An Integrated Marketing Communications Plan for the Lincoln Saltdogs

Authors

Bullpen Team
Andrew Schori, University of Nebraska-Lincoln
Madi MacLean, University of Nebraska-Lincoln
Jeremy Shipe, University of Nebraska-Lincoln
Alex Wickenkamp, University of Nebraska-Lincoln
Aron Wehr, University of Nebraska-Lincoln

Date of this Version

Spring 2014

Abstract

For the Spring of 2014 UNL CoJMC ADPR capstone course, Advertising and Public Relations Campaigns, the Lincoln Saltdogs approached our Campaigns class in developing a strategic campaign for Lincoln’s only professional baseball team. Brett Beer, the Director of Marketing for the Saltdogs, along with his associates, provided us with one objective in developing a full campaign strategy. Mr. Beer wanted us to “get butts in seats.” Our team, Bullpen, conducted both secondary and primary research, developed a core media mix and strategies, and incorporated strategic creative tactics that would get more “butts in seats” in portraying Saltdog baseball games as more family friendly, and a Summer outing that would be more consistently considered within Lincoln families.