Strategy

Background: 

• 42 & Co. Resorts is a brand-new venture. It is the first of its kind on the market, and nothing like it exists. Our slogan is “The Fan Experience Reinvented”. Recently, we have partnered with Major League Baseball to get our hotels built onto all 30 stadiums. We currently have no social media platforms and are in the process of creating a website. 

Objectives: 

• Our primary objective at of this campaign is to increase brand awareness nationwide. In other words, we want to increase the amount of people staying at 42 & Co. Resorts across all 30 MLB Stadiums. We plan on monitoring this on a 3-year basis. Every year, we will measure by breaking down the attendance numbers both on a large scale and small scale. The small scale will be each of the 30 stadiums personal attendance numbers over 3 years. The large scale will be attendance as a whole. This will be our Key Performance Indicator to increasing brand awareness.

• A secondary objective of ours will be to create and build a social media presence. Instagram and Facebook will be our main platforms. We will measure the success of our platforms by monitoring hits and views on a per-month basis. This will be our Key Performance Indicator for social media.

• Another secondary objective is increasing sales through web-advertisements. We will be able to measure the effectiveness by monitoring clicks to sales ratios. This will be our Key Performance Indicator for sales increases.

Big Idea: 

• “For the Love of the Game” 
  • The entire message behind 42 & Co. Resorts comes from how much we love the game. The goal here was to recreate the entire fan experience and add a level of luxury to that all American pastime. We want to modernize the experience while also keeping it timeless. We want the fans to still get that classic hot dog and cold beer experience. We just want to add onto it. We aim to represent the heart that is in baseball in everything we do. Whether you are visiting on business or you are here with your family, all of our guests have one thing in common: their love for the game. 

Targeting and Platforms: 

• John is a business consultant who spends a large amount of time on the road for business. He often stays at upscale resorts and enjoys the luxuries due to his company compensating his hotel. When he is not working he enjoys going to baseball games in whatever city he is in. Baseball is his favorite sport, and the luxury is something he often has to sacrifice to be closer to baseball stadiums.
• Jennifer Woods is a hard-working Mother of 3 children. She is married to Brad who is an Accountant for Deloitte. She is a partner at a law firm in Chicago, and works 4 days a week. Although her family is very busy between careers and the children’s sports and extra -curriculars, the family is very passionate about Baseball. They are season ticket holders for the Chicago White Sox, and share the 80 games a year with Jennifer’s sister and parents. They take around 4 family vacations a year, and make baseball the center of their trips. 

Social Media: 

• Facebook: Facebook will be a very strong promotion opportunity for the brand. Jennifer and John are both in the prime years of Facebook users. They follow pages they are interested in to never miss new information about brands they love. The Facebook page will be used for more the informational side of business. On the page, there will be status updates providing updates of events 42 & Co. is hosting. There will be access to a monthly event calendar. The page will also serve as a platform for monthly promotions we have going. Facebook has a “sharing” option that we will run promotions through. For example, “sharing” a 42 & Co. post will serve as an entry into a competition for free stays at the resort. The Facebook is a great way to use customer testimonials and reviews. 
• Instagram: Instagram will appeal to our younger crowd as well as company targets. Jennifer’s children are all on Instagram. They are avid followers of both MLB and their favorite teams. The main focus of the Instagram is to use images and videos to portray the feeling of luxury to followers. Similar to the Facebook, Instagram also has sharing capabilities that we can run promotions through. The added bonus of Instagram is exposure through pages aside from our own. For example, our partnerships with MLB and the 30 teams within the MLB provide the opportunity for instant exposure on 31 different platforms. Through photos, we have the opportunity to showcase the luxury side of 42 & Co. through the rooms, the resort, and the restaurants. The Instagram will have an overall theme (color, aesthetic) to be more appealing to the naked eye. 

Paid Advertising: 

• Right now, we have $500,000 dedicated to paid advertising. We will split this money between a variety of things. The first priority would be paid promotions on Instagram to individual players. We would pay them to promote 42 &Co. Resorts at their respective fields. Next would be reaching out to companies such as Amazon, Google, and Disney. We would pay them to host company events at our resorts and post on various social media sites while they were staying. We also will use money to target sporting companies such as Nike, Adidas, Under Armor to promote our brand as well . With our partnership with MLB, fans will have add on package capabilities when purchasing tickets.

Search Engine Optimization:

• When someone searches “things to do around….” and you type in the respective city (Chicago, Miami, San Francisco, etc..) the goal would be that 42 & Co. resorts pops up. Further, when the search “luxury hotels” is searched, we would also like for 42 & Co. to be in the results. 

Email Marketing: 

• Due to our partnership with Major League Baseball, every person who purchases tickets through an MLB ticket sales affiliate will automatically be added onto our email list. We will use this list to send out updates to events and any promotions we have going on for that month.

Company Website: 

• We are in the process of building a company website that will feature all of the above in one place. Our goal is to provide our fans with a one-stop shop for anything 42 & Co. Resorts related.

Pillar Marketing: 

“Baseball is Timeless” 

This is a video that can be posted on all of our social media platforms as well as the website. The main idea is to have a grandfather and a grandson together at a baseball game. The grandfather will begin explaining that he used to attend baseball games with his grandfather. He will explain that the game is timeless, and it is memories that he will treasure forever. The camera then pans to the little boy who is ecstatic about being at the baseball game. He talks about how happy he is to be with his grandpa. Him and his grandpa walk into a 42 & Co. Resort and there is his favorite team’s mascot in the restaurant. The mascot sits down and eats dinner with them. It is the best day of the kid’s life and the video pulls emotions out of everyone watching it. 

Community Engagement: 

• Every month, 42 & Co. will give back to one of their communities. This will be a partnership with an MLB team and their respective team. The event will be featured in social media platforms with the hashtag #WhatWould42Do. This plays on Jackie Robinson and his heart and bravery while doing what he did with the MLB. We will measure success by event turnouts and hashtag interactions. 

Players Focus: 

• 42 & Co. will follow around a star player for the day. Say Bryce Harper. Bryce and the rest of the Phillies are staying at 42 & Co. for the road trip they are on. The video will show the amenities of the hotel room. He will walk out of the hallway and run into some fans who also are staying in the hotel. This will resemble the connection of the fan and player that 42 & Co. represents.