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A Social Media Campaign Proposal for:

Table of Contents:

1. Cover Page2. Title Page3. Table of Contents4. Executive Summary 5. Industry Overview7. Client Profile9. History 10. SWOT Analysis 11. Competitor Analysis12. Audience Analysis13. Target Audiences14. Primary Research18. Social Media Overview21. Objectives 22. Strategy & Tactics25. Evaluation27. Conclusion28. Our Team31. References32. Appendix

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Executive SummaryObjectives

• Increase awareness of season.• Increase engagement with fans on social media platforms.• Utilize influencers to increase social media impression.• Increase awareness of the Louisville Bats brand within the 18-24 age group.

Strategies and Tactics

• Strategy 1: Utilize influencers on social media.• Tactic 1: Opening Night: Social Media Influencer Night• Tactic 2: #BuddyBatSelfie• Tactic 3: Snapchat Geofilters

• Strategy 2: Social Listening & Customer Service• Tactic 1: Utilize Social Media monitoring programs to listen to conversations about the Louisville Bats• Tactic 2: Create @AskLouisvilleBats as a customer service account.

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Industry OverviewLouisville Tourism

Tourism, according to a study done by CERTEC for the Kentucky Tourism, Arts, and Heritage Cabinet shows that overall, over $13 Billion in revenue can be contributed directly to the Tourism and Travel Industry here in Kentucky.1 With this in mind it may be key to capitalize on the Louisville Bats and the Sluggers Stadium historic appeal by presenting it as a must see while in Kentucky competing with the Bourbon Trail and the famed Kentucky Derby1 (Which according to a study by planetware is the top rated Louisville tourist attraction)(Law). From a consumer standpoint everyone is looking to be more interactive with their team and according to Mark Craig of Cisco Systems Sports & Entertainment Group “70% of fans bring a mobile device to the stadium or arena and expect to use it during a game there as well.”1 With this in mind as not just sports fans, but the world moves more and more to mobile devices for entertainment, the Louisville Bats will have to find ways to compete and cooperate with those market trends and their own crowd base. Whereas the Historic appeal may have a beneficial appeal for the older crowd, having a strong social presence and media platform will have a better appeal for the younger crowd. (Kentucky Tourism, 2016)

External Environment

Current social media trends to note in 2016, what is happening in sports and social media, and what is happening specifically within baseball and social media accounts. The more detail you can have here for the industry, the better off you are going to be.

When it comes to Louisville, most tend to think of the Kentucky Derby and other major attractions but if you are from the city of Louisville, you have to find other sources of entertainment. So how does a minor league baseball team appeal to the locals. In the past, the Louisville Bats have tried several different ways to bring people to

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enjoy the experience of having a minor league team in their city. Their promotions in 2015 and 2014 include the following: Promotional Tickets nights targeted towards giveaways, themed nights (eg. Star Trek Night, Star Wars Night, Super Hero Night, College Night, Frozen Night), Camouflage Jerseys at every Sunday home game with donated proceeds, plenty of freebies ranging from steins to bobbleheads and baseball caps (Winstead, Lintner). This year’s promotions include Team Autograph Day, Kids Run the Bases Day, Fireworks, Halloween Night, College Night, Boy Scout Night, “Dog Days”, Military Appreciation Day, Girl Scout Night, and promotional giveaways. (Louisville Bats, 2016)

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Client Overview

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Tony Brown is the current Director of Online Media and Design for the Louisville Bats. He has held this position since May 2007. Brown studied at the University of Dayton where he earned a Bachelor’s degree in Sports Management. From there he went on to work for the Dayton Dragons Professional Baseball Team, beginning in 2005, as a Ticket Office Associate. He provided and assisted with advance and game day ticket sales as well as worked with fans and season ticket holders. (Brown, 2016) He joined the Louisville Bats in 2007 as a Sr. Account Executive for five years where he generated over $125,000 in sales each season. These sales included tickets, group sales, sponsorships, suites, and others. He also assisted with the sales and production of a major event “Thunder Town” where he aided in increasing the revenue of this event by 75% over a three-year span. During this time Tony also became the director of Online Media & Design, which is still his position today with the Bats. (Brown, 2016) Tony is currently responsible for creating and distributing marketing strategies using social media, the Internet, as well as print mediums for the Louisville Bats. He also creates brochures, posters, programs, flyers, and other graphics. Tony is the overseer of all social media platforms, ensuring that the Louisville Bats are being promoted positively at all times. Alongside this he continues to manage the team’s official website (www.batsbaseball.com, collaborates with sponsors and ticket reps to create marketing strategies for promotions, and photographs many events. (Brown, 2016)

Tony Brown

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Ryan Ritchey is currently the Director of Media and Public Relations for the Louisville Bats , and has just recently accepted this position in March 2016. He graduated with a Bachelor’s degree in Communication from the Spalding University in 2016. Here he was a radio broadcaster for Spalding’s women’s volleyball, men’s and women’s basketball, and baseball teams. He also gained experience by being a site editor for FanSided.com. Here he wrote daily for the site and posted on their social media platforms regularly. (Ritchey, 2016)

From being a Media Relations Intern for the Bats in 2014, Ritchey went on to being a Media Relations Assistant soon after, and most recently the Director of Media and Public Relations for the Louisville Bats. He has had experience in performing game day tasks, organizing lineups for the press box, printing game notes and also getting rosters together. He has also written many game recaps across multiple social media platforms.

Ryan Ritchey

The History of the Louisville BatsThe Louisville Bats are a local, minor league baseball team in Louisville, Kentucky. This team was launched in 1966, originally named the Tulsa Oilers, however they have moved around and been renamed on multiple different occasions.1 In 1977, they moved to New Orleans and became the Pelicans, and they relocated again in 1978 to Springfield, Illinois as the Redbirds. 1982 was the year that the team moved to Louisville, KY.1 Although their name has changed from the Louisville Redbirds, to the Louisville RiverBats, and now finally just the Louisville Bats, they have remained in the same location. (Louisville Bats, 2014)

They have been a Triple-A affiliate with the Cincinnati Reds since 1999, and moved to the Louisville Slugger Field the following year. The Bats continue to play their home games at the Louisville Slugger Field today; named by Hillerich & Bradsby, the creators the famous Louisville slugger baseball bat. In 2011 the Bat’s generated the second highest attendance for the season out of all minor league teams with an average of 8,716 per game. In 2012, Forbes ranked the Bats as the fourth most valuable franchise in Minor League Baseball. Today, season ticket holders, families and even college students enjoy watching the Bats play America’s favorite past time each season. The Louisville Bats are especially eager for their fans to enjoy their new branding as the team changed their logo and colors in 2016. (Louisville Bats, 2014)

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SWOT Analysis

Strengths • Baseball stadium is in a prime location with close proximity to Waterfront Park. • Good presence across all platforms with a large following on each account. • Weekly promotions catering to specific target audiences (Kids on Sundays, $1 Beer, etc).• Good reputation and general knowledge within the local community since local establishment in 1982. • Affiliation with the Cincinnati Reds since 1999, creates interest from Reds fans to the Louisville Bats.

Weaknesses• Not enough staff to monitor platforms and create content; lack of social media budget.• Not providing timely customer engagement when comments are left on social media platforms. • Not a lot of video content being utilized when that would draw more traffic on social media.• Lack of social media engagement/posts during off season.

Opportunities• Utilizing interns to monitor social media. • Guerilla marketing methods that tie into social media through various channels. • Collaborating with local businesses for mutual promotional purposes; utilizing local influencers. • Exploring new platforms allowing players to “take over” accounts and provide a new perspective that fans may

appreciate.

Threats • Many competitors are in the same area, are also revamping the image of their companies to attract new customers. • Schedule conflicts with college student/children’s school schedules. • Kentucky Derby Festival events and promotions are kicking off the week of the Louisville Bats’ opening night (April

14th).• Limited time to implement new strategy by opening day.

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Competitor Analysis

Louisville Zoo

Their impressive following on Facebook (180,000 followers) and large numbers of re-shares puts them on top when it comes to social media engagement. The Louisville Zoo saw over 782,000 guest last year. (Louisville Zoo, 2016)

The Louisville Zoo has a great reputation for family fun. Offering a variety of elements inside the park including exhibits, a carousel, gift shops and other interactive elements. It is home to over 1,500 animals on 134 acres. Louisville Zoo is not for profit organization which receives money from the state. (Louisville Zoo, 2016)

Kentucky Kingdom

With over 30 attractions including a massive waterpark, Kentucky Kingdom is a great place for summer fun. The park has seen many owners and operators since its opening in 1987. Over the years the park has obtained a bad reputation and it heightened in 2007 when a major accident happen on one of its rides. In 2014 it was bought by a private investor and has seen a major revitalization. (RCDB, 2016)

(Other competitors include: Louisville Science Center, Sky Zone, House of Boom)(See Figure C)

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Audience AnalysisWe surveyed 49 people online. From our research we found that 42% of those surveyed never see the Louisville Bat’s posts on social media and 37% rarely see posts.  Finally 13% see the Bats post a few times a week.  Facebook is still the number one website for events in Louisville.  Women use Facebook, followed by Instagram, then Snapchat the most.  Men use Facebook, followed by Twitter, then YouTube the most.  Those surveyed said that free tickets, prizes or parking giveaways on social media would motivate them to attend a game.  The average fan can spend a mean of $25 at a Bats game. 

There are many local attractions that a Bats fan can attend.  Those surveyed consider the Louisville Zoo, Kentucky Kingdom and Waterfront Park as their top choices for entertainment.  The majority follow these and other local events on Facebook to get event information. 

We looked at Pew Research on social media usage.  Louisville Bat’s visitors ages 18-to-34 account for an average of 24% of ticket sales (Louisville Bats, 2014).  Pew Research corresponds that 90% of 18-to-29 year olds use social media (Duggan, 2015).  Louisville Bat’s visitors ages 35-to-49 account for 23% of ticket sales (Louisville Bats, 2014).  Pew Research corresponds that 77% of 30-to-49 year olds use social media (Duggan, 2015). See Figure B in Appendix. 

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Target Audiences

Millennials 18-24 years old

This will include current college age students.  They are the lowest demographic that currently attend Bats games.  This demographic is has room to grow as a Bats fan.  They also are native social media users and targeting them on social to attend games. (Louisville Bats, 2014) Families with children

Families are a large group who attend games.  Targeting them on social will help maintain a current fan base.  Providing good customer service to families will help build a good brand image and a positive experience. (Louisville Bats, 2014)

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Methodology

Strikeout Communication took a quantitative and qualitative approach to research for the Louisville Bats. Our team looked at the 2014 Louisville Bats attendance demographics. We looked at key characteristics of Bats attendance. This comes from a Bats attendance population of 567,256. (Louisville Bats, 2014)

Pew Research published Social Media Usage: 2005-2015 detailing trends in social media. Our team did compare the data to the Louisville Bats demographics to correlate social media trends to key audiences. This included age, gender, ethnicity, education and income comparisons (see table 1). (Duggan, 2015)

Our team used the quantitative research to build primary research. The survey was 10 questions long. They were designed to gather more information that allows the Louisville Bats to see where their social media opportunities can expand towards.

We also interviewed various sports social media professionals. From NBA to College teams we gain insightful trends in the sports industries.

Results of Demographics and Pew Research:

Age: The highest concentration of social media users are 18 to 29 year olds with a 90% social media usage. The second highest are age 30 to 49 with a 77% social media usage. A growing population are the 65 plus year olds with a social media usage of 35% (see Table 1). (Duggan, 2015)

Gender: Female Bats visitors are 8% higher than male visitors. Females are also 6% more likely to use social media than men. This build an opportunity for the Bats to use social media platforms that are female specific. Our team will design a survey that asks women which social media platform they are most likely to follow and interact with for the Louisville Bats. (Louisville Bats, 2014)(Duggan, 2015)

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Ethnicity: Louisville Bats visitors are 92% white and 65% of whites use social media. African Americans and Hispanics account for 3% of Bats visitors. 56% of African Americans use social media and 65% of Hispanics use social media. The 2010 US Census indicates that 22.9% of the population of Louisville and Jefferson County is African American. Also 4.5 percent the of local population is Hispanic. The Louisville Bats have an opportunity to reach a larger audience than previously utilized. (Louisville Bats, 2014)(Census, 2010)

Education: The education level of Louisville Bats attendance falls within three levels. First, high school graduates account for 21% of game attendance. This group also has a 76% social media usage rate. Secondly, those with some college account for 24% of game attendance. They also have a social media usage rate of 70%. Lastly college graduates account for 34% of game attendance. They are also have a social media usage rate of 54%. (Louisville Bats, 2014)(Duggan, 2015)

Income: The Louisville Bats visitors fit within three levels of income. The lowest make less than $40k a year and account for 26% of attendance at games. This group has a 56% social media usage rate. The middle income group ranges from $40k to $79k a year and accounts for 35% of games attended. This group has a higher social media usage rate of 71%. Lastly the highest income group makes over $80k a year and accounts for 39% of game attendance. This group also has the highest social media usage rate of 78%. (Louisville Bats, 2014)(Duggan, 2015)

Approach:

Our team sees four trends to tailor our surveys around. Those under age 49 are most likely to be social media users. They also account for 70% of total game attendance. We focused questions to this group that look at what they want in social media from the Louisville Bats. (Louisville Bats, 2014)

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Our research has also shown than women are 8% more likely to attend Louisville Bats games and 6% higher social media users than men. This shows that women lead the way on influence and make the decision on attending Bats games for entertainment. Our team looked at what platforms women would follow the Bats on and also what type of content they want to see and engage. (Louisville Bats, 2014)(Duggan, 2015)

An opportunity to increase attendance and social media for African Americans and Hispanics exists. The Louisville population is 22.9% African American but only 2% attend Bats games. There is a chance to grow this segment by 20.9%. The Louisville population is also 4.5% Hispanic but only 1% attend Bats games. There is an opportunity to grow this segment by 3.5%. We tailored questions to see what content these groups want to see in social media content from the Louisville Bats. (Louisville Bats, 2014)(Census, 2010)

Our research shows that there is a low, medium and high income of Louisville Bats attendees. Our research asked questions to see what disposable income people have for entertainment. We also looked how they are spending their entertainment dollars in Louisville and where.

Surveys: We created an electronic format for the survey. The electronic format we used Survey Monkey. We are limiting this to 10 questions.

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Results From Research(See Figure A & B)

1. Facebook is still the top choice for getting information about the Bats. 2. Waterfront Park, Louisville Zoo and Kentucky Kingdom are the Bats biggest competition for social.3. The Bats need to reply to comments by fans on Facebook and evenly across all platforms.4. Free things like tickets or parking would spark fan engagement on social. 

[1] http://www.milb.com/content/page.jsp?sid=t416&ymd=20101028&content_id=15878882&vkey=team4 [2] http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/ [3] http://quickfacts.census.gov/qfd/states/21/2148006.html

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Social Media Overview

The Louisville Bats Facebook Overview (Louisville Bats)

Number of Likes: 51,678

Biography Displayed: “The Louisville Bats Baseball Club started in 1982 and is the Triple-A affiliate of the five-time World series champion Cincinnati Reds”.

Type of Content: The Bats Facebook page consists mostly of an older demographic, most of the people who like and interact with this page are season ticket buyers and frequent visitors of games. Because their Facebook page has been around the longest, it has more followers (or “likers”) than any of their other platforms. Due to the older audience the Bats try to keep their content more professional. The wording and nature of their posts is more formal and less humorous than some of their other platforms. The organization seems to post a lot about their players (birthdays, player stats, accomplishments, etc.) as well as advertising for promotional events, games, etc.The Louisville Bats Twitter Overview (@LouisvilleBats)

Number of Followers: 26.8K

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Biography Displayed: “Triple-A affiliate of the Cincinnati @Reds. We don’t make baseball bats, we make baseball fans”.

Type of Content: The Bats Twitter page consists of a slightly younger audience than their Facebook. Due to the younger audience and the more restricting nature of Twitter, their posts tend to be more conversational and humorous. The Bats use this page for fan interaction, facts and stats about players, and advertising for events and games. Twitter is a good place for fans to ask questions, make comments about the Bats, and reflect on their experience at the Bats games.

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The Louisville Bats Instagram Overview (LouisvilleBats)

Number of Followers: 20.3K

Biography Displayed: “Triple-A affiliate of the Cincinnati Reds. Follow us on Twitter @LouisvilleBats. Hashtag your pics at the game with #batsboard. batsbaseball.com”.

Type of Content: The Bats Instagram contains vivid images of players in action (interacting with fans, action shots during the game, giving autographs, etc.) and pictures of Bats related paraphernalia such as hoodies, T-shirts, and Jerseys. There are several pictures of fans enjoying their time at games. Like Twitter, their Instagram has a more informal and conversational tone.

Conclusion

The Louisville Bats seem to have a very strong social media presence. The content they’re putting out is not only interesting and relevant to their target audiences, it’s also interactive for fans and followers. Their main challenge is the gap in posting frequency during off seasons. They have less to post about since there isn’t any games or team activity happening during these times. They have the opportunity to create something to fill those gaps. A social media campaign may help this lag during the off seasons.

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Objectives

• Increase awareness of season.

• Increase engagement with fans on social media platforms.

• Utilize influencers to increase social media impression.

• Increase awareness of the Louisville Bats brand within the 18-24 age group.

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Strategies and Tatics

Strategy 1: Utilize influencers on social media.

Tactic 1: Opening Night: Social Media Influencer Night

On opening night the Louisville Bats will invite select social media influencers who are plugged into the Louisville culture and who target a local audience. In exchange for a free exclusive experience of opening night including dinner in a luxury suite inside the the Louisville Slugger Stadium and complimentary gift bags with Bats merchandise and tickets that they can give away through contests on their social media page. This would help increase the influencer’s follower base as well as expand awareness of the Bat’s opening night. (See Figure E)

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Tactic 2: #BuddyBatSelfie

The Louisville Bats mascot, Buddy The Bat, will go to places in Louisville frequented by millennials (UofL’s Campus, NuLu, ect.) Selfies will be taken with Buddy using the hashtag #BuddyBatSelfie and posted on the individual's Twitter page. There will be a drawing and a select number of selfies will be chosen to win free tickets to a Bats game. The free tickets would be for random Bats games throughout the season.

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Tactic 3: Snapchat Geofilters

Snapchat now offers brands to create geofilters offering a unique way to take a selfie. Listed below are some examples of filter the Bats could create for key nights. This is also a great way to grow Snapchat following.

Strategy 2: Social Listening & Customer Service

The Bats need to improve social listening across all platforms evenly. The Bats are currently not responding to fan comments especially on Facebook which is their largest platform; this is a missed opportunity. They need to have active engagement and responses to fans in a more real time frame. We are proposing using social media software to monitor and prioritize their multiple accounts.  We also are suggesting creating a separate social media account for customer service.   

Tactic 1: Utilize Social Media monitoring programs to listen to conversations about the Louisville Bats Brand.

It is important to monitor the online conversation about your brand. By utilizing programs like Hootsuite or Sprout Social you can monitor the conversation across multiple accounts. You can also post and respond to followers. This is also a great way to analyze the effectiveness of content. Both of these programs are inexpensive.

Tactic 2: Create @AskLouisvilleBats as a customer service account.

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By creating a “Louisville Bats Guest Services” Twitter profile, fans will be able to ask questions, seek information, and be assisted by the Louisville Bats staff during home games as well as on off days.  This account will also monitor all Louisville Bats customer service related tweets on Twitter. @AskLouisvilleBats will be shared with fans on the big screen before the game, in which fans can be aware that if they cannot find a staff member to answer their questions or concerns they can utilize their social media. Papa Johns is one company that has utilized this separate account has found great success in reaching out and personally connecting with their customers. (Schultz, 2016)

Evaluation

Strategy 1: Influencers

• Track follower increase/activity on Louisville Bat’s social media accounts after influencer involvement.

• Create hashtag for influencer night to measure activity and collect data. • Track the BuddyBatSelfie hashtag, record activity such as engagement, increase in

followers, etc.

Strategy 2: Social Listening & Customer Service

• After using the strategy for a certain period of time send out customer service surveys to evaluate customer experience.

• Monitor brand sentiment through Hootsuite or Sprout Social for improvement. • Have a progressive customer response rate.

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What it does: It allows you to centralize you social media accounts into one dashboard.  It also allows you to set up alerts and creates social media metrics without having to do manual data collection. (Hootsuite, 2016)

How it helps: Hootsuite is fairly simple to setup and use.  It will help centralize content so that you see what is happing across you social media platforms.  It also allows multiple people to use the account including setting parameters on what individuals can do or post from Hootsuite.  Training is made available and pretty simple from Hootsuite. (Hootsuite, 2016)                Costs:  Free trial period.  After $9.99/mo on annual plan. (Hootsuite, 2016)

What is does: Very similar to Hootsuite.  Sprout allows the Bats to engage across their social media platforms.  It also builds reports and metrics.  Sprout also lets you setups listening keywords so you know what people are saying about the Bats brand. (SproutSocial, 2016)                How it helps: Having centralized social media management will help improve how the Bats look at social media usage.  Also having reporting tools allows the Bats to see trends and keep up easily with what is working and what is not. (SproutSocial, 2016)

Costs: Free trial then $59/mo for Deluxe. (SproutSocial, 2016)

Conclusion

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Strikeout Communications' goal has been create awareness through social media about the start of the Louisville Bats season. In addition to increase online impressions among families and the 18-25 age demographics. By utilizing social media influencers we have created an organic campaign with little to no cost.

The second goal is to increase social monitoring and customer service. More people today are expecting interaction with brands online. By monitoring social platforms this allows the Louisville Bats to engage with their audience in a timely manner.

The Louisville Bats has a great fan base and following on social media. The possibilities of increasing engagement are endless. With great social media measurement and monitoring tools The Louisville Bats can create strategic campaigns to target engagement.

Our Team

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Keith Clark // @wkclar01

Keith Clark is a current senior at UofL. He will be graduating this spring with a B.S. in Communication. Keith has an interest in higher education and has been accepted into UofL’s Higher Education Administration program for the summer of 2016. Keith is a volunteer usher at Actors Theatre of Louisville. He is a runner and avid Tweeter.  

Katelyn Hogan // @katelynmhogan1

Katelyn Hogan is a junior at the University of Louisville. She is pursuing a bachelors of science degree in Communication as well as a finance minor and will be graduating next spring. After graduation she plans on  seeking a career in marketing and public relations. Katelyn is an active member of Kappa Delta sorority, where she has served as the external correspondence chair as well as participated in many service hours and events promoting KD’s two national philanthropies: Girl Scouts of American and Prevent Child Abuse America.  She has worked at the on campus Student Recreation Center for the past three years, and recently, accepted a summer internship with the St. James Ct. Art Show where she will be assisting with their media relations and marketing for the 60th annual show in October. Katelyn enjoys spending time with her friends, running, and exploring Louisville.

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Olivia Lavin // @onlavinOlivia Lavin was born and raised in Louisville Kentucky. She is in her third year at the University of Louisville Majoring in Marketing with a minor in Communications. Olivia has yet to decide what exactly she wants to do after graduation, but is particularly interested in crisis and reputation management, Marketing and Social Media Planning.

Quinton Matthews // @quintonmatthews

Quinton Matthews is a senior at the University of Louisville. In December of this year he will earn his B.A. in Communications. Quinton has worked for several non-profit organizations throughout his college career. He has also interned with Crossings for a year. Crossings is an organization that host camps, conferences, events for over 14,000 students across the United States each year. He is interested in pursuing a career in communications, public relations, social media, or marketing after he graduates. He grew up in Louisville and has a passion for all things local.

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Devyn Nance // @Devyn_NDevyn Nance is a senior Communications major with a minor in Pan-African Studies. When she's not studying, Devyn is involved in office positions as a member of Zeta Phi Beta Sorority, Inc.; a second year peer mentor for the CONECT Peer Mentoring Program; and a 4-year employee at the University of Louisville Kent School of Social Work. She will be graduating in May 2016. After graduation, she plans on attending Loyola University in Chicago, Illinois to pursue a Masters degree in Global Strategic Communication. In her spare time, Devyn enjoys reading, spending time with friends and family, shopping and finding new places to eat around town.

Bria Staten-Favors // @BriaJStatBria Staten-Favors is a senior at the University of Louisville. This spring, she will receive her B.S. in Communication with a Minor in English. She is a member of both the U of L Honors Scholars and the Delta Theta Chapter of Zeta Phi Beta Sorority Inc. She currently works as a Strategic Communications intern in UofL's Office of Student Involvement and an intern in the Office of Communications and Marketing.

ReferencesBrown, T. (2016). Background. LinkedIn. Retrieved from: https://www.linkedin.com/in/tony-brown-b7a02025

Census. (April 1, 2010). Louisville/Jefferson County. US Census. Retrieved from: http://www.census.gov/quickfacts/table/PST045215/2148006

Duggan, M. (August 19, 2015). The Demographics of Social Media Users. Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

Hootsuite. (2016). Hootsuite. Retrieved from: https://hootsuite.com/

Kentucky Tourism. (2016). Louisville Bats Baseball. Kentucky Tourism. Retrieved from: http://www.kentuckytourism.com/louisville-bats-baseball/1895/

Louisville Bats. (2016). History. Milb. Retrieved from: http://www.milb.com/content/page.jsp?ymd=20051215&content_id=47157186&fext=.jsp&vkey=news_t416&sid=t416

Louisville Bats. (2014). Sponsorship Brochure. Milb. Retrieved from: http://www.milb.com/content/page.jsp?sid=t416&ymd=20101028&content_id=15878882&vkey=team4

Louisville Bats. (2016). Twitter. Retrieved from: https://twitter.com/LouisvilleBats

Louisville Zoo. (2016). About the Zoo. Louisville Zoo. Retrieved from: https://louisvillezoo.org/about-the-zoo/

Louisville Zoo. (2016). Facebook. Retrieved from: https://www.facebook.com/Louisvillezoo/

RCDB. (2016). RCDB. Retrieved from: http://rcdb.com/4563.htm

Ritchey. R. (2016). Background. LinkedIn. Retrieved from: https://www.linkedin.com/in/ryan-ritchey-b643557b

Sprout Social. (2016). Sprout Social. Retrieved from: http://sproutsocial.com/

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Appendix

Figure A:Survey Questions:Survey: Paper and Survey Monkey

1. Do you follow the Louisville Bats on social media? Circle OneYes No

2. What content do you like to see posted most on social media from local entertainment brands? Write answer ___________________________________________________________________

3. Women only for this question: What are your top social media accounts? Rank in order of use 1-7 from highest (1) to lowest (7). ___Facebook ___Twitter ___Instagram ___Snapchat ___Pinterest ___YouTube ___Vine Other__________

4. Men only for this question: What are your top social media accounts? Rank in order of use 1-7 from highest (1) to lowest (7). ___Facebook ___Twitter ___Instagram ___Snapchat ___Pinterest ___YouTube ___Vine Other__________

5. What would motivate you on social media to attend a Louisville Bats game?a. Free prizes/tickets b. Concert events c. Kids events d. $1 beer specials

6. How much money a month can you spend on local entertainment? Circle oneNone Less than $20 $20 to $50 $50 to $75 $75 to $100 $100 to $150 $150 plus

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7. Where do you go locally for entertainment? Circle all that applyLouisville Bats, Waterfront Park, Louisville Zoo, Louisville Slugger Museum, Kentucky Science Center, Belle of Louisville, Frazier History Museum, Louisville Mega Cavern, Kentucky Kingdom, Sky Zone, Other sporting events 8. a) Do you have children? Circle one

Yes No

b) If yes how old are they? Circle all that apply0-5 5 to 10 10 to 13 14 to 18

9. Are you a college student? Circle oneYes No

10. Demographics:a) What is your age?18 to 29 30 to 49 50 to 65 65 plus

b) What is your ethnicity? Circle oneWhite/Caucasian Black/African American Hispanic/Latino Asian Native American Other_____

c) What is your gender? Circle one

Male Female

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Louisville Bats 2014 visitor demographics compared to 2015 Pew Research social media usage

Table 1

Bats Pew Visitors by age

Social media usage by age

Comments:

18 to 24 21% mean 18 to 29 90% Louisville Bats visitors ages 18 to 34 account for an average of 24% of ticket sales. Pew Research corresponds that 90% of 18 to 29 year olds use social media. 25 to 34 26% 24%

35 to 49 23% 30 to 49 77% Louisville Bats visitors ages 35 to 49 account for 23% of ticket sales. Pew Research

corresponds that 77% of 30 to 49 year olds use social media. 50 to 65 21% 50 to 64 51% Louisville Bats visitors ages 50 to 65 account for 21% of ticket sales. Pew Research

corresponds that 51% of 50 to 64 year olds use social media. 66 + 9% 65 + 35% Louisville Bats visitors ages 66+ account for 9% of ticket sales. Pew Research corresponds that

35% of 65+ year olds use social media. Bats Pew Gender of visitors

Gender of social media users

Comments:

Female 54% Female 68% Female Bats visitors account for 54% of ticket sales. Pew Research corresponds that women account for 68% of social media usage.

Male 46% Male 62% Male Bats visitors account for 46% of ticket sales. Pew Research corresponds that men

account for 62% of social media usage.

Figure B:

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Bats Pew Ethnicity of visitors

Ethnicity of social media users

Comments:

White 92% White 65% Louisville Bats visitors are 92% White. Pew Research corresponds that 65% of Whites use social media.

African American

2% African American

56% Louisville Bats visitors are 2% African American. Pew Research corresponds that 56% of African Americans use social media.

Hispanic 1% Hispanic 65% Louisville Bats visitors are 1% Hispanic. Pew Research corresponds that 65% of Hispanics use

social media. Bats Pew Education of visitors

Education of social media users

Comments:

High School 21% High School or less

76% 21% of Louisville Bats visitors have a high school education. Pew Research corresponds that 76% of social media users have a high school education or less.

Some College

24% Some college

70% 24% of Louisville Bats visitors have some college education. Pew Research corresponds that 70% of social media users have some college education.

College Degree

34% College Graduate

54% 34% of Louisville Bats visitors have a college degree. Pew Research corresponds that 54% of social media users have a college degree.

Bats Pew Household Income

Income Comments:

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< $40k 26% < $30k 56% 26% of Louisville Bats visitors have an income of less than $40k a year. Pew Research corresponds that 56% of people with income of less than $30k a year use social media.

$40k to $79k

35% $30k to $75k

71% 35% of Louisville Bats visitors have an income between $40k to $79k per year. Pew Research corresponds that 71% of people with income of $30k to 75k a year use social media.

$80k+ 39% $75k+ 78% 39% of Louisville Bats visitors have an income of more than $80k per year. Pew Research

corresponds that 78% of people with income of $75k or more a year use social media.

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Figure C:

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Figure D:

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Time Event/Location Shot Discription Caption Platform5:30 PM Gates Open Crowd Twitter

Gates Open Crowd Snapchat6:00 PM Overlook Deck $1 Beer Night Snapchat

Overlook Deck $1 Beer Night Twitter6:30 PM Field Players Warming Up Snapchat

Field Players Warming Up TwitterField Pictures of Influencers with Buddy Snapchat

7:00 PM National Anthem Field/People standing/Artist TwitterNational Anthem From field video panarama SnapchatNational Anthem Players Lined Up for Anthem InstagramFirst Pitch Take shot from behing homeplate Snapchat7th inning stretch "God Bless America" Twitter7th inning stretch Fans singing "Take me out to the Ballgame" Snapchat

Other ShotsCarosel Kids Riding SnapchatBallpark Beauty Shots of Ballpark (Sunset?) Instagram/TwitterAnywhere Equipment, Gloves, Food, Beer ($1 Beer Night) Twitter/InstagramCookie Lady Basket on Head in Crowd SnapchatKid's First Game Capture picture and story Instagram

Meet & Greet with Social Media Inlfuencers (Show them to field for Anthem)

Figure E: