This Case Study Rocks
Client: New Britain Rock Cats
What: In 2001, with attendance at a low of 160,000 the goal of the new owners was to both change the name of the team and sell "major league" baseball.
Action: Our strategy was simple: 1) “Minor league baseball is a picnic with a baseball game being played next to it.” 2) Per the name, "it's not about the name, it's about marketing," we said.
Our marketing solution for both was re-positioning the team with a fun, but well positioned slogan: “These Cats Rock.” The slogan and the jingle (produced by L & R Productions) helped double attendance, and the team never changed its name based on the strength of the slogan and corresponding jingle.