Marketing Plan

 

DUE NO LATER THAN THURSDAY, January 21, 2021.

Instructions are uploaded. If you don’t understand the instructions or can not meet the deadline, PLEASE do not bid.

Instructions

The three parts of the overall marketing plan that will be completed this week are Marketing Strategies, Timeline for Completion, and Measuring Results. Please thoroughly addresses the following components and support them with sources you locate during your research for the assignment.

· What are some of the specific strategies you will use to promote the team? Please list and explain a minimum of five (5) marketing strategies based on what you’ve learned about the Charles Town area. While contemplating marketing options, please be sure to consider how each strategy could be measured for success. In other words, there must be a minimum of one measurement tool for each marketing strategy. For example, since most marketing plans have expanded past the use of a simple website presence, lets use an organization’s website as an example. If creating a new website was your marketing strategy, it could be measured in several ways. This includes total number of hits, the number of times your keys words show up in web searches, etc. Since the use of websites was used as an example here, it may not be one of the five marketing strategies incorporated into your assignment.

· Please provide a proposed timeline, in a list format, for the implementation of your recommendations. In other words, how long will it take from the time the announcement is made to bring the team to Charles Town, until opening day? What are the sequence of things that must happen with proposed dates?

· How will the results of implementing the marketing plan and strategies be measured for success? Please provide a measurement tool for each of the five marketing strategies you proposed.

Please create a PowerPoint presentation covering the areas listed above for presentation to the City Council of Charles Town, WV. Please be sure to review the PowerPoint Presentation “Do’s and Don’ts” document that’s attached. Remember, the PowerPoint must be in bullet format and must include a notes section. The notes section should be a summary of the bullet points in your presentation, such that if you were unable to make the presentation, someone else could make the presentation for you by reading what you’ve written in the notes section. Remember, you will be handing this to the president and board of trustees for review. Be sure to carefully proof your work.

Remember, you will be handing this to the president and board of trustees for review. Be sure to carefully proof your work. Please include a title slide that includes your name and the assignment topic, as well as a reference slide at the end of your PowerPoint presentation which includes a minimum of three (3) scholarly sources.

Length of this section of your marketing plan: This assignment should be approximately 10-12 PowerPoint Slides (not including title page and references).

Charles Town Patriots
Marketing Plan

Randy Ozbirn

Dr. Lisa Miller

SPMT609 D001 Fall 2020

December 20, 2020

This presentation is prepared for president and board of trustees
1

Overview of the Carolina League
Team Affiliation to MLB Location
Ashville Tourists Houston Astros Ashville, NC
Greensboro Grasshoppers Pittsburg Pirates Greensboro, NC
Greenville Drive Boston Red Sox Greenville, SC
Hickory Crawdads Texas Rangers Hickory, NC
Rome Braves Atlanta Braves Rome, GA
Winston-Salem Dash Chicago White Sox Winston-Salem, NC

There are currently six teams in the Carolina League with affiliations to Major League Baseball from different locations as shown in the table below

Front Office Staff
The front office staff positions that will be needed in this organization include:
Vice President and General Manager
Assistant General Manager
Assistant General Manager – Sales
Ticket Sales Manager
Box Office Coordinator
Marketing & Relations Director
Broadcasting & Multimedia Manager
Merchandise Manager

We need a total of 12 staff members
Each member plays a vital role in the organizatoin
3

Coaching Staff
Coaching staff that will be needed for this organization include:
Manager
Pitching Coach
Hitting Coach
Dugout Coach
Development Coach
Athletic Trainer
Strength & Conditioning Specialist

We need a total of 12 staff members
Each member plays a vital role in the organizatoin
4

Recommended Staff and Facilities
The recommended number of coaches that are allowed on a baseball team is limited to a maximum of six (Johnson 1995). Therefore, our team will also be staffed with the maximum number of coaches allowed. These coaches include the following: first base coach, third base coach, bench coach, pitching coach, hitting coach, and a bullpen coach
There are several facilities that will be needed as well. The team will need a 6,500-7,000 seating capacity stadium. Included in the stadium will be the administrative offices, concessions, box office, guest services, restrooms, suites, the team merchandise store, a strength/conditioning facility, home/visitor clubhouses, and a first aid facility. Parking outside the stadium will also be needed

The recommended number of coaches is sic
The facilities needed important for the game
Every coach has his or her own responsibility
5

Equipment Needed
Below is a listing of equipment that will be needed
Uniforms/Belts/Hats
Baseball gloves (Right and Left Handed)
Batting gloves (Right and Left Handed)
Batting helmets
Catchers equipment (Helmet, shin guards, facemask, catchers mitt, chest protector)
Baseball cleats
Baseballs
Hitting cage

The protective equipment are important for the players
6

History of the Carolina League
The Carolina League was officially announced on October 29, 1944. It began playing in 1945 with eight teams, all from North Carolina and Virginia(Wood et al. 2016)
The first president of the league was Thomas Wilson, who served for only two years from 1945-1947. John Hopkins served as president from 1984 until his retirement in 2017. In 2017 the current president, Geoff Lassiter, succeed John Hopkins
The league has played continuously since 1945. During the 1970’s and 1980’s, the Carolina League would extend as far north as Maryland. The league would expand during this time adding two expansion teams over a three year period
The Carolina League currently operates with ten teams, five of which are in the northern division and the remaining five in the southern division

The league was founded in 1945
Thomas Wilson was the first president, he served for 2 years
The current president is john Hopkins he has served for 36 years
The league has two division with five teams each
7

Benefits of a team in Charles Town
The addition of a team to the Carolina League means more money for the league
Generated revenue from ticket sales, suite sales, broadcast revenue, concessions, merchandise, and parking (Cebula et al.2009)
The Carolina league would greatly benefit, financial, by selecting to expand in to Charles Town, WV
Charles Town will also benefit financially from an expansion team by collecting taxes from ticket and suite sales, parking, concessions, and hotel sales
The economy of Charles Town will also increase due to visitors coming to the city to watch games. This means hotel revenue, restaurant revenue, and spending in the city as well as surrounding cities

The team will benefit both the league and the town financially.
8

Organizational Goals
Create a healthy and favorable environment for development of player skills
Develop a positive attitude in the players, both towards the game as well as the skill of good sportsmanship
Improve the technical skills of the players by giving each player a clear and decisive understanding of the game
Provide a solid platform for self-growth in the game of baseball, enhance the development of basis baseball skills, and prepare all players for promotion to Major Leagues Baseball
Set a high standard and be the model for player development, training, and discipline development among all players

The first goal is to provide a favorable environment
The second is developing a positive attitude in players
9

Mission Statement and Core Values
Mission Statement – To provide a platform for all player development by teaching a better skill set and techniques for the game of baseball and to provide each player with an equal opportunity to reach the Major Baseball League.
Core Values are as follows:
Honesty between the front office and players
Provide a commitment to our players and fans
Establish a trust with our players
Create the best service and quality for a family atmosphere
Always in the pursuit of excellence in everything we do
Endurance by being committed to not only our players but the community as well
Hard work to ensure our players and fans have the best experience possible

The mission statement is to provide a platform for player development
The major core value are honesty, commitment, trust, endurance and hard work
10

Community Relations and
Outreach Opportunities
Taking part in charity events organized by the community
Joining the community in campaigns, for or against, and advance these campaigns through baseball events
Take part in events that aim at creating awareness in the community and educating members of the community
Organizing fundraisers and taking part in organized fundraisers meant for the good of the community.
Using baseball to promote unity and oneness in the community by involving diverse community members in the sport

Taking part in charity events and fundraising are the main opportunities
Also campaigns and public education are opprtunities
11

SWOT Analysis
Strengths:
Generation revenue to the league and to Charles Town
Create employment opportunities for the community
Economic growth in not only Charles Town but surrounding communities
Weaknesses:
Expensive cost of a start-up baseball team
Insufficient funds for payroll due to the team being a start-up team
High cost of field maintenance and equipment

Generation of revenue, employment opportunities and economy growth are the stregths
High costs and insufficient money are the weaknesses
12

Proposed Timeline for
Implementation
Sixth month, the field will be ready for use and inspection of the field complete
After completion of the field, the stadium offices will continue to be completed
Seventh month, all equipment will be purchased and tested for safety
Eighth month, interviews conducted for staff employment and coaches will be complete
Ninth month, players will be signed and the team roster will be complete
Tenth month, trainings will begin and games scheduled
This plan will be implemented over a ten to twelve month period

The proposed timeline is seven months maximum.
13

Cebula, R. J., Toma, M., & Carmichael, J. (2009). Attendance and promotions in minor league baseball: The Carolina League. Applied Economics, 41(25), 3209-3214.
Johnson, A. T. (1995). Minor league baseball and local economic development. University of Illinois Press.
Wood, M. B., & Jobber, L. (2016). The marketing plan handbook. Pearson.

References

14

Charles Town Patriots
Marketing Plan

Randy Ozbirn

Dr. Lisa Miller

SPMT609 D001 Fall 2020

January 3, 2021

Target Market
Marketing for minor league baseball is a complex process as there
are various targets to consider (Williams, 2015)
There are primary targets who are the specific groups being
targeted to the stadiums
There are secondary targets who are not as likely to attend any
baseball games

The target market is a group of customers who are within the serviceable area of the business. Marketing for the minor league baseball is a complex process because of the targets being considered (Williams, 2015).
There are primary targets and secondary targets.
2

Target Market
Various groups to choose from in and around the Charles Town, WV
area
Families in and around the Charles Town, WV area
Businesses in and around the Charles Town, WV area, which will also
serve as sponsors

There are various groups to pick from when considering the target market. These groups include families, business and other groups
3

Target Market
Target markets are broken down into primary and secondary target markets
This allows concentrated marketing efforts in key areas
Applies in Charles Town where there are residents and visitors to the area
Residents are the primary supporters and visitors are secondary

Target markets can be broken down into smaller market segments to effectively concentrate the marketing efforts on the key segments.
In Charles Town, this can apply through breaking down the target market into primary segment and secondary segments.
The primary targets will be the residents and local business while the secondary targets are visitors to Charles Town.
4

Primary Targets
Residents of Charles Town and
surrounding areas
Families who are most interested in
baseball
Individual residents who have an
interest in baseball
Businesses in Charles Town and
surrounding areas

The primary targets are the most targeted for the stadiums. They include the families that are most interested in baseball and the other residents of Charles Town WV area that are interested in baseball.
5

Secondary Targets
Secondary targets include:
Visitors to Charles Town and the
surrounding area
Businesses from outside the
Charles Town area
Media (Radio, Television. etc.)

Secondary targets include tourists or visitors to the Charles Town, WV area.
Business that are not from Charles Town, WV area.
6

The 5P’s of Marketing
Product being sold
Price of the product
Place of distribution for the product

Promoting informing to the consumer about the product
Positioning of the product in relation to competing products

The 5 P’s of marketing are;
Product
Price
Place
Promotion
Positioning
7

Product
The product is the service of a professional minor league baseball team
where the athletes are able to entertain fans with a baseball game
The teams compete and the players prepare themselves to possibly be promoted to a
major league baseball team
Baseball games act as a medium where the customers is spending leisure time
experiencing something

The young players are given an opportunity to showcase skills sets while
gaining experience

The product is a service where the professional minor league baseball athletes are able to entertain the fans with a game of baseball. The youth are given an opportunity to showcase their talent while gaining experience. The customers are able to enjoy their leisure while experiencing something.
8

Price
The aim of price is to ensure the business is able to cater for its costs and make a profit
A dynamic pricing strategy is used in the sports world, by all sports, in an attempt at maintaining an optimum price at any given time
In a dynamic pricing strategy, ticket prices fluctuate from day to day based on various factors including team performance and weather (Drayer et al., (2012)

The pricing strategy that will be used is the dynamic pricing strategy. In dynamic pricing strategy ticket prices fluctuate from day to day based on various factors team performance and the weather (Drayer et al., (2012).
9

Place
Minor league baseball can be consumed at the stadium by the fans watching the game
Minor League Baseball can also be consumed from various electronic devices such as television, radio, or cellular-mobile device

The sports facility may be used as an outlet for social interaction, hence a need for applying various service marketing techniques to maximize the consumer’s enjoyment (Westerbeek and David, 1999)

Place is considered the most important among all the P’s when dealing with sports services. Place can be the stadium where the sport is consumed or it can be through electronic devices like television and mobile devices. The sport facility can be used as an outlet for social interaction and hence applying various service marketing techniques to maximize the consumer enjoyment (Westerbeek and David, 1999).
10

Promotion
Promotion can be used though merchandising, online advertisements and media coverage
Uses of billboards can be effective when the game is being played at home
Other forms of promotion can be through radio, which is effective for
a smaller town, newspaper or other print media

Promotion will be through merchandizing, online advertisements and media coverage. Radio is an effective medium especially for small towns and can be boosted by print media. The use of billboards can be during home matches.
11

Positioning
The team will position itself as being a professional and disciplined
team in minor league baseball
The team’s positioning will be reflected in games as well as in the fan’s
enjoyment of the entertainment. The fans will be able to view a
professional and disciplined minor league baseball team in which the
fans will want to be associated with
The team will also be associated with the Charles Town, WV and
surrounding area. This association will be reflected in the team logo

The positioning will show a professional and disciplined team in the minor league. This will be seen in the matches where the team will be both professional and disciplined.
The team will also be associated with Charles Town, WV area. This will be reflected in the logo of the team.

12

References
Drayer, Joris & Shapiro, Stephen & Lee, Seoki. (2012). Dynamic Ticket Pricing in Sport: An Agenda for Research and Practice. Sport Marketing Quarterly. 21. 184-194
Westerbeek Hans M., and David Shilbury. (1999). Increasing the Focus on “Place” in the Marketing Mix for Facility Dependent Sport Services. Sport Management Review.Volume 2, Issue 1,Pages 1-23
William Blake. (2015). The Unique Sports Marketing Challenges Facing Minor League Baseball. FORBES. Retrieved from https://www.forbes.com/sites/blakewilliams3012/2015/08/11/the-unique-sports-marketing-challenges-facing-minor-league-baseball/?sh=58de90ae9353

Marketing Research & Demographics

Randy Ozbirn

Dr. Lisa Miller

SPMT609 D001 Fall 2020

January 17, 2021

Population Data
Charles Town has a population of 6,029, per the 2019 census (United States Census, n.d.)
6.6% of the population is below 5 years old
26.7% of the population is below 18 years old (United States Census, n.d.)
15.1% is over 65 years old

Charles Town, has a population of 6,029 persons based on 2019 census (United States Census, n.d.).
Women account for 51.9% of the population while those aged below 18 years 26.7%.
2

Marital Status and Education
Residents are married in an estimated 2,234 households
89.8% of the residents are 25 years old and above and are high school graduates or higher (United States Census, n.d.)
35.2% of residents have a bachelors degree or higher
Common college degrees are Nursing, Business and Administration (Data USA)

There are 2,234 estimated household in the city.
89.8% of the residents have a high school diploma or higher (United States Census, n.d.). 35.2% have a bachelors degree or higher.
3

Religion and Geographics
Historically, religious freedom was used to attract settlers to Charleston (Monroe, 1962)
78% of the population identify as Christians while 19% as Atheist
3% of the population identify as other religion
Population in the suburbs continues growth faster than in the city

According to Monroe (1962), religious freedom was used to attract settlers to Charleston. 78% of the population consists of Christians.
The population of the suburbs keeps growing at a faster rate than in the city.
4

Gender and Racial Breakdown
Females account for 51.9% of the population, which is approximately 3,129 (United States Census, n.d.)
A majority of the population are Caucasian, at 78.8%
African Americans are at 11.2% of the population
Hispanics are at 10.9% of the population

Females account for 51.9% of the population which is approximately 3,129 (United States Census, n.d.)
Majority of the population is Caucasian, accounting for 78.8%
African Americans account for 11.2% of the population
Hispanics account for 10.9% of the population.
5

Political and Unemployment
The majority of residents are republicans, based on the last presidential election\
The last three elections have seen residents voting more for democrats
The unemployment rate is currently at 3.1%
The number of civilians in labor force is 69.0% based on 2019 census data.

The last three elections have seen the residents voting for both democrats and republicans.
The unemployment rate is 9.0 whereby the number of civilians in labor force is 69.0% based on United States Census data.
6

Language and Income
English is the predominant language followed by Spanish
Japanese, Chinese, and Korean languages are also included in this area due to the 2.1% population
The median household income is $80,278
Persons living in poverty are currently at 12.6%.

English is the common language spoken in the city.
The median household income is $80,278.
Persons in poverty 12.6%.
7

Disposable Income
The median disposable income for the city is $72,239, which is above the U.S. annual average
The average disposable income in the U.S is $53,482
The region is best known for hockey and football
There is a high interest in sports, with the leading sport being football

The average income for the city is $72,239 showing a high disposable income.
The region is best known for hockey and football.
There is a high interest in sports with the leading sports being football, baseball and basketball.
8

Competing Entertainment
Hollywood Casino
Theatre
Harpers Ferry National Historical Park
Opera House
Other Sporting Events

Hollywood casino.
Walking tours.
Harpers Ferry national Historical Park
Art museum
Brewery tours
Opera house
Other sports like hockey and football.
9

Professional Sports Teams

Purcellville Cannons (Baseball, 12.7 miles)
Maryland Green Hawks (Basketball, 38.1 miles)
Baltimore Blast (Hockey, 75.4 miles)
Delmarva Shorebirds (Baseball, 170.1 miles)
Rockville Victors (Basketball, 39.2 miles)
Hagerstown Suns (Baseball, 39.6 miles)
Frederick Keys (Baseball, 24 miles)
Bowie Bay Sox (Baseball, 78.6 miles)

Purcellville Cannons (
Maryland Green Hawks
West Virginia Badgers
Washington Valor
Rockville Victors
Hagerstown, Maryland
Frederick, Maryland
Hagerstown, Maryland
10

Economic Development
Tax incentives for any corporation who is willing to put forth a sponsorship for the team
Business development, which will attract investors to the city
Recruitment of new businesses and increased support of existing businesses
Increased spending by fans attending games

Tax incentives for companies to grow an international scale.
Business development to attract investors to the city.
Recruitment of new business and supporting existing business.
11

State of Affairs
Charles Town is regarded as one of the top travel and leisure cities in the United States

Charles Town has world class restaurants and historical sites that attract tourists annually
Endless entertainment at one of the city’s many bar and grills helps promote this small town venue
A small town with a large town nightlife that helps attract people from all walks of life

Regarded as the top travel and leisure city in the United States.
World class restaurants and historical sites that attract tourists annually.
Great beaches that are attracting people to move to Charleston.
12

References
Data USA. (n.d.). Charles Town West Virginia. Retrieved from https://datausa.io/profile/geo/charles-town-wv#:~:text=The%205%20largest%20ethnic%20groups,and%2097.3%25%20are%20U.S.%20citizens. /
Monroe, H. (1962). Religious Toleration And Politics In Early North Carolina. The North Carolina Historical Review, 39(3), 267-283. Retrieved January 5, 2021, from http://www.jstor.org/stable/23517286
United State Census Bureau. (n.d.). Charles Town West Virginia. Retrieved from https://www.census.gov/quickfacts/fact/table/charlestowncitywestvirginia/PST045219/