The document outlines a digital strategy for the Anaheim Ducks hockey team to increase customer relationship management and maintain a loyal fanbase through various digital initiatives. It discusses using CRM to create emotional connections with fans, profiling season ticket holders and overall Ducks fans demographics. The strategy also involves cause marketing partnerships, utilizing the team website and social media platforms for promotions, and measuring key performance indicators through Google Analytics to engage fans and build long-term relationships.

1. Digital Strategy
By BRooke Pancheri

2. Goal
● Increase Customer Relationship management (CRM)
through digital advertising
● Maintain a loyal Fanbase

3. Customer Relationship Management
“ The goal of CRM is to create strong, even emotional, customer connections to a brand that can lead to
ongoing business, free word-of-mouth promotion and information from customers that can generate
leads.”

4. Fan Demographics
Season Ticket Holders
● 39.9% College graduate
● 98.6% home owners
● 25% have a net worth of $2,000,000 or more
● 36.3% household income 100k+
● 82% orange county Resident
Ducks and HOnda center demographics
● 29.0% some college
● 40.5% have at least one child
● 38.6% run/jog
● 20.3% college graduate
● 44 average age
● 60.9% airline travel
● 50.2% married
● 33.5% Volunteer
● 27.8% BELONG TO A HEALTH CLUB

5. Cause Marketing
The Anaheim Foundation
“The goal of the Anaheim Ducks
organization is to continue to develop
a passionate and knowledgeable fan
base in Southern California and to
embrace and engage the local
community through grassroots
programing.”

6. The official Team
website
Anaheimducks.com
● Promotions
● Game recaps
● Special Events
● Team Information
● Community involvement
● Much more…

7. SOCIAL MEDIA Platforms

8. Social Media Promotions

9. Game Day Giveaways
● Allows the corporation to
interact and engage with
fans in a unique way
● Fun and engaging
● Creates long term
relationships

10. Mobile Application
● Available on iOS and
Android
● Connects fans with one
another
● Creates an intimate
relationship between the
fans and team.

11. Measuring
KPI’s
Google Analytics

12. Thank You for Listening
Brooke Pancheri
Final Presentation
ADV 420

13. Sources
http://ducks.nhl.com/v2/ext/10.25x
14_AnaheimDucks_CorporatePartn
erships.pdf
https://www.nhl.com/ducks/team/d
ucks-history
https://www.nhl.com/ducks/team/m
obile-app
http://searchcrm.techtarget.com/de
finition/relationship-marketing