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HS Marketing Appendix

HS Marketing Appendix

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Published by IndyIndians
2012 Baseball in Education curriculum
2012 Baseball in Education curriculum

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Categories:Topics, Art & Design
Published by: IndyIndians on Oct 26, 2011
Copyright:Attribution Non-commercial


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Marketing Objectives
The Indianapolis Indians, as an organization, have developed a Marketing Plan to help meetthe following marketing objectives for the 2010 season.
Strengthen existing Indians and Victory Field image
Increase advance ticket sales
Increase full season ticket packages
Increase partial season ticket packages (“Fun Packs”)
Increase group tickets and improve hospitality
Increase actual usage of season tickets
Increase sales and demand for luxury suites
Maintain dynamic database for lead generation and tracking
Group Ticket Sales - Target Audience
Human resource directors/ Businesses with member clubs
Conference planners/ Motor coach tours
Minority outreach programs
Senior/Prime-time banking clubs
Faith communities/Chapels
Alumni groups
Scout troops
Day care centers
Summer school programs
Retirement communities
Single-Game Ticket Sales - Target Audience
Ages 25-54
Baseball fans
Families (mom, dad, kids and friends, grandparents)
Young people (high school, college)
Downtown workers (state house, shift workers at area factories, hotel staff)
Season Tickets - Target Audience
Older audience
Die-hard baseball fan
Image-driven season ticket holder
Sales TrendsIndians Regular Season AttendanceYear Total Average
2010 569,969 8,028/game2009 549,552 8,202/game2008 606,691 8,538/game2007 586,785 8,383/game2006 547,768 7,608/game2005 558,901 8,100/game2004 576,065 8,114/game2003 550,319 7,976/game2002 571,984 8,056/game
Indians Fans – DemographicsScarborough Research Data (2010)
Male 54.9%GenderFemale 45.1%19-34 31.3%35-64 64.1%Age65+ 8.8%Post Graduate/SomePost Graduate18.3%College Graduate/SomeCollege53.3%Education CompletedHigh School Graduate 25.7%$50,000+ 70.0%$75,000+ 38.3%Household Income$100,000+ 20.5%Marion County 33.3%Hamilton County 15.5%Johnson County 7.1%Hendricks County 5.5%Other in IN 32.7%County of ResidenceOutside of IN 5.9%Own Residence 83.6%Type of ResidenceRent 13.3%$100,000+ 60.3%$150,000+ 33.5%Home Value$200,000+ 20.0%
The Indians revamped the scheduling of game promotions over the past two seasons. Themodifications were intended to build momentum not only into 2005 but also in future seasons.Game promotions were scheduled in an effort to consistently match the day of the week.Over time, it will be easier to communicate to fans, as they in turn become more familiar withour consistent schedule. We plan to continue this format as the schedule permits for the 2006season. The consistent schedule also presents opportunities to create synergy with sponsorsas they wish to be associated with a particular night or promotion throughout the season. Thiswill create different and larger pieces of inventory that have not been taken to the market inprevious seasons.As we continue this new approach, we build from our strengths. Saturday night at VictoryField has traditionally been the most successful night in the International League. Thiscontinues to be the cornerstone of the promotional plan. Each home Saturday will be billed asa Spectacular Saturday at Victory Field featuring live entertainment acts or cartoon characterappearances during the game. Our goal continues to be to make Saturday night at VictoryField as exciting and as memorable as possible for our fans.As our Saturday nights reach capacity, we will generate more demand for our other weekendgames on Fridays and Sundays. Each Sunday will be a Souvenir Sunday with 4,000 fansreceiving a premier Indians souvenir item. Beginning in May, each Friday night will feature apost-game fireworks show.The consistent approach will also be taken for our weekday games. Each Monday will featurea Monday Dollar Menu with a number of concessions items available for only $1. EachTuesday will be a “2-for-1 Tuesday” as an Indians sponsor will offer 2-for-1 discountadmission coupons. Meanwhile, most Wednesday home games will be Business Day gamesand each Thursday will feature a value pack option when purchasing tickets. The value pack includes a game ticket, a drink and hot dog along with a souvenir from the gift shop. Fridaysagain will be fireworks and Saturday continue to turn into “ZOOper Zaturdays” with ourZOOperstars performing between select innings.For each game promotion in 2010 we will review broadening the scope of each promotion byclosely examining opportunities for group ticket sales, earned media coverage, communityoutreach and themed merchandise.Additional information on our consistent promotional approach is described in the followingpages:
Monday Dollar Menu. Each Monday night will feature a number of concession items available for only $1 each. During the 2010 season, the items werehot dogs, peanuts, popcorn, Cracker Jack and potato chips. The Indians will work with Aramark to identify items and opportunities for 2011. The discounted menu

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