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. 

Video 1: Coca Cola Case Study 

I learned a lot from Coca Cola. They prioritize the happiness of the customer. They also emphasize personalization and realize the effect it has on customer satisfaction. The act of personalization really put them ahead in terms of retweets and allowed them to expand their reach to 22 million people. The theory of quantum happiness is a really clever way of expanding the reach of the campaign. In my digital strategy, I will keep this in mind with the intention of customers using 42 & Co. to bring happiness to each other. Happiness is contagious, and I love the idea of using our social media to showcase the happiness that surrounds the resort and our customers.  https://www.youtube.com/watch?v=4dJ16WcfclY&feature=emb_title

Video 2: Google Marketing Platform – Adidas Case Study 

This video touched on the data side of the digital strategy which is SO important. Through the Google Marketing Platform, Adidas does a fantastic job of gathering insights and analyzing them across departments. Breaking down data, and further understanding it, allows the brand to determine how, when, and what possesses the customer to make the purchase. In 42 & Co. data will be essential to the growth and sustainability of the company. We need to be able to monitor the traffic and sales on the daily, weekly, monthly, and yearly basis. Having the insights to which platforms get the most traffic, and which posts generate the most sales has a huge impact on our overall digital strategy. 42 & Co. will 100% invest in software such as Google Marketing Platform to monitor everything from brand affinity to sales numbers. A platform like this will aid our company’s success greatly. https://www.youtube.com/watch?v=lCz0cGIWmlU&feature=emb_title

Video 3: Small but Mighty – a Fully integrated digital campaign 

This video was by far my favorite. It was absolutely genius. The goal of the campaign was to promote the Kia Picanto. Being a car, they had to come up with a sexier way to describe warranties and third row seating. The took a famous cat and made him the host of the experience. The consumer experiences the Picanto from the cat’s eye view and it was hilarious. They then extended the campaign to social media and allowed users to compete against each other via social media. Going a step further and even creating an application that allows users to play games against each other. They took a car advertisement and started an entire movement. With 42 & Co. I would love to do something like this. An integrated campaign is something that is essential to the success of the company. The opportunities for integration especially in the sports industry are endless. Competition is an automatic draw for users. Our customers range from all different ages and backgrounds, so an application game would be a great way to indirectly draw attention to the 42 & Co. brand. For example, it could be a game where just at a real game they have the 3 hats on the screen. There is a baseball under one of the hats, but they get all jumbled up. The user would compete with other users as to who could guess the hat worth the baseball the quickest, and the winning user earns points towards their 42 & Co. Rewards Account which can be later used towards rooms, restaurants, and entertainment in the facility. https://www.youtube.com/watch?v=bQKb0I_p7C4&feature=emb_title

Video 4: 5 Social Media Campaign Examples. 

This video taught me a very simple lesson in marketing: less is more.The avocado video really stuck with me. They did such a great job at creating a universal relatable experience and allowing the world to make what they wanted of it. With any good marketing plan, you need to be able to recognize that in some campaigns, the users will create the effectiveness. Whether its through views or clicks or shares, the real effectiveness comes from the user’s ability to feel an emotional connection or relatability to the brand. At 42 & Co., the goal is to be relatable to people from all ages and backgrounds. It would be very ideal to come up with something as simple as the avocado campaign and allow our customers to connect to it in their own way. https://www.youtube.com/watch?v=IQfZPsCVbTU&feature=emb_title

What is 42 & Co. ?

Any baseball fan knows the significance behind the number 42. Jackie Robinson is a man that needs no introduction, and forever changed the game of baseball. For that reason, we agreed 42 & Co. would be a fitting name. Just as Jackie changed the game, we are here to change the fan experience for baseball fans all over the United States.

At 42 & Co, we believe a family vacation and a business trip should have 2 very important things in common: Luxury and Convenience. Luxury comes in forms of 5 star restaurants, state of the art amenities, and live entertainment. Convenience comes from location. For the first time, all of this is available right next door to the baseball game you are already there to see. 42 & Co. has partnered with Major League Baseball to bring our resorts to every stadium in the United States. We believe the fan experience goes beyond the field, beyond the game even.

Whether you’re bringing the whole family or flying solo, 42 & Co. Resorts has a place for you. We are passionate, we are innovative, and more than anything we are authentic. Nothing like this has ever existed, and we couldn’t be more excited to share this experience with baseball fans around the world.

We have been compared to resorts such as Four Seasons and The Ritz Carlton. While our quality of living is very comparable to these resorts, there are a number of things that set 42 & Co. apart from the rest. To start, our price is astronomically less than our competitors. We recognize baseball is the All-American sport, and believe that every fan should get the luxury experience at a family-friendly price. Unlike our competitors, there is passion behind everything we do. We LOVE baseball. We love being fans of the game, more than anything we love the opportunity to share this love for the game with you.

Starting April 2020, 42 & Co. will open it’s doors to the greatest fans in the world.