A project for school detailing a social media strategy for the Jacksonville Jaguars.

1. Jacksonville Jaguars
Rayford Pickert
September 29th, 2016

2. Table of Contents
1. Executive Summary, September 2016
2. Social Media Audit
a) Social Media Assessment, September 2016
b) Traffic Sources Assessment, April 2016 – September 2016
c) Customer Demographics Assessment
d) Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement and Reporting Results, September 2016 – January 2017

3. Executive Summary
• Social media offers our organization the chance to expand and grow without breaking
the bank. Without a clear strategy, it is near impossible to take advantage fully of the
opportunities social media offers. Our goal is to expand the reach of our organization
and drive up sales and hype surrounding the program; primarily, we are striving to
expand the reach and visibility of the organization. We will implement a variety of tools
and tactics to achieve these goals.
• Keep the official Twitter account active and engage the audience on a daily basis, as well as cross
promote fan pages with large followings that can reach a more diverse audience
• Report any and all false and/or parody accounts that attempt to detract from our public image
• Create a persona around Jackson De’Ville (mascot) and use it to appeal to children and their parents
• Circulate weekly contests to win free items and tickets to upcoming games
• Create an Instagram account dedicated to making hype videos of the Jaguars
• Create opinion blogs that post bi-weekly on the overall status of the program and what the next
moves should be over the course of the week – this is to make the fans feel hat they are actually
inside of the clubhouse and are hearing the professional chatter
• Create a fantasy blog complete with visuals that show how well individual players are doing in
fantasy. Many people who aren’t even fans of the program will watch games if they have a vested
interest in the game

4. Social Media Audit

5. Social Media Audit

6. Social Media Objectives
• Overall goal: to make the Jacksonville Jaguars a household name all over the
country and establish a culture of winning and dominance
• Social media objectives:
• Reach one million followers on Instagram by September of next year
• Even out the gender distribution significantly in the age brackets of 4-40 by end of
season next year
• Optimize all social media accounts to increase direct link traffic, see percentage upticks
by end of season this year
• Get Jackson De’Ville’s Twitter account to 100,000 followers by September of next year.
We really want to make him a crucial account to follow
• Quantitative KPIs
• Likes, Retweets, Click Through Rate, Shares
• Qualitative KPIs
• Responses from the public, followers

7. Online Brand Persona & Voice
• We want our brand to be one that is friendly and welcoming, as well
as well informed and trustworthy. We also want to be able to fire
back at detractors in a comedic and non-hostile way
• Examples:

8. Strategies & Tools
• Paid: Every Friday, we will boost the most popular organic tweet from
the week. Must have a minimum of 50 retweets and/or 250 likes
• Owned: Promote the Jackson De’Ville Twitter account. Encourage
adoption by all and use as platform to offer special deals and spread
the word about competitions for tickets, etc.
• Earned: Partner with athletes from the area in different areas, and
create one #JagFamily that is to be used in promotional content and
published across all content

9. Timing & Key Dates
• Key Dates
• October 2nd – Game in London
• December 18th – Last game of regular season
• January 6th – Playoffs begin
• February 3rd – Super Bowl
• Internal Dates
• November 11th – Play60 kid’s day at stadium
• November 19th – Jacksonville Pro Day
• March 22nd-23rd – Jacksonville Media Days
• All strategies are to be implemented immediately. There is no time to
waste in trying to expand our social media outreach

10. Social Media Roles & Responsibility
• Social Media Director – Ford Pickert
• Responsible for overseeing all social media activities and mediating any public
disputes with other organizations that may arise
• Social Media Manager – Rob Beach
• Responsible for the day-to-day activities of all social media and the staff in
charge of it. All posts and shares must get his approval before posting
• Social Media Coordinator – Scott Thelemann
• Responsible for keeping the staff on top of current trends and media and
incorporating them into social media posts. Serves as liasion between staff
and the manager

11. Social Media Policy
• Our policy is to keep all posts PG, and appropriate for all ages. We will
not repost and/or like any posts that could be remotely conceived as
negative. We will stay out of all politics and sensitive topics that can
start any kind of media firestorm.
• I repeat: We will stay out of all sensitive topics and discussions!

12. Critical Response Plan
• Scenario: We get embroiled in an online firestorm over sensitive
issues
• Action Steps: Issue an apology across all accounts, repost things that are
showing us support, and quietly fade away in the background
• Pre-approved Messaging:
• “We regret and are deeply apologetic to anyone who may have been
offended by one of our previous posts. We would never want to offend
anyone and the situation is being dealt with internally. Thank you and GO
JAGS.”

13. Measurement & Reporting Results