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The marketing planning process is relatively informal, with everyone participating.

As Dowling commented, “It made the company more sophisticated.” About 3 years ago, they spent $5,000 for a professionally prepared marketing research report. They also have a Facebook and Twitter presence. They integrated the Internet into their marketing activities three years ago and have found it very useful for selling tickets. The Rock Cats see themselves as selling affordable family entertainment, not baseball. With a substantially new front office and new increased promotions, the club saw every attendance record fall, passing the 300,000 mark for the past 3 years. Dowling is the president and CEO of the club, and Levy is the vice president. In 2000, the club was sold to a group of investors headed by a local attorney, Coleman Levy, and William Dowling, a former New York Yankees executive vice president. All-stars include Brady Anderson (outfielder), Ellis Burks (outfielder), Aaron Sele (right-handed pitcher), John Valentin (shortstop), and Cy Young Award winner Roger Clemens. The Rock Cats have many notable alumni, including MVPs Jeff Bagwell (third baseman) and Mo Vaughn (first baseman). Over four million fans have seen professional baseball in New Britain over the years. From Cy Young Award–winners to most valuable players (MVPs) and batting champions to rookie of the year award winners and all-stars, New Britain has been an enormously productive foundation for major league baseball. There is a rich history of baseball in New Britain, and the Rock Cats are the Nutmeg State’s oldest, continuously operating professional sports franchise. The 2011 season marked the 29th anniversary of Eastern League Baseball in New Britain. They are the double-A minor league baseball affiliate of the Minnesota Twins major league baseball club, competing in the Eastern League. The New Britain Rock Cats were founded in 1983 in New Britain, Connecticut. Source: Reprinted with permission from the New Britain Rock Cats official website.

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