Baseball Improvements

I was recently asked for my ideas on how to improve marketing programs for the Toronto Blue Jays baseball club. While putting my thoughts together I came across an article in the Toronto Star which mentions that baseball attendance is on the decline. The following will first outline a few of my ideas (original post) on how to improve Major League Baseball, followed by ways to improve the Toronto Blue Jays experience.


Ways to improve baseball

Drug Policy


With the recent 'outing' of top players associated with drug use in Major League Baseball and the Mitchell Report, baseball has had yet another blow to it's image. Although this report is now a couple of years old, and accusations of drug use even older, the people running MLB and the Player's Union has to step up, admit mistakes, and jointly introduce a no-tolerance policy throughout all levels of baseball. This is the only way that fans will begin to trust that the game is being played by the best athletes.


Balanced Schedule

Move one of the teams from the National League to the American League and have 15 teams in each. The three divisions of 5 teams each which then be able to play a balanced schedule, making the journey to the Divisional Title and World Series fairer.

Season Format:


a) Each team plays 3 home and 3 away series against division rivals. Each series to consist of 3 games each for a total of 72 division games. Not only will this format help build divisional rivalries it will make more games in the season be of actual importance.

b) Each team plays the other league rivals in 1 home and 1 away series. The series' to be made up one 3 game, and one 4 game series. This brings total League games to 70 games. The rarity of playing the other League teams coming to play will make them a better attraction, and a 'must see' event.

c) No interleague play

d) At least one double-header per season (home or away)


Total balanced schedule = 142 games

This leaves a gap of 20 games or 20 days without baseball. Here's how to fill the gap AND create additional interest in the season...


Jackie Robinson Memorial

An in-season tournament (similar to those held with European football/soccer) which highlights up and coming players (or less than 3 years MLB service) from baseball's top 16 contributing countries. This will also the contribution that Jackie Robinson made to the game.



Format: The first weekend (Thursday to Monday) of each month from May to August will be dedicated to the Jackie Robinson Memorial tournament.

There will be a best-of-three elimination series to be played on Friday, Saturday, Sunday. Thursday, and Monday will be days off, with Monday reserved for rainouts.

16 teams to play in May
8 teams to play in June
4 teams to play in July
2 teams to play for the championship in August. Game 2 to be preceeded by an MLB Home Run contest.


This removes the all-star game, however it creates interest in future players and out-of-market teams. It can also highlight young players within each market creating an additional bond with local fans. This will leave September for the playoff races, with fans knowing a little bit more about each team.


MLB Road Trip ticket


All teams should reserve seats for members of the MLB ROAD TRIP club. This scheme will allow fans to buy a ticket which gives them access to all MLB stadiums. Once purchased, fans must book tickets at least 7 days in advance for their desired game. Limitations can include a maximum of 2 games to any stadium within a season. This package can be sold within a division, a league or all of MLB. It should also include going to one weekend series of the Jackie Robinson Memorial.


Tom Cheek
Induct the late Tom Cheek into the Baseball Hall of Fame. His unparalleled run of announcing 4306 consecutive games created more loyal, and long-term baseball fans than any amount of on-field success has ever done.

Ways to improve Toronto Blue Jays
 Aside from the obivious of building a competitive and winning team, here are some things that be done to improve the overall image of the team.


'Windows'


Transform 'Windows' into a free interactive play area which is open before and after games. This is to include:


a) Area where player and coach interviews are conducted
b) Batting cage, pitching cage - go up virtually against the Jays best hitters and arms
c) Trophy display - Currently how accessible are the 1992 and 1993 trophies to the public?
d) Memories Centre - How accessible are memories from the Jays history? Put up posters, video moments, 'make your own commentary', old newspaper headlines, previous team photos, stadium history etc. Alumni visits and signings to take place here
e) Meet the Press. An area for tv, newspaper, radio personalities to meet the fans.


Visible Charity


a) What happened to players visiting local schools/little leagues and giving out tickets all season long? The program only accounts for school visits in May, extend this to the full season, and build ties with youngsters to build lasting relationships with the team.
b) Many players contribute to their home towns. Vernon Wells is charitable, but more so in his home town and not so much in the city where he plays.  Where is Toronto's "Vernon Wells Baseball Academy", "Cito Gaston Coaching School", "Tom Cheek Broadcasting Centre" Without the recognized long-term Jays giving back to the community, why should the community give to the Jays?




In Game Promotions (along with everything else they are currently doing...)


a) All in-game promos should include something for the fans: if there is an on-screen race, or on-field mascot race, they should race for a specific winner, not just for the sake of promoting the brand

b) Invite more school choirs to sing the National Anthems: This can be conducted in junction with player's visiting that school

c) Show highlights from "This day is Blue Jay history": Builds legacy relationship
d) Show Jays highlights from the past week of games: Builds season/player knowledge

e) Encourage people to encourage local businesses to display the Jays logo on their window During each game show photos of these business and where possible send them a certificate proudly declaring that they are part of the 'Official Blue Jays Support Team"
f) BlueJays@Work day. Ask people to send in photos of their workplace decked out in Blue Jays gear for a chance to win a visit by a player of their choice, and a team outing to see a game from a private box. Between innings, the game can then show photos from various offices and fans dressed up in Jays gear.
g) Ask the Blue Jays drummer to play drums during the 7th inning stretch or as part of a National Anthem: promotes local hero
h) Show selected 'tweets' from fans: promote Rogers
i) Have on on-screen promo showing kids in the crowd and the banner "My First Game!": builds long term relationship


These are just a few of the literally hundreds of things any business can do to promote themselves. The most effective of them will not just try to win a sale, or improve an individual experience, but will attempt to build a strong bond between the fans and the brand to create a long lasting relationship.


I hope someone out there, or out there, is listening!

- Aneez