hs marketing appendix

8/3/2019 HS Marketing Appendix

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Appendix A

INDIANAPOLIS INDIANS

MARKETING OBJECTIVES

Marketing Objectives

The Indianapolis Indians, as an organization, have developed a Marketing Plan to help meetthe following marketing objectives for the 2010 season.

Strengthen existing Indians and Victory Field image Increase advance ticket sales Increase full season ticket packages Increase partial season ticket packages (Fun Packs) Increase group tickets and improve hospitality Increase actual usage of season tickets Increase sales and demand for luxury suites Maintain dynamic database for lead generation and tracking

Group Ticket Sales - Target Audience

Human resource directors/ Businesses with member clubs Conference planners/ Motor coach tours Minority outreach programs Senior/Prime-time banking clubs Faith communities/Chapels

Alumni groups Scout troops Day care centers Summer school programs Retirement communities

Single-Game Ticket Sales - Target Audience

Ages 25-54 Baseball fans Conventioneers/travelers Families (mom, dad, kids and friends, grandparents) Young people (high school, college) Downtown workers (state house, shift workers at area factories, hotel staff)

Season Tickets - Target Audience

Older audience Corporate Die-hard baseball fan Image-driven season ticket holder


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Sales Trends

Indians Regular Season Attendance

Year Total Average

2010 569,969 8,028/game

2009 549,552 8,202/game

2008 606,691 8,538/game2007 586,785 8,383/game

2006 547,768 7,608/game

2005 558,901 8,100/game

2004 576,065 8,114/game

2003 550,319 7,976/game

2002 571,984 8,056/game

Indians Fans Demographics

Scarborough Research Data (2010)Male 54.9%Gender

Female 45.1%

19-34 31.3%

35-64 64.1%

Age

65+ 8.8%

Post Graduate/SomePost Graduate

18.3%

College Graduate/SomeCollege

53.3%

Education Completed

High School Graduate 25.7%

$50,000+ 70.0%$75,000+ 38.3%

Household Income

$100,000+ 20.5%

Marion County 33.3%

Hamilton County 15.5%

Johnson County 7.1%

Hendricks County 5.5%

Other in IN 32.7%

County of Residence

Outside of IN 5.9%

Own Residence 83.6%Type of Residence

Rent 13.3%

$100,000+ 60.3%$150,000+ 33.5%

Home Value

$200,000+ 20.0%


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Appendix B


GAME PROMOTIONS

The Indians revamped the scheduling of game promotions over the past two seasons. Themodifications were intended to build momentum not only into 2005 but also in future seasons.Game promotions were scheduled in an effort to consistently match the day of the week.Over time, it will be easier to communicate to fans, as they in turn become more familiar withour consistent schedule. We plan to continue this format as the schedule permits for the 2006season. The consistent schedule also presents opportunities to create synergy with sponsorsas they wish to be associated with a particular night or promotion throughout the season. Thiswill create different and larger pieces of inventory that have not been taken to the market inprevious seasons.

As we continue this new approach, we build from our strengths. Saturday night at Victory

Field has traditionally been the most successful night in the International League. Thiscontinues to be the cornerstone of the promotional plan. Each home Saturday will be billed asa Spectacular Saturday at Victory Field featuring live entertainment acts or cartoon characterappearances during the game. Our goal continues to be to make Saturday night at VictoryField as exciting and as memorable as possible for our fans.

As our Saturday nights reach capacity, we will generate more demand for our other weekendgames on Fridays and Sundays. Each Sunday will be a Souvenir Sunday with 4,000 fansreceiving a premier Indians souvenir item. Beginning in May, each Friday night will feature apost-game fireworks show.

The consistent approach will also be taken for our weekday games. Each Monday will featurea Monday Dollar Menu with a number of concessions items available for only $1. EachTuesday will be a 2-for-1 Tuesday as an Indians sponsor will offer 2-for-1 discountadmission coupons. Meanwhile, most Wednesday home games will be Business Day gamesand each Thursday will feature a value pack option when purchasing tickets. The value packincludes a game ticket, a drink and hot dog along with a souvenir from the gift shop. Fridaysagain will be fireworks and Saturday continue to turn into ZOOper Zaturdays with ourZOOperstars performing between select innings.

For each game promotion in 2010 we will review broadening the scope of each promotion byclosely examining opportunities for group ticket sales, earned media coverage, community

outreach and themed merchandise.

Additional information on our consistent promotional approach is described in the followingpages:

Mondays: Monday Dollar Menu. Each Monday night will feature a number ofconcession items available for only $1 each. During the 2010 season, the items werehot dogs, peanuts, popcorn, Cracker Jack and potato chips. The Indians will workwith Aramark to identify items and opportunities for 2011. The discounted menu


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items act as loss leaders to attract fans to the ballpark paying full price for tickets ona traditionally slow night. The increased awareness and attendance at these Mondaygames also has the ability to build awareness and interest in other weekday games.

Tuesdays: 2-for-1 Tuesdays. For each Tuesday game, fans will be able to receivetwo-for-one admission through the Indianapolis Star. In addition to creating a

consistent promotional identification for fans, this has the potential to build synergywith two-for-one night sponsors such as the Indianapolis Star.

Wednesdays: Business Day Game. Numerous Wednesdays at Victory Field will be aBusiness Day Game. Over the past few seasons attendance for Wednesday BusinessDay games had been gaining momentum, at times nearly rivaling Thursday nightgames. In addition to the appeal of a weekday afternoon game to the walk-up ticketbuyer, we have seen success with advance sales of large groups, pre-game picnics, andsuite-level entertainment. Business Day games also represent a point of differencebetween the Indians and the other professional sports teams in central Indiana as thePacers, Colts, Fever, and Ice do not typically offer weekday matinees. We will

contact potential new target audiences such as day care centers, summer schoolprograms and retirement communities. New opportunities for media partners andpromotion will be explored as well.

Thursdays: Thursday Value Pack. Despite the popularity of the Thursday ThemeNights held in previous seasons, the Indians decided to add more value to a Thursdaynight game by allowing the option for the walk-up ticket buyer to spend a couple extradollars to get more bang for their buck. Purchasing a Thursday Value Pack includeda game ticket, hot dog, soda and souvenir item that could be redeemed at the GiftShop.

Fridays: Fireworks Nights. Beginning in May, each Friday night at Victory Field willfeature a post-game Fireworks Show. Fireworks nights have been a great attractionthrough the years and we again anticipate a consistent offering being a boost to ourFriday night lineup. In addition to being both a drawing card and a value-addedelement to the game experience, the post-game shows encourage fans to stay longerand potentially spend more money during their visit.

Saturdays: ZOOper Zaturdays. As mentioned earlier, the premiere event of eachweek will be ZOOper Zaturdays at Victory Field. Each Saturday will feature theentertainment acts from the ZOOper Stars, that will perform and/or interact with fansthroughout the game.

Sundays: Souvenir Sundays. The Indians will continue the tradition of SouvenirSundays at Victory Field. At each Sunday game 2,500 - 5,000 fans will receive apremiere Indians souvenir item. Knot Hole members will have the opportunity to runthe bases after each Sunday game. Souvenir giveaway items that will be consideredfor 2010 included:


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Schedule magnets Wall Calendar Team Photo Aluminum Water Bottle T-Shirt Ball Cap Baseball card set American Flags Jersey Pillow Cereal Bowl Messenger Bag


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Game / Promotional Schedule

Date Opponent Time PromotionThursday, April 7 Clippers 7:05 p.m. Thurs. Value Pack/Schedule MagnetFriday, April 8 Clippers 7:15 p.m. Schedule MagnetSaturday, April 9 Clippers 7:05 p.m. Mascot Mania/Schedule Magnet

Sunday, April 10 Clippers 2:05 p.m. Souvenir Sunday Wall CalendarMonday, April 11 Mud Hens 7:05 p.m. Monday Dollar MenuTuesday, April 12 Mud Hens 11:05 a.m. Baseball in Education Day/Star 2for1Wednesday, April 13 Bats 7:05 p.m.Thursday, April 14 Bats 7:05 p.m. Thursday Value PackFriday, April 15 Bats 7:15 p.m.Tuesday, April 26 Tides 7:05 p.m. Indy Star 2-for-1Wednesday, April 27 Tides 1:05 p.m. Business Day GameThursday, April 28 Tides 7:05 p.m. Thursday Value PackFriday, April 29 Tides 7:15 p.m. Team Photo GiveawaySaturday, April 30 Bulls 7:05 p.m. Autograph Night/ZOOper/H.Lottery

Sunday, May 1 Bulls 2:05 p.m. Souvenir Sunday 16oz CupMonday, May 2 Bulls 7:05 p.m. Monday Dollar MenuTuesday, May 3 Bulls 11:05 a.m. Business Day GameFriday, May 13 Clippers 7:15 p.m. Friday Night FireworksSaturday, May 14 Clippers 7:05 p.m. ZOOper Zaturday/Little LeagueSunday, May 15 Clippers 2:05 p.m. Souvenir Sunday Picture FrameMonday, May 16 Clippers 11:05 a.m. Baseball in Education DayTuesday, May 17 Bisons 7:05 p.m. Indy Star 2-for-1 TuesdayWednesday, May 18 Bisons 1:05 p.m. Business Day GameThursday, May 19 Bisons 11:05 p.m. Baseball in Education/Value PackFriday, May 20 Bisons 7:15 p.m. Breast Cancer Awareness/FireworksMonday, May 30 Yankees 6:05 p.m. Memorial Day/Monday Dollar Menu

Tuesday, May 31 Yankees 7:05 p.m. Indy Star 2-for-1 Tuesday

Wednesday, June 1 Yankees 1:05 p.m. Business Day GameThursday, June 2 Yankees 7:05 p.m. Thursday Value Pack/Youth ClinicFriday, June 3 Chiefs 7:15 p.m. Fireworks/Boy Scout SleepoverSaturday, June 4 Chiefs 7:05 p.m. ZOOper ZaturdaySunday, June 5 Chiefs 2:05 p.m. Souvenir Sunday Jersey T-shirtMonday, June 6 Chiefs 7:05 p.m. Dollar Menu/Fireworks/BaseballsSaturday, June 11 Braves 7:05 p.m. Autographs/ZOOper/LotterySunday, June 12 Braves 2:05 p.m. Souvenir Sunday Flex Fit CapMonday, June 13 Braves 7:05 p.m. Monday Dollar MenuTuesday, June 14 Braves 7:05 p.m. Indy Star 2-for-1 TuesdayFriday, June 24 Red Sox 7:15 p.m. Fireworks/Medical ProfessionalsSaturday, June 25 Red Sox 7:05 p.m. Camo Jersey Auction/ZOOperSunday, June 26 Red Sox 2:05 p.m. Souvenir Sunday Grill SetMonday, June 27 Red Sox 7:05 p.m. Dollar Menu/Books/Learning Day

Monday, July 4 Mud Hens 6:05 p.m. Fireworks/Flag and Towel GiveawayTuesday, July 5 Mud Hens 7:05 p.m. Indy Star 2-for-1 TuesdayWednesday, July 6 Mud Hens 7:05 p.m.Saturday, July 9 Bats 7:05 p.m. ZOOper Zaturday


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Sunday, July 10 Bats 2:05 p.m. Souvenir Sunday Baseball CardsMonday, July 18 Knights 7:05 p.m. Monday Dollar MenuTuesday, July 19 Knights 7:05 p.m. Indy Star 2-for-1 TuesdayWednesday, July 20 Knights 1:05 p.m. Business Day GameThursday, July 21 Knights 7:05 p.m. Thursday Value PackFriday, July 22 Red Wings 7:15 p.m. Negro League Celebration/Fireworks

Saturday, July 23 Red Wings 7:05 p.m. Autographs/ZOOper/Hoosier LotterySunday, July 24 Red Wings 2:05 p.m. Souvenir Sunday Gym BagMonday, July 25 Red Wings 7:05 p.m. Monday Dollar Menu

Thursday, August 4 Mud Hens 7:05 p.m. Thursday Value PackFriday, August 5 Mud Hens 7:15 p.m. Friday Night FireworksSaturday, August 6 Mud Hens 7:05 p.m. ZOOper ZaturdaySunday, August 7 Mud Hens 2:05 p.m. Souvenir Sunday Mascot ClockTuesday, August 16 Bats 7:05 p.m. Indy Star 2-for-1 TuesdayWednesday, August 17 Bats 1:05 p.m. Business Day GameThursday, August 18 Bats 7:05 p.m. Thursday Value PackFriday, August 19 Bats 7:15 p.m. Friday Night FireworksSaturday, August 20 IronPigs 7:05 p.m. ZOOper /Faith & Fellowship NightSunday, August 21 IronPigs 2:05 p.m. Souvenir Sunday SlippersMonday, August 22 IronPigs 7:05 p.m. Monday Dollar MenuTuesday, August 23 IronPigs 7:05 p.m. Indy Star 2-for-1 TuesdayWednesday, August 24 Clippers 7:05 p.m.Thursday, August 25 Clippers 7:05 p.m. Thursday Value PackTuesday, August 30 Mud Hens 7:05 p.m. Indy Star 2-for-1 TuesdayWednesday, August 31 Mud Hens 1:05 p.m. Business Day Game

Friday, September 2 Bats 7:15 p.m. Friday Night FireworksSaturday, September 3 Bats 6:05 p.m. Fireworks/Shirt Off Back/Awards


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Appendix C


FAN SURVEY

The following are results from a survey of attendees during the 2010 Baseball Season,conducted June-August, 2010 at Victory Field. The mission of the survey was to provideanswers to questions that will assist the Indians in reaching its goals. This was a paper surveythat included 23 questions, although the results of all 23 questions are not included in thisreport. Instead, we have included the results from ten of the questions.

Data was collected at Victory Field on six different dates including June 25, 26, July 21 and22, and August 15, 16.

The sample base was 477, and the margin of error approximately +/- 4.35. When readingfrequency data the Valid Percent is the percentage of those respondents who answered that

particular question and is the percent used in most questions. The Percent is based on thetotal number of respondents that started the survey. The System Missing number is basedon the number of respondents that started the survey but did not answer that particularquestion. Those respondents may have dropped out voluntarily or been treed out based onprevious answers.

The Indians Fan Survey was conducted by Survey America of Indiana, Inc.

Question 1: In which age group are you?

Frequency Percent Valid Percent CumulativePercent

Under 15 3 0.7% 0.7% 0.7%

15-18 18 4.1% 4.1% 4.8%

19-24 48 10.9% 10.9% 15.6%

25-34 90 20.4% 20.4% 36.0%

35-44 76 17.2% 17.2% 53.2%

45-54 82 18.6% 18.6% 71.7%

55-64 86 19.5% 19.5% 91.2%

65 and over 39 8.8% 8.8% 100.0%

Total 442 100.0% 100.0%


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Question 2: In which Indiana county do you live?


Marion 146 33.3% 33.3% 33.3%

Hamilton 68 15.5% 15.5% 48.9%

Madison 6 1.4% 1.4% 50.2%

Hancock 6 1.4% 1.4% 51.6%

Shelby 4 0.9% 0.9% 52.5%

Johnson 31 7.1% 7.1% 59.6%

Morgan 8 1.8% 1.8% 61.4%

Hendricks 24 5.5% 5.5% 66.9%

Boone 12 2.7% 2.7% 69.6%

Other Indiana county 107 24.4% 24.4% 94.1%

Do not live in Indiana 26 5.9% 5.9% 100.0%

Total 438 100.0% 100.0%

Question 3: Which of the following best describes your primary reason for attending

todays game? (Multiple responses allowed)

Answer Frequency Percentage of Cases

I enjoy watching baseball 211 47.7%

It is a good family activity 149 33.7%

It is an adult evening out 41 9.3%I am interested in todays promotion 26 5.9%

It is a good option for entertainment 81 18.3%

Here with a group 56 12.7%

Other 26 5.9%

Total responses 721 163.1Total respondents 442


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Question 4: Approximately, how many Indians games will you attend this year?


1 129 27.5% 27.5% 27.5%

2 85 18.1% 18.1% 45.6%

3 62 13.2% 13.2% 58.8%

4 53 11.3% 11.3% 70.1%

5 43 9.2% 9.2% 79.3%

6 13 2.8% 2.8% 82.1%

7 9 1.9% 1.9% 84.0%

8 10 2.1% 2.1% 86.1%

9 1 0.2% 0.2% 86.1%

10 28 6.0% 6.0% 92.3%

12 2 0.4% 0.4% 92.8%

13 1 0.2% 0.2% 92.8%

15 10 2.1% 2.1% 95.1%16 2 0.4% 0.4% 92.8%

17 3 0.6% 0.6% 96.2%

20 5 1.1% 1.1% 97.2%

21 1 0.2% 0.2% 97.4%

25 1 0.2% 0.2% 97.7%

30 4 0.9% 0.9% 98.5%

40+ 7 1.5% 1.5% 100.0%

Total 469 100.0% 100.0%

Average number of games attended in 2010 were 4.77


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Question 5: Please select all of the ways you heard about the Indians this year

(Multiple responses allowed).

Answer Frequency Percentage of Cases

TV 243 51.3%

Radio 212 44.7%

Indianapolis Star 153 32.3%

Facebook 37 7.8%

Twitter 9 1.9%

Billboard 89 18.8%

Pocket Schedule 114 24.1%

IndyIndians.com 143 30.2%

IndyStar.com 68 14.3%

Indians email 40 8.4%

Other Internet/Online 25 5.3%

Employer (work) 87 18.4%

WTHR.com 58 12.2%WISHTV.com 63 13.3%

Downtown newsboxes 8 1.7%

Word of mouth 141 29.7%

Other 52 11.0%


Question 6: Approximately, when was the last Indians game you attended?

Frequency Percent Valid Percent

Cumulative

Percent

None/first game 57 12.8% 12.8% 12.8%

August 2010 30 6.8% 6.8% 19.6%

July 2010 53 11.9% 11.9% 31.5%

June 2010 90 20.3% 20.3% 51.8%

May 2010 18 4.1% 4.1% 55.9%

April 2010 9 2.0% 2.0% 57.9%

Last Season (2009) 129 29.1% 29.1% 86.9%

2 years ago 27 6.1% 6.1% 93.0%

3-4 years ago 14 3.2% 3.2% 96.2%

5 or more years ago 17 3.8% 3.8% 100.0%

Total 444 100.0% 100.0%


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Question 7: Are you aware that the Indians HOME GAMES are on TV this year?

Frequency Percent

Valid

Percent

Cumulative

Percent

No 228 48.2% 48.2% 48.2%

No, but will watch now that I am aware of it 58 12.3% 12.3% 60.5%

Yes & have watch 1 or more games 87 18.4% 18.4% 78.9%Yes, but have no watched any 100 21.1% 21.1% 100.0%

Total 473 100.0% 100.0%

Question 8: Which ONE of the following would you select as your favorite special game

promotion? (Multiple responses recorded)

Frequency Percent of Cases

Monday Dollar Menu 139 36.5%

Fazolis 2-for-1 Tuesday 22 5.8%

Wednesday Business Days 22 5.8%

Thrifty Thursdays 19 5.0%

Friday Fireworks 143 37.5%

Zooper Zaturdays 27 7.1%

Souvenir Sundays 63 16.5%


Question 9: Which of the following best describes who you are with at todays game?


Cumulative

Percent

Family 247 52.2% 52.2% 52.2%

By myself 20 4.2% 4.2% 56.4%

Friends 93 19.7% 19.7% 76.1%

Social/Church group 24 5.1% 5.1% 81.2%

Work group 67 14.2% 14.2% 95.3%

Other 22 4.7% 4.7% 100.0%

Total 473 100.0% 100.0%


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Question 10: Which of the following BEST describes when you made the decision to

attend todays game?


Cumulative

Percent

Within the last 2-3 hours 38 8.1% 8.1% 8.1%

Within the last 4-12 hours 29 6.2% 6.2% 14.3%Yesterday 53 11.3% 11.3% 25.6%

Within the last week 113 24.1% 24.1% 49.8%

Within the last 2-4 weeks 191 40.8% 40.8% 90.6%

When I received this yearsschedule

44 9.4% 9.4% 100.0%

Total 468 100.0% 100.0%

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