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Detroit Lions Restore the Roar!
*Brief History Started in 1929 as the  Portsmouth, Ohio  Spartans In 1934, poor revenues  and the Great Depression  thre...
*Goals Increase awareness and brand  loyalty   Make Detroit proud   National and Global recognition Increase ticket an...
*Challenges Building on the success of last year and trying neglect recent past failures.   Hard to ignore history Rega...
*Marketing Strategy and Integrated Theme    Integrated theme of this campaign will focus on    two things:      Fan and ...
*Social Media Detroit Lions Facebook and Twitter pages   Will be used to update fans about upcoming games,   stats, even...
*Google Ad Words Carefully select keywords and phrases to use in  campaigns and advertisements we create.   Help filter ...
*Mobile Advertising Detroit Lions Four Square page Allows fans to “check in” when they come to  games or events Check i...
*Measuring Metrics Facebook: Likes, shares and comments Twitter: Retweets, Favorites, comments, Twit pics Google Analyt...
*Budget  Detroit Lions Strategy will have a starting budget of  $2 Million dollars.    Includes:        Facebook and Tw...
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Detroit Lions Marketing Strategy

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New Media Driver's License Final Project

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Detroit Lions Marketing Strategy

  1. 1. Detroit Lions Restore the Roar!
  2. 2. *Brief History Started in 1929 as the Portsmouth, Ohio Spartans In 1934, poor revenues and the Great Depression threatened the Spartans.  George Richards, owner of WJR radio, bought the team and moved them to Detroit. Enjoyed a lot of success in the 1950’s, winning three championships. (1952, 1953 and 1957) Reached the playoffs for the first time in 12 years in the 2011 season.
  3. 3. *Goals Increase awareness and brand loyalty  Make Detroit proud  National and Global recognition Increase ticket and merchandise sales  Jump in revenue of about $25 million dollars between the 2010 and 2011 seasons.  http://www.statista.com/statistics/195260/revenue-of-the- detroit-lions-since-2006/ Build on the re-branding and re- building of the Detroit Lions brand to erase the memories of the past  The success of last year was a great start.  Need to build on that success and put the failures of the past behind
  4. 4. *Challenges Building on the success of last year and trying neglect recent past failures.  Hard to ignore history Regaining lost loyalties. Re-position the Detroit Lions brand as:  Competitive  Intelligent  Winners
  5. 5. *Marketing Strategy and Integrated Theme  Integrated theme of this campaign will focus on two things:  Fan and customer interaction with each other and the Lions organization.  Fan loyalty and enjoyment of a new and improved Detroit Lions team  Use Social media, Google Ad words and Mobile marketing strategies to accomplish our goals and over come the challenges in support of this theme.
  6. 6. *Social Media Detroit Lions Facebook and Twitter pages  Will be used to update fans about upcoming games, stats, events, promotions, discounts, etc. Encourages fan interaction with each other, players, coaches and Lions Executives.  Make fans feel involved and will position the Lions brand as a fan oriented team. Discounts and giveaways for Re-tweets and sharing of Facebook posts  Example: The first X amount of people to Re-tweet something gets this.
  7. 7. *Google Ad Words Carefully select keywords and phrases to use in campaigns and advertisements we create.  Help filter fans to the Lions Twitter, Facebook and Detroit Lions homepage Words will be used as a “rally call”, getting fans to certain sites for this campaign that fit their interests.
  8. 8. *Mobile Advertising Detroit Lions Four Square page Allows fans to “check in” when they come to games or events Check in discounts and giveaways  Prizes, discounts and seats are given when you check in.  Example: Three check-ins at three game gets you a free pizza and pop or being the mayor gets you 2 free seats.
  9. 9. *Measuring Metrics Facebook: Likes, shares and comments Twitter: Retweets, Favorites, comments, Twit pics Google Analytics: Click through rates, visits and traffic through websites and social media pages Foursquare: Check ins
  10. 10. *Budget  Detroit Lions Strategy will have a starting budget of $2 Million dollars.  Includes:  Facebook and Twitter promotions and giveaways ($450,000)  Google Ad words campaigns and Google Analytics tracking ($500,000)  Foursquare promotions and giveaways ($450,000)  Measuring the success of the campaign ($200,000)  Staffing and maintenance of the campaign ($400,000)  Depending on the success of this campaign we may add more money or more components to it

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