Summary:
Developed marketing strategies to boost awareness and ticket sales for CarMax Park’s grand opening.
- The Ask: Sell tickets for the 2026 season, leveraging the excitement and anticipation surrounding the construction and grand opening of CarMax Park.
- The Challenge/Problem: There was low engagement and limited public awareness surrounding CarMax Park. Despite its potential to energize the fan base and the Richmond community, the new stadium wasn’t yet generating the buzz needed to drive early ticket sales or community excitement.
- The Solution: Conducted strategic research and proposed a multi-pronged marketing approach. Recommendations included targeted social media campaigns, curated fan engagement events, and local community outreach to strengthen the team’s presence and build momentum.
My Role(s):
- Lead Creative Development
- Client Communication
- Deck & Design
Background:
The Richmond Flying Squirrels are a Minor League Baseball team with a strong fan base and community presence. With the opening of CarMax Park on the horizon, the team sought fresh strategies to maximize awareness and enhance public enthusiasm.
Process:
Conducted stakeholder interviews, competitive analysis, and market research to assess the current landscape. Interviewed fans to gather insights on engagement preferences and analyzed social media performance to identify areas for growth and content optimization.
Key Insights & Research:
- MiLB popularity is skyrocketing, signaling a ripe opportunity for fan growth.
- Awareness of CarMax Park remains low, even among current fans.
- The fan experience varies widely — some come for the game, others for the atmosphere, food, or family-friendly fun.
- The biggest competition isn’t another team — it’s Richmond itself, with local hotspots like Carytown and Shockoe Bottom vying for the same audience.
- Brand analysis revealed that the Flying Squirrels stand out for their commitment to community inclusion, family-friendliness, and most importantly, FUNN — a uniquely spirited take on entertainment that’s central to their identity.
Strategy:
Strategy was developed for each target audience segment — from families and young professionals to long-time baseball fans — with tailored messaging, content channels, and engagement tactics. Every approach reinforced the brand’s core identity of inclusive, over-the-top FUNN while speaking directly to what each group values most.
Executions/Work:
Developed clear target segments and created a comprehensive launch plan with tactics tailored to each audience:
Baseball Gurus: Engaged with in-depth, behind-the-scenes content and exclusive previews.
Families: Focused on family-friendly events, discounted group tickets, and kid-centric experiences.
Social Squirrels: Developed social media-driven campaigns and interactive events to amplify fan engagement.
RVA Business: Collaborated with local businesses to create community partnerships and cross-promotional efforts.
Additionally, created consumer journey maps for each target audience, outlining how they would experience the campaign from initial awareness through ticket purchase and event attendance.
Application:
The strategies developed for the Flying Squirrels can be applied to a wide range of teams and brands looking to increase engagement and build brand loyalty. By segmenting audiences and tailoring messaging to the unique needs and behaviors of each group, brands can foster deeper connections with their communities. The consumer journey mapping approach helps streamline the customer experience, ensuring that every touchpoint from awareness to purchase is optimized. These insights and tactics are scalable and adaptable, allowing other teams and organizations to replicate the model and drive success across various markets, events, and campaigns.
Special Thanks:
- Alyssa Young (Strategy)
- Nathan Sisack (Copywriter)
- Trent Moss (Copywriter)
- Caleb Mayer (Creative Brand Management)
