SPRING TRAINING
Social Media
Every spring, baseball fans descend on Goodyear Ballpark to catch the Cleveland Guardians and Cincinnati Reds in action. While the stadium is beloved by die-hard fans, many visitors weren’t fully aware of everything the venue had to offer beyond the game itself: exclusive events, behind-the-scenes experiences, interactive fan activities, and more.
For the 2025 season, our goal was to position Goodyear Ballpark as the place to be for spring training, leveraging social media to bring the excitement to life. Through a dynamic content strategy—including key game moments, behind-the-scenes footage, giveaways, and real-time event updates—we aimed to showcase the ballpark’s unique fan experience and amplify engagement.
However, there were challenges. Unlike other major spring training destinations in the Valley, Goodyear Ballpark had a limited paid media budget, requiring a smart, organic-first approach. Additionally, we needed to cater to multiple teams while ensuring content remained fresh and engaging throughout the season. Despite these hurdles, we set out to grow the ballpark’s audience, increase engagement, and drive home the message: Goodyear Ballpark isn’t just a stadium—it’s an experience.
What We Did
STRATEGY
ACCOUNT PLANNING
DIGITAL
CREATIVE
SOLUTION
To bring Goodyear Ballpark’s spring training experience to life, ANDERSON’s social strategy centered around capturing the excitement of game days while showcasing everything the ballpark had to offer. Our goal was to champion the venue for baseball fans, whether they were die-hard supporters of the Cleveland Guardians and Cincinnati Reds or simply looking for a fun, family-friendly outing.
ENGAGING FANS, GROWING REACH
With a content plan built around consistency and variety, we maintained a steady posting cadence of 3-5 weekly posts across Instagram and Facebook from January through March. This mix of reels, static posts, and stories allowed us to highlight key moments, from thrilling game-day highlights to behind-the-scenes access, fan testimonials, and special promotions. We also leveraged interactive content—giveaways, including a surprise seat upgrade—to keep fans engaged and actively participating in the online community.
AMPLIFYING HIGH-IMPACT CONTENT
To maximize reach on a limited budget, we identified and boosted top-performing posts, ensuring they reached both local and out-of-town baseball fans. With a modest paid media allocation of $100-$200 per month, we strategically targeted fans of the Guardians and Reds, as well as baseball enthusiasts seeking a unique spring training experience. This approach helped us drive increased engagement while expanding awareness beyond Arizona.
CREATING A FULL BALLPARK EXPERIENCE
Goodyear Ballpark isn’t just a place to watch a game—it’s an immersive spring training destination. Our content strategy highlighted every element of the fan experience, from game-day excitement to behind-the-scenes moments.
SOCIAL STORYTELLING – We brought the ballpark to life across Instagram and Facebook through:
- Reels & short-form video showcasing day-in-the-life content featuring Reds and Guardians fans.
- In-the-moment stories with live updates from game days, offers, and special events.
- Static posts featuring team shop highlights, new food offerings, and February ticket promotions.
- User-generated content by reposting tagged photos and videos from fans and teams.
FAN-FAVORITE EXPERIENCES – We showcased unique elements that make the Goodyear Ballpark stand out:
- Laid-back, family-friendly atmosphere with stunning Estrella Mountain views.
- Special events including Military Appreciation Days, Kids Run the Bases, St. Patrick’s Day, Autograph Sessions, and Fan Appreciation Day.
- Concessions & team merch tailored to Reds and Guardians fans.
ENGAGEMENT-DRIVING GIVEAWAYS – To build excitement and grow our audience, we executed three social giveaways featuring:
- $50 restaurant gift cards for Saddle Mountain Brewing Co., Copper & Sage, The Stillery.
- Exclusive Goodyear Ballpark merch to encourage early entry to Opening Day, St. Patrick’s Day, and Fan Appreciation Day.
- Exclusive Reds & Guardians memorabilia to excite team loyalists.
- Interactive entry format where fans liked, followed, tagged, and commented to participate.
REAL-TIME ENGAGEMENT
Our team remained highly active throughout the campaign, attending eight games to capture authentic, in-the-moment content. Whether it was sharing live updates, engaging with fans in the comments, or posting exclusive behind-the-scenes footage, we ensured that Goodyear Ballpark’s social presence felt as lively and energetic as the action on the field.
Despite a limited paid media budget, our strategic mix of organic content, targeted boosting, and real-time engagement successfully elevated Goodyear Ballpark’s visibility, strengthened its fan community, and reinforced its reputation as one of Arizona’s most enjoyable spring training venues.
Results
CAMPAIGN DATES
JANUARY 28 – MARCH 31, 2025 VS. JANUARY 28 – MARCH 31, 2024
+539 NEW FOLLOWERS (9% INCREASE)
5,062 ENGAGEMENTS (+100 YEAR-OVER-YEAR)
107,800 IMPRESSIONS
41,400 REACH (+43.7% YEAR-OVER-YEAR)
8.58% ENGAGEMENT RATE
+270 NEW FOLLOWERS
13,091 ENGAGEMENTS
1.59 MILLION IMPRESSIONS
850,424 REACH
TOTAL PERFORMANCE
+809 TOTAL NEW FOLLOWERS
18,963 TOTAL ENGAGEMENTS
1.69 MILLION TOTAL IMPRESSIONS
891,824 TOTAL REACH
TOP-PERFORMING CONTENT
8,786+ VIDEO VIEW ON "EAT AROUND THE BALLPARK" POST
1,822 VIEWS ON HIGHEST-PERFORMING REEL (FAMILY SEAT UPGRADE)
AVERAGE REEL VIEWS: 1,000+
HIGHEST ENGAGEMENT DRIVERS
THREE SOCIAL GIVEAWAYS FEATURING:
- $50 GIFT CARDS TO SADDLE MOUNTAIN BREWING CO., COPPER & SAGE, AND THE DISTILLERY
- EXCLUSIVE GUARDIANS & REDS MERCH
- INTERACTIVE ENTRY FORMAT (LIKE, FOLLOW, TAG, COMMENT)
