The document outlines a strategic plan for the Los Angeles Chargers to increase fan attendance from 25,393 to at least 65,000 by enhancing stadium technology, improving marketing efforts, and fostering fan engagement. Key strategies focus on upgrading facilities, utilizing social media for communication, and enhancing the overall fan experience. The goal is to become one of the most popular fan bases in the NFL within five years and increase team value to support stadium improvements.

1. 1
With o
Situation
• Right now, we have the
lowest fan attendance in
the NFL for 2019. Our
average attendance hit
25,393 people. That’s
65,536 less than the #1
ranked Cowboys in
attendance. We have
some stuff to work on.
(shorturl.at/bpAHQ)
Objectives
• We would like to increase our
numbers for attendance by at
least 40,000 fans. That would
bring us to about 65,000 fans.
• Make it fun for the fan to visit
and watch.
• Upgrade the technology in the
stadium to some up-to-date
features.
• Improve the mobile team
website
• Make or improve a mobile app
Strategy: target segments
• We will get there by upgrading the
technology to some up-to-date
features; Apple Pay, touchless
ticketing, strong Wi-Fi signals
throughout the whole stadium.
• We must work with top service
providers and with our team to
come up the best ideas to achieve
these goals.
• Look at what needs to be improved
Strategy: content marketing
• We will have to market the new
technology on social media to the fans
• Do trailer videos of how the stadium got
upgraded.
• Ask questions on social media to the fans
to see what they would like to see.
• Take notes on everything the fans say on
social media. Take them into
consideration.
• Consult the website and see what
improvements to make. Make it easier to
use. Add or remove content from it.
Strategy: value proposition
• We must increase the value of the team to
get more popularity and fans in.
• Become one of the most popular fan
bases in the NFL within the next 5 years.
• Anything to increase the value will invite
more fans to come.
• The more value we have, the more money
we get to upgrade the stadium.
• Sell more merch for new or returning fans
• Making a mobile app increases value
Strategy: communications strategy
•We need to communicate with the
local team to see how the fans
enjoy the upgrades.
•Reach out to the fans for reviews
and ratings.
•Interview fans during half time of
local games and see their
opinions.
•What do the fans like the most on
our social media’s?
Tactics
• Get feedback from the fans.
• See what is broken and needs
repairs.
• Increase the fan attendance by
40,000 and the fan value by
25%; anything helps.
Reach:
• Market on promote the new
stadium on social media, tv,
radio, etc. Everywhere
someone could see it.
• Interview fand during the games
• Ask questions to the fans
Act:
• We want to act on these goals
as soon as possible. The faster
it’s done, the more revenue and
fans we can bring in.
• Study other arenas
Convert:
• Convert old areas into new
areas.
Engage:
• Engage with the fans to see
what they think.
Actions
• Go out and ask questions to people in the area to see what they think of the
improvements.
• Record data and report it to the team after a few days in interviewing
• Upgrade the technology by 2023 for the new stadium
• Improve or make a new stadium by 2023
• Lastly, make an official video of the stadium for online viewing.
• Read the comments and start making a new improvement list.
Control
• We can measure how we did by looking at new reviews or asking people during
the first and second home game at the new and improved stadium.
• Take control of the operation
• Lead the workers in the right direction
• How fast do we get it done?
• Who wants to be involved?
• We look at the new attendance reports and compare them to other teams and
previous years data
Digital Marketing Plan Summary Created for: Las Angeles Chargers
By: Jordan Meleski
Date: 8/21/2020
Version: 1.0