The document outlines a digital plan for the US Women's National Soccer Team during the 2015 FIFA World Cup. The objectives are to reach energetic young fans and casual older fans on share-friendly social media platforms like Facebook, Twitter, and Tumblr in order to grow the USWNT brand. The target audiences are millennials aged 18-29 and casual adults aged 35-55. Content will be posted to drive engagement during the World Cup by promoting games, players, and women's soccer in general. The plan evaluates increasing followers, reach, and engagement on platforms as a way to boost revenue from sponsors.

1. USWNT Digital Plan
FIFA World Cup 2015
Alyssa Gentile, Cody Taduran, Victoria Oladipo
Georgetown University
Digital Media

2. Agenda
I. Objectives
II. Target Audiences
III. Chosen Platforms
IV. Rationale
V. Utilization
VI. Evaluation & ROO

3. Objectives
Reach most energetic fans where they’re at
Provide followers content they can share on share-friendly platforms
Use shareability and larger audiences to grow the USWNT brand

4. Target Audiences
Savvy Millennials 18-29 Casual Adults 35-55

5. Chosen Platforms
Facebook & Twitter
Mass audiences
High shareability
Soccer conversation hubs
High engagement
+ Tumblr Activation
Huge market presence
Sponsored posts = high
engagement
Massive reach

10. One Nation. One Team.

11. What’s Been Done
● Nike home kit launch
○ “No Maybes” campaign
● “1 Nation. 1 Team. 23 Stories” video series

12. Before
-Drive eCommerce
-Showcase player appearances
-Hype Videos/stills
-Merge/Integrate Twitter handles

13. During
-Push gifs & Vine goals on Twitter
-World Cup Central
-Get the men involved
-Social correspondents

14. After -Promote other facets of Women’s soccer
-Cover player appearances, celebrations
-Circulate player posts
-Stress organic content

15. Return On Objectives
-Evaluate Facebook & Twitter Metrics throughout
-At least 6.0 engagement per fan
-20% increase in USWNT followers
-15% increase in reach
-Average of 12,000 reblogs on Tumblr
-Use increased metrics to drive revenue from sponsors

16. Sources
http://expandedramblings.com/index.php/tumblr-user-stats-fact/2/
http://www.adweek.com/socialtimes/nearly-half-of-facebook-users-are-soccer-fans/299303
http://www.slideshare.net/WishpondTechnologiesLtd/world-cup-on-social-media
http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/
http://www.pewinternet.org/2015/01/09/frequency-of-social-media-use-2/
http://www.businessinsider.com/social-media-engagement-statistics-2013-12