Springfeld

Noreaste
rs
Marketing
Plan
 Overview
0 Minor league baseball team
0 Single-game tickets at $6.00 a piece
0 Target Market:
0 Families
0 Population in Springfeld- 55,000
0 Positioning:
0 Local, affordable entertainment for the whole
family
0 Distribution:
0 Tickets sold at box office and team website
 Marketing Plan
0 Promote team through various events
throughout the year
0 Get community involvement before the start
of the season
0 Events create unique and memorable
experiences that other IMC tools cannot
Opportunities/Threats
0 Threats:
0 Other affordable entertainment:
0 Movies, bowling, theatre, etc.
0 Professional sports teams
0 Opportunities:
0 Providing shuttle/transportation to games
0 Sponsorships from local businesses
0 Potential economic growth
0 External environmental factors:
0 Mainly low income
0 Lack of public transit
0 Restrictions on sales of alcohol at games
 Review of Competition
0 Boston Red Sox
0 Tickets prices: $12 - $325
0 Minor League Baseball and hockey teams
0 Ticket prices: $6 - $26
0 Local Colleges
0 Ticket prices: $5 - $6, $3 for children
0 Other forms of entertainment:
0 Prices: $5 - $30
 Objectives
0 Objectives:
0 Break even through sales of tickets and
concessions
0 Build teams brand awareness through
events/experiences
 Product Strategy
0 Selling affordable and convenient
entertainment
0 Core offerings:
0 Baseball game tickets- entertainment
(intangible)
0 Concession goods (food, souvenirs, beer)
0 Points of Parity:
0 Category- ticket sales, concessions,
entertainment
0 Points of Differentiation:
0 Low ticket pricing, community-oriented
environment
 Pricing Strategy

0 Establishing price as reaction to information

from surveys
0 The most proftable price is $6 for single
game tickets
0 Pricing position affordable/low cost
0 Flanker brand of its major league team
organization
0 Low price is consistent with brands
positioning
 Place Strategy
0 Distribution:
0 Relatively selective, solely through the box
office at the stadium and online
0 Consistency with positioning-
0 Community based
0 Convenience (online)
 Integrated Marketing
Communications
0 $175,00 allocated towards advertising
0 PR plan:
0 To promote events
0 Build brand equity
0 Plan to create events and experiences for the
community
0 Help build awareness and support
 Action Plans
0 Summer event
0 Fall event
0 Winter event
0 Spring events
0 Restaurant and local business sponsors
events
 Summer Event
0 Announced through official press release
0 Team will build float for towns 4th of July
Parade
0 Build awareness
 Fall Event
0 Booth at local towns fall carnival
0 Will include information about the team
0 Provide games
0 Dunk team members in water for prizes
 Winter Event
0 Team will sponsor holiday event in the towns
center square
0 Events will include:
0 Christmas tree lighting
0 Snowball fghts against players
0 Sledding, snowman building, ice sculpting
 Spring Events
0 Invite town to spring training
0 Meet and greets with the players
0 Q and A
0 Sponsor the local Little League organization
 Restaurants and
Businesses
0 Bi-monthly events at the various businesses
that sponsor the team
0 Restaurants and other local shops
0 Raffles and prize giveaways
0 Community members will be able to interact
with players in a casual environment
 PR for events
0 Local radio ads for quarterly events
0 4 weeks prior
0 Local radio ads for bi-weekly events
0 Week prior
 Budgets
0 Advertising spending 0 Winter event:
allowance: $175,000 0 Tree: $500
0 Light, Dcor, Maintenance:
0 Summer event:
$2,500
0 Press release: $10,000 0 Ice sculptors: $1,000
0 Parade float: $3,500 0 Sled rentals: $500
0 Fall event: 0 Prizes: $1,000

0 Fair booth: $1,000 0 Spring event:

0 Little League Sponsorship:
0 Dunk tank: $239
$5,000
(rental) 0 Bi-Monthly events:
0 Prizes: $1,000 0 Prizes: $6,000 (24 events *
$250 for each
 Event Promotions
0 Radio Cost: $40,000 (one week of radio ad =
$1,000)
0 16 weeks of radio promo for the quarterly
events
0 24 weeks of radio promo for the bi-weekly
events

0 Remaining Budget:
Roughly $100,000