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Appendix A

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.

• Strengthen existing Indians and Victory Field image


• Increase advance ticket sales
• Increase full season ticket packages
• Increase partial season ticket packages (“Fun Packs”)
• Increase group tickets and improve hospitality
• Increase actual usage of season tickets
• Increase sales and demand for luxury suites
• Maintain dynamic database for lead generation and tracking

Group Ticket Sales - Target Audience

• Human resource directors/ Businesses with member clubs


• Conference planners/ Motor coach tours
• Minority outreach programs
• Senior/Prime-time banking clubs
• Faith communities/Chapels
• Alumni groups
• Scout troops
• Day care centers
• Summer school programs
• Retirement communities

Single-Game Ticket Sales - Target Audience


• Ages 25-54
• Baseball fans
• Conventioneers/travelers
• Families (mom, dad, kids and friends, grandparents)
• Young people (high school, college)
• Downtown workers (state house, shift workers at area factories, hotel staff)

Season Tickets - Target Audience


• Older audience
• Corporate
• Die-hard baseball fan
• Image-driven season ticket holder
Sales Trends

Indians Regular Season Attendance


Year Total Average
2005 558,901 8,100/game
2004 576,065 8,114/game
2003 550,319 7,976/game
2002 571,984 8,056/game
2001 620,275 8,615/game
2000 672,135 8,962/game
1999 658,250 9,271/game
1998 659,237 9,839/game
1997 639,830 9,140/game

Indians Fans – Demographics

Scarborough Research Data (2005 Release)


Gender Male 58.2%
Marital Status Married 63.9%
Age 18-49 70.3%
25-54 64.0%
35+ 69.8%
Education Completed College Graduate 19.1%
Some College 34.2%
High School Graduate 28.9%
Household Income $50,000+ 70.0%
$75,000+ 38.3%
$100,000+ 20.5%
County of Residence Marion County 32.6%
Hamilton County 14.4%
Johnson County 9.1%
Hendricks County 7.4%
Type of Residence Own Residence 83.6%
Rent 13.3%
Home Value $100,000+ 60.3%
$150,000+ 33.5%
$200,000+ 20.0%

Scarborough Research data also reveals that Indians attendees measure up to or surpass
attendees of Indiana Pacers and Indianapolis Colts in key demographic categories:

Scarborough Comparisons (2005) Indians Pacers Colts


Household Income, $100,000+ 20.5% 18.0% 21.7%
Own Residence 83.6% 74.9% 74.7%
Home Value, $150,000+ 33.5% 32.9% 32.9%
College Graduate 19.1% 17.1% 18.2%
Appendix B
INDIANAPOLIS INDIANS
GAME PROMOTIONS

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.

Additional information on our consistent promotional approach is described in the following


pages:

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.

Wednesdays: Business Day Specials. Each Wednesday at Victory Field will be a


Business Day Special. Over the past few seasons attendance for Wednesday Business
Day games had been gaining momentum, at times nearly rivaling Thursday night
games. In addition to the appeal of a weekday afternoon game to the walk-up ticket
buyer, we have seen success with advance sales of large groups, pre-game picnics, and
suite-level entertainment. Business Day games also represent a point of difference
between the Indians and the other professional sports teams in central Indiana as the
Pacers, Colts, Fever, and Ice do not typically offer weekday matinees. We will
contact potential new target audiences such as day care centers, summer school
programs and retirement communities. New opportunities for media partners and
promotion will be explored as well.

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.

Saturdays: Spectacular Saturdays. As mentioned earlier, the premiere event of each


week will be Spectacular Saturdays at Victory Field. Each Saturday will feature an
entertainment act that will perform and/or interact with fans throughout the game. Acts
expected to entertain at Victory Field in 2006 include a return of The Famous San
Diego Chicken after a one-year hiatus as well as appearances by the Pittsburgh Pirate
Parrot, the Zooperstars and numerous popular Nickelodeon and/or Cartoon Network
cartoon characters.

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:

• Victory Field snow globe


• Victory Field collector’s cap
• SportHead (Pez) candy dispensers
• Bob & Tom bobblehead
• Victory Field beach towel
• Victory Field reversible floppy hat
• Schedule magnet
• Victory Field schedule t-shirt
• Victory Field logo baseball
• Team photo
• Wiffle ball bat
• Team baseball card set
• Victory Field lunch box
• Victory Field athletic bag
Game / Promotional Schedule (Subject to Change)

Date Opponent Time Promotion


Friday, April 14 Syracuse 7:00 p.m. Opening Night / Sched. Magnet
Saturday, April 15 Syracuse 7:00 p.m. Mascot Mania / Sched. Magnet
Sunday, April 16 Syracuse 2:00 p.m. Victory Field Schedule T-Shirt
Monday, April 17 Syracuse 2:00 p.m. Monday Dollar Menu
Tuesday, April 18 Ottawa 7:00 p.m. Two-for-Tuesday
Wednesday, April 19 Ottawa 2:00 p.m. Business Day Game
Thursday, April 20 Ottawa 11:00 a.m. Baseball in Education Day
Friday, April 21 Ottawa 7:00 p.m.

Friday, April 28 Columbus 7:00 p.m.


Saturday, April 29 Columbus 7:00 p.m. Patrick the Starfish Appearance
Sunday, April 30 Columbus 2:00 p.m. Souvenir Sunday
Monday, May 1 Toledo 7:00 p.m. Monday Dollar Menu
Tuesday, May 2 Toledo 11:00 a.m. Baseball in Education Day

Friday, May 12 Durham 7:00 p.m. Friday Fireworks Night


Saturday, May 13 Durham 7:00 p.m. Cartoon Character Appearance
Sunday, May 14 Durham 2:00 p.m. Souvenir Sunday
Monday, May 15 Durham 11:00 a.m. Baseball in Education Day
Tuesday, May 16 Charlotte 7:00 p.m. Two-for-Tuesday
Wednesday, May 17 Charlotte 2:00 p.m. Business Day Game
Thursday, May 18 Charlotte 7:00 p.m. Theme Thursdays
Friday, May 19 Charlotte 7:00 p.m. Friday Fireworks Night
Saturday, May 20 Louisville 7:00 p.m. Pirate Parrot Performs
Sunday, May 21 Louisville 2:00 p.m. Souvenir Sunday

Thursday, June 1 Scranton-WB 7:00 p.m. Theme Thursday


Friday, June 2 Scranton-WB 7:00 p.m. Friday Fireworks Night
Saturday, June 3 Scranton-WB 7:00 p.m. Zooperstars Performs
Sunday, June 4 Scranton-WB 2:00 p.m. Souvenir Sunday
Monday, June 5 Pawtucket 7:00 p.m. Monday Dollar Menu
Tuesday, June 6 Pawtucket 7:00 p.m. Two-for-Tuesday
Wednesday, June 7 Pawtucket 2:00 p.m. Business Day Game
Thursday, June 8 Pawtucket 7:00 p.m. Theme Thursday

Sunday, June 11 Louisville 2:00 p.m. Souvenir Sunday


Monday, June 12 Louisville 7:00 p.m. Monday Dollar Menu

Thursday, June 22 Richmond 7:00 p.m. Theme Thursday


Friday, June 23 Richmond 7:00 p.m. Friday Fireworks Night
Saturday, June 24 Richmond 7:00 p.m. Pirate Parrot Performs
Sunday, June 25 Richmond 2:00 p.m. Souvenir Sunday
Monday, June 26 Rochester 7:00 p.m. Monday Dollar Menu
Tuesday, June 27 Rochester 7:00 p.m. Two-for-Tuesday
Wednesday, June 28 Rochester 2:00 p.m. Business Day Game
Thursday, June 29 Rochester 7:00 p.m. Theme Thursday

Tuesday, July 4 Columbus 6:00 p.m. Independence Day Fireworks


Wednesday, July 5 Columbus 7:00 p.m.
Thursday, July 6 Columbus 7:00 p.m. Theme Thursday
Friday, July 7 Toledo 7:00 p.m. Friday Fireworks Night
Saturday, July 8 Toledo 7:00 p.m. Cartoon Character Appearance
Sunday, July 9 Toledo 2:00 p.m. Souvenir Sunday

Thursday, July 13 Buffalo 7:00 p.m. Theme Thursday


Friday, July 14 Buffalo 7:00 p.m. Friday Fireworks Night
Saturday, July 15 Buffalo 7:00 p.m. Birdzerk Performs
Sunday, July 16 Buffalo 2:00 p.m. Souvenir Sunday
Monday, July 17 Norfolk 7:00 p.m. Monday Dollar Menu
Tuesday, July 18 Norfolk 7:00 p.m. Two-for-Tuesday
Wednesday, July 19 Norfolk 2:00 p.m. Business Day Game
Thursday, July 20 Norfolk 7:00 p.m. Theme Thursday

Saturday, July 29 Columbus 7:00 p.m. Zooperstars Perform


Sunday, July 30 Columbus 2:00 p.m. Souvenir Sunday
Monday, July 31 Toledo 7:00 p.m. Monday Dollar Menu
Tuesday, August 1 Toledo 7:00 p.m. Two-for-Tuesday
Wednesday, August 2 Toledo 2:00 p.m. Business Day Game

Wednesday, August 9 Louisville 2:00 p.m. Business Day Game


Thursday, August 10 Louisville 7:00 p.m. Theme Thursday

Tuesday, August 15 Norfolk 7:00 p.m. Two-for-Tuesday


Wednesday, August 16 Norfolk 2:00 p.m. Business Day Game
Thursday, August 17 Charlotte 7:00 p.m. Theme Thursday
Friday, August 18 Charlotte 7:00 p.m. Friday Fireworks Night
Saturday, August 19 Richmond 7:00 p.m. The Famous Chicken Performs
Sunday, August 20 Richmond 2:00 p.m. Souvenir Sunday
Monday, August 21 Durham 7:00 p.m. Monday Dollar Menu
Tuesday, August 22 Durham 7:00 p.m. Two-for-Tuesday

Friday, September 1 Louisville 7:00 p.m. Friday Fireworks Night


Saturday, September 2 Louisville 6:00 p.m. Season Finale / RCA TV Night
Appendix C

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.

Question 1: In which age group are you?

Frequency Percent Valid Percent Cumulative


Percent
Under 15 3 .7 .7 .7
15-18 5 1.1 1.1 1.7
19-24 37 8.1 8.78.7 9.8
25-34 91 19.9 19.9 29.7
35-44 122 26.6 26.6 56.3
45-54 91 19.9 19.9 76.2
55-64 72 15.7 15.7 91.9
65 and over 37 8.1 8.1 100.0
Total 458 100.0 100.0

Average age: 43
Question 2: In which Indiana county do you live?

Frequency Percent Valid Percent Cumulative


Percent
Marion 176 39.3 39.3 39.3
Hamilton 60 13.4 13.4 52.7
Madison 14 3.1 3.1 55.8
Hancock 13 2.9 2.9 58.7
Shelby 8 1.8 1.8 60.5
Johnson 36 8.0 8.0 68.5
Morgan 11 2.5 2.5 71.0
Hendricks 36 8.0 8.0 79.0
Boone 4 .9 .9 79.9
Other Indiana county 70 15.6 15.6 95.5
Do not live in Indiana 20 4.5 4.5 100.0
Total 448 100.0 100.0

Question 3: Which of the following best describes your primary reason for attending
today’s game? (Multiple responses allowed)

Answer Frequency Percentage of Cases


I enjoy watching baseball 244 53.5
It is a good family activity 166 36.4
It is an adult evening out 48 10.5
I am interested in today’s promotion 40 8.8
It is a good option for entertainment 126 27.6
Here with a group 105 23.0
Other 35 7.7

Total responses 764 167.5


Total respondents 456
Question 4: Approximately, how many Indians games will you attend this year?

Frequency Percent Valid Percent Cumulative


Percent
1 94 20.1 20.1 20.1
2 94 20.1 20.1 40.2
3 73 15.6 15.6 55.8
4 46 9.8 9.8 65.6
5 47 10.0 10.0 75.6
6 22 4.7 4.7 80.3
7 10 2.1 2.1 82.5
8 5 1.1 1.1 83.5
9 2 .4 .4 84.0
10 21 4.5 4.5 88.5
11 1 .2 .2 88.7
12 7 1.5 1.5 90.2
13 2 .4 .4 90.6
14 1 .2 .2 90.8
15 7 1.5 1.5 92.3
17 1 .2 .2 92.5
20 12 2.6 2.6 95.1
25 3 .6 .6 95.7
28 1 .2 .2 95.9
30 4 .9 .9 96.8
35 2 .4 .4 97.2
37 1 .2 .2 97.4
40+ 12 2.6 2.6 100.0
Total 468 100.0 100.0
Average number of games attended in 2005= 5.89
Question 5: How did you hear about today’s game? (Multiple responses allowed)

Answer Frequency Percentage of Cases


TV 294 62.4
Radio 316 67.1
Indianapolis Star 280 59.4
Community newspaper 50 10.6
Other print media 26 5.5
Billboard 88 18.7
Direct Mail 39 8.3
Pocket Schedule 109 23.1
IndyIndians.com 150 31.8
IndyStar.com 61 13.0
Indians e-mail 26 5.5
Word of mouth 188 39.9
Employer (work) 97 20.6
Other 46 9.8

Total responses 1770 375.8


Total respondents 471

Question 6: Approximately, when was the last Indians game you attended?

Answer Frequency Percentage


None/first game 31 7.1
August 2005 45 10.3
July 2005 55 12.6
June 2005 69 15.9
May 2005 32 7.4
April 2005 9 2.1
Last season (2004) 147 33.8
2 years ago 23 5.3
3-4 years ago 10 2.3
5 years or more 14 3.2
Total 435 100.0
Question 7: Which radio station(s) do you listen to on a regular basis? (Multiple
responses allowed)

Answer Frequency Percentage of Cases


WNDE-AM 1260 57 12.9
WXNT-AM 1430 20 4.5
WIBC-AM 1070 96 21.7
ESPN 950 67 15.1
WFYI-FM 90.1 37 8.4
WTTS-FM 92.3 51 11.5
WZPL-FM 99.5 71 16.0
“The Song”/WISG-FM 93.9 37 8.4
WFBQ-FM 94.7 144 32.5
WFMS-FM 95.5 128 28.9
WHHH-FM 96.3 38 8.6
“HANK” FM 97.1 93 21.0
Radio Disney 98.3 57 12.9
WRZX-FM 103.3 52 11.7
“JACK” FM 104.5 95 21.4
WYXB-FM 105.7 53 12.9
WTLC-FM 106.7 14 3.2
WTPI-FM 107.9 55 12.4
WNOU-FM 93.1 57 12.9
Other 79 17.8

Total responses 1301 293.7


Total respondents 443

Question 8: Which ONE of the following would you select as your favorite special game
promotion? (Multiple responses recorded)

Frequency Percent of Cases


Fireworks 172 40.5
Monday Dollar menu 83 19.5
Friday fireworks 68 16.0
Business Day games 44 10.4
Souvenir Sundays 76 17.9
Theme Thursdays 32 7.5
Two-for-One Tuesday 43 10.1
Special Acts (Zooperstars and SpongeBob) 38 8.9

Total responses 556 130.8


Total respondents 425
Question 9: Which of the following best describes who you are with at today’s game?

Answer Frequency Percentage of Cases


Family/friends 324 67.9
Work group 84 17.6
Social/church group 33 6.9
By myself 15 3.1
Other 21 4.4
Total 477 100.0

Question 10: Please check all of the following that apply to you or your family.
(Multiple responses allowed)

Answer Frequency Percentage of Cases


Season ticket holder 35 7.3
Knothole Club member 26 5.5
Receive Touching Base e-mail newsletter 30 6.3
Fun pack (partial season ticket package) user 30 6.3
Coupon book user 51 10.7
Receive mailings from Indians 51 10.7

Total responses 223 46.8


Total respondents to survey 477

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