2. Nature of the Business
The product is in the name, ESPN:
Entertainment and Sports Programming
Network.
American, global television network that focuses on
sports-programming
Sports talk shows, event telecasts, and expert
analysis
The competition:
National Networks: CBS, NBC
Specialty Networks: MLB TV, NFL Network, Golf
Channel, etc…
3. …(continued)
Aside from their presence on cable networks across
the world, ESPN also has an array of product
offerings:
ESPN Insider
ESPN the Magazine
30 for 30 Documentaries
Clothing apparel
ESPN Zones located across the U.S.
Challenges in capturing product sales:
Budget constraints related to advertising
Maximizing advertising reach amongst consumers
4. The Pitch
To implement a low-cost digital marketing campaign
which seeks to utilize social media, primarily, in
order to reach a greater number of our target
customers. We feel there is an opportunity to make
this niche market more aware that ESPN even
offers for-purchase, premium products.
Facebook
Twitter
Mobile Solutions
5. The Facebook Plan
Existing Facebook page is highly
interactive, excellent opportunity to supplement this
current strength.
In coordination with Marketing, determine keywords
that correlate to the interests of Facebook users.
Use this acquired knowledge to employ the use of
Banner Ads
Reach Your Target Customers
Deepen Your Relationships
Control Your budget
6. (… continued)
Reach Your Target Customers
Reach over 800 million potential customers
Choose your audience by location, age, and interests
Deepen Your Relationships
Promote your Facebook page and/or website
Utilize the “Like” button to increase your ad’s influence
Control Your Budget
Set and control your budget daily
Choose to pay only when people click ad (CPC) or when
they see the ad (CPM)
7. The Twitter Plan
Many prominent ESPN analysts already have a
strong presence on Twitter, as well as the network
page itself.
ESPN also employs many former professional
athletes
Excellent and convenient opportunity to have
“famous” people promote your product
Example: Football Insider, Adam Schefter, could
promote ESPN Insider subscriptions
No added expenses, employees already under salary
Use the “Promotion” feature on Twitter
8. (… continued)
Promotion feature:
ESPN could refine their target reach by targeting
users with platform messages
iOS, Android, and Blackberry
International Opportunities:
70% of the 140 million active users on Twitter are
abroad
TwitterAds and the Promotion feature could allow
ESPN to tap into a new niche market
9. Mobile Solutions
Create and develop apps that compliment the
product offerings of ESPN (TV) and ESPN.com
Coupon offerings
Limited time offers
Fantasy Sport apps
ESPN the Magazine access for iPhone and Android
users
Promote these apps through other social media
platforms that ESPN already employs
10. Metrics
First and foremost, monitor the sales figures on
products that are related to social media promotion.
Use prior sales figures of related products as a
historical benchmark.
Elicit consumer feedback regarding the
effectiveness of the recent social media marketing
campaign.
Track increase in mobile apps purchased
Utilize the Google AdWords feature that allows you
to monitor the effectiveness of keyword selection
and click-throughs
11. Budget
First, it is important to note that the goal of this digital
marketing campaign is not to incur traditionally
expensive advertising costs
Mastering social media marketing to minimize costs
highlights the intrigue of this proposal
That being said, ESPN has an enormously large check
book:
Subsidiary of The Walt Disney Company
Industry market share leader
Realistic digital marketing campaign budget given
company revenues and resources: $400,000
12. Wrap-Up
Minimize advertising costs through utilizing various
forms of social media.
Facebook Banner Ads
Twitter “Promotion” feature, ESPN internal
promotion
Mobile Solutions For-purchase phone Apps
Further segment consumer market to better target
that audience
Raise product awareness
Reach more consumers to capture more sales
