Scranton/Wilkes-Barre Yankees-Alex Magid

Client Overview

• Triple A affiliate for the New York Yankees• Moosic, Pennsylvania• Mandalay Baseball Property• Focused on a fun family environment• Different on-field activities for children• “Oh Say Can You Sing?”

Branding Strategy

• Mandalay Baseball is quality family entertainment, provide unsurpassed customer service, community involvement, provide business partners with a unique marketing strategy, and by offering affordable products.

• Position within the market place• Promise to focus on their 5 core business strategies

– Champ • Story – Yankees history at Lackawanna Stadium• Association

– Wendy’s Family Fun Night– Pinstripes

SWOT Analysis

Strengths• Family fun environment• Great Customer Service• Low Prices for a great

quality of baseball• Interaction with many

future Major League players

• Community outreach programs

• Size of the stadium

Weaknesses• Location• Lack of economy in the

surrounding areas• Older stadium that needs

renovations• No “picnic areas” or family

oriented spaces at ballpark• Fans aren’t close to the field• Surrounding areas known as

“football towns”

SWOT Analysis continued

Opportunities• Reach out to more families• Newer marketing

opportunities• Freedom to create “wacky”

promotions

Threats• Proximity of other baseball

teams• Major League games vs.

Minor League games• Older stadium may make

fans shy away

Budget and Timetable

• $5,000– $4,500 postcards– $500 towards non-

traditional advertisement and Youtube clips

• Prior to season• During Little League

season

Communications Strategy

• Marketing Team• Postcards sent out to

4,500 past attendees• Videos continuously

uploaded on Youtube throughout season

• Goals• Target Audience • Research• Frame the Issue• Message• Problem• Solution• Action• Spokespeople• Newshooks• Communications, Channels,

and Outlets

Creative Brief

• Deliverables Needed• Primary Audiences

- Families- Younger children- Parents- Baseball

Enthusiasts- Camps (group

rates)- Little Leagues

• Tone and Image• Messages: Features,

Benefits, and Values

Media Plan

• Goals• Audience• Messages• Media Tactics• Budget distribution• Media List• Evaluation

Tactics

• Print/Mailing Advertisement– Different postcards– Uncle Sam Poster

• Youtube Clips– Rocky Montage

• Non-traditional– Little Leagues– Streets of Scranton and Wilkes-Barre

• Questions?• Comments?• Concerns?