*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.
*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
*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
*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.
*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.
*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.
*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.
*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
*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