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M O B I L I T Y A N D T E C H N O L O G Y: M A R K E T I N G A N D T E C H N O L O G Y S O L U T I O N S
M A T T H E W T E R E N Z I O
C O N T E N T S• Executive Summary
• Digital Summary Overview
• Background
• Situation
• Objectives
• Strategy
• Target Segments
• Value Proposition
• Content Marketing
• Communication Strategy
• Tactics
• Reach
• Act
• Covert
• Engage
• Actions
• Control
• Costs
• CLV Before & After
• Budget
Executive Summary The Tampa Bay Rays have had the worst attendance record in the MLB two consecutive years in a row. With this attendance issue, I felt that my objectives ahead will solve the problem and leave this organization extremely happy in the future.
B A C K G R O U N DEstablished in 1998, the Tampa Bay Rays are a team in the MLB part of the American League, Eastern Division. They are located in St. Petersburg, Florida and play at the Tropicana Field.
O U R C U R R E N T P O S I T I O N
• Finished last in overall attendance for the MLB two consecutive years.
• An average of 18,500 fans per night, which is extremely low compared to the MLB average.
• Tropicana Field is 45 minutes from Tampa, where our main market is.
O U R M A I N O B J E C T I V E S
• Increase the fan base by 20%
• Be in the top 15 of the 30 teams in the MLB on overall fan attendance
• Sell 65% of the tickets in our stadium for each game. (MLB average is 62%)
O U R TA R G E T• Demographic: Male and Females, Ages 15-35. (College students/Millennials)
• Region:Tampa Bay, Clearwater, and St. Pete
• Interests: Fans of the Tampa Bay Rays, Lightning, Storm, Buccaneers, & USF. Attract tourists visiting the beach as well as Busch Gardens.
W H AT W E A R E O F F E R I N G
• Newer bars and fan zones around stadium to provide Pregame as well as Postgame entertainment.
• Discounted merchandise, tickets, concessions, etc.
• Team meetings/signings and arena tours.
C O N T E N T M A R K E T I N G
S T R AT E G Y
• Build awareness and excitement for the Rays team through entertaining our demographic.
• Inform our demographic of the new objectives provided.
• Inspire consumers/fans to purchase tickets and attend games.
C O N T E N T D I S T R I B U T I O N C H A N N E L S
• Use social media channels
• Team events
• Affiliate Teams
• Traditional media
• Social Media Campaigns on Facebook, Twitter and Youtube to increase chatter about the team.
• Rallies and tailgates before and after the games to increase fan interaction and engagement.
• Local news and radio sponsored events to attract more attendance.
• Pair with teams in the area to increase your fan base.
TA R G E T R E A C H TA C T I C S
FA N I N T E R A C T I O N TA C T I C S
• Youtube- “Biggest Fan” Videos, Team Vlogs
• Facebook- Promote deals and events
• Twitter- Hashtag campaigns for free merchandise and tickets
• Tailgates- Pregame and Postgame fan tailgates with entertainment to attract our demographic
C O N V E R S I O N TA C T I C S
• Links on Facebook and Twitter to buy an all exclusive fan package that includes entry to the fan fest tailgates, a ticket to the game, and a plate of food at the tailgate.
• Surveys at the tailgate
E N G A G I N G TA C T I C S
• Fan interaction surveys at the tailgates in exchange for a raffle ticket for free Rays gear.
• Interaction through video blogs, social media channels, and in person communication.
• Marketing Division- social posts before and after games, also promoting upcoming events during the week.
• Fan Engagement/Event Planners- Work close with fans at fan fest and games to assure they are having a pleasant experience.
A C T I O N
• Use social media analytics to measure social media activity.
• Collect game reports to see if we are meeting the game attendance and ticket sale objectives.
C O N T R O L
B U D G E T
• Im asking for $8,000 per game for the fan fest and game marketing. This will cover food, tickets, and activities as well as marketing for events. If we sell 1,500 tickets at $40 a piece for the package, your return will be $30,000 after costs and overhead.
• Lastly Im asking for an addition $15,000 for regular tickets. This investment will be used for radio and traditional media advertisements. Selling 30,000 tickets at a price of $25 your return will be $747,000 after costs and overhead.