We’ve covered seven foundational areas of digital strategy for summer collegiate baseball: local search optimization, technical foundations, group sales, content marketing, social media, partnerships, and email marketing.
Now comes the practical question: How do you actually implement all of this?
This post provides a realistic 90-day roadmap that takes you from audit to execution. Whether you’re a marketing director at a summer collegiate team, a GM wearing multiple hats, or a volunteer managing digital efforts, this timeline is designed to be achievable with limited resources.
Before You Begin: The Pre-Work
Before starting Day 1, complete these foundational tasks:
Audit Your Current State
Website & Technical (2-3 hours):
- Run your site through Google PageSpeed Insights
- Check mobile usability on multiple devices
- Review current Google Business Profile status
- Document current search rankings for key local terms
- Review Google Analytics (if installed) for baseline metrics
Content Inventory (1-2 hours):
- List all existing website pages
- Document current social media posting frequency
- Review email marketing setup (or note if none exists)
- Inventory any existing partnerships
Competitive Landscape (2-3 hours):
- Search “things to do in Johnson City tonight” and note what ranks
- Search “family activities Johnson City” and note competitors
- Review 2-3 local entertainment competitors’ digital presence
- Document what other Appalachian League teams are doing well
Secure Buy-In
Before investing 90 days of effort, ensure you have:
Decision-Maker Approval for:
- Website changes (even minor ones)
- Social media posting authority
- Partnership outreach permission
- Budget for any necessary tools ($0-$200/month range)
Resource Commitment:
- 5-10 hours/week from primary person
- Access to someone who can make basic website edits
- Ability to create or source visual content (photos, graphics)
Set Success Metrics
Establish baseline numbers you’ll track:
- Current website traffic (monthly sessions)
- Google Business Profile views (monthly)
- Social media followers and engagement rate
- Email list size
- Average attendance per game
- Group booking inquiries per month
The 90-Day Roadmap
PHASE 1: FOUNDATION (Days 1-30)
Week 1: Technical Quick Wins
Day 1-2: Google Business Profile Optimization
- Claim/verify your Google Business Profile if not done
- Add complete information (hours, phone, website, description)
- Upload 10-15 high-quality photos (ballpark, fans, action shots)
- Add all remaining game dates as “Events”
- Enable messaging if available
- Create first post announcing upcoming games
Day 3-4: Website Technical Audit
- Fix any broken links
- Ensure mobile menu works properly
- Test ticket purchase flow on mobile
- Verify all contact information is current
- Check page load speed and address major issues
Day 5-7: Local SEO Foundation
- Ensure NAP (Name, Address, Phone) consistency across:
- Website footer
- Google Business Profile
- Facebook page
- Any other directories
- Add schema markup for LocalBusiness and SportsEvent
- Create or update “Visit the Ballpark” page with detailed directions, parking, FAQs
Week 2: Core Content Pages
Day 8-10: Local Landing Page Creation Create primary page: “Things to Do in Johnson City: Summer Baseball at TVA Credit Union Ballpark”
Content should include:
- Why Doughboys games are perfect for families
- Comparison to outdoor activities (price, convenience, weather-proof option)
- What makes summer collegiate baseball special
- Photo gallery of game day experience
- Clear CTA to schedule and tickets
- Section on “Perfect for ETSU Students”
Day 11-13: Group Sales Landing Pages Create dedicated pages for:
- Youth baseball/softball teams
- Church groups and faith communities
- Corporate outings
- Birthday parties
- Summer camps
Each page needs:
- Specific benefits for that group type
- Pricing structure or “Request Quote” form
- Testimonials (if available) or social proof
- Clear booking process
- Contact form or phone number
Day 14: Navigation & Internal Linking
- Add new pages to main navigation
- Create internal links between related pages
- Ensure ticket page is no more than 2 clicks from homepage
- Add “Quick Links” to footer if needed
Week 3: Analytics & Tracking Setup
Day 15-17: Analytics Implementation
- Verify Google Analytics 4 is installed correctly
- Set up conversion tracking for:
- Ticket purchases (if possible)
- Group inquiry form submissions
- Email signups
- Phone number clicks (on mobile)
- Create custom dashboard with key metrics
Day 18-20: Search Console Setup
- Verify website in Google Search Console
- Submit sitemap
- Review any existing issues
- Set up email alerts for critical errors
Day 21: Baseline Reporting Create simple spreadsheet tracking:
- Current search rankings for target keywords
- Current monthly website traffic
- Current social media metrics
- Current email list size
- Current GBP views and actions
Week 4: Partnership Outreach Foundation
Day 22-24: Partnership Prospect List Create spreadsheet with:
- 20 local businesses (restaurants, breweries, outdoor rec)
- Contact person research (LinkedIn, website)
- Partnership idea specific to each
- Priority ranking (A, B, C)
Day 25-27: Partnership Package Creation Develop 1-page partnership proposal template including:
- Doughboys audience demographics
- Partnership benefits
- Sample co-marketing ideas
- Success metrics
- Contact information
Day 28-30: Initial Outreach
- Send personalized outreach to 5 priority A-list partners
- Follow up with phone calls
- Schedule 2-3 initial meetings
- Document responses and next steps
PHASE 2: CONTENT & ENGAGEMENT (Days 31-60)
Week 5: Content Calendar Development
Day 31-33: Blog Content Planning Create content calendar with:
- 12 blog post topics (one per week for rest of season)
- Publishing schedule
- Keyword targets for each
- Content brief templates
Day 34-36: Social Media Content Planning Create templates for:
- Game day posts (pre-game, in-game, post-game)
- Player spotlight template
- Behind-the-scenes content
- Community partner spotlight
- Fan engagement posts
Day 37: Photography & Asset Collection
- Schedule photo day at ballpark
- Collect player headshots (if available)
- Take ballpark photos at various times of day
- Create shot list for upcoming games
- Organize digital asset library
Week 6: Email Marketing Launch
Day 38-40: Email Platform Setup
- Choose email platform (Mailchimp free tier is fine for start)
- Set up basic templates
- Create signup forms for website
- Add signup form to key pages
- Create welcome email sequence
Day 41-43: Email List Segmentation Create segments for:
- Season ticket holders
- Past attendees
- Group inquiries
- Youth baseball contacts
- ETSU students/faculty
Day 44: First Campaign Send first email campaign:
- To existing contacts (if any)
- Welcome message
- Rest of season schedule
- Special offer or promotion
- Clear value proposition for staying subscribed
Week 7: Social Media Activation
Day 45-47: Platform Optimization
- Update all social media bios with consistent messaging
- Add “link in bio” tool if needed (Linktree, etc.)
- Create branded templates for common posts
- Set up posting schedule in free tool (Buffer, Later)
Day 48-50: Content Creation Sprint Create 2 weeks of content in advance:
- Schedule posts for upcoming games
- Create player spotlight content
- Develop behind-the-scenes content
- Plan fan engagement posts
- Queue everything up
Day 51: Engagement Protocol Establish process for:
- Responding to comments/DMs within 2 hours
- Sharing user-generated content
- Engaging with local businesses
- Monitoring mentions
- Crisis communication plan (weather delays, etc.)
Week 8: Blog Launch
Day 52-55: First Blog Posts Write and publish first 2 blog posts:
- “5 Reasons Summer Collegiate Baseball is Perfect for Johnson City Families”
- “What Makes the Appalachian League Special: A Local’s Guide”
Ensure each post includes:
- Target keyword in title and first paragraph
- Internal links to ticket and schedule pages
- Images with alt text
- Social sharing buttons
- Email signup CTA
Day 56-58: Blog Promotion
- Share posts across all social channels
- Send to email list
- Post in relevant Facebook groups (ETSU, Johnson City community)
- Reach out to local media/bloggers
- Update Google Business Profile with link
Day 59-60: Content Performance Review
- Check blog post traffic in Analytics
- Review social media engagement
- Document what’s working
- Adjust content calendar based on performance
PHASE 3: OPTIMIZATION & SCALE (Days 61-90)
Week 9: Partnership Activation
Day 61-63: Partnership Agreements
- Finalize agreements with 2-3 partners from Phase 1 outreach
- Create co-marketing calendar
- Develop partnership-specific promotions
- Design co-branded materials
- Schedule cross-promotion dates
Day 64-66: Partnership Launch
- Announce partnerships on social media
- Create partnership landing pages if needed
- Train staff on partnership offers
- Set up tracking for partnership-driven sales
- Launch first co-promotion
Day 67: Partnership Pipeline
- Continue outreach to B and C list partners
- Document partnership performance
- Identify expansion opportunities
- Plan Q4/next season partnership strategy
Week 10: Local Search Optimization
Day 68-70: Content Expansion Create additional local search content:
- “Best Date Night Ideas in Johnson City: Summer Baseball Edition”
- “Rainy Day Activities in Johnson City: Why TVA Credit Union Ballpark Works Rain or Shine”
- “Things to Do Near ETSU: Affordable Summer Entertainment”
Day 71-73: Link Building
- Reach out to Visit Johnson City TN for link/calendar listing
- Submit to local event calendars
- Guest post on local blogs if possible
- Create shareable infographic about team/ballpark
- Engage with local news for coverage opportunities
Day 74: Search Performance Check
- Review Search Console for ranking changes
- Check Google Business Profile insights
- Document traffic growth
- Identify new keyword opportunities
Week 11: Group Sales Push
Day 75-77: Group Sales Outreach Campaign Create and send outreach to:
- 25 youth baseball/softball organizations within 30 miles
- 20 churches in Johnson City area
- 15 local companies for corporate outings
- 10 summer camps in region
Include:
- Group package details
- Available dates
- Special offers for early booking
- Testimonials or photos from previous groups
Day 78-80: Follow-Up System
- Follow up with all outreach via phone
- Schedule ballpark tours for interested groups
- Create group booking tracking system
- Document objections and address in future materials
- Set up automated follow-up sequence
Day 81: Group Sales Page Optimization Based on inquiries, update group sales pages with:
- FAQ section addressing common questions
- More specific pricing if possible
- Additional photos/testimonials
- Simplified booking process
- Clear next steps
Week 12: Systems & Sustainability
Day 82-84: Process Documentation Create simple guides for:
- Weekly social media workflow
- Blog post creation process
- Email campaign checklist
- Partnership management system
- Monthly reporting template
Day 85-87: Team Training
- Train any staff/volunteers on new systems
- Create content approval workflow if needed
- Establish backup person for key tasks
- Document access to all platforms
- Create crisis communication protocol
Day 88-90: 90-Day Review & Planning Comprehensive review of:
- Traffic growth (website and GBP)
- Search ranking improvements
- Social media growth
- Email list growth
- Partnership activations
- Group booking inquiries
- Attendance impact (if measurable)
Then create next 90-day plan focusing on:
- Scaling what worked
- Fixing what didn’t
- New opportunities identified
- Off-season content strategy
- Next season planning
Resource Requirements
Time Investment
Weeks 1-4 (Foundation): 10-15 hours/week
Weeks 5-8 (Content & Engagement): 8-12 hours/week
Weeks 9-12 (Optimization & Scale): 6-10 hours/week
Ongoing (after 90 days): 5-8 hours/week for maintenance
Budget Requirements
Minimum Budget ($0-50/month):
- Free Google Business Profile
- Free email marketing (Mailchimp free tier: up to 500 subscribers)
- Free social media scheduling (Buffer free tier)
- Free analytics (Google Analytics, Search Console)
- Free design tools (Canva free tier)
Recommended Budget ($100-200/month):
- Email marketing with more features ($10-30/month)
- Social media scheduling with more platforms ($15-30/month)
- Stock photos when needed ($10-20/month)
- Basic graphic design tool ($12-15/month for Canva Pro)
- Occasional content creation support ($50-100/month)
Technical Needs:
- Ability to edit website content (WordPress, Wix, Squarespace, etc.)
- Access to create/edit social media posts
- Camera or smartphone for photos
- Basic graphic design capability (Canva is sufficient)
Common Obstacles & Solutions
“We don’t have anyone to manage this”
Solution: Start with Phase 1 only. Even just optimizing Google Business Profile and creating core landing pages will generate results. Add Phases 2-3 when you find a part-time coordinator or dedicated volunteer.
“Our website is outdated and we can’t change it easily”
Solution: Focus on Google Business Profile, social media, and email marketing. Use free tools like Linktree to create simple landing pages. Push for website upgrade in off-season.
“We’re already mid-season”
Solution: Abbreviate Phase 1 to 2 weeks, focus on quick wins (GBP, social media, partnerships). Plan full implementation for next season.
“We tried social media and it didn’t work”
Solution: “Didn’t work” usually means inconsistent posting without strategy. Use the content calendar templates from this series. Post daily during season, 3x/week in off-season, always with purpose.
“We don’t have budget for tools”
Solution: Everything in Phase 1-2 can be done with free tools. Only upgrade when you’re seeing ROI and can justify $50-100/month.
Measuring Success
30-Day Metrics (End of Phase 1)
✅ Google Business Profile optimized and showing views
✅ Core landing pages created and indexed by Google
✅ Analytics and tracking implemented
✅ 2-3 partnership conversations initiated
✅ Baseline metrics documented
60-Day Metrics (End of Phase 2)
✅ Email list growing (even if slowly)
✅ Consistent social media posting (5+ posts/week)
✅ 4-6 blog posts published
✅ 1-2 partnership activations live
✅ Measurable increase in website traffic
90-Day Metrics (End of Phase 3)
✅ 25-50% increase in website traffic
✅ Ranking in top 10 for 2-3 local search terms
✅ 3-5 active partnerships
✅ 5-10 group booking inquiries
✅ Growing email list (100+ subscribers)
✅ Consistent social media engagement
Long-Term Impact (6-12 months)
✅ “Things to do in Johnson City” ranking in top 5
✅ Google Business Profile in local pack for relevant searches
✅ 200+ email subscribers
✅ 10-15% increase in attendance
✅ Self-sustaining partnership network
✅ Established community presence
The Reality Check
This roadmap is ambitious. You might not complete everything in exactly 90 days. That’s okay.
The goal isn’t perfection—it’s progress.
Even implementing 50% of this roadmap will put your team ahead of most summer collegiate programs. Even 25% will generate measurable results.
The key is consistency. Better to post on social media 3 times per week for 6 months than post daily for 2 weeks and then stop. Better to send one email per month reliably than plan an elaborate campaign that never launches.
Start small. Build systems. Scale what works.
What Comes After 90 Days?
Once you’ve completed this foundation, you have several paths forward:
Path 1: Maintain & Optimize
- Continue current efforts
- Refine based on performance data
- Focus on consistency over expansion
- Gradual improvements quarter over quarter
Path 2: Scale Up
- Hire part-time digital coordinator
- Expand to additional channels (TikTok, podcast, etc.)
- Develop more sophisticated content
- Build larger partnership network
Path 3: Advanced Strategies
- Implement paid advertising
- Develop mobile app
- Create community-driven content
- Build formal ambassador program
Most teams should choose Path 1 for their first year. Build the foundation, prove the ROI, then scale.
Final Thoughts: The Compounding Effect
Digital marketing for summer collegiate baseball isn’t a one-season sprint. It’s a multi-year compound investment.
The blog posts you write this summer get traffic next summer. The partnerships you build this year strengthen next year. The email list you grow this season becomes a season ticket base in future years.
Every piece of content you create, every relationship you build, every process you document—it all compounds.
Three years from now, the team that starts today will have:
- 100+ pieces of content generating year-round traffic
- 30+ active partnerships driving attendance
- 1,000+ email subscribers ready for opening day
- Established presence in local search
- Systems that run with minimal effort
Meanwhile, the team that waits will be starting from zero.
The best time to start was three years ago. The second best time is today.
About This Series
This is Part 8 of The Community Engagement Playbook, an 8-part framework for building sustainable digital presence in summer collegiate baseball.
Previous Posts:
- Part 1: The Local Market Opportunity for Summer Collegiate Baseball
- Part 2: Technical Foundations for Local Search Dominance
- Part 3: Group Sales Strategy for Community Organizations
- Part 4: Content Marketing for Community Engagement
- Part 5: Social Media Strategy for Local Engagement
- Part 6: Partnership Development with Local Businesses
- Part 7: Email Marketing & Fan Retention
About Base Path Media
Base Path Media helps baseball organizations build sustainable digital presence through local search optimization, content strategy, and community engagement systems. We focus on practical, implementable strategies that teams can execute with existing resources.
