Final Presentation for ADV 420 at Michigan State University. November 24th, 2014

1. Detroit Red Wings
Digital Strategy
By: Rachel Claire

2. Introduction/Target
Audience
 We want our digital strategy to raise awareness
and help the Red Wings gain even MORE fans
 The Red Wings are considered to be a “Rookie”
team. A new and bright future is ahead, though.
With new players, fans, and a soon to be new
arena there is a lot to look forward to.
 Main Target Audience: Hockey fans in general,
all over the country and in Michigan

3. THE BIG IDEA
 We will be using Instagram and Twitter to give
fans updates on the new stadium as well as
players and stats.
 We will also reach out to local companies to help
us team up and advertise the Red Wings in the
Metro Detroit Area.
 The social media will get the big idea out more
virally, though.

4. KPI-Timeline
 All of this will take course over a year and is
broken up into three month quarters.
 Q1- Social Media Presence
 Q2- Ticket Sales and Merchandise focus
 Q3- The new arena and social media impact
 Q4- Wrap-up of campaign and how we are
going to keep it going year by year

5. Expected Goals of KPI
 Increase attendance of games at Joe Louis to be
sold out
 Increase merchandise sales by 20%
 Immediate start to our campaign
 Use of Instagram, Twitter, Facebook and YouTube
to promote the new arena and get fans hooked
and excited for it’s unveiling

6. Tools & Tactics
 Instagram
 Twitter
 YouTube
 Blogs
 All of these social media platforms will be
utilized to their full extent

7. Budget
 Our budget for this digital strategy Red
Wings campaign is $1 million
 This will be our budget for a full year
and we will not waste a cent on
something we do not think will boost
sales and online traffic

8. Budget Breakdown
 YouTube: Approximately $400,000
 Twitter: $100,000
 Existing NHL organization website: $200,000
 Instagram: $150,000
 Local advertisements: $75,000
 The rest of the budget will be used in case of
emergency.

9. Expected Outcomes
Huge revenue increase for the Red Wings in
ticket sales, merchandise sales and the like.
 A larger and growing fan base
 More traffic to every social media platform we
are using regularly
 More followers on Instagram and Twitter
 A functioning campaign that will be of use for
years to come.

10. Wrap-up
 Thank you for listening to my digital strategy!
 Questions?
 Comments?