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Detroit Red Wings Digital Marketing Strategy
Brynne Ewing
+Big Idea
Long Standing tradition
Continued History of Excellence
Expand Fan Base
+Target Audiences
Families
Existing, Loyal Fans
Young Adults
+Young Adults
Student Demographic (18-25 years)
Less responsibilities more money to spend freely
Buy tickets for an experience, not just a game
+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
+Tools and Tactics
Team Twitter
Player Twitter
Accounts
Increase fan interaction
Have Facebook competitions
For tickets
Memorabilia
Jersey give away
+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.
+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