Philadelphia Phillies

Bryce Bradley

CAP 305-02

Winter Semester

April 5th, 2016

Table of Contents Boobies

Executive summary------------------------------------------------------------------------------------Pg. 1-4

Organizational History-------------------------------------------------------------------------------Pg. 5-26

- History

- Current Programs

- State of the Team

Situational Analysis---------------------------------------------------------------------------------Pg. 27-35

- Current Customers

- Competition #1

- Competition #2

- Competition #3

- Competition #4

- Climate

- SWOT Analysis

Promotional Targeting and Objectives-----------------------------------------------------------Pg. 36-39

- Message

- Target Market Profile

- Objectives

Promotions-------------------------------------------------------------------------------------------Pg. 37-50

- Promotional Concept

- Promotion Number One

- Promotion Number Two

- Promotion Number Three

Works Cited------------------------------------------------------------------------------------------Pg. 51-54

1

Executive Summary

Introduction

The Philadelphia Phillies are a team with a rich history and a great story. Unfortunately,

in recent years the Phillies have not performed up to the expectations of fans and viewers. This is

partially because of players, coaches, and other in game factors. I believe that the Phillies have

not been performing up to the fans expectations because of a lack of fan support. Throughout the

Philadelphia area there are many different markets. This plan is to implement new strategies and

tactics to bring those markets to the Phillies.

Organization

Since Major League Baseball (MLB) was created, the Phillies have been there. (Source

#1) Originally called the Quakers, the Phillies are the oldest one-name, one city franchise in all

of Professional American sports. (Source #1) The Phillies got their start in Recreation Park, a

small 6,500 seat stadium in downtown Philadelphia. (Source #2) Since then the Phillies have

moved up the ranks from the Baker Bowl, to Shibe Park, then Veterans Stadium, and finally

Citizens Bank Park. (Source #2) Being one of the oldest teams in professional sports, in one of

the most loyal cities on earth, the Phillies strength lies in its city and with its fan base that

stretches back through generations. Unfortunately throughout history there are very few times

where most people would consider the Phillies a great team. That means that keeping supporters,

and gaining new fans is next to impossible, until now.

Competition/Climate

Right down the road from Philadelphia is Lehigh Valley. Lehigh Valley is home to the

Phillies affiliate team the IronPigs. The IronPigs have a big advantage on the Phillies because of

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where they are located. Lehigh Valley is slightly more upscale then Philadelphia. (Source #3)

Unfortunately, Lehigh is not quite wealthy enough to make a target market to try and get to

travel to Philadelphia regularly for the Phillies. The answer to their problems? The IronPigs. The

IronPigs host a good game, at a very moderate cost. The other big competitor of the Phillies is

the city of Philadelphia itself. Being a city known for its history, it is next to impossible for the

Phillies to draw in tourist to their games simply because of how much there is to do around the

city. Some residents also seem to be getting caught up in Philadelphia’s new art phase. Like a lot

of cities around the United States, Philadelphia is making a big push towards the arts. Both of

these big competitors are making waves for the Phillies and making it hard for them to bring in

new fans, and costing them former fans.

Message/Target Market

“The Phillies are a part of the Philadelphia college experience.”

My message statement has one primary target: college students. However, within that

market there is a subgroup of recent graduates that have relocated to Philadelphia, and another

group to keep satisfied. There are two big markets that I want to take aim at. The first market is

college students. Philadelphia has over 80 colleges and higher education facilities. (Source #4) It

is home to over 80,000 students. Well over half of those students are not from Philadelphia

originally. (Source #4) That means that there are over 40,000 students who are potential Phillies

fans. The other market is our current Phillies fans. Although they are currently attending games

and supporting the Phillies on a regular basis this market is the one that we want to keep happy.

By keeping the loyal Phillies fans happy enough to tell their friends we are generating publicity

for the Phillies themselves.

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Objectives

My first objective is to increase ticket sales in the college age (18-22) by 25% by the

beginning of next season. If the Phillies are able to successfully target, and reel in college age

spectators they will be able to cultivate a whole new generation of Phillies fans. This objective

will be measured by offering lottery giveaways to fans who complete a questionnaire. My second

objective is to increase the overall satisfaction of Phillies fans by 50% by the end of the regular

season. It is easier to keep an old customer then to get a new one. By going the extra mile to

make sure our current fan base stays happy, and gets happier we are keeping customers and

encouraging them to tell others about what a great Phillies experience they had. My final

objective is to get a combined total of 20,000 new likes/followers on Facebook and twitter by the

end of the Phillies overall season. Social media is an ever changing ever growing field that the

Phillies need to keep up with. By gaining followers/likes on social media we are generating more

publicity that in return will generate new Phillies fans.

Promotional Concept

My promotional items combine all of my objectives and target market into one

promotional concept. My first promotional idea is to partner with the Temple Owls to generate

more college fans at the Phillies games by hosting an exhibition Temple basketball game before

a Phillies game in Citizens Bank Park. My second promotional concept takes advantage of both

social media and the technology craze to create a game app that will both entice fans to follow

along as the Phillies travel and keep tabs on the games when they are at home. This app will

allow fans to play mini-games against their friends using Phillies teams of the past and present.

My final promotional idea is to host a special game called “Phillies Generations.” This

promotion will offer discounted tickets to our loyal Phillies fans. There will be old players

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signing autographs and giveaways for the fan that can bring in the most past ticket stubs, pictures

in citizens bank park or other stadiums, or autographs of former Phillies players.

Conclusion

This promotion is going to work because it combines all of the interests and abilities of

Phillies fans past, present, and future into one full concept. The Phillies are a team with a legacy

that stretches past the start of almost in team in the country. It has a hidden fan-base just waiting

to be tapped into. By cultivating new Phillies fans and nursing current fans we can expect to see

nothing but bright things and wins in the near future for the Phillies.

5

Organizational History

Establishment

The Philadelphia Phillies, formerly known as the Quakers, were established in 1883.

Born in Philadelphia Pennsylvania the Phillies boast that they are the oldest continuous, one-

name, one city franchise in all of professional American sports. (Source #1) The Phillies have

been Philadelphia and the state of Pennsylvania’s team for nearly 134 years. The first Phillies

game was played on May 1st 1883 at Recreation Park, that first season the Phillies only won 17

of 98 games.

Ownership

The Phillies are currently owned by John Middleton, Jim and Pete Buck, and former team

president David Montgomery. (Source #5) John Middleton, the richest man in Pennsylvania,

leads the ownership group. (Source #5) Previous owner Bill Giles at one point was a major face

of the Phillies for many years until recently when he slowly started to remove himself from the

Phillies. (Source #6) Giles recently announced with a heavy heart that he sold his share of the

Phillies to John Middleton. Middleton, the new face of the Phillies ownership, has not been in his

position for long enough to develop a community presence.

General Manager

Former General Manager and Rubén Amaro, Jr. recently left the Phillies to pursue a

career in coaching. He accepted his first coaching position as the first base coach for the Boston

Red Sox. The current general manager, Matt Klentak, started his career as a general manager

with the Phillies after serving as the assistant general manager with the Los Angeles Angels.

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(Source #7) Only having been in the position of general manager for the Phillies for less than a

year he has yet to make a substantial impact on the community.

Venue

The Phillies got their humble

beginnings at Recreation Park in downtown

Philadelphia. After spending three years at

the local 6,500 seat Ball Park (1883-1886)

the Phillies moved to National League

Park, or the Baker Bowl. (Source #2)

Not only was the Baker Bowl home to a young Phillies team, it also played a huge role in

the early sport of baseball. The Baker Bowl was the site of the first World Series, the first Negro

World Series, and Babe Ruth’s last major league game. (Source #2) The still young Philadelphia

Phillies then moved to the 33,000 seat capacity Shibe Park/Connie Mack Stadium from 1938-

1970.

Originally home to the Athletics from 1909-1954 Shibe Park was the site of three Negro

World Series, and five Athletics World Series Victories. (Source #2) Shibe Park was among the

first baseball stadiums to host night games. Shibe park was shared by the Athletics and the

Phillies for 16 years from 1938-1954. After spending decades at Shibe Park the Phillies moved to

Veterans Stadium.

Recreation Park

Photo Courtesy of ballparkhistory.com

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Veterans Stadium, although still the largest

stadium in Phillies history (62,623) the stadium was

not somewhere the Phillies could call home. The

multi-purpose (football, baseball, concert hall) stadium

hosted the Phillies, (Source #2) among other events,

for 32 years before the Phillies finally found a place

they could call home at Citizens Bank Park. Built in

2004 specifically for the Phillies, Citizens Bank Park was, and is one of the more beautiful and

elaborate stadiums in the MLB today.

Citizens Bank Park is located in Philadelphia’s south side near the home stadiums of the

Eagles, Sixers, and Flyers. The stadium is

one of the more modern stadiums in the

MLB today, when it was built it was ahead

of its time. The stadium in 2004 was said to

look strange and out of place but fits in

with current architectural themes

throughout the decade. (Source #2) The stadium is one of the largest in the world at 43,647 seats.

When the stadium was built it was noted for its state of the art viewing angles. (Source #2) What

makes this stadium so unique and unlike any other stadium in the world is the scene outside of

the stadium. Just outside the stadium you can find some of Philadelphia’s most famous

attractions including some of their world famous cheesesteaks, and local shops.

Citizens Bank Park

Photo Courtsey of ESPN

Veterans Stadium

Photo Courtesy of ballparksofbaseball.com

8

Former Players

Player Name

Position

(Years at

Phillies)

Notable

Achievements

Impact on the Community

Curt Simmons Pitcher

(1947-1960)

(Source #8)

- 1952 All-Star

- 1953 All-Star

- 1957 All-Star

(Source #8)

Although Curt Simmons

may not have been the most

successful player in Phillies history,

he is one of the most well-known.

Born and raised in Whitehall

Pennsylvania Simmons was a text

book hometown hero. In the late

1940s when the Phillies were

struggling to keep a fan base one

promotion they tried was having

the Phillies face off with a high

school all-star team. The pitcher on

that team was none other than Curt

Simmons. This game caught the

Phillies attention, and offered

Simmons a contract later that year.

Chase Utley Second Base

(2003-2015)

(Source #9)

- 2006 All-Star

- 2007 All-Star

- 2008 All-Star

Chase “The Man” Utley

played for the Phillies for 12

seasons. He has since been traded

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- 2009 All-Star

- 2010 All-Star

- 2014 All-Star

- 2006 Silver

Slugger Award

Winner

- 2007 Silver

Slugger Award

Winner

- 2008 Silver

Slugger Award

Winner

- 2009 Silver

Slugger Award

Winner

(Source #9)

to the Los Angeles Dodgers. Utley

was the face of the Phillies for

many years. Although he is no

longer with the Phillies, Utley is

still one of those memorable

players that some fans can only

wish they got to see play.

Pete Rose Outfielder

(1979-1983)

(Source #10)

- 1979 All-Star

- 1980 All-Star

- 1981 All-Star

- 1981 Silver

Slugger Award

Winner

(Source #10)

Although Pete Rose’s only

played for the Phillies for 5 seasons

his career was outstanding. There

very few players that are able to

encompass a team’s persona and

belief in the game in such a short

amount of time. Although there was

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a lot of controversy following his

retirement between gambling

scandals and tax evasion, he is

mostly forgotten in the Phillies

legacy.

Steve Carlton Pitcher

(1972-1986)

(Source #11)

- 1968 All-Star

- 1969 All-Star

- 1971 All-Star

- 1972 All-Star

- 1974 All-Star

- 1977 All-Star

- 1979 All-Star

- 1980 All-Star

- 1981 All-Star

- 1982 All-Star

- 1981 Golden

Glove Award

Winner

(Source #11)

The Phillies obtained Steve

Carlton through one of the strangest

trades in baseball history. After a

salary dispute with his former team,

the cardinals, Carlton was traded to

the Phillies for pitcher Rick Wise.

In his first season with the Phillies

Carlton led the league in wins,

complete games, strikeouts, and

ERA. Carlton ended his career with

329 wins, and 4,136 strikeouts.

Carlton was a player that everyone

wanted to see pitch. He is one of

five players to have a statue outside

Citizen Bank Park.

Mike Schmidt Third Base

(1972-1989)

(Source #12)

- 1974 All-Star

- 1976 All-Star

- 1977 All-Star

Mike Schmidt, named

Sporting News “Player of the

Decade” of the 1980s is one of the

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- 1979 All-Star

- 1980 All-Star

- 1981 All-Star

- 1982 All-Star

- 1983 All-Star

- 1984 All-Star

- 1986 All-Star

- 1987 All-Star

- 1989 All-Star

- 1980 MVP

- 1981 MVP

- 1987 MVP

- 1976 Golden

Glove Award

Winner

- 1977 Golden

Glove Award

Winner

- 1978 Golden

Glove Award

Winner

greatest third basemen, and hitters

of all-time. Elected as the Baseball

Writers Association of Americas

starting third baseman in their MLB

All-Time Team. In 1995 Schmidt

was voted into the hall of fame.

Along with his .961 fielding

percentage, Schmidt also boasts a

.267 batting average and 548 home

runs. Schmidt is one of five players

to have a statue outside of Phillies

home ball park, Citizen Bank

Stadium and his number has been

retired for over 20 years. In 2006

Schmidt was announced as the

most outstanding player in Phillies

history as a part of their DHL

hometown heroes’ promotion.

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- 1979 Golden

Glove Award

Winner

- 1980 Golden

Glove Award

Winner

- 1981 Golden

Glove Award

Winner

- 1982 Golden

Glove Award

Winner

- 1983 Golden

Glove Award

Winner

- 1984 Golden

Glove Award

Winner

- 1986 Golden

Glove Award

Winner

- 1980 Silver

Slugger Award

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- 1981 Silver

Slugger Award

Winner

- 1982 Silver

Slugger Award

Winner

- 1983 Silver

Slugger Award

Winner

- 1984 Silver

Slugger Award

Winner

- 1986 Silver

Slugger Award

Winner

(Source #12)

Current Players

Player Position Summary

Ryan Howard First Base Ryan Howard has been

playing first base for the Phillies

since they drafted him in the 5th

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round in 2001. Howard was voted

the Rookie of the year in 2005.

Since then he has played on three

all-star teams (2006, 2009, 2010)

and was the league MVP in 2006.

For a long time following his MVP

season Howard was viewed as a

leader, and one of the best players

to put on a Phillies Uniform.

Unfortunately in recent years

Howard’s performance has been

subpar. Having one of the largest

contracts in the MLB (125M over 5

years) it is hard not to view Howard

as the face of the Phillies. (Source

#13)

Franco Maikel Third Base Born and raised in the

Dominican Republic Franco Maikel

is the story that every baseball fan

dreams of hearing about. Maikel

has been playing third base and first

base for the Phillies since 2010.

Maikel has been making a name for

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himself and the Phillies despite

having such a short career in

comparison to past and present

Phillies. Maikel is not viewed as the

face of the Phillies because he is the

league MVP every year,

consistently making All-Star teams,

or because of a huge contract.

Maikel is a face of the Phillies

because of the hope he gives fans.

Maikel is a young face, a part of a

team in a slump. (Source #14)

Aaron Nola Pitcher Despite only having played

3 seasons with the Phillies, Aaron

Nola has made an immediate impact

within the Phillies franchise. At

only 22 years old Nola has lots of

room for growth. Nola was drafted

by the Phillies in the first round in

2014. Although it is to early to tell

what kind of a legacy Nola will

leave the Phillies with, fans know

that it will be one worth

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remembering. The sense of hope,

and awe that Nola gives fans is one

that cannot be matched by any of

the other Phillies playing the game

right now. No one has any doubt

that Nola will continue to develop

into a great leader and player.

(Source #15)

Coaches

Name

Year with the

Phillies/Position

Noteworthy

accomplishments

Summary

Pete Mackanin Second/Manager - 2009 National

League Coaching

Staff

- 2010 National

League Coaching

Staff

(Source #16)

Pete Mackanin is

one of eight men to both

manage, coach, and play

for the Phillies. Pete was

with the Phillies through

the “Golden Years” and

continues to strive for

that greatness again.

Although it is only his

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second year with the

Phillies fans have yet to

develop a lasting

opinion on his coaching

style and decisions.

(Source #16)

Larry Bowa Thirty

Second/Bench

Coach

- 2013 Team USA

Bench Coach

- Five Time National

League All-Star

(Source #17)

Larry Bowa is a

name that any long time

Phillies fan will know

and understand. Having

been with the Phillies for

32 years he has been

through it all. Fans know

Bowa better than most

fans know their teams

bench coach just

because of how long

Bowa has been in the

MLB (52 years) and

how long he has been

with the Phillies.

(Source #17)

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Most of the Phillies coaching staff has undergone an overhaul in the past three years. Few

of the current coaches for the Phillies were with the Phillies in 2009.

Legacy

The Phillies legacy has been shaped by

many players throughout the years. The most

notable of which have been named above. The

Phillies legacy is one of hard work,

determination, and grit. It encompasses much

of what the city is about. Riding the downs to

fuel you for the way back up.

The Phillies are a team with a long

rich history in baseball. Unfortunately the

Phillies have been in a slump since what Phillies fans consider “The Golden Years” (2005-2012).

(Source #18) After a long streak of losing, and little success, the Phillies finally lost their

10,000th game in 2007. (Source #19) After losing that game many young players on the team

such as Chase Utley, Ryan Howard, Jimmy Rollins, and Cole Hamels found a new sense of

motivation and Phillies pride that resulted in a National League East division championship.

(Source #19) Unfortunately after that they Phillies were swept by the Rockies in the Division

Funny Fan Made Meme

Photo courtesy of quickmeme.com

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Series. After that season the Phillies were rolling. The Phillies went on to win the World Series

in 2008 against the Rays, and make a World Series appearance in 2009. From 2010-2012 the

Phillies never made it to the World Series. Within those years the Phillies won two more

National League East championships

(five in a row, second most all-time),

Roy Halladay pitched a perfect game in

2009, and a no-hitter in 2010 (the

second post-season no-hitter ever).

(Source #20) In 2012 the Phillies fan

base was at an all-time high, but

unfortunately the team was unable to

capitalize and experienced a season full of ups and downs. Since 2012, the Phillies haven’t been

the same team.

Phillies 2008 World Series Ring

Photo Courtesy of nbcphiladelphia.com

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Current Marketing Programs

The Phillies currently have many programs and outreaches through their games. One of

their largest marketing programs involves Phillies mascot Phanatic. Others include mother

appreciation events and other events that offer many outreaches to kids.

On April 17th the Phillies are having a Phantic Birthday party for children 14 and under.

The plan behind the outreach is to get more kids at the games by throwing a birthday party for

the Phillies beloved mascot Phanatic. At that game against the Washington Nationals the Phillies

will be giving away Phanatic Visors as seen below. The Phillies also have several other Phantatic

themed events throughout the year. (Source #21)

Along with Phanatic, the Phillies also

appeal to kids by offering special events to

allow kids to run the bases. They have three of

these events scheduled that will hopefully get

more kids in attendance at games. (Source

#21)

Another unique way that the Phillies

appeal to their audience is by hosting separate giveaways that are supposed to appeal to women.

For example on May 1st the Phillies are giving away infinity scarves to the ladies in the crowd,

along with celebrating mother’s appreciation day. The impact that will hopefully encourage more

ladies to attend the games.

Current Philanthropic Programs

Phillies Phanatic Children’s Visor

Photo Courtesy of stadiumgiveawayexchange.com

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One of the largest community outreaches that the Phillies support is the Phillies Phestival.

Started in 1984, the Phillies Phestival raises money to help find a cure for Amyotrophic Lateral

Sclerosis (ALS). (Source #22) Since 1984 the Phillies Phestival has raised over 16 million

dollars for ALS research. (Source #22) The money is raised through autographs and auctions put

up by the Phillies. The Phestival takes place in Citizens Bank Park. Players, coaches, and game

day operations all step in to help out at this event. (Source #22) Fans can come in and get

autographs, take pictures with current and former players, bid in the silent auction, and play

games to win memorabilia. This is one of the largest charity events hosted by the Phillies,

thousands come out every year to show their support.

The Phillies Family is another outreach program supported by the Phillies. The entire

Phillies Family from players, coaches, ball girls, batboys, and

office staff take great pride in giving back to the community.

(Source #23) Phillies Charity Inc. is what organizes and

structures the Phillies charitable acts. Phillies Charity Inc.

raises funds to go towards several worthwhile causes. Last year over $2 million grants were

awarded. (Source #23)

The Phillies also strongly advocate for community health and wellness through Phillies

Phitness. Phillies Phitness educates children about the steps that they can take to ensure a healthy

future. The program educates in physical fitness, nutrition, and different wellness related

activities.

Phillies Charity Logo

Photo Courtsey of phillywordart.com

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State of the Team

3 Key Players

Player Summary Strengths Weaknesses

Ryan

Howard

Ryan Howard has been

playing first base for the

Phillies since they drafted him

in the 5th round in 2001.

Howard was voted the Rookie

of the year in 2005. Since then

he has played on three all-star

teams (2006, 2009, 2010) and

was the league MVP in 2006.

For a long time following his

MVP season Howard was

viewed as a leader, and one of

the best players to put on a

Phillies Uniform.

Unfortunately in recent years

Howard’s performance has

been subpar. Having one of the

largest contracts in the MLB

(125M over 5 years) it is hard

- Has been viewed

as a leader in past

years

- Very decorated

player

-

- Has been involved

in some PED

scandals

- In recent years is

the face of the

Phillies for the

wrong reasons

- Big face of the

Phillies because of

contract size

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not to view Howard as the face

of the Phillies. (Source #13)

Franco

Maikel

Born and raised in the

Dominican Republic Franco

Maikel is the story that every

baseball fan dreams of hearing

about. Maikel has been playing

third base and first base for the

Phillies since 2010. Maikel has

been making a name for

himself and the Phillies despite

having such a short career in

comparison to past and present

Phillies. Maikel is not viewed

as the face of the Phillies

because he is the league MVP

every year, consistently making

All-Star teams, or because of a

huge contract. Maikel is a face

of the Phillies because of the

hope he gives fans. Maikel is a

young face, a part of a team in

a slump. (Source #14)

- Young

- Gives fans hope

- Has a lot of room

to grow

- Great Story

- Young

- Hasn’t reached his

potential on the

current Phillies

team

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Aaron

Nola

Despite only having

played 3 seasons with the

Phillies, Aaron Nola has made

an immediate impact within the

Phillies franchise. At only 22

years old Nola has lots of room

for growth. Nola was drafted

by the Phillies in the first round

in 2014. Although it is to early

to tell what kind of a legacy

Nola will leave the Phillies

with, fans know that it will be

one worth remembering. The

sense of hope, and awe that

Nola gives fans is one that

cannot be matched by any of

the other Phillies playing the

game right now. No one has

any doubt that Nola will

continue to develop into a great

leader and player. (Source #15)

- New to the game

- Lots of room to

grow

- Strong fan base

- Leaves fans with a

sense of curiosity,

wanting to see

what he will do

next

- New to the game

- Has battled injury

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These players are just a few of the best leaders, hitters, and catchers that the Phillies have

on their roster right now. Other faces of the Phillies come from the past those include but are not

limited to Curt Schilling, Harry Kilas, Chase Utley, and Pat Burrell. (Source #24) Some of these

players are hall of famers and are considered to be legends among long standing Phillies fans.

Team Personality and Brand

Because “The Golden Years” sit so fresh in Phillies fans memory it is almost as if they

are unable to let go. Since most Phillies fans are old enough to be able to recall their recent

success they seem to be very disappointed with how they have been playing recently. Fans are

slowly moving towards a “fair weather fan” mentality, a mentality that can best be described as

‘the Phillies are my team, I’ll watch them if they are on, but I am not going to go out of my way

to watch them play’ a mentality that can usual does not indicate success coming anytime soon.

The Phillies are a team that receives many wishes from many people, but those wishes remain

ungranted.

Coaching Staff

Throughout their career the Phillies have had many different all-star coaches. Manager

Charlie Manuel who lead the team through “The Golden Years” was fired in 2013, bring along

the coaching staff that we see today. Manager Pete Mackanin has been with the Phillies through

it all. (Source #16) Unfortunately, Mackanin and his coaching staff do not bring anything

particularly unique or special to the Phillies team. Their mentality and techniques accurately

reflect in how they are viewed by the Phillies fan base. The coaching staff is seen as one that is

there, but doesn’t seem to do much. (Source #25)

Team Goals

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Pete Mackanin has been praised in past seasons, and this upcoming season for how he

sets his team goals. The Phillies go into every season with very modest, and easily obtainable

goals. This is one of the things that makes Mackanin dull. The whole team lately seems like they

don’t dream. The team will likely accomplish the goals that they have set simply because really

anyone could attain them. From my research I was unable to find any attainable, measurable

goals that have been “declared” by the Phillies coaching staff. The Phillies goals for this season

could be simplified by just saying “we want to win games.” The coaching staff does seem

hopeful this season when it comes to the talent they have in their locker room. Multiple sources

stated “we expect big things out of the talent in our locker room” (Source #26) but never

specified what a “big thing” is.

Fan Expectations

Going into the 2012 year after winning five straight National League East titles Phillies

fans had high expectations just to be let down. Since then the expectations going into the season

have gotten lower each year. At this point Phillies fans really want them to do well, they would

love to see their hometown team get back to their former glory. But do the fans expect that kind

of a comeback this year? Absolutely not. To the casual Phillies fan they are just a team that was

good once upon a time but today are the worst team in the MLB. The diehard Phillies fans expect

even less. According to forums, the true Phillies fans expect nothing more then what the coaches

do; mediocrity. (Source #25) The in depth fans realize that the coaching staff shows no sense of

urgency when it comes to winning games and therefore expect nothing more.

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Situational Analysis

Current Customers

Being one of the oldest teams in baseball it is no surprise that the Phillies have one of the

most loyal fan bases in the world. (Source #27) While being some of the most loyal fans in the

MLB there are bound to be some people who disapprove. According to NBC Philadelphia, the

Phillies fans have been voted the most obnoxious fans in the MLB. (Source #28) The Phillies fan

base for most of their history has consisted of an older generation, born and raised in

Philadelphia. However, in more recent years the Phillies have been taking aim at some different,

less traditional fans and it seems to be working. The Phillies have been taking aim at an untapped

fan base with women, Asian-Americans, the Latino community, and particularly college

students. The Phillies new plights to seek out new young and “hip” fans is one that came from

demographics before “The Golden Years” that showed over half of the fans at games were over

the age of 50. Through the Phillies five year success streak the fan base evened out. The Phillies

saw more families and other demographics at the games. In the past four years the Phillies have

seen their game attendance even out with just under half being between the ages of 18-21 and

just under half being over the age of 50. This is really a genius marketing strategy put in place by

the Phillies. If they are able to hold on to even half of the college students they drew in as

lifetime fans, they will see high attendance numbers for many years to come.

Demographics and Psychographics Profile

On social media there are 1,686,160 fans who ‘Like’ the Phillies on Facebook, they have

1,104,617 followers on Twitter. (Source #29) This is just a sample of a technologically savvy

Phillies generation. Twitter followers range from common, everyday twitter users to single login

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users ages 12-64. 42% of the Phillies twitter followers are “twitter junkies,” or persons who

check twitter on a regular basis. 18% of followers are single login twitter users, or users who

have only logged onto twitter a couple of times. It seems obvious that a majority of Phillies

twitter followers are from Philadelphia, are interested in sports, and come from the United States.

(Source #29) However, the Phillies did have a surprisingly large following in the United

Kingdom, and New York. The Phillies other social media account, Facebook, showed very

similar demographics. (Source #29) The Phillies psychographics are based on family, and hard

work. Philadelphia as a whole is a city built on hard work.

Competition

The IronPigs

The Phillies main competition is a minor league team in a suburb near Philadelphia called

the Lehigh Valley Ironpigs. Although the Ironpigs are associated with the Phillies they still take

spectators from the Phillies themselves. The Ironpigs are viewed throughout downtown Philly as

a rich, preppy, inferior version of the Phillies. Although most of the players probably work their

butts off day in and day out in order to make the “Big Leagues” because they are located in a

well off suburb they have gained a reputation of being “soft” throughout the Philadelphia area.

Being located in a well off suburb may have branded the

Ironpigs as “soft” but it may be one of the best things for them.

(Source #3) Because they are located in such a high income area

the Ironpigs have very high ticket sales, merchandise sales, and

concession sales. However, the Ironpigs also lose out on many

VIP, high income fans because those fans are able to afford Lehigh Valley IronPigs Logo

Photo Courtesy of pbs.twiming.com

29

season tickets and such to the Phillies themselves. The Ironpigs location is both their greatest

strength and weakness.

The Ironpigs, like most minor league teams are very family oriented. They seek to bring a

great viewing experience to demographics. By doing this they can give dad a great baseball game

to watch, the kids fun activities to do during in game breaks, and mom some time to relax. For

many years this target market was completely opposite of the Phillies. In the early 2000s the

Phillies and Ironpigs had many similar targets on who they were drawing into games. But since

the Phillies have recently been trying to attract other demographics, the competition has been

less fierce.

Temple University

Another big Phillies competitor is Temple University. Temple University is located in the

heart of downtown Philadelphia. Temple is viewed as a university with a rich history. When

Temple is doing well in sports, the people of Philladelphia know about it.

On the field it is no question that the Phillies would beat the Temple Owls. What Temple

has that the Phillies do not is diversity. When Temple is playing well or poorly in basketball the

baseball team gains viewers simply because of the publicity. When the Phillies play poorly they

lose viewers. What Temple lacks is a marketing program geared towards drawing in new fans.

Temple fans are Temple fans, but they haven’t gotten any new fans in years.

30

In the past Temple and the Phillies have had very different

targets. The Phillies went from drawing in mostly men, to drawing in

families. Temple, for the most part, has settled with drawing in their

student body. Recently since the Phillies have been attempting to draw

in a younger aged population Temple has become a big competitor.

The City

Outside of the sports world the Phillies biggest competition is the city itself. The Phillies

have next to no chance of bringing in tourist to games simply because of the rich history located

in Philadelphia. Philly is where most of the United States was founded. Downtown Philadelphia

is filled with historic artifacts such as the Liberty Bell, Independence hall, and Benjamin

Franklin Parkway just to name a few. (Source #30)

For the Phillies the city of Philadelphia means that tourist at Phillies games is almost out

of the question. There is just too much to see and do that you can’t see or do anywhere else to fit

in a baseball game that you can watch on TV. Fortunately for the

Phillies these attractions mean almost nothing to Philadelphia

residents. The attractions scattered throughout Philadelphia are

there all the time and have less significance to Philadelphia

residents.

The tourist attractions around Philly don’t necessarily have

a target market because they are known about by almost all

Americans. This is both good and bad. It is good for the Phillies

because it makes residents more likely to attend games rather than go see the liberty bell, a piece

Temple Owls Athletics

Photo Courtsey of

prepsportswear.com

Liberty Bell

Photo Courtesy of dreamstime.com

31

of American history that they might pass everyday on their way to work. These attractions may

interfere with the Phillies college student target. Since most college students in the Philadelphia

area are likely from out of town it is to be expected that their first year of school will be spent

sightseeing, and visiting tourist attractions. This first year of school is the prime age that the

Phillies would want to reel in college students and convert them, or make them Phillies fans.

The Flyers

Philadelphia has ten professional sports teams. To name a

few, Philadelphia has the Eagles, the 76ers, the Union, the Soul, and

of course the Flyers. The Philadelphia Flyers stadium is located just

around the corner from Citizens Bank Park. This ruthless, tough, nose

to the grindstone team has been in Philadelphia since 1967 when the

NHL expanded. Historically the Flyers have been a very successful team. (Source #31)

The Flyers strength lies in their sport. Hockey fans have a tendencies to be very loyal,

supportive, and rowdy. It is these kinds of fans that sell out almost every Flyers game. On top of

the fans is the game. Hockey is a much quicker fast paced game compared to baseball. The flyers

weakness lies in their game play. In the past two years the Flyer have been slowly moving

downhill. Last season they finished with a record of 33-31-18. (Source #31)

The Flyers current target market is aimed at

middle age (35-54) upper middle class white males. According to a recent demographics survey

Flyers Logo

Photo Courtesy of

fansedge.com

NHL Demographics

Photo Courtesy of opendorse.com

32

on the NHL over 35% of NHL fans are between age 35-54, and over 25% of NHL fans make

over $100,000 per year. (Source #32) Luckily this market does not interfere with my current

target market. However, the Flyers do appeal to a very broad, and well versed market, one that

could mean great things for the Phillies if we were able to tap into that target market as well.

Climate

Philadelphia is a very political city partially due to the rich history that was made there.

Through my research it seemed to me that most Philadelphia residents see it as their duty to

make sure America is on the right track. (Source #33) This could be an issue because it could

mean a more conservative approach throughout the whole city. If the city becomes more

conservative it is less likely that the Phillies will have the people on their side when they need

something such as a new stadium, or a new practice field.

Because of Philadelphia’s historic background the economy has never seemed to

struggle. Philadelphia is constantly bringing in tourist, businesses, and residents making it one of

the most prosperous cities on the east coast. The average salary in Philadelphia is around

$40,000/year making it what I would describe as a middle class city. (Source #34) The overall

economy in Philadelphia has remained consistent over the past couple of years, and spending has

been roughly the same.

Many cities around the United States have recently been making a push towards

supporting the arts. Between music, theatre, gallery, and sculpture it seems like every city you go

to in the past five years has sculptures and such scattered throughout the city. Philadelphia is not

exempt. (Source #35) Although Philadelphia is making a push towards supporting the arts most

residents don’t foresee it taking off any time soon. Being what most Philly locals call a “blue

33

collar” city the arts are not something that a city with a rough and tough image will prosper in.

However, there are many people in the surrounding Philadelphia area that could be interested in

the arts more than those residing downtown. This could potentially draw spectators from Phillies

games.

Every year the city of Philadelphia hosts a convention called the “Philly New Technology

Meetup.” At this meetup residents, visitors, and everyone in-between get together and do exactly

what the name says, meet about new technology. (Source #36) The event itself has the potential

to draw many spectators from Phillies games, but fortunately they do not seem to attract the

same demographics. What was great about this past years meet-up was that they specifically

addressed all of the new technology coming to Citizens bank Park and the Phillies. According to

the directors of the meet-up Citizens Bank Park is partnering with Comcast to bring a whole new

wireless internet set-up. (Source #37) With the new wireless they are also overhauling the food

and concessions, details to be announced soon. These technology changes can only mean big

things for the Phillies home stadium in the future.

Outside of political, economic, and society influences is the weather. History shows us

that Philadelphia in March has been colder (30-40 degrees) with almost 80% cloud cover.

Unfortunately, this kind of weather doesn’t scream ‘Hey Phillies fans! This is a great day for a

baseball game!’ This is something that the Phillies have zero control over, and unfortunately

seems to be fairly consistent.

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SWOT Analysis

The Phillies competitive advantage is something that no other team in the MLB has. The

Phillies have such a rich and eventful history both within their team and within the city they have

so many more possible markets that they can reach out to and draw in.

Strengths Weaknesses

History

- The Phillies are one of the

oldest teams in history, in any

sport

- The Phillies are located in one

of the most historic cities in

the country

Fans

- The Phillies have some of the

most loyal fans in the country

Tourism

- Because it is such a historic

city, Philadelphia has a surplus

of tourist

Stadium

- Citizens Bank Park, as of now,

is fairly old and out of date

Economy

- The city itself would not be

considered “wealthy”

- Not a lot of extra spending

money for a baseball game

Weather

- Beginning of the season

weather is not ideal for

baseball games

Opportunities Threats

Technology The Arts

35

- Technology only has room to

go up

- New technology means more

publicity which means more

fans

Tourism

- Tourist are a fairly untapped

market for the Phillies

- Lots of room to draw in tourist

to games

The City

- There could be a way to

combine the history of the city

of Philadelphia with Phillies

games

Ironpigs

- The Phillies and the Ironpigs

could team up to offer a

competitive “2 for 1” deal

- New push towards the arts

could take away from the

Phillies

- Tourist will be even harder to

tap into

The City

- As of now, the history of the

city takes spectators from both

the tourist market, as well as

the college student market

- Philadelphia is filled with cool

things to do

Ironpigs

- Offer a cheaper baseball

experience

- Quality of the game in recent

years is not much worse than

the Phillies

College Teams

- Colleges have many different

teams that all steal spectators

from the Phillies

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Promotional Targeting and Objectives

Message Statement

In baseball right now there is an age problem. Normally you would think of an age

problem of being too young. In baseball it is that the majority of baseball fans are too old. This is

a problem because as the sport of baseball continues to move forward we will slowly start to see

less and less fans each year. That is why my message and target market primarily takes aim at a

younger generation.

“The Phillies are part of the Philadelphia college experience.”

The goal of my message statement is to make the Phillies a part of something that nearly

70% of the American population has, the college experience. (Source #38) Every city has

something unique that their college does within their city. My goal is to make the Phillies that

unique thing that college students do. By doing this not only will we be bringing in new revenue

and filling seats at Phillies games, we will also be cultivating a new generation of Phillies fans

and bridging the aging gap that currently exists in professional baseball.

Target Market Profile

Our message tackles one group but needs to tackle two different groups of people. One

group is one that has yet to be drawn in and that is a younger generation of college students, and

young new Philadelphia residents. Our other group of people are the older generation of long

time Phillies supporters. The fans that have stuck with the Phillies through thick and thin. The

fans that can remember all the historic players, and have watched the Phillies through their good

and bad years.

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Our first group, the younger generation, is split into two categories each with the same

goal. Our first category is college students. This group is age 18-23, currently earning their

education, with little to no income. This sub-group seeks entertainment that allows a good time

with friends, at a low cost. Most of the time students are thinking about money, homework, or

social life. They are old enough to make their own decisions and are motivated to purchase by

great values or “deals.”

The other sub-category is recent graduates, who have relocated to Philadelphia. This

group has an age range of 22-26. Although this group has a bit of a different age range, what

motivates them seems to be about the same. Recent graduates generally do not have much

money, but may have more than current college students. They are on their own and are plenty

old enough to make their own decisions. These graduates are motivated to purchase by an

attempt to find new people to hang out with, while also getting entertained at a modest price.

These groups are very different from the Phillies current fan base.

The older generation of Phillies fans are the ones who drive the organization. These fans

are the people who have kept the Phillies relevant in the MLB throughout the history of the

program. It is crucial that throughout the process of appealing and bringing in a new

demographic that these fans stay happy. The specific group that we need to keep happy ranges

from age 40-60. These spectators are generally uneducated and are the primary subjects of the

average income of Philadelphia. These fans are genuinely interested in the Phillies as a team and

what happens within it.

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Objectives

The objectives I have created for the Phillies are all geared towards the idea of generating

new fans and spectators by bringing in a younger generation of Phillies fans while also keeping

the current fans happy. I hope to do this by offering plenty of options for Phillies fans to get the

whole community involved.

Sales: To increase ticket sales within the college age (18-22) by 25% by the beginning of

next season.

This objective is crucial to not only the current state of the team, but also the future of the

team. By generating more ticket sales to a younger generation we are bringing in more prfit in

the present time while also creating new life long Phillies fans. By engaging students while they

are in college the Phillies will forever be the team that they think back to and associate many of

the good times they had in their college days. This objective will be measured by using the date

of birth used when tickets are sold online.

Branding: To increase the overall satisfaction of Phillies fans by 50% by the end of the

regular season.

While bringing in new fans is excellent for the state of the Phillies team it will also mean

a more crowded and potentially more rowdy ballpark. This, at times, may take away from the

viewing experience for some fans who are genuinely interested in how the Phillies are playing.

By incorporating this objective w we will create an experience that is associated with positivity

and happiness, thus associating the Phillies brand with similar emotions. This objective will be

measured by offering giveaways and lottery drawings for filling out a simple customer

satisfaction survey.

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Social Media: To get a combined total of 20,000 new likes/followers on Facebook, and

twitter by the end of the Phillies overall season.

Social media is an ever growing way to reach customers. In the past social media has

almost primarily been used by a younger demographic but more recently has been expanding to

all generations. By gaining more likes/followers we will be able to reach and spread the word on

our promotions and happenings more efficiently, and at a lower cost. I will measure this

objective by simply taking the amount of likes/followers that we have now and seeing where it is

at in the future.

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Promotional Concept

Promotional Overview

My promotions all follow the same theme of getting college students at the game while

not disregarding the timeless, loyal, hard-working Phillies fans. My concept is to take as much as

I know about what motivates college students and wrapping it into multiple different events

throughout the season while also not neglecting our long-time Phillies supporters.

College students live fairly simple lives. The life of a typical college student consists of

class, homework, hanging out with friends, supporting your school, drinking beer, and doing

things for as cheap as possible. My first promotional concept incorporates all of these activities

into one by partnering with the Temple Owls to host an exhibition basketball game in Citizens

Bank Park before a Phillies game. Contrary to what you might think this event would be geared

towards women. Why would I gear it towards women when over half of the MLB demographic

is men? Because if there are college girls somewhere college guys won’t be far behind. To sell

this event to women there will be incentives at the door geared towards women and discounted

drinks and other concessions for women.

My second promotional concept tackles the social media by creating a super addicting

app, similar to flappy bird, that would encourage users to like the Phillies on Facebook and

twitter while also keeping the Phillies fresh in people’s heads at all times. This app would allow

users to follow along with the Phillies team as they travel as well as play mini-games with

friends. Users could challenge their friend to a trivia crack like game based on Philadelphia,

specifically the Phillies, history, facts, and stats.

41

Because the Phillies have such a long and sought after history it is imperative that we

keep our current fan base happy. These fans have been with the Phillies through it all. Most are

able to remember all of the all-stars, and World Series titles. By offering a special night called

“Phillies Generations” we will be able to keep our special fan base happy. This night will offer

special discounts on tickets to long-time Phillies fans. There will be prizes to fans who can show

the most Phillies game ticket stubs, pictures inside Citizens Bank Park, or autographs by Phillies

players. At this game there will be old Phillies superstars like Mike Schmidt, and Curt Simmons

signing autographs and hanging out with fans. Combining this promotion with Phillies Phanatics,

or long time Phillies fans, seating at the Temple and Phillies partnership we are sure to keep our

long-time fans happy.

I chose this mix because it appeals to the largest amount of people. With a large

population of Philadelphia being college students it makes the most sense to try and appeal to

this population. However, I also know that it is easier to keep old customers then it is to gain new

ones. That is why it is crucial to keep our lone-time Phillies supporters happy throughout the

process of integrating a new market.

Promotional Mix

Promotion Number One- Temple Partners with the Phillies

Overview

My first promotional idea is to partner with one of the largest universities in the United

States, Temple University. Temple University is one of the largest universities in the world. Over

30,000 students call Temple their “home away from home.” The college student population is

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one that is untapped by most if not all professional sports organizations. By partnering with

Temple University the Phillies will be among one of the first to tap into that market fully.

When they are not doing homework, typical college students enjoy hanging out with their

friends, supporting their school, drinking beer, and doing things as cheap as possible. This

promotion hits on all of those. There will be discounted food and beer, Phillies run tailgating,

group discounts, and discounts for those with their student ID. The goal of this promotion is to

incorporate the Phillies into the lives of these students making the Phillies the team they

associate with their “college experience” making them life-long Phillies fans. Our primary

audience, the people who are going to become the long-time Phillies fans are the men, that is

why this promotion is geared towards women because if there are college girls somewhere

college guys are not far behind. College girls will be drawn to this event because it will be a

“ladies night” of sorts. Girls will be offered discounted drinks, better seating, and giveaways

geared towards women.

This idea is different than anything else because to my knowledge it has never been done

before. I have never heard of a professional sports team hosting a college team beforehand.

Because of Citizen Bank Parks versatility this will be possible. I chose the Phillies to host

Temple Basketball one because it is Temples most popular and most successful sport, and two

because it would not require fans to watch back-to-back baseball games, a sport that is known

notorious for its slow pace.

Analysis

I chose this incentive because it aligns perfectly with our objectives for the Phillies. This

incentive will increase ticket sales because of the group mentality. We could also incorporate our

43

social media objectives by offering more discounts, savings, and giveaways by hosting an

Instagram contest with a particular hashtag, or to those who like the Phillies on facebook. By

incorporating the “Phillies Phanatics” seating for long time Phillies fans we will also be able to

increase our overall customer satisfaction.

This promotion will impact all of our target markets in some way. Our college student

market, that this promotion is directly geared towards, will be estatic to find a new activity that

they can go to with friends at a low cost. This incentive may have the opposite effect on our

secondary market of long-time Phillies fans. It could potentially be very distracting for a fan who

is at the game for the love of the Phillies if there are college students being rowdy throughout the

whole game. By incorporating special seating for Phillies fans hopefully we will be able to keep

their dissatisfaction at bay.

I feel that this idea is plausible because of how many college students are in Philadelphia.

If this special event can bring in even 25% of the Temple student body it will be very successful.

If there are places in the schedule where this incentive can be offered multiple times I foresee

each game becoming more and more popular among college aged students.

The strengths of this idea is the amount of common interest people it appeals to. Most

college students share very similar interests and opinions. Although the city of Philadelphia as a

whole has many more people than just Temple University, there are not very many groups that

are so close knit such as college students. The weaknesses of this idea are its scale. Because we

are reaching out to such a large demographic we are putting all of our eggs in one basket and

hoping that it works. The biggest problem is the price of the tickets themselves, whether or not

we will be able to make tickets cheap enough to draw in college students.

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45

Promotion Number Two- Phillies Phantics App

Overview

My second promotional idea is to create an app for the Phillies that stretches beyond what

a normal team app does. Most team based apps simply give stats about the program, score

updates, player injuries, and team news. This app will go beyond the basics. By offering those

things while also offering the opportunity to play mini-games with friends and earn prizes.

Flappy Bird was an app that was very popular among smart phone users for an extended amount

of time. This game was highly addicting and was eventually taken off the market because of how

out of control it got. By incorporating mini-games similar to flappy bird we will be able to draw

people to like the Phillies Facebook page to gain more in game lives and potentially even charge

money to get lives. Other mini-games could offer prizes to people with at the top of the

leaderboards. These prizes could range from a free drink at the concession stand to VIP tickets.

This officially licensed app is different from other sports apps because of how it allows

users to connect with the team and their friends. On the team side of the app users will be able to

follow the Phillies more closely than ever. By doing this the Phillies will be instilling an idea that

users are a part of the action, and supporting the team even when they can’t be there. This will

also keep the Phillies name fresh in users heads at all times making the Phillies the team they

think of when they hear baseball.

Analysis

The officially licensed app for the Phillies will help us achieve our objectives. The

objective this app will most help accomplish is social media based. It seems like every time

people get on Facebook they have an invitation to play a game. Even though a majority of people

46

hate these notifications, they work. People continuously sign on to play candy crush, or trivia

crack because they have received notifications. Whether out of spite to make the notifications

stop, or because they are genuinely interested, people play. The Phillies app will become one of

those games.

This app will be a hit among our college aged target market and younger. These users

will fall in love or become addicted to the fast paced action. This app could also become very

popular with an older generation of smart phone users because of how close the game following

features allow you to get to the action. Fans will be able to follow along with the game and feel

closer to their team than ever before. All of these things coupled with the app simply putting the

Phillies names into their head makes this a stellar combination.

People make apps every day this means that this app will be more then plausible. The

start-up of the app will be the hardest part, but once it gets going it will be hard to get people to

look away. What separates this app from other sports team apps is the mini-games features. As of

right now sports apps are primarily used by people ages 25-40. By incorporating mini-games into

the app we will be able to mold a younger generation into thinking about the Phillies whenever

they hear of baseball.

The largest weakness in this idea is the start of the app itself. This app may be difficult to

create and get popular but once it does the whole city of Philadelphia and beyond will know

about what is going in with the Phillies. The strengths of this idea is the market it will be able to

reach. 64% of adult Americans own a smartphone. That percentage does not include people

under the age of 18. That is a staggering amount of people who will be able to access this app

and follow along with the Phillies.

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Challenge

a friend!

Like us on

Facebook

Follow us

on Twitter

Check

Scores!

Meet the

Team!

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Promotion Number Three- “Phillies Generations” Night

Overview

My third and final promotional idea is to offer a special night for Phillies fans throughout

the generations. This night is completely dedicated to the fans who have stuck with the Phillies

through it all. Through the good times and the bad. Using online order receipts customers will be

given discounts and rewards depending on how many games they have been to in the past. Other

awards will be given in the game to fans who can show the most ticket stubs, the most pictures in

Citizen Bank Park, pictures in Veterans Park, and player autographs. During the game Phillies

from the past will be around to sign autographs and talk with fans. To add extra incentive, this

could take place against Phillies longtime rival, the New York Yankees.

This idea is similar to other ideas in the sense that we are bringing back former players to

be at the game. However there has never been a game that rewards spectators for having ticket

stubs, pictures, and other Phillies memorabilia. This is the leg up we have on past promotions.

The extra activities, the former players, and the added giveaways will bring fans in the door.

Fans that have been hiding, or unable to make it to games in a long time will come out of the

woodwork and be there. This game is a time for the city of Philadelphia to come together and

celebrate their historic team.

Analysis

This atmospheric and incentive game is one that is sure to draw in fans from all over the

city. This game is perfect in achieving our secondary objective of keeping our long time Phillies

fans happy. They are what make this program run. I chose this idea in particular because it is

49

easier to keep a current customer then it is to gain new ones. Although it does not specifically

bring in a college age demographic I believe that it helps accomplish a very important goal.

Creating a game that brings pieces of Phillies history together will make a lasting impact

on all of our target markets. The Phillies longtime fans will be satisfied and very pleased that

they are being recognized for how long they have been supporting the team. This will impact the

target market positively because it will cause customers to speak positively with friends,

relatives, and coworkers with what is going on with the Phillies which in return will result in

more support.

Rivalry games happen all the time. This idea is plausible. The hardest part of this idea

comes from organizing everything. From ticket sales, to getting former players back, to

decorating, everything has tiny details that need to be worked out. Although this idea may take a

lot of man power to get up and running, the idea behind it and the amount of work that will need

to go into making it possible is something that happens at baseball games all the time.

The strongest part of this idea is that we are simply making our already happy customers,

the longtime Phillies fans, happier. The weaknesses are in everyone else. Being able to convince

the other “fair weather” Phillies fans to come out and support on this historic game night will be

the most difficult.

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PHILLIES GENERATIONS!

COME MEET ALL OF YOUR

FAVORITE PHILLIES PAST AND

PRESENT!

GIVEAWAYS TO SPECTATORS WITH

THE MOST…

o OLD TICKET STUBS!

o PICTURES IN CITIZENS BANK

PARK!

o OLD PHILLIES AUTOGRAPHS!

AUTO GRAPH SIGNINGS!

DISCOUNTS TO LOYAL PHILLIES

FANS!

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Works Cited

Source #1

http://philadelphia.phillies.mlb.com/phi/history/timeline.jsp

Source #2

http://philadelphia.phillies.mlb.com/phi/history/ballparks.jsp

Source #3

http://www.point2homes.com/US/Neighborhood/PA/Lehigh-Valley-Demographics.html

Source #4

http://www.citylab.com/design/2012/08/americas-leading-college-towns/3054/

Source #5

http://www.thegoodphight.com/2015/6/29/8862815/phillies-owner-john-middleton-steps-up-to-

the-plate

Source #6

http://www.csnphilly.com/baseball-philadelphia-phillies/no-longer-team-owner-bill-giles-still-

has-phillies-opinions

Source #7

http://m.phillies.mlb.com/news/article/155453350/matt-klentak-hired-as-phillies-gm

Source #8

http://www.baseball-reference.com/players/s/simmocu01.shtml

Source #9

http://www.baseball-reference.com/players/u/utleych01.shtml

Source #10

http://www.baseball-reference.com/players/r/rosepe01.shtml

Source #11

http://www.baseball-reference.com/players/c/carltst01.shtml

Source #12

http://www.baseball-reference.com/players/s/schmimi01.shtml

Source #13

http://www.baseball-reference.com/players/h/howarry01.shtml

52

Source #14

http://www.baseball-reference.com/players/f/francma02.shtml

Source #15

http://www.baseball-reference.com/players/n/nolaaa01.shtml

Source #16

http://m.phillies.mlb.com/roster/coach/118093/pete-mackanin

Source #17

http://m.phillies.mlb.com/roster/coach/111281/larry-bowa

Source #18

http://www.nytimes.com/2007/10/07/sports/baseball/07phillies.html?_r=1

Source #19

http://m.phillies.mlb.com/news/article/2089066

Source #20

http://m.phillies.mlb.com/news/article/7814772

Source #21

http://www.bizjournals.com/philadelphia/blog/john-george/2015/03/how-do-the-phillies-plan-to-

fill-seats-this-season.html

Source #22

http://philadelphia.phillies.mlb.com/news/press_releases/press_release.jsp?ymd=20110613&cont

ent_id=20447104&fext=.jsp&c_id=phi&vkey=pr_phi

Source #23

http://philadelphia.phillies.mlb.com/phi/community/phillies_family.jsp

Source #24

http://bleacherreport.com/articles/1339928-ranking-the-25-most-famous-philadelphia-phillies-

players-of-all-time

Source #25

http://forums.philly.com/discussions/Phillies_Forum/_/Mackanin_I_Have_to_Much_Respect_to

_Pinch_Hit_for_Howard/kr-phillies/189948.1?nav=messages

Source #26

http://www.thegoodphight.com/phillies-analysis

53

Source #27

http://philadelphia.cbslocal.com/2013/04/17/phillies-have-second-most-loyal-fanbase-in-mlb/

Source #28

http://www.nbcphiladelphia.com/blogs/philthy-stuff/Phillies-Fans-Voted-Most-Obnoxious-

158991235.html

Source #29

http://klear.com/profile/Phillies/demographics?s2=facebook

Source #30

http://www.visitphilly.com/historic-philadelphia/attractions-in-historic-philadelphia/

Source #31

http://www.flyershistory.net/best.htm

Source #32

http://opendorse.com/blog/2013-sports-fan-demographics/

Source #33

http://www.philly.com/philly/news/politics

Source #34

http://www.deptofnumbers.com/income/pennsylvania/philadelphia/

Source #35

http://www.visitphilly.com/music-art/

Source #36

http://www.meetup.com/Philly-New-Tech-Meetup/members/

Source #37

http://www.nj.com/gloucester-county/index.ssf/2013/03/new_food_and_technology_unveil.html

Source #38

http://nces.ed.gov/fastfacts/display.asp?id=372

Photo Sources

http://www.ballparksofbaseball.com/past/VeteransStadium.htm

http://espn.go.com/mlb/team/stadium/_/name/phi/philadelphia-phillies

54

http://www.nbcphiladelphia.com/blogs/philthy-stuff/Nobody-Wants-a-Phillies-World-Series-

Ring-139103939.html

http://www.stadiumgiveawayexchange.com/wp-content/uploads/2016/01/Philadelphia-Phillies-

Phanatic-Flair-Hair-Visor-4-17-2016.jpg

http://www.phillywordart.com/?page_id=849

https://twitter.com/weyburnironpigs

http://www.prepsportswear.com/college/us/Pennsylvania/Temple-University-Owls-

Philadelphia.aspx?schoolid=3088231

http://www.dreamstime.com/royalty-free-stock-photo-liberty-bell-image10361995

http://opendorse.com/blog/2013-sports-fan-demographics/

http://www.fansedge.com/Philadelphia_Flyers_Merchandise