Campaign helps boost game attendance

AGENCY: Priority Marketing

CLIENT: Fort Myers Miracle 

TASK: To increase attendance at home games for the Florida State League Class A-Advanced affiliate of the Minnesota Twins through enhanced exposure in traditional, digital and social media.

HIGHLIGHTS: “Opening Nights” was a multimedia, multiplatform campaign to promote the Fort Myers Miracle’s two-night season opener at Hammond Stadium. In advance of the team’s opening nights, Priority Marketing created a multimedia and multicultural campaign that included print and digital ads, social media posts, Facebook advertising, Google AdWords and infographics. Public relations initiatives included news releases, live television interviews, guest opinion pieces and media partnerships provided game-day television weather forecasts, digital billboards and news coverage for both English- and Spanish-speaking audiences.

By precisely targeting social media users, Priority Marketing helped the Miracle’s Facebook page experience a 264% increase in page views compared to the prior year. The Facebook advertising campaign for Opening Nights reached more than 64,000 people within Southwest Florida, generating more than 69,000 impressions.

OUTCOME:  The Fort Myers Miracle’s average attendance for its two Opening Nights was 4,761 — most among the 12 Florida State League baseball teams. The large home crowds helped propel the team to a 2-0 record to begin the 2018 season, generating additional interest in the team.

—Andrew Warfield