Case Study:
Toronto Blue Jays Community Outreach Program
Summary
Ace’s Playbook is a fun and informative community outreach program for the Jr. Jays Saturdays home games. Content and branded games are geared specifically towards kids under 12 years of age, featuring interesting player statistics, baseball-themed activities and the team’s successes and milestones over the years.
Services:
Family Program Brand Identity, Art Direction, Print Design, Premium Print Assets and Copywriting.
Engagement:
2011 – Present
Goal:
Engage fans at games during Jr. Jays Saturdays through edutainment, grow the game across Canada, and to promote a healthy and active lifestyle away from the ballpark.
Objective
The Toronto Blue Jays franchise approached Kidzsmart in 2011 looking for a fun way to engage kids on their Jr. Jays Saturdays games. Since then, Ace’s Playbook has been produced as an incentive for kids to get involved in their team’s home games, to bring Ace’s activities back home.
OPPORTUNITY & STRATEGY
The Toronto Blue Jays understand the importance of cultivating young fans and wanted to expand their community outreach. At Jr. Jays Saturdays, kids not only experience the thrill of a home game but they can also participate in fun activities, run the bases, and get their picture taken with Ace! Ace’s Playbook continues the excitement, providing an opportunity for the Blue Jays brand to extend past the stadium doors. The Playbook offers a varied range of edutainment through facts and trivia, problem solving, drawing and coloring, writing and spatial recognition. In more recent books, kids even have space to write a letter to Ace and mail it in. This activity — and others — encourages kids to enlist the help of their parents or favorite adult, thereby turning the book into a family activity. The Playbook encourages the connection young fans have with their team, building a loyalty that lasts into adulthood.
“Kidzsmart is a great team to work with. Throughout our past experiences working together on projects, they have always provided creative ideas in a timely manner, resulting in a great finished product!”
RESULTS
Since its inception, Ace’s Playbook has been an essential part of the Jr. Jays program. Kidzsmart is proud to have such a strong and trusting partnership with the Toronto Blue Jays. The activity book has evolved over the years (recent editions include decoder games and temporary tattoos), but one thing persists: their community outreach program always celebrates the Jays’ energy, spirit and fantastic success.
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