The West Virginia University Baseball team completed its 2014-2015 season
with a 27-27 record. The season was highlighted by a seven road game winning
streak including Baylor, Stephen F. Austin, a three game sweep of Charleston
Southern, and a win against rival, Pitt.
This marketing plan begins with a situational analysis detailing the internal
strengths & weaknesses and external threats & opportunities of our baseball
program from a marketing perspective.
The situational analysis is followed by an outline of our market segmentation,
attendance averages from the previous season, an outline describing the
characteristics of our target segments and how we believe that our product can
satisfy the needs of those segments.
Next, the marketing objectives for the 2015-16 season are detailed. These include
the tactics we will employ to reach them.
Objective 1: Renew all season ticket holders from the 2014-2015 season
Objective 2: Increase youth, student, and faculty/staff attendance: use
attendance numbers as a foundation for future seasons to project growth
Objective 3: Increase community and campus outreach
Objective 4: Utilize fan engagement opportunities to increase event value and
retention
Objective 5: Increase social media efforts to heighten accessibility for our fans
After the marketing objectives, we outline the marketing strategies (marketing
mix) for the 2015-16 season including the ticket options, ticket pricing,
distribution, and promotions; and special marketing tactics to increase our ticket
sales efforts.
Strengths: Weaknesses:
-New stadium -Far off campus
-Growing fan base -Lack of fan engagement
-Growing interest in team -Audience perception
-Strong school traditions -Losing record
-Strength of schedule
Threats:
Opportunities: -Alternative entertainment
-Youth programs -Other baseball teams
-Group sales -Black Bears
-In game engagement & activities -Pirates
-Digital & social engagement -Wild Things
-Partnership with the Black Bears -Live stream and broadcasts
-Weather
Mon County Population: 103,463
Race and Ethnicity:
90.8% White
3.9% African American
3.2% Asian/other
2.0% Hispanic
Males: 53,180 (51.4%)
Females: 50,283 (48.6%)
Median Resident Age: 30.5
Estimated median income per household : $44,173
Largest city in North-Central West Virginia
Voted #1 Small City in America
Voted #9 best college town
Population: 31,073
Males: 16,624 (53.5 %)
Females: 14,449 (46.5%)
Median resident age: 22.6
Estimated median income per household: $29,328
29,175 Students
22,563 Undergraduate
6,612 Graduate
1,847 Full-time faculty / 617 Part-time faculty
2,289 Full-time staff / 133 Part-time staff
Over 450 student organizations
Over 190,000 alumni in some 135 nations
26,000 Members in the Mountaineer Parent Club
Overall Season Average
Tickets Scanned: 1,238
Students: 306
Total: 1,544
Other: 257
Announced Average: 1,801
Friday Games - Butler, Oklahoma, Kansas, TCU, Texas Tech
Tickets Scanned Average: 1,469
Students Average: 412
Total Average: 1,882
Other: 236
Announced Average: 2,118
Friday Big XII Games - Oklahoma, Kansas, TCU, Texas Tech
Tickets Scanned Average: 1,306
Students Average: 516
Total Average: 1,621
Other: 248
Announced Average: 1,870
Saturday Games - Butler, Oklahoma, Kansas, TCU, Texas Tech
Tickets Scanned Average: 1,272
Students Average: 269
Total Average: 1540
Other: 332
Announced Average: 1,873
**Kansas 4/25 attendance abnormally low**
Saturday Big XII Games- Oklahoma, Kansas, TCU, Texas Tech
Tickets Scanned Average: 1,268
Students Average: 273
Total Average: 1,510
Other: 278
Announced Average: 1,788
**Kansas 4/25 attendance abnormally low**
Sunday Games- Butler, Oklahoma, Kansas, TCU
Tickets Scanned Average: 1,142
Students Average: 213
Total Average: 970
Other: 154
Announced Average: 1,508
Sunday Big XII Games - Oklahoma, Kansas, TCU
Tickets Scanned Average: 1,110
Students Average: 197
Total Average: 1,305
Other: 156
Announced Average: 1,461
Weekend Games Average- Butler, Oklahoma, Kansas, TCU, Texas Tech
Tickets Scanned Average: 1,193
Students Average: 304
Total Average: 1,609
Other: 247
Announced Average: 1,586
** Texas Tech Series started on Thursday, does not include Thursday game
Weekend Big XII Games Average- Oklahoma, Kansas, TCU, Texas Tech
Tickets Scanned Average: 1,212
Students Average: 256
Total Average: 1,495
Other: 234
Announced Average: 1,729
** Texas Tech Series started on Thursday, does not include Thursday game
Weekday Average: Penn state, Marshall, Pitt, Texas Tech
Tickets Scanned Average: 1,004
Students Average: 311
Total Average: 1,318
Other: 292
Announced Average: 1,609
Tuesday Games – Penn State, Marshall, Pitt
Tickets Scanned Average: 1,083
Students Average: 440+200+502
Total Average: 381
Other: 218
Announced Average: 1684
Baseball Fans-
Competition, affordable prices and quality atmosphere
Morgantown & surrounding community members-
Entertainment, affordability
WVU Students-
Entertainment, social interaction, a means to uphold a connection
with the University
WVU Faculty/staff-
A mutual connection with the University, share affinity for the
University with their families and friends through sporting events
Families/Youth-
Entertainment, affordable quality and family friendly atmosphere
Renew all season ticket holders from 2014-2015 season
Increase youth, student, and faculty/staff attendance: use
attendance numbers as a foundation for future seasons to project
growth
Increase community and campus outreach
Utilize fan engagement opportunities to increase event value and
retention
Increase social media efforts to heighten accessibility for our fans
Utilize a retention plan for previous season ticket holders, and
create collateral to be distributed among advertising channels to
obtain new season ticket holders
Reach out to targeted student and community groups to utilize
promotion schedule to further drive attendance
Have student athletes participate in grassroots marketing efforts
Strengthen relationships and involvement with faculty and staff
Create exclusive content and opportunities at event to initiate
repeat attendance
Incorporate video footage into all social media and
communication outlets. Engage fans by incorporating contests
while in season.
Retention plan and advertising
Mailers, email marketing, cross promotion (more detail on
“retention” slide)
Info-stations, retargeting, newspaper, radio, social media (more
detail on “advertising channels” slide).
Implement promotions that target the following groups
Youth Baseball and Kids
Kids day every Sunday
League days
Faculty/Staff
Faculty Appreciation Month
Faculty All-Star Team
Black Bears fans
WVU Students
Maniac’s giveaways
Integrate student athletes into the community and campus to invite
potential consumers to their event
Distributing posters throughout the community
Passing out flyers on campus to promote upcoming events
Hand out flyers at youth baseball leagues to engage club teams
Coach Mazey “Chalk Talk” at the Mountainlair
Post game autograph session
Implement an engaging atmosphere at events to make the team
accessible to their fans
Post-game autographs with the team and coaches
In-game contests
Incorporate video footage into all social media and communication
outlets.
Use promo videos on all social media channels
Get a “teaser” of the intro video to release
Weekly recap with Coach Mazey to be posted on
WVUSports.com with links in all social media
“Come out to our next match” videos of student athletes
Engage fans by incorporating contests while in season.
In-game Twitter contest – trivia to win a prize
On campus scavenger hunt directed through social media for
WVU Baseball gear
Ticket giveaways for trivia answers
Baseball tickets will be available for purchase through multiple outlets
season and single game tickets can be purchased in person at the
Mountaineer Ticket Office during normal business hours (9am-5pm M-F),
online at WVUGame.com or WVUSports.com (will be directed back to
wvugame.com), via phone at 1-800-WVU-GAME.
Season ticket holders will receive printed tickets. Single game purchasers
have the option to receive a hard ticket, email, mobile delivery or printing
the ticket at home.
Season Ticket Holders can forward unused tickets to friends. The reissued
ticket is then printed at home with a unique barcode that invalidates the old
ticket. It eliminates the ability for access with both copies and is all
processed conveniently online.
Toward our goals of increasing average attendance and revenue from
ticket sales, we have a partnership with IMG-Learfield ticket solutions.
Our sales team will be tasked with selling new season tickets, group
tickets, and single-game tickets directly to our WVU fan base
supporters via postal mail, email, and telephone calls.
Season Ticket Pricing:
Reserved seats:
5 sections behind home plate: $175
Along 1st or 3rd base line: $155
Faculty/Staff behind home plate: $140
Faculty/Staff baseline: $124
Single Game Ticket Pricing
Reserved Home Plate: $7 in advance, $8 at gate
Reserved Baseline:
Adults: $5 in advance, $6 at gate
Seniors and youth 18 and under: $3 (on game day)
Groups of 20 or more: In advance
Reserved Home Plate: $5 per person
Reserved Baseline: $3 per person
Flex Plan Ticket Pricing: 500 total ordered
10 games for $40 (subject to availability)
Season Ticket Renewal Mailing
Mountaineer Email Marketing
Cross Promotion
Football, Men’s and Women’s Basketball
and all Olympic sports
Coach recorded message
Facebook Ads
Social Media Reminders
Weekly (Baseball & WVUSports)
Daily Digital Billboard
Athenaeum Signage
The Daily Athenaeum is published The athletics department utilizes the
Monday-Friday and is the 9th largest track billboards. As well as purchased
circulation newspaper in the state of space on the Star City Bridge and route
West Virginia. The Daily Athenaeum 705 in Morgantown. Also, entering
accepts new advertising in the form of trade agreement with Lamar & WVU
front page advertising and also outdoor to secure locations on
advertising space on it’s new Web site. interstate & highways around the state.
Mountaineer Mail
WVUSports.com The athletic department utilizes a
program in Paciolan for direct
email marketing campaigns. It has
On the main athletic website we are
over 62,000 registered accounts
able to publish stories, videos and
mad up of donors , season ticket
utilize website ad space.
holders, single-game ticket
purchasers and general fans.
Flyers/Info station The athletic department will utilize space on-
signage campus to market directly to students and
faculty/staff members. This will include digital
advertising such as the campus televisions and
MIX e-mail system. As well as grassroots marketing
efforts.
Retargeting
Driving website abandoners back to your
website to buy tickets. Target customers who
already have showed interest, but didn’t
convert. It helps drive incremental sales by
bringing the shopper back.
IMG Radio
Affiliates
12,263 Likes 8,487 Followers 5, 772 Subscribers 559 Followers
Graphic made to
promote each game • Produce
• Paid ads from promotional, hype,
Sports Marketing • Promotional contest
highlights and themed
budget videos to build • Create and Share
and giveaways to relevant video and
• “Targeted” ads to reward and engage fans excitement on the
WestVirginiaU photo content for/with
promote upcoming fans to engage.
games. YouTube account.
In addition to the
Baseball twitter account These videos can be
• Usage of profile and we will utilize the WVU utilized on several
header image as Athletics account different social and
needed (46,900 followers). digital platforms.
CROSS-PROMOTE ON ALL PLATFORMS
Old Dominion Radford Canisius Oklahoma State Eastern Michigan
March 11-13 March 15 March 29-30 April 1-3 April 6
Furman Pittsburgh Kansas State Youngstown State Marshall
April 8-10 April 12 April 15-17 April 19 April 26
Baylor Virginia Tech Texas Maryland William & Mary
April 29, 30 May 3 May 6-8 May 10 May 13 (DH), 15
May 1
Family Days: Every home, Saturday, Big 12 Game
4 tickets & $10 concession voucher for $25
April 2, 16, 30 and May 7
Mr. Twister Total Entertainment
Dollar Days: Tickets and Select Concessions
Tuesday, March 15, vs. Radford
Tuesday, April 12, vs. Pitt
Tuesday, May 10, vs. Maryland
True Blue:
Friday, April 1, vs. Oklahoma State
Tuesday, May 10, vs. Maryland
Encourage fans to wear blue, team wear blue jerseys
Gold Rush:
Tuesday, April 12, vs. Pitt
Tuesday, April 26, vs. Marshall
Encourage fans to wear gold, team wear gold jerseys
Military Appreciation Day:
Sunday, May 8, vs. Texas
Hometown Hero-first pitch, student vets
Discounted tickets for veterans/military
Discounted concessions for veterans/military
Firework Fridays
Post game fireworks
April 1, 15, 29 and May 6
Bark in the Park-Saturday, April 30
70 free dog tickets (Section 101)
Animal Friends on site with adoptable pets, PAWS student org.
Pampered 4 Paws providing dog stations
Dog promo item
Buy a dog, Save a dog hotdog promotion
Spring Family Weekend:
Friday, April 15-Sunday, April 17, vs. Kansas State
Parents Club-first pitch
Promo code: WVUParent ($5 reserved HP, $3 reserved BL-in advance)
Stripe the Park:
Tuesday, May 3, vs. Virginia Tech
Students wear Gold (Section 109)
Little League Day
Wear your uniform for a discounted ticket
Play catch on field post game for 30 minutes
Boy Scout / Girl Scout Day
Campout on the field-show movie on video board (5-6-16)
Sunday RunDay
Kids 12 and under can run bases post game on Sunday games
Mountaineer Kids’ Club Night: First home weekend (ODU)
Introduce new kids’ club
Musket mascot on site
Sign-Ups with on the spot discount
Post game autographs
Book signing from Musket’s Big Adventure
Opening Day Student Tailgate: Friday, March 11, vs. ODU
Mountaineer Maniacs-Pizza or Qdoba
Maniacs t-shirts
Cornhole and giant jenga tournament
St. Patrick’s Day: Tuesday, March 15, vs. Radford
Dollar Day
Green Beer
WVU Irish Dance Team
Promo Item
80’s Night: Wednesday, April 6, vs. Eastern Michigan
80’s music, promotions, video board content
Best 80’s costume prize winner
Faculty Appreciation Day: Sunday, May 1st vs. Baylor
Faculty/Staff present ID for $3 ticket
Faculty/Staff present ID for discounted concession item
Make invitations to be sent to faculty and staff via email
and mail
Faculty All Star Team Day: May 13 vs. William & Mary
Each player starting at the Pitt game will be able to
honor a faculty member to the 2016 “Faculty All-Star
Team” to be announced during pre-game with an
on-field recognition
Pre-Season Outreach:
Contacting past season ticket holders for renewals
Cross promoting at other sports and on social media
platforms to attain new season ticket holders
Reach out to potential groups
-Youth baseball teams
-High school baseball teams
2 weeks out:
Design creative work for communication outlets
-Graphics/Videos
Overview of upcoming game/series sent to media relations,
facilities, tickets, Sodexo, and all necessary staff
Mountaineer Mail “heads-up”
10 days out:
Creative complete and sent to communication outlets
Sales and Ticket Operations follow up
Send information to campus outlets and groups
1 week out:
Promotional graphics posted on WVUSports.com and social
media outlets.
Creative work and game invitations sent to local baseball
clubs (every week).
In-game rundown outline draft
Mountaineer Mail posting for upcoming game/series.
72 hours out:
Campus and group reminders and event blitz
WVU Sports and WVU Baseball Social Media reminders
Video Board
Name that tune contest
Lip-syncing their walk up song
Not just statistics, but also facts about players with walk up
Kiss cam / Flex Cam
Are you smarter than the player? Trivia contest
Ask a Mountaineer
First have emcee ask a fan to see if they answer the same
as any of the players
In-game emcee
Utilize emcee to optimize fan engagement
Ask fans their favorite part of coming to games
Frequent fan card
10 punches to receive a “lunch box” (hotdog, soda, and chips).
Raffle to run the bases post game
Use blue boxes from basketball and select 3 individuals to run
bases post game- announce in 7th inning stretch
Dugout Girls
Dance Team dances between innings and does t-shirt tosses off
of the dugout
Kids Day (Sundays)
Sunday Runday: Kids can run the bases post game (one time)
Trading Cards
Packs of 3 – Must come to every series to retrieve a full set
National Anthem Contest
Social Media Contest
Winner performs National Anthem at home opener
Easter Egg Hunt: Tuesday, March 29th vs. CSU
Post-game Easter egg hunt on the field
Sponsored Elements
Baseball Bingo
Kegler’s Lucky Row
T-shirt Toss
Maniac of the Game
Scavenger hunts at games or around campus
“What’s Your Walk-Up Song” Vine interaction
“Fun-Fact Friday
Post a fun fact about a given player each Friday during the season
Question of the Game
Ask fans what questions they would like to ask the players
Pick one and show a video during the game with players answers
Trivia
Trivia during the games the first person to respond with the right
answer wins a prize
The week before you can post clues or the answer to the question
