Independence League Baseball Association

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BUILDING A BRAND AND GROWING VALUE FOR THE

STEP 01 - ESTABLISH THE PROJECT'S GOALS

1. Establish the league’s core values as the foundation of the brand.

2. Identify market segments to effectively communicate with the audience.

3. Build a clear, consistent, and memorable visual brand that speaks to the core values, fostering a sense of community.

4. Provide high-quality, cohesive, and professional content to establish trust and credibility with fans and partners.

5. Create value for the league, helping it grow its reach among fans, partners, communities, and players.

6. Use the successful visual brand to create sellable assets and attract league partners.

LAYING THE FOUNDATION

Brand Attributes

Our brand's essence was cultivated through collaborative sessions involving league owners. These sessions encompassed in-depth discussions and brainstorming, culminating in the extraction of our brand's core values from its culture, voice, customer interaction, and impact. We've distilled these sessions into a summary, highlighting the pivotal words that define our brand. These words converge to craft a captivating narrative, embodied within our mission statement. As we move forward, these brand attributes will serve as our North Star, guiding our branding and marketing strategies to achieve our goals and make a profound impact.

PRECISE MESSAGING FOR

ILB Audiences

Through discovery sessions with the league owners, we identified and categorized our market segments and audience. We identified our foundational customers and aspirational customers, as well as the older and younger segments. For each group, we provide a background of who they are, where they are currently, and where they aspire to go. Additionally, we outline the most effective ways in whivch the Independence League can communicate, activate, and attract each segment. By understanding each audience and its unique needs, we can develop targeted strategies that resonate with our customers and drive brand loyalty. This showcases how we create a brand that talks to those discovered customers.

FRAND'S STORY

Born in California, Frank's heart belonged to baseball from an early age. High school and even junior college ball fueled his passion. Degrees led him to Arizona, where he met his partner and had two kids. Life took a turn, ending the marriage in his thirties. Despite hurdles, baseball's thrill lingered. Nostalgia for school days and the game he cherished tugged at him. Amidst life's demands, Frank cultivated a side podcast and a love for baseball caps. A vision stirs: contributing to teams and working in a front office. Yet, this leap proves challenging. Arizona's scorching summers prompt Frank's road trips. He explores minor league ballparks, fanning the flames of his love for the game.

HIS NEEDS

• To feel connected to a to baseball

• Be a part of something bigger

• Content for his baseball podcasts

• Collects fun hats and gear

• Places to visit in the summer

• Dreams of working in the front office

ILB SOLUTIONS

To engage fans like Frank, we orchestrate a dynamic social experience that fosters an enduring and authentic connection throughout the year. Our captivating social content reveals the enchantment of summer, presents thrilling merchandise, hosts captivating giveaways, and shares the joy of memorable ballpark moments. This approach captivates attention and amplifies the excitement of the summer baseball season to draws fans into personally immersing themselves in ILB's world. Our league's new website can serve as an information haven, enriched with unique ballpark features, a treasure trove of collectible merchandise, streamlined ticket access, and summer-planning ease. Plus, we invite our foundational customers to join a lively community of baseball aficionados through a league-wide membership, unlocking exclusive behind-the-scenes baseball experiences.

This comprehensive solution caters to Frank's desire for a profound connection with baseball, a broader community, and a platform to fuel his podcast aspirations. Furthermore, we recognize his need to escape Arizona's summer heat and nurture his dream of a career in baseball's front office. With ILB, Frank finds a place where his passions thrive and dreams are nurtured.

KENZIE'S STORY

She comes from a large family with three brothers and two sisters. Originally from Tennessee, Kenzie has always been a big sports fan. She played sports in high school but wasn’t good enough to play in college like her siblings.

Now, as a college student, Kenzie wants to get her foot in the door and work in sports after graduation. She’s determined to combine her passion for sports with her marketing skills to make an impact in the industry. With her hardworking and ambitious nature, she’s excited about the possibilities that lie ahead.

HER NEEDS

• Foot in the door in sports

• Be a part of a family

• Feel welcomed as she isn’t use to being away from home.

• Still have fun in the summer out of school.

• Real world experiences

• Understanding of the business of sports

ILB SOLUTIONS

For vibrant talents like Kenzie Johnston, ILB offers fitting solutions that match her ambitions and desire for learning and summer enjoyment. To attract student interns, we spotlight a family culture via engaging Instagram and TikTok content, showcasing staff adventures and the dynamic work environment. Testimonials and videos of past interns emphasize ILB's nurturing environment. A unique "ILB internship achiever" photo empowers new hires like Kenzie. We prioritize their growth with end-of-season interviews and inspiring testimonials. A speaker series features former interns excelling in pro sports, fostering learning. Kenzie finds a path to real-world sports experiences while embracing summer's thrill.

ROBERT'S STORY

Growing up in a small Nebraska town, he attended Creighton University where he met his wife during his senior year. After receiving his MBA, he landed a job at a regional bank and worked his way up to the headquarters in Denver and eventually becoming CEO.

Now, he’s looking to grow the bank in the region between Colorado and eastern Nebraska. He’s passionate about bringing financial services to small communities and helping businesses thrive. With his experience and drive, he’s determined to make a difference in the lives of people in the region he calls home.

HIS NEEDS

• Grow bank across region

• Connect with customers at a real level

• Build up moral at smaller bank branches

• Showcase bank values of trust, community, & savings

ILB SOLUTIONS

ILB provides the perfect platform for Robert to connect at a genuine level while achieving his bank's goals. The league's regional footprint and dedicated fanbase offer Robert access to potential customers. This extends beyond the digital realm, with face-to-face opportunities that cement relationships. The prospect of becoming a title partner for league events provides Robert the chance to showcase his bank's values of trust, community, and savings to our expansive regional audience. Exclusive co-branded products designed for fans in the region enhances both the bank and league's brand loyalty, creating a shared bond among supporters.

Cobranded community and charity co-involvement aligns perfectly with Robert's desire to make a difference in people's lives. Special discounts and enjoyable experiences at the ballpark work to boost bank staff morale, aligning with Robert's vision of uplifting small bank branches. Activation booth opportunities and or title ownership of hosting venues at games offer direct face-to-face interactions with fans, strengthening connections on a personal level.

League-wide promotions and giveaways provide a channel for Robert to grow his bank's presence within communities. This all-encompassing strategy is designed to enable Robert's aspirations of growth while aligning with his passion for community development and meaningful engagement. With ILB, he not only achieves his bank's goals but also positively impacts the lives of individuals in the region he holds close to his heart.

Thank you for taking the time to explore this project with us. This glimpse into our collaborative process highlights how we've worked alongside league owners to create a brand narrative that resonates with both the league's essence and customer aspirations. We've ideated and brought these concepts to life, focusing on capturing attention and attraction. Your interest and engagement mean a lot to us, thank you again!