Final presentation about the Detroit Tigers

1. Detroit Tigers’
Digital Strategy
MAGGIE HAUSER

2. Budget
$50,000 to spend on advertising
Focus on Email Marketing and Social
Media Marketing

3. Goals, Objectives, Measurement
Increase followers and fan
engagement
Improve sales of tickets and
merchandise
Measure how users got to the site
◦ Social Media, Email, etc.

4. Target Audience
Men and women
◦ 18-30
◦ Middle Class
◦ Interested in baseball
◦ Like Detroit sports
Mothers
 20-40 years old
 1-3 children
 Upper-middle class
 Interested in baseball
 Children interested in
sports

5. Social Media
1.25 million followers
32.4K Tweets
• 582K Following
• 3,407 Posts
• More than 2.4 million
likes
• More than 2.2 million
page follows

6. Social Media
Engage with followers
Post on the accounts that are owned
◦ Pinterest, Google+, Tumblr
Use new accounts
◦ YouTube

7. Website
One website, same format as other teams
Make it unique by moving elements of the
page

8. Online Advertising
Display advertising
Social Media Advertising
◦ Using promoted posts on Twitter
and Instagram

9. Inbound Marketing
Email Marketing

10. Mobile
App used by all of the MLB
◦ MLB At Bat
Create an original app
◦ Possibly more localized fan base
◦ More chances for engagement