Immersion Research Clippers Marketing Project TEAM #2: Bryan Batory Jesse Frazee Jennifer Liszcz Arpana Uppal Emily Zywotek

Process of Phases Phase I: Segmentation, Selection of Target Market Phase 2: Associate Interviews Phase 3: Pre-Game Interviews Phase 4: Game Interaction Phase 5: Post-Game Interviews

Phase 1: Segmentation & Selection of Target Market Where: Grove City High School Who: 8 total teens  2 opinion leaders  6 friends Criteria: Sporty Social

Phase 2: Associate Interviews Chris McMillen Scoreboard operator His perspective on overall experience His perspective on teen experience Mark G. Director of Marketing His perspective on typical fan experience Steroids, strike, salary?

Phase 3: Pre-Game Interviews Missy and Chris Yankees farm team Zach Busy schedule Family tradition Yankees fan

Phase 4: Game Interaction Engaged in on field activity Watching Pointing Active Participation Standing up and cheering Yelling Dancing

Phase 5: Post-Game Interviews Zach Negative: food price Would come back Lasting impression: Catch a fly ball! Katie and Sarah Not baseball fan but like to have fun Clippers vs. Mariners Positives: music

Phase 5: Post-Game Interviews Kayla and Kristin Make their own fun Positive: size of stadium, promotions Missy and Chris More exciting visuals Positive: size of stadium Like to sit with friends

Summary of Research Likes Social atmosphere Dime-a-dog promotion Free give away promotions Getting involved Intimate feeling atmosphere Yankees Seal mascot Music Dislikes Food prices Slow pace Unenthusiastic fans Rain delay Scoreboard entertainment

Now What? Collect all data Sort through and look at similar appeals Move onto the Decision and Idea Generation Module