Table of Contents: Executive Summary………………………3 Situation Analysis…………………………4 Product and Service Analysis……………...5-6 Target Market Analysis……………………7 Distribution Network Analysis…………….8 Competitive Analysis……………………...9-10 Current Financial Situation………………..11 Historical Results………………………...12 Macroenvironment……………………….13 SWOT……………………………………14 Objectives & Critical Issues…………..…...15 Target Market…………………………….16-17 Positioning………………………………..18 Marketing Mix…………………………….19 Marketing Research……………………….20 Creative Strategy & Brief…………………..21 Overall Marketing Communications Strategy..22 Promotional Strategy & Tactics……………..23 PR Strategy & Tactics………………………24 Digital Strategy & Tactics…………………..25 Advertising Strategy & Tactics……………...26 Measurement/Evaluation…………………..27 Conclusion…………………………………28 Works Cited………………………………..29-30 2 Klimek Consulting- Rochester Red Wings Executive Summary The Rochester Red Wings are extremely successful in making their organization well known to the Rochester community. While the Red Wings currently pride themselves on being a family oriented place, there are ways that other target markets could be reached in order to maximize profit and brand experience. The goal will be to reach socially active men and women in the Rochester area within the 18-25 age range. The way the RRW will reach this market will take different forms of marketing and advertising than it currently uses to reach families. Specifically, there will have to be an increase in the use of digital media and special events. The many promotions and special events as well as advertising will be relevant to this target market to optimize the potential of a market that currently feels indifferent about the Red Wings. By making promotions and special events that appeal to this demographic, the experience they have at the games will be recognized as a more positive experience and will lead to more repeat sales. The Red Wings are a team that needs to be around in the Rochester area for generations to come. The Red Wings must capitalize on opportunities that are available to them so that more people can get joy out of watching a great team. If the Red Wings can capture the 18-25 age range they will be more likely to bring their families there so that their kids can get the same happiness out of the games. This marketing campaign, in years to come, will make a difference in the amount of families that come to games as well as the increase in sales from a totally different and new target market. The Rochester Red Wings field during an evening game. Source: www.redwingsbaseball.com 3 Klimek Consulting- Rochester Red Wings Situation Analysis The Rochester Red Wings are the only professional baseball team in the Rochester area. The RRW are the Triple-A affiliate of the Minnesota Twins. They are well known in Rochester, according to CEO Naomi Silver, “Everyone knows who we are” (DiVeronica). However, the attendance and atmosphere of the RRW games have struggled. According to the Street & Smith's Sports Business Journal, in 2005 Rochester was named the best minor-league sports city, and in 2009 it moved down to ninth (DiVeronica). Out of the past three seasons the RRW had only one season that ranked in the top ten annual seasons for attendance and that was their 2008 season that ranked third. There has not been a top ten crowd for attendance at Frontier Field since a game during the 2007 season (“The History of Professional”). While advertising was at a high last year, for the 2011 season the RRW have raised the price of a ticket by $1.00 if a customer buys a ticket on the day of the game. According to Chuck Hinkel, “Since moving from Silver Stadium to Frontier Field in 1997 the RWW have had three 50 cent increases in box office ticket prices” (Hinkel). Current ticket prices are listed below. Ticket prices for the 2011 season Prior to Game Day Day of Game Premium Box Seat $10.50 $11.50 Upper Box $9.00 $10.00 Reserved Seat $6.50 $7.50 4 Klimek Consulting- Rochester Red Wings Product and Service Analysis Product Mix o The RRW currently sell single game tickets, multiple game ticket packages, and season tickets to customers. If bought in advance, single game tickets start at $6.50 for a reserved seat and a premium box seat costs $10.50 (“Rochester Red Wings Tickets”). o Merchandise store located within Frontier Field and online store (www.RedWingsBaseball.com) that sells apparel, caps, novelties, jerseys, baseballs, trading cards, and collectibles. Prices vary from $0.75 for a Red Wings pencil to $109.99 for a premier team jacket (“Rochester Red Wings Official Store”). o Accommodations for groups including picnic options, suite options, the “Fan Zone couch section”, birthday parties, and boy scout options, as well as group ticket prices for groups of 20 of more (“Group Outings”). o Variety of concession options such as fried dough, ice cream, Dippin’ Dots, Starbucks, many different hot dog and burger options, Philly Cheesteak, Italian Sausage, nachos, peanuts, gluten free and dairy free products as well as a variety of soft drinks and alcoholic drinks (“Ballpark Dining Choices”). Customer Need The RRW meet the need of entertainment for customers. For sports fans, the RRW provides professional, local, live entertainment. For families the RRW provide a safe, entertaining time for children at an affordable price. The RRW also provide accommodations for large group outings. The concessions available at games satisfy the hunger and thirst of customers, as well as provide for convenience of a meal or snack. This map of inside Frontier Field shows where concessions are sold around the baseball field. The concessions are widely accessibly due to their convenient locations. Source: www.redwingsbaseball.com The team store is located right near the Main Gates so people can stop in on their way in, during their game or the way out. 5 Klimek Consulting- Rochester Red Wings Product and Service Analysis (Continued) Strengths & Weaknesses (Compared to Competition) Strengths: o Affordable price o Ability to socialize, unlike sitting quietly in a movie theater o Attracts a wide range of ages o Concessions available o Professional sporting entertainment o Outside stadium o Well known in the Rochester area Weaknesses: o Outside stadium when weather is not ideal o High concession prices o Costs money, unlike enjoying outside weather at a park for free o Those that are not interested in sports may not want to come to a game o Not a major league team Features & Benefits: o The outside stadium so that people can spend their time outside on nice days. o Variation of game times and game days so that people can fit in a game whenever their schedule allows them. o Professional sports team allows for local professional entertainment that is competitive and exciting to watch. o The affordable price allows for large families and other people that are on a low budget to still be able to enjoy a day out of entertainment and not feel like they are spending a fortune. o The concessions that the Red Wings offer to fans is a feature to many families and fans. People can come to the game and do not have to worry about cooking dinner before hand; they can enjoy a meal or a cold beer while watching a professional sporting event so that they can relax. 6 Klimek Consulting- Rochester Red Wings Target Market Analysis Dan Mason, the General Manager, reported that the RRW advertisements and promotions are aimed at families, rather than sports fans. He explained that sports fans do not need an extra push to go to the game, if they are a Red Wings fan and like baseball they will come (Dan Mason, personal communication, October 2009). However it is the families that the RRW push for, and try to promote the game as family entertainment. He also explained that ten years ago their target would have been sports fans but due to marketing research they have developed their marketing differently now. Families come to games because it is a good night or afternoon out for safe family fun. These families that attend games are active and like that they can bond at the game and afford it since the tickets are reasonably priced. The families that attend the games are middle class families. The household income for 63% of RRW attendees are $50,000+, only 20% have a household income of $100,000 (Scarborough Sports Marketing [7]). The parents are looking for entertainment for themselves as well as kids of all ages. The RRW attendees are also families on the run, 54% have been to a quick service restaurant 5+ times a month (Scarborough Sports Marketing [14]).Mason described that the RRW aim to a local market, they aim towards the Rochester area, however they have sold merchandise in 11 different countries and every state. He believes that their logo is essential to this, by picking a logo that is widely recognized by kids across the country since many Little League teams are named the Red Wings. (Dan Mason, personal communication, October 2009) Families are the main target market. Kids are pictured here with Red Wings merchandise, excited to be at the game and pose with the statue of the mascot Spikes. Source: www.flickr.com 7 Klimek Consulting- Rochester Red Wings Distribution Network Analysis Customers can currently purchase tickets from the box office at Frontier Field located at One Morrie Silver Way, Rochester NY 14608. They can order tickets by telephone with a credit card by calling (585) 423- WING. Customers may also order tickets on-line by going to the team website www.RedWingsBaseball.com. Lastly, tickets can be purchased by mailing a letter with a check and date of the game they would like to attend.