new york yankees campaign adv 460
Post on 14-Jan-2015
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By: Stephen Ingber
• With 27 world Championships considered most
storied Sports Franchise
• Widely recognized Global Brand with loyal fan base
• Known to Spend great amount of money to achieve results
• Have a long storied history with players such as
Babe Ruth, Lou Gherig, Mickey Mantle,& Derek Jeter
• One of the original American League Teams
• To see the increase of single ticket
game sales with the increase of
prices
• Maintain fan loyalty and continue to
build brand image
Goals:
• Create Facebook Fanpage to open dialogue between fans and the organization
• Generate content that can get Fans to interact with the organization and generate meaningful conversations
• Post pictures from community engagement events, games, and of the stadium
• Offer incentive for fans to share the organizations content.
• Create Tweets that engage fans of the organization
• Attract new followers to spread the goal of the campaign
• Continue to offer incentives to fans that spread or “retweet” the strategized messages that are published
• Will also Tweet about players personal blogs attempting to gain attention among fans
• Using Google Adwords to drive people into the targeted sites like the webpage, Facebook, Twitter, etc..
• Having effective use of keywords attached to the ads will help drive the Yankees to their goals
• Using Google Analytics to be able to measure and be able to see in a live fashion if the campaign is working
Mobile Campaign
• Using Check-in Services to track fans, using
incentives within that service
• Creating a mobile application that links fans back
to the social media strategy and the website;
allowing fans to purchase tickets on demand
• Having mobile ads that work for Google Ads
BudgetCategory Cost ($)
Staffing $750,000
Social Media Costs (Facebook, Twitter, Blogs)
$250,000
Google Costs (Ads) $500,000
Mobile Application Development
$500,000
= $2,000,000
Timeline:Ongoing throughout one season of Major League Baseball (April-October)
Measuring Success:
Facebook: Likes, Shares, and comments
Twitter: Gaining new followers, Retweets
Google: Using analytics to measure success
Blogs: More followers and comments
Mobile: App downloads, Checkins, and direction towards social media
Challenges
• Just like any organization if the Yankees lose nobody will buy tickets
• Buying baseball tickets is a luxury item if the economy takes a turn for the worse people will not show up
• If are social media campaign does not align with the targeted demographics of Yankees fans
• Getting people to adopt the new changes in media
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