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Red Wings Final
 

Red Wings Final

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The Detroit Red Wings digital strategy.

The Detroit Red Wings digital strategy.

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    Red Wings Final Red Wings Final Presentation Transcript

    • Detroit Red Wings DIGITAL STRATEGY Presented By: Scott Berlin
    • Background Information• Home Stadium: Joe Louis Arena• Most Stanley Cup Championships of any US based team• Made playoffs 21 straight seasons• Struggling with regular season attendance in recent years
    • Target Audience Men Ages 18-40 Michigan Area Big range?  Mass appeal  Couples and families  Bigger target = More sales
    • KPI  Increased ticket sale  Increased revenue from concessions  25% increase between the two will be considered very successful
    • Big Idea! “End the Lockout” Promotional Event Free admission, Amazing discounts 50% off Season Tickets Raffles Discounted group-rates Concession discounts
    • Tools and Tactics Promotion of the “End the Lockout” Event  YouTube Video with star players  Facebook Event  #EndtheLockout  Twitter  Instagram  Google AdWords  Micro-site
    • TwitterPresence Twitter will be a huge part of generating a “buzz” for our main event  Official Red Wings Twitter Account  Tweet-for-Discounts  Daily Countdown  #EndtheLockout
    • Instagram Powerful tool allowing users to share pictures have taken  Capture images of the “End the Lockout” event  Share pictures to earn additional discounts  Lockout Picture of the Week  #EndtheLockout
    • Budget Due to the geographical size of our promotion we were able to minimize some costs The campaign will run for two months ending a week after the “End the Lockout” event Largest cost is associated with staffing the event itself Great value on Google Adwords  Approx. 120 Clicks/Day x 60 days  $7,200 total
    • Budget Breakdown Total Budgeted Cost = $77,200 Social Media Organization & Video $25,000 $30,000 Google AdWords Micro-Site Creation $7,200 End the Lockout Event $15,000