2010 Fayetteville SwampDogs Marketing Plan

2007 Venture Management Inc.

The Fayetteville SwampDogs

Date Submitted:

November, 23 2010

Prepared By

Jeffrey Robert Gonza

PRT476

Marketing Plan Fayetteville SwampDogs

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Table of Contents

EXECUTIVE SUMMARY .....................................................................................................1

INTRODUCTION....................................................................................................................2

Mission Statement 2

Background 2

SITUATIONAL ANALYSIS ..................................................................................................3

Internal Analysis 3-4

External Analysis 4

Competitive Analysis 5

Customer Analysis 6-7

MARKETING GOALS AND OBJECTIVES .......................................................................8

Product Portfolio/Position 8-9

MARKETING STRATEGY .................................................................................................10

MARKETING TACTICS .............................................................................................. 11-17

IMPLEMENTATION AND CONTROL ..................................................................... 18-19


1

Executive Summary

The SwampDogs are one of 15 teams to make up the prestigious Coastal Plain League.

Having been around for ten years now, the SwampDogs have established themselves as the

premier organization in the league and one the elite summer collegiate programs in the entire

country. Playing at historic J.P. Riddle Stadium, the SwampDogs put an exciting team on the

field year in and year under manager Darrell Handelsman. Fans get the opportunity to see some

of America’s brightest baseball talent year in a year out in a league that has sent the likes of

Kevin Youkilis, Jason Verlander, and Ryan Zimmerman.

The SwampDogs are run primarily by a front office staff that consists of only 5 people and

relies heavily on interns to run the team throughout the summer when things are especially busy.

Lew Handelsman, partial owner and Inc 500’s 1989 entrepreneur of the year, also lives in

Fayetteville during the summer to help. This core group is responsible for the success of the

SwampDogs and as a result they have become the longest tenured team in Fayetteville.

The team competes with other entertainment venues in Fayetteville as well vacation spots and

beaches during the summer months. Their main competition, however, comes in the form two

minor league franchises. The Fayetteville FireAntz are a minor league hockey team in the

Southern Professional Hockey League who will be entering their 8th

season of play. There is

also the Fayetteville Guard, a professional indoor football team. They are entering their 9th

season of play and are a part of the American Indoor Football Association.

The SwampDogs market to all of Cumberland County with Fayetteville, Fort Bragg, Hope

Mills, and Spring Lake being their largest markets. Some other smaller communities include the

likes of Stedman, Eastover, Spring Lake, and the Pope Air Force Base. Their main target

markets include middle class/blue collar families, the armed forces, children ages 5-12 years old,

and the local business community in Fayetteville.

As an organization, the SwampDogs goals are: to provide fans with exciting baseball action in

an engaging ballpark atmosphere and to give them the very most for their entertainment dollar;

To earn the respect and support of the local business community and make a positive impact on

the quality of life in the greater Fayetteville Area; To build a valuable relationship with partners,

developing packages that can generate sales and raise public awareness to their products and

businesses and; To provide premium service to our partners and fans and to establish a long-term

commitment to quality at the ballpark and in the community.

They have firmly positioned themselves in the market and continue to strategize in order to

further increase their market share. Their marketing strategies include continuing to reach out

and increase interest among business owners to become sponsor, placing an even stronger

emphasis on the youth demographic, enhance brand image, and increase attendance of those that

are currently within their target markets.

There are a number of tactics the SwampDogs employ to satisfy their goals and objectives all

of which are utilized under a very limited Budget. They have begun strongly emphasizing grass

roots campaigns and a solid public relations program that includes social media and a website

which are cheap and effective marketing tools. They also use more traditional channels such as

print, radio, and television advertising through trades and occasional purchases on a case by case

basis.


2

Introduction

Mission Statement

It is a desire of the SwampDogs to treat every fan as royalty and each corporate partner as an

integral part of our organization. In order to deliver these results, there goals are:

To provide fans with exciting baseball action in an engaging ballpark atmosphere and to

give them the very most for their entertainment dollar.

To earn the respect and support of the local business community and make a positive

impact on the quality of life in the greater Fayetteville Area.

To build a valuable relationship with partners, developing packages that can generate

sales and raise public awareness to their products and businesses.

To provide premium service to our partners and fans and to establish a long-term


Background

The Fayetteville SwampDogs are one of 15 teams make up the Coastal Plain League (CPL),

one of the premier summer collegiate wooden bat leagues in the nation. Top players from

colleges and universities across the country come to improve their game and get noticed by

college and professional scouts. The Coastal Plain League has produced a number of major

leaguer’s including the likes of All Stars Ryan Zimmerman, Kevin Youkilis, and Justin

Verlander.

The SwampDogs were named CPL Organization of the year in 2008 and are consistently

among the nation’s leaders for attendance. The 2010 season marked the 10th

anniversary of the

SwampDogs, a successful one to say the least, where Fayetteville ranked 3rd

in the country for

average attendance per game. Despite 5 rainouts this summer, the Dogs still managed to finish

6th

in the country in overall attendance. They are owned by father and son tandem Lew and

Darrell Handelsman. Son, Darrell, also coaches the team and is one of 4 summer collegiate

coaches in history with 500 career victories.

In a city that wouldn’t be high on most people list of places to live, the SwampDogs brings a

bright spot to the city, offering a haven for safe, affordable, family fun. Fans can watch potential

future major leaguers while enjoying all the other elements that make up the ball park

experience. They are dedicated to making the fan experience the best it can possibly be and

always take the extra step to give you the most value for your dollar.

The Fayetteville SwampDogs is where baseball is fun and is the All-American game in the

All-American city. For the last 10 years the SwampDogs have established a strong community

presence and will continue to serve the fans and residents of Fayetteville for years to come.


3

Situational Analysis

Internal Analysis

Lew Handelsman (Owner/”Instigator of Fun”)

Darrell Handelsman (Owner/Manager)

Jeremy Aagard (Assistant General Manager)

Mark Wilderman (Operations Manager/Director of Military Affairs)

Robyn Womac (Director of Community Relations)

Trey Wright (Director of Group Sales)

At the top of the organizational chart are the owners Lew and Darrell Handelsman. The two

of these men are two of the organizations biggest assets. While Lew is only with the team 3

months out of the year, he is the true brains behind the operation. Lew was voted the 1989 Inc.

500 entrepreneur of the year and brings his knowledge and business savvy to the SwampDogs.

Darrell is partial owner and also the manager of the team. He is one of 4 managers with 500

career summer league victories and is a crucial element to the success of the team on and off the

field. Darrell is well known in the community and has established himself as the face of the

franchise.

The rest of the front office staff also brings their own unique strengths to the table. Jeremy

and Robyn bring years of experience working in summer collegiate and minor league baseball.

Mark is a veteran and is the team’s source of tapping into Fort Bragg and the military

Lew Handelsman

Darrell Handelsman

Jeremy Aagard

Intern Intern Intern

Mark Wilderman

Robyn Womac

Trey Wright


4

demographic. Trey is a recent addition to the staff and a former intern. He knows the insides

and outs of the organization and brings a positive attitude to the office.

Interns offer the team a cheap labor source but can be a potential weakness. The teams’

success is strongly dependent upon the interns and their efforts throughout the summer. It is

sometimes tough getting everyone on the same page and maintaining the positive attitude that the

SwampDogs hope to portray in the community. Some interns do exceptional work; however,

some are potential threats to the team’s perception in the community.

While interns can potentially be a strength and weakness, a lack of organization and

communication within the organization is their biggest weakness. Important phone messages are

sometimes not communicated to one another and lack of communicating particular details

regarding games and events have reflected negatively on the organization in the past. For

example, a failure to communicate a recently scheduled appearance has resulted in the

SwampDogs not attending. While appearances should enhance the organization’s image, not

showing up takes away from public perception. Their mentality to just “roll with things” has

worked thus far, however I would suggest more planning and organization.

External Analysis

The SwampDogs have an opportunity to position themselves even further as a staple in the

Fayetteville community in future years. This past summer marked the 10 year anniversary for

the SwampDogs, the longest tenure for any sports franchise in Fayetteville’s history, and there is

no sign of slowing down. Fayetteville’s attendance ranked 3rd

in the entire county for average

attendance, and despite missing 5 games due to weather ranked 6th

in total attendance. They

have developed a loyal fan base that continues to grow year in and year out. With increased

word of mouth and marketing efforts of the SwampDogs, the organization should expand even

more and have continued success. They have a large market area to draw from, 5th

largest in the

state, and little competition in terms of other entertainment options in the Fayetteville.

The biggest threat right now is economic hardship for those in Fayetteville and the

surrounding market areas. Average income for residents in Fayetteville isn’t very high and

Fayetteville isn’t an ideal place to raise a family in the first place. In fact, according to 2008

statistics from the U.S. Census Bureau, the National Center for Education Statistics, the FBI, the

American Association of Museums, the National Center for Health Statistics and the American

Bar Association, BestLife Magazine ranked Fayetteville as the 3rd worst city in America to raise

a family. It’s hard to convince people to spend their money on things they don’t necessarily need

in these hard economic times.

Another potential threat is deployment of major units at Fort Bragg. Our military is a key

target market and point of emphasis for the SwampDogs, hence the nickname “Fayettenam”. If

major units are deployed then that’s a big hit to the size of the target market as was displayed this

past summer. The 82nd

Airborne division at Fort Bragg, one of the most prestigious and largest

units at not only at Fort Bragg but in the United States Armed Forces, was deployed earlier in the

year which took a way a few thousand potential fans.


5

Competitive Analysis

The SwampDogs compete with all entertainment venues such as movie theatres, mini-golf,

local bars/restaurants, and people going to the beach and on other vacations during the summer.

Any venue that offers benefits comparable to the SwampDogs, whether it’s for entertainment,

could be considered a competitor. Events at the Crown Coliseum such as concerts or plays are

prime examples of a competitor.

One important feature to take into consideration of competitors is if they have air

conditioning. The high’s in Fayetteville are consistently mid 90’s to approaching triple digits

during the summer which does influence people’s decision as to whether or not they want to

come to the game. Places such as a movie theatre or restaurant may have an advantage in

drawing a crowd that is trying to beat the heat.

The warm weather is also a factor during the summer months because families take vacations

and trips to the beach. There are beaches within an hour and a half from Fayetteville, so it’s not

a stretch for families to even drive up for the day or the weekend. There aren’t many places to

take the family around Fayetteville so people often seek places other than Fayetteville.

Wilmington is often a popular destination since it is so close.

With all that being said, the SwampDogs do have two main competitors in the form of minor

league sport. The Fayetteville FireAntz are a minor league hockey team in the Southern

Professional Hockey League who will be entering their 8th

season of play. There is also the

Fayetteville Guard, a professional indoor football team. They are entering their 9th

season of

play and are a part of the American Indoor Football Association. Both teams play their games at

the Cumberland County Crown Coliseum. However, the bulk of their seasons are during

different times of the year. The FireAntz play from October to March and the Guard play from

March to early June. The Guard’s season overlaps into the beginning of the SwampDogs season,

but efforts are made not to schedule games on the same days.


6

Customer Analysis

The SwampDogs market to all of Cumberland County with Fayetteville, Fort Bragg, Hope Mills,

and Spring Lake being their largest markets. Some other smaller communities include the likes

of Stedman, Eastover, Spring Lake, and the Pope Air Force Base.

Fayetteville Ft.

Bragg

Hope

Mills

Spring

Lake

Pope

AFB

Eastover Stedman

Population 114,404 25,515 12,446 7,950 2,238 1,393 730

Median

Age

36.2

21.7

34.1

29.3

23.7

46.7

45

Male Pop. 46% 66% 46% 48% 59% 45% 47%

Female

Pop.

54% 34% 54% 52% 41% 55% 53%

Married 57% 45% 64% 57% 60% 61% 66%

Single 43% 55% 46% 43% 40% 39% 34%

Avg.

Income

$41,696 $35,071 $48,528 $31,294 $38,359 $39,995 $55,942

White

Pop.

45% 62.5% 66% 31.5% 82% 85% 86%

Black Pop. 45.5% 22% 23.5% 53% 9% 11% 8%

Other 9.5% 16.5% 10.5% 15.5% 9% 4% 6%


7

Target Markets

Blue Collar/Middle Class Families

In a place that isn’t necessarily an ideal place to raise a family, the SwampDogs hope to offer

a friendly atmosphere and a destination where families can enjoy a night together. Games are

also friendly on the wallet which is a critical marketing point to these individuals, especially in

times of the economic recession. With an average income slightly above $40,000 for the teams

market area listed, consumers must often be conservative with their consumption habits. People

work hard for their money and live modest lifestyles. Fans can enjoy a game and have peace of

mind afterwards knowing they didn’t burn a hole in their wallet. This is the most substantial

market in Cumberland County and the sole reason the SwampDogs have crafted their

organization as a place to get the most for your entertainment dollar.

Armed Forces

Fayetteville is the definition of a military town with Fort Bragg being its claim to fame. It is

often nicknamed “Fayettenam” and it is home to one of the most critical military installations of

the United States Army. In fact, it is the 2nd

largest military installation in terms of population,

and an obvious reason of why the SwampDogs also place such a strong emphasis on the military.

They honor those who have fought for our country both past and present every single game and

one of their most highly anticipated games of the summer is always Military Appreciation day.

There are special military discounts and they like to say its military appreciation day every day at

the Swamp. The market is substantial and one that’s very significant to the community of

Fayetteville, so in turn, the SwampDogs made it just as important to them.

Children ages 5-12

The SwampDogs place an emphasis on reaching out to the younger demographic of

Fayetteville and surrounding areas. Similar to many organizations and corporations worldwide,

the SwampDogs hope to establish loyal fans by getting to them early. As I mentioned before,

middle class families are the prime target of the SwampDogs and there is no better way to reach

them then through their children. Kids enjoy Fun-go, Cookie, and especially Fun-go’s Home

Run Haven where they have a variety of activities to participate in. Kid’s also get a chance to

participate in on field promotions, have a birthday party, or run out on to the field for player

introductions with your little league team. If children show an interest in the team this will most

likely increase the interest of their parents and should motivate action in the form of them taking

their kids to games.

Local Business Owners

The SwampDogs look to bring the community together by reaching out to local business

owners. They offer a number of marketing opportunities to these companies that hope to gain

more exposure for their business through SwampDogs games and other events. Sponsorship

brings in extra revenue for the team and benefits its partners in the form of advertisement and

publicity. They also look to sell ticket packages and catered picnic packages to businesses.


8

Marketing Goals and Objectives

“The SwampDogs show people that Fayetteville is more than just strip clubs and pawn shops”

-Brett Friedlander, 640 am sports radio

As I have mentioned already, Fayetteville isn’t a very family friendly city, and this is why

Fayetteville needs the SwampDogs. The SwampDogs hope to bring more credibility to a city

that has a sub-par reputation and hope to establish itself as one of the few destinations for safe,

affordable, family fun. The SwampDogs hope to be a bright spot in Fayetteville and one that

brings the community together now and for years to come. They also look to successfully run

their business in terms of sales and revenues that can support the team’s expenses, the salaries of

the front office staff, and the growth of the organization. The company’s goals and objectives

can be found in the mission statement and are stated as the following:

To provide fans with exciting baseball action in an engaging ballpark atmosphere and to

give them the very most for their entertainment dollar.

To earn the respect and support of the local business community and make a positive

impact on the quality of life in the greater Fayetteville Area.

To build a valuable relationship with partners, developing packages that can generate

sales and raise public awareness to their products and businesses.

To provide premium service to our partners and fans and to establish a long-term


Product Portfolio and Positioning

The SwampDogs create an exciting, family friendly atmosphere that offers you the most for

your entertainment dollar. Along with putting a great team on the field, each game offers

different promotions, theme nights, and something new every night of the summer. The kids

love the mascot’s Fun-go, Cookie, and playing in Fun-go’s Home Run-Haven where they can

enjoy bounce houses, speed pitch, face painting, prize wheels, and pony rides. Even when there

is a break in the action, the fun doesn’t stop. Mo’ Runs, the SwampDogs on field personality,

keeps the crowd pumped with on field contests and giveaways between every inning.

There is no need to eat dinner before you come to the park with the great concessions that J.P.

Riddle offers. In fact, you could feed the entire family with the famous Junkyard Dog. This is

two 1/3 pound foot long hot dogs on a specially made bun, loaded with chili, cheese, fries,

peppers and onions. Also, don’t forget to visit the Swamp Shop for all your SwampDogs gear

and apparel.

Out at the Swamp, they are all about affordable family fun, but if you have the chance, leave

the kids at home, grab your friends, and watch a game from the recently expanded Miller Lite

Liberty Lounge. This is the best deal in the park where you get $1 beers, hamburgers, and

hotdogs as well as a seat down close to the action along the left field line.


9

In addition to offering an exciting baseball game and ball park atmosphere through its various

product extensions, here are some other product extensions offered by the SwampDogs:

Game Day Picnic Packages: The SwampDogs and Paradise Acres Catering Service

team up to offer 5 different picnic packages for fans to chose from:

Single………………………………………………………… $11.00 per person

Hot dog and chips

Double……………………………………………………….. $14.00 per person BBQ pork sandwich and 2 sides

Triple………………………………………………………… $15.00 per person

Fried chicken (2 pieces), 2 sides, and bread

Home Run…………………………………………………… $18.00 per person

Chopped BBQ pork, fried chicken, 2 sides, bread

Grand Slam…………………………………………………. $20.00 per person

Fried chicken, BBQ pork, pit-cooked ham, 2 sides, bread

Sides

Coleslaw, BBQ baked beans, potato salad, seasoned green beans,

macaroni salad, sweet corn on the cob

Birthday parties/Field of dreams: Kids can celebrate their birthday party at the Swamp

or little league teams can run out on the field before the game with the players. For $9 a

kid and $11 an adult you receive a hot dog, soda, bag of chips, and a game ticket.

Players come to celebrate birthdays and give out trophies to teams that are holding their

end of season parties. The birthday boy or girl also receives an autographed baseball

and the opportunity to throw out the first pitch. If you plan on bringing a cake to either

one of these events you can receive a 25% discount if you get it from Superior Bakery,

located in Fayetteville.

SwampDogs Kid’s Camp: The SwampDogs Kids’ camps offers kids of all ages the

chance to get on the field with SwampDogs players and coaches for a day of instruction

and fun. There are three dates throughout the summer: 1 day $40, 2 days $75, and 3

days $100. Every camper receives a SwampDogs t-shirt, 1 game ticket for that night,

and lunch.

The SwampDogs are dedicated to going above and beyond the competition to offer their fans

the most for their entertainment dollar. They offer the community of Fayetteville a chance to

watch some of America’s top young baseball talent every night and a place you can bring your

family, friends, and kids of all ages. Whether you are a fan of baseball or just there to socialize,

you can be ensured of a great time. There no other organization in Fayetteville comparable to

the SwampDogs, and remember, it’s the all-American game in the all American city and where

baseball is fun!


10

Marketing Strategy There are a number of strategies the SwampDogs have come up with and will continue to

develop in order to more successfully reach their goals, objectives, and target markets. These

strategies include:

Increase interest in the business community to become sponsors

In the SwampDogs continued efforts to build valuable relationships with the community and

its business partners, they will aim to even further increase interest among local business owners

in becoming sponsors. The organization benefits greatly from these sponsorships and the quality

of their products rely heavily on money that is made through sponsorships. Sponsorships are the

reason they can have on field promotions, giveaways, theme nights, and all the other benefits

besides just a baseball game itself. In return, local business owners may be able to benefit by

generating sales and public awareness through advertising with the SwampDogs.

Enhance brand image throughout community

The SwampDogs are dedicated to giving back to their fans and making a positive impact on

the quality of life in the greater Fayetteville area. After all, without their fans and people

throughout the community the SwampDogs wouldn’t be where they are today. 10 years of

success can be directly attributed to their fans. If people have a positive perception of the

organization they will be more likely to attend games and other SwampDogs events. This will

also simultaneously contribute to their previous strategy. The better the team is viewed in the

community, the more value it creates in sponsorship opportunities for local business owners.

Solidify product position among the youth demographic

The SwampDogs hope to gain entry into the hearts of kids throughout Fayetteville and

develop loyal fans at an early age. Also, along with kids come their parents and the goal of any

organization is to get more people into the stadium where they may potentially purchase

souvenirs, concessions, and other product being offered.

Increase attendance 5%-10% within current target markets

As I just mentioned, every organization looks to put as many people in the stands as possible.

This obviously means more profit and the higher the attendance numbers, once again, the more

attractive the SwampDogs are to local business owners. The organization could reach out to

other target markets but they are already reaching out to the most substantial target markets in

Cumberland County. They need to continue placing an emphasis on these markets because their

main cores and values that have brought them success and sustainability are molded to fit these

particular demographics and target markets.


11

Marketing Tactics

Increase interest in the business community to become sponsors

The SwampDogs staff looks to employ an intense grass roots marketing campaign when

trying to secure sponsorship from the business community. The front office staff regularly

makes phone calls and will visit with local businesses in order to set up potential business

meetings. The success of this tactic is dependent upon the time and effort of the staff, and there

are few businesses in Fayetteville that the SwampDogs have not tried to contact in regards to

sponsorships.

It’s one thing to inquire about sponsorships but they must be able to offer benefits worthy of

these businesses money. The SwampDogs have created an informational packet full of their

marketing opportunities they are able to hand to business owners and have developed a number

of options to spark the interest of potential sponsors. They have altered their marketing

opportunities to best fit the needs of businesses in Fayetteville. Marketing opportunities include:

Ball Park Signs

Outfield Billboard (8’x16’) $3,000

Double Outfield Billboard (8’x32’) $5,250

Concourse Sign (8’x16’) $5,000

Baseball Sign (3’ diameter) $700 or 2 for $1,250

On-Deck Circles $1,500 or 2 for $2,750

Exclusive Press Box Signage (8’x20’) $15,000

Exclusive Press Box Signage (8’x10’) $8,000

Print Advertising

Program full page (8.5”x11”) $1,500

Program half page (5.5”x8.5”) $900

Program 1/4 page (4.25”x5.5”) $500

Program 1/8 page (3.5”x2”) $300

Front/Back inside cover full page (8.5”x11”) $2,000

Front/Back inside cover half page (5.5”x8.5”) $1,250

Back Cover (8.5”x11”) $2,500

Daily insert full page (8.5”x11”) $1,000

Daily insert half page (5.5”x8.5”) $700

Daily insert 1/4 page (4.25”x5.5”) $400

Daily insert 1/8 page (3.5”x2”) $250


12

Main Event Sponsorship

As a main event sponsor, your business will receive title recognition at one of the biggest

events of the season. Some of these events include but aren’t limited to: Fireworks shows,

Bobble Head giveaway, T-shirt giveaways, Christmas in July, Summer time St. Patrick’s Day,

Kid’s day, Military Appreciation Night, NASCAR Night, Ladies Night, and many more

On Field Promotions

These nightly promotions will focus everyone’s attention as the event takes place between

innings on the field. All sponsors receive public address announcements. Some of the on field

promotions include: Dizzy bat Race, Pie Eating Contest, Haul-A-Ball, Hometown Hero, of the

Night, Homerun Challenge, Frozen T-shirt Race, and many more. Let us custom design a

promotion that highlights your business in a fun and creative way.

Giveaways

Giveaways can be designed to fit each business and event. With each giveaway, your

company logo will be included with the SwampDogs logo. All items will be distributed to

incoming fans at J.P. Riddle Stadium. Your company will gain additional exposure from radio

and print media. At least500 of each item will be produced. Some planned giveaways are: Logo

Baseball, Visors, Seat Cushions, Mouse Pads, License Plate Frames, Baseball Cards, T-Shirts,

Magnetic Schedules, Team Photos, and more.

Ticket Backs

Ticket backs are a great way to encourage fans to patronize your business, either after the

game or another day. Advertise a running special on over 75,000 tickets. The promotion

includes general admissions and box seat sales as well as one public address announcement per

game calling attention to the ticket stubs and your offer.

Both Box Seats and General Admissions ($3,750)

Reserved Seats only ($2,000)

General Admission only ($2,000)

Game Sponsorship ($1,000)

A game sponsorship is a great way to host a group outing, gain exposure for your business

and support your community. A game sponsorship includes: Ceremonial First Pitch, PA

Announcements, 100 tickets for friends, family, or employees, SwampDogs donate 50 tickets to

a local charity in your name, set up a booth, hand out info/coupons and display banners.


13

Enhance brand image throughout community

One of the most important aspects of the SwampDogs is their ability to reach out and bring

the community together. They place a strong emphasis on giving back to the community and

have pride in know they are making a positive impact in Fayetteville and surrounding areas.

After all, the SwampDogs wouldn’t have been around for over ten years if it wasn’t for the fans.

Through a strong community relations program, they have positioned themselves and will

continue to position themselves as a leader in the community. They have reached, currently

reach, and will continue to reach out to the community in these ways:

This past summer, the SwampDogs raised $8500 for the Friends of the Cancer Center

through the K’s for the cure program as well as auctioning off special Pink Jerseys worn

by the players. The majority of the money raised goes to the Karen Chandler Trust Fund

which is in place to assist cancer patients in the Fayetteville area with whatever they may

need. It could be anything from a ride to a Dr.’s appointment to helping keep the power

on in someone’s place because they can’t afford it.

The SwampDogs also contribute to Spare Change for Special Olympics every year by

having coin containers at every concession window. Employees are reminded and

encouraged to ask everyone if they are willing to donate.

This past summer, The SwampDogs teamed up with ERA Strother Real Estate to hold a

charity bowling tournament. Teams of 4 signed up for 3 different sessions and were

paired with SwampDogs players to help raise money for MDA.

The SwampDogs held their first ever “Guns-N-Hoses” charity softball game between the

Fayetteville police and fire departments to raise money for the Firemans’ Relief Fund and

the Police Association. It was highly anticipated and a great success.

The SwampDogs hold an annual high school senior all star game for all the high schools

in the county. There is honorary dinner for those that were selected followed by the

game the next day. The most valuable player of the game is also rewarded a $1,000

scholarship to help with whatever school expenses they may need in their freshman year.

The SwampDogs visit businesses in hopes that local business owners will support their

Corporate Angel Program. You can become a Corporate Angel by donating tickets to a

game in the name of your business to a group of underprivileged kids in the Fayetteville

area. They can pick a charity or organization of their choice or they can leave the

decision in our hands. This is actually another opportunity for businesses to receive some

recognition but more charity than business. A few of the groups that have benefited

include the Boys and Girls Club, the YMCA, Church Groups, Youth Organizations, and

the Salvation Army


14

Solidify product position among the youth demographic

Again, the SwampDogs look to get out in the community with a community relations and

grass roots marketing campaign to reach out the youth of Fayetteville. There a few main

programs the SwampDogs employ such as:

Fayetteville SwampDogs Kids Camp

The Kids Camps have proven to be very successful for the SwampDogs in years past and they

look to get more kids involved every year. The team held 3 camps for kids who ranged

anywhere from 4-5 to 11-12 years old. The camp started at 9 am and lasted until 2 pm. It

included a SwampDogs T-shirt, a game ticket, and a lunch in addition to the opportunity to meet

players, coaches, and to work on their baseball skills. It is $40 for one day, 75$ for 2 days, and

$100 for 3 camps.

Kids Camps are always held during the week in order to increase attendance to that night’s

particular game. Games during the week see far less attendance compared to games over the

weekend so anything to increase attendance for that night is a plus. This is also a way to capture

parents who will also have to buy tickets to the game as well. The goal is to attract more people

into the ballpark where they will be tempted to spend money on things like souvenirs and

concessions.

In order to increase awareness for the Kids Camps the SwampDogs go out in the community

handing out flyers and registration forms all over Fayetteville. The main locations that the team

targets with these promotional materials are recreation centers, little league baseball facilities,

and other youth activity centers throughout the community. In addition, there is always

information online, at the SwampDogs mall kiosk, and at every SwampDogs home game.

Player/Mascot Appearances

Another great way to reach out to the kids of Fayetteville is to make appearances at various

recreation centers and youth activity centers. With parents at work, there are a number of kids

that are in summer camps and other programs. At appearances, the kids get to interact with the

players and they especially enjoy playing with Fun-Go and Cookie. Players will speak to the

children about important life lessons and what it takes to become a SwampDogs. Afterwards,

they play games, sign autographs, take pictures, and always bring plenty of pocket schedules to

hand out for the kids to bring home. There are several recreation centers throughout Fayetteville

and Cumberland County. Some of them include but aren’t limited to Cliffdale rec. center,

College Lake rec. center, E.E.Miller rec. center, Eastover Central rec. center, Dorthy Gilmore

rec. center, Grays Creek rec. Center, JS Spivey rec. center, Kiwanis rec. center, Lake Rim rec.

center, Massey Hill rec. center, Myers rec. center, Pine Forest rec. center, Smith rec. center,

Stedman rec. center, Stoney Point rec. center, and Westover rec. center.


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Puppy Tales

Every Friday morning, the SwampDogs opened their park to children and recreation centers

throughout Fayetteville for what they like to call Puppy Tales. Players read stories to kids, they

color pictures, and play on the field and in Fun-Go’s Home Run Haven. The children also get

tickets for that evening’s game. Groups can range from 10-15 all the way up to 50-or 60 kids.

The players set up blankets and benches in the clubhouse where they read stories like Casey at

the Bat. The kids enjoy it and the parents and directors of these recreation centers appreciate that

they SwampDogs offer their children this kind of opportunity.

Guided Tours

Along with Puppy Tales, recreation centers and other youth activities can come to J.P. Riddle

stadium and get a tour of the stadium and a chance to have some fun in Fun-Go’s Home Run

Haven and on the field as well. They are taken through the clubhouse, concession stand, press

box, and everywhere else you wouldn’t get to see during a game. These kids also get tickets to

the games that night.

Game Days

Along with all these opportunities and events kids can participate in, the SwampDogs offer

kids a fun ball park atmosphere. All these other events and appearances the SwampDogs

participate in are designed so that kids will come to the games, and appropriately enough, the

organization looks to offer children of all ages a fun time. Kids are greeted by Fun-Go and

Cookie while Mo’ Runs is signing up kids for on field contests and promotions. Kids love

getting out on the field between innings and especially when they have a chance to win a great

prize. There are a number of different contests kids can participate including the dizzy bat race,

mascot race, home run challenge, tire roll, and many more. Even if you don’t sign up for a

game, all children get the opportunity to run out on the field for the SwampDogs Haul-a-Ball

promotion. They run out on the field picking up foam baseball fans throw on the field hoping to

shoot them in a bucket on the back of a Truck riding around the perimeter of the field.

In addition to on field promotions and contests, kids can also throw birthday parties or end of

year parties with their little league team through their Field of Dreams program. For $9 a kid

and $11 an adult you receive a hot dog, soda, bag of chips, and a game ticket. Players come to

celebrate birthdays and give out trophies to teams that are holding their end of season parties.

The birthday boy or girl also receives an autographed baseball and the opportunity to throw out

the first pitch. If you plan on bringing a cake to either one of these events you can receive a 25%

discount if you get it from Superior Bakery, located in Fayetteville. If you come with your team

you get the opportunity to run out onto the field for starting lineups with the players.

While these are all great options for kids, Fun-Go’s Home Run Haven offers even more fun

and games. There are multiple bounce houses, speed pitch, balloon animals and face painting, a

prize wheel, and even pony rides. It’s the ultimate hangout spot for kids at the game and parent’s

can let their kids have all fun they want with peace of mind.


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Increase attendance 5%-10% within current target markets

The goal of every sports organization is to put people in the stands. Fans are what drives

successful organizations and are part of creating a game experience. Sport is unique in the fact

that its fans are helping produce the product that they are simultaneously consuming. Games

would just not be the same without fans cheering and routing their team on or hassling opposing

teams and umpires. Besides for the game itself, people come to socialize and to spend time with

their family and friends.

With that being said, attendance is what drives sales and sales drive success and

sustainability. The more people that come to games the more money there is to be made from

ticket sales, souvenir sales, and concession sales. Impressive attendance numbers will also

increase the interest of local business owners to potentially become a sponsor of the

SwampDogs. Attendance is one of the, if not the most important measure when determining the

success of an organization. These are several channels the SwampDogs will continue to use in

order to increase the awareness and interest among their current target markets:

Radio

They air commercials over several radio stations some of which include 95.7 Carolina

Country, Q98, and Rock 103. The SwampDogs also receive airtime on ESPN radio and other

various shows throughout the Fayetteville Area. Coaches, players, and other members of the

organization often times make appearances on radio shows to promote upcoming events. Games

are also broadcasted on the internet through the Coastal Plain League’s newly created Web Pass.

You can listen to the SwampDogs anywhere you have a connection.

Television

In addition to radio advertising, the SwampDogs also benefit from advertising on television.

The SwampDogs air television commercials on local new channels, host a weekly show

throughout the season hosted by the Director of Media Relations/Broadcaster, and they also

make appearances on other television shows as well throughout the season.

Print Advertising

They use print advertising predominantly through the Fayetteville Observer. They print

advertisements in the Fayetteville Observer promoting upcoming games and events. They also

receive marketing in the form of game write ups and cover articles on the team as well a

schedule of upcoming games and the current standings. They are also in other publications

throughout the community such as Up and Coming magazine where they are write their own

articles and press releases for the community to read


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Internet/Social Media

The SwampDogs have added social media to the advertising program using Facebook and

Twitter to reach out to fans and to let them know of the latest news, updates, and upcoming

events the team has to offer. The SwampDogs currently have over 4,000 friends on Facebook

and continue to update keeping fans informed with game updates and whatever else is going on

at The Swamp. They even had a special Facebook friend’s night where those that were friends

with the team received a discounted ticket price. They also use their team website,

www.goswampdogs.com, to market the team and to give more access to fans. The site includes

current news, schedules, photos, ticket information, team rosters, and much more.

Grass Roots Campaign

The SwampDogs have placed an added emphasis on an intensive grass roots marketing

campaign to reach the core of the Fayetteville community. The organization utilizes their interns

to successfully implement these strategies. Each intern is assigned various parts of the

Fayetteville and its surrounding market areas. They are responsible for these areas the entire

summer. Some particular tactics they use in this marketing program include:

Distributing pocket schedules to businesses all over Cumberland County

Hanging door hangers throughout communities and businesses that include a schedule, a

coupon for a free cotton candy or sno-cone, and other information regarding the team.

Put out signs indicating that there is a game that night that includes the SwampDogs logo

and the time of game. Signs are distributed according to the amount of traffic streets and

street corners see on a daily basis.

Visit businesses and make cold calls inquiring about support for our Corporate Angel

Program and K’s for the cure.

Post flyers throughout J.P. Riddle stadium on concession stands, ticket booths, in the

Swamp Shop, and even in bathroom stalls informing fans of upcoming promotions,

giveaways, and other events that will be taking place in the future.

Operate a kiosk at Cross Creek Mall in Fayetteville throughout the summer. Every day

from 10-2, a player, intern, and sometimes Fun-Go or Cookie go to the mall handing out

pocket schedules, raising money for things such as K for the cure, and making people

aware of games or other events that may be coming up.

http://www.goswampdogs.com/


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Implementation and Control

Action Plan

MAY

27th

Opening night/Magnet Schedule giveaway to first 500 fans courtesy of Freeman, Barret &

Johnson, CPAs and Harris Whole Sale

29th

1st fireworks extravaganza of the summer presented in part by Time Warner Cable/Magnet

schedules to the first 500 fans

JUNE 1

st Homerun Math Night presented by Fazoli’s, Jersey Mike Subs, Fascinate U, Children’s

Museum and Crazy Turks Pizza & Grill/ Facebook Friends Night

2nd

Ladies Night presented by Fayetteville Family Dentistry, Renaissance Day Spa, Quality

Kitchens & Flooring and Miller Motte College/ First 200 ladies receive a free rose courtesy of

Owen and Bordeaux Florists

4th

Salute to HGTV Night – for allyour home needs/Seat Cushion giveaway courtesy of Time

Warner Cable/Dunn Night/ Fayetteville State Night

5th

Summertime St. Patty’s Day – the luck of the Irish has Healy Wholesale giving the first 500

fans, 21 and over, a souvenir mug/ Linden Night/ Wake Forest Night

9th

Ladies Night presented by Fayetteville Family Dentistry

12th

Military Appreciation Night driven by Rick Hendrick Toyota – first 500 fans have it made

in the shade with a free hat/ NC State Night

16th

Ladies Night presented by Renaissance Day Spa

17th

Health and Wellness Night – Visit experts to keep you healthy and well/ Lillington Night

18th

Green Night – Fans are working hard to save the planet, learn how you can help and receive

a reusable tote bag courtesy of Fayetteville PWC, FAMPO, and ReStore Warehouse/ Godwin

Night/ Methodist Night

20th

Fathers Day powered by Lumbee River EMC – First 500 fans receive a BBQ apron for Dad!

/ Dog Day with Dad – Bring your dog to the game brought to you by Naturally Unleashed

22nd

Hope Mills Night – Meet your favorite business people from Hope Mills / Turn back the

Clock Night – Help the Dogs celebrate 10 years of fun in Fayetteville

24th

Recycle Night presented by DEX – First 500 fans receive 10th

Anniversary logo baseball

courtesy of DEX / Stedman Night / UNC-P Night

26th

Jimmy Buffet Night – First 500 fans, 21 and over, can toast to a great game with their pint

glasses courtesy of Harris Wholesale / Eastover Night / Duke Night

29th

Opening Night Part Deux / Spring Lake Night

JULY 1

st Salute to the Skipper – well his first mate, anyway – First 500 fans, 21 and over, receive a

Gilligan (bucket) hat courtesy of Healy Wholesale and Coors Light / Raeford Night

3rd

Honoring America Fireworks Tribute display courtesy of Hendrick Chrysler Jeep and

Dogwood Capital Management – The BEST fireworks extravaganza of the summer!


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6th

Faith and Family Night – Join us for a night of fellowship and family entertainment /

Lumberton Night

7th

Ladies Night presented by Quality Kitchens & Flooring

10th

T-shirt Giveaway Night – First 500 fans receive a t-shirt courtesy of Cape Fear Orthopedic

12th

Christmas in July – Santa decided to vacation at “The Swamp” / Hospitality Appreciation

Night

13th

Team USA – Fans are guaranteed to see future Major Leaguers as the Dogs take on the U.S.

National Team

14th

Ladies Night presented by Miller Motte College

17th

4th

annual StriKing Out Cancer Night, including auction of the team’s one-of-a-kind pink

jerseys to benefit the Cape Fear Health Foundation’s Friends of the Cancer Center / Falcon Night

/ UNC-CH Night

21st Ladies Night presented by Bordeaux and Owen Florist

23rd

Lumbee River EMC brings fans the 6th

annual Family Fun Night Fun-Go Bobblehead

Giveaway – Come out early for the 10th

anniversary to the Fans / Wade night

24th

Lifelong Memories Night – It’s the 2010 SwampDogs team photo giveaway presented by

Miller Motte College / Miller Motte College Night

26th

Back to School night – Nobody wants to admit it, but the summer is coming to an end –

Let’s celebrate our teachers before school beings again – Teachers get $1 off admission

28th

Ladies Night – Bring out the ladies in your life for the final Ladies Night of the summer

30th

Fan Appreciation Night – Giveaways and prizes all game long capped off by the final

fireworks show of the 10th

summer of fun

Budget

Being such a small organization, the SwampDogs actually don’t have a budget set aside for

marketing. They do a lot of trading with local radio stations, the Fayetteville Observer, local

television stations, and various other businesses, but other than that, money is spent on a case by

case basis. An example of trading that takes place throughout the year is tickets or advertising at

the ballpark in exchange for radio and television commercials as well as advertisements in the

Fayetteville Observer. Based on the fact that they have such limited resources, this is why the

SwampDogs have placed an extra emphasis on going out and getting involved in the community.

Public relations are a cheap, effective way of marketing when utilized correctly.

Evaluation

When evaluating the overall marketing program, the SwampDogs can explore a few different

measures to determine how successful their marketing program has been.

Sponsorship sales and # of sponsors compared to previous years

Attendance figures compared to previous years

Number of kids that participate in Kids Camp compared to previous years

Sales in Fun-Go’s Home Run Haven, our kids section at J.P.Riddle to gauge kid’s

participation compared to previous year’s sales.

Amount of money the SwampDogs are able to raise and give back to the community

compared to previous years.

Documents

2010 Fayetteville SwampDogs Marketing Plan