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+ Detroit Red Wings Digital Marketing Strategy Brynne Ewing

NMDL final project - Ewing

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Page 1: NMDL final project - Ewing

+

Detroit Red Wings Digital Marketing Strategy

Brynne Ewing

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+Big Idea

Long Standing tradition

Continued History of Excellence

Expand Fan Base

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+Target Audiences

Families

Existing, Loyal Fans

Young Adults

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+Young Adults

Student Demographic (18-25 years)

Less responsibilities more money to spend freely

Buy tickets for an experience, not just a game

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+Existing, loyal fans and families

Existing, loyal fans

Will never stop supporting the team

Bring new fans into the sport

Families

Children are new generation of fans

Family night at a Wings game

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+Tools and Tactics

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+Twitter

Team Twitter

Player Twitter

Accounts

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+Facebook

Increase fan interaction

Have Facebook competitions

For tickets

Memorabilia

Jersey give away

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+KPI

Med

ia C

ove

rage

Soci

al M

edia

Fo

llow

ing

Tick

et S

ales

Increase in sales shows successful execution.

Track twitter and Facebook increases.

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+Budget

$250 per hour charged by agency

One full work week to create plan (40 hours)

1-2 additional weeks to implement plan, train and get

staff of board (40-80 hours)

Overall cost to Detroit Red Wings $20,000 - $30,000