Nationals Capture Buzz From First Overall Draft Pick

September 30, 2009 | Volume 8, Issue 9
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Nationals Capture Buzz From First Overall Draft Pick 

NatsTown Unveils Strasburg and Rewards Fans
CONTACT

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Chris Gargani
VP|Managing Director
Sales & Marketing
Washington Nationals Baseball Club
[email protected]
 
ORGANIZATION
Washington Nationals Baseball Club
 
PROGRAM TITLE
Strasburg $1 Tickets
OBJECTIVES
All season long, the Washington Nationals have tried to provide more value for their fans, a crucial goal for this season. Determined to fulfill their goal, the Nationals wanted to generate excitement around the signing of the #1 overall pick in the 2009 MLB Amateur Draft, Stephen Strasburg. "The signing of the overall #1 draft pick Stephen Strasburg allowed us a platform to tie in a $1 ticket offer and build a theme around such a dynamic offer," stated Nationals' VP|Managing Director, Sales & Marketing, Chris Gargani. The goal was to compliment the number of other value propositions they have developed this year and give fans the opportunity to celebrate along with the Nationals.
 
PROGRAM DESCRIPTION
After Strasburg signed with the Nationals, $1 tickets were made available for fans to purchase on a new page of the Nationals' website, www.nationals.com/one. Furthermore, on game day, the Washington Nationals held a 2pm press conference to introduce pitcher, Stephen Strasburg at Nationals Park, for all those that had participated in the promotion by purchasing $1 tickets along with season ticket holders who had tickets to that evening's game. In addition to the $1 tickets and press conference, Nationals' President Stan Kasten and Senior Vice President and General Manager Mike Rizzo gave their time for a 30-minute Q&A Town Hall meeting with those in attendance. The seating area remained open after the Town Hall for the Nationals' batting practice, giving fans a closer vantage point than usual.
 


Stephen Strasburg introduced to the Nationals faithful
 
MEDIA
The promotion was marketed using internal assets including in-game video board slates, public address announcements, and the handing out of flyers at home games prior to the event. Additional advertising on the Nationals' game radio and TV broadcasts as well as a posted press release on their website and social media networks were used.
 


The $1 ticket promotion was made available on a new
page of the Nationals' website: www.nationals.com/one
 
PARTNERS
The Nationals used no outside partners for this promotion.
 
RESULTS
The event turned into a major success. The Nationals sold out all the $1 tickets available on their website for seats located in the Left and Right Field Corner and Mezzanine levels plus the Left Field Box. Chris Gargani commented, "Although we're very conscious of deep discounting and any perceived devaluing we may do to our tickets and those buyers that have paid a premium, we felt this may be a once in a franchise opportunity to run with and create a buzz, sell tickets and market the excitement around the future of baseball here in the Nation's Capital." Furthermore, the game was the highest attended home game in the month of August.
 
LOOKING AHEAD
Since their goal is always to improve the product on the field, the Nationals hope not to have the #1 overall pick again and hence, avoid this promotion. Nevertheless, based on the demand and popularity of the promotion, the Nationals will consider the use of $1 tickets or discounted ticket promotions that tie into a theme or milestone event again in the future.
 

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