Detroit Tigers: a digital marketing strategy

By: Bailey Broderick

New Media Driver’s License

Spring 2015

Goals• Drive ticket sales

• Increase fan base

• Improve online presence

• Increase fan engagement

Target Audience

Budget

25%

40%

35%

Digital Marketing BudgetTotal: $100,000

GoogleAdWords

YouTube Ads

Employee'sSalary

• Google AdWords• $25,000

• $65 per day

• 232+ clicks

• 65k+ impressions

• YouTube Ads• $40,000

• 200,000 views

• Employee’s Salary

• $35,000

• $17 per hour

• Responsible for managing social media sites as well as Google AdWords success

Facebook

• Over 2 million likes

• Would like to increase to 2.5 million by October

• Post poll questions, contests, videos and photos to engage fans

Twitter: @tigers

Instagram: @tigers

• 242k followers

• Only following 50

• Launch Instagram campaign #DetTigerNation

• Encourage fans to post pics of them in their Tiger gear, at Comerica Park, anything supporting the Tigers to Instagram with the hashtag #DetTigerNation

• It will show the game through the eyes of the fans, make them feel involved

• Showcase a number of the photos at each game

YouTube AdsGoogle

AdWords• YouTube ads are pay-per-view

• With a budget of $40,000 we would be able to reach 200,000 views

• Create a “pump-up” type video ad to get people excited about upcoming games

• Give them the web address where they can buy tickets

• Provide all social media handles so viewers are inclined to follow

• $25,000 budget• $65 per day• 232+ clicks• 65k+ impressions

• Suggested Google AdWords• Detroit tigers, Tiger

tickets, tiger baseball, cheap Detroit tiger tickets, baseball tickets, Detroit tiger merchandise, etc.

SummaryThe goal of any and every business is to increase sales and brand awareness. For the Detroit Tigers, this means to increase ticket/merchandise sales and widen our fan base.

By utilizing social media and SEO, we will ideally reach a wider audience and draw them in to the great game of baseball.

Thank you for your time and go Tigers!