The document outlines a campaign by Chelsea FC to grow match day viewership 25% by the end of the season. It will target adult male football fans ages 18-45. Tactics will include highlighting the match winner, new signings, and video clips of the 2021 squad to generate excitement as the team prepares for the Champions League. Partnerships will be formed with Premier League Morning Show and Men in Blazers podcast to discuss Chelsea's transition under a new young coach and team. Highlights of Christian Pulisic's return and goal will be shared to remind Americans that football is back.

1. Assignment Three
Content Mapping
Principles of Digital Marketing
Badum Maaloo
Chelsea FC

2. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
To make up financial losses in other departments by selling
30% more jerseys until end of the season.
To achieve our campaign goal, we will partner with the
players to create ad campaigns on the Chelsea 5th Stand app,
team website, and a paid ad on instagram. The paid ad is to
grow awareness to our summer jersey sale.
This campaign will target our most loyal fan, adult male of
ages 18 - 40
30% increase in Jersey sales by end off season (July 31st)

3. Owned
Explanation
Jersey Sale Campaign
‘5th Stand’ team app
This will be post on of Chelsea 2 newest signings wearing
the 2020/2021 jersey. The add will be posted on the
team’s fan app. Giving our members the privilege of first
choice.
2020/2021 Home Kit
Now available for pre-order
Chelsea Fan Club members only

4. Owned
Academic Explanation
Abstract
Landing or Sales
Content Type
The difference is very minimal as a sales page is a landing page. It just happens
to have an on-page shopping cart pre-loaded so the customer can enter
payment info and buy without ever leaving the page, signing up, etc.
Chelseafc.com
Every thing on the page is Chelsea related and only fans
come to this page. The ad will move them from the
landing page to our online store.
An ad placed on the website for mark downs
on 2019/2020 Home and Away kits. Click on
the ad will take you to the team’s online
store.
Landing Page
This content is motivational and
informational because its
providing information the
audience does not know and its
motivating them to buy
something.

5. Paid
Target Market
Ad Example*
Display, Video, or Mobile?
Academic Explanation
* Image only at this
time. If your ad is a
video, use a still.
You can use a look-
alike from your
company or a
competitor. Or make
your own mockup in
Canva, Photoshop, or
another application.
Advertisement
Instagram
Photograph of a Chelsea FC key/star player. In this
case we chose Jorginho as our star player. He will
be photographed in the Chelsea blue home kit
with a darker Chelsea blue background.
The summer sale will be in a bright color to grab
the readers attention.
This ad is scoped to the entire
customer base (male, female,
infant.etc). This specific campaign
refers to Chelsea men & women
team kit.
SUMMER SALE 60% OFF

6. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
Grow Instagram following by 1 Million by December 31, 2020
This campaigned targeting adult male and female, sport fan,
ages 18-40
To reach this our objective we will organize a social
distancing engagement (FIFA tournament). We will use team
giveaways on insta story and post to grown brand reach.
InstaGrowth campaign

7. Owned
- or -
Explanation
InstaGrowth
Quarantine FIFA tournament
Organizing a FIFA tournament that’ll stream live on our
instagram page. With everyone in quarantine, sport fans
are craving to outside engagement. Getting them to
participate will increase brand reach.
The winning prize is what will make them want to join
the competition

8. Earned
Their AudienceAssets to Provide to Blog
Blog Cover Image or Thumbnail
Blog Link
Academic Explanation
Review or Mention
Bleacher Report
• Christian Pulisic
Team USA’s leading player, Christian Pulisic, is listed among
the player sheet for the first time since after New Year’s
Day. He’ll interview with Bleacher Report on his journey to
recovery.
Sport fans, ages 18-40,
predominately read in
America.
https://bleacherreport.com

9. Earned
Their AudienceYour Speaking Points
Outlet’s Cover Image or Thumbnail
Outlet Link
Academic Explanation
Appearance
YouTube
Soccer, EA Sports, and FIFA
fans worldwide.
https://youtu.be/uLHdRZtbFzI
• Chelsea partner with EA to review EA
Sports FIFA 21 player rankings with the
players.
• Collaboration with EA Sports and FIFA
Every year EA Sports partner with stars of the football
world for their new releases. This will be broadcasted on
EA Sports, FIFA, and Chelsea’s YouTube channel. It will also
be tweeted and posted on social media by fans, players,
and industry execs. Having Chelsea as part of this will
place our brand and players in front of a larger audience
we didn’t have access to before.

10. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
The EPL shut down March 2020 due to the COVID-19
outbreak. We are one back into the season resumption and
we are deploying this campaign to grow match day
viewership back to its peak prior to the shut down.
Adult male, football fan, ages 18 – 45
Prior to the break Chelsea FC matches sold out every
weekend. We will use highlight from tonight match winner,
new signings, and video clip showcasing the 2021 squad to
generate excite as the team prepare for Champions League.
Grown match day viewership 25% by end of season

11. Earned
Their AudienceAssets to Provide to Channel
Channel Cover Image or Thumbnail
Channel Link
Academic Explanation
Review or Mention
Premier League Morning Show
• 06/20/20 Match day highlights and
analysis.
Premier League Morning Show broadcast and analyze
every premier league match played by each team. Our
winner today puts on 1 points away from 3rd place which is
crucial because only the top 4 teams qualify for champions
league tournament next year.
The target market for the EPL
Morning Show is adult male,
ages 18-50, the same our
target market.
https://youtu.be/EFbGEM9PWrg

12. Earned
Their AudienceYour Speaking Points
Podcast Cover Image or Thumbnail
Podcast Link
Academic Explanation
Appearance
Men in Blazers
Every week Michael Davis and
Roger Bennet deliver match
analysis, team transfer reports
and breaking football news to
fans ages 18 – 50 worldwide.
https://tv.youtube.com/browse/the-men-in-blazers-show-
UCL0_wlkgL4o68u6hnBXnE4A?utm_source=onebox
• Transitioning for new head coach
• Academy youths transition to 1st team
• Remaining competitive with a young
team
Front the beginning of the season Chelsea FC as been seen
as a rebuilding project with a new head coach that only
retired from playing 2 years ago and a team with an
average age of 22.Overcoming every obstacle placed
before them, the team is atop the Premier League table
and are still contenders for the best team in Europe
(champions league)

13. Owned
- or -
Explanation
Grow match day viewership
GOALLLLLLLLLLLLL
Pulisic put the Blues ahead on his first match
back since January 2nd. #CaptainAmerica #team
It’s been so long since football was on tv that some fans
have forgotten the excitement or have found something
else to do on Saturday/Sunday mornings. Christian
Pulisic, dubbed captain America by fans, is a family name
in American Soccer. His comebacks and goal is to remind
Americans that’s football is back. Where there’s not
place for hate or division.