Need

Strong, consistent brand identity through outdoor advertising, marketing collateral and e-blasts using existing logos for each of the league’s five teams to increase attendance and community/corporate support for the league.

Background

As one of eight leagues in the National Alliance of College Summer Baseball (NACSB), the Florida League provides a valuable opportunity for college players to experience wood bat baseball with five teams throughout Central Florida. In addition to allowing these players to perfect the skills necessary for Major League Baseball teams, the Florida League provides each team’s community with fun, affordable family entertainment – as well as youth-oriented community outreach programs and fundraising activities that benefit worthwhile causes.

Strategy

Technetium incorporated the existing colorful Florida League team logos into a new, dynamic graphic design featuring a baseball emerging through flames accompanied by the tagline “Bringing the Heat.” Graphics were set against a black background to visually indicate that the league’s games start in the evening. Gearing the message to the affordability of the games and variety of between-inning fan participation activities offered was intended to appeal to families who have become especially budget-minded in this current economic climate.

Action

Launching the new outdoor advertising campaign and collateral saturated the league’s markets with a strong call-to-action intended to improve public awareness of the teams and the chance they offer for baseball fans to see new talent who could become tomorrow’s MLB stars. Technetium also coordinated and hosted the league’s annual Media Day.

Result

Florida League teams are enjoying an increased level of visibility in their communities, which is resulting in strong game attendance and support from members of the business community.