This was our booklet explaining our four different promotional events for the 2015 Arizona Diamondbacks Season. We won the project and are currently waiting to hear which event will implemented picked up by the Diamondbacks.

1. 2015 Promotional Events

2. 1
TTaabblel eof oCofn tCeontns tents
Dino Night Country Round-Up
Research Research
Suggestions Suggestions
Promotions Promotions
Giveaways Giveaways
Experience Experience
Media Plan Media Plan
Expenses Expenses
5
6
7-8
9
10
11
12
15
16
17
18
19-20
21
22

3. 2
Salsa Night Electronic Dance Night
TTaabblel eof oCofn tCeontns tents
Research Research
Suggestions Suggestions
Promotions Promotions
Giveaways Giveaways
Experience Experience
Media Plan Media Plan
Expenses Expenses
25
26
27-28
29
30
31
32
35
36
37
38
39-40
41
42

5. Raptors in the risers, an Omeisaurus in the outfield, we’ve got dinos in the dugout! A night at the ballpark watching the Diamondbacks becomes a night in Jurassic Park running from dinosaurs. Walking with
Dinosaurs, the arena spectacular, will be in Chase Field during the game to entertain guests with visual and interactive displays of life size dinosaur replicas.Attendees can expect to learn more about these ancient earthly inhabitants, enjoy part of the Walking with Dinosaurs arena show after the game, and run from raptors while searching the stadium for their cracker jacks and snacks.
The Jurassic World, the fourth in the Jurassic Park series of blockbuster films, will be released in theaters June 12, 2015. Snowballing off of the success and popularity of this film, Dino Night will attract the
attention of modern-movie goers as well as educational learners both young and old alike. To capture our audiences our two main media plays will target elementary school students through flyers, handouts, and interactive displays and theater attendees though pre-movie advertisements in local theaters.

6. Dino Night Research 5
In 1993, Jurassic Park generated a total revenue of
$402,348,347 from their movie release alone. This
record number demonstrates the high interest in
the Jurassic Park franchise.
590
98
183
70
941
Elementary schools
Middle schools
Secondary schools
Other
Total Schools
Schools within one
hour of Chase Field
Walking with Dinosaurs is a popular sell-out arena
show. It is a family friendly experience that brings
Dinosaurs to life for the audience. It has won various
awards for its creative content and stage production. *city-data.com
*see appendix for options

7. Dino Night Suggestions 6
Suggested Date
June 19th, 2015–
Arizona Diamondbacks vs. San Diego Padres
This event will be most successful if the date of the game and
preceding advertisements surround the climax of interest in the
release of The Jurassic World. Friday, June 19, 2015’s home game
against the Padres is the weekend after the movie release and will
allow game time to be surrounded by the hype of the movie.
Partner Suggestions
The vast success of “Walking with Dinosaurs,” will
attract a large selection of visitors to the ballpark.
“Walking with Dinosaurs” has toured internationally
in over 217 cities and has been seen by over
8 million audience members. Their tour has been
seen in Arizona and surrounding states and has a
following in the area.
Partner Suggestions
The Arizona Science Center is a fun and educational
organization that would be able to provide educational
exhibits for chidren at the park and also be a good
channel to promote the event.

8. Dino Night Promotions 7
Outside elementary schools and public shopping malls in the area, giant dinosaur
footprints on the sidewalk, embedded with the Diamondbacks “A,” will lead to an
even bigger image that includes more details about the event.
To reach our audience in an
educational way that will bring
families to the ballpark, this small
flyer will be handed out and include
a voucher for an in-park Dino-dog.
A digital version will be available to
schools who have a parent email list.

9. Dino Night Promotions 8
Diamondback players are enjoying a
great practice when all of the sudden...
they hear a loud roar from the outfield.
All the players look, balls drop, catches
are missed, one player even jumps into
another’s arms out of fright.
The dinosaur roars again as a ball slowly
rolls to its feet. The dinosaur walks
towards the ball hesitantly, then picks it
up with its mouth and carries it to the
pitcher.
The pitcher picks up the drool covered
ball and looks around. The players shrug
their shoulders and begin playing again.
This time hitting balls into the outfield
for the dinosaur to catch

10. Dino Night Giveaways 9
The first 1,000 guests to enter the stadium will
receive a Walking with Dinosaurs poster and a long
sleeve t-shirt that creates a dinosaur mouth when
the arms are overlapped. This souvenir is mainly
geared towards our younger target audience and will
include children shirt sizes.

11. Dino Night Experience 10
Game-day activities will include:
1) Giveaways at the door for the first 1,000 guests
2) Free hotdogs for elementary students with vouchers
3) Educational facts and commentary from Rori the raptor
4) Dinosaurs taking over the field in-between innings
5) Raptors from Walking with Dinosaurs wandering the stadium
interacting with guests
6) An opportunity to meet the dinosaurs after the game
During the game there will be stations for children to learn about
dinosaurs. The stations will range from mock excavation boxes to
dinosaur displays.

12. 11
Dino Night Media Plan

13. 12
Dino Night Expenses

15. Throw on your boots, grab your hat, and head out to the ballgame! This theme targets the prevalent country population of Phoenix and surrounding areas, and will be sponsored by Justin boots, a premier western boot and apparel company, as well as by popular local country radio station KMLE of Phoenix. The event will occur on the eve before one of the biggest country music festivals of the year, Country Thunder 2015- an event that takes place just one hour away in Florence, AZ and saw a record setting opening night audience last year of 24,000 fans! The main attraction will be the presence of Blake Shelton, the popular country crooner, judge of NBC’s hit show “The Voice,” and headliner of Country Thunder. Blake will sing the national anthem prior to the game, so ticket holders will want to take their seats early. Throughout the game a rodeo clown will Emcee and interact with the crowd in the same way they amuse at conventional rodeos

16. Country Roundup Research 15
In 2015, Country Thunder will
feature headliners such as
Blake Shelton, Luke Bryan,
Big and Rich and Brett Eldredge Country Thunder is a four day event.
In 2014 over those four days it had:
most listened radio genre to after
Pop radio.
in attendance
100,000-130,000
weekend campers
3,000-5,000
Arizona was the top state in attendance
In Phoenix, Country radio is the 2nd

17. Country Roundup Suggestions 16
Suggested Date
April 8, 2015 –
Arizona Diamondbacks vs. San Francisco Giants
As a premier country western boot brand, Justin
Boots is the perfect business to sponsor Country
Roundup. Our target market knows the value of
genuine, hand-crafted cowboy and work boots and
they’ll jump at the opportunity to win a pair during
the event! Having this brand attached to the occasion
will give the night further authenticity.
KMLE-FM offers an incredible opportunity to
capture a solid portion of our target market
through a single medium. Ratings show this is the
top country station in Phoenix, and they will be
happy to take part in an event that features a live
performance by a country mega-star!

18. Country Roundup Promotion 17
The contest will be posted on the team’s social media sites
in the months leading up to the contest.
How to enter:
The winner of our Youtube competition will be invited to watch the game with Blake
Shelton and perform during the seventh inning.
1) Record yourself singing a country song of your choice
2) Tell your viewers it’s for the Country Round-Up night competition
3) Post it to the social media site of your choice and tag the Arizona
Diamondbacks
4) The video with the most likes will be declared the winner
Are you the next
Country Star?
!1. Choose your favorite country song (or just
one you’re good at singing). Your song can
be an original. !2. Record a brief introduction followed by
your song. Begin your home video by
explaining to your viewers that the
performer with the most “likes” will get
the chance to perform at the Arizona
Diamondbacks “Country Roundup” night
on April 8th vs. the San Francisco Giants.
You can accompany yourself or sing to an
instrumental version of your chosen song.
Sing your heart out!
3. Upload to Youtube. Tag “Arizona
Diamondbacks Country Roundup”. Share on
Facebook, Instagram, and Twitter using
#DiamondbacksCountryContest. !4. Promote your video like crazy! This is a once-in-
a-lifetime opportunity to get your name known
and meet a country mega-star!
Win a chance to
hang-out with
Blake Shelton and
perform at an
Arizona
Diamondbacks
baseball game!
How to Participate
We all know that Country Thunder is right around the corner, what better way to welcome
our beloved country stars to the state of Arizona than with a night at Chase Field with
our own Diamondbacks. Come sporting your best country gear and gather the family for
an evening full of country music and baseball! Enter the YouTube competition to win a
chance to sit with Blake Shelton at the game.
Radio Spot:

19. Country Roundup Giveaways 18
The first 1,000 attendees will receive a free Country Roundup t-shirt.
Furthermore, The first 50 fans in attendance will receive custom Arizona
Diamondbacks Country Roundup belt buckles. Throughout the game, five
lucky raffle winners, plus guest, will be drawn and get the opportunity to
meet Blake after the game and receive autographed memorabilia.

20. Country Roundup Experience 19
*see index for options
In between innings five contestants will be selected from the crowd per
inning for the steer roping contest. The contestant who ropes the steer
dummy from the furthest distance is declared the winner and receives a
voucher for a free pair of Justin Boots.
A mechanical bull will be available near concessions.

21. Country Roundup Experience 20
During the game there will be a clown who interacts with the fans. He
will be the Emcee of the event and keep things up beat and fun for
those in attendance.

22. 21
Country Roundup Media Plan

23. 22
Country Roundup Expenses

25. Come heat up the night with the Arizona Diamondbacks and On The Border Restaurants. Surround yourself with family and food as you tango the night away and watch the players take on the Padres. Imagine being welcomed into the stadium by the Nuevo Estilo mariachi band and the best salsa dancers in the state. Everything will have a Latin touch as we celebrate the rich culture of our Diamondback fans at Chase Field.

26. 40% 93% Phoenix population is
LATINO
Of the Phoenix Latinos,
are Mexican
Salsa Night Research 25
Family oriented
*2012 Census
*GeoLytics Inc.
3restaurants within the
Greater Phoneix area.

27. Suggested Date
September 15, 2015 –
Arizona Diamondbacks vs. San Diego Padres
Salsa Night Suggestions 26
We’ll be partnering with Schuff Steel, the contractors who
built Chase Field. There is a large Latino community in the
construction business and we will hand out t-shirts with
the Diamondbacks’ logo promoting the night to the workers
as an advertisement for the evening. They will receive flyer
with a coupon for a promotional item at the game.
We’ll be partnering with On The Border Restaurants
to add some spice to the night. We’ve chosen a food
chain that Arizonans love and trust. On The Border
Restaurants has three popular locations within 20
miles of the Greater Phoenix area. In 2013, sales of
the On The Border chips was $118.7 Million in the
United States and was in the top five brands of
chips sold. We’ll be placing flyers with coupons for
promotional giveaways for the game in the
restaurants.

28. Salsa Night Promotion 27
These flyers will be found at
all participating On The Border
Restaurants and given to Schuff
Steel employees. Each flyer has a
coupon for a promotional
giveaway at the game.

29. Salsa Night Promotion 28
At games leading up to Salsa Night
there will be a teaser video played
on the jumbotron featuring players
of the Diamondbacks attempting to
dance to latin music.
In local grocery stores we will
have displays that promote the
event placed around the On The
Border products.

30. 29
Salsa Night Givewaways
With every concession purchase made at the stadium, each
customer will receive a side of On The Border chips and salsa.
Noisemakers given to those who redeem their poster voucher.
1,000 t-shirts will be given away to those who arrive at the event first.

31. 30
Salsa Night Experience
Two people in the stands will be randomly selected. On the field will be two piñatas made with the Padres logo on them. The first fan to smash their pinata will be the winner of a $25 Visa gift-card and prime seats to the next game.
Mariachi Cam
Mariachi Band Nuevo Estilo is a group that puts a twist to their performances by incorporating current and well known songs from artists like Bruno Mars and Maroon 5.
Three local latin dance teams will perform
inbetween various innings during the game. The crowd will vote on the best performance using a noise meter.

32. 31
Salsa Night Media Plan

33. 32
Salsa Night Expenses

35. The Perfect Storm. The stars aligning. Call it what you want, but this promises to be one of the
biggest events in D-Backs event history. So, what are the ingredients? A pool of over 200,000
students from 10 different institutions within a half hour’s drive. The search for something
exciting to do on a Friday night, immediately after the start of the new semester. The hottest
local DJ who carries a following, and instant street-cred wherever he goes. An incredible venue
involved in something unprecedented. Now add an amazing cause, glowsticks, neon clothes,
blacklights and Magic. Will. Happen.
Welcome to Arizona Diamondbacks’ Electronic Dance Night- the biggest party of the year. When
the field clears after the last inning, it all begins. Ticket holders will be permitted onto the turf
where the DJ will already be set-up and dropping the latest beats on top of the D-backs dugout.

36. Electronic Dance Research 35
10 institutions within
one half hour drive
from Chase field
200,000 students attend those universities
2nd most listened to genre amongst college
students in Arizona
Electronic Dance Music is the
*Spotify

37. Electronic Dance Suggestions 36
Suggested Date
August 29th, 2015 –
Arizona Diamondbacks vs. Oakland A’s
Partner Suggestions
Partner Suggestions
Electronic Dance Night will benefit the local charity Free Arts
for Abused Children of Arizona. This organization fights to
heal abused and homeless children through artistic expression.
All who have tickets for the special event will be encouraged
to bring art supplies: crayons, colored pencils, paint brushes,
etc. to the game. Those who make donations to the crates will
receive customized Electronic Dance Night glow-in-the dark
Diamondbacks t-shirts.
We suggest someone like DJ Marcus Wing who is known
regionally and has toured many of the western states, including
Arizona. His shows are entertaining and often have a theme like
“Neon Night” or “Paint Night.” Although a top 100 DJ would
be ideal, it is not entirely neccessary to book one. As long as the
show has an appealing theme, it will draw attendees.

38. Electronic Dance Promotions 37
To promote the event, the Diamondbacks will
engage student ambassadors on Arizona State’s
campus the Thursday before the game. A local DJ
will mix music on campus during busy passing
periods, while student ambassadors hand out flyers
advertising the game. These flyers will also
encourage the donation of school supplies.
Spotify and Pandora targeted advertisements
will be used to encourage students to come to
the game and bring art supply donations.
Local radio stations will give away tickets
to the lucky caller who answers an Arizona
Diamondbacks trivia question correctly.

39. Electronic Dance Giveaways 38
All event ticket holders who attend the
show will be provided with Diamondback
“Party Packs” that include dance glow
sticks, and customized team party glasses.
The first 100 in attendance will receive customized
NewEra 59FIFTY Diamondbacks hats.
Those who make a donation for Free Arts for Abused
Children will receive a free customized t-shirt.

40. Electronic Dance Experience 39
Black light paint spinning will be availabe before
and during the game for those in attendance
DJ Marcus Wing will be mixing up the players walk
up songs throughout the evening. The fans won’t
be able to stay seated as the beat drops with every
player that comes up to bat.

41. Electronic Dance Experience 40
The show after the game will be neon themed and feature DJ Marcus Wing as he spins the hottest
beats of 2015.

42. 41
Electronic Dance Media Plan

43. 42
Electronic Dance Expenses

44. Appendix Dino Night
*Numbers were attained by visiting each city’s page on ctity-data.com
A group of Jurassic Park fans are restoring an RV from the movie. It would be an option to bring the RV to Dino Night for the students to explore. They have a Facbook page called The Lost World RV Restoration Team.
There is a second option for dinosaur costumes. Jurassic Live provides other dinosaurs like Walking with The Dinosaurs. They can be contacted at (718) 815-2570.
Budget
Posters: $3 x 1,000 = $3,000 http://www.postersigns.com/
Elementary Handouts: 600 elementary schools x 500 kids per school = 30,000; 30,000 flyers x $.14 = $4,200
Long-sleeve T-shirts: $6.20 per shirt x 1,000 = $6,000 http://www.skylineshirts.com/
Hot Dog Vouchers: 300 vouchers claimed x $5 hotdogs = $1,500
Footprints: 4 exhibits x 18 footprints = 72; 72 x $20 = $1,440
Screen Projection: $10,000
Movie Ad Spot: $30,000
Walking with Dinosaurs: $2,500-5,000

45. Appendix Country Roundup
Considering the amount of country stars that will be in the area, it is an option to invite them to the game. This would give even more incentive for fans to come so they can see the artists in person.
Montana Silversmiths provides customized belt buckles.

46. Appendix Salsa Night
* http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF
*http://www.statista.com/statistics/188233/top-tortilla-tostada-chip-brands/

47. Appendix Electronic Dance Night
Sunglass Price Guide:

48. Drew Thomas
Dani Vaughan
Bruno Onoles
Zakary Kirkpatrick
Jon Rose
Maura Jackson