DESIGNER

Ronan Fong

PROFILE/DESCRIPTION

The company is the Major League Baseball association. I am advertising the league's international stars, as there are many baseball fans worldwide. Currently, the MLB is seeing a 25 year low in regular season attendance. However, the World Baseball Classic so record-breaking numbers for attendance and viewership. Many of the teams had MLB players and were played in major league stadiums. This indicates that the game of baseball has a large fanbase, but the MLB is poor at advertising their players and making the games more enjoyable. The league has implemented rule changes to make the game faster-paced and more entertaining, but the next step is to market to international audiences and put the MLB stars on advertisement to intrigue the casual viewer. The target audience for this campaign is Japanese baseball fans, American baseball fans, and Dominican baseball players. All three of these countries churn out elite baseball prospects and the game of baseball is among the most watched sports in their country. This means the opportunity for growth in other places of the world besides the United States may have a profound impact on the fanbase in the United States. The specific US market would be Austin, TX. Austin has a young median age with middle class families. These people can afford to send young children to watch baseball games and pay for baseball programs for their kids. An older audience would not be suitable as they are less likely to become invested in a new sport, and do not have influence on a younger generation.

Brand advantages: Revitalized sport, young players, international market, evolving league, historic sport, American pastime. 

Brand attributes: Expanding worldwide, team-oriented sport, inclusive, diverse, evolving.

Brand experience: Fun time with family at games, good food, expensive stadiums, large crowds, old traditions, patriotism. 

GOALS

I want to see international audiences to tune into the MLB. This includes people from other countries living in the United States. People need to connect with players from their home country and begin to become interested in the MLB.