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

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

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

4. 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.

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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%

11. 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.

12. 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

13. Viii. Appendix