Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club's vision and has no confidential information, all are data open.

com.br

Compared to the American Leagues websites like a MLB and NBA, has the best access number, with a great performance (KPI) results index of bounce rate (39%), bad visit in pages compared with others (4.51) and time of visit (3:16) is the second when you compare with MLB.

Best Case and Digital Results.

Similar Werb: 12/2017

MLB

NBA

Compared to the websites of leagues in USA, NFL has the second highest score in SEO, compared with NBA, MLB, NHL. The best result is because SEO Score, great SEO Architecture.

Tools: neilpatel.com - 12.2017

Tools: neilpatel.com/

Tools: Google Trends – 5 years

Tools: Buzzsumo – 12.2017

Main channel of communication and distribution of digital content is on Facebook, produced by them or reported by third parties.Tools: Buzzsumo – 12.2017

247 WEB USABILITY GUIDELINES - Although designing usable systems requires far more than simply applying guidelines, guidelines can still make a significant contribution to usability by promoting consistency and good practice. We use this list of guidelines in our consultancy work. For best results, remember to interpret the guideline in context — this requires a bit more thought but ensures you will get a lot more from your review.https://www.userfocus.co.uk/resources/guidelines.html

The store has a good highlight at the home menu, driving the conversion sales.

Content development very focused on the news, article text and simple images.

ME

DIU

M

The site focuses on the development of content and news.

Fixed header with focus in the text.

Bad - It has only one language - English.But has 2 big access Mexico and Brazil.H

OT

It has great exposure of the games results, all teams of the league.

Menu with departments separated by type of product and type of Sport. The mouse over present clubs options. Very objective and focused on conversion to product showcases.

Central visualization of e-commercefocused promotion, discounts, products kits, categories.

HO

TM

ED

IUM

Fixed header with one special image, focus in showcase promotion and free shipping.

Only one languageoption (English).

com.br

The main menu of the website provides the buttons related to the web shop and tickets, even though it is in a noble area of the site, it has no call to action and no action to attract the attention of the user. The home page below the header has a banner featuring club products from the web shop.

Banner Conversion to NFL Webshop

The website has a navigation aimed at presenting the most direct quality content. With the most noble area for information of all games of the league, prioritizing the mobile version. With simple design and structure to favor the orientation of the fans who are focused on the content. Great Highlights categorization hierarchy. Make good use of the club's visual identity and aspirational photos. Mobile First, with a mobile or responsive site, highlighting the sharing of content on users' social networks.

The e-commerce with design focused on brand experience. Usability and navigation starting by categories, with total focus on products, offers a variety of product categories, and the aim of navigation and design.

The platform owns the Fanatics, its similar the others platform sports clubs. Works only one language. Many different promotions: Discount, Free Shipping and Kits products.

AVAREGE VISITS

BOUNCE RATE

+670 MillionsUVS/YEAR

AVERAGE

82%

18%15% OF THE AUDIENCE OF

THE NFL IS ADVISED OF SOCIAL

NETWORKS

+52M FOLLOWERS

+16M +24M +10M+2.8M

+52M

+670M Year

followers

127MMOUNTH

USERS DESKTOP AND

MOBILE

2 Takeaways

WEBSITE AND E-COMMERCE PLATFORM

NFL Website NFL Shop

www.NFL.com

77M

8.8M

Unique Users Web Shop

(-) Bounce

Rate

6.2M

Conversion To Shop (-Bounce)

127M

Website Ticket Avarege

80,00Conversion Sales

Avarege

3%

Sales FinalAvarege ($ mounth)

14.8M

186K

Conversion Final

% Bounce Rate (39%) best number, with conversion to e-commerce medium, with 15% of total access. This impacts the final outcome of sales.

% Bounce Rate (29%) best number, access number can be improved according to investment media (20%) and website conversion for e-commerce.

Website E-commerce

Conversion

Website, StadiumAwareness

Kn

ow

led

ge

Frequency

Loyalty andRecurrence

ClustersInvolvement

Tickets Conversion its ok, great work. Create new experience visit in the stadium, with VR technology.

Subscribe products, receive all month news products. Create a low price t-shirt with focus in countries with low average tickets

Awareness in the other countries that increase NFL brand. Ex. Brazil.

Key Strategy

Digital Marketing

Develop:• Reforce the Digital and Website Strategy in others countries.

• Target understanding (digital social listening and behavior)

• Investment requirements (Metrics, KPIs & Optmization).

• Create new experience visit in the stadium, with VR technology.

Develop:• Improve a social media strategy for e-commerce conversion.

• Increase conversion contact points for e-commerce.

• Subscribe products, receive all month news products.

Extend:• Digital Brand metrics to increase category & Brand awareness

(penetration through digital football).

• New Digital Social Media Strategy, need to increase the followers

number.

• Awareness in the other countries that increase NFL brand. Ex. Brazil.

E-commerce & E-retail

Brand Equity

4. HOW TO BRING TRAFFIC

TO THE SITE STRATEGYBrand Awareness

Media Performance

3. EVOLVING TOOL

MAINTENANCE

Tools + intelligenceBusiness = Results

Planning

Development

Action

Check

Consumer Experience

Content

Football

Product Finder

NewsClub

Tickets

Match

Online Purchase

1 Awareness 2 Experience 3 Engagement 4 Loyalty

Website Mobile AppCall Center

Shop Online / Call Center

Marketing

Communication

Customer Info

/ Insight

Call to Action

Call to Action

Repurchase

4 Purchase Stages in E-Commerce

NFL.COM

+52M

+670M YEAR

FOLLOWERS

Automated Purchase Process

2016-02-22

Convenience experience

Consumer loyalty and purchase guaranteed

Resume

Experience in the Digital Marketing and communication• 9 years experience in Digital Marketing. Leading innovation projects, business and marketing strategy.• Digital Management: analytics metrics, social media planning, social monitoring, social optimization, SEO/SEM, brand content, lead management, content production, marketing automation (IBM Watson), business intelligence. • Expertise at development digital strategies of e-commerce, social media, SEM, display, programmatic, paid media and control of budget and investment based on strategic KPIs.• Skills: team work, organization and productivity, good relationship, very creative.

Specialties: - Digital Marketing and Communication- Category Management: Consumer Goods- Branding (Local and Global Campaign)- Social Media Strategy- E-Business Strategy (E-commerce) and E-Retail (Market Place)- Digital Innovation Projects- Media Performance and Programmatic

Experience in Sports:• Organized Volvo Ocean

Race 2015 Team SCA in Brazil.

• Work with marketing actions: Palmeiras, Santos and Coritiba.

• First Elderly Run in Brazil 2014 - Copacabana.

• Sponsorship team ABC Football (RN) 2010 - Brand Biofral.

• Owner of the first social media with focus in sports 2015: Sportt.

29 anosSão Paulo

Brazil

| www.rafaleitao.com

Analysis developed without commercial interest, with the purpose of studying and academic, in order to share the model of evaluation of digital maturity of the clubs. It does not represent the club’s or League’s vision and has no confidential information, all are open data.