As part of Allen Hall Advertising, I helped develop a strategy for our client, Oregon Baseball. Our objective was to increase student attendance at the spring 2015 series and hopefully, change people's mindset about baseball. Our qualitative and quantitative research indicated that there are four major factors that affect students' decision to attend baseball games:
- weather (spring in Oregon means rain, which means low attendance)
- awareness (students don't know when and where games are)
- transportation (it's hard to get to the stadium - PK Park)
- perception (baseball is perceived as a slow, old-time sport)
In our strategy we decided to capitalize on good (non-rainy) weather and solve the rest of the problems to the best of our ability. Our goal was to put baseball at the forefront of students' mind, alongside barbeques and hiking trips they plan on a nice spring day. We wanted them to wake up in the morning and think, "It's a beautiful day. I belong at PK Park."
To solve the problem of awareness on and off campus, we did:
- Chalk spray stencils of the PK Park logo on game days
- Promotional banners
- Entertainment: the cornhole game and acapella group On the Rocks
- LTD Bus Wraps
To solve the issue of transportation, we introduced the Duck Bus, which brought students from campus to PK Park and back.
And finally, to try and change their perception, we had:
- Cool promotional merchandise: T-shirts, sunglasses, hats
- Wristbands that allowed students over 21 to get discounted beers at a local bar right after the game
- The hilarious Duck Bus video in collaboration with Pit Crew
All that was supported by social media, which we used to alert students of the upcoming games and generate the FOMO (fear of missing out), which is one of the biggest problems of this generation of students.
Check out what it all looked like, and what results we got: