1. Boston Red Sox
Digital Strategy Presentation
By: Jared McCarthy

2. Target Audience
 Focus on New England area
 Target fans who believe going to a game is too
expensive

3. Key Performance Indicators
 Selling out all 81 home games
 Focus on selling during April and May

4. Big Idea
 Lead the League in attendance and
merchandise sales
 Use 2013 World Series Championship as a major
selling point

5. Tools & Tactics
Social Media Plan
 Instagram
 Capture the feel of being at the ball park
 Hold contests and giveaways for best pictures
submitted
 Twitter
 669.5k followers
 Offer promotions and giveaways to followers

6. Budget
 Net Income = $122.1 million
 5% for marketing expenses = $6.1 million
 Digital marketing = $2.5 million
 Social Media = $500,000
 Google AdWords = $2 million