KIDS AT BAT

A Vision for the Future of Red Sox Nation

LINEUP

OVERVIEW
KEY INSIGHTS
PLATFORM
CONSUMER JOURNEY
CONCEPTS

Abigail Davis
Business Consulting

Alex Einhorn
Account Management

Jake Farrell
Marketing

Kathleen Hill
Interactive Project
Management

Tina Kim
Design

Matthew Olsson
Interactive Development

Hanna Organschi
Account Management

Ashka Shah
Experience Design

Kendall Stemper
Business Development

YOUR ROSTER

THE CALL

The Boston Red Sox are looking to convert young people

into avid fans as an investment in the future of the
franchises following.
How do we form early allegiances to the Red Sox?
How do we cultivate the idea of a baseball game at
Fenway Park as a traditional family experience?

Fenway Park has been an important character in the

legacy of American baseball for over 100 years. We
wanted to know what makes this story matter to fans
today.

So we asked a whole bunch of them.

SCOUTING

Led a focus group of 20 Sapient employees to learn how

Boston residents interact with the Red Sox
Interviewed 50 people along Yawkey Way and inside Fenway
Park to hear how fans engage with the stadium
Held a nationwide survey that reached its maximum capacity
of 150 responses to better understand what fans, especially
young fans, want and need from an experience at Fenway
Park
Conducted competitive analysis of 5 professional sports
teams across the country to identify how other franchises
approach youth engagement and learn from their successes
and shortcomings

I think that I can be a Red Sox fan

without being a baseball fan.
I have always hated watching baseball on TV
but will go to get a hot dog, drink a beer, and sit
outside. I love being a Red Sox fan because of the
history at Fenway.

HIGHLIGHT REEL
If we brought [our four-year old
daughter] wed probably spend a lot of
time walking around the park looking
for Wally.

I would go to more games if the

kids were more into the game,
which they are not.

We usually only go to
one game per season.
Its a yearly tradition.

I think that I can be a Red Sox fan

without being a baseball fan.
I have always hated watching baseball on TV
but will go to get a hot dog, drink a beer, and sit
outside. I love being a Red Sox fan because of the
history at Fenway.

HIGHLIGHT REEL
If we brought [our four-year old
daughter] wed probably spend a lot of
time walking around the park looking
for Wally.

I would go to more games if the

kids were more into the game,
which they are not.

We usually only go to
one game per season.
Its a yearly tradition.

I think that I can be a Red Sox fan

without being a baseball fan.
I have always hated watching baseball on TV
but will go to get a hot dog, drink a beer, and sit
outside. I love being a Red Sox fan because of the
history at Fenway.

HIGHLIGHT REEL
If we brought [our four-year old
daughter] wed probably spend a lot of
time walking around the park looking
for Wally.

I would go to more games if the

kids were more into the game,
which they are not.

We usually only go to
one game per season.
Its a yearly tradition.

Your first time at Fenway Park is an

unforgettable experience.

Your first time at Fenway Park is an

unforgettable experience.

Lets make every time feel like the first time.

F E N WAY F I R S T S

Fenway Firsts is an all-inclusive experienceboth tangible

and intangible. Fond memories and anticipated celebrations
come together to create the most holistic in-park experience
possibleone that cant be felt from your family room couch.
By providing family fun, educational resources, digital
interactions, and more, the entertainment value of a day
at Fenway far exceeds its expense. Fenway Firsts creates
diverse and exciting experiences to drive engagement and fan
interactions that far outlast nine innings.

FENWAYFIRSTS

Knows that kids love trying things for the first time and helps
them (and their families) rally around these experiences.
Reminds Red Sox Nation of the importance of coming back
because a visit to Fenway Park is not just a box to be
checked off a Bostonians bucket list.
Creates new opportunities and capitalizes on existing
platforms to remind fans that Fenway Park is about so much
more than a baseball game.
Engages kids with park and game-focused activitiesfor all
nine innings.

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CONSUMER JOURNEY

Meet the Davis Family

Lily Discovers Batting Balls

Anne Explores Fenway Firsts

The Davis Family Spots the Fenway Trail

Lily Meets the Stilt Walker and Jack Snaps a Picture

Scott Leads his Family to their Seats

Jack Recaps the Inning

Jacks Posts a Video of Lily to Wallys Wall

Lily Catches Pop Flies with Wally

Lily Reaches for her own Batting Ball

Scott and Jack find the Logo Wall on Fenway Trail

Scott has his own Fenway First on the Jumbotron

The Davis Family Enjoys an Episode of the Fenway Firsts Series

Lily and Jack Write Letters to Wally

CONCEPTS

BATTING BALLS

By targeting the Family Friendly section in Fenway, the

Batting Balls initiative is ensuring that those pop flies safely
land in the hands of fans where itll matter mostthe kids.
Every game, local high school baseball players come out to
the crowd and hit commemorative signed foam balls to the
fans. Kids who catch one are thrilled to start their collection,
on and offline; while kids who dont are excited for another
chance at the next game.

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VIDEO SERIES

The Fenway Firsts Video Series is an opportunity to shift

focus, saluting the real All-Star line-upthe fans.
The series of testimonials follows real people and their
experiences as Red Sox fans. Available on all media
platforms, each story invokes memories, encourages new
traditions, and inspires passion for Red Sox Nation.

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LETTERS TO
WALLY

Letters to Wally allows every young fan to have a personal

interaction with Bostons favorite mascot.
Kids are invited to write letters and draw pictures that
showcase their favorite ballpark memories or anticipated
Fenway Firsts. The submissions are posted on Wallys Wall to
digitally showcase the Red Soxs young followers. They might
even earn rewardsfrom downloadable coloring pages to
free tickets.

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MOBILE APP

With an ever-increasing emphasis on mobile, the Fenway Firsts

app brings collecting new memories and experiences into the
digital world.
Kids can recount the last inning, help Wally catch a fly ball, post
a selfie with the Green Monster, explore Fenway Parks historic
sites, and more. With the Fenway Firsts app at their fingertips,
childrens enthusiasm is sustained throughout the nine innings.
The Red Soxs youngest fans can also view their collection of
firsts on the checklist and note which new activities await them
on their next visit.

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FENWAY TRAIL

Traditions and landmarks become accessible and fun with the

Fenway Traila familys all-inclusive guide to Fenway Park.
The Fenway Trail begins with Wallys green footprints outside
the Kenmore and Fenway T stations. Once inside the park, it
becomes a digital experienceproviding stadium exploration,
Fenway history, gametime entertainment, and more.

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DISCUSSION

THANK YOU