The document discusses a mobile app called "You Make the Call" that aims to be the leading source for baseball rules and understanding for both players and officials. It provides an overview of the company's goals to make the app easy to use and a fun way for kids to learn rules. It analyzes the app's strengths, weaknesses, opportunities and threats. It also discusses customer segmentation, target marketing, positioning in the market through the marketing mix of product, price, place and promotion. Marketing strategies include using social media, representatives at events, and featuring MLB players.

2. Umpires Media
Social Media Project
Group 33
Members:
Tom Ventura
Bethany Drab
Katrina Brintzenhoff

3. Company Overview
● Searching to be #1
providing source for all
of the rules of the game
● All video content
● Same understanding for
both players and
officials
● Building block for all
● Easy to download onto
your smartphone and
iPad

4. Goals
● Easy for all users
● Fun for kids to learn, with
rules quizzes
● Being the leading source
for all athletes and
officials worldwide
● Helping the youth
● To have less parents
getting involve with the
calls

5. “No competitor offers a comparable
value proposition.”
Strengths:
● Complete rule set
● Instant access on
demand
● Superior quality

6. ● Awareness
● Price
● Perception
Weaknesses

7. ● Range of delivery
channels
● Global interest
● MLB endorsements
● Product innovation
Opportunities

8. ● Competition
● Lack of revenue
Threats

9. YOU make the Call
Consumer Behavior
Culture
● Explained in real
time, in your
language

10. YOU make the Call
Consumer Behavior
Social
● Membership group
● Fan clubs build
community
● Influence of family
and location

11. YOU make the Call
Consumer Behavior
Technology
● Instant connection
Through your
digital device
● Mobile apps
● Social media

12. “Heavy-Knowledge”
➢ Lifelong Baseball Fans
➢ Grown up around
baseball
➢ “Older Generation”
“Light-Knowledge”
➢ Youth Baseball leagues
➢ “General Interest” in
baseball, enjoy watching
baseball
➢ Young Athletes looking
to build up knowledge
base
Customer Segmentation

13. ➢ “Light Knowledge” is our target
market,
➢ Bulk of marketing towards,
general interest users
➢ Most willing to learn new things
about baseball
➢ “Heavy Knowledge” already have
such a broad knowledge base,
may not want to pay to learn new
things
Target Marketing

14. ➢ No physical locations to sell
○ All virtual interaction
➢ Must have smartphone & cell service
to use app
➢ Competitors
○ Baseball-almanac.com
○ Mlb.com
○ Official-rules.org
○ UmpireTeacher.com
○ Ruleball.com
➢ Incomplete
○ Not all rules
○ Highly fragmented
➢ Inferior
○ Low quality
○ No social media use
➢ Inaccessible
○ Not easily searchable
○ Not mobile
Positioning Analysis

15. ➢ Product
○ “You Make the Call” app
○ Rules and understanding
○ Uses Sports Information
Management System
(SIMS)
➢ Price
○ Free now
○ $4.99
➢ Place
○ iTunes AppStore
○ Google Play Store
○ Blackberry App World
○ Windows Marketplace
○ Educational Partners
○ Baseball Venues
➢ Promotion
○ Social Media
○ Representatives
○ Features MLB Players
Positioning Analysis
Marketing Mix

16. Marketing Strategies
● Social media
○ Searches
○ Hashtags
○ Contests
○ Person controlling Facebook & Twitter
accounts
● Representatives at Baseball events
○ Hand out flyers
○ Information booth
○ Games with prizes
● Featured MLB player

17. Sources:
● http://galleryhip.com/baseball-field-grass.html
● http://downloadsquad.switched.com/2007/11/07/fans-shafted-as-major-league-baseball-revokes-
drm-licenses/
● http://background-pictures.vidzshare.net/baseball-grass-background/wallzoa.com*wp-
content*uploads*2013*05*baseball-grass-background.jpg/