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Claire Carroll

Carroll.slideshare.red sox

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Page 1: Carroll.slideshare.red sox

Claire Carroll

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SITUATIONAL ANALYSIS• Founded in 1901• Rivalry with the New York Yankees• Fenway Park

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MESSAGE

• Message will be used on all social media websites including– Facebook: 3.8 Million Fans– Twitter: 400,000 Followers– Instagram: 30,000 Followers

• #RedSoxRitual

“Red Sox Ritual”

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TARGET MARKET

Target Areas• Greater Boston Area• Residents of

Connecticut, Rhode Island & Southern New Hampshire

Target Audience

• Families and Adults– Average age: 30.8– 50% of

households are families

• Online Users —Searching related Red Sox Terms

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GOALS1. Increase brand awareness of history and

tradition that Red Sox have to offer.

2. Gain market share of the fans and gather market data.

3. Increase page views and purchases of tickets and merchandise.

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SOCIAL MEDIA TOOLS

• Blog• Instagram and Twitter–#RedSox & #RedSoxRitual– Retweeting Fans

• Facebook– Exclusive Content– Special Offers– Breaking Red Sox News

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INTERNET MARKETING

• Google Adwords

• Search Engine Marketing

• Website Content

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MOBILE STRATEGY

• Mobile Website– Optimized content

• Foursquare or Facebook Check-ins

• Create mobile application

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BUDGETAnnual Revenue: $310,000,000

Category AnnuallyMarketing and Advertising Agency $5,000,000Aggressive Google Adwoards Campaign $3,000,000Website - Design and Development $3,000,000Target Market Research and Surveys $3,000,000Search Engine Optimization of Blog and Brand $2,000,000Social Networking - Content Development $2,000,00020 Social Media Correspondants and Monitors $1,320,000Website - Copy Writing $1,000,000Public Relations $1,000,000Social Media Advertising $1,000,000Mobile Application Strategy, Create, and Upkeep $1,000,000Banner Ads $500,000Email Marketing $500,000Video/Photography $300,000General Creative and Design - Consulting $200,000Total $24,820,000

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SUMMARY

• Highlight Tradition• Goals• New Media