Problem:

FOX Sports and MLB need a messaging strategy and campaign to enhance their existing partnership and raise awareness for sustainability efforts at the Speedway Classic, a special MLB game hosted at Bristol Motor Speedway, in August.

Facts:

In a survey with 133 respondents, 86.5% of respondents either strongly agreed or somewhat agreed with the statement, “Sustainability is important to me,” while only 58.6% strongly agreed or somewhat agreed with the statement, “Sustainability in sports is important to me.” Understanding that consumers care more about overall sustainability than sustainability in sports is crucial for sports organizations planning sustainability campaigns. The key takeaway from the research is the importance of mass awareness and the media presence of an organization, as most survey, interview, and focus group participants were unaware of MLB Green. To boost fan participation, fan awareness must be raised. 

Target Audience:

All ages of sports fans interested in viewing specialty games, fans who interact with MLB games, and Tennessee residents. 

Campaign Name:

Beyond Baseball. 

Big Picture:

Saving the environment goes “beyond” this one sustainability-focused game. Actionable ideas that engage fans in sustainability initiatives at the game but are also attainable in daily life were the focus of this campaign. With a mission to include as many age group audiences as possible, the campaign is centered around The Lorax, a beloved children’s book by Dr. Seuss turned major motion picture. The tactics for the Beyond Baseball campaign fall under three familiar pillars: reduce, reuse, and recycle. 

Objective:

Make recycling, conservation, and conscious consumption just as much a part of the game-day experience as rooting for the home team.