Case Studies ❯ Boston Red Sox STEM Education Program

Boston Red Sox

STEM Education Program

Introduction

The time had come for the Boston Red Sox to redefine their engagement with young fans, keeping the Sox excitement alive in anticipation for the next big game. Introducing Wally’s Playbook, a robust STEAM activity book, and the Kid Nation E-newsletter, an interactive experience filled with Red Sox news, fun contests, trivia, and even more STEAM content. These initiatives aimed to create meaningful connections and unforgettable experiences for young fans.

The Goal

In the exciting world of baseball, the objective was clear. The Red Sox wanted to increase engagement and loyalty within the youth market, while setting a new standard for fan interaction in the MLB. By offering hands-on and digital engagement that resonated with the kids of today, the Red Sox wanted to establish themselves as more than just a team, but as an integral part of their fans' lives.

The Challenge

On the path to achieving their goals, the Boston Red Sox faced challenges. Creating a national campaign involving diverse partners and renowned brands wasn’t always straightforward. Ensuring that the messaging of their youth campaign aligned authentically with the organization's core values was essential. Additionally, navigating a market full of options for family experiences brought its own set of hurdles. Addressing the preferences of millennial parents, who prioritize brands committed to social causes and community support, was also a priority. The Red Sox needed to tailor content for various age groups while maintaining relevance in today's social landscape.

The Solution

The Boston Red Sox approached these challenges strategically, developing a complex solution:

Creating a welcoming environment for all families, emphasizing the importance of special moments and strengthening connections

Providing engaging and educational content that resonates authentically with the Red Sox's core values

Fostering an environment of learning by incorporating fun elements

Aligning the family brand with the Boston Red Sox Foundation - reinforcing the team's commitment to community

Introducing engaging campaign ambassadors and inclusive character designs

Delivering purposeful, diverse content that resonates deeply with families and reinforces the brand promise

The Results

Wally’s Playbook and the Kid Nation E-newsletter reached thousands of loyal kids and their families

These initiatives led to the perfect level of personal engagement and interactivity for kids, with a frequency that keeps them looking forward to the next issues

The STEM edutainment content inspired young fans and brought baseball to kids through the sciences, making learning enjoyable and accessible. By combining STEAM learning with the excitement of baseball, kids were able to grasp complex concepts more easily, transforming science into a fun and engaging experience

Client Testimonial

“Through a collaborative effort between the Red Sox marketing department and the folks at Kidzsmart, we have been able to create great new content through our Kid Nation Newsletter email blasts and physical activity books… We’ve covered everything from activities, player profiles, collectible posters and STEAM reasoning to engage kids. I believe the efforts from this partnership have been very successful and have added value to our Fan Club’s memberships.”

- Greg Karademos, Marketing Rep/Kid Nation Team Lead at Boston Red Sox