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This is the PowerPoint portion of a presentation my team made during our Sports Marketing course. I was the leader of the group and have since sent the project to the Indians\' President, Mark Shapiro, which he responded to and thanked our team for our work.
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3/25/2011
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Michael Best
Eric Maleczkowicz
Justin Wentzel
Maria Parfenova
Patrick Keenan
Richard Hood
History
• Cleveland Blues - 1901
• World Series Championships: 1920 and 1948
• Bill Veeck – 1946 -1949
• 12 Indians enshrined in the Hall of Fame
• Glory Days: 1990s
• Rebuilding Phase
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455• June 12, 1995 - April 4, 2001
• Sold out 455 straight games
• All 81 home games sold out before Opening Day 3
times
• “Retired" the number “455 – The Fans”
2010 Indians
• 4th place in AL Central; 69-93 W-L
• 1st year manager - Manny Acta
• Attendance 1,391,644
– Lowest total in MLB
– Tied for 2nd lowest based on %
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2010-2011 Indians
• Core: Shin-Soo Choo, Carlos Santana, Grady
Sizemore
• Fans: Loyal to a point – want a healthy and
competitive team
• Value to City: Reminder of the Glory Days
• April 4, 1994 – Jacobs Field
• Capacity: 43,345
• Renamed Progressive Field in 2008
• One of largest video screens in MLB
• 122 suites
• 1997 All-Star Game
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Theme• “Progressive Rocks”
– Value for the fans
• Fan appreciation
– Remember “455”
– Closely working with the city of Cleveland
• Blue collar town, football town
• Economy is major influence
Sales Plan Overview
• Tickets
• Sponsorships
• Concessions
• Merchandise
• New Revenue Streams
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Ticketing Overview
• 2010 performance
• 2011-2012 goals
• Plans for each ticket segment
• Target markets
• New sales initiatives
• Lowest attendance in MLB in 2010
• Averaged about 17,400/game – 40.1% capacity
• Goal: average 50% capacity (21,673)
– 24.5% increase
– 2 million fans by 2012
• How to achieve this?
– Within ticketing: different plans for each ticket segment
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Season Tickets
• Currently offer full, half, and 20-game plans
• Renewal rates are down
• Expand offerings:
– Smaller packages
– Named after former greats
– Tailor to divisional games or interleague games
• Sell larger packages to current season ticket holders
• Least affected by team performance
• Groups offer great chance to expand grassroots
marketing
• New Initiatives:
– Concession deals
– Pre-game tour
– End of year receptions/meet and greets
– In-game recognition
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Advanced Tickets
• Tough to sell because of recent
performance and economy
• New Initiatives:
–Build on „loaded tickets‟
–Public transportation vouchers with
tickets
–Sell package tickets
– Improve stadium experience
Day-of Ticket Sales
• Heavily dependent on performance and weather
• Boosting walk-up attendance:
– Social Media
– Promotions
– Up-to-date advertising
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Target Market• Current season ticket holders
– Renew their plan for 2011
– Upgrade to better (more expensive) seats
– Upgrade to a larger plan (with more seats or more games)
• Potential season ticket holders
– Increase % of fans with income over $100K
– Suburbanites – huge market in metro area
Target Market
• Advanced Ticket Sales
– Lower middle class
– Families
– Cavaliers fans
• Take their passion and convert it to baseball during
April-September
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Ticket Sales
• Where to buy now:
– Box offices & 6 team shops
– Indians.com
– Stubhub.com
• New ideas:
– Museums/attractions in the city
– Reach those in suburbs
– Tickets available through smartphone app
Sponsorship Overview
• Current Sponsors
• Current Assets
• New Sponsors
• New Assets
• Activation Ideas
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Current Sponsors
• Budweiser
• PepsiCo
• KeyBank
• Cleveland Clinic
• FirstEnergy
• Giant Eagle
• Sherwin-Williams
• Continental Airlines
Assets
• Ballpark advertising
• Broadcast media
• Community advertising
• Online advertising
• Print media
• Promotions – logos, brand affiliation
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New Assets/Goals
• Naming rights
• New promotions/giveaways
• New areas for signage
• Increase renewal rate
• Increase number of sponsors
• Help sponsors activate more
New Sponsorships
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Levi‟s
• San Francisco, CA
– Splash Landing – AT&T Park
• Natural Fit with Team/City
• History of Sports Sponsorship
• Premier Sponsor of Concert Series
– Follows company history
Cedar Point
• Roller Coaster Capital of the World
• Local Institution, World Famous
• 1st Exclusive Amusement Park Sponsor
• Sponsor “Thrilling Moments in Tribe History”
• Work with Indians on joint tickets
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• Official Tourism Bureau of Cleveland
• Team is very community oriented
• Bring fans in from surrounding areas
• Giveaways – tickets, hotel rooms
• City Event Calendar
• College Nights
• Career Fair
• City’s only major newspaper
• #1 in readership percentage on Sundays
– #2 on weekdays
• Giveaways and raffles
– Historic newspaper prints
– Event calendar with Positively Cleveland
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Authentic Films
• Local start-up film company
• Young company, growing company
• Fan commercials
• Music videos for local bands – concert series
• Started on East 9th Street in 1920s
• Target market matches the Indians‟ target
market
• Nutrition program with players and young fans
• Foods of Cleveland video
• Premier sponsor of Local Vendors Night
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• Regional beer started in 1988
• Local identity is huge
• Concession Night
• Cleveland Night
• Social entrepreneurship mission aligns with team’s
commitment to being “green”
Concessions & Merchandise Overview
• Current concession offerings
• New ideas– Goals/Objectives
– Marketing changes
• Current merchandise offerings
• New Ideas– Tie-in with promotions
– Marketing of new ideas
– Tie-in with themes
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Current Concessions
–Club Lounge
– Terrace Club
–Concourse
Options
–Complaints:
• Long lines
• Bad service
New Concession Improvements
• Improve fan experience and increase revenue
– Faster payment options• Text for food service
• Loadable tickets
– Improve customer service• Replacing Delaware North with local restaurants/vendors
• Great Lakes Brewing Company
– Sliders
– Craft Brews
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Current Merchandise
• MLB team shop
– 5 team stores throughout northeast Ohio
– 1 in stadium
• New uniforms in 2011
• Photo store
Merchandise Goals
Each fan means $54 (AVG) in revenue…
…Our Goal
• Increase player presence
– Push the players’ identities to establish favorite players
– Increase fan affinity
– Reach out to community
• Help sponsors activate
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New Merchandise Apparel
• New Shirts
– Shirts tied to concert series
– “Cleveland” shirts – focus on city as a whole
– Limited editions
– Tribe Tees
– Fedoras – Manny Acta
THE MANNY ACTA FEDORAS
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New Revenue Overview
• Build off available assets
• Must become more than a
baseball team
• Connect with the city/fans
• Increase overall revenue –
$170 million in 2009
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New Revenue Streams
• Concert series
– Tie-in with Rock & Roll Hall of Fame
• Charge card
• Career Fairs
– Charge companies to attend
• Exhibition Games
– Indians vs. John Carroll; Indians vs. Browns; Softball tournaments
• Movie Nights
Sales Plan Summary
• Increase overall attendance 24.5%
• Improve sponsorship sales – higher renewal
rates, more sponsors
• Increase individual fan revenue –
concessions/merchandise
• Increase overall revenue through new revenue
streams
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Promotions Overview
• Sales Promotions
• Advertising
• Social Media
• Public Relations
• Community Relations
Promotions Overview
• Tie-in with theme
• Connect fans to the team and city
• Promotions meant to connect team with fans on a deeper level
• Drive revenue
– Sponsorships
– Concessions
– Merchandise
– Tickets
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Current Promotions
• Budweiser Two for Tuesdays
• KeyBank Kids Fun Day
• Dollar Dog Night
• Bobblehead Nights
– Add More
• Bob Feller Opening Day
– Focus on his Opening Day no-hitter
• Student ID Night
• Giant Eagle Advantage Card Night
Concerts
• Sponsored by Levi’s and/or Rock & Roll Hall of
Fame
• Drive attendance to HOF
• Drive attendance for games followed with concert
• New revenue when it’s not a game day
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Ohio Lottery Nights
• Based on seat location
• Could do several games with many winners or have
few winners every game
• Prizes range from a free hat to full season ticket
plans
Fan Appreciation Night
• Appear to not have Fan Appreciation Night
• Theme of giving back to fans; creating more value
• Emphasis throughout the year on this night – last
home game
• Special prizes for those in attendance
• Connect fans with players
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Levi‟s Denim Night
• All fans wearing denim receive discount/coupons on
concessions or merchandise
• Good chance for PR with
thousands of fans in denim
• Promotes activation by fans
– helping Levi’s
Plain Dealer Print Night
• Communicate important upcoming events
• Increase awareness of the newspaper and how they
connect with the city and what’s going on in Cleveland
• Commemorative newspaper prints
– 1948 World Series
– Bob Feller’s Opening Day No-hitter
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Slider Sundays
• Sponsored by Great Lakes Brewing Company
• Ties in with the mascot, Slider
• Concessions promotion – team needs to improve
concessions
Social Media Contests
• Reach fans on Facebook and Twitter
– First 455 fans to tweet “Progressive Rocks!”
– Build fan base on these websites
– Increase ticket sales on game day
• These tickets likely will not have been sold
• Team currently offers discounts to Twitter followers with
similar promotions
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Cleveland Night
• Celebrate the whole city and its history
• Sponsored by Positively Cleveland and its
members
• Concessions offer microbrews and pierogies
• Concert after the game
• Perfect game for Cedar Point‟s “Thrilling
Moments in Tribe History”
Drew Carey Price is Right Night
• On field games with fans
– “Come on down!”
• Fans bid on prizes
• Drew Carey throws out first pitch
• Goal is to drive attendance
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Ladies‟ Night
• Discounts for groups of women
• Attendance split very well 53% M – 47% F
• Offer drinks other than beer
• Ohio Lottery prizes centered around spas,
massages
Labor Day Special
• Tribute to workers of the blue collar town
• Discounts for those with time cards
– Merchandise
– Concessions
• “Workers of the Year”
– Work-day stories
– Submitted all year long
– Three winners
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Advertising Overview
• Social Media
• Traditional Media
• Grassroots/Guerilla Marketing
Current Advertising
• Social Media
• Traditional
– Newspaper
– TV Commercials
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New and Improved Advertising
• More effective social media plan
• New radio/T.V./print ads that convey new theme
– Cover bands – “Cleveland Rocks!”
– “Thrilling Moments in Tribe History”
– Radio contests
• Up-to-date ads with upcoming promos
– Interactive billboards
Advertising Initiatives
• Grassroots/Guerilla campaign before Opening
Day
– Go around to work sites
– Plaster logo across the city
• Billboards
– Digital & up-to-date with opponents, promotions
– Slogans
• “Indians Fans work 9-5”
• “You work for Cleveland, we win for you”
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• Indians heavily invested in social media
• Large footprint but small presence
• Need to increase fans/followers
Tribe Social Deck• 10-person section in LF for those active in social
media
• Application for seat on team website
• First of its kind
• Networking for these ten fans
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Social Media
• Consolidate team accounts
– @Indians – 10,000 followers by end 2011
• Increase player presence
• Expand “Tribe Social Deck” beyond an exclusive
club of 10 people
• Live Twitter feed on scoreboards
• Blogs by front office
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•Recycling and trash:
•In 2009, 150 tons of material were recycled
•Environmentally friendly products:
•In 2009, over 42,200 carbon dioxide emissions were
avoided
•Solar:
•First American League ballpark to go solar
•Designed and installed 42 solar panels that provide 8.4
kilowatts of clean and renewable energy
•April 17th: Green Awareness Day
Diversity Speaker Series
Esperanza Scholarship
April 15th: MLB Jackie Robinson Day
May 8th: Faith and Family Day at the Ballpark
June 28th: Diverse Vendors Summit
June 28th and 29th: International Festival
August 7th: Negro League Turn Back the Clock - Hall
of Fame & Heritage Weekend
August 10th: Wahoo Women
September 25th: Catholic Family Day
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Youth Programs
St. Martin de Porres High School Corporate Work
Study Program
Sandy Alomar Junior Scholarship
Cleveland Indians KeyBank High Achievers Club
Cleveland Indians Charities (CIC)
ImpACTA Kids Foundation
Pronk’s Peeps
Majestic Steel Diamond Improvement Grant
Cleveland Metropolitan School District Baseball
and Softball Programs
Reviving Baseball in Inner Cities (RBI) and
Rookie League Programs
September 28th: Internship Fair
August 28th: Shop with a ProJuly 18th and August 14th: UMPS CARE Charities
July 1-4th: Cleveland Indians Charities Continental
Cup
June 30th: PLAY (Promoting Lifetime of Activity for
Youth) Clinic
June 24th: Pepsi Refresh Project
June 21st: NEOBSCA All-Star Games
June 12th: MLB Pitch Hit & Run
June 3rd: Senate League Championship Game
May 19th: The Plain Dealer – Tribe Reporter
for a DayMay 3rd and 4th: Buses for Baseball and Action
Team
May 2nd: Global Youth Service Recognition Day
April 23rd and 24th: High School Hardball Classic
April 23rd: Global Youth Service Day
Fundraising at the Park
Fill the House for CharityIndians in the Community
Community Relations Donations Program
Sight Center Project
December 2010: The Giving TreeNovember 21st: Thanksgiving Dinner
November 19th: Cleveland Foodbank Visit
November 17th: Cleveland Foodbank Food Drive
September 24th: Cleveland Foodbank and Lift
Up America Local Donation
September 11th: Komen Race for the Cure
August 23rd: Rebuilding Together
August 9th: CIC Celebrity Golf Classic
July 29th: Wives Association Shirts Off the
Players’ Backs Jersey Auction
July 24th: Indians Player Appearance and
Autograph Signing
June 13th: Father’s Day / Prostate Cancer
Foundation
May 23rd: Equipment Drive
May 22nd: Wives Association Tribe Treasures
Auction
May 21st: Player Autograph Signing
May 14th: Indians in the Community volunteer
day
May 9th: Mother’s Day / Susan G. Komen for the
Cure
May 7th: Kick-It Celebrity Kickball Game
May 6th: Big Brothers Big Sisters Bowl-A-Thon
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New CR Initiatives:
• FanFest
• Support Local Vendors
• Involve Players and Mascot
Public Relations
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Keep our fans close:
The Official Site of the Cleveland
Indians Indians News
Tribe TALK
Indians Mobile
Indians RSS Feed
Indians Toolbar
Keep the media closer:
Cleveland Internet news sites:
Cleveland newspapers:
Cleveland television stations:
