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Claire Carroll
SITUATIONAL ANALYSIS• Founded in 1901• Rivalry with the New York Yankees• Fenway Park
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”
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
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.
SOCIAL MEDIA TOOLS
• Blog• Instagram and Twitter–#RedSox & #RedSoxRitual– Retweeting Fans
• Facebook– Exclusive Content– Special Offers– Breaking Red Sox News
INTERNET MARKETING
• Google Adwords
• Search Engine Marketing
• Website Content
MOBILE STRATEGY
• Mobile Website– Optimized content
• Foursquare or Facebook Check-ins
• Create mobile application
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
SUMMARY
• Highlight Tradition• Goals• New Media