MLB All- Star Legends and Celebrity Softball Game

Marketing Plan

Tyler Cook and Brett RichardsonSports Marketing/ Dr. Peetz

December 3, 2013

The Taco Bell Celebrity Softball Game occurs every summer during MLB All-Star festivities

Game is aired on tape delay late at night Mission Statement: “bring an exciting,

family atmosphere to MLB fans of all ages, filled with connecting fans with baseball’s past and today’s stars”

Lacks a marketing strategy

Introduction

The Softball Game◦ Teams consist of former players and current

celebs◦ 5 inning contest◦ Celebs based on All Star location

Other services include concessions and Taco Bell giveaways

Products and Services

Economic Status◦ Ticket prices start at $44 and go as high as $300◦ ticket packages include tickets to both the

softball game and Future’s game Demographics

◦ Families ◦ Baseball fans

In the maturity stage of the life cycle Competitors: other All Star Celebrity Games

Situational Analysis

StrengthsAttached to MLB

Strong MLB fan baseTechnology

Interested sponsors

WeaknessesExposure to fans

Unfamiliar CelebritiesPoor Marketing Plan

Tape Delay on TV

OpportunitiesSponsors associated with MLB

Airing on lesser networkPopular stars

Unique atmosphere

ThreatsOther All-Star Weekend eventsPopularity of NBA All Star Game

Television RightsOther forms of entertainment

SWOT Analysis

Target Market needs to shift in order for the event to be successful

Non baseball, pop culture fans◦ Game can create a more interactive experience

between fans and celebrities Families

◦ Parents with young children◦ Short game will keep their attention

Target Markets

Create an exciting atmosphere for fans of all ages and baseball enthusiasm

Increase attendance for the game by 50% in five years or 10% per year

Increase Revenue by 25% in 5 years or %5 per year

Bring in 2 new sponsors each year to create new branding opportunities

Have the game aired live on television within 3 years of beginning the marketing plan

Marketing Goals

Gain exposure through media outlets New ticket structure Change the culture of the event

Plan of Attack

Print ads in newspapers and magazines such as Sports Illustrated

Radio and television commercials tying main celebrity with a current project

Social media blitz through Facebook and Twitter◦ “Name the Star”◦ “Celebrity Trivia”◦ Free chances to win tickets and other prizes

Celebrity “meet and greets” leading up to event◦ http://www.youtube.com/watch?v=-Fx71BgWABc

Gaining Exposure

Affordability is the main goal 5 new ticket prices:

◦ Single event children: $15◦ Single event adult: $25◦ Family package: $125

2 adult and 2 children’s tickets 4 hotdogs and 4 medium drinks $25 merchandise credit in gift shop

◦ VIP package: $150 All you can eat and drink area Meet and Greet zones with celebrities Chance to win All-Star game ultimate

◦ Entire weekend package: $250 Includes admission to all events during All-Star weekend

Ticket Structure

Create a unique fan experience◦ Get up close and personal with celebrities◦ Kid’s zone sponsored by McDonald’s or other

major sponsor◦ Gatorade interaction zone which will allow fans to

see some of today’s innovative sport’s technology◦ Nike stations where fans can try new Nike

products◦ Technology set ups sponsored by Twitter where

fans can tweet their experience at the event and upload pictures of themselves at the softball game

New Culture

“Free Agency”◦ 4-5 month period

“Spring Training”◦ 4 month period

“Opening Day”◦ 2 month period

“Post-Season”◦ 1 month period

Phases of the Plan

Known as the Brainstorming session Our team of 8 marketing directors will

recruit and strategize on who will best fit for our celebrity players

Develop social media strategies such as giveaways and interactive questions

Gather sponsor interest and sign contracts for different fan zones we will provide for the game

Introduce the stars and legends to the public

“Free Agency”

Create television commercials tying a star’s new movie or album release to their participation in the game

Implement the social media strategy through Facebook and Twitter

Send out mailer to season ticket holders in host city

Flyer blitz to local businesses and schools Create all sponsor signage and giveaway displays Host side events such as “Kevin James Hot Dog

Eating Contest”

“Spring Training”

Ramp up social media strategy with ticket giveaways and meet and greet passes

Have training for all staff and volunteers where issues such as parking, merchandise sales and customer service policies are handled

Mail out tickets and any other material to all fans attending the game

Get ready for the Taco Bell All-Star Legends and Celebrity Softball Game to be a major success

“Opening Day”

Evaluation Process Short surveys fans will be asked to take in stadium at event

or by email sent to them the week following All-Star activities◦ Customer Service◦ Parking◦ Merchandise◦ Entertainment◦ Celebrity involvement◦ Overall satisfaction

Evaluate and analyze data as far as attendance and revenue Have follow up meetings with all sponsors Compile a database of attendees to send material to in the

following year

“Post-Season”

Expected revenue: $2,600,000◦ Ticket sales: $700,000◦ Concession and merchandise: $400,000◦ Corporate contracts: $1,500,000

Expected expenses:$2,500,000◦ Stadium costs: $300,000◦ Interactive zones: $300,000◦ Celebrity engagements: $500,000◦ All forms of promotion: $1,400,000

Total Profit Margin: $100,000

Revenue Generation

Questions?