mlb all- star legends and celebrity softball game marketing plan
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MLB All- Star Legends and Celebrity Softball Game Marketing Plan. Tyler Cook and Brett Richardson Sports Marketing/ Dr. Peetz December 3, 2013. Introduction. The Taco Bell Celebrity Softball Game occurs every summer during MLB All-Star festivities Game is aired on tape delay late at night - PowerPoint PPT PresentationTRANSCRIPT
MLB All- Star Legends and Celebrity Softball Game
Marketing Plan
Tyler Cook and Brett RichardsonSports Marketing/ Dr. Peetz
December 3, 2013
The Taco Bell Celebrity Softball Game occurs every summer during MLB All-Star festivities
Game is aired on tape delay late at night Mission Statement: “bring an exciting,
family atmosphere to MLB fans of all ages, filled with connecting fans with baseball’s past and today’s stars”
Lacks a marketing strategy
Introduction
The Softball Game◦ Teams consist of former players and current
celebs◦ 5 inning contest◦ Celebs based on All Star location
Other services include concessions and Taco Bell giveaways
Products and Services
Economic Status◦ Ticket prices start at $44 and go as high as $300◦ ticket packages include tickets to both the
softball game and Future’s game Demographics
◦ Families ◦ Baseball fans
In the maturity stage of the life cycle Competitors: other All Star Celebrity Games
Situational Analysis
StrengthsAttached to MLB
Strong MLB fan baseTechnology
Interested sponsors
WeaknessesExposure to fans
Unfamiliar CelebritiesPoor Marketing Plan
Tape Delay on TV
OpportunitiesSponsors associated with MLB
Airing on lesser networkPopular stars
Unique atmosphere
ThreatsOther All-Star Weekend eventsPopularity of NBA All Star Game
Television RightsOther forms of entertainment
SWOT Analysis
Target Market needs to shift in order for the event to be successful
Non baseball, pop culture fans◦ Game can create a more interactive experience
between fans and celebrities Families
◦ Parents with young children◦ Short game will keep their attention
Target Markets
Create an exciting atmosphere for fans of all ages and baseball enthusiasm
Increase attendance for the game by 50% in five years or 10% per year
Increase Revenue by 25% in 5 years or %5 per year
Bring in 2 new sponsors each year to create new branding opportunities
Have the game aired live on television within 3 years of beginning the marketing plan
Marketing Goals
Gain exposure through media outlets New ticket structure Change the culture of the event
Plan of Attack
Print ads in newspapers and magazines such as Sports Illustrated
Radio and television commercials tying main celebrity with a current project
Social media blitz through Facebook and Twitter◦ “Name the Star”◦ “Celebrity Trivia”◦ Free chances to win tickets and other prizes
Celebrity “meet and greets” leading up to event◦ http://www.youtube.com/watch?v=-Fx71BgWABc
Gaining Exposure
Affordability is the main goal 5 new ticket prices:
◦ Single event children: $15◦ Single event adult: $25◦ Family package: $125
2 adult and 2 children’s tickets 4 hotdogs and 4 medium drinks $25 merchandise credit in gift shop
◦ VIP package: $150 All you can eat and drink area Meet and Greet zones with celebrities Chance to win All-Star game ultimate
◦ Entire weekend package: $250 Includes admission to all events during All-Star weekend
Ticket Structure
Create a unique fan experience◦ Get up close and personal with celebrities◦ Kid’s zone sponsored by McDonald’s or other
major sponsor◦ Gatorade interaction zone which will allow fans to
see some of today’s innovative sport’s technology◦ Nike stations where fans can try new Nike
products◦ Technology set ups sponsored by Twitter where
fans can tweet their experience at the event and upload pictures of themselves at the softball game
New Culture
“Free Agency”◦ 4-5 month period
“Spring Training”◦ 4 month period
“Opening Day”◦ 2 month period
“Post-Season”◦ 1 month period
Phases of the Plan
Known as the Brainstorming session Our team of 8 marketing directors will
recruit and strategize on who will best fit for our celebrity players
Develop social media strategies such as giveaways and interactive questions
Gather sponsor interest and sign contracts for different fan zones we will provide for the game
Introduce the stars and legends to the public
“Free Agency”
Create television commercials tying a star’s new movie or album release to their participation in the game
Implement the social media strategy through Facebook and Twitter
Send out mailer to season ticket holders in host city
Flyer blitz to local businesses and schools Create all sponsor signage and giveaway displays Host side events such as “Kevin James Hot Dog
Eating Contest”
“Spring Training”
Ramp up social media strategy with ticket giveaways and meet and greet passes
Have training for all staff and volunteers where issues such as parking, merchandise sales and customer service policies are handled
Mail out tickets and any other material to all fans attending the game
Get ready for the Taco Bell All-Star Legends and Celebrity Softball Game to be a major success
“Opening Day”
Evaluation Process Short surveys fans will be asked to take in stadium at event
or by email sent to them the week following All-Star activities◦ Customer Service◦ Parking◦ Merchandise◦ Entertainment◦ Celebrity involvement◦ Overall satisfaction
Evaluate and analyze data as far as attendance and revenue Have follow up meetings with all sponsors Compile a database of attendees to send material to in the
following year
“Post-Season”
Expected revenue: $2,600,000◦ Ticket sales: $700,000◦ Concession and merchandise: $400,000◦ Corporate contracts: $1,500,000
Expected expenses:$2,500,000◦ Stadium costs: $300,000◦ Interactive zones: $300,000◦ Celebrity engagements: $500,000◦ All forms of promotion: $1,400,000
Total Profit Margin: $100,000
Revenue Generation
Questions?