school / Research & strategy / October–December 2025
MLB × AMA Case Competition
The idea
Our AMA case report proposed “Outside of the Innings,” a 12-month plan to make Major League Baseball more relevant to Gen Z. The strategy connects primary survey findings with player storytelling, campus activations, personalized app experiences, and sales promotions.
My contribution
I surveyed 55 students and contributed research and recommendations to the team’s case report.
The result
Completed the team’s case report with integrated recommendations for AMA’s case competition. The report documents the team’s research and proposed campaign; its engagement, subscription, and sales figures are goals rather than measured campaign results.
Campaign targets are proposals, not results.
“Major League Baseball: 2025–2026 Case Competition.” James Madison University, n.d. Team case report.