2. Target Audience
• Adults ages 18-44
• In the Philadelphia area
• Currently reside there
• Previously lived there for
longer than 1 year
Age of Philadelphia Residents
Under 18
18-24
25-44
45-64
Over 65
3. Objectives
• Ticket Sales and season ticket
inquires
• Increase by 15%
• Merchandise Sales
• Increase by 20%
• Positive social media posts
• Monitor use of hash tag to
show support and promotion
of fan base
• 15% increase in social media
110
108
106
104
102
100
98
96
PCT
4. “The History, The Culture, and
The Eagles”
• Eagles currently have strong local fan base, but want to
expand the community.
• Campaign based around significance of the city
• Cultural aspects
• Historical importance
5. “The History, The Culture, and
The Eagles”
• “#AndTheEagles”
• Fans would post pictures of themselves at historic places such as
The Liberty Bell, Fairmount Park, etc. wearing Eagles gear.
• Emphasizes cultural aspect of the city and represents the Eagles
as a part of the culture of the city.
6. Tools and Tactics
• Instagram
• Facebook
• Twitter
• Google AdWords
80%
70%
60%
50%
40%
30%
20%
10%
0%
% Population Using Site
FacebookeTwitter Instagram
7. Tools and Tactics
• 72% on Men use
Social Media
• 74% of Women use
Social Media
• 89% of people
between the ages
of 18 and 29
• 82% of people
between the ages
of 30-49
8. Budget
• 500,000 on Ad Agency
• 500,000 Budget
• 100,000 Contingency
• 500,00 Internet Marketing
• 17,000 per month on Facebook
x 6 months = 102,000
• 10,000 per month on Twitter x
6 months = 60,000
• 10,000 per month on
Instagram x 6 months = 60,000
• $700 per day on Google
AdWords x 6 months =
127,400
• 150,600 contingency
Budget
Ad Agency
Budget
Ad Agency
Contingency
Facebook
Twitter
Instagram
Google AdWords
9. Summary
• Target Audience: Adults, 18-44 who currently or previously
lived in Philadelphia area.
• Objectives: Gain fans and support of Eagles.
• Measured though increase in ticket sales, positive social media
feedback, and increase in merchandise purchased.
• Campaign: Significance of both American history and culture
in Philadelphia.
• Outlets: Internet: Instagram, Facebook, Twitter, Google Ad
Words
