Marketing Plan to Increase Attendance at the USA Baseball National Training Complex Kaitlin Stokes PRT 476

Executive summary To increase promotion and development the game of baseball on the grassroots level, both nationally and internationally

Table of contents Introduction Marketing Strategy Situational Analysis Competitive Analysis Customer Analysis Marketing Goals Marketing Strategy Marketing Tactics Implementation and Control Appendix

I. Introduction Mission Statement: USA Baseball is a resource center for its various membership groups, fans and players. USA Baseball is also responsible for promoting and developing the game of baseball on the grassroots level, both nationally and internationally. Background: Since 1978 USA Baseball has been the national governing body for amateur baseball. It represents the sport in the United States as a member of the U.S. Olympic Committee (USOC) and internationally as a member federation of the World Baseball Softball Confederation (WBSC). Nearly every major national amateur baseball organization in America is united as a USA Baseball national member organization. As a result, USA Baseball governs more than 12 million amateur players in ballparks and playgrounds across the country.

II. Situational analysis A. Internal Analysis: Strengths: Offers teams ranging from U12 to the Professional team Has multiple facilities nationwide in which patrons can watch events Weaknesses: Some training complexes are not as well advertised as others so patrons aren’t aware of their existence League players are rarely known for their affiliation with USA baseball due to their larger sponsorships

II. Situational analysis continued B. External Environment Analysis Opportunities: Able to sponsor teams and host events nationwide Gain popularity with each city traveling through Threats: Are dependent on other complexes if not competing at home training complexes If not experiencing winning season, popularity will not increase C. Product Portfolio and Positioning SWOT elements: Helpful/External Origin - Opportunities USP: Our Pastime’s Future

III. Competitive analysis Closest Competitor (for Cary, NC location): Durham Bulls Minor League Baseball Market to all of the Triangle Area by placing products in local businesses, ads on the radio, TV, and newspaper. Gain sponsorships from local businesses and promote their products at their games and events Offer discounts to customers of businesses surrounding stadium in Durham

IV. Customer analysis Customers Served: Local residents who come out to enjoy games Fans of various teams that play at the complex Scouts/Recruiters watching players from teams that are playing at complex 2. Target Market Increase of local residents To ensure more consistent number of fans attending Increase of local athletic programs To get the local youth excited about the program and possibly get them involved as future players Parents will purchase gear/sign-up for camps/training sessions

V(1). Marketing Goals To increase promotion and development the game of baseball on the grassroots level, both nationally and internationally Value Proposition: $2,000 radio advertisements $1,000 for TV advertisements $500 for flyer advertisements

V(2). Marketing strategy Increase social media usage by 75% Increase population at games by 35% Increase participants at USA affiliated camps/trainings by 50% Increase sponsor promotions by 50%

VI. Marketing tactics More effectively advertise events at the USA Baseball Complex through increased use of social media, flyers around Town of Cary recreation centers, giving free tickets for local high school and middle school baseball/softball programs, and offering promotional ticket prices for local youth leagues.

Vii. Implementation and control USA Baseball Camps Collegiate National Team 14U National Team June 15-19 Cary, NC June 20 vs. TBD June 16-21 East Champion June 16-18 Peoria, AZ June 21 June 28- July 3 West Champion June 17-19 June 22 vs. Chinese August 3-7 June 24 vs. CPL

Viii. Appendix