Durham-Bulls-Marketing-Plan-Pdf.Pdf
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Executive Summary The Durham Bulls are the Triple-A Affiliate of the Tampa Bay Rays, and are located in the heart of downtown Durham, NC. The Bulls became famous with the release of the 1988 movie, Bull Durham. They have a devoted fan base that comes out in flocks almost each and every time the Bulls host a game. Our goal is to continue to reach and connect with the current fan base that the Bulls have built, but also look to expand and tap into other segments of the market. The Durham Bulls Athletic Park has developed into one of the best modern ballparks in the country. With the Tobacco Road Sports Bar, and the connected concourse behind center field, the DBAP offers more than just the product on the field, it offers entertainment value as well. Prior to the 2014 season, the Durham Bulls decided to begin managing their concessions in house, as opposed to contracting a company to do this for them. The benefits have proven to be extensive, as they have begun brewing their own beers with Bull Durham Beer Co., and beginning Bull City Hospitality to run their food services. The DBAP was originally built in 1995 for $16 Million and in 2014, the ballpark underwent $19 Million in renovations. The stadium will hold around 10,000 fans, not counting standing room only. The Bulls are one of the few minor league organizations that have ever had “standing room only” crowds, which proves that with the great product on the field and a great venue to show them off in is a formula for success. This marketing plan was designed with the intent to continue the wonderful success that our organization has enjoyed over the years, but also to try and extend our market and see if we can’t reach more of the great city of Durham by targeting a new market segment. In looking at new opportunities for a greater market share, this plan outlines several of them. The plan was created with the intent of showing the goals, strategies and tactics that the Durham Bulls will implement in order to create more revenue streams and allow the organization to reach its full financial potential. By completing a Customer Analysis, Competitive Analysis, and Situational Analysis, the Durham Bulls should have a great understanding of where they are positioned in the market and in the mind of their consumers, which will allow for better marketing strategies to be implemented by the organization in order to continue to fill the needs of their current fan base, while also expanding into the untapped local market as well. 2 Table of Contents Executive Summary 2 Introduction 4 Mission Statement 4 Background 4 Situational Analysis 5 Competitive Analysis 8 Customer Analysis 10 Demographics 10 Psychographics 10 Product Usage 10 Benefits 11 Target Market 11 Marketing Goals 12 Value Proposition 12 Marketing Strategies/Tactics 13 STRATEGY 1: INCREASE FAN ATTENDANCE BY 10% 13 STRATEGY 2: INCREASE REVENUE ON CONCESSIONS BY 15% 15 STRATEGY 3: INCREASE TECH COMPANIES ATTENDANCE BY 5% 16 Implementation 18 Budget 19 Evaluation 21 Appendix 22 Appendix A 22 Appendix B 22 Appendix C 23 Appendix D 24 Appendix E 25 References 26 3 Introduction Mission Statement “Our mission is to present baseball, The Great American Pastime, as affordable family entertainment with a commitment to customer and community service, ethical business practices and the professional growth of our employees.” Background In 1902, Durham introduced the Tobacconists as the North Carolina League Baseball team. The team played a variety of collegiate teams until becoming part of the North Carolina State League and forming the Durham Bulls in December of 1912. By the year 1932, the Durham team started their first major league affiliation with the Philadelphia Phillies. Throughout events such as the Great Depression, World War I, and the Raleigh-Durham baseball work stoppage, the Bulls managed to promote communal and educational positivity within the Durham community. The Durham Bulls became the most well-known minor league baseball team after the release of Bull Durham, in 1988. After almost a decade of the formation of the team, the Bulls opened a new ballpark, the Durham Bulls Athletic Park (DBAP). Today, the Bulls offer fans entertainment through games, ways to stay connected through social media, youth baseball leagues, and community engagement for causes such as anti- bullying and scholarship programs. The team uses a variety of promotional events throughout each season. Throughout the game, fans are encouraged to participate in promotions that the staff runs between innings. These promotions include kids racing to put on Bulls athletic gear, racing Wool E. Bull around the bases, and the Durham Police Department participating in the “running man challenge”. Spectators are also encouraged to come to events through promotional nights in the ballpark. The Bulls have promotional nights such as Bark-in-the- Park, StarWars night, Pokemon-Go events, Firework Fridays, dollar concessions on Thursdays, and allow children to run the bases after Sunday games. Promotional events are marketed on the Durham Bulls website, during breaks in the game- play, and on the Bulls Instagram page. The Bulls tend to market through social media websites to connect with families and organizations. They continue to greatly promote the games to groups, organizations/companies, and youth groups, with a main focus on keeping a family friendly outlook. Through the various groups the Bulls target, they maintain a focus on a community-based image. The team is committed to positively enhancing the Durham community through projects such as The Durham Bulls Youth Athletic League, Explorer Post 50, and Bully Busters Anti-Bullying School Program. Each of these programs allows the team and staff to work closely and educate kids in the city of Durham. 4 Situational Analysis Internal Analysis Strengths o The Durham Bulls focus on an affordable fan experience for a variety of ages. Pricing from tickets, merchandise, and concessions aim to be affordable for all. On two special nights during the season, fans are encouraged to come to the game with furry friends for a small ticket price. This is to allow fans to enjoy the ballpark experience without leaving furry friends at home. o The Durham Bulls provide affordable tickets to spectators who come to the games. The tickets range from $9.00 to $14.00 a person depending on the area in which spectators choose to sit. The Bulls also provide season ticket plans, mini plans, and free military tickets to those serving active duty. o Durham Bulls Athletic Park is located in the heart of downtown Durham. Parking opportunities and restaurants for before or after game fun surrounds the DBAP. Restaurants such as Mellow Mushroom, Tyler’s Taproom, Only Burger, Angus Barn, and Tobacco Road are in walking distance from the stadium. The stadium is visible off of Highway 147, a great way to bring out of town guest or those passing by to the ballpark on game night. o AAA level baseball allows for a more family friendly atmosphere then the major leagues. The atmosphere and ticket pricing of a AAA League game allows for family’s to enjoy “The Great American Pastime” without breaking the bank for the experience. Weaknesses o The day of the week of a game can play a big role in attendance. Weeknight games are tough to get spectators at because of work and other activities held throughout the week. Weekend games typically have a higher attendance because fans have a slower schedule. o The Durham Bulls are a AAA team and affiliate to the Tampa Bay Rays. With that being said some fans look down on the team because it’s “Only Minor League Baseball”. o While the location of the DBAP, home of the Durham Bulls, is a great advantage to the team, the team also sees challenges with competing for other events and sporting events on game days. The team directly competes with the Carolina Mudcats in the sport of baseball for attendance and affordability. The team also has big competition with performances held at the Durham Performing Arts Center (DPAC) and a upcoming, growing area of downtown Durham. 5 o The Bulls games are not visible to the public who are not available to attend the games. The team is not involved in any contract that allows them television coverage. Therefore, spectators must attend the game to enjoy the experience and keep up with the team on game day. External Analysis Opportunities o Great weather gives the Bulls an opportunity to gain more spectators in the ballpark. Warm weather typically brings people outside and what better way to spend a day then at the ballpark with friends and family. o The Durham Bulls targeted markets range from youth leagues and families to companies within the triangle area. The Bulls have targeted baseball lovers, dog lovers, Star Wars fanatics, families, and companies of all sizes. Although the target market is already a wide range, there are many who are not reached within the marketing efforts. This allows the Bulls to expand into previously untapped markets, such as millennials. o The Durham Bulls are a AAA League team, in which the MLB pulls players up when they are in need. The Bulls will also receive MLB players who will play in Durham with the Bulls on rehab assignments. MLB players participating in games on the Bulls roster enhances the chance of an increase in attendance. o Technology is constantly changing day-to-day from new applications or quicker ways to get things done. The Durham Bulls have the opportunity through new innovations to maintain attractiveness to fans.