M O B I L I T Y A N D T E C H N O L O G Y: M A R K E T I N G A N D T E C H N O L O G Y S O L U T I O N S

M A T T H E W T E R E N Z I O

C O N T E N T S• Executive Summary

• Digital Summary Overview

• Background

• Situation

• Objectives

• Strategy

• Target Segments

• Value Proposition

• Content Marketing

• Communication Strategy

• Tactics

• Reach

• Act

• Covert

• Engage

• Actions

• Control

• Costs

• CLV Before & After

• Budget

Executive Summary The Tampa Bay Rays have had the worst attendance record in the MLB two consecutive years in a row. With this attendance issue, I felt that my objectives ahead will solve the problem and leave this organization extremely happy in the future.

B A C K G R O U N DEstablished in 1998, the Tampa Bay Rays are a team in the MLB part of the American League, Eastern Division. They are located in St. Petersburg, Florida and play at the Tropicana Field.

O U R C U R R E N T P O S I T I O N

• Finished last in overall attendance for the MLB two consecutive years.

• An average of 18,500 fans per night, which is extremely low compared to the MLB average.

• Tropicana Field is 45 minutes from Tampa, where our main market is.

O U R M A I N O B J E C T I V E S

• Increase the fan base by 20%

• Be in the top 15 of the 30 teams in the MLB on overall fan attendance

• Sell 65% of the tickets in our stadium for each game. (MLB average is 62%)

O U R TA R G E T• Demographic: Male and Females, Ages 15-35. (College students/Millennials)

• Region:Tampa Bay, Clearwater, and St. Pete

• Interests: Fans of the Tampa Bay Rays, Lightning, Storm, Buccaneers, & USF. Attract tourists visiting the beach as well as Busch Gardens.

W H AT W E A R E O F F E R I N G

• Newer bars and fan zones around stadium to provide Pregame as well as Postgame entertainment.

• Discounted merchandise, tickets, concessions, etc.

• Team meetings/signings and arena tours.

C O N T E N T M A R K E T I N G

S T R AT E G Y

• Build awareness and excitement for the Rays team through entertaining our demographic.

• Inform our demographic of the new objectives provided.

• Inspire consumers/fans to purchase tickets and attend games.

C O N T E N T D I S T R I B U T I O N C H A N N E L S

• Use social media channels

• Team events

• Affiliate Teams

• Traditional media

• Social Media Campaigns on Facebook, Twitter and Youtube to increase chatter about the team.

• Rallies and tailgates before and after the games to increase fan interaction and engagement.

• Local news and radio sponsored events to attract more attendance.

• Pair with teams in the area to increase your fan base.

TA R G E T R E A C H TA C T I C S

FA N I N T E R A C T I O N TA C T I C S

• Youtube- “Biggest Fan” Videos, Team Vlogs

• Facebook- Promote deals and events

• Twitter- Hashtag campaigns for free merchandise and tickets

• Tailgates- Pregame and Postgame fan tailgates with entertainment to attract our demographic

C O N V E R S I O N TA C T I C S

• Links on Facebook and Twitter to buy an all exclusive fan package that includes entry to the fan fest tailgates, a ticket to the game, and a plate of food at the tailgate.

• Surveys at the tailgate

E N G A G I N G TA C T I C S

• Fan interaction surveys at the tailgates in exchange for a raffle ticket for free Rays gear.

• Interaction through video blogs, social media channels, and in person communication.

• Marketing Division- social posts before and after games, also promoting upcoming events during the week.

• Fan Engagement/Event Planners- Work close with fans at fan fest and games to assure they are having a pleasant experience.

A C T I O N

• Use social media analytics to measure social media activity.

• Collect game reports to see if we are meeting the game attendance and ticket sale objectives.

C O N T R O L

COG ROI of Tickets COG ROI of Fan Fest

C O S T S : C O G R O I

C LV R O I : B E F O R E A N D A F T E R

Before

After

B U D G E T

• Im asking for $8,000 per game for the fan fest and game marketing. This will cover food, tickets, and activities as well as marketing for events. If we sell 1,500 tickets at $40 a piece for the package, your return will be $30,000 after costs and overhead.

• Lastly Im asking for an addition $15,000 for regular tickets. This investment will be used for radio and traditional media advertisements. Selling 30,000 tickets at a price of $25 your return will be $747,000 after costs and overhead.