The Tampa Bay Rays have had the worst attendance in MLB for two years. The objectives are to increase fan base by 20%, be in the top 15 in attendance, and sell 65% of tickets. The target audience is ages 15-35 in Tampa Bay. The strategy is to offer fan zones and discounted tickets/merchandise and use social media, events, and local media to build excitement. Tactics include social media campaigns, tailgates with entertainment, and surveys to convert and engage fans. The budget requests $8,000 per game for fan fest marketing and tickets, and $15,000 for regular ticket advertising.

1. M O B I L I T Y A N D T E C H N O L O G Y:
M A R K E T I N G A N D T E C H N O L O G Y S O L U T I O N S
M A T T H E W T E R E N Z I O

2. C O N T E N T S
• Executive Summary
• Digital Summary Overview
• Background
• Situation
• Objectives
• Strategy
• Target Segments
• Value Proposition
• Content Marketing
• Communication Strategy
• Tactics
• Reach
• Act
• Covert
• Engage
• Actions
• Control
• Costs
• CLV Before & After
• Budget

3. Executive Summary
The Tampa Bay Rays have had the worst attendance record in the MLB two consecutive
years in a row. With this attendance issue, I felt that my objectives ahead will solve the
problem and leave this organization extremely happy in the future.

5. B A C K G R O U N D
Established in 1998, the Tampa Bay Rays are a team in the MLB part of
the American League, Eastern Division. They are located in St.
Petersburg, Florida and play at the Tropicana Field.

6. O U R C U R R E N T
P O S I T I O N
• Finished last in overall
attendance for the MLB
two consecutive years.
• An average of 18,500 fans
per night, which is
extremely low compared
to the MLB average.
• Tropicana Field is 45
minutes from Tampa,
where our main market is.

7. O U R M A I N
O B J E C T I V E S
• Increase the fan base by
20%
• Be in the top 15 of the 30
teams in the MLB on
overall fan attendance
• Sell 65% of the tickets in
our stadium for each
game. (MLB average is
62%)

8. O U R TA R G E T
• Demographic: Male and Females, Ages 15-35. (College students/Millennials)
• Region:Tampa Bay, Clearwater, and St. Pete
• Interests: Fans of the Tampa Bay Rays, Lightning, Storm, Buccaneers, & USF.
Attract tourists visiting the beach as well as Busch Gardens.

9. W H AT W E A R E
O F F E R I N G
• Newer bars and fan zones
around stadium to provide
Pregame as well as
Postgame entertainment.
• Discounted merchandise,
tickets, concessions, etc.
• Team meetings/signings
and arena tours.

10. C O N T E N T
M A R K E T I N G
S T R AT E G Y
• Build awareness and
excitement for the Rays
team through entertaining
our demographic.
• Inform our demographic of
the new objectives
provided.
• Inspire consumers/fans to
purchase tickets and
attend games.

11. C O N T E N T
D I S T R I B U T I O N
C H A N N E L S
• Use social media channels
• Team events
• Affiliate Teams
• Traditional media

12. • Social Media Campaigns on Facebook, Twitter and Youtube to increase chatter
about the team.
• Rallies and tailgates before and after the games to increase fan interaction and
engagement.
• Local news and radio sponsored events to attract more attendance.
• Pair with teams in the area to increase your fan base.
TA R G E T R E A C H TA C T I C S

13. FA N I N T E R A C T I O N
TA C T I C S
• Youtube- “Biggest Fan”
Videos, Team Vlogs
• Facebook- Promote deals
and events
• Twitter- Hashtag
campaigns for free
merchandise and tickets
• Tailgates- Pregame and
Postgame fan tailgates
with entertainment to
attract our demographic

14. C O N V E R S I O N
TA C T I C S
• Links on Facebook and
Twitter to buy an all
exclusive fan package that
includes entry to the fan
fest tailgates, a ticket to
the game, and a plate of
food at the tailgate.
• Surveys at the tailgate

15. E N G A G I N G
TA C T I C S
• Fan interaction surveys at
the tailgates in exchange
for a raffle ticket for free
Rays gear.
• Interaction through video
blogs, social media
channels, and in person
communication.

16. • Marketing Division- social posts before and
after games, also promoting upcoming
events during the week.
• Fan Engagement/Event Planners- Work close
with fans at fan fest and games to assure
they are having a pleasant experience.
A C T I O N
• Use social media analytics to measure
social media activity.
• Collect game reports to see if we are
meeting the game attendance and
ticket sale objectives.
C O N T R O L

17. COG ROI of Tickets COG ROI of Fan Fest
C O S T S : C O G R O I

18. C LV R O I : B E F O R E
A N D A F T E R
Before
After

19. B U D G E T
• Im asking for $8,000 per game for
the fan fest and game marketing.
This will cover food, tickets, and
activities as well as marketing for
events. If we sell 1,500 tickets at
$40 a piece for the package, your
return will be $30,000 after costs
and overhead.
• Lastly Im asking for an addition
$15,000 for regular tickets. This
investment will be used for radio
and traditional media
advertisements. Selling 30,000
tickets at a price of $25 your return
will be $747,000 after costs and
overhead.