Background Information Background Information Stated vs. Actual Problem Stated vs. Actual Problem Assumptions Assumptions Research/Survey Research/Survey

• Background InformationBackground Information• Stated vs. Actual ProblemStated vs. Actual Problem• AssumptionsAssumptions• Research/SurveyResearch/Survey• AudiencesAudiences

– PrimaryPrimary– SecondarySecondary

• Communication GoalsCommunication Goals• StrategiesStrategies• TacticsTactics• SummarySummary

• Members of the Northwood's LeagueMembers of the Northwood's League– Joined in 2007Joined in 2007

• Home games played at Home games played at Joannes Stadium in Green BayJoannes Stadium in Green Bay

• President/CEO: Jeffrey L. RoylePresident/CEO: Jeffrey L. Royle• General Manager: Mike ThenGeneral Manager: Mike Then• Team Manager: Elliott StrankmanTeam Manager: Elliott Strankman• Team colors: black, orange, and greenTeam colors: black, orange, and green• Team mascot: Jeremiah Team mascot: Jeremiah

Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

• Hired by Green Bay Hired by Green Bay Bullfrogs OrganizationBullfrogs Organization

• Develop persuasive campaignDevelop persuasive campaign• Increase fan attendanceIncrease fan attendance


• Maintaining, not necessarily Maintaining, not necessarily increasing the audienceincreasing the audience– First year novelty wear off?First year novelty wear off?


• Product oriented campaignProduct oriented campaign• The Bullfrogs organization is in Stage 1 The Bullfrogs organization is in Stage 1 • Knowledge ≠ AttendanceKnowledge ≠ Attendance• Possibility of “novelty attendance”Possibility of “novelty attendance”• Location of team Location of team • Special promotions highly influence Special promotions highly influence

attendanceattendance





• Knowledge ≠ AttendanceKnowledge ≠ Attendance• Cheap form of entertainmentCheap form of entertainment• Promotions are essentialPromotions are essential

– Buck NightBuck Night– GiveawaysGiveaways– Family NightFamily Night


• Primary Audiences:Primary Audiences:– Young AdultsYoung Adults– FamiliesFamilies

• Secondary Audiences:Secondary Audiences:– The 50+ crowdThe 50+ crowd– General baseball fansGeneral baseball fans




• Increase knowledgeIncrease knowledge– Bullfrogs TeamBullfrogs Team– PromotionsPromotions

• Move to next stagesMove to next stages– LegitimacyLegitimacy– Participation/PenetrationParticipation/Penetration

• AttendanceAttendance– Maintain if not increaseMaintain if not increase– Meet projected attendance goalsMeet projected attendance goals


Fan and Community Recognition (Stage 1: Identification)Where We Are NowOrganization in second yearNeed a more effective sloganDo not possess high recognizability

Where We Want To BeEasily recognizable based on team symbol, mascot, and colorsBe associated with an effective sloganBe identified as a popular choice of activity


• Existing TacticsExisting Tactics– Mascot: JeremiahMascot: Jeremiah– Team colorsTeam colors– Team storeTeam store

• Online orderingOnline ordering• Stadium locationStadium location

– Slogan: “Grip it and Slogan: “Grip it and Ribbit”Ribbit”

– WebsiteWebsite

• Our RecommendationsOur Recommendations– Promotional appearances Promotional appearances

by Jeremiahby Jeremiah• Radio/TV remotesRadio/TV remotes

– Continue with existing Continue with existing tactics to establish normstactics to establish norms

• Team colorsTeam colors• MascotMascot• SloganSlogan


Reputation as a Legitimate Baseball Team (Stage 2: Legitimacy)

Where We Are NowYoung team: credibility may be questionedPlayer credibility/popularity/recognizabiltyNot known as a contribution to the community

Where We Want To BeAs a having a reputation for quality entertainmentHaving responsible, community-oriented staff and playersRecognized as a positive influence on the Fox Valley and surrounding areas


• Existing TacticsExisting Tactics– GiveawaysGiveaways– Maintain player conduct Maintain player conduct

codecode– Respect “sponsor Respect “sponsor

families”families”

• Our RecommendationsOur Recommendations– Charity DrivesCharity Drives

• Food DrivesFood Drives• Clothing DrivesClothing Drives

– ““Spend a day with the Spend a day with the Bullfrogs”Bullfrogs”

– Continue to uphold Continue to uphold goodwill and goodwill and responsibilityresponsibility


Ultimate Goal: Participation and Penetration


• Existing TacticsExisting Tactics– WNFL (1440 A.M.) WNFL (1440 A.M.)

flagship radio stationflagship radio station– SponsorsSponsors

• Official SponsorsOfficial Sponsors• SponsorsSponsors

– Addition of seatsAddition of seats– New ScoreboardNew Scoreboard– Expansion of kid zoneExpansion of kid zone– Additional concession Additional concession

standstand

• Our RecommendationsOur Recommendations– Intern involvementIntern involvement

• Press Release every gamePress Release every game– Increase media Increase media

involvementinvolvement– Maintain attendanceMaintain attendance

• PromotionsPromotions– Increase creative Increase creative

advertisingadvertising• Facebook/MySpaceFacebook/MySpace



N R D D(Devil)

- Something that families, friends, and baseball lovers can do for fun

- Locality of a quality baseball team

- Attend a Bullfrogs’ Baseball Game

- Won’t be bored- Cheap entertainment


• Judge after second yearJudge after second year– First year “novelty” wear offFirst year “novelty” wear off

• ProfitabilityProfitability• AttendanceAttendance• Continuous ImprovementContinuous Improvement


• Stated vs. Actual ProblemStated vs. Actual Problem• Our ResearchOur Research

– SurveySurvey• AudiencesAudiences

– Young adults, Families, General Young adults, Families, General Baseball Fans, 50+ CrowdBaseball Fans, 50+ Crowd

– Audience AnalysisAudience Analysis• Strategies/TacticsStrategies/Tactics

– Three PhasesThree Phases


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Documents

Background Information Background Information Stated vs. Actual Problem Stated vs. Actual Problem Assumptions Assumptions Research/Survey Research/Survey