Since their dismal beginnings in 1896 when they played near a swamp (earning the name Mud Hens in honor of the coots inhabiting the marshy land), the Triple-A Toledo Mud Hens have become one of the most successful minor league baseball teams in the country, and their games some of the best attended. How did they leverage their climb from such a murky start? In a word: marketing. With their two slogans, “Toledo’s Family Fun Park” and “Experience the Joy of Mudville,” the Mud Hens harness the twin themes of family and history. These days, the Mud Hens are the Triple-A affiliate of the major league team the Detroit Tigers. Because the Tigers do all of the hiring and firing of players, trainers, and medical staff, the Mud Hens’ home office can focus all of its energy on improving the image and profitability of the Mud Hens enterprise.

1. What are the promotion ingredients that the Mud Hens include in the team’s promotion mix?
2. In what ways does the Mud Hens’ support of the community help to promote the team?
3. What are some additional ways that the Mud Hens could use to promote the team?