ESPN aims to be the #1 place for all sports news by involving audiences through social media. The strategy targets avid sports fans ages 18-34 who are active on social media. ESPN will engage this audience through exclusive promotions on platforms like Twitter, Facebook, Instagram and a YouTube channel. A mobile app will provide constant accessibility and promotions. Success will be tracked through metrics like social media engagement, app downloads and advertising click-through rates. The annual digital marketing budget is $4.8 million for social media, $950,000 for mobile, and $500,000 for Google Adwords. An advertising firm will cost $5.256 million per year.

1. A Digital Media Strategy For The
#1 Sports Network

2. The Big Idea
ESPN is the #1 place to
find and watch any and
ALL sports news
Provide a “WE” factor to
the audience & let them
feel like they are a part
of ESPN rather than just
a spectator
Involve the audience as
much as possible with
ESPN through social
media to gain infinite
involvement and
recognition

3. T a r g e t M a r k e t
• Adults 18-34
• Avid sports fans
• Young – thrive on social media

4. S o c i a l M e d i a
• Exclusive promotions & Contests for followers
• ESPN Football Friday Fact Day
• Fan of the Week
• Trivia Tuesday
• Insta-sensation
• Live feed of events/games
• Keeping the audience engaged 24/7 at any location
• Post daily on Twitter, Facebook, & Instagram to gain more recognition

5. • YouTube Channel for special promotions, deals, and
contests
• Subscribers of this channel will get updates on new
contests given
• Channel made so subscribers can post any sports related
video they want (good or bad)
• These videos subscribers post could have the chance to
be on ESPN Top 10 (or not Top 10)
S o c i a l M e d i a

6. M o b i l e A p p s
• Easy download for target audience
• Low charge from Apple ($99/year & 30% of sales go to
Apple)
• Constant accessibility to ESPN
• App for all ESPN promotions/contests & exclusive deals
• Making new apps: ~$400,000

7. Tracking Success (KPI)
• Cost Per Click to monitor reach
• Facebook Ads – to reach the target audience with
relevant ads (18-34)
• Likes, Favorites, Retweets, Follows, Comments
• Mobile App downloads
• YouTube comments, views, & subscribers

8. G o o g l e A d w o r d s
• Google Adwords annual cost = $500,000
• Average Cost Per Day = $1,200 – $1,350
• Keyword Traffic Estimator to choose specific words
(sports, live, scores, etc.)

9. E S P N B u d g e t
Digital
Marketing
Budget
12
Months
$4.8
Million
Per Month
Social
Media
Budget
12
Months
$960,000
Per
Month

10. E S P N B u d g e t
Mobile
Budget
12
Months
$950,000
Per
Month
Advertising
Firm
600 per
hour – 24
hours/day
for 1 year
$5,256,000
Per Year