The document provides strategies for building the brand of the Savannah Sand Gnats baseball team through community engagement and fan interaction. It recommends using social media to create viral videos, being present in the community by partnering with local organizations, highlighting existing fans, hosting pre-season events to generate excitement, improving the stadium experience through interactive areas, and establishing an ambassador program to spread word of mouth marketing. The goal is to cultivate the brand through organic and authentic strategies that create community both within and outside the stadium.

1. MAKING
SAVANNAH SAND GNATS
STRATEGIC BRANDING
MEG BECKUM McRAE & LOUIS FINKLESTEIN
CONTACT
BUILDING THE
SAND GNATS BRAND
THROUGH COMMUNITY
ENGAGEMENT &
FAN INTERACTION

2. CREATE A BUZZ: VIRAL VIDEO
USING SOCIAL MEDIA IS AN AFFORDABLE AND EFFECTIVE
STRATEGY FOR INCREASING VISIBILITY.

4. MAKE FRIENDS: COMMUNITY PRESENCE
DON’T EXPECT FANS TO COME TO YOU. BE PRESENT IN THE
SAVANNAH COMMUNITY BY PARTICIPATING IN EVENTS AND
PARTNERING WITH LOCAL ORGANIZATIONS AND BUSINESSES.

5. K-12 SCHOOLS
COLLEGES & UNIVERSITIES
SERVICE ORGANIZATIONS
PROFESSIONAL ORGANIZATIONS
LOCAL BUSINESSES
COMMUNITY EVENTS

6. SHOW FAN APPRECIATION: SAVANNAH ALL-STARS
EXTEND THE “I AM A GNATURAL WOMAN CAMPAIGN” BY
IDENTIFYING EXISTING SAND GNATS FANS WHO MAKE
POSITIVE CONTRIBUTIONS IN THE COMMUNITY. HIGHLIGHT
“SAVANNAH’S ALL-STARS”IN ADVERTISING AND AT GAMES.

8. BUILD ANTICIPATION: PRE-SEASON EVENT
ENGAGE THE COMMUNITY AND CREATE EXCITEMENT ABOUT
THE UPCOMING SEASON. HIGHLIGHT PARK IMPROVEMENTS,
NEW CAMPAIGNS AND PROMOTIONS.

9. PRE-SEASON TAILGATING EVENT
+ CHILDREN’S ACTIVITIES
+ FREE HOTDOGS
+ CHILI COOKOFF
+ DISTRIBUTE SCHEDULE
+ HIGHLIGHT STADIUM IMPROVEMENTS

10. ENCOURAGE INTERACTION: STADIUM IMPROVEMENTS
CULTIVATE COMMUNITY WITHIN THE BALLPARK BY
CREATING AREAS OF INTERACTIVITY.

11. INTERACTION AREAS:
+ ENTRANCE
+ CONCOURSE
+ PICNIC AREA
CONCOURSE
FAMILY ENTRY
PICNIC
AREA
ENTRANCE

12. TICKET
SALES ENTRANCE
CUSTOMER
SERVICE

14. NAVIGATION
CONCESSIONS
ENTRANCE

16. FAMILY
PICNIC KIDS
AREA ACTIVITIES
CONCESSIONS WATCHING
THE
GAME

18. SPREAD THE WORD: AMBASSADOR PROGRAM
ESTABLISH AN ARMY OF DEDICATED FANS WILLINGLY TO
RECOMMEND THE SAND GNATS EXPERIENCE TO OTHERS.

19. CONSISTENT MESSAGE SPREADS ORGANICALLY
BY WORD OF MOUTH MARKETING
ATTENDANCE &
RETENTION

20. COMMUNITY PRODUCT
COMMITMENT ENHANCEMENT
ATTENDANCE
CUSTOMER LOYALTY
RECOGNITION CONSISTENCY
VISIBILITY RETENTION
INTERACTION VISIBILITY &
ENGAGEMENT
ORGANIC
MARKETING

21. CONCLUSION
+ BRAND CULTIVATION BEFORE BRAND STATEMENT
+ ORGANIC, AUTHENTIC MARKETING STRATEGIES
+ GIVING BEFORE YOU GET
+ CREATING COMMUNITY WITHIN THE STADIUM
+ IDENTITY COMES FROM INTERACTION