Case Study: MASN

Background

MASN is the first Regional Sports Network in the mid-Atlantic area owned by two Major League Baseball franchises -- the Washington Nationals and Baltimore Orioles.
Because the network is locally-owned, MASN is able to bring more of the game to sports fans across the region. MASN features in-game programming enhancements and special access to the teams and their players that only a team-owned Regional Sports Network can provide.

MASN is available to all cable carriers and currently you can find MASN on Antietam, Armstrong, Atlantic, Bay Country, Charter, Clearview, Comcast, Cox, DirecTV, Dish, and many more. However, MASN cannot be found on Time Warner Cable.

Challenge

MASN required irrefutable evidence to prove to Time Warner Cable that sports fans in the southeast want a unique regional sports network to provide them with all the sporting events that other national sports networks do not air.

Solution

MASN partnered with Insider Sports Marketing in May of 2007 to take their mission to sports fans throughout the Carolinas. The markets varied throughout the sport seasons of 2007; beginning with multiple Minor League Baseball Teams within the Carolinas, followed with NCAA Football Appalachian State University and East Carolina University. MASN and Insider Sports Marketing's keystone market was found with NCAA Basketball at UNC-Wilmington. Working in conjunction with the teams and universities, MASN and Insider Sports Marketing created interaction points with the fans prior to and during the games. Insider Sports Marketing searched for the brightest and best brand ambassadors available to approach, educate, and converse with the fans at these exciting events. These brand ambassadors encouraged fans to support MASN's attempt to be aired on Time Warner Cable. The fans support was shown in remarkable numbers via MASN's Fan Appreciation Petition and the increase of subscribers to MASN's Maximum Access Alert Newsletter. In appreciation, branded and co-branded premiums were given to fans supporting MASN.

Results

The response from sports fans in the southeast was undeniable. Fans want one of the most unique regional sports networks to be accepted on Time Warner Cable channel lineup. Their encouraging comments and consistent support of MASN and all it offers will continue to be shown to Time Warner Cable.

 

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