Electing a Hall of Famer | PR & Communications

Client/Employer: Seattle Mariners

Edgar Martinez, one of the most beloved players in Mariners history, faced a significant hurdle: his role as a Designated Hitter led many Baseball Writers Association of America (BBWAA) voters to dismiss his Hall of Fame candidacy. Over the course of a decade, we developed and executed a long-term digital advocacy campaign that kept his name and legacy top of mind for voters, fans, and media alike, which culminated in his induction during his final year of eligibility.

1. Problem: Despite overwhelming fan support and an elite statistical case, Edgar Martinez was repeatedly passed over for the Hall of Fame due to skepticism around the Designated Hitter role. The Mariners needed to find a way to influence voter sentiment without traditional lobbying methods.

2. Strategy: Harness the power of digital platforms to shape public opinion and make Edgar’s case unavoidable. We focused on mobilizing fan passion, amplifying key stats and stories, and reaching BBWAA voters in ways that felt organic and persistent—not promotional or heavy-handed.

3. Execution: Over several years, we built a content strategy that spanned:

• Highlight videos showcasing Edgar’s greatest moments

• Statistical comparisons presented in clean, shareable formats

• Quote graphics/testimonials from players, fans, and media figures

• A hashtag campaign, #EdgarHOF, which kept momentum going year after year

• We also ensured consistent messaging and visibility during each voting cycle—with particular emphasis on Twitter/X, where sportswriters frequented most

4. Results: Edgar Martinez was elected to the Hall of Fame in his final year of eligibility, capping a decade-long campaign that turned public opinion and influenced voters directly. Edgar personally credited the team’s digital efforts in his induction speech, and the campaign was profiled by The Athletic for its unique strategy and persistence.