final presentation for ADV 420.

1. DIGITAL STRATEGY:
ESPN MAJOR LEAGUE SOCCER
Sydney Frazer
A45346763
frazersy@msu.edu

2. BACKGROUND INFO
 ESPN is broadcasting more Major League Soccer games for the
upcoming season
 Huge up and coming market
 Not many soccer fans in the U.S.
 Major League Soccer is the United States soccer league, many
soccer fans focus their attention on Premier League soccer
(overseas)

3. TARGET AUDIENCE
 Adults age 18-55
 Broad range: people of all ages are sports fans
 Important to reach a broad spectrum of people who could
potentially gain interest & watch more frequently

4. SOCIAL MEDIA
 Dedicate 1 or 2 journalists who solely report MLS coverage
 Generate more content via social media so followers can see on timeline
 Journalists can change name: @JohnSmith_MLS
 Easier to find info for other followers if MLS is in their Twitter handle
 Use a hashtag
 People who have a favorite team are more likely to engage and watch
 Example: #TeamDC or #TeamChicago
 Easy to track success: we can see exactly how many people are using the hash tag
 Builds hype for matchups

5. ESPN’S HOMEPAGE
 ESPN already has incredibly popular homepage (built in audience that has a
lot of traffic)
 Establish a stronger MLS presence on the homepage
 MLS blog is the main feature on the homepage:
 Talks about top plays, top weekly matchups, standout players, and big rivalries
 Better informs potential fans and more likely they will stay on the channel if a game Is on

6. INBOUND MARKETING TECHNIQUES
 Inbound off of the ESPN
homepage: anyone who clicks on
the MLS tab on the dashboard will
be prompted to fill out personal
info to join an e-blast
 Other features: include MLS newsletter,
notifications for game times, where
games are being broadcasted, who’s
playing who, etc
 Quick and easy way to track subscribers

7. PAID ADVERTISING: FACEBOOK
 Facebook Boost posts:
 ESPN Major League Soccer makes a Facebook post featuring a matchup with
the game time, each team’s franchise player, and that it is being broadcasted
on an ESPN channel
 Decently priced
 Post will appear on other people’s timelines even though they do not follow
the ESPN Facebook page
 Reaches out to friend’s of those who do follow ESPN on Facebook

8. PAID ADVERTISING: GOOGLE
ADWORDS
 8 major keywords:
 Major, League, Soccer, Score,
Game, Time, ESPN, MLS
 Chosen because most people
that search the web will be
searching for the score of the
game or the time of the game

9. PAID ADVERTISING: SEO
 Same 8 keywords as Google AdWords
 Website will be better optimized to ensure that ESPN’s MLS web
page will appear at the top of the list for any user on Google

10. BUDGET (PER MONTH BASIS)
 Google AdWords:
 $1-$5 per word: $2,000
 SEO Firm:
 $750
 Facebook Boost posts:
 $5 per day = $155
 Inbound Marketing firm:
 $1,667
TOTAL: $4,572 per month