Week8assignment
.docx
School
American Military University**We aren't endorsed by this school
Course
SPMT 609
Subject
Marketing
Date
Dec 28, 2024
Pages
11
Uploaded by CommodoreResolveSalamander14
1Expansion Proposal for Charles Town, WV.
2Slides 2-3: OutlineSlide 4: Carolina League overview TeamsMLB Affiliate Location, City Augusta Green JacketsAtlanta BravesAugusta, GACarolina MudcatsMilwaukee BrewersZebulon, NCCharleston RiverDogsTampa Bay RaysCharleston, SCColumbia FirefliesKansas City RoyalsColumbia, SCDelmarva ShorebirdsBaltimore, OriolesSalisbury, MDDown East Wood DucksTexas RangersKinston, NCFayetteville WoodpeckersHouston AstrosFayetteville, NCFredericksburg NationalsWashington Nationals Fredericksburg, VAKannapolis Cannon BallersChicago White SoxKannapolis, NCLynchburg HillcatsCleveland GuardiansLynchburg, VAMyrtle Beach PelicansChicago CubsMyrtle Beach, SCSalem Red SoxBoston Red SoxRoanoke, VAThere are 12 teams currently listed in the Carolina League, and the city of Carles town is seekingto join the current list. As the city of Charles town is seeking to sign an affiliation contract with the San Diego Padres creating history for this city.Slide 5: Carolina League overview: Staffing In our organization, the President and Vice President oversee all operations and appoint leaders to manage different areas. The teams for Digital Marketing, Communications, and Advertising collaborate to promote our games, events, and other activities.Our General Manager supports player transfers and team operations, while our Scouting and Recruiting professionals travel to discover new talents. The Community Liaison connects the local community with our club, and the team manager leads the players on the field.Our base coaches guide the base runners from first and third base, the pitching coach trains our pitchers, and the hitting coach assists with their techniques and adjustments. The Bullpen coach ensures that relief pitchers are warmed up and prepared, and the bench coach, who typically serves as the assistant manager, helps with strategic planning.Slide 6: Carolina League Overview: Facilities The stadium includes a medical facility with a dedicated staff to support the health and well-being of players and staff, offering minor treatments and check-ups. There are nutrition stations,
3kitchens, and meal preparation areas within the facility to provide post-game meals for players, ample storage, and state-of-the-art media facilities. Spectators can indulge in concession stations offering the best food around, the cleanest toiletries along with various sheltering locations in emergencies. Each team has its 1000-square-foot clubhouse located at opposite ends of the stadium. The stadium can seat up to 40,000 people and features state-of-the-art LED lighting, as well as box and club-level seats.Slide 7: History of the Carolina League The league was formed near the conclusion of World War II and initially comprised 8 teams. Some well-known former members include Babe Ruth and Wade Boggs. It was later downgraded from Class A Advanced and partially combined with the South Atlantic League to create the 12-team Low-A East, regaining its moniker in 2021. Among the oldest stadiums in the league are those in Lynchburg (built-in 1940) and Kingston (built in 1949). Financial difficulties in the 1970s led to the league shrinking to just 4 teams. The 1995 season set a world record for attendance. Originally, the league consisted of two separate leagues and has since expanded to three as of 2024. In its early days, the league encompassed eight teams and featured two original stadiums. It has been responsible for producing numerous notable Major League Baseball players and umpires and has even been associated with a celebrity owner.Slide 8: Benefits of the Carolina League in Charles TownThe following points are important to remember for Charles Town:- Joining this league will lead to rapid growth for the city.- There will be opportunities to develop state and local parks.- A potential increase in tourist numbers from various cities and states is expected.- The league will contribute to the expansion of the city.- By participating in the league, the city will be able to create history and enhance its overall branding.- It will also provide avenues for various outreach programs.As for the Carolina League, it will offer the opportunity for league expansion and team branding,while also contributing to revenue growth and fostering stronger community bonds.Slide 9: Organizational GoalsThe organizational and team goals are to enhance safety awareness for Little League players, maintain 80% game capacity, market the team to neighboring states, offer discounts to military and first responders, admit children under 12 for free, achieve a 5% sale of season tickets in the first year, boost season ticket sales to 15% by the third year, hold team tryouts, make the playoffswithin two years, implement player development programs, foster community engagement, host
4various events, create opportunities for surrounding colleges, host job fairs, and ultimately win a championship within five years.Slide 10: Mission Statement and Core ValuesThis mission statement and core values are about bringing the love of the game, its history, and growth to all involved in sports and educating athletes to become the best on and off the field while staying true to values such as honor, respect, discipline, professionalism, teamwork, and integrity.Slide 11: Community and outreach opportunitiesCommunity and outreach opportunities are designed to bring the team into the community by providing many opportunities that are not currently available in this area. These include a school supply drive, Christmas toy drive, food drive, military and first responder appreciation night, family night, Little League night, scholarship opportunities, Charles Town clean up, and summer camp programs for all to join.Slide 12: S.W.O.T.Our strengths lie in our team-oriented approach, favorable location, affordability, active community involvement, commitment to the game, plentiful advancement opportunities, and new facilities. However, we are hindered by a lack of fan base, insufficient funding, a new location, inexperienced coaches, and high starting costs. Expanding our fan base, fostering community interaction, creating local job opportunities, offering scholarships to youth, implementing youth programs and camps, and contributing to the economic growth of Charles Town are key opportunities for us. Nevertheless, we face threats from competing teams, challenges in sustaining growth and revenue, funding shortages, and the potential for increased tourism to lead to violence.Slide 13: Proposed TimeLine Our timeline is short and to the point. creating an innovative and modern baseball stadium that meets the requirements of both the local community and the team promptly. By doing so, we aimto attract tourists from neighboring states, with hopes of generating 80% of ticket sales coming from visitors and 15% from season pass holders. Our goal is to uphold a strong connection with the local community and maintain a winning streak that will lead the team to the championship.Slide 14: Interested residents and businesses in the expansion
5The expansion will bring new job opportunities for the unemployed, with hiring expected to begin within 3 months of the stadium's completion. Local students and those from surrounding areas will have access to free games, summer camps, and training opportunities, with the chance to work at the stadium upon reaching the legal age. Residents will be able to attend various events at the stadium, including games, concerts, flea markets, farmers markets, car shows, and family movie nights. Additionally, sports fans will have the opportunity to support a new team in town and show their pride in Charles Town. BusinessesThe expansion of the Carolina League is expected to have a positive impact on the local economy. The influx of tourist groups, as well as the anticipated increase in crowds on game nights and during various events at the new stadium, is set to benefit the town and surrounding areas significantly. Local businesses, including hotels, bed and breakfasts, and inns, are likely to experience a surge in bookings. Additionally, the town's local stores are poised to see a boost in revenue as tourists and attendees take advantage of the diverse shopping options and patronize the gas stations in the area. This surge in economic activity is anticipated to create new opportunities for growth and development, further solidifying the town as an attractive destination for visitors and locals alike.Slide 15: Smaller Market Segments, Charles Town, WV. The vibrant town of Charles Town boasts a diverse population, with a mix of families, young professionals, and sports enthusiasts. Families in the area are eager to engage in the array of events and games that this expansion will bring to the town. With a variety of family-friendly activities available, parents and children alike can look forward to quality time together. Young adults seeking adventure and thrills will find no shortage of excitement in the new offerings that have emerged, providing them with countless opportunities to make the most of their formative years. Additionally, the influx of enthusiastic sports fans in the area has generated a palpable desire for new local competitive action. With the expansion, the town will become a hub for sports-related activities, catering to the passion and energy of the local sports community. The geographical location of Charles Town, WV makes it a key area for Carolina's expansion, being part of the greater D.C. area. Situated only 63 miles from the capital, with a driving time ofunder 1.5 hours, Charles Town boasts a population of 6,584 with an average age of 41. The town's families have an annual average income of $83,273. The industrial growth in Charles Town is driven by a diverse range of employment opportunities, including health care and social assistance, manufacturing warehouses, educational services, retail and public services, construction, and civil service positions. Additionally, the town has a strong sense of community,with various volunteer organizations and support groups led by and for the community.Slide 16: The 5P’S Marketing Plan. Slide 17: Products-what is being sold.
6These are some of the items that will be available for sale and as free giveaways at baseball games and related events to support the Carolina League and the Charles Town team. There will be team apparel, including jerseys, shirts, and hats. Additionally, on select nights, free game tickets will be offered, along with complimentary food and drinks. Furthermore, there will be vouchers for discounted tickets, camps, and training opportunities with the team with an exclusive opportunity for one lucky family or individual to become a seasonal pass holder.For our local businesses, we are excited to offer a range of marketing and sponsorship opportunities, as well as a variety of recreational programs and events aimed at promoting pride in our community at the stadium. These will include morale-boosting events, ceremonies, staff outings, and camps for employees of these local businesses. Slide 18: Prices- at which things are being sold.For all Jefferson County residents! Get ready for an exciting season of baseball with special offers just for you. As a resident, you'll receive a complimentary game ticket, as well as exclusive discounts on tickets throughout the season, such as buy one, get one free deal. Plus, if you're a season pass holder, you'll enjoy discounted prices on food and beverages, and receive a free team hat and jersey. We haven't forgotten about the kids! Children aged 12 and under can attend any home game for free, while tickets for 12 and older are only $5. To show your team spirit, we've got team apparel ranging from $10 to $75, so you can gear up and represent your favorite team in style. If you're a local business in Jefferson County, we have marketing and sponsorship packages available, with special discounts for returning businesses. There's also an opportunity for company night at the ballpark and recreational packages for stadium and parking lot use. Get ready for a fantastic season of baseball and fun at the ballpark!Slide 19: Place- where products are sold.Team and league merchandise will be available for purchase at the stadium during game days, camps, and other events. An off-season store will be set up in the city center for local fans to shop for their favorite gear. For those outside of Jefferson County, our apparel will be sold onlineand through third-party retailers.Slide 20: Promotions-ways to become aware of the products.This encompasses all the ways we communicate to inform, persuade, and remind our target market about our product. Aiming at various channels such as advertising, community relations and events, social media and traditional marketing, sales promotions, and personal selling. Our objective is to use a mix of marketing channels to effectively reach our target market. We aim to create personalized messages and exciting campaigns to generate enthusiasm and increase attendance.Slide 21: Positioning.
7Market Positioning refers to the ability to influence consumer perception regarding a brand or product relative to competitors. The objective of market positioning is to establish the image or identity of a brand or product so that consumers perceive it in a certain way (Team, 2023).To maximize the effectiveness of our marketing plan in Charles Town, it's important to strategically place our advertisements in high-traffic areas while avoiding spots with competing ads that could distract from our message. We should focus on creating a strong product positioning in the market, highlighting the unique selling points of our team and its goods to showcase their benefits and values. Additionally, we aim to cultivate a welcoming environment that is inclusive of families and pets, and actively involved in the community. Our goal is to make our team stand out by creating a place of pride and belonging for everyone.Slide 22: Age, gender, population, and marital status of residents.In Charles Town, the population of 6,584 has an average age of 41.2. The female population slightly surpasses the male population, with 3,401 females and 3,183 males. The town has been experiencing an annual population growth rate of 3.31%. Within Charles Town, there are 1,678 unmarried individuals, 2,660 married couples, 105 separated individuals, 859 divorced individuals, and 267 widowed individuals.Slide 23: Education and employment.In Charles Town, a wide range of educational opportunities are available, catering to individuals from high school students to college and university attendees. Within the town, 93 residents havenot completed high school, while 1,779 are high school graduates. The college-educated population in Charles Town is substantial, with 39% of residents having achieved associate's (438) and bachelor's (1,196) degrees, and 663 individuals holding graduate degrees. The town's workforce is diverse, encompassing white-collar (2,823) and blue-collar (575) workers, as well as self-employed individuals (316), employees of private companies (2,222), and government workers (752).Slide 24: Unemployment.Charles Town is a vibrant and industrious community known for its strong work ethic and tight-knit spirit. The town boasts an impressive average employment rate of 91.2%, with an exceptionally low unemployment rate of just 8.8%. This remarkable statistic speaks volumes about the dedication and resilience of the residents, reflecting a thriving local economy and a robust job market. Charles Town is a place where hard work is valued and opportunities abound, making it an ideal community to live and work in.Slide 25: Religious Status of Residents.In Charles Town, we embrace people of all religious backgrounds. Here's a summary of the religious affiliations in our community: Catholics constitute the largest group at 9%, followed by Methodists at 7.9%, Baptists at 5.1%, Lutherans at 2.2%, Episcopalians at 2.0%, Presbyterians at
81.8%, and Pentecostals at 1.7%. We value diversity and are proud of the various religious traditions that enrich our community.Slide 26: Racial Composition.Charles Town's population is diverse, with a variegated racial composition. The current breakdown of residents includes 4,650 white individuals, 265 non-Hispanic white individuals, 947 Black or African American individuals, 238 non-Hispanic multiracial individuals, 274 Hispanic multiracial individuals, 121 non-Hispanic Asian individuals, and 13 Hispanic Asian individuals.Slide 27: Geographic Location.When it comes to building a vibrant community, location is key, and that's exactly what you'll find in Charles Town. Situated just 63.5 miles (1.5 hours) from Washington-Arlington-Alexandria, 42.9 miles (1 hour) from Berkely County, WV, and 145 miles (2.5 hours) from Norfolk, VA, Charles Town is also conveniently located along the Appalachian Trail. This charming town has something for everyone, from hiking and camping to access to nearby colleges and other great locations.Slide 28: Languages of Charles Town, WV.Charles Town is renowned for its diverse population, where residents speak a rich tapestry of languages. The majority of households, comprising 92.4%, speak English. Spanish-speaking households make up 4.7% of the population, while European languages represent 1.4%. Additionally, Asian and Pacific Islander languages are spoken in 1.3% of households, with other languages comprising 0.1%. This linguistic diversity contributes to the vibrant and multicultural fabric of Charles Town.Slide 29: Income Data.The income data of Charles Town reflects the hard work and dedication of its honest residents, with an overall median household income of $107,341 and a median household income of $83,275. The income distribution among different age groups is also quite interesting. For residents under 25 and over 65, the median income ranges from $61,635 to $66,536. Those in the25-44 age group enjoy an average income of $117,212, while those in the 45-64 age group have an average income of $80,767 annually. This data illustrates the economic diversity and the workethic of Charles Town's residents.Slide 30: Competing Forms of Entertainment.Charles Town offers a treasure trove of entertainment, catering to a variety of interests. From the bustling farmers market to the lively state fair, there's something for everyone. The town is home to a vibrant casino, a charming theatre, and a world-class golf course. Additionally, numerous colleges in the area host exciting sporting events, adding to the local fervor for athletics. And for sports enthusiasts, the Washington Nationals and the Washington Commanders are just a short
9two-hour drive away. Whether you seek relaxation, excitement, or sports, Charles Town has it all.Slide 31: City, County, and State Fair.The vibrant city of Charles Town is known for its lively festivals, fairs, and events that unite the community. From the classic charm of the Charles Town Festival to the spirited Appalachian Music Festival and the delightful Brickyard Craft Beer Festival, there's no shortage of exciting activities to enjoy. Just a short drive away, the Jefferson County Fair beckons with its unique attractions, while the nearby Yearly State Fair in Leesburg promises an unforgettable experience.Slide 32: Marketing Strategy #1.This approach will be gauged by the level of engagement from potential participants. The first step involves gauging the customer's willingness to share their contact information, such as their phone number and email address. Next, determine the customer's interest in sports, especially baseball. If there is an interest, we can offer a complimentary game ticket along with a pamphlet detailing ticket pricing, including seasonal ticket options. Finally, pending a positive response, we will seek permission from the customer to conduct follow-up calls, send promotional emails, and mail flyers promoting the team's local events and games.Slide 33: Marketing Strategy #2.The success of this approach will be measured by the level of engagement on social media platforms. These platforms offer a great space for the team, its players, and fans to interact, unite,and promote the team. Team management and promoters can utilize these platforms to showcase league games, promote team merchandise, and highlight endorsements by the team. The sharing of photos, team, player, and fan content will help market the team as a wholesome and community-involved team. Player-generated content will cater to their fan bases, providing a direct channel to engage with supporters. Although players may not always see themselves as influencers, their content plays a pivotal role in establishing trust in the team, sharing insights into each player's personality, and outlining their involvement within the community. For fans, this approach offers a seamless way to connect with the team and grow alongside it. Byengaging with the team through social media, fans can stay informed about all team-related developments, and the players will have the opportunity to interact with their supporters in entirely new waysSlide 34: Marketing Strategy #3.
10The marketing strategy we're talking about here is a mutually beneficial partnership between the hosting venue and companies. It's all about creating opportunities for sponsors to promote their brands and services to a wider audience during events, both on and off the field. This type of collaboration not only helps the sponsors to reach potential customers and boost sales, but it also brings advantages to the host venue and the individuals involved. Although the benefits might not be immediately visible within the first year, this ongoing process is key to driving traffic, boosting revenue, enhancing customer retention, and fostering strong relationships.Slide 35: Marketing Strategy #4. Utilizing this strategy provides a significant advantage in reaching, connecting, and engaging with both existing and potential customers and fans. We can host a wide range of events, including weddings, birthday parties, family nights, military and veteran nights, high school graduations, and much more. Each event presents an opportunity for the team, the league, and the guests to save on costs and make use of existing facilities such as food stations, restrooms, and conference rooms. Offering discounted events will help us attract new clients, fans, and sponsorships while allowing everyone to enjoy a memorable night at the ball field.Slide 36: Marketing Strategy #5.Incorporating this type of innovative strategy provides a significant advantage in reaching, connecting, and communicating with existing customers while also attracting new ones. These events can encompass a wide range of occasions, from weddings and birthday parties to family nights, military and veteran gatherings, high school graduations, and more. By utilizing existing facilities such as food stations, restrooms, and conference rooms, the team, league, and individual party can all benefit from reduced costs and enhanced convenience. Additionally, hosting events at discounted rates not only helps to attract new clients, fans, and sponsorships but also provides an excellent opportunity for everyone to enjoy a memorable experience at the ball field. Moreover, this strategic approach serves as a powerful tool for capturing the attention of the general public. Businesses leverage this strategy to craft a positive and enduring image that resonates with their target audience. They achieve this through a variety of means, including news media coverage, live broadcasts, community engagement events, and making impactful guest appearances at schools, hospitals, and graduations. This multifaceted approach enables organizations to create a lasting impact and build meaningful connections with their community and beyond.Slide 37: Proposed Timeline. Beginning in the year 2025, our goal is to present a marketing plan to the Charles Town, WV citycouncil proposing the expansion of the Carolina League into their city. The inaugural year will
11mark the introduction of the league, kicking off with a groundbreaking ceremony to mark the beginning of an exciting new chapter.Slide 38: Proposed Timeline Cont. Over the next three years, the Carolina League and the city of Charles Town, WV, will face significant challenges as we embark on the complex journey of securing land and overseeing the construction of the new Charles Town stadium.Slide 39: Proposed Timeline Cont. Within the first 3-5 years of the baseball team's establishment, we have high expectations for the Carolina League. We anticipate the creation of jobs, substantial ticket sales, and a welcoming environment for fans to enjoy every event hosted at our stadium. Join us as we participate in various community events and outreach programs aimed at improving our community and the lives of our residents.Slide 40: Proposed Timeline Cont. In the next five years and beyond, we are committed to our promises. We will persist in creating more scholarship opportunities, aspiring to be the leading provider of players to the MLB, and setting the standard for community engagement for all teams.Slide 41: The Results Measured. Slide 42: The Results Measured Cont. Slides 43-45: References.