Marketing Strategy Case Study
A successful marketing strategy goes beyond promotion—it builds connection, community, and a brand people want to be part of.
The brief.
The Salt Lake Bees needed a refreshed brand concept that would resonate with Millennials and Gen X families—an audience seeking fun, connection, and Utah-specific experiences.
The goal was to create a marketing direction that felt adventurous, family-friendly, and culturally relevant to Utah, ultimately increasing engagement, attendance, and community involvement—all through the minor league baseball tradition of alternate identities.
The challenge.
The team needed a concept that went beyond baseball—something that celebrated Utah culture and stood out in a crowded entertainment market.
Our solution:
The Salt Lake Sluffers — a playful brand identity inspired by the carefree spirit of skipping class and exploring Utah’s outdoor adventure sites.
Audience personas.
We identified two core audiences:
Millennial Mom Rachel — family-oriented, budget-conscious, looking for memorable activities for her kids
Sports Fan David — nostalgic, community-driven, loves accessible entertainment
These personas shaped every part of the brand and marketing strategy.
Visual Identity
The brand identity blends bold athletic typography with illustrated, adventure-themed elements to feel playful, local, and approachable.
Key elements include:
— Distinct color palette
— Illustrated mascot (Sluffy)
— Wordmark + badge variations
Meet Sluffy.
Sluffy is the face of the brand—embodying Utah’s outdoors, curiosity, and adventurous spirit.
He brings instant energy and connection to families, helping kids engage with the team before they even step into the stadium.
Campaign Strategy
Our multi-channel campaign focused on:
— Community partnerships
— Kid-friendly events
— Social media storytelling
— SEO + content
— Merchandise sales
Together, these elements create a full fan experience rooted in Utah culture.
Final Deliverables
The final concept included:
— Brand identity system
— Mascot + logo suite
— Audience research + personas
— Event + merch strategy
— Social content + SEO plan
A complete strategy designed to build a loyal, engaged fan base.
Please note: not all aspects of the presentation were shown.