Shumsky helps drive loyalty and maintain customer retention for season ticket holders of the Dayton Dragons minor league baseball team.

The Need

Our client needed a vehicle to deliver a season ticket package to over 5,000 holders and create buzz for the upcoming baseball season.

The SolutionDayton Dragons Heaties Campaign

Our creative team began brainstorming ideas for a fun way to package season tickets. Previously used concepts included a custom home plate box, metal tin/lunch box, and a wooden cigar box all designed and printed with Dayton Dragons branding. Together, we designed and presented an imitation of a Wheaties cereal box, using the Dragons mascot, Heater, on the front of the box and called it “Heaties”. The box contained a sample of the Limited Edition cereal, season tickets and owner’s manual (directions to stadium, seating charts, and contact info for staff), magnet and pocket schedule, and a “free prize” (custom promotional keychains).  The full-color imprint on the box was jam-packed with information such as the opening date, social media icons, serving sizes (of fun!), alumni players, QR codes, and six puzzles and quizzes.

The Results

Our client has maintained a 92% retention rate for season ticket holders. This project was developed within budget and delivered on time. The impression this promotion makes sets the tone for opening day and helped drive overall game attendance.