Pirates unveil "WE WILL." brand positioning

03/06/2006 1:37 PM ET

Pirates media relations

PITTSBURGH -- Following the successful offseason, the Pittsburgh Pirates today unveiled a new organizational mindset that has been summed up by those within the organization in the new brand positioning - "WE WILL."

The public unveiling was a culmination of an internal assessment of the Pirates brand positioning, or what the organization stands for. After months of research and feedback from the Pirates employees, players, coaches and fans, it was determined that the core values permeating throughout the organization are perseverance, resilience, youthfulness and improving, according to Kevin McClatchy, Pirates CEO and Managing General Partner.

"Perseverance in our determination to achieve our organizational goals and objectives," McClatchy explained. "Resilience in that we will pull through and rise to the occasion, despite whatever setbacks and obstacles may block our way. We will be youthful in terms of our attitude and fresh approach, as well as maintain the focus on our strong minor league system. Improvement in that we will continue to improve in all aspects of our organization."

In order to effectively communicate these core values, the Pirates developed the "WE WILL." brand positioning to reflect this organizational philosophy and confident mindset.

"WE" meaning everyone in the Pirates organization - from the ownership group and General Manager Dave Littlefield to Manager Jim Tracy and the team's players and coaches. From the front office personnel and grounds crew to the hosts and hostesses that greet fans at PNC Park. And "WILL" meaning the confident mindset in that the Pirates will continue to strive for excellence and success in all aspects of the team's operations.

The "WE WILL." brand positioning, similar to Nike's Just do it™ or Gatorade's is it in you?,™ is more than a advertising slogan, it's an attitude that is present throughout the organization, according to McClatchy.

These are more than two words to us. They're a mindset, a philosophy...an attitude," McClatchy said. "So much so that these words will be the focal point of our organizational mission statement that reads - WE WILL strive for excellence in every aspect of our organization to become the benchmark in the sports and entertainment industry."

"This is our mission. It's our collective goal that we will continue to strive towards," McClatchy added. "I'll be the first to admit that we are not all the way there yet, however we are turning the corner in all aspects of our organization. We have achieved financial stability and we will continue to improve the team and strengthen our commitment to the community."

The "WE WILL." brand positioning will be fully integrated into the Pirates organization, including the team's upcoming marketing campaign, explained Tim Schuldt, Pirates Vice President of Marketing, Sales and Broadcasting.

"Fans will see it throughout the ballpark and in our advertising. It will also be in many other places that fans may not see, including our Front Office lobby, in the Clubhouse, through the halls and on the walls of PNC Park," said Schuldt. "It will be on the organization's business stationary, business cards, media guide and in our gameday magazine."

McClatchy, who unveiled the "WE WILL." brand positioning to front office employees earlier in the week, traveled to the Pirates spring training facilities in Bradenton, Florida to personally address the players and coaches on the importance of the new confident mindset and mission.

"This is how we will go about our business each and every day. Our goal is excellence in everything that we do both on and off the field," McClatchy said. "We are just as committed to excellence in how we interact with the community, our business partners and, most importantly, our fans. PNC Park is the Best Ballpark in America, and we will continue to look at ways to improve the fan experience to make it an even more inviting and fun place to visit."

This story was not subject to the approval of Major League Baseball or its clubs.

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