Digital Media Strategy

1. Denver Broncos
Digital Media Strategy
By: Robert Purdy

2. Franchise Overview
• Founded August 14, 1959 by Bob Howsam
• Has sold out every home game since 1970
• Played at Mile High Stadium until 2001 – Now
play at INVESCO Mile High Stadium
• 7 NFL Hall of Famers
• 3 Retired Jersey Numbers
• 2 NFL Super Bowl Championships
• 11 Division Championships
• 6 Conference Championships

3. Franchise Overview: Challenges
• Challenges:
– Competition from other NFL franchises
– Product on the field arguable just as important as
off
– Fan expectations about team performance
– Team and player reputations effect sponsorships,
brand image, etc.
– Constant changes in player personnel through NFL
Draft, free agency, retirement, and roster moves

4. Franchise Overview: Goals
• Goals:
– Increase fan involvement and interaction through
specific online promotions and giveaways
– Increase season and individual ticket sales
– Increase merchandise sales
– Provide fans with up to the minute team and player
news
– Use SEO and Social Media to increase website traffic
and brand exposure
– Balance on-field success with success through a
variety of social media campaigns
• Twitter, Facebook, Foursquare, YouTube

5. Themes:
• Nike purchased the rights to all NFL merchandise including
team jerseys
• Team should revert back to earlier years with regard to team
colors for merchandise, website, and social media
– More accent on the burnt orange and white, rather than
the dark blue
– Will allow for a new consistent brand image going forward
with new management and a newfound focus on winning

6. Social Media: Fan Involvement
• Facebook
– Provide promotional opportunities for followers to interact with
the brand page through the use of:
• Contests and giveaways of tickets, merchandise, etc.
• Trivia Questions
• Team and Player News
• Twitter
– Use Twitter to provide followers with up to date team and
player news regarding injuries, fantasy football, and roster
transactions
– Fan trivia questions and contests to direct followers to Facebook
page
– Need to improve the number of Tweets to accommodate how
quickly team and player news develops

7. Social Media: Fan Involvement
• YouTube:
– Provide fans the ability to view and share videos
– Have “#1 Fan” contests where fans can submit videos to win prizes
– Have a weekly series where fans can submit questions to current
players and have the players respond (i.e. What is the season like?
What do you like to do in your free time? Ways for fans to get to know
the players off the field
• Foursquare:
– Allow fans to check in at games, team events, practices, sponsored
restaurants and more to receive deals on team merchandise and
tickets
– Fan involvement is critical and a extremely beneficial when the on-the-
field product isn’t a success

8. Search Engine Optimization
• Take advantage of offseason team interest to get
a heads start for the regular season
• Player acquisitions through the Draft and Free
Agency allow you to market someone to build up
jersey sales, endorsements, etc.
• By using SEO, you can draw fan interest to your
team website, which will in turn draw fans to the
variety of social media outlets
• Keywords
– Denver Broncos, Peyton Manning, Broncos, John
Elway, NFL

9. Evaluating Success: Fan Involvement,
Website Traffic
• Fan Involvement:
– Monitor the number of followers on Twitter and Facebook
– Measure the number of Likes, subscribers, Twitter mentions to
successfully evaluate the reach of each campaign
– Measure team merchandise sales and ticket sales after a social
media campaign to see effectiveness
• Website Traffic:
– Use of Google Analytics to determine page views, location of
fans (i.e. Are they outside of our primary target area?)
– What social media platform led to the biggest increase of
website visitors
– This will allow measurement of social media campaigns to
strategize going forward

10. Timeline and Budget
• Budget:
– Proposed $1,500,000 budget to upgrade social media networks
and increase traffic through paid online advertisements
– Will also include payment for the fan promotional giveaways
• Timeline: May 2012 – May 2013
– Begins with draft and increased team exposure
– Most important part of season to increase fan involvement
(season hasn’t started)
– Will carry through 2012-2013 season and end with 2013 draft
and will know team direction by that point
– Maintain constant measurement weekly with specific emphasis
on social media campaigns