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The Charlotte Knights Are the Triple-A (AAA) Affiliate of the Chicago White Sox, Located in Heart of One of America’S Fastest Growing Cities

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The Charlotte Knights Are the Triple-A (AAA) Affiliate of the Chicago White Sox, Located in Heart of One of America’S Fastest Growing Cities BB&T Ballpark Winter Schedule Marketing Plan PRT 476 Dalton Greco Executive Summary The Charlotte Knights are the Triple-A (AAA) affiliate of the Chicago White Sox, locateD in heart of one of America’s fastest growing cities. The Knights have been extremely popular in Charlotte since they recently moveD to a state-of-the-art, multi- million Dollar stadium locateD on some of the most sought after real estate in the city. They have become a staple in the sports market of the Queen City, following in the footsteps of great organizations like the Carolina Panthers anD the Charlotte Hornets. Fans enjoy catching games at BB&T Ballpark from April until September, but in the remaining months there is little to no action at the fielD. After conDucting an analysis of both internal anD external factors, the marketing plan will proviDe facts about the Knights positioning, competition anD target market. After gathering the information neeDeD to unDerstanD the inner workings of the Knights market to their fans, action can be taken. The appropriate solutions involve Developing strategies anD tactics that will meet the goal of the plan anD organization. The ultimate goal for the plan to accomplish woulD be that the team generates more revenue anD realizes the potential they have at their fingertips. These strategies anD tactics will increase community perception, exposure anD traffic During the Knights offseason, which spans from October to March. At the enD of the Day, this creates a Domino effect that will eventually result in a new source of revenue for the organization. 2 Table of Contents Introduction ............................................................................................................................................ 4 Mission Statement ................................................................................................................................................ 4 Background ............................................................................................................................................................. 4 Situational Analysis .............................................................................................................................. 6 Internal Analysis ................................................................................................................................................... 6 Strengths ............................................................................................................................................................. 6 Weaknesses ........................................................................................................................................................ 6 External Analysis .................................................................................................................................................. 7 Opportunities .................................................................................................................................................... 7 Threats ................................................................................................................................................................. 7 Positioning ............................................................................................................................................................... 8 Positioning Statement ................................................................................................................................... 8 Unique Selling Proposition .......................................................................................................................... 8 Competitive Analysis ............................................................................................................................ 9 Carolina Panthers ................................................................................................................................................. 9 Charlotte Hornets ................................................................................................................................................. 9 Charlotte Holiday Events ............................................................................................................................... 10 Other Minor-League Teams .......................................................................................................................... 11 Customer Analysis ............................................................................................................................... 12 Target Market ...................................................................................................................................................... 12 Marketing Goals ................................................................................................................................... 13 Value Proposition .............................................................................................................................................. 13 Marketing Strategies .......................................................................................................................... 14 Strategy 1: Use resources more efficiently ............................................................................................. 14 Strategy 2: Capitalize on an open schedule ............................................................................................ 14 Strategy 3: Keep baseball/team relevant in offseason ...................................................................... 14 Marketing Tactics ................................................................................................................................ 15 Tactic 1: Halloween Knight ........................................................................................................................... 15 Tactic 2: World Series Watch Party ........................................................................................................... 15 Tactic 3: Winter Wonderland ....................................................................................................................... 16 Implementation ................................................................................................................................... 18 Budget ..................................................................................................................................................... 19 Tactic 1: Halloween Knight ........................................................................................................................... 19 Tactic 2: World Series Watch Party ........................................................................................................... 19 Tactic 3: Winter Wonderland ....................................................................................................................... 19 Total Budget ......................................................................................................................................................... 19 Evaluation .............................................................................................................................................. 20 References ............................................................................................ Error! Bookmark not defined. 3 Introduction Mission Statement “Our mission is to engage the surrounDing Queen City area in high-quality baseball, fun anD entertainment for all ages.” Background Three years ago the Charlotte Knights moved to their new home in downtown Charlotte. Before that, they were located in Rock Hill, South Carolina at Knights Stadium. The move in 2013 not only changed the venue where they played, but the brand as a whole. Logos and designs were all revamped to match the new facility they were relocating to. The move created a lot of hype and interest because Charlotte has been lobbying to get an MLB team to take root without any success. The next best thing for some was to have the nearest Triple-A affiliate fill the void. Right: Old Knights Logo. Left: Knights Stadium (1990-2013) Over the past few years, the Knights have noticed a shift in marketing efforts and response. In the past, the Knights relied heavily on TV, radio and print marketing. Today, technology has grown to a point where it can no longer be ignored and the Knights have followed the exponential growth of digital media by marketing on many online platforms. Part of this is due to the rebranding they did in 2013. The new logo and stadium were both aesthetically pleasing and modern, making it easier to catch the eye of online customers. In order to keep up, the Knights have shifted funds from print advertising to digital because of many reasons, but the most important being the ability to track the people who look at and buy the goods being promoted. The Knights want to track their efforts because the more they know, the more they can cater to the customers needs, which then leads to a better experience overall. An example of this is how they use TicketReturn instead of TicketMaster. TicketReturn provides data for the teams and organizations 4 that use it. This data can be used to get a deeper understanding of the market they serve and retarget people based on things like zip and area codes. Right: New Knights Logos. Left: BB&T Ballpark (2013-Present) As far as TV is concerned,
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