Elizabeth OHara and Bridget Leonard
This case was developed through interviews with Brooke Cooper, Dr. Charles Steinberg and others at the WooSox, as well as a thorough analysis of the Worcester Red Sox’s social…
Abstract
Research methodology
This case was developed through interviews with Brooke Cooper, Dr. Charles Steinberg and others at the WooSox, as well as a thorough analysis of the Worcester Red Sox’s social media and company websites.
Purpose
The purpose of this marketing case study is to This case focuses on understanding the process involved in conceptualizing and developing a marketing plan and strategy, and the ability to define and articulate the importance of BRAND in a marketing context.
Case overview/synopsis
The Pawtucket Red Sox relocated to Worcester, Massachusetts in Spring of 2019. The citizens of Worcester embraced their new team – the WooSox – as did many of the surrounding towns in Worcester County. The marketing arm of the WooSox worked tirelessly to develop a plan that included immersion in the cultures of the cities and towns within Worcester County; becoming a presence in their schools, businesses and community-based organizations; learning the priorities of the individual communities and supporting those needs; building a consistent, interactive and strong presence on social media; highlighting various interactions with their fan base; providing an outstanding experience at Polar Park; creating a loyal fan base ultimately driving ticket and merchandise sales and cultivating new fans to experience Polar Park; and understanding that word of mouth is the best form of marketing. The WooSox leadership team understood the need to expand its reach into new markets. In this case, the marketing team has been charged with exploring the Western Massachusetts region as a potential growth opportunity. The WooSox have a strong brand in the greater Worcester County area – but can they travel 60–90 min west and establish the same presence?
Complexity academic level
This case was written for undergraduate-level Marketing Principles or Sport Marketing courses.
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I was invited by Sandra Peart and David Levy to take part in the Summer Institute held from 26 to 30 July 2004 at George Mason University. After some discussion I agreed to give…
Abstract
I was invited by Sandra Peart and David Levy to take part in the Summer Institute held from 26 to 30 July 2004 at George Mason University. After some discussion I agreed to give two lectures, on my project on the use of the concept of the invisible hand and on the theory of economic policy of Lionel Robbins and Friedrich Hayek, and to participate in a public “conversation” with James M. Buchanan before the same group. Subsequently, I accepted Buchanan's invitation to have a videotaped private interview by him.
Tanya Fitzgerald and Sally Knipe
In this chapter we have broadly sketched the educational history of Aotearoa New Zealand to show that this historical backdrop offers a fascinating insight into contemporary…
Abstract
In this chapter we have broadly sketched the educational history of Aotearoa New Zealand to show that this historical backdrop offers a fascinating insight into contemporary debates. In the following chapters we adopt a thematic approach to the history of teacher preparation in Aotearoa New Zealand. We do not offer an institutional or chronological historical narrative, but rather, the chapters are interconnected as they re-trace, recall and re-tell this educational history. Our core thesis is that across the long history of teacher preparation these themes permeate the shifts and changes in educational policy and practice and that ruptures at particular historical moments are not unique. We draw on a number of historical examples to underscore the oftentimes personal impact of the wider policy environment and the educational stories of aspiring teachers. Importantly, we have documented the methodological approaches employed and the archival research that has influenced our reading of the materials.
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Huong Le, Bridget Jones, Tandi Williams and Sara Dolnicar
The purpose of this paper is to provide novel insights into arts consumption behaviour and patterns of communication displayed by arts consumers using Peterson’s theoretical…
Abstract
Purpose
The purpose of this paper is to provide novel insights into arts consumption behaviour and patterns of communication displayed by arts consumers using Peterson’s theoretical framework, and to identify differences in the use of communication channels across arts segments.
Design/methodology/approach
The authors conducted an a priori market segmentation study, with two variables serving as segmentation criteria, namely, the frequency of and the variety of arts events attended. The authors tested for differences in communication patterns.
Findings
Four segments were created: low-frequency univores, low-frequency multivores, high-frequency multivores and high-frequency omnivores. They differ in their communication patterns and online behaviours, including their online activities before and after attending arts events. Printed materials and e-mail newsletters were the most effective communication channel for raising awareness of all arts consumers.
Research limitations/implications
Understanding these communication patterns can help arts marketers to increase the attendance of low-frequency segments and broaden the variety of arts events attended by the univore and multivore segments. The generalisability of the findings is limited as the survey was conducted among online Australian arts consumers only.
Originality/value
The paper adds the dimension of arts consumption frequency to the taxonomy of omnivores and univores proposed by Peterson, which is based on the variety of consumed arts only. The paper contributes to communication and arts marketing literature by identifying key differences in communication patterns across segments of arts consumers and the most promising communication channels to engage them.