SHOW YOUR SCALES

MIAMI MARLINS

Welcome
Thank you for your time and for the oportunity to work on this campaign.
Wed like to present our ideas to you and we hope that you enjoy
them as much as we enjoyed coming up with them.

Show Your Scales

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students on a mission: to create
a campaign to bring back
excitement, raise awareness
and generate sales and fandom
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worked week by week to come
up with an amazing concept
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fresh take to a team that has
had its ups and downs.

Lidia Fremd
Aly Perez
Matt Delisle
Emily Alter
Jonny Muench

contents

Introduction

Television

12

Outdoor

13

Radio

14

Online

16

Social Media

17

Grassroots

Introduction...
We want to highlight what it means to be a Marlin: integrity, desire,
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to know that they should be honored to play for a team with so much
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better way than to show your scales?

7
Our concept: Show Your Scales. So what does this mean? Our theme
for this concept seeks to inspire players and fans. Our take on this
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becoming a part of the Marlins team and continuing the tradition.
Our ads all exemplify the show your scales theme in different ways.
Whether its a player staying late after practice to better his game, its
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name. This theme is so broad and widely applicable it can be used in
ways that wont get redundant. We want to bring back the excitement of
baseball and what it means to be a Marlins fan and what it means to be
a Marlin.

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his scales. It begins with a man walking his dog down a Miami neighborhood sidewalk. He notices a group of
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scales appeared on his arm; he has become a Marlins fan. Show Your Scales appears on the screen.

:30 Neighborhood

AFTER PRACTICE
This ad demonstrates a new
Marlins player, gaining scales and
becoming a real member of the
Marlins team. It shows a player at
batting cages, clearly dark outside
and after practice has ended. He
is sweating and working hard,
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his best yet, and after wiping
sweat from his forehead with the
back of his hand, he looks down
and sees scales appear on his
arm. He looks up proud knowing
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team. Show Your Scales appears
on the screen.

This spot plays off showing scales while showing skills idea. Popular
music is heard and different aged young men from preteen to early adult

10

are seen doing hat tricks to the music. The scenes go from person to
person as they do different tricks, all with Marlins hats. The last person
seen does his last trick and puts the hat back on his head. Show Your
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11

:30 HAT TRICKS

outdoor advertising
HAIRCUT
Our outdoor ads will depict different
scenes where hats and sports apparel
in general are not usually welcome.
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in that it will catch attention because
it is so unexpected and ridiculous.
The ads are humorous, memorable
and original. This idea supports our
renewed fandom idea, to show that
Marlins fans will show their scales
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what it means to be a Marlins fan.

The next billboard is of a boy

sitting in a barbers chair ready to
get his hair cut. The razor is by his
head for the haircut, yet a Marlins
hat is still on his head.

12

MODEL

CHORUS

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similar outdoor format. Scales with the Marlins logo are present.

This billboard ad is of a young

boys choir group all in mid-song.
Behind the conductor the most
animated boy has a Marlins
jersey on.

RADIO
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access that anyone can get excited about. Whether youre a die-hard fan, or just
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OPTION 1

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of each player but do you know their organization as a whole? Visit the Miami Marlins
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Miami.marlins.mlb.com today to get personal with the Marlins and show your scales.

OPTION 2
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Monday for updates at Miami.marlins.mlb.com.

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online promotion

14

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idea. We wanted to expand on this promotion and make it our own.
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and rock climbing walls. There will be a dunk tank from someone
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proceeds will go to a local Miami charity. The Fox/Marlins girls will be
present and socializing. There will be a silent auction with autographed
baseballs, bats, a chance to meet the coach, a chance to walk out with
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will act as a fun way to get the Marlins fans community together to
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chance to enter the stadium, they will be extra excited and pumped to
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attention from local newspapers and sports magazines. The Marlins
will not only be seen as a team with immense skill but a team with
heart that cares about its loyal fans. Fans who buy season tickets
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Our web promotion idea

will also generate ticket
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to the Marlins website.
Our idea is to build
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and create a tradition
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game that is not wholly
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ONLINE BANNER
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The idea behind this online banner is to

catch the viewers attention, while we
implement our concept of Show your

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each other. There will be two wide skyscraper banners,
which will appear on each side of the users screen with
a leaderboard banner on the top of the page. On the right

scales through showing the players

side of the screen, the skyscraper banner will feature a

skills. Having a Marlin jump up from the

pitcher throwing a ball to a batter who is located on the left

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skyscraper banner. Once the batter in the left skyscraper

catch the ball instills the Marlin image

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in the viewers mind.

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player who catches the ball, and then turn back into a
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SOCIAL MEDIA

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the opportunity to connect not
only to the Miami Marlins players,
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the Miami Marlins organization.
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see different departments of the
Marlins franchise other than just
the players or the management.
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be used to promote the Ask me
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would be deemed Marlins
Monday and include a featured
guest from the organization such
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featured on a microsite that can
be found through the Marlins main
webpage. Fans can participate
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behind the scenes at Marlins Park. It allows fans to feel a closer
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goes along with our concept because it shows fans the different
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the organization, but may not always be on the frontlines. It will also
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the organization, or who aspire to be a part of the behind-the-scenes
Marlins..

grassroots
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appear on the Miami Marlins YouTube
channel as well as some being
featured on the Marlins main website.
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Marlins players performing feats that
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in reality but are amazing to watch
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a player hitting balls and seeing
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then another, and a third one in
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would be shot as if they were home
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other accomplishing these feats.
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being featured on the Miami Marlins
YouTube page.

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is to showcase the
skills that each player
has in an exaggerated
way. It also allows fans
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organization by being
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being featured on the
Miami Marlins page.

17

We want to highlight what it means to truly be a Marlin: integrity, desire, devotion,

skill, and perseverance. The Marlins have worked hard to accomplish what they have and we
want the new players traded into the team to know that they should be honored to play for
a team with so much history in a recent amount of time. Many of the fans of the Marlins
have been fans since the beginning. Because the Marlins are a relatively young team, these
fans have truly had the unique opportunity to see the team grow and evolve, and more
importantly to evolve with them. Though the Marlins have had their share of setbacks, they
never lose their pride and never give up their skill. The Marlins are back better than ever
and Miami and baseball fans everywhere need to know it and show it! What better way than
to show your scales? Our ads we have created all exemplify the show your scales theme
in different ways. Whether its a player staying late after practice to better his game,
or its a man whos never followed baseball before be taken aback by a homerun, or even
fans showing off their skills highlighting the Marlins name, these are all examples of our
concept. This theme is so broad and widely available it can be used in ways that wont fade
or get redundant. We want to bring back the excitement of baseball and what it means to be
a Marlins fan and what it means to be a Marlin