Damian Ashmead Adam Binkley Angela Huenerfauth Beth Miller Jonathan Rashidi.
Edf marketing ideas adam miller
Transcript of Edf marketing ideas adam miller
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Cleveland Indians Baseball: Connecting with Community
Adam MillerFebruary 17, 2013
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Objective and Agenda
• Objective: To provide thought starters on how I would approach EDF - Marketing position
• Agenda– Review Brand Vision– Discuss strategies to connect with youth– Show ideas on how to enhance experience– Introduce media strategy and tactics
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Building Lifelong Connection With Fans
Brand Vision:Create Memories, Connect
Generations, Celebrate Families
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Memories Come to Life Through Playing or Watching Game
Play (Focus on Youth)
Youth Leagues
Access to Progressive Field
Experience (Focus on All Ages)
Pre-game carnival atmosphere
In-game rituals
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Move Beyond Skill Building for Youth
• Summer Camps, Baseball Buddies, and Wood Bat Fall League nice job of building skill– Memories also come from games and meeting players– Add “Fantasy Camp” elements to camps and leagues
• Player interaction• Games, not just drills
• Expose youth to glory of Progressive Field– Make it an aspirational place to go to– Host important games
• Winners of Summer Camp games• Little League, Middle School, High School Championships• Wood Bat Fall League Championship
– Not just All-Star game
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Engaging Game Day Experience Will Create Memories for All Ages
• Tailgate Party in Parking Lot for All Ages
• Marching Band, Games, and Food
Pre-game
• New Fight Song• Pre-game Rituals• Signature Moments of
Celebration
In-game
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Pre-Game Parties Make Game an Event
Pre-Game Party in
Parking Lot
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Marching Band Build On Old Traditions and Start New Ones
• Embrace songs from past – Indians Baseball Song– Indians Fever– Talkin Tribe– It’s Tribe Time Now
• Develop new song in same vein of college fight songs– Quicker and punchier– Easier to show Indians pride
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Fight Song Engage Fans In-Game
Pre-Game
• Get crowd into action
In-Game
• After Home Runs
Post-Game
• After Wins
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Build Upon Fight Song To Create Engaging Pre-Game Ritual
• Have players enter field through stands vs. coming out of dugout– Intertwine fans and players in getting ready for game
• Have marching band perform on field prior to game– Bring Ohio State tradition of dotting “I” to life
• Dot one of “I”s in Indians
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In-Game Rituals Keep Fans Engaged Throughout Game
• Marching band play in between innings
• Build upon Hot Dog Race with more traditions that happen at certain points of every game– Ex. – Sweet Caroline at Boston Red
Sox games– Ex – Jump Around at Wisconsin
Badgers Football Games
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Connect Generations and Celebrate Families In-game As Well
• Promotional activity focused on getting families and different generations involved in pre and in-game activities – Leading team through stands and onto field– Leading marching band in on-field pre-game celebration – Leading crowd in fight song after 7th inning stretch
• Still have more traditional promotions– T-Shirt giveaways
• Retro shirts to bridge generational divides– Family packs of reduced price tickets and snacks to games
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Extend Game Watching Experience Beyond Stadiums to Communities
• Make watching Indians games an event in local communities– Road game watching parties bridge gaps between home stands– Bring new rituals (fight song, marching bands, etc) – Focus on connecting families and different generations
• Set-up projectors in local parks and invite people to come watch games together– Local food vendors have stands– Games for families and kids
• Extra revenue opportunities through merchandise and concession sales
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Focus On Digital/Mobile Platforms to Get Word Out About New Experience
Media Strategy: Connect with fans when they are seeking information on the team, sport, or community.
Push: Engage fans when they are actively searching for information
Pull: Provide fans spaces to express themselves and build community
Paid Search:
City Entertainment sites
Sports sites
Team site
Facebook/Twitter:
Local Blogs
YouTube
Fan forum
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Conclusion• Historic franchise with strong tie to city
– Brand vision focused on creating memories and fostering connections
• Memory creation and connections need to be experiential – Pre-game carnivals– Pre and in-game rituals – Bringing experience to life in local communities
• Digital/mobile space best place to connect with fans– Actively engaged in media– Create forums where fans can become brand ambassadors