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DIGITAL STRATEGY Detroit Red Wings
Presented By: Scott Berlin
Background Information
• Home Stadium: Joe Louis Arena
• Most Stanley Cup Championships of any US based team
• Made playoffs 21 straight seasons
• Struggling with regular season attendance in recent years
Target Audience
Men
Ages 18-40
Michigan Area
Big range? Mass appeal Couples and families Bigger target = More sales
Increased ticket sale
Increased revenue from concessions
25% increase between the two will be considered very successful
KPI
Big Idea!
“End the Lockout” Promotional Event
Free admission, Amazing discounts
50% off Season Tickets
Raffles
Discounted group-rates
Concession discounts
Tools and Tactics
Promotion of the “End the Lockout” Event YouTube Video with star players
Facebook Event
#EndtheLockout Twitter Instagram
Google AdWords
Micro-site
Twitter Presence
Twitter will be a huge part of generating a “buzz” for our main event Official Red Wings Twitter Account
Tweet-for-Discounts
Daily Countdown
#EndtheLockout
Powerful tool allowing users to share pictures have taken Capture images of the “End the Lockout” event
Share pictures to earn additional discounts
Lockout Picture of the Week
#EndtheLockout
Budget
Due to the geographical size of our promotion we were able to minimize some costs
The campaign will run for two months ending a week after the “End the Lockout” event
Largest cost is associated with staffing the event itself
Great value on Google Adwords Approx. 120 Clicks/Day x 60 days $7,200 total
Budget Breakdown
Total Budgeted Cost = $77,200
$25,000
$7,200
$15,000
$30,000
Social Media Orga-nization & Video
Google AdWords
Micro-Site Creation
End the Lockout Event