Detroit Pistons New Media Campaign Jack Crawley
The Detroit Pistons are one of the premiere franchises in all of sports. The Pistons have won threechampionships, in 1989, 1990 and 2004, each of those teams with a distinct identity that captivatedthe fan base in Detroit and around the world. Fans even packed the Palace of Auburn Hills for arecord 259 straight sellouts from January 19, 2004 through February 4, 2009, and led the NBA inattendance for ﬁve out of the six years from 2003-2009. In recent years however, a combination ofMichigan’s (and America’s) economic downturn, a lack of team identity, and a relatively poorproduct on the ﬂoor has led to many quiet nights at the Palace...
Campaign Goals:• Establish a team identity, which will...• Help the Metro Detroit and Michigan fan base connect with the team, leading to...• Increased ticket sales.
The ThemeWith Ben Wallace, arguably the most recognizableand beloved player on the team, retiring after thisseason, Tayshaun Prince will be the only holdoverleft from the 2004 championship team...That being said, it’s time to focus marketing effortson the youth of this team, especially Brandon Knightand Greg Monroe, the two main building blocks forthe team’s future success. The identity will focus ona youth infusion within the team, a movement if youwill. It will be a campaign that reﬂects the currentstate of Detroit and Metro Detroit: rebuilding, hard-working, passionate about the city, and making amovement back to glory. We will call it The MotorCity Movement, certain fan sections will benicknamed the Motor City Maniacs, and other fansections will have nicknames involving mostlyyounger players. Establishing an identity will engagethe fans and drive up ticket sales.
Campaign Components: Online• Ads will focus on the team identity and younger players.• Ads will have a destination of either the ofﬁcial Detroit Pistons’ website or the Pistons’ ticket center.• A focus will also be put on video proﬁles of players in order to help fans connect with them and relate to them, another critical part of selling more tickets.• Ads placed in search results and on websites for young professionals of Detroit and Metro Detroit (our target audience), as well as popular area websites and news outlets, such as Freep.com (Detroit Free Press) and ClickOnDetroit.com (WDIV).• Keywords: Detroit Pistons, NBA tickets, Greg Monroe, Brandon Knight, work hard play hard, Motor City Movement, Motor City Maniacs, The Youth Revolution, Detroit Basketball, and blue collar.
Campaign Components: Social Media• Current social media presence with Twitter, Facebook, blogging and RSS feed.• Maintain this presence, as it is solid and interactive (e.g., “Fans of the Week” Feature).• Implement “Motor City Movement” theme into social media.• Start a Tumblr blog in addition to the current editorial blog in order to give fans more visuals and connect with younger fans.
Campaign Components: Mobile• A free ofﬁcial Detroit Pistons app, separate from the current one from MLive.com, in which we provide exclusive content and livestream interviews.• Optimize all Pistons-afﬁliated websites for mobile platforms.• Get involved with location-based services, associating incentives for fans with check-ins at the Palace.• Offer a free subscription text service that includes exclusive offers.
Integrating the Various Aspects...• Online ads will feature social media buttons that lead to the various accounts.• The Detroit Pistons App will have a Twitter stream of all relevant Detroit Pistons accounts.• In addition to the ofﬁcial website, the video proﬁles will be on a YouTube channel, promoting another form of social media.• All aspects of the campaign will feature at least one keyword and follow the “Motor City Movement” theme.
Budget and Timeline• Total Budget: $400,000• Different peaks for season tickets and individual tickets/connecting the fans with the players.• Season tickets: Early April through mid-June, as well as heading into preseason (late September-October).• Individual tickets/connecting the fans with players: Full season (November-April, plus playoffs).• $125K dedicated to Online; $100K dedicated to Mobile; $75K dedicated to Social Media; $100K dedicated to all other needs.
Measuring Success• Success will be measured on Google Analytics and Adwords.• Special attention will be paid to audience/customer retention and engagement — clicks that lead to action, such as a ticket purchase, or to customers staying on the site and clicking on different parts of it.• We will also be able to measure certain aspects by downloads, subscriptions, or views, such as the app, text service, and video views.• Direct feedback soliciting can also be done, as well as monitoring of comments on message boards and our social media.• The ﬁnal measure will, of course, be in ticket sales after implementing our campaign.