Digital marketing assignment for school

1. NEW
JERSEY
MOBILE TECHNOLOGY & DIGITAL
MARKETING
By: Ryan Ross

2. NEW JERSEY DEVILS
TABLE OF CONTENTS
▸Executive Summary
▸Digital Marketing Plan
▸Situation/Objective
▸Target Segment
▸Value Proposition
▸Content Marketing
▸Communication Strategy
▸Tactics
▸Timeline
▸Monitor & Measure

3. NEW JERSEY DEVILS
EXECUTIVE
SUMMARY
▸ The New Jersey Devils are currently
ranked at 27th in attendance out of the 31
total teams in the NHL. Prudential Center
where the team plays can sit 19,500 fans.
The Devils averaged 14,899 fans during
the 2019-2020 season. The goal is to use
new NFC technology to get fans to come
out to the games and boost the overall fan
experience. The teams marketing and
social media departments will create and
promote content to get the word out about
the new changes for the 2021 season.

4. DIGITAL
MARKETING PLAN

6. SITUATIO
N &

7. ‣ Ranked 27th in attendance (14,899)
▸ Increase attendance by 5% by end
of 2021 season
▸ Team image will increase and ticket
and merchandise sales will also
increase
SITUATION & OBJECTIVE

8. TARGET
SEGMENT

9. TARGET SEGMENT
▸ Population of Newark: 282,000
▸ 54% female
▸ 32% between ages 25-44
▸ 22% live below the federal
poverty line
▸ Median income of $41,000
▸ Population of Central Jersey 3.4
million

10. VALUE
PROPOSITIO

11. VALUE PROPOSITION
▸ NFC technology will make the fan
experience faster
▸ Faster payments for food and
merchandise
▸ Mobile App
▸ Will have everything in one place
▸ Tickets, payment information,
promo deals

12. CONTENT
MARKETI

13. CONTENT MARKETING
HOW WE WILL
MARKET TO FANS!
▸ Sponsored content across all team
social media platforms
▸ iBeacon notifications on phones
through team app
▸ Post information to team website
▸ Tv commercial

14. COMMUNIC
ATION

15. COMMUNICATION STRATEGY
▸ Devils mobile app
▸ Arena scoreboard
▸ Social Media
▸ Email List
▸ TV Commercial

16. TACTI

17. TACTICS
REACH
▸ Push notifications on mobile app
▸ Sponsored content on social media
▸ Links on team website
▸ New NFC signage placed
throughout arena

18. TACTICS
ENGAGE
▸ Interactive infographics about new
NFC jersey’s
▸ Video of players using the new
jersey’s in the arena
▸ “Thanks for your purchase Go
Devils!” will appear on app after
every purchase through app
▸ Player interviews

19. TACTICS
CONVERT
▸ Limited edition NFC merchandise
▸ NFC tech demo night, allow season
ticket holders to try out new
technology before it is released to
everyone
▸ Links to team website where fans
can purchase NFC jerseys’s

20. TACTICS
RETAIN
▸ Create new monthly promo’s
▸ Loyalty program called “The Devils
Den”
▸ Player meet and greet’s
▸ Any fan who has an NFC jersey can
vote for their favorite goal after every
game
▸ Randomly selected winners (10) will
receive a $10 food and drink
voucher for any game

21. TIMEL

22. TIMELINE
OUR TIMELINE
▸Marketing Team
▸Content Creation (June 1st 2020)
▸Create NFC jersey’s 8 months before 2021 season
▸Create “Jersey’s Team” marketing material
▸Create infographics & social media content for campaign
▸Create stadium signage, digital signage promoting new fan features
▸Social Media
▸Schedule weekly posts on team platforms
▸Monitor analytics, interact with fans

23. MONITOR
&

24. MONITOR & MEASURE
HOW ARE WE DOING?
▸App monitoring
▸Monitor all ticket, concession, and merchandise sales through app
▸App download objectives
▸Measure app store impressions, paying users, user engagement
▸Measure NFC scans at concessions and stadium locations
▸Social Media
▸Monitor all social media impressions

25. QUESTION
S?