Mobile BayBears Fall 2014 Campaign

Agency 486
University of South Alabama

Table of Contents
Agency 486 Staff Profiles...................................................................... 4
Executive Summary.............................................................................. 8
Situational Analysis ..............................................................................9
History
Marketing
SWOT Analysis..................................................................................... 11
Strengths
Weaknesses
Opportunities
Threats
Target Audience.................................................................................... 13
Key Messages......................................................................................... 14
Survey Anaylsis ..................................................................................... 15
Planning Objectives..............................................................................22
Objective 1............................................................................................. 23
Strategies
Tactics
Objective 2............................................................................................. 24
Strategies
Tactics
Objective 3..............................................................................................25
Strategies
Tactics

Media and Non-Media Tools ............................................................. 26

Radio
Television/ Online Video
Print/ Online Advertising
Social Media
Collaterals
Public Relations
Publicity
Outdoor Advertising
Special Events
Objective 1 Overview...........................................................................28
Print Media............................................................................................29
Newspaper - Vanguard
Outdoor................................................................................................. 30
Billboard
Print Collateral...................................................................................... 31
Game Schedule Card
Postcard
Television and Radio............................................................................. 33
Television
Late for Class
Historical BayBears
Radio
Around the Bases
Social Media........................................................................................... 36
Facebook

Objective 2 Overview...........................................................................40
Print Media ........................................................................................... 41
Newspaper - Press Register
Print Collateral......................................................................................42
Door Hanger
Television and Radio............................................................................ 43
Television
The Battle for Mrs. Pawla
Radio
Phone Call with Friends
Informational
Objective 3 Overview...........................................................................46
Special Events........................................................................................ 47
Move-in Day
Jagfest Booth
Spring Break Kick-off Party

Agency 486 Staff Profiles

Roman Ashford is a senior in the department of communication at the
University of South Alabama. Ashford is scheduled to graduate in May, 2015.
He plans to pursue a career in corporate public relations.

Taylor Austin is a senior in the department of communication at the

University of South Alabama. Austin is scheduled to graduate in December,
2014. She plans to pursue a career in the sports or entertainment industry as an
events coordinator specialist.

Jennifer Bazzel is a senior in the department of communcation at the University

of South Alabama. Bazzel is scheduled to graduate in December, 2014. She plans
to pursue a career in sports public relations.

Mariel DeVaughan is a senior public relations major at the University of South

Alabama. Mariel is scheduled to graduate in December, 2014. After graduation,
she plans to work in financial public relations for a few years before applying to
graduate school.

Kelsey Donnell is a senior in the department of communication at the

University of South Alabama. Donnell is scheduled to graduate in December,
2014. She plans to pursue a career in public relations.

Agency 486 Staff Profiles

Kelli Dickson is a senior studying communications and marketing at the
University of South Alabama. Dickson is scheduled to graduate May, 2015. She
plans to pursue a career in the non-profit industry as a public relations and
marketing professional.

Dallas Gibbons is a senior in the department of communication at the

University of South Alabama. Gibbons will be graduating December 2014. She
plans to pursue a career in either sports or higher education public relations.

Robin Johns is a senior in the department of communication at the University

of South Alabama. Johns is scheduled to graduate in May, 2015. She plans to
pursue a career within the public relations industry.

Elizabeth Lyons is a senior in the department of communication at the

University of South Alabama. Lyons is scheduled to graduate May, 2015. She
plans to pursue a career in multicultural relations.

Nicole McCall is a senior in the department of communication at the University

of South Alabama. McCall is scheduled to graduate December, 2014. She plans
to pursue a career in sports public relations, or as a sports television analyst.

Agency 486 Staff Profiles

Senora McCracken is a senior in the department of communication at the
University of South Alabama. McCracken is scheduled to graduate in December
2014. She plans to pursue a career in corporate public relations

Lathea Miskel is a senior in the department of communication at the University

of South Alabama. Miskel is scheduled to graduate December, 2014. She plans
to work in the public relations field with the hope of one day attending seminars
to become a counselor.

Kimberly Putnoky is a senior in the department of communication at the

University of South Alabama. Putnoky is scheduled to graduate December,
2014. She plans to work in public relations field as a special events coordinator.

Devin Posey is a senior in the department of communication at the University

of South Alabama. Posey is scheduled to graduate December, 2014. He plans to
pursue a career in the sports and entertainment industry as a public relations
professional.

Amanda Sanchez is a senior in the department of communication at the

University of South Alabama. Sanchez will be graduating in May, 2015. She is
pursuing a career as a non-profit public relations professional.

Agency 486 Staff Profiles

Erin Sigler is a senior in the department of communication at the University of
South Alabama. Sigler is scheduled to graduate December, 2014. She plans to
pursue a career in the sports industry as a public relations professional.

Audrey Williams is a senior in the department of communications at the

University of South Alabama. Williams is scheduled to graduate December,
2014. She plans to pursue a career in a major non-profit organization as a public
relations professional.

Blair Williams is a senior in the communication department at the University of

South Alabama. Williams is scheduled to graduate December, 2014. She plans
to pursue a career in entertainment public relations.

Brook Williams is a senior in the department of communication at the

University of South Alabama. Williams is scheduled to graduate December,
2014. She is pursuing a career in political public relations.

Whitney White-Spunner is a senior in the department of communication at the

University of South Alabama. White-Spunner is scheduled to graduate
December, 2014. She plans to pursue a career in sports media as a public
relations professional.

Executive Summary
The Mobile BayBears organization has aggressively marketed itself in the past. However, in
recent years, promotion has declined and attendance at the stadium has declined, as well.
The organizations over-arching need today is to reestablish its presence in the marketplace,
and to increase market share, particularly among college students.
The following communication plan suggests ways the Mobile BayBears can more effectively
communicate its value to the college-based marketplace. The plan suggests objectives,
strategies and tactics necessary to accomplish these goals. The plan also suggests messages
relevant to this group, and identifies appropriate channels in which to convey these messages,
ranging from conventional to digital media.

Situational Anaylsis
Mission Statement
The mission of the Mobile BayBears is to provide the Gulf Coast region the ability to enjoy
Americas national pastime at Hank Aaron Stadium through affordable family fun and
entertainment, in a safe and enjoyable atmosphere.
The Mobile BayBears is a minor league baseball team based in Mobile, Alabama. The team, which
plays in the Southern League, is the Double-A affiliate of the Arizona Diamondbacks major league
club. The team plays at Hank Aaron Stadium, named after baseballs former all-time home-run
king and Mobile native, Hank Aaron. Opened in 1996, the park seats 6,000 spectators, with
additional viewing areas, concessions, and a childrens play area.

History
The BayBears franchise was located in Wilmington, North Carolina from 1995 to 1996 under
the name of the Port City Roosters. From 1993 to 1994, they were the Nashville Xpress located in
Nashville, Tennessee, after relocating from Charlotte, North Carolina where they were the first
incarnation of the Charlotte Knights.
From 1997 to 2006, the BayBears were the Double-A affiliate of the San Diego Padres.
After moving to Mobile, the BayBears team name was chosen from a name-the-team contest.
Mobile mayor Mike Dow announced the name at that years Mobile Fourth of July fireworks
display.

Marketing
The BayBears organization has aggressively marketed itself by using a variety of special events
and promotional activities. The team has traditionally utilized a number of conventional media,
such as radio, television and print to help create awareness and fill stadium seats. Just recently,
the BabyBears have utilized the Internet to spread the word about its offerings.
The team led the Southern League in attendance in its first and second seasons, in 1997-1998,
with over 4,700 fans per game. The team averaged over 4,000 fans per game in each of its first
and third seasons.
However, in recent years, marketing has declined, as has attendance. Attendance has dropped
64% since 1997. Reasons for the decline range from minimum media presence, the economy and
competition for the entertainment dollar.
The organizations over-arching need is to reestablish its presence in the marketplace, and to
increase attendance numbers with college students in particular.
The college population in the Mobile area represents an untapped opportunity for the BayBears.
Area schools represent almost 20,000 students, who have limited entertainment opportunities.
BayBears baseball games are an attractive entertainment option for college students. Games are
affordable, provide in-game entertainment, and have the potential to create a greater comradery
among students.
As such, the organization desires to develop and promote a weekly College Night that will
attract area college students to Hank Aaron Stadium, game after game.
The question posed to Agency 486 is, How this can be done?
The following communication plan suggests ways the Mobile BayBears can more effectively
communicate its value to the college-based marketplace. The plan suggests objectives, strategies
and tactics, based on a survey of current university students. The plan suggests messages
relevant to this group, and identifies appropriate channels to convey these messages.
These channels range from conventional media channels to digital.

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SWOT Anaylsis
This analysis identifies the BayBears strengths, weaknesses, opportunities and threats.
Examining these elements will provide a better understanding of the BayBears current
position in its efforts to bring more college students to the games by implementing more
college activities at the stadium.

Strengths
Mobile is one of the few cities in the southeast that has a semi-pro baseball team. Hank Aaron
Stadium, home to the BayBears, is located close to I-10, a major interstate highway that connects
the east and west coasts. Easy access to the interstate makes fan travel more convenient. Mobile is a
sport-driven town, that adds value to the BayBears organization and its entertainment value.

Weaknesses
When the Mobile BayBears return to Hank Aaron Stadium in April for the start of the 2015 season,
they will arrive to the oldest baseball park in the Southern League. One city official has said at least
$1 million is needed for improvements, but none of the funding will be provided in the 2015 city
budget. Management is hopeful that a partnership will develop between the Stimpson administration
and the baseball organization.
At the same time the citys budget tightens, the BayBears are struggling to generate revenue as attendance falters. The ball club averages less than 2,000 fans per game, which is only better than the
Huntsville Stars 1,488 per game average.
Hank Aaron Stadium drew 2,339 on average per game in 2013. From 2009-2011, the averages were
around 3,000. The 2008 season saw an average of 3,346 fans.

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Opportunities
The Mobile BayBears have an opportunity to be one of the premier minor league baseball
teams in the league. A new shopping center is currently being built close by, with over 25
restaurants and stores that will generate heavy traffic near the stadium.
The attached plan to expand the teams reach into the college marketplace brings promise to
the continued success of the Mobile BayBears.

Threats
The Mobile BayBears are facing significant competition from other local venues of entertainment. In
order to claim its share of the entertainment dollar and assert its dominance in family entertainment,
the organization must reestablish and create greater awareness in the marketplace.

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Target Audience
The United States has roughly 21 million college students. This tech-savvy demographic spends
more time together than most other social or professional groups. Generally speaking, this group
sometimes referred to as millennials, are the children of Baby Boomers or Generation Xers. Older
Millennials may have parents that are members of the Silent Generation. Millennials are those
who are 18 to 33 years old, born between 1981 and 1996. They are now estimated to be the largest
consumer group in U.S. history.
Too often, college students are treated like any other segment, and sometimes are not part of an
advertisers focus at all. But, research indicates young college students are willing to spend if a
product or service is appealing and useful to them.
Agency 486 estimates that as many as 20,000 students attend such academic institutions as the
University of South Alabama, the University of Mobile, Bishop State and Spring Hill College. This
market represents an opportunity for the BayBears to expand its brand, thus fill more seats at
Hank Aaron Stadium.

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Key Messages
The following key messages will be conveyed to the college market:

General overall message:

Nothing beats sitting in your favorite ballpark, watching your favorite team on a hot,
sunny day, with a hot dog smothered with all the goods in one hand and an ice cold beer
in the other.

Catch a cold one with the Bay Bears College Night!

The BayBears are back!
The Mobile BayBearsa Mobile tradition!
The Mobile BayBearsgood seats still available!
The Mobile BayBearsstill Mobiles favorite past time!
The Mobile BayBearsgrowing since 1996!

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Survey Analysis

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Objectives
The following strategic plan identifies three key objectives that will position the Mobile BayBears
as a venue for fun and excitement for families and a great meeting place for the college market.
This plan identifies strategies and tactics that will help achieve objectives, using traditional and
social media tools.

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Objective One
Increase awareness of the Mobile BayBears minor league baseball team among college
students by 15 percent over the next year.

Strategy

Position the BayBears as an affordable, pleasurable and exciting group activity.

Tactics
Print
Video
Radio
Online

Social Media

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Objective Two
Establish a College Night on Thursday nights for local college students.

Strategy

Position the BayBears as an affordable activity, which allows students the

opportunity to relax and have fun with friends.

Tactics
Media
Print
Video
Radio
Online
Social Media
Non-media

Food and beverage discounts

Suite and ticket discounts
Giveaways
Special promotions

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Objective Three
Increase the presence of the BayBears within the college community through outreach programs.

Strategy

Position the BayBears as a caring community partner in the college community.

Tactics

Organize a variety of community outreach programs at academic institutions in
Mobile.

assist with college move-in day

charity events on campus

exhibition contests with college baseball team

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Media and Non-Media Tools

Radio
Radio offers a high degree of audience selectivity that will allow the BayBears to focus its message
directly to the local college market.

Television/Online Video
Television offers a number of benefits by incorporating sound, images and movement. Television
advertising can communicate to a very large audience. Online video can target a particular
demographic or type of consumer via various content categories.

Print/Online and Advertising

Advertising on the internet can be more cost-efficient than using traditional mass market and
niche media. Internet ads can be viewed by millions of people while being displayed all day and
night. Print media such as newspapers and magazines allow for unlimited exposure. Unlike
television or radio where advertising time is scheduled, prospects have potential exposure to print
ads online at virtually any time of the day.

Social Media
Maintaining constant two-way communication with the customer is very important for feedback.
When people want to compliment a product or service, they turn to social media. When they post
your brand name, new audience members will want to follow you for updates. The more people
talk about you on social media, the more valuable and authoritative your brand will be perceived
by new users.

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Collaterals
Other media used to support the sale of a companys products are referred to as marketing
collaterals. The purpose of collaterals is to complement sales efforts. Collaterals include printed
product such as brochures, flyers and postcards.

Public Relations
Public relations (PR) is about establishing a mutual, two-way relationship between an
organization and its publics. PR is considered a highly credible form of promotion through promoting a positive image of an organization.

Publicity
Publicity is a type of public relations that attempts to procure favorable news articles and feature
stories published in the media. Publicity is one of the most effective types of marketing, because it
uses objective third party endorsements to establish credibility in the marketplace.

Outdoor Advertising
Outdoor advertising includes billboards, posters, airport advertisements, bus signs, mall posters
transit shelters, stadium signs, bench advertising and more. This kind of promotion can be
experienced 24 hours a day, seven days a week. Outdoor advertising is not surrounded by
editorial, programming or photographs, and can be targeted to reach specific audiences.

Special Events
Special events leave a lasting, brand-focused impression of fun by grabbing the attention of your
target audience in situations where they are gathered together. If executed successfully, special
events can provide a positive impression of an organization.

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Objective One
Increase awareness of the Mobile BayBears minor league baseball team among college students by
15 percent over the next year.

Strategy

Position the BayBears as an affordable, pleasurable and exciting group activity.

Tactics
Print
Video
Radio
Online

Social Media

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Print Media
Newspaper (Vanguard Ad)
This display advertisement was chosen to promote college night. This ad sets the tone and
grabs the attention of college students. This ad will be placed in the Vanguard in an
attempt to create awareness of college night.

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Outdoor
Billboard
When developing the billboard, we wanted to incorporate the city of Mobile into its design.
Tying in with the success of downtown Mobile is a good way to create a lasting impression.
The BayBears are part of Mobiles success, so partnering the two seems logical.

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Print Collaterals
Schedule Card
A second item features a small calendar containing the BayBears playing schedule. One
side the card includes the date and location of each game. The other side is an action shot
of a BayBears player throwing a ball during a game. Calendar cards are eye catching, small,
easy to grab when needed. They can be distributed almost anywhere, from local college
hangouts, to the lobbies of every classroom building. These small calendars are an efficient
and practical way to reach a large number of our target audience.

Front:

Back:

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Postcard
The third item is postcard to be mailed out to either current students or zip codes with high
student populations. The postcard is an effective way to reach a large number of people
all over Mobile, especially the student population. The card is meant to portray a simple
message; it features the Hank Aaron Stadium at sunset with the copy a Mobile Tradition
stretched across the front. This idea will help establish the BayBears brand within the college community and remind them that the BayBears are a hometown tradition.

Front:

Back:

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Television and Radio

Television

Television attracts a large number of college students and will greatly aid in the
organizations attempt to create greater awareness.

Late for Class

The following TV ad positions the BayBears as entertaining and relaxing after a

long week of studying and late nights.

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Historical BayBears
This television symbolizes how the BayBears have grown throughout the years
and how it will continue to grow in the future.

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Radio
Television attracts a large number of college students and will greatly aid in the
organizations attempt to create greater awareness.

Around the Bases (60 sec.)

Around the Bases is a comic approach to creating awareness of food and beverage specials on college night. It uses radio as its medium.

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Social Media
Facebook
We will reach college students, age 18-25, by enhancing the look and feel of the BayBears
Facebook marketing. This plan offers three new Facebook status themes to help engage
the student from followers. The first theme is BayBears Trivia. This theme consists of
simple questions regarding facts about the Mobile BayBears. The first follower to answer the
question correctly wins a prize (tickets, shirt, throw the first pitch, etc.). Trivia shares
interesting facts with fans, as well as gain interaction. Below are a few examples of trivia
questions.

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Our second theme is This Day in BayBears History. This theme consists of fun facts that
will be posted on the anniversary date of the day in history. These posts will also give the
audience random facts of Mobile History, like the trivia theme. There is no prize package to
win with this theme; just informative posts.

Our last theme is Get to Know Your BayBears. These posts are simple posts for fans
to get to know the BayBears team. We can post random facts about players, coaches, staff
members or even the mascot. The goal of the statuses is to create a relationship between the
fans and the team, which is the goal behind social media.

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Throughout all three themes, we used the hashtag #BayBears. A hashtag is a word or short
phrase used to describe the status it is associated with. Hashtags give users the ability to easily
follow any conversation with that particular hashtag.
By implementing the hashtags throughout Facebook, we are creating a community
conversation about the team and giving the audience an easy place to find all posts related to the
Mobile BayBears.
We are also taking advantage of Facebooks boost function. Boosting allows us to choose the
specific demographics we wish to reach with web banners and statuses in order to target 18-25
year olds.

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We have developed three advertisements for Facebook. The first encourages the user to like
our Facebook page by offering the incentive The more people, the bigger the party. The second
advertisement offers a coupon for $2.00 off the Hot Dog and Drink special when the user
presents the coupon at the game. This coupon will allow us to gain insight on how many people
we are reaching through Facebook. Well be able to use the information gathered to produce
future advertisements and change channels, if necessary. The purpose of the final ad is
awareness. Its message is crystal clear: Every Thursday night is College Night.

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Objective Two
Increase the presence of the BayBears within the college community through outreach programs.

Strategy

Position the BayBears as an affordable activity, which allows students the

opportunity to relax and have fun with friends.

Tactics
Media

Print
Video
Radio
Online
Social Media
Non-media

Food and beverage discounts

Suite and ticket discounts
Giveaways
Special promotions

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Print Media

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Print Collaterals
Door Hanger
The door hanger on college dorm room doors can be an effective way to create awareness of
College Night because it is almost impossible to overlook. Thus, the door hanger ensures
that each student, who calls campus home, will see the advertisement. One side of the hanger
includes key information about college night, such as drink specials, promotions, etc. The other
side provides a visual outline of the BayBears mascot, with an image of downtown Mobile in the
background.

Front:
Back:

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Television and Radio

Television
Television attracts a large number of college students and will greatly aid in the
organizations attempt to create greater awareness.

The Battle for Ms Pawla

This spot features a friendly tongue-in-cheek competition between two colleges in Mobile.
The University of South Alabamas mascot, South Paw and Ms. Pawla, are on a date at a
BayBears game. Springhill Colleges mascot, the badger, spots his former fling, Ms Pawla, and
desires to win her heart again. He approaches the couple. South Paw hands Ms. Pawla the
BayBears cap he is wearing. Ms. Pawla is now faced with who to choose. Thus, the competition
begins. Weekly, Mr. Badger and South Paw will post challenge videos on social media
challenging the other to different competitions that will be held at the BayBears games.
Hopefully, students will come out to the games to follow the battle for Ms Pawlas heart.

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Radio
Phone Call with Friends (15 Sec)
This radio spot features a brief conversation between two college students.

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BayBears Radio Spot-Informational (30 sec)

This radio spot is intended to acquaint college students with the Mobile BayBears. This
spot will promote College Night and the various giveaways, promotions, and specials
associated with this night.

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Objective Three
Increase the presence of the BayBears within the college community through outreach programs.

Strategy

Position the BayBears as a caring community partner in the college community.

Tactics

Organize a variety of community outreach programs at academic institutions in
Mobile.


assist with college move-in day


charity events on campus


exhibition contests with college baseball team

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Special Events
Special events that take place on of The University of South Alabama create greater
awareness of the Mobile BayBears. These events involve student participation, social
media platforms, and promotional giveaways.

Move-In Day
Several members of the BayBears will help students unload their belongings and help them move
into their dorm rooms on campus Move in Day. This event helps the BayBears members connect to
college students one-on-one, and establishes a sense of support from the university.

Move In Day Press Release

Mobile Bay Bears Promote College Night (A partial release)
MOBILE, AL The Mobile BayBears, Mobiles minor league baseball team, announces College
Night! College night is a special night for college students from Mobile area colleges to take advantage of fireworks, drink and food specials. Students can also take advantage of a special 2 for 1 ticket
special and more..

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JagFest
Members from the BayBears will have a booth set up at JagFest to introduce themselves to
students. Game schedules and information about current and future promotions will be
handed out. This interaction will help embed the teams name into the students mind and
show them how involved they are within their community. Raffle tickets will also be given out
to those who come and visit the BayBears booth and can be used at future games or on
college night. These tickets offer the possibility of students winning prizes or food and
beverages discounts.

Spring Break Kick-off Party

A great community outreach on the South Alabama campus would be a Kick-off to Spring
Break party. The event would include food, music, and more importantly, the presence of the
BayBears themselves. Different games that are baseball themed (like dizzy bat) will be going
on throughout the party and a small number of prizes (t-shirts, tickets, free food and drinks)
will be rewarded as prizes. This is a great way to for south college students to get ready for
spring break, while acting as a great outreach for the BayBears.

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