2. Background Information Background Information Stated vs. Actual Problem Stated vs. Actual Problem Assumptions Assumptions Research/Survey Research/Survey Audiences Audiences – Primary – Secondary Communication Goals Communication Goals Strategies Strategies Tactics Tactics Summary Summary

3. Members of the Northwood's League Members of the Northwood's League – Joined in 2007 Home games played at Home games played at Joannes Stadium in Green Bay President/CEO: Jeffrey L. Royle President/CEO: Jeffrey L. Royle General Manager: Mike Then General Manager: Mike Then Team Manager: Elliott Strankman Team Manager: Elliott Strankman Team colors: black, orange, and green Team colors: black, orange, and green Team mascot: Jeremiah Team mascot: Jeremiah Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

4. Hired by Green Bay Hired by Green Bay Bullfrogs Organization Develop persuasive campaign Develop persuasive campaign Increase fan attendance Increase fan attendance Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

5. Maintaining, not necessarily Maintaining, not necessarily increasing the audience – First year novelty wear off? Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

6. Product oriented campaign Product oriented campaign The Bullfrogs organization is in Stage 1 The Bullfrogs organization is in Stage 1 Knowledge ≠ Attendance Knowledge ≠ Attendance Possibility of “novelty attendance” Possibility of “novelty attendance” Location of team Location of team Special promotions highly influence attendance Special promotions highly influence attendance Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

10. Knowledge ≠ Attendance Knowledge ≠ Attendance Cheap form of entertainment Cheap form of entertainment Promotions are essential Promotions are essential – Buck Night – Giveaways – Family Night Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

11. Primary Audiences: Primary Audiences: – Young Adults – Families Secondary Audiences: Secondary Audiences: – The 50+ crowd – General baseball fans Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

14. Peripheral Processing Young Adults (75%) Families (20%) General Baseball Fans (80%) The 50+ Crowd (50%) Central Processing Young Adults (25%) Families (80%) General Baseball Fans (20%) The 50+ Crowd (50%) Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

15. Increase knowledge Increase knowledge – Bullfrogs Team – Promotions Move to next stages Move to next stages – Legitimacy – Participation/Penetration Attendance Attendance – Maintain if not increase – Meet projected attendance goals Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

16. Fan and Community Recognition (Stage 1: Identification) Where We Are Now Organization in second year Need a more effective slogan Do not possess high recognizability Where We Want To Be Easily recognizable based on team symbol, mascot, and colors Be associated with an effective slogan Be identified as a popular choice of activity Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

17. Existing Tactics Existing Tactics – Mascot: Jeremiah – Team colors – Team store Online ordering Online ordering Stadium location Stadium location – Slogan: “Grip it and Ribbit” – Website Our Recommendations Our Recommendations – Promotional appearances by Jeremiah Radio/TV remotes – Continue with existing tactics to establish norms Team colors Mascot Slogan Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

18. Reputation as a Legitimate Baseball Team (Stage 2: Legitimacy) Where We Are Now Young team: credibility may be questioned Player credibility/popularity/ recognizabilty Not known as a contribution to the community Where We Want To Be As a having a reputation for quality entertainment Having responsible, community-oriented staff and players Recognized as a positive influence on the Fox Valley and surrounding areas Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

19. Existing Tactics Existing Tactics – Giveaways – Maintain player conduct code – Respect “sponsor families” Our Recommendations Our Recommendations – Charity Drives Food Drives Clothing Drives – “Spend a day with the Bullfrogs” – Continue to uphold goodwill and responsibility Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

20. Ultimate Goal: Participation and Penetration Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

21. Existing Tactics Existing Tactics – WNFL (1440 A.M.) flagship radio station – Sponsors Official Sponsors Official Sponsors Sponsors Sponsors – Addition of seats – New Scoreboard – Expansion of kid zone – Additional concession stand Our Recommendations Our Recommendations – Intern involvement Press Release every game – Increase media involvement – Maintain attendance Promotions – Increase creative advertising Facebook/MySpace Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

23. NRD D (Devil) - Something that families, friends, and baseball lovers can do for fun - Locality of a quality baseball team - Attend a Bullfrogs’ Baseball Game - Won’t be bored - Cheap entertainment Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

24. Judge after second year Judge after second year – First year “novelty” wear off Profitability Profitability Attendance Attendance Continuous Improvement Continuous Improvement Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

25. Stated vs. Actual Problem Stated vs. Actual Problem Our Research Our Research – Survey Audiences Audiences – Young adults, Families, General Baseball Fans, 50+ Crowd – Audience Analysis Strategies/Tactics Strategies/Tactics – Three Phases Background-Problem-Assumptions-Research-Audience Analysis-Comm. Goals-Strategy/Tactics-Summary

26. T eam C an’t W ait T o G raduate A nd G et O ut O f G reen B ay