Richmond Flying Squirrels Fantasy Campaign

I recently had the distinct pleasure of meeting Todd “Parney” Parnell, Vice President and COO of the Richmond Flying Squirrels. This team has come into Richmond after much controversy and debate about ballparks and teams in Richmond. 

Art by PUNCH designer Matt Brown

Having spent my childhood going to San Diego Padre games with my father (he took me to the only World Series game they won in 1988) I know a little about baseball. For me, it was never about the game itself, but the experience of the crowd cheering, getting the Cracker Jacks prize, and spending time with my dad. In hearing Parney speak, it seems that the experience of baseball is something he understands quite well. It is his mission to develop the Richmond Flying Squirrels into a family experience that creates memories.  One time listening to him talk convinced me that there is something special that is being created here in town and I, for one, can’t wait to take my kids “Out to the Ballgame.”

Since Parney was able to sell me on the benefits of the team in town, I decided to create my own little Fantasy Emerging Media Campaign for the Squirrels. This list is by no means comprehensive, but I think it will give the Flying Squirrels a place start to connect with Richmond and get us out to the ballpark to make memories!

1. Web site: Develop a Web site that informs, engages, and inspires

2. Twitter

a. Create custom Twitter profiles that create engagement for fans with team members, coach, mascot, and/or players

b. Create Twitter account for “Ricky” the Squirrel

c. Host Tweetups where Twitter fans receive discount tickets to a select section of the park on a particular night

d. Display Flying Squirrels tweets on the screen during the game with play updates and behind the scene details

e. Host contests for Tweeters during the game to win prizes and interact

3. Facebook

a. Develop a Facebook fan page and have contests, post updates, and publicize events

b. Change individual page and group page to Fan Page

c. Offer 1 free ticket during the season for becoming a FB fan

4. Youtube channel

a. Behind the scenes tours

b. Interview team players and coaches

c. Show support of community through local events (little league, schools, etc.)

d. Host a contest for a commercial or jingle from the community
   

5. Flickr

a. Create Flickr account and encourage fan engagement by sharing and posting photos of fans with players and mascot

6. Blog

a. Create engaging content for the community

b. Utilize blog content on Twitter and Facebook

7. Contests

a. Poster contest for schools (1 class wins tickets to game or visit by player to gym class)

b. Taglines, Jingles, Commercials

c. Team up with charity to bring underprivileged families to the park for every season pass sold (1 family comes for a game)

d. Kid’s Club

e. Partner with local sports supporters and encourage Richmond to get active:

i. Sportsquest

ii. SportsBackers

iii. REI

iv. Dick’s Sporting Goods

v. Rock climbing

vi. James River Foundation

8. Search the Squirrels: Play off of Geocaching and Foursquare to encourage participation. Locate squirrel icons all over the city and claim prizes such as coupons for free soda, hot dogs, or signed memorabilia. Use squirrel coins for people to utilize in Geocaching and spread beyond Richmond region

At the end of the day, the best thing the Flying Squirrels can do is help us get to know them and how passionate they are about baseball and our community. These are just a few ideas that I’d suggest to Parney and the Richmond Flying Squirrels when they are searching for ways to engage the community in Richmond. Right now Parney is doing a great job of getting out into the community and sharing the story. Next, I’d like to see him get online and extend the reach of those relationships and create new ones. I’m excited baseball is back in Richmond. I can’t wait to take my Dad and his grandkids to share Cracker Jacks and make some memories!