Professional Documents
Culture Documents
INDIANAPOLIS INDIANS
MARKETING OBJECTIVES
Marketing Objectives
The Indianapolis Indians, as an organization, have developed a Marketing Plan to help meet
the following marketing objectives for the 2006 season.
Scarborough Research data also reveals that Indians attendees measure up to or surpass
attendees of Indiana Pacers and Indianapolis Colts in key demographic categories:
The Indians revamped the scheduling of game promotions over the past two seasons. The
modifications were intended to build momentum not only into 2005 but also in future seasons.
Game promotions were scheduled in an effort to consistently match the day of the week.
Over time, it will be easier to communicate to fans, as they in turn become more familiar with
our consistent schedule. We plan to continue this format as the schedule permits for the 2006
season. The consistent schedule also presents opportunities to create synergy with sponsors
as they wish to be associated with a particular night or promotion throughout the season. This
will create different and larger pieces of inventory that have not been taken to the market in
previous seasons.
As we continue this new approach, we build from our strengths. Saturday night at Victory
Field has traditionally been the most successful night in the International League. This
continues to be the cornerstone of the promotional plan. Each home Saturday will be billed as
a Spectacular Saturday at Victory Field featuring live entertainment acts or cartoon character
appearances during the game. Our goal continues to be to make Saturday night at Victory
Field as exciting and as memorable as possible for our fans.
As our Saturday nights reach capacity, we will generate more demand for our other weekend
games on Fridays and Sundays. Each Sunday will be a Souvenir Sunday with 4,000 fans
receiving a premier Indians souvenir item. Beginning in May, each Friday night will feature a
post-game fireworks show.
The consistent approach will also be taken for our weekday games. Each Monday will feature
a Monday Dollar Menu with a number of concessions items available for only $1. Each
Tuesday will be a “Two-for-Tuesday” as an Indians sponsor will offer 2-for-1 discount
admission coupons. Meanwhile, most Wednesday home games will be Business Day games
and each Thursday will feature a popular theme coupled with fundraising opportunities for
targeted not-for-profit and service groups within the Central Indiana community.
For each game promotion in 2006 we will review broadening the scope of each promotion by
closely examining opportunities for group ticket sales, earned media coverage, community
outreach and themed merchandise.
Mondays: Monday Dollar Menu. Each Monday night will feature a number of
concession items available for only $1 each. During the 2005 season, the items were
hot dogs, peanuts, popcorn, Cracker Jack and potato chips. The Indians will work
with Aramark to identify items and opportunities for 2006. The discounted menu
items act as “loss leaders” to attract fans to the ballpark paying full price for tickets on
a traditionally slow night. The increased awareness and attendance at these Monday
games also has the ability to build awareness and interest in other weekday games.
Tuesdays: Two-for-Tuesdays. For each Tuesday game, fans will be able to receive
two-for-one admission through an Indians sponsor. In addition to creating a consistent
promotional identification for fans, this has the potential to build synergy with two-
for-one night sponsors. We will explore the possibility of a single season-long partner
for the Two-for-Tuesday promotion in 2006.
Thursdays: Thursday Theme Nights. The Indians will explore the feasibility of
continuing the Thursday Theme Nights in 2006. As a part of this promotion at each
Thursday home game Indians players wore replica uniforms from the 1948-51 era to
recognize the franchise’s previous affiliation with the Pittsburgh Pirates. Each
Thursday also celebrated the most popular themes in popular culture. The most
popular new theme promotion in 2005 was the Christmas in July promotion. Each of
these events has a strong public relations angle that will not only raise awareness of
that particular Thursday night game but also make the Indians top-of-mind in the
community heading into the weekend games that typically follow. We will continue
to develop opportunities for not-for-profit organizations to sell Indians tickets as fund-
raising opportunities. Each organization will receive a commission proportional to the
number of tickets they sell in order to make it worthwhile for the organization to
aggressively sell the tickets while at the same time filling seats at the ballpark.
Fridays: Fireworks Nights. Beginning in May, each Friday night at Victory Field will
feature a post-game Fireworks Show. Fireworks nights have been a great attraction
through the years and we again anticipate a consistent offering being a boost to our
Friday night lineup. In addition to being both a drawing card and a value-added
element to the game experience, the post-game shows encourage fans to stay longer
and potentially spend more money during their visit.
Sundays: Souvenir Sundays. The Indians will continue the tradition of Souvenir
Sundays at Victory Field. At each Sunday game 4,000 fans will receive a premiere
Indians souvenir item. Souvenir Sundays throughout the 2006 season will likely
feature a Victory Field related item as a part of the 10th anniversary of the ballpark.
Knot Hole members will have the opportunity to run the bases after each Sunday
game. Souvenir giveaway items that will be considered for 2006 include but are not
limited to the following:
INDIANAPOLIS INDIANS
FAN SURVEY
The following are results from a survey of attendees during the 2005 Baseball Season,
conducted July-August, 2005 at Victory Field. The mission of the survey was to provide
answers to questions that will assist the Indians in reaching its goals. This was a paper survey
that included 21 questions, although the results of all 21 questions are not included in this
report. Instead, we have included the results from ten of the questions.
Data was collected at Victory Field on five different dates including Thursday, June 16 (7pm
game), Wednesday, June 22 (2pm game), Friday, July 8 (7pm game), Sunday, July 10 (7pm
game), and Monday, August 22 (7pm game).
The sample base was 477, and the margin of error approximately +/- 4.48. When reading
frequency data the “Valid Percent” is the percentage of those respondents who answered that
particular question and is the percent used in most questions. The “Percent is based on the
total number of respondents that started the survey. The “System Missing” number is based
on the number of respondents that started the survey but did not answer that particular
question. Those respondents may have dropped out voluntarily or been “treed” out based on
previous answers.
The Indians Fan Survey was conducted by Survey America of Indiana, Inc.
Average age: 43
Question 2: In which Indiana county do you live?
Question 3: Which of the following best describes your primary reason for attending
today’s game? (Multiple responses allowed)
Question 6: Approximately, when was the last Indians game you attended?
Question 8: Which ONE of the following would you select as your favorite special game
promotion? (Multiple responses recorded)
Question 10: Please check all of the following that apply to you or your family.
(Multiple responses allowed)