1. MLB All- Star Legends and Celebrity Softball Game Marketing Plan
Tyler Cook and Brett Richardson
Sports Marketing/ Dr. Peetz
December 3, 2013

2. Introduction
The Taco Bell Celebrity Softball Game occurs every summer during MLB All-Star festivities
Game is aired on tape delay late at night
Mission Statement: “bring an exciting, family atmosphere to MLB fans of all ages, filled with connecting fans with baseball’s past and today’s stars”
Lacks a marketing strategy

3. Products and Services The Softball Game
Teams consist of former players and current celebs
5 inning contest
Celebs based on All Star location
Other services include concessions and Taco Bell giveaways

4. Situational Analysis Economic Status Demographics
Ticket prices start at $44 and go as high as $300
ticket packages include tickets to both the softball game and Future’s game
Demographics
Families
Baseball fans
In the maturity stage of the life cycle
Competitors: other All Star Celebrity Games

5. SWOT Analysis Threats Strengths Weaknesses Opportunities
Attached to MLB
Strong MLB fan base
Technology
Interested sponsors
Weaknesses
Exposure to fans
Unfamiliar Celebrities
Poor Marketing Plan
Tape Delay on TV
Opportunities
Sponsors associated with MLB
Airing on lesser network
Popular stars
Unique atmosphere
Threats
Other All-Star Weekend events
Popularity of NBA All Star Game
Television Rights
Other forms of entertainment

6. Target Markets
Target Market needs to shift in order for the event to be successful
Non baseball, pop culture fans
Game can create a more interactive experience between fans and celebrities
Families
Parents with young children
Short game will keep their attention

7. Marketing Goals
Create an exciting atmosphere for fans of all ages and baseball enthusiasm
Increase attendance for the game by 50% in five years or 10% per year
Increase Revenue by 25% in 5 years or %5 per year
Bring in 2 new sponsors each year to create new branding opportunities
Have the game aired live on television within 3 years of beginning the marketing plan

8. Plan of Attack Gain exposure through media outlets
New ticket structure
Change the culture of the event

9. Gaining Exposure
Print ads in newspapers and magazines such as Sports Illustrated
Radio and television commercials tying main celebrity with a current project
Social media blitz through Facebook and Twitter
“Name the Star”
“Celebrity Trivia”
Free chances to win tickets and other prizes
Celebrity “meet and greets” leading up to event

10. Ticket Structure Affordability is the main goal 5 new ticket prices:
Single event children: $15
Single event adult: $25
Family package: $125
2 adult and 2 children’s tickets
4 hotdogs and 4 medium drinks
$25 merchandise credit in gift shop
VIP package: $150
All you can eat and drink area
Meet and Greet zones with celebrities
Chance to win All-Star game ultimate
Entire weekend package: $250
Includes admission to all events during All-Star weekend

11. New Culture Create a unique fan experience
Get up close and personal with celebrities
Kid’s zone sponsored by McDonald’s or other major sponsor
Gatorade interaction zone which will allow fans to see some of today’s innovative sport’s technology
Nike stations where fans can try new Nike products
Technology set ups sponsored by Twitter where fans can tweet their experience at the event and upload pictures of themselves at the softball game

12. Phases of the Plan “Free Agency” “Spring Training” “Opening Day”
4-5 month period
“Spring Training”
4 month period
“Opening Day”
2 month period
“Post-Season”
1 month period

13. “Free Agency” Known as the Brainstorming session
Our team of 8 marketing directors will recruit and strategize on who will best fit for our celebrity players
Develop social media strategies such as giveaways and interactive questions
Gather sponsor interest and sign contracts for different fan zones we will provide for the game
Introduce the stars and legends to the public

14. “Spring Training”
Create television commercials tying a star’s new movie or album release to their participation in the game
Implement the social media strategy through Facebook and Twitter
Send out mailer to season ticket holders in host city
Flyer blitz to local businesses and schools
Create all sponsor signage and giveaway displays
Host side events such as “Kevin James Hot Dog Eating Contest”

15. “Opening Day”
Ramp up social media strategy with ticket giveaways and meet and greet passes
Have training for all staff and volunteers where issues such as parking, merchandise sales and customer service policies are handled
Mail out tickets and any other material to all fans attending the game
Get ready for the Taco Bell All-Star Legends and Celebrity Softball Game to be a major success

16. “Post-Season” Evaluation Process
Short surveys fans will be asked to take in stadium at event or by sent to them the week following All-Star activities
Customer Service
Parking
Merchandise
Entertainment
Celebrity involvement
Overall satisfaction
Evaluate and analyze data as far as attendance and revenue
Have follow up meetings with all sponsors
Compile a database of attendees to send material to in the following year

17. Revenue Generation Expected revenue: $2,600,000
Ticket sales: $700,000
Concession and merchandise: $400,000
Corporate contracts: $1,500,000
Expected expenses:$2,500,000
Stadium costs: $300,000
Interactive zones: $300,000
Celebrity engagements: $500,000
All forms of promotion: $1,400,000
Total Profit Margin: $100,000

18. Questions?