The Detroit Red Wings are an original NHL team founded in 1926. They have moved to a new arena and are relying on young stars to succeed after ending a 25-year playoff streak. Their goals are to build awareness, attract new fans, sell tickets and merchandise, and provide an excellent experience. Their target audience includes Detroit residents, Michigan residents, and hockey fans of all ages. They use their website, social media, TV, radio, print, and influencer marketing to promote the team.
2. Red wings quick facts
• Founded in 1926 as part of the “Original Six” teams in the NHL.
• Eastern conference,Atlantic Division
• 11 Stanley Cups
• Owned by the Illitch family
• Detroit is nicknamed “Hockeytown” due to their success.
• General Manager is Ken Holland
• Head Coach is Jeff Blashill
3. THE NEW ERA OF THE RED WINGS
• The Wings have moved into a new home.The Little Caesars Arena is a brand
new, state-of-the-art facility that is home to the hockey team, as well as the
Detroit Pistons basketball team.
• The 25-year playoff streak (one of the longest in the history of any sport)
ended after last season.
• The team is relying on their young, talented stars like Dylan Larkin,Andreas
Anthanasiou, and Anthony Mantha to bring them success
• Jeff Blashill was recently appointed as the new head coach after Mike Babcock
left in 2015.
4. Brand Goals
• Build brand awareness
• Attain new fans
• Sell tickets
• Sell merchandise
• Build brand loyalty
• Provide a one-of-a-kind experience for visitors and fans
5. Target Audience
• Residents of Detroit, and the metropolitan area
• Residents of Michigan
• Hockey fans in general
• All ages welcome
• Internet content is tailored to Michigan residents, men and women, ages 14
and above.
6. WEBSITE
• https://www.nhl.com/redwings
• The NHL has the main website where each team’s individual sites can be
found.
• Extremely mobile friendly, which is essential
• The RedWings’ site has information on anything a fan would need to know
• Tickets, schedule, roster, news, blogs, Red Wings TV, stats, scores, fan zone,
merchandise, and more
7. SOCIAL MEDIA
• They use Facebook,Twitter, Instagram, Snapchat, andYouTube
• Across each platform their content has a consistent theme and message
• Players take over accounts once in a while
• Updates from practices, games, road trips, and other special events
• Place to interact with fans
• Encourage fans to share their experiences with the brand via hashtags
• Contests and giveaways
8. ADVERTISING
• The goals of advertising for the Wings’ brand coincide with the brand goals for
both traditional and non-traditional media.
• Traditional media they use areTV, radio, and print (local newspapers)
• Influencers like Michigan natives Kid Rock and Eminem promote the team
• Organic traffic from online content and fan interactions
• Paid promotional content on social media websites as well as sites that relate to
hockey
• Ticket buying sites
• Sporting gear websites
• ESPN
• Draft Kings/Fan Duel
9. SUGGESTIONS
• Use the digital strategy to highlight aspects of the RedWing’s organization that
aren’t talked about as much.
• Philanthropic efforts
• Not as well-known players
• Offer deals that are too good to pass up
• Use all digital platforms to get messages to fans that will get them excited about
attending games.
• They should have the crowd as riled up as possible
• The players feed off of the positive energy and play better
