Yankees, Trenton Thunder spread hope to New Jersey

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

The Yankees have made some landmark moves with their Hope Week projects, a time when every member of the organization gets involved in a wide range of charitable endeavors to bond the team with the community that supports them. Every year the organization adds another wrinkle to the program, and this year they are extending the program to all their minor league affiliates, including the Trenton Thunder.

It is rare that a club does such a cross promotion of any kind, but it is a great idea. The Hope Week celebration subtly connects fans directly to the Yankees brand, it sends a clear message to all in the system that the ability to give back does not start at the top, it is prevalent throughout the organization, and it sets the tone for those in the system to be prepared to engage as they move up the ladder.

It is a great way to link what can be a disjointed marketing and brand effort by the Yankees, and should serve as an example for other clubs to do the same, maybe not just in philanthropy but in marketing promotions as well.

Now that's not to say that the Thunder needs the help in marketing. Year in and year out, the Bombers' Double A affiliate finds new and interesting ways to engage fans and keep families from Pennsylvania and Mercer County filling their ballpark on the banks of the Delaware River. Whether it is the traditional giveaways or a special Super Heroes night when the Bat Mobile visits, the Thunder are making sure that each night is an experience.

However what the Hope Week extension does is link the team even closer to the community through its players. The rigors of Minor League baseball often have teams selling the experience vs. the athletes, because it is so hard to build any equity in a young player who is just passing through town on his way to the next level. Hope Week will bring the team even further into the community through service projects, and will also reinforce that tie to The Bronx, which is such an important selling tool for brands and fans, even at the AA level. The extension is also smart for the Yankees, who can make some media noise in the Phillies backyard with the program, and help solidify some casual fans in a geographic area which has probably been more traditionally National League.

The extension of Hope Week to places like Trenton is smart business and smart brand building for the Yankees, and a great example of a strong brand finding ways to get even stronger.

Joe Favorito has over 24 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.