1

Agenda

• Background & Current Role

• Marlins Marketing

– Marketing strategy

– Ad agency & media planning

– Samples of marketing media from 2013

• Q&A

2

3

Background & Current Role

Boris Menier

Developing A Marketing Strategy

• Goal & Unique Selling Proposition

• Target Market

• Benefits of product/service

• Product/service positioning

– Tagline: communicates a brand’s promise and/or call to action. Differentiate your business & make it distinctive.

– Creative look & design

• Marketing methods, budget & media planning

– TV, radio, print, OOH, digital

4

5

MARLINS FAN-SUMERS

Scarborough Research

Study: Miami, FL 2012 Release 2 Current (Feb 2012 – Jul 2012)

Target: Marlins Fans (W/A/L)

GENDER

INCOME

MARITAL STATUSAGE

RACE

65+: 19.4% 18-24: 10.3%

25-34: 12.2%

35-44: 20.2%

45-54: 22%

55-64: 15.9%

Women: 38.6%

Men: 61.4%

Single: 28.9%Widowed: 5.8%

Legally

Separated: 2.8%

Divorced:

8.4%

Married: 54.1%

White – Hispanic:

53.5%

Black/African

American – Hispanic:

4.5%

White – Non-Hispanic:

26.9%

Black/African American

Non-Hispanic: 12.8%

Asian – Non-Hispanic:

1.2%

Other – Non-Hispanic:

1.1%$35k or less:

27.4%

$35k - $49,999:

18.3%

$50k - $74,999:

19.4%

$75k - $99,999:

14.7%

$100k - $249,999:

15.7%

$250,000+:

4.5%

Ad Agency

• Develop creative concepts for marketing strategy for general market & Hispanic market

• Aid in media planning (within budget)

• Spearhead the media buying process

• Copywriting & VO (TV & radio scripts)

• Develop creative for TV commercials, print, radio, OOH, digital

• Plan production and direction for commercial shoots

• Tag sponsors accordingly in media

• Traffic approved media to media partners

6

2013 Marlins Marketing

• Tagline – Marlins Baseball. Dive In!

– Beisbol con tus Marlins. Lanzate!

• Promote young talent, ballpark experience and promotional offers– Jose Fernandez, Christian Yelich, Adeiny Hechvarria

– New ballpark with retractable roof

– Ticket specials, giveaways, theme nights, fireworks and concerts

7

Promotions

• Theme Nights: Heritage Nights, Group Nights, Star Wars Night, Bark at the Park

• Weekly Promotions– Monday: South Florida Heroes & All You Can Eat– Tuesday: The Miami Herald Half Price Tuesday– Wednesday: Kids Eat Free– Thursday: Seniors Thursdays– Friday: Fireworks Friday, Sir Pizza 4-Pack– Saturday: Saturday Spectacular Concerts/Shows– Sunday: Family Sunday, 4 for $54, Diamond Dash,

Giveaway

8

TV & Radio: Marlins Jingle

9

TV & Radio: Fireworks Friday

10

TV & Radio: Saturday Spectacular

11

TV & Radio: Saturday Spectacular SPA

12

TV & Radio: Family Sunday

13

TV & Radio: Jose Fernandez

14

TV & Radio: Christian Yelich

15

TV & Radio: Adeiny Hechavarria

16

Print Ads

17

OOH

18

Digital

19

#JOSE4ROY

20

#JOSEisROY

21

Marlins Harlem Shake

Marlins Harlem Shake

22

Postseason Recap & Future Planning

• Review marketing campaigns & promotions

• Identify the campaigns and promotions that were successful and the ones that did not produce positive ROI

• Analyze budget utilization and forecast budget needs for following fiscal year

• Share best practices around league, across professional sports and other industries

23

Q & A

24

25

Boris Menier

Marketing & Promotions

305.480.1464

bmenier@marlins.com