42 & Co. gets it’s name from the one and only Jackie Robinson. Any baseball fan knows the power his name and that number hold to the baseball community, and it just seemed natural that 42 would be the number we choose for our company name. The purpose of 42 & Co. is to entirely reinvent the fan experience for Major League Baseball fans nationwide. The “Big Idea” for this campaign is what we are calling “For the Love of the Game”. Baseball is known as America’s Pastime, and the goal of this company is to add a level of luxury onto an already historic and legendary event. Overall, the goal is to modernize while staying timeless. The game of baseball is timeless, and it isn’t our intention to take away from that. We recognize that every guest is different, but their underlying similarity is their love for baseball.
Our target audience ranges from businessmen and businesswoman to families. 42 & Co. is a place that can be accustomed to fit anybody needs regardless of age, income, or occupation. The hotels have the capabilities to host large corporations or small families. There is really no limits to what 42 7 Co. can do.
There are 3 main goals to this 42 & Co. campaign. First off, we want to increase brand awareness. We plan to do this with the KPI of monitoring attendance on a large and small scale across all 30 ballparks. Our next goal is to create a social media presence. The KPI will be monitoring hits and views on a per month basis. The last goal is increasing sales through web advertising. The last goal is to increase sales through web advertising. The KPI will be monitoring clicks to sales ratios on a per month basis.
Our main social media platforms will be Instagram and Facebook. Facebook gives us the opportunity to reach all different audiences, and also allows us to create a calendar. Instagram gives us the ability to target the younger crowds. On Instagram, we also have the opportunity to do paid promotions with individual players. Instagram also provides the ability to create an esthetic to the 42 & Co. brand. We have $500,000 budgeted for paid advertising. This will go towards paid promotions towards players and also hosting large corporations in return for promotion on their social media accounts.
For Inbound marketing, the focus is on “Family Values”. The Call to Action is giving people a discount to book with 42 & Co. at that time. On social media, we plan to use words such as “FAMILY” or “LUXURY”.
The campaign budget is overall marketing based. We have paid promotions across the social media platforms. As well as partnerships with companies. There is also money that goes into SEO’s and Ad Group words.
Overall, the goal of 42 & Co. is to create a luxurious and family friendly experience onto a baseball game. The experience is unique to each and every guest, and it is the hope of everyone here at 42 & Co. that businesses and families and everything in-between take advantage of this unique experience.
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