The Lynchburg Hillcats

Hearing the Roar of a New Tradition

 

#ClawsUp

The Lynchburg Hillcats are a Minor League Baseball team in Lynchburg, Virginia. They are a Class A-Advanced team in the Carolina League, and currently are an affiliate team of the Cleveland Indians.

About our Client:
The Lynchburg Hillcats are a Minor League Baseball team in Lynchburg, Virginia. They are a Class A-Advanced team in the Carolina League, and currently are an affiliate team of the Cleveland Indians.

Blackwater Branding’s Challenges:
The Lynchburg HIllcats had begun the process of rebranding by implementing a new logo and team colors which had not been done since 1995. But there is more to rebranding than changing a logo and colors. The challenges that Blackwater Branding faced were:
• Retaining established fans while attracting millennials  
• Showcasing the family (and dog) friendly ballpark atmosphere
• Promoting a modern ball club using 21st Century tools while still maintaining certain traditions

 

We had the pleasure of partnering with the Hillcats management & communications team to develop a dynamic game plan for driving more fan engagement and attendance. Our approach was multi-faceted, encompassing a range of marketing and design strategies that would transform the Hillcats Stadium into a “mini sports village” – an inviting, exciting place where there was truly something for everyone.

To start, we made strategic adjustments to the Hillcats brand and marketing materials, establishing a cohesive and unified visual identity across all platforms. We also implemented a range of new features and amenities, such as Hillcat-themed bouncy houses, inflatable games, and daily specials for food, drinks, admissions, and fireworks.

Our branding team focused on capturing the excitement and energy of the ballpark in photos and videos, sharing these engaging assets across social media platforms like Facebook and Instagram. By streamlining the ticket and apparel purchasing process, we made it easy for fans to stay connected to the franchise, whether at the park or at home.

We’re thrilled to report that our efforts yielded some impressive results. Within just one season, walk-up ticket sales increased by an impressive 40%. The Catty Shack – the newly-branded apparel and gift shop – saw an unprecedented surge in sales, surpassing all previous seasons. Our social media channels enjoyed a 25% increase in engagement, and we saw a 30% jump in the number of millennial attendees.

Moreover, our rebranding efforts allowed older generations of Hillcats fans to reconnect with beloved traditions, epitomized by our tagline “Tradition Roars On”. And best of all, our revitalized brand and park experience helped the Hillcats enjoy a beautiful season and playoff run.

We’re proud of the work we accomplished with the Hillcats, and we’re excited to continue exploring new and innovative strategies for boosting fan engagement and attendance in the seasons to come.

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