HARTFORD YARD GOATS BRANDING AND REDEVELOPMENT STRATEGY

Leigh Friedman, Jessica Maricich, Becca Riina, Morgan Sawitsky, Gabrielle Riggi and Allison Sicbaldi 2 TABLE OF CONTENTS

TABLE OF CONTENTS 3 MEET THE TEAM 4-5 BACKGROUND AND STAKEHOLDERS 6 BRAND AND PLATFORM 7 SWOT ANALYSIS 8-9 TARGET AUDIENCES 10 GOALS, OBJECTIVES + TACTICS 11-12 SOCIAL MEDIA STRATEGY 12-13 DIGITAL MEDIA STRATEGY 14-15 PROMOTIONAL EXAMPLES 16-17 SPECIAL EVENT SUCCESS METRICS 19 TOTAL BUDGET 20 LIKE A GIRL PR SALARIES 21 ACCOMODATIONS BUDGET 22 TRAVEL BUDGET 23 ADVERTISEMENTS BUDGET 24 PROMOTIONAL ITEMS BUDGET 25 SPECIAL EVENT BUDGET 26 CONTINGENCY FUND 27 EVENTS TIMELINE 28 GAME SCHEDULE 29 MEET THE TEAM

Morgan Sawitsky Morgan Sawitsky is the President of Like A Girl PR. She is responsible for the project management of the pitch. Morgan is a graduate of , where she received a BA in Public Relations. After graduation, Morgan launched her career in here she began her specializa- tion in communications and public affairs. She has a niche for keeping proj- ects organized and maintaining a high integrity for all work done within the company. Her strengths within the company include managing timelines of projects as well as managing other agency members to make sure their work is completed to the best ability.

Gabrielle Riggi Gabrielle Riggi is the Research Director for Like A Girl PR. She is responsible for overseeing and delegating the research as well as composing the final re- sults. The final assessment includes the history, environment and challenges an organization is facing. Gabrielle graduated from Quinnipiac with a degree in journalism, but directed the passion for writing to provide expert composi- tional analysis and development to sports related organizations and athletic communications groups.

Jessica Maricich Jessica Maricich is the Chief Financial Officer for Like A Girl PR. She is responsible for planning the budget for the different activities and events the organization would like to each and recording the financial progress throughout the project. The budget created includes billable time and out-of-pocket expenses. The financial plan correlates with the timeline for the required project and gives the company and the client and realistic estimation of the project cost. Maricich checks in with all of the different department to ensure everyone stays in budget. She works directly with the Special Event Director Leigh Friedman, to price out and document all event-related expenses. Allison Sicbaldi Allison is the Copywriter for Like a Girl PR. Her main responsibilities have been to complete a SWOT analysis of the organization as well as help come up with content for tactics and creating the branding platform. Allison received a Bachelor’s in Communications from Quinnipiac University. After Graduation, she launched her career in sports media and public relations. Her strengths within the company include being detail-ori- ented as well as being very organized.

Becca Riina Becca Riina is the Art and Interactive Communications Director for Like a Girl PR. After graduating with a Bachelor’s in Communications she began her career in web design and content management. The responsibilities in- cluded in this position involved the graphic designing of the agency logo as well as the rest of the design examples. Her creativity and communication skills have helped this company generate original ideas regarding interactive media and the visual brand of the Hartford Yard Goats.

Leigh Friedman Leigh Friedman is the Special Events Director for Like a Girl PR. As Special Events Director for our PR Team, her responsibilities include planning events during the both the duration of the season and off- season. Her main goal aims to keep Yard Goats Fans coming back year after year by planning highly looked forward to events. Leigh received a Bachelor’s in Public Relations from Quinnipiac University in Hamden, Connecticut. Her plans after gradu- ation include establishing a career in the fast-paced and exhilarating world of Fashion PR at a boutique communications firm in NYC. She remains an asset to the PR team who has displayed great strengths in event planning and marketing. BACKGROUND AND STAKEHOLDERS The Hartford Yard Goats are a Double-A minor league The list of stakeholders includes team in Hartford, Connecticut that plays out of the Eastern League. a varying group in the central The team started as the franchise, and moved Connecticut area that share to Hartford in 2016. Hartford remains as the Double-A affiliate of some mutual interest in the Yard MLB’s . The Yard Goats were expected to start Goats franchise: the season after the move at Dunkin’ Donuts Park in . • Current fans of the team The 2016 season never came to fruition because the park’s com- • Former fans of the New Brit- pletion was continually delayed, forcing the team to play the entire ain Rock Cats 2016 summer season on the road. The price of the project started • Fans who left after the 2016 at $63 million, with one estimate ballooning to $100 million when season didn’t happen Centerplan was unable to complete the project swiftly and correct- • First time fans of the Yard ly. This added to tensions with those in Hartford who did not want Goats or baseball the city to use public funds to pay for what was ultimately $71 mil- • Season ticket holders lion dollar stadium. • Fan club members The delay of the construction of the ballpark resulted in lawsuits, • Hartford citizens including one between Centerplan, the developer, and the city of • Hartford city government Hartford. The case was settled in mediation. After getting an insur- • Hartford business: both cor- ance bond from Arch Insurance to complete the project, the build- porations based in Hartford and ing was continued in October 2016 by Whiting-Turner. The ballpark small businesses around the city is expected to be ready for opening day on April 13, 2017. • Investors in the Hartford DoNo project • Potential businesses as part of the DoNo project • Downtown North developers • Corporate sponsors • Colorado Rockies (MLB) • (MiLB) • Team owners • Employees • Vendors • Members of the media BRAND AND PLATFORM When people hear our name through camp days including proving not only to the fans, but we want them to think of fami- boy scouts, girl scouts, YMCA, also to the surrounding commu- ly friendly fun in the heart of the PTA and school districts nity that Dunkin’ Donuts Park is city We want to portray that the the start of a new Hartford en- Dunkin’ Donuts Park is a key stadium and the team are going tertainment district component of the DoNo revit- to be spark plug for other devel- We got to this brand by taking ilization project in Hartford, and opments into account all of the aspects of we want to emphasize that our We want the fans to feel wel- a heart and relating it to the or- stadium is the heart of this new come and that their happiness is ganization community the #1 goal of the team The heart pumps- we want our We want to make families be- We also want them to feel like stadium to be an exciting atmo- lieve that our stadium is going the atmosphere at the stadium sphere that pumps some fun to be the heart of the city once is always pumping and exciting, The heart keeps the body more attractions get built around just like a heart is always pump- alive- we want to spark change it such as stores and restaurants ing and upbeat in the surrounding area, making We will make it every family’s The team can become the Hartford a safer and more family first choice for a night event by heart of the city and the focal friendly place. introducing kids to the team point of urban development by THE HEART OF HARTFORD SWOT ANALYSIS The team at Like A Girl PR re- To go off the community unity and spectators have used the term searched the niche audiences strength, opening day tickets for “frightening” to describe it, which of this Double-A baseball team. the 2017 baseball season are sell- definitely is a weakness for this Through this research, it was un- ing quickly, so it is safe to say the baseball team considering families derstood that the strengths, weak- team is already in high demand and children are a huge target au- nesses, opportunities and threats with its surrounding area. The rapid dience for them. of The Hartford Yard Goats include: sales are a result of community sup- Another weakness that comes port, popularity in the various pro- along with the team Strengths: motional events the team has held is that many families throughout The Hartford Yard Goats imme- and the new stadium that will be in this area send their children to diately have an advantage in the use this season. Future strengths sleepaway camp or sports camps sports industry because baseball include the strong stadium spon- during baseball season. Therefore, is known as America’s pastime, sor, Dunkin’ Donuts, and the mul- much of the target audience is not making the game a well-known tiple game day events happening available to attend season games. and popular sport throughout the throughout the season. With the Dunkin’ Donuts Park country. The sport itself is associat- With an established name in the stadium being in the city of Hart- ed with core American family val- and central Con- ford, parking for fans becomes a bit ues, and therefore families become necticut region, The Hartford Yard of a bad situation. With city parking the primary fan base during base- Goats have a strong base to build it is usually hard to find available ball games. Baseball fans start at an from in future years. parking, let alone free parking, and early age, when their parents take this could cause some annoyance them to a game, but they stay loyal Weaknesses: with fans. With only street parking to their hometown team until old Currently, the Hartford Yard and no garages or assigned lots, age. It is an opportunity for an en- Goats have a few weaknesses that the parking situation is a weakness tire community to come together impact the Double-A team’s brand. for The Hartford Yard Goats in that and show the talents of the young To start off, their name has got- it is not very reliable or convenient men and women playing passion- ten a lot of mockery since it was for its fans. ately on the field for their fans. picked back in 2015. A “Name the A final weakness for The Hartford Another strength that The Hart- Team” contest drew almost 6,000 Yard Goats is that there are many ford Yard Goats has is in the cor- submissions that were cut down to other attractions throughout Con- relation between the number of five options for the team’s naming necticut, which residences and fans Latino population on the team committee to choose from. How- could go to over a baseball game. and the Latino community in the ever, the new name drew some These attractions include Lake Hartford metropolitan area, which questioning articles from The New Compounce, The Mystic Aquari- makes up about 18% of the city. York Times, NBC Connecticut, and um, a day at a historical museum or This has given the team a sense others. And many have questioned a trip to one many of the beaches of unity with the communication what a yard goat is. According to found along the shore. In addition, because they can relate to one The Hartford Courant, a yard goat major metropolises like Boston and another on a more personal level, is “technically an old railroad slang New York are a short drive for day and provides greater opportunities term for an engine that switches trips out of the state. for community outreach and devel- a train to get it ready for another opment. Another way The Hartford locomotive,” but many are taking Opportunities: Yard Goats have gained unity with the animal angle for the team’s The team at Like A Girl PR has the community is in the way the merchandise and logo. So now the discovered a few opportunities The team let the community name both question becomes, how does the Hartford Yard Goats could imple- the team itself and the mascots. By meaning of the yard goat relate to ment in order to raise awareness holding a friendly competition, the this Double-A team? and gain better traction in this community got involved with the To go along with their name, the upcoming season. One opportu- team in an early on stage making mascot of The Hartford Yard Goats nity the baseball team has is that it hard for them to forget who the is not very appealing to their tar- there is a new coaching staff, which Yard Goats are. get audience and customers. Fans could bring a better season for the SWOT ANALYSIS team. Being a new team with a new ford. Along with this opportunity of prices by a few dollars for the pub- coaching staff is definitely one op- engaging with the public, The Har- lic interested in attending games. portunity the Yard Goats need to ford Yard Goats have the ability to The biggest problem with this tax is take advantage of. After spending put on promotional events for the that the money is going to the state all of last season on the road it is surrounding community. to pay for their $56 million stadium. time for the team to finally mesh There are many college’s near- Therefore, financially, the organiza- at home now that they have a sta- by including University of Hart- tion is completely dependent on dium of their own to utilize. This is ford and University of Connecti- state funds. a big opportunity since in order to cut-Storrs, along with countless While we mentioned about that be a successful team, working to- others schooling institutes and pre- having a new coaching staff could gether as a unit will ultimately be paratory schools around the central lead to many opportunities for The easier with all of these fresh faces Connecticut region home. Having Yard Goats, it also can cause a lot of and minds. events as simple as a family-based threats to the team. These coaches Another opportunity the Yard bingo night or college/student have never worked together be- Goats are presented with is that days at the stadium will provide fore last season, thus they are likely they are looking to hire a PR agen- the Yard Goats with an opportu- to have different coaching styles. cy to help market their brand. Af- nity to gain more of an audience This can ultimately lead to differing ter spending all of last season on during the prime season. By offer- opinions about the players and the the road, the Yard Goats have yet ing cross-promotional events there team’s vision. If the coaching staff is to build a large fan-base and im- is an opportunity for the Yard Goats having trouble agreeing on how to age within Connecticut. Hiring a PR to add an element of family fun and run the team their performance will agency will help push their image participatory competition while at most likely be negatively impacted, and brand in the right direction. the game that can keep the inter- resulting in an unsuccessful season. This decision gives the Yard Goats est of those who are less drawn to A final threat that is posed upon the opportunity for growth since baseball. The Yard Goats is the presence they are starting from the ground of other sports teams in the sur- up when it comes to their brand. Threats: rounding area. There are two oth- As previously stated with a large One of the major threats against er minor league baseball teams in Latino population and with day The Yard Goats is that they have Connecticut, the camps to keep children engaged never played a home game since and the Bridgeport Bluefish, as well and active outside of school, there their founding in 2016, which leads as a number of hockey teams, the is the opportunity for the Yard to many other threats against them. Bridgeport Sound Tigers and the Goats to engage in activities from The tickets for the baseball game Hartford Wolfpack. The presence healthy eating and reading sem- are taxed by the city, which is a ma- of other teams will only draw away inars to “Play 60” active lifestyle jor threat for The Yard Goats be- from the attendance at Yard Goat events in order further connect cause it negatively impacts its fans. games, resulting in a lower fan- with those within the city of Hart- The extra 10% ticket tax increases base.

PopularitySTRENGTHS of baseball - Latino community - WEAKNESSESUnpopular name - mascot - Sponsors - Established name parking - other attractions

OPPORTUNITIESNew manager and staff - day camps - new NoTHREATS affiliation from fans - Ticket tax - community outreach - large client pool Saturated market - Unknown quantities TARGET AUDIENCES The major audience we be- munity. With the Dunkin Donuts Families lieve the Yard Goats should tar- Park in Hartford, Connecticut • A safe, family-friendly environ- get are local families throughout there is a large Latin American ment the Connecticut Area. Baseball community in the surrounding • Players visit little league has been bringing people to- area. We can reach this audi- games, local hospitals, mailers gether since 1839 and since the ence by proving that our stadi- new stadium features a safe and um is a fun and safe location for Local kids family-friendly environment this them to hangout. Also, we can • Heroes target audience will be easy to have meet and greet days with • Send players to local schools reach. To help connect to this our team. Since our roster con- and community games audience more, Yard Goats sists of some Latin Americans, it players should be out visiting would be smart to capitalize on The Latin American community local schools, hospitals and lit- this and help some community • A fun, safe place to hangout tle league games. This will help members even further feel con- • Mailers, posters, giveaways not only get their name and fac- nected to the team. es out into the public, but it will This spaces creates a fun and Hartford community also help the children establish safe environment for this audi- • Fun environment, community a connection to the team. Hav- ence to spend time with friends building place, ing your team members go out and family while enjoying the • Send mailers, have players into the public will also help to game of baseball. get involved in their community show that they too are human. Lastly, the Yard Goats should • Posters, billboards Although they are adored for target the Hartford community excelling at their sport, it is also as a whole. We want our stadi- good to remember that they um to be a safe place for people once started playing as children from all demographics to share thus going back to their roots the love for the game. will help boost their image in the community. Along with families, the Yard Goats should focus on target- ing local kids. By targeting this younger population,the Yard Goats are allowing themselves to be looked at as “heroes” in the eyes of these fans. This can be achieved by having players little league games in the sur- rounding towns to show their support for kids playing baseball or by sending players to local schools or communities to talk about how they came to their success. A more direct target audience that the Yard Goats should also reach is the Latin American com- GOALS, OBJECTIVES + TACTICS Goal: Increase the involvement of the Yard Goats with its fans Objectives: Hold one meet-and-greet event for every three home games Tactics: • Send out invitations to ticket season holders first and then the community as a whole • Have players promote the event through their social media accounts • Send out reminders for these events through the weekly newsletter • Get commitment from players to be at these events

Measures of Success: • How many fans respond to invitations • How many fans attend the meet-and-greets and if it grows as the season goes on • How many different players attend meet-and-greets throughout the season

Objective: Have Yard Goats players go out into the community to increase awareness of the team Tactics: • Set up events with local schools, baseball leagues, hospitals, and other community partners to allow the development of interpersonal connections with the team • Yard Goats players to get into the community • Promote these community events through the Yard Goats social media • Send out information via the weekly newsletter

Measures of Success • How many community partners are created • What community partners want to continue in the next season • How many fans are gained through this outreach

Goal: Expand youth fan-base Objective: Keep children engaged throughout the game Tactics: • At home games set up tables throughout the ballpark where young fans can come and make posters for the game • Update children’s area with sports related arcade games with a viewing area of the actual game Measures of Success: • How many fans create posters • How much time children spend in the play area

Objective: Connect with Hartford’s youth outside of stadium Tactics: • Contact local little league teams to set up dates for training sessions with some of the Yard Goats players

Measures of Success • How many little league teams are reached • How many little league teams ask to continue on with training after the season • How many Yard Goats players actually go out to these training sessions GOALS, OBJECTIVES + TACTICS

Goal: Increase ticket sales and attendance Objective: Promote ticket sales through the Connecticut area Tactics: • Create billboards • Develop Facebook advertisements Measures of Success: • How much general ticket sales rise throughout the season • How many new season ticket holders are gained for next season • How interactive are fans with Facebook advertisements

Objectives: Host more giveaway nights Tactics: • Hold special nights for college students, families, and various organizations like Boy Scouts or YMCA • Giveaway items like bobbleheads, tshirts and towels at various home games for the first 1000 fans that attend Measures of Success: • If fans post about giveaways on their social media accounts • How many fans come to the special group nights SOCIAL MEDIA STRATEGY HASHTAGS For community and non-game events: • #GoatsGiveBack: Thanksgiving/other holiday drives • #GoatsPromote: Social campaigns/community awareness • #HeartOfHartford: Our core branding ideals • #TheHerd: diehard fanbase For in-game use: • #GOAT: We know, Hartford is the Greatest of All Time • #StompingSeason: For long home stands or playoffs • #ChompingSeason: Rubber games in a series • #ChopOut: Strike outs and promotions COMMUNITY STRATEGY • Post-game meet the fans • Hospital visits • “Heart of Hartford” blood drive to reinforce brand • Goats Go Live • Facebook/Instagram Live Talkshow as pregames, weekly show with the manager, player of the week. • Yard Goat Stomp for every Yard Goats home run or win • Goat Call during the 7th inning stretch • Post-Season Viewing Party for road games • Fan busses to more local road games SOCIAL MEDIA STRATEGY SOCIAL MEDIA Goal: Create a fan base that is not reliant on winning or losing, but based on team brand. Measure success based on fan attendance and ticket sales in relation to team record throughout the season Objective: Make fans feel more connected with the players Tactics: •Yard Goats Player of the Week post video of the player telling fans fun facts about himself •Pregame snapchat stories and instagram lives of the team warming up for games and in the locker room • Live Q&A sessions with players via social media for fans to comment on video to ask questions

Goal: Use social media to promote the brand. Measure by asking fans what they think of the players Objective: Use players personal accounts as a reflection of the family friendly environment we are attempting to create. Tactics: •Players should refrain from posting anything that they would not directly show to a child (NO alcohol, drugs, partying should be displayed on social media) •Keep social media up to date; continuously updating fans and making them feel included in the players lives sparks a deeper connection and passion for the team •Due to the role that we envision this team having in the community, it is important that each player is prepared to carry themselves as a role model for the children of Hartford

Objective: Use official Yard Goats social media to keep people up to date on what is happening at Dunkin Donuts Park Tactics: • Promote Specialty nights - college night, family night, charity night with free giveaways (draw string bags, balls, magnets, tshirts, minibats) • Use hashtags to promote community involvement including #goatsgiveback •Advertise ticket sales in days leading up to games • Live footage of meet and greets for fans to share their experiences with each other • Social media (snapchat) coverage in the dugout during games • Teach the yard goat stomp (homerun dance)

HartfordYardGoats HartfordYardGoats

HartfordYardGoats HartfordYardGoats DIGITAL MEDIA STRATEGY WEBSITE Goal: Increase website traffic Objective: Use social media to draw fans into the website Tactics: • Tease news articles in social media posts with link to website to view full • In Player of the Week post have players tell the fans to check out their stats on the website to learn more about how they’ve been playing

Objective: Make website more visually appealing Tactics (correlates to image on the top right): 1. Spread out content, about an inch on either side of unused space 2. Increase the size of the tabs on the home screen 3. Layout social media icons on the top of the page for easy access 4. Ensure that website is kid friendly - since our brand is largely targeted at families we want kids and parents alike to be able to go through the website and learn about the team 5. Bring more attention to the Fan Zone (currently hidden in the corner)

Objective: Create a visual brand Tactics: • Colors: green and blue (green for the grass on the field blue for the sky) incorporating a lighter blue into the current color scheme will add a pop of excitement on media platforms as two dark col- ors have a way of washing each other out • Keep everything simple and fun. Both the website and all social media pages should be straight- forward and classic. • “The HEART of Hartford” brand reflects the functions of the heart and how it keeps the body going, So, all of our interactive media should be functional and clean, bringing baseball back to the basics • Have continuity in products • Grass is a huge theme throughout the website billboards and magnets

There are a variety of different areas we will be monitoring in order to measure the success of our digital media campaign: • Overall Website traffic. We will be looking for not only an increase in page views but also an in- crease in the number of unique visitors the website gets both weekly and monthly. We will also moni- tor the average page views per visit. An increase in pageviews means we are successfully engaging with website visitors. • Mobile Traffic. An increase in mobile users provides the Yard Goats with more revenue sources. The more people visiting our • Click Through Rate. Advertising on social media and online is a great way to bring attention to the franchise. By monitoring how many people click on these ads we can effectively determine how much revenue they are bringing in. • Return Visits. Monitoring how many site visitors are new or recurring can measure how successful our campaign has been in generating new fans. We can also measure this with increase in social media followers. We expect to gain 250 followers on each social media platform within the first 4 months of our campaign.

PROMOTIONAL EXAMPLES PROMOTIONAL EXAMPLES

GET YOUR HERD TO A GAME!

860-246-GOAT

Top left: Billboard Left: Promotional flyer for a special event night Above: Digital promotion SILENT AUCTION EVENT OUTLINE Our team has planned a Silent Auction Fundraiser in order to raise both money and awareness for the Yard Goats Foundation. At our event, we will be auctioning off various apparel and memorabilia from both players and the Yard Goats Association in order to drive donations. Hosted at the On20 ven- ue in Hartford, over 500 individuals of the greater Hartford community are invited. During the auction, memorabilia valued at over $25,000 will be auctioned. The silent auction fundraiser is the largest event of the year for the Hartford Yard Goats Association. In planning this event, several factors weighed in throughout the planning process including budget, tactics and product promotion. In order to plan a successful event, each step was thought out prior to the entire event coming to- gether. The first step in planning this event was piecing together a budget. Working closely with the finance department, the special events director received a budget of $150,000 to spend on the event. This budget was divided amongst venue, catering, entertainment, product promotion, security and a cash bar. Once the budget was set in stone through the agreement of both the finance and special events director, the second step involved indicating objectives and tactics that lined out the ultimate success of the event. The tactics of the silent auction include how best to promote and advertise in the time leading up to the big event. Through the utilization of Twitter and varying social media platforms, additionally e-newsletters, fli- ers, brochures and tweets were continually sent out on a daily basis to Yard Goats Fans and the greater Hartford Community(who access a social media profile). By creating a hashtag like #GoatsGiving, the event infiltrated Twitter drawing in fan engagement. Further, in raising awareness for the event, the special events director drove donation costs through its use of product promotion. Through the establishment of relationships with many individuals within the organization, the director was able to receive special memorabilia from players first hand.

Event: Silent Auction Fundraiser Goal: Raise Money and Awareness for the Yard Goats Foundation to bring the community together Objective: Raise $25,000 Tactics: • Product Promotion • Advertisements (E-newsletter, Fliers, Brochures) •#GoatsGiving (Twitter trending on social media) • Billboard • Commercial

Budget • Venue/ Catering: On20, $22,800 ($38 per person, 600 invitees) • Product Promotion: Memorabilia valued at over $75,000 • Jerseys: $75.00 • Baseball: $15.00 • Baseball Cap: $25.00 • Trophies and other Assorted Memorabilia: $15-$50 • Security at Event: $5,000 • Entertainment: $3,500 • Cash Bar: $11,200 How to Plan a Silent Auction: • Recruit Yard Goats fans and other individuals to volunteer from the community and greater area of Hartford • Drive donations • Value each item to be bidded during the auction # each item on the “master list” of items to be bid on • Make a list of supplies needed for the event • Print bidding sheets to be handed out and posted throughout the duration of the auction to avoid any delays or hesitance in payments or bidding • Set-up early

SPECIAL EVENT SUCCESS METRICS The success of our event, the Silent Auction Fundraiser, will be measured through the identification of three key tactics including: ticket sales, social media engagement and fan engagement. In mea- suring the success of each of these three tactics below, our organization will easily be able to identify the overall success as well as turn out of the event.

Three primary objectives: 1. Social Media engagement 2. People who are returners/regulars 3. Tickets purchased for event

Social Media engagement is key because it is a tangible form of communication. Through the establishment of engaging on social media, one is forming a relationship with an individual and net- working for an event. The Hartford Yard Goats utilize social media to establish a close connection with their fan base in order to drive their attention to keep coming back to the games and being apart of the “family.” As fans engage with the Yard Goats brand, they are initiated into the culture that is Yard Goats baseball. Social Media engagement must be nurtured and carried upon throughout the duration of the season as well as off-season. Having established a close relationship with its fan base, this is attested in the number of fans that keep coming back year after year. The number of fans who return every season become regular. In all these fans who have become “regular,” the Yard Goats organization has done a successful job of maintaining fan engagement. As an organization that caters to its customers, its customers (the fans) continue to come back for something more and something greater season after season. By seeing how many tickets were sold for the event, our team is able to grasp potential event turn- out on the actual day. Through social media; including Twitter, Instagram and Facebook, fans remain in contact throughout both the duration of the season and the off season. They are able to remain up to speed on all things Yard Goats and are able to highly look forward to the event leading up. TOTAL BUDGET LIKE A GIRL PR SALARIES ACCOMODATIONS BUDGET TRAVEL BUDGET ADVERTISEMENTS BUDGET PROMOTIONAL ITEMS BUDGET SPECIAL EVENT BUDGET CONTINGENCY FUND EVENTS TIMELINE

GROUP DAYS/EVENTS Boy Scouts Night and Girl Scouts Night College Night Little League Day Teacher Appreciation Day Family Nights (Sundays)

GIVEAWAYS Dunkin’ Donuts giftcards Bobbleheads Minibats Plushie Chew Chew/Chompers

OUTSIDE THE BALLPARK March 2- Read Across America Day at Hartford Schools April 20- Little League Season Opener September TBD- Silent Auction November- #GoatsGiveBack Thanksgiving Food Drive GAME SCHEDULE

Listed below are all home games played at Dunkin’ Donuts Park in Hartford as sanctioned by MiLB. The series is listed by day, date, first pitch time and opponent.

Thurs. 4/13 7:05 PM Fisher Cats Wed. 6/28 7:05 PM Binghamton Mets Fri. 4/14 7:05 PM New Hampshire Fisher Cats Thurs. 6/29 7:05 PM Binghamton Mets Sat. 4/15 6:05 PM New Hampshire Fisher Cats Fri. 6/30 7:05 PM Mon. 4/17 7:05 PM Tue. 4/18 7:05 PM Harrisburg Senators Sat. 7/1 6:35 PM Portland Sea Dogs Wed. 4/19 7:05 PM Harrisburg Senators Sun. 7/2 6:35 PM Portland Sea Dogs Thurs. 4/20 7:05 PM Harrisburg Senators Mon. 7/3 1:35 PM Portland Sea Dogs Fri. 4/28 7:05 PM Richmond Flying Squirrels Thurs. 7/13 7:05 PM Sat. 4/29 6:05 PM Richmond Flying Squirrels Fri. 7/14 7:05 PM Trenton Thunder Sun. 4/30 1:35 PM Richmond Flying Squirrels Sat. 7/15 6:35 PM Trenton Thunder Sun. 7/16 1:35 PM Trenton Thunder Mon. 5/1 7:05 PM Portland Sea Dogs Mon. 7/17 7:05 PM Tue. 5/2 7:05 PM Portland Sea Dogs Tue. 7/18 7:05 PM Bowie Baysox Wed. 5/3 10:35 AM Portland Sea Dogs Wed. 7/19 12:05 PM Bowie Baysox Mon. 5/8 7:05 PM New Hampshire Fisher Cats Thurs. 7/27 7:05 PM Tue. 5/9 7:05 PM New Hampshire Fisher Cats Fri. 7/28 7:05 PM Reading Fightin Phils Wed. 5/10 10:35 AM New Hampshire Fisher Cats Sat. 7/29 6:35 PM Reading Fightin Phils Thurs. 5/11 7:05 PM Erie Sea Wolves Sun. 7/30 1:35 PM Reading Fightin Phils Fri. 5/12 7:05 PM Erie Sea Wolves Sat. 5/13 6:05 PM Erie Sea Wolves Tue. 8/8 7:05 PM Trenton Thunder Sun. 5/14 1:35 PM Erie Sea Wolves Wed. 8/9 12:05 PM Trenton Thunder Fri. 5/19 7:05 PM Akron RubberDucks Thurs. 8/10 7:05 PM Trenton Thunder Sat. 5/20 6:05 PM Akron RubberDucks Fri. 8/11 7:05 PM Harrisburg Senators Sun. 5/21 1:35 PM Akron RubberDucks Sat. 8/12 6:35 PM Harrisburg Senators Tue. 5/30 7:05 PM Richmond Flying Squirrels Sun. 8/13 1:35 PM Harrisburg Senators Wed. 5/31 7:05 PM Richmond Flying Squirrels Fri. 8/18 7:05 PM Reading Fightin Phils Sat. 8/19 6:35 PM Reading Fightin Phils Thurs. 6/1 10:35 AM Richmond Flying Squirrels Sun. 8/20 1:35 PM Reading Fightin Phils Fri. 6/2 7:05 PM New Hampshire Fisher Cats Mon. 8/21 7:05 PM Sat. 6/3 6:35 PM New Hampshire Fisher Cats Tue. 8/22 7:05 PM Altoona Curve Sun. 6/4 1:35 PM New Hampshire Fisher Cats Wed. 8/23 7:05 PM Altoona Curve Tue. 6/13 7:05 PM Trenton Thunder Mon. 8/28 7:05 PM Portland Sea Dogs Wed. 6/14 7:05 PM Trenton Thunder Tue. 8/29 7:05 PM Portland Sea Dogs Thurs. 6/15 7:05 PM Trenton Thunder Wed. 8/30 7:05 PM Portland Sea Dogs Fri. 6/16 7:05 PM Altoona Curve Thurs. 8/31 7:05 PM Portland Sea Dogs Sat. 6/17 6:35 PM Altoona Curve Sun. 6/18 5:05 PM Altoona Curve Mon. 6/26 7:05 PM Binghamton Mets Tue. 6/27 7:05 PM Binghamton Mets