1

2

2. ExecutiveSummary

OverviewPresentedinthisdocumentisthestrategicmarketingplanfortheRapidCityMustang’sMinorLeagueBaseballTeam.Thisdocumentisdesignedtoinformthemarketingteam,graphicsteamandpromotionsteamonhowthisMinor-LeagueBaseballfranchisewillfulfillitsgoals,allwhilelivinguptothefranchise’smission.Section3&4Inthisdocument,youwilllearnabouttheRapidCityMustangsMinorLeagueBaseballorganizationandyouwillgainanin-depthunderstandingofthefranchise’smissionandvision.Withintheorganization,youwilllookateachdepartmentthatisthebreadandbutteroftheRapidCityMustangs.Youwillgetaglimpseinthestrengthsandweaknessesoforganization.Thenwewillbetakingalookintotheopportunitiesandthreatsthatarepresentedtothefranchise.Section5&6Theplanningprocesswillcoversecondarymarketresearch,willlookatthehistoryofbaseballasapopularsportinAmerica,andwilllookattheothercompetitionwithintheRapidCity,SouthDakotamarket.TheRapidCityMustang’stargetaudienceislaidoutinclearterms,illustratedbyanalyzingtheaudiencebybreakingtheaudienceintoMosaicgroups.Section7TheRapidCityMustangsMinorLeagueBaseballteamisaproductwithinalargerindustry.Theproductisbrokendownintofeaturesandbenefitsthattheteamandtheorganizationcanbringtotheirtargetaudience.Lookingathowthecompanywillpositiontheproducttotheirtargetmarket,theperceptionoftheproductthatthetargetaudiencehasoftheRapidCityMustangsandexamplesofthecompany’ssloganandtagline.Thissectionwillillustratehowthefranchisewillbrandtheteam/productandpresentyouwithvisualsoftheteam’sbrandmark.AlsoinSection7wewillbreakdowntheticketpricingforgames;breakingintoseasontickets,one-gamepricing,etc.Asidefromtheticketprices,thesectionwillalsodisplaythetypesofmerchandisethatwillbesoldatbaseballgames,in-storesandonline.Thedistributionstrategyisdescribedingreaterdetailtoallthereadertounderstandhowtheorganizationwillgettheircustomerstheproduct.Anin-depthdescriptionoftheballpark,theballparkfeaturesandbenefits,thetypesofmediathatwillbeusedtobroadcastandpromotetheRapidCityMustangs.Awaygamepromotionswillbecoveredduringthissection.

3

Thedocumentwillcoverthepromotionalstrategy,advertisingstrategyandsalespromotionalstrategiesfortheRapidCityMustangs.Thesesectionswillcoverdifferentformsofmarketingthatthefranchiseutilizestomarkettheircompanyandsponsorshipinformation.TheendofSection7coversthewaysinwhichpublicrelationswillbeutilized,directmarketing,directsellingandvariousInternetactivitiesthatwillbeusedtopublicizetheRapidCityMustangs.Section8ClearmarketingobjectivesarespeltoutinSection8.Revenueinflowsandoutflowswillbeaddressedintherestofthissection.

3. YourOrganization3.1. MissionStatement

TheRapidCityMustangsarededicatedtoprovidingthespiritofAmerica’spastimewithintegrity,family-orientatedfun,andauniqueexperienceforallcommunitymembersandfansaroundthesportofbaseball.

3.2. VisionStatementTheRapidCityMustangsaspiretokeepthegenuinespiritofAmerica’spastimealivewhilebecomingatop-tierMinorLeagueBaseballorganizationinthenation.Indoingso,wehopetocreateamemorablebaseballexperienceeverytimeafanentersourballpark.

3.3. BreakdownofMarketingDepartmentTasks3.3.1. AdvertisingSales

Advertisementforthestadium• Signage• Brochures• Tickets• Clubsuites• Giveaways• Vendors

• Controlswhomwewantadvertisedatthestadium• Workdirectlywithclientsandpotentialadvertisers• Calculatepotentialpricesforclientsandadvertisingneeds• Negotiatepotentialpartnerships

3.3.2. Promotions/PublicRelationsDept.

• Responsibleforbuildingrelationshipsbetweenthepublicandourorganization

4

• Relayapositiveimageandmessageofourteamtothecommunityandsurroundingarea

• Createdifferentpromotionstobeimplementedwithinourballpark

• Createengagingandmemorableexperiencesforfansandcommunitymembers

3.3.3. TicketsSales

• PrimaryTask:Sellseasontickets,singlegameticketsandgrouptickets

• Spendamajorityoftimeonthephonesellingticketstocustomers

• Manageticketsalesappointments,todiscussticketpackageandavailability

• Hostarenatourstoensurethesaleofticketpackages• Membersoftheticketsalesteamwillcontinuetoselltickets

duringtheoffseason• Theticketsalesteamwillparticipatesinallpromotionalsales

eventsthroughouttheentireyear

3.3.4. Merchandise• Createteammerchandise;logosandproductdesigns• Calculatethemarkupandprofitforthemerchandise• Conductindustryandcustomerresearchusingdemographic

searchtool(Simmons,DemographicsNow)tofullyunderstandourtargetaudience

• Determinemarketingmixformerchandise• Workwithmanufacturerstoproduceourmerchandise• Monitorthetrendsofmerchandisesales

3.3.5. Branding

• BrandingDepartmentissolelyinchargeofmakingsurethatallmarketinginitiativesalignwithourparticularbrand

• Continuouslymonitorthetrendswithinthemarketplace;ensurethattheRapidCityMustangsbrandresonateswithinthetargetmarket

• Conductresearchofbusinesstrendsandmarketcompetition• Organizefocusgroupstounveilconsumerinsightsofourproduct• MarketresearchgatheredispresentedtotheMarketing

Department;affectingadvertising,pricinginitiatives,logodesign,packaging,etc.

• CollaboratewiththeMarketingDepartmenttocreatestrategicmarketingplanstofurtherexcelmarketingefforts

• ROI(returnoninvestment)isreportedbythisteamtoimproveallfuturemarketingcampaigns

5

• Monitorallconsumerrelationstoguaranteeourcustomersperceiveourbrandasoneofthehighestperformersinourindustry

4. SWOTAnalysis

4.1. SWOT

Strengths

• OurentityhastheabilitytodrawacrowdtoaMinorLeaguebaseballgame

• TheonlyMinorLeagueBaseballteamintheGreaterRapidCity,SouthDakotaarea

• Ourbrandingisaestheticallypleasingandengaging• Ourentityactivelyengageswiththecommunitythroughvolunteer

opportunities,merchandisesigningevents,andcharitablemonetarydonations

• SecondlargestcityinSouthDakota.67,956people,28,586households,and16,957familiesresidinginthecity

o 29.9%ofthehouseholdshavechildrenundertheageof18• Post22AmericanLegionbaseballisthemostsuccessfulofSouth

Dakotassportsprograms• BringcommunitypridetoRapidCity• Bringingbackthegameofbaseballtothecommunity/truehometown

prideandhonor• Ticketstothegameareincomparablepricerangeofmonumentsin

area• Largetouristtown

Weaknesses

• ThelocationofSouthDakotamakesitdifficultforout-of-stateteamstocompeteagainstourteam.

• Thelackofdiscretionaryincome,withinthepresentAmericanhouseholds,hasfallen.Familieshavealimitedamountofmoneytospendonleisurelyactivities.

• SinceSouthDakotaisinaremotelocationitmaybechallengingtokeepaconsistenceinticketsales

Opportunities

• Engagefansandcommunitymembersthroughappealingmarketinginitiatives

• Becometheleadingcharitableentityinthecommunity

6

• TheamountoftouristtrafficinthecityofRapidCity,SouthDakotahasthepotentialtoconverttravelerstoloyalMustangfans

• Theareaisaverygenuineandpatrioticlocation.Verygoodopportunityforspecialgamenights.

• Manygreatlocationstoplacethepark• Opportunityforgiveawayswithticketstomonumentsinthearea

Threats

• MinorLeagueBaseball,asawholeintheUnitedStates,hastocompeteagainstgrowingsports.SportsthataregrowingintheUnitedStatesaresoccerandbasketball.

• Therearemanytouristattractionswithintheareaforpeopletopickwhendecidingiftheywanttomaketimeforourgame.

• Anotherminorleagueteaminthearea(Hockey)• Touristsmaynotcaretowatchaminorleagueteamfromastatethey

don’tlivein• Touristsmaynotleaveenoughtimetovisitaminorleaguegame• TouristsmaynotevenactuallycometoRapidCityduringtheretime

visitingnationalmonuments• Oncetouristseasonendsmaynothaveasmanyvisitors

4.2. IDtheMainIssuesFacingYourEntity

Themainissuesfacingourentityarethelocationofourcityordinates.RapidCity,SouthDakotaisahightraffictouristdestination,whichmakesitchallengingtoengageeachandeveryindividualwhocomestoourgreatcity.Bynotknowwhowillbevisitingourlocationwedon’thavedemographicstocreateatargetmarketfortourists.Ourentitydoesn’thavethedataweneedinordertounderstandalargerportionofourmarket.ManytouristsdonotcometoRapidCityforabaseballgame.Thehighesttraffictouristattractionsnearourstadiumincludenumerousnationalmonumentsandotherhistoricalsights.Ourentity’slocation,intermsofgeologicalbarriersandpopulationdensity,isdeemedisolated.

5. PlanningProcess5.1. SecondaryMarketingResearch

5.1.1. HistoryofBaseballinyourmarketGeneralHistoryTheCityofRapidCity,SouthDakotawasfoundedin1874whenagroupofmenyearningforgolddecidedtoestablishasettlementinthepresentdayRapidCitycoordinates.Assettlersstartedtolaydownrootswithinthesmallsettlement,thescopeoftradesstartedtogrow;lumbering,farming,etc.Thecitygotit’snamefromthespring-fedRapidCreekthatrunsthroughthecity.

7

HistoryofbaseballwithinRapidCityOneofthefirstbaseballteamsintheareaofSouthDakotawastheBasinLeague.Theleaguewascreatedin1953tobringentertainmenttofansandtheopportunityforlocalcommunitymemberstoplaythegame.Itwasaminorleagueteamthatbroughtseveralstarstofameintheirbaseballcareer.Theywereasummerleaguethatplayedfor21seasonsintheSouthDakotaarea.Theteamwasveryshortlivedandfadedawayasmoneybecameabigissueandthemajorleaguesdrewinmorepeople.Thelittleminorleaguejustcouldn’tsurvivewithnotenoughfinancialsupportcomingtotheteam.AstimehasgoneontheloveofbaseballhasreturnedtotheSouthDakotaarea.TheynowhaveafewJuniorLeaguebaseballteams(LegionBaseball)likePost22andPost320,alongwithsomecollegeteamslikeTheUniversityofSiouxFalls.TheUniversityisamong36otherHighSchoolsthroughD-IIIbaseballteamsspreadacrossSouthDakota.IntermsofaMinorLeagueBaseballteam,SouthDakotawasthehometotheBlackHillsBaseballLeaguein1892.ThefourcitiesthatplayedintheleagueweretheDeadwood,FortMeade,HotSpringsandLeadCity.Allfourcitiesareontheextremeleftsideofthestate.TraditionThetraditionwithinRapidCityisoneofpristinewildlife,historicallandmarks,andasenseofindividuality.ComingtoRapidCityisanexperiencethatnotmanypeopleoutsideofthecommunityfullyunderstand.CommunityPrideRapidCitypridesthemselvesonbeinganawesometouristiccity.Withsomanyattractionsthatfamiliesofallagesareabletovisitandhaveagreattime.Thecommunitypridesthemselvesonhavinglandmarksthatpeoplefromallovertheworldcometovisiteachyear.

5.1.2. OtherentertainmentoptionsinmarketMountRushmoreNationalMemorialEngravedinAmerica’sgreatBlackHillslandscapeistheiconic“shrinetodemocracy(visitrapidcity.com).”LocatedjustahalfanhourdrivefromRapidCity,thefacesofouriconicpresidentsGeorgeWashington,ThomasJefferson,TheodoreRooseveltandAbrahamLincolndrawaround3millionvisitorsayear.

8

BearCountry,USATakea2-miledrivethroughBearCountryUSAtoseetheworld’slargestcollectionofprivatelyownedblackbears.Theparkis200acresofpristinewildlifefeaturinggrizzlybears,blackbears,buffalo,wolves,etc.CusterStateParkVisitthe71,000-acrewildlifewonderlandtoencounteroneofthenation'slargestfree-roamingbuffaloherds.Thecountlessspeciesofwildlifecreateaonceandalifetimeopportunitytoexperienceuntouchedlandsandbeautifulenvironment.BadlandsNationalParkThe244,000-acreparkfeaturesthelargestprotectedmixedgrassprairiesinthenationcomplementedwiththeiconicerodedbuttes,pinnaclesandspires.Thepark’svastcanyonsandwildlifecaptivatearound1millionvisitorsayear.CrazyHorseMemorialInhonorofthenotoriouswarleaderoftheOglalaLakotaTribe,CrazyHorseandallNorthAmericanIndians,thememorialwillbethelargestMountainCarvingintheworldwhenitiscompleted;563feettallby641feetlong.Onemillionvisitorscometothememorialtoenjoytheuniqueblastingexperience.SouthDakotaAirandSpaceMuseumTheAirandSpaceMuseumlocatedoutsideEllsworthMilitaryBaseandalongsidetheBlackHills.ItisfilledwithartifactsthatdepictthejourneyandthesacrificemanymadeintheevolutionofaviationinAmerica.ReptileGardenTheReptileGardeninSouthDakotaholdstheGuinnessBookRecordforWorld'sLargestReptileZoo.Theyhousemorespeciesandsubspeciesthananyotherzooorparkintheworld.

6. MarketSelectionProcess6.1. SummarizeYourMarket’sDemographics

• RapidCity,SouthDakotaPopulation:72,477residents;expectedtogrowatarateof4.2%

• Asthepopulationgrowsthenumberofhouseholdscontinuestogrowatanevenfasterpaceat5.4%

• PredominantRace:Whites(57,952people)• SecondLargestRace:AmericanIndiansorAlaskaNative(8,882

people)

9

• LargestAgeGroup:Ages25to34(10,897people);increasingatarateof7.1%

• SecondLargestAgeGroup:Ages5to14;increasingatarateof5.4%• Note:Thesecondlargestagegroupdirectlycorrelateswiththe

largestagegroup;alsoknowasgrowingfamilies• Rivalingourlargestagegrouparetheagesof55to64and65to74

o Togethertheseagegroupsmakeupthelargestagesegmentwithinourpopulationof15,445;growingatarateof23.5%

o Eventhoughtheseagegroupsareseparateweacknowledgethattheseagegroupsareillustratedwithinourmosaicindexsummary

• AverageHouseholdIncome:$50,000-$74,999(6,219households)• SecondLargestHouseholdIncome:$100,000-$149,999(3,038

households);withagrowthrateof48.7%.• Note:Theincomegroupof$150,000+isalsogrowingatafastrateof

43.1%• MarriedWithASpousePresent:25,562citizens• SecondLargestMaritalSegment:18,648citizenshaveneverbeen

married• EducationObtained:Betweenabachelor'sdegreetoahighschool

degree• TwoLargestEmploymentGroups:Whitecollarandbluecollar

workers• TheWhiteCollarsegmentisthelargestinnumberofworkersat

21,596;growingsteadilyat5.7%• TheBlueCollarsegmentisthesecondlargestinnumberofworkers

at14,125;growingsteadilyat5.3%

TourismExpendituresinSouthDakota-2015CalendarYear

• $5.9billionintotalbusinesssales• Thetotalamountthatvisitorsspentincreased2.0%fromtheprevious

year• 13.7millionvisitorsin2015;likeeveryonefromNebraska,Missouri,

andWisconsinvisitingSouthDakota• 9.5%ofthetotalemploymentinSouthDakotais“visitor-

supported”/thetourismsector;directlyimpacting52,166jobs• ThenumberofvisitorstotheNationalParksinSouthDakota

increasedtoover4.2milliontourists• Anewrecordwassetofthenumberoftouristswhovisitedthe

InformationCentersinSouthDakota;morethan700,000individuals• July-630,000roomsweresoldinhotels,motels,etc.Estimated

20,000roomsanightweresold• 36,337directtourismjobs

10

• $199millioninsalestaxcollectionfromactivitymadedirectlybyvisitorstoSouthDakota;enoughtofullyfundtheentirecitybudgetforRapidCityandAberdeen(twoofthelargestSouthDakotacities

11

Theamountofmoneythattouristsarespendingcontinuestoriseatasteadyrate

6.2. DefineYourTargetMarkets

Thelargestsectionofourtargetmarket,accordingtotheMosaicindexsummary,isGroupC,BoomingwithConfidence“AgingofAquarius”at6,784households.

• Emptynestingcouples-80%havenochildrenathome• Ages50-65• Majorityofhouseholdsconsistofmarriedcouples• Graduateschooleducation• Highincomesatprofessionalandtechnicalpositions• Enjoyactiveleisurelives:exerciseatfitnessclubs,non-aerobicsports

(golf,yoga,andsailing),plays,museums,antiqueshows,cruises,casinos,gourmetrestaurants

• Travelfrequently• Printfanswhoreaddailynewspapersfromcovertocover,subscribe

tomagazines• Maintainloveofmusic:rock‘n’rollers,jazz,classical,andeasy

listeningmusic

TheSecondlargestsectionofourtargetmarket,accordingtotheMosaicindexsummary,isGroupO,SinglesandStarters“DigitalDependents”at3,939households.

12

• Intheirtwentiesandearlythirties• Startingindependentlivesandfamilies• Majoritytendtobesingle,white,andeducated• Multitaskinglifestylesthatallowthemtobouncebetweencellphones,

ipods,laptopsandvideogames• Activesociallives:goingtobars,theaters,cinemasandbilliardshalls• Havechampagnetasteswithsix-packbudgets• Nearlyhalfarewithoutcars• Purchaseonlinequitefrequently• Hardtimeconnectingwiththemthroughtraditionalmedia• Theyenjoyathleticactivitiesandgotoproandcollegesportevents

TheThirdlargestsectionofourtargetmarket,accordingtotheMosaicindexsummary,isGroupK,SignificantSingles“BohemianGroove”at3,866households.

• Mostlysinglenevermarried,divorced,orwidowedindividuals• Generallybetweenages46and65• Liveinaffordableapartments• Laidbacklifestyles• Lowincomes,likeshoppingatplaceswithwidevarietyandlow

prices,drivelowerendmid-sizedcars.• Tendtostayintheirapartmentsenjoyingmusic,cooking,making

crafts,andpainting• Predominantlywhitewithaverageeducations-highschoolandsome

college• Jobsinhealthcare,socialservices,andthemilitary• LocatedmostlyintheNortheastandWestofthecountry• Forpoliticalviews,theyareIndividualists,theirsocialissueviews

rangewidelyacrossthemap• ImpulseshoppersatplaceslikeKmart,Sam’sClub,andDollarGeneral

TheFourthlargestsectionofourtargetmarket,accordingtotheMosaicindexsummary,isgroupL,BlueSkyBloomers“RootedFlowerPower”at3,790households.

• Informedconsumers;bargainoverbrand;heavycouponusers• Enjoyclubsandvolunteering• Singlesorcouplesintheir50sand60s(childrendonotlivewith

them);manyhavebeenwidowedordivorced• Liveverycomfortablemiddle-classlifestyles;higheducationandwell

payingjobs• Entertainingthethoughtofretirement• Willavoidthetrafficofdowntown;stilltryandgoouttoeatoncea

weektoacasualdinningexperience;theoccasionalgamblingouting

13

• Enjoygoingtoconcerts;anywherefromclassicaltocountrymusic• Buyfunctionalitems;enjoydrivingtostoresandshopoutofcatalogs• Donotdomuchonline;significantadnegativity.Worryabout

pollutionandunethicalpracticesbylargecorporations• Liketoreadthenewspaper,magazinesandradiostationlisteners;

newstalkprogramsandclassicaltoadultcontemporarymusicradiostations

• Largelynotintosocialmedia;dogoonlineforutilitarianreasons;doclickononlineadvertisementsthatlinktoapurchase

• Leisureactivitiesandhobbies:BelongtoAARP,belongtoenvironmentalorganizations,belongtogardeningclubs

• LargelyintoNascar,HorseRacing,Poker,NFLandMajorLeagueBaseball

TheLastsignificantsectionofourtargetmarket,accordingtotheMosaicindexsummary,isGroupJ,Autumnyears“AginginPlace”at3,055households.

• AttractedWorldWarIIveteranswithyoungfamilies• Scatteredacrossthecountrynearmetrosandmid-sizedcities• Morethanfour-fifthsofhouseholdheadsareover65yearsold• Two-thirdsarealreadyretired• Enjoyquiet,unassuminglifestyles• Spendtheirtimereading,gardeningandwatchingtheirfavoritegame

shows• Havetraditionalshoppingtastes• Brandloyal• Fansoftraditionalmedia(dailynewspaper,travelmagazines,etc)• Socialconservatives(faith-based)

7. MarketingMixDecisions7.1. Product

7.1.1. OverviewofProductYouareenjoyingasummernightdrivethroughthewildprairies,jaggedmountainsandrollingprairiesoftheSouthDakotaterrainwhenyourcarglidesoveramassivehillintotheheartoftheMidwestplains;youhavearrivedinisRapidCity,SouthDakota.Faroffinthedistanceyoureyesaredrawntoenormousstadiumlightsilluminatingthemodernexteriorofballpark.Thesilhouetteofamustangshinesbrightontoarockyhillsideintheoutfieldoftheballpark.Thesummernight’sbreezeandshimmeringstarsglisteningabovetheMidwesternterraingetsyouinthemoodtoenjoyoneofAmerica’sgreatestpastimes;aRapidCityMustangsMinorLeagueBaseballgame.

14

Asyoudriveuptotheone-of-a-kindstadium,youaregreetedwithaparkingfriendlyvehiclelot.Youquicklyjumpoutofthevehicletobemetwithsmellsofglorious,classicbaseballgamefood;suchasminidonuts,hotdogs,cheesecurds,pretzelsandfreshlybrewedbeer.Toheightenyourexcitement,youarealsointriguedbythesmellsandthebuzzcomingfromtheFoodTruckLane;locatedontheconcourse.ThemassivestadiumlightsoutsideofthestadiumilluminatethededicatedfansthatareheadingtowardsthePlazaofthestadium.Fansofallagesaresportingteamapparelandmerchandise;suchasMustangbags,sunglasses,hats,etc.YouproceedtobrisklywalktowardsahugeilluminatedMustangthatisilluminatedinneonlightsontheoutsideofthePlazawalls.Youhandthesinglegameticket,thatyouhavejustpurchased,totheattendantattheentrancegate.Youthentakeastepintothebeautifullymodernbaseballstadium.Youaregreetedwithanopenconcourselayoutthatallowsyoutomovecomfortablywithalloftheotherfans,alongwithvariousoptionsforyoutopartakeinbeforethestartofthebaseballgame.SinceyouarenewtotheMustang’sstadium,youwouldliketopurchaseacutet-shirtfromtheapparelstand;youpickoutareasonablypricedstandardwomen’sV-neckt-shirt.NumerouschildrenareenjoyingtheenormousplaygroundandleisureareaintheKid’sBarnatoneendofthePlaza,whileattheotherendtherearedeliciouslocalfoodvendors,intheFoodTruckLane,arecallingoutfoodorderstotheircustomers.Onceyougrabadeliciousgamedayhotdoganddrinkspecial,youarereadytoindulgeinyourclassicbaseballgamemeal.Youstartheadingtoyourseatforthegame.Akindstadiumemployeeassistsindirectingyoutowardsyourseatsection.Asyouwalktowardsyourseat,theviewofthelushgreenfieldcomesintoyourvision;thefieldtakesyourbreathaway.Theopenarchitectureofthestadiumreallyallowsallfanstoenjoythegame;thereisnotbadseatinthestadium.TheseatsthatyouhavepurchasedaredirectlyabovetheMustang’sdugout,onlyafewrowsupfromthefield.TheMustangsMinorLeagueBaseballteamiswarminguptobeattheiropponents.Thepremiumqualityhotdoganddrinkspecialthatyouhadorderedproceedstofillthedepthsofyourstomach.ThelighthumofexcitedfanschatterofexcitedfansandthesoundofdowntownRapidCity,SouthDakotafillstheair.Theannouncerappearsonthespeakerandproceedstowelcomealltheattendeestotheevent.Asheintroducesbothteamstothefield,youwatchtherestofthefansmaketheirwaytotheirseats.Inthedistance,youseefamiliesandgroupsofmillennialsgettingcomfortableonthelushgreenspaceofthestadiumcalledTheGarden.

15

Youwatchbusinesswomenandmensettlingintotheirsuites,alongwithamixtureofcasualbusinessprofessionals,millennials,andfamiliessettlingintotheHomeRunZone.SuddenlyyouhearclassicrockmusicfloatingthroughthefreshMidwesternairfromaboveyou.ThemusicisstreamingthroughthestadiumfromTheStable,ultimatelyintriguingyourinterest.Youdecidethatyou’llhavetogocheckoutTheStableareabeforeyouleavethestadium.Thebaseballgamehasofficiallystartedandthefansareexuberantlycheeringfortheirhometeam;theRapidCityMustangs.Asfarasyoucansee,everyfaninthestadiumisenjoyingtheirtraditionalbaseballexperience.Throughoutthegame,classicbaseballjigsringthroughthestadium.Theinfamoussilhouetteofamustangshinesbrightlyontotherockyhillsideintheoutfieldoftheballpark.Thisnostalgicmustangbringsasmiletoyourfacebecauseyourealizeyouareexperiencingaminor-leaguebaseballgamefromafranchisethatrespectstherichhistoryoftheRapidCityarea;theentireMidwesternregionoftheUnitedStates.Asyougetparchedduringtheseventhinningofthebaseballgame,youwonderuptotheupperdeckofthestadium.Hereyoufindamodern,comfortableareaofthestadiumthatofferscountlesslocalbeerbrewsandvariousdrinkoptions.YoualsogettheopportunitytosatisfyanyofyourothercravingsattherestaurantlocatedinTheStable.Youcontinuetowatchthegamefromthisareaandstarttominglewiththeotherfanslounginginthisarea.Attheendofthegame,youareastonishedasthestadiumlightsofffireworkstocelebratethebeautifulsummernight.Theenormousfireworkslightuptheentirenightsky,illuminatingtheSouthDakotahillsidessurroundingthebeautifulbaseballstadium.YoualsoreceiveafreeMustangshandkerchiefforcomingtothegame,asyouexitthestadium.Thenighthascometoanendandyouhavejustexperiencedthebestminorleaguebaseballgameyouhaveeverexperienced.ThiswillnotbethelasttimeyouvisittheRapidCityMustangsMinorLeagueBaseballStadium!

7.1.2. Features/benefitsofattendingacontest

• Givesfansgenuinebaseballexperience• Receivegreatervaluethanwhatispurchased• Moreexperiencethanjustabaseballgame• Familyfriendlyevent• Experienceindooroutdoorstadiumfeatures• Easilyaccessibletomovethroughouttheballpark

16

7.1.3. PositioningPositioningstatementTheRapidCityMustangsprovidethecitizensoftheGreaterRapidCityAreaandtravelingtouristswithanall-inclusive,AmericanpasttimeexperiencethananyotherMinorLeagueBaseballTeaminthenation.Wedothisbycaptivatingouraudiencefromthesecondtheywalkinourstadiumgatesthroughengagingactivitiesandbyprovidingouraudiencewithanauthenticbaseballgameexperience.Thetermqualityisdefinedaswhatthecustomergetsfortheirmoneyintermsoftangibleitems,theoverallexperienceandthedurationofyourstayateachdestination.

Averagedurationoftimethatacustomerwouldspendatthedestination:

• BearCountryUSA:4hours• Mt.Rushmore:2hours• ReptileGarden:4hours• CusterStatePark:3hours• CrazyHorse:2hours• BadlandsStatePark:3hours• SouthDakotaAirandSpaceMuseum:2hours

Theactualcostofeachdestinationislistedbelow:

• BearCountry-AdultAdmission$16(privatevehicle)

17

• Mt.Rushmore-AdultEntranceFee$10• ReptileGarden:AdultAdmission$15• CusterStatePark-$20(SouthDakotaStateParkvehiclepass)• BadlandsNationalPark-$20(NationalParkvehiclepass)• CrazyHorseMemorial-AdultAdmission$11• SouthDakotaAirandSpaceMuseum-FreeAdmission,bus

tours$8

Note:ActivemembermilitaryreceivefreeentranceintomostofthetouristattractionswiththeirID.

Slogan/Tagline

• Jointheherd• ExploreAmerica’sHeartland.ExploreATrueAmerican

Pastime.ExperiencetheRapidCityMustangs.• Explore.Experience.TrueAmericanBaseball.

7.1.4. Branding

Definingone’sbrand• Trustworthy• Genuine• Authentic• Entertaining• Spirited

Styleguide:

18

19

20

BusinessCard

Seeletterheadinsection7.4inpressrelease

7.2. PricingStrategies7.2.1. Tickets

21

7.2.2. Merchandise• Women/Menlongsleevet-shirts(cotton,workoutmaterial)• Childrenlongsleevesamematerials• Snapback,fitted,andVelcrohats(men/women/children)• Sweatshirts(hoodies,crewneck,pullovers,zip-ups)• Accessories(keychains,miscellaneousitems,carstickers)• Game-usedbats,hats,jerseys(raffleprizesorpromotionaluse)• Women/Menshortsleeveshirt(cotton,workoutmaterial)

22

7.3. DistributionStrategy

7.3.1. ViatheBallpark• TheBarn-KidsPlayground:Thisiswherethekidscanfindallof

theexcitementwithinthebaseballpark.Therewillbeinteractivegamesthatwillbemanagedbyparkstaff.Alongwithhandsonexperiencesthatwillkeepkidsentertainedlongerthanthegame.

• TheStable-BeerGarden:Thiswouldbeanopenbeertopbarthatoverlooksthestadium.FanswouldbeabletoenjoythetasteofCrowRiverbeerwhilebeingcaptivatedbytheRapidCityMustangsentertainment.

• TheGarden-Grasszone:Ouropengreengrassareaallowsfansanewwaytoenjoythegame.Fanscaneitherpicktositandexperienceformseatsorchoiceanewwaytoenjoythegame.

• HomeRunZone-Loungearea:TheHomeRunZoneareaisanothernewgreatwaytoexperienceaballgame.Thiszoneisaloungelocationforfanstowatchthegame.

• TheSuites-16sponsoredsuites:Thesesuitesgivefansaluxuryballparkexperience.Withthe16sponsoredsuitesavailableforfanstopurchasetheyhavetheoptionofanindooroutdoorexperience.Therewillberetractableglassdoorsthatfanscanchooseonwhetherornottheywantthedoorsopenorclosedwhilewatchingthegame.

23

• FoodTrucklane-Concessions:Withtheballparkhavingfoodtrucksprovidingthefoodtoourfansitallowsforvariety.Thestadiumisabletochangethefoodoptionsastheseasongoesonandcatertofansneeds.

• Gate/Apparel-Entryandclothing’s:byhavingtheapparelopenedbythegatesitallowsforeasyaccessforfanstovisit

• ThePlaza:ThePlazaisanothergreatlocationforfanstobeabletoenjoytheballparkexperience.Thereisanicelargelocation,whichisopenforfanstoenjoythegameexperiencebeingabletohangoutbeforeandafterthegame.

24

TheballparkwillbenestledintheoutskirtsofdowntownRapidCity.Stillcloseenoughtothebusylifeofdowntownandallofthesmallbusinesses.Theentranceofthestadiumwouldstillbelocatedbyallofthetownssmallbusinesses,butoverlookingtheiconicrollinghillsofSouthDakota.7.3.2. ViaMedia,Sellingbroadcastingrights

Forourradiosellingrightswewillbegoingwith7,000listenersat$3.00costperthousandwhichis$21perspot.

7.3.3. Viapromotions,Sponsortogotoawaygames• Eachsponsorgetstobring4gueststooneawaygameoftheir

choice,roundtrip.Allthesponsorpaysforisthe5tickets.• Ridethebuswiththeteam,mealspaidfor• Eachsponsorandtheguestgetsafreehat

Mustangswillbepromotingaridealongpromotion.FortheSundayawaygamesinJulyfanswillreceive50%offawaygameadmissionticketswiththepurchaseofexclusivepatrioticmustangapparel.Thisapparelissoldexclusivelyonlineandatourinparkshop.

25

7.3.4. Viamerchandise-retail,web,etc.• Onlineshop• Atthegame• Downtownstoresinthearea

o Roam’nAroundo AlexJohnsonMercantileo KarmaBoutiqueo UntamedAccessoriesandClothingo ShirtShack

• LocalchainsaroundRapidCityo JCPennyo Kohl’s

• Atotherlocaltouristlocationso MtRushmoreGiftshopo AirandSpaceMuseum

7.4. PromotionalStrategy

7.4.1. Advertising

Print:Ourprintadvertisementswillconsistofdigitalcontentthatwecanuseinmultipleareas.Theseadswillbeusedonsocialsites,newspapers,website,brochureracks,andlocalcontentmagazines.Adswillincorporatedifferentaspectsofourstadiumtogiveconsumersafeelofwhatgoingtoourgameswouldbelike.ReallytryingtodrawthemintomakingthatpurchaseandexperienceaRapidCityMustangsgame.

• SocialSites:TheadswillbeusedonsiteslikeFacebook,Instagram,Twitter,andSnapchat.Theseadvertisingtoolsareaeasyandaffordablewaytopromoteourentitytothepublic.Wearealsoabletonarrowourmarketwhenadvertisingonthesesocialsites,whilestillbeingabletotargettolarge-scaleaudienceacrossthenation.SocialMediasitesareagreatwaytocreatebrandawarenesswithouttouristtargetmarket.

• Newspapers:WithseveralnewspapersintheRapidCityareawehavedecidedtofocusourmarketingeffortsononenewspapertocreatepositivebrandassociationwithoneotherbrand.ThisnewspaperbeingtheRapidCityJournal.Thecostofthisnewspaperwouldbe$250,Includedinthepaperwouldbe:18linesinprint,30daysinprint&online,Unlimitedonlinetext,Upto50photosonline,Companylogo,andFeaturedonWebsite.Withthebaseballseasonbeing4monthslongwewouldneed4packagesofnewspaperoffer.Insteadofpurchasingthe$1,000ofnewspaperadswewouldin-kindtradewiththeRapidCityJournalforequivalentmarketing.

26

• Website:Alongwiththeuseofdigitalcontentonoursocialsitewewouldalsousethoseadsonourwebsite.Wewouldn’tusethemonthewebsiteasoftenasothersites,becausefansdon’tcometoawebsitetoseeads,butwewillusethemiftheyhelpmarketingefforts.Anexampleoftheseadswouldbeforspecialevents,brandawareness,andplayerfeatures.

• RackCard:RackcardsaregreatresourcesavailablefortheRapidCityMustangstoadvertiseourparkexperiencetoourtouristtargetmarket.OnethecardsarecreatedandpurchasedbyuswethenjustneedtogettheapprovalthroughtheSouthDakotaChamberofCommerce.Theyhavealreadyplacedrackcarddisplaycasesthroughouthightraffictouristlocationsthroughoutthestate.Theselocationsincludeplacessuchas;restaurants,hotels,andtouristattractions.ThestateacknowledgesthelargeamountoftouriststhatvisitSouthDakotaandencouragevisitorstoexplorethearrayofactivitiesavailabletothem.

• Localmagazine:TheRapidCityMustangsalsoacknowledgetheamountoftouristthatusetouristmagazineslocatedinhotelstohelpplantripactivities.ThatiswhyourteamhasdecidedtopurchaseaspotintheBlackHillsVisitorMagazine.Wewillbepurchasing½ofapagethatwillrunforthesummermonthsofMaytoAugust.Theadwillbedisbursedina50mileradiusfromRapidCityatotherpopulartouristlocations.Theadwillcost$20,000toprintto40,000differentcopiesinthedesignated50milesradius.

27

28

Broadcasting:Byteamingupwithlocalradioandbroadcastingstationswewillsharedetailsaboutourgameonthesemediums.Theywilltargetedtolocallistenersgivingthemanopportunitytoexperiencerealgenuinebaseball.ForourradiostationwearegoingtobeonbothKTOQ(alocalsportsstation)andKOTA(anewstalkstation).Bypairingupwiththesetwostationswewillbeabletoreachfansthatwouldbeinterestedinlisteningtofeaturedgamesandhearingaboutourteam.Forlocalbroadcastingrightswehavetwostationswewouldliketoteamupwith.ThefirstbeingonhotelTVadsthatareina30mileradiusofthestadium.TheseadswillbeatBestWestern,Hilton,HamptonInn,andComfortSuites.Witheachofthesehotelswewillbetradingin-kindmarketingwiththecostof$800ofmarketingmaterial.TheotherlocalTVstationintheareawouldbeKHSD-TV.Theywouldbethefeaturedtelevisionstationthatwouldbroadcastourgamestothepublic.Signage/OOH:EventhoughthereareseveraldifferentmediumsofoutofhomemarketingtheRapidCityMustangshavedecidedtofocusonusingonlybillboards.WebelievethatbillboardswillbenefitourteamthemostduetothefactSouthDakotahasveryfewcitybuses,publicstreetbenches,telephonebooths,etc.Wearealsogoingtofocusonusingdigitalbillboards.Thesewillhelpcutthecostofhavingtoprintouradforthetraditionalbillboard.Thiswayourteamcanusethesameadvertisementsusedfordigitalcontentandplaceitonthebillboardrotation.Wewillbepurchasing15billboardslotswithina50mileradiusofourstadium.Theslotswillbe$350for4weeksand2minuteviewrotationtime.

29

7.4.2. Sales

PromotionalPacket:SeeappendixforsponsorshippromotionalpacketNamingrights:WeastheRapidCityMustangswillbesellingthenamingrightsofourstadiumfor$6.6million.Thiswillbean11-yearcontractwithourstadium.TheentitythatpurchasesthenamingrightsoftheRapidCityMustangswillhavethemajorityofrightsinwheattheywillnameourstadium.

Wehavealsoincludedalistofpotentialsponsorsforourstadium.WebelievethattheseentitieswillfitbestwithoutmarketandbebeneficialtoboththeRapidCityMustangsandtheirbusiness.

Potentialsponsors:

• HarleyDavidson(SturgisEventSponsor)o Aug7th-Aug13th2017

• EllsworthAirForceBase(MilitaryEventSponsor)o AroundMemorialday/4thofJuly

• RapidCityRegionalHospital• SouthDakotaSchoolofMines&Technology(CollegeStudent

NightEvent)• RCRegionalAirport• BlackHillsBusinessDevelopmentCenter(StudentEventNight)

30

• DeepUndergroundScience&EngineeringLab(StudentEventSponsor)

PotentialSalesPromotions

• Thankateachernighto Teacherwillbehonoredatthegameo Receivefreeadmissionso Teacherswillreceiveafreet-shirto Everybookyoudonateyouget$1offyourticketwitha

limitof4books• LocalIcecreamshopgiveaway

o Everyfangetsafreeicecreamconefromalocalsponsoredicecreamshop

o Giveawayredeemablecoupons• CampMustang

o Cometoangameinthedayandthencampoutunderthestarsonthefield

o Eventforlocalorganizationsandgroupso Meetandgreattheplayers

• Youthnighto Youthbaseballplayersweartheirjerseystothegame

andgetinforfreeo Featuredthroughoutthegameo Chancetotourthestadiumbeforethegameandmeet

theplayers• HarleyDavisonweek

o PlayeronaHarleystatueo Giveouthandlebarmustacheso Hatandshirtgiveaway

• Patrioticweeko Americanflagbandanao Patrioticshirto Throwbacknight-Peanutsandcrackerjacks

• Collegestudentnighto ShowproofofstudentIDandgetinforfreeo Promotelocalcollegesinthearea

7.4.3. PublicRelations/Publicity

CommunityEngagement• TheRapidCityMustangsgive5%oftotalearningstolocal

charitieswithinthecitylimits.

• TheMondaybeforeeachhomegame,playersfromtheRapidCityMustangsgotothelocalschools(K-12)andprovidea60

31

minutephysicaleducationhourtogetthelocalchildrenengagedinbaseball,personalhealthandteamwork.

• Hosteventslikefooddriveattheparkwheretheproceedsallgotoalocalfoodshelf

PRESRELEASE

32

7.4.4. DirectMarketingWho

• Sellingdirectlytothecommunity• Sponsors• Surroundingcommunities

How

• DirectMailtolocalcommunitymembersforthefirstyear• Targetedsocialmediapostsbasedoninterestsand

demographicsrelatingtoourtargetmarket• Crosssellingpromotion

o Bundleotherlocalpurchasessuchas“buyMountRushmoreticketsandgetMustangtickets½off.Thesewouldbedistributedfrompointofpurchaseofotherlocalpurchase

• ObtainemaillistsfromoutsideagenciesofourdemographicsandGeographics

7.4.5. DirectSelling

Wewillhaveateamofindividualswhoareinchargeofourdirectselling.Ourteamknowsthatthekeytodirectsellingisbycreatingarelationshipwiththecustomer.Ourteamofdirectsellershaveoneofthemostcrucialjobsinthestadium.Theyworktomakesurethateverycustomerthatpurchasesatickethasagoodtimeatthestadium.Theymakesurethatyouenjoyedyourtimeatthepark,andifnotwhatcouldhavebeendoneforabetterexperienceandhowtheycanfixit.

7.4.6. InternetActivities

33

7.4.7. WordofMouth/Viral/SocialMedia

May 2018

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 2 3 4 5 6

7 8 9 10 11 12 13

14 15 16 17 18 19 20

21 22 23 24 25 26 27 Firework display

---------------à All Social Media Platforms (Fri, Sat, Sun)

@ Home vs. Rochester Bandanas – patriotic All Social Media Platforms

@ Home vs. Rochester (double header) Shirt- patriotic All Social Media Platforms

@ Home vs. Rochester Hat- patriotic All Social Media Platforms

28 29 30 31

June 2018

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 2 3 @ Home vs.

Eau Claire Mini Bats All Social Media Platforms

@ Home vs. Eau Claire(Double header) Shirt

@ Home vs. Eau Claire Hat

4 5 6 7 8 9 10 @ Home vs.

Duluth Balls All Social Media Platforms

@ Home vs. Duluth (double header) Shirt

@ Home vs. Duluth Hat

11 12 13 14 15 16 17 Away vs. Fargo

Away vs. Fargo (Double header)

Away vs. Fargo

18 19 20 21 22 23 24 Away vs.

Bismarck

Away vs. Bismarck (Double header)

Away vs. Bismarck

25 26 27 28 29 30 1 @ Home vs.

Sioux Falls Key Chain All Social Media Platforms

@ Home vs. Sioux Falls (Double Header) Shirt

@ Home vs. Sioux Falls Hat

34

July 2018

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 @ Home vs. Sioux

Falls Throwback Game / Peanuts and Cracker Jacks Game All Social Media Platforms

2 3 4 5 6 7 8 Away vs. WI Dells Away vs. WI Dells

(double header) Away vs. WI Dells

9 10 11 12 13 14 15 Away vs.

Rochester Away vs. Rochester (Double header)

Away vs. Rochester

16 17 18 19 20 21 22 Away vs. Eau

Clair Away vs. Eau Clair (Double header)

Away vs. Eau Clair

23 24 25 26 27 28 129 Away vs. Duluth Away vs. Duluth

(Double Header)

Away vs. Duluth

August 2018

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 2 3 4 5 @ Home vs.

Fargo Kids Bow and Arrow All Social Media Platforms

@ Home vs. Fargo (Double Header) Shirt

@ Home vs. Fargo Hat

6 7 8 9 10 11 12 Sturgis ----------à @ Home vs.

Bismarck Player on Harley statue / Handlebar Mustache Giveaway All Social Media Platforms

@ Home vs. Bismarck (Double Header Shirt-Harley related All Social Media Platforms

@ Home vs. Bismarck Hat-Harley Related All Social Media Platforms

13 14 15 16 17 18 19 Away vs. Sioux

Falls Away vs. Sioux Falls (Double header)

Away vs. Sioux Falls

20 21 22 23 24 25 26 @ Home vs. WI

Dells #1 Teacher Stress Ball Apple All Social Media Platforms

@ Home vs. WI Dells (Double Header) Shirt / Ticket Promotion All Social Media Platforms

@ Home vs. WI Dells Hat

27 28 29 30 31 1

35

SocialMediaObjectives:• EstablishfanengagementonFacebook,bygaining2,000

followersinthefirstyearo Atotalof10,000followersinthefirsttenyearsofthelife

oftheteam• EstablishingfanengagementonInstagram,bygaining750

followersinthefirstyearo Atotalof1,000followersinthefirsttenyearsofthelifeof

theteam• EstablishingfanengagementonTwitter,bygaining1,500

followersinthefirstyearo Atotalof10,000followersinthefirsttenyearsofthelife

oftheteamFacebookFacebookisatoolthatisusedtopostcontentintheformoftext,graphics,videos,hyperlinks,etc.WewilllinkallrelevantcontentonourwebsitetotheFacebookpage.ThegoaloftheFacebookpageistoestablishbrandawareness,increaseengagementwiththeRapidCityMustangsandtoestablishaconsumerfollowing.Theplatformwillalsobeusedtomarketmerchandise,contestsandsweepstakes,etc.Picturesreceivethehighestengagementratewhenpostedatthetimesfrom1:00-4:00p.m.Monday-Sundayforhighaverageclickthroughrates.Donotpostonweekendsbefore8:00a.m.orafter8:00p.m.InstagramInstagramisatoolusedonlyforpostingpicturesandtensecondvideos.ThegoaloftheRapidCityMustangsInstagrampagewouldbetoprovideconsumerswithreal-lifevisualsoftheballpark,theteamandtheorganization.Havingphotos,speakmorethanathousandwords.Theidealtimetopostonthissocialmediavehicleis5:00p.m.Thisiswhenusersaren’tposting,theyarelookingatwhatotherpeopleareposting.ThisisalsowhenpeoplearedonewiththeirworkdayandtheyarebrowsingInstagram.InstagramisnowownedbyFacebook,thereforewhenwepostcontentonInstagram,ithastheabilitytoalsobepostedtotheteamFacebookpage.Wedonotwanttocreateoversaturationofthesamecontentonoursocialmediaplatforms,sorepostingthesamecontentacrossplatformswillnotberelevanteverytimethesocialmediadepartmentpostscontent.

36

TwitterTwitterisatoolusedforpostingshort140charactersnippetsofcontent.Thegoalforthisplatformistokeepconsumersup-to-date,inreal-time,duringgamesandevents.Bykeepingconsumersreal-timeupdatesontheorganizationandteam,fanswillfeelthattheyareincludedandwillfeelconnectedtotheteam.TheSocialMediaDepartmentwillpostonthisplatformatgametimesorwhenitisrelevanttowhattheteamisdoing.

8. MarketingObjectives

8.1. StandardMarketingObjectivesTheRapidCityMustangshave3mainobjectivestomeetwithinthefirstyearofoperation:1. Obtain30%ofbrandawarenessbytheendofthefirstyear.Wewould

sendoutelectronicsurveysbyemailobtainedfrominitialticketsalepurchases

2. Acquireanaverageof75%ofouroverallstadiumcapacityinticketsales.3. Gainenoughmerchandisesalestonotonlybreakevenbutalsoattain

50%ofaadditionalprofits.8.2. RevenueInflows

Inflows Source Calculations $

Tickets Season(25%ofstadium

seatspurchased=2,250people)

Level1=$213 562.5x$213 $119,812.50Level2=$250 562.5x$250 $140,625Level3=$350 562.5x$350 $196,980Level4=$450 562.5x$450 $253,125

Group=10+(10%ofStadiumseats

9,000x.10=900)$10(Adults)$7

(Seniors/Youth)$10x900OR

$7x900Average$7,650

SingleGame(50%ofstadiumseats

9,000x.50=4,500)$14x4,500OR

$11x4,500Average$56,250

FamilyGametickets(10.5%ofStadiumseats

$25x850OR$35x850

Average$25,500

37

9,000x.105=850)

EventSponsors$200x21(home

games) $4,200AdSales

Scorecards(10%offansateachgame9,000x.10=900

900(people)x21(numberofgamesatour

park)=18,900x$3.00(priceofcard) $56,700

Programs

FullPage24pagesx$1,000= $24,000

HalfPage18pagesx

$700= $12,600

Quarterpage20pagesx

$500= $10,000

FrontandBack

Inside-$1,200x2+Outside-

$1,300 $3,700

Profitfromprogramsales

53,550(peopleattendingall21

games)x.3(percentofpeoplewho

willpurchaseprograms)=16,065x$5(costofprogram) $80,325

OutfieldSignage34spotsx

$2,200 $74,800

StadiumSignage

Allsponsorshippackageprices

addedup$21,550+$18,500+$4,500+$20,900+$13,690+$15,000+$5,00+$5,000+$3,1

00 $107,240BroadcastingRights

38

Merchandise(30%offanswillpurchasesomekindofMerchandise9,000x.30=2,700)

CottonT-Shirt

$10-$4=$4x2,700= $10,800

PerformanceT-Shirt$14-$8=

$6x2,700= $16,200

Sweatshirt$20-$12=$8x2,700= $21,600

BallCap$10-$2=

$8x2,700= $21,600

Jersey$65-$30=

$35x2,700= $94,500

CottonLongSleeve$12-$7=

$5x2,700= $13,500

PerformanceLongSleeve$16-$9=

$7x2,700= $18,900

StadiumRights

$600,000peryearx11year

contract $6,600,000.00

$7,881,207.50

8.3. RevenueOutflows

Outflows Calculations $Printing

RackCards

$7.49/50postcards=$.14x50,000printedcards $7,000.00

Magazine $.50x40,000 $20,000Scorecards $28.37(price)/100=.28x $1,276.65

Progams17,000(programs)estimatedonbookletestimator $10,000

Billboards$350(4weeks2minuteviewtime)x15boards $5,250

$43,526.65

39

9. ContingencyPlan

Thereareseveralissuesthatcouldgowrongwiththeimplementationofastadium,butthereisoneissuethatislargerthanothers.Themainissuethatourentityfacesiswhatiftouristsaren’tgoingtowanttocometoaminorleaguebaseballgamewhiletheyareonvacation.Yeswecansaythattourismisourlargestsegmentandthattheymaybeinterestedincomingtoaminorleaguegame.Inallrealitywehavenoideawhatafamilyisgoingtowanttodowhiletheyareonvacationintheblackhills.Iftheyhappentonotwanttocometoourgamesthenwearegettingrideofalargeportionofthepotentialmarket.ThereareseveralreasonsastowhytheymaynotwanttocometoaminorleaguebaseballgameinRapidCity

• Don’tplanforito FamiliesschedulevacationstoaTandmaynotallocateenough

timetogotoagame• Aren’tspendingenoughtimeinRapidCity• TouristsneverreallygotoRapidCity

o Aroundthelocationbutnevergotothecity,theyjuststayaroundthemonumentsandparks

• Don’twanttogotoabaseballgameforateamtheydon’tcareabout• Theydon’tknowaboutittilltheygetthere

o Nowaywecanmarkettoeachandeverycity• Touristsdon’tgotoRapidCitytogotoabaseballgame

o Theygotoseetheparks,monuments,andsiteseeing• Theymaynotbebaseballfans• Wedon’tknowwhotheyare,whichmeanswedon’tknowhowtomarket

tothemo Cantcatertothemwhenwehavenodemographicsonthem

Overallthereareseveralwhatiffactorswhenitcomestowhetherornotourstadiumwillbeasuccess.Thereareseveralthingsthatcouldgowrongespeciallybecausetouristsarekindofawildcard.Ifsomethinglikethisweretohappenthenwewouldjustchangeourprimarytargetmarket.Wewouldreallypushthelocalcommunityandgetthemtotryandcometogames.Wewouldmakesurethattheevents,sponsors,andpromotionsatthegameswoulddrawinthelocalcommunity.10. AppendixSocialmediapostexamples

40

41

42

43

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

44

AAaAAAAAAAAAA

45

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAaAAAAAA

46

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAaAA

47

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAa

48

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

49

AaAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

50

AAAAaAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

51

AAAAAAAAaAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

52

AAAAAAAAAAAAaAAAAAAAAAAAAAAAAAAAAAAAAAAAA

53

AAAAAAAAAAAAAAAAaAAAAAAAAAAAAAAAAAAAAAAAA

54

AAAAAAAAAAAAAAAAAAAAaAAAAAAAAAAAAAAAAAAAA

55

AAAAAAAAAAAAAAAAAAAAAAAAaAAAAAAAAAAAAAAAA

56

AAAAAAAAAAAAAAAAAAAAAAAAAAAAaAAAAAAAAAAAA