THE BOSTON RED SOXA CAMPAIGN FOR SUCCESSBy: Aleena

Bobich

The Boston Red Sox

The Boston Red Sox are a based in Boston, Massachusetts and a member of Major League Baseball's American League Eastern Division. They were Founded in 1901 and the Red Sox's home ballpark has been Fenway Park since 1912.

The Red Sox have had one of their worst seasons ever this year and could use some more income to build for the following season. Not only is this ad campaign going to bring in revenue, but it will also increase the amount of fans coming to games, bringing back the pride of Fenway Park and the Green Monster.

Major League Baseball brings in several billion dollars a year. It’s America’s pastime and a money maker. Approximately 35 percent of the MLB's revenue comes from admission to baseball games. The profitability of individual teams depends on attaining a high fan attendance which is enabled by effective advertising, which is what I’m here to increase for the Red Sox upcoming season.

Target Audience

The target market/target audience of this ad campaign are previous season ticket holders and prospective season ticket holders. This campaign will target fans who have bought any ticket to a game as well as those who have had season tickets before. New customers will be targeted in effect as well.

Key Performance Indicators (KPI):

The goal of this campaign is to increase revenue by driving the sales of season tickets. Everything is revolved around money and money is tighter than normal for people these days. Baseball and sports Fans alike are always searching for tickets and lower-priced tickets; therefore this ad campaign is ideal. Also, maintaining current clientele is a major need for any business or company and this ad campaign strives to keep them happy.

The Big Idea

Reaching out through forms social media and email to previous and potential season ticket buyers with an ad of saving money on their favorite team’s tickets or receiving Red Sox memorabilia is the track to take for success. Customers will save 10% on their season tickets if they order before 3/1/13; if they order before the first game, they’ll get free a Red Sox Jersey.

Tools & Tactics for Success

The strategy for success is to email previous season ticket holders and those who have ordered general tickets online with information about the deal. I also plan to emphasize the importance of the internet and Social media by using Twitter, Facebook, and Pinterest to reach out to potential customers. Facebook, Pinterest and Twitter will encourage participation from fans through ads, contests, and communication.

More Tools & Tactics for Success

Using social media advertising will be beneficial because the website traffic will be a targeted audience that is more likely to purchase season tickets. Marketing through social media is also more affordable, because you are only paying for the advertisements to be shown to the people that are the very most likely to click on the ad. Facebook is ideal for its geo-targeting and specific keyword targeting.

The Budget

Facebook:$55,000

Twitter:$15,000

Pinterest:$25,000Email:$5,000

The budget will be approximately $100,000 for the social media and email ad campaign.

It will be split for the social media and email portions including time, plans, ad implementation, and management costs.

Fall-Spring = 6 months total

Summary

The tradition and love of Fenway Park spans throughout New England. This ad campaign is based upon increasing the number of season tickets sold and therefore increasing revenue for the company. This strategy will encourage preseason ticket sales and drive enthusiasm throughout Boston for love of baseball. Let’s make a commitment to keep the tradition going and hit this one out of the park!