winter meetings 2011 presentation
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TRANSCRIPT
Learning from Orwell:How History Can Enhance Your Club’s Brand
Donny BaarnsDirector of Broadcasting, Visalia Rawhide
“Who controls the past controls the future. Who controls the present controls the past.”
-George Orwell
Why Should You Care?
2010 MIT Study
"Ultimately, great brand equity is about having an emotional connection to a brand. Just being aware of the brand is inadequate because real equity is based on a response such as 'I feel it and am inherently aware of it because the brand is myself'. A company has achieved genuine equity when the pronoun shifts from a company-centric 'it' to 'me' and 'us' (the brand as reflecting one's own values and vision of self within one's desired peer group)." (DigitalMarketing.com)
“All politics is local.” –Tip O’Neill
Show…Don’t Just Tell!
Why Did We Do This?
Goshen & Giddings: 65 Years of Visalia Professional Baseball
How You Can Do This…
Don’t wait for someone else to do it…
YOU control it!
If We Can Do It, You Can Too
• 2 Championships in 60 seasons
• 1 Hall of Fame alumnus
• 1 Cy Young
• 0 MVPs
• Club folded, went dark…twice
Assess the situation
Has your town had…
• Major League alumni?
Has your town had…
• Major League alumni?
• Great high school teams?
Has your town had…
• Major League alumni?
• Great high school teams?
• Little League champions?
Has your town had…
• Major League alumni?
• Great high school teams?
• Little League champions?
• Past Minor League or pro teams?
What You Will Need…
What You Will Need…
1. The Catalyst
What You Will Need…
1. The Catalyst
2. The Community
What You Will Need…
1. The Catalyst
2. The Community
3. The Interns
Practical Uses
Practical Uses
1. Service Club Presentations
Teams
Teams
Practical Uses
1. Service Club Presentations
2. Ballpark eyesores/dead spots
Teams
Practical Uses
1. Service Club Presentations
2. Ballpark Eyesores/Dead Spots
3. Marketing Materials/Proposals
Practical Uses
Practical Uses
1. Service Club Presentations
2. Ballpark Eyesores/Dead Spots
3. Marketing Materials/Proposals
4. Offseason Blogs/Website Articles
Practical Uses
1. Service Club Presentations
2. Ballpark Eyesores/Dead Spots
3. Marketing Materials/Proposals
4. Offseason Blogs/Website Articles
5. Additional Branding for Hot Stove Banquets