1

Play Ball Indiana

Preston Higbe, Christian Gonzales, Jake Kuenzi & Ji-Hwan Kim

2

SWOT Analysis

• Strengths– Current MLB players willing to represent organization– Marketing Specialist connections to local businesses

• Weaknesses– Events that restrict children from attending– Lack of Relationship with Indianapolis area colleges

and their baseball/softball programs and athletes

3

SWOT Analysis cont’d

• Opportunities– Hire unpaid intern for 15-20 hours per week to

assist with social media presence (college freshman/sophomore)

– Social media logo competition (e.g., prize to person with best logo design)

• Threats– Lack of graphic design/website specialist

4

Target Market

• Adults who have the desire to support the organization.

• Indianapolis area underserved youth.

5

Objective and GoalsObjectiveCreate a marketing plan that addresses Play Ball Indiana’s current communication tactics, in order to create awareness and promote organizational growth.Goals1. Develop and modernize website.2. Increase awareness of the Talking Baseball Series

program.3. Increase visibility on social media platforms (i.e.

Twitter, Facebook, YouTube, Google+)

6

Goal #1 Develop and Modernize Website

Strategies Hire Graphic Design Intern

Include links to Facebook, Twitter, and YouTube accounts

Include donation option link

Resources Needed Desk, (preferably graphic design major)

Food, Restaurant perks. Login information for social media accounts

Food, Restaurant perks. Information on how to donate.

Person Responsible HR staff member Graphic Design Intern

Graphic Design Intern

Completion Date 1/16/15 1/30/15 2 months

7

Goal #2Increase brand awareness through Talking Baseball Series

Strategies Create youth friendly events for all ages. (Home run derby/movie at a baseball stadium)

Reach out to local news outlets with precise press releases.

Host an event on an Indianapolis college campus.

Resources Needed Accessible building. Drinks, food, chairs, tables, sign-in sheet with contact info.

One email account to send out all press releases. Creative writer with contacts.

Accessible campus building. Agreement with University.

Person Responsible Marketing Director Marketing Director or Intern

Marketing Director

Completion Date Bi-Weekly Monitor Daily. Press releases sent out one month and one week before event

Once a year

8

Goal #3Increase brand visibility on social media platforms

Strategies Create giveaways, friendly competitions, and surveys that are directly related to the upcoming Talking Baseball series event

Hire social media intern (preferably sport management or communications major)

Respond to social media interactions with re-tweets, likes, and thoughtful comments

Resources Needed Prizes like event tickets

Desk &Social media login information

Social media login information

Person Responsible Marketing Director HR staff member Social media intern

Completion Date Bi-Weekly 1/16/15 Daily/As it happens

9

Budget

• Organization Annual Budget: $275,000

• Interns: $0– 1-2 interns– 15-20 hrs. per week on updating social media, website

updates, email campaign, etc.– College Freshman/Sophomore interested in public/media

relations, graphic design and/or website design– Provide event and restaurant perks as form of

payment/appreciation for their work

10

Budget cont’d

• Social Media Giveaways/Competitions: up to $2,500 annually– Used to generate brand awareness through Twitter

retweets, Facebook likes and YouTube views along with spread of PBI merchandise

– Give PBI t-shirts, baseball hats, visors, etc. away to certain amount of people who retweet/like certain tweets/statuses

– Give other event and restaurant perks in similar fashion as above bullet