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