Durham Bulls Summer Baseball Camp (Ages 15 - 18)Company president Jim Goodmon initially proposed...

Durham Bulls Summer Baseball Camp (Ages 15 - 18)

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Running Head: Durham Bulls Summer Baseball Camp (Ages 15 - 18)


Justin Jordan

Seth Reavis

Tyler Russell

North Carolina State University


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Executive Summary

The Durham Bulls are the Minor League (Triple-A) affiliate of the Major League Baseball team, the Tampa Bay Rays. The Durham Bulls play their home games in the Downtown area of Durham, North Carolina at the Durham Bulls Athletic Park, which is often referred to as “D-BAP” or “DBAP”. The Durham Bulls have established their place as a minor league powerhouse having won 13 League titles with the most recent championship coming last year. As a result, the Bulls have become a well-known baseball franchise not only locally, but throughout the region and this has helped bring in a variety of resources and players to the Durham area. The Durham Bulls offer many promotions and opportunities for the public to be involved with the baseball team ranging from birthday parties to baseball camps. The summer baseball camps that are offered are the most popular among these promotions, however they have only been offered for children ages 7-14. For the first time ever, the Durham Bulls will be offering a much more exclusive summer camp for baseball players ages 15-18. The two main goals of the summer baseball camp is to have the most professional and rewarding camp that can be offered to high school aged players and to provide the campers with a high level of exposure to college coaches and other scouts. In order to make this camp a success, a variety of marketing tactics will be implemented to help attain the goals of the summer camp. In order to attain these goals, we must come up with strategies for doing so. The first strategy is to distinguish The Durham Bulls program from other local programs in the Carolinas. One of the tactics that will be used for this to happen is The Durham Bulls inviting coaches from ACC and SEC Schools to attend the camp to instruct, scout, and interact with the players in the camp. The Bulls will also be hosting a mini-tournament of four teams from the Coastal Plain League and the Minor League All Star game for the campers to enjoy watching during their time in the camp. Both of these events will allow the campers to watch professional baseball players compete at a high level and will allow them to interact with professional coaches and players. In addition to receiving guidance from the respective coaches and players, the campers will be offered the opportunity to attend the Minor League All-Star Baseball Game at the end of the camp which is being hosted at DBAP. This will give the campers additional exposure to high level competition and they will receive top quality advice from professional baseball players. The final tactic that will be implemented in this marketing plan is the pro day showcase that will be held on the last day of the camp after all camp festivities and it will be invite-only. The coaches associated with the camp will select players from the camp that they believe have potential to play collegiate, or even pro, ball and these players will be invited to further show off their skills in front of college coaches and scouts. This is the most differentiating strategy that separates this camp from all others in the region as no other camp offers a pro-day showcase. The remaining tactics will be used to gain publicity for the summer camp itself. Flyers will be distributed to local athletic stores in the Triangle area as well as the summer camp being highlighted on the homepage of the official Durham Bulls website. A twitter account will also be established for all Durham Bulls events to help publicize for this event as well as others, and the Bulls will also contact ESPN’s radio station 99.9 “The Fan” to create a summer contract to air commercials for the summer camp. These are the tactics that will be used to help attain the goals of the camp and with proper implementation of these tactics; this market plan is assured to be successful.


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Table of Contents

INTRODUCTION...................................................................................................................................................... 4 Introduction 4 Background 4 - 5

SITUATIONAL ANALYSIS....................................................................................................................................... 6

Internal Analysis 6 External Environmental Analysis 6 - 7 Product Portfolio and Positioning 7 - 8

COMPETITIVE ANALYSIS ..................................................................................................................................... 9 Competitors 9 - 10

CUSTOMER ANALYSIS ….................................................................................................................................... 11

Section One 11 Section Two 11 - 12

MARKETING GOALS ........................................................................................................................................... 13 MARKETING STRATEGIES AND TACTICS ................................................................................................... 14-19

IMPLEMENTATION AND CONTROL ................................................................................................................... 20

Camp Daily Schedule 20 (Appendix V Timeline) Budget 21-22 Evaluation 22

APPENDIX ....................................................................................................................................................... 23-29 REFERENCES ...................................................................................................................................................... 30


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Introduction

The Durham Bulls have enjoyed a long history of success in Durham, North Carolina, and have become internationally known thanks to the 1988 Kevin Costner film, “Bull Durham” which was based on the film director’s experience playing minor league baseball for the Durham Bulls. The film's name is based on the nickname for Durham, North Carolina, which has been called "Bull Durham" since the 1800s, when the Blackwell Tobacco Company named its product "Bull" Durham tobacco, which soon became a well-known trademark. This film, as well as past accomplishments of the organization, helped the Durham Bulls to become the most recognized name in minor league baseball. The mission of the Durham Bulls is, “To present baseball, The Great American Pastime, as affordable family entertainment with a commitment to customer and community service, ethical business practices and the professional growth of our employees.” The Bulls have played a key role in the development of the Triangle community since 1902. The team plays a 144-game schedule as a member of the International League and the Triple-A Affiliate of the Tampa Bay Rays. Capitol Broadcasting Company purchased the team in 1990 and built what is currently called Durham Bulls Ballpark, in 1995. For well over a century the Bulls organization has offered affordable family entertainment to fans in the Triangle area and beyond with a strong brand of baseball, great food, children’s’ areas, mascots and special events throughout the summers. The Bulls have set several records for attendance and are widely known for being an affordable family-friendly venue. Mascot Wool E. Bull not only entertains the crowd but works hard to support education, along with the Bulls’ many other community projects. These community projects have contributed in a significant way to the development of the community in the Triangle, which consists of the cities of Durham, Raleigh, and Chapel Hill. The team won its first championship close to 100 years ago when they were a member of the North Carolina State League in 1917 and has won 12 more championships since then. These titles include four League Championships including back-to-back titles in 2002 and 2003 winning it again in 2009 and most recently in 2013. The Bulls also won a National Title in 2009 becoming the Triple-A National Champions for the first time since the team made the jump to Triple-A in 1998. In 2013 the Bulls also won an award as PETA’s Most Vegetarian-Friendly Minor League Ballpark as well as setting the state record for attendance at a baseball game when 11,391 people were in attendance for the UNC vs. NC State ACC tournament game. Many past and present star baseball players have donned the Bulls jersey, including Hall of Famer Joe Morgan, Bob Boone, Greg Luzinski, Ron Gant, David Justice, Chipper Jones, Andruw Jones, Carl Crawford, Evan Longoria, David Price, Chris Archer and Wil Myers. The Durham Bulls Ballpark was recently named the second best Triple-A ballpark in the nation by Stadium Journey Magazine, which makes it easy to see why so many people enjoy coming to the ballpark whether it be for a Bulls game or another event. Background The Durham Bulls were founded on March 18, 1902 and the original name of the franchise was the Durham Tobacconists. The Tobacconists disbanded multiple times over the next few years before establishing the “Bulls” as the name of the franchise in December of 1912 as a member of the North Carolina State League. Their first game as the Bulls was on April 24, 1913 against the Raleigh Capitals in which the bulls were victorious by a score of 7-4. The game was played at Hanes Field on the campus of Trinity College, which is now the East Campus of Duke University. On May 30, 1917, however, the North Carolina State League folded due to America's joining of the Allied Powers during World War I. The Bulls were declared league champions, even though the season was shortened to


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only 36 games. On October 31, 1919, the Bulls joined the Piedmont League, a minor league with clubs scattered around the states of Virginia and North Carolina. Seven years later the team moved from Hanes Field to El Toro Park. The park was dedicated on July 26 by the Commissioner of Baseball Kenesaw Mountain Landis, who put on a show by riding a real bull, the team mascot, onto the playing field. Six years later, in 1932, the team became affiliated with the National League's Philadelphia Phillies, the first of ten teams that the Bulls have been affiliated with. The next year, the city of Durham purchased El Toro Park, renaming it the Durham Athletic Park after the 1933 season. For the next two years, the Bulls were unable to operate, as many others were, due to the Great Depression. Meanwhile, teams from Wilmington, North Carolina who was known as the Wilmington Pirates, who also played in the Piedmont League and was a Cincinnati Reds affiliate, relocated to Durham and were supposed to replace the Bulls. However, the Bulls franchise was re-activated by having the operations of the Wilmington ball club being integrated into the Bulls. This is the year that Bulls then became affiliated with the Cincinnati Reds. Other Major League clubs that the Bulls have been affiliated with include the Philadelphia Phillies, Cincinnati Reds, New York Mets, Atlanta Braves, Houston Astros, Detroit Tigers, Boston Red Sox, New York Yankees, Brooklyn Dodgers, and currently the Tampa Bay Rays.

In 1988, the owner of the team, Miles Wolf, began pushing for a new ballpark for the Bulls in order to attract Triple-A baseball, but plans for the stadium were pushed back until the new stadium opened in downtown Durham in 1995. Wolff never saw the completion of the new stadium as an owner, as the Durham Bulls was sold in 1991 to Raleigh-based Capitol Broadcasting Company. Capitol Broadcasting Company president Jim Goodmon initially proposed building the new stadium near Raleigh-Durham International Airport, but after city leaders in Durham offered to renovate the old ballpark or help build a new stadium, the current downtown Durham site was secured and it has become one of the most popular venues in all of baseball.


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Situational Analysis

Internal Analysis (Strengths and Weaknesses) Strengths The primary strength of this baseball camp is that it is being run by college coaches and professional baseball players. This is a tactic that not many other baseball camps can offer, and is the only baseball camp in the triangle that offers campers such a high level of exposure and top quality training. The Durham Bulls have held summer camps for years, but only for kids ages 7-14. But this camp is for high school athletes ages 15-18 who may be looking to play at the next level, or who may just want to try to reach their full potential. The training provided in this camp can be just as beneficial to incoming freshmen as it can to a senior going to college. Players will learn the fundamentals of the game as well as learning how to hone their skills and get better. Another strength of the summer camp is that it helps to bring a positive image to the Bulls organization. Anytime a sports team hosts events and is involved in the community, people tend to respect those players and coaches more and are more likely to have a good perception of that team that these players and coaches are on. The Durham Bulls are a family-friendly organization and this type of environment makes it more enjoyable for all who are involved in an event hosted by the Durham Bulls. Not only do people enjoy events that the Bulls are a part of, but this raises the fan base for the organization, which is both a strength and an opportunity. Although baseball is considered America’s pastime, there are still individuals who do not watch baseball, or don’t even like baseball, so these type of events help raise awareness which can in turn create a lifelong fan. During summertime, parents may worry about their children while they are at work. Especially with high school teenagers who may have their own car to travel around in. So there is no telling what type of trouble an adolescent can get into during a time of their life in which they can act young and reckless. Parents always want their kids to spend their free time during the summer in a constructive manner, and organized sports provide that opportunity. This is why sports are important and this is why this summer camp is important. With the friendly environment provided by the Durham Bulls, campers are sure to make new friends as they interact with their peers and their elders. Not only can this camp help develop the camper into a better player, but it can help develop them into a better person as they learn how to compete with and against a diverse group of people. The last strength of this camp, which is the simplest and most common of them all, is that it brings in revenue for the Bulls. Although the organization is already more than capable of being financially stable, there is no such thing as having too much money. More money can bring in more talent, help renovate a stadium, or build a new training facility. This is just a short list of things that money can help with in an organization such as the Durham Bulls. Although the primary concern of this camp is not to get money, the fact of the matter is the organization will profit from the camp, and making money is always a good thing. Weaknesses The most noticeable weakness, obviously, is that the camp does not support female participation. With it being a baseball camp, it is exclusively for male participants. Although girls can play baseball on a recreational level, girls are not allowed to participate since this is an organized sport on the high school


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level. If parents have daughters who enjoy playing baseball, they may want to look elsewhere as far as summer camps for baseball, unless the Durham Bulls choose to adopt a softball camp in the future or another baseball camp that allows for female participation. Another weakness is that the Bulls do not have an indoor facility. Although they may have one of the best facilities in the nation, they do not have an indoor facility for players to practice in or for a camp to be held in. This can only create a problem if the weather does not permit for players to be on the field rather it is raining or just too hot to play. Not only is there not an indoor facility, but there are also no dorm rooms or living space for campers to stay in while in the camp. This is why hotel rooms will be provided, but campers will be responsible for waking up on time and getting from the hotel to the ballpark by themselves in a punctual manner.

External Analysis (Opportunities and Threats) Opportunities The greatest opportunity provided by this camp is the chance of elite athletes being “discovered.” Baseball teams are always looking for the next star player, and camps such as this one make that possible. Not only will the college coaches get to see what the talent level is, but they will also get to see what the potential of players are. This can provide an opportunity for players to gain that exposure they need to try to reach the next level rather it be to play college ball, or if a player is good enough, going straight to the majors. The ACC and SEC coaches that will be helping with the camp are not only going to be teaching the campers, but they will be evaluating them as well. The Pro Day Showcase provides these coaches with the opportunity to watch the players they have selected to compete on a higher level than that of the normal camp. If these players impress these coaches enough, then that can lead to possible scholarship offers from these schools. Not only does the camp provide the best exposure, but it can possibly help to raise the fan base and bring in more young fans that will watch and cheer for the Durham Bulls for the rest of their lives. Although the Durham Bulls already have one of the greatest fan bases in the nation, the organization is constantly trying to reach out to the community and find ways to gain more fans. Threats The greatest threat to the summer camp is Mother Nature. The weather is not always predictable and can throw a curveball (pun intended) into the plans of the camp. Summers can get hot, and if it gets too hot, players are not permitted to be on the field due to health concerns. A little rain never hurt anybody, so if there is a light drizzle there should not be any concerns of rescheduling, but if it is raining too badly, or if there is thunder and lightning in the area, then the camp will have to alter its schedule. Another possible threat to the summer camp is the actual game schedule of the Durham Bulls. The Bulls may have a home game during the camp, in which case the time of drills and other camp activities may have to be changed. If the Bulls have an away game during the camp, then the Bulls players will not be able to help with the camp on that day, which may not be a big problem due to the high amount of professionals that are heading the camp. Examine product portfolio and positioning The Durham Bulls have the most successful baseball organization in the triangle area and one of the most competitive teams in all of baseball. The Durham Bulls provide the most family-friendly environment around as well as having one of the most exclusive baseball facilities in the state of North Carolina. While receiving guidance from some of the most gifted players and coaches in the game of


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baseball, campers will also receive the necessary exposure to help them get the publicity they need to help them reach the next level rather it be playing college ball or playing elsewhere. By utilizing all of the necessary tactics to make this camp successful, the campers are ensured to hone their skills, develop their talents, and make friends and have an enjoyable experience all at the same time.


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Competitive Analysis

Across the state of North Carolina, there are many other baseball showcases that take place during the summer. The main difference between these showcases and the Bull’s showcase is that they are general put on by collegiate baseball programs. These collegiate competitors include Duke University, Wake Forest University, Davidson University, University of North Carolina - Wilmington, and University of North Carolina - Charlotte. There are also so competitors from outside the state of North Carolina that is not too far of a stretch for someone who may want to travel out of the area. These include the University of Virginia, and William and Mary University. Duke University offers a quality baseball camp that is similar to the Durham’s showcase in many ways. The cost of the camp is $690, and is limited to 86 players that are in grades 9-12 in high school. Duke offers a four day camp that allows young players to live the life of a Division I college athlete. Players will stay in the dorms on campus, eat in the university dining halls, as well as have full access to the Blue Devil’s baseball facility during their stay. The players who attend go through team practices, drills, and workouts on a daily basis. Instruction will be given by the Duke Coaches, as well as other coaches from the area. Players will also receive a game jersey and a game hat. Being that this takes place at an academic facility, players also receive academic enhancement lectures. All meals are also included, and players are guaranteed four baseball games on Jack Coombs Field. Wake Forest University offers a two day prospect camp that is available to students in grade 9-12 as well. Their cost is $295 to attend. Unlike Durham, they do not offer housing and meals to their players in attendance. They do, however, have coaches and instructors coming in from a wide variety of universities. Wake Forest has coaches from 10 different universities on the east coast. Some of these schools include Harvard, Navy, and Richmond. They also will have some professional scouts in attendance for the camp. The camp itself consists of offensive and defensive instruction. Players will also compete in actual games so that they may showcase their skills. Davidson University offers an experience that is similar to that of Wake Forest. They offer a two day camp for $195. They too do not offer housing and meals to their players as part of the camp price, but they will have food available for purchase. Davidson does only allow 50 players to come. By only allowing those few players, their coaches and instructors are able to work with the players in a better one-on-one setting. They too have instructors come in from outside of the university, but they are only coaches and instructors who are from the area and are not associated with the university. Davidson works with players on their infield and outfield skills, pitch and catching skills, as well as their hitting. They will also have live games that allow players to apply all of what they have learned while at camp. The University of North Carolina – Wilmington (UNCW) offers two different showcase camps during the summer. The first is only for players in grades 9-12. The second camp is offered to grade 9-12 as well as junior college players. Each camp lasts two days and costs $250. Just like some of the other universities, UNCW does not offer housing and meals to the players. This camp offers defensive, pitching, and hitting instruction from coaches who are from different colleges in the area. Players are also introduced to pro style workouts and allowed to play in a few scrimmage games. The final competitor in the state of North Carolina is the University of North Carolina - Charlotte (Charlotte) offers a two day summer showcase to players in grades 9-12 as well. It cost $240 for a player to attend. Housing and meals are also not provided at this camp. Players are to receive instruction from the Charlotte coaching staff, as well as other area college coaches and pro scouts. Just like the other camps, coaches will focus on hitting and defense. Pitchers will also have the opportunity


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to throw to hitter. Although live games are very popular among these summer showcases, Charlotte does not offer live game action. Players will have to compete in a modified scrimmage, which does not allow for a true baseball game to take place. The biggest out of state competitor for the Durham Bulls is the University of Virginia (UVA). The Cavaliers have gained a lot of popularity and exposure in 2014 as they have been nationally ranked as the number one team in the country for most of the college baseball season. UVA offers three different summer camps for players in grade 9-12. One of these camp sessions stands well above the other two. The first camp they offer costs $899. This camp is all inclusive, similar to what Durham offers. For three days, players will live on campus. They will stay in the dorms, will have all of their meals at the ballpark, and will receive official UVA baseball t-shirts, hats, and game jerseys. This camp is also limited to only 35 players. Therefore, players who attend will receive the most hands on instruction and evaluation by the Cavaliers’ staff. They will put players through a pro style workout and work on their offensive, defensive, and base running skills. The other two camps they offer are also three day camps. This camp costs $399 for someone who will be commuting or $499 for someone who will be staying on campus. This is an interesting and popular choice that many other camps do not offer. Both options do, however, include meals for the players during their time at camp. Unlike the first camp, there is no limit as to how many people can attend. When it comes to the structure of the camp itself, it is basically the same as the first camp. Coaches will focus on all aspects of the game. A difference in these camps is the opportunity to play live games. Players will be able to play in four games where they will truly be allowed to showcase their skills. William and Mary University offers, what they call, an academic camp. This is a two day camp that costs $375 to attend. It is also for players in grades 9-12. It is not an overnight camp, but lunch is provided to the players. This camp also varies in a few ways in comparison to other competitors. One thing that is different is that William and Mary players are involved with running and instructing the camp. Being that these camps are during the summer, most collegiate players are not able to attend these camps. However, William and Mary require some of their players to come back and help out. They also allow players to get a tour of the campus as part of the camp structure. On the first day of camp, there is an allotted time slot for players to tour campus and have free time. As far as the structure of the camp, William and Mary players and coaches will work with camp players on offense and defense. Players will also have the opportunity to play in a live game. All of these competing organizations have numerous qualities in their programs that are similar to that of the Durham Bulls’ program. None of them, however, can offer the same overall experience that the Bulls can. The players who attend the Bulls’ showcase will have much more exposure, gain a higher quality of instruction, and have an experience with professional baseball players that no other organization can offer.


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Customer Analysis

Section 1 During their many years of existence, the Durham Bulls have become one of the most popular and most recognizable minor league teams in the league. They are the largest organization in the state of North Carolina, and rank in the top 20 nationally in average attendance. Not only is the Durham Bulls Athletic Park a popular place to spend a night out for fans in the Triangle, but also for people from all over the state. Fans of all ages and races come out on a nightly basis to watch and support the team. Demographics Players who will be allowed to attend the camp will be high school aged boys. This means that they are ages 15-18. Most of the individuals that are likely to attend will be white, and come from middle to upper class families. Due to the high cost of attending the camp, it may be hard for some players to afford. Although this may be an obstacle, the Bulls would also like to have African American and Hispanic players attend the camp as well. They also hope to have players from all socioeconomic classes attend. There is also a strong focus on players from the Carolinas and Virginia. The Bulls would like to expand their focus from the Triangle area and reach players from outside central North Carolina. Psychographics The Durham Bulls hope that individuals who attend this camp have a high level of motivation and willingness to improve upon the game of baseball. This camp will focus on showcasing potential star players and helping them to sharpen their skills in hopes that they will go on to play at the next level, whether that be collegiate or professional baseball. Players who attend are expected to be highly competitive individuals who value their ability and want to continue down the path of baseball. By having a wide variety of baseball minds in attendance to instruct the camp, players will receive some of the best instruction available in the country. It is expected that the players in attendance will treat this opportunity with gratitude, respect, and as a world class learning experience that can only help mold them into a great baseball player. Product Usage The camp that is being put on by the Durham Bulls is a first class experience that differs from similar camps. Players are paying to interact and learn from professional baseball coaches and players, as well as collegiate coaches and players. They will also be in the presence of professional baseball scouts. Not only are they paying for the learning experience at the camp, they are also paying for housing and meals while in Durham. Product Needs/Benefits There are some needs associated with the players that will attend this camp. Players participating in the camp should want to compete at a higher level of baseball one day. This will help them fit in and gel well with the other players and coaches. The Bulls are providing these players with the exposure and instruction that is necessary for them to take the next step and become a professional or collegiate baseball player. Participants will greatly benefit from learning the skills and training techniques that professional and collegiate players use on a daily basis. Section 2 The target market for this Durham Bulls Summer Baseball Camp is high school males ages 15-18. These athletes are white, African American, and Hispanic baseball players. Due to the price range for


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attending the camp, families in the middle to upper class are targeted. These are also players who are not only from the Triangle area, but from all over the Carolinas and Virginia. The players who attend are young athletes that are striving to improve their skills so that they may go on to play collegiate and/or professional baseball. These individuals have the focus and motivation that it takes to become an elite athlete. Not only are they prepared to devote an entire week to nothing but baseball, but they are willing to sacrifice numerous hours on and off the field to improve as a player. All of the other summer camps and showcases of this caliber in the state are run by collegiate athletics programs. The Bulls are the first professional baseball team to step up to the plate and offer a first class baseball experience for players of this age. Many professional teams, including the Bulls, offer camps to younger players. These participants usually range from ages 6-14. At this age, players are still developing the fundamentals of the game. By offering this opportunity to players ages 15-18, they are getting the exposure and instruction that they need in order to become an elite baseball player. By having professional baseball coaches and players on hand, as well as some of the best collegiate coaches and players in the country, players who attend the camp are setting themselves up for success.


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Marketing Goals

The main goal of the Durham Bulls Summer Baseball Camp is develop and expose the most talented high school baseball players that attend the camp. They will be exposed to professional coaches and scouts, as well as some of the premier collegiate coaches in the Atlantic Coast Conference (ACC) and the South East Conference (SEC). The Bulls organization would not only like to have the best summer camp and showcase in the state of North Carolina, but on the entire east coast. There is also hope that there are a high turnover percentage of players who attend the camp and go on to further their careers at the professional and/or collegiate level. We have proposed an extensive marketing plan that will allow us to meet our goals. These strategies will be implemented through a wide variety of tactics. These tactics will expose the camp to the target markets, which in turn will bring in the players we are looking for. After analyzing the SWOT analysis, specifically the threats, there is quite a bit of competition from collegiate baseball programs all over the Carolinas and Virginia. These marketing strategies and tactics will allow the Durham Bulls to stand tall above the rest of these organizations.


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Marketing Strategies and Tactics

The first marketing strategy the organization will focus on is distinguishing The Durham Bulls Summer Baseball Camp, ages 15 to 18 years old, from other professional ball club’s summer programs targeting the same market. By doing so, The Durham Bulls will be able to highly attract up and coming talent in the Carolina’s who wish to have the best professional atmosphere and training; this will help the organization achieve its goals as well as developing the local, young talent and best program. Goal: Create and develop the most professional and rewarding program in the Carolina’s Strategy: Distinguish The Durham Bulls program from other local programs in the Carolina’s Tactic: Develop most renowned program in the Carolina’s During The Durham Bulls Summer Baseball Camp, the participants will have opportunities to meet with and drill with collegiate coaches within the Atlantic Coast Conference (ACC) and South Eastern Conferences (SEC) as well as a few Minor League Baseball coaches. An examination of the Durham Bulls SWOT analysis revealed these opportunities that could be implemented into the program. The goal of the Durham Bulls organization is to connect with the up and coming talent to polish their skills and provide a professional atmosphere; however, it is also important for our organization to recognize each participants skill sets while giving them opportunities to network with collegiate level coaches as well as professional coaches that will help them achieve and further their career to the next level. In order for the organization to achieve this set of goals, the Durham Bulls recognized that the organization’s summer camp must provide the participants with as many opportunities as possible while still staying affordable for the average citizen of the Carolina’s. This tactic helps the organization achieve its goal of distinguishing its summer camp as the superior program of the Carolina’s and its Minor League Baseball affiliates. The implementation of this program’s coaches (ACC/SEC/MiLB) seminar, Coastal Plains League (CPL) tournament, Minor League Baseball (MiLB) All-Star Game, and professional/collegiate opportunities grants the Durham Bulls camp this prominence. The plan of this camp if to reach out to high school age athletes, ages 15 to 18 years old, as well as involve the community; however, the fan base could potentially grow as well as add another revenue stream for the organization through the summer camp’s success. In order for this program’s ideas and events to come together, the Durham Bulls organization must first invite all participating coaches, CPL teams and make sure that the events did not intertwine with the Durham Bulls professional ball club’s schedule, which has priority over the facilities; however, this should not be a problem being that this event is scheduled during the MiLB All-Star break, when the Durham Bulls will not be playing a game. Due to all of the exposure opportunities the organization is offering throughout this summer camp, the overall cost will be $500 for 5 days; the smaller, less exposing opportunity is a 3 day event at a value of only $150 (which is being implemented already). Goal: Create an opportunity for players to meet with and learn from ACC/SEC coaches Strategy: Distinguish Durham Bulls Program from competitors Tactic: Expose players to collegiate/professional events and coaching Implementation: Players attending the camp have access to a Coaching Seminar sponsored by the ACC and SEC (1st Day) and Drills with the attending coaches afterward, Invitations will be sent to ACC/SEC schools and their respective coaches to attend the seminar, a Letter will constructed and sent to the ACC and SEC about the event. (Measurable - How many coaches from the ACC/SEC attend the seminar and how many players take advantage of the opportunity) Refer to Appendix VII


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The organization’s SWOT analysis revealed that many Minor League Baseball teams had summer camps but not with the exposure that the Durham Bulls are offering. To take advantage of the opportunity, the Durham Bulls will construct a seminar with coaches from ACC and SEC schools and allow access to the participants of the summer camp to learn from and workout with these coaches. Our research revealed that there was an opportunity to do this that would make the Durham Bulls program much more unique than that of its competitors. No other competing summer baseball camp offers this opportunity or anything of the sorts. This tactic ensures that the program will be unique from its competitors as well as provide the best experience for its participants. After the seminar, the participants will have the opportunity to execute collegiate style drills with the coaches as well as have lunch with these coaches to ensure that the participant has an extremely rewarding experience. By inviting collegiate coaches from esteemed conferences to come to the Durham Bulls program and events, the organization’s brand image and reputation will be boosted and strengthened. Strategy: Differentiate from Competition and Exposure for participants Tactic: Hosting a Coastal Plains League (CPL) Mini Tournament (4 Teams) Implementation: Invitations will be sent to 4 different CPL teams (Measurable - How many participants from camp commit to ACC/SEC schools) Another tactic the organization will implement is the hosting of a miniature tournament involving 4 Coastal Plains League teams which will last 2 days... These teams consist of Division 1 Athletes many of which hail from ACC and SEC schools. This 2 day event will be another unique addition to the program, allowing the program to gain another step above the competition. During the organization’s SWOT analysis research it was discovered that similar camps in the Carolina’s did not host any kind of tournament and summer skills camp at the same time. With the Durham Bulls program, this will be able to happen. By holding this event, the participants will have another form of experience that they would not be able to find anywhere else. No other competitor offers this opportunity to work alongside collegiate athletes from multiple Division 1 athletes and coaches. As for the second marketing strategy, participants will be able to: watch these athletes compete, watch how the collegiate athletes demonstrate themselves and their work ethic as well as complete drills alongside these collegiate athletes. This 2 day event will allow the camp participants to learn from current collegiate athletes as well as trial their work ethics and drills. From the event, the participant will gain networking opportunities with current collegiate athletes and coaches as well as having the opportunity to witness how collegiate athletes compete against one another. Associating the Durham Bulls with the Coastal Plains League will also potentially bring in another fan base to the organization as well as another opportunity for CPL to gain exposure. To implement this event, the organization will need to send out invitations to 4 CPL teams in the Carolina’s that have the opportunity to do so in their schedule. The measurement of success for this strategy will be to collect information about how many participants from the Durham Bulls summer camp commit to ACC or SEC schools. Refer to Appendix VII Strategy: Exposure to professional athletes Goal: Exposure of participants to high level competition and top quality advice Tactic: Host the 2014 Minor League Baseball All-Star Game Another marketing strategy that the Durham Bulls will implement during their summer camp program is hosting the 2014 Minor League Baseball All-Star Game. On the last day of the regular summer camp, camp participants will have the opportunity to work out with and converse with The Durham Bulls


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coaches and professional athletes. During the day, the participants will work out with the professional athletes of the Durham Bulls and afterward the camp participants will have the opportunity to have lunch and discuss baseball with the professional athletes and coaches. These opportunities will gain valuable experiences for the camp participants. From these events, the participant will be able to network with professional athletes in baseball as well as show professional coaches their skill sets. This exposure event will aid each participant as each participant will practice and show professional coaches how well they play baseball. After the exposure experience with the professional athletes and coaches of the Durham Bulls, the participant will then have the opportunity to watch the Minor League Baseball All-Star game as well as an opportunity to partake in conversation with the professional athletes to gain insightful advice for their young careers. Refer to Appendix VI Goal: Exposure and Advice from top quality professional and collegiate coaches/scouts Strategy: Exposure to professional and collegiate scouts/coaches Tactic: Pro Day Showcase Implementation: Invitational letters will be handed out to all participants hand selected by the corresponding coaches associated with the event, based on their belief in a participant's potential to play at the next level, to attend the special event (These participants will be selected after the regular camp’s completion based on the participants skill set and performance over the camp duration) (Measurement - how many players commit to ACC/SEC schools or professional ball clubs) Another marketing strategy that the Durham Bulls will implement in their program is the addition of a private invitational after the regular camp’s ending. On the last day of the regular camp, coaches associated with the program will select participants from the camp they believe have the potential to play at the next level; then, these participants will receive an invitation to a private session the next day. This day will be a showcase opportunity for the selected participants to show off their skills even more for the ACC/SEC coaches as well as the minor league baseball coaches and scouts invited to attend. This event will further expose the participants in the event by allowing participants to perform drills created by the scouts and coaches associated with the program and Durham Bulls. This exclusive event that no other competitor in the Carolina’s offers; this event will be one of the biggest strengths of the Durham Bulls program. This event is the most exclusive of all of the strategies that no other organization within the Carolina’s can offer. The players who are looking to further their career and play at the next level will have the opportunity to work out in front of collegiate coaches and professional scouts. This tactic helps implement both the organization’s marketing strategy as well as exposure for the program’s premier participants; the pro day will expose participants to the best experiences, competition and collegiate level coaches on the east coast and the Carolina’s. Goal: Exposure for the summer camp Strategy: Exposure for the Durham Bulls Tactic: Disburse flyers Implementation: Flyers will be sent out physically to local stores and restaurants around “The Triangle” (Durham, Raleigh, Chapel Hill), Electronic flyers will be sent to all Durham Bulls season ticket holders and club members (Measurable - amount of participants who bring in a copy of a flyer or the amount of participants who answer “flyer” under the question “how did you hear about this event?” on the application.)


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Another marketing strategy that will implement is exposure for the Durham Bulls organization, as well as the summer camp, through the disbursement of physical and electronic flyers. This tactic will be implemented weeks/months before the summer camp is scheduled to take place; this will allow the public to have enough time to schedule the camp as well as prepare financially for the event. Physical flyers will place outside of local stores and restaurants around “The Triangle” (Durham, Raleigh, and Chapel Hill). Similar, electronic flyers will be sent to the Durham Bulls season ticket holders and club members associated with the organization. This tactic will gain exposure for the Durham Bulls organization as well as raise interest for the organization’s new summer program. The main purpose is to gain exposure of the Durham Bulls and their summer program. To measure the success of this tactic, the organization will ask each participant to answer the question, “how did you hear about this event?” on the application. Another measurement is counting how many applicants bring in a copy of the flyer with them to the site. See Appendix I for the Flyer Goal: Exposure for the summer camp Strategy: Exposure for the Durham Bulls Tactic: Establishment of a Twitter Account designed for Durham Bulls Summer Events Implementation: A staff member/intern will be hired to over watch and post notices about the event each day (Measurable - amount of participants who answer “Twitter” under the question “how did you hear about this event?” on the application.) Another tactic will involve the establishment of a Twitter account specifically created to raise awareness for Durham Bulls Summer Events. A staff member, preferably a non-paid intern, will be tasked with posting and informing the public about the organization’s upcoming events with a more posts focused on the organizations Summer Baseball Camp for ages 15 to 18. The already created Durham Bulls twitter account will also sponsor the event as well as this newly created Twitter account that can be used all season long for other purposes as well. This newly created Twitter account will not only raise awareness and interest for the summer camp but it will also spark awareness for other Durham Bulls events. The main purpose of this account is to gain exposure for the event and the organization by announcing its event(s) to its fan base with the hope that the account will gain another stream of fans. Also, there is a hope that the current fan base will branch out, raising even more awareness. For example, a 16 year old who follows the Durham Bulls official Twitter page and is a fan sees the newly created account. He then proceeds to follow the new account for which he finds out about the summer camp for his age group. He then “passes the message” along to his friends that are of similar age, creating a greater awareness “ring”. To measure the success of this tactic, each applicant will be asked to answer the question “how did you hear about this event?” by selecting “Twitter”. This can then be used for measurement purposes. Refer to Appendix VIII Goal: Exposure for the summer camp Strategy: Exposure for the Durham Bulls Tactic: Highlight the event on the Durham Bulls website and each Durham Bulls home game Implementation: The website engineers will be tasked with creating a highlight section where the event can be easily noticed as well as created an online application for the event; the announcer(s) will announce the upcoming events with an emphasis on highlighting the summer camp. (Measurable - amount of participants who answer “website” or “while at a Durham Bulls game” under the question “how did you hear about this event?” on the application.)


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Another tactic that will be implemented to further enhance exposure for the summer camp as well as the organization is the use of the already established Durham Bulls Official Website and Announcements at every Durham Bulls home baseball game. The engineers over the Durham Bulls, who are already under salary with the organization, will create a “highlight” section for the summer camp event. This section will explain the event to the public as well as the overall goals, sub-events and experiences that will be gained throughout the camp. Also, there will be a place where anyone interested can submit an application. The other tactic used is to announce the summer camp, along with its details, at each Durham Bulls home baseball game. Since the fan base is already at the site where the summer camp will take place and the fan base is so broad at these games, this will be a great chance to raise exposure for the event. The announcer, who is already under the Durham Bulls salary, will be tasked with announcing specifics about the event while being enthusiastic during his/her iteration. The announcer will be asked to inform the crowd the summer camp’s dates, details, events and experiences that take place during the camp, and where anyone interested can go to submit an application for the camp. To measure the success of these 2 tactics, each applicant will be asked to answer the question “how did you hear about this event?” on the application by answering “Durham Bulls Website/Home Baseball Game”. This will then allow measurement of the tactic to see just how successful they are and if anything needs to be cut. Announcer/Website Highlight Ex. “Hello Bulls Fans! Are you between the ages 15 to 18 years old? Do you want to play at the next level of your baseball career? Then sign up for the Durham Bulls Summer Baseball Camp! This 5 day camp will include many opportunities for its participants to meet college coaches and players from the Atlantic Coast Conference (ACC) and Southeastern Conference (SEC) as well as members from the Durham Bulls! After meeting these baseball experts, the participants will train with these individuals! Also, each participant will gain admittance to the 2014 MiLB All-Star Game and a Coastal Plains League Tournament with the opportunities to interact with these athletes afterwards! So sign up today at “www.milb.com” search “Durham Bulls”, to experience all of these events and more! Go Bulls!” Goal: Exposure for the summer camp Strategy: Exposure for the Durham Bulls Tactic: Radio Commercials on 99.9 “The Fan” Implementation: The Durham Bulls will contact ESPN’s radio station, 99.9 The Fan, to create a summer contract that will air Durham Bulls 30 second commercial within the Triangle 3 times each day for 20 days from the end of May to the beginning of June. (Measurable - amount of participants who answer “radio” under the question “how did you hear about this event?” on the application.) Lastly, the organization will implement a tactic to gain exposure for the Durham Bulls and its summer camp by employing the local radio station to air commercials about the organization and its event. The sports radio station, 99.9 The Fan, will be employed to air the Durham Bulls’ 30 second commercial explaining the Durham Bulls summer camp and its opportunities. The Durham Bulls will be tasked with reaching out to the radio station ran by ESPN to create a summer contract exposing the event of the Durham Bulls. The Durham Bulls will be looking to create a contract where their commercial will be aired 3 times a day for approximately 20 days during the year (months May and June). This commercial will help gain exposure for the Durham Bulls as well as their summer camp program. It will have the potential to create a new fan base as well by alerting sport fans of the Durham Bulls Baseball Club and their summer event. By airing this commercial, the Durham Bulls are hoping to spread their word across the Carolinas and wherever ESPN’s 99.9 The Fan can be heard. As stated before, this also has the opportunity to create another fan base; whether it is teenage baseball players who are interested in the event or individual sport fans who happen to hear about the event and become curious about the organization. To measure the success of this tactic and its exposure role, each applicant will


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be asked the question “how did you hear about this event?” on the application for which the applicant will answer “Radio”. This will then allow the organization to research the success rate of the commercial and if it needs to be continued or be cut from the tactic list. Commercial Ex. “Hello Baseball Fans! Are you between the ages 15 to 18 years old? Do you want to play at the next level of your baseball career? Then sign up for the Durham Bulls Summer Baseball Camp! This 5 day camp will include many opportunities for its participants to meet college coaches and players from the Atlantic Coast Conference (ACC) and Southeastern Conference (SEC) as well as members from the Durham Bulls! After meeting these baseball experts, the participants will train with these individuals! Also, each participant will gain admittance to the 2014 MiLB All-Star Game and a Coastal Plains League Tournament with the opportunities to interact with these athletes afterwards! So sign up today at “www.milb.com” search “Durham Bulls”, to experience all of these events and more!” Refer to Appendix II for the Application Example


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Implementation and Control

Camp Daily Schedule (Tactic 1)

1st Day (Sign in and Coaches Seminar, Tactic 2) July 13th

2nd Day (CPL Semifinal Games, Tactic 3) July 14th

3rd Day (CPL Championship Game, Tactic 3) July 15th

4th Day (MiLB All-Star Game, Tactic 4) July 16th

5th Day (Pro Day Showcase, Tactic 5) July 17th

Sign In @ 10 - 11 a.m.

Breakfast @ 8 - 9 a.m.




Intro Meeting @ Noon followed by Lunch

Drills with CPL Players and Coaches @ 9:30 - 11 a.m. followed by Lunch

Drills with CPL Players and Coaches @ 9:30 - 11 a.m. followed by Lunch

Drills with Bulls Players and Coaches @ 9:30 - 11:30 a.m. followed by Lunch with Bulls

Pro Day Showcase @ 9:30 - 11:30 a.m. followed by Lunch with coaches

ACC/SEC Coaches Seminar with Drills Afterward @ 1 - 5 p.m.

CPL Tournament Begins (2 games) @ 1 - 7 p.m.

CPL Championship Game @ 1 - 4 p.m. followed by drills with CPL @ 4 - 6:30 p.m.

Final Meeting @ 1 - 2 p.m. , Coaches decide who to invite to Showcase @ 2 - 3 p.m.

Continue Showcase @ 1 - 4 p.m.

Dinner @ 7 p.m. Dinner with CPL @ 8 p.m.

Dinner with CPL @ 7:30 p.m.

All- Star Game @ 5 - 10 p.m. (Dinner at Park, meet and greet after)

Final Meeting and Last Remarks @ 4 - 5 p.m.

Curfew @ 10 p.m.

Curfew @ 10 p.m.

Curfew @ 10 p.m.

Coaches invite selected players to Private Pro Day Showcase on Friday

Refer to Appendix V for complete Timeline


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Budget Money is always a factor for any organization. Many things require a huge amount of budgeting while other can be completed within a matter of minutes and at hardly any cost. In preparing the organization’s goals, strategies, tactics, events and experiences, the necessary financial means have been estimated. The organizations summer camp will be based solely on the participants and their costs. It is expected that 75 to 100 participants will pay a fee of $500 for the entire week. This fee will allow the organization to invite the coaches and teams associated with the event. The financial costs are broken down into 6 categories: number of participants, food for the ACC/SEC and CPL coaches during the week, the cost of gaining the rights for the 4 CPL teams to play at the Durham Bulls park as well as time for drills with camp participants, room cost for the participants will be included, radio contract and similar mediums, the participants food and finally the apparel that will be given out at camp’s end (t-shirt and hat, refer to Appendix IV). The estimated budget for the entire camp is considered to be $37,500 to $50,000 (75 to 100 participants). Refer to Appendix IV for an example of apparel The overall cost for food is expected to be $10 per meal per person (includes participants and coaches). Participants will have a total of 11 meals with extra 2 meals for the selected participants invited to the private pro day showcase session making the total cost ranging from $110 to $130 per participant; total is $8,250 to $11,000. There will be 11 ACC/SEC coaches invited to the program from the following schools: NC State, UNC, Duke, Wake Forest, Clemson, Virginia, Virginia Tech, Tennessee, Vanderbilt, South Carolina, and Georgia University. These coaches travel plans will be provided for by their respective universities but the meals will be provided for by the Durham Bulls. The estimate is $440 total for the coaches, expecting that each coach will attend the 1st day’s seminar as well as the pro day showcase. Also, participant’s rooms will be included. Each participant will be boarded at the Marriott hotel in Durham with 4 participants total in each room (2 beds per room). The room estimates are $139 a night or $139 per person for the entire week (4 nights). With estimated 75 to 100 participants, this means that the organization will need to reserve 20 to 27 rooms for the camp. This could range from $11,120 to $15,012. Next is the apparel that is given to each participant for completing the camp. This will include a shirt and hat from the Durham Bulls creating an estimated cost of $20 per participant ($10 hat, $10 shirt) or $1,500 to $2,000 total. Next, outside sources used for exposure such as Radio commercials, Twitter management, Website management, Flyer creation and Home Game Announcements. Many of these will already be paid for by the Durham Bulls primary salary. These include: announcements during home baseball games, flyer creation (using stocked supply and staff) and website management. As for the others, Twitter is free to create but the Durham Bulls will need someone to manage the account; however, an intern can easily be used to do this, free of charge. The only medium that costs the organization money is the contract between the Durham Bulls and the ESPN radio station 99.9 The Fan. For 3 radio commercials a day, for 20 days (End of May, Early June), it is estimated that this contract will cost $25 per commercial, totaling at $1,500.


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Lastly, Coastal Plains League team’s rights will need to be bought out. The organization estimates each team’s cost to be close to $3,000; this creates a total of $12,000 for all 4 teams to play in the miniature tournament and work with the participants during drills/practice. This will leave the remaining budget to be used for a contingency fund, just in case anything goes wrong during the camp; what is not used will become the organizations profit. With all of the above expenses considered, this marketing plan can be successfully implemented with a minimum $37,500 budget. This budget is all based on the number of participants that pay to attend the camp, making this entire camp a profitable plan. The profit from this program is an estimated range of $2,690 to $8,048 (this is based on 75 to 100 participants). As the number of participants increases, so does the amount of profit. Not only does this program gain profit for the organization but the organization gains publicity and exposure for potentially new fan bases and players. See Appendix III for the Full Budget Evaluation These plans are all based on the number of participants and the advertising of the event. The plan is very practical and well researched. The best way to measure success of the program and evaluate the tactics used in its events creation is to gain feedback from the participants and coaches as well as commitment rates gained from the program’s exposure opportunities. The best way to evaluate the entire program is by researching the commitment rating within the Atlantic Coast Conference and the South Eastern Conference for participants each year. This will allow the organization to chart increases in commitment ratings as well as increases in participation numbers from year to year. If numbers in both of these categories are increasing each year then the organization will realize that the tactics and strategies used during this program were successful. Each event is meant to separate the Durham Bulls organization from its competitors. Simply put the Durham Bulls wish is to reach out to high school athletes and gain exposure for the young, up and coming talent as well as involve the local community. After each year, research will be completed, information and ratings will be gathered and the program will be re-evaluated to ensure that the program is always performing ahead of the Durham Bulls’ competitors.


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Appendix

Appendix I (Flyer)

This is the flyer that the Durham Bulls will send out electronically and physically to the public, season ticket holders and club members associated with the Durham Bulls.


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Appendix II (Application)

This is an example application that will be posted on the Durham Bulls Website. As you can see, they will be asked how they found out about the event; this will aid in the organization’s measurement of each tactic’s success.


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Appendix III (Budget)

Pictured here is the budget for the Durham Bulls Summer camp program. As you can see, everything that was discussed earlier in paragraph form is present within the above budget pictured. Appendix IV (Apparel)

Pictured here is the sample hat and sample shirt that will be given to the participants for attending the camp.


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Appendix V (Timeline)

Pictured above is the overall progression of the Durham Bulls Summer Camp establishment. Dates are posted for each event which ranges from the first emails sent out about the program to the last day of the event.


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Appendix VI (Triple-A All-Star Game in Durham)

Pictured above is the logo for the Triple-A All-Star Game in Durham, NC 2014. This will be an included event during the summer program allowing camp participants to watch the best Minor League Baseball players compete as well as a chance to meet many of these same professionals after the game.

Appendix VII (CPL/ACC/SEC)

Pictured here are the Coastal Plain League, ACC and SEC logos. As described, 4 teams from the CPL

will be invited to play in a mini tournament and work with the camp’s participants. This league is

compiled of Division 1 collegiate athletes, many hailing from ACC and SEC schools as well as coached

by the same affiliates. These coaches will also be invited to attend the coaches’ seminar and pro day.


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Appendix VIII (Twitter)

Pictured above is the Durham Bulls newly created Twitter account (created as an example). As you

can see, the account is devoted to Durham Bulls Special Events and exposing these events. Go to

https://twitter.com/DBullsSpecEvent (we followed your twitter account).

https://twitter.com/DBullsSpecEvent


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Appendix IX (Pro Day)

Pictured above is a flyer specifically for the invitational pro day on the 5th day of the summer camp.

Only the selected participants from the regular camp will be invited to this prod day. These participants

will be selected by the ACC/SEC/MiLB coaches that will attend the camp during its time period.

References


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http://www.milb.com/content/page.jsp?sid=t234&ymd=20110803&content_id=22698520&vkey=team3


http://www.milb.com/index.jsp?sid=t234

http://www.milb.com/schedule/index.jsp?sid=t234

http://www.milb.com/content/page.jsp?sid=t234&ymd=20110803&content_id=22698520&vkey=team3


http://www.milb.com/index.jsp?sid=t234

http://www.milb.com/schedule/index.jsp?sid=t234

Durham Bulls Summer Baseball Camp (Ages 15 - 18)Company president Jim Goodmon initially proposed...

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