Samantha Clarkson proposes a $2 million marketing plan to increase the fan base and ticket sales of a struggling but legendary NHL franchise. The plan targets Detroit sports fans, Red Wings fans, and NHL fans through social media, a mobile app, and digital content to promote the team during and outside of the hockey season and overcome challenges like the poor economy and competition from other local teams. The success of the plan will be measured by analytics from Google AdWords and a noticeable increase in ticket sales.