Make Way for The Denver

Broncos!Social Media Strategy

By Kelsey Fox

Audience

• Football fans• Ticket holders• Denver Broncos fans• NFL fans• Media• Residents of Colorado

Big Ideas

•Give the audience something to talk about!•Fan engagement•Quick social media response system•Giveaways/contests•Events•Building personal relationships

Objectives•Increase ticket sales•Increase fan engagement •Increase merchandise sales•Increase website traffic by using keywords: Denver Broncos, NFL, Peyton Manning, ticket and schedule•Social Media follower engagement growth

Social Media Tools

•Twitter•Facebook•YouTube•Foursquare•Mobile app.

Content• News: Updates on players, team,

score, schedule, tickets, stats, events, injuries, discounts, contests/giveaways, roster changes, sponsors, top fans

• Videos: Football plays, highlights, events, 360 view of the facility (Mile High Stadium), player bios, top fans, history, tips about football, live-stream

• Other content: Questions, count-down clock, answering questions and responding to comments/concerns

•Photos: Top players, Denver Bronco logo, cheerleaders, coaches, mascot, fans, events, in-action plays, players during off-season

•Links: All social media sites, main website, sponsors, contests/giveaways

Frequency•Twitter: 5 tweets/day

• no scheduled tweets, only live

•Facebook: 1 main update/day.

•If audience member comments, “Likes” our page or has a question, we will respond immediately and personably

•YouTube: 1 video/week

Budget•$1,000,000 for 12 months

•Will cover objectives and staff salaries

•Marketing Team: Social Media Manager, a social media team (graphic design, social media sites, SEO, digital ads online, Facebook ads, video production, mobile app developer), un-paid interns, and a customer service department.

Response Plan

•Act fast with a positive comment and help out the customer in any way we can

•We’ll always admit our mistakes, and do whatever we can to solve the issues

Tone

•Enthusiastic•Positive•Responsive• Family-friendly•Bronco-spirited• Helpful

Competitive Audit•Social media: Personable vs. robot-like

•Sponsorships: •Currently sponsored by Sports Authority•Acquire more sponsorships and build credibly to our target market• With synergy, we’ll offer cross-branded coupons. EX) if a shopper goes into Sports Authority and shows their dated Bronco ticket via mobile app. ,they’ll receive 20% off their purchase•By showing that we can drive traffic to our current sponsor, we will be able to obtain more sponsors.

GO BRONCOS!