5. BIG STEVE.
• Age 35
• Annual Salary Over $100K
• 2 Kids
• Broncos Season Ticket Holder for 5 Years
• Plays Fantasy Football with College Friends
• Participates in 3 Fantasy Leagues
• Checks His Fantasy Leagues 20x per Game
• Tunes into NFL Redzone While Watching
the Game at Home
• Lives in Denver, Colorado
Main Goal
Enjoy the game with his
friends and family.
17. TOUCHPOINTS
PAGE 17
PRE-GAME ENGAGEMENT
DRIVE EXCITEMENT THROUGH
EXCLUSIVE CONTENT AND
CONTESTS
LEVERAGE PAID MEDIA
TACTICS TO INCREASE
AWARENESS
OWNED PROPERTIES
CONTINUE THE TWO-WAY
CONVERSATION WITH FANS
GAMEDAY ENGAGEMENT
UNIQUE TAILGATE AND IN-
STADIUM EXPERIENCE
GAMIFICATION TO INCREASE
INVESTMENT
ENCOURAGE SOCIAL SHARING
POST-GAME ENGAGEMENT
MORE EXCLUSIVE CONTENT
POST GAME LOCKERROOM
FOOTAGE WITH TEAM.
20. CREATE BUZZ AND AWARENESS
PAGE 20
Partner with Media 6 Degrees to execute efficient targeting tactics
• Prospecting- using Media 6’s algorithm to seek out potential new fan base
• Rich Media and Video- use real live game footage as content for interactive units
to drive excitement around game day
• Promote #broncopass on Facebook, Twitter, and Instagram
• Social campaigns
21. DRIVE SITE ENGAGEMENT AND APP DOWNLOADS
PAGE 21
Partner with Media 6 Degrees to execute efficient targeting tactics
• Retargeting: First-Party data to Retarget season Ticket Holders and site visitors
• Paid Search: brand, football ticket seekers
• Search Retargeting: mirror paid search strategy to reach the same user on
multiple channels
• Act a like modeling – Season ticket holders as seed data for model
22. SUCCESS METRICS
PAGE 22
1. Increase season ticket holder attendance
2. Site traffic and app downloads
3. Ongoing participation with app
25. MEDIA COST BREAKDOWN
PAGE 25
Media
Cost
(per
month)
Timing
Spend
Big
Steve
(Season
Ticket
Holders)
Facebook
Retarge-ng
$
5,000
July-‐August
$
10,000
RTB
Retarge-ng
$
5,000
July-‐August
$
10,000
Sub-‐total
$
20,000
Contempla;ng
Charlie
(Prospec;ve
Ticket
Holders)
Paid
Search
$
25,000
April-‐May
$
50,000
Search
Retarge-ng
$
5,000
April-‐May
$
10,000
Facebook
Look
a
Like
Targe-ng
$
5,000
April-‐May
$
10,000
Retarge-ng
(Site
+
Video
engagers)
$
20,000
April-‐May
$
40,000
Look-‐a-‐like
targe-ng
$
5,000
April-‐May
$
10,000
New
Fan
Prospec-ng
$
7,500
April-‐May
$
15,000
Interac-ve
Unit
$
25,000
April-‐May
$
50,000
Sub-‐total
$
185,000
Ad-‐
Serving/Crea-ve
fees
(es-mated)
$
1,000
GRAND
TOTAL
$
206,000
26. INTERCEPTING OUR TARGET
PAGE 26
Season Ticket Holders:
• Retargeting across Facebook and Web
• Proprietary data to retarget via email
Prospecting:
• Act-a-like modeling off current season ticket data
• Implement Search retargeting to identify potential
ticket holders across multiple marketing channels
Rich Media
• Leverage Say Media to deliver cross-platform rich
media experience
27. PRE-GAME ENGAGEMENT
PAGE 27
• Exclusive content delivered from that week’s
practices, including coach and player one-
on-one videos
28. GAMEDAY ENGAGEMENT
PAGE 28
Ticket Holders check-in at stadium to unlock
special perks, including:
• Loaner tablets to stay up-to-date
• View instant replays
• Concession feature
• Bathroom line updater
• Help call the plays on the field
• And more…
29. POST GAME ENGAGEMENT
PAGE 29
Ticket Holders check-in at stadium to unlock special
perks, including:
• Loaner tablets to stay up-to-day on all other NFL
games and Fantasy Football League standings/stats
• View instant replays from the game
• Concession feature for ordering food at your
fingertips
• Bathroom line updater so you can get in/get out
faster
• Gaming system where you get to help call the plays
on the field
• And more…
30. ENGAGING TICKET HOLDERS
PAGE 30
• THE IDEA: App experience that provides
utilitainment to Season Ticket Holders
• HOW IT WORKS: Leverage and connect
simple game mechanics, utilitarian needs
and NFL entertainment in one package
• THE BENEFIT: Drives engagement through
point system for additional upgrades, prizes
and more
• MEDIA AMPLIFICATION: Paid and social
media tactics drive to online site experience
to download app
