MLB All- Star Legends and Celebrity Softball Game Marketing Plan

1. MLB All- Star Legends and Celebrity Softball GameMarketing Plan Tyler Cook and Brett Richardson Sports Marketing/ Dr. Peetz December 3, 2013

2. Introduction • 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

3. Products and Services • 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

4. Situational Analysis • 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

5. SWOT Analysis

6. Target Markets • 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

7. Marketing Goals • 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

8. Plan of Attack • Gain exposure through media outlets • New ticket structure • Change the culture of the event

9. Gaining Exposure • 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

10. Ticket Structure • 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

11. New Culture • 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

12. Phases of the Plan • “Free Agency” • 4-5 month period • “Spring Training” • 4 month period • “Opening Day” • 2 month period • “Post-Season” • 1 month period

13. “Free Agency” • 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

14. “Spring Training” • 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”

15. “Opening Day” • 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

16. “Post-Season” • 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

17. Revenue Generation • 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

18. Questions?