the company.
! Still With It Steve is currently married with two children and three
grandchildren, as 32.4% of respondents have one child between the ages
of 12 to 14 and 20% of respondents have two children between the ages of
15 to 17.
! Still With It Steve enjoys watching sports and considers himself to be a casual
baseball fan as 22.8% of respondents agree with his statement.
! He enjoys taking his grandchildren to baseball games and believes it is very
important for sporting events to offer ways for children of all ages to have
fun, as 33.9% of respondents believe this.
! In addition, it is important to Still With It Steve that ticket prices be kept to a
minimum with 75.7% of respondents stating that that it is very to extremely
important that there are inexpensive ticket options.
! Still With It Steve is 57 years old (3.7%), yet he believes himself to up with the
times. He is the “cool” grandpa that knows how to have fun.
! His house is valued at $103,300 and he makes an annual income of around
$50,000 (United States Bureau)

37. The 4 P’s of Target Market 2

38. Product
! 36% customers spent nothing on alcohol while
56% spent nothing on food.
! People who were not purchasing alcohol were
not purchasing food and vise versa
Recommendation
! Provide bundled food and beer options

39. Price
! 40.8% of respondents believe having an
inexpensive ticket is very important
! 68.5% of respondents strongly agree that they
have been baseball fans since they were kids.
Recommendation
! Increase value of the Family Friendly section by
providing interactive activities for families
! Photos with mascot
! Autograph sessions

40. Distribution
! The data shows a statistically significant
correlation between time spent in the Family
Friendly section and money spent.
Recommendation
! Section off Family Friendly section in order to
create a specific space for the event

41. Promotion
! 56.9% of respondents attended only one Rally Alley this
past summer.
! 28.8% of respondents had never heard of the Rally
Alley prior to attending their first time and 11.9% had
only heard the name prior to attending.
! Implement a schedule of the Cleveland Indians games
and the Rally Alley on the team website in addition a
promotional postcard to be mailed out to fans
! Develop banner ads and a photo gallery to advertise
the Rally Alley on the team website, twitter page and
Facebook page
Recommendation

42. Summary
! Opportunities
! Two Target Markets
! Recommendations: Awareness and Increasing
Perceived Value

43. Questions?