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Jacksonville Yellow Jackets

Jacksonville Yellow Jackets. Joseph Barnes, Lesley Poberezny, Michael Singer, Chris Erickson Foundations of Marketing – Business 770 Aliosha Alexandrov Wednesday 6 PM – 9:10 PM. Introduction. National League Baseball in Miami, Florida Play at Dolphins Stadium Attract your “Average Joe”

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Jacksonville Yellow Jackets

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  1. Jacksonville Yellow Jackets Joseph Barnes, Lesley Poberezny, Michael Singer, Chris Erickson Foundations of Marketing – Business 770 Aliosha Alexandrov Wednesday 6 PM – 9:10 PM

  2. Introduction • National League Baseball in Miami, Florida • Play at Dolphins Stadium • Attract your “Average Joe” • Added to league in 1993 • Current marketing strategy has been recognized for it ingenuity however it fails to fill stands

  3. Introduction Cont… • Extensive research – proposed solution is to move the Florida Marlins to Jacksonville, Florida • Rename the team to the Jacksonville Yellow Jackets • Designed our own Sports Marketing Team called JLMC Sports Marketing Group • Assigned positions in the business where we assist any client in whatever way possible

  4. JLMC Marketing/Communications Staff Positions • Joseph Barnes: Vice President of Marketing • In charge of marketing process, which includes promotion, marketing, brand development, and advertising. The VP will also hire and manage a marketing staff. • Lesley Poberezny: Director of Communications • The main public relations individual dealing with Internal PR. The duty for this position will include being in charge of crisis management for the team and any communication amongst the team. • Michael Singer: Director of Communications • The main public relations individual dealing with External PR. The duty for this position will include spokesperson for the team and outside PR that needs to be taken care of. • Chris Erickson: Director of Community Relations • The main goal for this position is getting the franchise good exposure in the community. The director will have to find sponsors, coordinate community outreach programs, and get athletes out into the community at various events.

  5. Problem # 1 • Florida Marlins have consistently had the lowest or near lowest attendance of any of the 16 National League teams since 1999. • Relocate the team to an area with twice the population – Jacksonville, Florida • Jacksonville Municipal Stadium

  6. Problem # 2 • Current marketing strategy is to project an image of the team as an entertainment property at each individual game instead of the team as a whole • Launch a new team logo • Send a press release to the newspapers • Radio and TV will help promote • Community events with the youth population

  7. Problem # 3 • Marlins have traded away talent for cheaper players • Marquee players like Albert Pujols for St. Louis or Barry Bonds from San Francisco Giants • Strong players from AAA Farm Team in their rookie year • Make sure players are synonymous with the team

  8. SWOT • Strengths • Higher medium income • Have adequate arena space • Radio Popularity • Lots of Drive Markets (meaning radio stations and television stations) • Largest city population wise in Florida • Weaknesses • Not one of the largest tourist locations in Florida • There are other pro sports teams like the Jacksonville Jaguars

  9. SWOT Cont… • Opportunities • Bringing promotions to an area that isn’t overwhelmed with them • Attract large fan base • Look in corporate sponsors • Revenue from attendance contract • Merchandising • Strong Fan identification • Baseball tickets less expensive that other professional sports • Threats • Public doesn’t have a large amount of disposable income • Competition between Jacksonville Barracudas, Suns, and Jaguars • Competition with local youth and club baseball teams

  10. Jacksonville Yellow Jackets Marketing Plan • Baseball Player Makeup • 12 Pitchers – These are the ones that are the most important. You will have your starters, your relievers and your closers. Some of the pitchers will be left handed and some right. A mix of 50/50 will be great. • 2 Catchers – They do not do as much work as the others so you do not need that many. One will be catching the majority of the games, but it is always nice to have a back up so the main catcher can have a rest once and awhile. • 5 Infielders (1st base, 2nd base, 3rd base, and shortstop) – There will be five players that rotate amongst these positions, but for the most part all will play the same position all year. There will be one backup since there are four players in the infield at all times. The backup is there just in case there is an injury. • 6 Outfielders (Right Field, Left Field, Center Field) – There will be six players that rotate amongst these positions. The same three will play the majority of the year, but there are backups just in case there is injury.

  11. Marketing Goals and Strategies • To average 60 percent occupancy of the stadiums permanent seats by the end of the first season • To generate $400,000 in revenue by the beginning of the first season • To generate 60 percent awareness about the franchise’s move into the market among all publics by mid-season • To generate 4 major and 8 minor sponsorships by the beginning of the first season • To establish a foundation benefiting local schools and school-related charities • To sell 900 season ticket packages by the end of the first season • To negotiate cooperative partnership with University of Florida-Jacksonville to increase visibility of the team by the public launch of the team • Create recognizable products for the fans

  12. Marketing Tactics - Promotions • All Florida Marlin Season ticket holders will receive a 10 game pass for free for the first season in Jacksonville. This will keep the loyal fans still interested in the “new” team. • 2 for 1 Tuesdays – Tuesdays are known as a slow day in the MLB and offering 2 tickets for the price of 1 will increase fan appreciation. • Mid-Week Madness – One free children admission with a paying adult – Wednesdays and Thursdays are normally day games and rarely sold out so this will help develop a loyal fan base from the next generation of fans. • Saturdays: Fan Appreciation Day – 5 different Yellow Jackets will sign autographs for a half hour before every Saturday home game. They will rotate throughout the season. • 10 Free Bobble Heads – This will occur at 10 different games. It has been a huge success throughout baseball and will help the new city have a better understanding of the teams’ marquee players.

  13. Marketing Tactics – Promotion Cont… • Anheuser Busch Promotion – This promotion will be peel away prizes on Budweiser bottles for clothes, tickets etc… The team will need as many fans as possible to wear the merchandise to promote the new team. • Bank of America Promotion – If a fan signs up with Bank of America the fan can have a Jacksonville Yellow Jacket Checking account and receive 1 year of Yellow Jacket Checks as well as four tickets to a game. • Pepsi Promotion – This will be similar to the Anheuser Busch Promotion, but it will allow children to partake in the offers. They love merchandise just as much as the adults. • Nike Relationship – All Yellow Jackets athletes will wear Nike cleats (MLB decides uniform, not the team) and in return the new design of the cleat and turf shoe will have the exact Yellow Jacket colors and logo. • Walgreens Relationship – Develop strong ties with the local Walgreens to assure they will provide the entire aide to the Yellow Jackets Team if they were to be injured or just needed assistance on something.

  14. Jacksonville Yellow Jackets Timeline Calendar

  15. Conclusion Thank you

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