MLB Marketing Plan

Project Description:
A full strategic marketing plan and presentation developed for the 2025–2026 American Marketing Association Intercollegiate Case Competition, co-sponsored by Major League Baseball and Deloitte. The case challenged teams to develop a research-backed marketing strategy for MLB targeting Gen Z audiences. Montana State's team of twelve advanced to the finals, one of approximately ten teams selected from more than 100 universities nationwide, and earned second place, continuing the program's streak of seven consecutive final appearances. I served as Creative Director, leading the visual identity of the written case and presentation while contributing to the overall campaign strategy.

Project Concept:
The campaign, titled "Baseball Hits Home," was built around a central insight from primary and secondary research: Gen Z doesn't lack an emotional connection to baseball, they lack a reason to engage with it on their own terms. The strategy leveraged nostalgia, social connection, and cultural relevance to reposition MLB for a generation that values authenticity over advertising. Design goals centered on creating a visual language that felt bold, editorial, and unmistakably baseball, without relying on the sport's tired visual tropes. The written case document and presentation materials needed to stand on their own as polished, professional deliverables judged by executives from MLB and Deloitte.