PPB February 2016

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Category: Consumer Programs
Distributor: Shumsky
Type of client: Minor league baseball team
Target audience: Approximately 5,500 season ticket holders
Timing: The program took place during the 2014-2015 base-
ball season.
Program’s primary objective: To inspire loyalty among season
ticket holders and create a buzz for the upcoming minor league
baseball season.
Total program cost: Approximately $20,000
Strategy and execution: Brainstorming began in November
2014 to find a fun way to package season tickets. Previously
used concepts included a custom home-plate box, metal
tin/lunch box and a wooden cigar box all designed and printed
with the team’s branding. It was decided to design an imitation
of a Wheaties cereal box using the team mascot, Heater, on
the front of the box and to call the product “Heaties.” The box
contained a sample of the Limited Edition cereal, season tick-
ets and owner’s manual, a magnet and pocket schedule, and a
“free prize” (custom promotional keychain). The full imprint on
the box was jam-packed with information such as the opening
date, team social media icons, serving sizes (of fun!), alumni
players, QR codes, “best if used by date” (the date of the last
home game in the 2015 season), and six puzzles and quizzes.
All the giveaway promotional materials were delivered by
March for final distribution to the season ticket holders.
Results: The program helped drive a 92-percent retention rate for
season ticket holders. The impression this promotion made set the
tone for opening day and increased overall game attendance, too.
INNOVATE 28 • PPB • FEBRUARY 2016
| Gold Winners
You Won!
Now Let The World Know
CAROL GAUGER, MAS, PPAI DIRECTOR OF
member engagement and regional relations, shares 13
ways winners can maximize their achievement. For
assistance with the materials cited here, contact her at
.
1. Send the PPAI-provided news release to local news-
papers as well as any professional groups you belong
to—remember your regional association.
2. Add the win to your LinkedIn or Facebook profile.
3. Update your company website.
4. Update your email signature with the provided logo.
5. Use the logo on other collateral, i.e. business card,
catalogs or other online or printed company
materials.
6. Celebrate the win! Have a party in your office, or in
your client’s office if it’s a PPAI Pyramid Award.
7. Host an event or open house.
8. Add a winner’s tagline to customer quotes “Another
award-winning idea from Mary Smith …”
9. Add your award-winning status to your elevator
speech.
10. Display your award in your office or showroom.
11. Send a thank-you note to anyone who helped you
with the project.
12. Take a photo of your trophy or award certificate
and post it on all social media—add the photo to
your personal profile.
13. Run an ad picturing the trophy or photos from the
event in one of PPAI’s print or digital publications.