2. Overview
Minor league baseball team
Single-game tickets at $6.00 a piece
Target Market:
->Families
->Population in Springfield- 55,000
Positioning:
->Local, affordable entertainment for the whole family
->Distribution:
Tickets sold at box office and team website

3. Marketing Plan
Promote team through various events throughout the
year
Get community involvement before the start of the
season
Events create unique and memorable experiences that
other IMC tools cannot

4. Opportunities &Threats
Threats:
Other affordable entertainment:
Movies, bowling, theatre, etc.
Professional sports teams
Opportunities:
Providing shuttle/transportation to games
Sponsorships from local businesses
Potential economic growth
Externalenvironmental factors:
Mainly low income
Lack of public transit
Restrictions on sales of alcohol at games

5. Review of Competition
Boston Red Sox
Tickets prices: $12 - $325
Minor League Baseball and hockey teams
Ticket prices: $6 - $26
Local Colleges
Ticket prices: $5 - $6, $3 for children
Other forms of entertainment:
Prices: $5 - $30

6. Objectives
Objectives:
Break even through sales of tickets and concessions
Build team’s brand awareness through events/experiences

7. Product Strategy
Selling affordable and convenient entertainment
Coreofferings:
Baseball game tickets- entertainment (intangible)
Concession goods (food, souvenirs, beer)
Points ofParity:
Category- ticket sales, concessions, entertainment
Points of Differentiation:
Low ticket pricing, community-oriented environment

8. Pricing Strategy
Establishing price as reaction to information from
surveys
The most profitable price is $6 for single game tickets
Pricing position – affordable/low cost
Flanker brand of its major league team organization
Low price is consistent with brand’s positioning

9. Place Strategy
Distribution:
Relatively selective, solely through the box office at the
stadium and online
Consistency with positioning-
Community based
Convenience (online)

10. Integrated Marketing
Communications
$175,00 allocated towards advertising
PR plan:
To promote events
Build brand equity
Plan to create events and experiences for the
community
Help build awareness and support

11. Action Plans
Summer event
Fall event
Winter event
Spring events
Restaurant and local business sponsors events

12. Summer Event
Announced through official press release
Team will build float for town’s 4th of July Parade
Build awareness

13. Fall Event
Booth at local town’s fall carnival
Will include information about the team
Provide games
Dunk team members in water for prizes

14. Winter Event
Team will sponsor holiday event in the town’s center
square
Events includes:
Christmas tree lighting
Snowball fights against players
Sledding, snowman building, ice sculpting

15. Spring Events
Invite town to spring training
Meet and greets with the players
Q and A
Sponsor the local Little League organization

16. PR for events
0 Local radio ads for quarterly events
0 4 weeks prior
0 Local radio ads for bi-weekly events
0 Week prior

17. Budgets
Advertising spending
allowance: $175,000
Summer event:
Press release: $10,000
Parade float: $3,500
Fallevent:
Fair booth: $1,000
Dunk tank: $239 (rental)
Prizes: $1,000
Winter event:
Tree: $500
Light, Décor, Maintenance:
$2,500
Ice sculptors: $1,000
Sled rentals: $500
Prizes: $1,000
Springevent:
Little League Sponsorship:
$5,000
Bi-Monthly events:
Prizes: $6,000 (24 events *
$250 for each

18. Event Promotions
Radio Cost: $40,000 (one week of radio ad = $1,000)
16 weeks of radio promo for the quarterly events
24 weeks of radio promo for the bi-weekly events
Remaining Budget:
Roughly $100,000

22. Price per ticket
Ticket
Type
Less
than
$4
$4 $6 $8 $10 $12 $14
Single
Ticket
0% 2% 5% 13% 37% 27% 22%
5 game
ticket
1% 2% 3% 19% 36% 34% 5%
20 game
Half
Season
1% 7% 23% 28% 25% 15% 1%
38 game
Full
Season
18% 26% 20% 14% 11% 10% 1%

32. Revenue from tickets:
$10-31%-3605
$12-49%-5699(+)
9304
$36050
$68388(+)
$104,438

33. Revenue From Concession:
81% of 9304 buy
Concession
At a margin of $2.34 per
person
7536*$2.34= $17634

35. Revenue from
tickets:
$8-19%- 1157
$10-75%-4570(+)
5727
$9256
$45700(+)
$54956
$54,956*5=274,780

36. Revenue From Concession:
81% of 5910 buy Concession
At a margin of $2.34 per person
4787*$2.34*5= $56008

37. Price fixing and Expected
Revenue from 20 game
buyers

38. 92% are willing to buy
At least for $6
$6
Bleacher seats and
Grandstand seats

39. Revenue from tickets:
0.92*2769*$6=$15282
$15,282*20=$305640