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Background Information
Stated vs. Actual Problem
Assumptions
Research/Survey
Audiences
– Primary
– Secondary
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•
•
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Communication Goals
Strategies
Tactics
Summary
• Members of the Northwood's League
– Joined in 2007
• Home games played at
Joannes Stadium in Green Bay
• President/CEO: Jeffrey L. Royle
• General Manager: Mike Then
• Team Manager: Elliott Strankman
• Team colors: black, orange, and green
• Team mascot: Jeremiah
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Hired by Green Bay
Bullfrogs Organization
• Develop persuasive campaign
• Increase fan attendance
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Maintaining, not necessarily
increasing the audience
– First year novelty wear off?
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
•
•
•
•
•
•
Product oriented campaign
The Bullfrogs organization is in Stage 1
Knowledge ≠ Attendance
Possibility of “novelty attendance”
Location of team
Special promotions highly influence
attendance
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Knowledge ≠ Attendance
• Cheap form of entertainment
• Promotions are essential
– Buck Night
– Giveaways
– Family Night
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Primary Audiences:
– Young Adults
– Families
• Secondary Audiences:
– The 50+ crowd
– General baseball fans
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
K
I
Young
Adults
-Affordable
entertainment
-Social atmosphere
-Promotions are key
-Promotions and
social atmosphere
will get them to the
game
Families
-Affordable
entertainment
-Appropriate and
appeals to all ages
50+ Crowd
-Way to stay occupied
or pass time
-Generally likes baseball
-Promotions not as
important
General
Fans
S
-Continue or
increase
promotions
-Affordable
concessions
-Want to spend
-Offer kid friendly
time w/ each other entertainment
-cheaper to take the -Continue or
family to than other increase
events in the area
promotions
-Offer concessions
family deals
-Offer a “family
section”
-Won’t pay
attention to all
promotions
-Go to games to
strictly watch
baseball
-Consider baseball a
-They will be the
hobby
easiest audience to
-Passionate about the
attract
game
-Will have least
-Locality and availability amount of
of team a plus
dissonance
S
(not to do)
-Increase prices
-Increase prices
-Have inappropriate
entertainment or
promotions
-Don’t make families feel
uncomfortable
-Game or schedule -Bad seating
availability
-Offer season ticket
packages
-Offer preferred
customer card
-Continue or
-Decrease their “Bullfrog
increase
Experience” in any way
promotions
-Stay consistent w/
overall good fan
experience
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Peripheral Processing
Young Adults
(75%)
Families
(20%)
General Baseball Fans (80%)
The 50+ Crowd
(50%)
Central Processing
Young Adults
(25%)
Families
(80%)
General Baseball Fans (20%)
The 50+ Crowd
(50%)
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Increase knowledge
– Bullfrogs Team
– Promotions
• Move to next stages
– Legitimacy
– Participation/Penetration
• Attendance
– Maintain if not increase
– Meet projected attendance goals
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Fan and Community Recognition (Stage 1: Identification)
Where We Are Now
Organization in second year
Where We Want To Be
Need a more effective slogan
Easily recognizable based on team
symbol, mascot, and colors
Do not possess high recognizability
Be associated with an effective slogan
Be identified as a popular choice of
activity
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Existing Tactics
– Mascot: Jeremiah
– Team colors
– Team store
• Online ordering
• Stadium location
– Slogan: “Grip it and
Ribbit”
– Website
• Our Recommendations
– Promotional appearances
by Jeremiah
• Radio/TV remotes
– Continue with existing
tactics to establish norms
• Team colors
• Mascot
• Slogan
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Reputation as a Legitimate Baseball Team (Stage 2: Legitimacy)
Where We Are Now
Where We Want To Be
Young team: credibility may be
questioned
As a having a reputation for quality
entertainment
Player credibility/popularity/
Having responsible, community-oriented
staff and players
recognizabilty
Not known as a contribution to the
community
Recognized as a positive influence on the
Fox Valley and surrounding areas
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Existing Tactics
– Giveaways
– Maintain player conduct
code
– Respect “sponsor
families”
• Our Recommendations
– Charity Drives
• Food Drives
• Clothing Drives
– “Spend a day with the
Bullfrogs”
– Continue to uphold
goodwill and
responsibility
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Ultimate Goal: Participation and Penetration
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Existing Tactics
– WNFL (1440 A.M.)
flagship radio station
– Sponsors
• Official Sponsors
• Sponsors
–
–
–
–
Addition of seats
New Scoreboard
Expansion of kid zone
Additional concession
stand
• Our Recommendations
– Intern involvement
• Press Release every game
– Increase media
involvement
– Maintain attendance
• Promotions
– Increase creative
advertising
• Facebook/MySpace
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Audience
Dissonance Experienced
How To Remedy
Dissonance
Young Adults
-Low dissonance
-Spending money
-Opportunity cost
-Promotions
-Peer group influence
Families
-Medium dissonance
-Promotions
-Spending money
-Family friendly entertainment
-Entertainment for the family
-Time/organizational constraints
-Opportunity cost
The 50+ Crowd
-Medium dissonance
-Spending money
-Age differences in audience
-Opportunity cost
-Promotions
-Game/schedule availability
-Preferred customer/punch card
General Baseball Fans
-Low dissonance
-Spending money
-Quality of baseball
-Offer season passes
-Preferred customer benefits
-Emphasize expansion efforts
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
N
- Something that
families, friends, and
baseball lovers can do
for fun
R
- Attend a Bullfrogs’
Baseball Game
D
D
(Devil)
- Won’t be bored
- Cheap entertainment
- Locality of a quality
baseball team
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Judge after second year
– First year “novelty” wear off
• Profitability
• Attendance
• Continuous Improvement
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
• Stated vs. Actual Problem
• Our Research
– Survey
• Audiences
– Young adults, Families, General
Baseball Fans, 50+ Crowd
– Audience Analysis
• Strategies/Tactics
– Three Phases
Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary
Team
Can’t
Wait
To
Graduate
And
Get
Out
Of
Green
Bay