CINCINNATI REDS CINCINNATI REDS MARKETING PLANMARKETING PLANPRESENTED BY: THE “PRESENTED BY: THE “AA TEAM”TEAM”

THE CINCINNATI REDS ARE A THE CINCINNATI REDS ARE A MAJOR LEAGUE BASEBALL TEAM MAJOR LEAGUE BASEBALL TEAM BASED IN CINCINNATI, OHIO. THEY BASED IN CINCINNATI, OHIO. THEY PLAY IN THE CENTRAL DIVISION, PLAY IN THE CENTRAL DIVISION, WITHIN THE NATIONAL LEAGUE. WITHIN THE NATIONAL LEAGUE. THEY ARE THE OLDEST THEY ARE THE OLDEST PROFESSIONAL BASEBALL TEAM, PROFESSIONAL BASEBALL TEAM, TRACING THEIR HISTORY BACK TO TRACING THEIR HISTORY BACK TO 1869. THE CINCINNATI REDS HAVE 1869. THE CINCINNATI REDS HAVE A LONG AND SUCCESSFUL A LONG AND SUCCESSFUL HISTORY. THEY HAVE WON THE HISTORY. THEY HAVE WON THE WORLD SERIES FIVE TIMES AND WORLD SERIES FIVE TIMES AND THE NATIONAL LEAGUE PENNANT THE NATIONAL LEAGUE PENNANT NINE TIMES. THEIR LAST WORLD NINE TIMES. THEIR LAST WORLD SERIES VICTORY WAS IN 1990.SERIES VICTORY WAS IN 1990.

PRODUCTSPRODUCTS

The primary product that the Cincinnati Reds The primary product that the Cincinnati Reds produce is the team on the field, but this can be produce is the team on the field, but this can be considered to be just part of the overall product. considered to be just part of the overall product.

The entire experience of a baseball gameThe entire experience of a baseball game atmosphere of the stadiumatmosphere of the stadium smell of hotdogssmell of hotdogs ““Take Me Out to the Ballgame”Take Me Out to the Ballgame” 77thth inning stretch inning stretch mascotsmascots fly ballsfly balls merchandisemerchandise

Overall the Reds strive to sell a family friendly Overall the Reds strive to sell a family friendly form of entertainment to the greater Cincinnati form of entertainment to the greater Cincinnati area.area.

DEMOGRAPHICSDEMOGRAPHICS

**Demographic information is information for the Cincinnati metro area in 2008

Gender (male/female): 48.5%/51.5% Median household income: $50,885 (Not in

the top 50 US metro areas) Percentage of family households: 67% Median age: 37

COMPETITIONCOMPETITION

Newport on the Levee

Fountain Square entertainment

Riverbend Music Center

The Cincinnati Bengals:

The overlap is about a month long (longer if the Reds are in the playoffs).

Minor league baseball:

Columbus, Indianapolis, Louisville, Dayton, Lexington and Florence KY.

Kings Island

Cincinnati Zoo & Botanical Garden

Lindner Family Tennis Complex

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Unemployment rate in the city is Unemployment rate in the city is at 10.5%, higher than the at 10.5%, higher than the national average of 9.5%. national average of 9.5%.

Cities that once relied on Cities that once relied on manufacturing jobs, such a manufacturing jobs, such a Cincinnati, have an especially Cincinnati, have an especially hard recovering from the hard recovering from the recession. recession.

Cincinnati women have also been Cincinnati women have also been hit harder than the men. Data hit harder than the men. Data from the U.S. Census Bureau from the U.S. Census Bureau shows that women in Ohio are shows that women in Ohio are paid 74 cents for every dollar paid 74 cents for every dollar that men make. This is compared that men make. This is compared to the national average of 77 to the national average of 77 cents on the dollar.cents on the dollar.

A SOCIAL & CULTURAL A SOCIAL & CULTURAL RELATIONSHIPRELATIONSHIP

Baseball is Baseball is women's favorite women's favorite professional sport to watch professional sport to watch both at the stadium and on both at the stadium and on television. television.

Women make up almost Women make up almost half (46%) of the audience half (46%) of the audience at at professional baseball gamesprofessional baseball games, but 43% of women cannot , but 43% of women cannot name a single player on name a single player on their home team. their home team.

Almost two thirds of Almost two thirds of women (65%) say they women (65%) say they would attend more games if would attend more games if they were informed about they were informed about discount tickets.discount tickets.

Women describe baseball as the Women describe baseball as the most family-friendly and most family-friendly and accessible sport.accessible sport.

Believe baseball players are Believe baseball players are better role models for their better role models for their children than other pro sports children than other pro sports players. players.

7 in 10 women (72%) 7 in 10 women (72%) consider baseball games a consider baseball games a "wholesome" environment"wholesome" environment

90% say baseball games offer a 90% say baseball games offer a positive way for family and positive way for family and friends to spend time together. friends to spend time together. 

Women make 58% of decisions Women make 58% of decisions for family leisure activities and for family leisure activities and 76% of decisions for household 76% of decisions for household purchases.purchases.

((Marketing to WomenMarketing to Women, August , August 2000)2000)

Between baseball … and women

TECHNOLOGYTECHNOLOGY

The Reds official websiteThe Reds official website FacebookFacebook

TwitterTwitter Official Reds forumOfficial Reds forum

BloggingBlogging ChatChat

E-mail newsletterE-mail newsletter

The Reds also share up-to-the-minute scores, The Reds also share up-to-the-minute scores, team updates, injury reports and weather team updates, injury reports and weather

information via text messaging and other cell information via text messaging and other cell phone applications for anyone who wishes to sign phone applications for anyone who wishes to sign

up for those services.up for those services.

STRENGTHSSTRENGTHS

•TThe family friendly atmosphere makes a he family friendly atmosphere makes a baseball game appealing for a mother.baseball game appealing for a mother.

•The cost of attending a Reds game still The cost of attending a Reds game still compares favorably with other popular compares favorably with other popular activities in the Cincinnati area.activities in the Cincinnati area.

•The Reds are currently having a very good The Reds are currently having a very good season and could win their division. This has season and could win their division. This has raised interest in the Reds and should help raised interest in the Reds and should help ticket sales in 2011.ticket sales in 2011.

•Great American Ballpark is regarded by Great American Ballpark is regarded by most fans to be an excellent place to watch most fans to be an excellent place to watch a game. The atmosphere is good and there a game. The atmosphere is good and there really aren't any bad seats.really aren't any bad seats.

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You are more likely to find a You are more likely to find a father and son at the game than father and son at the game than a mother and daughter. A group a mother and daughter. A group of men would be more likely to of men would be more likely to chose a baseball game as a way chose a baseball game as a way to spend an afternoon or evening to spend an afternoon or evening than a group of women.than a group of women.

A frequent criticism of baseball A frequent criticism of baseball games are that they are too long games are that they are too long and the pace is too slow. The and the pace is too slow. The average length of a baseball average length of a baseball games is close to three hours. A games is close to three hours. A concert or a movie would not concert or a movie would not take nearly as long. take nearly as long.

The slow pace of many baseball The slow pace of many baseball games has caused many people games has caused many people to dismiss the game as boring.to dismiss the game as boring.

OPPORTUNITIESOPPORTUNITIES There are many opportunities for partnerships and There are many opportunities for partnerships and

sponsorships with local businesses in Cincinnati. By sponsorships with local businesses in Cincinnati. By targeting businesses that cater especially to targeting businesses that cater especially to women, the Reds can reach out to that women, the Reds can reach out to that demographic (51%).demographic (51%).

A baseball game is more than a sporting event A baseball game is more than a sporting event today- it is an entertainment option. today- it is an entertainment option.

Providing more forms of entertainment at the Providing more forms of entertainment at the ballpark (such as parties, shows, demos, etc) the ballpark (such as parties, shows, demos, etc) the Reds can attract more women who want to get out Reds can attract more women who want to get out and have fun.and have fun.

Breaks between innings allow for short periods of Breaks between innings allow for short periods of entertainment to be integrated into the baseball entertainment to be integrated into the baseball game experience.game experience.

Expansive pavilion outside stadium allow options Expansive pavilion outside stadium allow options for entertainment areafor entertainment area

THREATSTHREATS

Other entertainment optionsOther entertainment options Weather is always a threat to baseball Weather is always a threat to baseball

attendance. Day of game ticket purchases attendance. Day of game ticket purchases will be low if people hear that it might rain on will be low if people hear that it might rain on that day. They will be more likely to find an that day. They will be more likely to find an indoor activity. Hot and muggy weather also indoor activity. Hot and muggy weather also makes it difficult for many to endure sitting makes it difficult for many to endure sitting through a baseball game.through a baseball game.

The economy is an on-going threat to The economy is an on-going threat to baseball attendance. The recession has led baseball attendance. The recession has led to an overall drop in baseball attendance to an overall drop in baseball attendance over the past two years.over the past two years.

CINCINNATI REDS MARKETING OBJECTIVE

Increase Reds pre-sale and in-Increase Reds pre-sale and in-season ticket sales for season ticket sales for

females between the ages of females between the ages of 28-4028-40

WomenWomen TicketsTickets

MARKETING TIMELINEMARKETING TIMELINE December 2010: Introduce event at RedsFest December 2010: Introduce event at RedsFest February 2011: Package information on Spring February 2011: Package information on Spring

Training brochure, Official websiteTraining brochure, Official website April 2011: Following Opening Day events, begin April 2011: Following Opening Day events, begin

advertising on social media websites, game advertising on social media websites, game announcementsannouncements

Late April 2011: Signage with sponsors, Late April 2011: Signage with sponsors, advertising with advertising with media partners (print, radio, media partners (print, radio, tv, phone)tv, phone)

May 2011: Increase social media advertising, May 2011: Increase social media advertising, radio advertising during high traffic timeslots, radio advertising during high traffic timeslots, announce at Mother’s Day gameannounce at Mother’s Day game

June 2011: (Week of event) Rosie Red June 2011: (Week of event) Rosie Red appearances {channel 12 WKRC morning news, appearances {channel 12 WKRC morning news, Krogers, Kenwood Mall} heavy radio, Cincinnati Krogers, Kenwood Mall} heavy radio, Cincinnati Bell cell phone texts, social media, game Bell cell phone texts, social media, game announcements announcements

MARKETING TIMELINEMARKETING TIMELINE October 2010: Collect partners and businesses for BacheloReds Party October 2010: Collect partners and businesses for BacheloReds Party

packages.packages.   November 2010: Finalize packages and pricing as well as set November 2010: Finalize packages and pricing as well as set

businesses to businesses to use for packages. Add package availability to Official use for packages. Add package availability to Official Reds website.Reds website.

   December 2010: RedsFest- Introduce BacheloReds Party packages to December 2010: RedsFest- Introduce BacheloReds Party packages to

public.public.   January 2011: BachelorReds booth at Cincinnati Bridal Expo and bridal January 2011: BachelorReds booth at Cincinnati Bridal Expo and bridal

shows in neighboring states.shows in neighboring states.

March 2011: Email blasts, Social network Marketing, Advertising with March 2011: Email blasts, Social network Marketing, Advertising with radio radio partners, cell phone providers, sponsors, and television during partners, cell phone providers, sponsors, and television during Spring Spring Training games. Training games.

May/June 2011: Heavy radio, news, text, social media, email, print adsMay/June 2011: Heavy radio, news, text, social media, email, print ads   2012 Season: Add packages to Spring Training brochures in Goodyear, 2012 Season: Add packages to Spring Training brochures in Goodyear,

Arizona.Arizona.