Grassroots Baseball
Building & Launching a Brand
Summary
In 2019, Maroon PR was hired by longtime President of the National Baseball Hall of Fame, Jeff Idelson, to develop his new organization’s brand and then officially launch the brand using media relations and social media.
Million Media Impressions
Branding Elements
Strategy
Working closely with Jeff and his business partner to understand the mission, Maroon PR developed the brand pallet, logo and accompanying collateral and digital design pieces needed to launch the organization.
In addition to establishing the brand identity, Maroon PR has also created all accompanying digital content and collateral as the organization continues to establish itself in the marketplace.
Once the brand direction was solidified, Maroon PR worked with the Grassroots Baseball team to define and establish their social media presence and brand each of the platforms. Simultaneously, the MPR team developed a public launch plan that included a tiered approach to a media announcement and social media content push. In addition to the media relations strategy, the team developed a targeted media list and all accompanying press materials needed to introduce the new organization to the media.
Media Results
MPR drafted and distributed Grassroots Baseball Announcement to national baseball media, and through targeted pitches secured interviews about the Grassroots Baseball launch with:
• USA Today’s Bob Nightengale
• ESPN’s Buster Olney
• ESPN’s Jeremy Schaap
• Sports Business Journal’s John Aceti
• Sports Business’ Eric Fisher
• Sporting News’ Ryan Fagan
• New York Times’ Tyler Kepner
• AP’s Ron Blum
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Strategy & Background
The Maryland 5 Star at Fair Hill marks a new chapter for the State's rich horse and equestrian tradition. One of only two 5 Star events in the United States, and seventh worldwide, the prestigious 5 Star (CCI5*) designation is the pinnacle of the sport of Eventing, best described as an equestrian triathlon. Knowing that the event has been well attended by Equestrian enthusiasts, MPR was tasked with growing awareness for the Maryland 5 Start and the sport of Eventing to a wider general event-goer audience, particularly in Baltimore and the surrounding Counties. MPR developed a comprehensive earned, owned and paid media campaign focused on our strong media relationships to drive awareness in key markets and ultimately drive ticket sales across the four days of the event.
Our tactics included:
- A targeted media outreach plan using compelling pitches and a cadence of announcements to drive credibility and secure consistent media coverage leading up to the event.
- Creation of a unique media day in the Baltimore market where we took Eventing athletes - rider & horse - to the local television stations for a visual and interactive interview opportunity.
- Development & execution of strategic media buy encompassing digital, television, radio, print, and outdoor, using a mix of tactics to reach the target audience in the Mid-Atlantic region.
- Development & execution of email marketing strategy, along with handling messaging and deployment of the emails
- Media preview day on the Wednesday before the 4-day event to give media early access to the event.
- Proactive media relations efforts before and during the event, including the credentialing process, encouraging media attendance by both trade and mainstream media, and managing the press center onsite.
Key Successes
- General event attendance grew by 18% compared to 2022
- A total of 101 broadcast and online (print/digital) stories garnered
- Secured coverage across all four Baltimore TV stations throughout the campaign (WMAR, WBAL, WBFF and WJZ), through various pitching efforts.
- Secured multiple radio interviews on top news-talk radio station WBAL Radio and with WDEL Radio in Wilmington, Delaware, the region’s top news and information station.
- Deployed 37 email campaigns resulting in 195,233 total opens for a 47% Open Rate and 12,734 clicks to the website resulting in a 2.5% click-through-rate (CTR).
- Over 25 Million paid media impressions generated through advertising campaigns and media partners.
Sample Earned Media Segments:
Baltimore's 98 Rock Morning Show
92.1 The Goat (Chambersburg)
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Regram• @mdprguy Fantastic couple of days working with @maroonpr longtime friends and client Cal and the Cal Ripken, Sr. Foundation @calripkensrfdn … The CRSF partnered with Yankees legend Derek Jeter @derekjeter his sister Sharlee @sjeter2 and the Turn2 Foundation @jeterturn2 to bring new baseball and softball fields to the Jeter’s high school in Kalamazoo. The ribbon was cut on the $5 Million project earlier today.
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Bill Hooper has worked in Baltimore media for over 40 years. Let`s Have a Beer with the @WMAR2news VP/GM and discuss the evolution of broadcast media in this episode of #SPINisaFourLetterWord. Link in bio to listen.
#podcast #maroonpr #pragency #baltimore
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We had a great morning at @jimmysseafood with @98Rock, the @Ravens and the @marinescholars as we help kick-off their partnership during Salute to Service month this November. We are so thrilled to see this partnership come to life & raise awareness for the Marine Corps Scholarship Foundation. 🤝
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Happy 248th birthday to the @usmarinecorps and a salute to all Veterans on #veternsday. 🇺🇸
We had a great morning at @jimmysseafood with @98Rock, the @Ravens and the @marinescholars as we help kick-off their partnership during Salute to Service month this November. We are so thrilled to see this partnership come to life & raise awareness for the Marine Corps Scholarship Foundation. 🤝
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We are proud to support CRSF`s efforts to gift children access to state-of-the-art technology, hands-on learning experiences, and skill sets essential to the future of STEM.
“The fact that today we are opening our 400th STEM Center just blows me away and with partners across the country and the need remaining critical we aren’t slowing down.” - Cal Ripken, Jr.
Read more about today`s opening with @tva at the link in our bio.
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🎉 Happy #NationalSTEMDay and congratulations to the @calripkensrfdn on today`s opening of their 400th STEM Center nationwide! 🔬
We are proud to support CRSF`s efforts to gift children access to state-of-the-art technology, hands-on learning experiences, and skill sets essential to the future of STEM.
“The fact that today we are opening our 400th STEM Center just blows me away and with partners across the country and the need remaining critical we aren’t slowing down.” - Cal Ripken, Jr.
Read more about today`s opening with @tva at the link in our bio.
#STEM #CRSF #MaroonPR #pragency #mediarelations
