49ers Digital Marketing presentation on engaging fans leveraging mobility techology.

1. 49ers Digital
Marketing
Adrian Perez

2. Executive summary ………….. 3
Digital Marketing Plan………. 4
Situation………………………… 5
Objectives ……………………… 6
Target Segment ………………. 7
Wi-fi boosters ………………… 8
iBeacon ………………………… 9
NFC ……………………………… 10
Value proposition ……………… 11
Content marketing ……………. 12
Communications strategy …… 13
Tactics …………………………… 14
Project Timeline ……………….. 15
Monitor & Measure ……………. 16
Table of contents

3. Executive Summary
The San Francisco 49ers are a professional football team
that plays in Levi’s Stadium. The stadium has technologies
like beacons and wifi boosters used to complement their
mobile app to try to improve and give the best experience
to the fans. The 49ers have a 94% attendance for the 2021
NFL season and we plan to increase it to 99% by improving
the fan experience.

4. Digital Marketing Plan

5. Situation
94% attendance, ranks 16th in the NFL
63k average attendance, ranks 21st in the
NFL
45 miles from Santa Clara to
San Francisco

6. Objective
Reach 99% of attendance for
2022 NFL Season
10k app downloads for 2022
NFL Season

7. Target Segment
49ers fans
Football fans from the Bay Area
Families from the Bay Area
Smartphone users
Credit card users

8. Wi-fi Boosters
Fans are never more than
10 feet away from a wifi
booster
Gives fans good connection
for the app
50 mbps

9. iBeacon
Guide app users to their
seats
Recommends bathrooms or
concession stands with
shortest lines
Food/drink/merchandise delivered
to their seat
iBeacon: device that identifies the
location of a phone in certain area
through bluetooth.
Promotional offers to people in
stadium
We are going to use it to:

10. Enter the stadium
NFC - Near-field communication
NFC: transfer of data between devices that are very close to each other
Pay
We are going to use it to:

11. Value Proposition
Time savings: Buy parking tickets before game through the mobile app, quick access to stadium
with NFC.
Cost saving: Promotions through beacons, free wi-fi in the stadium.
Convenience: Food & beverage to your seats ordering with the app.
Exclusivity: Member benefits.
Easy to use: Everybody has a smartphone.

12. Content Marketing
Convince fans about purchasing game tickets through social media.
Make fans aware of the app by educating and explaining the app features and
benefits through virals and infographics.
Inspire the fan to attend the games through videos and reviews of the
experience.

13. Communications Strategy
Social media profiles
Mobile app
In stadium (screen,
billboards, signage, etc..)
iBeacon

14. Reach: Sponsoring content in social media profiles.
Engagement: Explain app benefits in a unique way with viral videos. (TikTok, Instagram reels)
Convert: Integrate links in social media to purchase tickets.
Retain: Keep improving fan experience, give benefits to members, promotios with beacons.
Tactics

15. Project Timeline
Marketing team to create videos, infographics as content for social media educate and
convince fans to buy tickets.
Tech & Mobility team to update mobile app and program beacons.
Sales team to work alongside them to be on the same track.

16. Monitor & Measure
App store analytics to monitor app downloads
49ers app analytics to monitor information about customer, sales, promotion
conversions.
Attendance number to monitor how many people is attending the stadium.

17. References
• 49ers logo. Retrieved November 21 from: https://upload.wikimedia.org/wikipedia/commons/thumb/3/3a/San_Francisco_49ers_logo.svg/2560px-
San_Francisco_49ers_logo.svg.png
• Map. Retrieved November 21 from: https://www.sfweekly.com/wp-content/uploads/2016/02/super_bowl_map.png
• Levis. Retrieved November 21 from: https://upload.wikimedia.org/wikipedia/commons/5/58/Broncos_vs_49ers_preseason_game_at_Levi%27s_Stadium.jpg
• Beacon and wifi. Retrieved November 21 from: https://idtxs3.imgix.net/si/10000/F9/C4.jpg?w=1200&fit=fill&bg=ffffff&border=0&q=50
• Mobile app. Retrieved November 21 from: https://static.clubs.nfl.com/image/private/t_editorial_landscape_12_desktop/49ers/rzmihpvfhygzfrqp9npm
• Bay Area. Retrieved November 21 from: https://www.211bayarea.org/wp-content/uploads/2018/06/bay-area-counties-map.jpg
• 49ers fans. Retrieved November 21 from: https://s.hdnux.com/photos/01/07/03/25/18625883/16/rawImage.jpg
• Parking. Retrieved November 21 from: https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRaYI-
KEP6b6j16ATTXZiY_uwbVe3kILWrpNWt6Yp84kigUW2U1xCaunaaHb5cY1DsFcCY&usqp=CAU
• Retrieved November 21 from: https://assets1.hospitalitytech.com/styles/content_md/s3/2020-10/appetize%20stadium_0.png?itok=lRH0vQHE
• Retrieved November 21 from: https://www.touchdynamic.com/wp-content/uploads/2015/09/bigstock-Mobile-Payment-With-Nfc-Near-F-87484871small.jpg
• Retrieved November 21 from: https://fortressgb.com/wp-content/uploads/2020/08/post-image.jpg
• Retrieved November 21 from: https://www.easel.ly/blog/wp-content/uploads/2016/01/_d_improd_/image02-2-593x1024_f_improf_593x1024.jpg
• Retrieved November 21 from: https://fanengagement.nl/wp-content/uploads/2019/09/20190831_100037166_iOS-1024x768.jpg
• Retrieved November 21 from: https://www.lifewire.com/thmb/95BhsxuG0-mb0gNCAQsu3u7IwzE=/2063x1453/filters:fill(auto,1)/
GettyImages-815740928-5ad51100642dca00363b3439.jpg
• Retrieved November 21 from: https://www.channelfutures.com/files/2017/08/Social-Media-Icons-877x432.jpg
• Retrieved November 21 from: https://static.clubs.nfl.com/image/private/t_new_photo_album/49ers/nuuhhlh4rc1i3rg36qpd.jpg
• Retrieved November 21 from: https://developer.apple.com/ibeacon/images/ibeacon-logo.svg

18. References
• Retrieved November 21 from: https://image.shutterstock.com/image-illustration/
strategy-tactics-accomplish-goal-puzzle-260nw-1027707304.jpg
• Retrieved November 21 from: https://www.chiefmarketer.com/wp-content/
uploads/2015/03/marketingteam300x200.png
• Retrieved November 21 from: https://web.415it.com/images/
mobility_management.png
• Retrieved November 21 from: https://www.the800poundgorilla.com/images/pro-
sports-teams.jpg
• Retrieved November 21 from: https://www.apple.com/v/app-store/b/images/
overview/icon_appstore__ev0z770zyxoy_large_2x.png
• Retrieved November 21 from: https://e00-us-marca.uecdn.es/claro/assets/
multimedia/imagenes/2021/05/09/16205319672228.jpg