IMC Report: SJ Giants

INTEGRATED MARKETING COMMUNICATIONS REPORT SPRING 2021

SAN JOSE GIANTS

MINOR LEAGUE BASEBALL EXCITE BALLPARK 588 E Alma Ave, San Jose, CA 95112 (408) 297-1435

PREPARED BY: Andrew Baker Bridgitte Chan Cara Chen Lin Cui Minha Khan Melissa Wilson

TABLE OF CONTENTS 01

COMPANY OVERVIEW

02

SWOT ANALYSIS

05 06

Key Timelines Competitors and Financials SJ Giants: SWOT Analysis Strengths and Weaknesses Opportunities and Threats

TARGET MARKET

Current Target Market

MARKETING STRATEGIES

Current Marketing Strategies Consumer Responses

09

PLANNED TARGET MARKET

11

ADVERTISING STRATEGIES

13

INTEGRATED COMMUNICATIONS

15

PROMOTIONAL TOOLS

New Target Markets Competitors’ Target Market Persona Examples New Advertising Strategies Effect on Management & Consumers Hierarchy of Effects Advertising to Appeals & Personal Values Game Day Promotions Social Media Contests

16 MARKETING TIMELINE AND COSTS 17 EVALUATIONS AND PUBLIC RELATIONS Promotional Timeline & Plan Costs

Measuring Success Stakeholders, Social Responsibility & Recovery

18

LEGAL AND ETHICS

Privacy & Copyright

1 2

2 3 4 5 6-7 8

9 9 10

11-12 12 13 14 15 15

16 17 17 18

EXECUTIVE SUMMARY The San Jose Giants are a minor league baseball team of the Low-A ZHVW DQG DUH DIƓOLDWHG ZLWK WKH 6DQ )UDQFLVFR *LDQWV )RXQGHG LQ DV WKH 6DQ -RVH %HHV WKH\ GLG QRW EHFRPH DIƓOLDWHG ZLWK DQG EHFRPH WKH 6DQ -RVH *LDQWV XQWLO 2XU WHDP KDV FUHDWHG WKH IROORZLQJ LQWHJUDWHG PDUNHWLQJ SODQ IRU WKH 6DQ -RVH *LDQWV 2XU SODQ VWDUWV ZLWK DQ RYHUYLHZ RI WKH FRPSDQ\ IROORZHG E\ D FRPSOHWH 6:27 DQDO\VLV DQG UHVHDUFK RI WKH 6DQ -RVH *LDQWV FRPSHWLWRUV DQG WKHLU FRPSDQ\ LPDJH :H UHVHDUFKHG DQG DQDO\]HG WKH 6DQ -RVH *LDQWV FXUUHQW PDUNHWLQJ VWUDWHJLHV DV ZHOO DV FUHDWHG QHZ DQG XQLTXH DGYHUWLVHPHQWV IRU WKHP :H FUHDWHG D QHZ WDUJHW PDUNHW 7KHQ ZH LGHQWLƓ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

WORLD CHAMPIONS

DANIEL ORUM

SAN JOSE GIANTS PRESIDENT AND CEO

KEY TIMELINES

1981

the wave

1988

first big win

1990

best record

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

company overview the company The San Jose Giants are a Low-A West minor league baseball team and an DIƓOLDWH RI WKH 6DQ )UDQFLVFR *LDQWV 7KH WHDP KDV ZRQ FKDPSLRQVKLSV LQ DQG /RFDWHG LQ 1RUWKHUQ &DOLIRUQLDōV JUHDWHVW FLW\ 6DQ -RVH WKH 6- *LDQWV SOD\ WKHLU JDPHV DW ([FLWH %DOOSDUN

establishment date 7KH 6DQ -RVH *LDQWV DQG WKHLU DIƓOLDWLRQ WR WKH 6DQ )UDQFLVFR *LDQWV ZHUH HVWDEOLVKHG LQ

company size 7RGD\ WKH FRPSDQ\ KDV EHWZHHQ DQG HPSOR\HHV

company image 7KH 6DQ -RVH *LDQWV WHDP FRORUV DUH RUDQJH EODFN JROG DQG FUHDP 7KHVH FRORUV DUH SRVLWLYH DQG H\H FDWFKLQJ RQ WKH ƓHOG *LJDQWH WKH IXQ ORYLQJ DQG PLVFKHYLRXV PDVFRW UHSUHVHQWV WKH WHDP DQG FUHDWHV D ZHOFRPLQJ LPDJH WKDW LV HQWHUWDLQLQJ WR IDQV RI DOO DJHV

PAGE 1

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

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

2001 CHAMPIONS

2006

2005 CHAMPIONS

gigante

ADDED THEIR MASCOT, GIGANTE, IN 2006.

BEFORE THAT, THE SAN FRANCISCO GIANTS’ MASCOT, LOU SEAL, WOULD COME. 2007 CHAMPIONS

2009

the best

2010

champions

2019

win streak

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.

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

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.

PAGE 2

competitors 7KH 6DQ -RVH 6KDUNV 6DQ -RVH %DUUDFXGD DQG WKH 6DQ -RVH (DUWKTXDNHV DUH WKH *LDQWōV WRS WKUHH FRPSHWLWRUV LQ WKH 6- FRPPXQLW\ŊZLWK WKH ƓUVW WZR EHLQJ WHDPV LQ WKH KRFNH\ LQGXVWU\ DQG WKH ODWWHU LQ VRFFHU +RZHYHU VRFFHU DQG KRFNH\ DUH ERWK SOD\HG at different seasons than baseball and we plan to PD[LPL]H RXU PDUNHWLQJ VWUDWHJLHV IRU VSULQJ WR EHFRPH WKH WRS VSRUWLQJ HYHQW IRU WKH EDVHEDOO VHDVRQ

COMPETITORS & FINANCIALS

financials 7KH 6DQ -RVH *LDQWV HQGHG ZLWK DQG PDGH RYHU

DEPOSITS MADE IN 2019: $21,884.74 IRU WKDW WLPH SHULRGŊ-DQXDU\ WR 'HFHPEHU 2019 ENDING BALANCE: $33,710.51 7KHVH WRWDOV GR QRW LQFOXGH WKHLU LQYHQWRU\ RI PHUFKDQGLVH ZKLFK WRWDOOHG MERCHANDISE: $1,500.00 WR DW WKH HQG RI

SWOT ANALYSIS STRENGTHS

WEAKNESSES

•

•

$IIRUGDEOH WLFNHWV • )DPLO\ IULHQGO\ DWPRVSKHUH • 1HZ PDQDJHU DQG FRDFK • +LJK DWWHQGDQFH DYHUDJH

OPPORTUNITIES

&KDULW\ HYHQWV IXQGUDLVHUV • &ORVH SUR[LPLW\ WR IXQ VHHNLQJ FROOHJH VWXGHQWV • Robot umpires •

S W O T

/HVV GHVLUDEOH SOD\LQJ ƓHOG EHFDXVH ORZ DIƓOLDWH • /RZ VRFLDO PHGLD SUHVHQFH • )HZ FRQFHVVLRQ RSWLRQV

THREATS

&29,' JXLGHOLQHV Rising unemployment rates • 2WKHU 6DQ -RVH VSRUWV WHDPV • &RPSHWLWLYH LQGXVWU\ • •

SWOT ANALYSIS STRENGTHS 7KH *LDQWV RIIHU UHDOO\ DIIRUGDEOH WLFNHWV SURYLGLQJ D family-friendly atmosphere to baseball fans without WKH PDMRU OHDJXH FRVW 7KH *LDQWV KDYH LPSOHPHQWHG FKDQJHV LQ PDQDJHPHQW DQG FRDFKLQJ ZLWK KLULQJ WZR WLPH LQGHSHQGHQW SUHPLHU OHDJXH FKDPSLRQ 'HQQLV 3HOIUH\ DV WKH QHZ PDQDJHU DQG IRUPHU 6) *LDQW FKDPSLRQ DQG ELJ SRZHU KRPH UXQ KLWWHU 3DW %XUUHOO DV WKH QHZ KLWWLQJ FRDFK $V RI WKH *LDQWV KDG D KLJK DWWHQGDQFH DYHUDJH DYHUDJLQJ DERXW IDQV VKRZLQJ D FOHDU GHPDQG IURP WKH 6- FRPPXQLW\ WR UH RSHQ IDQ ƓOOHG JDPHV -RH 5LW]R WKH *LDQWVō \HDU UXQQLQJ DQQRXQFHU KDV D ORW WR GR ZLWK WKLV KLJK DWWHQGDQFH ZLWK KLV EHORYHG HQWKXVLDVP

PAGE 3

WEAKNESSES 'XH WR EXGJHW FXWV WKH *LDQWV ZHUH IRUFHG WR PRYH IURP DQ DGYDQFHG DIƓOLDWH WHDP WR D ORZ DIƓOLDWH WHDP PDNLQJ LW D OHVV GHVLUDEOH SOD\LQJ ƓHOG IRU WRS SURVSHFWV 7KH *LDQWV KDYH D UHODWLYHO\ ORZ VRFLDO PHGLD SUHVHQFH XOWLPDWHO\ GDPDJLQJ WKHLU SRWHQWLDO WR H[SDQG WKH IDQ EDVH 7KHLU ,QVWDJUDP DFFRXQW KDV URXJKO\ N IROORZHUV ZKLOH WKHLU DIƓOLDWH WHDP WKH 6) *LDQWV KDYH RYHU PLOOLRQ IROORZHUV 7KLV ORZ IROORZLQJ UHVXOWV LQ D ORZ HQJDJHPHQW ZKLFK UHGXFHV WKH *LDQWV RSSRUWXQLWLHV WR JURZ WKHLU IDQ EDVH ([FLWH %DOOSDUN KDV YHU\ IHZ FRQFHVVLRQ RU IRRG RSWLRQV ZKLFK FDQ OLPLW D IDQV RYHUDOO H[SHULHQFH 6WXGLHV KDYH VKRZQ WKDW EDVHEDOO IDQV DUH D PL[ EHWZHHQ IDQV ZKR H[SHULHQFH WKH JDPH IRU WKH DFWXDO JDPH YHUVXV IDQV ZKR H[SHULHQFH WKH JDPH IRU WKH IRRG DQG HQWHUWDLQPHQW 7KH *LDQWVō OLPLWHG FRQFHVVLRQ options are damaging to the fans who attend JDPHV IRU D FXPXODWLYH H[SHULHQFH ZLWK DQ HPSKDVLV RQ WKH FRQVXPSWLRQ RI JRRGV

SWOT ANALYSIS CONTINUED...

OPPORTUNITIES $V *HQ =ōV SXUFKDVLQJ SRZHU LQFUHDVHV WKH\ DUH YHU\ PXFK ORRNLQJ WR VXSSRUW FRPSDQLHV ZLWK FRPPXQLW\ IRFXVHG YDOXHV ,Q 6DQ -RVH WKHUH DUH D ORW RI IDPLOLHV OLYLQJ DW RU XQGHU WKH SRYHUW\ OHYHO FUHDWLQJ WKH SRWHQWLDO IRU WKH *LDQWV WR SURYLGH FKDULWDEOH HIIRUWV ZKLOH ƓUPO\ HVWDEOLVKLQJ WKHLU FRPPXQLW\ EDVHG EHOLHIV &XUUHQWO\ WKHUH DUH DURXQG RI 6DQ -RVH UHVLGHQWV ZKR KDYH LQFRPH EHIRUH WKH SRYHUW\ OHYHO 7KH 6DQ -RVH *LDQWV UHFRJQL]H WKLV DQG ZDQW WR SURYLGH WHDP IXQGHG IRRG GULYHV WR KHOS WKHLU IHOORZ QHLJKERUV LQ QHHG 7KHUH KDYH EHHQ VWULYHV WRZDUGV DGYDQFLQJ WHFKQRORJ\ LQ EDVHEDOO VSHFLƓ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

PAGE 4

THREATS 7KH XQSUHFHGHQWHG QDWXUH RI WKH &RURQD 9LUXV KDV D VHYHUH LPSDFW RQ ZKHWKHU RU QRW games will get to be played and if attendees ZLOO JHW WR DWWHQG WKH JDPHV 6DQWD &ODUD FRXQW\ KDV EHHQ ODEHOHG LQ WKH UHG ]RQH RI &RYLG FDVHV XOWLPDWHO\ SXWWLQJ D SDXVH RQ DOO DQG DQ\ UHFUHDWLRQDO DQG OHLVXUH DFWLYLWLHV 7KH KRSH LV WKDW RQFH WKH FRXQW\ JHWV PRYHG WR DQ RUDQJH WLHU VSRUWV DFWLYLWLHV FDQ SLFN XS again but the timeline for when that might KDSSHQ LV XQSUHGLFWDEOH 7KH VN\URFNHWLQJ XQHPSOR\PHQW UDWHV LQ WKH 6DQWD &ODUD FRXQW\ FRQWLQXH WR EXUGHQ ORZ LQFRPH IDPLOLHV XOWLPDWHO\ KDYLQJ WKH potential to stray them away from spending PRQH\ RQ JDPHV 7KH FRXQW\ōV XQHPSOR\PHQW UDWH UHDFKHG D KLJK RI DURXQG LQFUHDVLQJ DERXW VLQFH WKH SUHYLRXV \HDU 7KLV LQFUHDVH ZLOO PRVW OLNHO\ LPSDFW IDQV GHFLVLRQ PDNLQJ SURFHVVHV DV WKH\ ZLOO EH OHVV ZLOOLQJ WR DOORFDWH PRQH\ WRZDUGV UHFUHDWLRQDO DFWLYLWLHV 7KH EX]] DQG FRPPRWLRQ VXUURXQGLQJ RWKHU 6DQ -RVH VSRUWV WHDPV VXFK DV WKH 6DQ -RVH 6KDUNV DQG WKH 6DQ -RVH (DUWKTXDNHV KDYH the potential to dampen the Giants fan engagement as fans will be more likely to VSHQG PRQH\ RQ WKH RWKHU VSRUWV WHDPV %RWK WKH 6KDUNV DQG WKH (DUWKTXDNHV KDYH KLJKHU VRFLDO PHGLD HQJDJHPHQW ZLWK XSZDUGV RI N DQG N IROORZHUV 7KLV VRFLDO HQJDJHPHQW OHDGV WR DQ LQFUHDVH LQ IDQ DQG FRPPXQLW\ HQJDJHPHQW XOWLPDWHO\ taking that away from the San Jose Giants RUJDQL]DWLRQ

PAgE 5

CURRENT TARGET 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 EHQHƓFLDO IRU WKH PDUNHWLQJ WHDP WR WDUJHW ORFDOV RQ VRFLDO PHGLD WKDW DUH within a close radius to attend games with their family or friends because they will most likely be returning customers.

why this market?

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.

instagram twitter

CURRENT MARKETING STRATEGIES SOCIAL MEDIA

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.

PAGE 6

facebook

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.

PAGE 7

DIGITAL

CURRENT MARKETING STRATEGIES CONTINUED...

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.

7KH RIƓFLDO ZHEVLWH KHOSV FXVWRPHUV HDVLO\ EX\ WKH WLFNHWV 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...

INSTAGRAM

22,900+ followers 3957 posts

TWITTER

22,200+ followers 27,000 posts

FACEBOOK

103,892 followers 108,315 people like it

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 VKRZV SUHWW\ VLJQLƓFDQW HQJDJHPHQW 7KH 6DQ 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.

PaGE 8

NEW TARGET MARKET

For this marketing plan we are shifting focus on the local Asian and Latino communities. :KLOH ZHōYH KDG JUHDW VXFFHVV LQ PDUNHWLQJ 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. ,PSURYLQJ GLYHUVLW\ DQG LQFOXVLYLW\ ZRXOG FUHate 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 IRU WKHP WR JDLQ PRUH H[SRVXUH It appears they focus too much on baseball fans who would come to the games anyway, so PDUNHWLQJ WR WKRVH ZKR PD\ KDYH QR LQWHUHVW LQ WKH JDPH KDV WKH SRWHQWLDO WR H[SHULHQFH D great time that they’ll become baseball fans.

7KH\ FRXOG DOVR EH PRUH HIIHFWLYH E\ FUHDWLQJ PRUH HYHQWV SHUIRUPDQFHV DQG DFWLYLWLHV RQ their webpage to gain more popularity and H[SRVXUH WR WKH FRPPXQLW\ 'XH WR WKLV LVVXH they lack the appeal they miss the market by QRW EHLQJ DV YLVLEOH WR SRWHQWLDO IDQV DV WKH\ lack the authentic connection. If they were to start marketing towards the Asian and Latino FRPPXQLWLHV LW ZRXOG VLJQLƓFDQWO\ LQFUHDVH their relationship with fans.

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 sigQLƓFDQWO\ LPSURYH WKHLU PDUNHWLQJ HIIRUWV WR JDLQ H[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 The Sharks hockey team has a huge fanbase in the San Jose area. Due to their regular-season success they KDYH EHHQ DEOH WR DGYDQFH ZHOO LQWR WKH SOD\RIIV 7KHLU KLJKO\ DQWLFLSDWHG HYHQWV WDUJHW D PDMRULW\ RI WKH ORFDO UHVLGHQWV DQG YLVLWRUV 6LQFH WKHLU SRSXODULW\ DQG SUHVence in the San Jose community continues to increase, WKH 6KDUNV DUH DEOH WR H[SDQG WKHLU WDUJHW PDUNHW WR VXUURXQGLQJ FLWLHV WR ZDWFK WKHVH PDVVLYH HYHQWV 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 LQ WKH %D\ $UHD KRZHYHU WKH (DUWKTXDNHV DUH DEOH WR connect with locals by forming partnerships with reVSHFWHG ORFDO EUDQGV 7KHLU $YD\D 6WDGLXP LV DOVR WKH ƓUVW ORXG HQDEOHG SURIHVVLRQDO VSRUWV VWDGLXP DOORZLQJ IDQV DQ LQWHUDFWLYH H[SHULHQFH DW WKH JDPHV

PAGE 9

PERSONA EXAMPLES THE HEMMINGS FAMILY

/(1$ 0RWKHU \HDUV ROG DWWRUQH\ IRU D ORFDO ODZ ƓUP LQ 6DQ -RVH INCOME: $158,000/year LIFESTYLE: She’s constantly working and misses spending quality time with KHU NLGV 6KHōV FRQVWDQWO\ WU\LQJ WR ƓQG ZD\V WR FRQQHFW DQG WDON WR WKHP ZLWK DQ\ IUHH WLPH VKH KDV %HLQJ RXWGRRUV DQG VWD\LQJ DFWLYH LV DOVR YHU\ important to her and her kids.

COMPLEX BUYING BEHAVIOR: She always thoroughly researches a brand EHIRUH VKH GHFLGHV WR EX\ LW 2QFH VKH ƓQGV EUDQGV VKH OLNHV VKH EHFRPHV D loyal customer.

EMMANUEL CORONA

19 years old, freshman college VWXGHQW DW 6DQ -RV« 6WDWH 8QLYHUVLW\ SALARY: $13,000/year

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.

/,)(67</( +H UHFHQWO\ PRYHG WR 6DQ 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 OLNH WR VWD\ LQ VR KH RIWHQ WULHV WR ƓQG HYHQWV DQG KREELHV WR SDUWDNH LQ

'20,1,& 6RQ \HDUV ROG ƓIWK JUDGHU DW D 6DQ -RVH (OHPHQWDU\ /,)(67</( +H ORYHV SOD\LQJ WHWKHUEDOO DQG ZDWFKLQJ FDUWRRQV +H VSHQGV lots of time playing sports with his Dad.

VARIETY SEEKING BUYING BEHAVIOR: +HōV QRW DIUDLG RI H[SHULPHQWLQJ DQG trying new things. He is curious about new brands and products and is willing to change it up.

MARY (Grandmother): 72 years old and retired /,)(67</( $OZD\V WDNLQJ KHU JUDQGNLGV WR WKH SDUN DQG ORYHV JRLQJ WR HYHQWV with her family.

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.

THOMAS (Grandfather): 72 years old and retired /,)(67</( /RYHV ZDWFKLQJ EDVHEDOO RQ 79 DQG KDV D KXJH SDVVLRQ IRU FRRNLQJ +H OLNHV KDYLQJ WKH ZKROH IDPLO\ RYHU DQG FRRNLQJ D PHDO IRU WKHP PAGE 10

guerilla marketing 7KH ƓUVW QHZ ZDYH RI DGYHUWLVLQJ ZH ZDQW WR LPSOHPHQW LV a “pop up” stadium seating around Japantown, San Jose. ,PDJLQH \RX ƓQG \RXUVHOI ZDONLQJ WKURXJK -DSDQWRZQ DQG you see a stand alone stadium replica seat, looking comSOHWHO\ RXW RI SODFH ,QWULJXHG DV HYHU \RX ZDON RYHU DQG VLW LQ WKH VHDW RQO\ WR ƓQG KHDGSKRQHV DWWDFKHG ZLWK FRPPHQWDWRU -RH 5L]]RōV EHORYHG YRLFH VFUHDPLQJ KLJKOLJKWV RI WKH SUHYLRXV 6DQ -RVH *LDQWV <RX SXW WKH KHDGSKRQHV RQ and suddenly you realize how badly you want to be sitting LQ WKLV VDPH VHDW RQO\ DW ([FLWH %DOOSDUN 8QGHU WKH VHDW LV D SDPSKOHW ZLWK WKH GDWH RI WKH QH[W *LDQWV JDPH DQG D EDUFRGH VR \RX FDQ VHFXUH \RXU WLFNHWV ULJKW WKHQ DQG WKHUH

NEW ADVERTISING

traditional marketing 7KH VHFRQG QHZ DGYHUWLVLQJ ZH ZDQW WR LPSOHPHQW LV VRFLDO PHGLD UHHOV WKURXJK RXU RIƓFLDO ,QVWDJUDP DFFRXQW As a person of color, representation in the media is not only limited, sometimes LWōV QRQ H[LVWHQW 7KDWōV ZK\ ZH SODQ WR KLJKOLJKW RXU GLYHUVH URRVWHU WKURXJKRXW RXU VRFLDO PHGLD UHHOV +DYH \RX HYHU ZRQGHUHG ZKDW LWōV OLNH DV D GD\ LQ WKH life of a professional athlete? Imagine no more because starting today players IURP WKH 6DQ -RVH *LDQWV ZLOO EH SRVWLQJ VKRUW UHHOV VKRZFDVLQJ H[DFWO\ ZKDW LW LV SOD\HUV GR EHIRUH DQG DIWHU D KRPH JDPH GD\ 2Q WKH ƓUVW KRPH JDPH RI HYHU\ PRQWK D QHZ SOD\HU ZLOO WDNH WR WKH UHHOV DOO RI ZKLFK ZLOO KDYH XQLTXH JLYHDZD\ LWHPV IRU IDQV WR ZLQ EHIRUH WKH JDPH EHJLQV <RXōOO QRW RQO\ JHW D glimpse into their day to day baseball life but a glimpse into their cultural and social day to days as well!

PAGE 11

PAGE 12

student oriented campaign 7KH ƓQDO ZDYH RI DGYHUWLVLQJ ZH SODQ WR LPSOHPHQW LV D SDUW RI our student orientated marketing campaign. %HLQJ OHVV WKDQ WHQ PLQXWHV DZD\ IURP 6-68 VWXGHQWV KDYH the rare opportunity to catch a game before or during class. As \RX ZDON WKURXJK VHYHQWK VWUHHW \RX ƓQG \RXUVHOI FUDYLQJ ERED DQG WKH RQO\ YLDEOH RSWLRQ LV WR KHDG WR %XGG\ 7HD +RXVH $V \RX RUGHU \RXU GHOLFLRXV ERED \RX UHFHLYH DQ 6- *LDQWV VWDPS FDUG ZKLFK KDV DQ RIIHU RI RQH IUHH PHDO DW ([FLWH %DOOSDUN <RX VXGGHQO\ UHDOL]H \RXōUH FUDYLQJ QLQH PRUH ERED GULQNV WR FRPplete your stamp card to catch a Giants game with free food.

NEW ADVERTISING CONTINUED... brand management

buyer decision process

7KHVH QHZ DGYHUWLVHPHQWV ZLOO KHOS VWUHQJWKHQ WKH SJ Giant’s brand management because of the new LQŴX[ RI HQJDJHPHQW IURP IDQV GXH WR DQ LQFUHDVH LQ GLYHUVH SOD\HU UHSUHVHQWDWLRQ

$GGLWLRQDOO\ WKHVH QHZ DGYHUWLVHPHQWV VXSSRUW WKH fans’ decision making processes as they are more LQFHQWLYL]HG WR JHW LQYROYHG DQG FRPH WR 6- *LDQWV UHODWHG HYHQWV

)DQV ZLOO ƓQDOO\ JHW D JOLPSVH RI ZKDW LW PHDQV WR EH D SDUW RI WKH 6- *LDQWV DQG KRZ DQ\RQH DQG HYHU\RQH is welcome in our community. This will solidify the Giants as a well represented baseball team commitWHG WR HQJDJLQJ ZLWK IDQV RQ D SHUVRQDO OHYHO

+DYLQJ JLYHDZD\V DQG YRXFKHU VWDPS FDUGV IXUWKHU establishes a long term relationship between the SJ Giants and the fans as the rewards are not temporary.

8OWLPDWHO\ WKH IDQV ZLOO KDYH DQ RYHUDOO GHHSHU H[SHrience with the SJ Giants franchise, making them feel rightfully a part of the team.

HIERARCHY OF EFFECTS :H DUH LQFRUSRUDWLQJ DOO WKUHH VWDJHV FRQDWLYH DIIHFWLYH DQG FRJQLWLYH LQWR WKH GHOLYHU\ RI RXU QHZ PDUNHWLQJ DGYHUWLVHPHQWV :H GHFLGHG WR ƓQG WKH EHVW PDUNHW IRU HDFK DSSURDFK WR WDUget potential fans through awareness, feelings, emotions, and knowledge and integrate it into HDFK RI RXU DGYHUWLVHPHQWV

guerilla marketing )RU WKLV DGYHUWLVHPHQW ZH DUH IRFXVLQJ RQ FUHDWLQJ D FRQDWLYH DSSURDFK E\ EULQJLQJ D SLHFH RI WKH 6- *LDQWV straight to the people in Japantown.

Our bright orange stadium replica seats are sure to grab the attention of any bystander. Plus our added auGLR FOLSV ZLOO WDNH WKH QH[W VWHSV WR LQIRUP WKH FRQVXPHU RI WKH JUHDW DWPRVSKHUH WKH 6- *LDQWV FDQ GHOLYHU :H ZDQW WR FRQYLQFH WKHP WKDW RXU HYHQWV DUH ZKHUH WKH\ QHHG WR EH DQG E\ SURYLGLQJ SDPSKOHWV ZLWK DQ HDV\ barcode they can get their ticket right there and then.

INTEGRATED MARKETING COMMUNICATIONS social media reels

2XU 6- *LDQW VRFLDO PHGLD UHHOV IRFXV RQ WKH DIIHFWLYH approach by letting the fans connect with the players on D GHHSHU PRUH SHUVRQDO OHYHO We want our fans to like the players not only by their gameplay but to become a part of the SJ Giant family. $OVR LQFRUSRUDWLQJ IXQ JLYHDZD\V RQ WKH 6- *LDQWV ,QVWDJUDP FDQ NHHS IDQV LQWHUDFWLYH DQG PRUH LQYHVWHG

student oriented campaign :H DUH XVLQJ WKH FRJQLWLYH DSSURDFK WR LQIRUP WKH ERED enthusiasts with stamp cards that a baseball game could be a fun night with some friends, a way to meet new SHRSOH RU MXVW FUHDWH QHZ H[SHULHQFHV $QG KRZ FRXOG D college student pass on free food?

PAGE 13

INTEGRATED MARKETING COMMUNICATIONS CONTINUED... advertising

appeals

MAKING CONNECTIONS

Our pop-up stadium benches, boba shop stamp card, and behind-the-scenes social media reels all LQFOXGH HPRWLRQDO DSSHDOV WR VKRZ SRWHQWLDO IDQV WKDW RXU HYHQWV FUHDWH DQ H[FLWLQJ HQYLURQPHQW WR boost mood , connect with others , create memories, DQG GHYHORS D VHQVH R 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 YLHZHU’s emotions, memories, and other e[SHULHQFHV . 7KLV ZLOO DOORZ XV WR JDLQ WKH YLHZHU V DWWHQWLRQ DQG LQFUHDVH WKHLU UHWHQ tion of our team.

advertising

personal values

2XU QHZ DGYHUWLVHPHQWV VKDUH WKH PHVVDJH WKDW ZH ZHOFRPH DQ\RQH DQG HYHU\RQH ZLWK RSHQ DUPV to Moin our family. By promoting our games to Japantown and boba shops, we are trying to LQYLWH these different communities to our HYHQWV with the interest of creating new e[SHULHQFHV , meeting new people, or creating a new routine. We want to MRLQ our community and families together by connecting with our target audience to embody their Yalues of family, openness, community, and friendship.

PAGE 14

PAGE 15

GAME DAY PROMOTIONS

PROMOTIONAL TOOLS

SOCIAL MEDIA CONTESTS

7KH PRVW HIIHFWLYH ZD\ WR FUHDWH EX]] DQG H[FLWHPHQW DURXQG RXU JDPHV LV WR SURYLGH RXU IDQV ZLWK SURPRWLRQDO JLYHDZD\V RU SRVW JDPH H[SHULHQFHV )RU H[DPSOH ƓUHZRUNV /DWLQR +HUitage Nights, and Asian Heritage Nights would be something we would implement to connect with our Latin and Asian SJ Giants family. On WRS RI WKHVH H[SHULHQFHV ZH UHOHDVH D VFKHGXOH ZLWK D OLVW RI WKH LWHPV DYDLODEOH WR ZLQ LI \RX purchase a ticket and get to the stadium in WLPH *LYHDZD\V DUH NQRZQ WR GULYH XS DWWHQdance and fan engagement because they subWO\ DFW DV FRQWHVWV 0RVW LWHPV KDYH D JLYHDZD\ OLPLW LQFHQWLYL]LQJ IDQV WR JHW RXW HDUO\ DQG JHW what they want.

We plan to utilize our social media to create onOLQH FRQWHVWV JLYLQJ DZD\ LWHPV VXFK DV JDPH ZRUQ MHUVH\V EREEOHKHDGV SOD\HU EDWV VSHFLDO edition Latino and Asian culture t-shirts, and PRUH )RU H[DPSOH

THE SJ GIANTS INVITE YOU TO

HERITAGE NIGHTS LATINO HERITAGE NIGHT

WITH THE SAN JOSE GIANTS

JOIN US ON WEDNESDAY, MAY 5, 2021 Win special, limited edition T-shirts, prizes, and more with just the purchase of a ticket!

ASIAN HERITAGE NIGHT WITH THE SAN JOSE GIANTS

JOIN US ON MONDAY, JUNE 21, 2021 Win special, limited edition T-shirts, prizes, and more with just the purchase of a ticket!

COME CELEBRATE YOUR CULTURE WITH THE TEAM!

2022

APR 2022

APRIL 10TH - 17TH

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

MAY 1ST - 31ST

In the beginning of May 2022, Buddy Tea House will be a place to go to order your delicious boba DQG UHFHLYH D 6- *LDQWV VWDPS FDUG ZKLFK KDV DQ RIIHU RI RQH IUHH PHDO DW ([FLWH %DOOSDUN

MAY

For the whole month of May 2022 We will post social media reels WKURXJK RXU RIƓFLDO ,QVWDJUDP DFFRXQW 3OD\HUV IURP WKH 6DQ -RVH *LDQWV ZLOO EH SRVWLQJ VKRUW UHHOV VKRZFDVLQJ H[DFWO\ ZKDW LW LV 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.

2022

MARKETING TIMELINES

JUNE 1ST - 8TH

7KH ƓUVW ZHHN RI -XQH ZLOO EH FDWHUHG WR *DPH Day promotions and releasing a schedule with a OLVW RI WKH LWHPV DYDLODEOH WR ZLQ LI \RX SXUFKDVH a ticket and get to the stadium in time.

JUN

PLAN COSTS

OVERALL TOTAL COST: ~$2291

game day promotions

stadium chair pop-up ad

theme nights:

[ total cost: $900

giveaway costs Signed Posters: T-Shirts: Bobbleheads: Stitched Jersey (Signed): Miscellanious Gear/Merch:

[ [ [ [ ~ $50 total cost: $240

Stadium Chairs: [ Headphones: [ Building Permit: $193 3ODQ 5HYLHZ DQG ,QVSHFWLRQ total cost: $1089

stamp cards and flyers SJ Giants Boba Stamp Cards: Flyers:

LQ EXON a LQ EXON a total cost: ~$69 PAGE 16

measuring success To effectively evaluate the success of social media, we will focus on impressions, engagements, and comments. Also, we can track our website traffic 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, DQG KDYH D GLUHFW ƓQDQFLDO LPSDFW RQ WKH OHDJXH 7KHUHIRUH RXU PRVW VLJQLƓFDQW stakeholders are our community. Not RQO\ DUH WKH\ WKH RQHV GLUHFWO\ DIƓOLDWHG with the team’s operations (employees DQG IDQV LQ SDUWLFXODU EXW D PDMRULW\ RI our community is also directly affected E\ RXU OHDJXH 7KLV LQFOXGHV LQGLYLGXDOV WKDW OLYH LQ WKH VDPH DUHD ZKHUH RXU team could build new sports facilities, KROG PDMRU HYHQWV RU EH DIIHFWHG E\ SDUNLQJ DQG WUDIƓF

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 HIIHFWLYH ZLWK WKH LQFOXVLRQ RI HYHU\RQH LQ RXU FRPPXQLW\ 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 DQG YDOXHG WHDP Our team is against racism and gender stereotypes. We will continue to maintain strong morals and ethics to DYRLG H[FOXGLQJ RU GLVFULPLQDWLQJ DJDLQVW DQ\ LQGLYLGXDO We plan to support our community by only spreading posLWLYLW\ DQG DFFHSWDQFH IURP RXU EUDQG WR DYRLG DQ\ QHHG IRU D VRFLDO UHFRYHU\

It is also important for us to build relationships among our community by SURYLGLQJ QHZV WR WKH PHGLD KROGLQJ HYHQWV WR DWWUDFW SDUHQWV VFKRROV DQG participate, or taking part in community SURMHFWV PAGE 17

LEGAL/ETHICS privacy :H ZLOO EH HPSKDVL]LQJ SULYDF\ WKURXJKRXW WKH VHDVRQ E\ FUHDWLQJ VSHFLƓF VHFWLRQV RI WKH FOXEKRXVH WKDW FDQ RU cannot be recorded for our social media page usage whether it be Instagram Reels or a simple picture for InstaJUDP $OO VHFWLRQV WKDW DUH DYDLODEOH WR RXU VRFLDO PHGLD WHDP ZLOO KDYH VLJQV SRVWHG WR OHW FRDFKHV DQG SOD\HUV NQRZ WKDW UHFRUGLQJ FRXOG EH LQ SURJUHVV $UHDV WKDW GR QRW DOORZ ƓOPLQJ LQVLGH WKH FOXEKRXVH ZLOO EH EORFNHG 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.

PAGE 18

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.