Marucci Book - Small

1
Table of content
4-5 About Gold Communication
6-7 Client Overview
8-15 Secondary Research
16-23 Primary Research & SWOT
24-29 Target Audience
30-35 Positioning Statement & Goals/Objectives
36-49 Action & Communication Strat.
50-59 Tactics Overview
60-73 Schedule & Budget
74-79 Tactic & Objective Evaluation
80 Appendix
82-83 A: Interview Consent Form
84-86 B: Interview Guide
87-101 C: Survey
102-104 D: Research Sources
2
ts
3
Nik Scott
Account Executive
About Gold Comm.

Research Specialist
Emily Sutherland
Creative Director
Ariel Smith
Message Strategist
Micayla Payne
Action Strategist
Heather Gilbert
Writing Specialist
4
At Gold Communication, our mission is to
provide clients with quality public relation campaigns
and strategies to set them apart from their competitors.
The most important aspects of Gold Communication
are quality services and brand distinction from the rest
of our respective client’s industry.

Our mission statement communicates these
objectives so each one of our clients know what to
expect from our agency and how we can serve them.
At Gold Communication, Excellence is the standard
5
Client
Overview
6
Marucci Sports originated in Baton Rouge, Louisiana by
athletic trainer Jack Marucci and two co-founders, Kurt
Ainsworth and Joe Lawrence. Marucci began his journey
out of his backyard crafting handmade bats for big name
players and his son out of his garage. The world famous bat
is crafted out of maple and has a craftsmanship that has
created the gold standard of bats. Since forming Marucci
Sports, the company has more than twenty current and
former MLB players that serve on the brand’s Advisory
Board.
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Secondary
Research
8
Secondary Research was an important first step in
order to have a full assessment of Marucci Sports and
their status in the market. Studying the organization,
its current situation and the key publics allow us
to inform our final campaign recommendations.
Additionally, a competitive analysis helps us
understand how to maximize our campaign goals by
studying the competitors’ strengths and weakness.
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Situation
The situation Marucci Sports is facing is derived from a combination of awareness, acceptance and
action.There is no dispute that Marucci Sports constantly has the opportunity and ability to gain
new customers, because bat sales have increased to $210 Million (Thomas, 2018). With Marucci
Sports being the preferred bat of more than a third of major league players, it is evident that
awareness is high at the professional level (Jacobs, 2016). However, in order to continue to build
the brand, it is important to focus on increasing awareness with youth players. Competition with
other brands affects the situation because it has the possibility to drive awareness away from
Marucci Sports, ultimately resulting in a loss of clientele. Competitors that could impair Marucci
Sports include Louisville Slugger and Old Hickory (Thomas, 2018). Competitors drive awareness
away from Marucci Sports, toward their own brand and products impacting the overall sales and
attitudes of key publics. The awareness situation is important to the organization’s mission of
honoring the game and working hard. However, there is no mention of the need for excellent
baseball supplies in their mission statement. Therefore, their situation of wanting to gain awareness
for their product to ultimately drive sales is not consistent with their mission statement.
Situation Resolution
The situation can be resolved by an increase in sales by Marucci Sports, along with increased
brand awareness in the baseball world. Expanding Hitter Houses, gaining more pro baseball player
representatives, and continued media placements could help to resolve the situation. This situation
is the main priority for the public relations and communication staff to resolve, along with help
from Marucci Sports’ top management.
The Organization
Marucci Sports (2017) refers to their product quality as the “new standard of excellence,” a statement
that is justified by Marucci's inclusion on many “Top 10 Bats” lists from baseball influencers
including justbats.com and batsfinder.com (JustBats.com, 2018; BatsFinder.com, 2018). Many
factors determine quality, but Marucci’s quality of bat is determined by their complete control of
the process. They own the mill, control the wood supply and only select the finest wood for their
bats. All of the material is graded and tested to determine variation in the wood grains. Marucci
Sports leadership is satisfied with the quality of their product, which is evident in the referral of
their bat as setting the “standard of excellence.” Marucci Sports offers several advantages over
its competitors, primarily its pristine product quality. Moreover, professional baseball players are
included throughout the development process and are utilized to do product testing. One key
disadvantage associated with Marucci Sports is lack of name recognition. Although Marucci Sports
and Victus Sports have a 56 percent combined market share, Marucci has to compete with the
iconic Louisville Slugger name in the market (Thomas, 2018).
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Niche
As a younger company, Marucci Sports quickly evolves to market changes and often is on the
leading end of these trends. The past three years have been key to the growth of the brand, as it
has become the leading bat in Major League Baseball, with 25 percent of starters preferring the
MLB starters. Marucci has been able to carve out a niche in the market where the quality of their
bat is able to set the standard.
Structure
A key part of Marucci Sports’ mission is bringing the highest of quality to Major League Baseball, and
providing that same level of quality to its customers at every level. This is expressed in their strategic
business plan and reflected in their company manifesto (Thomas, 2018). The communication staff
appears to play a strong role in the organizations’ decision-making process.
Internal Impediments
The internal environment for public relations activities is very supportive. The organization realizes
the importance of public relations and marketing in order to grow its core demographic. However,
there is much room for the organization’s social media growth as well as a more comprehensive public
relations approach-sharing all successes and actions of the organization, including philanthropic
and community relations endeavors. The only impediments or obstacles to success that come
from within the organization is influenced by third parties: Little League baseball imposing too
many regulations on bats, the changing standards of bats, and changing trends (Thomas, 2018).
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Publics Research
Customers of baseball. Marucci’s regulators are the overall
Marucci has a primary customer or core player regulators of baseball all over the world such as
that is described as an individual who plays the American major leagues and the regulations
more than 30 times per year, is in the 11- to are constantly changing.
18-years-old range and specializes in baseball,
but may also be a star athlete that plays Limiters
multiple sports (Thomas, 2018). In addition, Marucci’s top two competitors are Louisville
this core player focuses their time primarily Slugger with a 22 percent market share and
on tournament or academy baseball (Thomas, Old Hickory Bat Company coming in with a 12
2018). Marucci’s secondary customers consist percent market share all based on management’s
of youth players ages 4- to 10-years-old and estimates (Thomas, 2018). The competitors that
MLB players 18-years-old and older (Thomas, can delay Marucci’s success are the bat companies
2018). Marucci tries to incorporate children in mentioned above and the everyday retailers of
the youth category so they can grow up with baseball bats and apparel such as DICK’s Sporting
Marucci. Goods.
Producers Narrow To key Publics

Marucci controls the mills that their wood is Marucci has two key publics that they choose to
supplied from. Marucci has a standard they target. The first key public is the core player who
have to uphold which means they only want is currently using Marucci bats and products.
the best of the best wood for their bats. All The second key public is the core player who is
monetary value comes from the pro athletes not using Marucci bats and products due to their
and Marucci to make the products. Marucci unawareness or lack of knowledge about Marucci.
has changed its product within the past few
years by incorporating technology into their In order to achieve Marucci Sports objectives,
bats. New bats have a sensor that tracks the Gold Communication plans to target two key
players metrics so they can stay up to date with publics: travel baseball players aged 11 to 18
their playing capacities. Marucci is constantly and their parents. This key public is vital to the
making small changes to stay up to date with success of Marucci sports. These players drive
the times and provide the best service to their the businesses sales figures and strengthen the
customers (Thomas, 2018). brand’s awareness.
Enablers Issues
Marucci has many big name opinion leaders The key public who does not use Marucci Sports is
including Anthony Rizzo, Buster Posey, Francisco unaware of Marucci or lacks knowledge on Marucci
Lindor and multiple online influencers. Online Sports. The key publics jointly want to know what
influencers include What pros Wear, Just Bats is new with Marucci Sports to continue or begin
and Isabella Bracarde’s Instagram about her their knowledge. The issues the key public, who
dugout story. Isabella Bracarde embodies the does not use Marucci Sports faces is awareness.
manifesto of Marucci and the lessons from the Product
game that translate into real life experiences The active key public is aware of most things
(Thomas, 2018). Marucci’s colleagues consist of Marucci. They are current users of Marucci bats
coaches and pro athletes invested in the game and products and are loyal to the brand. Some
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customers have been with Marucci from youth to
their major league careers (Thomas, 2018). The
key public who is unaware of what Marucci has to
offer themis the latent public who is not a Marucci
customer, yet. The latent public is unaware of
what they are missing out on and does not have
much of an opinion on Marucci aside from the
name recognition. If the latent key publics were
aware of how Marucci is more than just a bat but
it’s a way of life then they would be more inclined
to purchase a Marucci bat.
Organization
Both key publics can affect the organization by
increasing sales, loyalty and devotion to Marucci
by using their one of a kind products and bats.
Marucci can only benefit the key publics by
servicing most of their baseball needs, whether
this be for training or recreational purposes.
Opinion Research
Marucci Sports has over 76 thousand email
subscribers and is known by top MLB players
thus awareness is a minor issue to Marucci
Sports overall (Thomas, 2018). The only issue
of awareness is to the latent public who does
not use Marucci but embodies their core player
characteristics, who Marucci is trying to target as
well. Based on market shares, Marucci Sports has
beat out Louisville Slugger and numerous other
bat companies which symbolizes a desire and
increased preference for Marucci Sports than
the alternatives (Thomas, 2018). Marucci Sports
is committed to their players and consumers
and wishes to always meet their needs, which is
expressed in their values and mission statement
(Thomas, 2018).
Communication
The active key public continuously uses Marucci
Sports and seeks information on the newest and
upcoming products from them as well as acts on
the information they receive. The latent public is
unaware of upcoming Marucci Sports products
and wishes to be informed so they can make the
decision if they wish or wish not to act on the
information provided. Credible sources for both
key publics are players coaches, famous baseball
player testimonials and online influencers.
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Demographics & Psychographics
Marucci’s consumers are not centralized to Louisiana. Due to the key public ranging from middle
school to high school age who do not have careers yet, their parents are providing the monetary
value for purchasing Marucci for their baseball players. The key public is located in the USA, is
middle to upper class and has a household income of $75,000 or more (Thomas, 2018).
The lifestyle traits our key public has is active, athletic and plays baseball or is a baseball enthusiast.
The key public is persuaded by emotions such as player testimonials about Marucci and facts or
statistics about Marucci. The key publics are strongly motivated by appeals to the past as well as
the future. They act on testimonials from previous and future Marucci consumers and are engaged
in the future vision of Marucci products (Thomas, 2018).
Competitive Analysis
Louisville Slugger
As the oldest bat company in America and official bat of Major
League Baseball, Louisville Slugger is the main competitor
for Marucci Sports. According to their website, the company
has sold more than 100 million bats with 60 percent of
Major League players using their products. Louisville Slugger
creates and sells wood and aluminum bats, “fielding and
batting gloves, helmets, catcher’s gear, equipment bags,
training aids and accessories” (Louisville Slugger, 2017). The
term “slugger” has been associated with legendary players such as Babe Ruth, Ty Cobb and Lou
Gehrig, making it a common name within the industry. Overall, although they have about 280,000
followers on Facebook and over 100 thousand followers on Twitter, they do not have much social
media interaction unless it is a customer asking about a product.
Old Hickory Bat Company

Old Hickory Bat Company is the third top bat company,
with ten percent of MLB starters swinging their bats
(What Pros Wear, 2017). Old Hickory prides themselves
on creating bats exactly the way their client wants. Their
company sells wood and aluminum bats, gloves, apparel
and accessories. The company’s product benefits the
customer because each bat is customized to their liking.
They have not had a lot of media coverage over the
past three years other than articles highlighting Major League player, Mike Trout, and an article
written on Baseball America. Old Hickory is letting their work speak for them by utilizing their
MLB players to gain popularity.
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Sam Bat
Sam bats are not as popular as the other brands, however,
they have Major League player representatives such as
Barry Bonds and Giancarlo Stanton (Sam Bat, 2018). Sam
Bat offers a variety of bats with options to customize or
buy from stock. Something that sets them apart from the
competition is their selection of wedding bats. They also
offer options to purchase different apparel and accessories.
(Sam Bat, 2018). Sam Bat is not very known in the industry
because of their lack of recent media coverage and public
relations efforts.
Rawlings
Rawlings is well-known within the sports equipment industry,
especially for affordability. However, they do not rank very high
within baseball sales. Rawlings offers sports gear for baseball,
fastpitch softball, basketball and football. They also offer
gloves, bats, apparel, baseballs and custom helmets (Rawlings,
2018). Rawlings benefits the customer because there are more
affordable options for all skill levels. They are also accessible in
sports stores like Dick’s Sporting Goods. Rawlings was recently
in the media for the 2017 recipients of the Rawlings Gold Glove
Award. Not only does this help with media engagement, but it helps with audience communication
and participation.
Prefrence of
Use by the
MLB
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Primary
Research &
SWOT
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We conducted primary research to better
understand the attitudes and perceptions
of Marucci Sports. Gold Communication
conducted a survey with baseball fans,
enthusiasts, coaches and baseball players
to analyze different perspectives and gather
knowledge about Marucci Sports from
individuals in the baseball world. Our agency
also conducted in depth interviews baseball
players and parents of baseball players in
order to better understand how to reach the
key publics.
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Surveys
Why did we choose a survey?
Additional information was still necessary for Gold Communication to obtain before
answering the attitudes, behaviors, knowledge and perceptions of Marucci Sports.
Thus a survey was created. Gold Communication established and dispersed a survey
amongst baseball fans, enthusiasts, coaches and baseball players to complete the
survey. The overall goal of this survey was to obtain a large collection of data to analyze
different perspectives and gather knowledge about Marucci Sports from individuals in
the baseball world. Collecting this information was critical for Gold Communication
to begin to strategize their messages and create advertisements that will inform and
persuade customers to become knowledgeable about Marucci Sports.
Step 1: Questions
The survey included all questions related to Marucci Sports’ awareness,
knowledge, attitudes and behaviors baseball fans were aware of. Each
section provided the participants with multiple choice, Likert scales,
semantic differential scales and filled in the blanks. Qualtrics was used
to construct the survey.
Step 2: Participants
The research team prompted individuals to take the survey from their
personal social media sites and email. The study was completed online
by participants personal, electronic devices at their own convenience.
Participants were provided with a survey link to begin. Survey participants
were not exclusive to Oklahoma as well. The survey took participants
on average 20 to 30 minutes to complete. Each survey was completely
confidential and information cannot be credited to a specific participant.
Step 3: Analysis
Following the closing of the survey. Gold Communication analyzed each
response. By doing in depth analyzation of the results, we were able to
select the most pertinent information to the creation of our campaign.
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Results
Likelihood of participants to
follow Marucci Sports on:
Gold Communication found

that most participants did
not have a lot of knowledge
of Marucci Sports and were
indifferent about a lot of the
questions. Although many
12% 10%
participants know what
products Marucci offers,
few participants knew the
information that sets Marucci
6% 11%
apart from its competitors.
456 Surveys Conducted
31%
Of participants are
15%
Of participants
stated that they
likely to check out would purchase a
Marucci Sports’ bat from Marucci
website Sports
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In-Depth Interv
“The thing I like most “ I feel like Marucci values
the quality of their products
about Marucci is the highly. Because it’s not a cheap
quality and reliability. product by any means, it’s
definitely an average to high
I know it’s not going priced item. But, I feel like they
to be crap in a year.” value their product. Definitely
price is an indicator of quality.”
“ I feel like Marucci values “I think because it’s

the quality of their products pushed on you by other
highly. Because it’s not a cheap
teammates. Usually
product by any means, it’s
definitely an average to high when your younger you
priced item. But, I feel like they go based off of what
value their product. Definitely everybody else is wearing
price is an indicator of quality.” and using.”
“I don’t guess I “I don’t

really have ever had really see a...
any communication
with Marucci other
lot of public
than just using a advertisement
20 bat.” of the brand.”
views
Why did we choose In-Depth Interviews?
We conducted 4 interviews with baseball players and parents of baseball players. This gave us
a better understanding of how these key publics engage with Marucci Sports and how Marucci
can better communicate.
The purpose of conducting these interviews was to gain information on the attitudes and
perceptions of current or former baseball players, parents of current or former baseball players
and current or former coaches. The research question for the in-depth interviews was “What are
the attitudes, behaviors, knowledge, perception and preference of individuals familiar with the
Marucci brand?” All of our questions in the interview were created to help the research team
find an answer to the research question. In total we conducted 4 interviews.
Step 1: Questions
Our questions for the In-depth interview method of our research included questions focused on
the interviewee’s experience with the Marucci Sports brand and its competitors. We also asked
our subjects their opinions on how Marucci Sports can improve their brand awareness, loyalty
and communication. An interview guide was created to ensure consistency from interview to
interview.
Step 2: Participants
Participants were selected based on their experiences with baseball and sent an informed
consent form via email before the scheduled interview time.
Step 3: Interview
Interviews took place between Feb. 20 and April 20. They were conducted in various private
locations where the public can not overhear the interviews—e.g., offices homes, individual
classrooms. Each session took between 30 and 60 minutes.
Step 4: Analysis
Gold Communication analyzed each interview, taking note of patterns and major themes in
order to guide our campaign and recommendations for Marucci Sports.
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S
• Brand recognition
• Started by two professional
players who knew the game
well
• Reaches a wide range of
customers nationally
• High product quality
• Owns 56% of the baseball bat
market share
• Strong distribution
• Testimony based results
• Customization of products
• Used by professional athletes
W
• Brand recognition
• Stiff social media
• Reaching target audience
11-18 year-olds viewing the
brand as important
• Profits are largely dependant
on bat products while other
branded products are not
strong
•
22
O
• Highlight Marucci Angels
• Creating awareness for other
products produced
• Collaborating with other
companies
• Reach targeted publics on a
more personal level
• Allow public to try products in
person rather than the normal
online buying
• Create a unique buying
experience for targeted
publics
T
• Targeted audience income
(parents, students)
• Aggressive competitor
marketing
• Sensitivity to price
• Rely on peer/influencers
opinion of product to influence
the consumer’s decision
making process
• Public perception of Marucci
Sports only being known for
baseball bats
• Production time of product in
high demand
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Target
Audience
24
Gold Communication’s chosen key publics for the campaign are Marucci Sports’
core demographic of 11-to-18 year old baseball players and the core demographic’s
parents. Based on our research, these key publics were the best publics to target
in order to increase awareness and action for the client. The research conducted
suggest that Marucci Sports’ core demographic is the client’s most important
target because they are the most active public. The core demographic’s parents
are also significant because they normally have the last say with what product is
bought since they have some sort of income to support the core demographic.
These key publics are different from one another because, although parents
have buying power, the core demographic has more influence on our client’s
popularity and relevance since they are the ones using the products.
Marucci Sports directly benefits the core demographic because they are the ones
using the product. The client is supplying 11-to-18 year old baseball players with
quality sports equipment for a quality game.
Marucci Sports also benefits the parents of the core demographic because they
are able to invest in their child’s baseball career and see their child succeed. The
client also benefits parents because they are purchasing high quality products
that will gain the most value out of their dollar.
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Check
out our
dugout
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Ryan Lewis: The Super Athlete
Ryan is a diehard baseball fan and

player. He has been training and
preparing for a baseball career
since he could walk. He is his high
schools current baseball captain
and plans on leading his team to
victory for the second year in a row.
Ryan is completely willing to take
the necessary steps to improve his
baseball career and make a name
for himself in the sports world.
About me My goals
• Being inducted into the Baseball Hall
of Fame
• 18-years-old • Breaking the current baseball records
• It’s just my mom, step-dad in my state
• Move me and my family to a major
and me. baseball city to further pursue my
• High school senior in baseball dreams
Flower Mound, Texas My frustrations

• The one quote I live by • When homework gets in the way of
giving baseball my all
is “The price of success • When I am not able to upgrade my
is hard work, dedication equipment
• Arguing with my mom over me solely
to the job at hand, and focusing on baseball in college
the determination that
whether we win or lose, Brands & Influencers I
we have applied the best can’t live without
of ourselves to the task at • ESPN
• What Pros Wear
hand.” -Vince Lombardi • MLB Network
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Malik Jefferson: The Role Model
Malik is a hard working athlete and

student at his local high school.
He is extremely active in athletics
year round, mainly participating
in football and baseball. Although
he loves athletics, he is passionate
about giving back to his community.
Malik is focused on doing his best
athletically and academically so he
can be a role model for the people
around him. Recently, Malik has
been saving money to invest in
higher quality equipment.
My goals
About me
• Getting an athletic scholarship to a • 16-years-old
Division I University
• Being a good role model for his • I am a sophomore in high
younger sister school
• Being successful in order to give back
to his family and community • I live in Dallas, Texas with
my mom, dad and baby
My frustrations sister
• Feeling like I am not living up to my full
potential • The one quote I live by
• Anxiety about not being recruited by
my dream universities
is “At the end of the day
• Nervousness about not being the best it’s not about what you
example I can be for my community
have or even what you’ve
Brands & Influencers I accomplished… it’s about
can’t live without who you’ve lifted up, who
• LeBron James you’ve made better. It’s
• ESPN
• Chance the Rapper
about what you’ve given
• back.” – Denzel Washington
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Annette Williamson: The Home
Annette graduated college with a
degree in human relations, but never
intended to use her degree. While in
college she met her husband, Jason,
and got married the summer after
her graduation. Now with her two
kids, Ashton and Parker, she spends
her days fulfilling the needs of her
children. For example, taking them
to practices and lessons or baking
for their school events. She likes to
shop at Lululemon and goes to hot
yoga in her free time. She also likes
to top off her nights with an ice-cold
glass of chardonnay.
About me My goals
• 42-years-old • Winning “Class Mom of the Year” at my
sons’ school
• I am a stay-at-home mom. • Creating an award-winning cookbook
However, my husband is a • Getting her sons to the MBA
family practitioner
My frustrations
• Household Income: • When my husband is not there for our
$189,000 sons’ accomplishments
• Losing the neighborhood bake-off to
• My husband, two sons my neighbor, Karen
and I live in Kansas City, • When my sons do not balance their
school and extracurriculars
Kansas
• The one quote I live by is Brands & Influencers I
“At the end of the day, the can’t live without
• Parenting Magazine
most overwhelming key • People Magazine
to a child’s success is the • Liz Gumbinner – Cool Mom Picks
positive involvement of
parents.” -Jane D. Hull
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Positioning
Statement &
Goals/Objectives
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Positioning Statement
Based on the results conducted by Gold Communication, the Marucci Sports
target audience demands a further need to touch and feel the products before
purchasing baseball products online. Gold Communication recommends a
touring bus centered around Marucci, named the Marucci Experience, to meet
the consumer directly and encourage a positive interaction with the brand
from introduction to point of purchase.
The Marucci Experience is a touring bus that involves 3 different stations; The
Marucci bat building station, Marucci pop up shop and Marucci + Monsterful
VR.
The two targeted key publics of the Marucci Experience campaign are young
male baseball player between the ages of 11-18 who play the sport competitively
on a traveling team and the parent or guardian of a player playing on a traveling
or elite baseball team.
The service Marucci provides is a touring bus equip with baseball bat
customization that supports the player’s goals, style and needs.
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Reputation
Marucci Sports reputation goal is to increase awareness amongst
the core demographic. The target audience includes young male
baseball player between the ages of 11-18 who play the sport
competitively on a traveling team and the parent or guardian of
a player playing on a traveling or elite baseball team.
How we’ll achieve it Engaging with the target audience through the Marucci
Experience campaign will allow new areas of the core
demographic to be exposed to the various quality products,
customization and technological advancements Marucci offers
to baseball enthusiasts to improve their game.
Relationship
The organizational relationship goals require Marucci to establish
new relationships with their clientele. Although Marucci Sports
relationship with professional athletes has been successful a
conventional connection with the core demographic lacks.
The Marucci Experience campaign allows the core demographic

to engage with Marucci products in a unique manner while
offering an opportunity for the brand to build, solidify and
The Goal &
strengthen relationships with the key publics.
Task
The task goal relates to the execution of the Marucci Experience
campaign, including securing a bus, establishing a partnership
with a VR company and creating a route to major OSSSA baseball
tournaments.
A relationship with an established VR company based out of

New York City has already been made on Marucci’s behalf,
Monsterful VR.
What We Need
Resources needed to execute the Marucci Experience
campaign requests: time, money and product. Personnel is
lacking for planning and implementation of this campaign, so
an expanded staff will be necessary.
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Objectives
Player:
One objective is to impacts brand awareness among for the
competitive baseball player audience between the ages of 11-18
years old.
Specific Attainable
Create an awareness and engagement campaign Engaging with the target audience through the
centered around the players need and desire Marucci Experience offers the audience whom is
to customize and test baseball products before competitively playing baseball an attainable goal
purchasing online. If awareness is increased, to increase brand awareness.
then our performance measures should
increase by 20 percent in one year (2019-2020). Relevant
Increasing brand awareness represents a
relevant objective that aligns with the mission of
Marucci Sports. However, a mission to elevate
Measureable the game of baseball does not mention sales, as
Measure sale percentages with product code a baseball equipment company, moving product
from May 2019- August 2020 in customized is a key part to increase brand awareness .
baseball products from partaking in the Marucci
Experience.
Time
May 2019 to August 2020.
Player:
A second objective for competitive baseball players between the ages of
11-18 years old is on acceptance, positive imagery and brand loyalty for
Marucci Sports.
Specific Attainable
Generate a brand loyalty campaign targeting The objective for competitive baseball players
the core player between the ages of 11-18 between the ages of 11-18 years old is on
who plays baseball competitively that results acceptance, positive imagery and brand loyalty
in memorable positive brand interactions, for Marucci Sports is realistically attainable.
resulting in a 15 percent increase in sales from
May 2019- August 2020.
Relevant
Increasing brand loyalty is a relevant objective
Measureable for Marucci to focus on for the competitive
Performance measure will be measured from young baseball playing demographic.
May 2019- August 2020 with an organic 15
percent increase from the Marucci Experience.
Time
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Player:
A third objective for our core demographic is to have an effect
on action specifically to increase and maximize the change in
behavior for children to want to purchase Marucci Sports’
products
Specific Relevant
Effect action in the change in behavior for By creating an entire experience around the
baseball athletes within the target audience to audience in their competitive domain allows
purchase Marucci Sports products. Marucci to effect the action and desire taken
by players to use Marucci products, this is a
relevant objective.
Measureable
If action is increased, then our performance
measures should increase by 20 percent from Time
May 2019 to August 2020. May 2019 to August 2020.
Attainable
An increase in demographic behavior is
attainable by Marucci.
Parent:
One objective for the parent demographics of a competitive baseball
player between the ages of 11-18 is to have an effect on action to increase
and maximize the change in behavior for parents to purchase Marucci
Sports’ products for their athletes.
Specific Attainable
Effect action to increase and maximize the change An rise in demographic product purchasing
in behavior for parents to purchase Marucci Sports’ is attainable by Marucci through the Marucci
products for their athletes. Experience campaign.
Measureable Relevant
If action is increased, then performance measures Effecting messaging of the purchasing patterns
should increase by 15 percent from May 2019 to of the parent to a competitive baseball player
August 2020. 11-18 years old is relevant for Marucci.
Time
34
Parent:
A second objective for our core demographics parents is to have an
influence on acceptance of values and image Marucci Sports.
Specific Relevant
Influence acceptance of Marucci values and The effect our acceptance objective will have
image among the core demographic of parents is comprehension and an opinion on Marucci
of competitive players. Sports which will focus on the positive image
Marucci Sports currently has and can have
for their children who use Marucci products.
Measureable
The performance measures will increase 20
percent from May 2019 to August 2020.2019 to Time
August 2020. May 2019 to August 2020.
Attainable
An rise in demographic product purchasing
is attainable by Marucci through the Marucci
Experience campaign. This objective is linked
to the organization's mission and is in response
to the opportunity to increase sales and
awareness.
Parent:
A third objective for our core demographics parents of competitive
baseball players is to have an effect on awareness and create an attention
and interest to purchase Marucci Sports products for their players
Specific
Encouragement on awareness and create an measurable. This objective should not be
attention and interest to purchase Marucci challenging for Marucci Sports with the
Sports products for their baseball players. presented campaign and is realistically
attainable.
Measureable
If awareness is increased then our performance Relevant
measures should increase by 15 percent from Our message will focus on how Marucci
May 2019 to August 2020. Sports’ is the gold standard of baseball and
all superstar athletes’ use and want to use
Marucci products.
Attainable
This objective is linked to Marucci Sports’
mission statement. The objective is responsive Time
to the company’s opportunity and is clearly May 2019 to August 2020.
35
Action & Comm.
Strategies
36
The Marucci Experience has three
main elements of action: audience
participation, special event focus and
partnership. The following action
strategies are essential for the Marucci
Experience to be successful.
37
Audience participation
Audience participation is crucial for the Marucci Experience campaign. From initial
interaction to the online purchasing point, the audience’s attention and interest
is a high concern. To monitor and gauge the effectiveness, the participation level
from the player and parent demographic is a necessity to assess.
Special event
The entire touring Marucci Experience campaign is positioned as a limited special
event routing through major OSSSA baseball tournaments to a very niche market
of active and present baseball enthusiasts. Currently, there is a nonexistent
competition within the baseball realm using a method similar to the Marucci
Experience.
Partnership
Partnering with an industry leading virtual reality company, Monsterful VR, aligns
with Marucci Sports mission, “We provide tools for the best players to win in
baseball and life- in the form of precision equipment and elite training, so that
these dedicated athletes can play to the very height of their abilities and, by doing
this, they pay their respects to the game, and to themselves” (Thomas, 2018).
Monsterful VR has the tools and technology that places Marucci at the forefront
of baseball advancements.
The following steps will encompass what a player and parent will experi-
ence through the Marucci Experience. The Marucci Experience is flexible
and customizable to the player and parents interest. Stop by the Marucci
interactive bat building station, Marucci pop-up shop or Marucci + Mon-
sterful VR station.
38
Lets
Play
Ball
39
1st Inning
Participants Enter the Marucci Experience bus, Marucci
Interactive, and are greeted by a representative who
will ask questions on their overall baseball goals,
then direct them to the bat building station inside
the bus.
40
2nd Inning
The player and parent will chose a bat and begin
unleashing creativity and customizing on the Build a Bat
touch screen system.
41
3rd Inning
Once the player and parent are satisfied with
the custom bat the player will be issued two
personalized baseball cards with full product
details of the custom bat built. The two cards are
for the parent and player. In addition to the cards,
there will be a code where the player and parent
can access their customized bat.
42
4th Inning
The player can then attend the Marucci + Monsterful
VR station and step into a virtual batting box and
swing the custom bat they recently built at the
previous station.
43
5th Inning
During virtual experience with Marucci + Monsterful
VR, the player will be able to see a pitch come down the
plate and be able to take multiple swings at various
pitches to gain a better understanding of what will
help them increase their level of play.
6th Inning
The player will have the option to input their phone
number and receive a recap video of their time spent in
the Marucci + Monsterful VR station.
44
7th Inning
Before exiting the Marucci touring bus the player will be
able to shop Marucci Sports products.
8th Inning
A full line of Marucci products will be available including
wood bats, metal bats, fielding gloves, lifestyle apparel
and more.
9th Inning
The Marucci Experience campaign will be monitored
through the action taken online to purchasing their
specific bat with the checkout code that was presented
on the baseball card received thought the Marucci touring
bus experience.
Ballgame.
45
Marucci Sports
Spokesperson(s)
Marucci Sports is a major credible source for the overall campaign and
possess a huge control of the overall market. Marucci speaks clearly about
who they are and who represents their brand well. Ultimately, they speak
independently on behalf of their company. Marucci has substantial power
over the baseball market and are willing to use this power to engage with
the audience.
Marucci Sports will utilize their website to share updates from the bus
tour, as well as each of their social media platforms. In doing so, we hope
to engage in their current audience, specifically youth players and their
parents.
Chase Utley
Chase Utley would be an ideal
spokesperson for Marucci Sports that
Gold Communication recommends.
Chase Utley is a six time all-star athlete,
a four time silver slugger and played
in the 2008 World Series (Chase Utley
Stats, 2018). Utley is a partner of Marucci
Sport and also has his own bat through
the company, which is a maple wood
baseball bat (Justbats.com, 2017). Utley
has a current Instagram following of
148 thousand followers. His following
allows him to be very influential to
his audience. we plan on utilizing his
social following to engage with the core
demographic on this platform. He will
share photos of him using Marucci
Sports products, and also share photos
of the Marucci Sports bus experience in
order to promote it to his followers.
46
Andrew McCutchen
Andrew McCutchen is also another one of Marucci’s
partners and embodies the high standard and expectations
that Marucci upholds. Andrew McCutchen, also
nicknamed “Cutch,” is the right field for the San Francisco
Giants (Andrew McCutchen Stats, 2017). McCutchen is
seen as a prominent baseball player, therefore he has
expertise on the topic and speaks with authority. Based
on his Twitter, he is engaged with the game at all times
and is opinionated. McCutchen has a massive following
on Twitter, where he would be highly influential to be an
advocator for our campaign. McCutchen is reassuring
about the sport, trustworthy and speaks independently
about his thoughts on the game. McCutchen is a Marucci
partner therefore he is similar and active to the source
of Marucci Sports. McCutchen is very influential on his
audience leading to his attraction being very high and
his opinion matters. If McCutchen advocates for our
campaign then it will be recognized and noticed clearly.
If McCutchen were thrown into a setting then he will
be recognized and so will the campaign. McCutchen is
already a strong advocator for Marucci Sports leading to
his power over the audience to be high and he possesses
an authority to influence his fans. McCutchen also
possesses a willingness to advocate for a brand that he
already cares so deeply about.
Message Strategy
Gold Communication’s recommended campaign utilizes verbal communication and
nonverbal communication. Verbal communication will consist of conveying the message
that Marucci Sports has the highest quality product. Nonverbal communication will be
consistent branding of the entire Marucci Experience and its meaning. By creating the
Marucci Experience campaign, we hope to strengthen Marucci Sports’ brand awareness and
involvement.
Verbal Communication Message

Structure of product and how that product will enhance
our message for Marucci Sports only
the game of baseball. The conclusion of our
presents one point of view: Marucci Sports
messaging begins after point of sale, as the key
has the highest quality product. We do not
public begins to use the bat. We believe that the
plan on acknowledging refuting arguments
product speaks for itself and that with the bat in
in our messaging, because we do not want
their hands on the field, the performance level
to engage with the competition. Throughout
will drive them to advocacy.
our messaging, we will reiterate this idea
of Marucci Sports being the premium level
47
Message Strategy
Gold Communication’s recommended campaign utilizes verbal
communication and nonverbal communication. Verbal communication
will consist of conveying the message that Marucci Sports has the
highest quality product. Nonverbal communication will be consistent
branding of the entire Marucci Experience and its meaning. By creating
the Marucci Experience campaign, we hope to strengthen Marucci
Sports’ brand awareness and involvement.
Verbal Communication Message Structure

Our message for Marucci Sports only presents one point of view: Marucci Sports
has the highest quality product. We do not plan on acknowledging refuting
arguments in our messaging, because we do not want to engage with the
competition. Throughout our messaging, we will reiterate this idea of Marucci
Sports being the premium level of product and how that product will enhance the
game of baseball. The conclusion of our messaging begins after point of sale, as
the key public begins to use the bat. We believe that the product speaks for itself
and that with the bat in their hands on the field, the performance level will drive
them to advocacy.
Clarity
Utilizing a consistent and clear message to our publics: Marucci Sports has the highest
quality product. Our campaign will focus on our publics having the opportunity to get
their hands on the product, allowing them to clearly see the quality for themselves
Power Words
Our campaign from first contact to point of sale is called “The Marucci Experience,”
because using a Marucci bat is an experience unlike that of any other bat. This
experience goes beyond the field; success driven by Marucci is a lifestyle. The
quality is immediately noticeable, heightening the player’s quality of play. The first
stage of our messaging is “Commit the Game.” Our key publics are already invested
in baseball, and we believe this title of our first stage honors their commitment to
the sport, and suggests that there is still more on their baseball journey. The second
48
stage is “Invest in your Game.” This stage includes the key publics getting their
hands on the product in our VR-bus experience, up to the purchase point. The final
stage is called “Honor the Game,” in line with Marucci Sports’ mission. This stage
is defined by the player’s use of the bat and Marucci’s post-sale communication
with the client. Ideally, this stage includes advocacy from the key public due to an
increased performance level as a result of the product.
Ethical Language
Our messaging avoids pretentious and exaggerated language. We firmly believe
that Marucci Sports’ sets a standard of excellence and we do not plan on
exaggerating the level of quality. Dishonest, misleading and defamatory language
will be avoided as well, as it does not fit with the Marucci Sports brand. We do not
anticipate any ethical issues as a result of the language of our messaging.
Nonverbal Communication
Our nonverbal communication will be featured through our visual communication.
This tactic will be based on creating strong oculesics appeals. This method will
create an intriguing environment for players and their parents to engage in the
Marucci Sports brand and experience it to the fullest extent. By submerging our
publics in Marucci Sports through visually appealing communication, they will
leave our experience with positive feelings toward the brand.
Visual Communication
The goal of our visual communication is to develop a clear identity for our message
of Marucci providing players the opportunity to be the best player they can be.
To achieve our goal, we will create a meaningful logo for our campaign. This logo
will be representative of Marucci Sports and pushed on all deliverables regarding
the campaign. In addition to a logo, physical artifacts, clothing and the people
attached to our campaign will be crucial to achieving our messaging goals. These
will all be tied together with a cohesive color scheme and enhanced by the setting
of our traveling bus. Our colors will include black and white and a pop of Marucci
Sports red. The colors will be applied to all branded materials for the campaign,
and serve an important role in creating an innovative and engaging environment.
49
Tactics
Overview
50
In order to reach the targeted publics, Gold
Communication has established different
types of communication tactics. These
include interpersonal, organizational
media, news media, advertising and
promotional tactics.
51
Interpersonal Communication Tactics
Tactic 1:
What is Marucci Interactive?

The main tactic our agency is using for personal involvement is a Marucci Sports’ bus tour
called the Marucci Interactive. The Marucci Interactive will include three different components:
a virtual reality component provided by Monsterful VR, three interactive stations inside the bus
for the target audience to learn more about Marucci Sports and a pop-up shop to purchase
Marucci Sports merchandise. The purpose of the Marucci Interactive is to engage our target
publics and incorporate other senses beyond just seeing bats online during the buying process.
This tactic will help the organization interact with both of Gold Communication’s target publics
because it allows us to directly engage with them and receive feedback. We want this tactic to
have a high positive impact on both publics because it shows that the number one baseball
bat provider in the nation is willing to personally interact with players and their parents and
meet them where they are. What better way of honoring the game than meeting and directly
investing time, effort and money into the young baseball players of today?
Why Marucci Interactive?

This tactic will advance the organization towards its awareness, acceptance and action
objectives. The main advantage of this tactic is personal interaction. This tactic is different than
other tactics because Marucci Sports is able to stand apart from competitors that are mainly
focusing on social media and viral content since they are meeting their customers face-to-
face and investing their time and money into them. It is possible for Marucci Interactive to be
implemented in four months if the technology is available. Our agency’s goal is to have this
tactic ready to go by the fall 2018 baseball season.
52
Organizational Media Tactics
Tactic 2: Social Media

These tactics will help Marucci Sports gain awareness and reach their target audience through
OSSSA tournaments. Through social media tactics, Marucci will be doing natural posts about
the new advances that Marucci Sports is making with baseball and technology by partnering
with Monsterful VR.
#MyMarucci
Tactic 3: Traditional Media
Marucci Sports will also be pursuing traditional media tactics to raise awareness with the
Marucci Sports brand. News outlets will be issued a news release with updates on the Marucci
Sports and Monsterful VR traveling event. Print and radio outlets will be sent a press release to
update on behalf of Marucci Sports.
Tactic 4: Organizational Media

Organizational media tactics that Gold Communication will be implementing are publications
in newsletters and also stand-alone publications in brochures over Marucci Sports and the
process of the products.
Tactic 5: Direct Mailers & Handouts

Gold Communication also suggests using flyers and postcards as a print tactics. The direct
mailer postcards are to be retrieved through OSSSA registration. Flyers will be provided to
attendees at the tournaments to inform them of the interactive experience by Marucci. Gold
Communication recommends the print tactic of postcards. CostOwl estimates the postcards at
$0.50 per card” (CostOwl, 2018). This is an estimated cost that will gain awareness by the exact
attendees of the tournaments.
Tactic 6: Promotional Videos

Promotional videos of the overall experience will be emailed or texted to the player after partaking
in the experiential awareness touring bus by Marucci. Marucci will place efforts through digital
media with emails, a website and social media. With social media being a secondary interest
for the entire campaign, Marucci will be reaching out to blogs that fit the demographic as well.
53
Tactic 7: Official Tournament Communication
We will try and work with the leagues and tournament organizers to include information about
the Marucci Sports bus in the pre-tournament communication to parents. This tactic will help
the organization interact with both key publics, achieving the objective of increasing awareness.
This tactic will not immediately increase acceptance or action, because those two objectives will
be achieved after the key publics interact with the Marucci Sports bus. The main advantage of
social media advertising is that we are able to localize our advertisements and constrain them
to specific public on specific platforms. The main disadvantage of this tactic is the possibility of
negative public feedback on the “boosted” social media posts.
News Media Tactics
Tactic 8: News Release
A news release will be the original public expression of the campaign Gold Communication
has been working on and how they will initially present the traveling bus. This will help Gold
Communication interact with the public in an initial statement before progressing into other
tactics. The level of impact this tactic will have on baseball players and their parents are an initial
curiosity of the campaign and what’s to come. This will advance awareness of Marucci Sports
as well as create awareness to publics who have no clue who Marucci Sports is. This tactic will
also advance the acceptance and action towards Marucci Sports for publics to engage with the
product and company as well as accept the growth and positive image the brand already has.
The main advantage to this tactic is to create action to further research more about Marucci
Sports and what they are doing in and for the public. The advantages this tactic offers is a broad
dispersing of the campaign and the disadvantages are the news release may not be seen by
younger publics such as the core demographic.
Tactic 9: Social Media Release
The social media news release is very similar the news release. It will be tailored to specific
social media platforms relevant to Marucci Sports. The level of impact this tactic will have on
baseball players and their parents are an interactive level of curiosity of the campaign and
graphics of the traveling bus concept. This will advance awareness of Marucci Sports as well as
create awareness to publics who have no clue who Marucci Sports is or the traveling bus. This
tactic will advance the acceptance and action towards Marucci Sports for publics to engage with
the product and company as well as accept the interactive concept the traveling bus can evoke
to publics. The main advantage to this tactic is to create awareness of Marucci Sports and the
idea behind the traveling bus, as well as what it is and has to offer. The advantages this tactic
offers is a wide range of viewers on social media and allow the younger audience to notice this
campaign. The disadvantage is the parents who are not on social media frequently may not see
the social media release.
54
NEWS RELEASE
For Immediate Release
Media Contact:
John Doe
(888) 777-555
JohnDoe@Marucci.com
Interactive With The Gold Standard Of Baseball

The Marucci Interactive touring bus is a once in a lifetime chance to become hands on
with a product everyone knows and loves.
BATON ROUGE, LA, June 1, 2019— The Marucci Interactive is a once in a lifetime touring
bus coming to cities near you. The Marucci Experience is illuminated by offering a hands
on experience for customers and Marucci die hard fans. The gold standard of baseball is
traveling around the world to allow you a free interactive experience to further indulge
baseball fanatics in a product they know and love; Marucci Sports.
Marucci Interactive is a touring bus coming to a city near you. Spend your day entertaining
your love for baseball. Find a new love for Marucci or grow an existing one. Marucci
Interactive is a step-by-step interactive experience designed for you to engage in a one on
one experience with the brand. Come out and be witness to a one of a kind virtual reality
experience by playing with a bat of your customization, literally. Design a bat and play a
game with lead MLB players in a virtual reality setting. Leave with a customized baseball
card and discount code for further purchases.
Marucci Interacive touring bus will include three different components. The first is a virtual
reality component provided by Monsterful VR where playing with MLB stars and your
customized Marucci bat comes to life. Then there’s three interactive stations inside the
bus to learn more about Marucci Sports as well as a pop-up shop to purchase Marucci
Sports merchandise. This once in a lifetime experience will allow you to have a full day of
engaging with the gold standard of baseball products and opportunities to purchase more
Marucci Sports products. The traveling bus will be making numerous stops in cities across
the nation. Be sure to check the local schedule on their website and Instagram.
###
55
Tactic 10: Position Statement
Positioning the traveling bus and campaign efforts are going to be key for Gold Communication
to succeed in their plans. There isn’t another competitor in the baseball market that has
enabled the ideas of a traveling bus for potential customers to truly engage with Marucci Sports
products. Positioning the bus in target states and locations is going to be ideal too. A position
statement is a solid tactic for Gold Communication to create to make aware how Marucci Sports
is different than its competitors. The level of impact this tactic will have on baseball players and
their parents is make a statement strong enough to make Marucci Sports stand out compared
to competitors. This will advance awareness of Marucci Sports as well as create awareness to
publics who have no clue who Marucci Sports is or the traveling bus. This tactic will advance
the acceptance and action towards Marucci Sports for publics to engage with the traveling bus,
purchase products and understand why Marucci Sports is ideal over competitors. The main
advantage to this tactic is to create awareness and acceptance of why Marucci Sports trumps
over its competitors. The advantages this tactic offers a strong statement that will leave publics
searching about Marucci Sports and their products. The disadvantage is the statement could
come across as Marucci Spots is superior to other brands and come off as snooty.
Advertising & Promotional Tactics
Tactic 11: Web-only commercials & popups

Web-only commercials will be utilized throughout this campaign: both to locally advertise the
Marucci Interactive in the cities of tournaments we plan to activate at, and nationally to internet
users who meet target requirements to be considered potential purchasers of Marucci Sports
products. Inbound marketing and search engine optimization will allow Marucci Sports to
target internet adds at users who are interested in purchasing a baseball bat. This tactic will
help the organization interact with both key publics: players and their parents. This tactic will
advance the organization towards its awareness, acceptance and action objectives, depending
on the viewer and the messaging. If the messaging is localized through geotargeting to promote
the activation at a tournament, the message will drive the viewer towards awareness of the
campaign, but if the inbound marketing messaging will drive the viewer towards the purchase
point. The disadvantage to this tactic is that it can be very expensive to out purchase competitors
for space. We anticipate that this tactic will take 20 to 40 hours for startup and an additional
10 to 20 hours per week devoted to content creation. The bulk of our advertising costs for the
campaign will be associated towards this tactic. Most of these internet ads will be pay-per-click.
As an e-commerce industry, the average cost per click on search networks is 88 cents, and the
average cost per click on the Google Display Network is 29 cents (Shewan, 2017).
56
57
Tactic 12: Radio Spots
We suggest Marucci Sports purchase 30-second advertising spots on local radio stations in
the target cities, in the days leading up to the tournament. This tactic will advance this public
toward awareness of Marucci and toward this campaign. As with social media tactics, acceptance
and action will follow after interaction with the Marucci Sports bus. The main objective of this
tactic is to reach parents and inform them about Marucci Sports and the Marucci Experience
campaign. The radio tactic will be targeted directly to specific locations depending on where
the Marucci touring bus will be making stops. According to the Radio Advertising Bureau,
radio advertisements reach 90 percent of persons aged 25 to 54 years old each week (Radio
Advertising Bureau, 2011). The main disadvantage to radio advertisements is that the listener
can switch radio stations at will, but according to the previously cited statistic it is apparent
that it does not need to be a major concern. A secondary advertisement will utilize local radio
in order to reach our secondary key demographics: parents of 11-18 years old travel league
baseball players.
Radio Spot Script

Radio Audio
(baseball hitting noise) Play with the gold standard of baseball.
:04 seconds What all the pros are competing with and
the baseball bat brand you need.
(audience cheering noises) A Marucci Bat!

:02 second
:05 seconds The Marucci touring bus is coming to
(insert city) this weekend, prepared to
offer you the full Marucci Interactive
Experience.
:07 seconds Come customize your own bat, play
against the pros with new VR technology
and buy your favorite Marucci products
at the pop up shop.
:07 seconds Follow us at Marucci Sports on Instagram

to stay up to dates about where Marucci
Interactive will be next!
Tactic 13: Social Media Ads
Social media tactics will be directed through strategic targeting. Posts through Facebook,
Instagram and Twitter varry through cost. Facebook advertising cost $4.27 per post and
Instagram costs $3.21 per post (Shewan, 2017). Our primary advertising will utilize social media
advertising and “boosted” posts. We will use these tools to target publics in the cities that we
will be visiting. Through social media we will be segmenting our advertising through boosted
58
posts and not organically. This tactic is based on the low response rate through our primary research.
Facebook reported a 7 percent responsive rate of slightly, moderately and extremely responsive.
Instagram reported an 8 percent responsive rate and Twitter for 5 percent responsive rate through
social media.
The Marucci Experience is a unique event

traveling across the US to meet young,
competitive and talented baseball players!
Marucci Sports
4.5/ 5.0 Stars - 9,729 ratings
Promoted by Marucci Sports
Marucci Sports
maruccisports.com/experience
The Marucci Experience is a unique event traveling
across the US to meet young, competitive and
talented baseball players!
Tactic 14: Promotional items
A baseball card will be distributed to participants of the Marucci Interactive. This promotional
item will allow the participants to take home a tangibile piece of the Marucci Interactive, ideally
pushing the public towards acceptance and action, by driving them to the online purchase point.
This tactic will require a printer, ink, paper and service and upkeep investment. We anticipate
the set up cost to be $2,300 for an industrial printer; an example of this is the Magicard Rio
Pro Dual-Side ID Card. It will require a minimum of one staff member to oversee printing and
purchasing.
59
Schedule
& Budget
60
The next step toward implementing
this campaign is outlining a detailed
schedule of events. The schedule
has been split into different stages:
research, planning, implementation
and evaluation.
61
Schedule
July
‘18
1: Marucci Experience campaign
launch on social media
2: Have finalized VR programming
from Monsterful
16: Bus is finished being outfitted
for Marucci Interactive
17: Test all aspects of Marucci
Interactive
20: Send press release promoting
The Marucci Experience/Marucci
Interactive to national outlets and
local outlets
June
1: Purchase all components

of Marucci Interactive (bus,
televisions, printer, display
materials, etc)
4: Begin working with Mon-
sterful VR on development of
the Monsterful + Marucci VR
Experience
4: Begin outfitting bus with
Marucci Interactive
18 - July 2: Finalize VR with
Monsterful
62
September
1: Publish boosted social posts
in the cities that Marucci
Interactive will be in
1-30: Travel to various
tournaments; share social
media posts from participants
of Marucci Experience
August
1-15: Test run Marucci Interactive at

area baseball league practices
15: Publish messaging promoting
Marucci Interactive travel (social
media, emails, local press releases)
20: Publish boosted social posts in the
cities that Marucci Interactive will be
in
20: Begin Fall League travel
20-31: Travel to various tournaments;
share social media posts from
participants of Marucci Experience
63
November
1: Publish promo video
highlighting Marucci Interactive
using footage from Fall tour
22: Publish Thanksgiving-
themed video highlighting
participants involvement with
Marucci Interactive
1-30: Begin holiday social media
October campaign
1-31: Travel to various tournaments; share

social media posts from participants of Marucci
Experience
31: End Fall League travel
64
‘19
December
January
1-30: Analyze Marucci
Interactive and make changes
where needed
1-30: Maintenance to bus
(mechanic, IT, etc)
1-31: Continue holiday social media

campaign
65
March
cities that Marucci Interactive will be in
Marucci Interactive travel (social media,
emails, local press releases)
24: Publish promo video highlighting
Marucci Interactive and promoting the
Spring tour, using footage from the Fall
tour
25: Begin Spring League travel
February
1-28: Prep for Spring tour
66
May
1: Publish boosted social posts in
the cities that Marucci Interactive
will be in
1-30: Travel to various
tournaments; share social media
posts from participants of Marucci
Experience
April

in
67
July
in
June participants of Marucci Experience

Marucci Interactive travel (social media,
emails, local press releases)
17: End Spring League travel
20: Beginning of Summer League travel
68
August
1: Publish boosted social posts in the cities that

Marucci Interactive will be in
1-15: Travel to various tournaments; share
social media posts from participants of Marucci
Experience
15: End of Summer League travel
15: End of Original Iteration of Campaign
(activated for one year)
69
Budget
Staffing
Category Description # of workers Payment
Marucci experience These workers will be 15 $10/hour
staff performing various
tasks from running the Minimum of 12 hours
merchandise table, or- per touring stop
ganizing the 3 stations
and informing players
and parents of Marucci.
social media coordina- The social media coor- 1 $10/hour

tor dinator will be respon-
sible for posting on all Minimum of 6 hours
platforms. per touring stop.
copy writer Responsible for writing 1 Retainer fee of $100 per

all material represented touring stop
by the Marucci Experi-
ence. This will include
press releases, media
alerts and news re-
leases; other materials
might be asked for by
the copywriter.
production movers responsibilities are to 3 $15/hour
ensure setting up and
tearing down for each 2 hours for load in
site runs smoothly. 2 hours of load out
Minimum of 4 hours.
Total Staffing: $2,117.50
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Direct Program Costs
Category Description Cost % of budget
Research Surveys, focus groups $500/per stop 10%
and on the spot in-
terviews directly from Full cost:
consumers along with $14,000
further research meth-
ods.
Digital advertising We will target the spe- $1,000/per stop 20%

cific audience we are
trying to reach through Full cost:
the Marucci Experience. $28,000
Marucci + Monsterful Short snippets of photo $350/per stop 7%

VR experience photo/ and video will be sent
video to the participants who Full cost:
participate $9,800
Controlled media Marucci athletes will $950/per stop 19%

come and speak at var-
ious stops to talk about Full cost:
their experience with $26,600
Marucci Sports prod-
ucts.
Interactive media The Marucci Sports his- $450/per stop 9%

tory wall is interactive
with media Full cost:
$12,600
71
OSSSA tournament fee The overall fees of par- $500/per stop 10%
ticipating in the events
at an OSSSA tourna- Total cost:
ment are customizable $14,00
to the event.
Distribution / Commu- A small percentage for $250/per stop 5%

niction distribution will be con-
tributed for the Marucci Total cost:
Experience because $7,000
the target audience will
be at reach during the
event.
Travel Cost of gas refills for the $1,000/per stop 20%
Marucci Experience Bus
Total cost:
$28,000
Total Direct Program: $140,000
72
One Time Upfront
Category Description Cost
A high-tech RV This RV will be a prac- $400,000
tical means of trans-
porting equipment
and staff. The RV is a
necessity for brand
recognition and inter-
action with the target
audience.
Bus design To create brand rec- $10,250
ognition, the RV will
need to be wrapped in
Marucci designs.
Custom VR software Customization available $22,5000.

and equipment for Marucci to be the
first baseball brand to
integrate virtual reality
components.
Signs and banners (6) Used at each location $150/per banner

will representation for
each station clearly For 6: $1000
marked.
Total One Time Upfront: $440,650
Marucci Experience Total: $639,940
73
Tactic &
Objective
Evaluation
74
After we implement our tactics, we
have developed ways to evaluate the
success of our efforts. These will be
used to see how the campaign could
be bettered, or how we can adjust it
properly to our target audience.
75
Tactics
Interpersonal Communication Tactics
Gold Communication is using interpersonal communication tactics such as personal involvement
during the Marucci Interactive. Our agency’s goal is to increase brand awareness and loyalty among
Marucci Sport’s core demographic (11-18 year old baseball players) by 20 percent. Basing our
campaign on personal involvement tactics will achieve Marucci’s overall foundation of honoring the
game. Gold Communication plans to evaluate the success of this personal engagement tactic by
face-to-face interactions and feedback with the customers on site during the campaign otherwise
known as judgemental assessment from Marucci Sports experts on the site. The feedback will
exceed the response rate planned when it is face-to-face.
Organizational Media Tactics

The organizational media tactics Gold Communication has chosen to use are social media,
traditional media including television, radio and print. These tactics will help Marucci Sports gain
awareness and reach their target audience through OSSSA tournaments. Marucci will be doing
natural posts about the new advances that Marucci Sports is making with baseball and technology
by partnering with Monsterful VR. Marucci Sports will also be pursuing traditional media tactics to
raise awareness with the Marucci Sports brand. News outlets will be issued a news release with
updates at events as well. Print and radio outlets will be sent a press release to update on behalf
of Marucci Sports. At tournaments there will be additional signage for where each element of
the Marucci Experience will be on the grounds. Promotional videos of the overall experience will
be emailed or texted to the player after partaking in the experiential awareness touring bus by
Marucci.
These organizational media tactics will be evaluated mainly by media tracking after the campaign
and generating a percentage rate from an increase in sales before and after certain events, which
should be increased by 20 percent. Checking likes, shares and comments from Twitter, Facebook
and Instagram are key to measuring and evaluating the response rate and if the strategy is reaching
the right audience. Facebook advertising cost $4.27 per post and Instagram costs $3.21 per post. In
evaluating these costs the agency team having a greater response rate than 7 percent on Facebook,
8 percent on Instagram and 5 percent on Twitter.
News Media Tactics

Gold Communication plans to use news releases. The average news release ranges from $400
to $1,200 (Erickson, 2014). Positioning the traveling bus and campaign efforts are going to be
key for success. A position statement is a solid tactic for Gold Communication to create to make
aware how Marucci Sports is different than its competitors. In evaluating each of the tactics Gold
Communication plans to use is an interactive survey to test if the messages are presented clearly
and the audience is engaged during the campaign. Presenting a digital survey to individuals who
follow and regularly engage with Marucci Sports is going to be implemented.
76
Objective Evaluations
Evaluation of Awareness Objectives
Core Demographics & Core Demographics Parents
Generating attention and interest in our core demographics is one awareness objective for our
core demographic. Gold Communication plans to evaluate this objective by measuring attendance
and engagement on social media by keeping an attendance chart at events and excel document of
followers and hashtag usage numbers. Th excel document will be evaluated before the campaign
and after to represent growth. Our awareness objective for our core demographics parents is
create an attention and interest to purchase Marucci Sports products for their players. If the
content is working and engaging then sales will increase as well as social media engagement, such
as hashtags.
Evaluation of Awareness Objectives

Another objective Gold Communication has for our
core demographic and their parents is to increase
public acceptance and maximize the positive images
associated Marucci Sports. After increasing the
awareness of Marucci Sports, the goal of our agency Name:
is to increase performance measures by 15 percent Email :
rom May 2019 to August 2020. The success of this
Comments on The Marucci Experience:
objective will be measured by the growth of followers
on all Marucci Sports social media platforms along with
a short, post-interaction comment card. The purpose
of the card is to see if an increase in knowledge and/ Would you consider buying a marucci bat
or change in attitude and behavior occurred within our after this exerpience? Yes No
target audiences after attending the Marucci Interactive.
Evaluation of Action Objectives

The last objective for our core demographic and their parents is to have an effect on action by
increasing and maximizing the change in the target audiences behavior, consequently causing them to
want to purchase a Marucci Sports’ products. The message of our public relations program focus on
the fact that Marucci Sports’ has the highest quality product and our goal is to make sure our target
audiences know this by this phase of evaluation.
The success of the Marucci Experience campaign and its resulting sales will be measured through how
much action is taken online with the purchase code given to members of our target audiences during
the Marucci Interactive. The purchase code on the personalized baseball cards given to members of
our target audiences makes the action process easily trackable with direct, measurable results and
measuring how much merchandise is being sold at the Marucci Interactive pop-up shop.
77
Evaluation Overvi
Audience
Gold Communication’s final evaluation will be given to Marucci Sports’ core demographic
of baseball players 11-18 years old since they are the campaign’s primary audience. The
final evaluation will be used to see if the Marucci Interactive created a positive interactive
experience between them and Marucci Sports.
Evaluation Program Checklist

The previously mentioned evaluation programs are useful to the client in order to
understand how to best reach and communicate with the target audiences. The
evaluation program focuses on having a clear and effective two-way communication with
the publics Gold Communication has specified. This is clearly linked with our agency’s
established objectives and public relations campaign since they are established on the
Marucci Sports’ mission of honoring the game and meeting our publics where they are.
In order to effectively execute these objectives, our agency has to get our message to
the targeted publics, communicate and listen to their feedback. Although our agency is
aware that we will not be able to please everyone and their differing opinions, our goal is
to honor the baseball players of today by investing time and effort into them.
Evaluation Schedule
The primary evaluation period will occur in November, December,
January and February, in between the Fall and Spring Leagues.
During this period, evaluation will need to be made on all aspects
of the Marucci Experience, but focus on Marucci Interactive.
Components that we anticipate might need evaluation include
the attendance rate, social media engagement and increase
in sales. We expect that the suggested pathway we encourage
participants to take may need to be tweaked in order to expedite
the whole Marucci Interactive experience.
78
iew
November 1st
November
Evaluation of interpersonal tactics begins for bus tour and social media
campaigns. Review advertising and promotional tactics and write down
analytics and statistics. Continue to check event attendance rates. Begin
advertising Thanksgiving video ad promo video.
November 20th
If evaluation needs are met and exceed goals then begin evaluating next
stages. If goals are not met, tweaking will begin and end by December
2018.
December
December 1rst
Review advertising and promotional tactics and write down analytics and
statistics. Begin implementing tactics for holiday social media campaign
(news and press releases).
December 20th
Evaluate holiday social media campaign. Continue to check event
attendance rates.
January 1st
Distribute/collect surveys from news media tactics to evaluate. Review
January
advertising and promotional tactics and write down analytics and

statistics. Continue to check event attendance rates. Begin maintenance
to bus and analyze previous Marucci Interactive attendance and analytics.
January 20th
Concisely come up with what needs to be changed from news media
tactics for the Spring tour.
February
February 1st
Begin final evaluation checklist and evaluate all organizational tactics
for changes to be made in the next quarter. Review advertising and
promotional tactics and write down analytics and statistics. Begin making
promotional items for the Spring tour.
February 20th Assess all campaign analytics and final statistics for
advertising and promotional tactics. Final check of event attendance
rates.
79
append
80
dix
81
Appendix A: Interview Consent Form
Marucci Sports Interview
Consent Form
Study Title: Marucci Sports by OU Gaylord Public Relations Students
Performance Sites: Interviews will take place in private locations (e.g., offices, homes, private class-
rooms) where the interviews cannot be overheard by the public.
Contacts: Primary Investigator: Nicholas Scott (nscott@ou.edu), 918-269-5443.
Purpose of the Study: This study will advance knowledge and perception of quality of Marucci Sports.
This qualitative probe into the knowledge, attitudes and behaviors of the key publics of Marucci. Over-
all, we intend to provide information about possible improvements for the organization, specifically in
terms of their public relations efforts and awareness.
Subjects: Key publics of Marucci Sports, specifically current and former travel league baseball players,
current and former coaches, and parents of current and former travel league baseball players.
Number of Subjects: 5-10
Study Procedures: Participants will be greeted by the interviewer who will then go through the purpose
of the study and informed consent. Interviews will be recorded via audio and/or video depending on
the participant’s preference. The interview will begin with introductory questions that include demo-
graphic information. Participants will then be asked about their knowledge, attitudes, and behaviors of
Marucci Sports. At the end of the interview participants will be asked if there is anything they would like
to add. Approximate length of each interview is 30-60 minutes.
If you volunteer to participate in this study you will agree to the following:
a. To be videotaped, audiotaped, photographed and/or filmed during the interview process.
b. To have your recorded image and/or interview content used in all forms of media in con-
nections with this study including research papers and presentations, written publications, online and
other multimedia sites.
The above two provisions are subject to the section you mark below:
______ I agree to the use of my video/film/audio image/voice and interview as recorded (real names will
not be used).
______ I agree to the use of my video/film/audio image/voice, but I wish for my face/voice to be dis-
guised (real names will not be used).
______ I do NOT agree to the use of my video/film/audio image/voice used in this research study BUT I
allow you to use the information given to you in my interview for research purposes (real names will
not be used).
Benefits: Information gathered in this study will further aid Marucci Sports promote the game of base-
ball by providing the highest quality of baseball equipment at all levels of the sport.
Risks/Discomforts: No psychological distress or psychological risks are expected as a direct cause of

participation in this interview.
82
Right to Refuse: There is no obligation to complete the study once you have begun. You may withdraw
your consent at any time and discontinue participation without penalty.
Privacy: All information obtained in connection with this study that can identify you will remain confi-
dential and will be disclosed only with your permission (see above) or as required by law. No one other
than the primary researcher listed above and the students working on this project will have access to
your information/interview. Once the study is complete all parts of your interviews and images not
used in this research will be destroyed. Until that time, all materials will be kept on secure, password
protected computers.
Financial Information: There is no compensation for participation in this study.
Signatures: The study has been discussed with me and all my questions have been answered. I may
direct additional questions regarding study specifics to the investigators. I agree to participate in the
study described above and acknowledge the researcher's' obligation to provide me with a copy of this
consent form if signed by me.
Subject Name: _________________________________________ (please print legibly)
Subject Signature:______________________________________
Date:_____________
83
Appendix B: Interview Guide
Interview Guide
Contact the potential interviewee with the following message:

a. I am NAME a Public Relations student from the Gaylord College of Journalism and Mass Commu-
nication at the University of Oklahoma. Our class is working on a project for Marucci Sports. As an
individual who has been associated with baseball as a player, parent or coach I would like to request
an interview with you. The interview will take place in person and take less than an hour of your time.
Please let me know when you are available in the next (week) to schedule an interview.
Send the consent form via email for the interviewee to read and sign prior to the interview.
Contact the person the day before the interview to remind him/her of the appointment.
Meet and greet the participant and lead him/her into the interview room.
Introduce yourself and explain the purpose of the study.
Read through the informed consent document with the participant.
Inform the participant about the length of the interview.
Ask if the participant is comfortable with video/audio taping.
Before starting the interview, ask if the participant has any questions.
This protocol is a brief guide to the topics that should be covered during the interview. However, feel
free to be flexible. Follow up with the participant and devote time to asking about/clarifying/seeking ex-
planation to any interesting, relevant information the participant provides. The order of the questions
is not prohibitive; you can change it depending on the progress of the interview.
Section A: Demographics & Participant Characteristics

As we begin this interview I have a few introductory demographic questions to ask.
What is your name and how do you spell it?

How old are you today?
What gender do you identify with? Would you like me to use he, she or they to address you?
What would you say your household income was last year (if person is a student tell them this includes
their parents’ income)?
What is your marital status?
What is your current employment status: full-time, part-time, student, unemployed, etc?
What is your highest level of baseball?
What is your current job title?
What is your highest degree or level of school completed?
Where do you currently live?
Section B: Organization Mission & Behaviors
I will now ask you about your knowledge of Marucci Sports?
1. What do you know about Marucci Sports?

2. How long have you known about Marucci Sports?
3. Have you ever used Marucci Sports products?
4. Why do you use Marucci Sports products?
5. In what capacity have you used the products of Marucci Sports?
6. How long have you has a Marucci Sports product?
84
7. What do you like most about Marucci Sports and their products?
8. How much time do you spend around the sport of baseball?
9. How much does Marucci Sports impact your life?
10. What current line of baseball products do you use?
Section C: Perception of the Organization
I will now ask you about how you perceive Marucci Sports and the public perception of the organiza-
tion.
How do you believe Marucci Sports is perceived by the general public?

Does an organization who gives back to the community on a regular basis have any influence on your
consideration of products? Why or why not?
How willing do you believe Marucci Sports is to take risks?
How innovative do you believe Marucci Sports product and services are?
How beneficial do you believe Marucci Sports product and services are?
How practical do you believe Marucci Sports products are?
How do you think the perception of Marucci Sports can be improved?
How would a product change your baseball goals? How?
Section D: Issue
I will now ask you about the products Marucci Sports is trying bring awareness to.
What information do you wish you knew more of for Marucci Sports products?
How do you feel Marucci Sports values its quality of products?
How do decide on the products you’ll use for baseball?
What do you value most in your baseball game?
Who is the most influential person for your baseball game?
What are requirements you look for in your baseball products?
What brand of baseball products to you gravitate toward?
What would make you change to a different brand?
Marucci Sports offers many services with their products and their brand in total.What service do you
value most from a brand of baseball products?
How do you think educational information (statistics, facts, etc.) will influence your purchasing patterns
for Marucci Sports?
How do you think educational information (statistics, facts, etc.) will help increase awareness for
Marucci Sports?
How do you think testimonials from professional baseball players and people who rely on Marucci
Sports products for their baseball game will help increase funding for the organization?
How do you think testimonials will help increase awareness for Marucci Sports?
Section E: Opposition & Competition
I will now ask you about opposition Marucci Sports faces and what other organizations compete with
them.
Who do you see as Marucci Sports primary competition?

How effective do you think the competition is compared Marucci Sports?
What services do you think Marucci Sports provides that the competitors don’t?
What does the competition offer that Marucci Sports doesn’t?
85
If you have used one of the competitors’ baseball products, how does it vary from using a Marucci Sports product in
comparison?
What do you see holding Marucci Sports back from being a leader in baseball products?
In your opinion, what is the reputation of other baseball products?
How effective do you feel the reputation of a baseball product is to you?
What would change your opinion of a baseball product?
Section F: Communication with the Organization and the public
I will now ask you about the internal environment and communication of Marucci Sports.
How much of a priority is communicating directly with Marucci Sports to you?

How do you as a baseball consumer feel supported by a brand?
In what ways do you think communication can be improved by Marucci Sports?
What obstacles do you see Marucci Sports facing while trying to communicate with you?
What is the best way for Marucci Sports to communicate with you?
Who would you want the messages from Marucci Sports to come from? (Professional athlete, baseball player, coach,
parent or Marucci Sports team member)
How strong do you think Marucci Sports is committed to resolving communication issues?
What communication resources do you believe are available for Marucci Sports: personnel, equipment, time, money
and/or something else?
Section G: Leadership, Organization Structure, Internal Impediments
I will now ask you about the organizational leadership, structure and what you perceive to be barriers for Marucci
Sports.
How do you think Marucci Sports staff size affects the organization’s operations and success?
Do you think there is enough interest in Marucci Sports in the baseball realm? Why?
In what ways do you feel Marucci Sports could impact baseball products?
What policies and procedures do you think could be changed by Marucci Sports to benefit you?
Are there any specific reasons why you think Marucci Sports growth may be limited? What are they?
What resources do you believe would make Marucci Sports more successful?
Conclusion:
At this time, I have covered all the questions I had. Are there any other experiences or perceptions of Marucci Sports
that you would like to share or anything you feel I missed?
I appreciate your time and help with this research. Please let me know if you think of anything else you would like to
add. Contact information for the primary researcher can be found on your copy of the consent form.
86
Appendix C: Survey
Marucci Sports Survey
Q2.1 In this section you will answer question about your knowledge of Marucci Sports.. Please answer truthfully, keep-
ing in mind your answers are completely confidential.
Q90 What mission was Marucci Sports founded on?

Quality over Quantity (1)
Honor the game (2)
Others make bats. We make history. (3)
Q89 What is the purpose of the Marucci Player Advisory Board?

To provide tools needed for players to be successful at all levels and have developed a blueprint for ensuring success. (1)
to give some of the game’s best players an opportunity to lend their expertise and feedback into designing equipment for
other players to excel. (2)
All of the Above (3)
Q88 What is Marucci Cares?

a 501c3 non-profit organization of Marucci Sports (1)
An organization for young players to learn from professional athletes (2)
An opportunity for players to learn more about Marucci (4)
Q91 Who founded Marucci Sports?

Two former Major League Baseball players and their athletic trainer (1)
A professional woodworker and craftsman (2)
A corporate company that represents baseball players (3)
Q2.4 Who is Marucci Sports' core demographic?

Little League players (1)
Traveling Team players (2)
Minor League players (3)
Major League Baseball players (4)
Q2.6 What percentage of Major League Baseball starting players used a Marucci bat in the 2017 season?
5 percent (1)
10 percent (2)
20 percent (3)
25 percent (4)
Q2.7 Marucci Sports provides which of the following services/products?

Wooden bats (1)
Aluminum bats (3)
Lifestyle Apparel (5)
All of the above (7)
87
End of Block: Knowledge
Start of Block: Perception/Semantic Diff scale
Q3.1 In this section you will answer questions about your current perceptions. Select the word that most closely rep-
resents your current observations of Marucci Sports. Please answer truthfully, keeping in mind your answers are com-
pletely confidential.
End of Block: Perception/Semantic Diff scale
Start of Block: Attitudes
Q4.1 In this section you will be asked about your attitudes toward Marucci Sports. Please answer truthfully, keeping in
mind your answers are completely confidential.
88
Q4.2 This company treats people like me fairly and justly.
Strongly disagree (1)
Disagree (2)
Somewhat disagree (3)
Neither agree nor disagree (4)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.3 Whenever this company makes an important decision, I know it will be concerned about people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.4 This company can be relied on to uphold its promises.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.5 I believe that this company takes the opinions of people like me into account when making decisions.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.6 I feel very confident about this company's skills.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.7 This company has the ability to accomplish what it says it will do.
Disagree (2)
89
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.8 Sound values seem to guide this company's behavior.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.9 The company does not mislead people like me.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.10 I am very willing to let this company make decisions for people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.11 I think it is important to watch this company closely so that it does not take advantage of people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.12 The company is known to be successful at the things it attempts to do.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.13 The company and people like me are attentive to what each other say.
Disagree (2)
90
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.14 The company believes the opinions of people like me are legitimate.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.15 In dealing with people like me, this company has a tendency to throw its weight around.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.16 This company really listens to what people like me have to say.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.17 The management of this company gives people like me enough to say in the decision-making process.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.18 When I have the opportunity to interact with this company, I feel that I have some sense of control over the situa-
tion.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
91
Q4.19 This company won't cooperate with people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.20 I believe people like me have influence on the decision makers of this company.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.21 I feel that this company is trying to maintain a long-term commitment to people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.22 There is a long-lasting bond between this company and people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.23 Compared to other companies, I value my relationship with this organization more.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.24 I would rather work with this company than not.

Disagree (2)
92
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.25 I have no desire to have a relationship with this company.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.26 I feel a sense of loyalty to this company.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.27 I could not care less about this company.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.28 I am happy with this company.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.29 Both the company and people like me benefit from the relationship.
Disagree (2)
Somewhat agree (5)
93
Agree (6)
Strongly agree (7)
Q4.30 Most people like me are happy in their interactions with this company.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.31 Generally speaking, I am pleased with the relationship this company has established with people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.32 Most people enjoy dealing with this company.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.33 This company fails to satisfy the needs of people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.34 I feel people like me are important to this company.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.35 In general, I believe that nothing of value has been accomplished between this company and people like me.
Disagree (2)
94
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.36 This company does not especially enjoy giving others aid.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.37 This company is very concerned about the welfare of people like me.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.38 I feel that this company takes advantage of people who are vulnerable.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.39 I think that this company succeeds by stepping on other people.

Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.40 This company helps people like me without expecting anything in return.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
95
Q4.41 I don't consider this to be a particularly helpful company.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.42 I feel that this company tries to get the upper hand.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.43 Whenever this company gives or offers something to people like me, it generally expects something in return.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.44 Even though people like me have had a relationship with this company for a long time, it still expects something
in return whenever it offers us a favor.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.45 This company will compromise with people like me when it knows it will gain something.
Disagree (2)
Somewhat agree (5)
Agree (6)
Strongly agree (7)
Q4.46 This company takes care of people who are likely to reward the company.
Disagree (2)
96
Somewhat agree (5)
Agree (6)
Strongly agree (7)
End of Block: Attitudes
Start of Block: Behaviors
Q5.1 In this section you will answer question about your current and future behaviors. Please answer truthfully, keeping
in mind your answers are completely confidential.
Q102 Please indicate your fan level of baseball:

Not a baseball fan (1)
Casual baseball fan (2)
Die-hard baseball fan (3)
Q103 Please indicate your highest level of physical involvement in baseball?

No physical baseball experience (9)
Little League (1)
Travel League (2)
Independent League (3)
Minor League (4)
High school baseball (10)
College Division baseball (Divisions I, II, III) (5)
Major League (6)
Baseball Coach/Trainer (7)
Parent/Guardian of baseball player (8)
Other (11)
Q5.2 How likely are you to purchase a Marucci Sports bat?

Extremely likely (1)
Moderately likely (2)
Slightly likely (3)
Neither likely nor unlikely (4)
Slightly unlikely (5)
Moderately unlikely (6)
Extremely unlikely (7)
Q5.3 How likely are you to purchase a bat from another baseball equipment provider?
Slightly likely (3)
Q5.4 How likely are you to be loyal to a single baseball equipment provider?
97
Slightly likely (5)
Q83 How likely are you to be influenced on what brand of bat to purchase by your teammates?
Slightly likely (5)
Q86 How likely are you to be influenced on what brand of bat to purchase by your friends?
Slightly likely (5)
Q84 How likely are you to be influenced on what brand of bat to purchase by your family members?
Slightly likely (5)
Q87 How likely are you to be influenced on what brand of bat to purchase by the price?
Slightly likely (5)
Q5.10 How likely are you to share information about Marucci Sports with teammates?
Slightly likely (5)
Q5.11 How likely are you to share information about Marucci Sports with friends?
98
Slightly likely (5)
Q5.12 How likely are you to share information about Marucci Sports with family members?
Slightly likely (5)
Q5.13 How likely are you to visit Marucci Sports' website?

Slightly likely (5)
Q5.15 How likely are you to follow Marucci Sports on Facebook?

Somewhat unlikely (3)
Somewhat likely (5)
Q5.16 How likely are you to follow Marruci Sports on Twitter?

Slightly likely (5)
Q5.17 How likely are you to follow Marucci Sports on Instagram?

Slightly likely (5)
99
Q5.18 How likely are you to subscribe to the Marucci Sports YouTube channel?
Extreme unlikely (1)
100
End of Block: Behaviors
Start of Block: Demographics Base/Universal
Q6.1 In this final section you will be asked socio-demographic and psychographic questions. Please answer truthfully,
keeping in mind your answers are completely confidential.
Q6.2 What is your year of birth? (please enter four digits/full year)
________________________________________________________________
Q6.3 What is your identified gender?

Male (1)
Female (2)
Other (3)
Q6.4 Which race do you consider yourself to be?

White (1)
Black or African American (2)
American Indian or Alaska Native (3)
Asian (4)
Native Hawaiian or Pacific Islander (5)
Hispanic, Latino, Spanish (6)
Other (7)
Q6.6 What is the highest level of school you have completed or the highest degree you have received?
Below middle school (11)
Some middle school but incomplete (10)
Middle school graduate (9)
Some high school but no diploma (1)
High school graduate (high school diploma or equivalent including GED) (2)
Some college but no degree (3)
Associate degree in college (2-year) (4)
Bachelor's degree in college (4-year) (5)
More than Bachelor's degree (6)
Q6.14 What is your ZIP code?

________________________________________________________________
End of Block: Demographics Base/Universal
Start of Block: Conclusion
Q7.1 If you would like to be entered in the drawing for a $50 Visa gift card please enter your email here. Your contact
information will not be shared with anyone outside of this study.
________________________________________________________________
101
Appendix D: Research Sources
Research Sources
About Marucci. (n.d.). Retrieved January 25, 2018, from https://maruccisports.com/about/
About Marucci. (n.d.). Retrieved March 7, 2018, from https://maruccisports.com/about/
About Old Hickory Bat Company. (n.d.). Retrieved February 02, 2018, from https://oldhickorybats.com/pages/about
Account, A. M. (2018, February 27). Andrew mccutchen (@TheCUTCH22). Retrieved March
07, 2018, from https://twitter.com/thecutch22?lang=en
Andrew McCutchen Stats, Fantasy & News. (n.d.). Retrieved March 07, 2018, from
http://m.mlb.com/player/457705/andrew-mccutchen
Barlow Garsek & Simon, LLP. (2014, May 8)). Marucci Sports v. NCAA and NFHS: Fifth Circuit Affirms Motion to
Dismiss [Blog post]. Retrieved from http://www.bgsfirm.com/college-sports-law-blog/marucci-sports-v-ncaa-and-nfhs-
fifth-circuit-affirms-motion-to-dismiss
BatsFinder.com. (2018). Best Youth Baseball Bats - Top Rated For 2018. Retrieved from
https://www.batsfinder.com/best-youth-baseball-bats/
Best BBCOR Bats 2018 - Top Rated BBCOR Baseball Bats. (n.d.). Retrieved April 11, 2018, from https://www.batsfinder.
com/
Chase Utley Stats. (n.d.). Retrieved March 07, 2018, from

https://www.baseball-reference.com/players/u/utleych01.shtml
“CostOwl.com.” 2018 Average Direct Mail Postcard Prices: How Much Do Direct Mail Postcards Cost?, 2018, www.
costowl.com/b2b/direct-mail-postcards-cost.html.
Courter, Carol. “The Conference Board Consumer Confidence Index Increased in August.” The Conference Board,
The Conference Board Consumer Confidence, 29 Aug. 2017, www.conference-board.org/press/pressdetail.cfm?pres-
sid=7182.
Custom Banners | Custom Vinyl Banners Printing. (n.d.). Retrieved 2018, from https://www.bannerbuzz.com/cus-
tom-vinyl-banners.html
Duff, DH. “THOUGHTS ON LIFE, FAMILY, CULTURE, MARKETING, ART AND OTHER ODDS-N-ENDS FROM
A GUY WHO STARTED HIS PROFESSIONAL CAREER DRIVING A HOT DOG.” SEMPER UBI SUB UBI, 20 Jan.
2006.
Erickson, A. (2014, September 16). Cost to Send a Press Release. Retrieved March 11, 2018,
from https://www.alanizmarketing.com/blog/cost-to-send-press-release/
Fontana, A. (2017, June 08). How Much Does it Cost You to Fill Up? Retrieved 2018, from https://www.quickenloans.
com/blog/cost-fill
102
Heitner, D. (2013, July 31). MLB Outfielder Jose Bautista Joins Marucci Sports Board Of Directors. Retrieved January 25,
2018, from https://www.forbes.com/sites/darrenheitner/2013/07/31/mlb-outfielder-jose-bautista-joins-marucci-sports-
board-of-directors/#7b37056a2bf0
Jack Marucci Bio. (n.d.). Retrieved January 25, 2018, from http://www.lsusports.net/ViewArticle.dbml?DB_
LANG=C&DB_OEM_ID=5200&ATCLID=174095
JACOBS, DAVID. “2016 Company of the Year (Fewer than 100 employees): Marucci Sports.” Baton Rouge Business Re-
port, Business Report, 3 Mar. 2016, www.businessreport.com/business/cover-small-companyneed-headline-here.
Krautter, K. (2003, August 11). PR TECHNIQUE: Trailer splash: How to do a mobile event. Retrieved from https://www.
prweek.com/article/1247844/pr-technique-trailer-splash-mobile-event
Louisville Slugger. (n.d.). Retrieved February 02, 2018, from https://pr.doeanderson.com/case-studies/louisville-slugger/
Luxury RVs, Luxury Motorhomes, Luxury RV for Sale. (n.d.). Retrieved March 10, 2018, from http://www.mhsrv.com/
luxury-rvs/
Marucci Chase Utley Maple Wood Baseball Bat (CU26B Adult). (2009, June 29). Retrieved
March 07, 2018, from https://www.justbats.com/product/marucci-chase-utley-maple-wood-baseball-bat--cu26b-
adult/8323/
Marucci Sports. (2017 April 4). The Marucci Story [Video file]. Retrieved from
https://vimeo.com/90998521
Marucci Sports. (2017). Marucci and Diamond Kinetics Unveil New Smart Bat [Press release].
Retrieved from https://maruccisports.com/the-rundown/marucci-and-diamond-kinetics-unveil-new-smart-bat/
Marucci Sports. (2017). Marucci Sports Acquires Victus [Press release]. Retrieved from
https://maruccisports.com/the-rundown/marucci-sports-acquires-victus/
Marucci Sports, LLC v. National Collegiate Athletic Association; the National Federation of State High School Associa-
tions (United States Court of Appeals, Fifth Circuit May 06, 2014).
Masterson, Rory. (2017, May). Good Sport: Rising disposable incomes and health consciousness will facilitate revenue
and growth. IBIS World.
Marucci Sports Acquires Victus. (2017, February 15). Retrieved January 28, 2018, from https://maruccisports.com/
the-rundown/marucci-sports-acquires-victus/
MLB Bats 2017: What Bats Do Pros Swing? (2017, October 30). Retrieved from
http://www.whatproswear.com/wpw-report-mlb-bats-2017/
Monagan, Matt @Mono11May 21, 2017 at 7:29pm, M. (2017, May 21). 38-year-old Chase Utley
proved he's still got it with a dazzling diving play. Retrieved March 07, 2018, from
https://www.mlb.com/cut4/38-year-old-chase-utley-proved-hes-still-got-it-with-a-dazzling-diving-play/c-231650604
MosterfulVR. (n.d.). Retrieved March 1, 2018, from https://www.monsterfulvr.com
Newcomb, T. (2017, July 26). Old Hickory Makes Statement Through MLB Stars. Retrieved February 02, 2018, from
103
https://www.baseballamerica.com/business/old-hickory-makes-statement-mlb-stars/
News release. (n.d.). Retrieved March 11, 2018, from

http://www.dictionary.com/browse/press-release
Our History. (2016, March 30). Retrieved February 01, 2018, from http://www.slugger.com/en-us/our-history
R. (2017, November 07). 2017 Rawlings Gold Glove Award® Winners Announced. Retrieved February 04, 2018, from
https://www.prnewswire.com/news-releases/2017-rawlings-gold-glove-award-winners-announced-300551251.html
Radio Advertisement Bureau (2011). Why Radio [FACT SHEET]. Retrieved from http://www.rab.com/whyradio/imag-
es/full_fact_sheet_v2.pdf
Rawlings. (n.d.). Retrieved February 03, 2018, from http://www.rawlings.com/about/about-company.html
Ray, Amanda. “The Parent Trap: Marketing To Parents.” The Art Institutes, 22 Jan. 2015.
Rocco, M. (2016, May 02). Louisville Sluggers Lineup Gets More Muscle Post-Wilson Deal. Retrieved February 01, 2018,
from http://www.foxbusiness.com/features/2016/05/02/louisville-sluggers-lineup-gets-more-muscle-post-wilson-deal.
html
SAM BAT WAS THE FIRST PROFESSIONALLY APPROVED MAPLE BAT - ACCEPT NO IM. (n.d.). Retrieved Feb-
ruary 04, 2018, from https://sambat.com/pages/about-sam-bat
Shewan, D. (2017, December 11). The Comprehensive Guide to Online Advertising Costs [Web log post]. Retrieved
from https://www.wordstream.com/blog/ws/2017/07/05/online-advertising-costs
Shewan, Dan. “CostOwl.com.” 2018 Average Direct Mail Postcard Prices: How Much Do Direct Mail Postcards Cost?, 11
Dec. 2017, www.costowl.com/b2b/direct-mail-postcards-cost.html.
Thomas, Lauren. (2018, January 29). Client Visit. Lecture presented at Client Visit in Classroom,
Norman.
TRU3 Technology. (2017, Novemeber 16). Retrieved from http://www.slugger.com/en-us/tru3-technology
WPW Report: Top Bat Brands Swung by MLB Stars, (2015). Retrieved from
http://www.whatproswear.com/wpw-report-top-bat-brands-swung-by-mlb-stars-2015/
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1

About Gold Comm.

At Gold Communication, Excellence is the standard

Producers Narrow To key Publics

Old Hickory Bat Company

Gold Communication found

456 Surveys Conducted

“ I feel like Marucci values “I think because it’s

“I don’t guess I “I don’t

Ryan is a diehard baseball fan and

Flower Mound, Texas My frustrations

Malik is a hard working athlete and

The Marucci Experience campaign allows the core demographic

strengthen relationships with the key publics.

A relationship with an established VR company based out of

Verbal Communication Message

Verbal Communication Message Structure

What is Marucci Interactive?

Why Marucci Interactive?

Tactic 2: Social Media

Tactic 4: Organizational Media

Tactic 5: Direct Mailers & Handouts

Tactic 6: Promotional Videos

News Media Tactics

Tactic 8: News Release

Tactic 9: Social Media Release

Interactive With The Gold Standard Of Baseball

Advertising & Promotional Tactics

Tactic 11: Web-only commercials & popups

Radio Spot Script

(audience cheering noises) A Marucci Bat!

:07 seconds Follow us at Marucci Sports on Instagram

Tactic 13: Social Media Ads

The Marucci Experience is a unique event

Tactic 14: Promotional items

1: Purchase all components

1-15: Test run Marucci Interactive at

1-31: Travel to various tournaments; share

1-31: Continue holiday social media

1-28: Prep for Spring tour

1: Publish boosted social posts in the

1: Publish boosted social posts in the

1: Publish boosted social posts in the cities that

social media coordina- The social media coor- 1 $10/hour

copy writer Responsible for writing 1 Retainer fee of $100 per

Total Staffing: $2,117.50

Digital advertising We will target the spe- $1,000/per stop 20%

Marucci + Monsterful Short snippets of photo $350/per stop 7%

Controlled media Marucci athletes will $950/per stop 19%

Interactive media The Marucci Sports his- $450/per stop 9%

Distribution / Commu- A small percentage for $250/per stop 5%

Total Direct Program: $140,000

Custom VR software Customization available $22,5000.

Signs and banners (6) Used at each location $150/per banner

Total One Time Upfront: $440,650

Marucci Experience Total: $639,940

Organizational Media Tactics

News Media Tactics

Evaluation of Awareness Objectives

Evaluation of Action Objectives

Evaluation Program Checklist

advertising and promotional tactics and write down analytics and

Contacts: Primary Investigator: Nicholas Scott (nscott@ou.edu), 918-269-5443.