Oklahoma City Dodgers Marketing Plan

Brandyn Albanese, Jessie Cauffman, Nate Monson, Shelby Macik, Taylor Policay
April 26th, 2015

TABLE OF CONTENTS

Executive Summary.5
Introduction..5
Company History.5
Product and Service Information.5
Brand Equity Analysis.....6
Organizational Mission and Culture....7
Goals7
Vision...8
Market Assessment..8
Demographic Characteristics...8
Social Characteristics...9
Economic Characteristics...10
Market Survey11
S.W.O.T. Analysis.13
P.E.S.T. Analysis...15
Competition Analysis.17
Market Selection Decisions...19
Segmentation..19
Target Marketing...20
Positioning.21
Strategy Statement.21
SMART Objective.22
Market Mix Decisions22

Product...22
Place...23
Price...24
Promotion...25
Leveraging the Marketing Mix..28
Service Decisions...29
Technology Enhancements and Database Marketing30
Sales...30
Sales Management.31
Sales Method..31
Customer Relationship Management.33
Risk Management..33
Incremental Revenue.34
Financial Analysis..34
Sales Projections34
Income Projections.....36
Expense Projections...36
Evaluation and Control..38
Monitoring the Marketing Mix..39
Plans for Adjustment..39
Anticipated Response from Competition.40
Appendix..41
References.46

Executive Summary
The program for the Oklahoma City Dodgers marketing team will begin on April 9th the
date of the first game. The duration of the program will be for the entire 2015 season working
toward the goal of increasing attendance. The projected total cost of the program is 2 million
dollars.
*Note - References to the Dodgers throughout other than in the Introduction are referring to the
minor league team Oklahoma City Dodgers

Introduction
Company History
The Oklahoma City Dodgers were established in 1904 as the Oklahoma City Mets. Since
their foundation the team has undergone 7 different team name changes including the Dodgers.
The other 5 names included: the Boosters, the Senators, the Indians, the 89ers, and the
RedHawks (Baseball-Reference, 1). In 2014, the team was called the RedHawks but were bought
by the Los Angeles Dodgers organization in the off-season. The Los Angeles Dodgers renamed
the Oklahoma City RedHawks to the Oklahoma City Dodgers. The Dodgers of Oklahoma City
play in a ballpark called Chickasaw Bricktown Ballpark. The ballpark holds up to 13,066 people
at a given time. The Dodgers play in a triple A league called the Pacific Coast League and posted
a 74-70 record. When the team was known as the Redhawks they posted average attendance
numbers in terms of the Pacific Coast League averaging about 6,000 people a game.
Product and Service Information
The Oklahoma City Dodgers have a link from their website titled Team Store which
sells select apparel, such as t-shirts and hoodies for men, women, and youth, baseballs and bats
with the team logo on them, and caps with the team logo on them. Another product and service
offered is the Perfect Family Deal which includes game tickets on seven nights during the
upcoming year (April 9th, May 16th, June 5th, June 20th, July 17th, August 1st, August 22nd), a
restaurant voucher, and an OKC Dodgers hat. The value is put at $34 dollars and the cost at
Family Night is $10. Similar to the family day is the OKC Dodgers Field Trip Days. These
take place on April 28th, May 6th, and June 24th, and it includes a game ticket, a Dodgers hat, a
sack lunch, and a game program. The organization also has services available including a picnic
area in the stadium called the Budweiser Deck. It is located in the right area of left field in the

stands. This area offers an all you can eat buffet and drinks as well as a keg of beer for groups of
75 to 150. Also included is a free hat for each individual in the group and the group name will be
shown on the scoreboard in the outfield. The offer is priced at $33 per person for the entire
experience. Also for $33 a person there is the option for the Devon Energy deck which holds 40
to 60 people and included tickets, a choice of buffet style ballpark food or barbecue food, a keg
of beer, and a free hat for everyone in the group. This deck is located in right field closest to the
foul pole (Oklahoma City Dodgers Website).
Brand Equity Analysis
For 17 years the minor league team in Oklahoma was named the Redhawks. After a
nearly 20 year period switching the team name of any sport organization can be difficult
especially in todays world, however, the change has a chance to work out extremely well. The
only people to identify with the team name Redhawks are people from Oklahoma who either
have been to a game or know of the team because they live nearby. The team name Dodgers is
identifiable on a much larger national scale, and because of that the brand of the team will
increase substantially. Unfortunately, some of the local fans (namely those in their mid-20s to
late-30s) who grew up with the team name and identified with them could be lost. The business
effects will however be much greater because of an overall brand equity increase.
Organizational Mission and Culture
Our mission is to provide first class service to our fans and to create an atmosphere of
good will and work ethic to create an enjoyable experience for everyone associated with the
OKC Dodgers.
In order for our mission statement to be held true the Dodgers need to create a culture
that promotes good behavior and doing little things that other organizations may not do. In order

to provide first class service the staff must seek out opportunities to engage with customers in a
polite and inviting fashion. The staff must have a strong work ethic and a desire to do good
things for others for the sake of doing the right thing. Creating this atmosphere will bode well for
future employees and spectators alike.
Organizational Goals
In order to create and hold a strong bond between fans and the new team brand the
Dodgers must continue to market and attract. If it seems as if the local fans between the mid 20s
to late 30s numbers are decreasing, The Dodgers should focus strongly on marketing to them. As
an organization hoping to create a closer relationship with nearby fans and the minor league
team, the best bet would be putting attention into the local area. The organization looks to
increase ticket sales and game attendance while developing a continued loyalty regardless of the
organizations name. The Dodgers strive for local support of the organization and all it has to
offer for the fans.
Vision
The vision of the Oklahoma City Dodgers is to be the leader in attendance and experience
in the Pacific Coast League. The Dodgers will strive to run events to the level that major league
teams run events, not only pointing to the clean operations of the major leagues but the spectacle
the events in the majors are run at. Fans will be brand loyal to the Dodgers product and follow
not only the home games, but the away games as well.
Market Assessment
Demographic Characteristics
The following demographic information is based on the population and percentages in
Oklahoma City. The total population in Oklahoma City is 590,995. The percentage split of

gender is 49.3% male and 50.7% female. The population of children ages 14 and under is
129,034, which is 21.9%. For the age range of teenageers to early 20s (15-24) the population is
80,455, which is 13.6%. For people in the late 20s to mid 40s (25-44) the population is 171,334,
which is 29.2%. The population of people aged in the mid 40s to mid 60s (45-64) is 143,176,
which is 24.2%. People in their mid 60s (65+) population is 66,175, which is 11.2% (U.S.
Census Bureau).
The total population in Oklahoma City is 590,995 people and of those people 93.1% are
of one race leaving 6.9% being two races or more. Of the people being only one race, the
majority are White at 67%. Other races include African American which make up 14.5% of the
Oklahoma City population, American Indians and Alaska Natives make up 3.2%, Asians make
up 4.0%, and the remaining 4.4% are of some other race. People of two or more races in
Oklahoma City make up 6.9% of the population. The majority of people being two races or more
are White and American Indian or Alaska Native at 3.5%. People who are White and African
American make up 1.0% of the Oklahoma City population (U.S. Census Bureau).
Of the demographic characteristics the majority of the population are white people in
their mid 20s to mid 40s. However, the population spread across all ages are very even. The next
largest segment in terms of race is African American followed by American Indian and Asian
descent. There is not a very large difference in males versus females.
Social Characteristics
There are 227,700 households in Oklahoma City of those households there are 67,999
family households with children under the age of 18 which is 29.9% of the Oklahoma City
population. 58.4% of the current Oklahoma Population was born in Oklahoma. Of the Oklahoma

City population 44.6% of grandparents are responsible of their grandchildren (U.S. Census
Bureau).
The educational statistics in Oklahoma City include 25,528 people over 25 years old and
6.7% of the population have less than 9th grade education level. 8.6% of the population or
32,642 people went to high school, but did not graduate. 96,927 people and 25.4% of the
population have a high school degree or GED equivalency. 24.8% and 94,594 people of the
population have gone to college in some fashion, but have never graduated. 24,535 people and
6.4% of the population have graduated with an associates degree. 72,058 people and 18.9% of
the population have graduated with a bachelor's degree. 9.2% and 35,222 people of the
population have graduated with a masters degree or higher (U.S. Census Bureau).
Most people in Oklahoma City have at least a high school diploma which translates into
higher income levels. The highest percentage of people in this segment are people with a high
school diploma or a GED. The next highest is people with some college but no diploma. Nearly 6
out of 10 people that live in Oklahoma city were born in Oklahoma. The other 4 people may
need more work in order to get them to purchase product.
Economic Characteristics
The following economic characteristics is based off of the population and percentages in
Oklahoma City, Oklahoma in 2013. The total population in Oklahoma City of people 16 years
and older is 455,147. 305,611 out of that 455,147 is in the labor force, about 67.1%, which
leaves 32.9% of the population 16 years and older not in the labor force. 20,562 people are
unemployed which is a low 3.6%. Out of the females in the population, 60.5% of them are in the
labor force. Out of the 279,773 workers that commute to work, about 82.1% of them drive alone
to work. The occupations in Oklahoma City of people 16 years and older vary. 34.5% of the

people have management, profession, or related occupations. 26% have sales and office
occupations. 17.9% have service occupations. 10.5% have production, transportation, and
material moving transportations. 11.1% have natural resources, construction, and maintenance
occupations. The household incomes of 2013 are very split. 8.6% of households making less than
$10,000. 5.5% of households making $10,000-$14,999. The highest percentage of 17.6% of
households make between $50,000-$74,999. About 11.9% of the population have household
incomes of $15,000-$24,999, 12.4% have an income of $25,000-$34,999, and 15.1% bring home
an income of $35,000-$49,999. 17.6% of households bring home an amount of more than
$100,000. The mean household income is $64,225. There are 14.1% families under the poverty
level of 2013. 19.1% have children under 18 years of age. A fascinating statistic is that 49.4% of
female householders with no husband present and a child under 5 years of age are under the
poverty level. 18.2% of all people are under the poverty level (U.S. Census Bureau).
6 and a half of every 10 people are in the work force and only 3.6% of them are
unemployed (Oklahoma City Economy). The average city of the United States has a 5.4%
unemployment rate which makes Oklahoma Citys rate of 3.6% very good and low. This will not
be a problem for our marketing strategy since the majority of citizens of Oklahoma City have a
stable job and doing pretty well financially. The highest percentage of households are taking
home an income of $50,000-$74,999. The households income vary pretty evenly from a very low
household income to a high household income of over $100,000.
Market Survey
The following survey was given to assess the good qualities and bad qualities of the
stadium and the experience of the fans that do attend games. The survey was given through
social media and people who entered were put into a drawing to win free tickets to the next home

game. The survey was given over the course of 3 different home games with a potential for
18,135 people to answer through social media. Out of the 18,135 people the survey was
distributed to, 10,183 answered the survey. The survey results are as follows, and the numbers
were rounded to the neared whole number. The survey can be found in the appendix.

Question 1: 54% of people answered Very Satisfied 21% of people answered Mostly
Dissatisfied 10% of people answered Extremely satisfied 8% of people answered Not
Satisfied and 7% of people answered Somewhat Satisfied.
Question 2: 34% of people answer Somewhat Satisfied 32% of people answered
Mostly Dissatisfied 21% of people answer Very Satisfied 9% of people answered Not
Satisfied and 3% of people answered Extremely Satisfied.
Question 3: 35% of people answered Merchandise in the team store 19% of people
answered Pricing of Food 19% of people answered Bathroom Quality 15% of people
answered Concession Stands and 12% of people answered Ballpark Entrance Speed.
Question 4: 43% of people answered Extremely Satisfied 28% of people answered
Very Satisfied and 16% of people answered Mostly Dissatisfied 10% of people answered
Somewhat Satisfied and 3 % of people answered Not satisfied.
Question 5: 34% of people answered Somewhat Satisfied 29% of people answered
Very Satisfied 13% of people answered Mostly Dissatisfied 12% of people answered
Extremely Satisfied and 12% answered Not Satisfied.
Question 6: 85% of people answered Extremely Satisfied 8% of people answered Very
Satisfied 3% of people answered Somewhat Satisfied 3% of people answered Mostly
Dissatisfied and 1% of people answered Not Satisfied.

Question 7: 30% of people answered Very Satisfied 21% of people answered

Extremely Satisfied 20% of people answered Somewhat Satisfied 17% of people answered
Mostly Dissatisfied and 12% of people answered Not Satisfied.
Question 8: 59% answered Male and 41% of people answered Female.
Question 9: 41% of people answered 18-25 23% of people answered 13-18 18% of
people answered 25-45 9% of people answered 45-65 8% of people answered 13 and under
and 1% of people answered 65+.
Question 10: 81% of people answered Caucasian 10% of people answered African
American 6% of people answered Hispanic and 3% of people answered Asian.
Question 11: 29% of people answered Bachelor's Degree 21% of people answered
Associates Degree 18% answered High School Diploma 13% answered Some College 12%
answered Masters Degree or Higher and 7% of people said less than high school degree.
SWOT/PEST Analysis
S.W.O.T.
Strengths
About 85% of people aged 25+ have an education level of a high
school diploma or higher (U.S. Census Bureau).
Our brand association and identity between fans and the team is
very strong.
Summer months provide for good weather for baseball although
very hot and dry.
Many of the fans of the OKC Dodgers have high education levels
or at least some college which typically means higher incomes (U.S. Census
Bureau).
The closest major league team to the OKC Dodgers is the Texas
Rangers at more than 200 miles away.

 Weaknesses
In the spring time there are is a high risk dangerous weather. The
highest risk month is May.
Some fans who have created an identity with the former name
Redhawks may not like the new name Dodgers.
12% of people surveyed said they were not satisfied with their
experience at the ballpark. We need to get that number to 0.
The Budweiser Deck was not seen as favorable of a light as the
Devon Energy Deck was according to the survey.
The attendance at Chickasaw Bricktown Ballpark in 2014 was
ranked 8 out of 16 in the pacific coast league (Pacific Coast League Attendance).
Opportunities
Only 19% of people answered with another race other than
Caucasian in the market survey. There is potential to increase attendance in that
segment.
Out of state baseball fans in areas without baseball teams,
specifically Arkansas, can be targeted through promotion.
6 out of 10 people who live in Oklahoma City were born in
Oklahoma. The other 4 people are potentially people who do not know of the
OKC Dodgers or do not identify with them (U.S. Census Bureau),
Baseball fans who did not follow the Redhawks may be more
interested with the name Dodgers.
The team store has very little products for sale. The store would
benefit from having more merchandise for sale (Oklahoma City Dodgers Shop).
Threats
In the spring time there are high risk months for dangerous weather
namely April and May.
Dry hot weather in the summer months may deter fans from
attending games.
There are many organizations and companies that provide
entertainment in the Oklahoma City region.

 Many companies in competition with the OKC Dodgers are in

close vicinity with the ballpark.
There could be a loss in popularity and credibility because of
steroids and other substances.
P.E.S.T.
Political
The mayor of Oklahoma City, Mick Cornett, is a republican
(Oklahoma Governor).
Both senators and the Governor of Oklahoma are republicans as
well (Oklahoma Senators).
The democratic representative for the governor's election in 2014
won 41% of the votes (Oklahoma Election Results).
Oklahoma City has a Council-Manager form of government which
is run by a mayor and eight city council members, one for each ward (the city is
divided into 8 geographical areas, known as wards) (About Oklahoma City).
James D. Couch is the City Manager, and he directs the cities
activities (About Oklahoma City).
Economic
Gas prices range from $2.06 to $2.59 which makes it easier for
people to travel from far distances (Oklahoma City Gas Prices).
The unemployment rate is 3.8% which is 2.5% lower than the
nation's unemployment rate (Oklahoma City Economy).
The mean household income for people living in Oklahoma City is
approximately $64,000 (U.S. Census Bureau).
The income levels of the people in Oklahoma City are spread out
with 8.6% of the population having household incomes of less than $10,000 a
year, and 17.6% of the population having household incomes of $100,000 or
more. This means the array of people being able to attend the games could vary.

 Recent job growth in Oklahoma City was 1.36% as compared to

the U.S. which was 1.18% (Oklahoma City Economy).
Social
33% of people that are living in Oklahoma City are not Caucasian
race (U.S. Census Bureau).
The Dodgers are covered by a newspaper called NewsOK
(NewsOK).
The age range of the population is split up fairly evenly with
35.5% of the population being 24 years old or younger (U.S. Census Bureau).
The population is split with 49.3% being male, who tend to be
more into sports for the competitiveness. Females make up 50.7% and are
believed to go to games more for the social aspect.
The population in Oklahoma City grew 5.3% from 2010 to 2013,
meaning there are more people around who might want to go to games (U.S.
Census Bureau).
Technological
The technology at the stadium is not updated compared to other
stadiums however the money to do that may not be available.
Tickets can be ordered through ticketmaster.com and by phone
(Oklahoma City Dodgers).
The Pacific Coast League offered live radio coverage on its
website. This could be a potential avenue for advertisements (Minor League
Baseball Multimedia).
Increased use in technology with cell phones will allow fans to
follow the team more (check scores, roster, schedule, etc).
More ways to connect with the team through facebook (Oklahoma
City Dodgers), twitter (@okc_dodgers), and more.
Competition Analysis

 Oklahoma University Athletics- The Oklahoma University baseball team's season

runs from as early as February through May with the potential to extend through June
dependant on if the team goes as far as the College World Series. Fans of the baseball
team as well as the Dodgers may be temporarily distracted from watching Dodgers games
as long as the Universitys season is in play since the schools team season is shorter than
the Dodgers season. If the University of Oklahomas baseball team moves to the Big 12
Championship or beyond that, it could potentially pull fans away from the Dodgers even
more than when the school is in regular season because of the level of interest that a team
in post-season play brings.

Oklahoma City Thunder- The Oklahoma City Thunder is an American

Professional Basketball team that is based out of Oklahoma City, Oklahoma. The teams
season runs from October through mid-April. This team could pose a potential competitor
to the Dodgers because of the slight overlapping seasons as well as the Thunder being a
part of the National Basketball Association. If the Thunder is doing well more fans will
be watching those games than the start of a minor baseball leagues season, such as the
Dodgers.

Bricktown Entertainment District was an old warehouse district turned into the
hottest entertainment and dining areas in Oklahoma City. Located in Bricktown there are
restaurants, nightclubs, and shopping as well as attractions. The attractions include being
home to the Oklahoma City Dodgers AAA baseball team, a Bass Pro shops Outdoor
World store, a movie theater, horse-drawn carriage rides, the Spirit of Oklahoma Trolley,
as well as water taxi boats tours on the Bricktown Canal. With all of the excitement

available to every type of person, all of the attractions could serve as distractions working
against the Dodgers instead of helping to pull in fans.

The Oklahoma City Zoo is indirect competition for the Dodgers. The zoo could be
competition if a family is looking for something to do whether they are tourists or locals
they could pick the Zoo over the Dodgers. Costs can be kept fairly low for families
interested in visiting the zoo. Also, family life cycle in demographic segmentation shows
that children have a large influence on what a family does or buys, therefore a baseball
game may not always be what a young child will choose over a zoo. The Zoo has a higher
possibility of keeping younger children interested over a baseball game.

The Oklahoma City Barons is a professional ice hockey team that plays their
games at the Cox Convention Center in Oklahoma City. The team started in 2010 and
announced they will be ceasing operations after the 2014-2015 season. The Barons could
pull potential fans from the Dodgers in April since after May 2nd, 2015 the Barons will
no longer exist people may have an increase in interest in closing out the season with the
Barons.

Market Selection Decisions

Segmentation
When looking at the age of the people in Oklahoma City, the age group that makes up the
biggest percentage of the population at 29.2 percent, is males and females between the ages of 25
and 44. This age group of people are usually just coming out of college and starting to get bigger
jobs with more money. Early on in this age group is when people are usually going to be settling

down and starting a family and then later on in the age group their families will be getting bigger
and children getting older. Therefore, people in the age group of 25-44 are looking for
entertainment with friends and transitioning into looking for fun entertainment to do with their
families. Children under the age of fourteen make up 21.9 percent of the market which is the
third largest group. This means that these two groups, that are most likely young families, make
up a combined 51.1 percent of the market. Of all the households in Oklahoma City, 29.9 percent
have children under the age of eighteen.
Of those living in Oklahoma City, 67 percent are White, and around 4.5 percent are two
races of which one is White. This means that a majority, 71.5 percent, of people in Oklahoma
City are White or White and another race. While race does not necessarily determine what people
are interested in, a majority of people being White is something to consider when targeting
people to come to the games.
Looking at education, 25.4 percent of Oklahoma Citys population has at least a high
school degree or GED. This leads to 67.1 percent of the population, sixteen years old or older,
being in the workforce. The top two occupation areas are in management at 34.5 percent and
sales and office occupations at 26 percent. With these occupations and 67.1 percent of people
sixteen years or older in the workforce, the highest percentage of households at 17.6 percent
bring in $50,000-$74,999 a year. Even though the biggest percentage of households makes a
good amount of money, there is still a good percentage that does not have an income that great.
Therefore, when the households in Oklahoma City are looking for activities to entertain they
want to make sure what they pick is something that will be well worth their money since they do
not have a lot of extra income to use on entertainment.
Target Marketing

The people being marketed to will be referred to as Tony. Tony is a 25-38 year old guy
living in Oklahoma City. Tony is a recent college grad, with a job in sales, making $25,000$35,000 a year. Tony is also recently married and starting a family of his own. Tony uses social
media and apps on his phone to follow his favorite sports teams. Tony has a limited amount of
money to use on himself and his family for entertainment so he is trying to get the most out of
his buck. When picking something to do in his spare time, Tony looks for something he can do
with his family but also something he can do with his friends and perhaps something to do with
his friends and family at the same time.
Positioning
Currently the Oklahoma City Dodgers are bringing in attendance but the goal is to
increase attendance by reaching more markets and creating more fans for the team. The Dodgers
want to enhance the fan experience to make sure fans have the best time and want to go back for
more games. Also, if the fans have a good experience and they go and tell other people that could
help bring in more people to the games. To give the guests the best possible experience, the staff
will be well trained to provide services quickly and be able to handle any situations that could
come up because then they will want to come back again. Since going to a Dodgers game is
something the fans will be spending their discretionary income on, it is important that they feel
they are getting their best bang for their buck. To do that it is necessary for the fans to view
going to a Dodgers game as a great form of entertainment that is well worth the money spent.
Strategy Statement
The majority of people who live in Oklahoma City are caucasian with a relatively even
split with regards to gender ratio. The strategy is to market to the segment named Tony through
the use of advertising, personal selling, and sales promotion. The objective is to increase

attendance to move the Dodgers closer to the top of the ranks of attendance and increase revenue
for every additional person that comes into the stadium. The goal is to bring in 605 more people
into the stadium this year compared to last year. This increase would take the OKC Dodgers from
6,045 people to 6,650 people (Minor League Baseball Stats, 1).

SMART Objective
The SMART objective is to increase the total average of attendance by 10% by the end of
the 2015 season.
Marketing Mix Decisions
Product
The main product of the Oklahoma City Dodgers are tickets to games. In Chickasaw
Bricktown Ballpark there are two areas that were made to enhance fan experience; the Budweiser
Deck and the Devon Energy Deck. According to the survey conducted through social media 25%
of people answered either Mostly Dissatisfied or Not Satisfied with the quality of the
Budweiser Deck. The strategy will be to reposition the Deck in the minds of consumers. This
will be done through advertising and personal selling.
Currently the Oklahoma City Dodgers offer 3 categories of products: apparel, headwear,
and novelties. Included in the apparel category are, t-shirts, and sweatshirts for men, women, and
youth. The shirts and sweatshirts have variations of the logo on them. Included in the headwear
category are four different caps with variations of the logo, the term OKC and a D for
Dodgers. The novelties category includes baseballs with variations of the team logo on them and
the state of Oklahoma in emblem form. The category also offers mini bats with the OKC logo on
it and keychain bats with the OKC logo on it. The product lines and product mix both need
extensions.

The new product lines are tailgating, fan signage, accessories, and fan equipment. The
product mix is more than doubled from three lines to seven lines. New products included in the
tailgating line are: raincoats, tents, blankets, beverage holders, lawn chairs, and umbrellas. New
products included in the fan signage line are: flags, posters, and signs. New products included in
the accessories line are: sunglasses, watches, bracelets, pens, car stickers, regular stickers, and
lanyards. New products in the line fan equipment are: foam fingers, pom poms, bobbleheads, eye
black, and air inflated bangers.
The main extension to existing product lines is to apparel. The products included in this
extension are: socks, jerseys with no names on the back numbered 00-99, sweatpants, ties, and
dog apparel (jerseys, coats, etc.). All products included in the product line extensions and new
product lines will have a variation of the either Oklahoma City Dodgers logo, the state shape, or
the term OKC on it. Additionally, the team store will still carry t-shirts, sweatshirts, caps,
baseballs, mini bats, and keychains. The products will be available in store and online at the
Dodgers website.
Place
The place tickets will be sold will be through online means such as ticketmaster and the
team website. People will have the option also to purchase tickets at the stadium when they
arrive at the game. Chickasaw Bricktown Ballpark does not sell out very often so this is a viable
option for many people. For the Dodgers advertisements the place the advertising will take place
is on the pacific coast league radio stations and local television. The belief is that the targeted
group named Tony will be most inclined to be listening to these stations and watching local
television stations. Promotions being run will take place inside the ballpark. Additionally,
concerts run for the promotion will take place in the ballpark after games are over.

Price
The first price is single game ticket prices and the price in the parentheses is season ticket
prices based on 72 home games.
Ticket prices (Season Ticket Prices):

Suit Level Seats: $75.25 ($4,599 Season Tickets)

Sections 1-10: $59.75 ($3,499 Season Tickets)
Budweiser Deck: $33 per person (No Season Tickets)
Devon Energy Deck: $33 per person (No Season Tickets)
Sections 200-203: $32.50 ($1,999 Season Tickets)
Sections 106-114: $25.75 ($1,599 Season Tickets)
Sections 101-105, 115-117: $21.75 ($1,299 Season Tickets)
Sections 118-120: $17.00 ($999 Season Tickets)
Lawn: $10.00

The starting prices for the new merchandising products will be as follows:
Tailgating Line: Raincoats - $29.99, Tailgating Tents - $59.99, Blankets - $21.99,
Beverage Holders - $9.99, Lawn Chairs - $18.99, Umbrellas, $12.99
Fan Signage Line: Signs: Small - $3.99, Medium - $7.99, Large $9.99, Posters:
Small - $4.99. Medium - $9.99, Large $12.99, Flags Small - $5.99, Medium - $8.99,
Large - $11.99
Accessories: Sunglasses - $14.99, Watches - $32.99, Bracelets - $7.99, Pens $1.99, Car Stickers - $9.99, Regular Stickers - $4.99
Fan Equipment - Bobbleheads - $10.99, Foam Fingers - $6.99, Pom Poms - $2.99,
Eye Black - $5.99, Air Inflated Bangers - $7.99
Other prices for different promotional items
Promotion
Throughout the season there will be multiple promotions to try and get more fans to come
to the games. One promotion will be a Guys Night. Since the target market is going to be guys
ages 25-38, the Guys Night will hopefully be a very positive promotion for the team in

helping reach the objective of increasing attendance over the season. Guys Night will be
focusing on not just men ages 25-38 but men of all ages. Boys and men of any age will receive
half off everything, including tickets, concessions, and merchandise, on Guys Night. This
promotion will help bring more fans to the game and hopefully through good experiences it will
lead them to come back to future games.
Another promotion the Oklahoma City Dodgers will have is Family Night. Since the
target market includes guys with young families, Family Night is a good opportunity to try and
reach that market. Families are always looking for fun things to do that are also cheap. On
Family Night families can purchase a package that includes 4 tickets to the game, 4 drinks, 4
hot dogs, 2 shirts, 2 hats, and a program. The package will be at a discounted price. Also, at
family night there will be fun activities to do at the game such as pictures with the mascot, an
autograph and picture session with players before the game, and other various activities
throughout the stadium and the game.
The Oklahoma City Dodgers currently have a promotion called Two-Dollar Thursdays
where fans can get soft drinks, bottled water, and select 16 ounce beers for just two dollars.
Similar to this promotion there will be a new promotion known as Dollar Night. Dollar
Night will feature game tickets for just five dollars apiece and everything at the concession
stands for just a dollar. Since the target market includes people who do not have such high
incomes, this promotion will help bring many people to the game and even though prices are
cheaper than usual they will hopefully lead the fans to buy more and in the end spend more
money than they would on a regular night. Also, since fans are saving money with this
promotion, having a good experience at the game could lead them to come back for another
game and spend the money on a regular game.

One promotion that the Dodgers will hold throughout the season will be in partnership
with local restaurants around town. Every home game if the Dodgers score five or more runs,
every fan in attendance will receive a coupon for a local restaurant. In exchange for the coupons
the restaurants will get a small sign with their name either on the scoreboard or on the outfield
wall. The restaurants can upgrade the size of their sign if they want for an extra fee. The coupons
will change every game so that when fans come to multiple games they will not be getting the
same coupons. This promotion will help the team build relationships with other businesses in the
community. The promotion can be beneficial in increasing fan attendance at the Dodgers games
as well as giving more business to the participating restaurants. Also, it will lead the fans to be
more involved in the game because if they know they will be rewarded if the team gets five runs
or more they will be more into the game and cheer for the Dodgers.
One area that the Dodgers would like to focus on is increasing the experience and
attendance on the two party decks. The Budweiser Deck is located in left field and the Devon
Energy Deck is located in right field. To increase the uses of these two great areas of the stadium,
the Dodgers will hold an auction once a month for parties on the deck. During each month of the
season fans can bid on a party on one of the decks in the stadium. At the end of each month, the
person with the highest bid on each deck will pay the amount they bid and receive a party on that
deck for a game of their choosing during the following month. The winner of the Budweiser
Deck will receive 100 tickets for the deck as well as free food and drinks during the game. The
winner of the Devon Energy Deck will receive 50 tickets for the deck with free food and drinks.
The free drinks will include beer but to insure that things are kept under control, beer will not be
given out after the seventh inning and the before the game the people on the deck who are twenty
one and older will receive a wristband and four tickets for free drinks.

The final promotion is unrelated to the core product of tickets and side product of
merchandise. In order to access a different part of the market of Tony that are not necessarily
sports the Dodgers will look to bring in celebrities in the music industry once a month or once
every other month. These music industry professionals will be brought in to perform concerts to
attract a wider variety of people in the segment of Tony. The concerts would take place after
games and the price of the concert would be included in the price of the ticket. This would force
people who are only interested in the concert to come to our ball game and potentially develop
new fans who otherwise would not have come to a game. Not only will this be a way to increase
revenue for the days the concert is performed, it will be a good way to increase our attendance as
it relates to our SMART objective. Also it will be a way to increase future revenue and
attendance by gaining new fans.

Leveraging Marketing Mix

To increase attendance many smaller things need to be accomplished including
leveraging the marketing mix. The first way this will be done is to reposition the Budweiser
Deck in the minds of consumers. According to the survey given to the people sitting in the
Budweiser Deck 34 percent of people were indifferent about the experience of sitting in this area.
Advertising is the first strategy used and it will be utilized in a way that targets the segment
named Tony. The advertisements will be broadcasted over the pacific coast league, specifically
on the Oklahoma City Dodgers station, because if a person is listening to that station we assume
he is interested in possibly coming to the games. The advertisement will make the Budweiser
deck have a younger appeal to it to entice Tony to move from just listening to the game to

actually going to the game. This move from Tony would take him from brand image to brand
equity in the process of branding steps.
To leverage the marketing mix further the Dodgers will advertise their brand on local
television targeting Tony. Advertising on local television will keep the cost down versus
advertising on a larger television station but it will also help consumers view the OKC Dodgers
as a higher level brand and a top minor league baseball team. The advertisements will be targeted
between local games televised including pacific coast league games, local high school teams and
local collegiate teams. These television advertisements will be marketing the entire brand of the
OKC Dodgers as well as putting the Budweiser Deck in a better light making people perceive it
differently. Other advertisements will be geared to increase the brand equity between the fan and
the organization through the name Dodgers. Fans who know the Dodgers of LA will see the
advertisement and be more likely to be appealed to a minor league baseball team with the name
Dodgers over another name. The segment of Tony will be most likely to react to these
advertisements and purchase tickets to games and merchandise at them.
Another way to leverage the marketing mix is through personal selling. The strategy here
is to have employees standing outside the gates encouraging people who have bought tickets to
upgrade their tickets specifically to the Budweiser Deck, but also to higher prices seats as well if
they desire. In order for the Budweiser Deck to be seen in a better light people need to go and
experience the new atmosphere. The purpose of the people standing outside the gates is to try to
explain in better detail than a commercial or radio ad would do about the Budweiser Deck.
Chances are a few people who may be sitting in a lawn seat would not mind upgrading their
ticket for a better experience.
Service Decisions

To follow the advertising done through the mediums of radio and television and the work
done through personal selling the product of the Oklahoma City Dodgers and the Budweiser
Deck specifically needs to be top notch in order to satisfy our SMART Objective and meet our
organizational goals. The Budweiser Deck is a picnic area that serves food and drink included in
the cost of a ticket. One major way to appeal to the fans sitting in this area is to have waiters and
waitresses on staff to serve people who are looking to watch the ballgame rather than getting up
to get their own food and drink.
15% of people said the thing that needs most improvement is the concession stands. To
improve this aspect of business two service decisions need to be taken into account: speed,, and
customer service. The speed of how people receive their food is very important because every
second that is used at a concession stand is potentially time that is being taken away from
watching the game they came to see. To improve this more workers will be employed at high
traffic concession stands and those workers will be flexible in their stations in order to provide
the fastest service in the highest traffic area at any given time. Second is the customer service
aspect on the concession stands. No matter how fast it is delivered or how good the food is if the
people who are serving the customer are performing bad customer service there will be a
negative experience for the customer. The customer service at the concession stands must be in
top shape in order to make the majority of people enjoy the experience there.
Technology Enhancements and Database Marketing
Chickasaw Bricktown Ballpark is underwhelming in its technology advancement.
However, technology can be used it different ways to affect attendance even if the ballpark isnt
equipped with state of the art technologies. The first survey conducted was through social media
and fortunately for the Dodgers more than half of the people possible to be surveyed responded

through the medium. The strategy can be further developed by continuing to survey through
social media down the road in the season. By utilizing social media for surveys the Dodgers will
be able to figure out what is working and what is not working while the promotion program and
advertising strategies are in effect. Another simple technology that can be used it the internet.
Using this medium would provide the opportunity to create a section on the website where
people can create an account which other surveys can be taken to earn coupons and discounts on
games, merchandise, and concessions.
Sales
In order to increase attendance with the Dodgers, the organization must strive to increase
sales in all aspects, focusing strongly on tickets. With the promotional plans underway, the
organization can begin to manage the sales of tickets, figuring out the logistics of how, when, and
where the sales may take place. Making the desire to attend more baseball games prevalent
cannot be done without marketing plans. The Dodgers will implement a guys night where all
costs are half off (tickets, concessions, merchandise, etc.), a family night urging those families
to purchase the inclusive package which provides the family with four tickets, four drinks and
four hot dogs, two shirts and two hats, along with one program inquiring all with information
regarding the game and team. Another strategy is the dollar night ticket prices are placed at
five dollars with all concessions at one dollar.
Sales Management
To ensure that the plan is not only in place but actually working to improve the
attendance, there must be a management team.The team can benefit greatly by being aware of
what the competitors may be offering, their deals and tactics, figuring out if the Dodgers are in
good standing with the promotional plan and sales in comparison to competitors. By using the

SWOT analysis the Dodgers will be able to discover their strengths and flourish by
acknowledging them and using them to the organizations advantage. The management will meet
with the sales team and host frequent meetings discussing performance and activities. The team
will prepare daily sales reports (DSR) in order to keep superiors in the loop of whether the team
is doing its job or lacking the drive to.
Sales Method
The tactics of marketing and selling include convincing on a personal level. If the
possible consumer cannot relate to the product or organization, there will be no interest in taking
the relationship further. The Oklahoma City Dodgers will focus primarily on the relationships
made with local businesses helping to reach the SMART objective. Keeping in mind there is
never a 100% guaranteed sales method to succeed in sales, the organization must look to create
and follow the best methods possible that will benefit the organization to the highest degree.
First, the sales process should be clearly defined. It has been said that salespeople are often urged
to channel their own activities into the areas of the organization that will benefit the quickest but when left to their own devices they do not generally produce a formal plan. With a formal
and well-known plan all around the organizations sales can begin to increase. As mentioned in
the sales management section, the daily sales report (DSR) will help to prove whether the clear
sales process is benefiting the organization or not.
The Oklahoma City Dodgers sales teams focus is on getting the word out about all of the
organizations promotions, plans, and deals mentioned prior. With all the promotion plans
underway, no potential customer will know about them unless it is actually promoted. The sales
team can advertise these promotions throughout the local area via radio, commercials,
newspapers, etc. The more the organizations promotions are out in the area and known, the

higher the probability of a sales increase because of said deals. Inspiring the salespeople of the
superiors of the Oklahoma City Dodgers by ensuring and encouraging self-belief amongst the
sales team can help to increase the probability of sales, if the team itself is selling with great
confidence and belief (example: the radio host, the creator of the newspaper advertisement) it is
much more likely that the salesperson will catch the attention of the potential customer. Inspiring
the sales team to strive and aim higher will in the end benefit significantly and it is one of the
most simple tasks to help salespeople work towards higher levels of performance.

Customer Relationship
Creating new relations with new customers while holding strong relations with current
and past customers is one of the biggest benefactors of an organization's sales. In order to keep a
relationship of organization-to-customer it is the best idea to give the customer bonuses for
returning, a free item from the snack bar, a percentage off the next ticket, or even a discounted
item from the gift shop. These benefits given to returning customers keep them feeling like they
are welcomed and appreciated for supporting the business and urged to come back because more
benefits are just around the corner. Almost similar to season ticket holders, but this is on a
smaller scale. Benefits go to season ticket holders as well, giving those the appreciation back as
they continue to support the company is beneficial on both ends.
To further increase customer relationships fans will be able to create accounts on the
OKC Dodgers website which will enable them to take other surveys to earn discounts and
coupons on products they offer. The idea with creating an account with the organization is not
only to gain more information through the surveys, but to create the perception that there is a
steady relationship between the fan and the organization. If the fan enjoys the experience of
coming to a ball game and then signs up for what will be called a Dodgers Account he or she

will be more likely to want to return for another game and use the discounts and coupons
acquired. Dodgers Account is another way to reinforce the relationship between the LA
Dodgers and the OKC Dodgers and increase the brand equity among fans.
Risk Management
During concert nights extra security will be hired to keep the space the concert takes
place in under control.

Incremental Revenue
A chance for incremental revenue comes from holding concerts every month at
Chickasaw Bricktown Ballpark. The reason this is incremental revenue is because people who
coming to the concert will have to buy the combo ticket to the game and the concert. There will
be people who buy the ticket that may not have gone to the game without the concert being
available after the game. The cost of obtaining interesting performers may be high, but the
potential to increase attendance relating to the SMART of objective and in turn increasing
incremental revenue should outweigh the cost.
Financial Analysis
Sales Projections
In order to accomplish the SMART objective, the Dodgers will need to average 605 more
people per game for the season. Out of the 72 home games, that will increase the total attendance
for the year by 43,560. With the sales method that the Dodgers have and sales management team
in place, this goal is very attainable. By the end of the 2015 season, the Dodgers will have, on
average 500 fans per game buying tickets on the lawn section for $10 per ticket, 1000 fans in
sections 118-120 for $17 per ticket, 1500 fans in sections 101-105, 115-117 for $21.75 per ticket,
1750 fans in section 106-114 for $25.75 per ticket, 500 fans in section 200-203 for $32.50 per

ticket, 750 fans in the Budweiser Deck and Devon Energy Deck combined for $33 per ticket, 500
fans in section 1-10 for $59.75 per person, and 150 fans in the Suite Level Seats for $75.25 per
ticket. That will increase the fan attendance at a game to 6,650 which will match the Dodgers
goal for the end of the 2015 season.
Putting into account the total price of a ticket per section and the amount of seats the
Dodgers will sell per section, the total revenue the Dodgers make per game on ticket sales alone
will be $181,850. The total sales amount for the lawn section will be $5000, $17,000 for sections
118-120, $32,625 for sections 101-105, 115-117, $45,062.50 for sections 106-114, $16,250 for
sections 200-203, $24.750 for the Budweiser Deck and the Devon Energy Deck combined,
$29,875 for sections 1-10, and $11,287.50 for the Suite Level Seats. The total sales projections
for the entire 72 game season will be $13,093,200.

Income Projections
The Dodgers main goal is to boost fan attendance which will increase the total sales
since more fans will be purchasing tickets, and the current fans will purchase more tickets. Ticket
sales are an immediate sales purchase since there is not a waiting period between fans buying
tickets and the Dodgers actually receiving the income. There is no waiting period because the
fans are purchasing the tickets and merchandise straight from the Dodgers as opposed to a third
party. The revenue earned from the ticket sales will be had right away as soon as fans purchase
the tickets. Therefore, the Dodgers sales projections for the 2015 season are very similar to the
Dodgers income projections for the 2015 season.

Expense Projections
The Dodgers will be promoting the team on a weekly basis through the local radio station
KEBC in Oklahoma City. The cost to have a weekly 30 second radio ad for this station is about
$700. If the Dodgers promote the team through this radio ad every week for the entire season
which consists of 25 weeks, excluding postseason, that would cost $17,500. The Dodgers also
plan on having a Television ad on the Minor League Baseball channel, MiLB.TV. The cost for a
30 second ad on that channel will cost the team $800 per ad. The Dodgers want the network to
promote the team 3 times per week which will cost the team $2,400 per week. Since the regular
season is 25 weeks long, it will cost the team $60,000. The total advertising the team will pay for
the season is $77,500.
The Dodgers will also be running many promotions at the ballpark throughout the season.
One promotion is Guys Night where boys and men of all ages will receive half off everything
such as tickets, merchandise, and concessions. 59% of the fans that come to the games are male.
Since the average ticket price is $26 for a game, 59% of the fans will receive tickets for $13 on
average. That will cost us $51,005.50. Even though the Dodgers will lose money on the ticket
sales, the team hopes that after coming to this promotion, they would want to come to more
games in the future.
Another promotion the team is having this year is Family Night where a family can
purchase a package of 4 tickets, 4 drinks, 4 hot dogs, 2 shirts, 2 hats and a program. At the
discounted price of $125 as opposed to the regular price of $200 for all of that. If the team hosts
200 families on that day, the team will lose about $15,000.
Another promotion the team is having for the 2015 season is Dollar Night where all
fans can buy tickets for $5 and everything at the concessions for $1. If each fan buys a ticket, a

hot dog, and a drink that day, we will lose $139,650 just for tickets, $59,850 in hot dogs and
drinks. The total expense for a game on Dollar Night will be $199,500.
There will be another promotion day the Dodgers are going to have for the 2015 season
which is an auction for the Budweiser Deck and the Devon Energy Deck. Fans will bid on the
deck for a game and if they win, they will receive 100 tickets for the Budweiser Deck or 50
tickets for the Devon Energy Deck. Those fans will also receive free food and drinks for the
entire game. If the fan wins with a bid of $1,500 they will receive $3,300 worth of tickets and
assuming each fan would buy $20 worth of food and drinks, the team would lose $3,800 for that
day on the Budweiser Deck. If the bid was $800 for the Devon Energy Deck, the team would
lose $1,850 for that day.
The Dodgers are also having new merchandise for the 2015 season such as a new
tailgating line including raincoats, tents, blankets, beverage holders, lawn chairs, and umbrellas.
The team also is offering new posters and accessories such as sunglasses, watches, bracelets,
pens, car stickers, and regular stickers. It will cost the team $75,000 to produce these new
merchandise products for the 2015 season. Since these are new products to the fans, the team
hopes that will make a lot of profit off of all them.
Evaluation and Control
As stated above in the promotions section of this marketing plan there are elements that
can occur to the environment that could cause a change in the promotional structure. In order to
handle these changes the Dodgers will need to hire a promotional team to properly and
effectively execute the SMART objective which is to increase the total average of attendance by
10% by the end of the 2015 season.

The marketing team will evaluate how the teams SMART objective is working every 6
home games and assess if the promotions being implemented are helping to increase the ticket
sales. They also need to look at if the target market of men 25-44 is being reached, if the
promotions need to change, or the target market needs to shift in order to meet the SMART
objective.
In order to fulfill the SMART objective there will need to be an increase of 605 people in
attendance on average by the end of the season bringing the total average spectators to 6,605 per
game. In order to keep up with the progress of the SMART objective the promotions team will be
checking the attendance records every 6 home games throughout the duration of the season. The
promotions team will also conduct surveys through social media that will help to measure if the
Dodgers target market is being reached or if the team needs to make a change or changes in order
to fulfill the SMART objective.
Monitoring the Marketing Mix
Table 1A (p.36) shows the progress that will need to be met every 6 games in order to
stay on track for a final average of 605 additional attendees from the usual 6,000.

Timeframe

# Needed in Attendance

April 9-14

6,100

April 15-28

6,200

May 4-17

6,300

May 18- June 1

6,400

June 2-11

6,500

June 12-20

6,600

June 21- July 5

6,700

July 6-19

6,800

August 1-6

6,900

August 7-17

7,000

August 18- September 1

7,100

September 2-7

7,200

Table 1A

Plans for Adjustment

If after 18 home games the number in attendance is not over 6,300 the promotions team
will reallocate the money spent on promoting to the marketing department to turn the focus to
advertising for ticket sales. If after an additional 18 games attendance is not increasing the
Dodgers will re-evaluate the target market and if needed re-adjust the target market to focus on
minorities ages 45-64.
Anticipated Responses from Competition
Anticipated response from the Dodgers competition in response to the promotions is that
competing markets in the Oklahoma City area may have many similar promotions to the Dodgers
already running and upon seeing the Dodgers promotions might increase their promotional deals
slightly to give themselves the edge in the market thus, trying to drive away visitors from the
Dodgers.

Appendix
Figure 1
1. What was your satisfaction level with the speed it took to get into the stadium and into
your seat?
a. Not Satisfied
b. Mostly Dissatisfied
c. Somewhat satisfied
d. Very Satisfied
e. Extremely Satisfied
2. What was your satisfaction level with the concession stands in the arena?
a. Not Satisfied
b. Mostly Satisfied
c. Somewhat Satisfied
d. Very Satisfied
e. Extremely Satisfied
3. Which of the following is the thing that needs most improvement in the ballpark?
a. Concession Stands
b. Ballpark Entrance Speed
c. Merchandise in the team store
d. Bathroom Quality
e. Pricing of Food
4. What is your satisfaction level with bathroom quality and cleanliness?
a. Not Satisfied
b. Mostly Satisfied
c. Somewhat Satisfied
d. Very Satisfied

e. Extremely Satisfied
5. If you sat in the Budweiser Deck, what is your satisfaction level with the
experience?
a. Not Satisfied
b. Mostly Satisfied
c. Somewhat Satisfied
d. Very Satisfied
e. Extremely Satisfied
f. Does Not Apply
6. If you sat in the Devon Energy Deck, what is your satisfaction level with the
experience?
a. Not Satisfied
b. Mostly Satisfied
c. Somewhat Satisfied
d. Very Satisfied
e. Extremely Satisfied
f. Does Not Apply
7. What is your overall satisfaction with the overall experience at the ballpark?
a. Not Satisfied
b. Mostly Satisfied
c. Somewhat Satisfied
d. Very Satisfied
e. Extremely Satisfied
8. What is your gender?
a. Male
b. Female
9. What is your age range?
a. 12 and under
b. 13-18
c. 19-25
d. 26-44
e. 45-64
f. 65+
10. What is your ethnic origin?
a. Caucasian
b. African American
c. Hispanic
d. Asian
11. What is your education level?
a. Lower than high school
b. High School Diploma
c. Some College
d. Associates degree
e. Bachelor's Degree

f. Masters Degree or higher

Figure 2

Figure 3

This figure represents attendance numbers from last season which were used in
projections.

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