IMC Report: SJ Giants

PREPARED BY: Andrew Baker

Bridgitte Chan

Cara Chen

Lin Cui

Minha Khan

Melissa Wilson

EXECUTIVE SUMMARY

The San Jose Giants are a minor league baseball team of the Low-A -

WORLD CHAMPIONS

DANIEL ORUM

SAN JOSE GIANTS PRESIDENT AND CEO

company overview

the company

The San Jose Giants are a Low-A West minor league baseball team and an

1981 the wave

A WELL KNOWN SUPER FAN NAMED “KRAZY GEORGE” INVENTED THE WAVE AT AN SJ GIANTS GAME IN 1981.

1988 first big win

SOON AFTER THEY BECAME AFFILIATED WITH THE SAN FRANCISCO GIANTS IN 1988, THE SAN JOSE GIANTS WON THEIR FIRST CHAMPIONSHIP GAME.

1990 best record

THE SJ GIANTS HAD THE BEST RECORD OF ANY MINOR LEAGUE TEAM IN THE 1990’S.

establishment date

company size

2001 CHAMPIONS

2005 CHAMPIONS

2006 gigante

ADDED THEIR MASCOT, GIGANTE, IN 2006. BEFORE THAT, THE SAN FRANCISCO GIANTS’ MASCOT, LOU SEAL, WOULD COME.

2007 CHAMPIONS

2009 the best

IN 2009, THE SAN JOSE GIANTS BASEBALL TEAM WAS CONSIDERED ONE OF THE BEST IN FRANCHISE HISTORY. A RECORD NUMBER OF WINS IN THE REGULAR SEASON, TWO DIVISION TITLES, A BEVY OF TOP PROSPECTS AND A CHAMPIONSHIP SERIES SWEEP GAVE FANS PLENTY TO CHEER ABOUT. IT WAS A MEMORABLE YEAR COMPLETE WITH SEVERAL NOTABLE STATISTICAL ACHIEVEMENTS.

2010 champions

BY 2010, THE SAN JOSE GIANTS HAD WON SIX CHAMPIONSHIPS. THEY WERE CHAMPIONS IN 1988, 2001, 2005, 2007, 2009, AND 2010.

2019 win streak

THE SAN JOSE GIANTS HAD A SEASON-HIGH WIN STREAK OF EIGHT GAMES IN 2019.

2021 major league

SINCE THEIR ESTABLISHMENT, THE SAN JOSE GIANTS HAVE DEVELOPED A HANDFUL OF NOTABLE MAJOR LEAGUE PLAYERS LIKE BUSTER POSEY, TIM LINCECUM, MATT CAIN, PABLO SANDOVAL, AND MORE.

competitorsat different seasons than baseball and we plan to financials

DEPOSITS MADE IN 2019: $21,884.74

2019 ENDING BALANCE: $33,710.51

MERCHANDISE: $1,500.00

SWOT ANALYSIS

COMPETITORS & FINANCIALS

SWOT ANALYSIS

STRENGTHS

family-friendly atmosphere to baseball fans without-

options are damaging to the fans who attend

SWOT ANALYSIS CONTINUED... OPPORTUNITIES

THREATS

games will get to be played and if attendees again but the timeline for when that might potential to stray them away from spending-

the potential to dampen the Giants fan engagement as fans will be more likely to taking that away from the San Jose Giants

CURRENT TARGET MARKET

why this market?

primary target market

Our primary target market is sports fanatics who have engaged with websites related to sports and locals that live within a 50 mile radius, families who live locally, businesses that encourage team bonding local events. It is within a close radius to attend games with their family or friends because they will most likely be returning customers.

We chose this market because it is convenient for locals to drive to the games or other events due to their close proximity. Moreover, those who are nearby can also take the train, bus, or other form of transportation to get to the park safely and be able to enjoy themselves if they want to have a couple drinks.

best for revenue growth

We believe that it is the best target market for showing revenue growth over a year because locals enjoy supporting their team. Baseball is an American tradition for many families to go together throughout the season, which is why customers purchase season passes. It is also likely that if it is a family tradition, the local family will go to games every year and repurchase tickets. This then causes the family to post on social media and draw in more local customersgether throughout the season, which is why customer’s purchase season passes. It is also likely that if it is a family tradition, the local family will go to games every year to repurchase tickets. This then causes the family to post on social media and draw in more local customers.

CURRENT MARKETING STRATEGIES

SOCIAL MEDIA

The San Jose Giants use a diverse selection of marketing strategies. They are active on social media such Instagram, Facebook, Twitter. Through these platforms they will post information about the games and other activities/events that are upcoming.

They use videos and pictures to capture the fans attention. During the season, the majority of their posts consist of game updates, athlete spotlights, and merch giveaways, keeping the fan base connected and wanting more.

DIGITAL

The San Jose Giants use digital marketing strategies like email marketing, branded content, and banner ads.

On their website, they have included banner ads that will take the users to the tickets page in hopes of getting them to purchase tickets to an upcoming game. On their Instagram page, they have posted a link that will take customers to the SJ Giants shop where you can purchase their merchandise such as hats, jerseys, shirts, and more.

and have more information for the games and special events that are happening soon. The SJ Giants online store is designed to be convenient and provide customers with a fun and easy shopping experience.

ALTERNATIVE

The San Jose Giants implement alternative marketing strategies by hosting different events in the San Jose area that they believe will make a positive impact on the community. For example, they started a “Frontlines meal fund” at the beginning of the pandemic which supplied frontline workers with food from local restaurants. The placement of the San Jose Giants name on these fundraisers is good to gain awareness for the team but also gives people a reason to trust they are helping a legitimate cause.

CURRENT MARKETING STRATEGIES CONTINUED...

consumer responses

The San Jose Giants current marketing strategies receive mostly positive responses from their consumers. All of their strategies, including social media, digital, and alternative, have aided the San Jose Giants in becoming a rather well-funded team.

The most feedback is around social media and each platform has over 20,000 followers. This

Jose Giants have established themselves as a pillar in the community of San Jose and the community reciprocates the love back into the team.

Overall this is a positive response from our customers on all different social media platforms. These have become their marketing strategies and there is an increasing number of followers and engagements on each social media platform.

NEW TARGET MARKET

For this marketing plan we are shifting focus on the local Asian and Latino communities.

towards the broad scope of our local residents we strongly propose that the marketing plan concentrates on the micro-markets within our community.

Considering the Asian and Latino population represents about 50.4% of the marketplace, it will position the SJ Giants into a larger market.ate a better representation of the organization to the local community.

WHY THIS MARKET?

The SJ Giants offers great group packages, programs, and VIP perks for fans. They promote a great night out for friends, families, clients, and employees to gather which is a great way

PLANNED TARGET MARKET

other target markets

The second market segmentation we’d want to reach out to is the African American community which represents 2.42% of the market. The SJ Giants could sig-posure to the African American residents.

Our third market segmentation would be to target married couples which represent 66% of the community. This market would increase the fanbase and the potential of creating committed long-term family fanbases.

our competitor’s target

It appears they focus too much on baseball fans who would come to the games anyway, so great time that they’ll become baseball fans.

their webpage to gain more popularity and they lack the appeal they miss the market by lack the authentic connection. If they were to start marketing towards the Asian and Latino their relationship with fans.

The Sharks hockey team has a huge fanbase in the San Jose area. Due to their regular-season success theyence in the San Jose community continues to increase, Another close competitor is the Earthquakes soccer club who also target the local San Jose residents. Soccer may not seem as popular as baseball and football connect with locals by forming partnerships with re-

PERSONA EXAMPLES

THE HEMMINGS FAMILY

INCOME: $158,000/year

LIFESTYLE: She’s constantly working and misses spending quality time with

EMMANUEL CORONA

19 years old, freshman college

SALARY: $13,000/year

Jose and is wanting to become more a part of the community. He likes baseball and wants to meet more people with similar interests. He doesn’t

important to her and her kids. COMPLEX BUYING BEHAVIOR: She always thoroughly researches a brand loyal customer.

HENDRICK (Father): 34 years old high school history teacher

INCOME: $78,000/year

LIFESTYLE: He’s a big family man who always spends lots of time with his kids and in-laws.

HABITUAL BUYING BEHAVIOR: He often likes to grab and go when it comes to shopping. He doesn’t spend much time when deciding on purchases but usually chooses brands his wife tells him to.

VARIETY SEEKING BUYING BEHAVIOR:

trying new things. He is curious about new brands and products and is willing to change it up.

lots of time playing sports with his Dad.

TANYA (Daughter): 7 years old second grader at a San Jose Elementary

LIFESTYLE: Likes playing with her OMG dolls and is obsessed with dinosaurs. She’s also on a softball team and is the fastest on the team and in her grade.

MARY (Grandmother): 72 years old and retired with her family.

THOMAS (Grandfather): 72 years old and retired -

guerilla marketing

a “pop up” stadium seating around Japantown, San Jose. you see a stand alone stadium replica seat, looking com-

traditional marketing

As a person of color, representation in the media is not only limited, sometimes life of a professional athlete? Imagine no more because starting today players glimpse into their day to day baseball life but a glimpse into their cultural and social day to days as well!

student oriented campaign

our student orientated marketing campaign.

the rare opportunity to catch a game before or during class. Asplete your stamp card to catch a Giants game with free food.

NEW ADVERTISING CONTINUED...

brand management

SJ Giant’s brand management because of the new

buyer decision process

fans’ decision making processes as they are more establishes a long term relationship between the SJ Giants and the fans as the rewards are not temporary.rience with the SJ Giants franchise, making them feel rightfully a part of the team.

INTEGRATED MARKETING COMMUNICATIONS

get potential fans through awareness, feelings, emotions, and knowledge and integrate it into

guerilla marketing

straight to the people in Japantown.

Our bright orange stadium replica seats are sure to grab the attention of any bystander. Plus our added au-

social media reels

approach by letting the fans connect with the players on

We want our fans to like the players not only by their gameplay but to become a part of the SJ Giant family. -

student oriented campaign

barcode they can get their ticket right there and then.

enthusiasts with stamp cards that a baseball game could be a fun night with some friends, a way to meet new college student pass on free food?

INTEGRATED MARKETING COMMUNICATIONS CONTINUED...

MAKING CONNECTIONS

advertising appeals

Our pop-up stadium benches, boba shop stamp card, and behind-the-scenes social media reels all boost mood, connect with others, create memories, f belonging.

The pop-up stadium benches also use a rational appeal to persuade consumers to purchase tickets instantly. Our social media reels use music appeals to connect with the ’s emotions, memories, and other e .tion of our team.

advertising personal values

to oin our family. By promoting our games to Japantown and boba shops, we are trying to these different communities to our with the interest of creating new e , meeting new people, or creating a new routine. We want to our community and families together by connecting with our target audience to embody their alues of family, openness, community, and friendship.

PROMOTIONAL TOOLS SOCIAL MEDIA CONTESTS

We plan to utilize our social media to create onedition Latino and Asian culture t-shirts, and

GAME DAY PROMOTIONS

-

itage Nights, and Asian Heritage Nights would be something we would implement to connect with our Latin and Asian SJ Giants family. On purchase a ticket and get to the stadium indance and fan engagement because they subwhat they want.

THE SJ GIANTS INVITE YOU TO HERITAGE NIGHTS

JOIN US ON WEDNESDAY, MAY 5, 2021

Win

JOIN US ON MONDAY, JUNE 21, 2021

COME CELEBRATE YOUR CULTURE WITH THE TEAM!

APR 2022

APRIL 10 TH - 17 TH

In mid-April 2022 a “pop up” stadium seating ad will launch in Japantown, San Jose.

MAY 2022 MAY 1 ST - 31 ST

In the beginning of May 2022, Buddy Tea House will be a place to go to order your delicious boba

For the whole month of May 2022 We will post social media reels they do before and after a home game day. There will also be social media contest opportunities during the month of May as we will be posting consistently on how to sign up to get a prize.

JUN 2022 JUNE 1 ST - 8 TH

Day promotions and releasing a schedule with a a ticket and get to the stadium in time.

MARKETING TIMELINES

PLAN COSTS OVERALL TOTAL COST: ~$2291

game day promotions

theme nights:

giveaway costs

Signed Posters: T-Shirts:

Bobbleheads:

Stitched Jersey (Signed):

stadium chair pop-up ad

Stadium Chairs:

total cost: $900

Headphones: Building Permit: $193

total cost: $1089

stamp cards and flyers

SJ Giants Boba Stamp Cards:

Miscellanious Gear/Merch: ~ $50

total cost: $240

Flyers:

total cost: ~$69

measuring success

To e ectively evaluate the success of social media, we will focus on impressions, engagements, and comments. Also, we can track our website tra ic and monitor for a change in customers’ actions. The likes, comments, and shares will help us calculate the KPI to show the success or failure of the social media campaign.

EVALUATIONS

Furthermore, for the success of our marketing, we will track the number of games and events tickets. Those will help us assess the number of people who will be interested in our company.

PUBLIC RELATIONS

IMPACT ON STAKEHOLDERS

Our stakeholders consist of those who attend or watch the SJ Giants games, purchase league-related merchandise, stakeholders are our community. Not with the team’s operations (employees our community is also directly affectedteam could build new sports facilities, It is also important for us to build relationships among our community by participate, or taking part in community

SOCIAL RESPONSIBILITY & RECOVERY

The SJ Giants’ new marketing campaigns include a new social responsibility of supporting and raising awareness of our Asian and Latino communities. We are trying to build trust within these demographics and become more

By doing this our team will take responsibility to support all of our employees, community, customers, and the general public to maintain our image of being a trustworthy

Our team is against racism and gender stereotypes. We will continue to maintain strong morals and ethics to

We plan to support our community by only spreading pos-

LEGAL/ETHICS

privacy

cannot be recorded for our social media page usage whether it be Instagram Reels or a simple picture for Insta -

off to all media members including our own SJ Giants social media team. Signs that indicate Photography/Filming is not allowed in this area will also be posted.

copyright

Most of our ads and social media posts will be our own content including photos of players, coaches, and SJ Giants gear. For any Ads or social media posts that we do want to include copyrighted material we would research the copyright status of the material and then contact the copyright owner to ask for permission to use the material.

REFERENCES

Anderson, K. (n.d.). Not so minor attractions. Retrieved May 20, 2021, from https://recmanagement.com/feature_print.php? fid=200203FE04

Baggarly, Andrew (September 11, 2010). “Giants notebook: Option exercised to purchase controlling interest in San Jose affiliate”. The Mercury News.

Becker, J. (2020, December 14). San Francisco giants will keep a team in San Jose, and they have a new AFFILIATE ELSE WHERE. Retrieved from https://www.mercurynews.com/2020/12/09/san-francisco-giants-will-keep-a-team-in-sanjose/

City of San Jose. (n.d.). Retrieved from https://www.sanjoseca.gov/your-government/departments/planning-build ing-code-enforcement/building-division/building-permit-fees

Excite ballpark announced as Oakland A’S alternative site. (2020, July 10). Retrieved from https://www.milb.com/san-jose/ news/excite-ballpark-announced-as-oakland-a-s-alternative-site

John Ryan (April 6, 2006). “The big screen”. San Jose Mercury News (Morning Final ed.). p. 2D.

Jordan, J., Reavis, S., & Russell, T. (n.d.). Durham Bulls Summer Baseball Camp. Retrieved May 20, 2021, from https://jajor da3.files.wordpress.com/2014/01/prt476-marketingplan-complete.pdf

Kenton, W. (2021, May 19). What is the hierarchy-of-effects theory? Retrieved from https://www.investopedia.com/terms/h/ hierarchy-of-effects-theory.asp#:~:text=The%20conviction%20and%20purchase%20

Lingo, Will; Badler, Ben; Blood, Matthew; Cooper, J. J.; Eddy, Matt; Fitt, Aaron (February 2008). Baseball America Directory 2008: Your Definitive Guide to the Game. ISBN 9781932391206.

Mayo, Jonathan (February 12, 2021). “MLB Announces New Minors Teams, Leagues”. Major League Baseball.

Maun, T. (2017, April 06). Minors exploring why ‘IT’S fun to be a Fan’. Retrieved from https://www.milb.com/news/minorleague-baseball-exploring-why-it-s-fun-to-be-a-fan-222310582

Mcdonald, J. (2020, July 06). Minor League Baseball pulls the plug - no San Jose Giants this year. Retrieved from https:// www.marinij.com/2020/06/30/minor-league-baseball-pulls-the-plug-no-san-jose-giants-this-year/?src=rss

Minard, M. (2019, September 13). Excite ballpark – San Jose giants. Retrieved from https://stadiumjourney.com/stadiums/ san-jose-municipal-stadium-s317

Mondello, J. (2016, October 28). The new avaya stadium: Hope for the san jose earthquakes. Retrieved May 20, 2021, from https://medium.com/vanguard-cmc/the-new-avaya-stadium-hope-for-the-san-jose-earthquakes-d3d0fb68580

Person. (2012, February 02). San Jose Giants’ owner dies at 55. Retrieved from https://www.sfgate.com/sports/article/SanJose-Giants-Owner-Dies-at-55-2965799.php

San Jose Giants Announce 2020 coaching staff. (2020, January 13). Retrieved from https://www.milb.com/rocky-mountain/ news/san-jose-giants-announce-2020-coaching-staff-312417032

San Jose GIANTS ANNOUNCER finds silver lining in year with no baseball. (2020, July 31). Retrieved from https://www.nbc sports.com/bayarea/giants/san-jose-giants-announcer-finds-silver-lining-year-no-baseball

REFERENCES

San Jose Giants Facebook. (n.d.). Retrieved from https://www.facebook.com/SJGiants/ San Jose Giants Instagram. (n.d.). Retrieved May from https://www.instagram.com/sjgiants/?hl=en

San Jose Giants Official dugout store. (n.d.). Retrieved from https://sjgiants.milbsto San Jose Giants Twitter. (n.d.). Retrieved from https://twitter.com/SJGiants?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eser p%7Ctwgr%5Eauthor

Santa Clara County, CA. (n.d.). Retrieved May 20, 2021, from https://datausa.io/profile/geo/santa-clara-county-ca/#demo graphics

“The Lions Of San Jose”. (December 7, 2017). Japanese Baseball Cards. Verducci, Tom (September 12, 2016). “The Bad News bees”. Sports Illustrated.