To create an integrated mobile marketing and sponsorship
campaign on a limited budget.

Meredith Corporation’s Ladies’ Home Journal wanted to reward its
largest advertiser, Ford Motor Company, with a value-added event
marketing tour to 10 Minor League Baseball ballparks in Ford’s key
markets.

With only $45,000 to spend for the entire sponsorship buy, we
negotiated deals to sponsor only one inning - the 4th Inning. By
focusing all of my efforts in that one inning, re-branded as the “Ford
Inning,” we created a unique sponsorship platform for Ford that
enabled them to communicate directly with a captive, family-
oriented audience to tout its Freestar minivan.

The sponsorship package included PA announcements, Ford Inning
stickers in all scorebooks, First Pitch honors for local Ford dealers (as
part of an incentive program), tickets and a footprint outside the
front gate for families to interact and receive information on the
Freestar.

Two field personnel traveled across the country executing the
program via a 24’ branded straight truck. The vehicle’s wrapping
contained the tour’s emblem, all 10 participating team logos, the
tour’s schedule and web address.