ADV 420 final project presentation for the Boston Red Sox.

1. THE BOSTON RED SOX
By: Aleena Bobich A CAMPAIGN FOR SUCCESS

2. The Boston Red Sox
 The Boston Red Sox are a based in Boston, Massachusetts
and a member of Major League Baseball's American League
Eastern Division. They were Founded in 1901 and the Red
Sox's home ballpark has been Fenway Park since 1912.
 The Red Sox have had one of their worst seasons ever this
year and could use some more income to build for the
following season. Not only is this ad campaign going to bring
in revenue, but it will also increase the amount of fans
coming to games, bringing back the pride of Fenway Park and
the Green Monster.

3.  Major League Baseball brings in
several billion dollars a year. It’s
America’s pastime and a money
maker. Approximately 35 percent of
the MLB's revenue comes from
admission to baseball games. The
profitability of individual teams
depends on attaining a high fan
attendance which is enabled by
effective advertising, which is what
I’m here to increase for the Red Sox
upcoming season.

4. Target Audience
 The target market/target
audience of this ad campaign
are previous season ticket
holders and prospective season
ticket holders. This campaign
will target fans who have bought
any ticket to a game as well as
those who have had season
tickets before. New customers
will be targeted in effect as well.

5. Key Performance Indicators (KPI):
 The goal of this campaign is to
increase revenue by driving the sales
of season tickets. Everything is
revolved around money and money
is tighter than normal for people
these days. Baseball and sports Fans
alike are always searching for tickets
and lower-priced tickets; therefore
this ad campaign is ideal.
Also, maintaining current clientele is
a major need for any business or
company and this ad campaign
strives to keep them happy.

6. The Big Idea
 Reaching out through forms
social media and email to
previous and potential season
ticket buyers with an ad of saving
money on their favorite team’s
tickets or receiving Red Sox
memorabilia is the track to take
for success. Customers will save
10% on their season tickets if
they order before 3/1/13; if they
order before the first
game, they’ll get free a Red Sox
Jersey.

7. Tools & Tactics for Success
 The strategy for success is to email previous season ticket
holders and those who have ordered general tickets online
with information about the deal. I also plan to emphasize the
importance of the internet and Social media by using
Twitter, Facebook, and Pinterest to reach out to potential
customers. Facebook, Pinterest and Twitter will encourage
participation from fans through ads, contests, and
communication.

8. More Tools & Tactics for Success
 Using social media advertising will be
beneficial because the website traffic
will be a targeted audience that is
more likely to purchase season
tickets. Marketing through social
media is also more affordable,
because you are only paying for the
advertisements to be shown to the
people that are the very most likely
to click on the ad. Facebook is ideal
for its geo-targeting and specific
keyword targeting.

9. The Budget
 The budget will be approximately
$100,000 for the social media and
email ad campaign.
 It will be split for the social media and
email portions including
time, plans, ad implementation, and
management costs.
 Fall-Spring = 6 months total

10. Summary
 The tradition and love of Fenway Park
spans throughout New England. This
ad campaign is based upon increasing
the number of season tickets sold and
therefore increasing revenue for the
company. This strategy will encourage
preseason ticket sales and drive
enthusiasm throughout Boston for
love of baseball. Let’s make a
commitment to keep the tradition
going and hit this one out of the park!